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social media & government: an example
                        sebastian chan
                        manager, web services
                        powerhouse museum
                        sydney, australia

                        webdirections south
                        september 27, 2007




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   1
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• more usable
       services
                                                                              •        the value of being
                                                                                       citizen-centric

                           •          emergent cross-
                                      government value
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                        13
• a real world
       example

                                                                              • what we did
                          •          what we learnt

                                                                •          recommendations
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog          14
citizens are diverse
                   (why are do so many government websites look the same?)
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   15
we owe them a
                                better experience


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   16
we might learn
                                         something from
                                           users too . . .

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   17
how popular are
                government websites?

2% of sites viewed by Australians
   up to around 6% including all health and education
                                                        (Hitwise Australia, Aug 2007)


 sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   18
SITE                                     % of category
                   Bureau of Meteorology                                                             17.38%
                   Australian Taxation Office                                                         3.70%
                   Centrelink                                                                        2.25%
                   Australian JobSearch                                                              2.12%
                   ATO- Tax Agent Portal                                                             1.51%
                   Roads and Traffic Authority, NSW                                                   1.47%
                   Dept of Immigration & Multicultural                                               1.20%
                   & Indigenous Affairs
                   ourbrisbane.com                                                                   1.15%
                   NOAA National Weather Service                                                     1.10%
                   Medicare Australia                                                                1.10%
                   NSW Lotteries                                                                     0.92%
                   CityRail                                                                          0.89%
                   ASIC                                                                              0.86%
                   NSW Transport Infoline                                                            0.73%
                   ABN Lookup                                                                        0.70%

                                                                                       (Hitwise Australia, Aug 2007)
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                                   19
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   20
a case study
            semi social search + tagging + core data




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   21
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sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   23
an early experiment


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   24
Electronic Swatchbook
www.powerhousemuseum.com/electronicswatchbook




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   25
swatchbooks used by
            designers and students


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   26
phase one - digitisation


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   27
catalogued as books




                                                                                        used as ‘pages’
 sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                28
or as parts of pages
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   29
out of copyright
                all now public domain


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   30
launched May 2005
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   31
offers print
                 resolution downloads


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   32
phase two - classification


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   33
no existing taxonomy
                or classification at the
                     swatch level

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   34
invites users to ‘describe’ the swatch with simple
                                                                  facetted tagging (patterns, colours, mood)
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                               35
invisible tagging
                                          no feedback, no
                                              incentive

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   36
10,000 users
           gigabytes of downloads
                   monthly

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   37
what did we learn?


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   38
users will tag even with
                 no incentives


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   39
tags will be of
                        average quality even
                         with no feedback

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   40
users can be
                                 motivated to help


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   41
so how could this be
                    applied to something
                           bigger?

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   42
like all agencies we had
         corporate databases on
                our website

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   43
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like most they
                   were hard to use
                 and made for experts

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   48
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   49
‘threshold fear’


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   50
also applies to websites
                                      and user interfaces



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   51
we had another
                                            problem


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   52
the public is generally
                   unaware of musuem
                       collections

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   53
84% begin an
        information search with
             a search engine
                                                  (online computer library center
                                                    ‘perceptions’ report 2005)



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   54
Powerhouse
                     collection search 1.0


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   55
target audience - experts
                                  focus - accuracy



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   56
searchable only on the
                                    museum’s own website
                                         (deep web)



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   57
“advanced search”




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   58
one small problem




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   59
there aren’t very many experts




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   60
8% of Powerhouse
                                                  Museum traffic
                                                    (May 2006)
                                                   17,000 visits


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   61
difficult to browse




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   62
but does it need to be
                    this way?


