aam: digital leadership and org transformation

Digital Leadership and Organizational Transformation

Digital Leadership and Organizational Transformation

Carpe Variatio Technicae Computatrum (sic)

Who are we?

Douglas Hegley

Director of Media and Technology

Minneapolis Institute of Arts

Amy Heibel

VP, Technology, Web and Digital Media

Los Angeles County Museum of Art (LACMA)

Nik Honeysett

Director and CEO

Balboa Park Online Collaborative

D

What’s this session all about?

Technology is Disruptive

An absurdly-abridged history of computer technology

D

Technology Impact: Driving Organizational Change

Source: http://likelinkshare.org/ D

Yeah, we’ve been through it …And lived to tell the tale!

With apologies to Monty Python

D

Digital Leadership and Organizational Transformation

• Strategy• Goals• Staff• Audience Engagement• Costs• and more D

Your Tasks: Interrupt, Debate, General Mayhem

D

Why?

Because … art and electric guitar directly into my brain!

D

Who?( in a bit more detail )

Amy HeibelLACMA

A

A

Nik HoneysettBPOC

N

NikChiefExecu veOfficer

AimeeDirector:

Marke ng&Outreach

Services

DrewProducer:Video/

SocialMedia

JasonDirector:

TechnologyServices

DavidSnrNetworkEngineer

AndreITSupportTechnician

SterlingITSupportTechnician

LawrenceITSupportTechnician

ChadDirector:

StrategicProjects

BrinkerManager:

StrategicProjects

WesConsultant:

StrategicProjects

MarcoConsultant:

StrategicProjects

DaniConsultant:

Grants

MistyDirector:

Finance&Opera ons

Advances BPOC throughfinancial,opera onalandstrategic support andleadership.

Ins tu onalSupport

Advances BPOC, themissions of our clientsand the cultural visitorexperience, through thed e v e l o p m e n t ,i m p l e m e n t a o n a n ddelivery of video andaudience engagementservices.

Marke ng&OutreachServices

StrategicProjects

Advancesthemissionsofourclientsandthec u l t u r a l v i s i t o rexperience throughthe appropriate useand deployment oftechnology.

TechnologyServices

Advancesthemissionsofourclientsandtheculturalvisitorexperiencethrought h e d e v e l o p m e n t ,i m p l e m e n t a o n a n ddel iv ery o f a u die nceengagement products,servicesandstrategies.

BPOC

Organiza onalChartBPOC

Organiza onalChart

N

Thank you Lori Fogarty for allowing us to talk about the Oakland Museum of California – and apologies for our distortions!

Douglas HegleyMIA

Psychology? This digital strategy needs some serious

analysis.

D

D

1 2

3

4 5

6

7 8

D

Douglas HegleyDirector

of Technology

John BedardDir of Info

Projs & Svces

Steve ScidmoreManager

InformationSystems

<OPEN>Network Administrator

Mike DustSr. Producer/

Project Leader

Treden WagonerTechnology and

Training Specialist

Mike StangeTelecom and

HardwareTechnician

David MillerIS Support

Technician I

Jennifer JurgensGraphic

Designer-Web/Interactive Media

Andrew DavidWebmaster/

Lead Developer

Ryan LeeInteractive

MediaSpecialist

T. Sopinski-Perlman

PT Admin

Media and TechnologyAugust 2011

Managers

Staff

Notes:

Org chart upon DH arrival

11 FT, 1 PT D

Douglas HegleyDirector of Media & Technology

SteveScidmore

InformationSystemsManager

MikeTibbetts

SystemsEngineer

Mike DustHead of

Interactive Media& Sr. Producer

FrancesLloyd-Baynes

ContentDatabaseSpecialist

RyanJensen

SystemsSupport

Technician

RoseNelson

DesktopSupport

Technician I

AndrewDavid

Head ofSoftware

Development

MeaghanTongenOffice Admin/

ProjectCoordinator

Media and TechnologyMarch 2015

Managers

TechnicalLeads

Staff

JeffKearnsPart-time AV

SupportTechnician

BrianTighe

Part-time AVSupport

Technician

MistyHavens

WebDeveloper I

KjellOlsen

WebDeveloper I

Notes:

Staff position count = 19 FT, 6 PT (3 grant-

funded), 0 interns (2 likely after May 2015).

PaigePatetPart-time

ProjectAssistant

<Open>Intern

Mike Mouw

Proj. Mgr.TDX

(PT/Temp)

RyanLeeMedia

ProductionLead

Xiaolu Wang

MediaProductionAssistant

JenniferJurgens

GraphicDesigner-

Web/Interactive

Media

Dan Dennehy

Head ofVisual Resources

Charles Walbridge

AssociatePhotographer

Ana Taylor

AssistantPhotographer

Josh Lynn

DigitalProduction

Assistant

HeidiRaatz

VisualResourcesLibrarian

WyattLasky

P/tProductionAssistant

<Open>Intern

DaveDanielson

Part-timeECM ProjectDeveloper

D

Build Team: Step 3•

Coordinator•

Associate (optional)•

Extended Team•

Steering Committee•

Stakeholders

Project Debrief•

Reflect on the process and results•

Evaluate measures of success

MIA Cross-Functional Teams

Minneapolis Institute of Arts, M

arch 2014

START HERE

Cross-Functional Team Needed?•

Need mix of expertise & perspective?•

Will collaboration increase success?

