Europeana Strategic plan 2011-2015

strategic plan � 2011 - 2015 Europeana Strategic Plan 2011 - 2015 1

AcknowledgementsWe would like to express our thanks to everybody who hascontributed to the Strategic Plan.We would also like to thank the following for their courtesy in makingavailable the images used in the document:• The National Széchényi Library for Epitoma Rerum Hungaricarum by Petrus Ransanus (1490-92)• Adam Hovarth for the pictures of Jill Cousins and Ian Davis at the Europeana Open Culture Conference 2010• The Austrian National Library for Charles Darwin’s picture by Karl Klietsch.• The National Library of the Netherlands for the image of Madonna from the Book of Hours of Simon de Varie by Jean Fouquet (15th century)• The National Archive of the Netherlands for the following images: Abdication of Queen Wilhelmina (1948); Abel Tasman’s Travel Journal (1642); Confession of Balthasar Gerards for Willem van Oranje’s murder (1584); the map of Europe by Willem Janszoon Blaeu (Amsterdam,1664) which is included in 4.AKF, Verzameling van Atlassen, Kaartboeken en Facsimile’s, 1541-1983, no. 2• The National Library of Spain for Comentarios al Apocalipsis by Beato de Liébana (1047)• The Great War Archive University of Oxford for the pictures of Barnard Darley and the shell-case matchbox, © Merilyn JonesThe text in this document is licensed under the terms of the CreativeCommons Attribution ShareAlike 3.0 license:http://creativecommons.org/licenses/by-sa/3.0/2 Europeana Strategic Plan 2011 - 2015

“Digitisation and online accessibility are essential waysto highlight cultural and scientific heritage, to inspirethe creation of new content and to encourage newonline services to emerge. They help to democratiseaccess and to develop the information society and theknowledge-based economy.”European Council of Ministers on the launch of the Europeana prototype, Brussels, 20 November 2008 Europeana Strategic Plan 2011 - 2015 3

Foreword Introduction Europeana has achieved recognition as Europe’s heritage of political, scientific, the digital showcase for the inestimable economic, artistic and religious culture riches of Europe’s cultural and scientific shapes our perspective and informs heritage. Access to this cultural heritage our understanding. Recorded in books stimulates creativity, the rootstock of and documents, paintings and objects, innovation and growth. Embedded in the broadcasts and films, it is held in trust learning and research infrastructure, by Europe’s libraries, museums and Europeana will become the trusted archives. source of Europe’s collective memory, celebrating our cultural diversity and Throughout history, progress is the result Dr Elisabeth Niggemann, providing a space in which we can Jill Cousins, of the reworking and reinterpretation Chair of the Europeana Foundation Board reflect on our European identity. Executive Director of Europeana of ideas drawn from our cultural and scientific heritage. These we use to generate new knowledge and to innovate. Europeana has in a short time established This process is accelerating, its impact itself as a catalyst for change. It is widening as increasing amounts of our playing a pivotal role in forwarding the shared cultural and scientific heritage debate about the public domain, orphan are digitised. The promise of a ubiquitous, works and copyright harmonisation in universal and open library is now within Europe. It has facilitated innovative reach. collaboration and knowledge transfer throughout the memory institutions of Europe. The result is a new spirit of Europeana is a record of Europe’s collaborative enterprise that is creating a journey. Through it, people can discover sustainable European information space. text, image and audiovisual material, regardless of the country or institution it I commend this Strategic Plan as a is held in. All that Europe has considered clear-sighted assessment of the route worthy of keeping, of understanding, of Europeana must take in order to fulfil its studying - a vast resource of organised potential. and trustworthy knowledge - has the potential to become accessible through Europeana.4 Europeana Strategic Plan 2011 - 2015

