Going Mobile: The Smithsonian's Mobile Strategy and eBook Production at Smithsonian Libraries
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Going Mobile: The Smithsonian's Mobile Strategy and eBook Production at Smithsonian Libraries. Martin R. Kalfatovic. SLA Conference. Philadelphia, PA, 13 June 2011.
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Going Mobile: The Smithsonian's Mobile Strategy and eBook Production at Smithsonian Libraries
- 1. Going Mobile: The Smithsonian's Mobile Strategy and eBook Production at Smithsonian Libraries Martin R. Kalfatovic :: Smithsonian Libraries :: SLA Conference :: 13 June 02011 :: Phila
- 2. Overview of the Smithsonian's Mobile Strategy
- 3. Nancy Proctor Director, Mobile Strategy Smithsonian Institution Mobile Strategy Wiki http://bit.ly/ifFmvl
- 5. SI Mobile Strategic Planning: The process so far The largest mobile audience research project to date in the cultural sector conducted summer 2010: • Nearly 1,600 Mall visitors surveyed on mobile needs • In-depth interviews • Crowdsourcing input through Facebook and Twitter • Reports published online Mobile Strategy informational conference and strategic planning workshops led by Forrester Research July 22-23, 2010 Mobile fair and DC-area museum meet-up Aug 4, 2010
- 6. SI Mobile Strategic Planning: The process so far (cont’d) 1. Audience analysis: Forrester profiled the mobile behavior of 21 target audiences identified by stakeholders within the Smithsonian 2. SWOT analysis: Forrester reviewed and provided feedback on 5 of The Smithsonian’s existing mobile services 3. Review of draft objectives and offerings: workshop with Forrester and 24 SI staff 30 Sep 2010
- 7. Mobile Strategic Planning: the challenge of a mobile playing field! Rapid rate of change in mobile platforms and use requires: Lightweight and adaptable governance Flexible, modular infrastructure Common resources, tools & best practices Integrated approach: mobile as part of a network rather than a silo or hierarchy “SI needs a mobile strategy based on principles rather than rules.” – Daniel Marovitz, Head of Mobile and Product Management, Deutsche Bank worldwide
- 8. SI Mobile’s Strategic Goals 1. Recruit the world to increase and diffuse knowledge: Design mobile initiatives that enlist citizen scientists, scholars, and contributors globally in helping with real and important work of the Institution. 2. Engage new audiences where they are: Reach audiences beyond our 30m on- site visits per year by extending visitor and interpretation services to remote users’ mobile devices. 3. Create a whole that is greater than the sum of its parts: Deploy mobile to create network effects, as a part of a larger eco-system of SI platforms and initiatives 4. Open access to our data, collections and research: Use mobile to collect and leverage geo- and metadata for SI collections and research, making them more relevant and accessible around the world. 5. Build tools to empower research and collaboration: Build mobile tools for SI research and scientific collaboration, enabling our scientists to work at the leading edge of their fields. 6. Revolutionize learning: Revolutionize learning by engaging learners through mobile platforms and innovative mLearning programs.
- 9. Key tactics for realizing SI Mobile’s strategic goals 1. Connect SI Mobile properties and initiatives for increased findability and quality of user experience; 2. Develop an internal commons of shared tools, resources and training for best-in-class mobile development; 3. Establish and expand supporting infrastructure for mobile initiatives, products and services; 4. Adopt standards for content and data management; 5. Balance central governance with unit autonomy to foster innovation and diversity as well as economies of scale. 6. Dedicate resources to mobile metrics, audience research, testing and analysis in order to respond to rapid evolution of mobile platforms and audiences.
