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Michael Edson
Director, Web and New Media Strategy
Smithsonian Institution, Office of the CIO
edsonm@si.edu | @mpedson
Jed...
Preamble
Michael Edson
Director, Web and New Media Strategy
Smithsonian Institution, Office of the CIO
edsonm@si.edu | @mp...
Preamble
Michael Edson
Director, Web and New Media Strategy
Smithsonian Institution, Office of the CIO
edsonm@si.edu | @mp...
Preamble
Michael Edson
Director, Web and New Media Strategy
Smithsonian Institution, Office of the CIO
edsonm@si.edu | @mp...
Preamble
Michael Edson
Director, Web and New Media Strategy
Smithsonian Institution, Office of the CIO
edsonm@si.edu | @mp...
Preamble
Michael Edson
Director, Web and New Media Strategy
Smithsonian Institution, Office of the CIO
edsonm@si.edu | @mp...
Preamble
Michael Edson
Director, Web and New Media Strategy
Smithsonian Institution, Office of the CIO
edsonm@si.edu | @mp...
First, we need to tell the story…
Smithsonian Strategic Plan
Smithsonian Secretary G. Wayne Clough
http://www.si.edu/about/
Four Grand Challenges
Smithsonian Strategic Plan
1. Unlocking the Mysteries of
the Universe
2. Understanding and
Sustaining a Biodiverse
Planet
...
Smithsonian Strategic Plan
1. Unlocking the Mysteries of
the Universe
2. Understanding and
Sustaining a Biodiverse
Planet
...
Smithsonian Strategic Plan
1. Unlocking the Mysteries of
the Universe
2. Understanding and
Sustaining a Biodiverse
Planet
...
Smithsonian Strategic Plan
1. Unlocking the Mysteries of
the Universe
2. Understanding and
Sustaining a Biodiverse
Planet
...
Smithsonian Strategic Plan
1. Unlocking the Mysteries of
the Universe
2. Understanding and
Sustaining a Biodiverse
Planet
...
Smithsonian Strategic Plan
1. Unlocking the Mysteries of
the Universe
2. Understanding and
Sustaining a Biodiverse
Planet
...
c
c
This is big, audacious,
important stuff.
This is work!
This is relevance earned
through a job well done.
First order questions
First order questions
• Where is this work going to take place?
• What kind of organization, infrastructure,
platforms wil...
Web and
New Media
Strategy
Web and
New Media
Strategy
http://smithsonian-
webstrategy.wikispaces.com
More in Fast, Open, and Transparent: developing
...
http://smithsonian-webstrategy.wikispaces.com/
http://smithsonian-webstrategy.wikispaces.com/
The strategy talks about an updated digital
experience, a new learning mode...
http://smithsonian-webstrategy.wikispaces.com/
The strategy talks about an updated digital
experience, a new learning mode...
http://smithsonian-webstrategy.wikispaces.com/
The strategy talks about an updated digital
experience, a new learning mode...
http://smithsonian-webstrategy.wikispaces.com/
The strategy talks about an updated digital
experience, a new learning mode...
http://smithsonian-webstrategy.wikispaces.com/
Balancing autonomy and control within the
Smithsonian.rt of our digital pre...
http://smithsonian-webstrategy.wikispaces.com/
Balancing autonomy and control within the
Smithsonian.rt of our digital pre...
http://smithsonian-webstrategy.wikispaces.com/
…and the creation of a Smithsonian
Commons—a new part of our digital presen...
http://smithsonian-webstrategy.wikispaces.com/
…and the creation of a Smithsonian
Commons—a new part of our digital presen...
What is a Commons?
What is a Commons?
A set of resources maintained in the public
sphere for the use and benefit of everyone
What is a Commons?
What is a Commons?
The Anti-Commons…
What is a Commons?
An organized workshop where raw materials can be
found and assembled into new things.
What is a Commons?
Imagining a Smithsonian Commons
• http://www.slideshare.net/edsonm/cil-2009-michael-edson-text-version
...
What is a Commons?
Imagining a Smithsonian Commons
• http://www.slideshare.net/edsonm/cil-2009-michael-edson-text-version
...
So now we’re at a moment…
The Grand Challenges
The Smithsonian Commons
How do you talk about
these things in
measurable bu...
So now we’re at a moment…
The Grand Challenges
The Smithsonian Commons
How do you use
“information” to
persuade, guide,
in...
So now we’re at a moment…
The Grand Challenges
The Smithsonian Commons
How do you measure
things that are… difficult
to me...
