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The Future of Museums
Digital as a dimension
of everything
lent VIII  1966 © Carl Andre/VAGA, New York and D
urgeois Maman 1999 North Landscape Tate Modern O
The Unilever Series: Louise Bourgeois Maman 1999 12 May – December 2000 Turbine Hall, Tate Modern  
: Anish Kapoor Marsyas 2002, Turbine Hall, Tate Modern ©
The role of museums through an analysis 40 leading UK museums and galleries Mission Statements
Exhibition & Museum Attendance Figures 2011
THE ART NEWSPAPER, APRIL 2012
Exhibition & Museum Attendance Figures 2011
THE ART NEWSPAPER, APRIL 2012
Exhibition & Museum Attendance Figures 2011
THE ART NEWSPAPER, APRIL 2012
© Some rights reserved by Peewubblewoo
Digital Strategy 2013–15:
Digital as a dimension
of everything
1) Digital is not just a louder megaphone.
It is a different way to do everything.
2) Where content, design and technology
meet is where the magic happens.
Collaboration is critical.
3) As digital permeates everything, boundaries
between activities will continue to blur.
4) Once digital tools empower staff, radical openness
will quickly follow. Tate will have many voices.
5) Digital is becoming normalised in our audiences’
lives. We can be the digital presence for art lovers.
Through embracing digital activity and
skills across the organisation, Tate’s
ambition is to use digital platforms and
cha...
Through embracing digital activity and
skills across the organisation, Tate’s
ambition is to use digital platforms and
cha...
Plan 1: Digitisation
http://www.armadillosystems.com/ttp_commercial/
TextText
Plan 2: Research publications
http://www.tate.org.uk/art/research-publications/camden-town-group
Plan 3: Digital gallery experiences
http://www.clevelandart.org/galleryone
Plan 4: Editorial centre
Through embracing digital activity and
skills across the organisation, Tate’s
ambition is to use digital platforms and
cha...
Plan 5: Blogging across the organisation
http://www.tate.org.uk/context-comment/blogs/
Plan 6: Social media beyond marketing
http://tate-collectives.tumblr.com
Plan 7: Learning and social collections
Through embracing digital activity and
skills across the organisation, Tate’s
ambition is to use digital platforms and
cha...
Plan 8: Paperless, self-service ticketing
Plan 9: Digital products and e-commerce
https://itunes.apple.com/gb/app/tate-etc.-magazine/id563240421?mt=8&ign-mpt=uo%3D2
Plan 10: Multimedia tours to users’ devices
http://www.mona.net.au/theo/
Plan 11: Digital fundraising
http://www.indiegogo.com/teslamuseum
Plan 12: Customer relationship management
Through embracing digital activity and
skills across the organisation, Tate’s
ambition is to use digital platforms and
cha...
Plan 13: Staff skills and engagement
https://digitalscholarship.jux.com/668322
Plan 14: New ways of working and collaborating
Plan 15: Governance, leadership and management
Key performance indicators
Content
Visits
Repeat visits
Depth of journey
Dwell time
Community
Comments
Reuse
Shares
Follow...
Through embracing digital activity and
skills across the organisation, Tate’s
ambition is to use digital platforms and
cha...
lent VIII  1966 © Carl Andre/VAGA, New York and D
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)
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The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)

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MARC SANDS (UK)
Tate, Director, Media & Audiences

Marc Sands is the Director of Audiences and Media at Tate. His mission is to make Tate thrive online across media and new media. He builds social networks for his institution while strengthening the social relationship between Tate and their audiences. He has revamped and relaunched Tate's website.

