Giving Digital A Home Ellice Engdahl, Digital Collections & Content Manager The Henry Ford

The Henry Fords Digital Platform: Developing a Digital Content Engine

Ellice Engdahl, Digital Collections & Content ManagerMMA/AASLH at The Henry FordSeptember 17, 2016

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Presentation OverviewAbout The Henry Ford

Our Digital Vision

Foundational Pieces

Starting Up: Staffing & Process

The Content!

Results, Lessons Learned, & Ongoing Challenges

Printing Block, Public Address in a Town Square, 1860-1940 (66.143.780)

Just a quick outline of what Ill be covering todaywill put this back up as we switch sections so you can stay orientedAlso note that all the images in my presentation are from our Digital Collectionsits always nice to show them offthey always have some relationship to the text on the slide, so you can see if you can figure that out as we go

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The Edison Institute, Founded 1929Francis Jehl, Thomas Edison, President Herbert Hoover, and Henry Ford at Menlo Park Laboratory in Greenfield Village, 1929 (P.O.4556)

Currently known as The Henry Ford, but founded 1929 by Henry Ford as Edison Institute, on 50th anniversary of Thomas Edisons invention of electric lightHenry interested in significant achievements of industrial history (like Edisons) but also everyday life for Americans before changes from automobile and industrialization3

Five VenuesHenry Ford MuseumGreenfield VillageBenson Ford Research CenterGiant Screen ExperienceFord Rouge Factory TourHenry Ford Museum, 1953 (P.B.3002)

Old Car Festival, 1959 (2005.0.9.18)

Two large venues:Henry Ford MuseumMuseum = 600,000 sq. ft. Greenfield Village, open-air historical villageVillage (developed) = 81 acres~80 historic structuresAlso haveBenson Ford Research Center = portal to our collex, incl. reading roomGiant Screen Experience theater (45,000 sq. ft.)Run Ford Rouge Plant factory tour for FMCIn addition have on campus Henry Ford Academy, a public charter high school with 485 students

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~250,000 objects~25 million archival documents and photographsHistoric audio and video200+ objects on loan to dozens of institutions~21,700 artifacts on display in Museum and Village (~5-10% of non-archives collection)More than 30 distinct collections storage areas totaling nearly 200,000 sq. ft.Eye Portrait, circa 1800 (61.151.40)Our Collections:The Bottomless Pit of Wonderfulness

Quote at top from Curator of Public Life Donna Braden gets at both good & bad things about vast collectionAbout million objects--estimates vary depending on how you count, but thats estimate for accreditationVast archives and lots of material in storage5

Presentation OverviewAbout The Henry Ford

Our Digital Vision

Foundational Pieces

Starting Up: Staffing & Process

The Content!

Results, Lessons Learned, & Ongoing Challenges

Printing Block, Public Address in a Town Square, 1860-1940 (66.143.780)

Now vision for digital @ THF

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Digital Vision: 2020 Embrace the Connected ConsumerDeliver world class user experiences and exclusive content to consumers on all screen sizes and device typesDrive Global AccessibilityCurate digital-first content that effectively blends with physical experience to drive global access to America's most important history collectionConsumer Experience & Data FocusedCultivate a consumer experience focused and data driven culture. Leverage data driven insights to optimize a consumer experience that effectively blends the physical and digital worldsMonetizationLeverage digital technology and distribution models to optimize and create new and innovative revenue streams

Advertising Photograph, Model with 1979 Ford Mustang interior Door and Seat (88.400.52)

Developed by Digital & Emerging Media Director (my boss) as an extension of 2020 institutional strategic plan goalsFour key pointsEmbrace Connected ConsumerRecognize that most people now have smartphones, tablets, etc, and that this has changed their expectationsDrive Global AccessibilityBecome a digital content publisher & distributor ->really the point of the Digital Content EngineTies to strategic goal around collections accessrecognizing that not everyone will ever visit, but web can increase our reach worldwideConsumer Experience & Data FocusedOur goal not only to create great experiences, but use analytics & other data to determine where they arent working and improve based on dataMonetizationWe only draw about 40% of our annual budget from revenue from our endowmentabout 60% is earned through ticket sales, retail, events, etc. This is a big deal for uswe brag about it oftenso finding new ways to maintain that ratio as the world changes around us is important.Potential content licensing, branded content, plus revenue conversions through drawing people into our siteKey on this plan and the next slide: Note marketing-centric nature. DEM director has marketing background; though it springs from collections access, this was sold largely on its marketing potential.

