Date post: | 12-May-2015 |
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Step by step to a basic plan for fangagement and associated revenue models:1. understanding what business we/you are in2. understanding the iden=ty and brand values of your organiza=on
3. personifying this iden=ty4. geAng an understanding of the assets, the main ac=vi=es, rela=onships and distribu=on channels (“venues or mee=ng places”) of your organiza=on
5. find out who to follow and who to involve using social media.
Which all together will lead to a more sustainable organisa=on.
Relevant forever...
• introduc=on-‐ why, how&what, who: the powersource-‐ some examples of making heritage relevant: fangagement
• your case• business model canvas• Ready, SET, Go!• from friendraising to funding: sustainability
within 12 ques=ons, you'll have created the basis for your organisa=on’s sustainability
Relevant forever... schedule
... how to:• ar=culate a dream• make the dream come true• share this dream• keep your dream alive
Relevant forever means...
Relevant forever means...
“If you're not prepared to be wrong, you'll never come up with anything original.”
Ken RobinsonThe Element: How Finding Your Passion Changes Everything
“If you don’t want to know, how to make money, you'll never learn to understand your customer.”
Theodorus Meereboer
Relevant forever comes from a.o.:
Relevant forever... idea
12
3
4
5
READY
SETGO!
Ready, SET, Go!vademecum / werkboek
Bouwen aan relaties, vrienden maken en de sociale kant van de organisatie innoveren
klaar voor . . .
Theo
Meereboer
COMMiDEA / Stichting E30
SET
inclusief
Social
Engagement
Tool !
+
“The truth is that most company leaders are too narrow in defining their compe??ve landscape or market space. They fail to see the poten?al for “non-‐tradi?onal” compe?tors, and therefore oFen misperceive their basic business defini?on and future market space.But the biggest threats usually come from oblique compe?tors that are solving the same problem, in a different way with an alternate offering for the customer.”That compe+tor could be a museum, it could be you.
1. what business are you in right now?
‘‘We don’t want to go back to the same normalcy that we’re coming from. We will create a new normalcy which will stay and keep on moving and change the world.’’
Nobel Peace Prize winner Muhammad Yunus,World Economic Forum 2009, Davos
Relevant forever... finally we start
Identity - ground level http://legalpedia.wordpress.com/2009/04/06/islamic-finance-in-the-blue-ocean/
google glass
blue ocean strategy
The powersource of your organisa=on is defined by the core of existence: vision, mission, rela=on, put into one sentence. It tells why your organisa=on exists and for whom.
2. describe the powersource of your organisa=on, using:• visionairy/beckoning power (“look!”)• missionairy/working power (“because...”)• rela=onal/recrui=ng power (“and so, that’s why”)
Relevant forever... powersource
Identity - level 1 - ideation phase
BIGIDEAS
Relevant forever... powersource
BIGIDEAS
Identity - level 1 - ideation phase
• Concep=ng (Jan Rijkenberg -‐ BSUR) is bringing thought-‐concepts / big ideas ‘to market’, for the process of a`rac=ng audiences, based on the mentality concept of an organisa=on (instead of spending too much budget on marke=ng, trying to convince people).
• Societal marke=ng is the planning and implementa=on of programs designed to bring about social change using concepts from commercial marke=ng.
• by sharing the things and thoughts that are really important to you and your museum, coming from the iden=ty and the values (and the collec=on?), you give your audience the chance to (dis)agree with you and become a follower (instead of an anonymous target group).
Relevant forever... fangagement
Brand - level 2 - concepting phase http://rivetingmarketing.blogspot.nl/2010/04/values.html
Relevant forever... fangagement
BIGIDEAS
Brand - concepting phase: make a love mark from your museum
waarmaken waarvoor men staat en op basis daarvan waardevolle, duurzame relaties opbouwen.
Relevant forever... fangagement
BIGIDEAS
Brand - concepting phase: contributing to an even bigger theme
Relevant forever... PERMA & well-being
Brand - level 2 - concepting phase
P.E.R.M.A. * Mar=n Seligman• Posi=ve emo=ons• Engagement• Rela=ons• Meaning and purpose• Accomplishment
• by knowing what’s concerning your audience, and what the most challenging issues in society are, you have the opportunity to start a conversa=on. Mobile technology and web-‐infrastructure give you the possibility to make this conversa=on personal.
