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Digital First? Keynote, AMA MArketing Day, 7 November 2013.

Defining and telling the story of a journey to becoming a digital organisation.

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Digital First? Keynote, AMA MArketing Day, 7 November 2013.

  1. 1. Digital First? The Nordiska museet’s journey to becoming a digital organisation AMA Digital Marketing Day 2013, London, UK
  2. 2. Hi, my name is Kajsa! Kajsa Hartig Digital Navigator Department of New media, Nordiska museet, Stockholm, Sweden @kajsahartig
  3. 3. Digital, arts and heritage since 1995
  4. 4. Today’s presentation From A..……… Z
  5. 5. From A..……… Z
  6. 6. From Analogue to Digital…. Or…to Social?
  7. 7. What is a digital organization anyway?
  8. 8. The social business media and digital overall improves customer and employee relationships and experiences. Brian Solis, Altimeter group
  9. 9. Social media is central to this evolution (or even revolution)
  10. 10. …and so are Digital Tools!
  11. 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,
  12. 12. And… WiFi, high speed, free and accessible Open data, free to use even commercially …etc.
  13. 13. Photo: cwasteson, Flickr, CC-BY,
  14. 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,
  15. 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,
  16. 16.  320 000 onsite visitors per year  460 000 unique website visitors per year Photo: cwasteson, Flickr, CC-BY,
  17. 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,
  18. 18. The digital Navigator & The New Media Department
  19. 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. 20. One channel Many channels
  21. 21. One voice Many voices
  23. 23. Marketing New Media
  24. 24. Marketing Press information and marketing Increase the number of visitors and revenue. Over all marketing strategy and a marketing plan New Media
  25. 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. 26. New Media Department Communication Production Knowledge bank Developing digital infrastructure Strategies Plans of action
  27. 27. The Digital Navigator
  28. 28. Disruptive times, disruptive changes Photo by ken ratcliff, Flickr. CC-BY.
  29. 29. The digital navigator The digital expert can help navigate through changes in disruptive times Photo by by Calsidyrose, Flickr, CC-BY
  30. 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. 31. The Digital Navigator A catalyst An amplifyer An element of change Photo by: by neistridlar, Flickr. CC-BY-NC-SA
  32. 32. From A..……… Z at Nordiska museet
  33. 33. We started by listening and learning Photo: NapInterrupted, Flickr, CC-BY-ND
  34. 34. 2009: trying out the tools The Conversion Prism by Brian Solis,
  35. 35. Building a social media presence Creating engagement an deepening relations Photo: USACE HQ, Flickr, CC-BY,
  36. 36. 2010: The New Media Strategy
  37. 37. 2011: getting organized The New Media Department is born Photo by Jackal of all trades, Flickr, CC-BY-NC-SA
  38. 38. 2013: Time to evaluate, reflect and reassess
  39. 39. Impact and key successes
  40. 40. Creating digital and social awareness
  41. 41. Producing and launching a new website – from one webmaster to a web editors group
  42. 42. Flickr Youtub e Wikipedia Googl e Art Facebook Website and collections database Twitter Blogs Europeana Fashion Google + Instagram
  43. 43. Audience participation
  44. 44. Cross departmental editors group for social media
  45. 45. Showing good results Getting attention (from within and outside org.)
  46. 46. Showing good results Getting resources
  47. 47. Getting staff on board Producing content, publishing and communicating
  48. 48. Increased awareness of audience needs and demands (through evaluation and reassessment)
  49. 49. Key challenges And time for afterthought
  50. 50. Social organization: What, when, how, who?
  51. 51. Getting all parts of the organization to move forward at the same pace Photo by mandykoh, Flickr, CC-BY-NC
  52. 52. From bottom up To top down
  53. 53. Rome wasn’t built in a day
  54. 54. Meeting demands from stakeholders
  55. 55. Digital first?
  56. 56. From A..……… Z
  57. 57. Social media and digital tools are central
  58. 58. Digital first!
  59. 59. But not without social!
  60. 60. Thank you! Kajsa Hartig Digital navigator, New media department Nordiska museet Stockholm, Sweden @kajsahartig