TOMORROW’S

MUSEUM

TODAY

THE MUSEUM IN THE 21ST

CENTURY

This is an assignment drafted in the context of the “Social Media and Cultural Management “ seminar of the Hellenic American Union.

Athens, November 2014

It’s the Web 2.0

era

A new generation of digital

natives is taking over

We tend to live more and more

online than off

Participation

Motivation

Reward

Communication/Interaction

Exchange of ideas

Multivocality

Quality content

Co-production

Shareability

WHAT DO WE EXPECT FROM AN EXPERIENCE

TODAY?

To feel our voice is heard

Our opinion counts

To find a space to express ourselves

WHAT DO WE EXPECT FROM AN EXPERIENCE

TODAY?

WE ARE

PROSUMERS

SO…

WHAT’S

TOMORROW’S

MUSEUM

LIKE?

WHAT’S TOMORROW’S MUSEUM LIKE?

Easy-to-access

• Friendly to the physically challenged

• Connected to mass transportation network

• Parking spaces

• Simple ticketing service / easy visit planning

• Provides additional facilitations (e.g. baby-sitting suggestions, shuttle bus)

• Has a statement-physical presence in the local community

• Exhibits collections available online

Technologically “edgy”

• Organized e-services

• Digital signboards

• Touchscreens

• iPads / headsets / smartphone apps

• PC terminals

• Virtual apps

• Social media platforms shareability

• 100% wi-fi coverage

• 3D printers

• Mobile+standard versions of shareable content (on-the-spot sharing options)

WHAT’S TOMORROW’S MUSEUM LIKE?

Green

• Renewable / sustainable energy use

• Ecosystem friendly

• Fresh air

• Normal temperature

• Natural light where possible

• Open / green spaces

Adequately infrastructured

• Congress room

• Educational activities space

• Study space

• Lounge / Cafeteria / Restaurant

• Teleconference space

• Shop

WHAT’S TOMORROW’S MUSEUM LIKE?

People make the difference

Friendly, welcoming, customer-oriented reception staff / services

Give your curators a face and a voice (let the visitors get to know who they are, what they do, and how they do it)

Don’t make me feel

embarassed / like I don’t

belong here

Keep it

simple

WHAT’S TOMORROW’S MUSEUM LIKE?

WHAT’S TOMORROW’S MUSEUM LIKE?

Open

Free

Flexible

Tells “the story behind the story”

Social (reflects major socio-political events)

WHAT’S TOMORROW’S MUSEUM LIKE?

Transparent / democratic

Authentic

Conversational

WHAT’S TOMORROW’S MUSEUM LIKE?

Engaging

Educational

Provocative

COMMUNITIES BUILD AROUND PROJECTS /

EVENTS / ACTIVITIES

Tomorrow’s museum offers the right platforms for:

• Sharing / communicating / self-expression / personalisation

• Commenting

• Suggesting / recommending

• Disputing official interpretations

• A sense of belonging

• Content co-creation / co-production

• Reviews / Complaints

• Talking to the individual

(“my opinion matters”)

• Taking the experience beyond the

venue

TOMORROW’S MUSEUM…

Cultivates trust-based relationships

*Remember:

Elites must now work

harder to justify their

exalted status

TOMORROW’S MUSEUM…

• Listens

• Asks questions

• Facilitates conversations

• Involves stakeholders in decision-

making

IN TOMORROW’S MUSEUM…

Curators can moderate discussions between online

communities, and

-provide direction

-engage

-manage stream of internet info

while maintaining musem’s authority intact.

CHOOSE YOUR CHANNELS WISELY

WHAT DO WE LOOK FOR IN

TOMORROW’S MUSEUM?

• A hobby and a creative outlet

• Personality and a human face

• Give me the thrill of discovering the prototype,

but let me take the aesthetic experience back to

the comfort of my sofa

• Be fast-paced – the rest outside the venue

• Guarantee customized levels of access to

knowledge

• No overwhelming quantities of data

• Free me from having to read labels all the time

WHAT’S TOMORROW’S MUSEUM LIKE?

Enables its staff to use social media

Makes them visible

Supports combination of viral+permission marketing

Adopts cross-cultural management / Cross-promotes with other

institutions

WHAT’S TOMORROW’S MUSEUM LIKE?

Emphasizes on effective internal+external communication /

maintains favourable reputations with stakeholders

Builds relationships with other institutions / stakeholders / sites

It’s measured (reports, data, etc.)

WHAT’S TOMORROW’S MUSEUM LIKE?

Creates a brand

Leaves a social footprint

Gives valuable, useful, useable, enjoyable content

TOMORROW’S MUSEUM…

• Emphasizes on word-of-mouth

marketing

• Gets more people to talk about their

experience

TOMORROW’S MUSEUM…

Embraces

crowdsourcing /

crowdfunding

TOMORROW’S MUSEUM…

• Tells great stories

without pushing

messages

• Puts content in the right

context

TOMORROW’S MUSEUM…

Is not afraid to go

beyond its

comfort zone

TOMORROW’S MUSEUM…

Doesn’t overlook fun

and happiness

TOMORROW’S MUSEUM…

Will always be there to

tell our stories and

heal our souls…

End of slideshow

Thank you for watching.