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   63
the library
                                      “i didn’t realise there was also a book about that”




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog        64
the supermarket
                                                                             “what else do i want”




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                 65
powerhouse’s new open
                                    storage facility




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   66
these can all be
                                                              browsed



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   67
Powerhouse
                     collection search 2.0


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sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   71
represents ~70% of
                                    active collection online



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   72
built entirely in-house




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   73
target audience - non experts
                    focus - simplicity and
                         serendipity



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   74
accessible where the
                                            people are already



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   75
where students and
                                              teachers look first
                                                 “in the flow”



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   76
“simple search”




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   77
emphasis on results,
                         recommendations, filtering
                             to obtain accuracy



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   78
63% of Powerhouse
                                                Museum traffic
                                                 (Dec 2006)
                                                355,000 visits


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   79
these are new users,
                                               new audiences



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   80
now 17 million object
                                        records viewed since
                                             June 2006



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   81
~50,000 object records
                                        viewed daily



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   82
interest is very broad




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   83
95% of all available
                                     objects visited at least
                                     once in first ten weeks



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   84
most popular object
                                               viewed only
                                              28,000 times



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   85
32nd place




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   86
223rd place




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4th place




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it has never been on
                                                public display



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   90
how does it work?


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   91
four key features to
                                              enhance serendipity
                                                and ‘browsability’



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   92
two are organisationally
                                  generated, two are user
                                       contributed



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   93
object name and
                                    type taxonomies


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   94
applied to ~90% of
                                                      collection



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   95
by trained registrars
                                                 and curators



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   96
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   97
subject taxonomy


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   98
applied to objects
                                       catalogued since 2000



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   99
by trained registrars
                                                 and curators



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   100
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   101
user keywords/tags
                                                                       folksonomy
                                                             (augmented serendipity)




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   102
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   103
tagging is anonymous




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   104
there are no explicit
                                         incentives for taggers



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   105
tags are passed through
                                     a ‘badwords’ filter



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   106
7,296 user tags
                                      4,934 unique tags
                                    added to 4,032 objects
                                     318 archived/deleted


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   107
tags complement
                                                      existing rich text
                                                           records



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   108
and formal taxonomies




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   109
for discovery
                             not descriptive purposes



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   110
used in many different ways




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   111
black
                                                                              green
                                                                                                               vase
               blue

                                                                                                  chinese
                                                                      value
                                                                                                                      gold
      white                                                                                aboriginal

                                      most common tags                                                                       australia


                                                                                                   price
                          silver
                                                                                                                 wood
                                                                                       japanese
                                      glass
                                                                                                            olympics
       fish

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                                                 112
search tracking
                                       ‘implicit tagging’
                                                             (frictionless serendipity)




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog      113
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   114
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   115
aggregated synonyms




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   116
high volume of searches
                                  eliminates ‘false drop’
                                     errors over time



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   117
this year there have
                                                been 7.1 million
                                                on site searches



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   118
~64,775 unique
                                                           search phrases



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   119
all users contribute data
                                       anonymously



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   120
manufacturing

             cricket
                                                           tennis

trophies                                 football
                   bats


                                        search relationships
                                                                                          alistair morrison

                                                                                                         sarawak
                                                                           hedda morrison

                                                                                                        peking china
                                                                                         netsuke
  sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                                 121
what are we learning
                    about our audience?


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   122
there are lots of them
                                       and they now look at
                                          multiple objects
                                              in a visit


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   123
Collection visits                  Total site visits   Objects viewed



                     2,000,000




                     1,500,000




                     1,000,000


                                        before launch
                        500,000




                                  0
                                                         May 2006                         Dec 2006            August 2007




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                                        124
what they look at

                                                     how users search

                                                                              how they describe it

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                 125
bridging the
                                                                ‘semantic gap’



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   126
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   127
fashion
                                                                                       japanese fashion
                                                                                       clothing
                                                                                       anime
                                                                                       pop art




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                      128
search trends




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   129
last 90 days for search phrase “australian design”
1,500


1,350

                                                                   sydney design 07 promo starts   sydney design 07
1,200


1,050


 900


 750


 600


 450


 300


 150


    0
         90 days ago                                                                                      yesterday
   sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                               130
how are users
                                                 responding?


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   131
telling us more about
                      our collections


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   132
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organisational effects?


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   137
renewed focus on the
                     collection


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   138
significant increase in
                      public enquiries
                                                            roughly 300% increase



sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   139
changed nature of
                                 public enquiries
  new users come with different understandings and
             ideas about ‘what you do’


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   140
what are we working
                         on next?


