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Van Gogh Museum - Google לעמותות
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<li class="h-c-header__drawer-cta-li h-c-header__drawer-cta-li--primary"> <a data-gtm-click="{'event': 'click', 'category': 'clicks', 'action': 'get started button', 'label': 'one bar top right'}" href="https://www.google.com/nonprofits/account/signup" class="h-c-header__drawer-cta-li-link h-c-header__drawer-cta-li-link--primary" target="_blank" rel="noreferrer noopener"> מתחילים! </a> </li> </ul> </div> </div> <div id="h-js-header__drawer-backdrop" class="h-c-header__drawer-backdrop"></div> </div> <main class="b-demo-page"> <div class="main-content"> <style> .backgrounda0363a5a128cf993916558251e38e3dd { background-image: url(https://lh3.googleusercontent.com/Bm0XWw1y9hpMzeT4YqHP3KkxG9p8xahN8dxaDHsUgqsKieTGjUBC3MdEkaQGeLVTfUS2G63-GncinM3Y97cnt-ojru3CUuqG-hrZHA=s0); } </style> <style> .background4c28a458fd1fbdd5a8908b8843942f80 { background-image: url(https://lh3.googleusercontent.com/9YT_e4yYUmyBwFU4XGjHnXoqJguw5l9BzrJ4fWHjhCUiUnwxW33QkawUm5kTm-vHWbzxjSSIEJEIW2bOmS1l_Wi9YE82J621wt4E=s0); } </style> <section class="tertiary-nav-page"> <div class="h-site-width interstitial-xl"> <h1 class="centered-item left-item-mobile eligibility-headline interstitial-m-bottom h-c-headline h-c-headline--one wsx-override wsx-headline-one h-u-font-weight-regular headline-wide"> Van Gogh Museum </h1> <p class="centered-item left-item-mobile subheadline headline headline-medium wsx-override wsx-supporting-copy width-4"> במוזיאון ואן גוך שואפים להנגיש את חייו ופועלו של וינסנט ואן גוך ואת האומנות של תקופתו לכמה שיותר אנשים, כדי להעשיר את הידע שלהם ולעורר בהם השראה. </p> </div> </section> <div class="banner banner-hero full-image community-stories-hero-image"> <div class="backgrounda0363a5a128cf993916558251e38e3dd bg_image_desktop"></div> <div class="background4c28a458fd1fbdd5a8908b8843942f80 bg_image_mobile"></div> <div aria-hidden="true" class="photo-credit"> מוזיאון ואן גוך, צילום: יאן קיס שטינמן </div> </div> <section class="h-site-width h-site-thin interstitial-xl-top interstitial-m-bottom"> <div class="h-o-grid community-stories-main-section"> <div class="h-o-grid__col h-o-grid__col--3 h-o-grid__col-l--2 interstitial-l-bottom story-landing-page-side-layout"> <div class="story-side"> <p class="wsx-override wsx-supporting-copy title-text"> גודל הארגון </p> <p class="wsx-override wsx-supporting-copy"> Medium </p> </div> <div class="story-side"> <p class="wsx-override wsx-supporting-copy title-text"> מגזר </p> <p class="wsx-override wsx-supporting-copy"> אומנות, תרבות ומדעי הרוח </p> </div> <div class="story-side"> <p class="wsx-override wsx-supporting-copy title-text"> יעדים </p> <p class="wsx-override wsx-supporting-copy"> אחסון וארגון של נכסים בענן </p> <p class="wsx-override wsx-supporting-copy"> איך להשיג מנויים </p> <p class="wsx-override wsx-supporting-copy"> בדיקת היעילות של האתר </p> <p class="wsx-override wsx-supporting-copy"> הגברת המודעות </p> <p class="wsx-override wsx-supporting-copy"> יצירה של תכנים ב-YouTube </p> <p class="wsx-override wsx-supporting-copy"> יצירת אינטראקציה עם הקהל </p> <p class="wsx-override wsx-supporting-copy"> להגדיל את מספר העוקבים </p> <p class="wsx-override wsx-supporting-copy"> להרחיב את טווח ההגעה </p> <p class="wsx-override wsx-supporting-copy"> משיכת תנועה לאתר </p> <p class="wsx-override wsx-supporting-copy"> שיתוף מידע </p> <p class="wsx-override