a transverse digital strategy at the jewish museum berlin by mirjam wenzel (de) wam15

Titel der Präsentation · Vorname Name, Abteilung

Digital Transformation at the Jewish Museum Berlin

Dr. Mirjam Wenzel, Head of Media

1 June 2015


One of the largest Jewish museums in Europe

About the museum

Exterior view of the Jewish Museum Berlin, Libeskind Building with Garden of Exile and Holocaust Tower CC-BY-SA Jewish Museum Berlin, photo: Burkhard Katz

One of the largest Jewish museums in Europe


Famous architecture by Daniel Libeskind

Aerial view of the Jewish Museum Berlin: Libeskind Building, Old Building© Jewish Museum Berlin, photo: Günter Schneider

Architectural masterpiece by Daniel Libeskind

About the museum


Opening 2001 extended by a glass courtyard in 2007and by the academy building in 2012

Sketch of the Jewish Museum Berlin by Daniel Libeskind© Daniel Libeskind

About the museum


Interior view of the Jewish Museum Berlin’s permanent exhibition, segment "Tradition and Change“ CC-BY-SA Jewish Museum Berlin, photo: Thomas Bruns

Section on the Majdanek TrialCC-BY-SA Jewish Museum Berlin, photo: Alexander Zuckrow

A permanent exhibition with 2400 objects, multimedia installations and interactive displays on 3.300 sqm

About the museum


About the museum

4 – 7 special exhibitions each yearThe Opening of the Special Exhibition "Snipt it!”CC-BY-SA Jewish Museum Berlin, photo: Jule Roehr

Titel der Präsentation · Vorname Name, Abteilung15.04.2023

About the museum

Exhibition views „Obedience:

An Installation in 15 Rooms by

Saskia Boddeke & Peter Greenaway“

Film-Installation „I am Isaac“ at the first room and Damien Hirst‘s „Black Sheep with Golden Horn“ in the 11st Room

© Jewish Museum Berlin, Foto: Yves Sucksdorff


About the museum

Event in the Museum Garden CC-BY-SA Jewish Museum Berlin, photo: Jule Roehr

More than 700,000 visitors each year: 67% international visitors 28% between the ages of 20 and 29


About the Media Department

• Initiated as Information Department (in 2001), dedicated to structure and preserve all kind of information at the museum

• Since 2008: Media Department (online projects, media installations, Raphael Roth Learning Center, print publishing), focus on conveying German Jewish history in print and digital media

• Specialized in editing text, images and films, coding and printing

Interior view of the Jewish Museum Berlin, Rafael Roth Learning CenterCC-BY-SA Jewish Museum Berlin, photo: Thomas Bruns


First chapter:

Steps towards an online strategy

Online Strategy 2013 – 2017Steps towards an online strategy

Central aspects of the online strategy

Process of implementation

Future tasks

Summery


Steps towards an online strategyPh

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SWOT AnalysisNetworking and contextualisingAnalysis of the museums capacities


SWOT-Analysis

Strength of www.jmberlin.de• Google ranking• Distinctive design

Weakness of www.jmberlin.de• No user-friendly information

architecture• no responsive webdesign• deficiancy in accessibility• no integration of social media

communication

(based on usability testings in 2011 and two surveys on accessibilty and usability by different experts in 2012 )


SWOT-Analysis

Opportunities of website relaunch• Restructuring of content corresponding with

users‘ interests and needs• Development of an open access strategy • Inclusion of networked content

Threats for website relaunch• Internal organization• Development of new technologies and new

devices

(based on internal workshops with museum colleagues and senior management, conducted together with an external expert)

Xhienne CC by-sa/2.5(http://creativecommons.org/licenses/by-

sa/2.5/legalcode)


Steps towards an online strategyPh

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Conferences

Experts and colleagues

Agents of an open knowledge

society

Conference papers and interviews

Slide share presentations

video documentations

Conference discussions on Twitter

Read their blogs

Follow them on Twitter

Share your experiences

Ask questions Speak about obstacles and failures

Wikimedia

Europeana

iRightsLab Chaos Computer Club Open Knowledge Foundation

Networking


Contextualising

Evaluation of current trends and new technologies

New Media ConsortiumHorizon Report Museum Edition 2015

http://www.nmc.org/news/its-here-the-nmc-horizon-report-2015-museum-edition/


Contextualising

Identification of main aspects with the help of online tools and external expertsExcerpt from the digital engagement framwork by Jim Richardson and Jasper Visser:

http://de.slideshare.net/MuseumNext/digital-engagement-framework-workbook


Phase I: Steps towards an online strategyPh

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Analysis of the museums‘ capacities