“Europeana is the EU’s most visible We are achieving our objective as an aggregator, and aim to give access to In this strategic plan we outline our approach to these challenges and toexpression of our digital heritage. In all of Europe’s digitised cultural heritage by 2025. However, to remain successful creating value for the stakeholders and users. Over the next five years, Europeanaless than three years, in the future we need now to move from will focus on four strategic tracks: a centralised role to a more distributedEuropeana has established itself model. Europeana will take its place � aggregate content to build the open in a wider European information space, trusted source of European heritageas a reference point for European collaborating with other aggregators of � facilitate knowledge transfer, innovation content. From the users’ perspective, and advocacy in the cultural heritageculture on the Internet. It reflects Europeana’s content will be readily sector accessible in the places they frequent � distribute their heritage to usersthe ambition of Europe’s cultural online - social networks, educational wherever they are, whenever they want it sites and cultural spaces.institutions to make our common � engage users in new ways of participating in their cultural heritageand diverse cultural heritage more Our ambition is to provide new forms of access to culture, to inspire creativitywidely accessible to all.” and stimulate social and economic growth. To achieve this, Europeana and its stakeholders grapple with majorNeelie Kroes, Vice President of the European Commission challenges. Primary among these areresponsible for the Digital Agenda, 13 October 2010 the intellectual property barriers to digitisation. Europeana will become outmoded if it is not renewed through access to 20th and 21st century material. Launched as a proof of concept in 2008, To ensure such access, more concerted with 2 million objects from 27 EU efforts are needed at a European level countries, Europeana spent 2009 and to deal with orphan works and rights 2010 creating an operational service and harmonisation. Secondly, it is vital that ingesting a critical mass of data from the digitisation of Europe’s cultural and some 1500 providers across Europe. intellectual record is accelerated. Thirdly, Together with content partners and aided long-term funding needs to be secured by Europe’s leading research universities, for both Europeana and the ecosystem of we now have a strong and vibrant network content providers and aggregators that of museums, archives and libraries. supplies its lifeblood. Europeana Strategic Plan 2011 - 2015 5

Creating value Europeana has gained recognition for Business Model � Value proposition surveys Results the value it creates through content Europeana has used the Business Model A set of specific value propositions The process resulted in the following value aggregation, technology transfer, Canvas developed by Osterwalder and were developed for each of the propositions Europeana could offer: knowledge sharing and policy Pigneur to sharpen our focus on our identified stakeholder groups. These most important stakeholders: users, were rated and commented on in an The users valued development. This strategic plan builds policymakers and market players. European online consultation with various groups. • Trusted source on our experience and looks to the future. content providers and aggregators These groups included our User Test • Ease of use It reflects our plans for development represent our main partner group. Panel, the Council of Content Providers • Reuse as a service over the next five years and Aggregators, the Member States • In my workflow so that we keep creating value for our Process Expert Group and market players. stakeholders. We worked with these stakeholder groups The content providers and aggregators valued in a five-month process, from planning “The proposition is what makes the • Visibility and preparation to research and writing. organisation distinct; it serves to • Services Our consultation programme comprised resolve customer problems and meet • Revenue two elements: customer needs.” (Business Model Innovation Cultural Heritage, DEN The policy makers valued Foundation/Kennisland, 2010) • Inclusion • Leadership users � Workshops • Education activities value relationship proposition Five workshops were held with expert • Economic growth partners stakeholders representatives from each stakeholder ? community to translate the resulting The market valued value propositions into specific activities. • Straightforward route to content providers resources channels policy Nearly 70 people from the Europeana • Access to the network network were involved in 30 hours of • Premium services passionate discussion. This was followed • Brand association by a thorough analysis and synthesis of the results. The consultation also provided us with costs benefits expert predictions about our working market environment in 2011-2015. Social trends, evolving customer needs and changing economic and political factors were Business Model Canvas developed by Osterwalder and Pigneur identified. These will determine the direction Europeana takes in order to continue delivering stakeholder value.6 Europeana Strategic Plan 2011 - 2015

“Europeana will be oftremendous value for cultureand education worldwide.Stakeholders, public andprivate, will be smart towork together to make this asuccess.”Peter Kaufman, Intelligent Television Europeana Strategic Plan 2011 - 2015 7

