digital first? keynote, ama marketing day, 7 november 2013

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

Hi, my name is Kajsa!

Kajsa HartigDigital Navigator

Department of New media, Nordiska museet, Stockholm, Sweden

@kajsahartig

Digital, arts and heritagesince 1995

From A..………..to ZToday’s presentation

From A..………..to Z

From Analogue toDigital…. Or…toSocial?

What is a digital organization anyway?

The social business

Brian Solis, Altimeter group

..social media and digital overall improves customer and employee relationships and experiences.

Social media is central to thisevolution (or even revolution)

…and so are Digital Tools!

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/

And…

WiFi, high speed, free and accessible

Open data, free to use even commercially

…etc.

Photo: cwasteson, Flickr, CC-BY, http://www.flickr.com/photos/wastes/5117925636

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

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

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

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

The digital Navigator &

The New Media Department

In 2014 :Become one of the best museums in the Nordic countries using digital tools and channels to communicate and disseminate our cultural heritage

One channel

Many channels

Many voices

One voice

ENABLING A MUTUAL DIALOGUE!

Marketing New Media

Marketing New Media

Press information and marketing

Increase the number of visitors and revenue.

Over all marketing strategy and a marketing plan

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)

Communication Production

StrategiesPlans of action

Knowledge bank

New Media Department

Developing digital infrastructure

The Digital Navigator

Disruptive times, disruptive changes

Photo by ken ratcliff, Flickr. CC-BY.

The digital navigator

Photo by by Calsidyrose, Flickr, CC-BY

The digital expert canhelp navigate through changes in disruptive times

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

The Digital Navigator

A catalyst

An amplifyer

An element of change

Photo by: by neistridlar, Flickr. CC-BY-NC-SA

From A..………..to Zat Nordiska museet

We started by listening and learning

Photo: NapInterrupted, Flickr, CC-BY-ND http://www.flickr.com/photos/shuttercat7/418349082

The Conversion Prism by Brian Solis, www.briansolis.com

2009: trying out the tools

Photo: USACE HQ, Flickr, CC-BY, http://www.flickr.com/photos/usacehq/6141150633

Building a social media presence

Creating engagement and deepening relations

2010:The New Media Strategy

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

2013:Time to evaluate, reflect and reassess

Impact andkey successes

Creating digital and social awareness

Producing and launching a newwebsite – from one webmaster to a web editors group

Websiteand

collections

database

Audience participation

Cross departmentaleditors group for social media

Showing good resultsGetting attention

(from within and outside org.)

Showing good resultsGetting resources

Getting staff on boardProducing content, publishing and communicating

Increased awareness ofaudience needs and demands

(through evaluation and reassessment)

Key challengesAnd time for afterthought

Social organization:What, when, how, who?

Photo by mandykoh, Flickr, CC-BY-NC

Getting all parts of the organization to move forward at the same pace

From bottom up To top down

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

Meeting demands from stakeholders

Digital first?

From A..………..to Z

Social media and digital tools are central

Digital first!

But not without social!

Thank you!

@kajsahartig

Kajsa HartigDigital navigator, New media departmentNordiska museetStockholm, Sweden