eculture: making the museum a social hub

HISTORISCHES MUSEUM BASEL

eCulture: Making the Museum a Social Hub

Basel Historical Museum @histmuseumbsMarie-Paule Jungblut @jungblutmarie

Daniele Turini @danieleturini

ECULTURE: MAKING THE MUSEUM A SOCIAL HUB SEITE 1


THE CLASSICAL TYPE OF MUSEUM

“[M. Madinier] led the wedding party astray through seven or eight cold, deserted rooms, only ornamented with severe-looking glass cases, containing numberless broken pots and hideous little figures. The party shuddered, and was beginning to feel awfully bored…

Then, in the courtyard of the Louvre, when it had recovered its umbrellas from the cloak-room, it breathed again.”


“A wedding visit to the Louvre”, in: Emile Zola, L’Assommoir, Chapter III, 1877

HISTORISCHES MUSEUM BASEL ECULTURE: MAKING THE MUSEUM A SOCIAL HUB SEITE 3

THE BASEL HISTORICAL MUSEUM FACTS & FIGURES

STATE (CANTONAL) MUSEUM

BUDGET: 10 MILLION CHF

5% PRIVATELY OWNED

92% STATE OWNED (INCLUDING

REVENUE)

100 EMPLOYEES

(50 FULL-TIME POSITIONS)

64% OF GLOBAL BUDGET

MUSEUM LAW/ PERFORMANCE MANDATE


THE BASEL HISTORICAL MUSEUM FACTS & FIGURES

11 properties, including 4 exhibition sites:

∙ Museum of History (since 1894)

∙ Museum of Domestic Culture (since 1951)

∙ Museum of Music (since 2000)

∙ Museum of Horsepower(since 1981)



MUSEUM OF HISTORY


Museum of History, Barfüsserchurch Museum of History, Barfüsserchurch


MUSEUM OF DOMESTIC CULTURE


Museum of Domestic Culture, Haus zum Kirschgarten

Museum of Domestic Culture, Haus zum Kirschgarten


MUSEUM OF MUSIC


Museum of Music, im Lohnhof

Museum of Music, im Lohnhof


THE CHANGE OF PARADIGM

“[The ‘old style’ museum] existed, it had a building, it had collections and a staff to look after them, it was reasonably financed, and its visitors, usually not numerous, came to look, to wonder and to admire what was set before them. They were in no sense partners in the enterprise.”

“The now almost universal conviction [is] that [museums] exist in order to serve the public…”


Kenneth Hudson, The Museum Refuses To Stand Still, in: Museum International, vol. 50, no. 1, 1998, p.1.


“MONOLOGUE” OF AN “OLD-STYLE” MUSEUM

Collection & Research

Imparting information

Marketing & Communication

AUDIENCE


THE CHANGE OF PARADIGM AT THE BASEL HISTORICAL MUSEUM

Our aim is to go beyond the exhibition medium and make use of additional modern forms of communication.

Our exhibitions aim to stimulate public debate on both the past and the present.

Experiencing history should be an enriching and positive encounter for all visitors, regardless of age or background.


Excerpts of the HMB – Mission Statement


AUDIENCE 2026

1. Retirement of baby boomers

2. Growth of international cultural tourism

3. Cuts in subsidies

4. Development of the Randstadmetropolitan area

5. Digitised society

6. Greater European influence


Nederlands Museumvereniging (Dutch Museums Association), Agenda 2026. Study on the Future of the Dutch Museum sector, 2010


AUDIENCES AT THE BASEL HISTORICAL MUSEUM

Collection &

Research

AUDIENCE Services

(on- & offline)

AUDIENCE



The HMB strategy targets its audience on the basis of the following criteria:

∙ museum affinity

∙ thematic affinity

∙ communication format affinity

∙ digital audience




5y 10y 15y 20y 30y 50y 65y 100y

Guided tours for

families

School workshops

Children's birthday

partiesTweetups

After work

Guided tours

Presentations

Wednesday matinee

Instagram

Facebook, YouTube, Pinterest

Twitter

Website including blog

Games

Picnics

MU

SE

UM

AF

FIN

ITY

FO

RM

AT

AF

FIN

ITY

DIG

ITA

L

AF

FIN

ITY


HMB DIGITAL STRATEGY 2015-2017

The Basel Museum of History uses digital media as part of its integrated AUDIENCE strategy in pursuance of its core business: examining and analysing history and the present-day as well as asking future-oriented questions. The employees communicate across departments and cultivate a dialogue group-appropriate contact with the worldwide community. This form of digital commitment creates new incentives in all museum spheres and is establishing itself on a lasting basis.


Vision of the HMB Digital Strategy 2015-2017, Daniele Turini, available on: http://de.slideshare.net/HistMuseumBs

http://de.slideshare.net/HistMuseumBs


Excerpt of the HMB Digital Strategy 2015-2017, Daniele Turini, available on: http://de.slideshare.net/HistMuseumBs


ECULTURE AT THE BASEL HISTORICAL MUSEUM

EDUCATION

Objective: Development and

implementation of cross-media and

digital communication formats.

Formats: tweetups, serious games,

pop-ups, Augmented reality, …

EXHIBITIONS

Objective: creation of various

exhibition experience levels.