A changing landscape � Trends “The calls for publicly-funded digitisation to be openly accessible “Personalisation and participation are are becoming louder. Public domain “Technological access barriers to increasingly required. Geo-location works should remain in the public the internet continue to decrease, services, augmented reality and domain after digitisation.” with costs falling and data speed gaming highlight these trends, offering increasing.” the user inspiration and participation.” “Mobile devices such as phones and tablet computers are increasingly “There is an increased powerful and popular with the end-user. Portable devices provide understanding that access to “Aggregation on a national level seems seamless access to information on culture is the foundation of a to be the most efficient and sustainable way to aggregate and deliver the web.” creative economy.” information.“ “Cultural institutions need to radically change their working practices to “Sharing information is the norm. “There is a growth in platforms and remain relevant in the 21st century.” Data is reused and re-purposed to applications vs websites and portals. create new and enriched services and People spend more time on platforms resources.” such as Google or Facebook.” “Engagement with culture inspires people’s creativity and personal enrichment.”8 Europeana Strategic Plan 2011 - 2015

� Customer Needs � Economic Climate � Political Factors “In my workflow is the mantra of “Geo-political fragmentation and growing nationalism are countered many internet users. The scale of the “Tough economic times will mean cuts to by greater recognition of our shared information available bewilders the cultural heritage provision. There is a need European identity.” user.” for new business models to sustain the management and digitisation costs that “The European Union and its “Information push and web 2.0 lead put and keep heritage information online.” governments strive for a more unified internet users to expect information Europe where society is connected delivery to the channel of their “The creative industry is a growing through culture.” preference rather than seeking it market taking advantage of the need actively themselves.” to package and re-purpose online “The countries of Europe want to information.” support an internet information space that embraces social inclusion.” “Information overload calls for more focus, curation and design. Being able “Open standards such as Open to identify authoritative, high-quality “Some European governments are content is all the more vital.” Access and Linked Data will leading the way and openly sharing stimulate the knowledge economy.” information in the interest of the public“The end-user is no longer solely an good.”information consumer but is quickly “New ideas are born from our culturalbecoming an active creator and heritage. In an online world, lack ofparticipator.” access to this is a barrier to creativity and growth.” Europeana Strategic Plan 2011 - 2015 9

Distribute 3 2 Facilitate Engage 4 1 Aggregate10 Europeana Strategic Plan 2011 - 2015

Strategic TracksThe following four strategic tracks represent the results of our consultation andanalysis. They are the means by which Europeana will continue to deliver value toour stakeholder groups in the years 2011-2015. These four strategic tracks -aggregate, facilitate, distribute and engage - underpin Europeana’s future directionand business success. 1 Aggregate Build the open trusted source for European cultural heritage content � Source content that represents the diversity of our cultural heritage � Extend the network of aggregators � Improve the quality of the metadata 2 Facilitate Support the cultural heritage sector through knowledge transfer, innovation and advocacy � Share knowledge among cultural heritage professionals � Foster research and development of digital heritage applications � Strengthen Europeana’s advocacy role 3 Distribute Make their heritage available to users wherever they are, whenever they want it � Upgrade the Europeana portal � Put content in the users’ workflow � Develop partnerships to deliver content in new ways 4 Engage Cultivate new ways for users to participate in their cultural heritage � Enhance the users’ experience � Extend our social media programmes and use of web 2.0 tools � Broker a new relationship between curators, content and users Europeana Strategic Plan 2011 - 2015 11

