game-changing strategies: collections in a digital age
DESCRIPTION
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...TRANSCRIPT
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