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.
Digital as a transformation-driver
in museums
Pushing transformation in museums through digital
Conxa
Rodà
@innnova2
From a Museum - TEMPLE...
Museu Nacional d’Art de
Catalunya, Barcelona
... to a SOCIAL Museum
From NO PHOTOS / NO MOBILE to...
Please,
take a photo!
(and share it)
Ramon Casas galleries
Museu Nacional d’Art de
Catalunya, Barcelona
Photo: Marta Mérida
Google search = 216.000 results
(and rising)
Google Searches related to
"digital transformation" definition
 organisational transformation definition
 transformation...
Digital Transformation
Organisation
Strategy
Audiences
Content
Technology
Gerry McGovern (2016). Collaboration and leadership everywhere
“Digital transformation is first
and foremost cultural and
...
Digital Transformation /1_ Organisation
 transforms processes of working
 from siloes to cooperation
 requires training...
Is not just that Digital requires
organisational change.
Is that the organisational change
needed to evolve museums for th...
Digital Transformation =
ATTITUDES +
APTITUDES
Resistance to change
https://www.pinterest.com/aafkescheltens/change-management/
Cooperation is key
STRATEGY before TECHNOLOGY
Digital Transformation /2_ Strategy
Analyze
Define goals
Set priorities
Communicate
Evaluate
Mobile
Strategy
Comms.
Strategy
Marketing
Strategy
Digital
Transformation
Strategy
Content
Strategy
USER
Experience
ALL
strategies
to serve
USER needs
Photo: Conxa Rodà
Digital Transformation/3_ Audience[s]
From object - centered to
visitor - oriented
The Visitor Experience
Johns Hopkins Master students taking pictures of the ceiling at the
Fundació Dalí in Figueres, Cata...
The Museum as an Experience
Drawing in the galleries, Museu Nacional d’Art de Catalunya. Photo: Marta Mèrida
The Museum as an Experience
illustration School _ Escola Eina
Museu Nacional d’Art de Catalunya. Photo: Marta Mèrida
The
Museum
as an
Experience
Barcelona views
from the roof-
terrace of
Museu Nacional
d’Art de
Catalunya
Photo: Marta Mèrida
Image: www.friendfiler.com/targeting-social-media-audience/
Do we know our audiences?
Studying the Analytics =
making less intuitive and more
data-driven decisions
@innova2
Visitor Journey
“Thinking in terms of journey affects how
you think about everything: channel
roadmaps, project features, ...
Visitor Journey
Tom Fishburne @marketoonist, https://marketoonist.com/2016/04/customer-journey.html
cartoon discovered via...
UniqueVisitors, a
participatory app
Museum Selfie Day
https://www.pinterest.com/museunacional/art-selfies/
Met Kids
www.metmuseum.org/art/online-features/metkids/
MUSEUM AS A CONNECTOR
Audiences
Conxa Rodà @innova2
and CONTENT AS A CONNECTION DRIVER
Digital Transformation /4_ Content
Content relevant, contextual
user - focused
museums as “media” organisations
new format...
Mapping #Taull1123
Photo: Eugeni Aguiló
St. Climent de Taüll, Vall de Boí, Catalan Pyrenées.
World Heritage Site
E-MAIL
NEWSLETTER
PRINT
PDFs
(catalogues,
Annual
repports)
Available online
USER
GENERATED
CONTENT
(UGC)
INTERACTIVE
MUSEO...
Focus on delivering meaning
over information
franklygreenwebb.com
Source: www.ishmaelscorner.com/five-storytelling-techniques-to-give-business-communications-liftoff/
The beauty / effectiv...
The Museu Nacional d’Art de Catalunya online collection
www.museunacional.cat/en/collection-0
www.museunacional.cat/en/col...
Out of the box: collaborative platforms
Wikipedia
Google Art
project
Europeana
Collections/
Content
Out of the box: colabo...
a museum’s duty and a
public’s right
@innova2
OPEN Content =
Amsterdam museum, 2010
https://www.amsterdammuseum.nl/en/collection/online-collection
Digital Transformation /5_ Technology
From the digital presence concentrated
on the website
To a diversity of plataforms, ...
“you’ve got to start with the
customer experience and work
backwards to the technology”
Steve Jobs, 1997
Source: http://ev...
Collect & Connect_Auckland Memorial Museum
https://www.youtube.com/watch?v=Y9GpH-eSfm0
Project Tango_easy Wayfinding_AR
Source:
http://blog.guidigo.com/blog/guidigo-presents-the-first-project-tango-app-capable...
Source: MIT Center for Digital Business and Capgemini Consulting (2011) Digital
Transformation: A Road-Map for Billion-Dol...
Digital challenges (in museums)
 digitising (still!)
 + content + multichannel
 + analytics
 better data integration
...
Biggest Challenge
MY precious...
Overcoming resistances
to open data
for public use & reuse
@innova2
The Data revolution
www.icsu.org/news-centre/news/top-news/leading-science-groups-
urge-global-accord-on-open-data-in-a-bi...
PLAN but take ACTION…
TODAY!!
We all can be transformation agents
#museumnext
Thank you!
Gràcies!
Slides:
http://es.slideshare.net/innova3
Conxa Rodà
@innova2
www.museunacional.cat Photo: ...
Digital transformation in Museums
Digital transformation in Museums
Upcoming SlideShare
Loading in …5
×

