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Titel der Präsentation · Vorname Name, Abteilung
Digital Transformation at the Jewish Museum Berlin
Dr. Mirjam Wenzel, Head of Media
1 June 2015
Titel der Präsentation · Vorname Name, Abteilung
One of the largest Jewish museums in Europe
About the museum
Exterior view of the Jewish Museum Berlin, Libeskind Building with Garden of Exile and Holocaust Tower CC-BY-SA Jewish Museum Berlin, photo: Burkhard Katz
One of the largest Jewish museums in Europe
Titel der Präsentation · Vorname Name, Abteilung
Famous architecture by Daniel Libeskind
Aerial view of the Jewish Museum Berlin: Libeskind Building, Old Building© Jewish Museum Berlin, photo: Günter Schneider
Architectural masterpiece by Daniel Libeskind
About the museum
Titel der Präsentation · Vorname Name, Abteilung
Opening 2001 extended by a glass courtyard in 2007and by the academy building in 2012
Sketch of the Jewish Museum Berlin by Daniel Libeskind© Daniel Libeskind
About the museum
Titel der Präsentation · Vorname Name, Abteilung
Interior view of the Jewish Museum Berlin’s permanent exhibition, segment "Tradition and Change“ CC-BY-SA Jewish Museum Berlin, photo: Thomas Bruns
Section on the Majdanek TrialCC-BY-SA Jewish Museum Berlin, photo: Alexander Zuckrow
A permanent exhibition with 2400 objects, multimedia installations and interactive displays on 3.300 sqm
About the museum
Titel der Präsentation · Vorname Name, Abteilung
About the museum
4 – 7 special exhibitions each yearThe Opening of the Special Exhibition "Snipt it!”CC-BY-SA Jewish Museum Berlin, photo: Jule Roehr
Titel der Präsentation · Vorname Name, Abteilung15.04.2023
About the museum
Exhibition views „Obedience:
An Installation in 15 Rooms by
Saskia Boddeke & Peter Greenaway“
Film-Installation „I am Isaac“ at the first room and Damien Hirst‘s „Black Sheep with Golden Horn“ in the 11st Room
© Jewish Museum Berlin, Foto: Yves Sucksdorff
Titel der Präsentation · Vorname Name, Abteilung
About the museum
Event in the Museum Garden CC-BY-SA Jewish Museum Berlin, photo: Jule Roehr
More than 700,000 visitors each year: 67% international visitors 28% between the ages of 20 and 29
Titel der Präsentation · Vorname Name, Abteilung
About the Media Department
• Initiated as Information Department (in 2001), dedicated to structure and preserve all kind of information at the museum
• Since 2008: Media Department (online projects, media installations, Raphael Roth Learning Center, print publishing), focus on conveying German Jewish history in print and digital media
• Specialized in editing text, images and films, coding and printing
Interior view of the Jewish Museum Berlin, Rafael Roth Learning CenterCC-BY-SA Jewish Museum Berlin, photo: Thomas Bruns
Titel der Präsentation · Vorname Name, Abteilung
First chapter:
Steps towards an online strategy
Online Strategy 2013 – 2017Steps towards an online strategy
Central aspects of the online strategy
Process of implementation
Future tasks
Summery
Titel der Präsentation · Vorname Name, Abteilung
Steps towards an online strategyPh
ase
I
Phas
e II
Phas
e III
Phas
e IV
Phas
e V
Phas
e VI
Phas
e VI
I
SWOT AnalysisNetworking and contextualisingAnalysis of the museums capacities
Titel der Präsentation · Vorname Name, Abteilung
SWOT-Analysis
Strength of www.jmberlin.de• Google ranking• Distinctive design
Weakness of www.jmberlin.de• No user-friendly information
architecture• no responsive webdesign• deficiancy in accessibility• no integration of social media
communication
(based on usability testings in 2011 and two surveys on accessibilty and usability by different experts in 2012 )
Titel der Präsentation · Vorname Name, Abteilung
SWOT-Analysis
Opportunities of website relaunch• Restructuring of content corresponding with
users‘ interests and needs• Development of an open access strategy • Inclusion of networked content
Threats for website relaunch• Internal organization• Development of new technologies and new
devices
(based on internal workshops with museum colleagues and senior management, conducted together with an external expert)
Xhienne CC by-sa/2.5(http://creativecommons.org/licenses/by-
sa/2.5/legalcode)
Titel der Präsentation · Vorname Name, Abteilung
Steps towards an online strategyPh
ase
I
Phas
e II
Phas
e III
Phas
e IV
Phas
e V
Phas
e VI
Phas
e VI
I
SWOT AnalysisNetworking and contextualisingAnalysis of the museums capacities
Titel der Präsentation · Vorname Name, Abteilung
Conferences
Experts and colleagues
Agents of an open knowledge
society
