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Strategic Implementation of Emerging Communication Technologies in Museums

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The slides from the presentation of my MA Thesis. …

The slides from the presentation of my MA Thesis.

University of Washington, Department of Museology

Published in: Education, Business, Technology

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  • 1. Strategic Implementation of Emerging Communication Technologies in Museums Jason Herrington Master's Degree Candidate Museology Graduate Program University of Washington June 10, 2009
  • 2. Wait, Communication Technology?
    • Objects or systems which mediate communication between individuals
      • allowing individuals to communicate over time
      • and over distance
      • and in new, interactive ways
  • 3.  
  • 4. Characteristics of these Technologies IMMEDIACY
  • 5. INTERACTIVITY
  • 6. PERMANENCY
  • 7. How about some more specific examples?
    • Lascaux cave paintings
  • 8.  
  • 9. Lascaux
    • About 350 caves in France and Spain
    • Estimated to be 10,000 years old
    • Permanent.
    • Immediate?
    • Interactive?
  • 10. How about some more specific examples?
    • Lascaux cave paintings
    • Movable type printing press
  • 11.  
  • 12. Gutenberg press
    • Bible printed in 1454 or 1455
    • The Gutenberg press allowed for the transmission of precise thought.
    • Increased availability of knowledge allowed for a more interactive scholastic debate.
    • Permanent?
    • Immediate?
  • 13. How about some more specific examples?
    • Lascaux cave paintings
    • Movable type printing press
    • Telephone
  • 14.  
  • 15.  
  • 16. Telephone
    • Developed in the late 19 th century, many deserve credit
    • Allows for instantaneous oral communication over distance.
    • New telephones do a lot more than that.
    • Immediate.
    • Interactive.
    • Permanent?
  • 17. Where are we today?
  • 18.  
  • 19. Where are we today?
    • The Internet
      • Global digital communication system based on networked computers
    • The World Wide Web
      • Services that communicate via the Internet
  • 20.  
  • 21. Where are we today?
    • The Internet
      • Global digital communication system based on networked computers
    • The Web
      • Services that communicate via the Internet
    • Web 2.0
  • 22. Web 2.0
    • Second generation of the World Wide Web
      • Information sharing
      • Interoperability
      • User-centered design
      • Collaboration
      • Transparency
      • Hosted services
      • Web applications
  • 23.  
  • 24. the Point is...
    • We have always mediated our communication with technology...
    • and we always will.
    • But we select the specific technology that is best suited for our needs...
    • whether they be immediacy, interactivity, or permanency.
  • 25. Museums are just like us
    • They need to make appropriate use of technology.
    • In pursuing their mission,
    • in building support,
    • and building audiences.
  • 26. This is where the “Strategic Implementation” part comes in
    • Based on:
      • The Manual of Strategic Planning by Lord and Market
      • The Case for Strategic Intentionality by Korn
  • 27. Strategic Plan Contents
    • Executive Summary
    • Narrative
    • Time line
    • Appendix
  • 28. Strategic goal
    • The Nordic Heritage Museum will use new communication technologies to improve the ways in which it communicates with, programs for, and serves current and new audiences
  • 29. While also...
    • ...training internal stakeholders to more readily identify and adopt emerging communication technologies into existing workflow.
  • 30. Needs
    • Audience
      • Need to expand NHM's audience and respond to changes in the existing audience
        • Heritage community
        • Expatriate community
        • Ballard community
        • Seattle, and beyond
  • 31. The Strategy
    • A Social Media Plan
      • Audience research
      • Resource alignment
        • Capital
        • Human
      • Plan development
      • Plan implementation
      • Evaluation
      • Reflection
  • 32. Audience Research
    • Arrange audiences into groups:
      • Those who never come
      • Those who come once a year
      • Those who come many times a year
      • Those who collaborate with the museum
    • Responsibility: Marketing, Visitor Services, Volunteer Council
  • 33. Audience Research
    • Align demographics into these groups
    Never Once Many Times Collaborate People who live in Scandinavia Tourists Members Nordic-American Artists People who live in Asia 18-35 year olds Ballard residents 65 and over Faculty at UW
  • 34. Find a target
    • Move people from groups 1 and 2 to group 3.
    • Ensure that people in group 4 are also in group 3.
    Never Once Many Times Collaborate People who live in Scandinavia Tourists Members Nordic-American Artists People who live in Asia 18-35 year olds Ballard residents 65 and over Faculty at UW
  • 35. How to move up the ladder?
    • What is the nature of the museum's current relationship with the audience?
    • How would we like to alter that relationship?
    • To what end?
    • What programs or products would this audience use?
    • How can we use these programs and products to improve how we communicate with this audience?
  • 36. Align Resources
    • Money
    • Interested, invested and knowledgeable internal stakeholders
      • Marketing
      • Visitor Services
      • Curatorial
    • Time
    • Responsibility: Development Director & Executive Director appoint Social Media Lead
  • 37. Develop a Social Media Plan
    • Mission and audience goals
    • New relationships sought
    • Resources & Restrictions
    • Ideas
        • Broadcasting
        • Spreading
        • Listening
        • Sharing
        • Embracing
        • Energizing
        • Supporting
        • Research
        • Exchange
        • Conversation
  • 38. Develop a Social Media Plan
    • Startup needs
    • Promotion plan
    • Maintenance needs
    • Evaluation plan
  • 39. Implement the Social Media Plan
  • 40. Evaluate
    • Ongoing
      • Efficiency
      • Value
      • Return
        • Mission
        • Money
      • Monthly, structured and informal
        • Quick fixes, patches, easy changes informed by both structured and informal evaluations
    • Responsibility: Social Media Lead
  • 41. Continue, Change, or Discontinue
    • Informed by evaluation
      • By the directive of Executive Director
        • With input by Curatorial, Development and Marketing teams
        • Based on measurable data gained during evaluation
  • 42. Goal Use new communication technologies to improve the ways in which the Nordic Heritage Museum communicates with, programs for, and serves current and new audiences. Time Action Step Responsibility Benchmark Month 1 Audience research and identification Director of Marketing Visitor Service Lead Dossier of audiences for development. Recommendations submitted. Month 2 Align resources to a chosen audience. Marketing Director Social Media Lead Social Media Lead assigned. Month 3 Develop a Social Media Plan Social Media Lead Social Media Plan written Month 4-8 Implement the Social Media Plan. Social Media Lead Social Media Plan implemented Month 9 Evaluate success of Social Media Plan. Social Media Lead Formal Evaluation in month 9 Month 10 Change, continue or discontinue program or plan as evaluation and reflection dictate. Executive Director Director of Marketing Social Media Lead Continue/Discontinue/Modify directive
  • 43. Case Study
  • 44. 1 st Fans
    • Membership level at Brooklyn Museum
    • “ People who enjoy the Museum on-site and on-line.” Typically young, arts oriented individuals in New York.
    • Products and Programs:
      • Museum updates via social networking websites
        • Facebook, Twitter, Flickr, etc.
      • Twitter Art Feed
      • “ exclusive” events
    FirstFans
  • 45. Thanks!
    • Photo credits:
      • blogs.adobe.com
      • Library of Congress
      • Wikipedia
      • lannghiemphu.blogspot.com
      • http://www.cdbaby.net/
      • http://www.seopher.com/images/internet.jpg
      • http://tangyslice.files.wordpress.com/
      • http://www.globalstudio.co.uk/
      • www.brooklynmuseum.org