This presentation provides practical guidance on developing a (digital) strategy and is aimed at those leading change or managing digital programme delivery within museums or cultural organisations. It doesn’t really matter what you call it: digital strategy, digital engagement strategy, technical road map or just plain ‘strategy’, if your goal is to engage contemporary audiences with culture and heritage then ‘digital’ is going to be part of the mix. For museums, the great ones will be those designed around the way people live their lives now – and increasingly that means with some kind of techno gizmo in their hands. If you are going to rise to the challenge then you’re going to need a plan, and the will and skill to change old ways of working. This presentation will help you kick start the process.

1. DEVELOPING A (DIGITAL) STRATEGY
FOR YOUR ORGANISATION
Charlotte Sexton
cbsexton.associates@gmail.com | @cb_sexton
V Museums and Networks Summit: Museo de Arte Contemporáneo de Castilla y León (MUSAC)
#RRSSMuseos

2. Photo Credit: Charlotte Sexton © 2015
1989 was a time of analogue “selfies”

3. Tim Berners-Lee at his desk at CERN. Photo Credit: CERN Source: http://www.wired.co.uk/magazine/archive/2014/03/web-at-25/tim-berners-lee
1989 was also the year
the web invented

4. Buzz Aldrin and the U.S. Flag on the Moon Credit Image Source:
http://commons.wikimedia.org/wiki/File%3ABuzz_Aldrin_and_the_U.S._Flag_on_the_Moon_(9460188482).jpg
The smartphone in your pocket today has more computing
power than NASA had to get us to the Moon in 1969…

5. Arthur John Picton https://flic.kr/p/7Fk9Yq ©CC https://creativecommons.org/licenses/by-nc/2.0/
What does that mean for museums?

6. Web (mid 1990s)CD-ROMs
Laser Disk (Video)
E-mail
Touch-screen
Interactives
My
world
Charlotte Sexton CC 2015
1990s

7. Education
Content Authorship &
Production
WebDevelopment &
Fundraising
E-Commerce
E-Marketing
E-Publishing
Training/
Collaborative Mind
Research
Social
Media
Mobile
Creativity
Your
world
2015
Adapted from Conxa Rodà Digital Strategy Map for Museums CC 2012

8. Education
E-Learning (formal & informal)
Education projects
Virtual classroom
Games
Content Authorship &
Production
Collaborative processes
Content generation skills
Rights Management/Open Content
Asset Management
Crowd Sourcing/Wikipedia
Multimedia content / Digitization /Tagging
Web
Website(s)
Digital projects
Streaming / podcasts
SEO/Analytics / Data mining
Development & Fundraising
CRM
Online giving
Fundraising
E-Commerce
Ticketing
E-shop
Membership sales
E-Marketing
Membership/Loyalty
E-mailing
Hiring spaces
E-Publishing
Scholarly Catalogues / Print on-demand
E-books/Magazine/ Annual Report
Educational Material
Training/
Collaborative Mind
Working methods
Collaboration/Digital Networking
Digital proficiency
Digital preservation / Knowledge Management
Wikis / Cloud-based services
Research
Online Library
Online Archives
Social Media
Web 2.0
Blog
Community
Sharing
Co-curation
Mobile/Wearable
Mobile web
Mobile Tours
M-Commerce
M-Learning
Apps
Games
Creativity
Artistic collaboration
Co-curation
Adapted from Conxa Rodà Digital Strategy Map for Museums CC 2012
2015+
Your
world

10. How have museums responded to this digital
challenge..?

11. “We do not grow absolutely, chronologically.
We grow sometimes in one dimension,
and not in another; unevenly.
We are mature in one realm, childish in
another.”
Anaïs Nin, Author

12. Are you supporting POSITIVE or NEGATIVE
digital experiences?
Photo Credit: Elvin Young and Beautiful https://flic.kr/p/9RUomF © CC BY-NC 2.0

13. Image Source: https://kathrynmanzat.wordpress.com/ (No name. (2014)
Image Source: http://www.nwitimes.com/lifestyles/living-in-a-digital-world-
technology-transforms-how-students-learn/article_f60ca753-5230-5f8b-9b10-
a9fbc27d9a60.html Photo Credit: John Luke
Image Source: http://cacm.acm.org/
magazines/2011/10/131393-living-
in-a-digital-world/abstract
Image Source: http://www.challies.com/articles/living-well-in-a-
digital-world
Image Source: http://en.wikinoticia.com/Technology/Software/
103783-flipboard-reaches-5-million-users

14. “A GREAT DIGITAL MUSEUM IS
SIMPLY A GREAT MUSEUM THAT IS
DESIGNED AROUND THE WAY
PEOPLE LIVE NOW.”
Nick Pool, Former CEO Collections Trust

