digital first? keynote, ama marketing day, 7 november 2013
DESCRIPTION
Defining and telling the story of a journey to becoming a digital organisation.TRANSCRIPT
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Digital First?
AMA Digital Marketing Day 2013, London, UK
Photo by trps on Flickr http://www.flickr.com/photos/trp/292155400/sizes/l/in/photostream/
The Nordiska museet’s journey to becoming a digital organisation
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Hi, my name is Kajsa!
Kajsa HartigDigital Navigator
Department of New media, Nordiska museet, Stockholm, Sweden
@kajsahartig
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Digital, arts and heritagesince 1995
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From A..………..to ZToday’s presentation
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From A..………..to Z
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From Analogue toDigital…. Or…toSocial?
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What is a digital organization anyway?
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The social business
Brian Solis, Altimeter group
..social media and digital overall improves customer and employee relationships and experiences.
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Social media is central to thisevolution (or even revolution)
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…and so are Digital Tools!
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Proximity based communication3D PrintingCollaborative consumptionGesture based interfacesAugmented realityVirtual realityQuantified selfQuantified worldFlexible screensPower everywhereDrones, robots
Jeremiah Owyang, http://www.web-strategist.com/blog/2013/03/16/index-of-2013-disruptive-technologies/
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And…
WiFi, high speed, free and accessible
Open data, free to use even commercially
…etc.
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Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/5117925636
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Sweden’s largest cultural historical museum
Founded in 1873Situated in StockholmIncl. four castles and manors156 employees
Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/5117925636
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More than 360 buildings 1,5 million objects 4 000 shelf metres of publications 4 000 shelf metres of archival material
Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/5117925636
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320 000 onsite visitors per year 460 000 unique website visitors per year
Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/5117925636
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320 000 onsite visitors per year 460 000 unique website visitors per year Reaching 890 000 unique users per year on Facebook
Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/5117925636
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The digital Navigator &
The New Media Department
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In 2014 :Become one of the best museums in the Nordic countries using digital tools and channels to communicate and disseminate our cultural heritage
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One channel
Many channels
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Many voices
One voice
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ENABLING A MUTUAL DIALOGUE!
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Marketing New Media
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Marketing New Media
Press information and marketing
Increase the number of visitors and revenue.
Over all marketing strategy and a marketing plan
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Marketing New Media
Press information and marketing
Increase the number of visitors and revenue.
Over all marketing strategy and a marketing plan
Supporting the museum in all digital
Communication and dissemination of “knowledge bank”, producing content
Developing and maintaining digital infrastructure (not IT)
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Communication Production
StrategiesPlans of action
Knowledge bank
New Media Department
Developing digital infrastructure
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The Digital Navigator
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Disruptive times, disruptive changes
Photo by ken ratcliff, Flickr. CC-BY.
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The digital navigator
Photo by by Calsidyrose, Flickr, CC-BY
The digital expert canhelp navigate through changes in disruptive times
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What we’re really talking about is someone who can bridge ...create a frictionless path…at every step of the journey.
What we’re really talking about is someone who can bridge ...create a frictionless path…at every step of the journey.
Brian Solis, Altimeter
Photo by by Calsidyrose, Flickr, CC-BY
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The Digital Navigator
A catalyst
An amplifyer
An element of change
Photo by: by neistridlar, Flickr. CC-BY-NC-SA
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From A..………..to Zat Nordiska museet
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We started by listening and learning
Photo: NapInterrupted, Flickr, CC-BY-ND http://www.flickr.com/photos/shuttercat7/418349082
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The Conversion Prism by Brian Solis, www.briansolis.com
2009: trying out the tools
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Photo: USACE HQ, Flickr, CC-BY, http://www.flickr.com/photos/usacehq/6141150633
Building a social media presence
Creating engagement and deepening relations
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2010:The New Media Strategy
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2011: getting organized2011: getting organized
The New Media Department is bornThe New Media Department is born
Photo by Jackal of all trades, Flickr, CC-BY-NC-SA
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2013:Time to evaluate, reflect and reassess
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Impact andkey successes
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Creating digital and social awareness
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Producing and launching a newwebsite – from one webmaster to a web editors group
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Websiteand
collections
database
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Audience participation
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Cross departmentaleditors group for social media
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Showing good resultsGetting attention
(from within and outside org.)
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Showing good resultsGetting resources
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Getting staff on boardProducing content, publishing and communicating
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Increased awareness ofaudience needs and demands
(through evaluation and reassessment)
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Key challengesAnd time for afterthought
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Social organization:What, when, how, who?
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Photo by mandykoh, Flickr, CC-BY-NC
Getting all parts of the organization to move forward at the same pace
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From bottom up To top down
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Rome wasn’t built in a day
http://upload.wikimedia.org/wikipedia/commons/thumb/8/81/Roman_forum_sketch_up_model.png/1024px-Roman_forum_sketch_up_model.png
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Meeting demands from stakeholders
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Digital first?
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From A..………..to Z
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Social media and digital tools are central
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Digital first!
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But not without social!
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Thank you!
@kajsahartig
Kajsa HartigDigital navigator, New media departmentNordiska museetStockholm, Sweden