Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
AAM 2014: Corp Partnership and Audience Engagement
1.
2. C O R P O R A T E P A R T N E R S H I P S :
I M P A C T O N A U D I E N C E E N G A G E M E N T
3. INTRODUCTIONS: The MIA Team
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Karleen Gardner, Director of Learning & Innovation
Douglas Hegley, Director of Technology
Kristin Prestegaard, Chief Engagement Officer
4. INTRODUCTIONS: The General Mills Good Works Team
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Christopher Quam,
Global Consumer
Insights Manager
Nicci
Trovinger,
Associate
Marketing
Manager
Including:
Liz Mahler,
Marketing Manager
Angela Stenzler,
Consumer Insights Senior
Associate
Joining us on video:
6. where can
Addresses competition
(unique differentiation)
Targets desired
audience:
most museum visits
are social
A new take on the classic art museum friends and family enjoy the triumphs of human creativity.
Discover 85,000 authentic works of art that inspire wonder, delight the senses,
and incite curiosity.
Experience the world through the eyes of artists who change the way we see.
The end benefit
we’re offering that
improves lives
(relevancy)
• Free!
• A friendly environment open to all
• A portal to other times, places, and people
• Once in a lifetime exhibitions of masterpieces
• Rare and unique objects presented in a compelling way
V A L U E P R O P O S I T I O N
• Cool art stories told through high and low tech
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7. T H E M I A ’ S “D N A” S T R A T E G I C P L A N
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9. W H Y ?
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http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
10. DH
Collect, preserve and
share works of art
Rare masterpieces,
excellent scholarship
Enrich the
community and
change lives through
the power of art
Sinek: “People don’t buy what you do, they buy why you do it”
12. EXPLORER
FACILITATING PARENT
Seeking to engage and stimulate their children, and perhaps looking to
entertain themselves too
RECHARGER
Looking to be renewed and recharged in the quiet space of the museum
EXPERIENCE SEEKER
Comes to see the highlights or exclusive pieces
FACILITATING SOCIALIZER
Hosting a guest and sees the museum as a stage for their social agenda
A U D I E N C E V I S I T M O T I V A T I O N S
Those with specific knowledge; the aficionados
Driven by personal curiosity and an urge to discover and learn new things
14. • Why they matter
+ Our theory + our needs + our questions
+ Our limitations
+ Expertise right in our neighborhood
= Equals a strong partnership
C O R P O R A T E P A R T N E R S H I P S
KP
15. • Who can you engage to help?
– Corporations
– Trustees/donors
– Unique partners (win-win)
C O R P O R A T E P A R T N E R S H I P S F O R
T H E M I A
KP
16. • What did we say to make this happen?
T H E P I T C H
KP
18. • Clearly a nice fit for the Good Works Program
• Commonalities: visit motivations & need states
• Good Works ads:
– Consumer insights
– Research methods
– Expertise
P A R T N E R S H I P S
KP
19. • What makes a great partner for Good Works?
• Here is Chris Quam
G R E A T P A R T N E R S H I P S
KP
20. G O O D W O R K S: An Enthusiastic Partner
KPhttp://youtu.be/mUbOwLzpSts
21. • Project Team
– General Mills research & marketing
– Paired with MIA cross-functional team
• Project Design/Plan
– Conduct research across various samples
• Surveys
• Interviews
• Analysis
– Reporting back to stakeholders
– Ongoing testing
T H E P R O J E C T
KG
23. Applied through General Mills
best practices in quantitative &
qualitative research
Solid, Replicated Research
T H E F O U N D A T I O N
KP
24. A C A D E M I C A N D R E A L W O R L D
KPhttp://youtu.be/c21RSbGjL3U
25. • Research – by Good Works team
– Onsite interviews (40)
– Email survey to samples drawn from:
• MIA audience + General Mills customers
= 3,600 respondents
P R O J E C T I M P L E M E N T A T I O N
DH
34. T H E E N T R Y E X P E R I E N C E
DHhttp://youtu.be/PY1ZOqwvFXs
35. EXPERIENCE
SEEKER
FACILITATING
SOCIALIZER
• Both are entry level type needs
• Synergies to targeting both given similar needs
Don’t always offer
exhibitions that would
appeal to my guest
Not in my
consideration set
off beaten path
Don’t always offer
exhibitions that would
appeal to me
Experience is
overwhelming within
museum
R E C O M M E N D E D T A R G E T A U D I E N C E S
KP
36. Utilize MIA audience segmentation model to better
deliver on unique visitor needs
•Facilitating Socializers
•Experience Seekers
Utilize MIA audience segmentation model to better
deliver on unique visitor needs
•Facilitating Socializers
•Experience Seekers
Experimentation will refine our approach
to audience engagement
Experimentation will refine our approach
to audience engagement
I M P L I C A T I O N S
KG
37. T H E R I G H T N E E D S T A T E S
KGhttp://youtu.be/jXRH119hsFg
38. Target Facilitating
Socializer
Facilitating
Socializer
MIA is not top of
mind or in
consideration set
MIA is not top of
mind or in
consideration set
Experience
Seeker
Experience
Seeker
MIA doesn’t always
offer something
exclusive for me
MIA doesn’t always
offer something
exclusive for me
Anchor off
Hennepin
Campaign
Best of the Best
tour everyday
Visitor
experience
at entry
S H O W O F F Y O U R F I N E S T
KG
39. Target
Experimentati
onIdeas
Facilitating
Socializer
Facilitating
Socializer
Will the exhibitions
be a sure bet?
