Europeana Strategy: Owning our position
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21-22 February 2017, Europeana Strategic update
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Europeana Strategy: Owning our position
- 1. Strategy Update 2020 Europeana Network Association Members Council 21 February 2017 Jill Cousins
- 2. Strategy refinement working group CC BY-SA Refined Europeana Strategy
- 3. CC BY-SA Refined Europeana Strategy The Europeana Strategy 2020, which positions Europeana as a multi-sided platform that facilitates interaction between the CHI and the user, is still largely valid. But a shift in emphasis is needed make us more effective in the execution.
- 4. Title here CC BY-SA Title here CC BY-SA Europeana Essentials CC BY-SA Europeana Strategy: Owning our position CC BY-SA
- 5. the pain points (4) CC BY-SA Refined Europeana Strategy
- 6. CC BY-SA Refined Europeana Strategy
- 7. Making it easy & rewarding for CHI’s to share high quality content Roles & Responsibilities: ●Data Quality/ Control of use - Cultural Heritage Inst. Europeana Network ●Targets on Data Quality - MS ●Data enrichment/improvement: Aggregators ●Publishing etc - Europeana
- 8. Scaling with Partners Roles & Responsibilities: ●Partnership Development: Europeana ●Audience Devt & Outreach: Education & Research providers, Creative Industry intermediaries ●Data Supply at high quality: Cultural Heritage Institution’s, Europeana Network Association ●Challenges & Grants programmes Europeana & Advisory Boards
- 9. Roles & Responsibilities: ●Collection Curation: Domain & CHI experts ●Social media outreach: Europeana Network Assn, Europeana, CH partners ●Campaigns: Europeana, Europeana Network Association ●API, Search, Multilingualism, Europeana, Europeana Tech Community Engaging people
- 10. Five Markets CC BY-SA Refined Europeana Strategy
- 11. CC BY-SA Refined Europeana Strategy What does this mean for you?
Editor's Notes
- Several things led to thinking that we needed to refine our Strategy Council Conclusions Feeling that we could capitalise on the momentum that came from them to own our position as a Network and as Cultural Heritage Institutions to tell the policy makers what will work given what we know about our audiences, as opposed to what they think they need and lastly but no means least to promote culture as the thing that binds us together, that allows an understanding and tolerance of diversity in these very troubled times. Process Council Conclusions Resolution by the Board to refine and state our position
- A small group of Board members, including your illustrious chair and treasurer met in Kennislands Offices in late August. This group came to this position
- Which we tested on Commissioner Oettinger who agreed that strategy 2020 was largely valid but areas that were causing pain should be examined. We reformulated our strategy, coming up with the idea of gamechangers - easy and rewarding to deliver data and modernising how we reach out to users - and then tested it with Member States via a telephone survey and at the October MSEG meeting and
- at our AGM in Riga, during a session of the MC meeting and during conference, leading to a number of changes that you should see reflected in the final version. All that input led us to the Board approving the refined strategy on November 27th and writing it up as a Communication piece, agreeing that with the Board and we will launch the Strategy Update 2020 this Thursday This is a quick run through of what you and others have decided Strategy 2020 should be but I encourage you to read the full document - and will post the url for you to have a sneak preview just after this talk.
- To recap - where are the pain points are: For CHI’s it is getting material into Europeana and receiving a reward for doing so Our user analysis also tells us the the portal is not really what users want, which in turn means it should not be what MS or EC want and that the data is not of high enough quality to work for education and the creative industries Lastly there is a lack of clarity in roles & responsibilities
- This has given us 3 change priorities for Strategy 2020, and some associated roles and responsibilities that need to be assumed.
- easy & rewarding Quality of data and control of its use (application of correct rights statements): Cultural Heritage Institutions. Europeana Network Association Targets for data and data quality in Europeana: Member States. Data and standards enrichment and improvement plus expert help: Aggregators. Publishing, interoperability of data, frameworks, distribution, and reporting on use: Europeana.
- Partner development: Europeana Audience Development & Outreach, including new product development: Education & Research Partners, Creative Industry intermediaries, Wikimedia communities Supply of content of the type and quality needed by the partners (tiers 3 and 4) - Cultural heritage institutions, Europeana Network Association helping in the frameworks, standards, evangeleising of why and whatfor Challenges & Grants programmes: Europeana & Advisory Boards Platform functionality: Europeana
- On the front- end Europeana Foundation and DSI partners take responsibility for providing the (free) infrastructure necessary for others to curate content and engage with communities of interest (such as Fashionistas, Photography buffs, Art Historians, etc.). Here Europeana remains responsible for Europeana collections - the portal but the aim would be to encourage others to build and maintain new thematic collections making this part of our platform also more B2B with partners responsible for their audience’s needs. For the more casual user we already effectively have B2B relationships and will continue to upload to Pinterest, Wikipedia, Facebook, Instagram making sure that material is where they already go. We will keep Europeana Collections and improve the capability of the search API for instance making multilingual search and retrieval better. And then of course we continue to undertake the big campaigns, with more emphasis on the local community taking them on and managing them, starting with The Word - which we will discuss tomorrow I think.
- This is all with the aim of catering to and for our 5 markets – 1 cultural heritage institutions, Education, Academic Research, Creative Industries, General Public (split culture professional and culture casual), which we will reach and service in different ways. .. BP2017 to be published next week will give you the big lines you and others have chosen to concentrate on this year, all of which is, in theory, in line with our Strategy Update
- What does this mean for you? If Europeana does these three things well, and delineate roles and responsibilities better, we believe we can mobilise the cultural community across Europe to help uphold our shared values and offer an alternative narrative to citizens. The next four years can be a time of positive action and forward motion. Here’s what our supercharged priorities could mean for you, your organisation and your team: 1. Making it easy and rewarding As a Cultural Heritage Institution, you’ll reach and engage more and wider audiences at a lower cost and with less friction (which also means a lower cost for taxpayers). You’ll be further rewarded by directly contributing to a more cohesive and inclusive Europe as well as increasing your relevance to more audiences. 2. Scaling with partners As an educator, researcher or creative, having more clearly labelled, high-quality material will help shift your focus from finding good content to harnessing and using it. This, in turn, will make it easier to create new knowledge, new ideas and new value. And users get rich, trusted cultural heritage in their workflow, tailored to their specific need. 3. Engaging and involving people more As a culture lover, high-quality content means browsing Europeana Collections will become much more satisfying, with thematic collections and exhibitions that help you go deeper into a subject and understand how it connects across our shared cultural heritage. As a citizen of Europe, taking part in our thematic campaigns – like adding your family memorabilia to Europeana 1914-1918 – will help increase your appreciation of our shared history and reinforce the importance of our shared future.
- So I leave you with our Strategic Update - this is the site and the video you can help make go viral on Thursday so that people bother read where we are going and hopefully take up the Call to Culture.