El uso de los blogs dentro de los museos de corte tradicional.
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Curso: Las instituciones de la memoria en la red: Nuevas dimensiones del museo.2008. Ponente: Jeff Gates (Smithsonian American Art Museum). Programa del Curso: http://bit.ly/InstMemRed Lista de reproducción: http://bit.ly/MuseosRed
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El uso de los blogs dentro de los museos de corte tradicional.
- 1. Jeff Gates: Nuevo concepto de blogging en un museo de corte tradicional
- 2. Act I Setting up the story
- 3. Después de 6 años de reformas SAAM prepara su reapertura
- 4. El área de gestión de la página web quiere crear un blog
- 5. Pero esto presenta una manera muy diferente de trabajar para SAAM
- 6. ¿Cómo podemos ser a la vez rompedores y diplomáticos?
- 7. Atraer nuevos públicos para dialogar en internet sobre nuestras obras de arte
- 8. Mientras mantenemos un alto nivel de comodidad dentro del museo
- 9. Moverse lentamente, observar el progreso y adaptarse continuamente para garantizar el éxito
- 10. Act II, Scene 1 The Details: Why do a blog
- 12. Luce Foundation Center for American Art
- 14. Unir nuestra oferta en la web con nuestras galerías que están apunto de volver a abrir
- 15. Vimos también una oportunidad para llegar a públicos más jóvenes
- 16. Eye Level: una manera de destacar nuestras ventajas con un alto impacto a un bajo coste
- 17. Act II, Scene 2 How did we propose it?
- 18. Proponemos nuestro blog a SAAM
- 19. Proponemos nuestro blog a SAAM
- 20. Se formó un equipo diverso para trabajar en el blog
- 26. Se creó una presentación PowerPoint para el personal clave
- 27. Se creó una presentación PowerPoint para el personal clave
- 28. Se dio respuesta a las necesidades referidas a los recursos del personal/humanos
- 29. Act II, Scene 3 Once we got it approved
- 30. Una vez se aprobó Eye Level Una lenta y prudente puesta en marcha
- 31. Publicaríamos Eye Level a nivel interno hasta que todo el mundo estuviese conforme
- 32. Largo plazo: haciendo ajustes
- 33. Largo plazo: Desarrollar nuevas ideas para las historias
- 34. Nueva prestación: Picture This
- 35. Nueva prestación: In This Case
- 36. Largo plazo: Los comunicados de prensa tienen un buen contenido
- 37. Conectarse a redes sociales
- 38. Conectarse a redes sociales
- 39. Conectarse a redes sociales
- 40. Conectarse a redes sociales
- 41. Crear una sinergia con el museo
- 42. Crear una sinergia con el museo
- 44. Crear diálogo sobre arte americano
- 45. Act III To sum it up
- 46. Podríamos crear un dialogo y mantener un una sensación de confort dentro del museo?
- 47. Saliendo de la difusión
- 48. Al diálogo
- 49. Moviéndonos lentamente y ajustándonos continuamente para hacer un seguimiento del progreso y garantizar el éxito
- 50. Eye Level: Un estudio de caso práctico para ser a la vez rompedores y diplomáticos
- 51. ¿Preguntas? Nuevo concepto de blogging en un museo de corte tradicional
Notas del editor
- Translation: After 6 years of renovation SAAM prepares to reopen In January 2000 the Smithsonian American Art Museum closed for renovation. • Main galleries were closed for six and a half years. • Yet we were “open” on the Web during that entire period. • During this time much had changed about Web development in general and how it relates to museum practice.
- Translation: The Web team wants to create a blog • In the fall of 2004 our Web team proposed creating a blog. As you can see, we were a very determined bunch! Our reopening had provided an opportunity to look at our museum practice in different ways. Goals: • engage our audiences in new and exciting ways • connect our visitors’ experiences with the artworks in our collection. A blog seemed like an interesting way of doing this.
- But this presented a very different way of working for SAAM. • New content would be produced at an accelerated rate, more than we were used to. • As we were gearing up for our reopening, each museum office had a large workload. THE BIG QUESTION: How much time and resources would this project take from offices outside of Information Technology and New Media?
