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Prototyping theSmithsonian Commons Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson
Prototyping theSmithsonian Commons Note: I’m going to skipa lot of these slides as I present this! (But I it’s all online for reference) Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson
Smithsonian Commons PrototypeOverture
Story 1: Visitor (Smithsonian Commons Prototype) http://www.si.edu/commons/prototype(coming soon)
Story 2: Teacher (Smithsonian Commons Prototype) http://www.si.edu/commons/prototype(coming soon)
Story 3: Millennial (Smithsonian Commons Prototype) http://www.si.edu/commons/prototype(coming soon)
Story 4: Enthusiast (Smithsonian Commons Prototype) http://www.si.edu/commons/prototype(coming soon)
Smithsonian Strategic Plan
Smithsonian Strategic Plan http://www.si.edu/about/ Four Grand Challenges Smithsonian Secretary G. Wayne Clough
Smithsonian Strategic Plan http://www.si.edu/about/ Four Grand Challenges Unlocking the Mysteries of the Universe Understanding and Sustaining a Biodiverse Planet Valuing World Cultures Understanding the American Experience
Smithsonian Strategic Plan http://www.si.edu/about/ Four Grand Challenges Unlocking the Mysteries of the Universe Understanding and Sustaining a Biodiverse Planet Valuing World Cultures Understanding the American Experience
Smithsonian Strategic Plan http://www.si.edu/about/ Four Grand Challenges Unlocking the Mysteries of the Universe Understanding and Sustaining a Biodiverse Planet Valuing World Cultures Understanding the American Experience
Smithsonian Strategic Plan http://www.si.edu/about/ Four Grand Challenges Unlocking the Mysteries of the Universe Understanding and Sustaining a Biodiverse Planet Valuing World Cultures Understanding the American Experience
Smithsonian Strategic Plan Strategy Schmatergy! We’ve seen strategy before! Four Grand Challenges Unlocking the Mysteries of the Universe Understanding and Sustaining a Biodiverse Planet Valuing World Cultures Understanding the American Experience A GenericHumbug
Smithsonian Strategic Plan No! This is about solving big hairy problems— ”work that matters” (via @timoreilly) http://radar.oreilly.com/2009/01/work-on-stuff-that-matters-fir.html Strategy Schmatergy! We’ve seen strategy before! Four Grand Challenges Unlocking the Mysteries of the Universe Understanding and Sustaining a Biodiverse Planet Valuing World Cultures Understanding the American Experience A GenericHumbug
Empower citizen-scholars! Blend assets w. new technology!
Solve big complex problems! Interdisciplinary collaborations and partnerships!
Interdisciplinary Collaborative Entrepreneurial
“Innovative informal education”  !!!
“Use our vast resources for the public good in the midst of unceasing change”
c
c This is big, audacious, important stuff.  This is work! This is relevance earned through a job well done.
First order questions
First order questions Where is this work going to take place?  What kind of organization, infrastructure, platforms will be needed to support it? What is the organizational change model? How will change happen? What will it look like?  Who will be the innovators? The connectors? The drivers of change?
My workplace, like so many others,is deeply conflictedabout these questions.
Chris AndersonFree, the Future of a Radical Price
Chris AndersonFree, the Future of a Radical Price “I found that the idea you could create a huge global economy around a base price of zero was invariably polarizing” From the introduction to Free
Chris AndersonFree, the Future of a Radical Price “I found that the idea you could create a huge global economy around a base price of zero was invariably polarizing” Duh!
Chris AndersonFree, the Future of a Radical Price “I found that the idea you could create a huge global economy around a base price of zero was invariably polarizing” Duh! Huh!?
Duh! Huh!?
Thermocline(a metaphor) Duh! Huh!?
Thermocline(a metaphor) Stratified water temperature acts as a barrier
Thermocline(a metaphor) Knowledge, communication, action models are different Management Practitioners
Thermocline(a metaphor) Messages get distorted, lost
Thermocline(a metaphor) Messages get distorted, lost
Thermocline(a metaphor) Thermocline Issues define the change environment and explain why strategy is needed (and why, for us, the commons is such an important idea)
Urgency Thermocline Issues Complacency  John P. Kotter, A Sense of Urgency
In exchange for public funds and public trust,museums should do workfor society Thermocline Issues Museums are for… What could you accomplish with $1b /year for 50 years?
