axiell alm online collections - global themes & trends: research with museums & the web 2017
TRANSCRIPT
ONLINE COLLECTIONS
Global themes & trends: Research with Museums & the Web 2017
• In cooperation with Museums & the Web
• Following on “Digital Transformation in Museums” research from 2016
• 125 respondents, survey just closed
• Demographics
• 15 questions with online collections focus
• Community of Practice (#CoP)
– 60 plus members kicked of at MW two weeks ago
Museums Strategy Research
Why research?
Digital is maturing
Audience engagement is broad
Investments in technology for engagement is still on the rise
Managing content and presenting it to the audience
Rate of digitization continues to increase
Online Search is a challenge
E-Commerce & Marketing investment areas
Key findings
Source: http://alm.axiell.com/digital-transformation-museum-industry/axiell-alm-digitise-museums-report/
Digital is maturing
• Majority of the institutions
have a
digital strategy which
supports the institutional
strategy
• 39 % have a digital strategy
in development (60 % in
2016)
• 40 % have a digital strategy
integrated into institutional
strategy
Source: http://alm.axiell.com/digital-transformation-museum-industry/axiell-alm-digitise-museums-report/
Audience engagement
• 81 % provide Online access
to activities
• 83 % provide educational
opportunities
• 75 % focus on reaching
diverse audiences
• Cross platform
experiences and enhancing
the visitor
experience via mobile devices
only
leveraged by > 50 %
Source: http://alm.axiell.com/digital-transformation-museum-industry/axiell-alm-digitise-museums-report/
Source: http://alm.axiell.com/digital-transformation-museum-industry/axiell-alm-digitise-museums-report/
Investment in technology
• 53 % invest in
engagement strategies
• 50 % invest in solutions
which manage the core
assets (such as the
collection)
• 48 % invest in digitization
the collection
• 62 % in marketing, online
platforms and
communication strategies
Source: http://alm.axiell.com/digital-transformation-museum-industry/axiell-alm-digitise-museums-report/
Managing content & presenting it
• Multiple data sources common
• 50 % are satisfied with their
current process
• 66 % state this is an area for
improvement to enable better
efficiency
and visitor engagement
• 16 % have a strategy for Meta
data & adhere to industry
standards
Source: http://alm.axiell.com/digital-transformation-museum-industry/axiell-alm-digitise-museums-report/
Rate of digitization continues to increase
• 85 % if institutions have now
digitized >50 % of the collection
• Majority of institutions leverage
a CMS
• Crowdsourcing?
• Data from external audiences?
• New technology?
Source: http://alm.axiell.com/digital-transformation-museum-industry/axiell-alm-digitise-museums-report/
Tactics for digitization
Source: http://alm.axiell.com/digital-transformation-museum-industry/axiell-alm-digitise-museums-report/
• Create specific and targeted participant opportunities to attract relevant
candidates
– The American Natural History Museum
– The Harvard Museum of Natural History
– The Royal Academy of Music
• Targeted Recruitment
– Southwestern Federation of Museums & Art
Galleries
– Avoncroft Museum
– The Street Art Museum
– Smithsonian
For some inspiration
Source: http://alm.axiell.com/digital-transformation-museum-industry/axiell-alm-digitise-museums-report/
Online search is a challenge
• 70 % state data can be improved
or they get beaten by Wikipedia all
the time
Insights from the Community of Practice
• Can you tell a complete story
around an artwork or artefact to
build credibility?
• Work with the narrative
• Online visitors want to discover not
just the piece of art but all things
related to it #linkedopendata?
Source: http://alm.axiell.com/digital-transformation-museum-industry/axiell-alm-digitise-museums-report/
• Marketing, online platforms &
communication strategies key
investment areas
• 50 % of institutions have an
e-commerce store
• The store is not connected to
the online collection, but 30 %
say it could be of interest
E-Commerce & Marketing investment areas
Source: http://alm.axiell.com/digital-transformation-museum-industry/axiell-alm-digitise-museums-report/
What’s next? How can you define
the next steps for your institution?
• Purpose (Strategic): How can an institution go about determining the purpose of its online collections?
– Similarities and differences.
– Expectations
– Mission/Scope/Core principles
• Internal Challenges (Tactics): As seen from inside the institution looking out.
– Competing priorities.
– Limited resources.
– Disparate technologies.
– Copyright
• External Challenges (Effects/Outputs): As seen from outside the institution looking in.
– Discoverability.
– Many audiences.
– Standards for sharing.
– Open data and licensing models.
• What does success look like (Measurements) ? How to show progress.
– Sensible metrics.
– Increased integration.
– Increased visibility.
– Increase sharing of tools.
Community of Practice Insights
Want to join the discussion in the CoP?
https://www.museweb.wiki/ or provide me with your e-mail address!
Thanks
for your attention!