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The Potential

Content is kingmy bosss slideSlide that sold this plan to our boardShowsContinuing to digitize and maintaining a digital collections database onlineBut expanding to use digital collections as atomic elements for storytellingThen distributing those stories via numerous marketing channelsCONTENT MARKETING!'You think you're in a museum, I think we're in a data vault' Eric Schmidt, Exec Chairman of Alphabet, Googles parent company -> museums have in quantity an asset everyone wants interesting stories to tellBoth want to share collections and expand access but also tie this to the promise of expanded reach and revenue -> this is what got everyone excited about developing DCE and willing to fund8

Presentation OverviewAbout The Henry Ford

Our Digital Vision

Foundational Pieces

Starting Up: Staffing & Process

The Content!

Results, Lessons Learned, & Ongoing Challenges

Printing Block, Public Address in a Town Square, 1860-1940 (66.143.780)

Couldnt have done this 5 years agowill talk about what we had to have in place to tackle this effort

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Oversight: Digital & Emerging Media DepartmentEstablished 2013Small (8 FTEs) but mightyThree arms:Digital Strategy & ImplementationDigitization & Digital ContentDigital Analytics & InsightsWorks most closely with Marketing and Historical Resources

Software for an Apple II GS Computer and Apple Imagewriter II, circa 1990 (2009.4.4)

Provides ownership and oversight of THFs digital activitiesThree areas:Digital Strategy & Implementationmanage our digital platforms as a whole, including web and mobileDigitization & Digital Contentme!Manage our cross-functional collections digitization efforts, and also the new DCE effortDigital Analytics & InsightsManages our analytics and business intelligence, including data-driven marketing campaignsWork most closely withMarketing Web changes/enhancements and campaign requestsHistorical Resourcesour collections expertscuratorial, registrars, archives, library, collections management, and conservationWho I work most closely with cross-functionally for both digitization and digital content

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Productionized Digital Collections

pre-2010: Random Acts of Digitization

2010: THF announces intent to digitize all collections holdings

2011: THF begins using EMu as its collections management system and repository of record for digital collections data/image metadata

2010-2016: Artifacts online grow from 300 to 56,000+

2016: New Digital Collections & backend infrastructure

Building Blocks, 1900-1910, Used by Edsel B. Ford (44.160.63)

Digital collections = foundation of whole DCE idea Collections digitization began in earnest at THF around 2010; before that digitization was not done consistently or methodicallySince then weve worked on smoothing workflows and handoffs; now have 56K+ artifacts onlineLast bullet point is a key one, which leads to next slide

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Findable, Flexible, User-Friendly Interface

FROMTO

New institutional website launched February 2016Whole site has great SEO/findability, is responsive (works on any size device)Includes new digital collections interfaceRobust good indexing, advanced search, related objects, new multimedia types, high-res image ecommerceNew backend infrastructureAutomated daily harvests from our collections mgmt. system no need for manual interventionused to not harvest when DBA was not here, now the digitization team controlsImages pre-processed; pre-cropped for speed and best appearance

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Artifact Cards

Another key feature of the new website to mentionArtifact cards automatically created for every artifact in our Digital CollectionsCompact, portable, sharable versions of our digital collections objectsDesigned to be embeddablein your blog, or in our websiteHope to draw in those who might not visit Digital Collections database; also hope to encourage social sharing of collections in a fun and interesting way

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Explore

Play one minute videoStorytelling hub -- home for most DCE contentDesigned to be browsable & suck you inExplore section contains new types of content developed just for DCE plus repurposed existing content such as blog, video oral histories, etcmore on those soon

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Presentation OverviewAbout The Henry Ford

Our Digital Vision

Foundational Pieces

Starting Up: Staffing & Process

The Content!