Institutions built onthe model of  social entrepreneurship: Think Big,Start SmallMove Fast Thermocline Issues Institutions built onthe model ofenduring wisdom* We can move slowlybecause wisdom endures *Via Peter Schwartz, GBN
Thermocline Issues Focus on innovation/ discovery inside the Institution Catalyze innovation/ discovery outside the institution Joy’s Law: no matter  who you are, most of  The smartest people work for someone else
Thermocline Issues The most interestingecosystems arein “border habitats”between the two You can managetechnology and content separately
Thermocline Issues “There’s no such thing as social media, it’s just doing stuff with a Computer. Everyone go to bed.” Fixation on superficialaspects of Web 2.0 and Social Media
Thermocline Issues The Web is a  fundamentally new way of getting things done The Web is  a bigger megaphone
Thermocline Issues “we are living in the middle of a remarkable increase in our ability to share, to cooperate with one another, and to take collective action, all outside the framework of traditional institutions and organization …Getting the free and ready participation of a large, distributed group with a variety of skills has gone from impossible to simple.”  Clay Shirky
Thermocline Issues Build an ascendant brandby“doing work that matters” Make money, now “Once [the Smithsonian] has increased user base 100x or more, many other possibilities open” Carl Malamud Public.resource.org Tim O’Reillyhttp://radar.oreilly.com/2009/01/work-on-stuff-that-matters-fir.html
Thermocline Issues The Desktop Internet 3.5 Billionmobile subscribers
Thermocline Issues The Desktop Internet 3.5 Billionmobile subscribers Moore’s Law means these things will be 20X More powerful in a few years... It’s going to get FREAKY!
Thermocline Issues The Desktop Internet 3.5 Billionmobile subscribers Moore’s Law means these things will be 20X More powerful in a few years... It’s going to get FREAKY!
Gardeningchange model*Build a platform &cultivate Web 2.0 as a way of thinkingabout work Thermocline Issues Manufacturingchange model “Lets Build Product Xand be done with it” * Via Josh Greenberg, NYPL
Every user is a hero In their ownepic journey Thermocline Issues Provide services to passive audiences
Every user is a hero In their ownepic journey Thermocline Issues Provide services to passive audiences
Myths/misconceptions about the relevance, reach, and impact of traditional models
Myths/misconceptions about the relevance, reach, and impact of traditional models (See Imagining a Smithsonian Commons)  - Text w. links and footnotes: http://www.slideshare.net/edsonm/cil-2009-michael-edson-text-version  - PowerPoint: http://www.slideshare.net/edsonm/cil-2009-michael-edson-powerpoint  - Ustream (from CIL 2009): http://www.ustream.tv/recorded/1327813
“Most organizations don’t getserious about strategy untilthey are afraid or in pain” Leo Mulen, CEONavigation Arts
Hey!We wrote aWeb and New MediaStrategy!!!
Hey!We made aWeb and New MediaStrategy!!!
Smithsonian 2.0 Conference
Smithsonian 2.0 Conference
Process: Workshops to 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 As participants are speaking, what they’re saying is being typed and saved on a public wiki
Process: Workshops to Wiki “What I say really matters (because I know it will be seen/heard after the meeting ends)”
Process: Workshops to Wiki “Not everything that matters will get said in the next hour by the people in this room. The wiki encourages thoughtful synthesis and new ideas”
Process: Workshops to Wiki The Wiki becomes the strategy
Very important slide! The advantages of public, transparent, and fast ,[object Object]
Increase size of brain trust (Joy’s Law)
Improve the odds for change
Improve odds for execution (public promises not easily forgotten)
Outside champions more likely to support “commons” goals than status-quo insiders
Walking the Talk vis-à-vis crowdsourcing and innovation model
“You get what you practice”,[object Object]
Increase size of brain trust (Joy’s Law)
Improve the odds for change
Improve odds for execution (public promises not easily forgotten)
Outside champions more likely to support “commons” goals than status-quo insiders
Walking the Talk vis-à-vis crowdsourcing and innovation model
“You get what you practice”More in Fast, Open, and Transparent: developing the Smithsonian’s Web and New Media Strategyhttp://www.slideshare.net/edsonm/michael-edson-the-smithsonian-web-and-new-media-strategy-what-it-is-how-we-made-it-and-why-it-makes-a-difference-3656578 and http://www.archimuse.com/mw2010/papers/edson/edson.html
Web & New Media Strategy Structure Three Themes Update the Smithsonian Digital Experience Update the Smithsonian Learning Model Balance Autonomy and Control within SI Eight Goals External Mission Brand Learning Audience Internal Interpretation Technology Business Model Governance Each Goal has specific program, policy, and tactical recommendations
How the strategy attacks the challenge points
Update the Digital Experience Urgency “We are like a retail chain that has desirable and unique merchandise but requires its customers to adapt to dramatically different or outdated idioms of signage, product availability, pricing, and check-out in every aisle of each store. This needs to be addressed to realize the full potential of the Smithsonian’s digital initiatives.”
