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Content and Mission: Finding Balance in Principles, Strategy and Success
Friday, November 8, 2019
If you could wave a magic wand and create an instant, organization-wide content strategy, what would it do? What problems would it solve? How would you measure its success? And how would it be sustained over time?
This panel will discuss strategies that balance mission-supporting principles, aligning the disparate desires of internal stakeholders, and the day-to-day work of creating effective content. In an age of increasingly diversified technology platforms and their never-ending evolutions - from social media, to onsite kiosks, to voice assistants, and mobile web - the process of creating robust content has never been more complex. An enduring challenge is measuring success across digital experiences and for different audiences, and going beyond traditional numbers-based metrics to define outcomes like “engagement.” For museums and cultural organizations, this is where meaningful, mission-centered content strategies can be born.
Session Type60-Minute Session (Professional Forum or Hands-on Demonstration)
TrackContent
Chatham House RuleNo
Key Outcomes
Session attendees will gain insights in:
1. Defining internal stakeholders, external audiences, and understanding their roles
2. Identifying and creating organizational goals
3. Questions and organizing principles to consider in a content strategy initiative
4. Creating and maintaining best-practices
5. Measuring success against mission-based goals, and cultivating internal support
Speakers
Session Leader : Ariana French, Director, Digital Technology, American Museum of Natural History
Co-Presenter : Brad Dunn, Web and Digital Engagement Director, The Field Museum
Co-Presenter : Jessica BrodeFrank, Digital Collections Access Manager, Adler Planetarium
Co-Presenter : Susan Edwards, Associate Director, Digital Content, Hammer Museum
Co-Presenter : Laura Mann, Principal, Frankly, Green + Webb
View all episodes
By MCN (Museum Computer Network)Friday, November 8, 2019
If you could wave a magic wand and create an instant, organization-wide content strategy, what would it do? What problems would it solve? How would you measure its success? And how would it be sustained over time?
This panel will discuss strategies that balance mission-supporting principles, aligning the disparate desires of internal stakeholders, and the day-to-day work of creating effective content. In an age of increasingly diversified technology platforms and their never-ending evolutions - from social media, to onsite kiosks, to voice assistants, and mobile web - the process of creating robust content has never been more complex. An enduring challenge is measuring success across digital experiences and for different audiences, and going beyond traditional numbers-based metrics to define outcomes like “engagement.” For museums and cultural organizations, this is where meaningful, mission-centered content strategies can be born.
Session Type60-Minute Session (Professional Forum or Hands-on Demonstration)
TrackContent
Chatham House RuleNo
Key Outcomes
Session attendees will gain insights in:
1. Defining internal stakeholders, external audiences, and understanding their roles
2. Identifying and creating organizational goals
3. Questions and organizing principles to consider in a content strategy initiative
4. Creating and maintaining best-practices
5. Measuring success against mission-based goals, and cultivating internal support
Speakers
Session Leader : Ariana French, Director, Digital Technology, American Museum of Natural History
Co-Presenter : Brad Dunn, Web and Digital Engagement Director, The Field Museum
Co-Presenter : Jessica BrodeFrank, Digital Collections Access Manager, Adler Planetarium
Co-Presenter : Susan Edwards, Associate Director, Digital Content, Hammer Museum
Co-Presenter : Laura Mann, Principal, Frankly, Green + Webb