Jedi Mind Tricks for
Optimizing
Lofty Goals
andMeasuring
Jedi Mind Trick #1
Show your users to management
Relevance
http://www.youtube.com/watch?v=N5x4Sga0d1s
Q: Have you ever visited a Smithsonian Web site?
Jedi Mind Trick #2
Use Organic Search and Alexa
Relevance
Unexpected Rivals in Google Search
Google Images
Wikipedia
Ocean.com
Discoveryeducation.com
NASA
Enchantedlearni...
Relevance
Unexpected Rivals in Reach
Enchantedlearning.com
si.edu
discoveryeducation.com
ocean.com
Google Images
Wikipedia...
Relevance
Unexpected Rivals in Reach (July – Sept, 2009)
Enchantedlearning.com
si.edu
discoveryeducation.com
ocean.com
Relevance
Unexpected Rivals in Reach (July – Sept, 2009)
Enchantedlearning.com
si.edu
discoveryeducation.com
ocean.com
Enc...
Relevance
Traffic Trending Down
si.edu – 4% reach
Wikipedia.org + 8% reach
MoMA.org + 12% reach
npr.org + 20% reach
Jedi Mind Trick #3
Humble yourself with
brandtags.net
Relevance
Brand Identity
Brandtags.net
We are the 560th of 928 brands
Jedi Mind Trick #4
Highlight your competitors
Relevance
We’re competing with… everybody!
Relevance
We’re competing with… everybody!
Relevance
We’re competing with… everybody!
Jedi Mind Trick #5
Use 3rd party research
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...
Relevance
The Demographic Tsunami
“Everything we hear from people we interview is
that today’s consumers draw no distincti...
Jedi Mind Trick #6
Demonstrable feedback from users
1,144 positive votes/comments on prototype
(out of 1,171 total votes)
1,144 positive votes/comments on prototype
(out of 1,171 total votes)
It’s just Google
Spreadsheet hooked up
to a form.
Jedi Mind Trick #7
Show validation from VIP’s
Jedi Mind Trick #8
Measure end-user satisfaction
Jedi Mind Trick #9
Bake measurement into the
platform from the start
Jedi Mind Trick #9
Bake measurement into the
platform from the start
Smithsonian Office of the CIO
is starting to study th...
YES
NO
17%
83%
77
Survey Highlights
Which web analytics tools are you using?
What are the some
of the most
valuable behavi...
http://smithsonian-webstrategy.wikispaces.com/
The importance of
measurement/analysis
and UX is laced
throughout the strat...
Project Charter (draft)
http://smithsonian-webstrategy.wikispaces.com/Smithsonian+Commons+Project+Charter
Project Charter (draft)
http://smithsonian-webstrategy.wikispaces.com/Smithsonian+Commons+Project+Charter
Measurement and
...
Project Charter (draft)
http://smithsonian-webstrategy.wikispaces.com/Smithsonian+Commons+Project+Charter
Measurement and
...
Project Charter (draft)
This is what the charter says…
Project Charter (draft)
3. Measurable Project Goals
The goal of the Smithsonian Commons project is
to stimulate learning, ...
Project Charter (draft)
3. Measurable Project Goals
Precise, measurable goals are a hallmark of
successful project governa...
Project Charter (draft)
3. Measurable Project Goals
Precise, measurable goals are a hallmark of
successful project governa...
Project Charter (draft)
3. Measurable Project Goals
Therefore, the project will initially focus on
three measurements: the...
Project Charter (draft)
3. Measurable Project Goals
Therefore, the project will initially focus on
three measurements: the...
Project Charter (draft)
3. Measurable Project Goals
Therefore, the project will initially focus on
three measurements: the...
Project Charter (draft)
3. Measurable Project Goals
Therefore, the project will initially focus on
three measurements: the...
Project Charter (draft)
The specific, measurable 5-year goals
1) 100 million items in the commons…
Project Charter (draft)
The specific, measurable 5-year goals
1) 100 million items in the commons…
2) 100 million transact...
Project Charter (draft)
The specific, measurable 5-year goals
1) 100 million items in the commons…
2) 100 million transact...
Project Charter (draft)
The specific, measurable 5-year goals
1) 100 million items in the commons…
2) 100 million transact...
Project Charter (draft)
Five additional measurable goals guide the
project. The Smithsonian Commons will,
4) Increase reus...
Jedi Mind Trick #10
Measurement is only one piece of
the equation
Jedi Mind Trick #10
Measurement is only one piece of
the equation
It’s about
understanding and
improving user
experience
Jedi Mind Trick #10
Measurement is only one piece of
the equation
You need a team
Smithsonian Commons Prototype
So let’s see what that’s like!
