{"id":16615,"date":"2019-06-27T11:32:24","date_gmt":"2019-06-27T11:43:58","guid":{"rendered":"https:\/\/blog.museunacional.cat\/?p=16615"},"modified":"2019-06-27T11:43:58","modified_gmt":"2019-06-27T11:43:58","slug":"meetings-with-influencers-creating-dialogues-in-the-net-about-the-exhibitions-of-the-museu-nacional","status":"publish","type":"post","link":"https:\/\/blog.museunacional.cat\/en\/meetings-with-influencers-creating-dialogues-in-the-net-about-the-exhibitions-of-the-museu-nacional\/","title":{"rendered":"Meetings with influencers: creating dialogues in the net about the exhibitions of the Museu Nacional"},"content":{"rendered":"\n
Teresa Llibre<\/h6>\n\n\n\n

Boosting the discovery of the exhibitions of the museum, enriching\nthe contents and generating debate through the social networks.  These are the aims of the meetings with influencers and prescribers 2.0<\/strong> that\nthe Museu Nacional has organized, led by Iuris.doc.<\/a><\/p>\n\n\n\n

An influencer is a person who has credibility with regard to a specific topic, and that due to their presence and influence in the social networks can end up becoming interesting prescribers for a brand or organization.   <\/p>\n\n\n\n

The latest meetings have been designed, based around the exhibitions\nGala Salvador Dal\u00ed<\/a> and Bermejo<\/a>, and have gathered together around 50\nprofessionals<\/strong> (bloggers, tweeters and instagrammers from very diverse\nprofiles and geographies). <\/p>\n\n\n\n

\"Meeting<\/a>
Meeting around the exhibition Bartolom\u00e9 Bermejo<\/figcaption><\/figure>\n\n\n\n

Their participation and the contents generated in the social\nnetworks and the blogosphere, have connected the museum with new digital\naudiences.  But, beyond the potential of\ndiffusion, the experience has allowed the museum to listen, create debate and start up a two-way dialogue<\/strong> with the\ncommunity of users through legal prescribers. \n<\/p>\n\n\n\n

As follows, we analyse the 3 keys for success<\/strong> of the meetings with influencers of the museum: <\/p>\n\n\n\n

A cartography of cross-cutting influencers<\/h3>\n\n\n\n

The selection of participating influencers is a fundamental aspect when defining the strategy.  For each of the meetings of the museum a specific map of influencers<\/strong> was elaborated by previously analysing each of the profiles. <\/p>\n\n\n\n

Without losing from sight their online authority (contents, audience, channels, interaction, etc.), the selection focused on people active in the specialist <\/strong>network in different fields and disciplines. Profiles than can contribute their critical, enriching and multi-disciplinary vision<\/strong> about the contents of the exhibitions, awakening, in this way, the interest of the net.    <\/p>\n\n\n\n

All the influencers selected were invited in a personalised way, achieving a ratio of 30% of confirmations of attendance<\/strong> to the meetings. Beforehand, they were provided with detailed information about the exhibition<\/strong>, with specially selected contents and optimised for digital productions (graphic materials, hashtags, etc.) <\/p>\n\n\n\n

\"Meeting<\/a>
Meeting around the exhibition Gala Dal\u00ed with travel bloggers<\/figcaption><\/figure>\n\n\n\n

As such, the meeting Gala Salvador Dal\u00ed<\/a>\ncounted on specialists in art, cultural heritage and museums but also\ninfluencers in the world of fashion and feminism, attracted by the figure of\nGala as a creator and artist.  Contact\nwas also made with a large group of travel bloggers from Barcelona and Madrid so\nas to connect with the public at an international level.<\/p>\n\n\n\n

An exclusive onsite proposal<\/h3>\n\n\n\n

It is necessary to design a\npersonalised, effective and enriching onsite experience for professionals, by\norganising exclusive meetings for different profiles of influencers and adapted to the needs and availability <\/strong>of\nthe participants.<\/p>\n\n\n\n

The visit to the exhibitions was\nled by the director of the Museu Nacional, Pepe Serra, and by the conservators\nthemselves of the museum.  The direct\ninvolvement of the staff of the institution and, in this case, of the director\nhimself, has been one of the key factors in the motivation of the influencers\nand for transmitting the value of the exhibitions.<\/p>\n\n\n\n

\"Meeting<\/a>
Meeting around the exhibition Gala Salvador Dal\u00ed<\/figcaption><\/figure>\n\n\n\n

Throughout the tour, consultations\nwere resolved and they were provided with graphic and audio-visual materials\nabout the works. <\/p>\n\n\n\n

The fact of carrying out an initial presentation of the profiles of\nthe prescribers and providing them with a networking space after the visit,\nallowed us to exchange ideas and create synergies both between the influencers\nthemselves as well as with the technical staff of the Museum.  <\/p>\n\n\n\n

The\nmeetings were broadcast integrally through the 2.0 channels of the Museum (LiveTwittering)\ninteracting with the profiles of the prescribers.<\/p>\n\n\n\n

The influencer, a co-generator of the contents of the exhibition<\/h3>\n\n\n\n

One of the challenges of the experience with prescribers was to involve them and to make them directly participate in the contents of the exhibitions. <\/p>\n\n\n\n

\"Meeting<\/a>
Meeting around the exhibition Bartolom\u00e9 Bermejo<\/figcaption><\/figure>\n\n\n\n

With this aim in mind, within the meeting about Bartolom\u00e9 Bermejo an\naction for the cogeneration of contents<\/strong>\nwas designed which counted on a very good response from the influencers.  The proposal encouraged them to participate as invited tweeters of the MNAC <\/strong>by means of the creation of collaborative\nTwitter threads<\/strong> about the exhibition.<\/p>\n\n\n\n

The threads created have been\ndisseminated in 2.0 channels and through the digital signage screens<\/strong> of\nthe museum<\/strong> enriching the exhibition directly from the net.  <\/p>\n\n\n\n

This action has allowed us to gain\nmaximum visibility on and offline to the prescribers and above all to create a\nstable link with the museum which could open up doors to future collaborations.<\/p>\n\n\n\n

Some significant figures<\/h3>\n\n\n\n