Michael Edson (@mpedson)Director, Web and New Media StrategySmithsonian InstitutionFebruary 22, 2013
You can tell a lot aboutsomeone by what theychoose to measure…andwhat they measure with
You can tell a lot aboutsomeone by what theychoose to measure…andwhat they measure with You can see the      scale of thei...
Scale is a matter of perspective          “These go to 11”       Video: http://youtu.be/EbVKWCpNFhY
This is NASA’s Chandra      x-ray observatory(operated by the Smithsonian)It takes pictures of the universe
A Chandra project astrophysicist told me:“We won’t even consider a new project unless it returns    10x better performance...
10x improvement lets us seereturns “Every  10x farther back to the beginning of the universe.”
returns   10x better (simulation)
The Crab Nebula (composite) http://www.chandra.harvard.edu/photo/2013/w49b/
Let’s make some graphs
At this scale, each one of theserepresents 10 million people                     Each one of these represents             ...
Annual attendanceNational Gallery of Art1978 through 2011
Annual attendanceNational Gallery of Art1978 through 2011                          -1% growth over 33 years
People who don’t visit the NGA People who do visit the NGA
How you feel about this dependsOn what you think your mission isand how you think about scale.But either way…
How you feel about this dependsOn what you think your mission isand how you think about scale.But either way…   There’s a ...
“We won’t even consider a new project unless it returns   10x better performance than the last one.”
Hypothetical Project X, starts where theNational Gallery of Art started, butgrows at 10% a year for 33 years
Let’s adjust the vertical scale (Zoom out to 500 million)
Now, each one of theserepresents10 million100 million people
10% annual growth gives you102 million more visitors/yearafter 33 years
Wikipedia Unique visits…
Wikipedia Unique visits                               …Let’s adjust the vertical scale again       (Zoom out to 6 billion)
Now, each one of theserepresents10 million100 million1 billion people
Oops! Wrong scale! This is actually WikipediaUnique visits …A MONTH!(Let’s adjust it to unique visits/year)
Wikipedia Unique visits(…extrapolated to 12 months,an approximation…)
2.4 billion Internet users(34% of world population)
2.4 billion Internet users             (34% of world population)4.6 millionNational Gallery of Artvisitors
…A 2.395 billion person      difference
A global “audience”             of collaborators(individuals, learners, fans, community) of this scale was not imaginable ...
But it is now
108.4 million viewers for 2013 Super Bowl                                   http://www.flickr.com/photos/mbk/2241960032/ (...
108.4 million viewers for 2013 Super Bowl1,341,882,399 views of Gangnam Style           http://www.youtube.com/user/offici...
108.4 million viewers for 2013 Super Bowl1,341,882,399 views of Gangnam Style
http://blog.ted.com/2012/11/13/ted-reaches-its-billionth-video-view/
Wikipedia 1.7 billion edits    http://toolserver.org/~emijrp/wikimediacounter/
78,879 text corrections,by volunteers,    todayhttp://trove.nla.gov.au/
792,780 people taking        part worldwidehttps://www.zooniverse.org/
Over 900,000 registered users                           have contributed 14 million edits                               an...
http://www.kickstarter.com/year/2012
In 2012…2,241,475 peoplefrom 177 countiespledged $319,786,629to support 18,109 projectshttp://www.kickstarter.com/year/2012
http://www.kickstarter.com/year/2012
We love our museums, libraries, and archives      We want them to be successful
We love our museums, libraries, and archives      We want them to be successful   We need them to be super successful   • ...
We love our museums, libraries, and archives This is our job in society!   • Put the tools of knowledge creation into more...
We love our museums, libraries, and archives                               But…can we do this quickly enough              ...
Not if we’re only              counting this…1 2       4      3       5 6                           7
Not if we’re onlythinking like this…
Scale can be confusingIf scale matters, are 1 billion TED videos better than 2.4 million museum visits?
Not necessarily, but the vast differencein scale is evidence that somethingsignificant—worth studying—is going on   There ...
“Anything is scalable”                                             Larry Pagehttp://www.wired.com/business/2013/01/ff-qa-l...
http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
If you want     scalestart with this   Open community                  Web-centric                  Born global           ...
1. Start with an open community   • Built-in growth potential   • Network effects   • Joy’s law (the smartest people)   • ...