Update the Learning Model Urgency “This strategy is based on the growing understanding of learning as a hybrid of formal education and self-directed discovery that can be brought together and enhanced by online tools and communities….  that allow our audiences to be our partners in the increase and diffusion of knowledge.”
Balance Autonomy and Control Urgency “The expertise and accomplishments of unit-based staff, however, need to be supported and enhanced by an internal commons of shared tools, services, and standards.”
1. Mission Urgency “Once on the fringe of institutional and public awareness, Web and New Media initiatives are now considered to be a critical part of the Institution’s core activities and future: They need to be funded and managed accordingly.”
2. Brand Changing role of Institutions “Shift the Smithsonian brand voice away from attributes of institutional/omnipotent/ authoritarian towards attributes of individuality/ relevance/passion for learning.”
3. Learning New model of knowledge creation “The emergence of a new class of learning techniques—built on a foundation of broad and unrestricted access to information, social sharing, creativity, play, and participatory learning—supplement [standard learning] protocols and enable vast new audiences to use the Smithsonian as one part of their lifelong learning journeys”
4. Audience Denographic Tsunami “The online experience must become more interactive and able to facilitate ongoing dialogues between the Smithsonian and its users to ensure the continuing relevance of the Institution, particularly to digitally attuned audiences.”
5. Interpretation New collaborative models “Web and New Media technologies are crucial to the Smithsonian’s core research activities and to the wide collaborations that must occur among geographically distant participants…”
6. Technology New ways of working “Many of the menial or difficult tasks performed by unit Web and New Media teams—and the public—can be served by a unified Smithsonian platform, and the development of a shared platform, over time, will allow data, ideas, e-commerce, and collaboration to flow across institutional boundaries in ways that are not possible in the current decentralized model.”
7. Business Model Social entrepreneurship “The Smithsonian’s basic business model is to create social and economic value through the increase and diffusion of knowledge…Ultimately, the most valuable business asset we can cultivate—and the one that is most fundamental to our core mission—is a community of engaged and committed Smithsonian enthusiasts.”
8. Governance Urgency “Successful governance and leadership are the keys to accomplishing any of the goals in this strategic plan..”
The Smithsonian Commons The whole shebang! “The Smithsonian Commons will be a special part of our digital presence dedicated to the free and unrestricted sharing of Smithsonian resources and encouraging new kinds of learning and creation through interaction with Smithsonian research, collections, and communities.”
http://smithsonian-webstrategy.wikispaces.com/
The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons—a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities. http://smithsonian-webstrategy.wikispaces.com/
The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons—a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities. http://smithsonian-webstrategy.wikispaces.com/
The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons—a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities. http://smithsonian-webstrategy.wikispaces.com/
The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons—a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities. http://smithsonian-webstrategy.wikispaces.com/
The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons—a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities. http://smithsonian-webstrategy.wikispaces.com/
What is a Commons? A set of resources maintained in the public sphere for the use and benefit of everyone
What is a Commons?
What is a Commons? The Anti-Commons…
What is a Commons? An organized workshop where raw materials can be found and assembled into new things.
What is a Commons? Imagining a Smithsonian Commons http://www.slideshare.net/edsonm/cil-2009-michael-edson-text-version Museum Commons: A professional interaction http://www.slideshare.net/edsonm/museum-commons-a-professional-interaction-museums-and-the-web-2010-michael-edson-and-rich-cherry
How do we talk about this?
How do we talk about this? What does this mean for staff and users?
How do we talk about this? What does this mean for staff and users? A lot of new ideas for sr. decision makers to unpack
Huh?
Let’s Build a Prototype! Huh?
What’s a Prototype? An audio-visual presentation that shows the attributes of a fully completed Smithsonian Commons as seen through the eyes of our users. Let’s Build a Prototype!
What’s a Prototype? Push / pull between understanding what this thing is and understanding how to sell it Let’s Build a Prototype!
http://smithsonian-webstrategy.wikispaces.com
The Smithsonian Commons Will… http://smithsonian-webstrategy.wikispaces.com/Experience+Brief+-+Addendum+-+The+Smithsonian+Commons+Will
Conceptual Development: “Low Rez” Wireframes
Conceptual Development: Paper Prototypes
“Experience Brief” http://smithsonian-webstrategy.wikispaces.com/Smithsonian+Commons+Prototype
Outlines four stories  Museum Visitor 4th Grade Teacher Millennial Enthusiast / Citizen Scientist
The “flow” of the storyline is described
Which outcomes/benefits for are illustrated
Key themes shown in this story
…Functionality of the Commons that is demonstrated
http://smithsonian-webstrategy.wikispaces.com/Experience+Brief+-+Mockup+of+Prototype+Home+Page Prototype Home Page Mockup
http://smithsonian-webstrategy.wikispaces.com/Experience+Brief+-+Mockup+of+Prototype+Home+Page Prototype Home Page Mockup These stories need pictures/content!
