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Pour fêter son 100 000 ème fan facebook, le Detroit Institute of Arts les invite tous en mars !

Simon Hübe

il y a 14 ans

Temps de lecture : 2 min

Le Detroit Institute of Arts (DIA) vient de dépasser le cap, symbolique, des 100 000 fans sur sa page Facebook ! Pour célébrer l’événement et remercier les internautes de leur soutien, le musée a décidé que le mois de mars serait gratuit pour eux. Un cas d’école pour la conquète et la fidélisation du public, via les réseaux sociaux.

Musée + Facebook = entrée gratuite !

Pour recevoir une invitation gratuite valable durant le mois de mars, les internautes peuvent se rendre sur la page Facebook du Detroit Institute of Arts et obtenir le « free pass » (ou cliquez ici !). Stratégie digitale et conquète/ fidélisation des internautes, le lien de cause à effet n’est pas si simple à distinguer et surtout à mesurer.

L’Institut of Art de Boston avait ainsi lancé une campagne de sensibilisation du public sur les réseaux sociaux et s’était donné pour but les 100 000 fans pour le 1er mars 2012.

Trois jours avant la date fatidique, le compteur était à 97 000 fans et le DIA a alors annoncé la gratuité de l’entrée pour tous les fans de Facebook. Plus de 3 000 internautes ont « liké » la page du musée en moins de trois, portant ainsi le compteur à 100 000 fans ! CQFD.

Reste maintenant à mesurer le taux de transformation ami virtuel / visiteur réel. Nous suivrons l’opération et vous ferons part de ses résultats.

Peut-on récompenser les internautes en offrant des entrées ? La gratuité peut-elle être le moteur dans la recherche de nouveaux publics ? En France, des institutions culturelles ont déjà organisé des soirées spéciales pour les fans Facebook, tel qu’aux Arts Décoratifs (article à lire). A partir du 9 mars prochain, les fans du Louvre pourront s’inscrire pour une soirée spéciale sous la pyramide ! Les internautes pourront, entre autres, participer à la conception d’oeuvres éphémères. Innovation rime avec imagination (marketing) !

Sur le podium, rapelons que les musées les plus « attractifs » sur Facebook sont le MoMA (986 533 fans), le MET (616 079), le Louvre (493 784), la Saatchi Gallery (376 135) et la Tate (346 943).

Retrouvez le site du Detroit Institute of Arts.

Auteur : Simon Hà¼be

A lire sur le site du CLIC France :
09.02.2012 – 136 musées, monuments et lieux culturels/scientiques français présents sur les réseaux sociaux
08.02.2012 – Musée mondiaux et réseaux sociaux, TOP 50
18.01.2012 – Sébastien Magro / Omer Pesquer: « Le web participatif pour la culture »