current and potential online audiences and their interests re-run every 6 months for next two years Audience analysis survey + usage data Develop and deploy content strategy to increase engagement levels on selected social media channels Increase social media reach and likes/ re-tweets by 20% by Dec-18 and 30% by Dec 2019 In resource Strategy live by targets for Dec-18 & -19 Head of Digital 3. Use digital to drive new revenues and help become more sustainable Optimise the current online ticket sales process to improve revenues and data collection Increase of 20% in online revenues by April-19 £15,000 development budget for technical updates and user testing System optimised by Jan-19 Target achieved by Head of Digital Run a data-driven fundraising campaign via social media. Evaluate results before deciding future strategy First campaign live in 2019 – use to set baseline of targets Campaign every 6 months – set targets based on pilot campaign results £3,000 budget for website updates plus resource. Look at opportunities to share technology, data etc. with partners First campaign live by Jan-19. Then repeat every six months Fundraising Director Gain sponsorship from at one technology partner p.a. to fund an innovative approach to digital content within the Art Centre £10,000 per annum in cash or in-kind from April-19 onwards In house resource to manage First sponsorship by Oct-19 Fundraising Director 4. Create a culture where staff think digital all the time and have the skills, resources and equipment they need Recruit new post for Head of Digital Head of Digital in place by July-18 Salary of £35,000 p.a. Also supported by existing marketing associate role and IT manager. July-18 HR Director Amend other key job specs in organisation to reflect digital responsibilities Mapping completed and new job specs written by Oct-18 HR team in consultation with Head of Digital Oct-18 HR Director Digital skills mapping completed. Ongoing training then offered to all relevant staff All relevant staff received initial digital training by March-19 £10,000 additional training budget in 2018-19. £5,000 in following years. Mapping by Oct-18 Initial training by March-19 Head of Digital
The Collections has a wealth of useful information, tools and resources aimed at museums including , , and , including a free, easy to use for auditing your museum’s digital skills, equipment, activity and needs. has some great ideas and advice about digital change, and on how to measure and . website has a wide range of useful resources about creating art and culture digitally. The Space site also includes case studies and links to previous and current creative media which involved capturing and extending existing performances and exhibitions, and a number of creative interactive digital projects. supported by the Arts Council, Nesta and the AHRC has produced a wide range of research, evaluation and learning resources including and . For strategic approaches to audience and digital strategy see The Arts Marketing Association’s . Consider also using the Audience Agency’s For Advice on best practice standards and principles in accessibility see , the and ideas from the on how to design accessible digital arts products and services. Finally, here are some examples of existing digital policies. They include a creative approach to digital from a local authority arts centre, best practice examples from national arts museums, and a document from the US that shows how digital has been fully integrated into the overall strategic vision of an arts institution: Acknowledgements These guidelines have been produced for the Arts Council by (Richard Ellis and Ed Corn) and (Fiona Morris John White and Owen Hopkin). MTM is a research and strategy consultancy specialising in arts and culture, media and technology. MTM’s clients include Google, the BBC and the National Gallery. MTM ran the three-year Digital Culture survey for Arts Council England and Nesta. The Space is a Community Interest Company founded by Arts Council England and the BBC. It brings arts organisations, artists and technology together to make great