Will the exhibitions
be a sure bet?
Experience SeekerExperience Seeker
Getting me to
believe it should
make my bucket list
Getting me to
believe it should
make my bucket list
Matisse
• Marketing/
Messaging
• Visitor
Experience
It’s New. It’s Now.
Contemporary Print
P E R S O N A L I Z E D E X H I B I T I O N
E X P E R I E N C E
KG
40. Old Model for Targeting
Demographics
Old Model for Targeting
Demographics
New Model
Visitor Motivations & Insights
New Model
Visitor Motivations & Insights
Unlock New Avenues for GrowthUnlock New Avenues for GrowthUnlock New Avenues for GrowthUnlock New Avenues for Growth
N E W R O A D M A P F O R R E S E A R C H
KP
43. • Pace
• Approach
• Perspective – we see people
differently
T H E C H A L L E N G E S
DH
44. • Pace
• Approach
• Perspective – we see people
differently
• Language & terminology
T H E C H A L L E N G E S
DH
45. • Pace
• Approach
• Perspective – we see people
differently
• Language & terminology
• Understanding a corporate
report
– What does “over-indexing”
mean?
– Translation across two
worlds
T H E C H A L L E N G E S
DH
46. • Successful projects have
specific characteristics:
T H E C H A L L E N G E S
F O R G O O D WORKS TEAM
DH
48. • Building on Good Works
foundational findings
N E X T U P : M I A L E D
R E S E A R C H
KP
49. • Building on Good Works
foundational findings
• Prioritize ideas for
experimentation
– Plan and conduct
experiments
N E X T U P : M I A L E D
R E S E A R C H
KP
50. • Building on Good Works
foundational findings
• Prioritize ideas for
experimentation
– Plan and conduct
experiments
• Analyze results
N E X T U P : M I A L E D
R E S E A R C H
KP
51. • Building on Good Works
foundational findings
• Prioritize ideas for
experimentation
– Plan and conduct
experiments
• Analyze results
• Make recommendations
N E X T U P : M I A L E D
R E S E A R C H
KP
52. • Building on Good Works
foundational findings
• Prioritize ideas for
experimentation
– Plan and conduct
experiments
• Analyze results
• Make recommendations
• Iterate!
N E X T U P : M I A L E D
R E S E A R C H
KP
58. • We learn most by listening intently
• Importance of ongoing evaluation
• Turn findings into actions - quickly
– Requires agility, a relatively new skill for museums
C O M M I T M E N T : A U D I E N C E C E N T E R E D
DH
59. A G I L I T Y ?
• Flexibility
• With balance &
coordination
– Adapt rapidly to change
– Maintain cost efficiency
– Meet expectations
– Take advantage of
promising opportunities
– Reflect and learn from
experience
DH
72. Karleen Gardner, Director of Learning & Innovation
kgardner@artsmia.org
Douglas Hegley, Director of Technology
dhegley@artsmia.org
@dhegley
Kristin Prestegaard, Chief Engagement Officer
kprestegaard@artsmia.org
Q U E S T I O N S ?
Editor's Notes
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We are moving away from simple demographics to meaningful descriptors. If you ask a museum visitor “why are you here today?”, she won’t say “I’m a 34 year old college-educated mother of 2 from a suburb located within 20 miles from this location”; instead, she’ll say, “I love to show my kids a really interesting time” or “I’m sort of a frustrated artist myself”, or some other reason, or IDENTITY-BASED MOTIVATION, for visiting that day. In essence, we must REINFORCE that which you believe yourself to be! We won’t be lecturing on Falk today, but we will be talking about how this approach informed an important project.
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space – not home, not work, but a familiar and comfortable place for community, connection, learning and FUN.
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Solid research (foundation) ie Falk, plus our own audience research and here’s what we saw…
3000 surveys, etc march and april 2013
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About half of respondents were Explorers/Professionals, reflecting a strong passion for art...at least among the people we surveyed. Keep in mind, this was a survey sent out the mailing list of the MIA, as well as the consumer insights community at General Mills, and our own friends and family.
Your brand champions are the explorer/professional hobbyist and they are well served
The experience seekers and faciliatating socializaers are underserved (except when there is a big exhibition)
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Socializers and Experience Seekers are prioritized because they represent a growth segment in need of a “gateway” to engage with the MIA. Rechargers are somewhat prioritized because we could do a better job of appealing to their need to provide an experience with “peace and calm” at times. Parents and Prof/Explorers are not prioritized because we already do a great job with them.
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Kp
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Still dh (slides building)
Still dh (slides building)
Still dh (slides building)
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Kp (these are the slides about our tests/exparements) will build on each other…