working closely with startups
DESCRIPTION
Cultural institutions and technology companies in the digital age need to work together more closely with a view to benefiting from the opportunities offered by tools such as mobile applications, QR codes, gamification, touch-screens, sensory technology, geolocation or augmented reality, among others, to develop new services for the purpose of enriching discovery processes at museums as well as promoting a connection among visitors.TRANSCRIPT
Working with start-ups@javiercelaya
Technology has changed the way we discover
information, culture and entertaiment
Technology has changed the way we consume
information, culture and entertaiment
Technology has changed the way we share
information, culture and entertaiment
Technology is even changing the way we think
Should Museums work more closely with startups
to manage this neverending social transformation?
To answer this question, we conducted a survey
136 Institutions participated in this survey from USA, UK, Spain, Germany,
Italy, Argentina, Chile, Mexico, Sweden and France, among other countries
Survey available at Dosdoce.com
http://www.dosdoce.com/articulo/estudios/3842/museums-in-the-digital-age
BEFORE THE VISIT: Lots of social media use to promote exhibitions
DURING THE VISIT:Hundreds of Apps to enhance the experience
AFTER THE VISIT PHASEFew Museums encourage visitors to share the experience
http://mw2013.museumsandtheweb.com/paper/diving-into-the-museums-social-media-stream/
Actions in Silos, little cross-planning
We are moving from a content driven experience
To a content & services driven experience
Startups can help you identify best breed services
More and more visitors using devices that didn´t exist 5 years ago
But, few Museums meet regularly with tech startups
Museums shouldn’t be mere “users” of technology
Museums should co-create technology
To avoid “blindness” in the digital age
Data is the new oil of the XXI century
Museums must know the profile, cultural affinities &
behaviour of their visitors
To give them a better service / experience
Technology has become our second skin
Wearable technologies
Museums and tech startups are destined to work together…
To transform ideas and needs into new services
It is not easy, different cultures…
Different working speeds
Different expectations
Different visions about the future
Different team and structural sizes
Museums have limited budgets and tech skills
But we can learnt from other “shared” experiences
NYT invites media startups to work from its HQ
Wayra incubates 200 startups
Pearson launches Catalyst to work more
closely with startups specialized in education
Sector Innovation Lab
http://www.comunicacion-cultural.com/2013/02/20/laboratorio-de-edicion-e-innovacion-en-paris/
Most museums have a Media Relations and/or
Institutional Relations Department
I strongly recomend that you also create the
Digital / Startups Relations department
This group will lead the digital collaboration strategy
Identify and select startups (home and abroad)
Meet regularly with startups
Remember to set up an agenda before any meeting
Set objetives, beyond social media marketing
Define variables, beyond number of visits or downloads
Profile of the visitors (foreign, national, etc.)
When & how they discovered the exhibition
Inside the building navigation and behaviours
Degree of engagement with the content
Ways of sharing the experience
Web split testing: specific functionality, specific audience, etc.
TEST, MEASURE, LEARN
Whatever you do: Keep the fingers happy
The Digital experience has to be different than the analog one
Javier Celaya [email protected] Tel: +34.606.367.708
Web: www.dosdoce.com Twitter: @javiercelaya
LinkedIn: www.linkedin.com/in/javiercelaya
Thank you / Muchas gracias