Conference papers and interviews
Slide share presentations
video documentations
Conference discussions on Twitter
Read their blogs
Follow them on Twitter
Share your experiences
Ask questions Speak about obstacles and failures
Wikimedia
Europeana
iRightsLab Chaos Computer Club Open Knowledge Foundation
Networking
Titel der Präsentation · Vorname Name, Abteilung
Contextualising
Evaluation of current trends and new technologies
New Media ConsortiumHorizon Report Museum Edition 2015
http://www.nmc.org/news/its-here-the-nmc-horizon-report-2015-museum-edition/
Titel der Präsentation · Vorname Name, Abteilung
Contextualising
Identification of main aspects with the help of online tools and external expertsExcerpt from the digital engagement framwork by Jim Richardson and Jasper Visser:
http://de.slideshare.net/MuseumNext/digital-engagement-framework-workbook
Titel der Präsentation · Vorname Name, Abteilung
Phase I: Steps towards an online strategyPh
ase
I
Phas
e II
Phas
e III
Phas
e IV
Phas
e V
Phas
e VI
Phas
e VI
I
SWOT AnalysisNetworking and contextualisingAnalysis of the museums capacities
Titel der Präsentation · Vorname Name, Abteilung
Analysis of the museums‘ capacities
Analysis and definition of roles and responsibities:
(Responsibility assignment matrix)http://www.jasongaudreau.com/2013/06/horizon-view-raci-document.html
Collec-tions, ArchiveLibrary
Exhi-bitions
Educa-tion
Acade-my Pro-grams,Events
Press,Marketing,Development
Titel der Präsentation · Vorname Name, Abteilung
Analysis of financial and personal ressources• Do you have enough (wo-)men-
power to implement your online strategy?
• How much will it cost to implement it?
• Which other projects / events might prevent your colleagues from working on digital projects?• When and in which form you
need the support of the senior management?
Analysis of the museums‘ capacities
http://en.clipdealer.com/preview/image/000/201/021/previews/10--201021-Fragezeichen.jpg
Titel der Präsentation · Vorname Name, Abteilung
Second chapter:
Central aspects of the online strategy
Online Strategy 2013 – 2017Steps towards an online strategy
Central aspects of the online strategy
Process of implementation
Future tasks
Summery
Titel der Präsentation · Vorname Name, Abteilung
Central aspects of the online strategyPh
ase
I
Phas
e II
Phas
e III
Phas
e IV
Phas
e V
Phas
e VI
Phas
e VI
I
Vision, mission and strategic objectives Definitions of an online-plattform
Titel der Präsentation · Vorname Name, Abteilung
Central aspects of the online strategy
Vision of the Jewish Museum Berlin
The Jewish Museum Berlin actively participates in social discourse.
The Jewish Museum Berlin actively participates in social discourse online.
Titel der Präsentation · Vorname Name, Abteilung
Digital Mission Statement
The Jewish Museum Berlin presents the diversity of Jewish experience by digitising artefacts related to the history and culture of Jews in Germany and preserving them in a sustainable way for future generations. By opening access to the digitized items, embedding them in various forms of interpretation and sharing them with the online-audience the museum contributes to a society that accepts the diversity of its members and provides them with equal opportunity to participate in political and cultural life.
Central aspects of the online strategy
Titel der Präsentation · Vorname Name, Abteilung
Digital Mission Statement
The Jewish Museum Berlin presents the diversity of Jewish experience by
digitising artefacts related to the history and culture of Jews in Germany
and preserving them in a sustainable way for future generations. By opening access to the digitized items,
embedding them in various forms of interpretation and
sharing them with the online-audience the museum contributes to a society that accepts the diversity of its members and provides them with equal opportunity to participate in political and cultural life.
Central aspects of the online strategy
Titel der Präsentation · Vorname Name, Abteilung
Central aspects of the new strategy
Strategic Online Objectives 2013-2017
The Jewish Museum Berlin operates an online-plattform that is linked to the content of other national and international institutions, portals and online projects.Our objective is to be an outstanding online excellence centre for the study and presentation of artefacts related to the history and contemporary life of Jews in Germany and of German Jews. Our diverse online offerings are appealing, facilitate in-depth research and provide a forum for various online communities.