1 Aggregate Source content that represents the diversity of our cultural heritage “Europeana was the catalyst Build the open trusted for us to get mobilised to Europeana provides access to content source for European cultural that is unparalleled in terms of quality work together across different heritage content and quantity. The trust that the world has Europeana is assembling the most in the names of our content providers has been built over centuries and cannot domains and for the first comprehensive, trustworthy and authoritative collection of Europe’s be equalled. The scale and scope of the content represents a significant time ever set up a national cultural and scientific heritage ever compiled. It is provided to Europeana by step towards a comprehensive account of Europe’s cultural and scientific infrastructure for digital the institutions that have been entrusted to preserve, interpret and make available achievements. heritage information.” the heritage that preceding generations That collection will increase as partners’ Rolf Källman, Swedish National Heritage Board, have valued. existing digitised content is ingested, as Europeana Open Culture Conference 2010 new partners join the network and as new Our aim is to accumulate digitised content, digitisation programmes come to fruition. standardise the data that describes it, In particular, Europeana will make use of apply linked data techniques to enrich the collection development of providers, Europeana contains a range of formats it and promote persistent identifiers to while also looking to provide and enrich from all domains. To do this, we will enter locate it in the long-term. Following our European thematic collections not covered into alliances that include providers of published Content Strategy, we will extend by other sources. commercial content. our network of content providers and encourage the development of aggregators In order that the diversity of Europe We will strive to automate and simplify that fit the needs of different countries, is reflected, we will seek out content our ingestion process, to make the domains and users. By doing so we will from under-represented cultures most effective use of resources. We are increase the level of content to which and countries and aim to stimulate developing tools and systems that put Europeana is able to provide access. digitisation programmes to make sure more control in the hands of content that Europeana offers an appropriate providers. By doing so, we can effectively Furthermore, in order to best serve level of visibility. Users should be able manage the increasing content flow and the diverse audiences and fulfil their to access the full spectrum of culture, meet the expectations of our providers. range of needs, we will collaborate with from court composers to street music, Partnerships with selected providers of in- aggregators and other content providers and from ancient worlds to modern times. copyright material will integrate published, in the sustainable development of an We will also strive to rectify the lack born-digital, contemporary content with effective European information network. of audiovisual and 20th/21st century complementary heritage content. Similarly, content, thereby ensuring that as new types of cultural heritage content develop – for example, 3D visualisations – we shall endeavour to ensure they are included in Europeana.12 Europeana Strategic Plan 2011 - 2015

Extend the network of aggregators from collaborations between the elements of change will benefit not only Europeana but this complex information ecosystem. also our providers, who will be able to useThe museums, libraries, archives and the enriched data to upgrade services toaudiovisual collections of Europe number Improve the quality of the metadata their own users.in the thousands. The effective way tobring their content together for users has Europeana holds descriptive metadata Multilingual access to Europeana’s contentproved to be primarily through national rather than digitised objects. Improvements is known to be a priority for users. In Expectedand domain aggregators, which then to this data offer better search results association with experienced partners in content growthchannel content into Europeana. to users and increase the research the field, including Humboldt University and over the next five opportunities that are enabled by Google, we are investigating solutions for years Europeana. We are developing guidelines, the forthcoming releases of Europeana.Europeana will work to extend theaggregation model because of the tools and training to help content providerssynergies and economies of scale it improve and standardise data quality and 2011 2010 2012 the validity of persistent identifiers. Weprovides. We will partner with countriesor content domains, providing support in are enforcing the clear attribution of rights 14.000.000 objects 16.000.000 objects 21.000.000 information so that users know how they objectsthe shape of source code, services andexpertise. We will continue to adapt the can legitimately use the content.model in accordance with the needs ofthe country or sector. The web works on the basis of things being found; scholarship functions on traceableEuropeana’s primary forum for refining and reference. These require that the culturalextending the aggregator model is the Council heritage sector ensures the persistency of 2013 2014 2015 28.000.000 30.000.000of Content Providers and Aggregators. It its digital heritage in the same way thatrepresents the voice of the content providers it has preserved and made accessible 26.000.000 objectsat the Europeana Foundation Board level and our physical and intellectual heritage. objects objectsacts as a grassroots enabler, information Agreement must be reached on the usesharer and champion of Europeana’s of persistent identifiers so that links areaggregation strategy out into national and not broken, users are not alienated anddomain networks. scholarship can proceed on the basis of secure citation.We are working with our partners, includingnational initiatives and aggregators of alltypes, to shape a sustainable European The full potential of interoperability will be unlocked by the implementation in 2011 of A national aggregationinformation space that is responsive to the Europeana Data Model [EDM], a new initative in every EUthe changing needs of the widest rangeof users. The requirements of the higher way of structuring data. EDM will enable the use of Semantic Web technology, member state:education research community, the creative support Linked Open Data, maintain moreprofessional and the expert amateur, for domain-specific rich information and this is Europeana’s aimexample, have overlapping but distinctneeds. The challenge – and the opportunity – allow digital objects from providers to be shown alongside authoritative and curated by 2015is to develop a suite of appropriate services information from other domains. The Europeana Strategic Plan 2011 - 2015 13