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   141
more reuse of content
               and syndication


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   142
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sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   144
becoming location
                                aware & mobile


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   145
inspiration from the
                            library world


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   146
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“emergent value”


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   151
new visualisations
                             ‘experiencing’ data


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   152
timeline



                                                                                       ‘popularity’




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                  153
APIs and feeds
                  more than just Opensearch which we have




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   154
search relationship
                                visualisations


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   155
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   156
ramping up
                                             the social layer


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   157
lessons learned?


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   158
prototype to solve an
                    existing problem
                         This gets necessary organisation buy-in
                                  and proof-of-concept


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   159
expect to have to work
outside your existing CMS
                                     Or you’ll pay through the nose
                                   and it still won’t be flexible enough

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   160
build internal capacity
   It really helps if you haven’t outsourced everything
         You will be needing internal developers
                    once the users arrive

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   161
launch early
               Once you have a stable enough beta, go live.




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   162
be prepared for
                                            surprises
 Your existing users will be joined by a lot of others
             who will behave differently


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   163
overuse
                                                     underuse
                                                   different uses
             Be prepared to scrap and refocus if your new
                   users don’t use certain features

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   164
your data may have
                           a different external
                                 use value
Maybe the community can better visualise your data?

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   165
scalability
                                                                                 Be prepared




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog           166
oh and one more
                                      thing . . .


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   167
About NSW?


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   168
experimental project
           (and a demand driven encyclopaedia of NSW)




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   169
cross goverment
                                       data mashups


sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   170
Powerhouse
  Museum
                                                                      State Library of NSW


                             trialled across Arts
                                portfolio first
Australian
                                                                                       Art Gallery of NSW
Museum

                                                      Historic Houses Trust
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                   171
open APIs

                               what do we need?

                                                                                       data feeds
sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                172
About NSW may act as
          a feed repository for
               developers

sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog   173
more?




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog           174
sebastian chan
                                                                                                manager, web services
                                                                                                 powerhouse museum
                                                                                                     sydney, australia

                                                                                                    sebc@phm.gov.au

                                                                                                   Fresh + New blog
  THANK YOU.                                                                     www.powerhousemuseum.com/dmsblog




sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog                                     175

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Social media & government - an example / Web Directions South 2007

