Digital transformation at_jewish_museum_berlin_#wam15

Titel der Präsentation · Vorname Name, Abteilung
Digital Transformation
at the Jewish Museum Berlin
Dr. Mirjam Wenzel, Head of Media
1 June 2015

One of the largest Jewish museums in Europe
About the museum
Exterior view of the Jewish Museum Berlin, Libeskind Building with Garden of Exile and Holocaust Tower
CC-BY-SA Jewish Museum Berlin, photo: Burkhard Katz
One of the largest Jewish museums in Europe

Aerial view of the Jewish Museum Berlin: Libeskind Building, Old Building
© Jewish Museum Berlin, photo: Günter Schneider
About the museum

Opening 2001
extended by a glass courtyard in 2007
and by the academy building in 2012
Sketch of the Jewish Museum Berlin by Daniel Libeskind
© Daniel Libeskind
About the museum

Interior view of the Jewish Museum Berlin’s permanent exhibition, segment
"Tradition and Change“ CC-BY-SA Jewish Museum Berlin, photo: Thomas Bruns
Section on the Majdanek Trial
CC-BY-SA Jewish Museum Berlin, photo: Alexander Zuckrow
About the museum

About the museum
The Opening of the Special Exhibition "Snipt it!”
CC-BY-SA Jewish Museum Berlin, photo: Jule Roehr

About the museum
02.06.2015
Exhibition views
„Obedience:
An Installation in
15 Rooms by
Saskia Boddeke &
Peter Greenaway“
Film-Installation „I am Isaac“ at the first room and Damien
Hirst‘s „Black Sheep with Golden Horn“ in the 11st Room
© Jewish Museum Berlin, Foto: Yves Sucksdorff

About the museum
Event in the Museum Garden CC-BY-SA Jewish Museum Berlin, photo: Jule Roehr

About the Media Department
• Initiated as Information
Department (in 2001), dedicated
to structure and preserve all kind
of information at the museum
• Since 2008: Media Department
(online projects, media
installations, Raphael Roth
Learning Center, print publishing),
focus on conveying German Jewish
history in print and digital media
• Specialized in editing text, images
and films, coding and printing
Interior view of the Jewish Museum Berlin, Rafael Roth Learning Center
CC-BY-SA Jewish Museum Berlin, photo: Thomas Bruns

First chapter:
Steps towards an online strategy
Online Strategy 2013 – 2017
Central aspects of the online strategy
Process of implementation
Future tasks
Summery

PhaseI
PhaseII
PhaseIII
PhaseIV
PhaseV
PhaseVI
PhaseVII
SWOT Analysis
Networking and contextualising
Analysis of the museums capacities

SWOT-Analysis
Strength of www.jmberlin.de
• Google ranking
• Distinctive design
Weakness of www.jmberlin.de
• No user-friendly information
architecture
• no responsive webdesign
• deficiancy in accessibility
• no integration of social media
communication
(based on usability testings in 2011 and two surveys on
accessibilty and usability by different experts in 2012 )

SWOT-Analysis
Opportunities of website relaunch
• Restructuring of content corresponding with
users‘ interests and needs
• Development of an open access strategy
• Inclusion of networked content
Threats for website relaunch
• Internal organization
• Development of new technologies and new
devices
(based on internal workshops with museum colleagues and
senior management, conducted together with an external
expert)
Xhienne CC by-sa/2.5
(http://creativecommons.org/licenses/by-
sa/2.5/legalcode)

Conferences
Experts and
colleagues
Agents of an open
knowledge
society
Conference papers and interviews
Slide share presentations
video documentations
Conference discussions on Twitter
Read their blogs
Follow them on
Twitter
Share your
experiences
Ask questions
Speak about
obstacles and
failures
Wikimedia
Europeana
iRightsLab
Chaos Computer
Club
Open Knowledge
Foundation
Networking

Contextualising
Evaluation of current trends and new technologies
New Media Consortium
Horizon Report
Museum Edition 2015
http://www.nmc.org/news/its-here-the-nmc-horizon-report-2015-museum-edition/

Contextualising
Identification of main aspects with the help of online tools and external experts
Excerpt from the digital engagement framwork
by Jim Richardson and Jasper Visser:
http://de.slideshare.net/MuseumNext/digital-engagement-framework-workbook

Phase I: Steps towards an online strategy
PhaseI
PhaseII
PhaseIII
PhaseIV
PhaseV
PhaseVI
PhaseVII
SWOT Analysis
Networking and contextualising
Analysis of the museums capacities

