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Sessions: Social Media-Mobile [clear filter]
Thursday, November 5


A Small Museum Goes Global
At any given moment, somewhere in the world, a city is hosting a fashion week event. Global Fashion Capitals (June 2 - Nov 14, 2015) examines the fashion cities around the world and explores the factors that enable emerging cities to rise to global prominence.

The Museum at FIT is continually experimenting with new ways to engage visitors with digital content in our galleries. For the exhibition Global Fashion Capitals we collaborated with a couple of partners to create digital initiatives that attempt to bridge the online/onsite museum visitor experience.

We worked with Microsoft cloud services to implement a digital style map which is both an interactive platform and visual projection. It uses Instagram to aggregate tagged content that is delivered as city “clouds” on the map. A visitor to the gallery can either watch the projection or use iPads to select a specific city and view street style and runway images that reveal each city's unique identity. The project was aimed to integrate information from multiple sources in an automated way using basic scripts and code.

The museum accepted an international fellow from Helsinki, Finland to create an electronic publication to engage global fashion bloggers from around the world in order to contribute insight and perspective about the local fashion culture of their city. This collaborative project connects diverse international voices -- whether through video, narrative essay, or interview -- and integrates research, fashion, and digital media to provide meaningful networking and sharing of knowledge.

Many social media platforms will be employed during the run of Global Fashion Capitals. However, Instagram is the invisible architecture that supports the global style map. Specific keywords and usernames aggregate meaningful content. A Fashion Week Map (powered by Google maps) will provide easy discovery of the abundance, location, date, and patterns of global fashion weeks as they have emerged and flourished over time.

avatar for Dana Allen-Greil

Dana Allen-Greil

Chief of Web and Social Media, National Archives and Records Administration

avatar for Tamsen Young

Tamsen Young

Digital Media Manager, The Musuem at FIT

Thursday November 5, 2015 1:15pm - 1:45pm
Harriet Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


Life beyond Social Media: Technology and Leadership
In days of yore, it was the youngest person at the organization who was assumed to be the social media ninja and asked to create a social media presence for the organization. But then social media grew up--and so did we. As social media becomes more prevalent and valued in our organizations, they go from being shunted off to the side to being central to communications, marketing, and often educational strategies, and are increasingly run by professionals from outside the museum field.

For those of us who came of age as social media professionals, the time has come for us to begin moving on, moving up, or moving around our organizations. So what happens to the skill sets we've cultivated by carrying on conversations with our online communities 24 hours a day? Social media managers bring a unique perspective on audiences and our museums as a whole that does not disappear when we move on from social media. On the contrary, these understandings help us drive the museum to a more integrated and holistic view of our visitors, both online and offline, and our responsibilities toward them.

By considering the possible career moves that social media managers might make after they have moved on from their time as Chief Tweeter, we can also consider how the conversations begun as front-line staff take on new life and import when translated into leadership positions or work in other areas of the museum.

Rather than technologists moving out of the field beyond a certain level of leadership, what do we stand to gain by maintaining this brain trust in our organizations? What does the museum of the future look like when social media professionals grow into department heads, or even museum directors? The panelists, all formerly in positions involving day-to-day social media management, will facilitate a series of roundtable discussions that consider how social media experience can shape the future of audience engagement, digital strategy, organizational change, and museum leadership.

avatar for Dana Allen-Greil

Dana Allen-Greil

Chief of Web and Social Media, National Archives and Records Administration

avatar for Elissa Frankle

Elissa Frankle

Senior UX Researcher, Ad Hoc LLC
Citizen history, online communities, making excellent experiences for visitors. Looking for fellow wayfinding and signage geeks who love the IA of places.
avatar for Victoria Portway

Victoria Portway

Head of Digital Experience, Smithsonian National Air and Space Museum
avatar for Chad Weinard

Chad Weinard

Mellon Manager of Digital Initiatives, Williams College Museum of Art
Chad is Mellon Manager of Digital Initiatives at the Williams College Museum of Art, where he leads WCMA Digital. He was director of digital media at the Balboa Park Online Collaborative, where he led a team developing mobile, web, video and in-gallery experiences for museums. Previously... Read More →

Thursday November 5, 2015 1:45pm - 2:15pm
Harriet Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403
Friday, November 6


#MobilePhotoNow Instagram Exhibition at Columbus Museum of Art
Columbus Museum of Art’s #MobilePhotoNow was a large-scale participatory art project and Instagram exhibition highlighting the emerging art form of mobile photography, and the power of social media and smart phones as a means of creative expression and connection. Four photo challenges inspired by CMA’s renowned Photo League collection generated more than 45,000 Instagram submissions from 5,000 photographers across 89 countries. Through social media sharing and major international press coverage #MobilePhotoNow reached nearly 200 million people around the world.

This presentation will examine how social media can be used to help build a global, creative community, connect people to art and each other, drive both online and onsite participation and engagement, and drive a multi-generational mix of new audiences to the museum.

avatar for Jennifer Poleon

Jennifer Poleon

Digital Communications Manager, Columbus Museum of Art
Jennifer Poleon is an award-winning former magazine editor turned arts and nonprofit professional for the Columbus Museum of Art where she spearheads the museum’s digital strategy and social media engagement efforts. Jennifer was responsible for the development of the museum’s... Read More →

Friday November 6, 2015 9:00am - 9:15am
Great Lakes A2 Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


Building a Map for the Met App
Wayfinding is a common problem among museums, and you might think it's necessary to spend a lot of time and resources to devise the perfect solution. The floorplan at the Met is quite complex, so when we set out to build a map feature for the Met App, we knew it would be a formidable challenge. If that weren't enough, our small team had only a short period of time to design and develop a mobile map that could be used on two native platforms, and, most importantly, would be useful for our visitors.

