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Frankly, Green + Webb Created for: Presented by: Date issued: MUSEUMS ASSOCIATION TECH FESTIVAL ALYSON WEBB 21 ST JANUARY 2016

Museums Association Festival of Digital - Engage Critically

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Page 1: Museums Association Festival of Digital - Engage Critically

Frankly, Green + Webb

Created for: Presented by: Date issued:MUSEUMS ASSOCIATION TECH FESTIVAL ALYSON WEBB 21ST JANUARY 2016

Page 2: Museums Association Festival of Digital - Engage Critically

Frankly, Green + Webb

Change pic and headlineThe MA Tech Festival

Page 3: Museums Association Festival of Digital - Engage Critically

Frankly, Green + Webb

“…digital technology has become seemingly less

important…

…and some cultural organisations have cut back on

their level of digital activity”

From: Digital Culture 2015

Page 4: Museums Association Festival of Digital - Engage Critically

Frankly, Green + Webb

vs

• Less digitally active • Less likely to report a

positive impact • Report significantly lower

levels of impact

Museums Rest of cultural sector

Page 5: Museums Association Festival of Digital - Engage Critically

Frankly, Green + Webb

1. Money2. Time3. Poor Infrastructure

Top Challenges - The Usual Suspects

4. Poor IT support5. Operational barriers6. Senior management

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Frankly, Green + Webb

Optimism Pessimism

The Line of Technological Confindence

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Frankly, Green + Webb

Optimism Pessimism

The Line of Technological Confindence

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The role of the hero

“a person who, in the face of danger, combats adversity through impressive feats of ingenuity, bravery or strength”

Changing the Story

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Frankly, Green + Webb

Audience

Mission

Technology

Context

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Frankly, Green + Webb

Participation =

Audience

Serving visitors’ needs, motivations & behaviours

Audience

Mission

Tech

Context

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Frankly, Green + Webb

Page 12: Museums Association Festival of Digital - Engage Critically

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Academics + Curators studying the works of Robert Rauschenberg

Everyone

Who is your target audience?

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Frankly, Green + Webb

Undergraduates +Museum Educators

Academics + Curators studying the works of Robert Rauschenberg

Everyone

Who is your target audience?

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Outcomes

The RRP presents itself as something that makes me trust it to a very high

standard.Curator

…generally…I don't cite online material…but because of the rigor that was used in this project, I felt comfortable citing it.

Graduate student

• Greater & more diverse reach than comparable print catalogue

• Viewed as a trusted Source & exemplar

• Reached the primary audiences & beyond

• Used widely by secondary audience

[Recommended format for citation is] super super important…in terms of

training our students in research and

documentation”Professor

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Tips & ToolsDon’t rely on demographic or quantitative data alone – get under the skin of your audience•Understand what they do, what they need, what they want •Identify their challenges & opportunities•Consider their level of drive

Consider using:•Interviews•Observation •Narrated visits

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Frankly, Green + Webb

Stop thinking about what

digital can do

What do our organisations need

to achieve?

Mission

Audience

Mission

Tech

Context

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Frankly, Green + Webb

1. Modernise

2. Stay Relevant

3. ‘Keep up’ with the market

4. Pressure from Trustees/Senior Management

5. Trends amongst vendors

Drivers for Change to a New Technology?

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Frankly, Green + Webb

Outcome

Lack of objectives for the service & evidence of impact has left digital

services vulnerable to cuts

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Tips & Tools

Identify what success & failure would mean to your organisation.

•“The project is successful, what does that look like?”

•“How will we measure that?”

•“What measures will we put in place to manage the risks we have identified?”

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The Importance of Organisational Culture•Digital Literacy•Attitude•Capacity & Skills •Collaboration

Context

Audience

Mission

Tech

Context

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With thanks to Amy Heibel

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Frankly, Green + Webb

Amazing people but….

•Organised in silos•Lack tools & structures to support collaboration•Low levels of digital literacy - awareness, confidence•High levels of fear - of digital, of failure •Unrealistic expectations

What we see

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“If you get culture right, the technology will happen.”

Amy Heibel, Technology, Web and Digital Media at LACMA

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Frankly, Green + Webb

Tips & Tools• Take a look at Digital R&D ACE/NESTA’s Digital R&D behaviours

• Encourage playful engagement & exploration of digital

• Reach out to other departments• Involve all the teams the project will affect right from the beginning

• Accept it is slow work!

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Be open

Be excited But engage critically…

What affordances do these technologies offer?

Technology

Audience

Mission

Tech

Context

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e: [email protected]: [email protected]: @FranklyGW

Images thanks to Flickr Commons:The hidden treasures of the Worlds Public Archiveshttp://www.flickr.com/commons

Created for: Presented by: Date issued:Museums Association Tech Festival Alyson Webb 21st January 2016