Analysis of the museums‘ capacities
Analysis and definition of
roles and responsibities:
(Responsibility assignment matrix)
http://www.jasongaudreau.com/2013/06/horizon-view-
raci-document.html
Collec-
tions,
Archive
Library
Exhi-
bitions
Educa-
tion
Acade-
my Pro-
grams,
Events
Press,
Marke
ting,
Develo
pment

Analysis of financial and personal
ressources
• Do you have enough (wo-)men-
power to implement your
online strategy?
• How much will it cost to
implement it?
• Which other projects /
events might prevent your
colleagues from working
on digital projects?
• When and in which form you
need the support of the senior
management?
Analysis of the museums‘ capacities
http://en.clipdealer.com/preview/image/000/201/021/previews/10--201021-Fragezeichen.jpg

Second chapter:
Future tasks
Summery

PhaseI
PhaseII
PhaseIII
PhaseIV
PhaseV
PhaseVI
PhaseVII
Vision, mission and strategic objectives
Definitions of an online-plattform

Vision of the Jewish Museum Berlin
The Jewish Museum Berlin actively
participates in social discourse.
The Jewish Museum Berlin actively
participates in social discourse online.

Digital Mission Statement
The Jewish Museum Berlin presents the diversity of Jewish
experience by digitising artefacts related to the history and culture
of Jews in Germany and preserving them in a sustainable way for
future generations. By opening access to the digitized items,
embedding them in various forms of interpretation and sharing
them with the online-audience the museum contributes to a
society that accepts the diversity of its members and provides them
with equal opportunity to participate in political and cultural life.

Digital Mission Statement
The Jewish Museum Berlin presents the diversity of Jewish experience by
digitising artefacts related to the history and culture of Jews in Germany
and preserving them in a sustainable way for future
generations. By opening access to the digitized items,
embedding them in various forms of interpretation and
sharing them with the online-audience the museum contributes
to a society that accepts the diversity of its members and provides them with
equal opportunity to participate in political and cultural life.

Central aspects of the new strategy
Strategic Online Objectives 2013-2017
The Jewish Museum Berlin operates an online-plattform that is
linked to the content of other national and international
institutions, portals and online projects.
Our objective is to be an outstanding online excellence centre for
the study and presentation of artefacts related to the history and
contemporary life of Jews in Germany and of German Jews. Our
diverse online offerings are appealing, facilitate in-depth research
and provide a forum for various online communities.

Central aspects of the new strategy
Strategic Online Objectives 2013-2017
The Jewish Museum Berlin operates an online-plattform that is linked
to the content of other national and international institutions, portals and online
projects.
Our objective is to be an outstanding online excellence centre for the
study and presentation of artefacts related to the history and contemporary life
of Jews in Germany and of German Jews. Our diverse online offerings are
appealing, facilitate in-depth research and provide a forum for various
online communities.

Forum Research Excellence Center
Outreach and
Engagement
Hub for Online-
Research
Conveying Jewish history and
culture and its contexts
• Social Media Strategy
• CC-Licencing Model
• Crowdsourcing
Projects
•Open Data
•Cooperation with
Wikimedia
• Distribution of collection
items on other online
plattforms (DDB, Europeana,
Wikimedia Commons)
•OpenAccess publications
•Adequate search mechanisms
•Referencing related online-
content from elsewhere
• events audio and video archive, dossiers
about actual questions
• FAQs
•Transparent presentation of
responsibilities and competences within
the museum
• hybrid media storytelling and online
exhibitions (in cooperation with Google
Cultural Institute et al.)
Online Plattform
Definitions of an Online-Plattform

Third chapter:
Future tasks
Summery

Phase II-V: Process of implementation
PhaseI
PhaseII
PhaseIII
PhaseIV
PhaseV
PhaseVI
PhaseVII
Online Audience Research
Social Media Strategy
Engagement of your colleagues
Preparing the relaunch of the website

Results of an online survey
(conducted between 23 April – 5 June
2014 with 0,8% total user participation)
I am visiting this website..
• 34,5% because I am planning a visit
to the museum.
• 23,9% because I have a personal
interest.
• 15,3% for professional reasons.
• 11,9% in the context of schoolwork
or research.
• 8,0% casually, because I found it
browsing the internet.
• 6,4% for other reasons.
www.jmberlin.de, screenshot (April 2014)

