An outside-in look at the
National WWII Museum
Presentation to the Board
Michael Edson, June 2, 2011
Prelude: 1,000 extras? Or three guys, one car, and four days.
Team Compost headed out to Omaha
Beach for 4 days armed with...
I participated in a strategic planning workshop
here at the museum in March, 2011
I was struck by three things
I was struck by three things
The clarity of your mission
I was struck by three things
The clarity of your mission
The passion and commitment of your team
I was struck by three things
The clarity of your mission
The passion and commitment of your team
The sense of urgency – wh...
[65 million lives lost]

I consider myself to be well informed,
well educated…
but I was unprepared for what I learned
in ...
[65 million lives lost]
“Every day we hear from WWII veterans who
are [distraught] that their grandchildren
don’t know anything about WWII.”

[65 ...
“Here’s our product:
we tell stories
about World War II.”
Can you succeed with a
“broadcast” model?
Can you succeed with a
“broadcast” model?

We “do”

They consume
We “do”

This was a great model in the 20th century

They consume
But there are new actors on the stage
But there are new actors on the stage

Global audiences forming
around niche interests
But there are new actors on the stage

“No matter what business
you’re in, most of the smart
people work for someone else”
But there are new actors on the stage

A Trillion hours/year of time
available for creation and
collaboration. (via Clay S...
But there are new actors on the stage

Websites that get better the
more people use them
But there are new actors on the stage

In 12 years this device will be
1,706 X more powerful than my
desktop computer
But there are new actors on the stage

2 billion connected mobile
users. Voice, data, cameras,
GPS, sensors…
But there are new actors on the stage

Your users are heroes in their
own epic journeys. Your job is
to help them be great...
In a 21st c. context, this seems like an
incomplete toolset for accomplishing big goals

We “do”

They consume
This is your homepage
Mostly “broadcasting”
Is this is your homepage?
Is this is your homepage?
Or this?
Where do people go
to figure out WWII?
5,266 “National WWII Museum”
photos from real people
http://www.flickr.com/photos/commissariat/2167580355/in/set-72157603640065229/
Here’s a photo
taken in your
museum by Kris
Fricke of Davis, CA
http://www.flickr.com/photos/commissariat/2167580355/in/se...
Kris visited New
Orleans in 2008,
and shared these
photos
Kris is also
interested in Israel
…and beekeeping!
These are Kris’s other public
photo collections.
Beekeeping
Israel
Tall Ships!
Brewing…
Istanbul
Battle Sail
And New Orleans
People have amazingly diverse interests!
Learning is about connections—a collage,
it’s not a linear process.
Kris has bookmarked photos from
other Flickr photographers.
These seem to be WWI photos.
http://www.flickr.com/photos/nationalmediamuseum/3007981058/in/faves-commissariat/
The WWI photos are from the
National Media Museum in
Australia.

http://www.flickr.com/photos/nationalmediamuseum/30079810...
The National Media
Museum appears to
be an official,
trusted institution.
They’re sharing their
collection with “no
known copyright
restrictions” so that
people like Kris can
use them.
Searching Flickr for
photos “tagged” with
“WWII” yields
282,626 images
This “tagging” is a
form of cataloging,
done by the public, on
their own initiative.
Some of
the photos
are…
surprising!

http://www.flickr.com/photos/maniacbricks/5494254309/
Some of
the photos
are…
surprising!

http://www.flickr.com/photos/brickfan_557/5459318464/
http://www.flickr.com/photos/brickfan_557/5459318464/
This photo is
also part of a
collaborative
group…

http://www.flickr.com/photos/brickfan_557/5459318464/
http://www.flickr.com/groups/allies_to_axis_lego/pool/with/5459318464/
81 people from
all over the world
belong to this
group!

http://www.flickr.com/groups/allies_to_axis_lego/pool/with/545931...
They’ve organized
themselves into Field
Marshals, Brigadiers, and
Privates!!!

http://www.flickr.com/groups/allies_to_axis...
LEGO Kübelwagen Instructions
They share knowledge
From: jrriojase | Feb 27, 2010 | 6,917 views
& know-how
What you all hav...
Battle of Hürtgen

8,508 followers
4 million views!

http://www.youtube.com/user/JSLegoMaster#p/u/0/UV9n77T46CY
Battle of Hürtgen

?

http://www.youtube.com/user/JSLegoMaster#p/u/0/UV9n77T46CY
http://www.flickr.com/photos/brickfan_557/5459318464/
Tagging
connects them
to the rest of
the world…

http://www.flickr.com/photos/brickfan_557/5459318464/
3,574 photos
tagged with
“halftrack”
have been
shared by
Flickr users…

http://www.flickr.com/photos/tags/halftrack/?page=...
3,574 photos
tagged with
“halftrack”
have been
shared by
Flickr users…

http://www.flickr.com/photos/tags/halftrack/?page=...
http://www.flickr.com/photos/theadventurouseye/5411242607/
“This photo was taken
on August 22, 2009 in
Ústí nad Orlicí,
Pardubický, CZ…”

http://www.flickr.com/photos/theadventurous...
The map gives me
access to photos taken
nearby.

