Relevant forever #mwf2014
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The document outlines a strategic framework for organizations to increase engagement and sustainability through a structured approach. It emphasizes the importance of understanding the organization's identity, values, and brand, while also leveraging social media and innovative business models. Ultimately, it aims to create valuable relationships with audiences and stakeholders to foster long-term support and revenue generation.
![Relevant forever... SET canvas
READY
participants
title/subject
1
date
2
SET
board
IDENTITY
BRAND (strategy)
vision
values
ambition
mission
targets
5
3
relation
task / role
followers
> core text (pay off / premisse)
GO!
4
[attractiveness+ appeal]
[credibility]
SET
projects (iterative)
for each project name a.o.
- purpose
- 5 main ‘elements’ / ‘ingredients’ (what makes them
work, what happens if...)
- engagement (for whom, why)
- media (which, where, when)
- milestones (incl. targets & KPI) in visionairy terms
- time (urgency, planning, within 5/10 years)
Q: What is the relation to the upper part of the board?
And to the lower right part?
Social
moral
business (model)
transactional
why
assets
channels
transition
involvement
reach
added value
customers
>> propositions
how
[think of sustainability]
participation
interest
relevance
conversion
initiatives
conversations
communication
call to action
believers
influencers
stakeholders
[profitability]
ambassadors
what
who
© Theo Meereboer
Stichting E30 2013
Social - level 4 - relation phase](https://image.slidesharecdn.com/relevantforever-mwf2014-140303140000-phpapp01/85/Relevant-forever-mwf2014-44-320.jpg)
Relevant forever #mwf2014
- 2. Relevant forever... Step by step to a basic plan for fangagement and associated revenue models: 1. understanding what business we/you are in 2. understanding the iden=ty and brand values of your organiza=on 3. personifying this iden=ty 4. geAng an understanding of the assets, the main ac=vi=es, rela=onships and distribu=on channels (“venues or mee=ng places”) of your organiza=on 5. find out who to follow and who to involve using social media. Which all together will lead to a more sustainable organisa=on.
- 3. Relevant forever... schedule • introduc=on -‐ why, how&what, who: the powersource -‐ some examples of making heritage relevant: fangagement • your case • business model canvas • Ready, SET, Go! • from friendraising to funding: sustainability within 12 ques=ons, you'll have created the basis for your organisa=on’s sustainability
- 4. Relevant forever means... ... how to: • ar=culate a dream • make the dream come true • share this dream • keep your dream alive
- 5. Relevant forever means... “If you're not prepared to be wrong, you'll never come up with anything original.” Ken Robinson The Element: How Finding Your Passion Changes Everything “If you don’t want to know, how to make money, you'll never learn to understand your customer.” Theodorus Meereboer
- 6. Relevant forever comes from a.o.:
- 7. Relevant forever... idea SET Ready, SET, Go! vademecum / werkboek 1 READY + 2 Bouwen aan relaties, vrienden maken en de sociale kant van de organisatie innoveren klaar voor . . . ief lus inc ial Soc ment age Eng Tool ! Theo Meereboer COMMiDEA / Stichting E30 5 3 4 GO! SET
- 8. Relevant forever... finally we start google glass blue ocean strategy “The truth is that most company leaders are too narrow in defining their compe??ve landscape or market space. They fail to see the poten?al for “non-‐tradi?onal” compe?tors, and therefore oFen misperceive their basic business defini?on and future market space. But the biggest threats usually come from oblique compe?tors that are solving the same problem, in a different way with an alternate offering for the customer.” That compe+tor could be a museum, it could be you. 1. what business are you in right now? ‘‘We don’t want to go back to the same normalcy that we’re coming from. We will create a new normalcy which will stay and keep on moving and change the world.’’ Nobel Peace Prize winner Muhammad Yunus, World Economic Forum 2009, Davos Identity - ground level http://legalpedia.wordpress.com/2009/04/06/islamic-finance-in-the-blue-ocean/
- 9. BIG IDEAS Relevant forever... powersource The powersource of your organisa=on is defined by the core of existence: vision, mission, rela=on, put into one sentence. It tells why your organisa=on exists and for whom. 2. describe the powersource of your organisa=on, using: • visionairy/beckoning power (“look!”) • missionairy/working power (“because...”) • rela=onal/recrui=ng power (“and so, that’s why”) Identity - level 1 - ideation phase
- 10. Relevant forever... powersource BIG IDEAS Identity - level 1 - ideation phase
