Game-Changing Strategies: Collections in a Digital Age

Charlotte Sexton, Head of Digital Media, National Gallery, London

GAME-CHANGING STRATEGIES: COLLECTIONS IN A DIGTAL AGE

23 May 2012

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FOCUS ON THE COLLECTION

COMPARE THIS TO THE DIGITAL EXPERIENCE…

FOCUS ON THE COLLECTION

Copyright 2009 by Eunice Coughlin and Simple Internet Strategies Link

COMPARE…

• On-screen experience, curated/self-curatedIn-museum, curated, displayed

• Digital surrogate(s) Physical engagement with the object

• Potential for extensive interpretation – multiple sources, including the publics’ ‘voice’

Minimal interpretation (authoritative)

• Potential for extensive contextual supportMinimal ‘context’ provided

• Unlimited connections through structured and serendipitous linking

Minimal connections between objects

IN-MUSEUM ONLINE

HOW DOES THIS IMPACT STRATEGIC PLANNING FOR COLLECTIONS ONLINE?

BE TRUE TO YOUR BRAND

DECIDE REAL LONG-TERM GOALS

• Preserve, enhance and develop the potential of our collections

for our public

• Broaden our appeal and provide an exceptional visitor experience

• Inspire learning and engagement

DECIDE REAL LONG-TERM GOALS

What are your long-term goals?

PEOPLE FIRST THEN TECHNOLOGY

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http://zylab.wordpress.com/2009/12/30/use-enterprise-information-management-principles-for-litigation-readiness-and-early-case-assessment/

MAXIMISE YOUR RESOURCES

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WHAT’S A STRATEGIC PARTNERSHIP?

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ADDRESS MULTIPLE AUDIENCE

SKIM

SWIM

DIVE

OFFER A RANGE OF EXPERIENCES

SF MOMA: ARTSCOPE

TATE: ART EXPLORER SLIDESHOW

PCF/BBC: YOUR PAINTINGS

INVITE USER INPUT/ENGAGEMENT

KEY TAKE AWAYS…

• Brand = your character and values – build on this

• Decide on your long-term goals

• Focus on long-term planning rather than ‘quick wins’

• Work with staff to capture collection cataloguing

• Technology is only a part of the equation

• Tailor content to multiple audiences

• Don’t limit online collections to the print paradigm

• Market and promote the offer (SEO/Strategic Partnerships etc.)

THANK YOU!

Charlotte Sexton, Head Digital Media, National Gallery, London

charlotte.sexton@ng-london.org.uk | @cb_sexton