Your SlideShare is downloading. ×
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)

3,907
views

Published on

Updated version of a talk first given at the e-Metrics Marketing and Optimization Summit, Washington, D.C., October 5, 2010. This version is for the J. Boye conference, Philadelphia, PA, 5-4-2011. …

Updated version of a talk first given at the e-Metrics Marketing and Optimization Summit, Washington, D.C., October 5, 2010. This version is for the J. Boye conference, Philadelphia, PA, 5-4-2011.

The talk spells out the lofty goals of the Smithsonian Institution and the Smithsonian Commons project, and then describes some of the unconventional measurement methodologies we're using to figure out what to do and how to do it.

J. Boye Conference page: http://jboye.com/conferences/philadelphia11/program/speakers/michael-edson/#presentation

Published in: Business, Technology

0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,907
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
26
Comments
0
Likes
7
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • http://flickr.com/photos/dotcommunist/355530076/
  • http://flickr.com/photos/dotcommunist/355530076/
  • http://flickr.com/photos/jay_que/2747368547/
  • http://flickr.com/photos/jay_que/2747368547/
  • http://flickr.com/photos/daveseven/2534461433/
  • http://flickr.com/photos/daveseven/2534461433/
  • http://flickr.com/photos/daveseven/2534461433/
  • http://www.youtube.com/watch?v=FNXahIoXMw8&feature=related
  • http://www.pewinternet.org/PPF/r/107/presentation_display.asp
  • Transcript

