JiaJia Fei - CultureGeek 2015
How to Speak Art & Tech: Social Media and the Global Guggenheim Social media is a lot like language. Users communicate with each other while living in a digital dimension of the world with trends that shift and evolve over time. If you’re not a part of that world, it might as well be a foreign language. How can social media be used to speak to a global audience—about art—a foreign language in and of itself, and how do you tell stories from within your own institution in a meaningful, accessible, and authentic voice? Conversely, how do you translate digital speak to key stakeholders who aren’t fluent in technology? Using the Guggenheim as a case study, this talk will guide participants on how to speak art and tech—from creating a digital content strategy around visual literacy and best practices for integration within a digital ecosystem, to leveraging success internally to inspire participation and champion support. The presentation will also include highlights and case studies from recent Guggenheim social media initiatives that engage both local and global audiences. JiaJia Fei is the Associate Director, Digital Marketing at the Solomon R. Guggenheim Museum in New York, where she has catalyzed the museum’s embrace of digital media through integrated social media, e-mail, web, mobile, and new media marketing initiatives since 2010. JiaJia received her BA in History of Art from Bryn Mawr College, and has lectured widely on social media and digital marketing at museum conferences and universities worldwide, including Museums & the Web, College Art Association, Sotheby’s Art Institute, New York University, University of Oregon, Fundación Proa, and MIT Media Lab.
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JiaJia Fei - CultureGeek 2015
- 1. Wednesday, June 17, 2015 CultureGeek, Southbank Centre JiaJia Fei Associate Director, Digital Marketing Solomon R. Guggenheim Museum How to Speak Art & Tech: Social Media and the Global Guggenheim #CultureGeek
- 6. Global Guggenheim Network New York Bilbao Venice #CultureGeek
- 7. Global Guggenheim Network New York Bilbao Venice Online #CultureGeek
- 8. “Committed to innovation, the Solomon R. Guggenheim Foundation collects, preserves, and interprets modern and contemporary art, and explores ideas across cultures through dynamic curatorial and educational initiatives and collaborations. With its constellation of architecturally and culturally distinct museums, exhibitions, publications, and digital platforms, the foundation engages both local and global audiences.” - Solomon R. Guggenheim Foundation Mission Statement #CultureGeek
- 9. “Committed to innovation, the Solomon R. Guggenheim Foundation collects, preserves, and interprets modern and contemporary art, and explores ideas across cultures through dynamic curatorial and educational initiatives and collaborations. With its constellation of architecturally and culturally distinct museums, exhibitions, publications, and digital platforms, the foundation engages both local and global audiences.” - Solomon R. Guggenheim Foundation Mission Statement #CultureGeek
- 10. Job Titles: Then Job Titles: Now • Curator • Conservator • Educator • Marketing Manager • Chief Operating Officer • Curator, Digital Initiatives • Digital Conservator • Educator, Online Learning • Digital Marketing Manager • Chief Digital Officer #CultureGeek
- 11. Digital Marketing • Social Media • E-Mail Marketing • Digital Advertising • Search Engine Marketing • Digital Content Strategy #CultureGeek
- 12. Digital Marketing • Education • Public Engagement • Interpretation • Customer Service #CultureGeek
- 13. Museum Communications: Then Create Publish #CultureGeek
- 14. Museum Communications: Now Create Connect Share #CultureGeek
- 15. A Brief History • MySpace 2007 • Flickr 2008 • Facebook 2008 • Twitter 2009 • YouTube 2010 • Pinterest 2012 • Instagram 2013 • Google+ 2013 • Tumblr 2013 #CultureGeek
- 16. Today: 25+ Social Media Sites Twitter Facebook Instagram #CultureGeek
- 18. Lesson 1: How to speak art. #CultureGeek
- 19. Lesson 1: How to speak translate art. #CultureGeek
- 20. “in situ” “oeuvre” “avant-garde” any “-ism” “vis-á-vis” “mise-en-scène” “post-” anything” “semiotic” #CultureGeek
- 22. #CultureGeek
- 24. #CultureGeek
- 26. Methods of Interpretation • Source from abbreviated materials like wall text • Use materials developed for educators • Open-ended questions spark interaction • Always ask, “will my mom understand this?” #CultureGeek
- 27. Lesson 2: Know who you’re speaking to. #CultureGeek
- 28. 49% 5% 5% 4% 3% 3% 2% 2% 2% 25% United States Japan United Kingdom Italy China Canada France Spain Germany Other 49% of Guggenheim Twitter followers live inside the U.S. 15% live in NYC. USA #CultureGeek
- 29. 28% of Guggenheim Facebook fans live inside the U.S. 10% live NYC. 28% 10% 5% 4% 4% 4% 4% 3% 3% 2% 33% United States Italy Brazil Mexico Argentina France Portugal Spain United Kingdom Germany Other USA #CultureGeek
- 30. Content by Type on Social Media 20% 30% 20% 20% 10% Programs Exhibitions Collection Building Other #CultureGeek
- 31. #CultureGeek
- 32. Know Your Audience • Digital content strategy should reflect audience • Balance local and global objectives • Target messages by location or language • Keep track of what works and what doesn’t #CultureGeek
- 34. #CultureGeek
- 35. #CultureGeek
- 36. #CultureGeek
- 37. Lesson 4: Share what you hear. #CultureGeek
- 38. Tracking • Update colleagues regularly • Document growth in weekly/monthly reports • Highlight top engagement • Track referrals to your website • Prove ROI with ticket sales and memberships #CultureGeek
- 39. Annual Attendance: 1 million visitors per year #CultureGeek
- 40. 2 million+ social media followers online 1.2 million 630,000 250,000 #CultureGeek
- 41. Social Media Growth: 2009-2015 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 June 09 Sept 09 Dec 09 Mar 10 July 10 Sept 10 Dec 10 Mar 11 July 11 Sept 11 Dec 11 Mar 12 June 12 Sept 12 Dec 12 Mar 13 July 13 Sept 13 Dec 13 Mar 14 July 14 Oct 14 Jan 15 #CultureGeek
- 42. Lesson 5: How to speak tech. #CultureGeek
- 43. Lesson 5: How to speak translate tech. #CultureGeek
- 45. Avatar Anatomy of a Tweet Twitter HandleName Time Stamp Tweet Text < 140 characters Click to reply RTs Favorite Click for analytics Link to article with shortened URL Mention Hashtag #CultureGeek
- 46. Internal Collaboration • Build awareness within your institution • Encourage social media usage among staff • Offer social media training to staff • Create a social media user group • Collaborate with all content producers #CultureGeek
- 48. @nespector Nancy Spector Chief Curator @akmunroe Asian Art Guggenheim Curators on Twitter @pablodelabarra Pablo Leon de la Barra Latin American Art @troytherrien Troy Conrad Thierrien Architecture #CultureGeek
- 49. Lesson 7: Images are worth 1,000 words. #CultureGeek
- 50. #CultureGeek
- 52. #CultureGeek
- 53. #CultureGeek
- 55. Audio Tour stop Exhibition Hashtag #CultureGeek
- 56. Lesson 8: Moving images speak for themselves. #CultureGeek
- 57. #CultureGeek
- 59. Lesson 9: Let’s all try to talk together. #CultureGeek
- 60. App Website/Blogs VideoSocial Media Media Relations E-Mail Marketing #CultureGeek
- 61. Social is one part of a digital ecosystem. #CultureGeek
- 62. Lesson 10: Never stop learning! #CultureGeek