smlxl - assets & access: challenges and opportunities for cultural institutions in a non-linear...
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Assets & Access in the cultural sector
alan moore | www.smlxtralarge.com | camerjam 2011
the cultural
organisation assets
Rolling Exhibitions
Permanent collections
Archives
Lots of stuff in storage
Implicit Knowledge: curators
alan moore | www.smlxtralarge.com | camerjam 2011
the cultural
organisation assets
Rolling Exhibitions
Permanent collections
Archives
Lots of stuff in storage
Implicit Knowledge: curators
communities of
interest
Public
Corporations
Universities/ academia
Business
Other museums / cultural institutions
alan moore | www.smlxtralarge.com | camerjam 2011
the cultural
organisation assets
Rolling Exhibitions
Permanent collections
Archives
Lots of stuff in storage
Implicit Knowledge: curators
communities of
interest
Public
Corporations
Universities/ academia
Business
Other museums / cultural institutions
motivation
Money
Pleasure
Self improvement
Status
Professional information
Inter-related alan moore | www.smlxtralarge.com | camerjam 2011
org+ values
passions needs
Networked communities of interest
alan moore | www.smlxtralarge.com | camerjam 2011
Plugging into the network
connectivity
commerce
culture
community
2001
alan moore | www.smlxtralarge.com | camerjam 2011
From: Communities Dominate Brands: business and marketing challenges for the 21st Century - http://ht.ly/4aWBA
Mutuality is our business model” Alan Rusbridger –
“
2010
alan moore | www.smlxtralarge.com | camerjam 2011
What does mobile mean?
alan moore | www.smlxtralarge.com | camerjam 2011
The challenges of networked mobile world means we need to reframe some things and understand some others as a new form of literacy….
From linear (simple) to non-linear (complex) – this image is of the bible visualised with inter-relationships and connections
Ecologies
Eco-systems Platforms
Communities of interest Developing relationships
Personalisation Creating deeper engagement
Data =
commercial success alan moore | www.smlxtralarge.com | camerjam 2011
Ecologies
Eco-systems Platforms
Communities of interest Developing relationships
Personalisation Creating deeper engagement
Data =
commercial success alan moore | www.smlxtralarge.com | camerjam 2011
Ecologies
Eco-systems Platforms
Communities of interest Developing relationships
Personalisation Creating deeper engagement
Data =
commercial success alan moore | www.smlxtralarge.com | camerjam 2011
Ecologies
Eco-systems Platforms
Communities of interest Developing relationships
Personalisation Creating deeper engagement
Data =
commercial success alan moore | www.smlxtralarge.com | camerjam 2011
Ecologies
Eco-systems Platforms
Communities of interest Developing relationships
Personalisation Creating deeper engagement
Data =
commercial success alan moore | www.smlxtralarge.com | camerjam 2011
Ecologies
Eco-systems Platforms
Communities of interest Developing relationships
Personalisation Creating deeper engagement
Data =
commercial success alan moore | www.smlxtralarge.com | camerjam 2011
Ecologies
Eco-systems Platforms
Communities of interest Developing relationships
Personalisation Creating deeper engagement
Data =
commercial success alan moore | www.smlxtralarge.com | camerjam 2011
Ecologies
Eco-systems Platforms
Communities of interest Developing relationships
Personalisation Creating deeper engagement
Data =
commercial success alan moore | www.smlxtralarge.com | camerjam 2011
Literacy
alan moore | www.smlxtralarge.com | camerjam 2011
Curation
alan moore | www.smlxtralarge.com | camerjam 2011
curation = context = meaning academic & critical recognition
bums on seats ticket receipts
alan moore | www.smlxtralarge.com | camerjam 2011
But we need to understand some other literacy’s…
alan moore | www.smlxtralarge.com | camerjam 2011
collaborative & participatory cultures / tools
alan moore | www.smlxtralarge.com | camerjam 2011
Participatory cultures
Blended reality: there is no
online or offline
alan moore | www.smlxtralarge.com | camerjam 2011
Embedded sociability
alan moore | www.smlxtralarge.com | camerjam 2011
Mass customisation
alan moore | www.smlxtralarge.com | camerjam 2011
it’s a design problem
alan moore | www.smlxtralarge.com | camerjam 2011
Design for the intention economy
alan moore | www.smlxtralarge.com | camerjam 2011
The link economy: create a bundles of products and services
Data driven: Amazon data architecture – recommendation engine, Apple genius and iTunes, personalisation
alan moore | www.smlxtralarge.com | camerjam 2011
Design for participation
alan moore | www.smlxtralarge.com | camerjam 2011
alan moore | www.smlxtralarge.com | camerjam 2011
Links to buy, to do, to connect are missing!!
