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MuseumNext 2012, Barcelona: International Panel This presentation considers the strategic issues we need to address in order to capitalise on our collections in a digital age. Offering a high-level overview, which encompasses everything from the impact of brands to resource management and the potential offered by strategic partnerships. Use this presentation to kick start your thinking...
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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
• Illustrate this slide
http://zylab.wordpress.com/2009/12/30/use-enterprise-information-management-principles-for-litigation-readiness-and-early-case-assessment/
MAXIMISE YOUR RESOURCES
• Illustrate this slide
WHAT’S A STRATEGIC PARTNERSHIP?
• Illustrate this slide
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
[email protected] | @cb_sexton