Goal Statement•

Define the intended result•

Define measures of success

Build Team: Step 1•

Executive Sponsor•

Team Lead

Build Team: Step 2•

Assemble the Core Team•

Team should be balanced, 2 to 5 staff

Project Kickoff•

Meet with entire Project Team

•Define scope and roles

•Agree on ground rules

Project Work

•Project plan with interim goals

•Track project efforts & progress

Periodic Check-in•

Project Core Team•

Steering Committee •

Stakeholders•

Iterative cycles, interim goals

Project Completion•

Deliver intended result•

Celebrate!

D

Organizational Impact:

What’s Next?

Director

Collection Operations Marketing/PR Education Technology

The Organization

N

Director

Collection Operations Marketing/PR Education TechnologyDigital Innovation Creativity

It’s Their Job

N

Director

Collection Operations Marketing/PR Education TechnologyDigital Innovation Creativity

Transformation: It’s Our Job

Digital Innovation Creativity

Digital Innovation Creativity

Digital Innovation Creativity

Digital Innovation Creativity

N

Director

Collection Operations Marketing/PR Education TechnologyDigital Innovation Creativity

Radical Transformation

Digital Innovation Creativity

Digital Innovation Creativity

Digital Innovation Creativity

Digital Innovation Creativity

Digital Innovation Creativity

N

D

How Do You Make “Digital” Everyone’s Job?

Wait … what?

We have a policy against

that.

D

Siri, what about digital?

Was that in the job description,

Dave?

A

Hire character.Train skill.

Recommended:

D

How Can we Build Digital literacy?

If Only We Could Agree

Digital literacy isn’t about knowing computers inside and out; it’s about using technology to change the way you think. (Sara Briggs, informED) A

Does Tech Change Everything?

A

D

43D

David Hassehoff

in 3D! Hubba, hubba

D

Successes, Failures, and Everything between

Douglas thinks you can future-proof your approach

to digital technology.

Tell ‘im he’s dreamin’!

With sincere apologies to “The Castle” (1997) Miramax Films D

D

N

Trends

ClosedStatic

ConsumeProduct

BroadcastControlPassive

GenericStationary

OpenDynamicContributeServiceCommunicateContributionActivePersonalMobile

N

The Digital Transformation Wave

You

Choice

Or you

Amy Heibel@aheibel

Questions?

Nik Honeysett@nhoneysett

Douglas Hegley@dhegley

This presentation available at: http://www.slideshare.net/dhegley

This page intentionally left blank

Parking Lot:A. HeibelLACMA

Online Courses

Image to come…(library before pic)

Digital vs. traditional publishing

pros

• Faster time to publish new findings

• No unit cost

• Rich media

• Showing rather than telling (conservation demonstrations)

• Interactivity/dialogue

• Highly scalable

cons

• Digital publishing workflows out of synch with conventions of scholarship

• Perception of unlimited capacity –grey area around content length/balance

• Scholarly publishing is an awkward fit for interactive dialogue

• Technology changes (operating systems, media formats, etc)

nimble mobile Art-centric Hospitable

Non-technical staff

UI Design

Mockups/Wireframes

Requirements documentation

Workflow Definition

Content mgt systems

DAM best practices

Final Cut, Photoshop, html

Social media

Google Analytics

Project/vendor mgt

Technical staff

Museum data structures

Art taxonomies

Basic museum vocab

Design/content standards

Visitor demographics

Object-based learning

Museum business models

Project management

Social media networks

Design & photography

Evaluation techniques

Parking Lot:N. HoneysettBPOC

Parking Lot: D. HegleyMIA

Technology: Tools to Accomplish Goals

MOBILE APP UPGRADE

Source: http://www.thesealeys.co.uk/

GOALS:

1. Increase Membership by 100% in first full year

GOALS:

1. Increase Membership by 100% in first full year2. Collect data … lots of data

From this

To this

GOALS:

1. Increase Membership by 100% in first full year2. Collect data … lots of data3. Use that data: drive decisions

GOALS:

1. Increase Membership by 100% in first full year2. Collect data … lots of data3. Use that data: drive decisions4. Individualized, personalized, recognized experiences

Source: http://www.ecommercebytes.com/cab/abn/y13/m07/i02/s04

CRM implementation: Spring 2015

Spring 2015Integration: CRM, ticketing, loyalty

Summer 2015Mobile

Fall 2015Public Launch

November 2015

Parking Lot:Why?

“ … we do not ‘surf’ and the internet to us is not a ‘place’ or ‘virtual space’. The Internet to us is not something external to reality but a part of it: an invisible yet constantly present layer intertwined with the physical environment. We do not

use the Internet, we live on the Internet and along it.”

Piotr Czerski“We, the Web Kids”English translation by Marta Szreder(Emphasis is ours)

It’s a Brave New World Out There

- ISH

Unrealistic expectations of digital technology to perform miracles – leads to: inability to harness potential benefits (wishful thinking)

Benefits of digitcccccccccaltechnology have been demonstrated

Benefits of digital technology have been demonstrated

Forward-thinking organizations realize the difficulties and the complexities – use that understanding to develop practical approaches to implementation.

The Hype Ccycle

What are they DOING?

“… they are more likely to be looking up information related to the destination where they are … or to post on Facebook about their visit … “

“The majority of guests are enhancing their experience at your destination by creating a dialogue around it with other people who aren’t there – yet.”

So, maybe it’s not inherently “bad”?

The Mobile Phone Stare

Source: Digitizing Destinations 3.0, PGAV Destinations