Asset Research
Asset Research Commons/Strategy Hypothesis 1If we encourage reuse of our materials we can catalyze amazing discovery/ innovation/ creativity Commons/Strategy Hypothesis 2We have some amazing stuff that’s isolated on deep content pages: if we can do the aggregation and curation in a web 2.0 platform we will have something remarkable to show
Hirshhorn online catalog page
Prototype depiction of same sculpture
Found on Flickr!
We are one part of people’s heroic journey
People can’t stop taking pictures and “connecting”
Hirshhorn online catalog page
Flickr
Dramatic, multiple perspectives
Dramatic, multiple perspectives
Flickr search for “Hirshhorn Sculpture” WOW! It just goes on and on!
Crab Nebula on Smithsonian Astro. Observatory site
Commons prototype “Space & Time with Tom”
Based on “Tom’s Astronomy Blog”
Found: Google Sky mashup of the Crab Nebula  link from http://googlemapsmania.blogspot.com/2009/01/out-of-this-world-google-maps.html
Our rendition of the mashup
OMG! Our stuff on Flickr Commons!
Rich, connected, compelling
Rich, connected, compelling
Amazing things at the Smithsonian
You could never see this kind of cross-collection compilation
Many of these pictures are from Flickr because of quality, resolution, and intellectual property problems on SI sites
Smithsonian content can provide a real 360-degree portrait
(Theodore Roosevelt search Results from commons prototype) Smithsonian sites rarely show collections, expertise,  programs, research, and community content side-by-side
Smithsonian sites rarely show collections, expertise,  programs, research, and community content side-by-side
si.edu search results
Flickr search for “Smithsonian ‘Theodore Roosevelt’”
Using Google’s “site:” syntax to find things on SI.EDU related to “Theodore Roosevelt”
OMG! We’ve got audio recordings of Theodore Roosevelt
http://www.folkways.si.edu/albumdetails.aspx?itemid=1086
Asset Research Commons/Strategy Hypothesis 1If we encourage reuse of our materials we can catalyze amazing discovery/ innovation/ creativity Commons/Strategy Hypothesis 2We have some amazing stuff that’s isolated on deep content pages: if we can do the aggregation and curation in a web 2.0 platform we will have something remarkable to show
Asset Research Through asset research for the Commons prototype, we found amazing “hidden” assets throughout Smithsonian Web sites, and amazing content created with/from Smithsonian resources by YOU, our amazing customers.
(Asset inventory documents are on Scribd at http://www.scribd.com/mpedson )

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Michael Edson: Prototyping the Smithsonian Commons

  • 1. Prototyping theSmithsonian Commons Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson
  • 2. Prototyping theSmithsonian Commons Note: I’m going to skipa lot of these slides as I present this! (But I it’s all online for reference) Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson
  • 4. Story 1: Visitor (Smithsonian Commons Prototype) http://www.si.edu/commons/prototype(coming soon)
  • 5. Story 2: Teacher (Smithsonian Commons Prototype) http://www.si.edu/commons/prototype(coming soon)
  • 6. Story 3: Millennial (Smithsonian Commons Prototype) http://www.si.edu/commons/prototype(coming soon)
  • 7. Story 4: Enthusiast (Smithsonian Commons Prototype) http://www.si.edu/commons/prototype(coming soon)
  • 8.