15. Skeptical?
Man - Craig Sunter https://flic.kr/p/zTu1PY © CC BY-ND 2.0 Les Miserable !

16. More mobile devices than people in the world
(7.2 billion) GSM Intelligence, Independent, 7 Oct 2014
Facebook exceeds a billion active account users
www.statista.com Aug 2015
Average British Household owns 7.4 internet devices
YouGov Survey (March) 2015, Guardian 9 April 2015
The biggest increase in internet use is cited among 16-24 year olds almost
tripling from 10 hours and 24 minutes each week in 2005 to 27 hours and 36 minutes by
the end of 2014. Ofcom report 11 May 2015
People are spending twice as much time online compared to 10 years ago
due to increasing use of tablets and smartphones. Ofcom report 11 May 2015

17. FORMULA FOR
SUCCESS!
A STRATEGIC DIRECTION
+ THE WILL TO DELIVER IT
+ COMMITMENT TO SUSTAIN IT
Charlotte Sexton CC 2015

18. THE NAME DOESN’T MATTER…
DIGITAL STRATEGY
DIGITAL ROAD MAP
DIGITAL ENGAGEMENT STRATEGY
THE STRATEGIC PLAN
Charlotte Sexton CC 2015

19. A (DIGITAL) STRATEGY WILL:
Help with
planning,
resourcing,
funding &
delivery
Establish
importance
of digital &
where it fits
Ensure a
strategic &
coordinated
approach
Charlotte Sexton CC 2015

20. BEST STRATEGY =
FITS YOUR CONTEXT
Charlotte Sexton CC 2015

21. STRATEGY IN ACTION - RIJKSMUSEUM
Mobile + ©

22. Image source: http://blog.usabilla.com/wp-content/uploads/mobile-first.png http://blog.usabilla.com/usabilla-ux-index-foggs-behaviour-model-lean-ux/
1. MOBILE FIRST DESIGN APPROACH

23. Rijksmuseum, Netherlands homepage
https://www.rijksmuseum.nl/en

24. Rijksmuseum, Netherlands homepage
https://www.rijksmuseum.nl/en

26. 2. OUR COLLECTION IS YOUR
COLLECTION – RIJKS STUDIO
Supporting Creativity through Opening Access

27. GotCredit https://flic.kr/p/qFYYT5 ©CC https://creativecommons.org/licenses/by/2.0/
CARING IS SHARING

29. https://www.rijksmuseum.nl/en/rijksstudio/131860--rijksstudio-en-etsy/creations

30. GotCredit https://flic.kr/p/qFYYT5 ©CC https://creativecommons.org/licenses/by/2.0/

31. https://www.rijksmuseum.nl/en/rijksstudio-award
Winner Rijksstudio award 2015 : Lyske Gais and Lia Duinker Runner-up: Alexandra Schijf & Birgitta van Langeveld

32. YOUR COLLECTION IS SO MUCH
MORE THAN JUST A DATABASE!
Charlotte Sexton CC 2015

33. ELEMENTS OF A STRATEGY
Strategic
vision
Goals and
outcomes
Target
Audiences
Programme
of work
Resources
Required
Timeframe/
Budget
Risks and
response
Success criteria
Supporting
documents
e.g.technical
roadmap
How this fits
into wider
programme of
activity
Review and
improvement

34. EXAMPLE OF A “LIVE” STRATEGY
Working plan, Open, Accessible and Updated
Wally Gobetz Pittsburgh - North Shore: Andy Warhol Museum, https://flic.kr/p/a3u8SX (CC BY-NC-ND 2.0)

35. https://github.com/thewarholmuseum/digital-strategy

36. CHALLENGES AND
OPPORTUNITIES

37. CHALLENGE = TECHNOLOGY

38. CHALLENGE = TECHNOLOGY

39. CHALLENGE = PEOPLE

40. CHANGING BEHAVIOUR + MINDSET
Siloed
Risk Adverse
Hierarchical
Inaccessible
Analog
Org focused
Collaborative
Risk Aware
Empowered
Open & Engaging
Digital
Audience focused
Evolved from Philadelphia Museum Art Brand Initiative Goals

41. Head of
Collections
Adult
Learning
Curator
Dutch paintings
Director
Public Programmes
Director
Visitor
Services
Communications
Marketing
COLLABORATIVE PROCESS…

