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Digital Strategy<br />Presentation to MCN Taiwan<br />March 2010<br />Douglas Hegley<br />The Metropolitan Museum of Art<b...
Acknowledgements<br />I am honored to be here<br />Representing MCN, including MCN President Erin Coburn, and the entire M...
“Go Digital”<br />Create<br />Edit<br />Archive<br />Catalog<br />Find<br />Combine<br />Present<br />Digital Content<br />
Why?<br />Mission<br />Share information with the public<br />Audience<br />Expectations for access<br />Importance of vis...
Digital Information<br />Can be disseminated on a scale never before imagined<br />“Living Content” <br />Can be updated c...
Digital Content<br />Available, portable<br />Attracts wider range of audiences<br />Enhances and augments experience<br /...
Long Tail: Audiences<br />Mass audience (seek a large supply of a few really popular things)<br />Niche audience (they see...
Long Tail: Supply<br />Historically, we provided for this area (demand was relatively high and repetitive production effic...
Long Tail: Digital Content<br />Before (analog publishing model):<br />Print only a few things, but in large quantities<br...
Digital Content Online<br />Enables cross-collection discovery<br />Search indices<br />http://www.google.com<br />Aggrega...
The Real<br />Digital information is supplemental to the experience of actual objects<br />
How?<br />Question: How do we “go digital” effectively?<br />Answer: Develop and use a comprehensive Digital Strategy<br />
What is Digital Strategy?<br />A plan of action<br />Encompassing the real needs to:<br />Make digital content<br />Share ...
Digital Strategy helps to ensure:<br />Agility<br />Productivity<br />Effectiveness<br />Transparency<br />Innovation<br />
Agility<br />Iterations<br />Collaboration<br />Requirements & solutions can evolve over time<br />
Productivity<br />Parallel workflows<br />Constant re-evaluation & adjustment<br />Rapid implementation<br />Practical R&D...
Effectiveness<br />Getting the right things done<br />Collaboration and iteration allow for focus to shift as needed<br />...
Transparency<br />Decision-making is carried out in public<br />Builds trust<br />Audience has access to information and p...
Innovation<br />“new stuff that is made useful”<br />McKeown, Max (2008). The Truth About Innovation.<br />Modernize<br />
Innovation 1950s<br />
Innovation 1960s<br />
Innovation 1970s<br />
Innovation 1980s<br />
Innovation 1990s<br />
Innovation 2000s<br />
Innovation is always temporary<br />Today’s NEW is tomorrow’s OLD<br />The pace of change is increasing<br />Digital tools...
Digital Strategy: Vision<br />Hint: keep digital strategy on track by writing and using a meaningful Vision Statement<br />
Vision Statement: Key Elements<br />Outline primary goals<br />What is to be accomplished?<br />Concentrate on the future<...
Vision Statement<br />Use the Vision Statement as a tool to evaluate all tasks<br />“How does this fulfill or support the ...
Digital Strategy Scope<br />Broad range of goals<br />From idea through production to presentation<br />A lot of trees!<br />
Idea<br />Ideas can originate from anywhere, inside or outside your organization<br />
Idea<br />Refine<br />Take some time to refine the interesting ideas<br />
Idea<br />Refine<br />Prioritize<br />Use the Digital Strategy to evaluate the ideas and decide which ones to pursue now<b...
Idea<br />Refine<br />Prioritize<br />Produce<br />Staff acts on the priorities they have been given<br />
Idea<br />Refine<br />Metadata<br />Catalog<br />Prioritize<br />Produce<br />Store<br />Interface<br />Content: create, e...
Idea<br />Refine<br />Metadata<br />Catalog<br />Prioritize<br />Produce<br />Store<br />Interface<br />Audience now gets ...
Idea<br />Refine<br />Metadata<br />Catalog<br />Prioritize<br />Produce<br />Store<br />Interface<br />Active participati...
Idea<br />Refine<br />Metadata<br />Catalog<br />Prioritize<br />Produce<br />Store<br />Interface<br />Collect audience r...
Idea<br />Refine<br />Metadata<br />Catalog<br />Prioritize<br />Produce<br />Store<br />Use feedback to improve the entir...