  • 10. Smithsonian Strategic Plan http://www.si.edu/about/ Four Grand Challenges Smithsonian Secretary G. Wayne Clough
  • 11. Smithsonian Strategic Plan http://www.si.edu/about/ Four Grand Challenges Unlocking the Mysteries of the Universe Understanding and Sustaining a Biodiverse Planet Valuing World Cultures Understanding the American Experience
  • 12. Smithsonian Strategic Plan http://www.si.edu/about/ Four Grand Challenges Unlocking the Mysteries of the Universe Understanding and Sustaining a Biodiverse Planet Valuing World Cultures Understanding the American Experience
  • 13. Smithsonian Strategic Plan http://www.si.edu/about/ Four Grand Challenges Unlocking the Mysteries of the Universe Understanding and Sustaining a Biodiverse Planet Valuing World Cultures Understanding the American Experience
  • 14. Smithsonian Strategic Plan http://www.si.edu/about/ Four Grand Challenges Unlocking the Mysteries of the Universe Understanding and Sustaining a Biodiverse Planet Valuing World Cultures Understanding the American Experience
  • 15. Smithsonian Strategic Plan Strategy Schmatergy! We’ve seen strategy before! Four Grand Challenges Unlocking the Mysteries of the Universe Understanding and Sustaining a Biodiverse Planet Valuing World Cultures Understanding the American Experience A GenericHumbug
  • 16. Smithsonian Strategic Plan No! This is about solving big hairy problems— ”work that matters” (via @timoreilly) http://radar.oreilly.com/2009/01/work-on-stuff-that-matters-fir.html Strategy Schmatergy! We’ve seen strategy before! Four Grand Challenges Unlocking the Mysteries of the Universe Understanding and Sustaining a Biodiverse Planet Valuing World Cultures Understanding the American Experience A GenericHumbug
  • 17. Empower citizen-scholars! Blend assets w. new technology!
  • 18. Solve big complex problems! Interdisciplinary collaborations and partnerships!
  • 21. “Use our vast resources for the public good in the midst of unceasing change”
  • 22. c
  • 23. c This is big, audacious, important stuff. This is work! This is relevance earned through a job well done.
  • 25. First order questions Where is this work going to take place? What kind of organization, infrastructure, platforms will be needed to support it? What is the organizational change model? How will change happen? What will it look like? Who will be the innovators? The connectors? The drivers of change?
  • 26. My workplace, like so many others,is deeply conflictedabout these questions.
  • 27. Chris AndersonFree, the Future of a Radical Price
  • 28. Chris AndersonFree, the Future of a Radical Price “I found that the idea you could create a huge global economy around a base price of zero was invariably polarizing” From the introduction to Free
  • 29. Chris AndersonFree, the Future of a Radical Price “I found that the idea you could create a huge global economy around a base price of zero was invariably polarizing” Duh!
  • 30. Chris AndersonFree, the Future of a Radical Price “I found that the idea you could create a huge global economy around a base price of zero was invariably polarizing” Duh! Huh!?
  • 33. Thermocline(a metaphor) Stratified water temperature acts as a barrier
  • 34. Thermocline(a metaphor) Knowledge, communication, action models are different Management Practitioners
  • 35. Thermocline(a metaphor) Messages get distorted, lost
  • 36. Thermocline(a metaphor) Messages get distorted, lost
  • 37. Thermocline(a metaphor) Thermocline Issues define the change environment and explain why strategy is needed (and why, for us, the commons is such an important idea)
  • 38. Urgency Thermocline Issues Complacency John P. Kotter, A Sense of Urgency
  • 39. In exchange for public funds and public trust,museums should do workfor society Thermocline Issues Museums are for… What could you accomplish with $1b /year for 50 years?
  • 40. Institutions built onthe model of social entrepreneurship: Think Big,Start SmallMove Fast Thermocline Issues Institutions built onthe model ofenduring wisdom* We can move slowlybecause wisdom endures *Via Peter Schwartz, GBN
  • 41. Thermocline Issues Focus on innovation/ discovery inside the Institution Catalyze innovation/ discovery outside the institution Joy’s Law: no matter who you are, most of The smartest people work for someone else
  • 42. Thermocline Issues The most interestingecosystems arein “border habitats”between the two You can managetechnology and content separately
  • 43. Thermocline Issues “There’s no such thing as social media, it’s just doing stuff with a Computer. Everyone go to bed.” Fixation on superficialaspects of Web 2.0 and Social Media
  • 44. Thermocline Issues The Web is a fundamentally new way of getting things done The Web is a bigger megaphone
  • 45. Thermocline Issues “we are living in the middle of a remarkable increase in our ability to share, to cooperate with one another, and to take collective action, all outside the framework of traditional institutions and organization …Getting the free and ready participation of a large, distributed group with a variety of skills has gone from impossible to simple.” Clay Shirky
  • 46. Thermocline Issues Build an ascendant brandby“doing work that matters” Make money, now “Once [the Smithsonian] has increased user base 100x or more, many other possibilities open” Carl Malamud Public.resource.org Tim O’Reillyhttp://radar.oreilly.com/2009/01/work-on-stuff-that-matters-fir.html
  • 47. Thermocline Issues The Desktop Internet 3.5 Billionmobile subscribers
  • 48. Thermocline Issues The Desktop Internet 3.5 Billionmobile subscribers Moore’s Law means these things will be 20X More powerful in a few years... It’s going to get FREAKY!
