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Museums’ Digital Transformation:e pur si muove

Conxa R dàRodà@innova2

www.museunacional.cat/enFirenze2 Oct 2018

From a Museum - TEMPLE...

Museu Nacional d’Art de Catalunya, Barcelona

@MuseuNac_Cat

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... to a SOCIAL Museum

MUSEUM AS A CONNECTOR

ContentConnect

Audiences

KnowledgeConxa Rodà @innova2

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Digital Transformation

OrganisationOrganisation

Strategy

Audiences

Content

Technology

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“Digital transformation is first and foremost cultural and and foremost cultural and

organisational”

Gerry McGovern

Gerry McGovern (2016). Collaboration and leadership everywhere

Digital is not a one-person task!

Images: www.jpvillani.com.ar/tag/sisifo/ http://nurianetworking.com/featured-slider/community-manager/

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Is not just that Digital requiresorganisational change.

I th t th i ti l hIs that the organisational changeneeded to evolve museums for thenew audiences’ needs, is pushedand facilitated by digital.

Conxa Rodà@innova2

Digital Transformation =

ATTITUDES +

APTITUDESAPTITUDES

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S T R A T E G Y !!

Think before doing =

Strategy before Technology

Questions

Why?missionmissionobjectivesvalues

For whom?audiences

Post-its_ Workshop run at @MuseuNac_Cat

What How?assets contentoutreach channelsengagement platforms

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Source: Brian Solis www.flickr.com/photos/briansolis/5610145329/Digital

Strategy

It’s all It’s all about connexions

Di it l

Content Strategy

MobileStrategy

DigitalTransformation

StrategyUSER

Experience

Communication

StrategyMarketing Strategy Conxa Rodà

@innova2

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Digital Transformation_ Audience[s]

From object - centered to visitor - oriented

Be adaptiveto users

or... Users are always

Interesting EngineeringInteresting Engineering

right

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User research, not (just) intuitive feelings

The Museum as an Experience

Rethink what experience really means

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The Museum as an Experience

Drawing in the galleries, Museu Nacional d’Art de Catalunya. Photo: Marta Mèrida

The Visitor Experience

Johns Hopkins Master students taking pictures of the ceiling at the Fundació Dalí in Figueres, Catalonia. Photo: Conxa Rodà

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The Museum as anExperience

Barcelona views from the roof-terrace of Museu Nacional d’Art de Catalunya

Photo: Marta Mèrida

Map and analyze the visitor’s journey

Exploratorium https://engagingplaces.files.wordpress.com/2013/09/customer-journey-map-exploratorium.png

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Open

Social Media

OnlineCollection Interactive

Museography

Online/onsiteIntegration

Digital Strategy Mapfor Museums

web

Content

Mobile

Institutional Web Digital Projects

Education

e-Publishing

CooperativeMind/Tools

Traininge-Marketing

Conxa Rodà, 

Open

Social Media

OnlineCollection Interactive

Museography

Online/onsiteIntegration

DigitizationAugmented Reality / VRMultitouch tables

web 2.0Blog

Digital Strategy Mapfor Museums

MultichannelVisitors’ engagementUser‐generated Content

web

Content

Content release under     Creative CommonsLinked Open DataWikipediaEuropeanaGoogle Art ProjectArt BabbleArt FinderOpen peer ReviewCrowdsourcing

Mobile

VisualisationStorytellingSocial tagging

Multimedia LabMultimedia audioguideAccessibility3D PrintingVisitors’ participation

gCommunitySharingCo‐creation

AppsMobile webMobile tours,QRGamificationGeolocation

l i

Institutional Web‐‐‐‐‐‐Virtual toursMultimedia gallery Virtual classroomOnline Library

Digital Projects

Net‐artVirtual ExhibitsCollective data mining

Education

e‐Learning, MOOCsEdu‐projectsGames

e-Publishing

m‐learningWearables, BeaconsIoT

CooperativeMind/Tools

Training

Digital NetworkingWikisCloud

Working methodsCross‐departmental collab.Digital proficiencyDigital preservationAnalytics

Online LibraryDigital ArchiveAccessibility (WAI)e‐PressStreamingPodcastsSEO/analytics

e-Marketing

MembershipTicketingShopHiring spacesm‐commerce

Fundinge‐mailing

Conxa Rodà,

Scholarly cataloguesE-booksMagazinesEducational materialAnnual reportsPrint-on-demand

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main digital priorities

The Website redesign The Website redesign Social Media The Online Collection Mobile

i i i Interactive + multimedia museography

Open content

www.museunacional.cat/en

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Connect on social media: ww.museunacional.cat/en/social-networks-en

Collaborative Blog

http://blog.museunacional.cat/es/

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The Museu Nacional online collection

UniqueVisitors, a participatory app

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OPEN Content =

a museum’s duty and a public’s right

Conxa Rodà@innova2

OpenGLAM (Galleries, Archives, Libraries, Museums)

http://openglam.org/

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Out of the box: collaborative platformsOut of the box: colaborative plataforms where the Museu Nacional d’Art de Catalunya is active

Europeana

Collections/Content

WikipediaGoogle Art

project

Content

Europeana: +50M objects

www.europeana.eu/portal/en

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Museu Nacional d’Art de Catalunya_Google Art Project. Frontal Seu d’Urgell, s. XII

Equation Museums / Wikipedia

Museumexpertise

Better User

Service

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Wikipedia and Museu Nacional

Wikipedian in residence

Museum Seminar:Johns Hopkins University

Postgraduate Postgraduate programme

Workshops

3 main Challenges (general)

Source: MIT Center for Digital Business and Capgemini Consulting (2011) Digital Transformation: A Road-Map for Billion-Dollar Organizations

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Digital challenges (in museums) digitising (still!) + content + multichannel + analytics better data integration greater integration online / onsiteINTERNAL:INTERNAL:

resistance to changeculture of sharing training

Some useful resources for Digital [next 7 slides]

www.slideshare.net/PublicLibraryServices/digital-strategies-slnsw-2015

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www.slideshare.net/WeAreMuseums/building-a-digital-strategy-by-carolyn-royston-from

http://thewarholmuseum.github.io/digital-strategy/

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Kajsa Hartig, MuseumNext 2017 https://www.slideshare.net/kajhar/a-digital-mindset

http://digitalengagementframework.com/

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Digital Transformation_ Technology

http://mcn.edu/mcn-2016-sessions-nmc-horizon-report-nmc-horizon-report-2016-museum-edition/

UX Reading

10 Great UX books that should be on your reading listwww.uxforthemasses.com/recommended-ux-books/

User Experience RevolutionPaul Boag

Creating the Visitor-Centered MuseumPeter Samis and Mimi Michaelson

+ +

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Mapping#Taull1123

Our most spectacularpdigital project

Photo: Eugeni Aguiló

St. Climent de Taüll, Vall de Boí, Catalan PyrénéesWorld Heritage

http://blog.museunacional.cat/en/virtual-apse-of-sant-climent-de-taull/

http://pantocrator.cat/en/see-making-off/

Grazie!Thank you!Gràcies!

Conxa Rodà @innova2www.museunacional.cat

Photo: Museu Nacional d’Art de Catalunya, by maguilor, Instagram