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Tuesday, November 10 • 1:00pm - 2:00pm
Lessons from the Coronavirus: There Is No “Pivot”

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The 2020 pandemic upended most museums' business and engagement strategy for the year. It exposed the foundations underlying our efforts across digital, good and bad, and in many cases, it caught us flat-footed. Digital groups acted quickly to change their mandate entirely. The goal of digital engagement and marketing shifted from driving visitation to a physical place, to creating an equally compelling online museum. Digital teams had to figure out quickly how to engage audiences stuck at home with no chance to visit their institutions. The call for change was quick, often panicked, and came from all leadership levels. This was often referred to as a pivot. Is this an accurate description of how digital teams responded or was the quick response a reflection of the way digital professionals work on a regular basis? Our discussion will explore this topic, among others.

In this informal discussion, three digital leaders will talk about the ways that what has been described as a rapid, freewheeling “pivot” was actually doable because of well-laid foundational plans, skills, and teamwork. We will discuss the reasons why our digital teams were positioned to succeed in the quickly changing environment of the COVID-19 closure, how we adapted, and what this reinforces for how we can work in the future. We will also explore lessons learned, and demonstrate the distinction between pivoting versus building on top of groundwork that had been in the planning for years, utilizing existing collaborative structures and systems upon which we had long relied.

In this session, we hope a discussion of the lessons learned from this pandemic, and from the ‘pivot’ will help museums plan for a better future, and not get caught flat-footed in the next global crisis.

avatar for Brad Dunn

Brad Dunn

Web and Digital Engagement Director, The Field Museum
As the Web and Digital Engagement Director, Brad focuses on building a forward-thinking digital ecosystem to engage the Museum's audiences. He leads his team's efforts in content, design, and technology, across the web, social media, the Message Máximo chatbot, and other digital... Read More →
avatar for Dana Allen-Greil

Dana Allen-Greil

Director of Digital Strategy, Monterey Bay Aquarium
Dana Allen-Greil is Director of Digital Strategy at the Monterey Bay Aquarium. Dana has led web and social media efforts at the National Archives, National Gallery of Art, Ogilvy Public Relations, the Smithsonian’s National Museum of American History, and the Kaiser Family Foundation... Read More →
avatar for Susan Edwards

Susan Edwards

Associate Director, Digital Content, Hammer Museum
Susan Edwards is a digital content producer and strategist who has worked in museums for over 20 years. Susan is currently Associate Director for Digital Content at the Hammer Museum in Los Angeles, where she collaborates with colleagues in all departments of the museum to create... Read More →

Tuesday November 10, 2020 1:00pm - 2:00pm EST
Live stream channel 2