2013-07-15 AMM Session: The Digital Road Ahead


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Slides from panel session at 2013 AMM Conference. Panelists: Douglas Hegley, Jane Alexander, Sam Quigley. Sorry for slight formatting errors caused by conversion to slideshare format.

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  • No one is promising that the road ahead is smooth, but having a “map” can certainly be helpful.
  • Today, we are here to talk about digital technology and the future. But this is not the future we envision, is it?
  • Because THIS is really NOT the goal.
  • THIS is the goal: Happy Visitors! Engaged, excited, inspired, and “attached” to our organizations.
  • How do we achieve that? It’s about building bridges through engagement. It’s about a shared language of interaction. Ultimately, it’s about inviting our audiences to trust that the fog will lift. Digital technology offers one possible method to accomplish this. Today, we will aim to illuminate trends, show examples, pose some big questions, challenge a few assumptions, and offer strategic insights, in an effort to inform and inspire you and your organizations to stride forward. We will organize our presentation roughly around 5 major themes.
  • Pxleyes.com; Sam – User Generated Content & authoritative sources; How museums are dealing with this? Torrent of social media these days; some museums are just observing…letting it flow all around or below them; Some may still believe their primary role is to provide the bridge from ignorance to enlightenment
  • Others are standing On Guard … watching, waiting, apprehensive
  • But most have jumped in for the swim … Sree Sreenivasan’s June 2013 appointment at the Met – journalism professor at Columbia Marc Sands March 2010 appointment at the Tate – formerly at the Guardian and Observer chief of digital marketing John Stack’s digital strategy at the Tate – revision of April 2013
  • And this is how some are doing… www.museum-analytics.org is a good resource to investigate for yourself; you can get weekly customized reports
  • AIC Facebook Friends: 177,380 Twitter Followers: 65,945
  • Gamification: are we on the right track?
  • Example: Game interface tested at UW seems to teach diagnosis skills, but also measures subtle racist tendencies so that they can be discussed and corrected.
  • The ways in which our audiences participate have expanded exponentially. Once it was just a visit (FIELD TRIP!)
  • Then we added “education” (lectures, programs, etc.).
  • Then came web 1.0 – brochureware.
  • But web 2.0 opened up the floodgates, and people “take part” instead of “partake”
  • Consistent experience by the customer, regardless of channel. This is moving from luxury to expectation.
  • The industry is now turning some attention to methods by which we can both deepen engagement, in part by developing the relationship. We hope that our audiences will “raise their hands” to let us know they are here. Will it work? Stay tuned.
  • Example: DMA Friends program.
  • Sam – ePublishing OSCI; relative immaturity of the entire ePublishing arena
  • Sam – Open Source code; Sharing and moving forward together Free Software Foundation founded in 1985 by Richard Stallman Open Software Initiative founded in 1998 by Tim O’Reilly, among others “ free” as in “free speech,” not as in “free beer” – Richard Stallman Emphasizes economic competitiveness over ideology – Steven Weber
  • What is LOD?
  • Here’s another view – a schematic of how these myriad web standard begin to come together so that data is machine-readable.
  • This is NOT Linked Open Data. It’s sort of the opposite: manual labor to re-format our data to conform to someone else’s needs, then releasing it … and needing to repeat the process if ANYTHING ever changes. Ugh. LOD says “come and get it”, by providing the data for any robot to access and make use of.
  • Personal-sized 3D printing: gimmick or opportunity? Costs will go down, speed will go up, impact on cultural sector?
  • Artists are already embracing the capacity, either to produce original works or to create models for molds, casting, or manufacture. Should you buy one today? Hmm … maintenance issues, and it’s a bit like watching paint dry … but if you have a compelling reason, we’re all ears.
  • ----- Meeting Notes (7/15/13 14:23) ----- Internet of things
  • American Museum of Natural History first out of the box; July 2010 Guggenheim app mid-June 2013
  • Sam – mobile tours and wayfinding; Meridian app, new technologies “ Indoor GPS” Cisco MSE 7.2 (Mobility Services Engine)
  • As an industry, we are on the cusp of really understanding and utilizing social media tools and processes for our benefit. Stay tuned. And share your approaches.
  • Potentially as many niche social networking sites as there are interests Many don't last long, but that's unlikely to stem their growth as a combined whole. They don’t try to be another Facebook. They have identified gaps in the market and use the medium to find participants.
  • Here’s an analogy, and we all know that the micro-brew revolution is well underway. What’s of most interest here: the AREA of the graph is the same on either side of the dividing line. Practical advice: Don’t even try to cover all of the bases – the bases will move! Instead, communicate your brand clearly, choose channels strategically, and surf the waves.
  • Sam – staffing models and structures, C-level leadership, when to out-source How to make the right decisions
  • Sam – staffing models and structures, C-level leadership, when to out-source How to make the right decisions
  • Sam – staffing models and structures, C-level leadership, when to out-source How to make the right decisions
  • Sam – staffing models and structures, C-level leadership, when to out-source How to make the right decisions
  • Sam – staffing models and structures, C-level leadership, when to out-source How to make the right decisions
  • Global – Local We in the cultural sector understand that humans were never truly isolated: our social nature has always “linked the globe” through trade, influence, conquest, etc. But the pace and intensity of that global network has never been so fast and powerful.
  • We have real-time connectivity, and we can make global become local instantly. What does this mean for us?
  • A real and inspiring example: MacPhail Center for Music demonstration of piano performance at the MHTA Networking event.   Child prodigy on West Coast, player piano on the stage in Mpls; Skype and MIDI connections = real-time performance!
  • So let’s turn our eyes briefly to “the future” …
  • We’ve heard a bit about the internet of things, but here what I’m focusing on is the universality and inevitability of interconnectivity. Should we fear this, or find a way to embrace it?
  • In many ways the “future” is already here. Google glass is only one example. Mandatory Star Trek reference inserted here. Implications for museums/the cultural sector? In essence, a dichotomy: full participation (LOD, social networks) v. hallowed ground (respite, haven, the power of the real). I’ll let you be the judge.
  • Placeholder: Sam – The Next Big Disruption
  • 2013-07-15 AMM Session: The Digital Road Ahead

