～無遠弗界～

當代藝術館與網路社群的連動
Share It! -- MOCA Taipei VS. Social Media

高慈敏 Beatrice Kao

台北當代藝術館 MOCA Taipei
發展行銷與教育推廣組副組長
Deputy Supervisor, Department of
Communications & Education
網路：兼具教育與行銷功能的平台
Internet: A space for both
education and promotion
 台北當代藝術館的宣傳管道
Promotional Channels of MOCA Taipei
Press
Release
Official
Partnership
Website

MOCA
Publication E-newsletter
Taipei

YouTube Blog

Facebook
 美學教育線上資源
Online Database for Art Education
• 資源共享 & 即時回饋
　 Resource Sharing & Immediate Response ：
　將課程花絮、講座紀錄、學習單等教育資源上傳
至網路平台，供民眾閱覽、下載、轉載、共享，
取得即時回饋，並將各平台結合，全面串聯線上
教育資源。
　 Upload learning sheet, videos, images, and texts of
lectures straight away as an online education
database and receive immediate response from the
audience.
 MOCA Taipei vs. YouTube
Since 2008.05

• 源起 Why?  資源共享 Share what we have

　透過影音讓民眾自在輕鬆地認識當代藝術
　 Videos: a easy way for people to reach
contemporary art
– 費用低廉 Free
– 廣度最大的平台 Extent
– 線上典藏庫 Online
digital archive
 當代館的影音平台社群經營
MOCA Online Video Management
• 展覽廣告 CF of exhibition
• 佈展花絮 Behind the scene
• 策展人與藝術家專訪
　 Interview of curators and artists
• 展覽現場實況 Live footage of exhibitions
• 講座、研討會精華剪輯 Best of lectures
• 活動與教育課程花絮剪輯 Best of activities and
educational courses
網路社群的核心概念：分享
Social media:
A place for sharing
 MOCA Taipei vs. Blog
Since 2009.03

• 源起 Why? ：觀眾分析 Target Demography

Analysis
　本館參觀族群多為高度網路使用者
　 Most of our audiences are active internet users
– 口耳相傳 Word of mouth
– 拍照紀錄 Photo sharing
– 上傳、分享心得 Blog review
– 迴響交流 Discussion
– 引用串連 Article linking
 當代館的部落格社群經營
MOCA Blog Management
• 平易近人、生動活潑的文字與圖片 Accessible content
(texts and images)
• 提供有別於官網的展覽介紹 In-depth introduction of
exhibitions
• 公佈展覽幕後花絮 A look behind exhibitions
• 串連其他部落客的觀展心得 Link other bloggers’
exhibition reviews
• 當期展覽相關之藝文知識分享 Art knowledge related to
current exhibitions
• 線上活動操作 Online games/ activities
• 異業結盟、廣告加乘 Cross-industry partnership
 案例分享 Examples

線上小遊戲串連
網友看展心得串連
Online games
Blogger’s review
 選擇適合自己的社群網絡
Which media would you choose?
• 觀眾分析 Audience Analysis ：
　年齡分佈 Age
• 觀眾分析 Audience Analysis ：
　職業分佈
　 Occupation
• 問卷調查
Questionnaire ：
　您最常得知當代館
展覽活動訊息的管
道為何 ?
Through which
channel do you
often learn about
MOCA’s exhibitions
and activities?
 網路社群的經營
How to manage your social media?
 社群經營者的特質
Picking the Right Person for the Job
• 重度網路使用者 Active internet user
• 熟悉至少二種網路社群 Familiar with more than 2
kinds of social medium
• 部落客 A Blogger
• 樂於在虛擬世界中與人互動 Willing to interact
with people in the virtual world
• 積極、熱情、幽默 Passionate, enthusiastic, and
humorous
 MOCA Taipei vs. Facebook
Since 2009.08

• 源起 Why?  與觀眾即時、深入互動 Interacting

with our audience more efficiently and closely
　更快速的資訊傳播平台
　 A faster platform for information communications
– 即時性 Immediate
– 互動性 Interactive
– 連動性 Connective
– 整合性 Integrated
– 趣味性 Fun
 當代館的 Facebook 社群經營
MOCA Facebook Management
• 拼命按「讚」” Like” anything you post
• 每日 / 即時更新訊息 Periodical updates
• 連結新聞 / 部落格文章 /YouTube 影片… Post any
content you have from e-news, blogs, YouTube, etc.
• 客訴與提問即時處理 Responsive customer complaint
and inquiry support
• 辦活動 ( 以帽取人、看影片猜謎等 ) Events
• 和網友玩 fb 遊戲 ( 心理測驗、寵物社群等 ) Interactive
games
案例分享 Examples
案例分享 Examples
案例分享 Examples
 推廣成果
Achievement

Media Start from So far… Note

Total Viewed: Videos uploaded:
YouTube 2008.05
283,560 ab. 400
Total Viewed: Average daily
Blog 2009.03
449,402 viewers: ab. 500
Fans joined per
Facebook 2009.08 Fans: 120,902
day: ab. 120
Until 06 March 2011
So... How to get started?

Just Do it!!
And don’t forget...
 Share It!
As if it’s as your own space!
 - The End -
Thank you for your attention!