Change achieved through action 07122011

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Presentation at #DISH2011 in Rotterdam, in the session "Institutional Change - Change achieved through action" chaired by Michael Edson, Smithsonian Institution, Dec 7, 2011

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  • Thanks: DISH, fellow speakers, Michael Edson for moderating this session, the audience for joining the discussion I speak as a part of SMK, but I do not represent the official institutional policy We’re a bunch of people at SMK who have been working to change the institution from within for a couple of years. As the biggest Danish art museum with center obligations, other museums look at us as a big brother – we want to be a good one, share our resources, and speerhead a sustainable development within the Danish museum sector.
  • The central issue Our endeavours are inspired by the efforts of others who came before us and helped pave the way for the development process that we are going through. It is not something we came up with – ”no idea stands alone, and all innovation is built on the ideas and innovation of others”, to quote one of our sources of inspiration, The Smithsonian Commons. We are not exactly early adopters but are riding a wave that others started – THANK YOU!
  • We saw what was happening in other institutions and hungered for that change too. Our challenge has been how to influence management prioritizing and decision making in a large institution with many obligations and under financial restraint. This is a case study of how organisational change towards greater openness and sharing is slowly being brought at SMK on by taking action bottom up. We’re not there yet but change seems to be happening thanks to a wealth of factors that I’ll try to convey in a narrative fashion. Thanks to Tobias Golodnoff from DR for allowing me to graze his fields and borrow/repurpose the idea of a narrative storyline for this presentation
  • Dramatic structure (Linear/Pyramidal) by Aristotle, developed by German writer Gustav Freytag (1816-95) modified to fit the present narrative and remixed with the actantial model
  • To set the tone – this is who/what we are and the starting point for change
  • SMK consists of two buildings merged together the original building by J. Vilhelm Dahlerup from 1896, and the new addition by Anna Maria Indrio from 1998.
  • The meeting and merging of the old and new parts of the building is, in my point of view, a striking image of the challenge the institution is facing today. When I started working at SMK in 2007, there was a real gap between the traditional museum identity (authority and keeper of collections) and the new emerging tendencies characterizing the reality outside the museum walls (web 2.0, new media platforms, user generated content, instant and free access to content). This was not addressed and there was no real awareness from decision makers. We needed to bridge that gap.
  • 30.015 unique artworks have been digitized (Jan. 2010)
  • SMK images are stuck in a Photo Station with no coordinated data and operated by only two persons in the organisation. External users have to apply and pay to use the images for all purposes, also non-commercial. Internally, it’s the same – if we want to put one of our own images on smk.dk we pay the photographers to dig it out and send it to us. Huge administrative burden for everyone.
  • In case there is any doubt…
  • A conflicts has arisen between the inclusive, open access policy we’d like to pursue, and our traditional handling of the online collections/images. Theme: Man vs. Society / Moral Struggle (or Man vs. Himself / Inner Struggle within SMK) – a Janus head The question we asked ourselves was: How could we get museum management to change this system so we could embrace new media potentials? Would it be an acceptable strategy to push institutional change by taking action bottom up?
  • In 2008, SMK received 22 mill. DKK (approx. 3 mill. EUR) to develop digital museum practise from Nordea Foundation. This enabled us to experiment with digital museum practice on a hitherto unparallelled scale.
  • SMK digital 1. Vision SMK digital develops digital museum practice that stimulates user interest in art. 2. Mission SMK digital makes art accessible, relevant and inspiring for users by creating a synergy between the museum’s physical and digital faces.
