Building a Digital Strategy by Carolyn Royston from Imperial War Museums (UK)

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CAROLYN ROYSTON (UK)
Imperial War Museums, Head of Digital Media

Carolyn Royston is Head of Digital Media at Imperial War Museums. She has transformed the museum's approach to digital engagement so that it is now central to organisational thinking and planning. Carolyn will share her experience of developing a digital strategy at IWM and then how to move from theory to practice to really embed digital at the heart of the organisation.

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Building a Digital Strategy by Carolyn Royston from Imperial War Museums (UK)

  1. 1. BUILDING A DIGITAL STRATEGY CAROLYN ROYSTON IMPERIAL WAR MUSEUMS & LOIC TALLON POCKET-PROOF vendredi 26 juillet 13
  2. 2. Delivering a digital strategy - IWM’s story 7 June 2013 Carolyn Royston Head of Digital Media Imperial War Museums @caro_ft vendredi 26 juillet 13
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  4. 4. • 5 locations • 600 staff • 2.3 million visitors to our sites per year • One of the biggest national museums About the museum vendredi 26 juillet 13
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  10. 10. • Oldest film archive in the UK • Second largest sound archive after the BBC • Over 11 million photographs • Second largest 20th Century art collection in the UK after Tate • Millions of documents, diaries, papers • Over 140,000 large objects IWM Collection vendredi 26 juillet 13
  11. 11. • No Digital Media department • No investment in digital • Old website and separate collections online no longer fit for purpose • Little social media presence or relationships with 3rd parties • Very complex IP and copyright issues • Lack of co-ordinated approach or strategy to managing digital rights • Extremely risk-adverse in approach to collections and digital space When I joined in 2009 vendredi 26 juillet 13
  12. 12. iwm.org.uk iwmcollections.org.uk iwmshop.org.uk 2009 vendredi 26 juillet 13
  13. 13. • Establish a department • Try to work in news ways suited to digital development - not silo • Deliver some key priority projects on time and to budget • Raise the digital agenda • Not fail! 2009 – key challenges vendredi 26 juillet 13
  14. 14. • Department is growing • Responsible for all public facing digital outputs : •Website and collections search •In-gallery multimedia •Mobile •Social media •Strategic digital partnerships with 3rd parties ‘Digital is our most important channel going forward’ – Director, November 2012 Digital Media department 2013 vendredi 26 juillet 13
  15. 15. How did we make change happen? vendredi 26 juillet 13
  16. 16. • New department with new ideas and ways of doing things • Significant corporate projects to deliver • Involve staff throughout and be transparent about our process • Open up thinking about what was possible • Audience focussed • We’re all in it together Our approach vendredi 26 juillet 13
  17. 17. Where do you start? vendredi 26 juillet 13
  18. 18. 1. Knowledge gathering • what digital projects are happening around the organisation? • where are they happening? • who is working on them? • how have they been funded? © IWM (C 1079) vendredi 26 juillet 13
  19. 19. 2. Involve organisation • Raise digital agenda • Makes you visible • Open up thinking • Find out what staff know about digital • Demonstrate leadership © IWM (Q55176) vendredi 26 juillet 13
  20. 20. • Involve as many people as you can at all levels • Ask open questions Staff wanted our online visitors to know about the amazing range and quality of the collection • To be able to showcase their work and expertise • Create a dialogue with our audiences 3. Consult with staff © IWM (H 39089) vendredi 26 juillet 13
  21. 21. • Wanted to open up the collections – 250,000 more objects available • Let’s accept this might be messy • Be more permissive and courageous with our copyright position • Move from risk-adverse to risk-aware And there was more… vendredi 26 juillet 13
  22. 22. 4. Create a roadmap • Aims and goals • Priorities • Resources needed • Budget • Timescale • Directors sign off © IWM (SE 2955) vendredi 26 juillet 13
  23. 23. • I was able to publish a strategy • At the heart was aspiration to open up our collections and encourage active participation with our audiences • Given permission from staff and Senior Management – had organisational buy-in After all that…. vendredi 26 juillet 13
  24. 24. Moving from theory to practice: © IWM (TR134) vendredi 26 juillet 13
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  33. 33. Built up our social media presence vendredi 26 juillet 13
  34. 34. Facebook vendredi 26 juillet 13
  35. 35. • User engagement can strengthen our collection Facebook vendredi 26 juillet 13
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  38. 38. • Opportunity to reach out to different audiences • Piggyback on other people’s technologies • Use our collections in different ways • How can we maximise the IWM content in digital spaces • Chance to be more entrepreneurial and find partners that can add value And built strategic partnerships vendredi 26 juillet 13
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  45. 45. • IWM moved from risk-adverse to risk-aware – this has opened up the organisation’s thinking about digital possibilities • Busted myths – e.g. about collection sales and post- moderated comments • IP and copyright has become more permissive • Introduced processes to manage risk so we can be more entrepreneurial and risk-taking • Ongoing advocacy so organisation can see benefits of digital activity By end of 2012: vendredi 26 juillet 13
  46. 46. The work never ends vendredi 26 juillet 13
  47. 47. Digital activity increasing across the organisation •How does this affect the way we plan and programme work? •How do we develop the skills and confidence of staff to transform digital capability in the organisation? •How do we embed digital in our work? •We’re updating our digital strategy In 2013 – new key challenges vendredi 26 juillet 13
  48. 48. Computer Club vendredi 26 juillet 13
  49. 49. • A new, informal place for staff to develop digital skills • Monthly lunchtime sessions • A place to experiment, get excited about digital • Launched in May • Everyone in museum is welcome Computer Club vendredi 26 juillet 13
  50. 50. 1. Learning to use Twitter 2. Games and gesture control – playing with the Xbox 3. Blogging, Wordpress, Tumblr and Pinterest 4. Using tablets, apps – difference between android and iOS 5. Facebook – set up, privacy settings, liking, commenting, tagging 6. Make a movie on an iPad and upload to YouTube Staff will help us decide on the next 6…. First six sessions vendredi 26 juillet 13
  51. 51. There are badges! vendredi 26 juillet 13
  52. 52. Takeaways / where to start PLANNING •Knowledge share •Involve organisation •Consult with staff •Create a road map •Get director sign-off croyston@iwm.org.uk IMPLEMENTATION •Take small but confident steps •Be risk aware, not risk adverse •Work closely with your colleagues: help them understand what is happening. AND MORE… •The work never ends •It takes energy •It is possible vendredi 26 juillet 13

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