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Holistic Marketing - Museum 2.0
1. Kaibin Y e & Clarisse Vermès dec. 05 2007 – Master Marketing Montpellier 1 – P&B Holistic Management - Lecturer : J.P. Amisse Sponsoring Museum using WEB 2.0
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4. Contacts Points Kaibin Ye facilitate donation High fees and heavy decision Participation : donation transfert of the money fees Simplify access to information Not suitable for the large public Decision to join the ArtSupporters program Decrease cost of information Personal information expensive to give, dispersed, not homogeneous Information delivery Increase our communication range Hard competition with others events First contact with our museum concepts Bad Points Contacts points
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6. Challenges Opportunities Opportunities Challenges Social networks are multimedia (image, video, slide, music, video, conference, chat, Traditional Network without multimedia possibilities and especially without visual/audio capacities There exist wide social network in the Internet organized a r ound personal interests Traditional networks limited and reserved to few informed persons and local sponsorhip or little circle of initiated person Paypal and other welltablished money transfert platform allow to dramaticaly decrease fees High transfer charges (and changes fees if int er national) Easy and common to accept conditions, and contrats on line Heavy adminisrativ logistic It’s easy to send and share photo / expos videos by mail, chat, blogs Lack of tools for the communication among Sponsor WEB 2.0
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10. Web 2.0 in museum 3/4 Videos & Podcasts at the National Gallery of Art
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21. Responsability Who is responsible to meet auctioneers N & W’s Supporter Needs and Want Art director Animation of project Operational Marketing (on line, viral, experiential marketing) Promote community on internet I S Services Add-on Membership and grand Platform Communications Services Digital Catalogue, CD-Rom, podcast, chat, … Users Interface
22. Performance metrics Vote participation, comments analysis Join value add community to share and discus on new artists, concepts, and projects Links among members image watermark (or images download statistics) To acquire and share multimedia stuff on supporter interests Communauty activity : Number of multimedia files send by mail don platform statistics Participate in community Communauty growth : number of new member number of used add-ons Method Supporter Needs Value Criteria
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