Malmö stad Malmö Museer File Number: KN-2015-4109 Malmö Museer s digital strategy 2016 2019 Malmö Museer s digital strategy has been developed at the mandate of Region Skåne 2015 and applies to the period 2016 2019. The strategy is based on the overall goals of the Office for Culture of Region Skåne and the City of Malmö. An action plan will complement the strategy. Malmö Museer will integrate the digital perspective in all its activities and the digital experience will enrich the analogue one. Via digital innovations the museum will be at the forefront and will attract new and old visitors, especially children and young people. Teachers and pupils will use Malmö Museer s learning environment as part of the expanded classroom, both at and outside the museum. Dialogue and user-generated content in the museum s activities will be facilitated with the aid of digital tools. The digital strategy will promote diversity, accessibility and contact with new groups having various backgrounds and conditions. 1. Vision The digital Malmö Museer will be an open, accessible and inspiring place, both at and outside the museum. 2. Goals Digital measures will enable Malmö Museer s current and new users residents of Malmö and the region, tourists and other interested parties to: - experience that they have opportunities to become involved, be inspired, and participate on an equal basis in the museum s activities. - feel that their involvement, abilities and knowledge are sought after and valued. - share stories, ideas and knowledge. - gain more knowledge and access to the museum s activities via digital channels. MALMÖ MUSEER Box 406 20124 Malmö Tel. 040-34 10 00 Org.nr. 212000-1124 www.malmo.se/museer
2 (8) - experience that Malmö Museer has a high level of service, accessibility and presence in digital channels. - experience that Malmö Museer has an open digital dialogue as well as safe and open digital meeting places. - feel that Malmö Museer has attractive, inspiring and stimulating learning environments. - feel that the museum s digital solutions and tools are easy to use. - be inspired to create and learn and to use the museum s collections in doing so. To achieve this, Malmö Museer will: - integrate the digital perspective in all the museum s functions and activities. - use standards for more effective work flows. - be flexible and open to changes, and be prepared for these changes and for digital technology to evolve. - have digital platforms that are user friendly for people who have grown up with the technology but also for those who are not used to technology, those who do not speak Swedish, and those who have difficulty getting to the museum. - digitize processes to reach and involve more people. - work in a goal-oriented way with dialogue and give people the opportunity to contribute to the activities. - provide access to the collections from a user perspective. - increase accessibility via a digital presence, particularly for people who cannot get to the museum. - encourage and develop communication with our users in digital channels.
3 (8) - develop new forms of working together with users and stakeholders with regard to content and innovation. - develop sustainable flows and ensure that existing digital tools are maintained, function and are updated. - encourage a higher degree of interaction and user-generated content. - increase the searchability of the collections and archives so that sufficient and relevant information exists. 3. Strategic areas Digital infrastructure Content, inspiration and experience Openness, accessibility and participation
4 (8) 3.1 Digital infrastructure Digitization is a fundamental part of everything we do at Malmö Museer and is not separate from the museum s other activities. Digitization must occur constantly and requires well-functioning systems and technology. Human resources A redistribution of resources is necessary to enable the museum to exploit the opportunities that digitization can offer. By extension, new skills will be required for all recruitment at the museum. The new recruitment of special expertise will also be required in order to be able to work innovatively within this field. General skills enhancement in the digital field is necessary throughout the museum as well as a clear formalisation of responsibilities. The people who work with digital issues will be given the capacity to do so as part of their job. All staff at the museum will be given the same tools and thereby the same opportunities, and in this way achieve a greater digital awareness. Simple tools and sustainable flows In order for staff and visitors to feel comfortable and secure with the technology, we will invest in a small number of digital tools/systems/ solutions. They will be easily understood and user friendly. The systems will be maintained and updated in terms of both their content and technology. We must have both an internal and a public wireless network so that visitors can be connected throughout the museum and access the networkbased elements. When new digital tools are developed, we will focus on the target group and use user dialogues and useability tests. It must be easy to cooperate on shared digital tools within the Department of Culture, within the City of Malmö and with regional, national and international actors. We will therefore work cross-sectorally with regard to digital tools and innovations.