- Bill Taylor, editor of Fast Company and author of Mavericks at Work: Why the Most Original Minds in Business Win: HOW COULD WE BE BOTH A DISRUPTER AND A DIPLOMAT? • How could we propose something very new and revolutionary for SAAM and be sensitive to our organizational environment
- Wanted to engage new audiences to create online dialogues about our artworks. Bar Italia 1953-1955 Paul Cadmus Smithsonian American Art Museum 1969.47.54
- At the same time we wanted to maintain a comfort level within the museum. Family Group 1951 John Koch Smithsonian American Art Museum
- Our strategy: move slowly, monitor progress, and adjust whenever necessary to ensure success. Nam June Paik Zen for TV
- So, why did we want to publish a blog at SAAM?
- With the reopening we had the opportunity to engage our visitors in new ways: The Luce Foundation Center for American Art would allow visitors to see over 3300 art objects in open storage.
- Lunder Conservation Center would show visitors how we conserve artworks in an set of open laboratories and studios.
- The Web team wanted to connect our online visitors and our Web offerings with our about-to-be-reopened galleries. Our blog would be part of a larger SAAM initiative where public now draws few distinctions between an organization’s traditional brand (in our case, our bricks-and-mortar museum) and its Web presence. It would be part of our “long-tail strategy” to publish a continuous and searchable flow of microcontent aimed at many different audiences.
- We also saw an opportunity to connect with younger audiences -- twenty- and thirty-somethings who were getting much of their news and cultural information online. In the long term, these young people would eventually become sixty and seventy year olds with cultural capital, time, money, and even art collections. It was a way to cultivate new (and long term) audiences.
- Translation : Eye Level: a way to highlight our assets with high impact at a low cost The project fit well with our museum’s mission to connect Americans’ experiences with our artworks. It reflected SAAM’s tagline: “A destination museum for the 21 st century.” Connecting our collection and museum activities with the social network known as the “blogosphere” would bring new audiences to our museum’s Web sites. We wanted to use viral marketing –to create a “buzz” as we readied the museum for its debut. So, how did go about proposing to do this project within SAAM?
- So, how did we go about getting approval to do this project?
- Well, it wasn’t like this…
- Hmmm, and it wasn’t exactly like this either .
- First, we began to assemble our blog team. You can see that we’re very methodical in our practice. I’m kidding here: of course, this is WAY TOO MANY PEOPLE to organize a blog. Our initial blog team included the Chief of Information Technology, the Head of New Media Initiatives and myself (Lead Producer in New Media). As the key authority on our collection, our Head Curator joined us to evaluate blog post ideas. Having her onboard (and excited about the project) helped give the blog credence within the museum. Our Publications department would edit each post. (Note: At SAAM, our Web editor is in the Publications department.) This, too, would add to the comfort level as Publications has experience in developing the museum’s “voice.” Once the project was initially approved, we hired an outside writer, with both blogging and art history experience to be our main blogger. Early on I put together the initial scope of work and, as we moved forward, designed the look and feel of the project, recommended a blog content management system (Typepad), and.. Medical School Class and Staff (with Cadaver),ca. 1900, Gilbert's Studio, Smithsonian American Art Museum, 1994.91.56
- I was responsible for the identity of the project . --coming up with our blog’s name (after trying on numerous monikers)…
- Translation: Created a PowerPoint presentation for key staff In early discussions within the blog team we decided a well-planned approach to informing and educating our staff about this project was critical. I created a PowerPoint presentation to get initial staff feedback.
- We would need to get final approval from our Director and these initial presentations helped us refine our scope and presentation. We could now anticipate questions and concerns when we brought this project up for approval. In fact, I redid this presentation a few times. Initially, I included a lot of information about what a blog was and how it was organized…
- Translation: Addressed Staff Concerns … but after feedback decided to concentrate more on addressing staff resources. As we were preparing for our reopening all departments were very busy with their own projects. We needed to be sensitive to “ adding yet another undertaking ” to everyone’s already full load. It was important to show that we could sustain Eye Level with a limited amount of help from the rest of the museum.
