Slides from the masterclass "Relevant forever" at the Museums and the Web conference in Florence Italy, about using musiness model innovation and the Social Engagement Tool for funs- and fanraising in order to make your organisation sustainable, together with your stakeholders, friends, peers and volunteers

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)