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My Live-tweets from Communicating the Museum 2012 #CTM12

Featuring @agendaparis, @TheArtNewspaper, @LaPlacaCohen, @Guggenheim, @MetMuseum, @BritishMuseum, @WolffOlins @hermes @guibert @Tate @SandsMarc @jmkd @googleart @lvmh

Communicating the Museum 2012 Conference (@ Metropolitan Museum of Art w/ 4 others)

is beginning! Theme of the day is “The Global Cultural Brand: Where is it going?” 


Keynote Speech by Anna Somers Cocks () on “Two Trends for Museums in the Next Decade”



12 keynote by Jane Wentworth on “Local or Global: how will museums adapt?”

JW: Museums have gone from broadcasting information to engaging in dialogue w/ the world. [cites as a good tool for this]

JW: The digital world can narrow the gap b/w large & small museums b/c not having a lot of resources is not such a handicap there.

JW: Digital experiences with art doesn’t threaten actual experience, it enhances it.

JW’s “digital” advice: be sociable, be generous, don’t boast, quality not quantity, collaborate, let go of control & listen better

JW on power of “we”: Collaborate. Break out of silos. Recognize ppl as partners, not competitors. Build communities, tap into that. ‪#ctm12

JW: As you let go of control & engage, it’s essential to know who you are, what you’re about & why you’re doing what you do.

JW: The general drift is towards opening up to people and being less authoritarian. Empower people.

panel on “The Challenges of being a World Museum”: T. Campbell , R. Armstrong , A. Cohen & more


‪Cohen () asking Armstrong about challenges of running Guggenheim given all it’s international branches

Armstrong (): Principle challenge is equity. Loving all entities for their skills & letting them get deserved recognition.

Dominique de Font Reaulx: We have to ask ourselves what is the Louvre from outside? Behind the name is not a brand, but values.

de Font Reaulx: the Louvre is where you can read the story of humanity thanks to the works of art.

de Font Reaulx: it’s important that the Louvre Abu Dhabi visitors have that same experience of understanding humanity through art.

Tom Campbell () says they’ll use the Whitney building as a lab where they can “mix up” their different curatorial depts.

When Al Khudairi got to Qatar she first asked herself “What do we have? What sets us apart?” then “how can we redefine art history?”

Al Khudairi: We asked “Who is our public?” Most immediately it was Qatar locals…then we built concentric circles looking outward.

Al Khudairi says their communications strategy was “to be who we are and not tell people who we are.”

Al Khudairi: we learned quickly that relevancy was important, so we wanted to create a two-way dialogue & become relevant.

Mackle: ’s mission was to be global from the start. It now has to show contemporary relevance in a post-colonial world.

Mackle: we were thinking about the kind of histories & world narratives that we () could tell

Mackle: We felt it was wrong for just to be the one voice, so we incorporated other voices like artist Antony Gormley.

Campbell says before reopened Islamic galleries they reconsidered how they were named & how objects were labeled/described

Armstrong (): Our goal, around the world and here at home, is to be open for curious people…citizens of the world.

de Font Reaulx: Image of Louvre is consistent among French ppl & foreigners, so it’s not important to distinguish global from local.

Armstrong says “local” aspect is a museum maintaining it’s own identity/personality—give visitors a uniquely experience.

Al Khudairi: Putting up a work of art is not enough. We have to give audiences multiple ways of accessing the work in the galleries.

Cohen (): Richard’s going ‘meta’ on us. I love that.

Armstrong: Abu Dhabi happens to have a Guggenheim name on it, but we see it as a local museum.



Panel on “Art & Luxury Brands: Creative Partnerships.”

Anne Catherine Grimal (): luxury and art have never been so closely linked [as they are now].

Grimal says values social responsibility and strives to be a patron of arts & culture.

Nick O’Flaherty (): luxury has been learning from museums for years, but I’ll focus on how museums can learn from luxury.

O’Flaherty (): luxury brands know what they stand for — purpose, not positioning.

O’Flaherty (): luxury brands nurture a community of loyal fans

O’Flaherty (): luxury brands are so confident in their identity they can be provocative & push boundaries unapologetically

): luxury brands have mastered the balance between access and aspiration

O’Flaherty (): luxury brands are timeless — always true to who they are/what they stand for. They don’t pander to fads.