42. CHANGE MANAGEMENT VS CHANGE LEADERSHIP
TACTICAL: Tools & Procedures
Detailed planning
Minimise distractions
Limit impact
Small dedicated team
Incremental steps
Keep it under control
STRATEGIC: Vision & Drive
Establish and share WHY
Sense of urgency & importance
Expect wide impact
Involve everyone
Enable big leaps
Act like it’s under control!
Adapted from: http://www.forbes.com/sites/johnkotter/2011/07/12/change-management-vs-change-leadership-whats-the-difference/

43. TOP 3 CAUSES OF CHANGE FAILURE
1Inability to change mindsets and attitudes

44. TOP 3 CAUSES OF CHANGE FAILURE
2An unsupportive organisational culture

45. TOP 3 CAUSES OF CHANGE FAILURE
3Underestimating the complexity of the task

46. “WITH OUT STRATEGY CHANGE IS
MERELY SUBSTITUTION, NOT
EVOLUTION”
Glen Llopis
Source of quote: http://www.forbes.com/sites/glennllopis/2012/11/05/5-most-effective-ways-to-sell-change/

47. BUILD YOUR CAPABILITIES
REF: Like, Link, Share. Wyncote Foundation http://likelinkshare.org/

48. BUILD YOUR CAPABILITIES
TRENDS NOT TECH
REF: Like, Link, Share. Wyncote Foundation http://likelinkshare.org/

49. BUILD YOUR CAPABILITIES
PROCESS NOT PROJECTS
REF: Like, Link, Share. Wyncote Foundation http://likelinkshare.org/

50. YOUR GOAL
EMBED KNOWLEDGE

51. Increase
Digital
Literacy
Functional
Skills
Effective
Communication
Ability to
Find and
Select
Information
Collaboration
Cultural
and Social
Understanding
Critical
Thinking &
Evaluation
Creativity
E-Safety
Photo Credit: Charlotte Sexton © 2015

52. Do these
first!
Do a select
few
(seek funding &
partners)
Do only if
there is
resource
Do only if
necessary
(Avoid)
HIGH
LOW
LOW
(Easy)
HIGH
(HARD)
Making decisions
to manage your
digital programme
of work
IMPORTANCE BASED
ON YOUR STRATEGY
DIFFICULTY BASED ON REALITY
Adapted from: Getting Sh*t Done: Implementing Your Digital Strategy, MCN 2015 Douglas Hegley

53. PEOPLE UNTRAINED TRAINED
CROSS
TRAINED
PROCESS AD HOC DOCUMENTED OPTIMISED
MEASUREMENT NONE PERIODIC CONTINUIOUS
TECHNOLOGY
NONE/
MISMATCHED
APPROPRIATE
EFFECTIVE &
SUSTAINED
MEASURING YOUR PROGRESS
Source: Nik Honeysett, Witchcraft, Museums and the Web Asia 2015

54. Mutiara Karina https://flic.kr/p/89Wtyw ©CC https://creativecommons.org/licenses/by-nc-nd/2.0/

55. Image Source: https://kathrynmanzat.wordpress.com/ (No name. (2014)
Image Source: http://www.nwitimes.com/lifestyles/living-in-a-digital-world-
technology-transforms-how-students-learn/article_f60ca753-5230-5f8b-9b10-
a9fbc27d9a60.html Photo Credit: John Luke
Image Source: http://cacm.acm.org/
magazines/2011/10/131393-living-
in-a-digital-world/abstract
Image Source: http://www.challies.com/articles/living-well-in-a-
digital-world
Image Source: http://en.wikinoticia.com/Technology/Software/
103783-flipboard-reaches-5-million-users
ENGAGE
CONVERT
CONVERSECONNECT
SHARE
Ref: Digital Engagement Framework Jasper Visser & Jim Richardson

56. “I have not failed.
I have just found
10,000 ways that did
not work”
Thomas Edison
Image source: https://es.wikipedia.org/wiki/Archivo:Thomas_Edison2.jpg

57. SOME FINAL THOUGHTS…
• A strategic plan can be a catalyst for positive change
• It can drive capacity building & focus skills developed
• Powerful communication tool: vision, approach and
goals (internal and external audiences)
• Will help you prioritise and plan digital activities

58. THE FINAL THOUGHT…
• Goal - great museum in the eyes of your
audiences – need new ways to engage them that
reflect the way they live their lives today

59. LYNDSAY ESSON HTTPS://FLIC.KR/P/OEWGAC ©CC HTTPS://CREATIVECOMMONS.ORG/LICENSES/BY-SA/2.0/

60. Contact me: cbsexton.associates@gmail.com
Follow me: @cb_sexton
Find out more: www.linkedin.com/in/charlottesexton
Nate Grigg https://flic.kr/p/6K41qv ©CC https://creativecommons.org/licenses/by/2.0/