Everyone's Smithsonian

Nina Simon
Nina SimonExecutive Director at The Museum of Art & History at the McPherson Center
everyone’s smithsonian
the multi-platform museum
               nina simon, museum 2.0
               nina@museumtwo.com
               @ninaksimon on twitter
the plan
 defining social platforms
 enabling the human connection
 evaluating the institutional role
 putting it together in action
we all live in a multi-platform world


  external          museum                social
 events &
                    exhibits         word of mouth
 festivals
                   programs           cellphones
   radio
                                          email
 television         website
                                      photo-sharing
newspaper
                                          blogs
online media
                                     social networks
and the smithsonian is heavily multi-platform


             research facilities
folklife festival traveling exhibits
          magazine associates
 affiliates    museums
            tours       radio station
   programs giant X-ray telescopes
TV channel conservation labs     zoo
           libraries
you’ve done a good job reaching out to
 non-traditional (but formal) platforms
but what about the
informal social platforms?
Everyone's Smithsonian
TRADITIONAL                            FUTURE

Authority is content provider     Authority is platform provider




                                   (increase and diffuse)
    visitors and users powerfully extend the reach and value
         of museum content when given the opportunity
what are
              you about?
Smithsonian

                  what will these
                  relationships
                  look like?



                what do
                they need?
 visitors
i’ve been spying
on your visitors
they are coming to mecca
they are overwhelmed by the options
they are marathon mall troopers
they think your job is cool
they like to transgress
they associate the smithsonian with value
so what do they need?
audience-specific online navigation




                                     pittsburghkids.org
personalized entry points for trip planning




                                  ilikemuseums.com
modular content for deep exploration
dialogue about value




                       Minnesota History Center Museum
behind-the-scenes content
connection to their other platforms




                                      Mattress Factory
connection to their other platforms
connection to their other platforms




                           Chicago Children’s Museum
connection to their other platforms
connection to their other platforms
connection to their other platforms




            “I relish the thought of a core constituency of community
            art-makers, curators and researchers who form a sustainer
            group for the museum and creative counterpoint to the
            'friends' and financial sustainers, but I know many art
            museum workers would recoil in horror at the idea of being
            inundated by 'Sunday painters'”
                                                     -Nancy Proctor, SAAM
a human connection
validation and recognition
responsiveness
enough about them,
 let’s talk about you
what relationship do you
want to have with visitors?
Everyone's Smithsonian
you need an actionable mission
   that helps you prioritize
and it may take more than four words...
National Museum of Natural History Mission Statement
                                                             ?
                                                       xplore
                                              c an I e
                                        crets
                            s olv ed se                        c an I uncove
                                                                             r?
                    wh at un                 what  mysteries
 We inspire curiosity, discovery, and
 learning                 what’s special about these three outcomes?

 in whom?                            what does
                                               this exclud
 about nature and culture                                  e?




 through         how do these pr ograms connect to desired ou
                                                              tcomes?

 outstanding research, collections,
 exhibitions, and education.
                   are these four the only ways? prioritized ways?
                   where might web and gaming fit in?
example: research platform for discovery + learning


                            “what we found most
                            engaging about this project
                            was the possibility of
                            discovering the
                            undiscovered.”


                            “the more we learned of
                            individual victims, the more
                            capable we were of
                            understanding the magnitude
                            of the Holocaust.”
example: collections platform for curiosity about nature
example: program platform for curiosity about culture
a simple plan
1 / define and prioritize audiences
1 / define and prioritize audiences
2 / listen to what they need
1 / define and prioritize audiences
2 / listen to what they need
3 / connect it to something on-mission that
    you can provide
1 / define and prioritize audiences
2 / listen to what they need
3 / connect it to something on-mission that
    you can provide
4 / jump in




               Exploratorium              Denver Art Museum
1 / define and prioritize audiences
2 / listen to what they need
3 / connect it to something on-mission that
    you can provide
4 / jump in




nina simon, museum 2.0
nina@museumtwo.com
@ninaksimon on twitter
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