Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Practical Approaches to
Digital Strategy Planning
Amanda Thompson Rundahl, Saint Louis Art Museum
Janet Asaro, Anchorage M...
Welcome and Session Overview
Douglas Hegley
Image Source: http://www.seointl.net/wp-content/uploads/2015/04/Digital-Social...
Context
@dhegley
Image Source: http://www.theworldcafe.com/wp-content/uploads/2015/07/content.jpg
Context
External factors
Digital transformation
Customer expectations
Current ecosystem
Content production = digital
Conte...
Strategy
Why
What
How
@dhegley
Image Source: http://tripleseo.com/wp-content/uploads/2013/02/strategy-content.jpg
Image Source: http://adsmarket.com.np/wp-content/uploads/2015/08/why-digital-strategy.png
Pros
Advantages and Opportunities
Digital Strategy
● Emphasizes the transformative power of digital
● Aligns digital effor...
Cons
Potential Pitfalls
Digital Strategy might
● Add unnecessary complexity
● Confirm that digital is separate, in a silo
...
Avoiding the Pitfalls
Will depend on
The organization
The people
The quality of the plan
The flexibility necessary to main...
@dhegley
Gallery One, Cleveland Museum of Art
Image Source: http://mmex.dk/sites/default/files/ClevelandMuseumofArt3.jpg
D...
Today: Practical Approaches
Knowledge
Actionable steps
Tools you can use
Collaboration is powerful
So ask away!
@dhegley
I...
Introductions
Amanda Thompson Rundahl, Saint Louis Art Museum
Janet Asaro, Anchorage Museum
Liza Lorenz, Ford's Theatre So...
Saint Louis Art Museum: Overview
Encyclopedic Art Museum
Staff Size: 272
Annual Budget: $32 million
Annual Visitors: 500,0...
Anchorage Museum Overview
FOCUS: Art, History and Science of Alaska and
Circumpolar North
MISSION: Connect people, expand ...
Ford’s Theatre: Overview
Historic Site / Working Theatre / Museum
Staff Size: ~50
Annual Budget: $13 million
Annual Visito...
Consultant, Balboa Park Online Collaborative
Chad Weinard @caw_
Nonprofit technology + strategy
consultancy for museums
Se...
Image Source: https://smartpandalabs.com/wp-
content/uploads/2016/03/EnterpriseDigitalStrategy21.jpg
Saint Louis Art Museum: Why
Key commitment of 2015-2019 Strategic Plan
1. Art
2. Experience
3. Community
4. Digital Strate...
Saint Louis Art Museum: When and How
Timeline and Process
August 2014: Strategic Plan adopted & Digital Strategy
Implement...
Saint Louis Art Museum: Lessons Learned
Build accountabilities into your
process to keep things moving
Shared frameworks a...
Saint Louis Art Museum:
Keeping it Alive
Shared vision
The Museum’s Digital Strategy will ensure
that it has the technolog...
Anchorage Museum Process
GOALS: Connect locally/globally,
encourage dialogue, complement
visitor experience, digital
throu...
Anchorage Museum Lessons Learned
Collaboration is key
(IT, MPR, Curatorial)
Support from the top
Keep perspective - don’t ...
Anchorage Museum Keeping It Alive
Project Team Approach
(dept head not necessarily the
project lead)
Build capacity
Accoun...
Anchorage Museum Keeping It Alive
RESOURCES
Digital Engagement In Culture, Heritage & the Arts
by Jim Richardson & Jasper ...
Ford’s Theatre: Why
To Help Us Achieve Our Long-
Range Plan Goals:
Bring Lincoln’s legacy to life for
the 21st-century lea...
Ford’s Theatre: When and How
Timeline:
Long-Range Plan Approval: June 2014
Digital Strategy Creation/Approval: Sept. 2014-...
Ford’s Theatre: Lessons Learned
Collaborate (early and often)
Establish a process for getting the
work done
Hold yourselve...
Ford’s Theatre: Keep It Alive
Long-Term Digital Values
Sustainability
Be Compelling
Mission-Critical
Momentum Building
Mea...
Consultant, Balboa Park Online Collaborative
Why?
Great digital projects need great digital
organizations
Digital has chan...
Consultant, Balboa Park Online Collaborative
How?
Where you are, where you want to be,
and how to get there
Framework with...
Consultant, Balboa Park Online Collaborative
Lessons Learned
Build capacity
Quick wins
Walk the walk: use digital strategy...
Consultant, Balboa Park Online Collaborative
Sustaining transformation
Our job is to work ourselves out of a job
Empower c...
Let’s Talk
I’ve got some questions ...
Who does what?
Should museums take this on using internal resources?
Does a museum need a consultant? Why?
Who are the sta...
How do you fit this in with what you already do?
For example:
Building capacity v. chasing shiny projects
Iterative approa...
What would you do differently?
Other questions?
Image Source: http://cdn.c.photoshelter.com/img-get2/I0000tKjH5rZhWXc/fit=1000x750/Washington-Monument-wi...
Thank you
Upcoming SlideShare
Loading in …5
×

