I am here to sympathize with you as I work for an organization with a huge mission as most non-profits have.
James Smithson (born 1765) was a chemist when chemistry was a new science = the original Smithsonian Hipster. He believed that the pursuit of science and knowledge was the key to happiness and prosperity for all of society. Toward the end of his life in 1826, under a clause in his will, he left his fortune to the United States, a place he had never visited, to found in Washington, under the name of the Smithsonian Institution, “an establishment for the increase and diffusion of knowledge among men.” You may think we have a ton of resources to reach all men…and women.
World’s Largest museum, education, and research complex. 171 year old institution with 19 museums, 9 research centers, a zoo, 156,000 cubic feet of archives in multiple disciplines, 21 specialized research libraries, and research programs throughout the world. 6,511 Employees, 12,047 Volunteers, 721 Research Fellows,. When we say we have something for everyone, we kind of mean it. We are ostensibly for the world. You would think we would have big resources when it comes to the diffusion part of our mission.
We are scrappy and opportunistic.
But let’s be real, we don’t have a ton of resources when it comes to outreach and marketing. Is it really realistic to try to reach everyone. And how do you know how many people is enough to accomplish your mission?
Sorry, inside U.S. political joke.
Read up on who your followers are. See who else is talking about what you are…can you partner with them? Follow the news to see if you can tie-in to what’s going on in the world.
Your Objectives should be DUMB; Doable, Understandable, Manageable, and Beneficial. Goals need to be super specific.
Started with SIA’s mission; “The Archives’ mission is to document the goals and activities of the whole Smithsonian in its pursuit of increasing and diffusing knowledge, and exciting learning in everyone. The Archives is also responsible for ensuring institutional accountability, and for enhancing access to the rich and diverse resources in its care.” How can the web/outreach program develop specific goals to achieve that larger goal?
Strategies – the plans you make to achieve the goals Tactics – The things you to do achieve strategies
Definition of KPI: A key performance indicator is a metric that helps you understand how you are doing against your objectives. Choose only a few metrics cuz how much time do we really have to reflect?
Things are seasonal, dependent on campaigns, etc.
Women in STEM careers is a big issue in the U.S. Pulling out little-documented women scientists. Creating digital trails to these women with Women in Science Wednesday. From campaign, to wikipedia edit-a-thons…
Has 1.5 million followers
Blog: The Bigger Picture. Regular new content drastically improves SEO.
Post from March 2016, over a year later got this comment from a teacher. Adding new content via blog improves SEO overtime. Also have anthropological professional societies, women in STEM blogs, etc following and repurposing content.
72 new articles. Mary Agnes Chase articles edited 88 times, viewed 3,779 times in the last 2 years, that’s about 5 people/day wholearn about Mary Agnes Chase.
Why Wikipedia? Always in top 10 ranked websites worldwide and people use it as a starting point to learn about something.
Viewed 333 times since March
We can’t do it all on our own. We need to give people the tools to be able to write their own histories. There is a diversity problem in the museum sector. Though 28 percent of museum staffs are from underrepresented minorities, the great majority of these workers are concentrated in security, facilities, finance, and human resources jobs. Among museum curators, conservators, educators, and leaders, only four percent are African American and just three percent Hispanic.
- The Andrew W. Mellon Foundation, Art Museum Staff Demographic Survey, https://mellon.org/resources/news/articles/Diversity-American-Art-Museums/
Video is big! At a minimum, use images. Facebook lives are low point-of-entry; just need blue tooth microphones, tripod with phone adapter for smartphone.
Because the Smithsonian is a national/large organization, a lot of people look to us for best practices and advice. October is archives month, so every year our conservators and archivists answer the public’s questions. We get professional practice questions as well as wacky ones.
Large-scale crowdsourcing across our museums, libraries and archives. Scientific field notes, astrophysical observation cards, Freedman bureaus records – important geneology resource for African Americans, Bee specimen cards, Phyllis Diller joke cards. Goal of Transcription Center: Makes primary source documents machine and human-searchable.
Open platform where collections are hosted by Internet Archive
Nearly 16K listens in less than 2 years
Problem reaching local diverse audiences. Brought on a group of teens to help develop something for them. We held 2 human-centered design workshops and landed on a basic format and possible storylines.
Start with your organizational mission and decide which part of it your division can achieve and prioritize 3-4 specific goals.
Engaging the World
ENGAGING THE WORLD
SMITHSONIAN INSTITUTION ARCHIVES
“…AN ESTABLISHMENT FOR THE INCREASE & DIFFUSION
OF KNOWLEDGE AMONG MEN.“
- JAMES SMITHSON, 1826
5 STEPS TO SANER AUDIENCE
1. Define 3-4 program goals
2. Identify 3-4 key target audiences
3. Define strategies and tactics for those goals
4. Define Key Performance Indicators (Metrics)
5. Benchmark to get a sense of what’s normal.
STEP 3: AUDIENCESIDENTIFY STRATEGIES & TACTICS
Model developed by Avinash Kaushik, “Digital Marketing and Measurement Model,” http://www.kaushik.net/avinash/digital-marketing-and-measurement-
Views on SIA
Views on Flickr
Views on Wikipedia
Figure A: Comparison of views received for an “average”
image on different websites since 2008.
CROWDSOURCING: SMITHSONIAN TRANSCRIPTION
TRANSCRIPTION CENTER, RESULTS
• Since June 2013, 2,198 projects completed, nearly 300k pages transcribed, 8785
volunteers total (120 volunteers/week on average);
• People augment information at Smithsonian and other institutions;
• Use information learned to add information to Wikipedia, Encyclopedia of Life, and
other open knowledge projects.
• People become part of our mission and love us more!