The Smithsonian Commons
A Model Institution?
Photo: Smithsonian Web and New Media Strategy Workshop, April 2009

The Smithsonian Commons
A Model Institution?
http://www.youtube.com/watch?v=N5x4Sga0d1s

Preamble
• Twitter: @mpedson, slideshare.net/edsonm
• Join us at http://smithsonian-webstrategy.wikispaces.com
• Beware…The opinions in this presentation are mine,
not the official policy/strategy of the Smithsonian…
• We’re a little bird
• …Darwin…Write this down so it doesn’t slip away
• How is this good for you as…
– A technologist? (How can you help us do this?)
– An enthusiast? A re-user? A citizen?

A Model Institution

A Model Institution
…Complete “Imagining a Smithsonian Commons” paper/slides at:
Text Version: http://www.slideshare.net/edsonm/cil-2009-michael-edson-text-version
PPT Version: http://www.slideshare.net/edsonm/cil-2009-michael-edson-powerpoint
(Omitted from this PowerPoint file just to save space and reduce duplication…)

Web and New Media Strategy

Why Make Strategy?
• To prioritize tactical opportunities
• Pain and/or fear?
Many organizations don’t begin
strategic change until they’re either
afraid or in pain, or both

Internal Blog/Wiki/Listserv
152 posts to internal blog

Internal Blog/Wiki/Listserv
Classic blog/wiki playbook

Internal Blog/Wiki/Listserv
Classic blog/wiki playbook

Internal Blog/Wiki/Listserv
Classic blog/wiki playbook

Steering Committee
• Breakthrough! A FAQ on a Wiki instead of a charter!!!

Steering Committee
• Breakthrough! A FAQ on a Wiki instead of a charter!!!
Q: How is the committee going to make good decisions about leading-edge
technologies and the inherent positive and negative of internet trends when
they are not themselves internet experts?
A: It’s not going to be easy. We recognize that we aren’t experts and we may
take missteps along the way. That’s why we will be seeking advice from many
sources including internal practitioners and external leaders. We will also work
to expand knowledge of our audiences and what actual users think of the
Institution’s web and new media initiatives. The committee also recognizes the
need to establish pan-Institutional working groups to address specific issues and
opportunities, in much the same way as OCIO has established collaborative
Technical Working Groups (TWGs) to make hardware and software decisions in
recent years.

Smithsonian 2.0
http://smithsonian20.si.edu

Smithsonian 2.0

Process: Workshops to Wiki
• Http://smithsonian-webstrategy.wikispaces.com

Process: Workshops to Wiki
Workshops “wiki-cast” live to public wiki

Process: Workshops to Wiki
Process at-a-glance
“The main intent of the workshops is to move relevant
information to the wiki where it can be openly
evaluated, sifted, weighed, and considered by all.”

Process: Workshops to Wiki

Process: Workshops to Wiki

Process: Workshops to Wiki
Highlighting things that are important and need action

Process: Workshops to Wiki
Value-added by the museum community

Process: Workshops to Wiki
Value-added by the museum community

Public-Facing Wiki
• Improvement/synthesis over time
Original
workshop
notes

Public-Facing Wiki
• Improvement/synthesis over time
Added highlight,
Action Required

Public-Facing Wiki
• Improvement/synthesis over time
Attendee says
“wait a minute!”

Public-Facing Wiki
• Improvement/synthesis over time
Apology and re-
cast original
assertion

Public-Facing Wiki
• Improvement/synthesis over time
Another user
synthesizes core
question: How do
units break out
these costs?

YouTube: Voice Your Vision
http://www.youtube.com/watch?v=V-XNKDXiDW4

YouTube: Voice Your Vision
http://www.youtube.com/watch?v=V-XNKDXiDW4

Twitter: #si20

Schedule/Workflow

Draft Strategy

Strategy Structure
• Themes
– Update the Smithsonian Digital Experience
– Update the Smithsonian Learning Model
– Balance Autonomy and Control within SI
• 8 Goals External Internal
Mission Interpretation
Brand Technology
Learning Business Model
Audience Governance
Each Goal has specific program, policy, and tactical recommendations

Theme 1: Update the SI Digital Experience
Community engagement, content, and findability across all platforms
National Natural Tropical
American
Research
Indian Zoo History Institute
American Astrophysical
Hirshhorn History Observatory
Smithsonian Air and
Associates
Space Environ- Photo
mental
Research Cntr Initiative
Freer / Museum
Latino
Sackler Conservation
Institute
Center Asian Pacific
Folklife / American
Traveling
Cultural Program
Heritage Exhibitions
Anacostia
African Museum
SI
Art
Libraries
Postal Cooper
Museum -Hewitt SI Across National
America Science Portrait
Resources
Center
Gallery Affiliations
Education
/ Museum
Studies
Which Web site has the information
I need? Where do I start? Can I get this
on my mobile phone? Can I get it in an
Archives of
The Castle American exhibit?
Art
What can I do with this content
From inside any of these sites, once I find it? How can I interact
where’s the rest of the with my fellow-visitors?
Smithsonian’s content, visitors,
community?

Theme 2: Update the SI Learning Model
New Platforms for learning and
collaborative knowledge creation
Old Learning Model
New Learning Model

Theme 3: Balance Authority and
Control within SI
Innovation at the edges:
a commons in the middle

Strategic Goals
Stuff we’ve got to DO!

Strategic Goals
Stuff we’ve got to DO!
Uhhhgggg!
I can’t bear to see
eight slides with the
title “Strategic
Goals...”

Strategic Goals
Stuff we’ve got to DO!

Strategic Goals
Stuff we’ve got to DO!
• Under the 8 goals there are 54 specific tactical
recommendations

Strategy Goals
Stuff we’ve got to DO!
• Goal 1: Mission
– Prioritize Web and New Media programs in proportion
to their impact on the mission
• Goal 2: Brand
– Strengthen the relationship between the Smithsonian
brand and its sub-brands
• Goal 3: Learning
– Facilitate a dialogue in a global community of learners
• Goal 4: Audience
– Attract larger audiences and engage them in long-
term relationships

Strategy Goals
Stuff we’ve got to DO!
• Goal 5: Interpretation
– Support the work of Smithsonian staff
• Goal 6: Technology
– Develop a platform for participation and innovation
• Goal 7: Business Models
– Increase revenue from e-commerce fundamentals and
Web 2.0 perspectives
• Goal 8: Governance
– Design and implement a pan-Institutional governance
model

The Smithsonian Commons
A place to begin
• A new collaboration model
• An new relationship with the public
• A new model of learning and knowledge
creation

I want to be a
commons…

Don’t forget about
us!!!

How can we make the Smithsonian
More relevant in a digital age?
Filmed April 26th, 2009 at the
Smithsonian in Washington, D.C.
http://www.youtube.com/watch?v=MTJ8u2HGtrs

[Video available upon request]