1. Web Managers Group Meet-up
13th September, 2012
Digital Strategy
@webmgrs #webmgrs
Web Managers Group Partners:

2. Scoping the HRP Technology
Strategy
Nigel Randall 12/9/2012

4.  Re enforcement of Social Media
Challenge
 Reflection on Success
 Leave Exec Board in a
comfortable place
Phase 1 – Progress to date

5. You tube clip – facebook generation

6. Where are we now –
HRP Digital Update

7. We have a YouTube
Channel.
2182 Subscribers
And a Facebook
Presence
(8,858 Likes)

8. Corporate site
– Online admissions revenue
FY 2011/12 £3.5m (+40% YOY;
approximately 9% total revenue)
– In last year 2,840 new
membership sign ups via website
– Online unique visitors for 2011/12
were 3.47m (+29%)

9. Retail site
March 2011-2012 figures (following
re-design and re-launch)
– 121,000 unique visitors
– 2105 transactions
– Average order value of £56.83
(including VAT and postage)
– Total revenue £109,000
– Biggest basket was £1,254.49
(incl. postage and VAT)

10. Online games
– Henry VIII: Dressed to Kill – 4m+
unique players
– Henry VIII: heads and hearts –
3.2m unique players
– Royal Beasts – 700k unique
players
– William's Hot chocolate challenge
– 216k unique players
Figures as at March 2012

11. Education
HRP Itunes U (10 weeks to end of
April)
Palace Explorers – 20,000 – Browsing
– 12 Schools – 337 - Subscribed
– 4062 Views – 7469 – Downloads
– 308 Comments – 2338 - Streaming

12. HRP Major Projects
(with digital components)
– Mint Street- for 2013 – Families
– Fortress- about to be set – Victoria Revealed
up- for 2013 onwards
– Jubilee: A view from the
– The Wild, the Beautiful crowd- all for 2012
and the Damned- 2012 opening
opening
– Kew Kitchens for 2012
– Baroque/Hanoverians- for opening
2013 onwards

13. Where are we now?
– Corporate Site
– Retail Site
– Apps / Mobile
– Social Media
Small ticks represent success but a view we need to
do better

14. Phase 2 – Reflection
 Are we doing enough?
 Reinforces view that we need to
do something
 Question our ambition and
approach

15. What’s missing?

16. There is a lot of
technology to be
exploited, some
emerging and some
proven

17. How do we exploit technology
to deliver and engage;

18. HRP are not alone
– Following are examples of organisations who are
facing similar challenges to HRP and some
observations on their approach

19. Mobile optimised home page

20. Focus on Access, Sharing
and Collaboration

21. Large I-Phone app budget!
Mobile website basic

22. All encompassing
About the visitor
Covers multiple visitor objectives

23. Delivering the Digital Strategy
Purpose
Outcomes
Projects
Mobile Apps Ipads 3D Gaming 3D Scanning
Selling
Websites Images Digitisation Social Media

24. Phase 3….

25. You tube clip – generation y

26. What is the digital scope?
– What do the next generation of visitors expect?

27. We need a purpose that
encompasses the full
visitor journey
Thought Visit
Capture
Data
Memory

28. Success could be the use of technology to improve
the quality of our visitor interactions
– State Apartment Warder Tool
– Shall I email you the fact sheet
sir?
– Would you like to sign up for our
membership?
– I’m not sure, I can just check for
you!

29. What is the digital scope?
– What do the next generation of staff expect?

30. We need a purpose that
encompasses the use of
technology by our staff
– On-line expenses claims – Content/Digital Asset
Management / Strategy
– Desktop Internet
– Online meeting room booking
– Online absence management system
– Online meeting room booking – HRP WIKI
system
– Technology exploitation to
– WIFI access for Office improve efficiency
Smartphones

31. Sample Purpose
“Exploit new technology throughout the organisation to enhance the
visitor journey and extend the reach of The Cause beyond our physical
palaces, whilst also creating an efficient working environment for HRP
employees”

32. Typical Outcomes
– Integrated Customer Journey (thought-visit-memory)
– Joined up Digital / New Media strategy across
Education, Interpretation, Operations, Retail and Marketing
– Timely engagement and exploitation of new technology
within organisation
– Enhanced office systems bringing HRP into 21st Century

33. Priorities
– Purpose and Outcomes need to have a clear set of priorities
– Expect Strategy to deliver over a number of years due to long lead
time of some projects
– Clear set of projects defined for 2012/13
– Likely project identified for 2013/1014
– Aspirational Projects for 2014/15
– Key aspect with be changing how HRP views / uses technology to
engage with its target audiences

34. Pulling it all together
HRP
Capability
(present and
desired)
Customer
Competition
Expectations

35. Pulling it all together
High
Who are the key
stakeholders we
Stakeholder
Level of Influence or Potential
KEY need to engage?
Work closely to
moveDigitalkey
them to STAKEHOLDER
stakeholder
Strategy
What are the
Impact
shifts we need to
make and what’s
the action plan?
Stakeholder Stakeholder
Inform them at beginning, Keep them informed
middle and in all milestones
end of the project of the project
Low Degree of Engagement with High
Project

36. Next Steps
– Trustees support for approach and scope
– All day work shop with HRP Senior Team
– Identify partner to assist in pulling together
strategy
– Work on Benefits / Dis-benefits (tangible and
intangible)

38. Web Managers Group Meet-up
13th September, 2012
Digital Strategy
@webmgrs #webmgrs
Web Managers Group Partners: