Page 204 - AC/E's Digital Culture Annual Report 2015

Cultural business models on the Internet204• the ability to send high resolution images to social media• access to related art works that may be in storage or online• related content to add to your reading/ listening/viewing queuein your car it offers you:• Broad for the road.. long format audio pod cast to listen to in the carThe Broad is also creating a thoughtful plan for mobile ticketing point of sale to improve guest service.Guests will meet a Broad guest services staff near the entrance to the museum. This staff person will check to see if the guest is pre-registered for a free timed ticket and if not provide them with the next available ticket and also provide them with parking validation, tickets for events and other local venues, special deals as well as timed tickets for dinning in our partner restaurant. An additional check via ticket scan will be made upon final entry to the gallery.Flexibility of customer checkout and line busting are key benefits this plan, allowing guest services staff to better help guests have a smooth and fulfilling visit by highlighting local offerings, or sharing deals on the spot.Communications and MarketingThe Broad is a digital first environment. Email, email newsletters, social media and distributed content (like artist lecture videos) are the pre- ferred form of outreach. Digital advertisements take precedent over print and broadcast.Data generated by actions of the visitor would be used to offer the visitor auto segmented messaging.Work is underway to tie our email list gener- ation to a cloud based Customer Relationship Management system (CRM) called Salesforce which in turn would be tied to the ticketing and mobile systems. Data generated by actions of the visitor would be used to offer the visitor auto segmented, relevant and timely marketing messaging and offer the staff a holistic view of the visitor’s engagement. For example when someone buys an advance ticket through the ticketing system, their info is then sent to the CRM which would trigger an email to be sent from the email system as reminder about the event... the email is tracked for opening and that info is stored in the CRM.The NetworkA state-of-the-art wired and wireless networking system has been installed in the museum. Every location including outdoors will have a wireless coverage. Our voice over IP phone system supports both traditional phones, desktopPractice not theory: a new art museum in the digital age