“The great thing about technology, is that it is ALWAYS letting you
down!” – I.T. guy
We were told that there are basically four areas of management when it
comes to museums (although I am sure this might be true in other areas):
management (the “boring” parts that make everything else efficient),
collections, marketing, and product (the part for visitors). I.T. (“Information Technology”) is involved
in all four parts. This post will be about
I.T. in each of these four areas of management in museums.
There are three areas where I.T. can help management. The first area is not a surprise:
finance. I.T. makes it possible to be
more accurate with less people to monitor cash flow, make predictions, work
with balance sheets, ledgers, and profit and loss accounts. The second area is in systems that support governance. These help manage teams, health and safety
issues, legal compliance issues, and intranet, which helps people know what
they should be doing and how to do it.
The third area that I.T. helps management is in systems that analyze the
audience. I.T. can help management see
patterns of visitation, patterns that visitors spend their money, and directed
audience research.
There are also three areas where I.T. can help collections. The first area is probably the most obvious:
tracking. I.T. is important so that
staff can know what they have and where it is.
The object’s title, acquisition, location, movement, and condition are
tracked. The second area is in
research. This allows work to be done
once instead of repeatedly. Research
might include an object’s identification, description (using keywords to make
it easy to find again), materials, data, and comparisons. The third area that I.T. can help collections
is in images by providing simple logistics and also helping staff to see the
strength of the antiquities schemes.
I.T. can help with identification of objects, images help show the
condition of the objects, images can be used in research, and images can be
used by the public. All three areas can
now be piped into websites (if desired – the I.T. guy who was doing the lecture
felt strongly that this sort of information is not to be guarded and stored
away but to be shared with humanity, freely).
There were three areas where I.T. can help marketing (I guess he liked “three’s”)
that were discussed as well. The first
area was in dealing with audience through tracking demographics, tracking how
the visitors knew about the museum (geographical, chronological, and material
method used in communicating this data to the future visitor), and also in
tracking the non-visitor (who didn’t come).
The second area is in reaction.
It was said that the value for money comes at 80% satisfaction. However, much more can be learned; such as
what did they like, what did they not like, was there a warm welcome, etc. The third area is behavior. There are always areas of the museum that are
not visited often and it is important to know why. So visitors are tracked to find out what they
did, how long they did it, and what they used (such as the café, gift shop,
etc.). Without this sort of data, all
decisions made in marketing (and really for the whole management team) are just
stabs in the dark.
That last area where I.T. can help is in the product where he presented
four (yes, finally not “three”) ways that I.T. is useful. First, I.T. can help build kiosks (which are
interactive devises in galleries) that should be fun (not boring databases) and
should be designed specifically for that specific gallery. You should think about having a computer
animated “guide” that visitors can access. It should be possible for the visitor to
change the language. Be sure to target
your audience carefully. Second, I.T.
can help people imagine the past by providing CGI 3D reconstructions,
animations, and even blends of animation with reality. Movies can show an archaeological site’s development. Third, I.T. can provide special effects to
tug on emotions such as audio/visual presentations, immerse the visitor in an
experience, and even holographic presentations.
Lighting, video projections on mist, figures can appear in space, are
all things that I.T. can do. And
finally, I.T. can provide hand-held fun through sound wands, PDA’s, and even
now provide wireless presentations for mobile phones (such as podcasts, smart
phone apps, etc). After all, you not
only want people to come, but you want them to come back.
Some final thoughts that he gave us were that
I.T. doesn’t have to cost a fortune.
However, I.T. is an essential part of any museum and should be given
more thought. The museum is a brand and
I.T. helps to communicate that brand to the world. I.T. can help with website because this is
the brand and it should not be done ad-hoc as it speaks to the world the
quality of your museum. You should be
able to communicate that you offer something unique.