digital transformation at tate (mcn conference, montréal, november 2013)
DESCRIPTION
The Future of Museum Digital Departments Grand Salon C Speakers: Charlotte Sexton, Carolyn Royston, John Stack, Erin Coburn1:30 PM 1.5 hours Digital strategies are increasingly commonplace within museums today. High on ambition and wide in their scope, they are inevitably making a significant impact as digital permeates and disrupts all aspects of museums' activities. Bringing together past and present leaders in this area from Tate, the National Gallery, London, Imperial War Museums, and The Metropolitan Museum of Art, this panel will discuss the sometimes harsh realities of delivering a digital strategy within a complex organization. http://www.mcn.edu/mcn-2013-montreal http://wired.ivvy.com/event/MCN13/agendaTRANSCRIPT
John Stack @stacker
Through embracing digital activity and skills across the organisation, Tate’s ambition is to use digital platforms and channels to create and nurture the most engaged arts community enjoying the richest, deepest arts content found anywhere and to maximise the associated revenue opportunities.
Through embracing digital activity and skills across the organisation, Tate’s ambition is to use digital platforms and channels to create and nurture the most engaged arts community enjoying the richest, deepest arts content found anywhere and to maximise the associated revenue opportunities.
Digital transformation
1. Embed and enable digital practice across Tate
2. Operationalise digital disruption
Establishing digital culture at Tate
centralised ➜ decentralised (but centrally co-ordinated)
an add-on ➜ embedded in all activity
siloed ➜ networked
digital skills the exception ➜ digital skills the norm and within blended roles
product mindset ➜ impact mindset
few voices ➜ many voices
channel for broadcast ➜ platform for interaction
Establishing a digital culture
Phase 1: Reshape and reposition the digital department
Centralised model
Hub-and-spoke model
Digital
Dept
Dept
Dept
Dept
Dept
Dept
Hub-and-spoke model !
Hub !Holistic digital experience overview Digital roadmap coordination Guidelines and policies coordination Quality assurance Editorial coordination Production and design Audience insight (with Sabine D) Legislation compliance Technology (with IT) Training (with IT and HR)
Spokes !Content authoring Content maintenance Community management Specialist digital activity
Shared !Strategy (centralised and decentralised) Governance
Phase 2: Digital transformation project
1. Governance and decision making
2. Production and editorial processes !
3. Roles, responsibilities and skills !
4. Policies, guidelines and training
5. Insight driven approach