Touch, Love, and Museum Data: How Digital and Physical Touch Make The World a Better Place

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Touch, Love and Museum Data: How Digital and Physical “Touch” Work Together To Make Our World A BeCer Place Colleen Dilenschneider IMPACTS Research & Development

description

Colleen Dilenschneider, the Chief Market Engagement Officer of IMPACTS Research & Development, uses “big data” to reveal audience engagement opportunities for museums. Her analysis offers a compelling strategy for the financial sustainability and mission delivery of museums worldwide: The most innovative, successful museums understand the public’s need for a loving touch. Dilenschneider will share data about the critical ways that “digital touch” and face-­‐to-­‐ face communication (“physical touch”) – two methods of communication that are too often perceived as at-­‐odds with one another -­‐ increasingly work together to create an unstoppable force in delivering extraordinary experiences for museum visitors. Supported by compelling data concerning audience motivations, visitor satisfaction, and insight into the types of experiences that people most crave and cherish in a museum experience, Dilenschneider demonstrates that “touching” is essential to gaining advocacy and support…and how these loving touches at museums are already making our world a better place.

Transcript of Touch, Love, and Museum Data: How Digital and Physical Touch Make The World a Better Place

Page 1: Touch, Love, and Museum Data: How Digital and Physical Touch Make The World a Better Place

Touch,  Love  and  Museum  Data:    How  Digital  and  Physical  “Touch”  Work  Together    To  Make  Our  World  A  BeCer  Place  

Colleen  Dilenschneider  IMPACTS  Research  &  Development  

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Business  driven                  vs.            Mission  driven    Digital  connec?on        vs.            “IRL”    Educa?on                                      vs.            Entertainment    What  people  see              vs.            Who  they  are  with    Open  hours                                  vs.            24/7  accessibility        

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Visit  Peace  and  War  by  Pompeo  Girolamo  Batoni  at  The  Art  InsJtute  of  Chicago        

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Visit  Haystacks,  End  of  Summer  by  Claude  Monet  at  the  Musée  d'Orsay        

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Touch  scales!  

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Infinite  cycle  of  touch  

Good  business  

Mission  work  

Social  change  

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Visit  The  Kiss  by  Gustav  Klimt  at  the  österreichische  Galerie  Belvedere        

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HPV  =  High  Propensity  Visitor  Persons  with  the  demographic,  psychographic,  and  behavioral  aNributes  that  indicate  an  increased  likelihood  to  aNend  a  visitor-­‐serving  organiza?on  (zoo,  aquarium,  museum,  etc.)    

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Public  sources  of  informaJon  Reach:  Via  what  channels  do  people  acquire  informa?on?  

443  

288  

234  

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108   112   110  

76   74  55  

12  

446  

478  

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104  

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102  

63   60  39  

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0  

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Web   Social  media   WOM   Email   Mobile  web   Peer  review  web  

Television   Radio  -­‐  satellite  and  terrestrial  

Newspaper  -­‐  print  

Periodicals  and  magazines  -­‐  

print  

Direct  mail  

Jun  11   Mar  14  

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Public  sources  of  informaJon  Trust:  How  credible  are  the  respec?ve  informa?on  channels?  

135  112  

290  

188  

122  

200  

143   141  

245   243  

44  

130  145  

291  

188  

125  

207  

102   100  

255   252  

22  

0  

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600  

Web   Social  media   WOM   Email   Mobile  web   Peer  review  web  

Television   Radio  -­‐  satellite  and  terrestrial  

Newspaper  -­‐  print  

Periodicals  and  magazines  -­‐  

print  

Direct  mail  

Jun  11   Mar  14  

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Public  sources  of  informaJon  Amplifica?on:  What  is  the  re-­‐distribu?on  poten?al  of  the  respec?ve  informa?on  channels?  

99  

186  

91  

177  

89  100  

31  13   19  

56  

1  

108  

274  

99  

173  

132  

104  

29  11   17  

59  

0  0  

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500  

600  

Web   Social  media   WOM   Email   Mobile  web   Peer  review  web  

Television   Radio  -­‐  satellite  and  terrestrial  

Newspaper  -­‐  print  

Periodicals  and  magazines  -­‐  

print  

Direct  mail  

Jun  11   Mar  14  

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Public  sources  of  informaJon  Overall  Value:  What  are  the  weighted,  rela?ve  values  of  the  respec?ve  informa?on  channels?  

269   274   282  

239  

54  

101  

22  6   16  

34  

1  

228  

457  

234  

123  

241  

205  

17  5   10   19  

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Web   Social  media   WOM   Email   Mobile  web   Peer  review  web  

Television   Radio  -­‐  satellite  and  terrestrial  

Newspaper  -­‐  print  

Periodicals  and  magazines  -­‐  

print  

Direct  mail  

Jun  11   Mar  14  

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Infinite  cycle  of  touch  

Good  business  

Mission  work  

Social  change  

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US  Composite  UJlity   Index  

Schedule   147.9  

Cost   121.3  

Travel  distance  (proximity)   120.5  

Special  events   118.8  

ReputaJon   117.5  

“Family-­‐friendly”   116.4  

Nightlife   110.0  

Climate   107.7  

“Friends  and  family”   105.3  

Safety   102.6  

Specific  ac?vity/aNrac?on   101.9  

Ease  of  access   100.2  

Western  Europe  Composite  UJlity   Index  

Schedule   203.5  

ReputaJon   181.2  

Travel  distance  (proximity)   129.5  

Ease  of  access   120.4  

Planning  convenience   116.3  

Climate   112.9  

Special  events   108.0  

Specific  ac?vity/aNrac?on   107.8  

Travel  loyalty  programs   105.6  

Nightlife   103.3  

Fine  dining   102.7  

Cost   100.4  

UJlity   Index  

ReputaJon   208.3  

Schedule   140.1  

Special  events   137.8  

Ease  of  access   127.7  

Planning  convenience   118.0  

Nightlife   116.5  

Travel  distance  (proximity)   108.7  

Specific  ac?vity/aNrac?on   108.2  

Safety   103.1  

Climate   102.6  

Fine  dining   102.4  

Cost   101.3  

High-­‐Propensity  Visitors  

What  influences  the  decision-­‐making  process?  Discre?onary  decision-­‐making  u?lity  model  

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Diffusion  of  Messaging    

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Diffusion  of  Messaging    

Reviews  from  trusted  resources  (“Q”)  have  a  value  12.85x  greater  than  that  of  paid  media  (“P”).    

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                                         Reputa?on                                    Visita?on    Social,  digital  plagorms                                  Reputa?on    Social,  digital  pladorms                                VisitaJon  

Digital  touch  plays  a  criJcal  role  in  moJvaJng  visitaJon  

 

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PFE  =  Personal  Facilitated  Experience  A  one-­‐to-­‐one  or  one-­‐to-­‐few  interac?on  between  a  docent,  volunteer,  or  other  onsite  museum-­‐affiliated  individual  and  a  visitor.    

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Admission  value  

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0  

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60  

80  

100  

Overall   Affirma?ve  PFE  

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Employee  courtesy  

71  76  

0  

20  

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60  

80  

100  

Overall   Affirma?ve  PFE  

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Entertainment  experience  

70  75  

0  

20  

40  

60  

80  

100  

Overall   Affirma?ve  PFE  

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EducaJonal  experience  

71  76  

0  

20  

40  

60  

80  

100  

Overall   Affirma?ve  PFE  

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Overall  saJsfacJon  by  daypart  

72  

70  

67  66   66  

67  68  

70  

67  

63  

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63  

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50  

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9-­‐10a   10-­‐11a   11a-­‐12p   12-­‐1p   1-­‐2p   2-­‐3p   3-­‐4p   >4p  

PFE   Non-­‐PFE  

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digital  touch  (Coefficient  of  “Q”)  

physical  touch  (Face-­‐to-­‐face)  

Reputa?on        (VISIT)  

     Sa?sfac?on  (TELL  OTHERS)    

Touch  fuels  visitaJon    Building  affinity  and  securing  visita?on  

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Infinite  cycle  of  touch  

Good  business  

Mission  work  

Social  change  

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What  factors  collecJvely  comprise  “saJsfacJon?”  

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Entertainment  experience  

70  75  

0  

20  

40  

60  

80  

100  

Overall   Affirma?ve  PFE  

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EducaJonal  experience  

71  76  

0  

20  

40  

60  

80  

100  

Overall   Affirma?ve  PFE  

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The  best  thing  about  a  visit  to  a  museum    

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Visit  this  portrait  of  Henry  VIII  at  the  NaJonal  Portrait  Gallery  

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Digital  touch  allows  for  scale  of  mission  Three  vital  roles  for  mission  promulga?on  

1)  Keep  in  touch  with  our  mission    2)  ANract  and  retain  advocates  of  our  mission  3)  How  our  missions  are  promulgated  

 

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Keeping  in  touch  

Ohhh...Alright...  ©  Estate  of  Roy  Lichtenstein  

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View  the  art  of  Keith  Haring  at    www.haring.com      

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Maslow’s  hierarchy  of  needs  

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Infinite  cycle  of  touch  

Good  business  

Mission  work  

Social  change  

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Evolving  membership  programs  and  structures      What  is  the  primary  benefit  of  membership?    

