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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

Published in: Technology

Are museums a dial that only goes to 5?

  1. Michael Edson (@mpedson)Director, Web and New Media StrategySmithsonian InstitutionFebruary 22, 2013
  2. You can tell a lot aboutsomeone by what theychoose to measure…andwhat they measure with
  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. Scale is a matter of perspective “These go to 11” Video: http://youtu.be/EbVKWCpNFhY
  5. This is NASA’s Chandra x-ray observatory(operated by the Smithsonian)It takes pictures of the universe
  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. 10x improvement lets us seereturns “Every 10x farther back to the beginning of the universe.”
  8. returns 10x better (simulation)
  9. The Crab Nebula (composite) http://www.chandra.harvard.edu/photo/2013/w49b/
  10. Let’s make some graphs
  11. At this scale, each one of theserepresents 10 million people Each one of these represents 1 year
  12. Annual attendanceNational Gallery of Art1978 through 2011
  13. Annual attendanceNational Gallery of Art1978 through 2011 -1% growth over 33 years
  14. People who don’t visit the NGA People who do visit the NGA
  15. How you feel about this dependsOn what you think your mission isand how you think about scale.But either way…
  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. “We won’t even consider a new project unless it returns 10x better performance than the last one.”
  18. Hypothetical Project X, starts where theNational Gallery of Art started, butgrows at 10% a year for 33 years
  19. Let’s adjust the vertical scale (Zoom out to 500 million)
  20. Now, each one of theserepresents10 million100 million people
  21. 10% annual growth gives you102 million more visitors/yearafter 33 years
  22. Wikipedia Unique visits…
  23. Wikipedia Unique visits …Let’s adjust the vertical scale again (Zoom out to 6 billion)
  24. Now, each one of theserepresents10 million100 million1 billion people
  25. Oops! Wrong scale! This is actually WikipediaUnique visits …A MONTH!(Let’s adjust it to unique visits/year)
  26. Wikipedia Unique visits(…extrapolated to 12 months,an approximation…)
  27. 2.4 billion Internet users(34% of world population)
  28. 2.4 billion Internet users (34% of world population)4.6 millionNational Gallery of Artvisitors
  29. …A 2.395 billion person difference
  30. A global “audience” of collaborators(individuals, learners, fans, community) of this scale was not imaginable to an organization 30 years ago…
  31. But it is now
  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. 108.4 million viewers for 2013 Super Bowl1,341,882,399 views of Gangnam Style http://www.youtube.com/user/officialpsy
  34. 108.4 million viewers for 2013 Super Bowl1,341,882,399 views of Gangnam Style
  35. http://blog.ted.com/2012/11/13/ted-reaches-its-billionth-video-view/
  36. Wikipedia 1.7 billion edits http://toolserver.org/~emijrp/wikimediacounter/
  37. 78,879 text corrections,by volunteers, todayhttp://trove.nla.gov.au/
  38. 792,780 people taking part worldwidehttps://www.zooniverse.org/
  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. http://www.kickstarter.com/year/2012
  41. In 2012…2,241,475 peoplefrom 177 countiespledged $319,786,629to support 18,109 projectshttp://www.kickstarter.com/year/2012
  42. http://www.kickstarter.com/year/2012
  43. We love our museums, libraries, and archives We want them to be successful
  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. 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. 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. Not if we’re only counting this…1 2 4 3 5 6 7
  48. Not if we’re onlythinking like this…
  49. Scale can be confusingIf scale matters, are 1 billion TED videos better than 2.4 million museum visits?
  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. “Anything is scalable” Larry Pagehttp://www.wired.com/business/2013/01/ff-qa-larry-page/all/
  52. http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
  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. 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. 2. Be web-centric Faster, cheaper, more efficient http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
  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. 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. 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. 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. Museums can go to 11 And when they do,new opportunities present themselves…
  61. …TO BE CONTINUED…

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