The term Community Manager / Management is both very highly fashionable (between “hype” and miracle solution) but defines a polymorphic field and if so ill defined that one can find almost all types of missions and daily! Without necessarily regret it, it is almost certain that the term will acquire over the years a firmer definition; in the meantime, I propose here a new example of what can be a Community Manager with the portrait of Sébastien Magro, Head of New Media Project at the Musée du Quai Branly.
-The Quai Branly Museum was inaugurated June 20, 2006 with the outset, attention supported on digital issues and multimedia
-Sébastien Magro had to support his arrival in 2012 issues of web applications (including social)
When Sébastien Magro arrived in early 2012 at the Musée du quai Branly, four missions have been clearly identified him. First, take care of the website and its contents. This is the task that deals mainly because it spends about half of his working time. This is due to the fact that besides the amount of information and content to be updated, the site of the Museum of Quai Branly has the peculiarity of having editorial content regularly updated by the editorial board. This consists of one or two people from each department who has / have the burden to online content related to the missions of their departments. So that the contents are alive and reflect the activity of the institution, they are renewed every month. This means the committee meeting at the end of each month to record the contents of the following month to put online. For Sebastian, who coordinates the actions of all news executives, his work led him to therefore ensure that each add content complies with the graphic and editorial charters but also to support his colleagues in the online-even for everything to go at best.
The second goal is to work on the social networks on which the Quai Branly Museum is located. It takes between 30 and 50% of its daily work. It should be noted that prior to his arrival, the Musée du Quai Branly was already providing some content on social networks (YouTube Facebook since 2007 and since 2009) but it was done in a timely manner and without a strategy. Sebastian himself has been a systematic engagement on networks, even offering to use the Twitter account that was created shortly before his arrival but no content.
It has invested networks according to his knowledge, sensitivity and the guidelines provided by the institution. Of course, when in doubt he checks with his supervisor and when he needs to check scientific information or answer a question from the audience raised on social networks, Sébastien consult his Conservative colleagues-which now offer even sometimes content and ideas.
The philosophy that guides the work of Sébastien is that social networks are a support mediation. And his work on networks helps promote the museum’s program, enhance collections, talk about the life of the museum (this is particularly significant with the “hashtag” #JourDeFermeture (closure day), born of the awareness of a need on the part of public museums and a feature found throughout museum) and finally to enhance the actions of other museums. This concept of network has not only technical Legitimate (museum network) but is something intrinsic to digital and certainly the “new” (no relation to age) professionals Culture thing work horizontal, open, connect, help each other, place the human worshipers of their collections and passions. Obviously, such a design is not always easy in administrative structures, but who knows, perhaps by dint of perseverance these concepts will return gradually in the habitus of cultural institutions?
Moreover, communication du quai Branly is particularly distinguished for a strong interaction with twittos, including when they issue a negative opinion on their visit or institution! In this way, Sebastian manages to reach audiences certainly “acquired” the museum (although the issue merits debate), but also public “remote” and it seems that it has a real impact. Of course, Sebastian within one year of observation behind him, which is not enough to bring out broad principles or significant elements. However, the interest of Sebastian (and “just” his dedication?) Led him to theorize this issue of the impact of the strategy on social networks and the impact of fame and museum ticket office. In fact, it’s all about good practices, thoughts and observations suited to institutions, their needs and desires. This is something on which Sebastien thought for some years now (his training designer has perhaps the rest helped design the digital mediation as a practical purpose and use) as can show his various writings. In that, he joined a number of other professionals Culture who question these notions and / or offer some solutions. We can name the MuzeoNum community but also the writings of Samuel Bausson, Gonzague Gauthier, the work of Diane Drubay or Yannick Vernet (to name a few).
The third mission he accomplishes is to participate in the design of mobile applications for smartphones [smartphones or as we advise the Ministry, ed] assisting and advising colleagues. Not directly responsible for decisions application creation, Sébastien assists and advises for those applications that are improved audio guides. This applies to three applications per year for the three “big” exhibitions of the year the Musée du quai Branly.
These paying mobile applications really come to bear a broader communication and very often on paper. The Quai Branly clearly has a “love affair” with this support he dresses in different ways and with different rhythms. There has for example the annual brochure, quarterly (a larger version in the entire museum and a specific found at the library), and a program a week that, contrary to previous media, is printed in-house .
The last mission that the charge of new media project is to conduct active monitoring of the different topics that may interest the institution. This therefore affects both audiences, tools, industry news and new methods. The issue of monitoring is interesting to raise here because if it seems natural for a Community Manager, this dimension is rarely mentioned in the job descriptions (perhaps because it also seems obvious or, conversely, absolutely not). Spontaneously, Sebastian found himself sharing his vigil with some of his colleagues by first drawing attention to a point on the particular then, facing the growing interest in these issues raised, he began to offer a short eve of five links, once a month, many of his colleagues.
Note that throughout this specification of tasks, Sebastian does not cover all aspects of digital and multimedia. This can be explained because at Quai Branly, the “res numerica” is split between the different departments that make up the institution. This seems rather common in museums of this size and complexity also shows that digital. Indeed, distribute and use digital tools between departments makes sense when you consider the diversity and depth that digital represents a very large number of trades impact. Unfortunately, the digital is horizontal and not partitioned … which does not sit well with a cultural structure governed by the rules of the French administration…
Some links (in French) …
– Site du Musée du Quai Branly
– Réseaux sociaux :
Page Facebook du musée et des Before
Chaînes You Tube et DailyMotion
– Présentation de Sébastien Magro lors de la journée d’étude « Exposer les arts extra-européens trans et multimédia, de nouveaux outils de médiation ? » organisée par le GERMA (Groupe d’études et de recherches des musées d’Angoulême) et le Musée d’Angoulême, le samedi 6 avril 2013
– Find Sébastien on his networks: Twitter, blog DASM, Le numérique au musée : bloc-note
– You can find French (but not only!) Museogeeks in the “Ressources” category
[translation by Google translate]