  • The 22 mill. DKK were spent on: New website, digital productions online and onsite, new database Employing project staff: Developer, project managers, programme manager Associating an international advisory board who advised us to make mistakes and -- making mistakes
  • Concept: Relations between collections – sending users on to relevant related content A vision of networked collections, to provide more relevant material to the users, and invite them to serendipitous adventures unrestrained by the limited scope of the individual collections -- Show the website –
  • The window envelopes started rolling in from the institutions whose images we were showing in relation to SMK’s And we couldn’t even get to our own images for free – image licenses were eating up our development funds! Not sustainable in the long run – once the project funding would run out we were screwed
  • Pilot project – a direct consequence of developing Art Stories. The guiding principles were to: Share hi res image files and data for non-commercial online purposes Increase online exposure and traffic – send users on to each other’s content – Linked Open Data Lighten administration and expenses Make cultural heritage accessible and easy to use Create networked collections – synergy effects
  • All these museums have helped SMK get closer to achieving our objective – during the pilot they all stated that if SMK would take the lead and provide free and open access to our images, they would follow But as long as we charged them for image licenses, they would charge us back KUAS supports the dissemination of shared knowledge and tools among Danish and international museums They want collaboration – instead of everyone reinventing the wheel over and over again Outreach and collaborative efforts are the political consensus in the Ministry of Culture
  • The Smithsonian Commons entered as a revelation: Others were working BIG SCALE for the change we had in mind too. The National Gallery in Copenhagen has the same obligation as The Smithsonian to disseminate our common cultural heritage to all citizens
  • A few months ago I went on a month long professional study visit to USA to meet and learn from a range of the institutions that inspired our efforts
  • Funded by KUAS – once again
  • Some of the institutions I visited and had meetings with What I learned there supported our endeavours with substantial evidence. Free and open access is being implemented in large institutions and they are not losing money, but gaining users and community goodwill
  • One example: The Metropolitan Museum in New York launched their revamped website while I was in the US, providing free download of thousands of hires images in the public domain Cost benefit analyses between The Met and NGA showed them that they were charging each other almost exactly the same amount of money for images each year (30K) so they stopped it over a hand shake
  • Important learning from study visit: Free and open access creates more value in terms of Exposure Traffic Accessibility Democratisation of knowledge – in harmony with SMK mission statement Matching the 21st century globalised society and media reality we live in
  • After the study visit, we invited one of my hosts – Michael edson from SI – back to Cph as a strategic advisor on open access. Bringing in a high profile external advisor from a large international institution of high renown = highly effective We had been pushing the topic of free and open access to the executives for long but in a time of financial restraint they had many other things on their mind. Inviting Michael as a strategic advisor gave us an opportunity to highlight the issue and its importance (Meeting with SMK executives Nov 10, 2011)
  • Collaboration between ODM, DR and SMK 117 delegates attended – among others members of executive groups at the National Museum and SMK The timing was good: A general understanding that a paradigm shift is needed Quotes from evaluation: ”It was a grand an inspiratory day!” – ”More of the same please!” – ”Great seminar! Lovely, lively atmosphere and important focus” – ”enthusiastic spirit” etc.
  • Collaboration between Association of Danish Museums, Danish Broadcasting Corporation and SMK I approached ODM after the pilot and asked if they were interested in disseminating the vision and results. DR has been a long and loyal partner in working towards sharing our digitized resources – thorugh the Danish Cultural Heritage initiative
  • We’re approaching our objective! SMK is seriously investigating how to change our photo handling system to provide free access both internally and externally to images in public domain Cost-benefit analysis of how big the income is and how much could be saved in administration, staff etc. And – not least – how much could be gained in bigger and broader dissemination and better conditions for collaboration Also, SMK digital is being integrated into the organisation: project staff are turned into permanent employees and placed in departments all over the museum