- Once we got approval, our hope was the blog would: build community, connect to our museum’s mission, and be used as a powerful marketing tool in a “conversational mode” rather than just a “broadcast mode.” Rather than just disseminating information, as had been the role of museums for most their existence, we wanted to use the blog to encourage a dialogue between us and our viewers. However, since this was a new concept we needed to take this slowly .
- Translation: We would publish Eye Level internally until everyone was comfortable . Once we hired our outside contractor and the blog was designed and functioning we began to publish stories internal to the blog team. We wanted to be familiar with the types of initial content we’d present and the workflow . After the first few weeks publishing only within the blog team we opened Eye Level to all SAAM staff for their feedback. And two months later we went live. The decision to publish Eye Level internally , indefinitely if need be, until everyone was comfortable with it was important in overcoming early skepticism about how this project would function within our organization.
- Translation: Long term: making adjustments Defining the parameters of our blog before we started publishing was important. What did we want to talk about and how did we want to talk about it? Early definition of a blog (circa 2001-2004): a site that had frequent informal postings with links to other blogs and Web sites. Back then the blogosphere hotly debated this definition. Could storytelling and journal sites be blogs? This debate has since subsided in the general community. Now a blog can be anything and in any form. Early on we decided that our workflow could not support quick spontaneous blog posts that react to current events. More like The New Yorker than the New York Times , our stories would offer less current events and more reflective pieces on current art and museum practice. We wanted to convey a sense of quality about what we said. One of our early concerns was about CONTROVERSY. It’s an inevitable part of blogging but there are ways to be prepared for it when it occurs. Comments on Eye Level are moderated. We developed a comment policy before we launched and are in the process of fine tuning it. Critical comments are published and we answer them, if only to say “We’re thinking about it and we’ll get back to you in more detail later.” This gives the commenter the feeling we’re being responsive and allows us time to decide how to best address the issue. Often, if there is a question I will contact the commenter for clarification. The comfort level of your organization will determine the controversy limits you will be able to tolerate. Think about this zone when first defining your blog. Discuss it with coworkers and administrators to limit surprises. Naked Conversations, Robert Scoble and Shel Israel
- Long term: Develop new story ideas While our initial proposal was to do two posts a week , the two major exceptions to this was the weekend we reopened and the weekend we opened our courtyard. We decided these events demanded we blog live . We moved “blog central” from our offices across the street from the museum to a room within the museum. Our blog team grew to include others from our department and with high-speed net access we even hosted other outside bloggers who were covering the event. During the opening weekend we blogged eight stories . After the museum opened we had to shift our attention to a new reality: we were no longer ramping up to reopen. We were open . So we had to refocus on new ways of writing about SAAM . We discovered we could say a lot very succinctly with a photograph and a short caption (which shortened the story’s development time).
- We started a new category with these photos called “ Picture This ” and adjusted our workflow to create “quick” posts. With the new The Luce Foundation Center for American Art and the Lunder Conservation Center we began to connect our Web content with our museum offerings. We included photographs of conservators working on artworks in “Picture This”…
- and began a new feature called “In This Case,” highlighting interesting objects found in our open storage area. This was a way to bring interesting aspects of our museum to the surface (long-tail strategy).
- Translation: Long Term: PR verses good content With organizational blogging, a fine line can separate interesting content from press release-type posts. If Eye Level was seen merely as a PR tool, our community would start to take note and lose interest. By defining our blog’s parameters from the outset we could scrutinize each post as it developed in order to navigate this fine line. We want to be authentic, truthful and transparent; use a human voice; whenever possible to interact with the blog social network.