- 10. 1: Connect SI Mobile properties and initiatives An information architecture and framework that provide: i. Ease of findability of SI mobile content and facilities in and across SI mobile properties ii. Intuitive, easy-to-use interfaces that support consistency of user-experience and navigability across SI mobile properties iii. Clear and consistent branding across SI mobile properties, including a domain URL strategy and provision for branded short URLs iv. Linking protocols to enhance discovery and navigability of SI mobile properties
- 11. 2: Use shared tools, best-practices, resources & training i. Best practices and documentation, including technical notes ii. Training iii. APIs, widgets, RSS feeds, code modules and other tools iv. Peer groups and discussion forums for SI staff and more
- 12. 3: Develop infrastructure for mobile initiatives, products & services i. Cellular and 3G networks ii. Wifi iii. Central content repositories for managing both SI and user-generated mobile content (e.g. EDAN, SI Commons…) iv. Open APIs to SI content and web services v. Secure servers vi. Drupal support vii. Metrics and dashboards viii. On-site devices
- 13. 4: Adopt standards for content and data management i. Accessibility standards for content, interfaces and platforms ii. Mobile content standards for museum interpretation iii. Visitor information content standards iv. Collections data standards v. Metadata standards vi. Content management standards vii. Metrics analysis standards
- 14. Metrics of Success for Offerings 1. Immediacy: The information/content/service is more valuable if I can act on it now rather than waiting until later when I have access to a fixed- web computer at home or work. 2. Simplicity: Mobile phones have small screens and limited navigation options. 3. Context: Mobile phones are personal devices. Services should leverage location and the user’s past behavior to facilitate the experience
- 17. Smithsonian Libraries & Smithsonian Institution Scholarly Press - Partnership for digital publishing - Started in ~ 2007 - Maintain web presence - Conversion of all legacy mongraphic series titles (1,100+ titles) - Working with Open Journal System
- 18. Smithsonian Institution Scholarly Press - Maintains editorial content - Scholarly monographs - Monographic series (“Contributions”) - NOT trade publications
- 19. Creating ebook content @ the Smithsonian
- 20. Epublication - Test project to convert 100 titles to epub, mobi formats (completed spring 2011) - Plans to complete remaining ~1,000 by 2Q2012
- 21. Spanish-Language Publications - Internal grant to convert collections material to epub/mobi format - Intern program to assist in selection process - Will include both Smithsonian collections items as well as those available via the Internet Archive
- 22. American Experience Consortia - Working with internal interdisciplinary center to create epub content for Civil War 150 project - Content still to be determined
- 23. Spanish-Language Publications - Internal grant to convert collections material to epub/mobi format - Intern program to assist in selection process - Will include both Smithsonian collections items as well as those available via the Internet Archive
- 24. Distribution - Now: Smithsonian Libraries' OPAC (SIRIS) - Now Smithsonian Research Online (repository) - Possible: Distribution via packages with vendors (e.g. Overdrive) - Possible: Integration into ebook stores (Amazon, Google, iBooks, iTunesU, Sony, etc.)
- 25. Ebook usage
- 26. 10 million ebook “titles” available TODAY in the United States from all sources - Glenn Fleishman
- 27. Obligatory Chart Graphic 100/115 paperback/Kindle 100/180 hardcover/Kindle
- 28. .66
- 29. 3,500 books
- 30. Usage of Smithsonian ebooks?