2016 Practical Approaches to Digital Strategy Planning - AAM

2,597 views

Published on

Slide deck from AAM Annual Meeting session on May 26, 2016.
Session description:
It seems every organization talks about digital strategy, but what does it mean, and how do you do it? In this session, three mid-sized museums, each in a different stage of digital planning, share how they’re getting things done. Panelists represent a cross-section of museums (art, history, science) and departments (education, communications, marketing, digital/IT), providing multiple points of view on how to work together to achieve a common goal. We’ll discuss institutional politics, practical constraints and the exciting possibilities that make this work both daunting and energizing. You will gain practical knowledge, a set of achievable next steps, and inspiration to make digital strategy happen for your museum.
Presenters: Amanda Thompson Rundahl, Saint Louis Art Museum; Janet Asaro, Anchorage Museum; Chad Weinard, Balboa Park Online Collaborative; Liza Lorenz, Ford's Theatre Society.
Moderator: Douglas Hegley, Minneapolis Institute of Art

Published in: Technology
  • Get paid to post comments on Facebook - $25 per hour ★★★ http://ishbv.com/socialpaid/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Go here now to unlock your dog's natural intelligence today. ♣♣♣ http://t.cn/Aie43hbV
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

2016 Practical Approaches to Digital Strategy Planning - AAM

  1. 1. Practical Approaches to Digital Strategy Planning Amanda Thompson Rundahl, Saint Louis Art Museum Janet Asaro, Anchorage Museum Liza Lorenz, Ford's Theatre Society Chad Weinard, Balboa Park Online Collaborative Douglas Hegley, Minneapolis Institute of Art Thursday May 26, 2016 245pm Walter E. Washington Convention Center Panelists: Moderator:
  2. 2. Welcome and Session Overview Douglas Hegley Image Source: http://www.seointl.net/wp-content/uploads/2015/04/Digital-Social-Media-Marketing-Workshops-2015-Dubai-UAE-1024x682.png @dhegley Note: These slides will be posted http://www.slideshare.net/dhegley #AAM2016 #musetech
  3. 3. Context @dhegley Image Source: http://www.theworldcafe.com/wp-content/uploads/2015/07/content.jpg
  4. 4. Context External factors Digital transformation Customer expectations Current ecosystem Content production = digital Content sharing = digital Museums Real Physical space Special @dhegley Image Source: http://static1.squarespace.com/static/55674664e4b0f830b9a512d0/556777c0e4b098634e632280/556777c1e4b098634e632644/1432844385982/Context.jpg
  5. 5. Strategy Why What How @dhegley Image Source: http://tripleseo.com/wp-content/uploads/2013/02/strategy-content.jpg
  6. 6. Image Source: http://adsmarket.com.np/wp-content/uploads/2015/08/why-digital-strategy.png
  7. 7. Pros Advantages and Opportunities Digital Strategy ● Emphasizes the transformative power of digital ● Aligns digital efforts ● Provides clarity & transparency ● Ensures relevancy & effectiveness ● Enables long-term success of digital ● Recognizes digital as a speciality area ○ Dynamic, still “young” ● Frames decisions re: digital ● Is a teaching tool across the org ● Helps manage expectations
  8. 8. Cons Potential Pitfalls Digital Strategy might ● Add unnecessary complexity ● Confirm that digital is separate, in a silo ○ Someone else’s job ● Confrm digital as “extra”, “not core to mission” ● Read as self-justifying, or even defensive ● Focus too much on tech, leaving people out ● Sound really, really expensive ● Imply that digital is only a series of projects