Instead of spending months building a product that we think our visitors want, we decided to build a minimum viable product (MVP) that our visitors could be using sooner rather than later. We then used a build-measure-learn feedback loop to iterate and perfect the Map to improve the day to day experience of our visitors. We will discuss the process behind building the Met App Map, and we'll share what we learned along the way.

avatar for Spencer Kiser

Spencer Kiser

Manager of Media Technology, Metropolitan Museum of Art
avatar for Subathra Thanabalan

Subathra Thanabalan

Mobile Developer, The Metropolitan Museum of Art

Friday November 6, 2015 9:15am - 9:30am
Great Lakes A1 1300 Nicollet Mall, Minneapolis, MN 55403, United States


Instagram as an Interpretive Tool? A Case Study
Social media platforms, and Instagram in particular, are becoming a vital method of engagement between museums and thier visitors. But, how might museums harness these applications in new and inventive ways? Can, and should, social media be used as an in-gallery interpretive tool?

Man Ray­­­­­: Human Equations, a recent special exhibition at The Phillips Collection in Washington, DC, explored a little known element of the artist Man Ray’s career: his photographs and paintings of academic mathematical models which examined the intersection of art and math. Working collaboratively with curatorial and communications colleagues, educators at the Phillips sought a participatory experience that would allow visitors connect Man Ray’s artistic to their own creative photographic practice. Using 3D printed mathematical models, a few iPods, and Instagram, InstaManRay was created.Accessible through their own mobile device or an iPod in the gallery, visitors frame their composition, snap a photo, apply a filter or add other effects before posting their creation with #InstaManRay. Visitors using their own devices can post to their personal social media accounts, and those using in-gallery iPods can post to an Instagram account created for the special exhibition and managed by Phillips Collection staff, InstaManRay2015.

This session will explore the successes and challenges of using a social media platform as an in-gallery interpretive experiences. Presenters will share ways they implemented and evaluated InstaManRay as well as possible applications for the future. This case study will offer a new way of looking at a well-explored social media app, providing ideas for creating digital in-gallery experiences in new ways.

avatar for Brooke Rosenblatt

Brooke Rosenblatt

Head of Public Engagement, The Phillips Collection
Brooke enhances museum visitor experiences by conceiving and creating object-based, informal learning opportunities. She works collaboratively and creatively within team based settings as a leader or member. Brooke has over 15 years of museum experience with a passion for the power... Read More →

Margaret Sternbergh

Gallery Interpretation Manager, The Museum of Fine Arts Houston

Friday November 6, 2015 9:15am - 9:30am
Great Lakes A2 Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


Piloting a Pilot Project: Lessons Learned as the First US Museum to Use Guidio, an Audio Tour App Created for European Museums
In April 2015, the Albright-Knox Art Gallery in Buffalo, New York, entered into a pilot project with the Finnish company Silencio to leverage their museum audio tour app Guidio to produce a beacon-driven audio tour of the Albright-Knox’s Collection galleries. The Guidio app has been used by several museums throughout Finland and other countries in Europe, but the Albright-Knox will be the first museum in the United States to use the product.

Museum visitors will be able to access the Albright-Knox’s tour through the Guidio app on Apple devices, including iPhones and iPods. Users can either follow a path presented in the app, which will lead them from one artwork to the next, or explore on their own. In both cases, content about select artworks will surface in the app as the user approaches the artworks, triggered by beacons placed near the works.

Audio content about the artworks will be available in English and Spanish, with specially designed content available for children and adults who are blind or partially sighted. Text-based content will also be available for the museum’s café, shop, and buildings.

This pilot project will be live from July through September 2015. During this time, the Albright-Knox will actively solicit feedback about users’ experiences with the app. The AK will synthesize and share this feedback with Guidio halfway through the pilot, in mid-August, and after the completion of the pilot, in early October, so that decisions can be made about how well the app is working for American audiences and what, if any, changes should be made to the framework of the app moving forward.In this case study presentation, I plan to share information about the planning and implementation of this pilot project, and how it was received by the Albright-Knox’s visitors. I will share an analysis of the feedback we collected from visitors who used the app, and the overall lessons that we learned from the project. I will also discuss whether I feel that the Guidio app is a good fit for other American museums to use in their own institutions, weighing the risk of using someone else’s technology against the significant cost savings that Guidio offers over custom-built solutions.

avatar for Pamela Martin

Pamela Martin

Digital Content Manager, Albright-Knox Art Gallery

Teemu Oksanen

Designer, Silencio Ltd.

Friday November 6, 2015 9:15am - 9:30am
Harriet Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


#ReynoldaBuffalo: How to Convert and Measure Online Buzz to Onsite Attendance
Reynolda House made a bold institutional decision for a mid-size museum in 2014 to dedicate personnel resources to expanding and enriching its online audience, but knew little about how directly its online efforts would influence onsite visitation. In the first year after this strategic sea-change, the museum’s social media followers increased by 38% and website traffic increased by 74%.

