Integrating Digital Strategy
Today experiences are built upon the integration of physical/digital engagements and visitor programming - an entire ecosystem of visitor touchpoints both inside and beyond the walls of your institution. The services I provide center on how to best conceive of and deploy such an array of experiences.
The following sections are an open discussion of the role digital engagements can play in this larger arena.
Value of Digital Engagements
To be an active player in this new century, any organization needs a diverse digital ecosystem, seamlessly integrated with its institutional goals, overall operating strategy, and public offerings.
Photo by Alina Grubnyak on Unsplash
From Smithsonian 2022 Strategic Plan Goal 3
“We will create a digital laboratory to test and develop emerging museum-related digital technologies.
We will be not only digital first but mobile first.
We will forge transformative strategic partnerships with major digital leaders.
We will create new digital platforms for scholars and educators to better access Smithsonian collections, research, and education resources.”
Photo by Gian Cescon on Unsplash
A Well-Crafted Digital Engagement Strategy Can Deliver
Accessibility and Inclusion
Wider reach and increased relevance to more diverse communities.
Growth in participation, sharing and feedback from audiences.
Greater personalization of experiences.
Increased engagement of geographically dispersed audiences.
Extended engagement over longer periods of time.
More robust networks and partnerships with like-minded organizations and interested professionals.
Responsiveness and Resilience
More options for including interdisciplinary perspectives.
Greater adaptability to current events and changing social context.
Increased resilience and agility in adjusting to a changing external environment.
Lower friction and cost of production while increasing speed of delivery.
Data-driven assessment of engagement and success.
Expanded revenue sources on additional offerings.
Observations From the Field
“With informed strategic planning, innovative thinking and thoughtful investment, digital and the technology that enables it, can create a sustainable and resilient organization that ensures a greater level of equity, continued relevance and greater impact to a larger more diverse audience, and yes, a positive effect on our bottom line.”
— Nik Honeysett, Sustainability, Resilience and Growth Through Digital Innovation
“…museums should be encouraged to use all means of communication to play an active part in society by, for example, organizing public events, taking part in relevant cultural activities and other interactions with the public in both physical and digital forms.”
— UNESCO, Recommendation on the Protection and Promotion of Museums and Collections, their Diversity and their Role in Society
“… but what they [museums] should do, which is to create: Value-added content and sustainable conversation with the purpose of audience engagement, as part of the museum experience starting online and delivered across the museum ecosystem.”
— Kajsa Hartig, #digitalfirst The Museum Experience as Digital First: Strategic approaches to content, conversation and audience engagement
21st Century Shifts
Each digital channel offers opportunities to support 21st century shifts affecting the museum industry
FROM
Telling
Documentary
Closed Source
Choreographed
Fixed / Permanent
Here
TO
Co-Creating
Experimental
Open Source
Open Ended
Mobile / Evolving
Anywhere