- 32. Thanks! •Martin R. Kalfatovic •Smithsonian Institution Libraries •Twitter@UDCMRK •UDC793.blogspot.com •Email: KalfatovicM@si.edu
Notas del editor
- Practitioners at the Smithsonian are looking for leadership to support their mobile initiatives, and the infrastructure and resources to enable them to leverage each other’s successes, achieve economies of scale, and avoid creating fragmented, redundant or conflicting mobile experiences for their audiences. In response, the Office of the Chief Information Officer commissioned a Smithsonian Mobile Strategic Plan and appointed a Head of Mobile Strategy and Initiatives, Nancy Proctor in May 2010. The planning process has been lead by Nancy Proctor with oversight from the Chief Technology Officer, Carmen Iannacone, and input from key stakeholders throughout the Institution. The planning process and mobile roadmap were developed in partnership with Forrester Research and are based on surveys of both Smithsonian staff and visitors. Forrester profiled the mobile behavior of 21 target audiences identified by stakeholders within The Smithsonian and identified opportunities. After an informational mini-conference on mobile strategic planning held on July 22, Mobile Strategic Planning workshops were held in July and September with over 100 staff participating. These workshops were designed to collect stakeholder input on objectives and offerings. Forrester used this input to develop a mobile products roadmap through 2013 (see SI Mobile Product Roadmap). In addition, Forrester benchmarked of mobile services outside of the Smithsonian to offer broader perspective of mobile services currently being adopted in the museum and related sectors. Forrester also reviewed and provided feedback on five of The Smithsonian’s existing mobile services. Reports on SI Mobile audience research are published online at: http://smithsonian-webstrategy.wikispaces.com/Mobile+Research
- Perhaps ironically, the rapid rate of change and disruptive power of mobile put it at odds with the very concept of long term strategic planning. It is difficult to know whether the mobile apps that are currently the golden child of new technologies will continue to dominate as a platform. It is impossible to say what mobile devices and features we’ll use to access our mobile experiences in the future. In order to successfully leverage mobile technologies in this environment, we need to approach mobile innovation in a standards-based and rhizomic way, rather than imposing from above a long-term and universal product plan. As Daniel Marovitz, Head of Mobile and Product Management for Deutsche Bank worldwide has suggested, “SI needs a mobile strategy based on principles rather than rules.” We also need to accept that a lot of experimentation – and the occasional failure – will be necessary to chart the course of SI Mobile. Rather than seeing “failure” as a negative, SI Mobile will benefit from a culture that embraces uncertainty and risk. As Neil Gershenfeld , director of the Massachusetts Institute of Technology's Centre for Bits and Atoms has argued, “Bugs are features – violations of expectations are opportunities to refine them.” Like science, SI Mobile is “a never-ending process of discovery and refinement, not a war to win or destination to reach.” http://www.guardian.co.uk/science/2011/jan/15/uncertainty-failure-edge-question?CMP=twt_fd
- SI Mobile’s strategic goals echo the Institution’s overall and web and new media strategy, but also focus on the unique power of mobile to support that vision: Recruit the world to increase and diffuse knowledge: Design mobile initiatives that enlist citizen scientists, scholars, and contributors globally in helping with real and important work of the Institution. Engage new audiences where they are: Reach audiences beyond our 30m on-site visits per year by extending visitor and interpretation services to remote users’ mobile devices. Create a whole that is greater than the sum of its parts: Deploy mobile to create network effects, as a part of a larger eco-system of SI platforms and initiatives Open access to our data, collections and research: Use mobile to collect and leverage geo- and metadata for SI collections and research, making them more relevant and accessible around the world. Build tools to empower research and collaboration: Build mobile tools for SI research and scientific collaboration, enabling our scientists to work at the leading edge of their fields. Revolutionize learning: Revolutionize learning by engaging learners through mobile platforms and innovative mLearning programs.
- SI Mobile is fundamentally an “internal commons of shared tools, services and standards.” As described in the Institution’s Web and New Media Strategy, “The use of these shared resources should be voluntary for Smithsonian units, but should be highly desired because the tools and services provided are well conceived, well supported, and make critical work easier and cheaper for participants.” (SIWNMS p7) The aim of this strategy is to develop a model that is both comprehensive and flexible enough to sustain mobile development over the long term at the Institution and, if adopted by other organizations, elsewhere as well. At the heart of this strategy, then, is a response to the Institution-wide question of governance – central control versus unit autonomy – that again echoes the Web and New Media Strategy: “Balance the benefits and risks of central control and creative autonomy while binding oversight and operations to a shared vision for the future.” (SIWNMS p2) SI Mobile’s challenge will be to operate as a bridge and a ferryman between unit-level innovation and excellence and the central repository of best practice and resources, delivering the right information and support at the right time to keep the Smithsonian setting the standard for mobile with each new project. Quite simply, SI Mobile must live up to what is now expected of mobile the world over: delivering what its clients want, where and when they want it.