wsx-supporting-copy"> תקשורת יעילה ושיתוף פעולה </p> </div> <div class="story-side"> <p class="wsx-override wsx-supporting-copy title-text"> מוצר </p> <p class="wsx-override wsx-supporting-copy"> <p class="wsx-override wsx-supporting-copy"> <a href="/intl/iw/nonprofits/offerings/workspace/"> Google Workspace לעמותות </a> </p> <p class="wsx-override wsx-supporting-copy"> <a href="/intl/iw/nonprofits/offerings/google-ad-grants/"> Google Ad Grants </a> </p> <p class="wsx-override wsx-supporting-copy"> <a href="/intl/iw/nonprofits/offerings/youtube-nonprofit-program/"> תוכנית YouTube לעמותות </a> </p> </p> </div> <div class="story-side"> <p class="wsx-override wsx-supporting-copy title-text"> קרדיט לתמונות </p> <p class="wsx-override wsx-supporting-copy"> מוזיאון ואן גוך, צילום: יאן קיס שטינמן </p> </div> <div class="story-side"> <p class="wsx-override wsx-supporting-copy title-text"> אתר </p> <p class="wsx-override wsx-supporting-copy url-wrap"> <a data-gtm-click="{'event': 'click', 'category': 'clicks', 'action': 'leave site', 'label': 'https://www.vangoghmuseum.com'}" href="https://www.vangoghmuseum.com" target="_blank">https://www.vangoghmuseum.com</a> </p> </div> </div> <div class="container h-o-grid__col h-o-grid__col-l--8 h-o-grid__col--8 h-o-grid__col--offset-1"> <h5 class="left-align story-landing-page h-c-headline h-c-headline--three h-u-font-weight-regular interstitial-s-bottom"> האתגר </h5> <p class="centered-item left-align story-landing-page wsx-override wsx-supporting-copy interstitial-s-bottom"> לפני עשר שנים מינו לראשונה מנהל מדיה דיגיטלית למוזיאון ואן גוך. כיום, מחלקת התקשורת הדיגיטלית של המוזיאון כוללת שישה אנשים, הפועלים כדי לחבר למוזיאון קהל מכל העולם, למכור כרטיסים, לעורר מודעות לאירועים מיוחדים ולהעמיק את הידע של אנשים על חייו ואומנותו של וינסנט ואן גוך. אמנם הצוות גדול יותר, ולכן מאתגר יותר לשתף פעולה ביעילות, אבל כך יש למוזיאון יותר משאבים שמאפשרים לאנשיו ליהנות מהזדמנויות גדולות יותר. אחת הדוגמאות לכך היא קידום 'אוסף מסדאך', מוזיאון בהאג שמנוהל על ידי מוזיאון ואן גוך. אוסף מסדאך פחות ידוע ממוזיאון ואן גוך, והוא עדיין לא קנה לעצמו שם וצבר קהל מעריצים. כדי להגביר את המודעות ואת תנועת הקהל אליו, אנשי המחלקה הדיגיטלית נעזרו בכלים של Google. </p> <h5 class="left-align story-landing-page h-c-headline h-c-headline--three h-u-font-weight-regular interstitial-s-bottom"> הסיפור </h5> <p class="centered-item left-align story-landing-page wsx-override wsx-supporting-copy interstitial-s-bottom"> במוזיאון ואן גוך באמסטרדם, שנפתח בשנת 1973, פועלים להנגיש את חייו ופועלו של וינסנט ואן גוך ואת האומנות של תקופתו לכמה שיותר אנשים, במטרה להעשיר את הידע שלהם ולעורר בהם השראה. במוזיאון נמצא האוסף הגדול ביותר בעולם של יצירותיו של ואן גוך. ב-2016 ביקרו במוזיאון 2.1 מיליון אנשים – כמות המבקרים השנייה בגודלה בקרב מוזיאונים בהולנד. אוסף מסדאך בהאג הוא מוזיאון שהוקם על ידי האומן והאספן הנדריק וילם מסדאך ואשתו סינטייה מסדאך. כיום הוא מנוהל על ידי מוזיאון ואן גוך. במוזיאון (שהוא גם ביתם לשעבר של הנדריק וסינטייה מסדאך) מוצג אוסף האומנות של משפחת מסדאך: ציורים שצוירו על ידי אומנים מאסכולת ברביזון מצרפת ומאסכולת האג מהולנד. </p> <p class="centered-item left-align story-landing-page wsx-override wsx-supporting-copy interstitial-s-bottom"> אנשי המוזיאון משתמשים ב-<strong>Google Workspace לעמותות</strong> כדי לשתף פעולה ביעילות ביניהם ועם מוזיאונים אחרים. הם משתמשים ב-Google Meet כדי להתייעץ כשקשה לתאם פגישה פנים אל פנים. הרבה יותר קל להם לשתף פעולה ולהעביר קבצים מאחד לשני באמצעות Google Docs ו-Google Drive. בזכות Google Docs, נגמרו הימים של מסמכים