  • 49. Thermocline Issues The Desktop Internet 3.5 Billionmobile subscribers Moore’s Law means these things will be 20X More powerful in a few years... It’s going to get FREAKY!
  • 50. Gardeningchange model*Build a platform &cultivate Web 2.0 as a way of thinkingabout work Thermocline Issues Manufacturingchange model “Lets Build Product Xand be done with it” * Via Josh Greenberg, NYPL
  • 51. Every user is a hero In their ownepic journey Thermocline Issues Provide services to passive audiences
  • 52. Every user is a hero In their ownepic journey Thermocline Issues Provide services to passive audiences
  • 53. Myths/misconceptions about the relevance, reach, and impact of traditional models
  • 54. Myths/misconceptions about the relevance, reach, and impact of traditional models (See Imagining a Smithsonian Commons) - Text w. links and footnotes: http://www.slideshare.net/edsonm/cil-2009-michael-edson-text-version - PowerPoint: http://www.slideshare.net/edsonm/cil-2009-michael-edson-powerpoint - Ustream (from CIL 2009): http://www.ustream.tv/recorded/1327813
  • 55. “Most organizations don’t getserious about strategy untilthey are afraid or in pain” Leo Mulen, CEONavigation Arts
  • 56. Hey!We wrote aWeb and New MediaStrategy!!!
  • 57. Hey!We made aWeb and New MediaStrategy!!!
  • 61. 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.”
  • 62. Process: Workshops to Wiki As participants are speaking, what they’re saying is being typed and saved on a public wiki
  • 63. Process: Workshops to Wiki “What I say really matters (because I know it will be seen/heard after the meeting ends)”
  • 64. Process: Workshops to Wiki “Not everything that matters will get said in the next hour by the people in this room. The wiki encourages thoughtful synthesis and new ideas”
  • 65. Process: Workshops to Wiki The Wiki becomes the strategy
  • 66.
  • 67. Increase size of brain trust (Joy’s Law)
  • 68. Improve the odds for change
  • 69. Improve odds for execution (public promises not easily forgotten)
  • 70. Outside champions more likely to support “commons” goals than status-quo insiders
  • 71. Walking the Talk vis-à-vis crowdsourcing and innovation model
  • 72.
  • 73. Increase size of brain trust (Joy’s Law)
  • 74. Improve the odds for change
  • 75. Improve odds for execution (public promises not easily forgotten)
  • 76. Outside champions more likely to support “commons” goals than status-quo insiders
  • 77. Walking the Talk vis-à-vis crowdsourcing and innovation model
  • 78. “You get what you practice”More in Fast, Open, and Transparent: developing the Smithsonian’s Web and New Media Strategyhttp://www.slideshare.net/edsonm/michael-edson-the-smithsonian-web-and-new-media-strategy-what-it-is-how-we-made-it-and-why-it-makes-a-difference-3656578 and http://www.archimuse.com/mw2010/papers/edson/edson.html
  • 79. Web & New Media Strategy Structure Three Themes Update the Smithsonian Digital Experience Update the Smithsonian Learning Model Balance Autonomy and Control within SI Eight Goals External Mission Brand Learning Audience Internal Interpretation Technology Business Model Governance Each Goal has specific program, policy, and tactical recommendations
  • 80. How the strategy attacks the challenge points
  • 81. Update the Digital Experience Urgency “We are like a retail chain that has desirable and unique merchandise but requires its customers to adapt to dramatically different or outdated idioms of signage, product availability, pricing, and check-out in every aisle of each store. This needs to be addressed to realize the full potential of the Smithsonian’s digital initiatives.”
  • 82. Update the Learning Model Urgency “This strategy is based on the growing understanding of learning as a hybrid of formal education and self-directed discovery that can be brought together and enhanced by online tools and communities…. that allow our audiences to be our partners in the increase and diffusion of knowledge.”
  • 83. Balance Autonomy and Control Urgency “The expertise and accomplishments of unit-based staff, however, need to be supported and enhanced by an internal commons of shared tools, services, and standards.”
  • 84. 1. Mission Urgency “Once on the fringe of institutional and public awareness, Web and New Media initiatives are now considered to be a critical part of the Institution’s core activities and future: They need to be funded and managed accordingly.”
  • 85. 2. Brand Changing role of Institutions “Shift the Smithsonian brand voice away from attributes of institutional/omnipotent/ authoritarian towards attributes of individuality/ relevance/passion for learning.”