• this way we combine Concep=ng and Societal marke=ng. That’s the basis of value crea=on and exchange.
3.What are the most important values? What is the most daring ambi=on of your organisa=on?
4.Why are these values/issues/topics important for your fans?
Relevant forever... fangagement
Brand - level 2 - concepting phase http://rivetingmarketing.blogspot.nl/2010/04/values.html
Relevant forever... attribute to a better world
Brand - level 2 - concepting phase http://rivetingmarketing.blogspot.nl/2010/04/values.html
Relevant forever... fangagement
Brand - level 2 - concepting phase
Relevant forever... by the many
Brand - level 2 - concepting phase
¼ Nieuwe Business ModellenEen exploratief onderzoek naar veranderende transacties die meervoudige waarde creëren
Jan Jonker i.s.m. Marloes Tap en Tim van Straaten
Working Paper ‘Duurzaam Organiseren’Nijmegen School of ManagementRadboud Universiteit Nijmegen – Holland1 juni 2012
Relevant forever... Rijksstudio: fungagement?
Brand - level 2 - concepting phase
Relevant forever... fangagement!
Brand - level 2 - concepting phase
Relevant forever... customers as / and partners
Brand - level 2 - concepting phase
Relevant forever... labeling: benefit of cooperation
Brand - level 2 - concepting phase
Relevant forever... partners
Brand - level 2 - concepting phase
Relevant forever... reverse engineering
Brand - level 2 - concepting phase
Europeana voor erfgoedinstellingenEuropeana vertelt het verhaal van Europa. Bezoekers kunnen hier de rijkdom van het Europese verleden en heden ontdekken. De portal gee! momenteel toegang tot meer dan vijfentwintig miljoen gedigitaliseerde documenten, boeken, foto’s, "lms, schilde-
rijen en muziek van meer dan 1.500 instellingen en stelt deze beschikbaar via website en API. Europeana is een aanjager voor innovatie in het erfgoeddomein. Sinds de start in 2008 is het uitgegroeid tot een levendig Europees netwerk van erfgoedprofessionals.
Europeana vergroot de toegankelijkheid van collecties. Aangesloten instellingen pro"teren van de technologische en inhoudelijke ontwikkelingen die het Europeana-netwerk in gang zet. Digitale Collectie voert, in opdracht van OCW, de regie over het aansluiten van Nederlandse erfgoedinstel-lingen op Europeana. Digitale Collectie is een samenwer-kingsverband tussen het Nederlands Instituut voor Beeld en Geluid, de Koninklijke Bibliotheek, Nationaal Archief, Rijksdienst voor het Cultureel Erfgoed en Digitaal Erfgoed Nederland (DEN).
stap 1 — Standaarden Voldoet uw collectie aan DE BASIS, de minimale eisen voor vindbaarheid en beschrijving? U vindt DE BASIS op de website van Digitaal Erfgoed Nederland (DEN): www.den.nl
stap 2 — RouteNeem contact op met Digitale Collectie voor advies over de beste route. Er zijn ver-schillende opties mogelijk.
stap 3 — Mapping Aggregatie vraagt om het juiste metadatamodel. Vraag de leverancier van uw collectieregistratiesysteem of uw domeinpartner om meer informatie.
stap 4 — Rechten De metadata behorende bij uw collectie worden doorgestuurd en geïndexeerd naar Europeana. Welke metadata kunt en wilt u vrijgeven onder de Creative Commons CC0-verklaring?
Stappenplan 10 voordelen op een rijtje
1. Groter bereik – Bezoekers uit Nederland en heel Europa krijgen digitaal toegang tot uw collectie
2. Meer bezoekers op uw website – Europeana stuurt de bezoeker door naar de objecten op uw site
3. Uw collectie in context – De samenhang met andere collecties op Europeana verrijkt de ervaring van bezoekers
4. Beter vindbaar – Uw collectie wordt beter vindbaar voor verschillende zoekmachines
5. Optimaal gebruik van uw collectie - Uw collectie kan worden ontsloten in innovatieve en educatieve toepassingen of toeristische applicaties.
