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Michael Edson (@mpedson)
Director, Web and New Media Strategy
Smithsonian Institution
February 22, 2013
You can tell a lot about
someone by what they
choose to measure…and
what they measure with
You can tell a lot about
someone by what they
choose to measure…and
what they measure with



 You can see the
      scale
 of their dreams
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 than the last one.”
10x improvement lets us see
returns
 “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 these
represents 10 million people




                     Each one of these represents
                     1 year
Annual attendance
National Gallery of Art
1978 through 2011
Annual attendance
National Gallery of Art
1978 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 depends
On what you think your mission is
and how you think about scale.
But either way…
How you feel about this depends
On what you think your mission is
and how you think about scale.
But either way…


   There’s a lot of room at the top
          --Business proverb
“We won’t even consider a new project unless it
 returns   10x better performance than the last one.”
Hypothetical Project X, starts where the
National Gallery of Art started, but
grows at 10% a year for 33 years
Let’s adjust the vertical scale
 (Zoom out to 500 million)
Now, each one of these
represents
10 million
100 million people
10% annual growth gives you
102 million more visitors/year
after 33 years
Wikipedia Unique visits
…
Wikipedia Unique visits
                               …




Let’s adjust the vertical scale again
       (Zoom out to 6 billion)
Now, each one of these
represents
10 million
100 million
1 billion people
Oops! Wrong scale! This is actually Wikipedia
Unique 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 million
National Gallery of Art
visitors
…A 2.395 billion person
      difference
A global “audience”
             of collaborators
(individuals, learners, fans, community)
 of this scale was not imaginable to an
       organization 30 years ago…
But it is now
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
108.4 million viewers for 2013 Super Bowl
1,341,882,399 views of Gangnam Style




           http://www.youtube.com/user/officialpsy
108.4 million viewers for 2013 Super Bowl
1,341,882,399 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,
    today




http://trove.nla.gov.au/
792,780 people taking
        part worldwide




https://www.zooniverse.org/
Over 900,000 registered users
                           have contributed 14 million edits
                               and 1.6 billion locations




http://www.openstreetmap.org/ | http://wiki.openstreetmap.org/wiki/Stats | http://www.openstreetmap.org/browse/changeset/14947636
http://www.kickstarter.com/year/2012
In 2012…
2,241,475 people
from 177 counties
pledged $319,786,629
to support 18,109 projects




http://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


   • 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
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
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
Not if we’re only
              counting this…




1 2       4
      3       5 6
                           7
Not if we’re only
thinking like this…
Scale can be confusing
If scale matters, are 1 billion TED videos
 better than 2.4 million museum visits?
Not necessarily, but the vast difference
in scale is evidence that something
significant—worth studying—is going on
   There are more powerful
   ways of accomplishing
   museum missions than
   getting people through
   the doors.
“Anything is scalable”
                                             Larry Page
http://www.wired.com/business/2013/01/ff-qa-larry-page/all/
http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=fals
e
If you want
     scale
start with this   Open community
                  Web-centric
                  Born global




                    http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
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
2. Be web-centric
   Faster, cheaper, more efficient




                         http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
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
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
1.   Start small
2.   Ask the users
3.   Adapt
4.   Experiment
5.   Seize the opportunity
     at hand




                             http://books.google.com/books?id=mafZyckH_bAC&printsec=fr
                                                         ontcover#v=onepage&q&f=false
1. Take cues from your lead users
2. Build critical mass
3. Provide infrastructure for
   collaboration
4. Take your time to get the
   structures and governance right
5. Make sure all participants
   can harvest value
6. Abide by community norms
7. Let the process evolve
8. Hone your collaborative mind




      http://books.google.com/books?id=DVomiOeBg_YC&printsec=frontcover#v=onepage&q&f=fa
                                                                                     lse
Museums can go to 11
         And when they do,
new opportunities present themselves…
…TO BE CONTINUED…

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How museums can achieve massive scale online