2 Facilitate Share knowledge among cultural heritage professionals “The cultural sector is Support the cultural heritage going through an enormous Europeana has a strong record of sector through knowledge promoting knowledge transfer through transition. We have to make transfer, innovation and its working groups, conferences and advocacy dissemination activities. Our outputs and deliverables, in the form of tools, services sure that it reaps benefits Europeana has brokered a new consensus in the digital heritage domain and forged and publications, are widely used and referenced. We will continue to build on from technological advances. a working partnership. The international associations concerned with all aspects of this achievement, seeking new platforms and methods to develop and reinforce This means finding new heritage have formed a strategic alliance at the executive level in the Europeana digital competencies throughout the cultural heritage sector. business models for the Foundation. The Europeana group of projects has created operating networks Our goal is to stimulate new creative industries, and of content providers across the cultural, scientific and information domains. The developments, foster new partnerships and achieve economies of scale in the expanding the traditional role domains and providers now have an ongoing forum – the Council of Content cultural heritage sector. We will promote dialogue and collaboration between of cultural institutions to the Providers and Aggregators – in which their diverse professional practices can librarians, curators, archivists and the creative industries, to work together digital world.” achieve common ground in order to best on areas of common interest in the serve users in the digital environment. Androulla Vassiliou, Commissioner for Education, Culture, digital environment, such as usability, multilinguality, Intellectual Property Multilingualism and Youth, 21st April, 2010 Europeana will continue to be a driver for Rights, business models, technology, change, promoting knowledge transfer semantic web, data standards and and helping build professional skills enrichment. guidelines, standards, and positioning around online access to digital content. papers on policy issues. We will continue We will nurture innovation in the cultural The Council of Content Providers and to organise international plenary heritage sector by making our code open Aggregators provides a professional conferences as well as workshops source, for example. We will take a strong forum that allows us to take this to in member states to ensure a broad advocacy role, promoting policies and a new level. It provides a platform to distribution of information. business models that favour opening up develop training programmes, working access to cultural heritage content. groups and awareness-raising services Foster research and development of that will strengthen professional capacity digital heritage applications Europeana is the facilitator and the in the network and encourage new guarantor of equal participation; the real membership. We are speeding up the development value is created by the network that of tools and service innovation by develops, disseminates and embeds the We will develop our online publishing providing our codebase as open source14 Europeana Strategic Plan 2011 - 2015 new skills, applications and policies. programme to disseminate best practice through Europeana Labs, where we

encourage creative reuse and refinement applications, the importance of persistentby a process of peer review. Europeana identifiers, the need for better data, thewill provide incubator and test-bed removal of barriers to access, increasedenvironments to support creative user participation and the responsibleinnovation in the cultural heritage sector reuse of content.and beyond. The reuse of Europeana’scode also enables new digital aggregation Dominant themes in the medium-terminitiatives to make substantial savings on centre on the public domain and orphandevelopment costs. works. Europeana is mounting a robust defence of the public domain, theOnce applications are developed to beta knowledge base on which creativity andstage, Europeana promotes innovation in learning depend. The publication of theapplication development by providing a Europeana Public Domain Charter, thepublic showcase where Europeana and adoption of the Public Domain Mark inits projects share prototypes and enable association with Creative Commons, andtesting and feedback from users. the development of the Use Guidelines for Public Domain Works are important stepsIn the coming years we will continue our in raising awareness among policymakers,extensive dissemination of these results content providers and end-users.to the technical partners of the projectsin the Europeana group and to newly Orphan works are of particular concernformed aggregators, so that use and to Europeana, because the portal focusesdevelopment of the code is taken up in attention on the existence of the 20theach domain and in each country. century black hole. The most recorded century is sparsely documented on Europeana, and the most popularStrengthen Europeana’s advocacy audiovisual content is the most scarce.role Europeana will continue to press for solutions to the problems caused byEuropeana plays an advocacy role both orphan works, which cannot be digitisedwithin the cultural heritage sector and to and made publicly accessible. We willthe wider world of policy-makers, funders work with the European Commission,and ultimately end-users. Our overall aim with policymakers in Member States andis to open up access to online cultural with partners to support research intoheritage because of the social and solutions such as collective licensing andeconomic benefits it stimulates. registries of rights.We actively advocate across a rangeof topics that contribute to sustainable Ian Davis, Talis,access, including open business models, Europeana Open Cultureimproved access through Linked Data Conference, 2010 Europeana Strategic Plan 2011 - 2015 15