6. Wetenschappelijk onderzoek mogelijk – Wetenschappers kunnen in hun onderzoek makkelijker gebruik maken van uw collectie
7. Uw collectie op orde – Geaggregeerde metadata worden gecontroleerd en voldoen aan het juiste metadatamodel
8. Eigen beheer – Uw collectie blij! in eigen beheer, wijzigingen in metadata worden automatisch overgenomen
9. Ondersteuning en netwerkfunctie – Als deelnemer blij! u op de hoogte van de laatste ontwikkelingen door nieuwsberichten, evenementen en helpdesk
10. Met alle andere erfgoedinstellingen van Nederland vormt u samen de Digitale Collectie!
Ontwikkelingen in de Digitale Collectie Digitale Collectie stimuleert en werkt mee aan de ontwikke-ling van technologieën en tools om beschikbaarstelling en metadata van cultureel erfgoed te verbeteren en te verrijken op nationaal niveau. Samen met leveranciers, het academi-sche veld en initiatieven als Open Cultuur Data verkennen we nieuwe mogelijkheden voor het online brengen van erfgoedcollecties.
Op de roadmap staan onder andere de volgende zaken:
• Persistent identi!ers die koppelingen met uw collectie duurzaam bewaken
• Mapping tools om metadata te valideren• Beschikbaarstelling van metadata in het
CLARIN datamodel• Een pilot om Linked Open Data te visualiseren• Semantisch ontsluiten van de collecties en beschikbaar
stellen van thesauri
Relevant forever... stakeholders and brokers
Brand - level 2 - concepting phase
Relevant forever... volunteers & peers
Brand - level 2 - concepting phase
Relevant forever... smart replica
Brand - level 2 - concepting phase
• describe an issue your organisa=on is facing, when engaging both audiences and stakeholders and the way finance and funding (or the lack of money) is involved. What is the real bo`leneck?(in less than 5 minutes...)
• working on one of the 5 cases in small groups• plenary session with the outcomes of the cases with brief feedback on the general issues
5.describe an issue your visitor is facing when dealing with daily life, informa=on overflow, technology, media literacy, etc.
Relevant forever... your case
Brand - level 2 - concepting phase http://mashable.com/2012/03/27/tello/
the business model canvas in a nutshell• how to use the canvas
6. what are the main assets of your museum, what are you good at?
7. what are the main ac=vi=es?8. describe the most important rela=onships 9. which distribu=on channels (“venues or mee=ng places”) does your organiza=on use?
Relevant forever... business model canvas
Business - level 3 - organisation phase
Relevant forever... business model canvas
Business - level 3 - organisation phase
Relevant forever... business model canvas
Business - level 3 - organisation phase
Relevant forever... bmice-t
Business - level 3 - organisation phase
download pdf
Relevant forever... business model, bottom-up
the business model as part of the strategic change process.
1. vision / mission / relation
2. strategy / values
3. business model
4. social / reach
5. plan/ act
environmental factors
Relevant forever... value propositions
Business - level 3 - organisation phase
Relevant forever... business model canvas
analogue business model for archives
Relevant forever... business model canvas
digital business model for archives
Relevant forever... step by step innovation
Business - level 3 - organisation phase
Business - 7 steps
Relevant forever... step by step innovation
Business - 7 steps
Relevant forever... step by step innovation
Relevant forever... business model tools
Business - level 3 - organisation phase
download xls
• how to innovate your business model• tricks and tools to evaluate and enhance your business model
• seAng course• using innova=on tools like Systema=c Inven=ve Thinking (S.I.T.) to come up with new ideas from exis=ng ideas, knowledge and crea=vity
Relevant forever... business model innovation
Business - level 3 - organisation phase
Relevant forever... systematic inventive thinking
Business - level 3 - organisation phase
• 5 thinking tools:• substrac4on• mul4plica4on• division• task unifica4on• a:ribute dependency
• S.I.T. principles:• Closed world: thinking inside the box• Qualita4ve change• Func4on follows form (backwards process)• Path of most resistence• Cogni4ve fixedness• Near Far Sweet (innova4on sweet spot): innova4ve enought to be considered
‘new’ / ‘an addi4on’, but close enough to be recognised and understood
10.What would be the Near Far Sweet for your customer and why is (s)he over there?
• new insights on idea=on, concep=ng, societal marke=ng and par=cipa=on
• explaining the SET board and the steps in working with this tool
11. who to follow and who to involve using social media: why and how could your organisa=on par=cipate in society?
Relevant forever... SET: Social Engagement Tool
Social - level 4 - relation phase
Ready, SET, Go!vademecum / werkboek
Bouwen aan relaties, vrienden maken en de sociale kant van de organisatie innoveren
klaar voor . . .
Theo
Meereboer
COMMiDEA / Stichting E30
SET
inclusief
Social
Engagement
Tool !
download not yet available
Relevant forever... SET canvas
Social - level 4 - relation phase
SET boardIDENTITY
vision
mission
relation
> core text (pay off / premisse)
[credibility]
title/subject
© Theo MeereboerStichting E30 2013
date
participants
BRAND (strategy)
values
ambition
targets
task / role
followers
[attractiveness+ appeal]
business (model)
assets
channels
customers
>> propositions
[profitability]
projects (iterative)
for each project name a.o.- purpose- 5 main ‘elements’ / ‘ingredients’ (what makes them work, what happens if...)- engagement (for whom, why)- media (which, where, when)- milestones (incl. targets & KPI) in visionairy terms- time (urgency, planning, within 5/10 years)
Q: What is the relation to the upper part of the board? And to the lower right part?
[think of sustainability]
Social
call to action
added valuetransition
participation
communication
reach
relevance
stakeholdersbelievers ambassadors
initiatives
interest
involvement
influencers
conversations
conversion
why
how
what
who
moral transactional
12
3
4
5
READY
SETGO!
Relevant forever... SET social matrix
Social - level 4 - relation phase
Social
call to action
added valuetransition
participation
communication
reach
relevance
stakeholdersbelievers ambassadors
initiatives
interest
involvement
influencers
conversations
conversion
why
how
what
who
moral transactional1
2
3
4
5
READY
SETGO!
Relevant forever... SET for mobile
Social - level 5 - realisation phase
Loïc Tallon / Rich Cherry / me: 1. How are you going to make money? Why? With whom?2. it’s about the experience (not the technology): func+on & design
leads to effec+vity3. design brief: define objec+ves (why > what), define audience (who)
what’s the users perspec+ve, a mobile experience can not be all things for everyone
4. focus on strengths & unique quali+es of your organisa+on i.e. mobile (personal, connected, loca+ve, real +me, imagineering, interac+ve BUT keep it simple)
5. manage expecta+ons, search occasions (workshops with stakeholders, fans...)
6. Sustainable: don’t underes+mate content crea+on, +me absorbing modera+on, money and people. How can the organisa+on afford prolonga+on? How can partners/stakeholders par+cipate in this? (their interest is crucial)
7. Itera+ve & agile: Test and evaluate throughout development and implementa+on
8. can mobile be the linking pin?
• the shortage• the long term
• 5 x R:1. Research (audience / agora / themes / topics)2. Reach (media choice, =ming) 3. Rela=ons4. Resources (content, crea=on, crowd) 5. Relevance!
12.Who are the greatest fans and how can you maintain a (co-‐crea=on) rela=onship with them? What’s it worth? (visits, contribu=ons / co-‐crea=on, meta-‐data, money, etc.)
Relevant forever... from friendraising to funding
Social - level 5 - realisation phase
blog /facebook / twitter / google+scooop. it!paper.lietc.
+ ‘best practice’ (showcases, project beschrijvingen) + knowledge database(publicaties, presentations) + external sources
seminar
expo /site /museum
event
photo3D / AR
video
e.g. issuu /slideshare / flipbook /pinterest
curriculum
internshipdebate+ LinkedIn
game
platform
+ experience / opinion + news (blog , social media, magazine) + anouncements (event, tentoonstelling, conferentie) + node / hub (social media, contact information)
research
appmobile
Relevant forever: knowledge ecology / sharecology
every museum is part of a network of knowledge ecologies
• any customer or user ‘visi=ng’ your museum already said yes. Accompany them on their journey through the whole environment of your museum(according to Mar4n Barden, Tate)
• Will you offer heritage, art, an experience, products, services, discount, exclusiveness in this journey?
• Are they in for membership, philantropy, benefits, sociability, excitement, informa=on co-‐crea=on...
• how about the brand promise, systems, reten=on engagement, life=me value, customer mo=va=on...
13.does every step, every interac=on in the journey strengthen the ‘bold promise’ of your organisa=on?
Relevant forever... from friendraising to funding
Social - level 5 - realisation phase
thank you!
QuesDons? [email protected]@theomeereboer
S4ch4ngE30.nlCOMMiDEA.nlErfgoed20.nl
collecDewijzer.nlInheritage.eu
“more or less”, open museums (and media)