This document summarizes a master's thesis project about developing a more dynamic online presence for the Museu Picasso Barcelona (MPB) using Web 2.0 technologies. It discusses analyzing the MPB's current online communication and social media strategies, proposing ways to enhance engagement through new initiatives like social tagging and virtual classrooms, and selecting evaluation metrics to measure the impact on attention, participation, and influence. The goal is to create a "museum without walls" by accepting visitors as equal partners through strategic and transparent 2.0 planning that generates open content and fosters ongoing dialogue.
La dinamització del Museu Picasso a través de la web 2.0
Towards a more dynamic Museu Picasso Barcelona through the web 2.0
1. A MUSEUM WITHOUT WALLS
Towards a more dynamic Museu Picasso
Barcelona through the web 2.0
Presentation of the Master Thesis
Master in Cultural Heritage Management,
University of Barcelona
Jacqueline Glarner – June 2010
2. Present the essence of the project
Why? Knowledge of the project by jury,
evolution of data and some proposals
already implemented
19 December 2009: 30 June 2010:
Fans Facebook: 2623 7633
Articles Blog: 38 78
Channel Youtube: 738 2229
3. The base of 2.0
Transparency is conditio sine qua non
Accept the dialogue with the visitor
Importance of the content
Define, create and project an image
4. The analisis: context 2.0 of MPB
The leading museums are all Anglo-
Saxon
Other monographic museums: none with
a visible 2.0 strategy
Little 2.0 presence of the other Picasso
museums
The MPB is leader in his category
5. The analisis: communication at MPB
Broad range of communication tools:
offline, unidirectional online and 2.0
Use of 3 languages with high coherence
Traditional offline and rather detached
from the online communication
Existence of a global 2.0 strategy
6. The analisis: social networks
Blog: motor of creation, tool for dissemination and
content depository; needs more debate
Facebook: a lot of interaction, more ephemeral, 3
languages; danger to be a notice board
Twitter: direct retransmissions
Youtube, Flickr: success of Flickr contest; lack of
more and better quality contents
Slideshare, Delicious: intention to be transparent;
lack of contents
7. The analisis: common trends
Increase of contents, fans and visits in all
networks
Not always proportional increase of
interactions
The characteristics of each network are
outlined: resource centres, forums for
debate
8. Proposals for enhancing the exisiting
Consolidate the existent networks
Be original!
Taking action goes beyond 2.0: coherence
of all communication channels
Creation of diversified contents
Choose the best format: text, video, photo
Find the ideal dissemination tool
9. Selection of proposals for new action
Social tagging
Virtual classroom
Open contents
Actions offline
Actions directed at the museum staff
10. Evaluation tools
Importance and difficulty to evaluate 2.0
3 areas:
Attention: visitors, visits
Participation: reactions
Influence: created opinion
Choose the ideal indicators and tools: less
is more
11. Conclusions
Accept the visitor as an equal partner
Strategic planning
Assess the needs and possibilities
Generate and accept new content
Foster dialogue
Evaluate success and draw conclusions
Never lay back: 2.0 is not a perpetuum
mobile !