We also aim to offer a unique means of experiencing art online thereby making smk.dk a destination in its own right.

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1 February 2010 STRATEGY Digital communications at the National Gallery of Denmark The National Gallery of Denmark is investing in a five year developmental programme to bring the museum to the very forefront of digital arts communication. The investment SMK Digital has been made possible through a donation from the Nordea Foundation. This has given the museum a unique opportunity to launch several ongoing digital development projects. This strategy describes, in terms of technology and communications, how the museum will realise its vision of developing digital museum practice that stimulates user interest in art. The communications initiative is based on the museum s collections and the artistic knowledge and expertise that the museum represents by virtue of its position as a leading research institution. Digital representation of the museum s collections requires these works to be digitised. The actual digitisation process falls outside the focus area of SMK digital. Statens Museum for Kunst is the custodian of Denmark s artistic heritage. There are a quarter of a million works in the museum, displayed in the museum s exhibition halls, stored in the archives, and loaned to other museums around the world. The physical meeting with the art standing face to face with a work of art has traditionally been viewed as the authentic experience. SMK digital wishes to enhance this authenticity while at the same challenging the assumption of its predominance. We aim to do this by expanding the original concept of a museum visit into a type of narrative that can start on the web, undergo elaboration at the museum itself, and then subsequently find reinforcement through supplementary research on the internet. We also aim to offer a unique means of experiencing art online thereby making smk.dk a destination in its own right. Our current strategy describes how we expect to carry out the six projects that collectively constitute the programme SMK digital: New website: smk.dk New collection profile on smk.dk: collections online Art histories New art database: Corpus Digital production, i.e. web tv, games etc. SMK onsite, digital communications in the museum The overall strategy is supplemented by detailed project plans for each of the six projects and one collective programme plan. Together with the budget, these project plans make up the working 1

2 documentation. The strategy will be revised on an annual basis. The first version of the strategy dates from November Vision SMK digital develops digital museum practice that stimulates user interest in art. 2. Mission SMK digital makes art accessible, relevant and inspiring for users by creating a synergy between the museum s physical and digital faces. 3. Values Innovation Because we explore new perspectives in the communication of art and develop digital museum practice Accessibility Because we want our solutions to be accessible for users in terms of technology and content because we emphasize openness; we create relationships and maintain dialogue with museum users and business partners Sustainability Our solutions should be designed for the long-term and able to develop over time SMK digital s activities renew the museum s communication with respect for the traditions the museum represents as an institution of cultural heritage 4. Strategic goals We work within five strategic goals, each with their own areas of initiative. These areas of initiative are the primary tasks that each individual project is to solve. In practice, multiple projects will contribute to the same areas of initiative; to illustrate this; the project s criteria for success are presented in the table below. 1. SMK digital opens the National Gallery of Denmark up open to everyone, both in Denmark and beyond. This means that we: turn a visit to smk.dk into a destination in itself create different offers of high quality for different users reach out to users in the place where they are build further on existing familiarity with- and use of the museum among Danes and create a strong digital identity 2

3 Users should experience: that the communication of art and the tools on smk.dk are relevant and have a high degree of usage positive reputation in the press/ SMK s new website is positively reviewed in at least four newspapers, five digital cultural channels, and two radio spots that all subprojects have a minimum of two web TV productions that all viral-design SMK films are sent on to a minimum of 20 users These improvements must be visible through statistics Traffic on smk.dk has increased by 100,000 unique visitors per year compared to the average for 2008 (878,366). 6 out of 10 first-time visitors to smk.dk choose to watch web TV 3 out of 10 users choose to watch the web TV clip they have clicked on all the way to the end 4 out of 10 users on smk.dk choose, when on the site, to make use of web TV 2 out of 10 who have chosen to watch a web TV clip on smk.dk choose to watch more than one clip 200,000 unique visits to Art history yearly each SMK game is played by a minimum of 100 players Quality and accessibility should be top all material produced should be available in Danish and English the site should live up to the guidelines of the National IT & Telecom Agency for public websites and meet requirements on accessibility The internal users, the museum employees 80% are satisfied or highly satisfied with the art database as a working tool 75% experience it to be easy or very easy to perform searches in the art database 65% experience it to be easy or very easy to get help and guidance when using the art database 70% of core employees use the art database often or very often as part of their daily work are behind the 40% increase in the number of users/length of sessions in the art database compared to today SMK must be an attractive business partner SMK works together with other Danish and international institutions, such as for joint communications online, link agreements, photo material, content and research a minimum of 10 SMK web TV productions can be found on sites other than smk.dk 2. Digital communication is a naturally integrated part of the museum s collections, exhibitions, research, and outreach. Digital communication: supports, strengthens and expands the way that people experience the museum s collections is a means of making the museum research widely accessible creates strong experiences with digital tools demands that we assume a critical position towards the development of digital media and influence on art 3

