Moving Ground Zero: Implementing Digital Strategy at the Cleveland Museum of Art

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Three years ago, the Cleveland Museum of Art chose to leverage technology to support its lofty goals of artistic excellence, scholarship, and community engagement. The museum developed and implemented a comprehensive digital strategy to activate its world-class collection, connect art and people, promote new scholarship and support research, promote on site and online attendance, increase financial support, promote both external and internal collaboration, and help staff work smarter by targeting artwork information, interpretive content, research resources, and supporter-relationship data.

This paper will explore the scope and core elements the CMA’s digital strategy; staffing requirements and the interdepartmental steering team put in place to guide digital strategy; the backend systems put in place to support flexible access, both in theory and practice; and the effort required to pull everything together for recent high-profile information-based projects including Gallery One, ArtLens for iPad and smartphone, Collection Online, Central Table, and cloud-based Archival Repository.

The combination of master data and backend systems has moved ‘ground zero,’ and eliminated the need to start from scratch. This paper will summarize the process put in place to review the needs and guide implementation for new technology projects, reflect on lessons learned, provide practical advice for practically eliminating ‘one off’ projects.

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Moving Ground Zero: Implementing Digital Strategy at the Cleveland Museum of Art

  1. 1. MOVING GROUND ZERO IMPLEMENTING DIGITAL STRATEGY AT THE CLEVELAND MUSEUM OF ART Jane Alexander, Chief Information Officer Niki Krause, Application Services Manager
  2. 2. Goals of Gallery One Build audiences—including families, youth, school groups, and occasional visitors by providing a fun and engaging environment for visitors with all levels of knowledge about art Highlight featured artworks to the Greater Cleveland community and the world Propel visitors into the primary galleries with greater enthusiasm, understanding, and excitement about the collection Develop and galvanize visitor interest, bringing visitors back to the museum again and again
  3. 3. 7
  4. 4. 8
  5. 5. 9
  6. 6. Development of ArtLens for iPhone and Android
  7. 7. Gallery One and ArtLens were the first beneficiaries of the museum’s digital strategy CMA wanted the technology implementation to be innovative, intelligent and in-line with tech industry best practices
  8. 8. Data Scrubbing When your objects are projected on a large wall you have daily opportunities to “SEE” your data
  9. 9. 17
  10. 10. All interactives can all be remotely rebooted via LogMeIn
  11. 11. 19
  12. 12. How my laziness defined CMA’s digital strategy
  13. 13. GALLERY ONE + ARTLENS digital strategy test case
  14. 14. IMTS Applications Team Will, Andrea, Linda, Niki, Jeanne
  15. 15. How do we do it? • backend systems – flexible – interoperable • key data for artwork, events, people – clean – current • reusable content
  16. 16. DIGITAL STRATEGY looking at the big picture
  17. 17. OBJECTIVES • activate the collection • connect art and audience through active experience • promote new scholarship • support research • facilitate internal and external collaboration • drive attendance • increase revenue • streamline work
  18. 18. Museum-wide Digital Strategy
  19. 19. Common Core Infrastructure Cisco Mesh Environment High end cabling system POWER UPS and Generator Backup CENTRALIZED STORAGE DAM, CCMS, Backup, F Drive, Virtualized Servers SECURITY IP Cameras, Access Control, Monitoring VIRTUALIZATION Servers, Storage, Networks, Applications * BUILDING SYSTEMS Lighting Control, HVAC monitoring, Parking Automation COMMUNICATIONS VoIP Phones, DAS*, Digital Radios, Paging System, VoIP Telco Service, Email Integration CO-TENANT SUPPORT Network and Voice Access for Bon Appetit WIFI ArtLens, Guest Access, Centrally Managed SECURE ACCESS Firewall, VPN, Content Filtering, Multi Layer Protection, Remote Access AUDIO VISUAL Digital Signage, Board Room, Classrooms, Auditoriums INTERNET ACCESS OneCommunity, Access to Third Frontier and National Lamda Rail Networks, Ultra High Speed CLOUD HOSTING VENDORS BlueBridge (Archive), Amazon (ArtLens), Office 365 (Email)*WEBSITE Internally Hosted, Secure Donation Portals GALLERY ONE Integration, Application Load Balancing Common Core Infrastructure Technology Systems March 2014 * Denotes an item that is planned END USERS Mostly Laptops, Windows 7, Network Printing ACTIVE DIRECTORY Application Level Single Sign-on * APPLICATIONS Support Structure, Access Control HELP DESK User Support and Training The CMA common core infrastructure platform built out as part of the recent renovation project has allowed us to implement technology that was not possible prior to the renovation. This platform gives us the ability to support multiple systems without the need to build out a separate infrastructure for each. This helps save resources both financially and in staff time to manage and operate. In addition, it allows for a quicker implementation of new and upgraded systems along with standardizing system support since we are leveraging this common platform CMA’s Common Core Infrastructure Platform
  20. 20. A FEW OF THE MANY… • digital asset management • archival repository • open-source website • mobile site • dashboard • central table • integrated CCMS
  21. 21. NO ONE-OFFS!
  22. 22. PROJECTS showcase
  23. 23. ARCHIVAL REPOSITORY records in the cloud
  24. 24. APPROACH • inventory digital materials • identify appropriate standards • storage platform+management software • map metadata • define workflows • ingest+iterate
  25. 25. • in-house server/storage • hosted/SaaS solutions • cloud-based server/storage – full access to server & management software – top-flight local provider – same ISP backbone – out-of-region redundancy PLATFORM CHOICE
  26. 26. REFINING digital asset management
  27. 27. PICTION DAM UPGRADE • Piction 7 application upgrade • flattened legacy record structure (1:1) • expanded staff-requested tools – export PPT and Excel – contact sheets – batch downloads • integrated with CCMS • turbocharged downstream use
  28. 28. User Functionality
  29. 29. BUILDING TO FIT integrated CCMS
  30. 30. OBJECT CATALOGING
  31. 31. DOCUMENT LIBRARIES
  32. 32. INTEGRATE WorldCat
  33. 33. INTEGATE Getty Vocabularies / VIAF
  34. 34. COLLABORATE
  35. 35. FLEXIBILITY website CMS systems
  36. 36. GOALS OF MIGRATION TO DRUPAL CMS • staff intranet – ease of use – true content management by and for staff – ability to search documents, show news and alerts • museum website – consolidation of Sitecore website and Wordpress blog – understandable content and categorization – massive migration of data (>65,000 pages) • library website – migration from LAMP site, opacs, and Wordpress
  37. 37. STAFF INTRANET
  38. 38. STAFF INTRANET
  39. 39. GOALS OF WEBSITE CMS CHANGE • fix things that were “broken” – give content pages URLs – facilitate SEO – reinstate images to Google index – make social sharing work properly • follow already-established branding guidelines • update layout and functionality where possible • incorporate responsive design
  40. 40. HOMEPAGE
  41. 41. CONTENT PAGES CONTENT PAGES
  42. 42. CONTENT PAGES
  43. 43. COLLECTION ONLINE search functionality
  44. 44. COLLECTION ONLINE artwork information & images
  45. 45. RESPONSIVE DESIGN VS. MOBILE SITE
  46. 46. TRANSPARANCY dashboard
  47. 47. INTELLIGENCE central table
  48. 48. DIGITAL STRATEGY It’s all about big picture

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