{"id":6058,"date":"2014-07-18T08:00:26","date_gmt":"2014-07-18T12:00:26","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=6058"},"modified":"2014-07-23T15:32:52","modified_gmt":"2014-07-23T19:32:52","slug":"dossier-regards-sur-les-musees-a-lere-numerique-2-les-musees-et-le-web-social","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/dossier-regards-sur-les-musees-a-lere-numerique-2-les-musees-et-le-web-social\/","title":{"rendered":"Dossier: regards sur les mus\u00e9es \u00e0 l’\u00e8re num\u00e9rique. 2- LES MUS\u00c9ES ET LE WEB SOCIAL"},"content":{"rendered":"

\"printemps_numerique_ban_v2-2_\"<\/a>La\u00a0<\/span><\/b>Soci\u00e9t\u00e9 des mus\u00e9es du Qu\u00e9bec<\/b><\/span><\/a><\/span>\u00a0(SMQ) a convi<\/b><\/span>\u00e9\u00a0<\/b><\/span>ses membres, en\u00a0juin dernier \u00e0 la Soci\u00e9t\u00e9 des arts num\u00e9riques (SAT) de Montr\u00e9al,\u00a0<\/b><\/span>\u00e0\u00a0<\/b><\/span>une importante r<\/b><\/span>\u00e9<\/b><\/span>flexion concernant\u00a0<\/i><\/b>Les mus\u00e9es \u00e0 l\u2019\u00e8re num\u00e9rique<\/b><\/span><\/a><\/span>\u00a0dans le cadre du printemps num<\/b><\/span>\u00e9<\/b><\/span>rique.<\/b><\/span>\u00a0La journ<\/b><\/span>\u00e9<\/b><\/span>e, organis<\/b><\/span>\u00e9<\/b><\/span>e au<\/b><\/span>\u00a0<\/b><\/span>quart de tour, a permis aux travailleurs de mus<\/b><\/span>\u00e9<\/b><\/span>es de partager leurs bons coups en plus\u00a0de d<\/b><\/span>\u00e9<\/b><\/span>finir les probl<\/b><\/span>\u00e8<\/b><\/span>mes et les dilemmes auxquels ils font face en mati<\/b><\/span>\u00e8<\/b><\/span>re de technologies num<\/b><\/span>\u00e9<\/b><\/span>riques.<\/b><\/span>\u00a0<\/b><\/span>La rencontre\u00a0<\/b><\/span>\u00e9<\/b><\/span>tait anim<\/b><\/span>\u00e9<\/b><\/span>e par Jean-Hugues Roy, professeur\u00a0<\/b><\/span>\u00e0\u00a0<\/b><\/span>l<\/b><\/span>\u2019\u00c9<\/b><\/span>cole des m<\/b><\/span>\u00e9<\/b><\/span>dias de l<\/b><\/span>\u2019<\/b><\/span>UQAM et ex-journaliste\u00a0<\/b><\/span>\u00e0\u00a0<\/b><\/span>la Soci<\/b><\/span>\u00e9<\/b><\/span>t<\/b><\/span>\u00e9\u00a0<\/b><\/span><\/span>Radio-Canada. Trois textes sont ressortis de ce remue-m\u00e9ninges: 1- Int\u00e9gration de la technologie aux expositions<\/span><\/a>;<\/span> 2- Les mus\u00e9es et le Web social; 3- Expositions virtuelles et contenu Web<\/span><\/a><\/span>.<\/b><\/span><\/span><\/p>\n

\n

<\/div>\n

Accessibles et gratuits, les r<\/b><\/span>\u00e9<\/b><\/span>seaux sociaux peuvent <\/b><\/span>\u00ea<\/b><\/span>tre des outils de communication efficaces pour les mus<\/b><\/span>\u00e9<\/b><\/span>es. Bien qu<\/b><\/span>\u2019<\/b><\/span>ils soient d’une simplicit\u00e9 \u00e0 utiliser<\/b><\/span>\u00a0pour plusieurs, un usage institutionnel du web social demande une importante r<\/b><\/span>\u00e9<\/b><\/span>flexion en amont.\u00a0<\/b><\/span><\/span><\/p>\n

<\/b>Les formations en r<\/span>\u00e9<\/span>seaux sociaux n<\/span>\u2019<\/span>en sont qu<\/span>\u2019\u00e0 <\/span>leurs balbutiements dans les cursus universitaires qu<\/span>\u00e9<\/span>b<\/span>\u00e9<\/span>cois. Ainsi, la majorit<\/span>\u00e9 <\/span>des professionnels du milieu ont d<\/span>\u00e9<\/span>velopp<\/span>\u00e9<\/span>\u00a0leurs strat<\/span>\u00e9<\/span>gies par la bonne vieille m<\/span>\u00e9<\/span>thode essai\/erreur. Comme le m<\/span>\u00e9<\/span>dium est gratuit, une pr<\/span>\u00e9<\/span>sence sur les r<\/span>\u00e9<\/span>seaux sociaux ne n<\/span>\u00e9<\/span>cessite que du temps et une strat\u00e9gie \u00e0 appliquer. Nancy Proctor, directrice adjointe de l<\/span>\u2019<\/span>exp<\/span>\u00e9<\/span>rience num<\/span>\u00e9<\/span>rique au Baltimore Museum of Art, souligne qu<\/span>\u2019<\/span>il faut toujours se tenir pr<\/span>\u00ea<\/span>t <\/span>\u00e0 <\/span>migrer vers une autre plateforme. <\/span>\u00ab<\/span>Les mus<\/span>\u00e9<\/span>es sont habitu<\/span>\u00e9<\/span>s au long terme, mentionne-t-elle, mais la culture web <\/span>\u00e9<\/span>volue rapidement<\/span>\u00bb<\/span>.<\/span><\/p>\n

Pr<\/b><\/span>\u00e9<\/b><\/span>parer un bon app<\/b><\/span>\u00e2<\/b><\/span>t\u00a0<\/b><\/span><\/span><\/p>\n\n\n\n
\"\"<\/a><\/span><\/p>\n

L’animateur, le professeur \u00e0 l’\u00c9cole des m\u00e9dias de l’UQ\u00c0M Jean-Hugues Roy<\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/b>Le contenu est bien s<\/span>\u00fb<\/span>r ce qui attire l<\/span>\u2019<\/span>internaute sur une page Facebook, par exemple. <\/span>\u00abDu<\/span>\u00a0contenu exclusif devient alors un app<\/span>\u00e2<\/span>t attirant<\/span>\u00bb<\/span>, croit Ana-Laura Baz, charg<\/span>\u00e9<\/span>e de projets num<\/span>\u00e9<\/span>riques aux Mus\u00e9es de la civilisation<\/b><\/span><\/a><\/span><\/span>.<\/a> C<\/span>\u2019<\/span>est ainsi qu<\/span>\u2019<\/span>elle et son <\/span>\u00e9<\/span>quipe ont mis en ligne des vid<\/span>\u00e9<\/span>os t<\/span>\u00e9<\/span>moignant de la vitalit<\/span>\u00e9 <\/span>du mus<\/span>\u00e9<\/span>e. L<\/span>\u2019<\/span>accent n<\/span>\u2019<\/span>a pas <\/span>\u00e9<\/span>t<\/span>\u00e9 <\/span>dirig<\/span>\u00e9 <\/span>vers les expositions, mais bien sur le personnel et les coulisses de l<\/span>\u2019<\/span>institution. <\/span>\u00ab<\/span>Par contre, il ne faut pas s<\/span>\u2019<\/span>attendre <\/span>\u00e0 <\/span>des r<\/span>\u00e9<\/span>sultats instantan<\/span>\u00e9<\/span>s<\/span>\u00bb<\/span>, pr<\/span>\u00e9<\/span>vient-elle. Pour d<\/span>\u00e9<\/span>velopper ses strat<\/span>\u00e9<\/span>gies de communication sur le web, elle se r<\/span>\u00e9<\/span>f<\/span>\u00e8<\/span>re <\/span>\u00e0 <\/span>l<\/span>\u2019<\/span>outil nomm<\/span>\u00e9 <\/span>table p<\/i><\/span>\u00e9<\/i><\/span>riodique du marketing de contenu<\/i> (ci-contre).<\/span><\/p>\n