Thanks!!!
Michael Edson
Director, Web and New Media Strategy
Smithsonian Institution, Office of the CIO
edsonm@si.edu | @m...
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)
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Michael Edson @ J. Boye 2011: Jedi Mind Tricks for Measuring and Optimizing Lofty Goals (updated from e-Metrics Summit)

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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

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

    1. 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. 2. Preamble Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson @mpedson
    3. 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. 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. 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. 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. 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. 8. First, we need to tell the story…
    9. 9. Smithsonian Strategic Plan Smithsonian Secretary G. Wayne Clough http://www.si.edu/about/ Four Grand Challenges
    10. 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. 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. 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. 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. 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. 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. 16. c
    17. 17. c This is big, audacious, important stuff. This is work! This is relevance earned through a job well done.
    18. 18. First order questions
    19. 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. 20. Web and New Media Strategy
    21. 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. 22. http://smithsonian-webstrategy.wikispaces.com/
    23. 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. 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. 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. 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. 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. 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. 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. 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. 31. What is a Commons?
    32. 32. What is a Commons? A set of resources maintained in the public sphere for the use and benefit of everyone
    33. 33. What is a Commons?
    34. 34. What is a Commons? The Anti-Commons…
    35. 35. What is a Commons? An organized workshop where raw materials can be found and assembled into new things.
    36. 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. 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. 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. 39. So now we’re at a moment… The Grand Challenges The Smithsonian Commons How do you use “information” to persuade, guide, inform?
    40. 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. 41. Jedi Mind Tricks for Optimizing Lofty Goals andMeasuring
    42. 42. Jedi Mind Trick #1 Show your users to management
    43. 43. Relevance http://www.youtube.com/watch?v=N5x4Sga0d1s Q: Have you ever visited a Smithsonian Web site?
    44. 44. Jedi Mind Trick #2 Use Organic Search and Alexa
    45. 45. Relevance Unexpected Rivals in Google Search Google Images Wikipedia Ocean.com Discoveryeducation.com NASA Enchantedlearning.com
    46. 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. 47. Relevance Unexpected Rivals in Reach (July – Sept, 2009) Enchantedlearning.com si.edu discoveryeducation.com ocean.com
    48. 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. 49. Relevance Traffic Trending Down si.edu – 4% reach Wikipedia.org + 8% reach MoMA.org + 12% reach npr.org + 20% reach
    50. 50. Jedi Mind Trick #3 Humble yourself with brandtags.net
    51. 51. Relevance Brand Identity Brandtags.net We are the 560th of 928 brands
    52. 52. Jedi Mind Trick #4 Highlight your competitors
    53. 53. Relevance We’re competing with… everybody!
    54. 54. Relevance We’re competing with… everybody!
    55. 55. Relevance We’re competing with… everybody!
    56. 56. Jedi Mind Trick #5 Use 3rd party research
    57. 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. 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. 59. Jedi Mind Trick #6 Demonstrable feedback from users
    60. 60. 1,144 positive votes/comments on prototype (out of 1,171 total votes)
    61. 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. 62. Jedi Mind Trick #7 Show validation from VIP’s
    63. 63. Jedi Mind Trick #8 Measure end-user satisfaction
    64. 64. Jedi Mind Trick #9 Bake measurement into the platform from the start
    65. 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. 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. 67. http://smithsonian-webstrategy.wikispaces.com/ The importance of measurement/analysis and UX is laced throughout the strategy
    68. 68. Project Charter (draft) http://smithsonian-webstrategy.wikispaces.com/Smithsonian+Commons+Project+Charter
    69. 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. 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. 71. Project Charter (draft) This is what the charter says…
    72. 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. 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. 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. 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. 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. 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. 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. 79. Project Charter (draft) The specific, measurable 5-year goals 1) 100 million items in the commons…
    80. 80. Project Charter (draft) The specific, measurable 5-year goals 1) 100 million items in the commons… 2) 100 million transactions a year…
    81. 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. 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. 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. 84. Jedi Mind Trick #10 Measurement is only one piece of the equation
    85. 85. Jedi Mind Trick #10 Measurement is only one piece of the equation It’s about understanding and improving user experience
    86. 86. Jedi Mind Trick #10 Measurement is only one piece of the equation You need a team
    87. 87. Smithsonian Commons Prototype So let’s see what that’s like!
    88. 88. Thanks!!! Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson
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