Titel der Präsentation · Vorname Name, Abteilung
Central aspects of the new strategy
Strategic Online Objectives 2013-2017
The Jewish Museum Berlin operates an online-plattform that is linked to the content of other national and international institutions, portals and online projects.
Our objective is to be an outstanding online excellence centre for the study and presentation of artefacts related to the history and contemporary life of Jews in Germany and of German Jews. Our diverse online offerings are
appealing, facilitate in-depth research and provide a forum for various online communities.
Titel der Präsentation · Vorname Name, Abteilung
Forum Research Excellence Center
Outreach and Engagement
Hub for Online-Research
Conveying Jewish history and culture and its
contexts• Social Media
Strategy
• CC-Licencing Model
• Crowdsourcing Projects
• Open Data
• Cooperation with Wikimedia
• Distribution of collection items on other online plattforms (DDB, Europeana, Wikimedia Commons)
• Open Access publications
• Adequate search mechanisms
• Referencing related online-content from elsewhere
• events audio and video archive, dossiers about actual questions
• FAQs
• Transparent presentation of responsibilities and competences within the museum
• hybrid media storytelling and online exhibitions (in cooperation with Google Cultural Institute et al.)
Online Plattform
Definitions of an Online-Plattform
Titel der Präsentation · Vorname Name, Abteilung
Third chapter:
Process of implementation
Online Strategy 2013 – 2017Steps towards an online strategy
Central aspects of the online strategy
Process of implementation
Future tasks
Summery
Titel der Präsentation · Vorname Name, Abteilung
Phase II-V: Process of implementationPh
ase
I
Phas
e II
Phas
e III
Phas
e IV
Phas
e V
Phas
e VI
Phas
e VI
I
Online Audience Research Social Media Strategy Engagement of your colleagues Preparing the relaunch of the website
Titel der Präsentation · Vorname Name, Abteilung
Online Audience Research
Results of an online survey(conducted between 23 April – 5 June 2014 with 0,8% total user participation)
I am visiting this website..• 34,5% because I am planning a visit
to the museum.• 23,9% because I have a personal
interest.• 15,3% for professional reasons.• 11,9% in the context of schoolwork
or research.• 8,0% casually, because I found it
browsing the internet.• 6,4% for other reasons. www.jmberlin.de, screenshot (April 2014)
Titel der Präsentation · Vorname Name, Abteilung
Online Audience Research
Results of online survey by 15 Dutch Museums
http://www.intk.com/en/ideas/visitor-motivation-in-online-museum-audiences
47% Plan a visit
13% Find info for professional resasons
16% Find info for personal resasons
21% Engage in casual browsing
4% Book or buy something
Titel der Präsentation · Vorname Name, Abteilung
Online Audience Research
Development of personas
• Method dedicated to create reliable representations of key audience segments, based on qualitative and quantitave user research.
Effective personas should…• represent an important user group for your website• give a clear picture of the user's expectations and how
they're likely to use the site
Effective personas may…
• be developed with everyone that is producing online-content• lead to an audience-driven approach to your online-activities
Titel der Präsentation · Vorname Name, Abteilung
Empathy Map
Online Audience Research
http://innovatus.org.uk/2012/01/empathy-maps/
Titel der Präsentation · Vorname Name, Abteilung
Online Audience Research
From Mind Maps to Profiles
Example from the persona workshop © Jewish Museum Berlin
Titel der Präsentation · Vorname Name, Abteilung
1.) Research• Teachers• Students• Scholars• Curators
Online Audience Research
Anna, scholar, 37
Persona of a scholar © Jewish Museum Berlin, Illustration: Johannes Plagemann
Three Groups of Personas
Titel der Präsentation · Vorname Name, Abteilung
2.) Onsite Visitors• Individual Tourists
(families, groups, single visitors)
• Culture Enthusiasts• Teachers (preparing a
school visit)
Online Audience Research
Family Muth at home preparing their visit to Berlin
Persona of family visitors © Jewish Museum Berlin, Illustration Johannes Plagemann
Three Groups of Personas
Titel der Präsentation · Vorname Name, Abteilung
3.) Stakeholders• Newspaper editors and
journalists• Donators• Sponsors• Travel agencies
Online Audience Research
Max, cultural editor at local newspaperPersona of a journalist © Jewish Museum Berlin, Illustration: Johannes Plagemann
Three Groups of Personas
Titel der Präsentation · Vorname Name, Abteilung
Three Groups of Personas
Online Audience Research
ResearchersAnna at home
Onsite visitorsFamily Muth before visit
Stakeholderon his way to the editorial conference
Personas © Jewish Museum Berlin, Design: Johannes Plagemann
Titel der Präsentation · Vorname Name, Abteilung
Phase II-V: Process of implementationPh
ase
I
Phas
e II
Phas
e III
Phas
e IV
Phas
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Phas
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Phas
