Smlxl - Assets & Access: challenges and opportunities for cultural institutions in a non-linear...

transcript

Assets & Access in the cultural sector

alan moore | www.smlxtralarge.com | camerjam 2011

the cultural

organisation assets

Rolling Exhibitions

Permanent collections

Archives

communities of

interest

Public

Corporations

Universities/ academia

Business

Other museums / cultural institutions

motivation

Pleasure

Self improvement

Status

Professional information

Inter-related alan moore | www.smlxtralarge.com | camerjam 2011

org+ values

passions needs

Networked communities of interest

Plugging into the network

connectivity

commerce

culture

community

From: Communities Dominate Brands: business and marketing challenges for the 21st Century - http://ht.ly/4aWBA

Mutuality is our business model” Alan Rusbridger –

What does mobile mean?

The challenges of networked mobile world means we need to reframe some things and understand some others as a new form of literacy….

From linear (simple) to non-linear (complex) – this image is of the bible visualised with inter-relationships and connections

Ecologies

Eco-systems Platforms

Communities of interest Developing relationships

Personalisation Creating deeper engagement

Data =

commercial success alan moore | www.smlxtralarge.com | camerjam 2011

Ecologies

Data =

Ecologies

Data =

Ecologies

Data =

Ecologies

Data =

Ecologies

Data =

Ecologies

Data =

Ecologies

Data =

Literacy

Curation

curation = context = meaning academic & critical recognition

bums on seats ticket receipts

But we need to understand some other literacy’s…

collaborative & participatory cultures / tools

Participatory cultures

Blended reality: there is no

online or offline

Embedded sociability

Mass customisation

it’s a design problem

Design for the intention economy

The link economy: create a bundles of products and services

Data driven: Amazon data architecture – recommendation engine, Apple genius and iTunes, personalisation

Design for participation

Links to buy, to do, to connect are missing!!

340 curators from institutions around the world

Over 10,000 messages were exchanged between museums and members of the public

But was it really creating an asset, or was it a marketing tactic?

Design for service

‘digital curator’

the expertise of heritage institutions is a

value proposition used to generate income.

customer groups for digital curator are consumers, academics researchers, business professionals.

‘digital curator’

digital services centred on the collection materials. ‘refined’ metadata, like specialist background information on a collection, or digital teaching packages.

Archives offering courses to archive researchers, including novices.

Tate Britain online courses £20 on artists’techniques and methods (www.tate.org.uk/learnonline).

Archives: traditional view

Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture and Science 2010

Archives as a platform Archives offering courses/services to archive researchers, & other communities of interest. Note cultural org now a platform creating new access around its assets

Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture and Science 2010

Design for economies of scope

Design for customisation

Bespoke customization

Qustodian innovating with communities of passion, with data, with technology, & revenue models – Exhibit [a] Atletico Madrid. http://uk.qustodian.com/

Augmenting reality, augmenting experience, navigation – revenue?

Healthy takeaways

Appitus, “’nuff said, don’t catch it!”

• Embedded Mobility is a commercial / cultural strategy not a marketing tactic

• Design with the 4C’s – without commerce you could be wasting a great deal of energy

• Design for eco-systems + platforms + mutuality • Design for communities of interest and service based models • Design for participation • Design for value creation • Design with data and linked economics • Design for mass customisation • Design with time frames in mind

Alan is a charismatic visionary who studies the disruptive trends in the world of innovation and makes them very tangible to his audience. He is recognised as a great distiller of complex arguments into their most salient points, who can take concepts from many sources and find the previously hidden relationship between them. He has a firm grasp of the changes which are reshaping our world. With his insight on the interlocking trends of; media, culture(s), society communication and commerce, Alan enables companies to develop winning strategies for how businesses and organisations can succeed in the early 21st Century.

Alan is currently working on his next project No Straight Lines: making sense of our non-linear

world. A project that investigates the complex and interwoven relationship between: people, identity, society, communications technology, and commerce and explores how we can design innovative ways to solve some of the intractable dilemmas we face – publication due 2011.

More info about what we do: http://ht.ly/4aUe6

NO STRAIGHT

LINES: making sense of our non-linear world

@alansmlxl | www.smlxtralarge.com