Despite the apparent correlation of increased online engagement and actual Museum attendance, evidence of a direct causal relationship between the digital follower and physical visitor was elusive. So, the Reynolda House Communications department set out to create for the opening weekend of its 2015 exhibition, George Catlin’s American Buffalo, a digital marketing campaign designed to directly measure the conversion of online buzz to onsite attendance.

The #ReynoldaBuffalo campaign fundamentally fused the physical and digital by deliberately tying a concrete action, place, or experience to all its digital messaging. Leveraging Instagram, targeted Facebook posts, directed Twitter chatter, and strategic email marketing, the four week social media campaign hinged on four primary components that consciously straddled the digital and physical worlds.

First, the Museum preparator built a lifesize buffalo out of foam, the #ReynoldaBuffalo, that was strategically inserted into online conversations of highly engaged social media followings of popular local establishments like restaurants, bars, and coffee shops that attracted our target demographic. By taking the buffalo to these physical locations, the Museum photographed, tagged, and engaged these digitally active populations.

Second, the messaging centered around an “Opening Weekend Package” that not only included actual items that a visitor had to physically retrieve from the Museum, but touted an exclusive Opening Weekend experience that included “priority admission,” a discounted meal at a landmark restaurant, a “buffalounge” with refreshments, and photo opportunities with the #ReynoldaBuffalo himself.

Third, the package included a limited-edition, custom t-shirt designed by a local design firm with a fanbase and recognizable style. The design itself was simple - a buffalo silhouette with “#ReynoldaBuffalo” largely inscribed inside it with a much smaller subline, “at Reynolda House.” The design worked twofold: it spoke directly to a demographic that understood the language, but also became a shareable digital commodity when photographed and tagged in visitor’s respective social media profiles.

Finally, the true conversion of the Museum’s digital follower to the onsite visitor occurred at the point of purchase, which was solely promoted and exclusively available online. Therefore, we could literally track where these visitors linked from and captured their email addresses, which we later leveraged to survey their overall experience and demographics.In the end, the #ReynoldaBuffalo campaign resulted in the highest attended opening weekend on record. The Opening Weekend Package completely sold out, of which 40% were first time visitors to the Museum, 82% visited reynoldahouse.org before their visit, and 77% were Museum social media followers. However, despite the marketing savvy of the entire campaign, 88% of package purchasers declared it was the art and exhibition that motivated them to purchase their ticket, not the benefits of the package.

avatar for Trish Oxford

Trish Oxford

Assistant Director of Marketing & Communications, Reynolda House Museum of American Art
With a background in creative writing, video art, and the tech industry, I found the world of museum digital engagement, and I was hooked. I love what I do because I get to play with the power of words and images in a digital space to tell stories. I am also a strategy-geek that gets... Read More →
avatar for Sarah Smith

Sarah Smith

Director of External Relations, Reynolda House Museum of American Art
I spend a lot of my time thinking about marketing & communications and visitor experience at Reynolda House Museum of American Art. I'm interested in how museums are using technology to support visitors, attract visitors, and retain visitors ... and what that says about the brand... Read More →

Friday November 6, 2015 9:30am - 9:45am
Great Lakes A2 Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


Second Canvas: How an Awesome Art Experience Using Gigapixel Images, Storytelling, and Social Participation Can Surpass the Best Games and Sport Apps
Through Second Canvas Museo del Prado we'll analyze how a cultural, art and paid app has been able to go beyond the standard user-target for museums reaching the universal user and becaming #1 overcoming even games or sport apps. We'll show and discuss how to connect physical and digital to involve our audiences offering a new way to experience art.

Attendees will learn about Gigapixel images, cinematic storytelling and social participation, and tips on how to create such a experience at home and at the museum, also as a educational tool in the classroom.

avatar for Iñaki Arredondo

Iñaki Arredondo

Co-founder & CEO, Madpixel
Crazy for #ArtGigapixel @SecondCanvas @Madgazine. It's great to be mad. Tak czy siak. Musician, father, biker @ChamberiValley citizen.

Friday November 6, 2015 9:30am - 9:45am
Harriet Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


Doodling the Museum: Using the Pencilicious App to Engage and Inspire a Social Audience
Imagine an iPhone/iPad app with beautiful responsive digital ink, easy "paint-bucket" fill, vector-like manipulation and anytime editing. This is what the Pencilicious app is. Now imagine your museum attendees creating and sharing on social media doodles about what they are seeing, experiencing, thinking during their visits. Pencilicious provides site-specific digital content packages of custom made digital sticker sprites, branded digital papers, and pre-populated direct social media links. Museums' online and mobile presence has never been more creative, collaborative, engaging and dynamic.

