aam: digital leadership and org transformation
TRANSCRIPT
Digital Leadership and Organizational Transformation
Digital Leadership and Organizational Transformation
Carpe Variatio Technicae Computatrum (sic)
Who are we?
Douglas Hegley
Director of Media and Technology
Minneapolis Institute of Arts
Amy Heibel
VP, Technology, Web and Digital Media
Los Angeles County Museum of Art (LACMA)
Nik Honeysett
Director and CEO
Balboa Park Online Collaborative
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What’s this session all about?
Technology is Disruptive
An absurdly-abridged history of computer technology
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Technology Impact: Driving Organizational Change
Source: http://likelinkshare.org/ D
Yeah, we’ve been through it …And lived to tell the tale!
With apologies to Monty Python
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Digital Leadership and Organizational Transformation
• Strategy• Goals• Staff• Audience Engagement• Costs• and more D
Your Tasks: Interrupt, Debate, General Mayhem
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Why?
Because … art and electric guitar directly into my brain!
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Who?( in a bit more detail )
Amy HeibelLACMA
A
A
Nik HoneysettBPOC
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NikChiefExecu veOfficer
AimeeDirector:
Marke ng&Outreach
Services
DrewProducer:Video/
SocialMedia
JasonDirector:
TechnologyServices
DavidSnrNetworkEngineer
AndreITSupportTechnician
SterlingITSupportTechnician
LawrenceITSupportTechnician
ChadDirector:
StrategicProjects
BrinkerManager:
StrategicProjects
WesConsultant:
StrategicProjects
MarcoConsultant:
StrategicProjects
DaniConsultant:
Grants
MistyDirector:
Finance&Opera ons
Advances BPOC throughfinancial,opera onalandstrategic support andleadership.
Ins tu onalSupport
Advances BPOC, themissions of our clientsand the cultural visitorexperience, through thed e v e l o p m e n t ,i m p l e m e n t a o n a n ddelivery of video andaudience engagementservices.
Marke ng&OutreachServices
StrategicProjects
Advancesthemissionsofourclientsandthec u l t u r a l v i s i t o rexperience throughthe appropriate useand deployment oftechnology.
TechnologyServices
Advancesthemissionsofourclientsandtheculturalvisitorexperiencethrought h e d e v e l o p m e n t ,i m p l e m e n t a o n a n ddel iv ery o f a u die nceengagement products,servicesandstrategies.
BPOC
Organiza onalChartBPOC
Organiza onalChart
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Thank you Lori Fogarty for allowing us to talk about the Oakland Museum of California – and apologies for our distortions!
Douglas HegleyMIA
Psychology? This digital strategy needs some serious
analysis.
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1 2
3
4 5
6
7 8
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Douglas HegleyDirector
of Technology
John BedardDir of Info
Projs & Svces
Steve ScidmoreManager
InformationSystems
<OPEN>Network Administrator
Mike DustSr. Producer/
Project Leader
Treden WagonerTechnology and
Training Specialist
Mike StangeTelecom and
HardwareTechnician
David MillerIS Support
Technician I
Jennifer JurgensGraphic
Designer-Web/Interactive Media
Andrew DavidWebmaster/
Lead Developer
Ryan LeeInteractive
MediaSpecialist
T. Sopinski-Perlman
PT Admin
Media and TechnologyAugust 2011
Managers
Staff
Notes:
Org chart upon DH arrival
11 FT, 1 PT D
Douglas HegleyDirector of Media & Technology
SteveScidmore
InformationSystemsManager
MikeTibbetts
SystemsEngineer
Mike DustHead of
Interactive Media& Sr. Producer
FrancesLloyd-Baynes
ContentDatabaseSpecialist
RyanJensen
SystemsSupport
Technician
RoseNelson
DesktopSupport
Technician I
AndrewDavid
Head ofSoftware
Development
MeaghanTongenOffice Admin/
ProjectCoordinator
Media and TechnologyMarch 2015
Managers
TechnicalLeads
Staff
JeffKearnsPart-time AV
SupportTechnician
BrianTighe
Part-time AVSupport
Technician
MistyHavens
WebDeveloper I
KjellOlsen
WebDeveloper I
Notes:
Staff position count = 19 FT, 6 PT (3 grant-
funded), 0 interns (2 likely after May 2015).
PaigePatetPart-time
ProjectAssistant
<Open>Intern
Mike Mouw
Proj. Mgr.TDX
(PT/Temp)
RyanLeeMedia
ProductionLead
Xiaolu Wang
MediaProductionAssistant
JenniferJurgens
GraphicDesigner-
Web/Interactive
Media
Dan Dennehy
Head ofVisual Resources
Charles Walbridge
AssociatePhotographer
Ana Taylor
AssistantPhotographer
Josh Lynn
DigitalProduction
Assistant
HeidiRaatz
VisualResourcesLibrarian
WyattLasky
P/tProductionAssistant
<Open>Intern
DaveDanielson
Part-timeECM ProjectDeveloper
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Build Team: Step 3•
Coordinator•
Associate (optional)•
Extended Team•
Steering Committee•
Stakeholders
Project Debrief•
Reflect on the process and results•
Evaluate measures of success
MIA Cross-Functional Teams
Minneapolis Institute of Arts, M
arch 2014
START HERE
Cross-Functional Team Needed?•
Need mix of expertise & perspective?•
Will collaboration increase success?
