CIO Straight Talk - Issue 8 - 59
digital media people think that you have to
along the way. By sharing this, we built up our
just make Wi-Fi available to visitors without
audience ahead of the official unveiling, raising
demanding anything in return, because it
anticipation and excitement about the picture.
should be free like air and water. So when my
This applies to other businesses, as well.
boss suggested we collect emails of people
When they share what goes on behind the
using the museum's free Wi-Fi, I really thought
scenes, their audience feels more connected
it wouldn't go over. But it did, and we got more
and more interested in the business. The
than 200,000 emails addresses as a result.
Internet is the perfect medium for sharing-
That was a very valuable addition to our digital
through pictures, videos, and blogs-the
efforts, because we have great click-through
imperfect states that are rarely seen in person.
rates and open rates on emails.
Sharing what's happening, and getting people
to want to be part of it, helps you build
Can you offer another illustration
of something that goes against
conventional wisdom but works?
your community.
Which benchmark of social
media success are you going after?
Definitely. The conventional wisdom for a
museum's image is literally picture perfect. We
We're trying to be at the center of the
challenged that in sharing what goes on behind
museum's conversation as much as possible.
the scenes in preparing for viewing "Everhard
And we have achieved that on Twitter. A study
Jabach (1618-1695) and His Family" by the
by the digital agency La Magnetica found
17th-century French painter Charles Le Brun.
the Met to be the most influential museum
Instead of just announcing the acquisition and
on Twitter. This is not in terms of number of
then keeping it out of sight until it was ready
followers, since it came in seventh on that
for exhibit months later, we showed pictures of
score. But I'd rather have influence than
the painting's arrival, and the preparation for
followers. Businesses too should be thinking in
restoration work, with some of the key steps
terms of quality rather than quantity.
TAKEAWAYS
* As an executive communicating through social media, you should use a
platform that makes sense for you. Not every executive has to be on Twitter; the CEO of the Metropolitan Museum chose Instagram as his primary
social media platform.
* Don't overload your mobile platform with information or features; mobile
apps have to be selective about what they offer. They should be informed
by three principles: usefulness, simplicity, and delight.
* Don't be unduly swayed by the digerati's latest conventional wisdom. For
example, asking for a user's email in exchange for free wi-fi at the Met,
something that might be expected to spark outrage among visitors,
actually turned out to have mutual benefits for them and the museum.
59
CIO Straight Talk - Issue 8
Table of Contents for the Digital Edition of CIO Straight Talk - Issue 8
Contents
CIO Straight Talk - Issue 8 - Cover1
CIO Straight Talk - Issue 8 - Cover2
CIO Straight Talk - Issue 8 - 1
CIO Straight Talk - Issue 8 - Contents
CIO Straight Talk - Issue 8 - 3
CIO Straight Talk - Issue 8 - 4
CIO Straight Talk - Issue 8 - 5
CIO Straight Talk - Issue 8 - 6
CIO Straight Talk - Issue 8 - 7
CIO Straight Talk - Issue 8 - 8
CIO Straight Talk - Issue 8 - 9
CIO Straight Talk - Issue 8 - 10
CIO Straight Talk - Issue 8 - 11
CIO Straight Talk - Issue 8 - 12
CIO Straight Talk - Issue 8 - 13
CIO Straight Talk - Issue 8 - 14
CIO Straight Talk - Issue 8 - 15
CIO Straight Talk - Issue 8 - 16
CIO Straight Talk - Issue 8 - 17
CIO Straight Talk - Issue 8 - 18
CIO Straight Talk - Issue 8 - 19
CIO Straight Talk - Issue 8 - 20
CIO Straight Talk - Issue 8 - 21
CIO Straight Talk - Issue 8 - 22
CIO Straight Talk - Issue 8 - 23
CIO Straight Talk - Issue 8 - 24
CIO Straight Talk - Issue 8 - 25
CIO Straight Talk - Issue 8 - 26
CIO Straight Talk - Issue 8 - 27
CIO Straight Talk - Issue 8 - 28
CIO Straight Talk - Issue 8 - 29
CIO Straight Talk - Issue 8 - 30
CIO Straight Talk - Issue 8 - 31
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CIO Straight Talk - Issue 8 - 34
CIO Straight Talk - Issue 8 - 35
CIO Straight Talk - Issue 8 - 36
CIO Straight Talk - Issue 8 - 37
CIO Straight Talk - Issue 8 - 38
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CIO Straight Talk - Issue 8 - 40
CIO Straight Talk - Issue 8 - 41
CIO Straight Talk - Issue 8 - 42
CIO Straight Talk - Issue 8 - 43
CIO Straight Talk - Issue 8 - 44
CIO Straight Talk - Issue 8 - 45
CIO Straight Talk - Issue 8 - 46
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CIO Straight Talk - Issue 8 - 49
CIO Straight Talk - Issue 8 - 50
CIO Straight Talk - Issue 8 - 51
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CIO Straight Talk - Issue 8 - 53
CIO Straight Talk - Issue 8 - 54
CIO Straight Talk - Issue 8 - 55
CIO Straight Talk - Issue 8 - 56
CIO Straight Talk - Issue 8 - 57
CIO Straight Talk - Issue 8 - 58
CIO Straight Talk - Issue 8 - 59
CIO Straight Talk - Issue 8 - 60
CIO Straight Talk - Issue 8 - 61
CIO Straight Talk - Issue 8 - 62
CIO Straight Talk - Issue 8 - 63
CIO Straight Talk - Issue 8 - 64
CIO Straight Talk - Issue 8 - 65
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CIO Straight Talk - Issue 8 - 67
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CIO Straight Talk - Issue 8 - 69
CIO Straight Talk - Issue 8 - 70
CIO Straight Talk - Issue 8 - 71
CIO Straight Talk - Issue 8 - 72
CIO Straight Talk - Issue 8 - 73
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CIO Straight Talk - Issue 8 - 75
CIO Straight Talk - Issue 8 - Cover3
CIO Straight Talk - Issue 8 - Cover4
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