Unified approach<br />Content<br />Technology<br />Audience<br />
Cycle<br />Making digital content cannot take place without technology<br />The technology is influenced by the needs of t...
Technology<br />(Interface)<br />Content<br />(Message)<br />In the summer of 1874, Manet was staying outside Paris at Gen...
Collaborate<br />Work together, constantly<br />Strengthens communication<br />Reduces bureaucratic overhead<br />Engages ...
Audience<br />Digital Strategy helps to re-imagine the concept  of audience<br />Based on the way that our audiences behav...
Audience Then<br />Was:<br />Captive<br />Passive<br />Absorbing<br />“Talked to”<br />
Audience Now<br />Is:<br />Multi-tasking<br />Active<br />Seeking<br />Interacting<br />“Talked with”<br />
User Experience<br />“The user experience development process is all about ensuring that no aspect of the user’s experienc...
Elements of User Experience<br />Flaws?<br />“Content Requirements” enter early in the process; that’s good.<br />But then...
Digital Stuff<br />Images<br />Audio<br />Video<br />Multimedia & interactives<br />Maps, charts, diagrams, graphics, etc....
Digital Content<br />We have a lot<br />It’s growing<br />It’s messy (especially all that text!)<br />It’s likely to get w...
What do we do?<br />A subset of the Digital Strategy is a specific Content Strategy<br />Two key points:<br />1. Ensure th...
Relevant and Up-to-date<br />Content<br />
Governance<br />Establish and maintain:<br />Standards<br />Policies<br />Guidelines<br />Review and approval procedures<b...
Documentation<br />Vision<br />Strategy<br />Policies & standards<br />Workflows<br />Document, share, use<br />
Is it too late?<br />“We are creating all kinds of digital stuff, but we don’t have a Digital Strategy … is it too late fo...
It’s never too late<br />Organizations with experience in creating digital content have gained insights that will help gui...
Summary: Core Principles<br />Vision Statement<br />Digital Strategy<br />Workflow Cycle<br />from concept through product...
Questions?<br />
Thank you<br />douglas.hegley@metmuseum.org<br />
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2010-03 MCN Taiwan Digital Strategy

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Presentation for the MCN Taiwan Annual Meeting, March 2010.

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Transcript of "2010-03 MCN Taiwan Digital Strategy"

  1. 1. Digital Strategy<br />Presentation to MCN Taiwan<br />March 2010<br />Douglas Hegley<br />The Metropolitan Museum of Art<br />Vice-President/President-Elect, MCN<br />
  2. 2. Acknowledgements<br />I am honored to be here<br />Representing MCN, including MCN President Erin Coburn, and the entire MCN Board of Directors<br />Thank you to Dr. D.T. Lee for the invitation to participate in the MCN Taiwan Chapter’s 2010 Annual Meeting, and for your leadership of the MCN Taiwan Chapter.<br />Thank you to Dr. James Lin for his dedication to MCN Taiwan, and for working closely with us to maintain the strong partnership between our two organizations.<br />We all benefit from our continued work together.<br />
  3. 3. “Go Digital”<br />Create<br />Edit<br />Archive<br />Catalog<br />Find<br />Combine<br />Present<br />Digital Content<br />
  4. 4. Why?<br />Mission<br />Share information with the public<br />Audience<br />Expectations for access<br />Importance of visitors<br />Revenue depends on numbers<br />
  5. 5. Digital Information<br />Can be disseminated on a scale never before imagined<br />“Living Content” <br />Can be updated constantly<br />No need to release revised print publications<br />
  6. 6. Digital Content<br />Available, portable<br />Attracts wider range of audiences<br />Enhances and augments experience<br />Engages and inspires<br />Satisfies niche audiences<br />
  7. 7. Long Tail: Audiences<br />Mass audience (seek a large supply of a few really popular things)<br />Niche audience (they seek, but total demand for any given thing is low and production cost is high) <br />
