Creative Lead at the Google Creative Lab, Tom Uglow will talk at Culture24's Let's Get Real 2011 conference about the role of digital for cultural institutions.
User experience. Is there anything else?
Tom willl focus on how pervasive digital has become, how it is no longer a broadcast channel, or a ticket sales outlet, but is expected to be an entire world that has to sit alongside whatever you do in the traditional, physical world.
Looking at what a cultural institution's role is - whether that is to preserve, to curate, to educate, or simply to inspire - he will explore how you can align your organisation around both platforms of digital and physical space.
He will also talk about the importance of understanding your mission, your audience, your ‘users’ and how every activity you undertake flows both to and from your online and offline presence.
The keynote will stress the importance of being open to experimentation, building, packaging and iteration - identifying your successes and accepting your failures. Hopefully, adds Tom, "with a few actual things that are useful thrown in".
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