By the People, For the People#MCN2013 #DigitalStrategy Workshop

Annelisa Stephan @Meowius

Dana Allen-Greil @DanaMuses

Emily Lytle-Painter @MuseumofEmily

Hello!Annelisa Stephan @Meowius

Dana Allen-Greil @DanaMuses

Emily Lytle-Painter @MuseumofEmily

Today’sSchedule

Digital Benchmarks

What Is Digital Strategy?

Digital Engagement

Framework Activity

Break!

Design Thinking Activity

Planning Next Steps

Action Plan

Wrap-up

9:15 - 9:30

9:30 - 9:45

9:45 - 10:30

10:30 - 10:40

10:40 - 11:30

11:30 - 12:15

12:15 - 12:25

12:25 - 12:30 → Thanks to everyone who participated in our survey!to everyone who

Let’s Get Cooking

● Open up the cupboards● Get ingredients on the counter● Combine, stir, play, test● Taste what others are doing● Create your own recipe

Digital BenchmarksWhere are we?

Developed by Collections Trust to provide a simple tool for assessing the many dimensions of digital in an organization:

1. Strategy2. People3. Systems4. Digitisation5. Content Delivery 6. Analytics7. Engagement8. Revenue

http://bit.ly/culturebenchmarks

Digital Benchmarks

for theCultural

Sector

Source: Nicholas Poole

Range Statements + Spider Charts

For each of the 8 core areas, range statements describe a scale of 0-5.

The statements you select get plotted on a chart (that looks like a spider web.)

Today we will look at Strategy, one of the 8 core areas.

0 The organisation has no strategic plan or statement of mission or purpose.

1 The organisation has a strategic plan or mission which does not reference engagement through technology.

2 The organisation has a strategic plan, which includes projects and programmes, some of which make use of technology. Digital is not fully integrated into the strategy, which is not regularly reviewed.

3 The organisation has a strategic plan, which includes projects and programmes, some of which make use of technology. Digital is integrated into the strategy, which is regularly reviewed.

4 The organisation has a strategic plan/mission in place which references the use of digital technologies to support core delivery, or it has a separate (but connected) digital strategy in place. There is at least one digital champion within the senior management of the organisation. The strategic plan is regularly reviewed and updated.

5 The organisation has a strategic plan/mission in place which integrates the use of digital technologies to support core delivery. The digital elements of the plan are owned and championed at a senior (Board & management) level and supported by appropriate budgets. Digital technologies are embedded across all teams and departments of the organisation. Digital delivery and engagement through technology are embedded within the organisation’s performance framework. The strategic plan is regularly reviewed and updated.

Discuss

Which statement did you select?

Where are you in the process of developing a strategy?

What documents or materials did you bring with you today?

What Is Digital Strategy?And why do we need it?

Digital strategy is an actionable, shared, cohesive plan for your digital activities as a whole that is updated regularly.

audience engagementinterpretationPR & marketingeducationmembershipgames and media

Everything is digital now.

brandingfundraisingcollectionspublishingresearchexhibitions

Photo: Cleveland Museum of Art

“Digital is not really something separate...no one under the age of 20 talks about ‘digital’ anything, it is just a part of everything.”—Jane Finnis, Culture24

So why bother with “digital strategy”?

who are we?

Because digital forces the big questions.

what’s our

voice?

who is this for?

why are we doing this?

Yes!

Because digital requires clarity.

“The problem is that nobody sees the creation of a digital strategy as their job, so if you don’t step up, chances are nobody will.”—Paul Boag

Digital Engagement Framework

What do we have? Where do we want to go?

A framework based on a structured set of questionsthat provide the building blocks for a digital engagement strategy

created by Jasper Visser and Jim Richardson

What is the DEF?

digitalengagementframework.com

An “engagement” strategy?

Bridge the gap between:

what you have to offer (assets)

the people who might be

interested (audiences)

My task:

Develop a digital strategy for education

(Not part of a larger strategic plan)

(Digital) Strategy

Focus was on:

● who we are

● who we serve

● what we are trying to achieve

. . . and then how digital can help us accomplish those goals

my area of expertise

Why use the DEF?

A tool to help you ask the right questions, of the right people, at the right time.

The DEF can help you:● bring stakeholders together● take inventory● improve your understanding of the key

ingredients● connect the dots

Assets

Given the choice between you and everything else, what do you have to offer to convince people to pick you?

Audiences

Who do you reach? What new groups would you like to reach?

Vision

What sentence would make your heart sing if you heard an audience members say it after an experience with your museum?

Bringing it all together

Pick one of each:

Audience Asset Vision

Reach

Engagement

Vision

Asset Audience

Phases of Engagement

Reach● Where will you go to find your audience?● How will you use your assets to connect with the

audience on this platform?

Phases of Engagement

Interest● What can you offer to keep your audiences

interested?

Phases of Engagement

Involve● How will you invite audiences to participate?● What will you ask them to do?

Phases of Engagement

Activate● How will you activate fans?● How will you turn fans into advocates, by

encouraging them to share their enthusiasm with others?

● How will you keep them interested?● How will you invite them to

participate?● How will you turn them into

advocates who share their enthusiasm?

● Where will you go to find this audience?

● How will you make the first connection?

Reach

Engagement(Interest > Involve> Activate)

Vision: How does your activity get you one step closer to this person saying the sentence you want to hear?