נעולים וגרסאות מקומיות. כל אחד יכול להציג ולערוך את אותו מסמך במקביל. בנוסף, הצוות של מוזיאון ואן גוך משתמש ב-Google Drive ככלי עיקרי לניהול נכסים. </p> <p class="centered-item left-align story-landing-page wsx-override wsx-supporting-copy interstitial-s-bottom"> <strong>תוכנית המענקים לעמותות</strong> סייעה להגביר את המודעות למוזיאון ואן גוך, ולא פחות חשוב מכך – לאוסף מסדאך. צוות המוזיאון יצר מודעות טקסט עם טירגוט למיקום גיאוגרפי, שהגבירו את המוּדָעוּת למוזיאון ואן גוך ואת מכירת הכרטיסים. צוות התקשורת הדיגיטלית הגדיר את <strong>Google Analytics</strong> כדי למדוד את ההשפעה הישירה של המודעות על מכירת הכרטיסים. הצוות גילה שתוכנית המענקים לעמותות תרמה ל-15% מסך כל מכירות הכרטיסים למוזיאון ואן גוך והביאה 40% מתנועת הגולשים הכוללת לאתר המוזיאון. </p> <blockquote class="left-item padding-tall"> "הסיוע של 'Google לעמותות' עזר לנו להנגיש את האמנות של וינסנט ואן גוך לכמות גדולה מאי פעם של אנשים מכל העולם. בנוסף, הכלים לפרסום, הפצה וקידום תכנים ולמעקב אחרי התוצאות תרמו למטרה של המוזיאון". </blockquote> <p class="right-item wsx-override wsx-supporting-copy interstitial-s-bottom"> אידית שרורס, מוזיאון ואן גוך </p> <div class="interstitial-s-bottom"> <div class="padding-tall"> <div class="aspect-ratio-wrapper"> <div class="glue-yt-video" data-glue-yt-video-vid="9mii5bWJvDw" ng-cloak> </div> </div> </div> </div> <h5 class="left-align story-landing-page h-c-headline h-c-headline--three h-u-font-weight-regular interstitial-s-bottom"> התוצאות בשטח </h5> <p class="centered-item left-align story-landing-page wsx-override wsx-supporting-copy interstitial-s-bottom"> בזכות תוכנית המענקים לעמותות, הוכפלה תנועת הגולשים באתר של אוסף מסדאך. למעשה, 44% מהגולשים מגיעים לאתר של אוסף מסדאך הודות ל-Google Ads, והמודעות הן מקור התנועה המוביל לאתר. מקור התנועה המוביל של מוזיאון ואן גוך הוא החיפוש האורגני ב-Google, המייצר 39% מהתנועה לאתר. השימוש בתוכנית 'Google לעמותות' השפיע באופן משמעותי מאוד על הארגון ועל הקהילה שלנו. </p> <p class="centered-item left-align story-landing-page wsx-override wsx-supporting-copy interstitial-s-bottom"> בנוסף, שעות הפתיחה של המוזיאון משתנות בהתאם לעונה. צוות המחלקה הדיגיטלית דואג לעדכן את דף המוזיאון ב-<strong>Google Business Profile</strong>, כדי שהמבקרים יוכלו לתכנן את הביקור שלהם בקלות. מעבר לכך, הצוות גילה את התועלת הרבה של Google Analytics ובודק מדי יום את הנתונים בחשבון Google Analytics, כדי להבין את התנהגות המשתמשים באתר ואת מקורות התנועה. בזכות התוכן המקורי שאנשי המוזיאון יוצרים בערוץ ה-<strong>YouTube</strong> של המוזיאון, כמו הסרטון הנבחר <a href="https://www.youtube.com/watch?v=9mii5bWJvDw" target="_blank">‘Meet Vincent’</a> (שצבר כבר יותר מ-27,000 צפיות), כמות המנויים בערוץ של מוזיאון ואן גוך גדלה ל-4,039 – והיד עוד נטויה. אנשי המוזיאון גם משתמשים בטריילרים לתערוכות כדי ללמד אנשים ברחבי העולם על וינסנט ואן גוך. </p> <p class="centered-item left-align story-landing-page wsx-override wsx-supporting-copy interstitial-s-bottom"> אנשים רבים מגלים סקרנות לגבי היבטים שונים בחייו ובפועלו האומנותי של וינסנט ואן גוך. יצירותיו מושכות את העין וחשוב לאנשי מוזיאון להציע אוסף של סרטונים איכותיים העוסקים בוואן גוך (העשרה, נושאי מחקר, טריילרים לתערוכות וכו'). לאור החשיבות ההולכת וגדלה של תכני הווידאו, הצוות של מחלקת התקשורת הדיגיטלית משקיע משאבים רבים כדי ליצור תכנים שאפשר לשתף עם צופים מכל העולם. מחלקות שונות מהמוזיאון (תקשורת דיגיטלית, חינוך ופרשנות, שיווק) משתפות פעולה בהפקת הסרטונים, כדי ליצור את האיזון הנכון בין תוכן מעמיק לבין קריאות משמעותיות לפעולה. בשנים האחרונות הפך YouTube למנוע חיפוש חשוב, ואנשי המוזיאון מקדישים