leading digital transformation in the cultural sector: a resource for managers
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Leading Digital Transformation in the Cultural Sector:
A resource for managers
IT4Arts Meeting 2014-11-06
Alex MorrisonManaging Director at Cogapp
www.cogapp.com
Overview
This digital thing: how important is it?
What does it mean for the cultural sector?
How should our cultural organisations respond?
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Overview
1. Situation Report: The Digital Media Revolution in the Cultural Sector
2. Leading Digital Transformation: Six Recommendations for CEOs
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Chapter 1. Situation Report: The Digital Media Revolution in the Cultural Sector
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
1454
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
2007
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
94
Screens Today = You Screen...I Screen...We All Screen
Image: Telegraph.
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
0
2,000
4,000
6,000
8,000
2005 2007 2009 2011 2013E 2015E
Dig
ital I
nfor
mat
ion
Cre
ated
&
Sha
red
(zet
taby
tes)
…Re-Imagination of Data –Big to Bigger to Bigger and It’s Still “The Wild West”…
Amount of global digital information created & shared – from documents to pictures to tweets - grew 9x in five years to nearly 2 zettabytes* in 2011, per IDC.
54Note: * 1 zettabyte = 1 trillion gigabytes. Source: IDC IVIEW report “Extracting Value from Chaos” 6/11.
Global Digital Information Created & Shared, 2005 – 2015E
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
62
0
300
600
900
1,200
1,500
1,800
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014YTD
# of
Pho
tos
Upl
oade
d &
Sha
red
per
Day
(M
M)
Flickr
Snapchat
Daily Number of Photos Uploaded & Shared on Select Platforms, 2005 – 2014YTD
(2013, 2014 only)
Photos Alone = 1.8B+ Uploaded & Shared Per Day... Growth Remains Robust as New Real-Time Platforms Emerge
Source: KPCB estimates based on publicly disclosed company data, 2014 YTD data per latest as of 5/14.
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
109
Channel Subscribers (MM)
Y/Y Growth (%)
Music 85 166%
Gaming 79 165%
Sports 78 164%
News 35 213%
Popular 28 133%
Spotlight 22 342%
Movies 18 195%
TV Shows 12 106%
Education 10 --
Music Sports Gaming
News Spotlight Popular
Movies Education TV Shows
YouTube Channels = Huge Reach + Growth
Source: YouTube. Note: Y/Y growth rates as of 5/14.
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
244 Years In, Encyclopedia Britannica Went Out of Print in 2012
1
10
100
1,000
1
10
100
1,000
1990 1993 1996 1999 2002 2005 2008 2011
Wik
iped
ia M
onth
ly A
ctiv
e U
sers
(Log
Sca
le –
MM
)
Brit
anni
ca A
nnua
l Har
d C
opy
Sale
s (L
og S
cale
-00
0)Encyclopedia Britannica Hard Copy Sales vs. Wikipedia Monthly
Active Users (Different Scale), 1990 – 2012
Encyclopaedia Britannica Hard Copy Sales (000s) Wikipedia Monthly Active Users (MMs)
1990 – Britannica Sales Peaked at 120K/year
1993 – Microsoft Introduced Encarta Encyclopedia for PC @ $99
2001 – Wikipedia Founded, Today* Wikipedia Has 485MM Monthly
Unique Users2008 – Microsoft Shut
Down Encarta
2012 – Encyclopedia Britannica Announced End
of Print Editions
Note: *as of 9/12, per comScore global data.Source: Kellog School of Management, Shane Greenstein and Michelle Devereux, “The Crisis at Encyclopedia Britannica.” 30
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Museum directors talking about digital...
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
“For the Smithsonian to remain a vital institution at this important time in our history, we need to fully engage younger generations with our collections and our knowledge. We need to use new digital technologies to their fullest potential so that we can fulfill the Smithsonian's 19th‐century mission—‘the increase and diffusion of knowledge’— in a thoroughly 21st‐century way for the benefit of all Americans and people around the globe.”Smithsonian Secretary G. Wayne CloughJanuary 2009
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Tate director Sir Nicholas Serota said:
"In the coming years we need to devote as much attention to the digital as we have given recently to the physical expansion and improvement of our buildings."
October 2013
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
"We're at a phenomenally interesting time in terms of how audiences, technology and institutions are recalibrating to each other," he said, citing, for example, the way many visitors now take and share photos while in the museum.
"Along the way comes disruption and change and discomfort," Mr. Lowry added. "I like being tested by the things that make me uncomfortable."
He said the online-only platform of "Design and Violence" "would have been unimaginable a decade ago," but now may become a new format for major projects.
Glenn Lowry director of MoMANovember 2013
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Interview with Thomas Campbell, Director of the Metropolitan Museum of Art
Q. What is the biggest issue facing museums today?A. Impacting all of us is technology. We’ve made a huge investment in transitioning from being an analog museum to a digital museum and there are great opportunities in that to see the collections on the whole, to deliver the information to our audiences in new ways. Still, at the end of the day, the core values remain the same: It’s about bringing people face to face with works of art and stimulating their curiosity.
from New York Times article: The Met’s Director Looks Ahead March 2014
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Chapter 2. Leading Digital Transformation
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Digital in Cultural Organisations
Every element of this model is evolving rapidly and continuously
Business Model for Digital in Cultural Organisations
Acquire content Provide service
Acquire tra�c
Provide infrastructure
DevelopmentBacklog
Convert for value
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Research
Online Survey
Desk Research
Face-to-face interviews with Heads of Digital
Face-to-face interviews with CEOs
Group meetings with Heads of Digital
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Findings
On the one hand, there is a clear perception from digital managers that there is insufficient support, engagement and leadership from the top and that this is hampering their efforts to drive digital strategy.
On the other hand, charity leaders are frustrated by lack of clarity about the application of digital to their organisations and lack of evidence on which to base strategic decisions.
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Findings
Over half of the digital managers we surveyed believe their senior managers have a poor understanding of digital.
Those we spoke to say that while digital is prioritised on paper, in practice senior managers are very unclear about what they want.
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Six Recommendations for CEOs
Recommendation 1: Own and drive your organisationʼs digital ambition
Recommendation 2: Maintain a strong chain of command to your Head of Digital
Recommendation 3: Keep the position of digital in your organisation under review
Recommendation 4: Operationalise digital
Recommendation 5: Invest in digital as infrastructure, not marketing
Recommendation 6: Make your senior team more digitally literate
How does your organisation stack up against these recommendations?
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
Thank you
Copies of this presentation and our report are available from:
Alex Morrison
Managing Director at Cogapp
alexm@cogapp.com
@Alex__Morrison
www.cogapp.com
Leading Digital Organisation in the Cultural Sector © Cogapp, 2014
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