Digital transformation in Museums

3,013 views

Published on

Digital as a Transformation Driver in Museums

Published in: Leadership & Management

Digital transformation in Museums

  1. 1. Digital as a transformation-driver in museums Pushing transformation in museums through digital Conxa Rodà @innnova2
  2. 2. From a Museum - TEMPLE... Museu Nacional d’Art de Catalunya, Barcelona
  3. 3. ... to a SOCIAL Museum
  4. 4. From NO PHOTOS / NO MOBILE to...
  5. 5. Please, take a photo! (and share it) Ramon Casas galleries Museu Nacional d’Art de Catalunya, Barcelona Photo: Marta Mérida
  6. 6. Google search = 216.000 results (and rising)
  7. 7. Google Searches related to "digital transformation" definition  organisational transformation definition  transformation definition in computer graphics  social transformation definition  transformation definition bacteria  business transformation definition  cell transformation definition
  8. 8. Digital Transformation Organisation Strategy Audiences Content Technology
  9. 9. Gerry McGovern (2016). Collaboration and leadership everywhere “Digital transformation is first and foremost cultural and organisational” Gerry McGovern
  10. 10. Digital Transformation /1_ Organisation  transforms processes of working  from siloes to cooperation  requires training / new roles  alters organisational structures
  11. 11. Is not just that Digital requires organisational change. Is that the organisational change needed to evolve museums for the new audiences’ needs, is pushed and facilitated by digital. @innova2
  12. 12. Digital Transformation = ATTITUDES + APTITUDES
  13. 13. Resistance to change https://www.pinterest.com/aafkescheltens/change-management/
  14. 14. Cooperation is key
  15. 15. STRATEGY before TECHNOLOGY
  16. 16. Digital Transformation /2_ Strategy Analyze Define goals Set priorities Communicate Evaluate
  17. 17. Mobile Strategy Comms. Strategy Marketing Strategy Digital Transformation Strategy Content Strategy USER Experience
  18. 18. ALL strategies to serve USER needs Photo: Conxa Rodà
  19. 19. Digital Transformation/3_ Audience[s] From object - centered to visitor - oriented
  20. 20. The Visitor Experience Johns Hopkins Master students taking pictures of the ceiling at the Fundació Dalí in Figueres, Catalonia. Photo: Conxa Rodà
  21. 21. The Museum as an Experience Drawing in the galleries, Museu Nacional d’Art de Catalunya. Photo: Marta Mèrida
  22. 22. The Museum as an Experience illustration School _ Escola Eina Museu Nacional d’Art de Catalunya. Photo: Marta Mèrida
  23. 23. The Museum as an Experience Barcelona views from the roof- terrace of Museu Nacional d’Art de Catalunya Photo: Marta Mèrida
  24. 24. Image: www.friendfiler.com/targeting-social-media-audience/ Do we know our audiences?
  25. 25. Studying the Analytics = making less intuitive and more data-driven decisions @innova2
  26. 26. Visitor Journey “Thinking in terms of journey affects how you think about everything: channel roadmaps, project features, Museums systems architecture, contentstrategy, development, design, testing” Catherine Devine Museums and the Web Asia 2015
