Tate’s Digital Strategy: The Times They Are A-Changin’

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Museums Computer Group

Presentation given at the Museums Computer Group's Museums on the Web 'Strategically Digital' conference

Tate Online facts
• 1.1–1.9 million unique web visitors per month
• 39% international visitors
• All artworks in the collection digitised (c. 68,000)
• UK’s number two arts website
• 750,000 Twitter followers
• 460,000 Facebook likes

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Tate Online Strategy 2010–12

Need for transformation project
Need for audience-centred approach
Outline of areas to be addressed

Tate Digital Strategy 2013–15

Digital is increasingly
a dimension of everything.

Tate Digital Strategy 2013–15
Distributed content authorship

Tate Digital Strategy 2013–15
Distributed content authorship
New digital initiatives

Tate Digital Strategy 2013–15
Distributed content authorship
New digital initiatives
Editorial content

Tate Digital Strategy 2013–15
Distributed content authorship
New digital initiatives
Editorial content
Dialogue and discussion

Tate Digital Strategy 2013–15
Distributed content authorship
New digital initiatives
Editorial content
Dialogue and discussion
Revenue-generating opportunities

Tate Digital Strategy 2013–15
Organisational change

Tate Digital Strategy 2013–15
Organisational change
New governance structure

Tate Digital Strategy 2013–15
Organisational change
New governance structure
Editorial, community and technology
management

Tate Digital Strategy 2013–15
Organisational change
New governance structure
Editorial, community and technology
management
Audience research

How big are these changes going
to be for the organisation?

How big are these changes going
to be for the organisation?

Big.

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