  8. 8. Long Tail: Supply<br />Historically, we provided for this area (demand was relatively high and repetitive production efficient)<br />We could not provide for this area, even though total volume of the two sections is identical<br />
  9. 9. Long Tail: Digital Content<br />Before (analog publishing model):<br />Print only a few things, but in large quantities<br />Now (digital publishing model):<br />Provide a large (comprehensive) array of unique topics, sometimes in relatively small quantities<br />Add to it over time<br />Please a much wider potential audience<br />
  10. 10. Digital Content Online<br />Enables cross-collection discovery<br />Search indices<br />http://www.google.com<br />Aggregation<br />http://www.oclc.org/research/activities/museumdata/default.htm<br />APIs<br />http://www.brooklynmuseum.org/opencollection/api/<br />http://www.programmableweb.com/api/science-museum<br />
  11. 11. The Real<br />Digital information is supplemental to the experience of actual objects<br />
  12. 12. How?<br />Question: How do we “go digital” effectively?<br />Answer: Develop and use a comprehensive Digital Strategy<br />
  13. 13. What is Digital Strategy?<br />A plan of action<br />Encompassing the real needs to:<br />Make digital content<br />Share digital content<br />Keep digital content fresh<br />
  14. 14. Digital Strategy helps to ensure:<br />Agility<br />Productivity<br />Effectiveness<br />Transparency<br />Innovation<br />
  15. 15. Agility<br />Iterations<br />Collaboration<br />Requirements & solutions can evolve over time<br />
  16. 16. Productivity<br />Parallel workflows<br />Constant re-evaluation & adjustment<br />Rapid implementation<br />Practical R&D<br />
  17. 17. Effectiveness<br />Getting the right things done<br />Collaboration and iteration allow for focus to shift as needed<br />No one works for months on something, only to discover it’s not what was required in the first place<br />
  18. 18. Transparency<br />Decision-making is carried out in public<br />Builds trust<br />Audience has access to information and processes of authoritative sources<br />Removes myths<br />
  19. 19. Innovation<br />“new stuff that is made useful”<br />McKeown, Max (2008). The Truth About Innovation.<br />Modernize<br />
  20. 20. Innovation 1950s<br />
  21. 21. Innovation 1960s<br />
  22. 22. Innovation 1970s<br />
  23. 23. Innovation 1980s<br />
  24. 24. Innovation 1990s<br />
  25. 25. Innovation 2000s<br />
  26. 26. Innovation is always temporary<br />Today’s NEW is tomorrow’s OLD<br />The pace of change is increasing<br />Digital tools help us to keep up<br />?<br />
  27. 27. Digital Strategy: Vision<br />Hint: keep digital strategy on track by writing and using a meaningful Vision Statement<br />
  28. 28. Vision Statement: Key Elements<br />Outline primary goals<br />What is to be accomplished?<br />Concentrate on the future<br />In five years, we will _________.<br />Provide source of evaluation and clear decision-making criteria<br />Should we do this?<br />
  29. 29. Vision Statement<br />Use the Vision Statement as a tool to evaluate all tasks<br />“How does this fulfill or support the vision?”<br />Don’t lose the forest for the trees<br />
  30. 30. Digital Strategy Scope<br />Broad range of goals<br />From idea through production to presentation<br />A lot of trees!<br />
  31. 31. Idea<br />Ideas can originate from anywhere, inside or outside your organization<br />
  32. 32. Idea<br />Refine<br />Take some time to refine the interesting ideas<br />
  33. 33. Idea<br />Refine<br />Prioritize<br />Use the Digital Strategy to evaluate the ideas and decide which ones to pursue now<br />
  34. 34. Idea<br />Refine<br />Prioritize<br />Produce<br />Staff acts on the priorities they have been given<br />
  35. 35. Idea<br />Refine<br />Metadata<br />Catalog<br />Prioritize<br />Produce<br />Store<br />Interface<br />Content: create, edit, catalog, store, protect<br />Access: build or buy tools to provide a way in<br />
  36. 36. Idea<br />Refine<br />Metadata<br />Catalog<br />Prioritize<br />Produce<br />Store<br />Interface<br />Audience now gets to experience the content<br />Present<br />