  • 1. social media & government: an example sebastian chan manager, web services powerhouse museum sydney, australia webdirections south september 27, 2007 sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 1
  • 2. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 2
  • 3. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 3
  • 4. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 4
  • 5. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 5
  • 6. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 6
  • 7. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 7
  • 8. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 8
  • 9. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 9
  • 10. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 10
  • 11. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 11
  • 12. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 12
  • 13. • more usable services • the value of being citizen-centric • emergent cross- government value sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 13
  • 14. • a real world example • what we did • what we learnt • recommendations sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 14
  • 15. citizens are diverse (why are do so many government websites look the same?) sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 15
  • 16. we owe them a better experience sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 16
  • 17. we might learn something from users too . . . sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 17
  • 18. how popular are government websites? 2% of sites viewed by Australians up to around 6% including all health and education (Hitwise Australia, Aug 2007) sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 18
  • 19. SITE % of category Bureau of Meteorology 17.38% Australian Taxation Office 3.70% Centrelink 2.25% Australian JobSearch 2.12% ATO- Tax Agent Portal 1.51% Roads and Traffic Authority, NSW 1.47% Dept of Immigration & Multicultural 1.20% & Indigenous Affairs ourbrisbane.com 1.15% NOAA National Weather Service 1.10% Medicare Australia 1.10% NSW Lotteries 0.92% CityRail 0.89% ASIC 0.86% NSW Transport Infoline 0.73% ABN Lookup 0.70% (Hitwise Australia, Aug 2007) sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 19
  • 20. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 20
  • 21. a case study semi social search + tagging + core data sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 21
  • 22. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 22
  • 23. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 23
  • 24. an early experiment sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 24
  • 25. Electronic Swatchbook www.powerhousemuseum.com/electronicswatchbook sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 25
  • 26. swatchbooks used by designers and students sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 26
  • 27. phase one - digitisation sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 27
  • 28. catalogued as books used as ‘pages’ sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 28
  • 29. or as parts of pages sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 29
  • 30. out of copyright all now public domain sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 30
  • 31. launched May 2005 sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 31
  • 32. offers print resolution downloads sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 32
  • 33. phase two - classification sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 33
  • 34. no existing taxonomy or classification at the swatch level sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 34
  • 35. invites users to ‘describe’ the swatch with simple facetted tagging (patterns, colours, mood) sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 35
  • 36. invisible tagging no feedback, no incentive sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 36
  • 37. 10,000 users gigabytes of downloads monthly sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 37
  • 38. what did we learn? sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 38
  • 39. users will tag even with no incentives sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 39
  • 40. tags will be of average quality even with no feedback sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 40
  • 41. users can be motivated to help sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 41
  • 42. so how could this be applied to something bigger? sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 42
  • 43. like all agencies we had corporate databases on our website sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 43
  • 44. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 44
  • 45. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 45
  • 46. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 46
  • 47. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 47
  • 48. like most they were hard to use and made for experts sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 48
  • 49. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 49
  • 50. ‘threshold fear’ sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 50
  • 51. also applies to websites and user interfaces sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 51
  • 52. we had another problem sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 52
  • 53. the public is generally unaware of musuem collections sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 53
  • 54. 84% begin an information search with a search engine (online computer library center ‘perceptions’ report 2005) sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 54
  • 55. Powerhouse collection search 1.0 sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 55
  • 56. target audience - experts focus - accuracy sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 56
  • 57. searchable only on the museum’s own website (deep web) sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 57
  • 58. “advanced search” sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 58
  • 59. one small problem sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 59
  • 60. there aren’t very many experts sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 60
  • 61. 8% of Powerhouse Museum traffic (May 2006) 17,000 visits sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 61
  • 62. difficult to browse sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 62
  • 63. but does it need to be this way? sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 63
  • 64. the library “i didn’t realise there was also a book about that” sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 64
  • 65. the supermarket “what else do i want” sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 65
  • 66. powerhouse’s new open storage facility sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 66
  • 67. these can all be browsed sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 67
  • 68. Powerhouse collection search 2.0 sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 68
  • 69. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 69
  • 70. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 70
  • 71. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 71
  • 72. represents ~70% of active collection online sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 72
  • 73. built entirely in-house sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 73
  • 74. target audience - non experts focus - simplicity and serendipity sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 74
  • 75. accessible where the people are already sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 75
  • 76. where students and teachers look first “in the flow” sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 76
  • 77. “simple search” sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 77
  • 78. emphasis on results, recommendations, filtering to obtain accuracy sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 78
  • 79. 63% of Powerhouse Museum traffic (Dec 2006) 355,000 visits sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 79
  • 80. these are new users, new audiences sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 80
  • 81. now 17 million object records viewed since June 2006 sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 81
  • 82. ~50,000 object records viewed daily sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 82
  • 83. interest is very broad sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 83
  • 84. 95% of all available objects visited at least once in first ten weeks sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 84
  • 85. most popular object viewed only 28,000 times sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 85
  • 86. 32nd place sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 86
  • 87. 223rd place sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 87
  • 88. 4th place sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 88
  • 89. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 89
  • 90. it has never been on public display sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 90
  • 91. how does it work? sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 91