Analysis and definition of roles and responsibities:

(Responsibility assignment matrix)http://www.jasongaudreau.com/2013/06/horizon-view-raci-document.html

Collec-tions, ArchiveLibrary

Exhi-bitions

Educa-tion

Acade-my Pro-grams,Events

Press,Marketing,Development


Analysis of financial and personal ressources• Do you have enough (wo-)men-

power to implement your online strategy?

• How much will it cost to implement it?

• Which other projects / events might prevent your colleagues from working on digital projects?• When and in which form you

need the support of the senior management?

Analysis of the museums‘ capacities

http://en.clipdealer.com/preview/image/000/201/021/previews/10--201021-Fragezeichen.jpg


Second chapter:





Future tasks

Summery


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Vision, mission and strategic objectives Definitions of an online-plattform



Vision of the Jewish Museum Berlin

The Jewish Museum Berlin actively participates in social discourse.

The Jewish Museum Berlin actively participates in social discourse online.


Digital Mission Statement

The Jewish Museum Berlin presents the diversity of Jewish experience by digitising artefacts related to the history and culture of Jews in Germany and preserving them in a sustainable way for future generations. By opening access to the digitized items, embedding them in various forms of interpretation and sharing them with the online-audience the museum contributes to a society that accepts the diversity of its members and provides them with equal opportunity to participate in political and cultural life.



Digital Mission Statement

The Jewish Museum Berlin presents the diversity of Jewish experience by

digitising artefacts related to the history and culture of Jews in Germany

and preserving them in a sustainable way for future generations. By opening access to the digitized items,

embedding them in various forms of interpretation and

sharing them with the online-audience the museum contributes to a society that accepts the diversity of its members and provides them with equal opportunity to participate in political and cultural life.



Central aspects of the new strategy

Strategic Online Objectives 2013-2017

The Jewish Museum Berlin operates an online-plattform that is linked to the content of other national and international institutions, portals and online projects.Our objective is to be an outstanding online excellence centre for the study and presentation of artefacts related to the history and contemporary life of Jews in Germany and of German Jews. Our diverse online offerings are appealing, facilitate in-depth research and provide a forum for various online communities.


Central aspects of the new strategy

Strategic Online Objectives 2013-2017

The Jewish Museum Berlin operates an online-plattform that is linked to the content of other national and international institutions, portals and online projects.

Our objective is to be an outstanding online excellence centre for the study and presentation of artefacts related to the history and contemporary life of Jews in Germany and of German Jews. Our diverse online offerings are

appealing, facilitate in-depth research and provide a forum for various online communities.


Forum Research Excellence Center

Outreach and Engagement

Hub for Online-Research

Conveying Jewish history and culture and its

contexts• Social Media

Strategy

• CC-Licencing Model

• Crowdsourcing Projects

• Open Data

• Cooperation with Wikimedia

• Distribution of collection items on other online plattforms (DDB, Europeana, Wikimedia Commons)

• Open Access publications

• Adequate search mechanisms

• Referencing related online-content from elsewhere

• events audio and video archive, dossiers about actual questions

• FAQs

• Transparent presentation of responsibilities and competences within the museum

• hybrid media storytelling and online exhibitions (in cooperation with Google Cultural Institute et al.)

Online Plattform

Definitions of an Online-Plattform


Third chapter:





Future tasks

Summery


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Online Audience Research Social Media Strategy Engagement of your colleagues Preparing the relaunch of the website


Online Audience Research

Results of an online survey(conducted between 23 April – 5 June 2014 with 0,8% total user participation)

I am visiting this website..• 34,5% because I am planning a visit

to the museum.• 23,9% because I have a personal

interest.• 15,3% for professional reasons.• 11,9% in the context of schoolwork

or research.• 8,0% casually, because I found it

browsing the internet.• 6,4% for other reasons. www.jmberlin.de, screenshot (April 2014)



Results of online survey by 15 Dutch Museums

http://www.intk.com/en/ideas/visitor-motivation-in-online-museum-audiences

47% Plan a visit

13% Find info for professional resasons

16% Find info for personal resasons

21% Engage in casual browsing

4% Book or buy something



Development of personas

• Method dedicated to create reliable representations of key audience segments, based on qualitative and quantitave user research.

