Digital Transformation at Tate (MCN Conference, Montréal, November 2013)

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The Future of Museum Digital Departments Grand Salon C
Speakers: Charlotte Sexton, Carolyn Royston, John Stack, Erin Coburn1:30 PM 1.5 hours
Digital strategies are increasingly commonplace within museums today. High on ambition and wide in their scope, they are inevitably making a significant impact as digital permeates and disrupts all aspects of museums' activities. Bringing together past and present leaders in this area from Tate, the National Gallery, London, Imperial War Museums, and The Metropolitan Museum of Art, this panel will discuss the sometimes harsh realities of delivering a digital strategy within a complex organization.
http://www.mcn.edu/mcn-2013-montreal
http://wired.ivvy.com/event/MCN13/agenda

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Digital Transformation at Tate (MCN Conference, Montréal, November 2013)

  1. 1. John Stack @stacker
  2. 2. Through embracing digital activity and skills across the organisation, Tate’s ambition is to use digital platforms and channels to create and nurture the most engaged arts community enjoying the richest, deepest arts content found anywhere and to maximise the associated revenue opportunities.
  3. 3. Through embracing digital activity and skills across the organisation, Tate’s ambition is to use digital platforms and channels to create and nurture the most engaged arts community enjoying the richest, deepest arts content found anywhere and to maximise the associated revenue opportunities.
  4. 4. Digital transformation
  5. 5. 1. Embed and enable digital practice across Tate
  6. 6. 2. Operationalise digital disruption
  7. 7. Establishing digital culture at Tate
  8. 8. Establishing a digital culture centralised ➜ decentralised (but centrally co-ordinated) an add-on ➜ embedded in all activity siloed ➜ networked digital skills the exception ➜ digital skills the norm and within blended roles product mindset ➜ impact mindset few voices ➜ many voices channel for broadcast ➜ platform for interaction
  9. 9. Phase 1: Reshape and reposition the digital department
  10. 10. Centralised model
  11. 11. Hub-and-spoke model Dept Dept Dept Digital Dept Dept Dept
  12. 12. Hub-and-spoke model ! Hub Spokes ! ! Holistic digital experience overview Digital roadmap coordination Guidelines and policies coordination Quality assurance Editorial coordination Production and design Audience insight (with Sabine D) Legislation compliance Technology (with IT) Training (with IT and HR) Content authoring Content maintenance Community management Specialist digital activity Shared ! Strategy (centralised and decentralised) Governance
  13. 13. Phase 2: Digital 
 transformation 
 project
  14. 14. 1. Governance and decision making
  15. 15. 2. Production and editorial processes !
  16. 16. 3. Roles, responsibilities and skills !
  17. 17. 4. Policies, guidelines and training
  18. 18. 5. Insight driven approach

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