- 11. Relevant forever... fangagement • Concep=ng (Jan Rijkenberg -‐ BSUR) is bringing thought-‐ concepts / big ideas ‘to market’, for the process of a`rac=ng audiences, based on the mentality concept of an organisa=on (instead of spending too much budget on marke=ng, trying to convince people). • Societal marke=ng is the planning and implementa=on of programs designed to bring about social change using concepts from commercial marke=ng. • by sharing the things and thoughts that are really important to you and your museum, coming from the iden=ty and the values (and the collec=on?), you give your audience the chance to (dis)agree with you and become a follower (instead of an anonymous target group). Brand - level 2 - concepting phase http://rivetingmarketing.blogspot.nl/2010/04/values.html
- 12. Relevant forever... fangagement BIG IDEAS Brand - concepting phase: make a love mark from your museum
- 13. Relevant forever... fangagement BIG IDEAS waarmaken waarvoor men staat en op basis daarvan waardevolle, duurzame relaties opbouwen. Brand - concepting phase: contributing to an even bigger theme
- 14. Relevant forever... PERMA & well-being P.E.R.M.A. * Mar=n Seligman • Posi=ve emo=ons • Engagement • Rela=ons • Meaning and purpose • Accomplishment Brand - level 2 - concepting phase
- 15. Relevant forever... fangagement • by knowing what’s concerning your audience, and what the most challenging issues in society are, you have the opportunity to start a conversa=on. Mobile technology and web-‐infrastructure give you the possibility to make this conversa=on personal. • this way we combine Concep=ng and Societal marke=ng. That’s the basis of value crea=on and exchange. 3.What are the most important values? What is the most daring ambi=on of your organisa=on? 4.Why are these values/issues/topics important for your fans? Brand - level 2 - concepting phase http://rivetingmarketing.blogspot.nl/2010/04/values.html
- 16. Relevant forever... attribute to a better world Brand - level 2 - concepting phase http://rivetingmarketing.blogspot.nl/2010/04/values.html
- 17. Relevant forever... fangagement Brand - level 2 - concepting phase
- 18. Relevant forever... by the many Nieuwe Business Modellen Een exploratief onderzoek naar veranderende transacties die meervoudige waarde creëren Jan Jonker i.s.m. Marloes Tap en Tim van Straaten Working Paper ‘Duurzaam Organiseren’ Nijmegen School of Management Radboud Universiteit Nijmegen – Holland 1 juni 2012 Brand - level 2 - concepting phase
- 19. Relevant forever... Rijksstudio: fungagement? Brand - level 2 - concepting phase
- 20. Relevant forever... fangagement! Brand - level 2 - concepting phase
- 21. Relevant forever... customers as / and partners Brand - level 2 - concepting phase
- 22. Relevant forever... labeling: benefit of cooperation Brand - level 2 - concepting phase
- 23. Relevant forever... partners Brand - level 2 - concepting phase
- 24. sche veld en initiatieven als Open Cultuur Data verkennen we nieuwe mogelijkheden voor het online brengen van erfgoedcollecties. minimale eisen voor vindbaarheid en beschrijving? U vindt DE BASIS op de website van Digitaal Erfgoed Nederland (DEN): www.den.nl bezoeker door naar de objecten op uw site Uw collectie in context – De samenhang met an collecties op Europeana verrijkt de ervaring va bezoekers Beter vindbaar – Uw collectie wordt beter vindb verschillende zoekmachines Optimaal gebruik van uw collectie - Uw collecti kan worden ontsloten in innovatieve en educat toepassingen of toeristische applicaties. Wetenschappelijk onderzoek mogelijk – Weten kunnen in hun onderzoek makkelijker gebruik van uw collectie Uw collectie op orde – Geaggregeerde metadata gecontroleerd en voldoen aan het juiste metad Eigen beheer – Uw collectie blijft in eigen behee wijzigingen in metadata worden automatisch overgenomen Ondersteuning en netwerkfunctie – Als deelne blijft u op de hoogte van de laatste ontwikkeling nieuwsberichten, evenementen en helpdesk Met alle andere erfgoedinstellingen van Nederl u samen de Digitale Collectie! Relevant forever... reverse engineering Op de roadmap staan onder andere de volgende zaken: • • • • • Persistent identifiers die koppelingen met uw collectie duurzaam bewaken Mapping tools om metadata te valideren Beschikbaarstelling van metadata in het CLARIN datamodel Een pilot om Linked Open Data te visualiseren Semantisch ontsluiten van de collecties en beschikbaar stellen van thesauri 3. 4. 5. 6. stap 2 — Route Neem contact op met Digitale Collectie voor advies over de beste route. Er zijn verschillende opties mogelijk. 7. 