    1. 1. Douglas Hegley •Director of Technology •Minneapolis Institute of Arts Jane Alexander •Director, Information Management and Technology Services •The Cleveland Museum of Art Sam Quigley, •VP for Collections Management, Imaging, and Information Technology •The Art Institute of Chicago The Digital Road Ahead
    2. 2. DH
    3. 3. Technology in the Cultural Sector 3 D
    4. 4. 4 D
    5. 5. Museums are Awesome! 5 D
    6. 6. Themes: 1.Audience 2.Technology 3.Web/Mobile 4.Strategy 5.The Future DH
    7. 7. 1. Audience DH
    8. 8. JA
    9. 9. JA
    10. 10. JA
    11. 11. Placeholder: Sam – User Generated Content & authoritative sources How museums are dealing with this SQ SQ
    12. 12. SQ
    13. 13. SQ
    14. 14. www.museum-analytics.org SQ
    15. 15. AIC’s Jean-Paul Brunier on tumblr SQ
    16. 16. Gamification: DH
    17. 17. Gamification: applying game methods in real-life contexts to change behavior, increase motivation, and/or enhance engagement DH
    18. 18. Pros Cons Sense of autonomy (choice) Immediate feedback Steps to mastery Personalized Investment and impact Success path (score over time) Playful, light-spirited Gamification DH
    19. 19. Pros Cons Sense of autonomy (choice) Sometimes simple rewards can kill motivation (extrinsic v. intrinsic) Immediate feedback Um … not fun! Steps to mastery “Exploitationware” (Ian Bogost) Personalized False sense of achievement - The “You’ve Been Playing for 100 Days!” badge ... Really? Investment and impact Competition – “beating” others Success path (score over time) Addictive? Isolating? Playful, light-spirited Disconnected from the “slings and arrows of outrageous fortune” (Wm. Shakespeare) Gamification DH
    20. 20. DH Participation: Visit
    21. 21. DH Participation: Education programming
    22. 22. DH Participation: Web 1.0 – Brochureware (www.artsmia.org January 1998)
    23. 23. DH Was: Partake Now: Take Part
    24. 24. DH
    25. 25. DH
    26. 26. DHDH
    27. 27. 2. Technology DH
    28. 28. Collection Catalog and Management System (CCMS)
    29. 29. Gallery One
    30. 30. Tour Guide App
    31. 31. COLLECTION ONLINE Redesign for Art Lovers
    32. 32. RESPONSIVE DESIGN Mobile Devices
    33. 33. SMARTPHONE Redesign
    34. 34. COLLECTION ONLINE Enhance for Researchers
    35. 35. SQ
    36. 36. AIC’s OSCI Monet and Renoir Volumes SQ
    37. 37. SQ
    38. 38. Open Source SQ
    39. 39. 2 Sides of Open Source SQ SQ
    40. 40. Linked Open Data •Method of publishing structured data •So that it can be interlinked •And become more useful •Built upon standard Web technologies •But not just to display web pages for human readers •Sharing information so that it can be read automatically by computers •Enables data from different sources to be connected and searched - Culled from Wikipedia DH
    41. 41. DH
    42. 42. DH
    43. 43. DH
    44. 44. DH
    45. 45. JA
    46. 46. JA
    47. 47. 3. Web & Mobile
    48. 48. Mobile Tours AMNH “Explorer” Mobile @ Guggenheim SQ
    49. 49. AIC Tours SQ
    50. 50. AIC Tours - Turn by Turn Navigation SQ
    51. 51. - ISH DH Social Media: The Hype Cycle
    52. 52. Facebook, Twitter, Pinterest Niche Social Networks DH
    53. 53. Facebook, Twitter, Pinterest Niche Social Networks Miller Light Micro- brews Assembly Line Artisinal DH
    54. 54. 4. Strategy JA
    55. 55. How to make the right decisions SQ
    56. 56. Look around, see what others do SQ
    57. 57. Talk to your friends SQ
    58. 58. Determine the best of breed SQ
    59. 59. Then, roll the dice!! SQ
    60. 60. Seriously, though…get a team together SQ
    61. 61. Metropolitan’s Huge Digital Team SQ
    62. 62. Art Institute’s Digital Media Team Plus Marketing and Communications For Web and Social Media ~ 6 staff SQ
    63. 63. But more likely, it’s just you and … SQ
    64. 64. DH
    65. 65. DH
    66. 66. For the Cultural Sector: Agile-ish methodology Not truly “agile”, but we can learn from the approach •Iteration •Participation and ownership •Feedback loops with impact •Progress DH
    67. 67. DH
    68. 68. DH
    69. 69. DH
    70. 70. DH
    71. 71. Ubiquitous Computing DH
    72. 72. DH
    73. 73. Computational Photography SQ
    74. 74. Error correction in post-production SQ
    75. 75. Reflectance Transformation Imaging SQ
    76. 76. Your Turn! Questions? Comments? DH
    77. 77. Thank you! Douglas Hegley @dhegley Jane Alexander @janecalexander Sam Quigley @samcepat1 Find this presentation at http://www.slideshare.net/dhegley DH