  • We’re approaching our objective! SMK is seriously investigating how to change our photo handling system to provide free access both internally and externally to images in public domain Cost-benefit analysis of how big the income is and how much could be saved in administration, staff etc. And – not least – how much could be gained in bigger and broader dissemination and better conditions for collaboration Also, SMK digital is being integrated into the organisation: project staff are turned into permanent employees and placed in departments all over the museum
  • Art Stories mobile A shared mobile tool/experience based on the following principles 1) All content (hi res images, videos, texts) is freely shared between museums and with the users under CC licenses 2) All content is uploaded to Wikipedia (texts), Wikimedia (images) and Youtube (videos) or similar platforms and aggregated into a mobile platform = Art Stories mobile. This way content can be entered/discovered/used/distributed freely Preconditions Free hi res image sharing: Decline charges for images in public domain Linked Open Data Upload content on open/social media platforms Let go of control: Creative Commons license Challenges that will be better solved on mobile A real networked ressource Better outreach to users (traffic generates from mobile to website sources) More interaction (sharing, commenting, rating, sampling, remixing, etc.) Simpler interaction with complex content (”simplexity”) > better UX
  • Art Stories mobile A shared mobile tool/experience based on the following principles 1) All content (hi res images, videos, texts) is freely shared between museums and with the users under CC licenses 2) All content is uploaded to Wikipedia (texts), Wikimedia (images) and Youtube (videos) or similar platforms and aggregated into a mobile platform = Art Stories mobile. This way content can be entered/discovered/used/distributed freely Preconditions Free hi res image sharing: Decline charges for images in public domain Linked Open Data Upload content on open/social media platforms Let go of control: Creative Commons license Challenges that will be better solved on mobile A real networked ressource Better outreach to users (traffic generates from mobile to website sources) More interaction (sharing, commenting, rating, sampling, remixing, etc.) Simpler interaction with complex content (”simplexity”) > better UX
  • Change achieved through action 07122011

    1. 1. Merete Sanderhoff Project manager Statens Museum for Kunst, Copenhagen [email_address] @MSanderhoff Change achieved through ACTION
    2. 2. How can you make decision makers want to give stuff away for free in times of financial restraint ?
    3. 3. We tried to take action and make change happen. Here’s the story…
    4. 4. The cast <ul><li>Subject SMK (The National Gallery of Denmark) </li></ul><ul><li>Object(ive) Free and open access to digitized images in public domain </li></ul><ul><li>Opponent Traditional photo sales system </li></ul><ul><li>Helpers Other Danish museums </li></ul><ul><li>Danish Broadcasting Corporation </li></ul><ul><li>Heritage Agency of Denmark Association of Danish Museums </li></ul>
    5. 5. The cast <ul><li>Subject SMK (The National Gallery of Denmark) </li></ul><ul><li>Object(ive) Free and open access to digitized images in PD </li></ul><ul><li>Opponent Traditional photo sales system </li></ul><ul><li>Helpers Other Danish museums </li></ul><ul><li>Danish Broadcasting Corporation </li></ul><ul><li>Heritage Agency of Denmark Association of Danish Museums </li></ul>
    6. 6. The cast <ul><li>Subject SMK (The National Gallery of Denmark) </li></ul><ul><li>Object(ive) Free and open access to digitized images in PD </li></ul><ul><li>Opponent Traditional photo sales system </li></ul><ul><li>Helpers Other Danish museums </li></ul><ul><li>Danish Broadcasting Corporation </li></ul><ul><li>Heritage Agency of Denmark </li></ul><ul><li>Association of Danish Museums </li></ul>
    7. 7. The cast <ul><li>Subject SMK (The National Gallery of Denmark) </li></ul><ul><li>Object(ive) Free and open access to digitized images in PD </li></ul><ul><li>Opponent Traditional photo sales system (or, our own ingrained habits) </li></ul><ul><li>Helpers Other Danish museums </li></ul><ul><li>Danish Broadcasting Corporation </li></ul><ul><li>Heritage Agency of Denmark Association of Danish Museums </li></ul>
    8. 8. The cast <ul><li>Subject SMK (The National Gallery of Denmark) </li></ul><ul><li>Object(ive) Free and open access to digitized images in PD </li></ul><ul><li>Opponent Traditional photo sales system </li></ul><ul><li>Helpers Other Danish museums </li></ul><ul><li>Danish Broadcasting Corporation </li></ul><ul><li>Heritage Agency of Denmark Association of Danish Museums </li></ul>
    9. 9. and… ACTION!