    • 1. Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson Jedi Mind Tricks for Optimizing Lofty Goals andMeasuring
    • 2. Preamble Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson @mpedson
    • 3. Preamble Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson @mpedson slideshare.net/edsonm smithsonian-webstrategy.wikispaces.com
    • 4. Preamble Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson @mpedson slideshare.net/edsonm smithsonian-webstrategy.wikispaces.com Get the full story here
    • 5. Preamble Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson @mpedson slideshare.net/edsonm smithsonian-webstrategy.wikispaces.com …and here
    • 6. Preamble Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson The Smithsonian Commons www.si.edu/commons
    • 7. Preamble Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson He’s not a spokesman!
    • 8. First, we need to tell the story…
    • 9. Smithsonian Strategic Plan Smithsonian Secretary G. Wayne Clough http://www.si.edu/about/ Four Grand Challenges
    • 10. Smithsonian Strategic Plan 1. Unlocking the Mysteries of the Universe 2. Understanding and Sustaining a Biodiverse Planet 3. Valuing World Cultures 4. Understanding the American Experience Four Grand Challenges http://www.si.edu/about/
    • 11. Smithsonian Strategic Plan 1. Unlocking the Mysteries of the Universe 2. Understanding and Sustaining a Biodiverse Planet 3. Valuing World Cultures 4. Understanding the American Experience Four Grand Challenges http://www.si.edu/about/
    • 12. Smithsonian Strategic Plan 1. Unlocking the Mysteries of the Universe 2. Understanding and Sustaining a Biodiverse Planet 3. Valuing World Cultures 4. Understanding the American Experience Four Grand Challenges http://www.si.edu/about/
    • 13. Smithsonian Strategic Plan 1. Unlocking the Mysteries of the Universe 2. Understanding and Sustaining a Biodiverse Planet 3. Valuing World Cultures 4. Understanding the American Experience Four Grand Challenges http://www.si.edu/about/
    • 14. Smithsonian Strategic Plan 1. Unlocking the Mysteries of the Universe 2. Understanding and Sustaining a Biodiverse Planet 3. Valuing World Cultures 4. Understanding the American Experience Four Grand Challenges Strategy Schmatergy! We’ve seen strategy before!
    • 15. Smithsonian Strategic Plan 1. Unlocking the Mysteries of the Universe 2. Understanding and Sustaining a Biodiverse Planet 3. Valuing World Cultures 4. Understanding the American Experience Four Grand Challenges No! This is about solving big hairy problems— “work that matters” (via @timoreilly) http://radar.oreilly.com/2009/01/work-on-stuff-that- matters-fir.html
    • 16. c
    • 17. c This is big, audacious, important stuff. This is work! This is relevance earned through a job well done.
    • 18. First order questions
    • 19. First order questions • Where is this work going to take place? • What kind of organization, infrastructure, platforms will be needed to support it? • What is the organizational change model? How will change happen? • Who will be the innovators? The connectors? The drivers of change? • …and how do you measure it?
    • 20. Web and New Media Strategy
    • 21. Web and New Media Strategy http://smithsonian- webstrategy.wikispaces.com More in Fast, Open, and Transparent: developing the Smithsonian’s Web and New Media Strategy http://www.slideshare.net/edsonm/michael-edson-the-smithsonian- web-and-new-media-strategy-what-it-is-how-we-made-it-and-why-it- makes-a-difference-3656578 And http://www.archimuse.com/mw2010/papers/edson/edson.html
    • 22. http://smithsonian-webstrategy.wikispaces.com/
    • 23. http://smithsonian-webstrategy.wikispaces.com/ The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons— a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities.
    • 24. http://smithsonian-webstrategy.wikispaces.com/ The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons— a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities.
    • 25. http://smithsonian-webstrategy.wikispaces.com/ The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons— a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities.
    • 26. http://smithsonian-webstrategy.wikispaces.com/ The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons— a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities. Old Learning Model New Learning Model
    • 27. http://smithsonian-webstrategy.wikispaces.com/ Balancing autonomy and control within the Smithsonian.rt of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities.
    • 28. http://smithsonian-webstrategy.wikispaces.com/ Balancing autonomy and control within the Smithsonian.rt of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities. Innovation at the Edges --- A commons in the middle
    • 29. http://smithsonian-webstrategy.wikispaces.com/ …and the creation of a Smithsonian Commons—a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities.
    • 30. http://smithsonian-webstrategy.wikispaces.com/ …and the creation of a Smithsonian Commons—a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities.
    • 31. What is a Commons?
    • 32. What is a Commons? A set of resources maintained in the public sphere for the use and benefit of everyone
    • 33. What is a Commons?
    • 34. What is a Commons? The Anti-Commons…
    • 35. What is a Commons? An organized workshop where raw materials can be found and assembled into new things.
    • 36. What is a Commons? Imagining a Smithsonian Commons • http://www.slideshare.net/edsonm/cil-2009-michael-edson-text-version Museum Commons: A professional interaction http://www.slideshare.net/edsonm/museum-commons-a-professional- interaction-museums-and-the-web-2010-michael-edson-and-rich-cherry What is a Commons?
    • 37. What is a Commons? Imagining a Smithsonian Commons • http://www.slideshare.net/edsonm/cil-2009-michael-edson-text-version Museum Commons: A professional interaction http://www.slideshare.net/edsonm/museum-commons-a-professional- interaction-museums-and-the-web-2010-michael-edson-and-rich-cherry What is a Commons? Also… A 15-minute talk at the Walker Art Center Text/footnotes: http://www.slideshare.net/edsonm/m-4402558 Video (starts at minute 12): http://channel.walkerart.org/play/opening-the-field/ Updated 6/21/2010
    • 38. So now we’re at a moment… The Grand Challenges The Smithsonian Commons How do you talk about these things in measurable business terms?
    • 39. So now we’re at a moment… The Grand Challenges The Smithsonian Commons How do you use “information” to persuade, guide, inform?
    • 40. So now we’re at a moment… The Grand Challenges The Smithsonian Commons How do you measure things that are… difficult to measure?
    • 41. Jedi Mind Tricks for Optimizing Lofty Goals andMeasuring
    • 42. Jedi Mind Trick #1 Show your users to management
    • 43. Relevance http://www.youtube.com/watch?v=N5x4Sga0d1s Q: Have you ever visited a Smithsonian Web site?
    • 44. Jedi Mind Trick #2 Use Organic Search and Alexa
    • 45. Relevance Unexpected Rivals in Google Search Google Images Wikipedia Ocean.com Discoveryeducation.com NASA Enchantedlearning.com