- The first tactic of SI Mobile is to join the disparate mobile products and services of the Smithsonian, both now and in future, via a flexible, expandable architecture that allows both logical connections among topics of interest and serendipitous discovery of the wealth of resources available at SI and among its constituent communities. Key properties of this framework include: i. Ease of findability of SI mobile content and facilities in and across SI mobile properties. ii. Intuitive, easy-to-use interfaces that support consistency of user-experience and navigability across SI mobile properties. These will be supported with screen templates and common tools for building and managing mobile content and experiences. iii. Clear and consistent branding across SI mobile properties, including “a domain URL strategy to facilitate marketing and promotion of the Smithsonian brand.”] The URL strategy should encompass short URLs and drive the establishment of infrastructure and guidelines for short URL generation and management at the Institution. iv. Linking protocols to enhance discovery and navigability of SI mobile properties.
- The bulk of SI Mobile’s resources will be a best practice ‘library’ covering, in time, all aspects of mobile development. This library will be constantly updated and will aim to gather contributions from both inside the Institution and beyond. The first ‘best practice’ that SI Mobile aims to teach its constituents is to bring their own learnings and ideas back to a central repository; to this end a central SI Mobile projects list and both an internal and public-facing wiki have been created to house our growing resources and facilitate our conversations about mobile. SI Mobile will also furnish consultancy as a primary activity towards this goal, with the aim of both sharing and capturing best practice and facilitating a fluid exchange between central and unit initiatives. i. SI Mobile ‘Library’: Best practices documentation and technical notes on topics including platforms, development, content production and management, mobile experience design, mLearning, audience research, mobile product evaluation, mobile metrics, branding, and marketing. (See appendix for the full index of documentation to be developed for the SI Mobile Library.) ii. Training : As important as gathering and making the best practice documentation available to SI staff will be a program of courses, workshops, talks and seminars, developed in partnership with OHR and sourced from outside the Institution. iii. Development tools: APIs, widgets, RSS feeds, code modules and other tools for program development will be ‘productized’ where possible and made available for reuse both internally and by external organizations. iv. Peer groups and discussion forums for SI staff and more: SI Mobile will continue to cultivate and create opportunities for the exchange of ideas and best practice in the mobile sphere, both among SI staff and with external practitioners.
- The Smithsonian has already taken important steps towards providing the infrastructure that it will require to provide world class mobile services and products. The CWAS network provides 3G cellular connectivity throughout the Institution’s Mall properties, both inside and out. This is complemented outdoors on the Mall by DC Wifi which offers free, public wifi at no expense to the Institution. LAMP environments have been established and tested at the Institution, and the first specialist developers in Drupal and related idioms has been recruited at both the central and unit level. The Institution also now has a central manager responsible for the development and dissemination of best practice on Web analytics; this expertise should be leveraged to support the Institution’s mobile initiatives as well. But these are just the beginnings of the infrastructure that SI Mobile will require in future; the following and future requirements will need to be factored into the Institution’s Technology Plan (SITP): Cellular and 3G networks Wifi Central content repositories (EDAN, SI Commons) Open APIs Secure servers Drupal support Metrics and dashboards On-site devices Digitization
- In a world of rapidly changing mobile platforms, the only way to secure any future value for today’s investments in content and experience design is to adopt industry standards for assets, metadata, records and their management. Standards are also critical for the effective application of metrics across the Institution’s mobile initiatives. Some of the standards that will be studied and potentially adopted as part of the SI Mobile toolkit include: MMA standards Accessibility standards for content, interfaces and platforms Mobile content standards for museum interpretation Visitor information content standards Collections data standards Metadata standards Collections objects Geodata Content management standards Metrics analysis standards