1.
Digital First?
The Nordiska museet’s journey to becoming a digital organisation
AMA Digital
Marketing Day
2013, London, UK

2.
Hi, my name is Kajsa!
Kajsa Hartig
Digital Navigator
Department of New media,
Nordiska museet, Stockholm, Sweden
@kajsahartig

3.
Digital, arts and
heritage
since 1995

4.
Today’s presentation
From A..………..to Z

5.
From A..………..to Z

6.
From Analogue to
Digital…. Or…to
Social?

7.
What is a digital
organization anyway?

8.
The social business
..social media and digital
overall improves
customer and employee
relationships and
experiences.
Brian Solis, Altimeter group

9.
Social media is
central to this
evolution (or even
revolution)

10.
…and so are
Digital Tools!

11.
Proximity based communication
3D Printing
Collaborative consumption
Gesture based interfaces
Augmented reality
Virtual reality
Quantified self
Quantified world
Flexible screens
Power everywhere
Drones, robots
Jeremiah Owyang, http://www.webstrategist.com/blog/2013/03/16/index-of-2013-disruptivetechnologies/

12.
And…
WiFi, high speed, free and
accessible
Open data, free to use even
commercially
…etc.

13.
Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/511792563

14.
Sweden’s largest
cultural historical museum
Founded in 1873
Situated in Stockholm
Incl. four castles and manors
156 employees
Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/511792563

15.
 More than 360 buildings
 1,5 million objects
 4 000 shelf metres of publications
 4 000 shelf metres of archival material
Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/511792563

16.
 320 000 onsite visitors per year
 460 000 unique website visitors
per year
Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/511792563

17.
 320 000 onsite visitors per year
 460 000 unique website visitors
per year
 Reaching 890 000 unique
users per year on Facebook
Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/511792563

18.
The digital
Navigator &
The New Media
Department

19.
In 2014 :
Become one of the best
museums in the Nordic
countries using digital tools
and channels to communicate
and disseminate our cultural
heritage

20.
One channel
Many channels

21.
One voice
Many voices

22.
ENABLING A
MUTUAL
DIALOGUE!

23.
Marketing
New Media

24.
Marketing
Press information and
marketing
Increase the number of
visitors and revenue.
Over all marketing strategy
and a marketing plan
New Media

25.
Marketing
New Media
Press information and
marketing
Supporting the museum in
all digital
Increase the number of
visitors and revenue.
Communication and
dissemination of “knowledge
bank”, producing content
Over all marketing strategy
and a marketing plan
Developing and maintaining
digital infrastructure (not IT)

26.
New Media Department
Communication
Production
Knowledge bank
Developing digital
infrastructure
Strategies
Plans of action

27.
The Digital Navigator

28.
Disruptive
times, disruptive
changes
Photo by ken ratcliff, Flickr. CC-BY.

29.
The digital navigator
The digital expert can
help navigate through
changes in disruptive
times
Photo by by Calsidyrose, Flickr, CC-BY

30.
What we’re really talking about
is someone who can bridge
...create a frictionless path…at
every step of the journey.
Brian Solis, Altimeter
Photo by by Calsidyrose, Flickr, CC-BY

31.
The Digital Navigator
A catalyst
An amplifyer
An element of change
Photo by: by neistridlar, Flickr. CC-BY-NC-SA

32.
From A..………..to Z
at Nordiska museet

33.
We started by listening and learning
Photo: NapInterrupted, Flickr, CC-BY-ND http://www.flickr.com/photos/shuttercat7/418349082

34.
2009: trying out the tools
The Conversion Prism by Brian Solis, www.briansolis.com

35.
Building a social media
presence
Creating engagement an
deepening relations
Photo: USACE HQ, Flickr, CC-BY, http://www.flickr.com/photos/usacehq/6141

36.
2010:
The New Media Strategy

37.
2011: getting organized
The New Media
Department is born
Photo by Jackal of all trades, Flickr, CC-BY-NC-SA

38.
2013:
Time to evaluate, reflect
and reassess

39.
Impact and
key successes

40.
Creating digital and
social awareness

41.
Producing and
launching a new
website – from one
webmaster to a web
editors group

42.
Flickr
Youtub
e
Wikipedia
Googl
e Art
Facebook
Website
and
collections
database
Twitter
Blogs
Europeana
Fashion
Google
+
Instagram

43.
Audience participation

44.
Cross departmental
editors group for social
media

45.
Showing good results
Getting attention
(from within and outside org.)

46.
Showing good results
Getting resources

47.
Getting staff on board
Producing content,
publishing and
communicating

48.
Increased awareness of
audience needs and
demands
(through evaluation and reassessment)

49.
Key challenges
And time for afterthought

50.
Social organization:
What, when, how, who?

51.
Getting all parts of the organization to
move forward at the same pace
Photo by mandykoh, Flickr, CC-BY-NC

52.
From bottom up
To top down

53.
Rome wasn’t built in a day
http://upload.wikimedia.org/wikipedia/commons/thumb/8/81/Roman_forum_sketch_up_model.png/1024px-Roman_forum_sketch_up_model.png

54.
Meeting demands
from stakeholders

55.
Digital first?

56.
From A..………..to Z

57.
Social media and
digital tools are
central

58.
Digital first!

59.
But not without social!

60.
Thank you!
Kajsa Hartig
Digital navigator, New media department
Nordiska museet
Stockholm, Sweden
@kajsahartig