4 increases the quality of our work by supporting our work processes Coordination between online and onsite arrangement and documentation of the museum s exhibitions on smk.dk is expanded museum attendance has increased by 3% after launching the new website New knowledge is presented project participants give at least 5 presentations at conferences and/or contribute articles to relevant media at last 5 times a year when we participate in a conference it is for the purpose of presenting the results of SMK digital MSA is carrying out research in the development and results of Art histories The internal users, the museum employees judge SMK digital to be a generally positive development for the museum feel that they are orientated, heard, and involved in the development SMK digital at least 70% of employees see Art histories as an asset for SMK and end users see it as a reliable and content-rich information resource at least 50% of SMK s art-field employees (BVA, FORM, SAFO) use Art histories as a resource and communications channel to share and release their knowledge/work 3. SMK digital is a catalyst for user creativity SMK digital: knows our users aims to make smk.dk the preferred location for Danes to search knowledge and inspiration in art works in a structured and systematic way to involve users and when developing content for smk.dk Analyses and research SMK digital always defines one or more target groups before the content is placed online we reach out to new users. We gain greater familiarity with the needs and understanding of core users and new users and deeper insight into the core users online and relations to core users measured through dialogue, surveys, and online statistics of user behaviour users are involved in the development of online communications initiatives 9 out of 10 new digital services/microsites launched by SMK digital have been presented for users as a part of the development process User behaviour and satisfaction changes Users are loyal -25% come back to smk.dk Art histories is considered a significant art history communications resource -25 users/professionals/media sources comment on- or mention the site without solicitation 4

5 75% found what they were seeking in the art database measured in several target groups 75% experience that the information they obtained through the art database met or exceeded their expectations 4. SMK digital builds on partnerships and collaboration across the cultural spectrum, and across borders. SMK digital: shares our knowledge with others helps increase quality in Danish digital museum practice invites international research collaboration closely links significant professional profiles to our work through an advisory panel SMK must be an attractive business partner We work together with other Danish and international institutions, such as for joint communications online, link agreements, photo material, content and research The advisory panel meets twice a year including one with international representation New knowledge is presented project participants give at least 5 presentations at conferences and/or contribute articles to relevant media at least 5 times a year 5. SMK digital is cutting edge and stands for the highest quality This means that we: create digital arts communication that is innovative in both form and content contribute with our research in digital museum practice in international conferences make SMK digital into a beacon in the museum s overall strategy 10% are on the site for more than 5 minutes on the art histories site (persuasive design) MSA publishes at least 1 articles or conference paper yearly on research in art histories SMK digital demonstrates responsibility in the projects financial management At least 70% of all SMK employees see the overall digital initiative as an asset for SMK The goals of the digital programme s outward communication are to create visibility and anchoring. On internal lines, the goal is to create co-ownership and pride through continuous involvement. 5

6 The users of SMK digital include: End users, because: - SMK digital is created for our users - they are recipients and co-producers - their familiarity with SMK digital will be expanded though targeted and user-oriented communication Museum employees, because: - they are the co-producers of form and content - they are involved in professional and private networks and will thereby be important ambassadors of the museum's new digital identity Business partners, because: - we want them to perceive themselves as co-producers - we aim to inspire and be inspired - we wish to promote openness and participation Programme owners (management group, executive directors), because: - the programme s success depends on the creation of a synergy between the physical museum and the digital universe. Members of the management group are central actors in the coordination of the museum s work and thereby guarantee that SMK digital is incorporated in the museum s activities. - they are conveyers and promoters of culture. Taking ownership of SMK digital is a way of showing that all the museum s employees can be proud of it. 6