A paper from Museums and the Web 2009: http://www.archimuse.com/mw2009/
Abstract: Museum Victoria is Australia's largest public museums organisation and, as the State Museum for Victoria, it is responsible for the care of the State's collections, conducting research, and providing public access and community engagement for all Victorians. The Museum has a proud 150 year history of scientific and cultural research and collection development. In a relatively large museum organisation like Museum Victoria, you need to ensure you have a common internal sense of purpose before you can entice the world to your on-line experiences. In order to succeed we realised, after some false starts, that we had to lead an extensive consultation process across many levels of the organisation. Outcomes included structural changes, where we consolidated the on-line team , created an on-line steering committee, and created on-line strategic documents endorsed by the Executive Management Team and the Board. This paper will present the challenges we faced in managing the creation of a common on-line strategy and framework at Museum Victoria. We will share the struggles we faced and the compromises we made to create institutional change in a major museum.
* Three Museums + IMAX + 20,000m² Collection Facilities * Natural Sciences, History /Technology & Indigenous collections * 16 million collection objects * 1.6 million actual visitors * 5 million plus online visitors * …………. Museum Victoria
How do we change the organisation so it is capable of participating in a Web 2.0 world?
Online Strategy created from… Information Logic Map - Online Strategy
Information Logic Map (ILM) Drivers Objectives BENEFITS Changes Enablers Once we completed five key points for each, we prioritised by percentage - providing an excellent “cross check” across all categories <ul><li>Allocated two hours with CEO, four Directors and three key managers </li></ul><ul><li>Tightly facilitated process </li></ul>
Online Strategy <ul><li>Online Strategy created by output from key MV leadership </li></ul><ul><li>Focused on Objectives and Changes from Information Logic Map process </li></ul><ul><li>Job Done …? </li></ul>
What changes we have implemented <ul><li>Online Planning Group </li></ul><ul><li>Online Framework </li></ul><ul><li>Online Schedule </li></ul><ul><li>ICT Restructure </li></ul>
Exhibition Planning Group We already have Established Procedures for Exhibitions Manages overall approval and delivery process Endorses every new exhibition Ensures adequate resources and approves schedule
Online Planning Group Change #1- Online Planning Group Manages overall approval and delivery process Endorses every new online initiative Ensures adequate resources and approves schedule
Change #2 - Online Framework <ul><li>Created by the Online Planning Group </li></ul><ul><li>Defines how Museum Victoria: </li></ul><ul><li>comprehends the online environment </li></ul><ul><li>works in the online environment </li></ul><ul><li>scopes and manages online projects </li></ul><ul><li>measures the success of its online presence </li></ul>
Conceptual Model of Online Experiences INFORMATION Experiences within category differ in use of new technologies, resources, innovation One-dimensional experiences: MV provides authoritative information which users take without engaging further with the staff, services or facilities. Content is MV generated. what’s on Musenet MV Memoirs E-news information sheets collections online image banks videos hand held assistive devices eg audio tours, curator pod cast PARTICIPATION Experiences within category differ in use of new technologies, resources, innovation Two-dimensional experiences: user responds to information placed online by MV. Content is MV generated and at times MV may or may not respond. MV Jobs ESS MV Teachers Feedback button Member renewals Are You Smart Enough Marketing Campaign Share A Story DC Enquiries Online retail RELATIONSHIP Experiences within category differ in use of new technologies, resources, innovation Multi-dimensional experiences: MV provides stimulus that generate interactions with multiple users including staff, services or facilities. Content is user generated and directed. Curator’s Blog Soap Box Phar Lap’s Facebook Giant squid dissection videos on Youtube
Questions? Mr. Timothy Hart Director Information Multimedia and Technology Mr. David Methven Head, ICT Museum Victoria, Melbourne Australia [email_address] +61 3 8341 7771 d [email_address] +61 3 8341 7288
* 99.9 system uptime / strong in-house team and approach * Gigabit network between our sites * Team of 25 * In House Online Development / Design / Programming / Flash * Highly visited and effective website Some ICT metrics
Melbourne Museum Science & Life Gallery Marine Exhibition 2006
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