Results, Lessons Learned, & Ongoing Challenges

Printing Block, Public Address in a Town Square, 1860-1940 (66.143.780)

Talk briefly about staffing up and process15

SkillsContent strategy & program managementCollections imaging (museum & archives)Web implementationDigital designCatalogingCollections managementContent authoring & project managementConservationVideo productionSocial media

Women Employees Receiving Approved Coverall Uniforms at Willow Run Bomber Plant, 1942 (P.833.76946.F)

All the different skills we need to pull this offNeed someone to manage the priorities and process meNeed resources that continue to work on digitization conservation, registrars, archives, photographyNeed folks to write and manage putting the content togetherNeed folks to design and implement content on the web (or other digital interface)Need production staff to put videos togetherNeed social media & marketing resources to share the contentAcross all those rolesadded 6 new FTEs seems like a lot but spread across all those needs doesnt go as far as youd thinkincreased 2 staff from PT to FTMoved 4 staff from soft money to hard money; this wasnt a net increase in bodies because all came with existing work but it at least means they are permanentReminder: Funding for all of this came via the promise that this effort can become self-sustaining from a revenue standpoint some day

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Process

Idea generationInitial discussionSME follow-upsIdea finalizationContent creation by or in collaboration with SME(s)Content vetting by or in collaboration with SME(s)Content publicationContent distribution1924 Ford Motor Company Institutional Message Advertising Campaign, "Organized Economies (64.167.19.601)

Process for digital content development - work in progress but right nowIdeas for possible digital content are submitted in theory by anyone but mostly from marketing, education, & historical resourcesDiscussed by stakeholders to assess potential strategic value (from interesting story through potential promotional tie-ins) discussing the topics for discussion, not formatsFollow-up discussions with subject matter experts (usually the curators) to refine & determine format(s) for the topicContent authored by DCE resources in collaboration with the SME or by SME as time permits (DCE resources still often do project management/implementation/web requests) always vetted by the SME at several steps in the process to ensure historical accuracyThen published & shared still working on refining these pieces as we do the first one of everything

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Presentation OverviewAbout The Henry Ford

Our Digital Vision

Foundational Pieces

Starting Up: Staffing & Process

The Content!

Results, Lessons Learned, & Ongoing Challenges

Printing Block, Public Address in a Town Square, 1860-1940 (66.143.780)

The content! (fun part)

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Content Types/Destinations for StorytellingNEWConnect3 videosWhat If storiesExhibit storiesCurating/Preserving storiesOn-the-floor digital kiosksREVAMPEDExpert SetsPopular Research TopicsEXISTINGOther videosBlog postsOnline exhibits (Google Arts & Culture)Social media postsTV show episode pagesOn-the-floor digital kiosksFOUNDATIONAL*Digitization (can include 360 views, narratives, extended narratives, specs, etc)

Grand Panorama of Cinderella, circa 1890 (59.48.2)

Wanted DCE to have a wow but also recognize even with added staff cant do everythingAt bottomdigitized collection records as the foundationNext repurpose (and/or continue to create) existing content where that makes senseTypes of content we already created or must maintain (like kiosks on the floor), plus partnerships like Google Arts & CultureRethink/revampPresenting existing content in different ways, covering more broadly, or including expanded functionality Brand newNew type of video will show you one in a bitNew type of narrative story based around a what if question more laterBehind the scenes stories showcasing the way we care for artifacts, put exhibits togetherSo new weve just begun discussing new ways to develop content for digital kiosk experiences on the floor

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What If?Stories

Example of a What If story on Bucky Fuller & the Dymaxion House behind me in MuseumCurrently have 8 What If stories in production, one more on the Wright brothers nearing completionTake a very narrow focus of a key moment around one or more artifacts and tell 800-1400 word story (5-7 minutes reading time)Richly designed pages, lots of multimedia and in some cases interactive elements

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Connect3 Videos

Connect3 videos other content type were proud ofCollections experts pick three artifacts that might not have a clear connection and elaborate on onePlay two-minute videoOur hope is that these are pretty quick, simple, templatized to put together, but were finding the more intriguing the idea, the more thinking they require. Still working on productionizing these and getting more than three online.