  37. 37. Idea<br />Refine<br />Metadata<br />Catalog<br />Prioritize<br />Produce<br />Store<br />Interface<br />Active participation and interaction<br />Present<br />Audience<br />Interaction<br />
  38. 38. Idea<br />Refine<br />Metadata<br />Catalog<br />Prioritize<br />Produce<br />Store<br />Interface<br />Collect audience reactions<br />Present<br />Feedback<br />Audience<br />Interaction<br />
  39. 39. Idea<br />Refine<br />Metadata<br />Catalog<br />Prioritize<br />Produce<br />Store<br />Use feedback to improve the entire cycle<br />Interface<br />Update<br />Present<br />Feedback<br />Audience<br />Interaction<br />
  40. 40. Unified approach<br />Content<br />Technology<br />Audience<br />
  41. 41. Cycle<br />Making digital content cannot take place without technology<br />The technology is influenced by the needs of the digital content<br />The two are mutually-informative in a continual loop<br />
  42. 42. Technology<br />(Interface)<br />Content<br />(Message)<br />In the summer of 1874, Manet was staying outside Paris at Gennevilliers, not far from the house in Argenteuil that he had found for the Monet family. He had refused to participate in the independent exhibition<br />
  43. 43. Collaborate<br />Work together, constantly<br />Strengthens communication<br />Reduces bureaucratic overhead<br />Engages and motivates staff<br />Produces rapid results<br />
  44. 44. Audience<br />Digital Strategy helps to re-imagine the concept of audience<br />Based on the way that our audiences behave and what they expect<br />
  45. 45. Audience Then<br />Was:<br />Captive<br />Passive<br />Absorbing<br />“Talked to”<br />
  46. 46. Audience Now<br />Is:<br />Multi-tasking<br />Active<br />Seeking<br />Interacting<br />“Talked with”<br />
  47. 47. User Experience<br />“The user experience development process is all about ensuring that no aspect of the user’s experience … happens without your conscious, explicit intent.”<br />Jesse James Garrett (2000) The Elements of User Experience<br />
  48. 48.
  49. 49. Elements of User Experience<br />Flaws?<br />“Content Requirements” enter early in the process; that’s good.<br />But then “Content” seems to disappear; that’s bad!<br />To reiterate: keep digital content production in mind throughout your development process.<br />
  50. 50. Digital Stuff<br />Images<br />Audio<br />Video<br />Multimedia & interactives<br />Maps, charts, diagrams, graphics, etc.<br />Text<br />
  51. 51. Digital Content<br />We have a lot<br />It’s growing<br />It’s messy (especially all that text!)<br />It’s likely to get worse<br />See: Kristina Halvorson (2010) Content Strategy for the Web.<br />
  52. 52. What do we do?<br />A subset of the Digital Strategy is a specific Content Strategy<br />Two key points:<br />1. Ensure that digital content is a valuable asset, not simply something to fill in at the last minute<br />2. Make sure that someone is responsible (not just a gate-keeper, but an owner) for the content<br />For much more, read Halvorson’s book<br />
  53. 53. Relevant and Up-to-date<br />Content<br />
  54. 54. Governance<br />Establish and maintain:<br />Standards<br />Policies<br />Guidelines<br />Review and approval procedures<br />Without these, content will multiply<br />
  55. 55. Documentation<br />Vision<br />Strategy<br />Policies & standards<br />Workflows<br />Document, share, use<br />
  56. 56. Is it too late?<br />“We are creating all kinds of digital stuff, but we don’t have a Digital Strategy … is it too late for us?”<br />
  57. 57. It’s never too late<br />Organizations with experience in creating digital content have gained insights that will help guide the strategy.<br />The strategy is unique to each organization; the principles are the same<br />
  58. 58. Summary: Core Principles<br />Vision Statement<br />Digital Strategy<br />Workflow Cycle<br />from concept through production & storage to presentation<br />Content Strategy<br />Iterations (use feedback, keep content updated)<br />Collaboration<br />Transparency<br />Governance<br />
  59. 59. Questions?<br />
  60. 60. Thank you<br />douglas.hegley@metmuseum.org<br />
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