  • 86. 3. Learning New model of knowledge creation “The emergence of a new class of learning techniques—built on a foundation of broad and unrestricted access to information, social sharing, creativity, play, and participatory learning—supplement [standard learning] protocols and enable vast new audiences to use the Smithsonian as one part of their lifelong learning journeys”
  • 87. 4. Audience Denographic Tsunami “The online experience must become more interactive and able to facilitate ongoing dialogues between the Smithsonian and its users to ensure the continuing relevance of the Institution, particularly to digitally attuned audiences.”
  • 88. 5. Interpretation New collaborative models “Web and New Media technologies are crucial to the Smithsonian’s core research activities and to the wide collaborations that must occur among geographically distant participants…”
  • 89. 6. Technology New ways of working “Many of the menial or difficult tasks performed by unit Web and New Media teams—and the public—can be served by a unified Smithsonian platform, and the development of a shared platform, over time, will allow data, ideas, e-commerce, and collaboration to flow across institutional boundaries in ways that are not possible in the current decentralized model.”
  • 90. 7. Business Model Social entrepreneurship “The Smithsonian’s basic business model is to create social and economic value through the increase and diffusion of knowledge…Ultimately, the most valuable business asset we can cultivate—and the one that is most fundamental to our core mission—is a community of engaged and committed Smithsonian enthusiasts.”
  • 91. 8. Governance Urgency “Successful governance and leadership are the keys to accomplishing any of the goals in this strategic plan..”
  • 92. The Smithsonian Commons The whole shebang! “The Smithsonian Commons will be a special part of our digital presence dedicated to the free and unrestricted sharing of Smithsonian resources and encouraging new kinds of learning and creation through interaction with Smithsonian research, collections, and communities.”
  • 94. The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons—a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities. http://smithsonian-webstrategy.wikispaces.com/
  • 95. The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons—a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities. http://smithsonian-webstrategy.wikispaces.com/
  • 96. The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons—a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities. http://smithsonian-webstrategy.wikispaces.com/
  • 97. The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons—a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities. http://smithsonian-webstrategy.wikispaces.com/
  • 98. The strategy talks about an updated digital experience, a new learning model that helps people with their "lifelong learning journeys," and the creation of a Smithsonian Commons—a new part of our digital presence dedicated to stimulating learning, creation, and innovation through open access to Smithsonian research, collections and communities. http://smithsonian-webstrategy.wikispaces.com/
  • 99. What is a Commons? A set of resources maintained in the public sphere for the use and benefit of everyone
  • 100. What is a Commons?
  • 101. What is a Commons? The Anti-Commons…
  • 102. What is a Commons? An organized workshop where raw materials can be found and assembled into new things.
  • 103. What is a Commons? Imagining a Smithsonian Commons http://www.slideshare.net/edsonm/cil-2009-michael-edson-text-version Museum Commons: A professional interaction http://www.slideshare.net/edsonm/museum-commons-a-professional-interaction-museums-and-the-web-2010-michael-edson-and-rich-cherry
  • 104.
  • 105. How do we talk about this?
  • 106. How do we talk about this? What does this mean for staff and users?
  • 107. How do we talk about this? What does this mean for staff and users? A lot of new ideas for sr. decision makers to unpack
  • 108. Huh?
  • 109. Let’s Build a Prototype! Huh?
  • 110. What’s a Prototype? An audio-visual presentation that shows the attributes of a fully completed Smithsonian Commons as seen through the eyes of our users. Let’s Build a Prototype!
  • 111. What’s a Prototype? Push / pull between understanding what this thing is and understanding how to sell it Let’s Build a Prototype!
  • 112.
  • 114.
  • 115. The Smithsonian Commons Will… http://smithsonian-webstrategy.wikispaces.com/Experience+Brief+-+Addendum+-+The+Smithsonian+Commons+Will
  • 116. Conceptual Development: “Low Rez” Wireframes
  • 118.
  • 119.
  • 121.
  • 122. Outlines four stories Museum Visitor 4th Grade Teacher Millennial Enthusiast / Citizen Scientist
  • 123. The “flow” of the storyline is described
  • 124. Which outcomes/benefits for are illustrated
  • 125. Key themes shown in this story
  • 126. …Functionality of the Commons that is demonstrated
  • 127.
  • 131. Asset Research Commons/Strategy Hypothesis 1If we encourage reuse of our materials we can catalyze amazing discovery/ innovation/ creativity Commons/Strategy Hypothesis 2We have some amazing stuff that’s isolated on deep content pages: if we can do the aggregation and curation in a web 2.0 platform we will have something remarkable to show
  • 133. Prototype depiction of same sculpture
  • 135. We are one part of people’s heroic journey
  • 136. People can’t stop taking pictures and “connecting”
  • 138. Flickr
  • 141. Flickr search for “Hirshhorn Sculpture” WOW! It just goes on and on!