I am thrilled to present how Pencilicious has been used at early adopter museums and art events. We work directly with museums and artists to develop the content included in their branding packages distributed via a digital code provided at physical and virtual sites to patrons. A virtual community and conversation grows from a shared audience experience in the physical museum. The experience can be brought home and accessed anytime to foster continued creativity and engagement with a museum's programming. Providing this engagement on an ubiquitous public forum invites an even larger audience into the creative conversation. Pencilicious is an intuitive digital platform to foster the creativity sparked by a visit to a museum and effortlessly share it with the world.

avatar for Marta Snow

Marta Snow

Founder + Designer, appikiko, LLC
I'm an architectural designer turned app creator. Along with my husband, I've created multiple kids math apps and doodling apps. Creativity and learning have always been passions of mine. Museums are amazing places to facilitate learning and inspire creativity for the diverse communities... Read More →

Friday November 6, 2015 9:45am - 10:00am
Harriet Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


Geneva: Going beyond Museum Walls and Creating Synergy in the City
The mobile technology revolution forces cultural institutions to consider development of mobile apps in order to provide travellers with diverse multimedia information. Museums, cities, archaeological sites spend millions on the development of the apparently similar apps.izi.TRAVEL claims that: cultural institutions do not have to spend resources on technological development, but on the high quality content, which could be uploaded to the free and open platforms like izi.TRAVEL, TourML, etc.cultural institutions should co-operate with each other in order to utilize the synergy of a unified city-wide experience, when travellers could use one app for all stories of the city and its museumscultural institutions should remain owner of its content and be able to and control its content themselves.ProposalIn the city of Geneva izi.TRAVEL has reached the level of synergy which could be demonstrated during the conference as an example of such city-wide experience. 

The challenge of the technologies in the XXI century is to bring it all together, delivering museum visitors’ outstanding quality via free and open platforms and services. But izi.TRAVEL goes one step further: we merge not only technologies. We unite providers of cultural heritage stories of the whole world into one free platform, which would provide any app in the world with free storytelling feed.

avatar for Alex Palin

Alex Palin

Business Developer, izi.TRAVEL
Based in Stockholm, Sweden, Alex is responsible for sales, communications and marketing in Northern Europe. He is also involved in product development and new product features, based on the feedback from museum representatives. izi.TRAVEL is currently working with more than 600 museums... Read More →

Friday November 6, 2015 9:45am - 10:00am
Great Lakes A2 Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


How Will Museums Change with the Application of Indoor Location Technology?
Here are some of the questions that have risen in context with the new Bluetooth Low Energy beacons and how designers of museums, galleries, and other content providers will apply this new technology. Panel participants will share their experience and ideas.

The panel will discuss these questions:
- Is BLE a revolutionary technology for museums, shops and galleries?
- BLE, Wi-Fi, Gyro, compass, GPS, NFC, LED -Are all these technologies applicable for museums and galleries?
- Are they deployed in isolation or together for the future design of museum venues and exhibits?
- How practical is the use of Bluetooth Low Energy beacons for providing indoor location information to Smartphones and tablets for museums?
- Will this change the way venues are designed?
- How does the use of an automatic museum guide device change the museum experience and perception for the guest?
- How will the roles of content provider change with more interaction of guest for indoor location based games and for providing other direct information?
- There are many technologies available for indoor and outdoor locationing of the user. The discussion will revolve around these technologies and how they can benefit museums.

avatar for Leifur Björn Björnsson

Leifur Björn Björnsson

Co-founder, Locatify
A founder of Locatify; a privately held Icelandic company who offers a platform (Creator CMS) to publish location aware content to mobile branded apps. Customers create guided tours or treasure hunt games for indoor and outdoor use on a mobile device – powered by iBeacon and GPS... Read More →
avatar for Luigina Ciolfi

Luigina Ciolfi

Sheffield Hallam University
I am a human-centred computing scholar with interest in understanding and designing for human practices involving interactive technologies. Museums and cultural heritage have long been a key focus of my work and I have been involved over 20 years in many projects regarding new cultural... Read More →
avatar for Alin Tocmacov

Alin Tocmacov

Associate Partner, C&G Partners
My favorite blend word: PHYGITAL !Looking forward to see you at MCN2015

Friday November 6, 2015 10:15am - 11:15am
Calhoun Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


Social Media Extravaganza: A Mini Unconference

UPDATE! Check out the slides and recap of our great discussion here.

The people who dream up, collaborate on, and implement social media initiatives in museums rarely have an opportunity to gather with their peers in one room. This session is our chance to see each other face to face and WORK. 

We'll start out with a quick #musesocial year in review. You don't want to miss this recap of the top hashtags, trends, and challenges from the recent past. 

Next, we'll break out into a mini un-conference based on social media topics YOU select for smaller group discussion. Let’s take this chance to debate, discuss, and find ways to work together!

Finally, we’ll regroup to discuss some of the key threads from our breakout groups with a focus on resources, solutions, and project ideas for us to collaborate on in the coming year.

Join us and let's get social together! 

avatar for Dana Allen-Greil

Dana Allen-Greil

Chief of Web and Social Media, National Archives and Records Administration
avatar for Phillippa Pitts

Phillippa Pitts

Associate Educator for Gallery Learning, Portland Museum of Art
Museogeek brainstorming, building, and playing extraordinaire. Talk to me about access, interpretation, and digital media.
avatar for Jennifer Poleon

Jennifer Poleon

Digital Communications Manager, Columbus Museum of Art
Jennifer Poleon is an award-winning former magazine editor turned arts and nonprofit professional for the Columbus Museum of Art where she spearheads the museum’s digital strategy and social media engagement efforts. Jennifer was responsible for the development of the museum’s... Read More →

Margaret Sternbergh

Gallery Interpretation Manager, The Museum of Fine Arts Houston
avatar for Jessica Warchall

Jessica Warchall

Assistant Communications Manager, The Andy Warhol Museum

Friday November 6, 2015 10:15am - 11:15am
Great Lakes A2 Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


