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That Camp2010


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That Camp2010

  1. 1. <ul><li>Towards a Digital Museum </li></ul>
  2. 2. Questions <ul><ul><li>Has our audience changed as a result of technological changes? </li></ul></ul><ul><ul><li>Have our organizations changed as a result of technological changes? </li></ul></ul><ul><ul><li>How does a museum shift its shape to maintain connections to a virtual audience? </li></ul></ul>
  3. 3. Evolution of Media <ul><li>Printed media—for 400+ years was the cutting edge way to reach a mass audience </li></ul><ul><li>Radio—38 years to reach an audience of 50 million </li></ul><ul><li>TV—13 years to reach an audience of 50 million </li></ul><ul><li>Internet—4 years to reach an audience of 50 million </li></ul><ul><li>iPod—3 years to reach an audience of 50 million </li></ul><ul><li>facebook—2 years to reach an audience of 50 million </li></ul><ul><li> </li></ul>
  4. 4. The Web in 2009 <ul><ul><li>More than 75% of adults use the Internet on a daily basis </li></ul></ul><ul><ul><li>80% of GenX users (35-44 year olds) buy products online </li></ul></ul><ul><ul><li>58% of married-with-children households have two or more computers; often have home networks and multiple mobile devices </li></ul></ul><ul><ul><li>58% of survey respondents go to the internet first to solve problems, before friends, family and professionals </li></ul></ul><ul><ul><li>Only 8% of users are digital collaborators </li></ul></ul><ul><ul><ul><ul><li>Pew Internet & American Life Project, 2009 </li></ul></ul></ul></ul>
  5. 5. The Experience Economy <ul><ul><li>Memorable </li></ul></ul><ul><ul><li>Goods and services are props </li></ul></ul><ul><ul><li>Not static </li></ul></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Active </li></ul></ul><ul><ul><li>Invoke a sense of emotion </li></ul></ul><ul><ul><li>Authentic </li></ul></ul><ul><li>B. Joseph Pine and James Gilmore, Harvard Business Review </li></ul><ul><li>Authenticity: What Consumers Really Want </li></ul>
  6. 6. History is about stories <ul><li>David Thelen </li></ul><ul><ul><li>39% or Americans have hobbies related to the past (genealogy, antiques, reenactors) </li></ul></ul><ul><ul><li>Family is most important past (above US history) for 2/3 of Americans </li></ul></ul><ul><ul><li>Have to connect to people on an individual level (layered experiences) </li></ul></ul><ul><ul><li>Most trusted sources: grandmothers, museums </li></ul></ul><ul><ul><li> </li></ul></ul>
  7. 7. What does this mean for museums? <ul><li>Tourism is not a sustainable business model for most historic sites </li></ul><ul><ul><ul><li>Sustainability comes through relevance to your communities/audiences </li></ul></ul></ul><ul><ul><ul><li>Attendance figures are not the most valid measure of the positive value and impact of the historic site experience </li></ul></ul></ul><ul><ul><ul><li>Innovation, experimentation, collaboration and a broad sharing of the resulting information are essential to achieving historic sites sustainability on a broad scale </li></ul></ul></ul><ul><ul><ul><ul><li>“ The Kykuit II Summit: The Sustainability of Historic Sites” Vogt, J.D., HISTORY NEWS, v 62, 2007 </li></ul></ul></ul></ul>
  8. 8. What do we do about it? <ul><li>Share authority </li></ul><ul><ul><ul><li>Shift from a temple to a forum </li></ul></ul></ul><ul><li>Inreach </li></ul><ul><ul><ul><li>Let audiences reach into our organizations on their terms </li></ul></ul></ul><ul><li>Connect with niche audiences </li></ul><ul><ul><ul><li>Chris Anderson’s Long Tail </li></ul></ul></ul><ul><li>Shift resources </li></ul><ul><ul><ul><li>Financial, staff </li></ul></ul></ul><ul><li>Collaborate </li></ul><ul><ul><ul><li>History organizations are not competing with one another </li></ul></ul></ul>
  9. 9. Affinity groups– tell your story
  10. 10. RFID Layered experiences
  11. 11. Connect to the real thing
  12. 12. Networks– you connect for us
  13. 13. Services– we connect you to want you want to know
  14. 14. Reinventing OHS <ul><li>Four Priority Initiatives: </li></ul><ul><ul><li>Ohio History Online Portal </li></ul></ul><ul><ul><ul><li>OHS as “hub” or connector </li></ul></ul></ul><ul><ul><li>Collections Learning Center </li></ul></ul><ul><ul><ul><li>Connect with the “real stuff” </li></ul></ul></ul><ul><ul><li>Site Support Services </li></ul></ul><ul><ul><ul><li>History is local </li></ul></ul></ul><ul><ul><li>CW 150 </li></ul></ul><ul><ul><ul><li>Pilot new approaches </li></ul></ul></ul><ul><li>Concepts: </li></ul><ul><ul><li>Collaboration </li></ul></ul><ul><ul><li>Shared authority </li></ul></ul><ul><ul><li>Key audiences: history professionals, history buffs, teachers and students </li></ul></ul>
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  16. 16. [email_address] #digitalangela (614) 297-2576