2. Be web-centric   Faster, cheaper, more efficient                         http://books.google.com/books?id=L5zxn5JFIeQC&...
3. Be “born global”   • Everyone can be a collaborator,     developer, customer, learner,     community member…   • Global...
Every meeting Every project   Open community  if you care  about scale                 Web-centric                 Born gl...
1.   Start small2.   Ask the users3.   Adapt4.   Experiment5.   Seize the opportunity     at hand                         ...
1. Take cues from your lead users2. Build critical mass3. Provide infrastructure for   collaboration4. Take your time to g...
Museums can go to 11         And when they do,new opportunities present themselves…
…TO BE CONTINUED…
Are museums a dial that only goes to 5?
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Are museums a dial that only goes to 5?

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For Social Media Week, Washington, D.C., "Defining and measuring social media success in museums and arts organizations." http://socialmediaweek.org/blog/event/are-you-remarkable-defining-and-measuring-social-media-success-in-museums-and-arts-organizations/#.US4XyOtARCQ

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  • Are Museums a dial that only goes to 5Social Media Week D.C., February 22, 2013Michael Edson (@mpedson), Director, Web and New Media Strategy, Washington, D.C.Photo: New Acropolis Museumby Visit Greecehttp://www.flickr.com/photos/visitgreecegr/5159059503/CC BY-NC-SA 2.0(headline font: Microsoft Sans Seraf)
  • New Acropolis Museumby Visit Greecehttp://www.flickr.com/photos/visitgreecegr/5159059503/CC BY-NC-SA 2.0
  • New Acropolis Museumby Visit Greecehttp://www.flickr.com/photos/visitgreecegr/5159059503/CC BY-NC-SA 2.0
  • http://2.bp.blogspot.com/-Wvg9mvG3u9k/T7Od9HQ5Z5I/AAAAAAAAFpA/dSTHiWCHAzI/s1600/Chandra_X-ray_Observatory.jpg
  • http://www.chandra.harvard.edu/photo/2013/w49b/W49B is a highly distorted supernova remnant, produced by a rare type of explosion.
  • http://www.chandra.harvard.edu/photo/2013/w49b/W49B is a highly distorted supernova remnant, produced by a rare type of explosion.
  • http://www.chandra.harvard.edu/photo/2013/w49b/W49B is a highly distorted supernova remnant, produced by a rare type of explosion.
  • http://www.chandra.harvard.edu/photo/2013/w49b/W49B is a highly distorted supernova remnant, produced by a rare type of explosion.
  • Wikipedia data: http://reportcard.wmflabs.org/Unique visitors: worldWikipedia founded january 20012010-11 operating budget of $28.3M (http://wikimediafoundation.org/wiki/2011-2012_Annual_Plan_Questions_and_Answers#What.27s_the_total_budget_in_this_year.27s_annual_plan_and_how_does_it_compare_with_previous_years.3F)2011-12 plan assumes $25m in donations (
  • Wikipedia data: http://reportcard.wmflabs.org/Unique visitors: worldWikipedia founded january 20012010-11 operating budget of $28.3M (http://wikimediafoundation.org/wiki/2011-2012_Annual_Plan_Questions_and_Answers#What.27s_the_total_budget_in_this_year.27s_annual_plan_and_how_does_it_compare_with_previous_years.3F)2011-12 plan assumes $25m in donations (
  • 2013 super bowl: 108.4 million viewers. http://www.latimes.com/sports/sportsnow/la-sp-sn-super-bowl-ratings-20130204,0,4439351.storyWoo hoo (sarchasm) Gangnam Style: 1,341,882,399 views http://www.youtube.com/user/officialpsy
