Developing a (Digital) Strategy for Your Organisation

DEVELOPING A (DIGITAL) STRATEGY FOR YOUR ORGANISATION Charlotte Sexton [email protected] | @cb_sexton V Museums and Networks Summit: Museo de Arte Contemporáneo de Castilla y León (MUSAC) #RRSSMuseos

Photo Credit: Charlotte Sexton © 2015

1989 was a time of analogue “selfies”

Tim Berners-Lee at his desk at CERN. Photo Credit: CERN Source: http://www.wired.co.uk/magazine/archive/2014/03/web-at-25/tim-berners-lee

1989 was also the year the web invented

Buzz Aldrin and the U.S. Flag on the Moon Credit Image Source: http://commons.wikimedia.org/wiki/File%3ABuzz_Aldrin_and_the_U.S._Flag_on_the_Moon_(9460188482).jpg

The smartphone in your pocket today has more computing power than NASA had to get us to the Moon in 1969…

Arthur John Picton https://flic.kr/p/7Fk9Yq ©CC https://creativecommons.org/licenses/by-nc/2.0/

What does that mean for museums?

Web (mid 1990s) CD-ROMs

Laser Disk (Video)

E-mail

Touch-screen Interactives

My world

Charlotte Sexton CC 2015

1990s

Education

Content Authorship & Production

Web Development & Fundraising

E-Commerce

E-Marketing

E-Publishing Training/ Collaborative Mind

Research

Social Media

Mobile

Creativity

Your world

2015

Adapted from Conxa Rodà Digital Strategy Map for Museums CC 2012

Education E-Learning (formal & informal) Education projects Virtual classroom Games

Content Authorship & Production Collaborative processes Content generation skills Rights Management/Open Content Asset Management Crowd Sourcing/Wikipedia Multimedia content / Digitization /Tagging

Web Website(s) Digital projects Streaming / podcasts SEO/Analytics / Data mining

Development & Fundraising CRM

Online giving Fundraising

E-Commerce Ticketing

E-shop Membership sales

E-Marketing Membership/Loyalty

E-mailing Hiring spaces

E-Publishing Scholarly Catalogues / Print on-demand E-books/Magazine/ Annual Report Educational Material

Training/ Collaborative Mind Working methods Collaboration/Digital Networking Digital proficiency Digital preservation / Knowledge Management Wikis / Cloud-based services

Research Online Library Online Archives

Social Media

Web 2.0 Blog

Community Sharing

Co-curation

Mobile/Wearable Mobile web Mobile Tours M-Commerce M-Learning Apps Games

Creativity Artistic collaboration Co-curation

Adapted from Conxa Rodà Digital Strategy Map for Museums CC 2012

2015+

Your world

How have museums responded to this digital challenge..?

“We do not grow absolutely, chronologically. We grow sometimes in one dimension, and not in another; unevenly. We are mature in one realm, childish in another.” Anaïs Nin, Author

Are you supporting POSITIVE or NEGATIVE digital experiences? Photo Credit: Elvin Young and Beautiful https://flic.kr/p/9RUomF © CC BY-NC 2.0

Image Source: https://kathrynmanzat.wordpress.com/ (No name. (2014)

Image Source: http://www.nwitimes.com/lifestyles/living-in-a-digital-world-technology-transforms-how-students-learn/article_f60ca753-5230-5f8b-9b10-a9fbc27d9a60.html Photo Credit: John Luke

Image Source: http://cacm.acm.org/magazines/2011/10/131393-living-in-a-digital-world/abstract

Image Source: http://www.challies.com/articles/living-well-in-a-digital-world

Image Source: http://en.wikinoticia.com/Technology/Software/103783-flipboard-reaches-5-million-users

“A GREAT DIGITAL MUSEUM IS SIMPLY A GREAT MUSEUM THAT IS DESIGNED AROUND THE WAY PEOPLE LIVE NOW.” Nick Pool, Former CEO Collections Trust

Skeptical?

Man - Craig Sunter https://flic.kr/p/zTu1PY © CC BY-ND 2.0 Les Miserable !