  • 1. Michael Edson (@mpedson) Director, Web and New Media Strategy Smithsonian Institution February 22, 2013
  • 2. You can tell a lot about someone by what they choose to measure…and what they measure with
  • 3. You can tell a lot about someone by what they choose to measure…and what 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 see returns “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/
  • 11.
  • 12. At this scale, each one of these represents 10 million people Each one of these represents 1 year
  • 13. Annual attendance National Gallery of Art 1978 through 2011
  • 14. Annual attendance National Gallery of Art 1978 through 2011 -1% growth over 33 years
  • 15. People who don’t visit the NGA People who do visit the NGA
  • 16. How you feel about this depends On what you think your mission is and how you think about scale. But either way…
  • 17. How you feel about this depends On what you think your mission is and how you think about scale. But either way… There’s a lot of room at the top --Business proverb
  • 18. “We won’t even consider a new project unless it returns 10x better performance than the last one.”
  • 19. Hypothetical Project X, starts where the National Gallery of Art started, but grows at 10% a year for 33 years
  • 20. Let’s adjust the vertical scale (Zoom out to 500 million)
  • 21. Now, each one of these represents 10 million 100 million people
  • 22. 10% annual growth gives you 102 million more visitors/year after 33 years
  • 24. Wikipedia Unique visits … Let’s adjust the vertical scale again (Zoom out to 6 billion)
  • 25. Now, each one of these represents 10 million 100 million 1 billion people
  • 26. Oops! Wrong scale! This is actually Wikipedia Unique visits …A MONTH! (Let’s adjust it to unique visits/year)
  • 27. Wikipedia Unique visits (…extrapolated to 12 months, an approximation…)
  • 28. 2.4 billion Internet users (34% of world population)
  • 29. 2.4 billion Internet users (34% of world population) 4.6 million National Gallery of Art visitors
  • 30. …A 2.395 billion person difference
  • 31. A global “audience” of collaborators (individuals, learners, fans, community) of this scale was not imaginable to an organization 30 years ago…
  • 32. But it is now
  • 33. 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
  • 34. 108.4 million viewers for 2013 Super Bowl 1,341,882,399 views of Gangnam Style http://www.youtube.com/user/officialpsy
  • 35. 108.4 million viewers for 2013 Super Bowl 1,341,882,399 views of Gangnam Style
  • 37. Wikipedia 1.7 billion edits http://toolserver.org/~emijrp/wikimediacounter/
  • 38. 78,879 text corrections, by volunteers, today http://trove.nla.gov.au/
  • 39. 792,780 people taking part worldwide https://www.zooniverse.org/
  • 40. Over 900,000 registered users have contributed 14 million edits and 1.6 billion locations http://www.openstreetmap.org/ | http://wiki.openstreetmap.org/wiki/Stats | http://www.openstreetmap.org/browse/changeset/14947636
  • 42. In 2012… 2,241,475 people from 177 counties pledged $319,786,629 to support 18,109 projects http://www.kickstarter.com/year/2012
  • 44. We love our museums, libraries, and archives We want them to be successful
  • 45. 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
  • 46. 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
  • 47. 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
  • 48. Not if we’re only counting this… 1 2 4 3 5 6 7
  • 49. Not if we’re only thinking like this…
  • 50. Scale can be confusing If scale matters, are 1 billion TED videos better than 2.4 million museum visits?
  • 51. Not necessarily, but the vast difference in scale is evidence that something significant—worth studying—is going on There are more powerful ways of accomplishing museum missions than getting people through the doors.
  • 52. “Anything is scalable” Larry Page http://www.wired.com/business/2013/01/ff-qa-larry-page/all/
  • 54. If you want scale start with this Open community Web-centric Born global http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
  • 55. 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
  • 56. 2. Be web-centric Faster, cheaper, more efficient http://books.google.com/books?id=L5zxn5JFIeQC&printsec=frontcover#v=onepage&q&f=false
  • 57. 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
  • 58. 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
  • 59. 1. Start small 2. Ask the users 3. Adapt 4. Experiment 5. Seize the opportunity at hand http://books.google.com/books?id=mafZyckH_bAC&printsec=fr ontcover#v=onepage&q&f=false
  • 60. 1. Take cues from your lead users 2. Build critical mass 3. Provide infrastructure for collaboration 4. Take your time to get the structures and governance right 5. Make sure all participants can harvest value 6. Abide by community norms 7. Let the process evolve 8. Hone your collaborative mind http://books.google.com/books?id=DVomiOeBg_YC&printsec=frontcover#v=onepage&q&f=fa lse
  • 61. Museums can go to 11 And when they do, new opportunities present themselves…

Editor's Notes

  1. 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)
  2. New Acropolis Museumby Visit Greecehttp://www.flickr.com/photos/visitgreecegr/5159059503/CC BY-NC-SA 2.0
  3. New Acropolis Museumby Visit Greecehttp://www.flickr.com/photos/visitgreecegr/5159059503/CC BY-NC-SA 2.0
  4. http://2.bp.blogspot.com/-Wvg9mvG3u9k/T7Od9HQ5Z5I/AAAAAAAAFpA/dSTHiWCHAzI/s1600/Chandra_X-ray_Observatory.jpg
  5. http://www.chandra.harvard.edu/photo/2013/w49b/W49B is a highly distorted supernova remnant, produced by a rare type of explosion.
  6. http://www.chandra.harvard.edu/photo/2013/w49b/W49B is a highly distorted supernova remnant, produced by a rare type of explosion.
  7. http://www.chandra.harvard.edu/photo/2013/w49b/W49B is a highly distorted supernova remnant, produced by a rare type of explosion.
  8. http://www.chandra.harvard.edu/photo/2013/w49b/W49B is a highly distorted supernova remnant, produced by a rare type of explosion.
  9. 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 (
  10. 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 (
  11. 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
  12. 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
  13. 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
  14. Yet another view from the ArtScience MuseumBy williamchohttp://www.flickr.com/photos/adforce1/5470291921/CC BY-NC-SA 2.0
  15. Yet another view from the ArtScience MuseumBy williamchohttp://www.flickr.com/photos/adforce1/5470291921/CC BY-NC-SA 2.0
  16. Yet another view from the ArtScience MuseumBy williamchohttp://www.flickr.com/photos/adforce1/5470291921/CC BY-NC-SA 2.0
  17. Yet another view from the ArtScience MuseumBy williamchohttp://www.flickr.com/photos/adforce1/5470291921/CC BY-NC-SA 2.0
  18. "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
  19. UntitledBy dolanhhttp://www.flickr.com/photos/reneeanddolan/199561644/CC BY-NC-SA 2.0
  20. UntitledBy dolanhhttp://www.flickr.com/photos/reneeanddolan/199561644/CC BY-NC-SA 2.0
  21. (Thanks to Merete Sanderhoff for highlighting these in her talk “Adding, Growing, Sharing, Caring”http://www.slideshare.net/MereteSanderhoff/adding-sharing-growing-caringiifiec09112012 )
  22. Scene From a Galleryby Thomas Hawkhttp://www.flickr.com/photos/thomashawk/372324504CC-BY