The document discusses a presentation about developing a web and new media strategy for the Smithsonian Institution to create a more open and collaborative model called the "Smithsonian Commons" that engages the public through digital platforms and sharing content and expertise to make the Institution more relevant in a digital age. The strategy includes themes around updating the digital experience, learning model, and balancing autonomy across the Institution, with goals around mission, brand, learning, audiences, interpretation, technology, business models, and governance.

1. The Smithsonian Commons
A Model Institution?
Photo: Smithsonian Web and New Media Strategy Workshop, April 2009

2. The Smithsonian Commons
A Model Institution?
http://www.youtube.com/watch?v=N5x4Sga0d1s

3. Preamble
• Twitter: @mpedson, slideshare.net/edsonm
• Join us at http://smithsonian-webstrategy.wikispaces.com
• Beware…The opinions in this presentation are mine,
not the official policy/strategy of the Smithsonian…
• We’re a little bird
• …Darwin…Write this down so it doesn’t slip away
• How is this good for you as…
– A technologist? (How can you help us do this?)
– An enthusiast? A re-user? A citizen?

4. A Model Institution

5. A Model Institution
…Complete “Imagining a Smithsonian Commons” paper/slides at:
Text Version: http://www.slideshare.net/edsonm/cil-2009-michael-edson-text-version
PPT Version: http://www.slideshare.net/edsonm/cil-2009-michael-edson-powerpoint
(Omitted from this PowerPoint file just to save space and reduce duplication…)

6. Web and New Media Strategy

7. Why Make Strategy?
• To prioritize tactical opportunities
• Pain and/or fear?
Many organizations don’t begin
strategic change until they’re either
afraid or in pain, or both

8. Internal Blog/Wiki/Listserv
152 posts to internal blog

9. Internal Blog/Wiki/Listserv
Classic blog/wiki playbook

10. Internal Blog/Wiki/Listserv
Classic blog/wiki playbook

11. Internal Blog/Wiki/Listserv
Classic blog/wiki playbook

12. Steering Committee
• Breakthrough! A FAQ on a Wiki instead of a charter!!!

13. Steering Committee
• Breakthrough! A FAQ on a Wiki instead of a charter!!!
Q: How is the committee going to make good decisions about leading-edge
technologies and the inherent positive and negative of internet trends when
they are not themselves internet experts?
A: It’s not going to be easy. We recognize that we aren’t experts and we may
take missteps along the way. That’s why we will be seeking advice from many
sources including internal practitioners and external leaders. We will also work
to expand knowledge of our audiences and what actual users think of the
Institution’s web and new media initiatives. The committee also recognizes the
need to establish pan-Institutional working groups to address specific issues and
opportunities, in much the same way as OCIO has established collaborative
Technical Working Groups (TWGs) to make hardware and software decisions in
recent years.

14. Smithsonian 2.0
http://smithsonian20.si.edu

15. Smithsonian 2.0

16. Process: Workshops to Wiki
• Http://smithsonian-webstrategy.wikispaces.com

17. Process: Workshops to Wiki
Workshops “wiki-cast” live to public wiki

18. 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.”

19. Process: Workshops to Wiki

20. Process: Workshops to Wiki

21. Process: Workshops to Wiki
Highlighting things that are important and need action

22. Process: Workshops to Wiki
Value-added by the museum community

23. Process: Workshops to Wiki
Value-added by the museum community

24. Public-Facing Wiki
• Improvement/synthesis over time
Original
workshop
notes

25. Public-Facing Wiki
• Improvement/synthesis over time
Added highlight,
Action Required

26. Public-Facing Wiki
• Improvement/synthesis over time
Attendee says
“wait a minute!”

27. Public-Facing Wiki
• Improvement/synthesis over time
Apology and re-
cast original
assertion

28. Public-Facing Wiki
• Improvement/synthesis over time
Another user
synthesizes core
question: How do
units break out
these costs?

29. YouTube: Voice Your Vision
http://www.youtube.com/watch?v=V-XNKDXiDW4

30. YouTube: Voice Your Vision
http://www.youtube.com/watch?v=V-XNKDXiDW4

31. Twitter: #si20

32. Schedule/Workflow

33. Draft Strategy

34. Strategy Structure
• Themes
– Update the Smithsonian Digital Experience
– Update the Smithsonian Learning Model
– Balance Autonomy and Control within SI
• 8 Goals External
Mission
Brand
Learning
Audience
Internal
Interpretation
Technology
Business Model
Governance
Each Goal has specific program, policy, and tactical recommendations

35. Theme 1: Update the SI Digital Experience
Community engagement, content, and findability across all platforms
From inside any of these sites,
where’s the rest of the
Smithsonian’s content, visitors,
community?
African
Art
Air and
Space
American
History
American
Indian
Anacostia
Museum
Cooper
-Hewitt
Freer /
Sackler
Hirshhorn
National
Zoo
Natural
History
Portrait
Gallery
Postal
Museum
The Castle
SI Across
America
Asian Pacific
American
Program
Education
/ Museum
Studies
Folklife /
Cultural
Heritage
Latino
Center
National
Science
Resources
Center Affiliations
Smithsonian
Associates
Traveling
Exhibitions
Archives of
American
Art
Astrophysical
Observatory
Museum
Conservation
Institute
Environ-
mental
Research Cntr
SI
Libraries
Photo
Initiative
Tropical
Research
Institute
What can I do with this content
once I find it? How can I interact
with my fellow-visitors?
Which Web site has the information
I need? Where do I start? Can I get this
on my mobile phone? Can I get it in an
exhibit?

36. Theme 2: Update the SI Learning Model
New Platforms for learning and
collaborative knowledge creation
Old Learning Model
New Learning Model

37. Theme 3: Balance Authority and
Control within SI
Innovation at the edges:
a commons in the middle

38. Strategic Goals
Stuff we’ve got to DO!

39. Strategic Goals
Stuff we’ve got to DO!
Uhhhgggg!
I can’t bear to see
eight slides with the
title “Strategic
Goals...”

40. Strategic Goals
Stuff we’ve got to DO!

41. Strategic Goals
Stuff we’ve got to DO!
• Under the 8 goals there are 54 specific tactical
recommendations

42. Strategy Goals
Stuff we’ve got to DO!
• Goal 1: Mission
– Prioritize Web and New Media programs in proportion
to their impact on the mission
• Goal 2: Brand
– Strengthen the relationship between the Smithsonian
brand and its sub-brands
• Goal 3: Learning
– Facilitate a dialogue in a global community of learners
• Goal 4: Audience
– Attract larger audiences and engage them in long-
term relationships

43. Strategy Goals
Stuff we’ve got to DO!
• Goal 5: Interpretation
– Support the work of Smithsonian staff
• Goal 6: Technology
– Develop a platform for participation and innovation
• Goal 7: Business Models
– Increase revenue from e-commerce fundamentals and
Web 2.0 perspectives
• Goal 8: Governance
– Design and implement a pan-Institutional governance
model

44. The Smithsonian Commons
A place to begin
• A new collaboration model
• An new relationship with the public
• A new model of learning and knowledge
creation

45. I want to be a
commons…

46. Don’t forget about
us!!!

47. How can we make the Smithsonian
More relevant in a digital age?
Filmed April 26th, 2009 at the
Smithsonian in Washington, D.C.
http://www.youtube.com/watch?v=MTJ8u2HGtrs

48. [Video available upon request]