Game-Changing Strategies: Collections in a Digital Age
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MuseumNext 2012, Barcelona: International Panel This presentation considers the strategic issues we need to address in order to capitalise on our collections in a digital age. Offering a high-level overview, which encompasses everything from the impact of brands to resource management and the potential offered by strategic partnerships. Use this presentation to kick start your thinking...
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Game-Changing Strategies: Collections in a Digital Age
- 1. GAME-CHANGING STRATEGIES: COLLECTIONS IN A DIGTAL AGE 23 May 2012 Charlotte Sexton, Head of Digital Media, National Gallery, London
- 2. Insert image caption here
- 3. Insert image caption here
- 4. FOCUS ON THE COLLECTION
- 5. COMPARE THIS TO THE DIGITAL EXPERIENCE…
- 6. FOCUS ON THE COLLECTION Copyright 2009 by Eunice Coughlin and Simple Internet Strategies Link
- 8. COMPARE… IN-MUSEUM ONLINE In-museum, curated, • On-screen experience, curated/self-curated displayed Physical engagement with the • Digital surrogate(s) object Minimal interpretation • Potential for extensive interpretation – multiple (authoritative) sources, including the publics’ ‘voice’ • Potential for extensive contextual support Minimal ‘context’ provided Minimal connections between • Unlimited connections through structured and objects serendipitous linking
- 9. HOW DOES THIS IMPACT STRATEGIC PLANNING FOR COLLECTIONS ONLINE?
- 10. BE TRUE TO YOUR BRAND
- 11. DECIDE REAL LONG-TERM GOALS • Preserve, enhance and develop the potential of our collections for our public • Broaden our appeal and provide an exceptional visitor experience • Inspire learning and engagement
- 12. DECIDE REAL LONG-TERM GOALS What are your long-term goals?
- 13. PEOPLE FIRST THEN TECHNOLOGY • Illustrate this slide http://zylab.wordpress.com/2009/12/30/use-enterprise-information-management-principles-for-litigation-readiness-and-early-case-assessment/
- 14. MAXIMISE YOUR RESOURCES • Illustrate this slide
- 15. WHAT’S A STRATEGIC PARTNERSHIP? • Illustrate this slide
- 16. ADDRESS MULTIPLE AUDIENCE SKIM SWIM DIVE
- 17. OFFER A RANGE OF EXPERIENCES SF MOMA: ARTSCOPE PCF/BBC: YOUR PAINTINGS TATE: ART EXPLORER SLIDESHOW
- 19. KEY TAKE AWAYS… • Brand = your character and values – build on this • Decide on your long-term goals • Focus on long-term planning rather than ‘quick wins’ • Work with staff to capture collection cataloguing • Technology is only a part of the equation • Tailor content to multiple audiences • Don’t limit online collections to the print paradigm • Market and promote the offer (SEO/Strategic Partnerships etc.)
- 20. THANK YOU! Charlotte Sexton, Head Digital Media, National Gallery, London charlotte.sexton@ng-london.org.uk | @cb_sexton
Editor's Notes
- The first one is all about ‘BRAND’ and how that impacts on everything we do…Our brands – express our character and most importantly our values Which in turn effects how we approach our collections, our expectations about how we should manage and present them and the standards we applyIf your organisation is all about ‘perfection’ what does that mean for your collection information?Are you going to be prepared to publish it ‘warts and all’ (which personally I think is fine) If it’s the difference between making it available vs spending years cleaning it up – I’d suggest it’s better to publish it as is – and tidy it up over time.
- You must know what these are – it makes the journey to get to them much simpler!Here’s 3 strategic aims from the Gallery to give you an idea of how they might be expressed.With this strategic framework in place I can now stop focusing on short term thinking – and look further a headThis in turn means I can be more effective and more efficient
- Do you know what your long term goals are?If you don’t how are you going to find out?
- It’s very tempting to think the discussion is all about technology – after all we’re talking about collections ONLINE, right?Actually if you are stuck talking about technology then I think you’re having the wrong conversation the real effort is in agreeing, planning and implementing the processing of information; And to make that happen it’s going to involve convincing people to make changes to the way they work; This will not be successful unless they are involved in the process – you can’t impose it!
- To be successful we are going to have to be smart about the way we mange our resources whether that’s:Our staff and their expertiseMoney for initial and ongoing developmentOr the technical infrastructure we need to both manage and deliver this content
- To extend the reach of your collections, beyond your own websites you will at some point (if you haven’t already) have to consider a strategic partnershipHere are a few examples – but I’m sure there are many more relevant to your own contextGoogle Art Project – who’s joined?UK centric initiative – PCF/BBC – You PaintingsEuro-peana - aggregator of collection content ArtStor – A subscription service (aimed at an education audience primarily in the States)
- Many different sorts of people are interested in our collectionsThey might know A LOT or a LITTLE about the objects we we holdTherefore it makes good sense to tailor our content so that it’s relevant and appealing to this broad audience.At the National Gallery we describe this editorial approach as SKIM/SWIM and DIVESKIM – High level – designed to hook the reader and entice them to find out moreSWIM – mid level content, provides a bit more depth and some contextDive – deeper and more complex material designed to readers already familiar with the subject
- But we need to do more than simply present ‘facts’ on screenWe need to offer these audience tools that that will facilitate browsing as well as more direct search queriesAnd allow them to make their own sense of our collections – and to use them for their own purposes.
- And finally we really need to become both comfortable and confident about our relationship with our audience.People expect to be part of the process; and they are no longer satisfied with being instructed by the museum. We should respect the fact that they often have a lot to provide, and we should find ways to facilitate their contribution, and to use their input – whether it ends up back in your files or lives only on the web
- To to summarize: