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Frankly, Green + Webb
Created for: Presented by: Date issued:MUSEUMS ASSOCIATION TECH FESTIVAL ALYSON WEBB 21ST JANUARY 2016
Frankly, Green + Webb
Change pic and headlineThe MA Tech Festival
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
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
Frankly, Green + Webb
1. Money2. Time3. Poor Infrastructure
Top Challenges - The Usual Suspects
4. Poor IT support5. Operational barriers6. Senior management
Frankly, Green + Webb
Optimism Pessimism
The Line of Technological Confindence
Frankly, Green + Webb
Optimism Pessimism
The Line of Technological Confindence
Frankly, Green + Webb
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
Frankly, Green + Webb
Audience
Mission
Technology
Context
Frankly, Green + Webb
Participation =
Audience
Serving visitors’ needs, motivations & behaviours
Audience
Mission
Tech
Context
Frankly, Green + Webb
Frankly, Green + Webb
Academics + Curators studying the works of Robert Rauschenberg
Everyone
Who is your target audience?
Frankly, Green + Webb
Undergraduates +Museum Educators
Academics + Curators studying the works of Robert Rauschenberg
Everyone
Who is your target audience?
Frankly, Green + Webb
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
Frankly, Green + Webb
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
Frankly, Green + Webb
Stop thinking about what
digital can do
What do our organisations need
to achieve?
Mission
Audience
Mission
Tech
Context
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?
Frankly, Green + Webb
Outcome
Lack of objectives for the service & evidence of impact has left digital
services vulnerable to cuts
Frankly, Green + Webb
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?”
Frankly, Green + Webb
The Importance of Organisational Culture•Digital Literacy•Attitude•Capacity & Skills •Collaboration
Context
Audience
Mission
Tech
Context
Frankly, Green + Webb
With thanks to Amy Heibel
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
Frankly, Green + Webb
“If you get culture right, the technology will happen.”
Amy Heibel, Technology, Web and Digital Media at LACMA
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!
Frankly, Green + Webb
Be open
Be excited But engage critically…
What affordances do these technologies offer?
Technology
Audience
Mission
Tech
Context
Frankly, Green + Webb
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