More mobile devices than people in the world (7.2 billion) GSM Intelligence, Independent, 7 Oct 2014

Facebook exceeds a billion active account users www.statista.com Aug 2015

Average British Household owns 7.4 internet devices YouGov Survey (March) 2015, Guardian 9 April 2015

The biggest increase in internet use is cited among 16-24 year olds almost tripling from 10 hours and 24 minutes each week in 2005 to 27 hours and 36 minutes by the end of 2014. Ofcom report 11 May 2015

People are spending twice as much time online compared to 10 years ago due to increasing use of tablets and smartphones. Ofcom report 11 May 2015

FORMULA FOR SUCCESS! A STRATEGIC DIRECTION + THE WILL TO DELIVER IT + COMMITMENT TO SUSTAIN IT


THE NAME DOESN’T MATTER… DIGITAL STRATEGY DIGITAL ROAD MAP DIGITAL ENGAGEMENT STRATEGY THE STRATEGIC PLAN


A (DIGITAL) STRATEGY WILL:

Help with planning, resourcing, funding & delivery

Establish importance of digital & where it fits

Ensure a strategic & coordinated approach


BEST STRATEGY = FITS YOUR CONTEXT


STRATEGY IN ACTION - RIJKSMUSEUM Mobile + ©

Image source: http://blog.usabilla.com/wp-content/uploads/mobile-first.png http://blog.usabilla.com/usabilla-ux-index-foggs-behaviour-model-lean-ux/

1. MOBILE FIRST DESIGN APPROACH

Rijksmuseum, Netherlands homepage https://www.rijksmuseum.nl/en

Rijksmuseum, Netherlands homepage https://www.rijksmuseum.nl/en

2. OUR COLLECTION IS YOUR COLLECTION – RIJKS STUDIO Supporting Creativity through Opening Access

GotCredit https://flic.kr/p/qFYYT5 ©CC https://creativecommons.org/licenses/by/2.0/ GotCredit https://flic.kr/p/qFYYT5 ©CC https://creativecommons.org/licenses/by/2.0/

CARING IS SHARING

GotCredit https://flic.kr/p/qFYYT5 ©CC https://creativecommons.org/licenses/by/2.0/

https://www.rijksmuseum.nl/en/rijksstudio/131860--rijksstudio-en-etsy/creations

GotCredit https://flic.kr/p/qFYYT5 ©CC https://creativecommons.org/licenses/by/2.0/

GotCredit https://flic.kr/p/qFYYT5 ©CC https://creativecommons.org/licenses/by/2.0/ GotCredit https://flic.kr/p/qFYYT5 ©CC https://creativecommons.org/licenses/by/2.0/

https://www.rijksmuseum.nl/en/rijksstudio-award

Winner Rijksstudio award 2015 : Lyske Gais and Lia Duinker Runner-up: Alexandra Schijf & Birgitta van Langeveld

YOUR COLLECTION IS SO MUCH MORE THAN JUST A DATABASE!


ELEMENTS OF A STRATEGY

Strategic vision

Goals and outcomes

Target Audiences

Programme of work

Resources Required

Timeframe/ Budget

Risks and response

Success criteria

Supporting documents

e.g.technical roadmap

How this fits into wider

programme of activity

Review and improvement

EXAMPLE OF A “LIVE” STRATEGY Working plan, Open, Accessible and Updated

Wally Gobetz Pittsburgh - North Shore: Andy Warhol Museum, https://flic.kr/p/a3u8SX (CC BY-NC-ND 2.0)

https://github.com/thewarholmuseum/digital-strategy

CHALLENGES AND OPPORTUNITIES

CHALLENGE = TECHNOLOGY

CHALLENGE = TECHNOLOGY

CHALLENGE = PEOPLE

CHANGING BEHAVIOUR + MINDSET

Siloed Risk Adverse Hierarchical Inaccessible Analog Org focused

Collaborative Risk Aware Empowered Open & Engaging Digital Audience focused

Evolved from Philadelphia Museum Art Brand Initiative Goals

Head of Collections

Adult Learning

Curator Dutch paintings

Director Public Programmes

Director

Visitor Services

Communications Marketing

COLLABORATIVE PROCESS…

CHANGE MANAGEMENT VS CHANGE LEADERSHIP

TACTICAL: Tools & Procedures Detailed planning Minimise distractions Limit impact Small dedicated team Incremental steps Keep it under control

STRATEGIC: Vision & Drive Establish and share WHY Sense of urgency & importance Expect wide impact Involve everyone Enable big leaps Act like it’s under control!