You Aint Heard Nothing Yet! Unleashing the Power of the Audio Tour
This session will make a provocative and persuasive case that audio tours have an unrealized, yet viable, potential for creating a new level of meaningful and memorable visitor experience. While many valuable augmentations to traditional audio and mobile tours have been developed in recent years, the true potential of high resolution, wide spectrum, spatially oriented and surround sound audio, in direct service of museum education and mission, has yet to be realized. Indeed, the quality of the personal museum audio experience lags well behind what is experienced and valued in home and movie theaters, and in the virtual worlds of video games. The possible outcomes of a superior audio experience include more deeply embodied experiences; stronger and more emotional connections leading to deeper and more generalizable long term learning and behavior change; less audio fatigue; more time spent with a tour on more objects; and, unleashed improvements in accessibility for the visually impaired. In other words, a better museum experience for everyone and increased use of a well accepted museum commodity. A pilot study evaluating these hypotheses is expected to be unveiled.

This session will bring together voices from the fields of psychoacoustics, cognitive science, audio engineering and equipment design, vr and gaming, useability design, museum interpretation and progamming; accessibility; and, program evaluation into a concise, informative session. It promises an aural awakening guaranteed to generate great discussions and ideas during the session, and in conversations to follow.


Sina Bahram

President, Prime Access Consulting, Inc.
Digital accessibility (covering interactives, apps, websites, policy, and strategy)

Kate Haley Goldman

Principal, Audience Viewpoints Consulting
avatar for Jason Reinier

Jason Reinier

CEO, Earprint Productions

Leonard Steinbach

Principal, Cultural Technology Strategies

Friday November 6, 2015 10:15am - 11:15am
Minnetonka Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


Empathy at Play: Social Media Game Jam
Games are often social experiences. The social aspect of games can be seen as a spectrum of social experiences from someone looking over your shoulder as you kill it at Two Dots to learning incredible insights about your relatives when playing Cards Against Humanity.

Immersion is also an important aspect to many games. Some games invite players to inhabit an alternate experience zone, gaining insight born of emotional impact. With their inherent social and emotional capacity, games can be the ideal tool to teach empathy and inclusion. Social media offers new tools for the game developer. There is near universal diffusion of mobile technology globally. The numbers for social media employment are staggering. There are more 300 million users for both Twitter and Instagram. Facebook boasts more than 1 billion users. Given the scale of use, social media can be an excellent tool in game development for the museum sphere. These consumer interfaces are well-known to users, and as such, they need no orientation to the interface. Additionally, employing consumer products is cost-effective.

Developing social games has its challenges. Game play, in controlled settings, can be uncomfortable for some people. Many people are averse to games that involve roles. Part of these challenges are born when games are developed without initial audience evaluation feedback about attitudes and behaviors. Forced social and emotional experiences can turn off participants. When done right, social games can also offer important emotional impact on players. In a conference setting, a collectively created game focused on empathy, can increase the power of the conference for its participants as a whole. Sharing a game experience creates bonds that survive long after the game is finished.

This session is formatted as a collaborative, though structured, work-session, featuring a panel of professionals engaged with game development on a variety of levels to create a conference-wide experience. Together, participants and panelists, will work actively to create a social media game, in real-time, to be played at the conference that focuses on empathy. Taking aspects of a game jam, this session will allow the professionals and the participants to consider how to employ readily accessible digital materials to invite performative engagement.

The panelists will offer the framework for game development, with its goals (enhance empathy) and audience (the conference goers.) The participants will begin by gauging their own behaviors and attitudes, brainstorm possible gameplay modes, and eventually help create the game. Careful planning on the part of the panelists, and structured group work during the hour, will ensure a workable game will result from the panel session. Participants will be invited to reconvene after a day of game play to make iterative changes. Participants will gain practical insight into collaborative game planning, prototyping, and iteration. The collaborative creation will have the practical benefit of engendering ownership amongst participants, increasing the likelihood of wide-spread implementation.


Seema Rao

Director, Intergenerational Learning, Cleveland Museum of Art

avatar for Susan Edwards

Susan Edwards

Associate Director, Digital Content, Hammer Museum
Digital engagement, digital experience strategy, digital publishing, and games.
avatar for David Schaller

David Schaller

Principal, Eduweb
Dave Schaller has been a media developer since first picking up a Super-8 camera in the third grade. Twenty-five years later, he founded eduweb to develop digital learning games and interactives and embark on the perpetual quest for the sweet spot where learning theory, digital media... Read More →

Friday November 6, 2015 11:30am - 12:30pm
Nokomis Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


Irreverent Storytelling: Ups & Downs of Unorthodoxy in Social Media
Where is the line between out-of-the-box and off-mission? From memes to Buzzfeed lists, a debate has emerged over what constitutes acceptable use of museum collections.

This session features panelists who have experienced the ups and downs of projects that embrace pop culture, internet memes, and other trappings of viral content. In doing so, they insert their museums into current events, model unconventional approaches to viewing art, and open up space for visitor voices in the galleries and online. This one hour panel will include the staff behind the Blanton Museum’s Snapchat and the Portland Art Museum’s Museum Makeover Project, as well as the multi-institutional projects #ArtMadness and #MuseumBowl.