alan moore | www.smlxtralarge.com | camerjam 2011
340 curators from institutions around the world
Over 10,000 messages were exchanged between museums and members of the public
But was it really creating an asset, or was it a marketing tactic?
alan moore | www.smlxtralarge.com | camerjam 2011
Design for service
alan moore | www.smlxtralarge.com | camerjam 2011
‘digital curator’
the expertise of heritage institutions is a
value proposition used to generate income.
customer groups for digital curator are consumers, academics researchers, business professionals.
alan moore | www.smlxtralarge.com | camerjam 2011
‘digital curator’
digital services centred on the collection materials. ‘refined’ metadata, like specialist background information on a collection, or digital teaching packages.
Archives offering courses to archive researchers, including novices.
alan moore | www.smlxtralarge.com | camerjam 2011
Tate Britain online courses £20 on artists’techniques and methods (www.tate.org.uk/learnonline).
alan moore | www.smlxtralarge.com | camerjam 2011
Archives: traditional view
alan moore | www.smlxtralarge.com | camerjam 2011
Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture and Science 2010
Archives as a platform Archives offering courses/services to archive researchers, & other communities of interest. Note cultural org now a platform creating new access around its assets
alan moore | www.smlxtralarge.com | camerjam 2011
Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture and Science 2010
Design for economies of scope
alan moore | www.smlxtralarge.com | camerjam 2011
alan moore | www.smlxtralarge.com | camerjam 2011
Design for customisation
alan moore | www.smlxtralarge.com | camerjam 2011
alan moore | www.smlxtralarge.com | camerjam 2011
Bespoke customization
alan moore | www.smlxtralarge.com | camerjam 2011
Qustodian innovating with communities of passion, with data, with technology, & revenue models – Exhibit [a] Atletico Madrid. http://uk.qustodian.com/
alan moore | www.smlxtralarge.com | camerjam 2011
Augmenting reality, augmenting experience, navigation – revenue?
Healthy takeaways
alan moore | www.smlxtralarge.com | camerjam 2011
Appitus, “’nuff said, don’t catch it!”
alan moore | www.smlxtralarge.com | camerjam 2011
• Embedded Mobility is a commercial / cultural strategy not a marketing tactic
• Design with the 4C’s – without commerce you could be wasting a great deal of energy
• Design for eco-systems + platforms + mutuality • Design for communities of interest and service based models • Design for participation • Design for value creation • Design with data and linked economics • Design for mass customisation • Design with time frames in mind
alan moore | www.smlxtralarge.com | camerjam 2011
Alan is a charismatic visionary who studies the disruptive trends in the world of innovation and makes them very tangible to his audience. He is recognised as a great distiller of complex arguments into their most salient points, who can take concepts from many sources and find the previously hidden relationship between them. He has a firm grasp of the changes which are reshaping our world. With his insight on the interlocking trends of; media, culture(s), society communication and commerce, Alan enables companies to develop winning strategies for how businesses and organisations can succeed in the early 21st Century.
Alan is currently working on his next project No Straight Lines: making sense of our non-linear
world. A project that investigates the complex and interwoven relationship between: people, identity, society, communications technology, and commerce and explores how we can design innovative ways to solve some of the intractable dilemmas we face – publication due 2011.
More info about what we do: http://ht.ly/4aUe6
alan moore | www.smlxtralarge.com | camerjam 2011
NO STRAIGHT
LINES: making sense of our non-linear world
@alansmlxl | www.smlxtralarge.com
alan moore | www.smlxtralarge.com | camerjam 2011
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