2. About Tate
4
Collection of four
major art galleries
10 Principles
1. Tate’s Website is for Tate’s online
audience
2. The website is both a platform for
publication and for interaction
3. The website must be alive with thoughts,
conversation and opinion
4. Online content, commerce and
community and intermixed
5. All webpages are the start of a range of
possible users journey
6. Content owners manage their content
7. Online content needs to be open and
shared
8. Content and interaction should be taken
to the online audience
9. Personalisation will improve visitors’
experience
10.The website must be sustained
Tate Britain
Tate Modern
Tate St. Ives
Tate Liverpool
Mission: To promote the public’s enjoyment and understanding of British art, and
of twentieth- century and contemporary art.
Shifting emphasis to
digital
70,000 Artworks
5th Gallery
Mobile App
Podcasts
Game
Website
Blogs
3. Major Actors
4
Q2
Strategic objectives
•John Stack - Visionary Head of Digital transformation and architect of Tate’s fifth gallery
•Henry Tate - British industrialist and sugar merchant, Founded Tate Gallery
•Sir Nicholas Serota - Director who expanded 4 galleries (Modern, Britain, St Ives, Liverpool)
•Elena Villaespesa - Tate’s Digital Analyst
•Lord Browne - Chairman of board of trustee
4. VALUES
Interactive Participatory
Multimedia Experience
Contribute users' own thoughts and feelings
To help people learn by engaging
People’s natural inclination for competition,
mastery and achievement
A platform where people can come together
to discuss and experience art and culture
Q1 Tate's Fifth Gallery
Addition to
Portfolios
Website
Podcasts and Blogs
Mobile as guides
Gamification
Online Development
Social Media
5. Role of Digital at Tate
4
● Integrating both physical and virtual
world
● Providing user centered interactive
platform
● Providing users a place to learn about Art
● Allowing outside voice to contribute in the
discussion
● Provide a clean design and simplified
structure for users
Q2
6. Target Audience
4
● Anyone interested in creative activity and the
arts
● Individuals who are tech savvy
● Audiences across the globe
● Audiences who may not be able to visit the
Galleries
Q2
Strategic objectives
● To expand the website traffic and audiences
across the globe
● To dominate the industry's market.
● To engage new and diverse audiences
7. What have been the keys to stack’s success during the
Tate’s digital transformation?
1. Integrating digital complements into corporate strategy
2. Encouraging broad participation across the organization
3. Full commitment with no apprehensions of changing organizational processes
2
8. Q4
3
Digital dimension to everything
Advantages
● Ease in share of information
● Maximum reach with multimedia approach
● Data drive consumer insights
Disadvantages
● IT management losing control
● Inability to prove business value
● Too much focus on technology
Successful Future
● Distributed decision making
● Open to external world
● Freedom to experiment
9. Q5: Options for Monetizing
10
E-Commerce Closely link the Tate’s online shop to its digital content
Online shop supplemented the physical gift shops
Marketing
Efficiencies
Use of data generated by online visitors
Enable Tate to personalize and improve their online experience
Digital Philanthropy Leverage the online user base
Organic donors, were more profitable and longer lasting
Pay to Play
Charge visitors for the use of digital assets
Grants Focused its grants on physical infrastructure improvements rather than
digital programming.
10. Q6
7
Which of Stack’s digital key performance indicators (KPIs) are most and least useful for
measuring digital return on investment? Why?
Most Useful Least useful
● Reach and Brand ● Accessibility
● Conversion ● Usability
● Social Engagement ● Technical
● Audience