Each presenter will speak candidly about not only their project’s goals, successes, and failures, but also the hurdles they encountered, both internally and externally, in the process. The presenters’ institutions range widely in size, location, and mission and the panelists themselves come from the diverse perspectives of Education, Marketing, Public Relations, and Publications.

These case studies will be a jumping off point for a Q&A and open discussion of four larger issues: Are these kinds of ventures useful and creative forms of engagement, or distracting and even disrespectful? How can museums structure digital projects in order to put forth educational or outreach missions—and can those goals coexist with simply trying to go viral? How are we teaching visitors to see art through digital efforts and how does that translate to how they behave in the galleries? Does our digital presence match in the in-gallery experience—or is it a bait and switch experience for visitors?

avatar for Phillippa Pitts

Phillippa Pitts

Associate Educator for Gallery Learning, Portland Museum of Art
Museogeek brainstorming, building, and playing extraordinaire. Talk to me about access, interpretation, and digital media.

avatar for Alie Cline

Alie Cline

Digital Content Strategist, Blanton Museum of Art
Alie Cline is the Digital Content Strategist at the Blanton Museum of Art and holds BAs in Art History and English from the University of Texas at Austin. Find her online in various places at @aliecline.

Cara Egan

Director of Marketing and Public Relations, Seattle Art Museum
avatar for Pamela Martin

Pamela Martin

Digital Content Manager, Albright-Knox Art Gallery
avatar for Victoria Saltzman

Victoria Saltzman

Director of Communications, Clark Art Institute
I'm an old dog learning new tricks...lucky enough to work at a great museum with a fantastic team.

Friday November 6, 2015 3:15pm - 4:15pm
Nokomis Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403


ANATOMY OF AN INTERACTIVE: An exclusive look at selected mobile projects

In this presentation—tailor-made for MCN—panelists will lift the veil to reveal the aspects of the development process for a handful of exciting interactive projects and offer a no-holds-barred tutorial on how your museum can create its own interactive. We’ll offer candid observations and revelations about what worked and what didn’t, what we’d do again or not—as the case may be—from the practical to the pie-in-the-sky. 

Love them or hate them, BLE beacons continue to be an important tool to consider when planning your on-site mobile strategy.  We will take a candid look at their relative successes and shortcomings across a number of projects we have developed and implemented.  Included in the discussion:  how beacons be used to increase and assist accessibility as well as be one of the primary triggers for content.  Using 3-5 active mobile apps in which we have implemented beacons as examples, we will provide insights on how to plan for their inclusion (and installation), how to optimize their effectiveness, how they can affect and enhance narrative strategies, and some additional pros and cons.  

Using discussion of beacons as the point of departure, we will then present an in-depth look at The Hunger Games: The Exhibition.  Lionsgate Entertainment and Acoustiguide teamed up to create a mobile tour experience for the traveling exhibition of set re-creations, costumes and other artifacts from the blockbuster Hunger Games franchise. Like any museum exhibition, it faced the challenges of how to communicate with visitors, create content with a cohesive narrative flow and move people through the exhibition smoothly.   It all had to be presented in the kind of shiny package HG fans would expect and let them share it on pretty much any social media platform.

With everything on the table from personalizing the tour, to Augmented Reality and Image Recognition, to high-end video, to games and quizzes, to hidden content – all triggered by BLE beacons - the sky was the limit.  But then a funny thing happened… everyone took a step back to think about how all these things fit together.

Panelists will discuss the collaborative process and how technology and narrative interact, the ever-elusive balance between heads-up and heads-down engagement, as well as the in-gallery versus “real world” appeal of mobile apps.  And by the time of this presentation we hope to share some of the reactions from the visitors.  

Presenters will include Jeff Hunt, Creative Director, and Simon Dale, Chief Software Architect, Acoustiguide Interactive; John Simoniello, Senior Producer and Michael Suswal, Head of Strategy and Development, Entertainment, Acoustiguide, Inc.

avatar for Simon Dale

Simon Dale

Chief Software Architect, Acoustiguide Interactive

Jeff Hunt

Creative Director, Acoustiguide Interactive

John Simoniello

Sr. Producer/Digital Media Strategist, Acoustiguide, Inc.

Michael Suswal

Head of Strategy and Development, Entertainment, Acoustiguide, Inc.

Friday November 6, 2015 4:30pm - 5:30pm
Nokomis Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403
Saturday, November 7


#ArtAtoZ: Serial Social Media at the National Gallery of Art
UPDATE: Here are the slides.

In this case study I will discuss the National Gallery of Art's innovative approach to developing serial content for social media as illustrated through the #ArtAtoZ initiative.

Every two weeks, the Gallery explores a new topic in art (i.e., asymmetry, brushstroke, color, and drawing) across multiple social media platforms (Facebook, Twitter, Instagram, and Pinterest). This focus on broad topics allows the Gallery to leverage its extensive permanent collections as well as draw upon a diverse array of staff expertise including curatorial, education, archives, conservation, and horticulture. The “A to Z” concept also affords museum staff the ability to plan up to a year ahead, as the set of 26 topics is set at the beginning of the year. The added benefit of this structure is the ability to collaborate with other institutions and build momentum over time. From the perspective of the social media user, one is invited to dig deeply into a given topic over the course of two weeks rather than receive seemingly random bits of information each day.