Experience levels: games, quizzes,

films, competitions, 3rd layer,

Augmented reality, in-depth sections, … COLLECTIONS

Objective: creation of various ways to

access collections

Access levels: website, open data,

blog, social media, Google Cultural

Institute, …

MARKETING &

COMMUNICATIONS

Objective: communication of our

products targeting specific groups and

success measurement (web analysis)

Channels: website, blog, social media,

newsletter, E-shop, …

ADMINISTRATION

Objective: ensuring the technical

framework (IT, collection archive and

support), optimization of administrative

processes.

Processes: E-Recruitment, E-

Procurement, …



Collection & permanent exhibition



COLLECTION & PERMANENT EXHIBITION

∙ 16th-century bourgeois collection of the Amerbach family.

∙ In 1661 the Basel Council acquired the collection of BonifaciusAmerbach (1495–1562) for the University. The Amerbach Cabinet includes the estate of Erasmus von Rotterdam as well as his collection of coins and art by Holbein, which make up the foundation of the Amerbach Cabinet.

∙ Todays collections include 208’000 objects



COLLECTION ITEMS


The collection of coins of the Amerbach Cabinet

Basilius Amerbach (1533 – 1591) art collector from Basel


COLLECTION ITEMS


Matrix of the seal of the bakers' guild, Basle, ca. 1300, Brass

Small encoignure, one of a pair Paris, ca. 1750, oak


Permanent exhibition: The great cabinet of curiosities


PERMANENT EXHIBITION


Permanent exhibition: Medieval Tapestries


PERMANENT EXHIBITION


PERMANENT EXHIBITION: DIGITAL ENHANCEMENT


Permanent exhibition

Tablets to digitally enhance the collection


Excerpt of the HMB Digital Strategy 2015-2017, Daniele Turini, available on: http://de.slideshare.net/HistMuseumBs


COLLECTION ONLINE

Today: audience that values museums / culture / education

Tomorrow: audience that values museums /culture / education & general public

Scientific collection database

“scientific” approach “narrative” approach “playful” approach

blogwebsite & open data social media



The diary of Elisabeth Schmid-Fehr, a blog featuring stories to WW1, http://www.baselersterweltkrieg.com/


COLLECTIONS ONLINE: NARRATIVE APPROACH

http://www.baselersterweltkrieg.com/


Suitcase of memories, corporate blog shares senior citizens’ knowledge on partly forgotten objects with the public (coming soon)


COLLECTIONS ONLINE: NARRATIVE APPROACH


COLLECTIONS ONLINE: PLAYFUL APPROACH


Johann Ludwig Burckhardt aka. Sheik Ibrahim #MuseumofSelfies Palm Donkey, Christi marching in (Statue of the 16th century) #MuseumofSelfies

Complete collection of #MuseumofSelfies: https://storify.com/HistMuseumBs/museumofselfies


Serious Game «Surviving Basel 1610», fall 2015, trailer: https://www.youtube.com/watch?v=ABCba9PTp0A


COLLECTIONS ONLINE: PLAYFUL APPROACH

https://www.youtube.com/watch?v=ABCba9PTp0A&index=2&list=UU_Ep8Q56utbcTyeqEh7fkrw

https://www.youtube.com/watch?v=ABCba9PTp0A&index=2&list=UU_Ep8Q56utbcTyeqEh7fkrw


Communication activities & special exhibitions



#Tweevening «Tell me how you live», Museum of Domestic Culture, Storify: https://storify.com/HistMuseumBs


TWEETUPS


TWEETUPS

Format for the public that does not necessarily share an affinity with museums:

∙ Evening opening hours (after work)

∙ Engage in co-operations

∙ Implementation of our mandate via tweetup (short guided tour)

∙ Connecting visitors (locally present) and users (in front of home screens or smart phones)

∙ Fostering dialogue



CROSSMEDIA CAMPAIGN #LIEBLINGSRAUM (FAVOURITE ROOM)


Tristan, 9 years old, Job: inventor, lives with his family #lieblingsraum Axel, 49 years old, Job: art historian, lives with his family #lieblingsraum

Storify: https://storify.com/HistMuseumBs/sag-mir-wie-du-wohnst-lieblingsraum


Press picture at the exhibition opening (Amsterdam Museum)


FOOTBALL – FAITH. LOVE. HOPE.


INTEGRATED ECULTURE STRATEGY BASED ON INFOTAINMENT


Register for the infotainment tour «Panini Yourself» perpetuate yourself as a football hero

Experiencing typical football elements (rivalry, teamplay etc.) by the integration of digital media (games, quiz, etc.) inside the exhibition


New perspectives for museums



NEW PERSPECTIVES FOR MUSEUMS

∙ New job profiles in museums

∙ Museums will become training facilities for public history and eCulture

∙ In-house training for employees

∙ Co-operations

∙ Changes in hierarchy and areas of responsibility

∙ Change fosters identification



LET’S STAY IN TOUCH

Facebook, Pinterest, YouTube, Pinterest: Historisches Museum Basel

Twitter, Instagram:

@HistMuseumBs

Facebook Group: https://www.facebook.com/groups/museumeculture/


https://www.facebook.com/groups/museumeculture/

eculture: making the museum a social hub

Social Media

museum international

museum refuses

museum of horsepower

im lohnhof museum of

social hubseite

public eculture

basel historical museumour

wedding party