  9. 9. Avoiding the Pitfalls Will depend on The organization The people The quality of the plan The flexibility necessary to maintain relevance The communication The ongoing utilization
  10. 10. @dhegley Gallery One, Cleveland Museum of Art Image Source: http://mmex.dk/sites/default/files/ClevelandMuseumofArt3.jpg Digital Strategy in the Museum & Cultural Heritage Sector
  11. 11. Today: Practical Approaches Knowledge Actionable steps Tools you can use Collaboration is powerful So ask away! @dhegley Image Source: https://www.everbrave.ca/wp-content/uploads/2014/06/victor-2.png
  12. 12. Introductions Amanda Thompson Rundahl, Saint Louis Art Museum Janet Asaro, Anchorage Museum Liza Lorenz, Ford's Theatre Society Chad Weinard, Balboa Park Online Collaborative Douglas, please stop talking now …
  13. 13. Saint Louis Art Museum: Overview Encyclopedic Art Museum Staff Size: 272 Annual Budget: $32 million Annual Visitors: 500,000 @AmandaTRundahl and @stlartmuseum
  14. 14. Anchorage Museum Overview FOCUS: Art, History and Science of Alaska and Circumpolar North MISSION: Connect people, expand perspectives and encourage global dialogue about the North and its distinct environment STAFF: Museum 70+ MPR Staff 3 IT Staff 2 ANNUAL BUDGET: $11M
  15. 15. Ford’s Theatre: Overview Historic Site / Working Theatre / Museum Staff Size: ~50 Annual Budget: $13 million Annual Visitors: 650,000 @Liza_Lorenz & @fordstheatre
  16. 16. Consultant, Balboa Park Online Collaborative Chad Weinard @caw_ Nonprofit technology + strategy consultancy for museums Services Client profiles Strategy engagements Frameworks
  17. 17. Image Source: https://smartpandalabs.com/wp- content/uploads/2016/03/EnterpriseDigitalStrategy21.jpg
  18. 18. Saint Louis Art Museum: Why Key commitment of 2015-2019 Strategic Plan 1. Art 2. Experience 3. Community 4. Digital Strategy 5. Financial Sustainability @AmandaTRundahl and @stlartmuseum
  19. 19. Saint Louis Art Museum: When and How Timeline and Process August 2014: Strategic Plan adopted & Digital Strategy Implementation Team and DS Board Task Force established with Director as executive sponsor/liaison May 2015: Kick off with Balboa Park Online Collaborative February 2016: Board approval of Assumptions and Recommendations April 2016: Board approval of Resources May 2016: Phase 1 Implementation underway @AmandaTRundahl and @stlartmuseum
  20. 20. Saint Louis Art Museum: Lessons Learned Build accountabilities into your process to keep things moving Shared frameworks and vocabulary, customized to your context help foster buy in and legitimacy with stakeholders Digital Strategy is a process, not a document @AmandaTRundahl and @stlartmuseum
  21. 21. Saint Louis Art Museum: Keeping it Alive Shared vision The Museum’s Digital Strategy will ensure that it has the technology infrastructure, staff knowledge and capacity, deployable content, and tools to leverage the Museum’s collection and programming to engage, educate and enable its audiences through onsite and remotely accessible digital resources. @AmandaTRundahl and @stlartmuseum
  22. 22. Anchorage Museum Process GOALS: Connect locally/globally, encourage dialogue, complement visitor experience, digital throughout, empower employees PURPOSE: Share content and expand perspectives on North (2015 Strategic Plan) APPROACH: Non-linear, digital work group, research/best practices, try and adjust Silent Disco
