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Getting $*it Done: Implementing Your Digital Strategy (MCN2015)

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Over the last few years, museums have developed strategic plans to leverage technology in support of goals such as community engagement, institutional alignment, scholarship, media production and artistic excellence. Multiple museums have created Digital Strategies (or other tools such as Road Maps or Guiding Principles) to guide these efforts. Museum technology departments have been reorganized and comprehensive back-end strategies and museum wide processes created to activate their world-class collections, connect art with people, and drive on-site and online attendance. HOWEVER, the big questions remain: How are museums implementing these strategies? What processes do they use to support and approve digital initiatives? How do they measure success? How do they keep strategies current and top-of-mind? How do they get support from management and donors? What works and more importantly what doesn’t?

This session will look at how The Cleveland Museum of Art, Minneapolis Institute of Arts, The National Gallery and Philadelphia Museum of Art are approaching digital strategy and implementation. Panelists will explore the scope and core elements of each museum’s digital strategy; staffing requirements and the interdepartmental steering team put in place to guide digital strategy; the backend systems put in place to support flexible access, both in theory and practice; and the effort required to pull everything together. As an added bonus, panelists will describe any missteps along the way and how hurdles were overcome effectively.Purpose and objectives - attendees will:Learn several different but overlapping approaches to digital strategy, with the pros and cons of each.Learn specific methods for thinking and acting strategically to deliver digital and technology initiatives.Learn practical approaches to developing a meaningful technology and digital media strategy.Learn communication skills and how to develop buy-in across the organization.Learn how to build strong and effective partnerships across an organization.Plus: plenty of opportunities for questions and answers.Format: Multi-presenter panel, with Q&A woven in throughout the session.Theme: Leadership

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Getting $*it Done: Implementing Your Digital Strategy (MCN2015)