  • 2013 super bowl: 108.4 million viewers. http://www.latimes.com/sports/sportsnow/la-sp-sn-super-bowl-ratings-20130204,0,4439351.storyWoo hoo (sarchasm) Gangnam Style: 1,341,882,399 views http://www.youtube.com/user/officialpsy
  • Open Street Map Wiki: Statistics, http://wiki.openstreetmap.org/wiki/Stats. Edit number 14,947,636 million was made on February 7, 2013. http://www.openstreetmap.org/browse/changeset/14947636
  • Yet another view from the ArtScience MuseumBy williamchohttp://www.flickr.com/photos/adforce1/5470291921/CC BY-NC-SA 2.0
  • Yet another view from the ArtScience MuseumBy williamchohttp://www.flickr.com/photos/adforce1/5470291921/CC BY-NC-SA 2.0
  • Yet another view from the ArtScience MuseumBy williamchohttp://www.flickr.com/photos/adforce1/5470291921/CC BY-NC-SA 2.0
  • Yet another view from the ArtScience MuseumBy williamchohttp://www.flickr.com/photos/adforce1/5470291921/CC BY-NC-SA 2.0
  • "in a corner"by By ghbretthttp://www.flickr.com/photos/orpost/3190831641CC-BYDepicting Ron Mueck's sculpture Untitledfrom the Hirshhorn Museum exhibition Strange Bodies: Figurative Works from the Hirshhorn Collection
  • UntitledBy dolanhhttp://www.flickr.com/photos/reneeanddolan/199561644/CC BY-NC-SA 2.0
  • UntitledBy dolanhhttp://www.flickr.com/photos/reneeanddolan/199561644/CC BY-NC-SA 2.0
  • (Thanks to Merete Sanderhoff for highlighting these in her talk “Adding, Growing, Sharing, Caring”http://www.slideshare.net/MereteSanderhoff/adding-sharing-growing-caringiifiec09112012 )
  • Scene From a Galleryby Thomas Hawkhttp://www.flickr.com/photos/thomashawk/372324504CC-BY
  • Are museums a dial that only goes to 5?

    1. 1. Michael Edson (@mpedson)Director, Web and New Media StrategySmithsonian InstitutionFebruary 22, 2013
    2. 2. You can tell a lot aboutsomeone by what theychoose to measure…andwhat they measure with
    3. 3. You can tell a lot aboutsomeone by what theychoose to measure…andwhat they measure with You can see the scale of their dreams
    4. 4. Scale is a matter of perspective “These go to 11” Video: http://youtu.be/EbVKWCpNFhY
    5. 5. This is NASA’s Chandra x-ray observatory(operated by the Smithsonian)It takes pictures of the universe
    6. 6. A Chandra project astrophysicist told me:“We won’t even consider a new project unless it returns 10x better performance than the last one.”
    7. 7. 10x improvement lets us seereturns “Every 10x farther back to the beginning of the universe.”
    8. 8. returns 10x better (simulation)
    9. 9. The Crab Nebula (composite) http://www.chandra.harvard.edu/photo/2013/w49b/
    10. 10. Let’s make some graphs
    11. 11. At this scale, each one of theserepresents 10 million people Each one of these represents 1 year
    12. 12. Annual attendanceNational Gallery of Art1978 through 2011
    13. 13. Annual attendanceNational Gallery of Art1978 through 2011 -1% growth over 33 years
    14. 14. People who don’t visit the NGA People who do visit the NGA
    15. 15. How you feel about this dependsOn what you think your mission isand how you think about scale.But either way…
    16. 16. How you feel about this dependsOn what you think your mission isand how you think about scale.But either way… There’s a lot of room at the top --Business proverb
    17. 17. “We won’t even consider a new project unless it returns 10x better performance than the last one.”
