by Jasper Visser • 22 May, 2012 • Inspiration, Thoughts about museums • Comments (5) • 12475

Duende, a story about digital strategy

Not too long ago in a meeting about the new online strategy of the Zeeuws Museum Claudia Urru reminded me of my favourite Spanish word, duende. It’s tricky to translate into English, but duende is the special moment when everything comes together, usually in performing art. To me, it is like magic. It is said a lucky person experiences duende at most a handful of times throughout his or her life.

They say you recognise duende when you experience it.

We talked about duende at the Zeeuws Museum, because I believe a great digital strategy is like magic. In a great digital strategy all the parts fit together perfectly and the sum is more than the parts. People are really involved, audiences engaged, staff energised. All the pieces fit. Amazing things happen.

Together with Jim of Sumo we developed a framework to make the pieces of a digital strategy fit. We call the framework the Digital Engagement Framework and it is meant to help your organisation develop ‘digital magic’. At MuseumNext this week I’ll run a workshop with about 40 people about the framework, taking them through the steps and creating (ideas for) a digital strategy from scratch in under 2 hours.

The Digital Engagement Framework, by Sumo and Inspired by Coffee.

However, like in flamenco or bullfighting or love (or any other Spanish quality) a framework – no matter how well-designed – is enough to get duende. Duende happens when everything is perfect and something. The something is people, passion, energy, a sunny day. Everything combined will create magic.

I’m pretty sure at MuseumNext we’ll have this little extra to create magic around the Digital Engagement Framework. If you’re not able to join us, keep an eye out on this blog where I’ll be writing a wrap-up later this week.

Also, please feel free to use the Digital Engagement Model in your organisation. I’ve written about some elements (outreach versus engagement, assets and audiences) and will continue to do so both on this blog and more generally on Inspired by Coffee. Be sure to subscribe to the IBC RSS feed and Facebook page in order not to miss a thing!

Use the model, adjust it, change it, copy it, redesign it… Duende really happens when people come together and share. Olé!

Update: Jim was kind enough to remind the lousy marketeer I am to tell you you can book a workshop about the digital engagement framework at your institution. We take you through the model and develop a hands-on actionable and accepted digital strategy for your institution in just 2 days!:-)

Photo by Fransesco on Flickr.

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about the author: Jasper Visser

Jasper Visser is an international change agent and social and cultural innovator and senior partner at VISSCH+STAM. He helps organizations connect with their audience and facilitates community and cocreation processes. Jasper has extensive experience in the cultural and heritage sectors and social institutions.