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The Web Team Inside the Museum: SFMOMA Case Study

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Presentation given at the National Museum Publishing Seminar on June 20, 2010, in Washington, D.C.

Moderator: Joanna Champagne, Chief of Web and New Media Initiatives, National Gallery of Art

Other Panelists: Matt Morgan, General Web Manager, the Metropolitan Museum of Art; and Michael Edson, Director of Web and New Media Strategy, Smithsonian Institution

Published in: Technology, Business
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The Web Team Inside the Museum: SFMOMA Case Study

  1. 1. The Web Team Inside the Museum: SFMOMA Case Study<br />National Museum Publishing Seminar Dana Mitroff Silvers<br />June 19, 2010 Head of Online Services, SFMOMA<br />
  2. 2. Today’s Talk<br /><ul><li>What we make at SFMOMA
  3. 3. How we’re organized
  4. 4. Steps you can take if you can’t reorganize</li></li></ul><li>On New Media Models<br /><ul><li>New Media = website + mobile site, apps, social media, kiosks, games, etc.
  5. 5. Digital media, emerging technologies, onlinemedia …</li></li></ul><li>SFMOMA: The View from Outside<br />
  6. 6. sfmoma.org<br />
  7. 7. mobile.sfmoma.org<br />
  8. 8. Handheld Mobile Tour<br />
  9. 9. iPhone and iPad<br />
  10. 10. OpenSpace blog<br />
  11. 11. Podcasts<br />
  12. 12. Social Media<br />
  13. 13. Interactive Features & Video<br />
  14. 14. SFMOMA: The View from Inside<br />
  15. 15.
  16. 16. Organizational Structure<br />Director<br />Deputy Director, <br />Exhibitions and <br />Collections<br />Marketing & <br />Communications <br />Publications, <br />Graphic Design <br />& Web<br />Collectionsand <br />Conservation<br />Education <br />(part of Curatorial)<br />Collections<br />Information <br />& Access<br />Web<br />Community Producer<br /> (blog)<br />Interactive Educational<br />Technologies<br />
  17. 17. Our Organizational Model<br />http://www.flickr.com/photos/panorama_paul/2927788303/<br />
  18. 18. Or<br />Source: http://www.la-foodie.com/wp-content/gallery/donut-hole/<br />
  19. 19. An Ideal Model<br />Holistic, multi-disciplinary department that reports into a single decision-making authority and has a systemic view of new media across the entire organization.<br />
  20. 20. Challenges<br /><ul><li> Different report structures, conflicting agendas
  21. 21. No overall strategy
  22. 22. Different budgets
  23. 23. Lack of efficiencies</li></li></ul><li>Strengths<br /><ul><li>Strong, collaborative relationships
  24. 24. Freedom and faster decision-making
  25. 25. Individual initiative is possible</li></ul> <br />
  26. 26. Web in Pubs<br /> Neutral, agnostic, agenda-free<br /> Respected for content knowledge, editorial judgment, writing skills <br />Tech + content skills under one hood <br /> <br />
  27. 27. Web in Pubs<br /> Neutral, agnostic, agenda-free<br /> Respected for content knowledge, editorial judgment, writing skills <br />Tech + content skills under one hood <br />People actually listen to us! <br /> <br />
  28. 28. Five Steps Towards an Effective New Media Model<br />Adopt formal processes and tools <br />Foster innovation and collaboration<br />Develop clearly articulated goals and priorities<br />Look for efficiencies<br />Have fun (even when you fail!)<br />
  29. 29. 1. Adopt Formal Processes and Tools<br /><ul><li> Digital content strategy team
  30. 30. Homepage headlines team
  31. 31. Regular cross-dept meetings
  32. 32. Web CMS & editorial workflows
  33. 33. Web request system
  34. 34. Bug & feature tracking
  35. 35. User-centered design
  36. 36. Agile methodology</li></ul> <br />
  37. 37. 2. Foster Innovation and Collaboration<br /><ul><li> Foster individual interests and talents
  38. 38. Collaborative ethos
  39. 39. Work on the same floor
  40. 40. Meet outside the office</li></ul>  <br />
  41. 41.  <br />
  42. 42. 3. Develop Clearly Articulated Goals & Priorities<br /><ul><li> Extensive user research and strategy
  43. 43. Prioritization exercises
  44. 44. Strategic imperatives</li></ul> <br />
  45. 45. 4. Look for Efficiencies<br /><ul><li> Become more coordinated and efficient
  46. 46. Find ways to make systems “talk”
  47. 47. Examples:
  48. 48. Ingest mobile tour content into web CMS
  49. 49. Automate export process for collection management system </li></ul> <br />
  50. 50. 5. Have Fun!<br />

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