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.
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
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
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
Apologies as this is kind of inevitably an over simplification but hopefully this is done to make some useful points.\n
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Many organizations are still in this phase.\n
The “fifth gallery”.\n
When I joined. My background is as an editor.\nInfact discovered that the most pressing problem was one of design and technology.\n
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Interaction, participation, engagement\nAll over organisation\nNeed for coherent digital experience whole\n
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Expertise is centralised\nOrg change with digital team as catalyst for change\n\n\n
Expertise is centralised\nOrg change with digital team as catalyst for change\n\n\n
Expertise is centralised\nOrg change with digital team as catalyst for change\n\n\n
Expertise is centralised\nOrg change with digital team as catalyst for change\n\n\n
Expertise is centralised\nOrg change with digital team as catalyst for change\n\n\n
Expertise is centralised\nOrg change with digital team as catalyst for change\n\n\n
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