http://www.flickr.com/photos/theadventurouseye/5411242607/
http://www.flickr.com/photos/theadventurouseye/5411242607/nearby/?by=everyone&taken=alltime&sort=datetaken&show=thumb&page...
554 photos
were taken
nearby
(North of
Krakily)
http://www.flickr.com/photos/theadventurouseye/5411242607/nearby/?by=every...
You might use Google
Earth to learn more
about Ústí nad Orlicí,
Pardubický, CZ
Users of another
photography service,
Panoramio, allow their
photos to be connected
with Google Earth, so we
can look arou...
All of this is done without central authority or
coordination
It feels a lot like learning to me
And the question is not how you
can compete against all of this…
And the question is not how you
can compete against all of this…

…but how you can help Kris and his friends
explore and u...
Thank you!!
Michael Edson
Director, Web and New Media Strategy
Smithsonian Institution
An outside-in look at the National WWII Museum
An outside-in look at the National WWII Museum
An outside-in look at the National WWII Museum
An outside-in look at the National WWII Museum
An outside-in look at the National WWII Museum
An outside-in look at the National WWII Museum
An outside-in look at the National WWII Museum
An outside-in look at the National WWII Museum
An outside-in look at the National WWII Museum
An outside-in look at the National WWII Museum
An outside-in look at the National WWII Museum
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An outside-in look at the National WWII Museum

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Presentation for the board of the National WWII Museum in New Orleans, LA. (Following-up on a strategic planning workshop held at the museum in March, 2011)

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An outside-in look at the National WWII Museum