Adapted from: http://www.forbes.com/sites/johnkotter/2011/07/12/change-management-vs-change-leadership-whats-the-difference/

TOP 3 CAUSES OF CHANGE FAILURE

1 Inability to change mindsets and attitudes


2 An unsupportive organisational culture


3 Underestimating the complexity of the task

“WITH OUT STRATEGY CHANGE IS MERELY SUBSTITUTION, NOT EVOLUTION” Glen Llopis

Source of quote: http://www.forbes.com/sites/glennllopis/2012/11/05/5-most-effective-ways-to-sell-change/

BUILD YOUR CAPABILITIES

REF: Like, Link, Share. Wyncote Foundation http://likelinkshare.org/

BUILD YOUR CAPABILITIES TRENDS NOT TECH


BUILD YOUR CAPABILITIES PROCESS NOT PROJECTS


YOUR GOAL EMBED KNOWLEDGE

Increase Digital Literacy

Functional Skills

Effective Communication

Ability to Find and

Select Information

Collaboration

Cultural and Social

Understanding

Critical Thinking & Evaluation

Creativity

E-Safety

Photo Credit: Charlotte Sexton © 2015

Do these first!

Do a select few

(seek funding & partners)

Do only if there is resource

Do only if necessary

(Avoid)

HIGH

LOW

LOW (Easy)

HIGH (HARD)

Making decisions to manage your digital programme of work

IMPORTANCE BASED ON YOUR STRATEGY

DIFFICULTY BASED ON REALITY Adapted from: Getting Sh*t Done: Implementing Your Digital Strategy, MCN 2015 Douglas Hegley

PEOPLE UNTRAINED TRAINED CROSS TRAINED

PROCESS AD HOC DOCUMENTED OPTIMISED

MEASUREMENT NONE PERIODIC CONTINUIOUS

TECHNOLOGY NONE/MISMATCHED APPROPRIATE EFFECTIVE &

SUSTAINED

MEASURING YOUR PROGRESS

Source: Nik Honeysett, Witchcraft, Museums and the Web Asia 2015

Mutiara Karina https://flic.kr/p/89Wtyw ©CC https://creativecommons.org/licenses/by-nc-nd/2.0/

Image Source: https://kathrynmanzat.wordpress.com/ (No name. (2014)

Image Source: http://www.nwitimes.com/lifestyles/living-in-a-digital-world-technology-transforms-how-students-learn/article_f60ca753-5230-5f8b-9b10-a9fbc27d9a60.html Photo Credit: John Luke

Image Source: http://cacm.acm.org/magazines/2011/10/131393-living-in-a-digital-world/abstract

Image Source: http://www.challies.com/articles/living-well-in-a-digital-world

Image Source: http://en.wikinoticia.com/Technology/Software/103783-flipboard-reaches-5-million-users

ENGAGE

CONVERT

CONVERSE CONNECT

SHARE

Ref: Digital Engagement Framework Jasper Visser & Jim Richardson

“I have not failed. I have just found 10,000 ways that did not work” Thomas Edison

Image source: https://es.wikipedia.org/wiki/Archivo:Thomas_Edison2.jpg

SOME FINAL THOUGHTS… •  A strategic plan can be a catalyst for positive change •  It can drive capacity building & focus skills developed •  Powerful communication tool: vision, approach and

goals (internal and external audiences) •  Will help you prioritise and plan digital activities

THE FINAL THOUGHT… •  Goal - great museum in the eyes of your

audiences – need new ways to engage them that reflect the way they live their lives today

LYNDSAY ESSON HTTPS://FLIC.KR/P/OEWGAC ©CC HTTPS://CREATIVECOMMONS.ORG/LICENSES/BY-SA/2.0/

Contact me: [email protected] Follow me: @cb_sexton Find out more: www.linkedin.com/in/charlottesexton

Nate Grigg https://flic.kr/p/6K41qv ©CC https://creativecommons.org/licenses/by/2.0/

Leadership & Management

Developing a (Digital) Strategy for Your Organisation