  23. 23. Anchorage Museum Lessons Learned Collaboration is key (IT, MPR, Curatorial) Support from the top Keep perspective - don’t let the tail wag the dog Good communication and program strategy still applies (social is the wave, not the water) Telepresence Robot meets Museum Hack
  24. 24. Anchorage Museum Keeping It Alive Project Team Approach (dept head not necessarily the project lead) Build capacity Accountability built into strategic plan (reasurement/reporting) Try and Adjust (celebrate success/learn from failure) The Living Room
  25. 25. Anchorage Museum Keeping It Alive RESOURCES Digital Engagement In Culture, Heritage & the Arts by Jim Richardson & Jasper Visser (Creative Commons)
  26. 26. Ford’s Theatre: Why To Help Us Achieve Our Long- Range Plan Goals: Bring Lincoln’s legacy to life for the 21st-century learner Offer an on-site experience that stimulates hearts/minds Strengthen influence and reputation Strengthen organizational capacity @Liza_Lorenz & @fordstheatre
  27. 27. Ford’s Theatre: When and How Timeline: Long-Range Plan Approval: June 2014 Digital Strategy Creation/Approval: Sept. 2014-June 2015 Implementation: 10 Initiatives = Now to 2020 (3-5 Years) Process: Strategy Creation: Board Committee; Cross-departmental Team; External Consultant Implementation: Realignment/Hiring of Staff; Cross- departmental Teams; Embedding Skills @Liza_Lorenz & @fordstheatre
  28. 28. Ford’s Theatre: Lessons Learned Collaborate (early and often) Establish a process for getting the work done Hold yourselves accountable Find comfort in sharing control Focus on the audience @Liza_Lorenz & @fordstheatre
  29. 29. Ford’s Theatre: Keep It Alive Long-Term Digital Values Sustainability Be Compelling Mission-Critical Momentum Building Measurable People Centric @Liza_Lorenz & @fordstheatre
  30. 30. Consultant, Balboa Park Online Collaborative Why? Great digital projects need great digital organizations Digital has changed… ...how we do our work ...our audiences Digital strategy prepares you for accelerating change Chad Weinard @caw_
  31. 31. Consultant, Balboa Park Online Collaborative How? Where you are, where you want to be, and how to get there Framework with tools customized for each partner: Vision Matrix staff interviews workshops presentations Chad Weinard @caw_
  32. 32. Consultant, Balboa Park Online Collaborative Lessons Learned Build capacity Quick wins Walk the walk: use digital strategy as a lab for your future organization Find your change agents Chad Weinard @caw_
  33. 33. Consultant, Balboa Park Online Collaborative Sustaining transformation Our job is to work ourselves out of a job Empower champions with a new mindset Embed a story of transformation Future Focus (electricity strategy) Chad Weinard @caw_
  34. 34. Let’s Talk
  35. 35. I’ve got some questions ...
  36. 36. Who does what? Should museums take this on using internal resources? Does a museum need a consultant? Why? Who are the stakeholders and how do you involve them?
  37. 37. How do you fit this in with what you already do? For example: Building capacity v. chasing shiny projects Iterative approaches Integrated Thinking (after all, it ain’t just digital)
  38. 38. What would you do differently?
  39. 39. Other questions? Image Source: http://cdn.c.photoshelter.com/img-get2/I0000tKjH5rZhWXc/fit=1000x750/Washington-Monument-winter-afternoon.jpg
  40. 40. Thank you

×