3 Distribute Upgrade the Europeana portal Europeana.eu will continue to be the “Europeana offers teachers Make their heritage available flagship for new content and services. and students the opportunity It is becoming established as the to users wherever they are, trusted and comprehensive resource for to source quality digital whenever they want it authoritative cultural heritage content We are building a strong brand that is from across Europe. We will continue our Search Engine Optimisation programme. learning objects that will associated with the destination site, Europeana.eu. We will continue to develop We will also optimise our social media activities, which drive an increasingly enhance teaching and learning. the portal in line with our users’ evolving needs and expectations, but in addition, large percentage of traffic to Europeana. These resources will increase we will develop initiatives to make the content as findable, understandable and We will deliver personalisation and services to send alerts directly to users. teachers’ confidence in using reusable as possible. Enabling discovery and reuse of Europeana’s content is the We will develop multilingual access, new ways of viewing the content and create online material and allow essence of our business model. an enhanced mobile interface. The search experience will be improved with intuitive students to represent their Recent technological changes mean that users no longer go to content; rather, search and visualisation techniques and more cross-linking between different knowledge in a format that is applications deliver content direct to the user, and the chosen device is mobile. We content types. There will be more opportunities for customisation, so that a meaningful to them within the must ensure that our content is available where our target users congregate, among teacher, for instance, can use Europeana results on smartboards. context of what is required in the resources that they habitually use. the 21st century.” APIs and widgets will make our Put content in the users’ workflow heritage available in cultural and social Donal O’Mahony, networking places, among college Partners in our network are customising eLearning Awards 2010 winner for “History Matters” blog resources and on information sites. We the Europeana Open Search API in order will partner with public and private to embed content in their own resources. players, for example in the learning and APIs, widgets and other web services will travel sectors, to interpret and re- be the primary mechanisms for putting resources beyond our portal - to new purpose the content for their audiences. content in places that users frequent, generations of mobile devices, for including social networks, educational example. Promoting distribution through sites and cultural spaces. applications and partnerships makes These services and applications are Europeana scalable: we can grow usage Competitions and hackathons will be held a means of refining Europeana’s through the multiplier effect that these to develop applications and interfaces vast content down to a specific and offer without increasing costs. that extend the use of Europeana’s manageable subset, relevant to specific16 Europeana Strategic Plan 2011 - 2015

audiences. By using these services,school history blogs, cultural tourismservices, learning resource sites, localhistory groups and so on can integrateEuropeana’s content with their own.Develop partnerships to delivercontent in new waysWe will partner with players in thepublic and private sector who are able tointegrate Europeana content into servicestargeted to specific user groups. Ourinitial focus is on provision of servicesto education and we will continueto work with partners like EuropeanSchoolnet to develop ways of integratingheritage content into multimedia learningresources.We will also develop relationships inthe tourism sector to create services forcultural explorers and travellers. We aimto work with organisations that have aremit for culture on a pan-European level,such as the European Capitals of Cultureprogramme and the Council of Europe’sDirectorate of Culture and Culturaland Natural Heritage, the coordinatingbody for European Heritage Day. Ourcollaborations aim to relate our physicaland virtual cultural heritage and increaseawareness. Europeana Strategic Plan 2011 - 2015 17

