1 Museums’ Digital Transformation: e pur si muove Conxa R dà Rodà @innova2 www.museunacional.cat/en Firenze 2 Oct 2018 From a Museum - TEMPLE... Museu Nacional d’Art de Catalunya, Barcelona @MuseuNac_Cat
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Museums’ Digital Transformation:e pur si muove
Conxa R dàRodà@innova2
www.museunacional.cat/enFirenze2 Oct 2018
From a Museum - TEMPLE...
Museu Nacional d’Art de Catalunya, Barcelona
@MuseuNac_Cat
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... to a SOCIAL Museum
MUSEUM AS A CONNECTOR
ContentConnect
Audiences
KnowledgeConxa Rodà @innova2
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Digital Transformation
OrganisationOrganisation
Strategy
Audiences
Content
Technology
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“Digital transformation is first and foremost cultural and and foremost cultural and
organisational”
Gerry McGovern
Gerry McGovern (2016). Collaboration and leadership everywhere
Digital is not a one-person task!
Images: www.jpvillani.com.ar/tag/sisifo/ http://nurianetworking.com/featured-slider/community-manager/
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Is not just that Digital requiresorganisational change.
I th t th i ti l hIs that the organisational changeneeded to evolve museums for thenew audiences’ needs, is pushedand facilitated by digital.
Conxa Rodà@innova2
Digital Transformation =
ATTITUDES +
APTITUDESAPTITUDES
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S T R A T E G Y !!
Think before doing =
Strategy before Technology
Questions
Why?missionmissionobjectivesvalues
For whom?audiences
Post-its_ Workshop run at @MuseuNac_Cat
What How?assets contentoutreach channelsengagement platforms
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Source: Brian Solis www.flickr.com/photos/briansolis/5610145329/Digital
Strategy
It’s all It’s all about connexions
Di it l
Content Strategy
MobileStrategy
DigitalTransformation
StrategyUSER
Experience
Communication
StrategyMarketing Strategy Conxa Rodà
@innova2
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Digital Transformation_ Audience[s]
From object - centered to visitor - oriented
Be adaptiveto users
or... Users are always
Interesting EngineeringInteresting Engineering
right
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User research, not (just) intuitive feelings
The Museum as an Experience
Rethink what experience really means
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The Museum as an Experience
Drawing in the galleries, Museu Nacional d’Art de Catalunya. Photo: Marta Mèrida
The Visitor Experience
Johns Hopkins Master students taking pictures of the ceiling at the Fundació Dalí in Figueres, Catalonia. Photo: Conxa Rodà
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The Museum as anExperience
Barcelona views from the roof-terrace of Museu Nacional d’Art de Catalunya
Photo: Marta Mèrida
Map and analyze the visitor’s journey
Exploratorium https://engagingplaces.files.wordpress.com/2013/09/customer-journey-map-exploratorium.png
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Open
Social Media
OnlineCollection Interactive
Museography
Online/onsiteIntegration
Digital Strategy Mapfor Museums
web
Content
Mobile
Institutional Web Digital Projects
Education
e-Publishing
CooperativeMind/Tools
Traininge-Marketing
Conxa Rodà,
Open
Social Media
OnlineCollection Interactive
Museography
Online/onsiteIntegration
DigitizationAugmented Reality / VRMultitouch tables
web 2.0Blog
Digital Strategy Mapfor Museums
MultichannelVisitors’ engagementUser‐generated Content
web
Content
Content release under Creative CommonsLinked Open DataWikipediaEuropeanaGoogle Art ProjectArt BabbleArt FinderOpen peer ReviewCrowdsourcing
Mobile
VisualisationStorytellingSocial tagging
Multimedia LabMultimedia audioguideAccessibility3D PrintingVisitors’ participation
gCommunitySharingCo‐creation
AppsMobile webMobile tours,QRGamificationGeolocation
l i
Institutional Web‐‐‐‐‐‐Virtual toursMultimedia gallery Virtual classroomOnline Library
Digital Projects
Net‐artVirtual ExhibitsCollective data mining
Education
e‐Learning, MOOCsEdu‐projectsGames
e-Publishing
m‐learningWearables, BeaconsIoT
CooperativeMind/Tools
Training
Digital NetworkingWikisCloud
Working methodsCross‐departmental collab.Digital proficiencyDigital preservationAnalytics
Online LibraryDigital ArchiveAccessibility (WAI)e‐PressStreamingPodcastsSEO/analytics
e-Marketing
MembershipTicketingShopHiring spacesm‐commerce
Fundinge‐mailing
Conxa Rodà,
Scholarly cataloguesE-booksMagazinesEducational materialAnnual reportsPrint-on-demand
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main digital priorities
The Website redesign The Website redesign Social Media The Online Collection Mobile
i i i Interactive + multimedia museography
Open content
www.museunacional.cat/en
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Connect on social media: ww.museunacional.cat/en/social-networks-en
Collaborative Blog
http://blog.museunacional.cat/es/
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The Museu Nacional online collection
UniqueVisitors, a participatory app
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OPEN Content =
a museum’s duty and a public’s right
Conxa Rodà@innova2
OpenGLAM (Galleries, Archives, Libraries, Museums)
http://openglam.org/
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Out of the box: collaborative platformsOut of the box: colaborative plataforms where the Museu Nacional d’Art de Catalunya is active
Europeana
Collections/Content
WikipediaGoogle Art
project
Content
Europeana: +50M objects
www.europeana.eu/portal/en
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Museu Nacional d’Art de Catalunya_Google Art Project. Frontal Seu d’Urgell, s. XII
Equation Museums / Wikipedia
Museumexpertise
Better User
Service
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Wikipedia and Museu Nacional
Wikipedian in residence
Museum Seminar:Johns Hopkins University
Postgraduate Postgraduate programme
Workshops
3 main Challenges (general)
Source: MIT Center for Digital Business and Capgemini Consulting (2011) Digital Transformation: A Road-Map for Billion-Dollar Organizations
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Digital challenges (in museums) digitising (still!) + content + multichannel + analytics better data integration greater integration online / onsiteINTERNAL:INTERNAL:
resistance to changeculture of sharing training
Some useful resources for Digital [next 7 slides]
www.slideshare.net/PublicLibraryServices/digital-strategies-slnsw-2015
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www.slideshare.net/WeAreMuseums/building-a-digital-strategy-by-carolyn-royston-from
http://thewarholmuseum.github.io/digital-strategy/
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Kajsa Hartig, MuseumNext 2017 https://www.slideshare.net/kajhar/a-digital-mindset
http://digitalengagementframework.com/
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Digital Transformation_ Technology
http://mcn.edu/mcn-2016-sessions-nmc-horizon-report-nmc-horizon-report-2016-museum-edition/
UX Reading
10 Great UX books that should be on your reading listwww.uxforthemasses.com/recommended-ux-books/
User Experience RevolutionPaul Boag
Creating the Visitor-Centered MuseumPeter Samis and Mimi Michaelson
+ +
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Mapping#Taull1123
Our most spectacularpdigital project
Photo: Eugeni Aguiló
St. Climent de Taüll, Vall de Boí, Catalan PyrénéesWorld Heritage
http://blog.museunacional.cat/en/virtual-apse-of-sant-climent-de-taull/
http://pantocrator.cat/en/see-making-off/
Grazie!Thank you!Gràcies!
Conxa Rodà @innova2www.museunacional.cat
Photo: Museu Nacional d’Art de Catalunya, by maguilor, Instagram