  1. 1. An outside-in look at the National WWII Museum Presentation to the Board Michael Edson, June 2, 2011
  2. 2. Prelude: 1,000 extras? Or three guys, one car, and four days. Team Compost headed out to Omaha Beach for 4 days armed with a Z1 camera, a pop up greenscreen, some soldier uniforms and 2 rubber rifles (we couldn’t afford 3), and begun the process of covering the beach (with camera on the cliff top), and re-enacting the veterans moving accounts. When back in London (and back in our real day job) we began to piece together …turning the 3 of us into the invading U.S. army. 6 Weeks later the work was completed and provides a moving insight to the U.S veterans memories of storming Omaha beach http://www.youtube.com/watch?v=WRS9cpOMYv0
  3. 3. I participated in a strategic planning workshop here at the museum in March, 2011
  4. 4. I was struck by three things
  5. 5. I was struck by three things The clarity of your mission
  6. 6. I was struck by three things The clarity of your mission The passion and commitment of your team
  7. 7. I was struck by three things The clarity of your mission The passion and commitment of your team The sense of urgency – what we do matters
  8. 8. [65 million lives lost] I consider myself to be well informed, well educated… but I was unprepared for what I learned in an hour at the museum
  9. 9. [65 million lives lost]
  10. 10. “Every day we hear from WWII veterans who are [distraught] that their grandchildren don’t know anything about WWII.” [65 million lives lost]
  11. 11. “Here’s our product: we tell stories about World War II.”
  12. 12. Can you succeed with a “broadcast” model?
  13. 13. Can you succeed with a “broadcast” model? We “do” They consume
  14. 14. We “do” This was a great model in the 20th century They consume
  15. 15. But there are new actors on the stage
  16. 16. But there are new actors on the stage Global audiences forming around niche interests
  17. 17. But there are new actors on the stage “No matter what business you’re in, most of the smart people work for someone else”
  18. 18. But there are new actors on the stage A Trillion hours/year of time available for creation and collaboration. (via Clay Shirky)
  19. 19. But there are new actors on the stage Websites that get better the more people use them
  20. 20. But there are new actors on the stage In 12 years this device will be 1,706 X more powerful than my desktop computer
  21. 21. But there are new actors on the stage 2 billion connected mobile users. Voice, data, cameras, GPS, sensors…
  22. 22. But there are new actors on the stage Your users are heroes in their own epic journeys. Your job is to help them be great. [via Kathy Sierra]
  23. 23. In a 21st c. context, this seems like an incomplete toolset for accomplishing big goals We “do” They consume
  24. 24. This is your homepage Mostly “broadcasting”
  25. 25. Is this is your homepage?
  26. 26. Is this is your homepage?
  27. 27. Or this?
  28. 28. Where do people go to figure out WWII?
  29. 29. 5,266 “National WWII Museum” photos from real people
  30. 30. http://www.flickr.com/photos/commissariat/2167580355/in/set-72157603640065229/
  31. 31. Here’s a photo taken in your museum by Kris Fricke of Davis, CA http://www.flickr.com/photos/commissariat/2167580355/in/set-72157603640065229/
  32. 32. Kris visited New Orleans in 2008, and shared these photos
  33. 33. Kris is also interested in Israel
  34. 34. …and beekeeping!
  35. 35. These are Kris’s other public photo collections.
  36. 36. Beekeeping
  37. 37. Israel
  38. 38. Tall Ships!
  39. 39. Brewing…
  40. 40. Istanbul
  41. 41. Battle Sail
  42. 42. And New Orleans
  43. 43. People have amazingly diverse interests! Learning is about connections—a collage, it’s not a linear process.
  44. 44. Kris has bookmarked photos from other Flickr photographers. These seem to be WWI photos.
  45. 45. http://www.flickr.com/photos/nationalmediamuseum/3007981058/in/faves-commissariat/
  46. 46. The WWI photos are from the National Media Museum in Australia. http://www.flickr.com/photos/nationalmediamuseum/3007981058/in/faves-commissariat/
  47. 47. The National Media Museum appears to be an official, trusted institution.
  48. 48. They’re sharing their collection with “no known copyright restrictions” so that people like Kris can use them.
  49. 49. Searching Flickr for photos “tagged” with “WWII” yields 282,626 images
  50. 50. This “tagging” is a form of cataloging, done by the public, on their own initiative.
  51. 51. Some of the photos are… surprising! http://www.flickr.com/photos/maniacbricks/5494254309/
  52. 52. Some of the photos are… surprising! http://www.flickr.com/photos/brickfan_557/5459318464/
  53. 53. http://www.flickr.com/photos/brickfan_557/5459318464/
  54. 54. This photo is also part of a collaborative group… http://www.flickr.com/photos/brickfan_557/5459318464/
  55. 55. http://www.flickr.com/groups/allies_to_axis_lego/pool/with/5459318464/
  56. 56. 81 people from all over the world belong to this group! http://www.flickr.com/groups/allies_to_axis_lego/pool/with/5459318464/
  57. 57. They’ve organized themselves into Field Marshals, Brigadiers, and Privates!!! http://www.flickr.com/groups/allies_to_axis_lego/members/
  58. 58. LEGO Kübelwagen Instructions They share knowledge From: jrriojase | Feb 27, 2010 | 6,917 views & know-how What you all have been waiting for. http://www.youtube.com/user/jrriojase#p/u/2/YvmUfSGumoo
  59. 59. Battle of Hürtgen 8,508 followers 4 million views! http://www.youtube.com/user/JSLegoMaster#p/u/0/UV9n77T46CY
  60. 60. Battle of Hürtgen ? http://www.youtube.com/user/JSLegoMaster#p/u/0/UV9n77T46CY
  61. 61. http://www.flickr.com/photos/brickfan_557/5459318464/
  62. 62. Tagging connects them to the rest of the world… http://www.flickr.com/photos/brickfan_557/5459318464/
  63. 63. 3,574 photos tagged with “halftrack” have been shared by Flickr users… http://www.flickr.com/photos/tags/halftrack/?page=3
  64. 64. 3,574 photos tagged with “halftrack” have been shared by Flickr users… http://www.flickr.com/photos/tags/halftrack/?page=3 I found zero photos of halftracks on the ww2museum website
  65. 65. http://www.flickr.com/photos/theadventurouseye/5411242607/
  66. 66. “This photo was taken on August 22, 2009 in Ústí nad Orlicí, Pardubický, CZ…” http://www.flickr.com/photos/theadventurouseye/5411242607/
  67. 67. The map gives me access to photos taken nearby. http://www.flickr.com/photos/theadventurouseye/5411242607/
  68. 68. http://www.flickr.com/photos/theadventurouseye/5411242607/nearby/?by=everyone&taken=alltime&sort=datetaken&show=thumb&page=19
  69. 69. 554 photos were taken nearby (North of Krakily) http://www.flickr.com/photos/theadventurouseye/5411242607/nearby/?by=everyone&taken=alltime&sort=datetaken&show=thumb&page=19
  70. 70. You might use Google Earth to learn more about Ústí nad Orlicí, Pardubický, CZ
  71. 71. Users of another photography service, Panoramio, allow their photos to be connected with Google Earth, so we can look around town…
  72. 72. All of this is done without central authority or coordination
  73. 73. It feels a lot like learning to me
  74. 74. And the question is not how you can compete against all of this…
  75. 75. And the question is not how you can compete against all of this… …but how you can help Kris and his friends explore and understand the world…
  76. 76. Thank you!! Michael Edson Director, Web and New Media Strategy Smithsonian Institution

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