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Tate Digital Strategy: UK Museums and the Web 2012
Tate Online facts
• 1.1–1.9 million unique web visitors per month
• 39% international visitors
• All artworks in the collection digitised (c. 68,000)
• UK’s number two arts website
• 750,000 Twitter followers
• 460,000 Facebook likes
Brochure   ➜   Channel   ➜   Platform
Tate Digital Strategy: UK Museums and the Web 2012
Brochure               ➜   Channel   ➜   Platform
About us

Programme listings

Visiting information
Tate Digital Strategy: UK Museums and the Web 2012
Brochure               ➜   Channel                 ➜   Platform
About us                   Digitised collection

Programme listings         Learning resources

Visiting information       Children’s games

                           Research publications

                           Short-from video

                           Magazine articles

                           Email communications
Tate Digital Strategy: UK Museums and the Web 2012
Brochure               ➜   Channel                 ➜   Platform
About us                   Digitised collection        Blogs

Programme listings         Learning resources          Debates

Visiting information       Children’s games            Community

                           Research publications       Participation projects

                           Short-from video            Social media

                           Magazine articles

                           Email communications
Tate Online Strategy 2010–12


 Need for transformation project
 Need for audience-centred approach
 Outline of areas to be addressed
Tate Digital Strategy: UK Museums and the Web 2012
Tate Digital Strategy 2013–15


Digital is increasingly
a dimension of everything.
Tate Digital Strategy 2013–15
Tate Digital Strategy 2013–15
 Distributed content authorship
Tate Digital Strategy 2013–15
 Distributed content authorship
 New digital initiatives
Tate Digital Strategy 2013–15
 Distributed content authorship
 New digital initiatives
 Editorial content
Tate Digital Strategy 2013–15
 Distributed content authorship
 New digital initiatives
 Editorial content
 Dialogue and discussion
Tate Digital Strategy 2013–15
 Distributed content authorship
 New digital initiatives
 Editorial content
 Dialogue and discussion
 Revenue-generating opportunities
Tate Digital Strategy 2013–15
Tate Digital Strategy 2013–15
 Organisational change
Tate Digital Strategy 2013–15
 Organisational change
 New governance structure
Tate Digital Strategy 2013–15
 Organisational change
 New governance structure
 Editorial, community and technology
 management
Tate Digital Strategy 2013–15
 Organisational change
 New governance structure
 Editorial, community and technology
 management
 Audience research
How big are these changes going
  to be for the organisation?
How big are these changes going
  to be for the organisation?




   Big.
Thanks
@stacker
tate.org.uk

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Tate Digital Strategy: UK Museums and the Web 2012

  • 2. Tate Online facts • 1.1–1.9 million unique web visitors per month • 39% international visitors • All artworks in the collection digitised (c. 68,000) • UK’s number two arts website • 750,000 Twitter followers • 460,000 Facebook likes
  • 3. Brochure ➜ Channel ➜ Platform
  • 5. Brochure ➜ Channel ➜ Platform About us Programme listings Visiting information
  • 7. Brochure ➜ Channel ➜ Platform About us Digitised collection Programme listings Learning resources Visiting information Children’s games Research publications Short-from video Magazine articles Email communications
  • 9. Brochure ➜ Channel ➜ Platform About us Digitised collection Blogs Programme listings Learning resources Debates Visiting information Children’s games Community Research publications Participation projects Short-from video Social media Magazine articles Email communications
  • 10. Tate Online Strategy 2010–12 Need for transformation project Need for audience-centred approach Outline of areas to be addressed
  • 12. Tate Digital Strategy 2013–15 Digital is increasingly a dimension of everything.
  • 14. Tate Digital Strategy 2013–15 Distributed content authorship
  • 15. Tate Digital Strategy 2013–15 Distributed content authorship New digital initiatives
  • 16. Tate Digital Strategy 2013–15 Distributed content authorship New digital initiatives Editorial content
  • 17. Tate Digital Strategy 2013–15 Distributed content authorship New digital initiatives Editorial content Dialogue and discussion
  • 18. Tate Digital Strategy 2013–15 Distributed content authorship New digital initiatives Editorial content Dialogue and discussion Revenue-generating opportunities
  • 20. Tate Digital Strategy 2013–15 Organisational change
  • 21. Tate Digital Strategy 2013–15 Organisational change New governance structure
  • 22. Tate Digital Strategy 2013–15 Organisational change New governance structure Editorial, community and technology management
  • 23. Tate Digital Strategy 2013–15 Organisational change New governance structure Editorial, community and technology management Audience research
  • 24. How big are these changes going to be for the organisation?
  • 25. How big are these changes going to be for the organisation? Big.

Editor's Notes

  1. \n
  2. \n
  3. Apologies as this is kind of inevitably an over simplification but hopefully this is done to make some useful points.\n
  4. \n
  5. Many organizations are still in this phase.\n
  6. The “fifth gallery”.\n
  7. When I joined. My background is as an editor.\nInfact discovered that the most pressing problem was one of design and technology.\n
  8. \n
  9. Interaction, participation, engagement\nAll over organisation\nNeed for coherent digital experience whole\n
  10. \n
  11. \n
  12. \n
  13. \n
  14. \n
  15. \n
  16. \n
  17. \n
  18. \n
  19. Expertise is centralised\nOrg change with digital team as catalyst for change\n\n\n
  20. Expertise is centralised\nOrg change with digital team as catalyst for change\n\n\n
  21. Expertise is centralised\nOrg change with digital team as catalyst for change\n\n\n
  22. Expertise is centralised\nOrg change with digital team as catalyst for change\n\n\n
  23. Expertise is centralised\nOrg change with digital team as catalyst for change\n\n\n
  24. Expertise is centralised\nOrg change with digital team as catalyst for change\n\n\n
  25. Digital wants fundamental change to how we do things\nDigital does not respect departmental structures\nFor me, this more exciting than the technology itself. \n\n\n\n
  26. \n