    • 46. Relevance Unexpected Rivals in Reach Enchantedlearning.com si.edu discoveryeducation.com ocean.com Google Images Wikipedia Ocean.com …so much more reach than SI that we don’t even show up on the graph…
    • 47. Relevance Unexpected Rivals in Reach (July – Sept, 2009) Enchantedlearning.com si.edu discoveryeducation.com ocean.com
    • 48. Relevance Unexpected Rivals in Reach (July – Sept, 2009) Enchantedlearning.com si.edu discoveryeducation.com ocean.com Enchantedlearning.com is a two person team, with more online reach than the world’s largest museum and research complex!
    • 49. Relevance Traffic Trending Down si.edu – 4% reach Wikipedia.org + 8% reach MoMA.org + 12% reach npr.org + 20% reach
    • 50. Jedi Mind Trick #3 Humble yourself with brandtags.net
    • 51. Relevance Brand Identity Brandtags.net We are the 560th of 928 brands
    • 52. Jedi Mind Trick #4 Highlight your competitors
    • 53. Relevance We’re competing with… everybody!
    • 54. Relevance We’re competing with… everybody!
    • 55. Relevance We’re competing with… everybody!
    • 56. Jedi Mind Trick #5 Use 3rd party research
    • 57. Relevance The Demographic Tsunami 0 10 20 30 40 50 60 70 80 90 Ages 12- 17 Ages 18- 29 Ages 30- 38 Ages 39- 48 Ages 49- 60 Ages 61- 69 Ages 70+ Percentage Online Content Creation by Age Internet users November 2007 data: Pew Internet and American Life Project
    • 58. Relevance The Demographic Tsunami “Everything we hear from people we interview is that today’s consumers draw no distinctions between an organization’s Web site and their traditional bricks-and-mortar presence: both must be excellent for either to be excellent.” Lee Rainie Pew Internet and American Life Project
    • 59. Jedi Mind Trick #6 Demonstrable feedback from users
    • 60. 1,144 positive votes/comments on prototype (out of 1,171 total votes)
    • 61. 1,144 positive votes/comments on prototype (out of 1,171 total votes) It’s just Google Spreadsheet hooked up to a form.
    • 62. Jedi Mind Trick #7 Show validation from VIP’s
    • 63. Jedi Mind Trick #8 Measure end-user satisfaction
    • 64. Jedi Mind Trick #9 Bake measurement into the platform from the start
    • 65. Jedi Mind Trick #9 Bake measurement into the platform from the start Smithsonian Office of the CIO is starting to study the as-is measurement/analysis program
    • 66. YES NO 17% 83% 77 Survey Highlights Which web analytics tools are you using? What are the some of the most valuable behaviors a user can perform on your site? 10% 29% 61% Are there web-user activities NOT being measured that you WANT to measure?
    • 67. http://smithsonian-webstrategy.wikispaces.com/ The importance of measurement/analysis and UX is laced throughout the strategy
    • 68. Project Charter (draft) http://smithsonian-webstrategy.wikispaces.com/Smithsonian+Commons+Project+Charter
    • 69. Project Charter (draft) http://smithsonian-webstrategy.wikispaces.com/Smithsonian+Commons+Project+Charter Measurement and analysis resources in the project plan from the very start
    • 70. Project Charter (draft) http://smithsonian-webstrategy.wikispaces.com/Smithsonian+Commons+Project+Charter Measurement and analysis resources in the project plan from the very start Eight measurable goals described
    • 71. Project Charter (draft) This is what the charter says…
    • 72. Project Charter (draft) 3. Measurable Project Goals The goal of the Smithsonian Commons project is to stimulate learning, creation, and innovation through open access to Smithsonian research, collections and communities.
    • 73. Project Charter (draft) 3. Measurable Project Goals Precise, measurable goals are a hallmark of successful project governance, but these kinds of outcomes are notoriously hard to define and measure in practice: seeking to define them too precisely or in too nuanced a way early in the project can be as counterproductive as not measuring them at all.
    • 74. Project Charter (draft) 3. Measurable Project Goals Precise, measurable goals are a hallmark of successful project governance, but these kinds of outcomes are notoriously hard to define and measure in practice: seeking to define them too precisely or in too nuanced a way early in the project can be as counterproductive as not measuring them at all.
    • 75. Project Charter (draft) 3. Measurable Project Goals Therefore, the project will initially focus on three measurements: the amount of information in the Smithsonian Commons, the amount of activity on the Smithsonian Commons, and the satisfaction of people who use the Smithsonian Commons.
    • 76. Project Charter (draft) 3. Measurable Project Goals Therefore, the project will initially focus on three measurements: the amount of information in the Smithsonian Commons, the amount of activity on the Smithsonian Commons, and the satisfaction of people who use the Smithsonian Commons.
    • 77. Project Charter (draft) 3. Measurable Project Goals Therefore, the project will initially focus on three measurements: the amount of information in the Smithsonian Commons, the amount of activity on the Smithsonian Commons, and the satisfaction of people who use the Smithsonian Commons.
    • 78. Project Charter (draft) 3. Measurable Project Goals Therefore, the project will initially focus on three measurements: the amount of information in the Smithsonian Commons, the amount of activity on the Smithsonian Commons, and the satisfaction of people who use the Smithsonian Commons.
    • 79. Project Charter (draft) The specific, measurable 5-year goals 1) 100 million items in the commons…
    • 80. Project Charter (draft) The specific, measurable 5-year goals 1) 100 million items in the commons… 2) 100 million transactions a year…
    • 81. Project Charter (draft) The specific, measurable 5-year goals 1) 100 million items in the commons… 2) 100 million transactions a year… 3) High end-user satisfaction, both internally and internally, as measured through the Foresee Results measurement tool or equivalent
    • 82. Project Charter (draft) The specific, measurable 5-year goals 1) 100 million items in the commons… 2) 100 million transactions a year… 3) High end-user satisfaction, both internally and internally, as measured through the Foresee Results measurement tool or equivalent “Bits in: bits out” (via Brewster Kahle)
    • 83. Project Charter (draft) Five additional measurable goals guide the project. The Smithsonian Commons will, 4) Increase reuse of Smithsonian resources 5) Be family-safe and school-safe 6) Demonstrate new revenue models 7) Drive traffic to unit websites 8) Help eliminate cost and work at the unit level
    • 84. Jedi Mind Trick #10 Measurement is only one piece of the equation
    • 85. Jedi Mind Trick #10 Measurement is only one piece of the equation It’s about understanding and improving user experience
    • 86. Jedi Mind Trick #10 Measurement is only one piece of the equation You need a team
    • 87. Smithsonian Commons Prototype So let’s see what that’s like!
    • 88. Thanks!!! Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson