Slides from session at Museums and the Web 2015 Conference in Chicago: Professional Forum 11 Scaling Up: Engagement Platforms and Large Scale Collaboration. Featuring: - Robert Stein, Dallas Museum of Art, USA, Emerald Cassidy, The Grace Museum, United States, Jonathan Finkelstein, LearningTimes, USA, Andrea Fulton, Denver Art Museum, USA, Douglas Hegley, Minneapolis Institute of Arts, USA, Amy Heibel, Los Angeles County Museum of Art, USA, Shyam Oberoi, Dallas Museum of Art (DMA), USA, Kate Tinworth, ExposeYourMuseum LLC, USA, Bruce Wyman, USD Design | MACH Consulting, USA. <note:>

2. • The Minneapolis Institute of Arts is a 100 year old museum
• Attracts over 600,000 visitors per year
• To experience the art
• And the museum’s wide array of programs and activities
• Drawn from it’s encyclopedic collection of approximately 90,000 objects
• Which span the entirety of human history and cultures

4. • Current Strategic Plan
• Dubbed “Dynamic New Approach”
• Clear focus on Audience Engagement
• Emphasize:
• Museum Lab - experimentation, calculated risks are good, failure is a
learning opportunity
• Omni-channel – to compete in the 21st century, museum must
embrace audience expectations and provide personalized, on-
demand, always-available interactions and transactions

5. … and did we mention it’s FREE?!

6. • But how do you engage an audience that you DON’T KNOW?
• MIA offers free general admission
• Most of our visitors stroll in anonymously
• Currently, we only have data on Members who purchase Exhibition tickets
(or transact to attend specific events)

7. MOBILE APP UPGRADE

8. • Our strategy: a Customer Relationship Management “staircase”
• We had to implement powerful tools in order to attain the goals of the
DNA
• Not only software, but also new ways of conceptualizing our audiences
and how we engage with them
• Key decision: adding a Free Membership level
• Separating participation from philanthropy
• Building out toolsets
• Adding in a Loyalty component – collaborating with DMA, DAM, and
LACMA on launching a robust tool
• The FOUNDATION for engagement
• Giving a reason for someone to “raise her hand” and “be counted”
• Taking advantage of the entire array of tools to engage our audience like
never before

9. Source: http://www.thesealeys.co.uk/

10. • We see Loyalty as an interactive way to establish what is MEANINGFUL at
the individual level, and then to leverage that understanding so that we
can delight our visitors, regardless of how they interact with us
• Segmentation can be as detailed as is valuable
• We will reflect back all types of participation, because we believe it will
motivate behaviors
• For example, kiva.org …

12. • Kiva shows me – concretely and with images – what the impact of my
giving has done for real people
• This motivates additional participation
• Okay, I confess that I can do more here …

14. • Here are some (very early and rough) prototypes for how the MIA will
provide similar data back to our participants
• Of course, this is in addition to the other methods of communication, such
as segmented emails, social media interactions, etc.

15. GOALS:
1. Increase Membership by 100% in first full year

16. GOALS:
1. Increase Membership by 100% in first full year
2. Collect data … lots of data
From this
To this

17. GOALS:
1. Increase Membership by 100% in first full year
2. Collect data … lots of data
3. Use that data: drive decisions

18. GOALS:
1. Increase Membership by 100% in first full year
2. Collect data … lots of data
3. Use that data: drive decisions
4. Individualized, personalized, recognized experiences
Source: http://www.ecommercebytes.com/cab/abn/y13/m07/i02/s04

19. CRM implementation: Spring 2015
Spring 2015
Integration: CRM, ticketing, loyalty
Summer 2015
Mobile
Fall 2015
Public Launch
November 2015

20. • Our timeline – unfortunately – has continued to shift as we’ve worked our
way through very complex data transfer processes from old systems into
the new tools
• Most of you have probably seen this graphic at the bottom – illustrating
how innovation starts quite messy, but over time the path becomes more
and more clear
• We are definitely coming out of the spaghetti and into the clear direction
• Assuming all goes relatively well (knock on wood), we’ll have a fully-
functioning system in place before the winter holidays, and be on our way

21. @dhegley
http://www.slideshare.net/dhegley
Thank you!