12:00-19:00

Registration at the MUPAM (Museo del Patrimonio Municipal de Malaga)
One of the few spaces available for contemporary art in Malaga, it opened in 1999 with three floors to house temporary exhibitions organized by the Town Hall's cultural department

14:30-15:20

Auditorium CAC (Contemporary Art Centre)
TOMORROW'S TECHNOLOGIES
Presentation of new technologies coming our way by Telefonica
Telefonica team available for open discussion until 18:00
Session in Spanish only

16:00-17:30

Private guided tours of Malaga with an English speaking guide
1. Malaga tropical (Botanical gardens) - departs from MUPAM by coach
2. Malaga arab (Castillo Alcazaba) - departs from MUPAM on foot
3. Malaga baroque (Cathedral)- departs from MUPAM on foot
4. Malaga Picasso (Casa Natal and Museo Picasso Malaga) - starts at Casa Natal
5. Malaga contemporary (CAC) - starts at CAC

Auditorium MUPAM
Presentation of the programme, social events and orientation by Agenda
Everyone welcome and new comers are particularly encouraged to attend - the networking starts here!

21:15

Transfer by bus to Sala Maria-Cristina

21:30

08:15

Transfer from Hotel AC to Limonar 40

09:00

Welcome by Corinne Estrada, director of Agenda and Damien Whitmore, President of Communicating The Museum
WORKSHOP - Is there a consultant in the room ?
Interactive session on the objectives of the conference

10:00

PLENARY SESSION
“Social Media: why museums must wake up and take notice”

Understanding if and why we should use social networks. Are they the answer to everything or just simply another communication tool. How can we best use them and integrate them in to the strategy as a whole. Key trends in the digital market place and social networking industry.The answer by Jérôme Lascombe, expert in internet strategy for international organisations.

Presented by Jérôme Lascombe of Hopscotch, Paris

10:30

Coffee break

11:00

WORKSHOP /WORLD CAFE - Key benefits and obstacles in implementing social network initiatives

12:00

PLENARY SESSION / EXPERT PANEL
Five expert panelists share their diverse opinion and experiences concerning social networking. Can they really help cultural organisations or are they a passing fad? Opportunity to interact with the panel.

13:00

Transfer to Castillo Santa Catalina

13:30

Buffet lunch in the garden of Castillo de Santa Catalina
This fortress was originally built in 1624 by King Phillip IV as part of the widespread defences of the city of Malaga. By early 20th Century, the fortress had fallen into ruins and, Manuel Loring, Count of Mieres, decided to have his residence built adjacent to it. The French architects Levard and Lahalle, constructed a neo-Arabian style palace which stood majestically in a spectacular position overlooking the bay of Malaga and was called Castillo de Santa Catalin.

15:00-17:00

OPEN SESSION / HELP CENTRE (runs concurrently to case studies)
Never had time to sign up to Facebook or LinkedIn? Want to know which networks to choose to work with for your next exhibition? How do you make a podcast? How do you go about building a blog? How to choose the name and how to host it? How do you create an online questionnaire? Claire and Elishka are on hand to help guide you through social networking and digital tools; no appointment necessary, just turn up, they are happy to help!

15:00-16:00

Afternoon sessions of CASE STUDIES at Castillo de Santa Catalina

Choice of 4 case studies:

1.  "It's Time We Met!" Building a Marketing Strategy around New Media
Creating a good image of the museum and generating quality publicity. In January 2009, The Metropolitan Museum of Art launched an innovative advertisign campaign, "It's Time We Met", that incorporates some of the thousands of photos from Flickr taken by visitors as tehy experienced the museum with family and friends. The campaign grew into a broader marketing platform that included events, podcasts, a related Flickr photo contest and more. The challenges of combining traditional and new media, and the potential of new media to express a museum's message in fresh and inventive ways, will be explored in this case study.
Elyse Topalian, Vice-President for Communications, The Metropolitan Museum of Art, New York

2. "How to involve young people: the first MPM on-line experience"
In 2008, an MPM exhibition devoted to Max Ernst was the perfect opportunity to bring our museum closer to young people involved in alternative culture who were sensitive to the Surrealist aesthetic and who had artistic leanings. www.nadiehavisto.com has been an online illustration and micro-story competition aimed at young people aged between 14 and 30. We have started up a conversation with our target public, we have had direct access to their opinions and we have experienced new forms of communication.
Pepa Babot, Director, Museo Picasso Malaga, Malaga

3. "Visitors attitudes towards the content of Museums and Galleries Social Networking sites and actions that might be taken as a result"
Muse is a strategy consultancy that works extensively with museums and galleries, and in the UK and internationally. They have conducted several substantial pieces of research into consumers views of museums and galleries digital communications. This case study will show those finding and propose actions that organisations might take in response to them. It will also look at the particular issues arising from changes in consumers attitudes and requirements in view of the global recession.
Simon McQuiggan, Managing Partner, Muse, London

4. "Museums and Web 2.0.: The MuseoThyssen.org new strategy"
The Museo Thyssen-Bornemisza, concerned about what cultural institutions were doing online and how they were interacting with social networks, began working with other institutions and universities on internet research projects. Javier will present research conducted in May 09 about websites and their visibility, focusing on 100 of the best museums worldwide and their presence on the web. The new strategy of the website museothyssen.org recently re-launched with a focus on social networking, visibility and accessibility and this will be presented by Guillermo.
Javier Espadas, IT Manager and Guillermo Miranda, Head of Web & New Media Initiatives at Museo Thyssen-Bornemisza, Madrid