De son c<\/span>\u00f4<\/span>t<\/span>\u00e9<\/span>, Emmanuelle Legault, vice-pr<\/span>\u00e9<\/span>sidente marketing chez Tourisme Montr<\/span>\u00e9<\/span>al, conna<\/span>\u00ee<\/span>t bien le terme <\/span>\u00ab<\/span>viral<\/span>\u00bb<\/span>. Son <\/span>\u00e9<\/span>quipe a d<\/span>\u00e9<\/span>velopp<\/span>\u00e9 <\/span>la campagne #MTLmoments<\/b><\/span><\/a><\/span>. <\/b>Vous avez peut-<\/span>\u00ea<\/span>tre aper<\/span>\u00e7<\/span>u les cadres rouges dispos<\/span>\u00e9<\/span>s un peu partout dans le ville de Montr<\/span>\u00e9<\/span>al. Les gens <\/span>\u00e9<\/span>taient invit<\/span>\u00e9<\/span>s <\/span>\u00e0 <\/span>prendre une photo et la partager avec le mot-clic #MTLmoments. Ce fut un franc succ<\/span>\u00e8<\/span>s, et <\/span>\u00e7<\/span>a continue. Son leitmotiv: laisser aux gens le soin de raconter leur histoire. <\/span>\u00ab<\/span>Ce sont eux les vrais ambassadeurs<\/span>\u00bb<\/span>, rench<\/span>\u00e9<\/span>rit-elle.<\/span><\/p>\n

\"The_Periodic_Table_of_Content_Marketing2\"<\/a><\/b>Quant au w<\/span>ebmestre de\u00a0Champs libres<\/strong><\/span><\/a><\/span> en France, Samuel Bausson, il affirme la n\u00e9cessit\u00e9<\/span>\u00a0de ne pas seulement s<\/span>\u2019<\/span>attarder aux chiffres mais bien <\/span>\u00e0 <\/span>la connaissance de son public afin de\u00a0mieux l’atteindre. <\/span>\u00ab<\/span>L<\/span>\u2019<\/span>important <\/span>est de mettre en place des communaut<\/span>\u00e9<\/span>s de contenu et de d<\/span>\u00e9<\/span>velopper une richesse dans les <\/span>\u00e9<\/span>changes<\/span>\u00bb<\/span>, sugg<\/span>\u00e8<\/span>re-t-il. <\/span><\/p>\n

Aussi, Wikip<\/span>\u00e9<\/span>dia, l<\/span>\u2019<\/span>encyclop<\/span>\u00e9<\/span>die collaborative en ligne, n<\/span>\u2019<\/span>est pas <\/span>\u00e0 <\/span>n<\/span>\u00e9<\/span>gliger lorsqu<\/span>\u2019<\/span>il est question de traduction et de visibilit<\/span>\u00e9 <\/span>sur les sites web.\u00a0<\/span>En terme de rayonnement, Wikip<\/span>\u00e9<\/span>dia repr<\/span>\u00e9<\/span>sente 3 millions de pages vues par mois en 260 langues. Par ailleurs, M. Bausson regroupe le contenu publi\u00e9 par les mus\u00e9es sur les m\u00e9dias sociaux en trois cat\u00e9gories distinctes:\u00a0<\/span><\/p>\n

Trois axes de communication sur le web social<\/b><\/span><\/p>\n

    \n
  1. Information pratique (heures d<\/span>\u2019<\/span>ouverture, adresse, etc.)<\/span><\/li>\n
  2. Communication institutionnelle (programmation, <\/span>\u00e9<\/span>v<\/span>\u00e9<\/span>nements sp<\/span>\u00e9<\/span>ciaux, etc.)<\/span><\/li>\n
  3. M<\/span>\u00e9<\/span>diation (information compl<\/span>\u00e9<\/span>mentaire aux expositions, association des visiteurs, etc.)<\/span><\/li>\n<\/ol>\n

    Mobiliser ses troupes<\/b><\/span><\/p>\n

    Pour dynamiser sa communaut<\/span>\u00e9 <\/span>web, il est important de lui proposer quelque chose d<\/span>\u2019<\/span>int<\/span>\u00e9<\/span>ressant, mais surtout d<\/span>\u2019<\/span>attirant. Au mus<\/span>\u00e9<\/span>e de Toulouse, on a fait participer les visiteurs en\u00a0 <\/span>leur proposant de partager leur propre regard sur l<\/span>\u2019<\/span>institution gr<\/span>\u00e2<\/span>ce au r<\/span>\u00e9<\/span>seau de partage de photos Flickr<\/span><\/a><\/strong><\/span>. En tout, le mus<\/span>\u00e9<\/span>e a r<\/span>\u00e9<\/span>colt<\/span>\u00e9 30 000 contributions<\/span><\/a><\/strong><\/span><\/span>.<\/span><\/p>\n