    10. 10. 1. Exposition Subject
    11. 13. Object(ive)
    12. 14. SMK collections <ul><li>10.500 paintings and sculptures </li></ul><ul><li>245.000 works on paper </li></ul><ul><li>2.000 plaster casts </li></ul><ul><li>Out of these 257.500 artworks </li></ul><ul><li>approx. 30.000 are digitized </li></ul>
    13. 15. SMK images
    14. 16. SMK images Opponent
    15. 17. The main theme
    16. 18. 2. Inciting incident 22 mill. DKK
    17. 19. Vision SMK digital develops digital museum practice that stimulates user interest in art. Mission SMK digital makes art accessible, relevant and inspiring for users by creating a synergy between the museum’s physical and digital faces.
    18. 21. 3. Rising action http://www.smk.dk/en/explore-the-art/art-stories/
    19. 22. 4. Compounding conflict
    20. 23. Pilot project 2009-11 ’Image Sharing and Development of Digital Tools’
    21. 24. Helpers
    22. 25. 5. Tension release http://www.si.edu/commons/prototype/
    23. 26. http://www.artdaily.com/index.asp?int_sec=2&int_new=47299
    24. 27. http://www.lacma.org/image-library
    25. 28. http://thewalters.org/
    26. 29. Professional study visit October 2011 Washington, New York, Chicago
    27. 30. Helper Helper http://www.kulturarv.dk/english/home /
    28. 31. <ul><li>National Gallery of Art </li></ul><ul><li>National Portrait Gallery </li></ul><ul><li>Smithsonian American Art Museum </li></ul><ul><li>National Museum of Natural History </li></ul><ul><li>Holocaust Memorial Museum </li></ul><ul><li>Freer Sackler Gallery </li></ul><ul><li>Hirshhorn Museum </li></ul><ul><li>Museum of Modern Art </li></ul><ul><li>The Metropolitan Museum of Art </li></ul><ul><li>Whitney Museum of American Art </li></ul><ul><li>American Museum of Natural History </li></ul><ul><li>The New Museum </li></ul><ul><li>The Morgan Library and Museum </li></ul><ul><li>Art Institute of Chicago </li></ul>
    29. 32. http://www.metmuseum.org/
    30. 33. <ul><li>” The more free content </li></ul><ul><li>we put online, </li></ul><ul><li>the more visitors we get” </li></ul><ul><li>Allegra Burnette </li></ul><ul><li>Creative Director of Digital Media MoMA </li></ul>
    31. 34. Helper
    32. 35. 6. Climax http://www.danskkulturarv.dk/sharing-is-caring/
    33. 36. Helpers http://www.danskkulturarv.dk/sharing-is-caring/
    34. 37. 7. Dénouement
    35. 38. Object(ive) accomplished?
    36. 39. Art Stories mobile
    37. 40. Helpers
    38. 41. How did we take action? <ul><li>Diagnose of the problem </li></ul><ul><li>Development of Art Stories concept and website </li></ul><ul><li>Pilot project: Free image sharing </li></ul><ul><li>Report for Heritage Agency >>> Association of Danish Museums </li></ul><ul><li>Collective application for Art Stories mobile </li></ul><ul><li>Professional study visit </li></ul><ul><li>Seminar: Sharing is caring (#sharecare11) </li></ul><ul><li>http://www.danskkulturarv.dk/sharing-is-caring / </li></ul>
    39. 42. My five cents <ul><li>Set an agenda </li></ul><ul><li>Be persistent and constructive </li></ul><ul><li>Start small and present results to the decision makers </li></ul><ul><li>Build networks (conferences, Twitter, cross-institutional) and collaborate </li></ul><ul><li>Travel and bring back news from the world – be a go-to person in your organisation </li></ul>
    40. 43. THANK YOU! QUESTIONS? Merete Sanderhoff [email_address] http://www.slideshare.net/meretesanderhoff @MSanderhoff

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