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Presentation OverviewAbout The Henry Ford

Our Digital Vision

Foundational Pieces

Starting Up: Staffing & Process

The Content!

Results, Lessons Learned, & Ongoing Challenges

Printing Block, Public Address in a Town Square, 1860-1940 (66.143.780)

Initial results, lessons learned and ongoing challenges

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Some Results So Far~10% of our unique pageviews March-August 2016 are for content or Digital Collections pages

6% year over year growth in visits to thf.org for July 2016

123% year over year growth in usage of Digital Collections for July 2016

Referrals from social and search engines growing

Rosa Parks What If is a top draw

Low usage of Connect3s

Some early findings since the new site launched.Chart shows content-based unique pageviews in relation to rest of siteMost visitors come to site for visit info, but 6% of pageviews for Explore and 5% for Collections & Research, which contains Digital CollectionsSeeing more visits to our website in general and LOTS more to content pagesIncreasing referrals from search and social channels as content is sharedReally great results from Rosa Parks What IfVery low views for Connect3swant to figure out how to improve this (may improve as we create more)

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Provide VisibilityContent takes more time & staff than anyone might thinkChallenge: Track & explain timeMuch of our collection is not as well-understood as wed likeChallenge: Reveal hidden storiesCollections content provides opportunitiesChallenge: Understand opportunity benefits & costsWere more than our top 10 storiesChallenge: Find ways to popularize our less well-known stories

Cutaway View of a General Motors EV1 Car, 1997-2002 (2002.76.2)

Now, lessons learned and related ongoing challenges in several categoriesVisibilityMaking sure people understand how much time things takeresearching, writing, project managing all take more time than you might assumeesp. for areas of our collection not under great intellectual control/well understood/well researchedBut latter is key to true collections access not just the stories we already tell all the time, but revealing our hidden gemsOpportunity costback to bottomless pit of wonderfulnessour problem has never been lack of opportunity to do cool things with our collection these are virtually unlimitedinstead need to analyze the potential cost and potential returns from each opportunitymay not always be obvious

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Prioritization Is KeyOur collections really are the bottomless pit of wonderfulnessChallenge: Pick topics wiselyWe have many institutional messaging needsChallenge: Create content that serves multiple purposesDemand outstrips supplyChallenge: Not everyone will be happy

Boys in Brooklyn Children's Museum, 1899-1915 (32.351.38)

More bottomless pit of wonderfulness have much, much more material than we could ever adequately cover, so employ strategic thinkingIncluding institutional needs where can we create content that serves multiple purposesInstitution will always want more than we can provideAccept this, try to create content that does as many things as possible, and communicate clearly on priorities and their rationale

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No FearOur collections are the root of our institutionChallenge: Derive message from collections vs other way aroundClear roles & responsibilities are neededChallenge: Resolve lack of clarity, even when this is difficultFit & Finish vs Minimum Viable ProductChallenge: Dont let the perfect be the enemy of the goodNot everything will work as expectedChallenge: Treat failure as a learning opportunity

Lillian Boyer Performing Stunts with an Airplane in Flight, circa 1922 (68.160.1.25)

On related note You cant be afraidor at least need to conquer fearRemember why were doing thisEffort is rooted in our collections, and our collections are the reason we are here.We have a strong brand identity, but make no mistakeour stories are our messageWith new work / workflows comes potential lack of clarity on roles & responsibilities Have to take on these difficult conversationsFit & Finish is one of our five pillars, but it can get in the way with a start-up effort like thisMinimum viable product concept from Agile where good enough is good enough80-20 ruleBut embrace potential collision of this mindset with fit and finishlive our innovation messageback to branding: we dont have to say innovation if we are doing innovationLast, things will failThey will take too long, they will be a mess, they will be abandonedTHIS IS OKLearn and move onAgain, live innovation mindset

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Thank you!

Ellice EngdahlDigital Collections & Content Manager, The Henry Ford

@ErisuEEE

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