  1. 1. Getting $hIT Done: Implementing Your Digital Strategy SPONSORED BY THE DIGITAL STRATEGIES AND TRANSFORMATIONS SIG November 6, 2015
  2. 2. Introductions Image source: http://i.imgur.com/984uGbL.jpg
  3. 3. Image source: https://www.facebook.com/artsmia/photos/a.60164728068.67478.8448903068/10153690331158069/?type=3&theater DH Douglas Hegley Director of Media and Technology Minneapolis Institute of Art
  4. 4. John Gordy Chief of Digital Outreach National Gallery of Art
  5. 5. Bill Weinstein The John H. McFadden and Lisa D. Kabnick Director of Information and Interpretive Technologies Philadelphia Museum of Art
  6. 6. Jane Alexander Chief Information Officer Cleveland Museum of Art
  7. 7. Image source: http://4.bp.blogspot.com/-OGhI5V_LRGg/UNOCdvBdN5I/AAAAAAAABdE/Qx40uIvKS0g/s1600/Digital_Strategy.jpg Digital Strategy JG
  8. 8. Jean-Leon Gerome, The Carpet Merchant, c. 1887, Minneapolis Institute of Art , 70.40 DH
  9. 9. Implementing Digital Strategy MCN 201509
  10. 10. Image source: http://2.bp.blogspot.com/-ibdVGFGmoLA/Url-0PaZaSI/AAAAAAAAAq8/kyujzS9nz1g/s1600/highlander.jpg There can be only one … strategy DH
  11. 11. You Want Strategy? DH
  12. 12. MCN 201512 JG
  13. 13. MCN 201513 JG
  14. 14. Philadelphia Museum of Art Strategic Plan MCN 201514 WW
  15. 15. Philadelphia Museum of Art Brand Initiative Goals MCN 201515 WW
  16. 16. Philadelphia Museum of Art Roadmap to Digital Excellence MCN 201516 Infrastructure, Hardware, and Systems Legacy Platforms, Siloed Data Technology Skills Centered in IT Tightly Structured, Less Participatory Focused on Outcomes Integrated Systems, Data Driven Decisions Digital Thinking, Digital Skills Throughout the Institution Collaborative, Agile, and Adaptive WW
  17. 17. "Art museums might have a lot to gain by upping their digital game, according to a new report.“ –NCAR But we already knew that, right?
  18. 18. DIGITAL STRATEGY ? DIGITAL ROADMAP ? DIGITAL INTEGRATION PLAN ? What are we calling this?
  19. 19. STOP WORDSMITHING
  20. 20. Based on the mission of museum • Give direction, energy and guidelines to move your organization forward. • Succinct and unambiguous. • Helps to allocate budgets and other resources, • Explains its impact on other departments • realities of your organization in the future. • Gives direction to the people who will have to do the actual work of making digital engagement reality.
  21. 21. Digital Strategy Objectives • activate the collection • connect art and audience through active experien • promote new scholarship • support research • facilitate internal and external collaboration • drive attendance • increase revenue • streamline work Yes, “digital strategy” = LRP strategies with tech me
  22. 22. Basic Technology Guidelines • set up and maintained according to industry best practices • common platforms and “cores” • minimize licenses / maximize open source • data must be accessible – minimize manual steps & re-keying – save money and effort • digital assets must reusable and findable • no “one off” projects
  23. 23. Digital Strategy Implementation • focus on core data • build sustainable, modular systems – open-source & industry-standard software – best practices • architect with reuse/multi-use in mind • no one-off projects EVERYTHING in terms of the BIG PICTURE
  24. 24. “One does not ‘manage’ people. The task is to lead people. And the goal is to make productive the specific strengths and knowledge of every individual.” - Peter Drucker Image source: http://54ventures.com/demo-images/fuse-slide-4-11-1800x800.jpg DH
  25. 25. Character shall you hire. Skill train you may. Image source: http://img1.wikia.nocookie.net/__cb20131106213953/starwars/images/d/d6/Yoda_SWSB.png DH
  26. 26. DH
  27. 27. Cool Blue Do a select few Seek funding & partners (We wish we could do them all) Risk: Too many at once (saying yes to everything) Red Flag Do only if necessary Stop! (or proceed with extreme caution) (We wish we could have none) Risk: Bogs down & exhausts resources Green Light Do these fast Make a prioritized list, get moving (We wish there were fewer) Risk: Resources pulled away from Cool Blue Gray Fog Do only if there are resources “Busy work” or dreamy distractions (We wish we had more time) Risk: People fall into this , esp. in times of stress High High (Hard) Low Low (Easy) Importance, based on STRATEGY Difficulty, based in Reality (gasp!) Making Decisions DH
  28. 28. DHImage source: http://www.wlnfe.org/wp-content/uploads/2015/01/bookshelf.jpg
  29. 29. Questions? MCN 201529
  30. 30. Overcoming Resistance MCN 201530
  31. 31. Source of quote: http://www.forbes.com/sites/glennllopis/2012/11/05/5-most-effective-ways-to-sell-change/ Without strategy, change is merely substitution, not evolution - Glenn Llopis Image source of quote: http://redequip.com.au/uploads/Redequip-Graph-1.jpg DH
  32. 32. Adapted from: http://www.forbes.com/sites/johnkotter/2011/07/12/change-management-vs-change-leadership-whats-the-difference/ Change Management v. Change Leadership Image source: http://www.agilepm.com/downloads/dirtyharry.jpg Image source: http://www.intesolv.com/wp-content/uploads/2013/02/Careers-Mission-514x360.jpg DH
  33. 33. Adapted from: http://www.forbes.com/sites/johnkotter/2011/07/12/change-management-vs-change-leadership-whats-the-difference/ Change Management v. Change Leadership Tools and Procedures Detailed plans Minimize distractions Limit impact Small dedicated team Incremental steps Keep it under control DH
  34. 34. Adapted from: http://www.forbes.com/sites/johnkotter/2011/07/12/change-management-vs-change-leadership-whats-the-difference/ Change Management v. Change Leadership Tools and Procedures Vision and Drive Detailed plans Establish and share WHY Minimize distractions Sense of urgency and importance Limit impact Expect wide impact Small dedicated team Involve everyone Incremental steps Enable big leaps Keep it under control … by the way, almost no one is good at this DH
  35. 35. Communication is Key MCN 201535 • Get in early. • Meetings, meetings and more meetings. • Manage up. • Stop making things people don’t want.
  36. 36. Gallery One and ArtLens were the first beneficiaries of the museum’s digital strategy CMA wanted the technology implementation to be innovative, intelligent and in-line with tech industry best practices