Social media followers are encouraged to engage with the broad theme in myriad ways included guided looking, guessing games, and challenges to respond creatively. I will share findings from ongoing evaluation of the initiative, including what we’ve learned about optimizing content in order to generate the most conversation, sharing, and other engagement.

avatar for Dana Allen-Greil

Dana Allen-Greil

Chief of Web and Social Media, National Archives and Records Administration

Saturday November 7, 2015 9:00am - 9:15am
Great Lakes A1 1300 Nicollet Mall, Minneapolis, MN 55403, United States


Twitter: From Followers to Co-creators
My talk is dedicated to the history and behind-the-scenes work that my colleagues and I do for museum marathon Twitter project. That was born after SHM’s unsuccessful attempt to participate in #AskACurator day: the public’s responses were scarce and there was an obvious need to learn how to communicate with audiences on Twitter. After a series of experiments, such as, for instance, museum salon, came #?. The Russian segment of Twitter is fraught with potential pitfalls for any public figure or institution trying to reach the audiences via this medium. On the one hand, there is a danger of talking to yourself, as if the content is not interesting/accessible, it will not strike up a conversation. On the other hand, there is a possibility of a too heated discussion, since it is a typical platform for uncensored politically charged debates. Keeping these possibilities in mind, initially we formulated 2 goals for the project:to promote Russian museums on Twitter;to reach new audiences, mainly from outside MoscowAt the very beginning we ran #??????????????? each day, which itself was quite challenging. We were looking for our voice on Twitter, and quite soon we came up with the idea that it had to be an interactive micro-lecture about one particular museum, each time a new one (not the SHM, although published by the official SHM Twitter account) and a typical set of elements that had to be covered during the session:museum historymuseum buildingcollectionsexhibitionscurrent Internet projectsEach session lasts for 30-60 minutes, depending on the information available, and ends with this tweet: ‘When you start following museum @..., the person who runs its account smiles. Let's spread smiles!’. It usually works.The very first session took place in March 2014, and since then we’ve “visited” 120 Russian museums. At the moment there are approximately 200 Russian museums on Twitter, so we’ve covered at least half of them. After a month of intense everyday posts we switched to a more comfortable few times a week schedule. We were gradually building an audience (it was visible from the organic reach, comments, and retweets), so we started asking them which cities in Russia they wanted to visit, so we could tell stories about museums in those cities. Sometimes followers shared their own stories and pictures about the museum in question as a reply to original tweets.There were two outcomes that we didn’t foresee from the beginning:the project provoked conversations among museum professionals who run Twitter accounts, thus helping to establish a community both online and onsite (at conferences and meetups);we found several really dedicated followers who were ready to run sessions of #??????????????? by themselves.Now sometimes the sessions are hosted by the accounts of other museums, each with their unique voice and perspective. There is also a Facebook group where professionals working on the project share ideas for upcoming sessions.#??????????????? has become one of the few Russian longstanding museum projects on Twitter, and we are going to continue working on it. At the moment we try to run two sessions each week, on Tuesday and Sunday at 8 pm Moscow time.Our followers asked to expand our scope to foreign museums, and we’re going to satisfy their expectations in the nearest future.

avatar for Anna Mikhaylova

Anna Mikhaylova

Social Media manager, State Historical Museum
I am a third year full time PhD student at the School of Museum Studies, University of Leicester, the UK. My research is focused on the history of spatial transformations of the State Historical museum (Moscow, Russia), and I've been the SHM’s social media manager since April 2013... Read More →

Saturday November 7, 2015 9:15am - 9:30am
Great Lakes A1 1300 Nicollet Mall, Minneapolis, MN 55403, United States


Internet of Things, Emerging Technology, and “Unconventional” Social Media for Museums
Digital Artist and visionary tech developer, Paige Dansinger will demonstrate in this 30-Minute Presentation how IoT, or Internet of Things, emerging new mobile technology and “unconventional” social media sites can be used to share art history in fun, playful and new ways by creating social museum games, interactive public artwork for museums that create massive opportunites within an exhibit and out of the museum for global participation for social good.

The Publis is beign exposed to new smart-tecnology and in the future will expect to tweet to artwork and have it respond. Learn about artwork while donating to social causes and experinceing intimate expeiences alone or with others with art objects represented in museums. Participating in new art experiences happening right now on our mobile phones in the city streets, the classroom, the home and the bedroom - creating stimulating new museum experiences.

Paige will present how museums may use new M2M, or “Machine to Machine” mobile sensors that enable many new forms of engagement. Including, being able to tweet to artwork, have artwork or galleries communicate with each other and share new forms of storytelling directly to one’s mobile device. These emerging technologies can lead new forms of social gaming and museum education. Smart-devices for environmental and personal wearable sensors such as Reemo and iBeacon and QR codes have the ability to transform museums into global experience centers and the public and private realm into a museum.

