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The Museum Experience as Digital First

Presentation at Plateforme 10 in Lausanne, April 28, 2018.

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The Museum Experience as Digital First

  1. 1. The Museum Experience as Digital First Strategic Approaches to Content, Conversation and Audience Engagement Plateforme 10. Rising to the Challenge. Digital Innovation in Museums Le Musée au défi. Quels rôles pour l’innovation numérique? Lausanne, Switzerland, April 28, 2018. Kajsa Hartig, Nordiska museet / Nordic Museum, Stockholm, Sweden
  2. 2. 3h/day
  3. 3. Mobile phone the most common way of accessing internet. Age 12–55 in Sweden http://www.soi2017.se/allmant-om-utvecklingen/allmant-om-internet-sammanfattning
  4. 4. #digitalfirst
  5. 5. “Most people’s experience of World Heritage is now a digital one… this shift in ‘visitation’ means many people who engage with World Heritage will never physically travel to the actual site.” Cristina Garduño Freeman Postdoctoral Research Fellow, Australian Centre for Architectural History, Urban and Cultural Heritage (ACAHUCH), University of Melbourne
  6. 6. “Most people’s experience of World Heritage is now a digital one… this shift in ‘visitation’ means many people who engage with World Heritage will never physically travel to the actual site.” Cristina Garduño Freeman Postdoctoral Research Fellow, Australian Centre for Architectural History, Urban and Cultural Heritage (ACAHUCH), University of Melbourne #digitalonly
  7. 7. What are museums for? 112 likes!
  8. 8. Connectors between people, time and worlds, spaces for conversation and discussion, and a place for social action to be initiated. @johanlindblom, @DariusAryaDigs and @mpathyDesigns
  9. 9. 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.
  10. 10. #DIGITALFIRST The Museum Experience starts online! Content, conversation and audience engagement
  11. 11. Content Creating value? https://imgur.com/nZ5cvl2
  12. 12. This is not content! Source: Wikimedia Commons. Read more: https://medium.com/@johanbelin/social-is- killing-content-and-maybe-itself-in-the-process- 17f1d06332ba
  13. 13. Conversation This is where it starts
  14. 14. Audience engagement Reach through the white noise online Facilitate Empower Collaborate Co-create Collect
  15. 15. Photo: Kajsa Hartig, CC-BY
  16. 16. Digital first: Three cases
  17. 17. Cosplay <3 supernatural beings Young audiences discover museum collections Purpose Engage a new young audience to discover and use the museum collections
  18. 18. Photo: @colbellocosplay
  19. 19. What we did Online competition Blog – guest posts and experts Social media content Social media takeovers Behind the scenes meeting Open lecture with experts Swedish Cosplay Championships
  20. 20. #openstockholm Collecting social digital photography Photo: Cassandra Ljungberg Karageorgiou, CC-BY
  21. 21. What we did Sponsored posts in social media Online collecting Dialogue with informants Perform interviews A follow up survey one year later
  22. 22. #metoo Collecting content related to a viral campaign
  23. 23. What we did Sponsored posts in social media Online collecting Dialogue with informants Interviews with organizers of events Social anthropologist analysing the stories
  24. 24. Success factors What we learned Photo: bernavazqueze, Flickr, CC-BY-SA, https://flic.kr/p/dAtzGK
  25. 25. 1. Create great content 2. Take part in ongoing online conversations in a personal way, responsive and with emotions.
  26. 26. 1. Sustainable conversation 2. High quality content delivering real value 3. Time and space for experimenting 4. Cross departmental teams
  27. 27. 1. Museum experience = Digital first 2. Museum experience ≠exhibition only 3. Museum experience = ecosystem
  28. 28. Success comes when we have capacity to combine awe with sustainable conversation and new perspectives – in the entire museum ecosystem.
  29. 29. Thank you! Kajsa Hartig @kajsahartig

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