2016 creating the museum of the future: using science to reinvent the museum experience
TRANSCRIPT
Creating the Museum of the Future Using Science to Reinvent the Museum Experience
Minneapolis Institute of Art
artsmia.org
Kristin Prestegaard
Chief Engagement Officer
Minneapolis Institute of Art
@artsmia
Douglas Hegley
Director of Media and Technology
Minneapolis Institute of Art
@dhegley
Kaywin Feldman
Duncan and Nivin MacMillan Director and President
Minneapolis Institute of Art
@kaywinfeldman
Introductions
Image source: http://upload.wikimedia.org/wikipedia/commons/d/d9/Minneapolis_Institute_of_Arts.jpg
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• Mia is primarily a B2C company
• Mia sells experiences
- of human ingenuity and creativity
- of excellence
- of wonder and inspiration
- of connection
Mia is a museum, and thus:
Image source: http://new.artsmia.org/wp-content/uploads/2015/04/art-team-photo1-1024x372.jpg
Image source: http://blog.redcurrent.com/wp-content/uploads/2015/03/MIA-6-609x400.jpg
Image source: https://www.krislindahl.com/uploads/agent-1/Minneapolis%20Institute%20of%20Arts%20-%20Frank%20by%20Chuck%20Close.jpg
Competition is Fierce (and it’s not us versus us)
What’s a museum to do?
artsmia.org
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How do we move the dial?
2011:
“Despite heroic efforts of staff, board, and
volunteers and the significant investment of resources, the
museum has not been able to increase participation in
most of the categories the institution consistently
measures (membership, attendance, school tours, web visits, contributions, etc.)”
Source: Current Context and Environmental Scan: A Case for Change from DNA: Dynamic New Approach, 2012-2106 Strategic Plan, Minneapolis Institute of Art
Image Source: http://bit.ly/1MGvAsN
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Mia’s Value Proposition
A new take on a classic art museum
where friends and family
can enjoy the triumphs of human
creativity
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Mia Success (2012 to 2016)
Image Source: http://bit.ly/1MGvAsN
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Mia Success (2012 to 2016)
• Attendance: 70% increase
Image Source: http://bit.ly/1MGvAsN
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Mia Success (2012 to 2016)
• Attendance: 70% increase• Membership: 73% increase
Image Source: http://bit.ly/1MGvAsN
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Mia Success (2012 to 2016)
• Attendance: 70% increase• Membership: 73% increase• Website sessions: 40% increase
Image Source: http://bit.ly/1MGvAsN
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Mia Success (2012 to 2016)
• Attendance: 70% increase• Membership: 73% increase• Website sessions: 40% increase• Endowment for operations: 30%
increase
Image Source: http://bit.ly/1MGvAsN
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Mia Success (2012 to 2016)
• Attendance: 70% increase• Membership: 73% increase• Website sessions: 40% increase• Endowment for operations: 30%
increase• Collection (works of art): 8% increase
Image Source: http://bit.ly/1MGvAsN
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Mia Success (2012 to 2016)
• Attendance: 70% increase• Membership: 73% increase• Website sessions: 40% increase• Endowment for operations: 30%
increase• Collection (works of art): 8% increase
• Net Promoter Scoreconsistently >80
Image Source: http://bit.ly/1MGvAsN
How did we do it?
artsmia.org
Talent
Antonio del PollaioloBattle of the Nudes, c. 1470, Minneapolis Institute of Art
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Key Components of Talent Strategy
Mission, Vision, Values Recruitment Diversity and Inclusion Learning and training across the entire
organization Focus on retention, not just hiring Continual employee feedback loop
Audiences – our Customers
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Thomas Struth “Audience 1 (Galleria Dell Accademia), Florenz”, 2010.51.2, Minneapolis Institute of Art
It starts – and ends – with people
Change, across sectors
Demographic shifts
o Age
o Cultural/Ethnic background
Behaviors
o “Promiscuous” – exploring the menu
o Participatory
Expectations
o Personalization
o Mobile tech
Audiences, Cultural Heritage sector
Social
o Who you are with > what you learn
o Connected, but not always via wifi
Definition of Culture
o Varied as never before
o Relevance
Stressed
o A need to slow down
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Source: LaPlacaCohen.com/culturetrack
Recent Accomplishments
What has Mia been up to?
artsmia.org
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General Mills expertise: best practices
in quantitative & qualitative research
Solid and replicated museum
sector research
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100 years
An opportunity
The People’s Museum
Great exhibitions
Myron Kunin Collection
Mary Griggs Burke Collection
52 Surprises
Birthday Year Kick Off!
Ice Dragon
Surprise Masterpieces
Vermeer Raphael Van Gogh
Pop Up Museum
Art Water Tower Wraps
Artist Surprise Projects
Crop Art
Art Bikes
2016 AdFed Award: Best Grassroots Surprise
The new brand
Why the change?
The branding didn’t reflect the museum’s emphasis
on audience engagement.
Why the change?
Minneapolis Institute of Arts
Branding
We already had a great name...
We were just saying it wrong.
What does MIA mean?
Missing In Action
A famous British rapper, songwriter, painter and director
Miami International Airport
What does Mia mean?
In Latin: “Mine” or “wished-for child.”
In Italian: “My” or “my own”
In Hebrew: “Beloved”
In Slavic: “Dear” or “Darling”
Branding
MIA is an acronym that holds undesirable
associations and forces explanation in conversation.
Branding
Mia is a human name in cultures all over the world
with positive meanings and origins.
Branding
This change is a bold way to authentically embrace
our DNA and to signal to the public a fundamental
institutional shift as we continue to embrace our
role as the people’s museum.
Branding
Our goal is that everyone who visits the museum,
whether for the first time or the hundredth,
will truly feel that Mia is mine.
Examples
Before
After
Before
After
Rollout and process
Staff and Stakeholders
Brand Campaign
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Plan
Success
Process
The Horizon
What’s going to happen at Mia next?
artsmia.org
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The Science
Image Source: http://www.newyorker.com/wp-content/uploads/2013/11/gary-marcus-science.jpg
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Virtuous Big Data Cycle
DataOpt in Personalized Communication
s
Actions
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Virtuous Big Data Cycle: Allegiance
DataOpt in Personalized Communication
s
Actions
Allegiance
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Virtuous Big Data Cycle:Active Loyalty
DataOpt in Personalized Communication
s
Actions
Allegiance
Philanthropy
Participation
Brand Advocacy
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It’s FREE
It’s FREE
It’s FREE
… and did we mention it’s
FREE?!
From Unknown to Known
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Source: Cisco Customer Experience Research, Retail Shopping Results, Global Data (2013) Available http://www.cisco.com/en/US/solutions/collateral/ns1168/ccer_retail_global.pdf
Show me you know me
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Segmentation
Groups
Targeting
Groups
Personalization
Individuals
Rewards program
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Opt inIncentivize participationRaise your hand Rewards
artsmia.org
Dashboard
• Personal profile page
• Update your own information (gasp!)
• Giving history
• Impact
• Points & rewards
• Content tailored to interests
Coming Summer 2016
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Personalized for All Members
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Adapted from Funk & James (2001), The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual’s Psychological Connection to Sport, Sports Management Review, vol. 4, 119-150.
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Questions?
Thank you