Published in: Education, Art & Photos
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The Future of Museums - Digital as a dimension of everything by Marc Sands from Tate (UK)

  1. 1. The Future of Museums Digital as a dimension of everything
  2. 2. lent VIII  1966 © Carl Andre/VAGA, New York and D
  3. 3. urgeois Maman 1999 North Landscape Tate Modern O
  4. 4. The Unilever Series: Louise Bourgeois Maman 1999 12 May – December 2000 Turbine Hall, Tate Modern  
  5. 5. : Anish Kapoor Marsyas 2002, Turbine Hall, Tate Modern ©
  6. 6. The role of museums through an analysis 40 leading UK museums and galleries Mission Statements
  7. 7. Exhibition & Museum Attendance Figures 2011 THE ART NEWSPAPER, APRIL 2012
  8. 8. Exhibition & Museum Attendance Figures 2011 THE ART NEWSPAPER, APRIL 2012
  9. 9. Exhibition & Museum Attendance Figures 2011 THE ART NEWSPAPER, APRIL 2012
  10. 10. © Some rights reserved by Peewubblewoo
  11. 11. Digital Strategy 2013–15: Digital as a dimension of everything
  12. 12. 1) Digital is not just a louder megaphone. It is a different way to do everything.
  13. 13. 2) Where content, design and technology meet is where the magic happens. Collaboration is critical.
  14. 14. 3) As digital permeates everything, boundaries between activities will continue to blur.
  15. 15. 4) Once digital tools empower staff, radical openness will quickly follow. Tate will have many voices.
  16. 16. 5) Digital is becoming normalised in our audiences’ lives. We can be the digital presence for art lovers.
  17. 17. Through embracing digital activity and skills across the organisation, Tate’s ambition is to use digital platforms and channels to create and nurture the most engaged arts community enjoying the richest, deepest arts content found anywhere and to maximise the associated revenue opportunities.
  18. 18. Through embracing digital activity and skills across the organisation, Tate’s ambition is to use digital platforms and channels to create and nurture the most engaged arts community enjoying the richest, deepest arts content found anywhere and to maximise the associated revenue opportunities.
  19. 19. Plan 1: Digitisation http://www.armadillosystems.com/ttp_commercial/
  20. 20. TextText Plan 2: Research publications http://www.tate.org.uk/art/research-publications/camden-town-group
  21. 21. Plan 3: Digital gallery experiences http://www.clevelandart.org/galleryone
  22. 22. Plan 4: Editorial centre
  23. 23. Through embracing digital activity and skills across the organisation, Tate’s ambition is to use digital platforms and channels to create and nurture the most engaged arts community enjoying the richest, deepest arts content found anywhere and to maximise the associated revenue opportunities.
  24. 24. Plan 5: Blogging across the organisation http://www.tate.org.uk/context-comment/blogs/
  25. 25. Plan 6: Social media beyond marketing http://tate-collectives.tumblr.com
  26. 26. Plan 7: Learning and social collections
  27. 27. Through embracing digital activity and skills across the organisation, Tate’s ambition is to use digital platforms and channels to create and nurture the most engaged arts community enjoying the richest, deepest arts content found anywhere and to maximise the associated revenue opportunities.
  28. 28. Plan 8: Paperless, self-service ticketing
  29. 29. Plan 9: Digital products and e-commerce https://itunes.apple.com/gb/app/tate-etc.-magazine/id563240421?mt=8&ign-mpt=uo%3D2
  30. 30. Plan 10: Multimedia tours to users’ devices http://www.mona.net.au/theo/
  31. 31. Plan 11: Digital fundraising http://www.indiegogo.com/teslamuseum
  32. 32. Plan 12: Customer relationship management
  33. 33. Through embracing digital activity and skills across the organisation, Tate’s ambition is to use digital platforms and channels to create and nurture the most engaged arts community enjoying the richest, deepest arts content found anywhere and to maximise the associated revenue opportunities.
  34. 34. Plan 13: Staff skills and engagement https://digitalscholarship.jux.com/668322
  35. 35. Plan 14: New ways of working and collaborating
  36. 36. Plan 15: Governance, leadership and management
  37. 37. Key performance indicators Content Visits Repeat visits Depth of journey Dwell time Community Comments Reuse Shares Followers Revenue Sales Customer data Donations Efficiency savings
  38. 38. Through embracing digital activity and skills across the organisation, Tate’s ambition is to use digital platforms and channels to create and nurture the most engaged arts community enjoying the richest, deepest arts content found anywhere and to maximise the associated revenue opportunities.
  39. 39. lent VIII  1966 © Carl Andre/VAGA, New York and D

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