  • 142. Crab Nebula on Smithsonian Astro. Observatory site
  • 143. Commons prototype “Space & Time with Tom”
  • 144. Based on “Tom’s Astronomy Blog”
  • 145. Found: Google Sky mashup of the Crab Nebula link from http://googlemapsmania.blogspot.com/2009/01/out-of-this-world-google-maps.html
  • 146. Our rendition of the mashup
  • 147. OMG! Our stuff on Flickr Commons!
  • 150. Amazing things at the Smithsonian
  • 151. You could never see this kind of cross-collection compilation
  • 152. Many of these pictures are from Flickr because of quality, resolution, and intellectual property problems on SI sites
  • 153. Smithsonian content can provide a real 360-degree portrait
  • 154. (Theodore Roosevelt search Results from commons prototype) Smithsonian sites rarely show collections, expertise, programs, research, and community content side-by-side
  • 155. Smithsonian sites rarely show collections, expertise, programs, research, and community content side-by-side
  • 157. Flickr search for “Smithsonian ‘Theodore Roosevelt’”
  • 158. Using Google’s “site:” syntax to find things on SI.EDU related to “Theodore Roosevelt”
  • 159.
  • 160. OMG! We’ve got audio recordings of Theodore Roosevelt
  • 162. Asset Research Commons/Strategy Hypothesis 1If we encourage reuse of our materials we can catalyze amazing discovery/ innovation/ creativity Commons/Strategy Hypothesis 2We have some amazing stuff that’s isolated on deep content pages: if we can do the aggregation and curation in a web 2.0 platform we will have something remarkable to show
  • 163. Asset Research Through asset research for the Commons prototype, we found amazing “hidden” assets throughout Smithsonian Web sites, and amazing content created with/from Smithsonian resources by YOU, our amazing customers.
  • 164. (Asset inventory documents are on Scribd at http://www.scribd.com/mpedson )
  • 165.
  • 166. What makes the Smithsonian Commons different than just a good Web site?
  • 167. The Attributes of the Smithsonian Commons
  • 168. Vast Anyone in the world can have access to the whole Smithsonian, including access to deep collections and the vitality, curiosity, and creativity of our staff, visitors, partners, and our extended global community. The Smithsonian is at the center of an amazing network of ideas, collections, and people. No other institution can offer so much to so many.
  • 169. Findable Through the Smithsonian Commons the vastness of the Smithsonian can be discovered because search, navigation, and the overall user experience is about helping people to find the content they’re interested in, in the ways they expect to find it, including through recommendations and comments by staff experts - - and visitors - - external search sites, and social networks.
  • 170. Shareable Sharing is the foundation of collaboration and learning. The Smithsonian’s impact can be greatly amplified if what we have and what we do is easy to share. The Smithsonian Commons is about catalyzing creativity and innovation by encouraging the use and re-use of our collections and expertise for work and pleasure, in social networks, on mobile phones, and in the classroom, workshop, and laboratory.
  • 171. Free The Smithsonian is built on the idea that the tools of discovery and knowledge creation should be available to all, and the Smithsonian Commons will be built on the idea that free, trusted, high-quality resources can create a lot of good in the world…
  • 172. 12 characteristics of a commons From Museum Commons, a Professional Interaction (with Rich Cherry, Balboa Park) http://www.slideshare.net/edsonm/museum-commons-a-professional-interaction-museums-and-the-web-2010-michael-edson-and-rich-cherry and http://www.archimuse.com/mw2010/papers/edson-cherry/edson-cherry.html
  • 173. 12 characteristics of a commons Federated Designed for users Findable Shareable Reusable Free Bulk Download Machine Readable High Resolution Collaboration w/o control Network effects Public Domain
  • 174. Art is the lie that helps ustell the truth Pablo Picasso The prototype…
  • 175.
  • 176. Thank you! Michael Edson Director, Web and New Media Strategy Smithsonian Institution, Office of the CIO edsonm@si.edu | @mpedson

Editor's Notes

  1. http://flickr.com/photos/dotcommunist/355530076/
  2. http://flickr.com/photos/jay_que/2747368547/
  3. http://flickr.com/photos/jay_que/2747368547/
  4. http://flickr.com/photos/daveseven/2534461433/
  5. http://flickr.com/photos/daveseven/2534461433/