  • 92. four key features to enhance serendipity and ‘browsability’ sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 92
  • 93. two are organisationally generated, two are user contributed sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 93
  • 94. object name and type taxonomies sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 94
  • 95. applied to ~90% of collection sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 95
  • 96. by trained registrars and curators sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 96
  • 97. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 97
  • 98. subject taxonomy sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 98
  • 99. applied to objects catalogued since 2000 sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 99
  • 100. by trained registrars and curators sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 100
  • 101. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 101
  • 102. user keywords/tags folksonomy (augmented serendipity) sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 102
  • 103. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 103
  • 104. tagging is anonymous sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 104
  • 105. there are no explicit incentives for taggers sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 105
  • 106. tags are passed through a ‘badwords’ filter sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 106
  • 107. 7,296 user tags 4,934 unique tags added to 4,032 objects 318 archived/deleted sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 107
  • 108. tags complement existing rich text records sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 108
  • 109. and formal taxonomies sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 109
  • 110. for discovery not descriptive purposes sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 110
  • 111. used in many different ways sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 111
  • 112. black green vase blue chinese value gold white aboriginal most common tags australia price silver wood japanese glass olympics fish sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 112
  • 113. search tracking ‘implicit tagging’ (frictionless serendipity) sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 113
  • 114. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 114
  • 115. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 115
  • 116. aggregated synonyms sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 116
  • 117. high volume of searches eliminates ‘false drop’ errors over time sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 117
  • 118. this year there have been 7.1 million on site searches sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 118
  • 119. ~64,775 unique search phrases sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 119
  • 120. all users contribute data anonymously sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 120
  • 121. manufacturing cricket tennis trophies football bats search relationships alistair morrison sarawak hedda morrison peking china netsuke sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 121
  • 122. what are we learning about our audience? sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 122
  • 123. there are lots of them and they now look at multiple objects in a visit sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 123
  • 124. Collection visits Total site visits Objects viewed 2,000,000 1,500,000 1,000,000 before launch 500,000 0 May 2006 Dec 2006 August 2007 sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 124
  • 125. what they look at how users search how they describe it sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 125
  • 126. bridging the ‘semantic gap’ sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 126
  • 127. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 127
  • 128. fashion japanese fashion clothing anime pop art sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 128
  • 129. search trends sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 129
  • 130. last 90 days for search phrase “australian design” 1,500 1,350 sydney design 07 promo starts sydney design 07 1,200 1,050 900 750 600 450 300 150 0 90 days ago yesterday sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 130
  • 131. how are users responding? sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 131
  • 132. telling us more about our collections sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 132
  • 133. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 133
  • 134. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 134
  • 135. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 135
  • 136. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 136
  • 137. organisational effects? sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 137
  • 138. renewed focus on the collection sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 138
  • 139. significant increase in public enquiries roughly 300% increase sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 139
  • 140. changed nature of public enquiries new users come with different understandings and ideas about ‘what you do’ sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 140
  • 141. what are we working on next? sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 141
  • 142. more reuse of content and syndication sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 142
  • 143. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 143
  • 144. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 144
  • 145. becoming location aware & mobile sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 145
  • 146. inspiration from the library world sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 146
  • 147. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 147
  • 148. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 148
  • 149. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 149
  • 150. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 150
  • 151. “emergent value” sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 151
  • 152. new visualisations ‘experiencing’ data sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 152
  • 153. timeline ‘popularity’ sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 153
  • 154. APIs and feeds more than just Opensearch which we have sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 154
  • 155. search relationship visualisations sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 155
  • 156. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 156
  • 157. ramping up the social layer sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 157
  • 158. lessons learned? sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 158
  • 159. prototype to solve an existing problem This gets necessary organisation buy-in and proof-of-concept sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 159
  • 160. expect to have to work outside your existing CMS Or you’ll pay through the nose and it still won’t be flexible enough sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 160
  • 161. build internal capacity It really helps if you haven’t outsourced everything You will be needing internal developers once the users arrive sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 161
  • 162. launch early Once you have a stable enough beta, go live. sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 162
  • 163. be prepared for surprises Your existing users will be joined by a lot of others who will behave differently sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 163
  • 164. overuse underuse different uses Be prepared to scrap and refocus if your new users don’t use certain features sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 164
  • 165. your data may have a different external use value Maybe the community can better visualise your data? sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 165
  • 166. scalability Be prepared sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 166
  • 167. oh and one more thing . . . sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 167
  • 168. About NSW? sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 168
  • 169. experimental project (and a demand driven encyclopaedia of NSW) sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 169
  • 170. cross goverment data mashups sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 170
  • 171. Powerhouse Museum State Library of NSW trialled across Arts portfolio first Australian Art Gallery of NSW Museum Historic Houses Trust sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 171
  • 172. open APIs what do we need? data feeds sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 172
  • 173. About NSW may act as a feed repository for developers sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 173
  • 174. more? sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 174
  • 175. sebastian chan manager, web services powerhouse museum sydney, australia sebc@phm.gov.au Fresh + New blog THANK YOU. www.powerhousemuseum.com/dmsblog sebastian chan, powerhouse museum, september 2007 - www.powerhousemuseum.com/dmsblog 175