EAGLE 2014 International Conference On Information Technologies For Epigraphy And Digital Cultural Heritage In The Ancient World
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1 EAGLE 2014 International Conference On Information Technologies For Epigraphy And Digital Cultural Heritage In The Ancient World How do Italian Museums Communicate Online? The #svegliamuseo project and the concept of a network of digital communication professionals for the Italian cultural heritage sector. francescadegottardo@gmail.com testo 1
2 What is #svegliamuseo? #svegliamuseo is an experimental project to wake up Italian museums online, leveraging the power of the Web to generate network effect. 2
3 What is #svegliamuseo? #svegliamuseo is an experimental project to wake up Italian museums online, leveraging the power of the Web to generate network effect.! The project was founded in October 2013 with rather provocatory name and intentions (svegliamuseo means wake up, museums ). It wanted to generate buzz around the topic of online communication in the cultural field. 3
4 What is #svegliamuseo? #svegliamuseo is an experimental project to wake up Italian museums online, leveraging the power of the Web to generate network effect.! The project was founded in October 2013 with rather provocatory name and intentions (svegliamuseo means wake up, museums ). It wanted to generate buzz around the topic of online communication in the cultural field.! Today, #svegliamuseo wants to function as a container for ideas and resources. It is a blog, a Facebook group, a Twitter account and an hashtag that are prompting communities and experts from all over the world to start a dialogue about digital media in the museum field. 4
5 Why a project on museums and digital communication? Because in Italy there are 4,588 museums on an area of 301,340 km², but only a small percentage of these institutions is leveraging on the power of the web to better communicate with their audiences, real and potential. 5
6 Why a project on museums and digital communication? Many museums do not have a website yet and a lot of them rely on municipality websites that gather together local museums on the same portals Most of our museum websites are not accessible to those who do not speak Italian and, more broadly, there is not real attention towards accessibility issues There are some notably absents" from the major social platforms There are very few museums that use the different online channels to reach specific objectives and targets (eg. Pinterest, Tumblr, Instagram) 6
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13 Who we are + archaeology + marketing + social media cultural management + museums + mobile archaeology + communication + storytelling archaeology + museums + translation 13
14 What we want to do Bridge the gaps in the digital communication of Italian museums 14
15 What we want to do Bridge the gaps in the digital communication of Italian museums Emphasize the importance of a strategic use of digital tools 15
16 What we want to do Bridge the gaps in the digital communication of Italian museums Emphasize the importance of a strategic use of digital tools Make information accessible and share best practices in the field 16
17 What we want to do Bridge the gaps in the digital communication of Italian museums Emphasize the importance of a strategic use of digital tools Make information accessible and share best practices in the field Provide a place for discussion on current trends and encourage the dialogue between professionals in the community of practice 17
18 What we want to do Bridge the gaps in the digital communication of Italian museums Emphasize the importance of a strategic use of digital tools Make information accessible and share best practices in the field Provide a place for discussion on current trends and encourage the dialogue between professionals in the community of practice Open the Italian community to international dialogue, looking for best practices on a global scale to apply at a local level 18
19 testo
20 Interviewing professionals in the field (both in Italy and abroad) Tate Gallery, London Smithsonian Institution, Washington Royal Ontario Museum, Toronto Rijksmuseum, Amsterdam Museo Nacional del Prado, Madrid Horniman Museum and Gardens, London Mart, Rovereto Palazzo Madama, Torino Museo della Scienza e della Tecnologia Leonardo da Vinci, Milano 20
21 Writing articles and sharing the latest news on digital communication related topics New social media Analytics and evaluation for digital tools Communication strategies Best practices in the museum field Wearable technologies Museum blogging and storytelling techniques Mobile and interactive media Open data 21
22 Connecting professionals through Svegliamuseo On Air One hour-long video-interviews on Google Hangout, broadcasted live and recorded on our YouTube channel An Italian museum professional meets a foreign colleague for exchanging methodologies, examples and advice on a specific topic Eg. digital engagement for younger audiences, staff training on digital tools, YouTube strategy, social media management on a budget, analytics 22
23 Communicating The Culture Online: A Practical Guide For Museums A practical guide on social media, website design, evaluation and storytelling Lots of case studies and practical examples of social media use in the museum field How to guide to different analytics tools Free download on #svegliamuseo website (Italian only) Up to now, more than 1,000 copies downloaded 23
24 Questions, discussion and RTs: the #svegliamuseo community 2,000+ people taking part in the Facebook group 3,700+ people following on Twitter #svegliamuseo hashtag used by museums and passionates to share news and events Lots of interesting questions and discussions around tools, methodologies and ideas Very lively community of professionals at different levels 24
25 How are things going? The public and the press pay closer attention to these topics, often comparing our quality levels with those from other countries.! In the last year, Italian museums have definitely started a process of change.! The number of museums on Twitter and Facebook has significantly increased and there are more and more initiatives and cultural social events going on.!! 25
26 Some examples 26
27 Ask a Curator Day museums 43 countries 47,500 tweets 13,000 users 31 Italian museums (in 2013 there were 15) 27
28 Ask a Curator Day
29 Museum Week on Twitter 5 days on Twitter 5 different topics 630 museums 180,000+ tweets 40,000 users 20,800 photos shared 115 Italian museums 29
30 Invasioni Digitali Two editions 407 invasions in ,000 people involved 39,500 tweets with the hashtag #invasionidigitali 10,300 photos on Instagram Museums were enthusiasts, some of them promoted selfinvasions 30
31 #SmallMuseumTour 12 museums involved in Summer 2014 One hour-virtual tours on Twitter Accessible museums (showing behind the scenes, no more boundaries between the public and the museum s staff) Second edition will take place in October 31
32 #MuseumSchool Initiative created spontaneously by a group of smaller museums across the country It brings together institutions whose mission is focused on educational goals (adhesion via , 38 registered museums so far) Hashtag on Twitter to share news and activities Museums are using digital tools to form their specific communities 32
33 Conclusions Italian institutions are starting to realize the potential of digital tools in communicating the museum to a wider audience and in a more personal and interconnected way.! Although some institutions still don't seem to adopt these tools, a high number of smaller institutions is becoming more and more curious trying out new tools and methodologies.! Online communication requires expertise and strategic approach, like traditional communication and any other cultural marketing process. Therefore, training and constant updating on digital topics are necessary, particularly for the museum staff (the real change, in fact, should start from within). 33
34 Conclusioni In order to represent a real change in the field, digital tools must be managed according to the specific mission of the institution, its target and the cultural, political and economic situation in which it operates.! By continuing to provide ideas and best practices on these topics, #svegliamuseo would like to promote the development of a community of Italian museum professionals in the field of digital communication and interpretation. A community that would be able to interact with the worldwide one and to communicate our heritage online with appropriate tools and skills. 34
35 Thank you! testo
36 Website: Facebook: Musei e social media - #svegliamuseo! testo 32
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