Digital as a transformation-driver in museums

Pushing transformation in museums through digital

Conxa Rodà@innnova2

From a Museum - TEMPLE...Museu Nacional d’Art de Catalunya, Barcelona

... to a SOCIAL Museum

From NO PHOTOS / NO MOBILE to...

Please, take a photo!(and share it)

Ramon Casas galleriesMuseu Nacional d’Art de Catalunya, Barcelona

Photo: Marta Mérida

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Digital Transformation

OrganisationStrategyAudiencesContentTechnology

Gerry McGovern (2016). Collaboration and leadership everywhere

“Digital transformation is first and foremost cultural

and organisational”Gerry McGovern

Digital Transformation /1_ Organisation

transforms processes of working

from siloes to cooperation requires training / new roles alters organisational

structures

Is not just that Digital requires organisational change.

Is that the organisational change needed to evolve museums for the new audiences’ needs, is pushed and facilitated by digital.

@innova2

Digital Transformation =

ATTITUDES +

APTITUDES

Resistance to change

https://www.pinterest.com/aafkescheltens/change-management/

Cooperation is key

STRATEGY before TECHNOLOGY

Digital Transformation /2_ Strategy

AnalyzeDefine goalsSet priorities Communicate

Evaluate

MobileStrategy

Comms.Strategy

Marketing Strategy

DigitalTransformation

Strategy

Content Strategy

USERExperience

ALL strategies

to serveUSER needs

Photo: Conxa Rodà

Digital Transformation/3_ Audience[s]

From object - centered to visitor - oriented

The Visitor Experience

Johns Hopkins Master students taking pictures of the ceiling at the Fundació Dalí in Figueres, Catalonia. Photo: Conxa Rodà

The Museum as an Experience

Drawing in the galleries, Museu Nacional d’Art de Catalunya. Photo: Marta Mèrida

The Museum as an Experience

illustration School _ Escola Eina Museu Nacional d’Art de Catalunya. Photo: Marta Mèrida

The Museum as an Experience

Barcelona views from the roof-terrace of Museu Nacional d’Art de Catalunya

Photo: Marta Mèrida

Image: www.friendfiler.com/targeting-social-media-audience/

Do we know our audiences?

Studying the Analytics =

making less intuitive and more

data-driven decisions

@innova2

Visitor Journey

“Thinking in terms of journey affects how you think about everything: channel roadmaps, project features, Museums systems architecture, contentstrategy, development, design, testing”

Catherine DevineMuseums and the Web Asia 2015

Visitor Journey

Tom Fishburne @marketoonist, https://marketoonist.com/2016/04/customer-journey.html cartoon discovered via @sree

UniqueVisitors, a participatory app

Museum Selfie Day

https://www.pinterest.com/museunacional/art-selfies/

Met Kids

www.metmuseum.org/art/online-features/metkids/

MUSEUM AS A CONNECTOR

Audiences

Conxa Rodà @innova2

and CONTENT AS A CONNECTION DRIVER

Digital Transformation /4_ Content

Content relevant, contextual user - focusedmuseums as “media” organisationsnew formats:

storytelling, VR, gamificationcontent strategy

Mapping #Taull1123

Photo: Eugeni Aguiló

St. Climent de Taüll, Vall de Boí, Catalan Pyrenées. World Heritage Site

E-MAILNEWSLETTER

PRINTPDFs (catalogues, Annual repports)Available online

USERGENERATED

CONTENT (UGC)

INTERACTIVEMUSEOGRAPHY /

AUDIOGUIDES

MOBILE

SOCIAL MEDIA

WEB

Consider ALL types of ContentOnline / offline

@innova2

Focus on delivering meaning over information

franklygreenwebb.com

Source: www.ishmaelscorner.com/five-storytelling-techniques-to-give-business-communications-liftoff/

The beauty / effectiveness of simplicity

The Museu Nacional d’Art de Catalunya online collection

www.museunacional.cat/en/collection-0www.museunacional.cat/en/colleccio/apse-santa-maria-daneu/mestre-de-pedret/015874-000

Out of the box: collaborative platforms

Wikipedia Google Artproject

Europeana

Collections/Content

Out of the box: colaborative plataforms

a museum’s duty and a public’s right

@innova2

OPEN Content =

Amsterdam museum, 2010

https://www.amsterdammuseum.nl/en/collection/online-collection

Digital Transformation /5_ Technology

From the digital presence concentrated on the website

To a diversity of plataforms, devices and channels

For multiple audiences

@innova2

“you’ve got to start with the customer experience and

work backwards to the technology”

Steve Jobs, 1997

Source: http://everystevejobsvideo.com/qa-with-steve-jobs-wwdc-1997/ min 52:15

Collect & Connect_Auckland Memorial Museum

https://www.youtube.com/watch?v=Y9GpH-eSfm0

Project Tango_easy Wayfinding_AR

Source: http://blog.guidigo.com/blog/guidigo-presents-the-first-project-tango-app-capable-of-3d-indoor-geolocation/

Source: MIT Center for Digital Business and Capgemini Consulting (2011) Digital Transformation: A Road-Map for Billion-Dollar Organizations

3 main Challenges (general)

Digital challenges (in museums) digitising (still!) + content + multichannel + analytics better data integration greater integration online / onsiteINTERNAL:

resistance to change culture of sharing training

Biggest Challenge

MY precious...

Overcoming resistances to open data

for public use & reuse

@innova2

The Data revolution

www.icsu.org/news-centre/news/top-news/leading-science-groups-urge-global-accord-on-open-data-in-a-big-data-world

PLAN but take ACTION…

TODAY!!

We all can be transformation agents

#museumnext

Thank you! Gràcies!Slides:http://es.slideshare.net/innova3

Conxa Rodà @innova2 www.museunacional.cat Photo: Museu Nacional d’Art de Catalunya,

by maguilor, Instagram