    \"images\"<\/a>S<\/span>\u00e9<\/span>bastien Magreau, charg<\/span>\u00e9 <\/span>de projets nouveaux m<\/span>\u00e9<\/span>dias au Mus<\/strong><\/span><\/a><\/span><\/span>\u00e9<\/span><\/strong><\/span><\/a><\/span>e du quai Branly<\/span><\/a><\/span>\u00a0<\/span><\/strong>de Paris<\/span>, a remarqu<\/span>\u00e9 que le mus\u00e9e<\/span>\u00a0attire beaucoup de clics lorsque que le\u00a0<\/span>rythme de publication est soutenu et qu’il est en lien avec l<\/span>\u2019<\/span>actualit<\/span>\u00e9<\/span>. Il travaille pr<\/span>\u00e9<\/span>sentement sur une nouvelle strat<\/span>\u00e9<\/span>gie: d<\/span>\u00e9<\/span>voiler, en primeur sur Facebook, des photos d’une future exposition pour cr<\/span>\u00e9<\/span>er un buzz<\/i>. L<\/span>\u2019<\/span>exposition cobaye s’int<\/span>\u00e9<\/span>resse aux <\/span>\u00ee<\/span>les Salomons. Son objectif est non seulement de cr<\/span>\u00e9<\/span>er un int<\/span>\u00e9<\/span>r<\/span>\u00ea<\/span>t, mais aussi d<\/span>\u2019<\/span>aller chercher des commentaires exclusifs de salomonais.\u00a0<\/span><\/p>\n

    Des internautes passifs?\u00a0<\/b><\/span><\/p>\n

    La responsable de la promotion et du Web au Mus<\/span>\u00e9<\/span>e d<\/span>\u2019<\/span>art contemporain de Montr<\/span>\u00e9<\/span>al (MACM), Val<\/span>\u00e9<\/span>rie Sirard, doute que les internautes qui <\/span>\u00ab<\/span>aiment<\/span>\u00bb <\/span>la page du MACM se traduisent tous en de r<\/span>\u00e9<\/span>els visiteurs. Elle qualifie cette communaut<\/span>\u00e9 <\/span>de passive et remarque qu<\/span>\u2019<\/span>elle se montre plut<\/span>\u00f4<\/span>t conciliante envers l<\/span>\u2019<\/span>institution. <\/span>\u00ab<\/span>Par exemple, lorsque la gratuit<\/span>\u00e9 <\/span>du mercredi a <\/span>\u00e9<\/span>t<\/span>\u00e9 <\/span>annul<\/span>\u00e9<\/span>e, rapporte-t-elle, il n<\/span>\u2019<\/span>y a pas eu d<\/span>\u2019\u00e9<\/span>chos sur la page Facebook. Cette passivit<\/span>\u00e9 <\/span>pourrait s<\/span>\u2019<\/span>expliquer par sa base de fans <\/i>vari<\/span>\u00e9<\/span>e qui a <\/span>\u00e9<\/span>t<\/span>\u00e9 <\/span>cr<\/span>\u00e9\u00e9<\/span>e naturellement gr<\/span>\u00e2<\/span>ce <\/span>\u00e0 <\/span>la notori<\/span>\u00e9<\/span>t<\/span>\u00e9 <\/span>du mus<\/span>\u00e9<\/span>e. <\/span>\u00ab<\/span>Quand des billets sont gagn<\/span>\u00e9<\/span>s, les internautes ne viennent pas r<\/span>\u00e9<\/span>clamer leur prix<\/span>\u00bb<\/span>, se surprend-t-elle.\u00a0<\/span><\/p>\n

