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 jcelaya@dosdoce.com Tel: +34.606.367.708

Web: www.dosdoce.com Twitter: @javiercelaya

LinkedIn: www.linkedin.com/in/javiercelaya

Thank you / Muchas gracias