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Affection Management @ MW2013
The document discusses the concept of affection management in museums, emphasizing the importance of building strong relationships with audiences over financial success. It critiques the competitive nature of museums and suggests that innovative, community-focused approaches can enhance visitor experiences. The author highlights that cultural institutions should prioritize emotional connections to thrive in the evolving landscape of museum management.
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Affection Management @ MW2013
- 1. Affection Management Luis MarceloMendes Communications Consultant for Museums @ Fundação Roberto Marinho Rio de Janeiro - Brazil
- 2. When you’re benchmarkingmuseums you stumble upon all the usual suspects: Tate, MoMA, Louvre, British Museum. You name it. The premium players of this game of millions of visitors and millions of dollars.
- 4. Computers connect usmore than ever before. It is possible for us to be kind in ways that our species has never experienced. And if we do something about it, we can make it better. Cory Doctorow
- 5. But according toICOM there are 55.000 museums in the world. And (I guess) we can agree that no more than 1% of them are leaders of the league.
- 6. So how aboutthe 99% ? You know, the ones we now got used to call traditional museums.
- 7. Is this ceasingto be an artistic and education competition and becoming a financial one? How can we deal with the gap between rich and poor museums worldwide?
- 8. There’s a lessonwe can learn from the movie Moneyball, about this baseball manager, Billy Beane (Brad Pitt next page), that have to deal with the smaller budget in the whole league.
- 10. And yet theystarted to win games in a row after Billy Beane listens to the geeky/computer guy, Peter Brand (last page), that says you don't need millionaire players to get on base, but a different approach, a bold attitude, powered with technology.
- 11. I apply thisthinking to MoMA, where more than 90% of our new visitors "intend to return" and have a great experience ONCE THEY VISIT. So all we need to do is get them in the door--or in the metaphor of Moneyball, bring them in along with a friend or a group, and build it from there. Kim Mitchell - MoMA
- 12. So let's givea second thought of what is really behind the success of those museums. I understand it's the affection exchange that connects Tate, the MCA Denver or the Walker Center with the audience. Money is good but this game is not about money. It’s about relationships.
- 14. Nina Simon @MAH Santa Cruz is providing an affection environment for the audience. Where strangers from different backgrounds can engage in a conversation and share their experiences. Check her results.
- 15. Pesquisa no eventoCommunicating the Museum em 2008 com uma centena de gestores de museus. Cerca de 80% da Europa. Demais representantes das Américas, Asia e Australásia. 32%: branding é um termo feio 63%: não administram suas marcas 17%: branding > organização interna
- 16. I believe theseare the days of miracles and wonder. And the signs are popping up everywhere.
- 17. Computers connect usmore than ever before. It is possible for us to be kind in ways that our species has never experienced. And if we do something about it, we can make it better. Cory Doctorow
- 18. “How did youmake all these people pay for music?" And the real answer is, I didn't make them. I asked them. And through the very act of asking people, I'd connected with them, and when you connect with them, people want to help you. Amanda Palmer
- 21. Affection Management isa mindset that helps cultural institutions build strong relationships with the different audiences and play a relevant role in their communities. Powered by culture, innovation and connections.
- 22. This is asimportant as the financial management or the collection management in a museum. This is key and we so often take it for granted. Jasper Visser: The future of museums is about attitude (not technology). And this is perfect.
- 23. Maybe the attitudeof embracing the Peter Brands of the world and start a radical shift. Museum geeks of the world, unite and take over.
- 24. There is awide open path to work from here, if you consider that there are hundreds of books about anger management and not a single one about affection management.
- 26. Some of myaffection collecttion: http://www.tate.org.uk/context-comment/video/ tateshots-moby-tate-modern http://www.walkerart.org/calendar/2013/internet- cat-video-festival-2 http://www.mcadenver.org http://www.flickr.com/photos/metmuseum/ 3266695469/
- 27. Lightning talk editedversion @ MW2013 luismarcelomendes@gmail.com facebook.com/luismarcelomendes free ebook @ www.reprograme.com.br Thank you.