תשומת לב לאופטימיזציה של הסרטונים למנועי חיפוש. הם גם מקפידים להטמיע את הסרטונים בפלטפורמות שונות, כמו אתר המוזיאון. </p> </div> </div> </section> <section class="interstitial-xl-bottom"> <div class="interstitial-l-bottom h-site-width"> <div class="h-o-grid__col h-o-grid__col--12 h-o-grid__col-l--10 h-o-grid__col--offset-1 stories-page-card"> <h5 class="centered-item h-c-headline h-c-headline--two h-c-headline--two-mobile interstitial-child top-content h-u-font-weight-regular width-7"> רוצים לדעת איך ארגונים אחרים נעזרים בתוכנית Google לעמותות כדי להשפיע? </h5> </div> </div> <div class=" h-site-width"> <div class="h-o-grid interstitial-s-bottom"> <div class="h-o-grid__col h-o-grid__col--12 h-o-grid__col-l--10 h-o-grid__col--offset-1 story-page-cards-bottom"> <div class="stories-page-card-wrapper"> <a class="h-c-tile h-c-tile--border h-c-tile--hoverable" href="/intl/iw/nonprofits/success-stories/worldgames/"> <div class="h-c-tile__header"> <img src="https://lh3.googleusercontent.com/xylyrmjvBaOMCZ82etWqg3Adr20WRszUnnodJhXzy6Y-CGONO7KfrBSVab6XYd56-tMyAU8tJ--NPCyDFOlWuCDp-3sbJBftmY8v" alt="Special Olympics"> </div> <div class="h-c-tile__body"> <h1 class="h-c-tile__headline"> Special Olympics World Games </h1> <p class="h-c-tile__description"> הצוות של האולימפיאדה המיוחדת נעזר ב-Google Workspace כדי לתאם בין מתנדבים, והשתמש בתוכנית המענקים לעמותות כדי לעורר מעורבות אצל הצופים במשחקים העולמיים של שנת 2015. </p> <ul class="h-c-tile__links"> <li class="h-c-tile__link"> <svg role="presentation" class="h-c-tile__link h-c-tile__link--arrow"> <use xlink:href="#mi-arrow-forward-no-bg"></use> </svg> </li> </ul> </div> </a> <a class="h-c-tile h-c-tile--border h-c-tile--hoverable" href="/intl/iw/nonprofits/success-stories/rnli/"> <div class="h-c-tile__header"> <img src="https://lh3.googleusercontent.com/omRvsbSXMw_WgaJ4faghxo0CuX85X982G-bIFJWHV328Yn-SgAjz3CXn1nwIXv99-YlrQ4nwXLf1gbcb-qWBYT94I2x6Z1bypE1t7w" alt="Nigel Millard/RNLI"> </div> <div class="h-c-tile__body"> <h1 class="h-c-tile__headline"> Royal National Lifeboat Institution </h1> <p class="h-c-tile__description"> עמותת RNLI משתמשת בכלים של Google כדי להגביר את המודעות, לגייס תומכים חדשים ולהבין בצורה טובה יותר את המבקרים באתר. </p> <ul class="h-c-tile__links"> <li class="h-c-tile__link"> <svg role="presentation" class="h-c-tile__link h-c-tile__link--arrow"> <use xlink:href="#mi-arrow-forward-no-bg"></use> </svg> </li> </ul> </div> </a> <a class="h-c-tile h-c-tile--border h-c-tile--hoverable" href="/intl/iw/nonprofits/success-stories/thrive-dc/"> <div class="h-c-tile__header"> <img src="https://lh3.googleusercontent.com/x78FyQfUoq0j7Jxc4SPboSEovB2_lTmWVXESNLb2-X5ZTko3k22lUabqMdZRagWvK_MnggCNZqU92xurJtmndZruULoz7TlMAYyX" alt="Thrive DC"> </div> <div class="h-c-tile__body"> <h1 class="h-c-tile__headline"> Thrive DC </h1> <p class="h-c-tile__description"> אנשי Thrive DC נעזרים בתוכנית Google לעמותות כדי להשלים את עבודתם מהר יותר ולהשקיע יותר זמן בשירות הקהילה. </p> <ul class="h-c-tile__links"> <li class="h-c-tile__link"> <svg role="presentation" class="h-c-tile__link h-c-tile__link--arrow"> <use xlink:href="#mi-arrow-forward-no-bg"></use> </svg> </li> </ul> </div> </a> </div> </div> </div> </div> <div class="centered-item title"> <a class="tile-align interstitial-child bottom-content" href="/intl/iw/nonprofits/success-stories/"><span class="link-text">הצגת סיפורים נוספים<svg role="presentation" class="svg-arrow--blue"> <use 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