Effective personas should…• represent an important user group for your website• give a clear picture of the user's expectations and how

they're likely to use the site

Effective personas may…

• be developed with everyone that is producing online-content• lead to an audience-driven approach to your online-activities


Empathy Map


http://innovatus.org.uk/2012/01/empathy-maps/



From Mind Maps to Profiles

Example from the persona workshop © Jewish Museum Berlin


1.) Research• Teachers• Students• Scholars• Curators


Anna, scholar, 37

Persona of a scholar © Jewish Museum Berlin, Illustration: Johannes Plagemann

Three Groups of Personas


2.) Onsite Visitors• Individual Tourists

(families, groups, single visitors)

• Culture Enthusiasts• Teachers (preparing a

school visit)


Family Muth at home preparing their visit to Berlin

Persona of family visitors © Jewish Museum Berlin, Illustration Johannes Plagemann



3.) Stakeholders• Newspaper editors and

journalists• Donators• Sponsors• Travel agencies


Max, cultural editor at local newspaperPersona of a journalist © Jewish Museum Berlin, Illustration: Johannes Plagemann





ResearchersAnna at home

Onsite visitorsFamily Muth before visit

Stakeholderon his way to the editorial conference

Personas © Jewish Museum Berlin, Design: Johannes Plagemann



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Social Media Strategy #jmberlin

@jmberlin, 3-7 tweets per day about the museum and its topics (mostly in German), since 2011, press department

/jmberlin, 1-3 posts per day about the museum German-Jewish history (German/English), since 2010, marketing department

Copy of selected FB-posts (German/English), since 2011, marketing department

/jmberlin.de, weekly posts with photos from the museum (mainly in English), since 2013, marketing department

Blogerim in German and in English: www.jmberlin.de/blog and /blog-en, 1-2 posts each week about the museum and Jewish culture by 55 bloggers, since 2012, media department

German channel /jmberlinTube and English channel /jewishmuseumberlin, special videos for exhibitions, thematic series and live recording of events, since 2010, media department



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Engagement of your colleagues

Who among your colleagues is:• using social media for private purposes?• interested in digital media and its possibilites?• a good story teller?• a creative mind?• an open dictionary in his field?• a good writer?

© Illustration: Johannes Plagemann


How can you raise the digital engagement of your colleagues?

• provide trainings and workshops

• Report users‘ feedback to their online publications (comments, views, likes, retweets)

• Encourage editorial work in your content management systems

Engagement of your colleagues

Workshop with museum colleagues CC-BY-SA Jewish Museum Berlin, photo: Mirjam Wenzel



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Preparing the relaunch of the website

Agile project management

• Daily team meetings

• Constant delivery and review

• Less documentation and presentation

• Focus on doing

Slide of the talk „What is Scrum?“ at Royal Institute of Technology by Henrik Kniberg, http://blog.crisp.se/tag/scrum


Preparing the relaunch of the website

Responsive Webdesignhttp://hdimagelib.com/responsive%20web%20design%20png

http://die-netzialisten.de/responsive-design/workflow-bei-responsive-design-projekten/


Fourth chapter:

Future tasks and summery




Future tasks

Summery


Phase VI-VII: Future tasksPh

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Launch of new website Keep launching...Implementation of digital strategy


Implementation of digital strategy

Digital Strategy

Online Strategy

Organisational Development

Long term archiving

Digital Asset-Management

Open Source Software

Open APIs

Apps

IT-Infrastructure

Location Based Services

Augmented Reality

Customer Relationship Management


Summary

is a process of organizational

transformation

embraces an audience-centered

approach

needs to be based on an open access

strategy

requires a culture of networking

The implementation of an online strategy

Distributed models of digital delivery New forms of leadership

Online research and evaluationFace to face-encounters with visitors

open data

open licences

open source software

within the organization and

with other organisations


Thank you for your attention!

Dr. Mirjam Wenzel, Head of Media

www.jmberlin.de

@MirjamWenzel

inclusiveaudience-

driven

based on shared

knowledge

sustainable

The implementation of an online strategy

has to be

a transverse digital strategy at the jewish museum berlin by mirjam wenzel (de) wam15

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