Paige will also demonstrate how “Unconventional” Social Media sites like Snapchat, Tinder and DrawSomething, Vine and LiveStreaming apps may be used in fun new ways to engage the public in unexpected, unconventional places to create new museum audiences and bring the museum into their personal lives. This Presentation will demonstrate new emerging technologies and Unconventional social media sites to engage new museum audience in the places The People are with technology they deserve.

avatar for Paige Dansinger

Paige Dansinger

Founder, GalleryPaige
http://ctw.nyc/speakers/paige-dansinger?fromSched=1Paige Dansinger creates traditional and digital artworks which reanimate the history of art. Creating the prototype #DrawArt mobile application in 2012 she established herself as a specialist in developing digital engagement experiences... Read More →

Saturday November 7, 2015 9:30am - 9:45am
Great Lakes A1 1300 Nicollet Mall, Minneapolis, MN 55403, United States


MuseTech in Space: Building the Giant Astronaut
In January of 2015 the Science Museum of Minnesota (SMM) opened its newest traveling exhibit, Space: An Out-of-Gravity Experience. To complement this exhibit we worked with Poetic Kinetics to hang a 3 story tall astronaut sculpture in the center of the museum which had featured previously at the Coachella Music Festival [1] [2]. To customize this sculpture the SMM Exhibit Media Team built a system of computers, monitors, and projectors, that allows visitors to project a recording your face on the astronaut’s 10’ tall visor and customize the astronaut with your personalized name-tag. We will demonstrate how we developed the custom media systems that allowed you to virtually “get inside” the astronaut.

This presentation will touch on some key elements of the astronaut system that correspond with relevant trends in museum technology: HTML5/JS kiosks, projection mapping, networked communication between systems, and usage analytics.HTML5 kiosks. We will review the ways to use a kiosked version of the Chrome browser and NodeJS to build a video recording booth. We will describe some key technical issues that others can avoid in their efforts.

Projection mapping. We will describe the use of Resolume, a projection mapping software package, and the Navistar hemispherical projection lens to map a flat recording onto a spherical projection surface (the astronaut’s visor). We will describe why we chose Resolume as a projection mapping system.

Networked communication. We will demonstrate how we use NodeJS to transmit information between multiple computers allowing visitors to send a “digital nametag” to monitors embeded in the astronaut’s chest. We will show how NodeJS make networking simple to build into your museum media.

Usage analytics. We will show how we used Keen.io to track usage analytics, recording the number of recording sessions per day, popular names, and other usage metrics. We will describe how other can easily build these sorts of analytics into their applications.

The session will feature direct links to our open source documentation and code which can be found on our GitHub repository for the project [3]1 - https://www.flickr.com/photos/etban/16942142636/2 - https://twitter.com/hashtag/GiantAstronaut?src=hash3 - https://github.com/scimusmn/jts-astronaut

avatar for Bryan Kennedy

Bryan Kennedy

Director, Museum Technology, Science Museum of Minnesota

Saturday November 7, 2015 9:45am - 10:00am
Great Lakes A1 1300 Nicollet Mall, Minneapolis, MN 55403, United States


Putting the Social in Social Media: The Rise of Social Media Museum Associations
For many institutions, social media is an extension of their marketing department.

While there is no shortage of #museumlove amongst museum professionals online, heritage organizations as a whole tend to struggle with working together to engage communities. Provoking dialogue during major current events and truly engaging broad audiences through social media are not tasks we’ve historically excelled at. Happily, this trend is changing, as more and more museum associations and social media groups form.

Looking to fill a void, these groups all share one common value: museums are undoubtedly stronger together and the more collective online efforts we push forward, the better we all do. We (Andrew, Nicholas, and Lisa) will talk about the problems our particular museum communities face, the museum associations we’re a part of, and the work we’ve been doing. We believe that social capital is the dominant currency on social media, and the only way to earn it is through quality content and responsive dialogue.

Moderated by Adrianne Russell, co-founder/organizer of #MuseumsRespondToFerguson, our panel will address the responsibilities of institutions to respond to events like we've seen in Ferguson, Indiana, and Baltimore. Forming associations is only the first step, and with opening the gates of communication on social media comes great responsibility - some that many aren't willing to face. We will address the ways to move beyond using social media as a marketing tool and the benefits of engaging with people in honest and open discourse as a way to make institutions more accessible.

The goal of the panel is to explore the idea that museums can and should talk - regionally, nationally and internationally. Most museum missions have the idea of reaching broad audiences and serving their local publics, but what if institutions start talking across city/county/state lines? We can start reaching much broader audiences and connect our visitors to the missions, stories and collections of other institutions and vice versa. It’s not a marketing thing but a global community thing.

avatar for Andrew Mandinach

Andrew Mandinach

Video Production Manager, Balboa Park Online Collaborative
I work with a range of museum professionals across multiple organizations and departments to produce video content in all stages of video and audio production, ranging from lecture documentation to highly produced promotional material for the 17+ cultural organizations in Balboa Park... Read More →

avatar for Nicholas Griffith

Nicholas Griffith

Collections Technician, Bishop Museum
Nicholas Griffith (@naturaeobscuram) works for the Natural Sciences Division at Bishop Museum in Honolulu. He preserves and digitizes natural history, produces digital content for online education and social media, and is a member of the institution’s web development team. He additionally... Read More →
avatar for Adrianne Russell

Adrianne Russell

Museum Evangelist
Talk to me about a great book you've read, craft beer, your favorite artist(s), and what you're doing to increase diversity in museums.
avatar for Lisa Worley

Lisa Worley

Education Specialist, Texas Historical Commission
I'm (@goodlisa) Education Specialist for the Texas Historical Commission and Co-chair of the Austin Museum Partnership (@austinmuseums), a nonprofit collaborative of 40+ Austin-area cultural organizations.

Saturday November 7, 2015 10:15am - 11:15am
Calhoun Hyatt Regency Minneapolis 1300 Nicollet Mall Minneapolis, MN 55403