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.

The Digital Agenda in Museums 2013

4,890 views

Published on

Presentation to Oxford ASPIRE meeting about current trends and insights in the Digital agenda in UK museums

Published in: Business, Education

The Digital Agenda in Museums 2013

  1. 1. The Digital Agenda in MuseumsJune 2013
  2. 2. Further infohereFurther infoherewww.collectionslink.org.uk/sustaining-digital
  3. 3. Current ideas and trends1. Changing demand for museum services2. Digital Strategy3. Digital Benchmarking4. SPECTRUM is your friend!5. Create Once, Publish Everywhere6. Digital promiscuity(!)7. Metrics and evaluation8. The UK funding picture9. Mobile, social & responsive10. Cloud11. Public-access wifi
  4. 4. Changing demandBBC Research into participation in digital media, May 2012
  5. 5. Changing demand91% of teachers use technology in the classroom60% increase in mobile devices in the classroom/on campus in 201386% of students believe they study better with tablet devices….
  6. 6. Who are you doing it for?
  7. 7. (Digital) Strategy• The majority of museums are moving away from Digital strategy towardsembedding digital into broader organisational strategy including:– Strategic Planning– Marketing & audience development– Learning & outreach– Collections development/management– Fundraising/income generation– Content publishing• The key principle is integration – digital is neither different nor separateand is only sustainable in the context of your museum’s broader strategicdevelopment
  8. 8. From ‘access’ to ‘engagement’http://www.digitalengagementframework.com/
  9. 9. Digital Benchmarking = understanding where you are andplanning strategically for where you want to go
  10. 10. Going on a journey (sorry)Get startedGet started Find where youareFind where youare Quick WinsQuick Wins Promoteyourself onlinePromoteyourself onlineOpen upcollectionsonlineOpen upcollectionsonlineCreate greatcontentCreate greatcontentThink aboutSystemsThink aboutSystemsGenerateincomeGenerateincomeGo socialGo socialEmbraceParticipation &EngagementEmbraceParticipation &EngagementManage DigitalAssetsManage DigitalAssetsSort out DigitalCopyrightSort out DigitalCopyrightMeasureSuccessMeasureSuccessCreateSustainableDigital ContentCreateSustainableDigital ContentGrapple withthe TechnicalStuffGrapple withthe TechnicalStuffPlan for theFuture!Plan for theFuture!
  11. 11. Digital Benchmarks• A simple diagnostic tool• Mapping progress• Celebrating success• Planning development• An integrated approach
  12. 12. Digital Benchmark “Range Statements”StrategyLevel Description0 • The organisation has no strategic plan or statement of mission or purpose *1 • The organisation has a strategic plan or mission which does not reference engagementthrough technology2 • The organisation has a strategic plan, which includes projects and programmes, some ofwhich make use of technology.• Digital is not fully integrated into the strategy, which is not regularly reviewed.3 • The organisation has a strategic plan, which includes projects and programmes, some ofwhich make use of technology.• Digital is integrated into the strategy, which is regularly reviewed.4 • The organisation has a strategic plan/mission in place which references the use of digitaltechnologies to support core delivery, or it has a separate (but connected) digital strategyin place.• There is at least one digital champion within the senior management of the organisation.• The strategic plan is regularly reviewed and updated.5 • The organisation has a strategic plan/mission in place which integrates the use of digitaltechnologies to support core delivery.• The digital elements of the plan are owned and championed at a senior (Board &management) level and supported by appropriate budgets.• Digital technologies are embedded across all teams/departments of the organisation.• Digital delivery and engagement through technology are embedded within theorganisation’s performance framework.• The strategic plan is regularly reviewed and updated.
  13. 13. Mid-sized regional museum
  14. 14. Smaller museum
  15. 15. Showing progress
  16. 16. What do people want from your collections online?