8. Europeana voor erfgoedinstellingen Europeana vertelt het verhaal van Europa. Bezoekers kunnen hier de rijkdom van het Europese verleden en heden ontdekken. De portal geeft momenteel toegang tot meer dan vijfentwintig miljoen gedigitaliseerde documenten, boeken, foto’s, films, schilderijen en muziek van meer dan 1.500 instellingen en stelt deze beschikbaar via website en API. Europeana is een aanjager voor innovatie in het erfgoeddomein. Sinds de start in 2008 is het uitgegroeid tot een levendig Europees netwerk van erfgoedprofessionals. Europeana vergroot de toegankelijkheid van collecties. Aangesloten instellingen profiteren van de technologische en inhoudelijke ontwikkelingen die het Europeana-netwerk in gang zet. Digitale Collectie voert, in opdracht van OCW, de regie over het aansluiten van Nederlandse erfgoedinstellingen op Europeana. Digitale Collectie is een samenwerkingsverband tussen het Nederlands Instituut voor Beeld en Geluid, de Koninklijke Bibliotheek, Nationaal Archief, Rijksdienst voor het Cultureel Erfgoed en Digitaal Erfgoed Nederland (DEN). 9. stap 3 — Mapping Aggregatie vraagt om het juiste metadatamodel. Vraag de leverancier van uw collectieregistratiesysteem of uw domeinpartner om meer informatie. stap 4 — Rechten De metadata behorende bij uw collectie worden doorgestuurd en geïndexeerd naar Europeana. Welke metadata kunt en wilt u vrijgeven onder de Creative Commons CC0-verklaring? Brand - level 2 - concepting phase 10.
- 25. Relevant forever... stakeholders and brokers Brand - level 2 - concepting phase
- 26. Relevant forever... volunteers & peers Brand - level 2 - concepting phase
- 27. Relevant forever... smart replica Brand - level 2 - concepting phase
- 28. Relevant forever... your case • describe an issue your organisa=on is facing, when engaging both audiences and stakeholders and the way finance and funding (or the lack of money) is involved. What is the real bo`leneck? (in less than 5 minutes...) • • working on one of the 5 cases in small groups plenary session with the outcomes of the cases with brief feedback on the general issues 5.describe an issue your visitor is facing when dealing with daily life, informa=on overflow, technology, media literacy, etc. Brand - level 2 - concepting phase http://mashable.com/2012/03/27/tello/
- 29. Relevant forever... business model canvas the business model canvas in a nutshell • how to use the canvas 6. what are the main assets of your museum, what are you good at? 7. what are the main ac=vi=es? 8. describe the most important rela=onships 9. which distribu=on channels (“venues or mee=ng places”) does your organiza=on use? Business - level 3 - organisation phase
- 30. Relevant forever... business model canvas Business - level 3 - organisation phase
- 31. Relevant forever... business model canvas Business - level 3 - organisation phase
- 32. Relevant forever... bmice-t download pdf Business - level 3 - organisation phase
- 33. Relevant forever... business model, bottom-up 5. plan / act 4. social / reach environmental factors 3. business model 2. strategy / values 1. vision / mission / relation the business model as part of the strategic change process.
- 34. Relevant forever... value propositions Business - level 3 - organisation phase
- 35. Relevant forever... business model canvas analogue business model for archives
- 36. Relevant forever... business model canvas digital business model for archives
- 37. Relevant forever... step by step innovation Business - level 3 - organisation phase
- 38. Relevant forever... step by step innovation Business - 7 steps
- 39. Relevant forever... step by step innovation Business - 7 steps
- 40. Relevant forever... business model tools download xls Business - level 3 - organisation phase
- 41. Relevant forever... business model innovation • how to innovate your business model • tricks and tools to evaluate and enhance your business model • seAng course • using innova=on tools like Systema=c Inven=ve Thinking (S.I.T.) to come up with new ideas from exis=ng ideas, knowledge and crea=vity Business - level 3 - organisation phase
- 42. Relevant forever... systematic inventive thinking • 5 thinking tools: • • • • • • substrac4on mul4plica4on division task unifica4on a:ribute dependency S.I.T. principles: • • • • • • Closed world: thinking inside the box Qualita4ve change Func4on follows form (backwards process) Path of most resistence Cogni4ve fixedness Near Far Sweet (innova4on sweet spot): innova4ve enought to be considered ‘new’ / ‘an addi4on’, but close enough to be recognised and understood 10.What would be the Near Far Sweet for your customer and why is (s)he over there? Business - level 3 - organisation phase