- Well, ok, THIS social network wasn’t on our agenda…
- THIS was the social network we wanted to connect to. There are a number of methods for connecting to this network of people interested in what we have to say. Creating RSS feeds helps more readers access your information. Tagging posts via social network sites like Technorati, flickr, and del.icio.us allows for greater visibility. We use Feedburner (feedburner.com) to monitor the number of people subscribing to our blog via RSS. While deciphering stats is still being debated (what is the best metric: visits or page views, for instance), they give you and your administration one benchmark for success. In our first year we had over 127,000 visitors to Eye Level. We invested in a good statistic program (extremetracking.com). It is inexpensive (about $55/year) and we can see where our readers are coming from and who’s linking to us. And, again, it allows us to show our administrators the number of people we are bringing in. Periodically, I will pass on links to our admin of other sites that mention us all over the world (I still haven’t been able to translate a Bulgarian entry!). And, winning a few accolades helps our credability within the museum. Our blog is becoming the foundation of our Web 2.0 strategy.
- Last year we created a flickr group where people could upload their photographs taken at SAAM into a common area . As moderator I make connections between the museum and those in this group: offering encouragement, letting them know about upcoming photo ops And…
- … taking note of extraordinary images that might be of use in to the museum in traditional ways This was an image I found in our museum’s flickr photostream. I made contact with the photographer…
- … and got rights to use this photo in our print media. I'm also seeing a synergy between our museum's main Web site and our Eye Level. Both are the top referrers to each other, keeping our viewers interested in our content for longer periods of time (one of those logical, but fuzzy marks of success). Eye Level sent 71,000 visitors to our main Web site in the first 5 months of this year. Eye Level has become a platform for highlighting our buried content, part of our long tail strategy to bring this content to the surface and to different audiences. We’re now beginning to experiment with twitter. Our Lunder Conservation Center wanted a way to notify people when a conservator was working on an art piece (there is no schedule so often seeing someone work on conserving art is a “hit or miss” situation. Twitter allows us to post short micro blog posts that let people know what is happening at Lunder or about to happen. We want to post these on our blog and we are attempting to connect our museum lobby screens with the service so these “tweets” will appear there as well.
- This was a blog post we did last December, highlighting a detail photograph from our flickr photostream (Bottle Cap Giraffe --folk art). We got a comment from another blogger…
- We are still trying to determine why certain posts result in a large number of comments and others do not. The writer’s style often makes a big difference. We’ve had two different bloggers: one had lots of experience blogging about contemporary art but more from a critic’s view. Our present blogger writes more narrative posts, often punctuated with personal reflections. This seems to be the more inviting of these two styles. And we’re now getting more comments and better quality. In the first six months of this year we had over a 300% increase in comments from the same period last year. Good blog posts: currency, controversy, and accessible and meaningful writing. Through our stats we get to know our readers. But haven’t a lot of comments on each story isn’t necessarily a benchmark for success. The types of posts one creates and the frequency of posting help build an audience. And building an audience takes time. Sometimes we can figure out why a post “connects” with readers; sometimes we can’t. It’s not an exact science. Mention: handout: writing good blog posts. Photo from SAAM Collection: Linda Rich East Baltimore Documentary Survey Project
- To sum it up…
- Could we create interesting dialogue about American art and still maintain the comfort level within the museum…
- As we moved from a broadcast way of disseminating information…
- To a conversational one.
- By moving slowly, adjusting continually to monitor our progress, and adding new story ideas to the mix we hoped to ensure our success. Translation: Move slowly and adjust continually to monitor progress and ensure success
- Translation: Eye Level: A case study for being both a disrupter and a diplomat Eye Level began as an attempt to: Connect our artworks to the American Experience in a new way Create an interaction between our Web offerings and our bricks and mortar activities Create interesting new Web content on an ongoing basis and in an efficient manner Allow viewers a behind-the-scene look at what takes place in our museum Connect to Internet social networks to enlarge our audience and ultimately bring people into our museum Our success can be attributed to adopting a process that allows for growth as well as connecting Eye Level to changing roles of our museum at the beginning of the 21 st century. In many ways, our experience has led to more questions than answers : How can we reach out to an even wider audience? What tools can we adapt for this to take place? If our blog is the first step in this new engagement with our communities, what will be next?