Asset Audience

Share

My Experience

Workshops● 9 workshops for 50+ staff in education

○ 90-120 minutes each○ Divided into groups by department/functional

area (3-10 people per workshop)

Sharing● Wiki● Photo documentation

Discuss

● How might the DEF be useful in your organization?

○ Who would you include in workshops?

○ What activities or questions would you have people engage with?

● What challenges might you face in using this tool?

Break Time!Be back in 10 minutes.

Design ThinkingIdeation and Implementation

Design Thinking is a mindset and methodology for reframing problems. It is centered around empathy with a user, collaborative ideation with your team, and rapid iteration.

● Empathize● Reframe● Ideate● Prototype● Test

What is Design

Thinking?

Listen

Brain-stormBuild

Today’s Activity

You will work with one partner to reframe and build a solution to their problem.

It’s going to be fast and probably a lil’ uncomfortable.

You will be learning about the fundamentals of DT to take back to your institution, while simultaneously using the tool to problem-solve institutional roadblocks for your partner. So meta.

Gain EMPATHY

Today: Interview your partner about roadblocks they face to creating and implementing digital strategy at their institution.

Take it home: Depending on your institution, you might start by talking to visitors, staff, or someone else.Ask open-ended questions.Really listen. Ask “why?”Watch their body language.

REFRAME the Problem

Today: Using empathy, reframe your partner’s problems into a point-of-view statement.

Take it home:Be specific to the person you are talking about. Use empathy maps to infer thoughts and feelings from words and actions. Consider using interviews and point-of-view statements to build personas.

EXAMPLEPOV

Beginner POV:

A dad with two kids (user not specific enough) needs good educational programming for his kids (use a verb, and go for a deeper need) because art is important to him (this is superficial and doesn’t seem like you actually talked to him).

Here is a more refined example:

A burned-out dad (user) needs to refresh himself at the museum, not just babysit his kids (need), because his passion for art is the one thing he’s given up since his kids were born (insight).

IDEATE Solutions

Today: Sketch 4 solutions to your partner’s problem. Just get ideas down on the paper!

Take it home:Use “How Might We …?” questions to start, and additive brainstorming to come up with solutions. Select ideas that rise to the top, then have group sketching sessions to elaborate on the ideas.

BUILDa Prototype

Today: Make a thing your partner can interact with!

Take it home:Gather a box of art supplies and bring it to a meeting. Low fidelity is the goal.Make sure to have lots of scissors and tape.Prototypes can be as simple as a sketch and as high-level as using a working group to prototype a new department structure.

TESTand Repeat

Today: Talk to you partner about what works and what doesn’t. Take pictures.

Take it home: Take your prototype to your audience. Listen to what they say and watch what they do.Test with different people and at different times. If something doesn’t work, make a new prototype and try again.

SHARE

What amazing ideas did your partner come up with?

Anything you want to share?

How might you use Design Thinking to jump-start problem solving when you get home?

Planning Our Next Steps

How might we move forward?

Strategy As a Process

Urgency

Get—and keep—strategy on the

agenda

ActionImplement and iterate strategy

ResourcesFind time and

people to work on strategy

ClarityArticulate and communicate

strategy

Discuss with Your Table

Share your experiences with digital strategy at your organization.

Brainstorm with your colleagues how to make forward progress at each strategy stage.

• make the case for change?

• find openings for progress (even if small)?

• achieve leadership buy-in?

Urgencyget—and

keep—digital strategy on the

agenda

How might we…

• carve out time and energy to devote to digital strategy?

• motivate colleagues to contribute?

• work together to reach consensus on priorities?

ResourcesFind time

and people to work on digital

strategy

How might we…

• decide what to include—and what to omit—in our strategy?

• put it on paper (or pixels)?

• tell a compelling story about our strategy?

ClarityArticulate and communicate

digital strategy

How might we…

5 qualities of an effective digital strategy:http://bit.ly/StrategyCheckup

ActionImplement and

iterate digital strategy

How might we…

• begin doing something with this strategy?

• be honest if something’s not working?

• make strategy an ongoing process?

Action PlanFive Things to Move Us Forward,

at MCN and at Home

I’ll use the tools demo’d today to:

Action Plan | 5 ways I will move forward

At MCN

I’ll listen for ideas about:

At Home

I’ll talk to/get feedback on:

I’ll be “strategy buddies” with:

I’ll speak to these colleagues about digital strategy at my org:

I’ll read/watch/consult the following resources:

I’ll put the following ideas into practice:

A Few Ideas...

● Share.■ Create a short presentation about what you learned at MCN. Invite

your manager/director.■ Distribute the DEF book internally; sign up for a DEF webinar.■ Start a strategy club. Give your manager/director reading material.

● Act.■ Identify a pilot project, such as an exhibition, to test-drive the DEF.■ Conduct an informal “asset audit” on your own, on-site and online.■ Use Design Thinking strategies to “bias for action” on a project.

● Connect.■ Find a “strategy buddy” in today’s session. Check in periodically.■ Swap notes with local museum colleagues, here and back home.■ Conduct empathy interviews with visitors.

That’s a WRAP

Thanks for joining us today!Please keep in touch.

Annelisa Stephan@meowiusastephan@getty.edu

Dana Allen-Greil@danamusesd-allen-greil@nga.gov

Emily Lytle-Painter@MuseumofEmilyelytlepainter@getty.edu