16:30-17:30

Choice of 4 case studies :

1. "Making your brand social"
How do you keep your brand values consistent online, when you are using social media websites like Facebook, Flickr and Twitter and can you keep control when you are only one half of the virtual conversation.
Jim Richardson, Managing Director, Sumo, Newcastle

2. "Reaching out to new audiences inside and outside the museums' walls"
This session takes findings from 15 visitor research projects led by Antenna Audio at museums such as the Louvre, Pompidou, Tate, Statue of Liberty, National Gallery and SFMOMA to understand visitors' evolving needs, interests and expectations when it comes to technology, content and platforms, inside and outside the museum. The session expands upon the research to and goes on to talk about specific communications and outreach projects at US and European museums that leverage on-line media and social networking applications.
Sarah Dines, Managing Director, Antenna Audio, London and Rémi Carlioz, Vice President creative EMEA, Marketing & Business Development, Antenna Audio Paris

3. "Communicating through ambassadors : why and how"
The Centre for Fine Arts (BOZAR) is bringing together for the third time in a row a group of ambassadors dedicated to the promotion of an exhibition and taking part in its organisation. In exchange of some privileges, the participants activate their own face-to-face and online networks. With a good balance between organisation and improvisation, a lot can be expected from this approach. Among the many benefits, people relates better and more in-depth with the institution, providing also a group of enthusiastic and convincing spokespersons who ultimately bring more visitors to the exhibitions.
Catherine Mussely, Audience Development, BOZAR, Brussels

4. "Guerilla Marketing: Museums 2.0"
This case study will be in Spanish only (no simultaneous translation) How to reach new audiences. Where are they? Free Magazines, Facebook, Twitter? How to be forever young. Offering mp3, video, social network contents? How to save money communicating your activities. How to became a Museum 2.0. You also can do Guerrilla Marketing. Just choose your weapons, optimize your shots and reach your target!

"Guerilla Marketing: Museo 2.0"
Cómo llegar a nuevos publicos. ¿Dónde estan? ¿Leyendo revistas gratuitas, interactuando en Facebook , Twitter? Cómo estar siempre al día y rejuvenecer tu imagen. ¿Ofreciendo mp3, video, contenidos en redes sociales? Cómo convertirse en un Museo 2.0. Tú tambien puedes hacer Guerrilla Marketing. Elige tus armas, optimiza tus municiones y alcanza tu objetivo.
Bruno Sokolowicz, Founding Director, scannerFM, Barcelona

17:30

Transfer back to Hotel AC

SPONSOR CLUB
Cocktail open to Agenda's partners and sponsors
BY INVITATION ONLY
Venue: Terrace of Hotel AC

20:00

Transfer by bus from Hotel AC to Castillo de Gibralfaro

20:30

Gala dinner at the Castillo de Gibralfaro
Castillo de Gibralfaro is a 14th century Arab fortress which dominates the city of Malaga with outstanding views.
The gala dinner will be followed by a fusion flamenco show

23:30

Transfer back to Hotel AC

08:15

Transfer from Hotel AC to Limonar 40

09:00

PLENARY SESSION
"Growing Community at the Brooklyn Museum"

Focusing on the Brooklyn Museum's community-oriented and visitor-centered mission, Shelley Bernstein and Will Cary will discuss ways in which the museum has reached out to foster community online and grow supporters at their institution.  Recognizing that honesty and transparency are key and that, above all, communities are made of people - they will discuss why social media has nothing to do with marketing and everything to do with making personal connections.

Presented by Shelley Bernstein & William Cary, Brooklyn Museum, New York

PLENARY SESSION
"What does your audience really want online?"

Chris talks about how the Barbican Centre has taken steps to find out more about what content customers really want from a venue online and shares some results from a recent digital survey into attitudes and perceptions about technology. He then explores some current best practice before raising some important considerations for any venue relating to what it can really achieve online and how it should develop a clear rationale for using technology. Finally - a look at some of the aspirations the Barbican has for using technology in the future.

Presented by Chris Denton, Barbican Centre, London

10:30

Coffee break

11:00

13:00

Transfer by bus to El Pimpi

13:30

Lunch at El Pimpi restaurant, a typical Malaga bodega

15:00

Walk to Sala Maria Cristina in the historic centre of Malaga

15:30

PLENARY SESSION 

“Shattering the museum monologue: listening to, engaging with and measuring word of mouth as the future of museum advocacy”

Museums are conversations in themselves - forums for cultural collision and collaboration - but all too often they talk at their audiences without listening to what they really want. When peer to peer conversation is determining where people choose to spend their attention, money and time, museums need to be investing in word of mouth in a sustained and inspiring way. By explaining how global word of mouth specialists 1000heads help brands build advocacy within new audiences on and offline, Molly Flatt shows that WOM is not only hugely and measurably effective right now, but essential for the future survival of cultural institutions.

Presented by Molly Flat, 1000heads,London

16:15

WORK IN PAIRS - What are you going to share on Monday morning?

17:00

17:15

Closing remarks

Coffee break

19:30
20:00

Guided visit of Museo Picasso (2 guided tours of 25 people each - in English)
Guided visit of Museo Picasso (1 guided tour of 25 people - in English)

21:00

Closing celebration at Museo Picasso - cocktail party in the garden
The Palacio de Buenavista houses the collection of the Museo Picasso Malaga. Located in the heart of the old city, the building is a magnificent example of 16th century Andalucian architecture with its characteristic mixture of Renaissance and Mudéjar elements.