Goal Statement•
Define the intended result•
Define measures of success
Build Team: Step 1•
Executive Sponsor•
Team Lead
Build Team: Step 2•
Assemble the Core Team•
Team should be balanced, 2 to 5 staff
Project Kickoff•
Meet with entire Project Team
•Define scope and roles
•Agree on ground rules
Project Work
•Project plan with interim goals
•Track project efforts & progress
Periodic Check-in•
Project Core Team•
Steering Committee •
Stakeholders•
Iterative cycles, interim goals
Project Completion•
Deliver intended result•
Celebrate!
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Organizational Impact:
What’s Next?
Director
Collection Operations Marketing/PR Education Technology
The Organization
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Director
Collection Operations Marketing/PR Education TechnologyDigital Innovation Creativity
It’s Their Job
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Director
Collection Operations Marketing/PR Education TechnologyDigital Innovation Creativity
Transformation: It’s Our Job
Digital Innovation Creativity
Digital Innovation Creativity
Digital Innovation Creativity
Digital Innovation Creativity
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Director
Collection Operations Marketing/PR Education TechnologyDigital Innovation Creativity
Radical Transformation
Digital Innovation Creativity
Digital Innovation Creativity
Digital Innovation Creativity
Digital Innovation Creativity
Digital Innovation Creativity
N
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How Do You Make “Digital” Everyone’s Job?
Wait … what?
We have a policy against
that.
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Siri, what about digital?
Was that in the job description,
Dave?
A
Hire character.Train skill.
Recommended:
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How Can we Build Digital literacy?
If Only We Could Agree
Digital literacy isn’t about knowing computers inside and out; it’s about using technology to change the way you think. (Sara Briggs, informED) A
Does Tech Change Everything?
A
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43D
David Hassehoff
in 3D! Hubba, hubba
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Successes, Failures, and Everything between
Douglas thinks you can future-proof your approach
to digital technology.
Tell ‘im he’s dreamin’!
With sincere apologies to “The Castle” (1997) Miramax Films D
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Trends
ClosedStatic
ConsumeProduct
BroadcastControlPassive
GenericStationary
OpenDynamicContributeServiceCommunicateContributionActivePersonalMobile
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The Digital Transformation Wave
You
Choice
Or you
Amy Heibel@aheibel
Questions?
Nik Honeysett@nhoneysett
Douglas Hegley@dhegley
This presentation available at: http://www.slideshare.net/dhegley
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Parking Lot:A. HeibelLACMA
Online Courses
Image to come…(library before pic)
Digital vs. traditional publishing
pros
• Faster time to publish new findings
• No unit cost
• Rich media
• Showing rather than telling (conservation demonstrations)
• Interactivity/dialogue
• Highly scalable
cons
• Digital publishing workflows out of synch with conventions of scholarship
• Perception of unlimited capacity –grey area around content length/balance
• Scholarly publishing is an awkward fit for interactive dialogue
• Technology changes (operating systems, media formats, etc)
nimble mobile Art-centric Hospitable
Non-technical staff
UI Design
Mockups/Wireframes
Requirements documentation
Workflow Definition
Content mgt systems
DAM best practices
Final Cut, Photoshop, html
Social media
Google Analytics
Project/vendor mgt
Technical staff
Museum data structures
Art taxonomies
Basic museum vocab
Design/content standards
Visitor demographics
Object-based learning
Museum business models
Project management
Social media networks
Design & photography
Evaluation techniques
Parking Lot:N. HoneysettBPOC
Parking Lot: D. HegleyMIA
Technology: Tools to Accomplish Goals
MOBILE APP UPGRADE
Source: http://www.thesealeys.co.uk/
GOALS:
1. Increase Membership by 100% in first full year
GOALS:
1. Increase Membership by 100% in first full year2. Collect data … lots of data
From this
To this
GOALS:
1. Increase Membership by 100% in first full year2. Collect data … lots of data3. Use that data: drive decisions
GOALS:
1. Increase Membership by 100% in first full year2. Collect data … lots of data3. Use that data: drive decisions4. Individualized, personalized, recognized experiences
Source: http://www.ecommercebytes.com/cab/abn/y13/m07/i02/s04
CRM implementation: Spring 2015
Spring 2015Integration: CRM, ticketing, loyalty
Summer 2015Mobile
Fall 2015Public Launch
November 2015
Parking Lot:Why?
“ … we do not ‘surf’ and the internet to us is not a ‘place’ or ‘virtual space’. The Internet to us is not something external to reality but a part of it: an invisible yet constantly present layer intertwined with the physical environment. We do not
use the Internet, we live on the Internet and along it.”
Piotr Czerski“We, the Web Kids”English translation by Marta Szreder(Emphasis is ours)
It’s a Brave New World Out There
- ISH
Unrealistic expectations of digital technology to perform miracles – leads to: inability to harness potential benefits (wishful thinking)
Benefits of digitcccccccccaltechnology have been demonstrated
Benefits of digital technology have been demonstrated
Forward-thinking organizations realize the difficulties and the complexities – use that understanding to develop practical approaches to implementation.
The Hype Ccycle
What are they DOING?
“… they are more likely to be looking up information related to the destination where they are … or to post on Facebook about their visit … “
“The majority of guests are enhancing their experience at your destination by creating a dialogue around it with other people who aren’t there – yet.”
So, maybe it’s not inherently “bad”?
The Mobile Phone Stare
Source: Digitizing Destinations 3.0, PGAV Destinations