HMB Digital Strategy 2015-17

BASEL HISTORICAL MUSEUM DIGITAL STRATEGY 2015-17 PAGE 1

BASEL HISTORICAL MUSEUM – DIGITAL STRATEGY 2015-17

1. VISION

The Basel Historical Museum uses digital media as part of its integrated AUDIENCE

strategy in pursuance of its core business: examining and analysing history and the

present-day as well as asking future-oriented questions. The employees

communicate across departments and cultivate a dialogue group-appropriate contact

with the worldwide community. This form of digital commitment creates new

incentives in all museum spheres and is establishing itself on a lasting basis. In 2017

the Basel Museum of History (HMB) will be one of the most innovative city museums

in the world.

2. MISSION

The Basel Museum of History also sees the integrated inclusion of digital media as

“e-culture”. The HMB:

A. through its e-culture activities, completes and optimises what is currently

offered and existing work processes (marketing, crowdfunding, e-procurement,

open data, etc.) and, thus, creates new access options within its outreach,

collection and exhibition activities (infotainment & edutainment, transmedia

storytelling, etc.);

B. uses current channels of communication which, over and above the medium of

the exhibition, can serve as an autonomous form of outreach;

C. widens its communication network and now also addresses a community that

does not necessarily have an affinity with museums but probably does so with

formats or topics;

D. encourages regional, national and international dialogue with the community

and, in doing so, supports the breaking-down of barriers.

3. AREAS OF APPLICATION

“e-culture” as an approach that covers the different departments promotes

institutional know-how and pursues the following sub-goals:

3.1 EDUCATION (OUTREACH)

Development and implementation of digital outreach formats as well as hybrid

forms1 (tweetups, serious games, pop-ups, foxtrails, digital trend formats, etc.)

3.2 EXHIBITIONS

Creation of multiple exhibition access options, information levels and

experience levels by including various communication technologies such as

augmented reality, apps, multimedia stations, audio guides, etc.


3.3 MARKETING & COMMUNICATIONS

Communication specific to different dialogue groups and marketing of what the

museum offers. Strategic specifications of the platforms used.

(As at April 2015: Facebook, Twitter, Instagram, Pinterest, YouTube, Google+,

Flickr, TripAdvisor, Storify, Mailchimp). 3.4 COLLECTIONS

Creation of multiple collection access options as per the following guidelines:

3.5 ADMINISTRATION & SUPPORT Ensuring the technical bases (IT, collection archive, multimedia and support). Optimising work processes and procuring funds (e.g. e-recruiting, e-procurement, crowdfunding, etc.)

4. MEASURING EFFECTIVENESS

Continuous measuring of success levels lies within the area of responsibility of the respective department. The following performance indicators (KPIs) form the basis for this:

• Outreach & exhibition formats “hybrid”: visitor numbers, user numbers, reach,

resonance (media awareness, feedback from visitors)

• Outreach formats “digital”: visits / hits, reach, number of comments, number of

shared content items, resonance (media awareness, feedback from visitors)

• Web content: visits / hits, repeat visits, time spent, bounce rate

• Maintenance & administration: economies, donations, sales, resonance (e.g.

number of applications)

• Development of organisation: milestones concerning internal training, working

out workflows, number of active employees in social media, number of active

bloggers.

Basel, 08.04.2015, Daniele Turini

1 The term ‘hybrid form’ refers to a combined form of analog and digital outreach.

COLLECTION

WEBSITE & OPEN DATA CORPORATE BLOG SOCIAL MEDIA

“NARRATIVE” ACCESS “PLAY-BASED” ACCESS “SCIENTIFIC” ACCESS


e-culture at the Basel Historical Museum

Social Media

HMB Digital Strategy 2015-17