  37. 37. Proof of Concept • Gallery One & ArtLens = prototype – backend build-out – data flow model – automation – interdepartmental team model – vendor management model – orient toward long-term planning • Central Table – interoperability / integration – application modularity
  38. 38. A FEW OF THE MANY… • digital asset management • archival repository • open-source website • mobile site • dashboard • central table • integrated CCMS
  39. 39. All hardware can all be remotely rebooted via LogMeIn
  40. 40. Questions? MCN 201542
  41. 41. Getting Digital Initiatives Approved, Funded and Implemented MCN 201543
  42. 42. Digital Initiatives Steering Committee • CIO • Deputy Director/Chief Curator • Deputy Director/Advancement • Director of Collections Management • Director of Communications and Marketing • Director of Education and Interpretation • Director of Exhibitions and Publications • Director of Library and Archives • Director of Research and Evaluation
  43. 43. Digital Initiatives Review Process • All projects have a Sponsor (department-director level or higher) • IMTS previews and guides • Digital Initiatives Steering Committee – big picture planning – approval process – review process • Measurements of success are built in
  44. 44. MAKE PROCESS REALLY EASY
  45. 45. UMMM THIS STILL MAY NEEDS SOME WORK
  46. 46. Technology Funding • Plan for the unexpected / rapid change • 3-year rolling technology budget • Project funding preferences –outside funding / grants –FYxxxx budget assignment –Digital Initiatives set-aside fund
  47. 47. Interactive Project Process MCN 201549 • Curator, Interpretation, Education and IIT generate interpretive plan that identifies interactive technology needs. • IIT and Interpretation begin preliminary design phase. • IIT develops prototypes working with Interpretation and Visitor Services to test with museum visitors. • Curator, education review prototypes and work to refine content. • Curator, Interpretation, Education and IIT final review and approval.
  48. 48. Project Review Process MCN 201550 • Quarterly review of all interactive projects; Director, Curator of Education, Director of IIT, Associate Director of Interactive Technologies, Assistant Director of Interpretation, Deputy Director for Collections and Programs. • Weekly standing meeting; Curator of Education, Director of IIT, Assistant Director of Interpretation, Associate Director of Interactive Technologies.
  49. 49. Funding Projects MCN 201551 • Special exhibition projects funded as part of overall exhibit budget. • Development liaison. • Funding menu of projects, staff and infrastructure needs.
  50. 50. Working with the Subject Experts MCN 201552 All projects, large and small, go through the same process ‒ A brief project description and background ‒ How does this help us meet the mission of the museum? ‒ What are the Measurable Goals and Objectives ‒ Who will be working on this and what are their roles? ‒ Detail the estimated budget and schedule ‒ What are the potential risks affecting the projects success?
  51. 51. Agile Working Group MCN 201553 Weekly standing meetings that address outstanding issues ‒ Chief of Finance ‒ Head of IT ‒ Technical Representative from Administration ‒ Chief of Media Production ‒ Chief of Imaging ‒ Chief of Digital Outreach
  52. 52. Executive Level Buy In MCN 201554 Monthly Meetings with Executive Officers ‒ Chief of Finance ‒ Chief of Administration ‒ Deputy Director ‒ Dean of Center of Advanced Study for Visual Art Monthly Agenda with Executive Officers ‒ Review of current projects (budget, scale, schedule) ‒ Review new project proposals ‒ Foresee potential projects on the horizon
  53. 53. MCN 201555 DH Cool digital initiative Senior Administration Potential Funders Staff +
  54. 54. MCN 201556 DH Frankly … • Gravitas - The “weight” of your experience + your network - E.g., MCN Maybe not quite like this:
  55. 55. MCN 201557 DH Frankly … • Gravitas • Passion - Do you believe in the initiative? - Can you sell it, sincerely? - Can you combine energy and eloquence? “Working hard for something we don’t care about is called stress. Working hard for something we love is called passion”. - Simon Sinek
  56. 56. MCN 201558 DH Frankly … • Gravitas • Passion • Partnership - With your Development staff - With funders, where missions overlap Image source: http://www.mandae.com.br/blog/wp-content/uploads/2015/09/partnership.jpg Together: Unstoppable!
  57. 57. Questions? MCN 201559
  58. 58. Measuring Success MCN 201560
  59. 59. • Visitors use technology in the galleries • They will spend time with it • They read aloud and discuss as they do so • Individuals and groups Formal Evaluation DH
  60. 60. • Use of tech does not detract from focus on the art • When visitors left, descriptions of their visit were about the art, and not about the technology. DH
  61. 61. • People who used the technology spent more time in the exhibit than those that did not use it (even after subtracting the time spent using the technology) DH
  62. 62. TRANSPARENCY
  63. 63. ANALYTICS COLLECT ANALYZE SHARE
  64. 64. COLLECTS: • Which game(s)? • Time spent • Repeat(s) • Object(s) matched • Share(s)
  65. 65. Questions? MCN 201567
  66. 66. Keeping Strategy Up-to-Date MCN 201568
  67. 67. EXPERIMENT Each iteration try something new… BETA GALLERY…
  68. 68. MCN 201570 DH Image source: http://jacquelinewest.com/blog/wp-content/uploads/writing-binders-smaller.jpg
  69. 69. MCN 201571
  70. 70. Hurdles MCN 201572
  71. 71. MCN 201573 Image source: http://personalexcellence.co/quotes/files/inspirational-quote-failure-thomas-edison-2.jpg DH
  72. 72. Change is Hard MCN 201574 • Listen to other staff. • Modify our thinking based on overall institutional goals. • Enable use of technology. • Letting our infrastructure go.
  73. 73. Digital Strategy Truths Everyone on the team has: • mad skillz in one or more areas. • great creativity. • unique ways of looking at problems. • unique experiences. • dedication to the museum. • passion for their work.
  74. 74. Thank you MCN 201576
  75. 75. Questions? MCN 201577

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