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Tate Digital Strategy: UK Museums and the Web 2012

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http://museumscomputergroup.org.uk/2012/10/26/programme-for-ukmw12/

Tate’s Digital Strategy: The Times They Are A-Changin’

Tate is currently working on its Digital Strategy 2013-15 which will be substantially different to the Tate Online Strategy 2010-12. In preparation, stakeholders across Tate were interviewed over the summer about their ambitions for the use of digital media. From marketing to publishing, from fundraising to learning, from research to human resources, all departments are now looking to realise more of their strategic goals in the digital space. This paper will address the themes that emerged from these interviews and how Tate is beginning to address them.

Published in: Technology
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Tate Digital Strategy: UK Museums and the Web 2012

  1. 1. 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
  2. 2. Brochure ➜ Channel ➜ Platform
  3. 3. Brochure ➜ Channel ➜ PlatformAbout usProgramme listingsVisiting information
  4. 4. Brochure ➜ Channel ➜ PlatformAbout us Digitised collectionProgramme listings Learning resourcesVisiting information Children’s games Research publications Short-from video Magazine articles Email communications
  5. 5. Brochure ➜ Channel ➜ PlatformAbout us Digitised collection BlogsProgramme listings Learning resources DebatesVisiting information Children’s games Community Research publications Participation projects Short-from video Social media Magazine articles Email communications
  6. 6. Tate Online Strategy 2010–12 Need for transformation project Need for audience-centred approach Outline of areas to be addressed
  7. 7. Tate Digital Strategy 2013–15Digital is increasinglya dimension of everything.
  8. 8. Tate Digital Strategy 2013–15
  9. 9. Tate Digital Strategy 2013–15 Distributed content authorship
  10. 10. Tate Digital Strategy 2013–15 Distributed content authorship New digital initiatives
  11. 11. Tate Digital Strategy 2013–15 Distributed content authorship New digital initiatives Editorial content
  12. 12. Tate Digital Strategy 2013–15 Distributed content authorship New digital initiatives Editorial content Dialogue and discussion
  13. 13. Tate Digital Strategy 2013–15 Distributed content authorship New digital initiatives Editorial content Dialogue and discussion Revenue-generating opportunities
  14. 14. Tate Digital Strategy 2013–15
  15. 15. Tate Digital Strategy 2013–15 Organisational change
  16. 16. Tate Digital Strategy 2013–15 Organisational change New governance structure
  17. 17. Tate Digital Strategy 2013–15 Organisational change New governance structure Editorial, community and technology management
  18. 18. Tate Digital Strategy 2013–15 Organisational change New governance structure Editorial, community and technology management Audience research
  19. 19. How big are these changes going to be for the organisation?
  20. 20. How big are these changes going to be for the organisation? Big.
  21. 21. Thanks@stackertate.org.uk

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