5 (8) 3.2 Content, inspiration and experience Malmö Museer will be a credible transmitter of information on all platforms its own and others where the museum is present. The user will feel confident in the information that is coming from us. Digital interaction in public environments Today our exhibitions feature a variety of digital media in but in future we will work to promote a greater degree of interaction in our public digital tools. We will encourage visitors to comment on the exhibitions and submit stories while at the museum. We will utilise these visitor contributions and exhibit them in the exhibitions and online and also archive them for future use. We will use digital tools to enable people who have different learning styles and language skills the ability to better absorb the information in the exhibitions. With the aid of digital pathways we will also tie together the exhibitions and narratives both at the museum and on out into the public arena. Digital learning environment Via our online presence we will be an important resource for instructors and students. Our study materials will be easy to access and able to be used directly when the need exists. Via this accessibility we offer schools and preschools an opportunity for more in-depth learning even outside the museum. In order to be an important learning resource even outside of school, we will make our materials accessible in the digital channels that the users utilise in their search for information. Digital collecting and the digitization of the collections Via digital channels we can be active in the collection process. We will encourage the users to share their stories with us in the form of images, texts and sound. Digital tools will make this collection process easier by providing more efficient communication. We will continue to work qualitatively with routines and standards and to make images and objects accessible to the users. Collaboration with external parties will continue in order to maintain a high pace of digitization. We will keep updated about legislation, rights and standards and ensure the storage of the digitized material.
6 (8) User generated We will encourage users to be involved in influencing the content of various parts of the museum s activities. Users will be given the opportunity to interact with and create the content in conjunction with objects and narratives online and via digital tools on site at the museum. We will be a catalyst for users own creative activities. By releasing our materials free in several channels and encountering users in the digital locations where they already are, we facilitate inspiration for creative reuse and creative activities. 3.3 Openness, accessibility and participation Cultural heritage should be preserved, used and developed. Digital resources and technology are important instruments for achieving these goals and for helping to make this cultural heritage visible and present at more and new places in society. Users should be able to interact with the museum when they want, around the clock, wherever they are. In order to continue to be an important and relevant museum we must also be digitally accessible and present in the digital locations where our visitors are. Equal conditions Our previous and new visitors comprise a large and multifaceted group of people with various backgrounds and conditions. Digital tools give us better possibilities of creating something for everyone. Everything cannot be for everyone but everyone will get something. The museum s premises will be accessible online. There, the buildings and exhibitions can be visited by people who cannot get here. A museum experience can then be shared without being geographically dependent. This possibility will also be given to people who need to know what the museum looks like before they visit it. Communication We will describe the museum s activities, exhibitions and collections in selected digital forums, not only in places created by ourselves. We will be active in the dialogue with the users. We will have digital tools for a smooth dialogue, both internal and external. With the help of digital tools online, in exhibitions and in other places, at
7 (8) and outside the museum, we will capture users and visitors opinions, ideas and thoughts. To increase our digital presence online, we will encourage visitors to share their experiences on social media and to use the museum s tags. Making the collections accessible The collections and archive at Malmö Museer will be digitally accessible to everyone. The information about the objects will be relevant and sufficient. Users will be invited to help develop new search concepts for the collections. By activating the collections we can get users to become involved in the museum s activities. As far as the legislation permits, all the images historical, newly taken and object photos will be shown in a high image quality in order to increase their use. We will continue to equip the images with open use licences so it is clear how they may be used. We will further develop the work with open data so that we can link our information with that of others in order to thereby achieve the greatest possible benefit for users. Open data permits translation, voice recording and sign language interpretation for everyone, helps make metadata searchable, and enables assistive tools to interpret the data. 4. Comments Malmö Museer s digital strategy has been developed by means of current situation analysis, external situation analysis and workshops. As part of this process, twelve internal and external user dialogues were conducted using the GLO (Generic Learning Outcomes) method. The strategy will be revised every third year in relation to external developments and users altered wishes. The strategy will be accompanied by an action plan. This will describe the various activities to be implemented in order for the goals of the strategy to be achieved. The activities in the action plan will be specific, time specific, realistic and measurable. The action plan will be revised on an ongoing basis. Both the strategy and the action plan will be linked to Malmö Museer s operational plan and commitments.
8 (8) Resolved Place and date: Museum Director Katarina Carlsson