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Digital First? Keynote, AMA MArketing Day, 7 November 2013.
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Digital First? Keynote, AMA MArketing Day, 7 November 2013.

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Defining and telling the story of a journey to becoming a digital organisation.

Defining and telling the story of a journey to becoming a digital organisation.

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  • 1. Digital First? The Nordiska museet’s journey to becoming a digital organisation AMA Digital Marketing Day 2013, London, UK
  • 2. Hi, my name is Kajsa! Kajsa Hartig Digital Navigator Department of New media, Nordiska museet, Stockholm, Sweden @kajsahartig
  • 3. Digital, arts and heritage since 1995
  • 4. Today’s presentation From A..………..to Z
  • 5. From A..………..to Z
  • 6. From Analogue to Digital…. Or…to Social?
  • 7. What is a digital organization anyway?
  • 8. The social business ..social media and digital overall improves customer and employee relationships and experiences. Brian Solis, Altimeter group
  • 9. Social media is central to this evolution (or even revolution)
  • 10. …and so are Digital Tools!
  • 11. Proximity based communication 3D Printing Collaborative consumption Gesture based interfaces Augmented reality Virtual reality Quantified self Quantified world Flexible screens Power everywhere Drones, robots Jeremiah Owyang, http://www.webstrategist.com/blog/2013/03/16/index-of-2013-disruptivetechnologies/
  • 12. And… WiFi, high speed, free and accessible Open data, free to use even commercially …etc.
  • 13. Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/511792563
  • 14. Sweden’s largest cultural historical museum Founded in 1873 Situated in Stockholm Incl. four castles and manors 156 employees Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/511792563
  • 15.  More than 360 buildings  1,5 million objects  4 000 shelf metres of publications  4 000 shelf metres of archival material Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/511792563
  • 16.  320 000 onsite visitors per year  460 000 unique website visitors per year Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/511792563
  • 17.  320 000 onsite visitors per year  460 000 unique website visitors per year  Reaching 890 000 unique users per year on Facebook Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/511792563
  • 18. The digital Navigator & The New Media Department
  • 19. In 2014 : Become one of the best museums in the Nordic countries using digital tools and channels to communicate and disseminate our cultural heritage
  • 20. One channel Many channels
  • 21. One voice Many voices
  • 22. ENABLING A MUTUAL DIALOGUE!
  • 23. Marketing New Media
  • 24. Marketing Press information and marketing Increase the number of visitors and revenue. Over all marketing strategy and a marketing plan New Media
  • 25. Marketing New Media Press information and marketing Supporting the museum in all digital Increase the number of visitors and revenue. Communication and dissemination of “knowledge bank”, producing content Over all marketing strategy and a marketing plan Developing and maintaining digital infrastructure (not IT)
  • 26. New Media Department Communication Production Knowledge bank Developing digital infrastructure Strategies Plans of action
  • 27. The Digital Navigator
  • 28. Disruptive times, disruptive changes Photo by ken ratcliff, Flickr. CC-BY.
  • 29. The digital navigator The digital expert can help navigate through changes in disruptive times Photo by by Calsidyrose, Flickr, CC-BY
  • 30. What we’re really talking about is someone who can bridge ...create a frictionless path…at every step of the journey. Brian Solis, Altimeter Photo by by Calsidyrose, Flickr, CC-BY
  • 31. The Digital Navigator A catalyst An amplifyer An element of change Photo by: by neistridlar, Flickr. CC-BY-NC-SA
  • 32. From A..………..to Z at Nordiska museet
  • 33. We started by listening and learning Photo: NapInterrupted, Flickr, CC-BY-ND http://www.flickr.com/photos/shuttercat7/418349082
  • 34. 2009: trying out the tools The Conversion Prism by Brian Solis, www.briansolis.com
  • 35. Building a social media presence Creating engagement an deepening relations Photo: USACE HQ, Flickr, CC-BY, http://www.flickr.com/photos/usacehq/6141
  • 36. 2010: The New Media Strategy
  • 37. 2011: getting organized The New Media Department is born Photo by Jackal of all trades, Flickr, CC-BY-NC-SA
  • 38. 2013: Time to evaluate, reflect and reassess
  • 39. Impact and key successes
  • 40. Creating digital and social awareness
  • 41. Producing and launching a new website – from one webmaster to a web editors group
  • 42. Flickr Youtub e Wikipedia Googl e Art Facebook Website and collections database Twitter Blogs Europeana Fashion Google + Instagram
  • 43. Audience participation
  • 44. Cross departmental editors group for social media
  • 45. Showing good results Getting attention (from within and outside org.)
  • 46. Showing good results Getting resources
  • 47. Getting staff on board Producing content, publishing and communicating
  • 48. Increased awareness of audience needs and demands (through evaluation and reassessment)
  • 49. Key challenges And time for afterthought
  • 50. Social organization: What, when, how, who?
  • 51. Getting all parts of the organization to move forward at the same pace Photo by mandykoh, Flickr, CC-BY-NC
  • 52. From bottom up To top down
  • 53. Rome wasn’t built in a day http://upload.wikimedia.org/wikipedia/commons/thumb/8/81/Roman_forum_sketch_up_model.png/1024px-Roman_forum_sketch_up_model.png
  • 54. Meeting demands from stakeholders
  • 55. Digital first?
  • 56. From A..………..to Z
  • 57. Social media and digital tools are central
  • 58. Digital first!
  • 59. But not without social!
  • 60. Thank you! Kajsa Hartig Digital navigator, New media department Nordiska museet Stockholm, Sweden @kajsahartig