1. Crisis management and digital
MuseumNext, Amsterdam, 2013
Linea Hansen & Charlotte S H Jensen

2. What is a crisis?
• Threat to humans, animals or valuables in your museum
• Threat towards the reputation of the museum

3. • Be as open and honest as possible
The classical 3 rules of crisis management
• React quickly
• Convey a consistent message

4. • What is being done to stop or diminish damages
The core information
• Damage or injury to people (animals, objects)?
• Has the accident been stopped?

5. • Vandalism towards The Jelling Stone (2011)
The past 6 years
• Theft of The Golden Horns (2007)
• Archaeologist attacked by wild polar bear (2010)
• The Amber Bear Fraud (2011)
• Political debate on non-exhibition of scalps (2012)
• Arson at The Resistance Museum (2013)

6. 2007

7. • We did 5 ”stand-alone” pressreleases on web
The Golden Horns: a very ”classical” aproach
• We were ”available”
• We provided webpages with content for others (pictures, facts)
• We held a press-conference
• We monitored
No SEO
No ”long-term awareness”
No social sharing
2007

8. There is a longer tail
2007

9. 2011

10. • We monitored
The Amber Bear Fraud: still visible today
• We broke the news ourselves
• We made sharable content
No social sharing
2011

11. Google serch in stealth mode
2011

12. A catch 22 on videos…
Made with YouTube stats
2011

13. 2013

14. • We had little dialogue
The Fire: a more transmedia approach
• We did no pressreleases on the day
• Our first digital platforms were Twitter and Facebook, then web
• We did bilingual
• We monitored
No visual
Little dialogue
2013

15. Our webvisits of the day (April 28th)
Made with Google Analytics
2013

16. Search Interest
Made with Google Trends 2013

17. Our webvisits of the day (April 28th)
Number
Visits to website in total 7,216
Source: Google organic 3.829
Came through searches like ”frihedsmuseet”, ”frihedsmuseet københavn” etc. 1413
Accessed page for ”Frihedsmuseet” (2.915 as landingpage) 3.886
Accessed newspage about the fire (560 as landingpage) 1.423
Made with Google Analytics

18. Our tweets of the day (April 28th)
Tweet Time RT´s Potential reach
Brand på Frihedsmuseet. Ingen personskade, men brandvæsnet
arbejder stadig med slukning. Vi vender tilbage når vi kan sige mere.
06.27 am 11 5.799
Opsummeringen om branden på Frihedsmuseet var her (vælg at se
vores website som desktop)
08.25 am 3 982
Fire at The Resistance Museum 11.05 pm 5 1.596
Godt nyt: to tredjedele af genstandene fra #frihedsmuseet er nu hos
konservatorerne. Hidtil er intet gået tabt
04.46 pm 3 2.118
...og kæmpe STOR tak til brandfolk, politi, politihjemmeværn og alle
andre, der har hjulpet ved#frihedsmuseet idag <3
04.53 pm 7 8.133
Good News: Head of Conservation confirm, that so far no artefacts or
records have been lost in fire
05.00 pm 15 21.181
....and we send a HUGE thanks to firefighters, police and all others
who has helped save objects from #ResistanceMuseum
05.00 pm 8 9.086
Made with Twitonomy – own followers excluded

19. Our status´es of the day (April 28th)
Status Time Like Share Comment Reach
Der har været brand på Frihedsmuseet i nat. Der er
ingen personskade, men brandvæsnet er stadig i
gang med at slukke og redde genstande. Når vi ved
mere, vender vi tilbage.
06.38 am 38 23 62 7.836
Det er ikke så meget mere, vi véd, men der er nu
lagt en lille opsummering på vores website.
08.31 am 33 24 23 7.132
Brandvæsnet arbejder fortsat ved Frihedsmuseet,
men efter hvad vi véd nu, ser det ud til, at stort set
alle genstande er reddet. (- and btw we also have an
update in English on our website
11.49 pm 152 35 22 8.160
Godt nyt: Nationalmuseets Bevaringschef
bekræfter, at hidtil intet er gået tabt ved branden
på Frihedsmuseet….
16.48 pm 826 85 40 21.352
Sidste update på en dag, der endte bedre, end vi
havde turdet håbe: Ingen personskade, alle
genstande & arkivalier ser ud til at kunne
restaureres. En meget STOR tak til alle
redningsfolkene
19.33 pm 395 25 20 6.900
Made with Facebooks stats – April 28th 23.30

20. An overview of the day (April 28th)
Accessed newspage about the fire on web (560 as landingpage) 1.423
Tweet with largest potential reach on Twitter (lowest reach 982) 21.181
Status with largest reach on Facebook (lowest reach 6.900) 21.352

21. Toblerone or Ayers Rock?

22. What are the take-aways?
- and is there room for improvement?

23. Comparison
Use 2007 2011 2013
Pressreleases as main communication (print/web) x (x) -
Pressconference x - -
Infosite on web as main channel (x)
Lasting content on other platforms - x (x)
Facebook as main channel x
Twitter as main channel - - x
Made with Facebooks stats – April 28th 23.30

24. Hey… what about dialogue?
• Ideal: answer and give recognition to all
• Are there limits to openness?

25. Visual communication
• Does visual have a new place in crisis management

26. • All the practical stuff
• Prepare for the dialogue
Remember
• Include digital and social in crisis management
• Give press- and digital officers a clear mandate
Can more that one access relevant networks?
Does your webeditor have a backup?
Do you have portable hardware?
Do you have rechargeables?
Worst case:
Do you have an emergency website?

27. Remember
• Do not forget internal communications
• Support and protect colleagues

28. • Hashtags may become important part of your crisis strategy
• Today -or tomorrow- visual and live will play a much larger role
Suggested take-ways
• Crisis management is transmedia today
• A crisis lasts forever on the web

29. Spørgsmål
Connect with us
@lineaha
@charlotteshj