    18. 18. Hypothetical Project X, starts where theNational Gallery of Art started, butgrows at 10% a year for 33 years
    19. 19. Let’s adjust the vertical scale (Zoom out to 500 million)
    20. 20. Now, each one of theserepresents10 million100 million people
    21. 21. 10% annual growth gives you102 million more visitors/yearafter 33 years
    22. 22. Wikipedia Unique visits…
    23. 23. Wikipedia Unique visits …Let’s adjust the vertical scale again (Zoom out to 6 billion)
    24. 24. Now, each one of theserepresents10 million100 million1 billion people
    25. 25. Oops! Wrong scale! This is actually WikipediaUnique visits …A MONTH!(Let’s adjust it to unique visits/year)
    26. 26. Wikipedia Unique visits(…extrapolated to 12 months,an approximation…)
    27. 27. 2.4 billion Internet users(34% of world population)
    28. 28. 2.4 billion Internet users (34% of world population)4.6 millionNational Gallery of Artvisitors
    29. 29. …A 2.395 billion person difference
    30. 30. A global “audience” of collaborators(individuals, learners, fans, community) of this scale was not imaginable to an organization 30 years ago…
    31. 31. But it is now
    32. 32. 108.4 million viewers for 2013 Super Bowl http://www.flickr.com/photos/mbk/2241960032/ (CC BY-NC-SA 2.0)2013 super bowl: 108.4 million viewers. http://www.latimes.com/sports/sportsnow/la-sp-sn-super-bowl-ratings-20130204,0,4439351.story
    33. 33. 108.4 million viewers for 2013 Super Bowl1,341,882,399 views of Gangnam Style http://www.youtube.com/user/officialpsy
    34. 34. 108.4 million viewers for 2013 Super Bowl1,341,882,399 views of Gangnam Style
    35. 35. http://blog.ted.com/2012/11/13/ted-reaches-its-billionth-video-view/
    36. 36. Wikipedia 1.7 billion edits http://toolserver.org/~emijrp/wikimediacounter/
    37. 37. 78,879 text corrections,by volunteers, todayhttp://trove.nla.gov.au/
    38. 38. 792,780 people taking part worldwidehttps://www.zooniverse.org/
    39. 39. Over 900,000 registered users have contributed 14 million edits and 1.6 billion locationshttp://www.openstreetmap.org/ | http://wiki.openstreetmap.org/wiki/Stats | http://www.openstreetmap.org/browse/changeset/14947636
    40. 40. http://www.kickstarter.com/year/2012
    41. 41. In 2012…2,241,475 peoplefrom 177 countiespledged $319,786,629to support 18,109 projectshttp://www.kickstarter.com/year/2012
    42. 42. http://www.kickstarter.com/year/2012
    43. 43. We love our museums, libraries, and archives We want them to be successful
    44. 44. We love our museums, libraries, and archives We want them to be successful We need them to be super successful • Put the tools of knowledge creation into more hands • Share the joy & meaning of artistic and cultural exploration with more citizens • Deepen engagement with the challenges that face our species and nurture the habits of civil and sustainable society
    45. 45. We love our museums, libraries, and archives This is our job in society! • Put the tools of knowledge creation into more hands • Share the joy & meaning of artistic and cultural exploration with more citizens • Deepen engagement with the challenges that face our species and nurture the habits of civil and sustainable society
    46. 46. We love our museums, libraries, and archives But…can we do this quickly enough and at big enough SCALE to make a This is our job in society! substantial difference in the lives of Individuals and the fate our our species? • Put the tools of knowledge creation into more hands • Share the joy & meaning of artistic and cultural exploration with more citizens • Deepen engagement with the challenges that face our species and nurture the habits of civil and sustainable society
    47. 47. Not if we’re only counting this…1 2 4 3 5 6 7
    48. 48. Not if we’re onlythinking like this…
    49. 49. Scale can be confusingIf scale matters, are 1 billion TED videos better than 2.4 million museum visits?
    50. 50. Not necessarily, but the vast differencein scale is evidence that somethingsignificant—worth studying—is going on There are more powerful ways of accomplishing museum missions than getting people through the doors.
    51. 51. “Anything is scalable” Larry Pagehttp://www.wired.com/business/2013/01/ff-qa-larry-page/all/
    52. 52. http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
    53. 53. If you want scalestart with this Open community Web-centric Born global http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
    54. 54. 1. Start with an open community • Built-in growth potential • Network effects • Joy’s law (the smartest people) • Minimize drag from unnecessary intellectual property controls http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
    55. 55. 2. Be web-centric Faster, cheaper, more efficient http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
    56. 56. 3. Be “born global” • Everyone can be a collaborator, developer, customer, learner, community member… • Global scale, by default http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
    57. 57. Every meeting Every project Open community if you care about scale Web-centric Born global http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
    58. 58. 1. Start small2. Ask the users3. Adapt4. Experiment5. Seize the opportunity at hand http://books.google.com/books?id=mafZyckH_bAC&printsec=fr ontcover#v=onepage&q&f=false
    59. 59. 1. Take cues from your lead users2. Build critical mass3. Provide infrastructure for collaboration4. Take your time to get the structures and governance right5. Make sure all participants can harvest value6. Abide by community norms7. Let the process evolve8. Hone your collaborative mind http://books.google.com/books?id=DVomiOeBg_YC&printsec=frontcover#v=onepage&q&f=fa lse
    60. 60. Museums can go to 11 And when they do,new opportunities present themselves…
    61. 61. …TO BE CONTINUED…
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