Results of online survey
by 15 Dutch Museums
http://www.intk.com/en/ideas/visitor-motivation-in-online-museum-audiences
47% Plan a visit
13% Find info for professional resasons
16% Find info for personal resasons
21% Engage in casual browsing
4% Book or buy something

Development of personas
• Method dedicated to create reliable representations of key
audience segments, based on qualitative and quantitave
user research.
Effective personas should…
• represent an important user group for your website
• give a clear picture of the user's expectations and how
they're likely to use the site
Effective personas may…
• be developed with everyone that is producing online-content
• lead to an audience-driven approach to your online-activities

Empathy Map
http://innovatus.org.uk/2012/01/empathy-maps/

1.) Research
• Teachers
• Students
• Scholars
• Curators
Anna, scholar, 37
Persona of a scholar © Jewish Museum Berlin, Illustration: Johannes Plagemann
Three Groups of Personas

2.) Onsite Visitors
• Individual Tourists
(families, groups, single
visitors)
• Culture Enthusiasts
• Teachers (preparing a
school visit)
Family Muth at home preparing their
visit to Berlin
Persona of family visitors © Jewish Museum Berlin, Illustration Johannes Plagemann

3.) Stakeholders
• Newspaper editors and
journalists
• Donators
• Sponsors
• Travel agencies
Max, cultural editor at local newspaper
Persona of a journalist © Jewish Museum Berlin, Illustration: Johannes Plagemann

Researchers
Anna at home
Onsite visitors
Family Muth before visit
Stakeholder
on his way to the editorial conference
Personas © Jewish Museum Berlin, Design: Johannes Plagemann

Social Media Strategy #jmberlin
@jmberlin, 3-7 tweets per day about the museum and its topics
(mostly in German), since 2011, press department
/jmberlin, 1-3 posts per day about the museum German-Jewish
history (German/English), since 2010, marketing department
Copy of selected FB-posts (German/English), since 2011, marketing
department
/jmberlin.de, weekly posts with photos from the museum (mainly
in English), since 2013, marketing department
Blogerim in German and in English: www.jmberlin.de/blog and
/blog-en, 1-2 posts each week about the museum and Jewish
culture by 55 bloggers, since 2012, media department
German channel /jmberlinTube and English channel
/jewishmuseumberlin, special videos for exhibitions, thematic
series and live recording of events, since 2010, media department

Who among your colleagues is:
• using social media for private purposes?
• interested in digital media and its possibilites?
• a good story teller?
• a creative mind?
• an open dictionary in his field?
• a good writer?
© Illustration: Johannes Plagemann

How can you raise the digital
engagement of your colleagues?
• provide trainings and
workshops
• Report users‘ feedback to their
online publications
(comments, views, likes,
retweets)
• Encourage editorial work in
your content management
systems
Workshop with museum colleagues CC-BY-SA Jewish
Museum Berlin, photo: Mirjam Wenzel

Agile project management
• Daily team meetings
• Constant delivery
and review
• Less documentation
and presentation
• Focus on doing
Slide of the talk „What is Scrum?“ at Royal Institute of Technology by
Henrik Kniberg, http://blog.crisp.se/tag/scrum

Responsive Webdesign
http://hdimagelib.com/responsive%20web%20design%20png
http://die-netzialisten.de/responsive-design/workflow-bei-responsive-design-projekten/

Fourth chapter:
Future tasks and summery
Future tasks
Summery

Phase VI-VII: Future tasks
PhaseI
PhaseII
PhaseIII
PhaseIV
PhaseV
PhaseVI
PhaseVII
Launch of new website
Keep launching...
Implementation of digital strategy

Implementation of digital strategy
Digital Strategy
Online Strategy
Organisational Development
Long term archiving
Digital Asset-Management
Open Source Software
Open APIs
Apps
IT-Infrastructure
Location Based Services
Augmented Reality
Customer Relationship Management

Summary
is a process of
organizational
transformation
embraces an
audience-centered
approach
needs to be based
on an open access
strategy
requires a culture of
networking
The implementation of
an online strategy
Distributed models of digital delivery
New forms of
leadership
Online research and evaluation
Face to face-
encounters
with visitors
open data
open licences
open source software
within the
organization and
with other organisations

Thank you for your attention!
Dr. Mirjam Wenzel, Head of Media
www.jmberlin.de
@MirjamWenzel
inclusive
audience-
driven
based on
shared
knowledge
sustainable
The implementation
of an online strategy
has to be

Digital transformation at_jewish_museum_berlin_#wam15

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