Mapping the Digital Ecosystem

An institution’s digital ecosystem is its full set of digital offerings—the network of channels, touchpoints, and tools available for interacting with an audience and delivering content-based experiences. Ideally, each component is planned and implemented in the context of an overall strategic framework.

As in any ecosystem, the strength and efficacy are derived from the diversity of the components, the value of the services that each component delivers, and the synergies that exist between different components.

Three Tenets of Effective Digital Ecosystems

Integration of Physical / Digital

A digital ecosystem should be considered an integral part of the overall institutional framework, rather than a separate operational arm. Ideally digital channels and touchpoints should be seamlessly woven into the fabric of physical offerings (object and place-based) being deployed by the organization. Physical and digital components should work together, complementing, reinforcing, and elevating the engagement of diverse communities onsite and offsite.

Progressive Tiers of Participation

When experiences (exhibits, programs, digital) delivered by an institution are designed to build upon each other, a “scaffolding” effect can occur where visitors are encouraged to progress from lower levels to sequentially higher levels of literacy, engagement and participation.

BROWSERS : Those who look for something they find personally interesting or relevant. Piquing their curiosity can serve as an enticement to further inquiry and exploration.
DABBLERS : Those whose interest level is sufficient to apply more time and effort to formulate their own questions, look for answers and seek a deeper understanding. Rewarding experiences at this level can awaken a desire to participate in a more formal and deeper ways.
PARTICIPANTS: Those who engage in opportunities to grow in areas that fit their backgrounds, skills and interests. Some participants have shown to be motivated enough to apply their skills to creatively contribute to a project or program through a committed investment of their time

COLLABORATORS: Those who collaborate as professional partners on a specific project. While individuals in this group are usually invitees of the institution, it is often the continued relationships that have been built over years between an institution and its community that have yielded this level of commitment and participation.

Consumers as Creators

Digital technology has blurred the distinction between content providers and content consumers. The proliferation of digital curating, authoring and social networking tools has, to a large extent, been the engine of this change. By inviting their community to partner in experimenting with these new tools, museums provide new opportunities and formats for expanding personal growth, participatory citizenship, cultural mixing, and community engagement.

On to: VISITOR JOURNEY