  17. 17. What people want from online collections…18CONTENTMETADATAA BIT A LOT
  18. 18. 19CONTENTMETADATAA BIT A LOTFUNWhat people want from online collections…
  19. 19. 20CONTENTMETADATAA BIT A LOTFUNRESEARCHWhat people want from online collections…
  20. 20. 21CONTENTMETADATAA BIT A LOTFUNRESEARCHLEARNINGOUTREACHWhat people want from online collections…
  21. 21. 22CONTENTMETADATAA BIT A LOTFUNRESEARCHLEARNINGDATA MININGCOLLECTIONSMANAGEMENTAGGREGATIONOUTREACHWhat people want from online collections…
  22. 22. 23CONTENTMETADATAA BIT A LOTFUNRESEARCHLEARNINGDATA MININGCOLLECTIONSMANAGEMENTAGGREGATIONOUTREACHDigitize relatively few things & invest indepth, description & promotionWhat people want from online collections…
  23. 23. 24CONTENTMETADATAA BIT A LOTFUNRESEARCHLEARNINGDATA MININGCOLLECTIONSMANAGEMENTAGGREGATIONOUTREACHDigitize relatively few things & invest indepth, description & promotionDigitize lots of things and put relativelylittle effort into description & promotionWhat people want from online collections…
  24. 24. The good news is that browsing collections online accounts for 25-30% ofmuseum web traffic, can improve your search engine find-ability and tends tohave a significant impact on dwell times on your website.
  25. 25. What does the average museum content/collectionspublishing setup look like?
  26. 26. Creation/curation layerIntegration layerPresentationlayerAggregation/distribution layer
  27. 27. Creation/curation layerIntegration layerPresentationlayerAggregation/distribution layerCMS DAMSCollMS
  28. 28. Creation/curation layerIntegration layerPresentationlayerAggregation/distribution layerIntegrationtoolsCMS DAMSCollMSAPI
  29. 29. Creation/curation layerIntegration layerPresentationlayerAggregation/distribution layerIntegrationtoolsCMS DAMSCollMSAPIWeb SocialMobile Gallery
  30. 30. Creation/curation layerIntegration layerPresentationlayerAggregation/distribution layerIntegrationtoolsCMS DAMSCollMSAPIWeb SocialMobile GalleryBBC GoogleWMUK EuroCultureGrid
  31. 31. Creation/curation layerIntegration layerPresentationlayerAggregation/distribution layerIntegrationtoolsCMS DAMSCollMSAPIWeb SocialMobile GalleryBBC GoogleWMUK EuroCultureGridLOTS OF HAPPY USERS
  32. 32. Creation/curation layerIntegration layerPresentationlayerAggregation/distribution layerIntegrationtoolsCMS DAMSCollMSAPIWeb SocialMobile GalleryBBC GoogleWMUK EuroCultureGridLOTS OF HAPPY USERSThe whole rest of theworld…
  33. 33. Creation/curation layerIntegration layerPresentationlayerAggregation/distribution layerIntegrationtoolsCMS DAMSCollMSAPIWeb SocialMobile GalleryBBC GoogleWMUK EuroCultureGridLOTS OF HAPPY USERSPeople will generateand share newknowledge aboutyour collections
  34. 34. The good news is that all of this stuff is a lot easier if yourpractice is already based on SPECTRUM – there’s a clear line ofprogression from SPECTRUM-based documentation to digitalengagement
  35. 35. BSI PAS 197 BSI PAS 198ACCREDITATION BENCHMARKSWORLDWIDE COMMUNITY (7,600)COMPLIANCE(23,000)GUIDANCEPDF/XML/PRINT+ SCHEMANEW IDEAS
  36. 36. SPECTRUM Digital Asset Management• Integrating the creation,management, use andimprovement of DigitalAssets alongside yourphysical collectionsmanagement• Out now (free) onCollections Link
  37. 37. SPECTRUM Digital Asset ManagementMost museum management systems are evolving away from silos and towardsproviding integrated or modular systems for managing the flow of information andresources across the whole museum…
  38. 38. We have to stop doing things differently for each new project orpartnership, and start to develop digital content and servicesthat are scalable and futureproof. The strategic approach to thisis called ‘COPE’ (Create Once, Publish Everywhere)
  39. 39. How to COPE• Try to break the cycle of lurching from one project to the next,making ad-hoc decisions & hacking systems to get them ready intime for launch(!)• Work with your curator(s) to create content (stories andpictures) that can travel across different platforms and websites• Make content that other people can incorporate into their ownwebsites and online experiences
