Museo del Novecento: a partnership to get people into art
How to create impact with engaging experiences for museum visitors by enabling and supporting new forms of communication
The Museo del Novecento (20th-century museum) asked us to help reshape their digital- and social-communication strategies and to design physical and digital service components to build high-impact experiences for different types of visitor.
Logotel’s partnership with the Museum began in 2016. It involves an exchange of expertise to develop tools and experiences for high-impact communication with visitors, to engage a growing and increasingly broad audience.
The project sprang from the Museum’s desire to revamp its online identity. It started with a new user experience for its official website, developed in harness with Logotel, and continued with a social-media engagement and involvement strategy devised and implemented for Facebook, Twitter and Instagram in particular.
A multidisciplinary team led by Susanna Legrenzi, Logotel Social-Media Strategist for this project, worked through the entire process of creating the new website, directly involving the Museum’s curators and communication officers. The remit ranged from analysing the requirements to devising the concept, from developing the information architecture to shaping the user experience, and from the graphic design and technical development to designing and producing the multimedia content.
The project achieved various goals, from strengthening the Museo del Novecento’s online presence and identity to improving services (ticketing, visitor info, educational services, events, etc.), in line with visitors’ needs and expectations. We also developed new storytelling and storydoing resources, especially through social media, to engage communities in hands-on experiences.
The partnership has produced real results. The Museum has significantly consolidated its brand awareness, being among the most active on social media: after a year of working with Logotel, it ranked 3rd on Twitter and 4th on Instagram out of 125 Italian museums examined during 2016 in the study presented in January 2017 by the Osservatorio Innovazione Digitale nei Beni e Attività Culturali (the Observatory for digital innovation in the cultural and heritage sector, at Politecnico di Milano university).
The project comprises 3 distinct yet synergic elements:
• the new official website
• a social-media communication plan implemented on Facebook, Instagram and Twitter
• physical and digital service components for an integrated experience.
The new website offers a practical way to reach and engage new and different audiences. It provides fresh content and invites the public to come to the Museum and enjoy an increasingly engaging experience that can leave a real impression on them.
The site is conceived as a service touchpoint of value to visitors before, during and after their visit, partly through its mobile-friendly functionality. It offers an event diary and educational content, suggested visit itineraries and interactive workshops that enable visitors to experience the Museo del Novecento as a place of interaction, dialogue and creativity: a space for experiencing, not just for looking, starting from the web.
The site offers themed tours to introduce over a century of art from different perspectives, aided by gamification activities on Instagram.
There is also a set of digital maps to help visitors find their own way around and to discover the masterpieces on display.
A social-media communication plan has actively engaged museumgoers with a schedule of viral content and inclusive activities.
One example is #900TakeOver. In this social initiative, a different special guest every month talks about their experience as a visitor, sharing 10 snapshots directly from the Museum’s Instagram account. First up was film director Gabriele Salvatores.
To supplement the project, an annual infographic report shares the Museum’s KPIs and details the array of cultural events, discussions and workshops on offer.
Plans are afoot to extend the service to meet visitors’ needs and expectations and give them a more distinctive experience: segmented customer profiles will be devised, with their own dedicated physical and digital services.
THE PROJECT IN FIGURES
1 unprecedented public-private partnership in the art and culture sector
1 new official website
1 annual infographic data report
1 animated timeline to celebrate the Museum’s first 5 years
81.2/100: the score for the Museum’s website from Travel Appeal Museum [for the 12 months to 20 September 2016]
The Museum’s social-media follower growth [2016 figures, compared to when the project started in 2015]:
+ 105% on Facebook
+ 554% on Twitter
+ 166% on Instagram