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I
Online Audience Research Social Media Strategy Engagement of your colleagues Preparing the relaunch of the website
Titel der Präsentation · Vorname Name, Abteilung
Social Media Strategy #jmberlin
@jmberlin, 3-7 tweets per day about the museum and its topics (mostly in German), since 2011, press department
/jmberlin, 1-3 posts per day about the museum German-Jewish history (German/English), since 2010, marketing department
Copy of selected FB-posts (German/English), since 2011, marketing department
/jmberlin.de, weekly posts with photos from the museum (mainly in English), since 2013, marketing department
Blogerim in German and in English: www.jmberlin.de/blog and /blog-en, 1-2 posts each week about the museum and Jewish culture by 55 bloggers, since 2012, media department
German channel /jmberlinTube and English channel /jewishmuseumberlin, special videos for exhibitions, thematic series and live recording of events, since 2010, media department
Titel der Präsentation · Vorname Name, Abteilung
Phase II-V: Process of implementationPh
ase
I
Phas
e II
Phas
e III
Phas
e IV
Phas
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Phas
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Phas
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I
Online Audience Research Social Media Strategy Engagement of your colleagues Preparing the relaunch of the website
Titel der Präsentation · Vorname Name, Abteilung
Engagement of your colleagues
Who among your colleagues is:• using social media for private purposes?• interested in digital media and its possibilites?• a good story teller?• a creative mind?• an open dictionary in his field?• a good writer?
© Illustration: Johannes Plagemann
Titel der Präsentation · Vorname Name, Abteilung
How can you raise the digital engagement of your colleagues?
• provide trainings and workshops
• Report users‘ feedback to their online publications (comments, views, likes, retweets)
• Encourage editorial work in your content management systems
Engagement of your colleagues
Workshop with museum colleagues CC-BY-SA Jewish Museum Berlin, photo: Mirjam Wenzel
Titel der Präsentation · Vorname Name, Abteilung
Phase II-V: Process of implementationPh
ase
I
Phas
e II
Phas
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Phas
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Phas
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Phas
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Phas
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I
Online Audience Research Social Media Strategy Engagement of your colleagues Preparing the relaunch of the website
Titel der Präsentation · Vorname Name, Abteilung
Preparing the relaunch of the website
Agile project management
• Daily team meetings
• Constant delivery and review
• Less documentation and presentation
• Focus on doing
Slide of the talk „What is Scrum?“ at Royal Institute of Technology by Henrik Kniberg, http://blog.crisp.se/tag/scrum
Titel der Präsentation · Vorname Name, Abteilung
Preparing the relaunch of the website
Responsive Webdesignhttp://hdimagelib.com/responsive%20web%20design%20png
http://die-netzialisten.de/responsive-design/workflow-bei-responsive-design-projekten/
Titel der Präsentation · Vorname Name, Abteilung
Fourth chapter:
Future tasks and summery
Online Strategy 2013 – 2017Steps towards an online strategy
Central aspects of the online strategy
Process of implementation
Future tasks
Summery
Titel der Präsentation · Vorname Name, Abteilung
Phase VI-VII: Future tasksPh
ase
I
Phas
e II
Phas
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Phas
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Phas
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Phas
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Phas
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I
Launch of new website Keep launching...Implementation of digital strategy
Titel der Präsentation · Vorname Name, Abteilung
Implementation of digital strategy
Digital Strategy
Online Strategy
Organisational Development
Long term archiving
Digital Asset-Management
Open Source Software
Open APIs
Apps
IT-Infrastructure
Location Based Services
Augmented Reality
Customer Relationship Management
Titel der Präsentation · Vorname Name, Abteilung
Summary
is a process of organizational
transformation
embraces an audience-centered
approach
needs to be based on an open access
strategy
requires a culture of networking
The implementation of an online strategy
Distributed models of digital delivery New forms of leadership
Online research and evaluationFace to face-encounters with visitors
open data
open licences
open source software
within the organization and
with other organisations
Titel der Präsentation · Vorname Name, Abteilung
Thank you for your attention!
Dr. Mirjam Wenzel, Head of Media
www.jmberlin.de
@MirjamWenzel
inclusiveaudience-
driven
based on shared
knowledge
sustainable
The implementation of an online strategy
has to be