  40. 40. Creation/curation layerIntegration layerPresentationlayerAggregation/distribution layerIntegrationtoolsCMS DAMSCollMSAPIWeb SocialMobile GalleryBBC GoogleWMUK EuroCultureGridLOTS OF HAPPY USERS
  41. 41. It’s not a question of ‘which digital platform/community should Iwork with?’ – be digitally promiscuous, exploit all of them todrive more people to your museum, your collections and yourshop
  42. 42. HowGet outthere…
  43. 43. Howwww.culturegrid.org.ukClick onthis…
  44. 44. Howhttp://g-cultural-institute.appspot.com/signup and this
  45. 45. Howhttp://commons.wikimedia.org and this
  46. 46. Without some kind of structure for metrics and evaluation inplace, it can be very hard to see when you’re making progress.
  47. 47. HowSet upanalytics…http://weareculture24.org.uk/lets-get-real-resources/
  48. 48. There are very few easily-accessible digital funding streams inthe UK. The main options are (a) to embed digital natively intoyour funding proposals or (b) convince your museums to spendcore funds on digital…
  49. 49. UK Funding Programmes• The new HLF funding framework (announced last year) permitsprojects which focus on engagement/participation and whichuse technology to support these outcomes• The JISC and AHRC Digitisation funds are now closed• Some small grantmaking trusts and foundations are stillsupporting digitisation, but other than this most museums (87%according to the ENUMERATE survey) are now fundingdigitisation from core funds
  50. 50. Making money from digital• Most people don’t pay for most pictures• Where they do pay, it is for very specific iconic images forcommercial re-use• Nobody makes money from running a picture library• The 90/8/2 rule works (make 90% of the collection freelyavailable for people to share, look after the 8% you think mighthave commercial potential and focus your licensing anddistribution on the 2% you know will generate revenue…)
  51. 51. The vast majority of your audience will be habitualmobile/handheld users. All of your web publishing has to beresponsive (which means that it displays/works on mobileplatforms and gives the user an experience which responds totheir actions, including the ability to share with their socialcommunity)…
  52. 52. Going on a journey (sorry again!)Get startedGet started Find where youareFind where youare Quick WinsQuick Wins Promoteyourself onlinePromoteyourself onlineOpen upcollectionsonlineOpen upcollectionsonlineCreate greatcontentCreate greatcontentThink aboutSystemsThink aboutSystemsGenerateincomeGenerateincomeGo socialGo socialEmbraceParticipation &EngagementEmbraceParticipation &EngagementManage DigitalAssetsManage DigitalAssetsSort out DigitalCopyrightSort out DigitalCopyrightMeasureSuccessMeasureSuccessCreateSustainableDigital ContentCreateSustainableDigital ContentGrapple withthe TechnicalStuffGrapple withthe TechnicalStuffPlan for theFuture!Plan for theFuture!
  53. 53. An ever-increasing number of UK museums are ‘outsourcing’their collections management IT & infrastructure by moving tobrowser-based versions of their Collections Management, WebContent and Digital Asset Management systems.Collections Management Software as a Service and collectionsdata in the cloud provides secure, scalable and cost-effectiveinfrastructure for managing the growing body of museuminformation & collections-related assets.http://www.collectionstrust.org.uk/is-now-the-time-for-collections-in-the-cloud/Collections in the Cloud
  54. 54. The provision of Internet-connected terminals and public-accesswifi has had a transformative effect in Public Libraries, but hashad a difficult time in UK museums.There are challenges to do with the nature of the buildingsmuseums are in, as well as establishing (and paying for) freepublic wifi infrastructure.Beyond this, there seems to be a sense that public access wifi isa distraction from rather than an addition to the core museumexperience.There is very little published research into this field currentlyavailable.Public access wifi
  55. 55. We’re hoping to turn this into a regularly-updated digest ofcurrent trends, and we’re sure that there’s lots of stuff we havemissed.What challenges are you working on in your museum that weshould know about?Email us at nick@collectionstrust.org.uk to let us know!What did we miss?

×