Digital transformation
We Are MuseumsWarsaw, Poland, June 5, 2014
Today’s presentation
Benefits of digital
Challenges
Solutions
The Digital Eco System
The Role of The Digital Expert
How to manage
DISRUPTIVE
Case Study
Founded in 1873Nordiska museet
Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/5117925636
Sweden's largest museum of cultural history
Why transformation?
Digital isn’t something new?
Well, no but social is!
In the 1990’s:
Digital productsInfrastructure
In the 1990’s
Technology, metadata, collections interfaces, long term preservation
In the early 2000’s:
Digital distribution and infrastructureWeb strategy
In the early 2000’s
Creating basic digital delivery capabilities
From 2007:
Increasing demands in a changing world
In the late 2000’s:
Social media reaches the heritage sector
Awareness of the empowered audiences
2009:
Marketing takes initiative, launching Facebook
2010:
Wikipedia, CC-licensing
A New Media Strategy in 2010
A New media department in
2011
MandateBudgetStaff
The process
From now on it’s an audience driven change
The consumer demand for digital products is still there and
continues to evolve
Digital in itself isn’t new
New expectationsNew demands
Pressure to change
Transforming the museum culture, offers,
values and brand
Not a straight path from A to Z
Many paths but not in pace
(tech development, staff, management, audiences demands,
stakeholders/funders)
No transformation is the other alike
Demand for new capabilities,
stressful and even…
Disruptive!
“Try to change a tyre whilst
driving”
Sapient Nitro
• Business model innovation• Customer and community
collaboration• Cross channel integration• Insights from analytics• Digitally enabled supply
chain• Networked workforce
Source: IBM 2011
How to ensure
success
Set up goals and a strategyGet a mandateUse the digital experts
MAKE DIGITAL RELEVANT
Who is pushing the transformation forward?
What we’re really talking about is someone who can bridge ...create a frictionless path…at every step of the journey.
Brian Solis, Altimeter
Photo by by Calsidyrose, Flickr, CC-BY
Map the social digital
eco systemMuseum staff
Technology
Stakeholders
AudiencesActivities
Strategies
Digital assets
Goals
Context
Etcetera…
Digital infrastructures
Copyrights & licensing
Museum practices
Be patient, listen
Explain, educate, get internal awareness and understanding
Training sessions in group
One to one support
Present to managementPresent to other departments
Proper tools
– Proper mobile devices?– Interactive screens?– WiFi in gallery/meeting rooms?– Laptops?– Cloud services like Google Apps?– More?
What can YOU do?> Be social, network online> Attend conferences> Present at conferences> Blog about your progress
Talk about itMake a noiseGet attention from outsideGet attention from the management
Be transparent and inclusive
Be flexible, adaptive, iterateSupport the staffCross departmental groups
What’s next?
Try to get the full picture:
Map the eco systems
Identify the value drivers
The e-tangible objects
as tangible assets
Identify and embrace new museum practices
It’s not one straight and single path
from A to Z
Learn to leverage several channels
Learn to leverage organizational
structures, optimize capabilities
Find a rythm that suits your organization
Measure the cultural value of engagement
with digital.
Analyze. Report. Change. Improve.
The world will not stop changing.
Continue to monitor. Continue to adapt and evolve.
Thank you!Kajsa Hartig, New Media, Nordiska museet
@kajsahartig