{"id":646,"date":"2018-05-30T19:10:36","date_gmt":"2018-05-30T22:10:36","guid":{"rendered":"https:\/\/weareboat.com\/?p=646"},"modified":"2018-07-03T13:54:40","modified_gmt":"2018-07-03T16:54:40","slug":"royal-ontario-museum","status":"publish","type":"post","link":"https:\/\/weareboat.com\/en\/royal-ontario-museum\/","title":{"rendered":"Las fotos de los visitantes empoderan el Royal Ontario Museum"},"content":{"rendered":"<p>\u00bfCu\u00e1ntas veces hemos visto carteles en los <strong>museos<\/strong> advirtiendo que est\u00e1 <strong>prohibido tomar fotograf\u00eda<\/strong>?<br \/>\nEn la <strong>era del sharing<\/strong>, \u00e9ste es uno de los pocos espacios donde sabemos que antes de hacer una selfie con una obra de arte que nos cautiv\u00f3 o simplemente compartir un momento en nuestras redes sociales, tendr\u00edamos que asegurarnos que efectivamente est\u00e1 permitido.<\/p>\n<p>El <a href=\"https:\/\/www.rom.on.ca\/en\">Royal Ontario Museum<\/a>\u00a0en Canada entendi\u00f3 que el mundo estaba cambiando y que ellos tambi\u00e9n deb\u00edan hacerlo, no s\u00f3lo modificar sus reglas con respecto a la toma de fotograf\u00edas en el museo, sino tambi\u00e9n fomentar ese h\u00e1bito.<\/p>\n<p>Desde hace m\u00e1s de 6 a\u00f1os la autoridades vienen iterando distintas maneras de proponer al visitante tomar fotograf\u00edas y compartirlas (UGC). Han probado por ejemplo tener un muro de pantallas vivo con las fotos compartidas con el p\u00fablico, distintas acciones con el propio sitio web del museo, cuestionarios, b\u00fasquedas del tesoro, descuentos y dem\u00e1s acciones que no surt\u00edan efecto. En 2014, despu\u00e9s de varios fallidos, ten\u00edan claro que deb\u00eda cambiar su manera de pensar acerca de c\u00f3mo conectarse digitalmente con sus visitantes mientras estaban de visita.<\/p>\n<p>Fue all\u00ed cuando pensaron en aprovechar <a href=\"https:\/\/www.youtube.com\/watch?v=PeRAr17ezzw\">Friday Night Live<\/a>, un evento que combina DJs en vivo, artistas, buena bebida y comida en el mism\u00edsimo contexto del Museo, para que la gente comparta sus historia, fotos y videos.\u00a0<strong>A medida que la asistencia a Friday Night Live aumentaba tambi\u00e9n lo hac\u00edan los contenidos generados por los visitantes (<\/strong>UGC). Entonces las autoridades decidieron\u00a0duplicar los letreros alrededor del museo que invitaban a tomar y compartir sus im\u00e1genes, generalmente conectados a exposiciones especiales. Sin dudas funcion\u00f3! Su muestra de Pompeya gener\u00f3 m\u00e1s de 5.500 fotos y la exposici\u00f3n fue una de las m\u00e1s concurridas en los \u00faltimos a\u00f1os. Asimismo colocaron una galer\u00eda de UGC en el home de su sitio web para que los posibles visitantes pudieran ver c\u00f3mo era la experiencia. Por primera vez, la gente pod\u00eda ver la experiencia de visita desde la perspectiva de los visitantes, no desde el museo.<\/p>\n<p>Los visitantes comenzaron a generar terabytes de contenido valioso de boca en boca. <strong>La asistencia ha aument\u00f3 entre un 10 y 20% a\u00f1o tras a\u00f1o desde 2012.<\/strong> Alentando a los visitantes a compartir, desataron una voz colaborativa poderosa y aut\u00e9ntica. La gente pod\u00eda ver lo que era visitar, no desde la perspectiva del museo, sino desde sus amigos y familiares, y personas en quienes confiaban. Esto gener\u00f3 que el Museo no imponga una sola manera de recorrer el lugar, sino ofrecer la libertad de que cada uno lo haga a su manera.<\/p>\n<p>Para poder articular esta gran cantidad de contenidos (m\u00e1s de 263.000 fotograf\u00edas) han trabajado con\u00a0<a href=\"https:\/\/cloud.google.com\/vision\/\">Google Cloud Vision<\/a>. La API permite a los desarrolladores comprender el contenido de una imagen encapsulando poderosos modelos de aprendizaje autom\u00e1tico en una API REST f\u00e1cil de usar. Clasifica r\u00e1pidamente las im\u00e1genes en miles de categor\u00edas.<br \/>\nA partir de estructurar esta informaci\u00f3n, pudieron comenzar a entender que compart\u00eda m\u00e1s el p\u00fablico, con quien realizaba las visitas, el tipo de fotograf\u00eda realizada o hasta cuales son los dinosaurios m\u00e1s retratados.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-647 aligncenter\" src=\"https:\/\/weareboat.com\/wp-content\/uploads\/2018\/05\/1_r1vPAOvPDcI67HlXNtazfw.png\" alt=\"\" width=\"640\" height=\"288\" srcset=\"https:\/\/weareboat.com\/wp-content\/uploads\/2018\/05\/1_r1vPAOvPDcI67HlXNtazfw.png 640w, https:\/\/weareboat.com\/wp-content\/uploads\/2018\/05\/1_r1vPAOvPDcI67HlXNtazfw-300x135.png 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><br \/>\n<strong>Fuente<\/strong>: W. Ryan Dodge. Digital Content Manager &amp; Digital Engagement Coordinator @ROMToronto<br \/>\nMedium &#8211; <a href=\"https:\/\/medium.com\/@wrdodger\/https-medium-com-wrdodger-unpacking-260-000-visitor-photos-at-the-royal-ontario-museum-e35a51aa9f6b\"><em>Unpacking 263,000 visitor photos at the Royal Ontario\u00a0Museum<\/em><\/a><\/p>\n<figure id=\"8a72\" class=\"graf graf--figure graf-after--h3\"><\/figure>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfCuantas veces hemos visto carteles en los museos advirtiendo que est\u00e1 prohibido tomar fotograf\u00eda?<\/p>\n","protected":false},"author":1,"featured_media":648,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-novedades"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Las fotos de los visitantes empoderan el Royal Ontario Museum | Boat<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/weareboat.com\/royal-ontario-museum\/\" \/>\n<meta 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