2016 creating the museum of the future: using science to reinvent the museum experience

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