    Au terme de l<\/span>\u2019<\/span>atelier de discussion, les participants en sont venus au constat que toute l<\/span>\u2019\u00e9<\/span>quipe du mus<\/span>\u00e9<\/span>e devrait contribuer aux r<\/span>\u00e9<\/span>seaux sociaux. Pour ce faire, il est primordial de former toute l<\/span>\u2019\u00e9<\/span>quipe <\/span>\u00e0 <\/span>leur utilisation. Par ailleurs, un participant a soulign<\/span>\u00e9 <\/span>le fait qu<\/span>\u2019<\/span>il est important de ne pas devenir un <\/span>\u00ab<\/span>Disney Land<\/span>\u00bb <\/span>sur le web. <\/span>\u00ab<\/span>Ainsi, il faut s<\/span>\u2019<\/span>assurer de mettre en ligne du contenu, quitte <\/span>\u00e0 <\/span>laisser de c<\/span>\u00f4<\/span>t<\/span>\u00e9 <\/span>l<\/span>\u2019<\/span>anecdote pour <\/span>\u00ea<\/span>tre certain que le mus<\/span>\u00e9<\/span>e joue son r<\/span>\u00f4<\/span>le en mati<\/span>\u00e8<\/span>re de contenu, de diffusion et de pertinence pour demeure une r<\/span>\u00e9<\/span>f<\/span>\u00e9<\/span>rence<\/span>\u00bb<\/span>, a-t-il expliqu<\/span>\u00e9<\/span>.\u00a0<\/span><\/p>\n

    D<\/span>\u2019<\/span>autres ont rench<\/span>\u00e9<\/span>ri en donnant l<\/span>\u2019<\/span>id<\/span>\u00e9<\/span>e de privil<\/span>\u00e9<\/span>gier des photos d<\/span>\u2019<\/span>objets plut<\/span>\u00f4<\/span>t que de partager l<\/span>\u2019<\/span>affiche de l<\/span>\u2019<\/span>exposition, poser des questions <\/span>\u00e0 <\/span>sa base de fans et recueillir des t<\/span>\u00e9<\/span>moignages de visiteurs. Sans oublier que la d<\/span>\u00e9<\/span>cision d<\/span>\u2019<\/span>aller au mus<\/span>\u00e9<\/span>e se fait le plus souvent le jour m<\/span>\u00ea<\/span>me, ou la veille. C<\/span>\u2019<\/span>est <\/span>\u00e0 <\/span>prendre en compte dans la strat<\/span>\u00e9<\/span>gie de diffusion. En terminant, Nancy Proctor, directrice adjointe de l<\/span>\u2019<\/span>exp<\/span>\u00e9<\/span>rience num<\/span>\u00e9<\/span>rique au Baltimore Museum of Art, a insist<\/span>\u00e9 <\/span>sur le fait qu<\/span>\u2019\u00ab<\/span>il faut vraiment comprendre chaque partie du mus<\/span>\u00e9<\/span>e et les fonctions de chaque d<\/span>\u00e9<\/span>partement pour arriver <\/span>\u00e0 <\/span>maitriser les r<\/span>\u00e9<\/span>seaux sociaux<\/span>\u00bb<\/span>.<\/span><\/p>\n

    \n

    <\/div>\n

     <\/p>\n

    <\/span><\/p>\n
    <\/div>\n","protected":false},"excerpt":{"rendered":"

    La\u00a0Soci\u00e9t\u00e9 des mus\u00e9es du Qu\u00e9bec\u00a0(SMQ) a convi\u00e9\u00a0ses membres, en\u00a0juin dernier \u00e0 la Soci\u00e9t\u00e9 des arts num\u00e9riques (SAT) de Montr\u00e9al,\u00a0\u00e0\u00a0une importante r\u00e9flexion concernant\u00a0Les mus\u00e9es \u00e0 l\u2019\u00e8re num\u00e9rique\u00a0dans le cadre du printemps num\u00e9rique.\u00a0La journ\u00e9e, organis\u00e9e au\u00a0quart de tour, a permis aux travailleurs de mus\u00e9es de partager leurs bons coups en plus\u00a0de d\u00e9finir les probl\u00e8mes et les dilemmes […]<\/p>\n

    <\/span>
    <\/div>","protected":false},"author":34,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3,1],"tags":[186,1487,1176],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/6058"}],"collection":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/users\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=6058"}],"version-history":[{"count":30,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/6058\/revisions"}],"predecessor-version":[{"id":6425,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/6058\/revisions\/6425"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=6058"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=6058"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=6058"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}