Leventhal Monetizing Web Site Cam
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The document discusses strategies for monetizing museum websites. It explores moving beyond simple e-philanthropy to generate income through websites by identifying obstacles and overcoming them. Successful approaches include adding value to collections through social media engagement and building an online community. While philanthropy remains core, earned income through membership and merchandise can help as loss leaders. The key is converting online visitors to members, donors and volunteers through metrics tracking.
Leventhal Monetizing Web Site Cam
- 1. James G. Leventhal Director of Development and Marketing Judah L. Magnes Museum Berkeley, CA www.magnes.org
- 2. Monetizing Museum Web Sites SESSION 7A: Monetizing Museum Web Sites When it comes to generating revenue through museum web sites, there is a wide gap between expectation and achievement. Panelists will look beyond simple e-philanthropy to examine current trends and emerging techniques for monetizing museum web sites; identify common obstacles to generating income through museum web sites, and strategies to overcome them; and outline a "best practices" approach for California's museums to maximize their web revenue streams.
- 3. Monetizing Museum Web Sites I do not believe in monetizing museum web sites I do not believe in museum web sites I do not believe in museums
- 4. Monetizing Museum Web Sites I believe in the added value of museum web sites I believe in building the on-line social network and additional, growing and mercurial interconnected technical resources that engage and attract audiences from the interwebs, innernetz etc. I believe in the people who believe in museums
- 5. value . Pronunciation: val-()y端 Function: noun. Etymology: Middle English, worth, high quality, from Anglo-French, from Vulgar Latin *valuta, from feminine of *valutus, past participle of Latin valre to be of worth, be strong more at wield. Date: 14th century 1: a fair return or equivalent in goods, services, or money for something exchanged 2: the monetary worth of something : market price 3: relative worth, utility, or importance <a good value at the price> <the value of base stealing in baseball> <had nothing of value to say> 4: a numerical quantity that is assigned or is determined by calculation or measurement <let x take on positive values> <a value for the age of the earth> .. 7: something (as a principle or quality) intrinsically valuable or desirable <sought material values instead of human values W. H. Jones> Monetizing Web Sites: Adding Value
- 6. Monetizing Web Sites: Adding Value Wield. Pronunciation: wld.Function: transitive verb Etymology: Middle English welden to control, from Old English wieldan; akin to Old High German waltan to rule, Latin valre to be strong, be worth Date: before 12th century 1chiefly dialect : to deal successfully with : manage 2: to handle (as a tool) especially effectively <wield a broom> 3 a: to exert one's authority by means of <wield influence> b: have at one's command or disposal <did not wield appropriate credentials G. W. Bonham>
- 7. Monetizing Web Sites: Adding Value Value Defined as goods traded Defined as transactions accumulated Defined as system of meaning
- 8. Goods Traded: It is the transaction in which value is determined The collection is the goods Increased Value through Accumulated Transactions Collection Feedback Adds Value!! In some cases it is THE value
- 9. collections at core MAGNES WEB 2.0 HUB by Francesco Spagnolo, PhD. Head of Research
- 10. Um, museumssuck.com? February 6th, 2009 You want a real lesson the museum industry can learn from successful web 2.0 initiatives? Be really good at what youre interested in and other people who are also interested in that will get excited and involved. Be really good at what youre interested in and other people who arent also interested in that will do something else. Let them. Um, desuckification. TM. That sounds industry meme-worthy. Its all the rage here in San Francisco. Being good at what you do is the new leveraged synergy. Remembering why you exist in the first place. Getting rid of the bloat and atrophy that has evolved since then. Lets have an honest moment, just the two of us: your museum sucks. Right? Ive been there. It was all well and good when there were donors who couldnt be bothered to notice as long as there was enough flattery and free scotch at the white tie gala. Ah, it was fun while it lasted. But now youre in trouble, arent you? Mandatory furloughs. Aggressive new pie chart goals for the membership team. Renegotiating percentages with the gift shop firm. Look at the agenda from your last crisis meeting. If that meeting wasnt fundamentally about making your museum suck less, you neednt have bothered.
- 11. System of Meaning Sincere On-line Convening Brand Enhancement Real Social Value Distributed Programs General Empowerment
- 12. Its the same as bricks & mortar Philanthropy is at the core Earned Income is an essential loss leader Its all about conversion rates -- visitors to members to donors and volunteers Volunteers come more quickly How actually to MONETIZE?
- 13. Philanthropy is at the core Stakeholders e-Metrics How actually to MONETIZE?
- 14. http://www.magnes.org/ web 2.0 Like at least 1/2 of overall visitorship for a small-to-medium Museum is on-line? hmm.
- 19. Earned Income as essential loss leader Membership Merchandise How actually to MONETIZE?
- 23. Its all about conversion rates: Visitors to Members to Donors/Volunteers How actually to MONETIZE?
- 24. 油
- 25. How actually to MONETIZE?
- 26. Volunteers come more quickly Volunteerism is built into on-line discovery Subscribe is a big word (e.g. RSS Feeds, etc.) Paid subscription model is currently out-of-fashion for on-line content (Is 1 st fans an indication of change?) Teach the volunteers to celebrate How actually to MONETIZE?
- 27. metrics: volunteers as garden
- 28. volunteers as radial spectrum
- 29. who our power inviters are. volunteers as beautiful flowers
- 30. Add value to collection Long Tail Niche to niche Demographics?
- 31. New System of Meaning?
- 32. New System of Meaning? the next generation wants to curate their own lives . They dont want a museum, or anyone else, to do it for them. To meet this expectation, a museum could become a platform that enables users to access the museums resources to their own creative ends. Will that trump the role of museum as a traditional educator and authority figure? We may be approaching a cultural shift from museums as educators of the masses to museums as facilitators of the exchange of information and points of view . In this future, museums might play a smaller role as arbiters of what is true or correct, and a larger role as catalysts for conversation . Elizabeth Merritt, Founding Director, Center for the Future of Museums http://www.futureofmuseums.org/thinking/blog.cfm