Photo: Pezzini () chart on power of “Positive contamination” (sharing inspiration & emotion w/ everyone)



‪#ctm12‬ panel on “Technology and Innovation” chaired by the brilliant Marc Sands (@tate)

.@Guibert Englebienne (entrepreneur/ founder of @Globant) advising how to insert the innovation ‘gene’ into your organization ‪#CTM12‬

.@Guibert: innovation has been democratized as we’ve gone from industrial economy to a knowledge-based economy. ‪#CTM12‬

. says “millenials” are collaborative, digital natives w/ high expectations, a sense of urgency & blurred boundaries

.@Guibert: the more options you give to people the more chances they will find it enjoyable/engaging ‪#CTM12‬

.@Guibert: Everything starts with how you recruit the right people…where people say ‘I want to be part of that.’ ‪#CTM12‬

.@Guibert asks “how do you scale up without losing the DNA of your culture?” A: Be peer-to-peer, not hierarchical. ‪#CTM12‬

.@Guibert: Be emotional leaders for your team & show them what the organization stands for. ‪#CTM12‬

.@Guibert: Help your team feel they are creating a transformation (aka give them purpose) and they will be happy. ‪#CTM12‬

.@Guibert summary: challenge the status quo and enable voices in your team. Remind them of your purpose and impact on society. ‪#CTM12‬

Davis: @googleart was an opportunity to create a bridge between the digital and the physical ‪#CTM12‬

Davis (@googleart): when you look at pictures on flickr, you ARE seeing them in person — flickr is the medium. Suspend disbelief… ‪#CTM12‬

.@jmkd says @google philosophy: everyone has a better idea than you about a problem you have, so TALK, share info & solve problems ‪#CTM12‬

.@jmkd: I disagree that museums are in the digital dark ages. Its important that they be conservative & maintain quality & gravitas. ‪#CTM12‬

Sands: Issue w/ digital is the return path—ppl comment/answer. Most galleries don’t want that, but we’ve no choice but 2 move there. ‪#CTM12‬



#CTM12‬ Keynote: “Monetizing Culture Change” by Nicole Newman (English National Opera)

Newman: we have to change b/c there’s increased competition, the audiences are more sophisticated, & we are in an economic crisis. ‪#CTM12‬

Newman: We’ve shifted from focusing on the object & the collection, to purpose/vision/mission/brand. New model centers on the idea. ‪#CTM12‬

Newman says @V_and_A has done this well in all areas & overcome it’s attendance issues & “granny’s attic” image. ‪#CTM12‬

Newman: @V_and_A had to answer, “What do we do & why do we do it? What’s the big idea at the center of all we do?” ‪#CTM12‬

Newman: Fashion & design became the key strand to the @V_and_A rebrand. ‪#CTM12‬



#CTM12‬ Learning Session with Marc Sands (@tate): “Audiences — How much should we care about them?”

Sands just showed this interesting cloud of words from museum mission statements ‪#people‬ pic.twitter.com/mIXjLO46

Sands (@Tate) quoting Slate Gabfest: “can I say to museums of the world…your websites suck.” ‪#CTM12‬

Sands: We need to have a conversation about who we are doing this for? We need to ask ourselves this on a daily basis. ‪#CTM12‬

Sands: Tate has core audiences (reg visitors, academics, members) and developmental audiences (families, students, ethnic minorities)

Sands: My sole role is to bring the audiences to all of our discussions at @Tate. ‪#CTM12‬ ‪#dreamjob‬

Sands: don’t engage in the “I think, you think” game w/ curators, bring what the audience thinks (actual visitor responses/opinions) ‪#CTM12

Sands did an audience research panel made up of 12,000 people (5,000 of whom visited @Tate) ‪#CTM12‬

During Ai Weiwei show @Tate Modern, on-site kiosks allowed people to pose ?s to @aiww — 28,000 people did! ‪#CTM12‬

Sands says the goal of Tate’s social media & blog is “to lift the lid on @Tate & let people in.” ‪#CTM12

Sands (referencing the @Tate blog) says, “The people at the top have to take the lead on it. That’s the only way for it to work.” ‪#CTM12‬

Sands: @Tate online is entirely audience driven. ‪#CTM12‬

Sands: Notion of debate & dialogue is always imbedded in @tate home page. Art is always the 1st thing you see, but next is dialogue. ‪#CTM12‬

.@tate renamed “collections” to “art & artists” on navigation of site (as @MuseumModernArt had done) b/c term wasn’t useful to public ‪#CTM12‬

FIN

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