Strategy 3.0: What Is Digital Strategy Now?

Creating a strategy—particularly if it involves co-creation with other stakeholders—can be a lot of work. For many people who are working solo or in a very small team, the first reaction to being tasked with “writing a strategy” is to push back and ask: “Why? What will the benefit be?”

This was one of the salient discussion points of many during the “What is Digital Strategy Now?” professional forum hosted by myself, Rob Stein, Emily-Lytle-Painter, and Max Evjen at Museums and the We 2017. Check out the full recap on the American Alliance of Museums website.

Background:

At Museums and the Web 2012, Hart, Royston, Sexton, Stein, and Wyman debated several different approaches to Digital Strategy and how museums might think about integrating (or not) digital approaches into the overarching strategies of their organizations. In the years since, we’ve seen significant approaches in digital strategy from the Tate, SFMOMA, NARA, and many others. As the whole museum becomes more digital, what approach – if any – should museums take regarding digital strategy?

What do we know about digital strategies today that differs from 2012? What worked? What failed? What does the future of digital strategy look like? What do you do in the absence of an overall strategy? How do we support digital strategies to “manage up”? How does digital strategy bring disparate staff/goals together for a greater impact? Does digital strategy require a new organizational structure?

The panelists will address these questions and others while discussing examples of overall and standalone digital strategies that succeeded, failed, or changed into overall strategies, and will explore the reasons for those outcomes.

Session attendees will split into facilitated group discussions that tackle a series of provocative questions about digital strategies and how they should or should not be implemented in museums as a means to try answer to the question: What is the digital strategy of the future? To extend the reach of the session, panelists agree to document the discussions that take place in a post-conference report online to continue to include a broad audience in the best thinking about strategy and digital.

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