AGES  18  –  34  (lexical  analysis,  top  five  by  descending  frequency)  1.  Free  admission  2.  Belonging  to  the  organiza?on  3.  Suppor?ng  the  organiza?on  4.  Suppor?ng  conserva?on  5.  Making  a  posi?ve  impact  on  the  environment  

AGES  35+  (lexical  analysis,  top  five  by  descending  frequency)  1.  Free  admission  2.  Priority  access  3.  Members-­‐only  func?ons  4.  Advance  no?ce  of  upcoming  ac?vi?es  5.  Member  discounts  

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Aotudes  and  usage  The  primary  benefit  of  membership  is  feeling  like  you    

posi?vely  contribute  to  the  health  of  the  world’s  ocean.  

74   76   76  

68   68   67  

0  

20  

40  

60  

80  

100  

June  2008   Sept  2012   July  2013  

Age  18-­‐34   Age  35+  

MEAN      RESPONSE  

A  scalar  variable  indicates  a  level  of  agreement  with  a  statement.  

Strongly  disagree  

Strongly  Agree  1   100  

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US  Aquariums  –  3Q  2013  Rela?ve  Revenue  Efficiency  and  Reputa?onal  Equi?es    

A   B  

C  

D  

E  

F  

G  

H  I  

J  

K  

L  

M  A   B  

C  

D  

E  F  

G  

H  I  

J  

K  

L  

M  

Revenue  Efficiency   Reputa?onal  Equi?es  

MORE  

LESS  

*Of  assessed  US  aquariums  with  an  admission  basis  

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US  Zoos  –  3Q  2013  Rela?ve  Revenue  Efficiency  and  Reputa?onal  Equi?es    

A  

B  

C  

D  

E  

F  G  

A  

B  

C  

D  

E  

F   G  

Revenue  Efficiency   Reputa?onal  Equi?es  

MORE  

LESS  

*Of  assessed  US  zoos  with  an  admission  basis  

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US  Museums  –  3Q  2013  Rela?ve  Revenue  Efficiency  and  Reputa?onal  Equi?es    

A  B  

C  

D   E  

F  

G  H  

I  

J   K  

L  

M  

N   O  

A  B  

C  

D  E  

F  

G  

H  

I  

J  K  

L  

M  N   O  

Revenue  Efficiency   Reputa?onal  Equi?es  

MORE  

LESS  

*Of  assessed  US  museums  with  an  admission  basis  

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Infinite  cycle  of  touch  

Good  business  

Mission  work  

Social  change  

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Visit  The  Dance  by  Henri  MaJsse  at  MoMA    

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 •  California  Academy  of  Sciences  •  European  Union  •  European  Union  Cultural  Consor?um  •  Google  •  Harvard  University  •  IMPACTS  Research  &  Development  •  MAXXI,  Museo  Nazionale  delle  Ar?  

del  XXI  Secolo  •  Monterey  Bay  Aquarium  •  Musée  du  Louvre  •  Musée  d'Orsay        

             

 •  Na?onal  Aquarium  •  Na?onal  Oceanic  and  Atmospheric  

Administra?on  •  Nicholas  School  of  the  Environment  

at  Duke  University  •  Stanford  University  •  Tennessee  Aquarium  •  The  Ocean  Project  •  United  Na?ons  Educa?onal,  

Scien?fic  and  Cultural  Organiza?on  •  US  Department  of  State        

             

THANKS  AND  APPRECIATION  TO:    

Page 47: Touch, Love, and Museum Data: How Digital and Physical Touch Make The World a Better Place

Have  quesJons  or  ideas?  Please  contact  me!    

Know  Your  Own  Bone  colleendilen.com  

@cdilly  twiNer.com/cdilly  

facebook.com/colleendilen  

linkedin.com/in/  colleendilenschneider  

cdilenschneider@  impactsresearch.com  

@colleendilen  Instagram.com/colleendilen