4 Engage Enhance the user experience “Europeana is really Cultivate new ways for We will continue to refine and improve fascinating, wonderful project, the usability of our site and our services. users to participate in their We will build on our programme of excellent - so i am a little bit cultural heritage research into the present and emerging needs of existing and target users. We proud of “my” Europe!” We will enhance the user experience, will create and share tools that help creating a richer and more intuitive people make the most of the site. Europeana.eu Facebook page friend service that maximises the users’ participation and interaction and We will provide users with more increases usage of the content. We context to support and interpret the will build on the loyalty of our users content that we offer. We will involve a contributor to multiple conversation and attract new users, developing them in the creation of new virtual networks, rather than as the centre of a our dialogue with them and fostering exhibitions that show how our pan- dominant discourse. communities of interest that generate European, cross-domain content creates their own conversations. new juxtapositions and opens up new We will continue our programme of interpretations. supporting local events for end-users Our network comprises the archivists, run by our partners with Europeana curators and librarians who are entrusted Greater participation in the site will participation. These will focus on topics with the care of Europe’s collections. They increase user interest and loyalty. such as our virtual exhibitions, building on show a growing interest in pioneering new Storytelling, guest blogging, surveys, our successful Art Nouveau roadshows in methods of access and encouraging the quizzes, reviews, commentaries and Belgium, Latvia and Poland. use of their content in untried situations. new ways to deliver feedback and foster We will cooperate in the development dialogue all offer ways to engage users in We will inaugurate partnerships with the of new relationships between these the development of the site. public and private sector to promote the custodians, their content and the crowd. creative reuse of content and bring about new juxtapositions and relationships. We User Generated Content [UGC] is another Extend our use of web 2.0 tools and will run competitions and provide spaces aspect of this re-evaluation. Expertise social media programmes and resources for remixing, sampling and information about our cultural and mashups. We will foster creative heritage exist outside the heritage We will develop relationships with special communities around new practices. institutions; artefacts and written sources interest groups that focus on topics that in private hands complement those Europeana can illustrate and illuminate. held in public collections. In the digital We will create online conversations environment, these resources can take around new content, functions and their place alongside the traditional features – the social objects that catalyse offerings of the institution. exchange. We will position Europeana as18 Europeana Strategic Plan 2011 - 2015

Broker a new relationship betweencurators, content and usersWe will devote increasing resources toinitiatives that bring out the value of thecontribution that users can make. Wewill continue to work with Wikipedia todevelop opportunities for collaboration.Wilkipedia’s model of user involvement,multilingual content, range of culturaland scientific coverage and extensiveinterpretation offers strengths that arecomplementary to Europeana’s.We are working with partners thatspecialise in User Generated Content,such as the Great War Archive fromthe University of Oxford, on models thatallow Europeana to bring in user contentwithout compromising our authoritativepositioning and with appropriate levels ofmediation. The Great War Archive initiative is being developed by a series ofWe are working with national and local partnerships with other theatreshosts to extend the Great War Archive of conflict in WW1. The first set ofinto Europe. The first expression of this the Archive’s content can be foundis our partnership with the Deutsche on Europeana. One story concernsNationalbibliothek to run roadshows RAF man Bernard Darley who wasinvolving local communities in Germany commended for putting out a fiercein digitising their First World War fire in a workshop containing petroldocumentation such as family letters, tanks. At his side throughout was apictures and memorabilia for inclusion in German prisoner of war, Otto Arndt.Europeana. The two became friends and Otto made a matchbox from a shell-casing as a memento which he inscribed and presented to his friend. This story shows the human side of the war - in this case an unlikely friendship between normal people caught up in a war not of their making. Europeana Strategic Plan 2011 - 2015 19

Resources Budget Europeana 2011-2015 Year 2011 2012 2013 2014 2015 INCOME (thousands) � Operating Income 4.923 4.978 4.856 5.261 5.504 * Long term subsidy European Commission - - - 4.661 4.894 * Subsidy from projects 4.061 4.336 4.241 480 488 * Subsidy Ministries to support projects & 857 637 610 110 112 overhead * Other Income 5 5 5 10 10 Total operating income 4.923 4.978 4.856 5.261 5.504 COSTS (thousands) � General operating costs 437 259 282 626 657 * Personnel staff costs 202 212 223 234 246 * Costs for housing 71 75 78 202 212 * Operating costs 164 172 181 190 199 * Covering overhead costs out of projects - 200- 200- - - � Europeana Operational Services - - - 4.035 4.237 * Personnel costs - - - 2.004 2.104 * IT costs - - - 576 605 * Subcontracting - - - 410 431 * Marketing & Communication - - - 748 785 * Travel costs - - - 128 134 * Other material costs - - - 169 177 � Direct project costs 4.486 4.719 4.574 600 610 * Personnel project costs 2.566 2.948 2.819 510 515 * IT costs 472 611 648 - - * Subcontracting 405 195 162 30 32 * Marketing & Communication 338 445 455 - - * Travel costs 335 300 270 60 63 * Other material costs 240 20 20 - - * Overhead costs 130 200 200 - - Total costs 4.923 4.978 4.856 5.261 5.50420 Europeana Strategic Plan 2011 - 2015 Result 0 0 0 0 0

