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.

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 !

12. THANK YOU!
Contact: Jacqueline Glarner
glarnerj@yahoo.com