  27. 27. Visitor Journey Tom Fishburne @marketoonist, https://marketoonist.com/2016/04/customer-journey.html cartoon discovered via @sree
  28. 28. UniqueVisitors, a participatory app
  29. 29. Museum Selfie Day https://www.pinterest.com/museunacional/art-selfies/
  30. 30. Met Kids www.metmuseum.org/art/online-features/metkids/
  31. 31. MUSEUM AS A CONNECTOR Audiences Conxa Rodà @innova2 and CONTENT AS A CONNECTION DRIVER
  32. 32. Digital Transformation /4_ Content Content relevant, contextual user - focused museums as “media” organisations new formats: storytelling, VR, gamification content strategy
  33. 33. Mapping #Taull1123 Photo: Eugeni Aguiló St. Climent de Taüll, Vall de Boí, Catalan Pyrenées. World Heritage Site
  34. 34. E-MAIL NEWSLETTER PRINT PDFs (catalogues, Annual repports) Available online USER GENERATED CONTENT (UGC) INTERACTIVE MUSEOGRAPHY / AUDIOGUIDES MOBILE SOCIAL MEDIA WEB Consider ALL types of Content Online / offline @innova2
  35. 35. Focus on delivering meaning over information franklygreenwebb.com
  36. 36. Source: www.ishmaelscorner.com/five-storytelling-techniques-to-give-business-communications-liftoff/ The beauty / effectiveness of simplicity
  37. 37. The Museu Nacional d’Art de Catalunya online collection www.museunacional.cat/en/collection-0 www.museunacional.cat/en/colleccio/apse-santa-maria-daneu/mestre-de-pedret/015874-000
  38. 38. Out of the box: collaborative platforms Wikipedia Google Art project Europeana Collections/ Content Out of the box: colaborative plataforms
  39. 39. a museum’s duty and a public’s right @innova2 OPEN Content =
  40. 40. Amsterdam museum, 2010 https://www.amsterdammuseum.nl/en/collection/online-collection
  41. 41. Digital Transformation /5_ Technology From the digital presence concentrated on the website To a diversity of plataforms, devices and channels For multiple audiences @innova2
  42. 42. “you’ve got to start with the customer experience and work backwards to the technology” Steve Jobs, 1997 Source: http://everystevejobsvideo.com/qa-with-steve-jobs-wwdc-1997/ min 52:15
  43. 43. Collect & Connect_Auckland Memorial Museum https://www.youtube.com/watch?v=Y9GpH-eSfm0
  44. 44. Project Tango_easy Wayfinding_AR Source: http://blog.guidigo.com/blog/guidigo-presents-the-first-project-tango-app-capable-of-3d-indoor-geo
  45. 45. Source: MIT Center for Digital Business and Capgemini Consulting (2011) Digital Transformation: A Road-Map for Billion-Dollar Organizations 3 main Challenges (general)
  46. 46. Digital challenges (in museums)  digitising (still!)  + content + multichannel  + analytics  better data integration  greater integration online / onsite INTERNAL:  resistance to change  culture of sharing  training
  47. 47. Biggest Challenge MY precious... Overcoming resistances to open data for public use & reuse @innova2
  48. 48. The Data revolution www.icsu.org/news-centre/news/top-news/leading-science-groups- urge-global-accord-on-open-data-in-a-big-data-world
  49. 49. PLAN but take ACTION… TODAY!! We all can be transformation agents
  50. 50. #museumnext Thank you! Gràcies! Slides: http://es.slideshare.net/innova3 Conxa Rodà @innova2 www.museunacional.cat Photo: Museu Nacional d’Art de Catalunya, by maguilor, Instagram

×