Museum Commons: Tragedy or Enlightened self-interest?

biblio — Thu, 13 Jan 2011 22:34:59 +0000

Edson, M., & Cherry R. (2010). Museum Commons: Tragedy or Enlightened self-interest?. (Trant, Jennifer, David Bearman, Ed.).Museums and the Web 2010. Proceedings.

The New Renaissance, Report of the 'Comité des Sages' Reflection group on bringing Europe's Cultural Heritage online

biblio — Mon, 10 Jan 2011 17:03:14 +0000

European Union, & Comité des Sages (2011). The New Renaissance, Report of the 'Comité des Sages' Reflection group on bringing Europe's Cultural Heritage online.

The Mystery of the “1940s Time Traveller”: The Changing Face of Online Brand Monitoring

david.harkness — Thu, 30 Sep 2010 18:22:40 +0000

MW2011

Published Paper:

The Mystery of the "1940s Time Traveller": The Changing Face of Online Brand Monitoring

Keywords:

viral marketing

Keywords:

virtual museum of Canada

Keywords:

CHIN

Keywords:

social media

Keywords:

intellectual property

Abstract:

In the spring of 2010, the Virtual Museum of Canada (VMC) at the Canadian Heritage Information Network (CHIN) witnessed a viral Internet phenomenon. One seemingly innocuous photo from the Bralorne Pioneer Museum in central British Columbia, hosted on our servers in a virtual exhibition exploded online. From one post on Digg.com, the image radiated across the web through personal blogs, popular news sources like Fark.com and Gizmodo.com, and across "traditional” social media networks. International media outlets were requesting information and interviews, and web-savvy entrepreneurs were asking for high resolution copies of the photo hoping to be the first to solve the mystery and capitalize on the image. CHIN’s Business Development and Marketing team followed the story online for months, an exercise which was instrumental in helping the organization develop a more comprehensive and integrated social media strategy beyond traditional channels and social media applications.

While CHIN watched the VMC visitation statistics climb exponentially, at the same time, it also recognized that sometimes what is put online can move out of a museum’s control, and that institutions may be sceptical in their approach to social media. In this case, as our intellectual property moved further out into the Web, the further it became its own brand, removed from both CHIN and the Bralorne Museum. This is particularly poignant in this era where the jury is still out on fair use and the posting of full resolution images online. Any museum would welcome this flood of conversational capital, but to monitor this wave and try to bring it back to the institution’s name can become an unexpected human resource cost and a frustrating exercise. Most importantly, the organization-models of larger institutions often do not allow museums to move at the speed of the conversations around them in social media channels, and keeping up with this minute-by-minute pace can be challenging.

This paper presents the mystery of the "1940s Time Traveller" as a case study in viral phenomena and social media, and their potential implications for and impact on museums and cultural institutions. Should museums remain focused on ownership and copyright, or would their collections and knowledge be put to better and broader use by opening up? It also explores online museum marketing in an era where the phrase "I Can Has Cheezburger?” can launch million dollar online companies, an aftershave ad campaign can crash YouTube, and a photo can propel a small community museum to international recognition.

Le mystère du « Voyageur dans le temps des années 1940 » : Le nouveau visage de la surveillance en ligne d’une marque

David Harkness, Sheila Carey, Julie Marion, Réseau canadien d’information sur le patrimoine (RCIP), Canada

Résumé

Cet article se sert du mystérieux « voyageur dans le temps des années 1940 » comme toile de fond pour procéder à une étude de cas sur les phénomènes viraux et leurs retombées et conséquences potentielles sur les musées et les établissements culturels. Une approche efficace et globale de la surveillance d’une marque nécessite d’être à l’écoute des commentaires générés par le public. Bien que ces conversations puissent être lancées par l’entremise d’activités marketing, elles peuvent aussi survenir spontanément et évoluer rapidement. Une surveillance appropriée devrait s’effectuer parallèlement à ces conversations, et non être à leur remorque. L’étude examine les préoccupations d’ordre muséologique se rapportant à la perte de contrôle de la propriété intellectuelle pouvant survenir en ligne. Elle s’intéresse aussi au marketing des musées à une époque où une phrase comme « Donne-moi une Pop-Tart! » fait vider les tablettes des supermarchés, une campagne publicitaire pour une marque de lotion après‑rasage peut faire planter YouTube et une simple photo peut apporter une renommée internationale à un petit musée communautaire.

Mots‑clés: Surveillance d’une marque, image de marque, marketing viral, Musée virtuel du Canada, Web social, droit d’auteur, capital conversationnel

Cet article sera disponible dès le 7 avril 2011 sur le site Web Échange professionnel du RCIP | This article will be available in French at CHIN's Professional Exchange website after April 7, 2011. http://www.pro.rcip-chin.gc.ca/sommaire-summary/voyageur_temps-time_traveller-fra.jsp

Type:

Paper - in formal session

Multi-Channel

Site:

http://www.museevirtuel-virtualmuseum.ca/

Authors:

David Harkness

Sheila Carey

Julie Marion

The Year In Review – Reaching Audiences and Assessing Results

jtrant — Wed, 01 Oct 2008 22:03:08 +0000

Bearman, D., & Trant J. (2000). The Year In Review – Reaching Audiences and Assessing Results. Museums and the Web 2000.

Legal Aspects of Multimedia in Europe

jtrant — Thu, 31 May 2007 02:15:22 +0000

Hoeren, T. (1995). Legal Aspects of Multimedia in Europe. (David Bearman, Ed.).Hands On: Hypermedia & Interactivity in Museums: Selected Papers from the Third International Conference on Hypermedia and Interactivity in Museums: Volume 2 (ICHIM 95 / MCN 95).

Mulltimedia licensing contracts: uses and rights

jtrant — Wed, 02 May 2007 01:06:28 +0000

Steiner, C. (1993). Mulltimedia licensing contracts: uses and rights. Museums and Interactive Multimedia: Selected papers from the second International Conference on Hypermedia and Interactivity in Museums.

museumsandtheweb.com - intellectual property

Museum Commons: Tragedy or Enlightened self-interest?

The New Renaissance, Report of the 'Comité des Sages' Reflection group on bringing Europe's Cultural Heritage online

The Mystery of the “1940s Time Traveller”: The Changing Face of Online Brand Monitoring

Le mystère du « Voyageur dans le temps des années 1940 » : Le nouveau visage de la surveillance en ligne d’une marque

David Harkness, Sheila Carey, Julie Marion, Réseau canadien d’information sur le patrimoine (RCIP), Canada

Résumé

The Year In Review – Reaching Audiences and Assessing Results

Legal Aspects of Multimedia in Europe

Mulltimedia licensing contracts: uses and rights