Van Gogh's letters - Museums and the web 2010
25
Van Gogh's Letters Or how to make the results of 15 years of research widely accessible for various audiences and how to involve them
-
Upload
van-gogh-museum -
Category
Education
-
view
1.494 -
download
4
Transcript of Van Gogh's letters - Museums and the web 2010
Van Gogh's Letters
Or how to make the results of 15 years of research
widely accessible for various audiences
and how to involve them
The letters project
Strategy and media mix
Myths and assumptions
Results & lessons learned
Overview
The Letters
Myths and Assumptions
Image and other rights are easily to acquire
•A blog will be very time-consuming & attract a lot of spam
•A free iPhone app will compete with the multimedia tour
•A multimedia tour will stop people looking at art
• The cross-media mix can be included in the total PR and marketing campaign
•New media are gadgets, which can be set up quickly
Objectives
To make the collection of letters accessible to a wide audience long-term
To reach museum visitors and non-museum visitors; before, during and after the exhibition
To discover Van Gogh’s letters and to share their experiences.
Appealing to a ‘layperson’ audience
Target groups
People interested in Vincent van Gogh worldwide
Museum visitors who want to extend or deepen their visit
Young adults aged approx. 20-35
Secondary school pupils
What mix?
Providing depth and informationEasily accessible onlineCreating unity and connecting the different mediaProviding sustainable and long-term access to the lettersEmphasizing the letters’ literary importance and means of communication
The mix
In museum Outside museum
MMTsocial media
iPhone app
inspiration inspirationengagementexploration
vangoghsblog.comvangoghsletters.org
vangoghmuseum.nl
Memory of the Netherlands
Multimedia tour
Multimedia tour
Multimedia tour
Click through ratio
iPhone app Yours, Vincent
iPhone app Yours, Vincent
Van Gogh Blog
Van Gogh Blog
Firestats Twitterfeed Blog directories, i.e: Technorati, Museumblogs.org
Van Gogh Blog
Countries
Van Gogh's letters & social media
Facebook insights
Web edition
Visits per month
Web edition
Pages per visit
Popularity by museum visitors and employees
Myths and Assumptions: Fact or Fiction?
•Rights are easily acquired. Fiction
•A blog will be very time-consuming and attract a lot of spam. Fact
• A free iPhone app will compete with the multimedia tour. Fiction
•A multimedia tour will stop people looking at art. Fiction
• The cross-media mix can be included in the total PR and marketing campaign. Sometimes
•New media are gadgets, which can be set up quickly. Fiction
Questions?
www.vangoghmuseum.com/letters
www.slideshare.net/VanGoghMuseum