Cost allocationYear 2011 2012 2013 2014 2015Total budget 4.923.000 4.977.900 4.855.800 5.260.900 5.503.900 The percentage of budget allocated to ‘Aggregation’ will decrease in the period 2011-2015 to allow a more evenin % 2011 2012 2013 2014 2015 distribution of activities across the 4Aggregate 43% 35% 28% 22% 17% tracks. This decrease will be realisedDistribute 22% 23% 23% 27% 30% through the better use of the network and increased efficiencies at Europeana andFacilitate 15% 18% 20% 21% 21% the Partners.Engage 19% 23% 29% 30% 32%track 2011 2012 2013 2014 2015Aggregate 2.112.400 1.752.000 1.379.000 1.152.500 951.500Distribute 1.103.100 1.149.800 1.110.300 1.425.800 1.668.300Facilitate 760.700 917.300 976.600 1.086.400 1.134.600Engage 946.800 1.158.800 1.389.900 1.596.200 1.749.500 2,5 budget allocation in millions 2 Engage Distribute 1,5 Facilitate 1 Aggregate 0.5 0 2011 2012 2013 2014 2015 Europeana Strategic Plan 2011 - 2015 21

External: External benefits are those Indirect: Indirect benefits are benefits Direct: Direct benefits refer to the benefits Cost-Benefits that can be classified as positive that, through market transactions, are for Europeana and its participating consequences (externalities) of the transmitted to consumers and producers investors and partner institutions. Direct Some of the most important benefits of actions of Europeana. Although hard to in other markets. By making the material benefits include the following: Europeana are considered economically quantify, these effects are at the heart of accessible outside the cultural sector intangible. These include the contribution Europeana’s existence and are judged to and by the development of new business � Increased visibility of the content of to a European society connected through be an important contribution to the Digital models and public-private partnerships participating institutions, creating culture, the fostering of social inclusion Agenda of the European Union and an Europeana can play an important role in relevance and direct economic returns and the furthering of a collective, pan- underpinning of the knowledge economy. reaping these indirect benefits. Expected from use of online content and physical European understanding. Other benefits These include but are not limited to: benefits in this area include: footfall are potentially easier to quantify, such � Decreased cost of providing access as the economic return of increased � The strengthening of a shared European � Time savings by researchers through the adoption of the open source visibility of our shared heritage, the cost culture � Creation of new businesses in areas code developed by Europeana, such as reductions realised by developing and � The promotion and enabling of diversity such as tourism the portal and ingestion tools sharing open source code and the value � The increase of social inclusion � Creation of new jobs in the creative � Cost savings through standardisation of that access to culture can contribute to � The improvement of multimedia literacy industries metadata the educational sector and the creative � Cost savings in the educational market � Cost savings through knowledge industries. All are deemed of high importance and transfer Europeana has a unique competitive Key metrics are being developed to better advantage to be successful in developing track and measure some of these effects these opportunities. over the course of the coming years. In order to give an indication of the areas where positive returns on investment are to be expected we use the (social) cost-benefits classification guidelines developed by OECD of direct, indirect and external returns of investment1. 16 total 14 visits in millions 12 10 8 referring websites 6 search engines 4 direct traffic 1 OECD (2007) OECD principles and guidelines for access to research data from public resources 2 0 2011 2012 2013 2014 201522 Europeana Strategic Plan 2011 - 2015

“Creativity is the driving forceof economic growth.”Richard Florida, The Rise of the Creative Class, Basic Books, 2002 Europeana Strategic Plan 2011 - 2015 23

24 Europeana Strategic Plan 2011 - 2015

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