- 43. SET Ready, SET, Go! vademecum / werkboek Bouwen aan relaties, vrienden maken en de sociale kant van de organisatie innoveren klaar voor . . . Relevant forever... SET: Social Engagement Tool • new insights on idea=on, concep=ng, societal marke=ng and par=cipa=on • explaining the SET board and the steps in working with this tool ef usi l inc ial Soc ment ge ! a Eng Tool Theo Meereboer COMMiDEA / Stichting E30 download not yet available 11. who to follow and who to involve using social media: why and how could your organisa=on par=cipate in society? Social - level 4 - relation phase
- 44. Relevant forever... SET canvas READY participants title/subject 1 date 2 SET board IDENTITY BRAND (strategy) vision values ambition mission targets 5 3 relation task / role followers > core text (pay off / premisse) GO! 4 [attractiveness+ appeal] [credibility] SET projects (iterative) for each project name a.o. - purpose - 5 main ‘elements’ / ‘ingredients’ (what makes them work, what happens if...) - engagement (for whom, why) - media (which, where, when) - milestones (incl. targets & KPI) in visionairy terms - time (urgency, planning, within 5/10 years) Q: What is the relation to the upper part of the board? And to the lower right part? Social moral business (model) transactional why assets channels transition involvement reach added value customers >> propositions how [think of sustainability] participation interest relevance conversion initiatives conversations communication call to action believers influencers stakeholders [profitability] ambassadors what who © Theo Meereboer Stichting E30 2013 Social - level 4 - relation phase
- 45. Relevant forever... SET social matrix READY Social 1 2 moral transactional why 5 GO! transition 4 SET reach added value participation interest relevance conversion initiatives conversations communication call to action believers 3 involvement influencers stakeholders ambassadors how what who Social - level 4 - relation phase
- 46. Relevant forever... SET for mobile Loïc Tallon / Rich Cherry / me: 1. How are you going to make money? Why? With whom? 2. it’s about the experience (not the technology): func+on & design leads to effec+vity 3. design brief: define objec+ves (why > what), define audience (who) what’s the users perspec+ve, a mobile experience can not be all things for everyone 4. focus on strengths & unique quali+es of your organisa+on i.e. mobile (personal, connected, loca+ve, real +me, imagineering, interac+ve BUT keep it simple) 5. manage expecta+ons, search occasions (workshops with stakeholders, fans...) 6. Sustainable: don’t underes+mate content crea+on, +me absorbing modera+on, money and people. How can the organisa+on afford prolonga+on? How can partners/stakeholders par+cipate in this? (their interest is crucial) 7. Itera+ve & agile: Test and evaluate throughout development and implementa+on 8. can mobile be the linking pin? Social - level 5 - realisation phase
- 47. Relevant forever... from friendraising to funding • the shortage • the long term • 5 x R: 1. 2. 3. 4. 5. Research (audience / agora / themes / topics) Reach (media choice, =ming) Rela=ons Resources (content, crea=on, crowd) Relevance! 12.Who are the greatest fans and how can you maintain a (co-‐crea=on) rela=onship with them? What’s it worth? (visits, contribu=ons / co-‐crea=on, meta-‐data, money, etc.) Social - level 5 - realisation phase
- 48. Relevant forever: knowledge ecology / sharecology blog / facebook / twitter / google+ scooop. it! paper.li etc. debate + LinkedIn seminar expo / site / museum event platform + experience / opinion + news (blog , social media, magazine) + anouncements (event, tentoonstelling, conferentie) research internship curriculum + node / hub (social media, contact information) + ‘best practice’ (showcases, project beschrijvingen) app mobile e.g. issuu / slideshare / flipbook / pinterest + knowledge database (publicaties, presentations) + external sources photo 3D / AR video game every museum is part of a network of knowledge ecologies
- 49. Relevant forever... from friendraising to funding • any customer or user ‘visi=ng’ your museum already said yes. Accompany them on their journey through the whole environment of your museum (according to Mar4n Barden, Tate) Will you offer heritage, art, an experience, products, services, discount, exclusiveness in this journey? • Are they in for membership, philantropy, benefits, sociability, excitement, informa=on co-‐crea=on... • how about the brand promise, systems, reten=on engagement, life=me value, customer mo=va=on... • 13.does every step, every interac=on in the journey strengthen the ‘bold promise’ of your organisa=on? Social - level 5 - realisation phase
- 50. thank you! QuesDons? SuggesDons? theo@COMMiDEA.nl @theomeereboer S4ch4ngE30.nl COMMiDEA.nl Erfgoed20.nl collecDewijzer.nl Inheritage.eu “more or less”, open museums (and media)