Purpose of this page is to keep the core project team (Navigation Arts, Edson, etc) focused on deliverables and success factors for the Web and New Media Strategy process.

Deliverables

  • Vibrant productive wiki that demonstrates
    • active participation of smart people, internally and externally
    • democratic process
    • how employees and the public can continually add value
    • speed
  • Capture current 2.0-esque activities (to do via FAQ as an extention of the Smithsonian 2.0 event)
  • 10-page exec summary
    • Findings
    • Recommendations (concrete)
    • Clear concrete choices
    • Prioritized
    • Actionable
    • Highlight what we should focus on
    • How allocate resources
      • Starvation diet
      • middle of road
      • full commitment
    • Achievable (in part) in current budget constraints
    • Standard Components
      • Document the process
      • (more from Leo)

Success (how we measure it)

  • Deliver clear, actionable recommendations
  • Recommendations include viable options for moving forward with no budget increase (as well as creating opportunities for outside funding)
  • Recommendations are approved
  • Recommendations incorporated into pan-SI strategic plan
  • Internal staff report high satisfaction with process (via workshop assessment survey, buzz)
  • Workshops fully subscribed
  • > 10 VIP external contributors to the wiki
  • > 5 SI 2.0 external participants contribute via blog/wiki
  • Smooth connection with pan-SI strategy process
    • ...and Digitization strategic planning committee
    • ...and Smithsonian 2.0 follow-up
    • Members of relevant committees feel that they have had adequate input into/influence on the process
    • SI executives and members of Web and New Media Steering Committee understand the process ("no surprises")

Risks in the Process (and how we mitigate them)

  • Audience
    • Risk
      In the end, the strategy is not responsive to the long-term interests/needs of target audiences
      • Audience definition is a black hole right now
        • Not prioritized
        • Few metrics
        • No program for measurement and analysis
      • There‚Äôs a whole other business realm to this: do we want to focus on groups that would bring in more revenue: or groups that would give us more reach?
    • Mitigation
      • Use workshops to bubble up key target audiences
      • Use Foresee Results end-user satisfaction measurement data during strategy formulation
      • Strategy should recommend increasing capabilities in audience measurement, research, user-experience design
  • BOGSAT (Bunch of Guys/Gals Sitting Around Talking)
    • Risk
      • Workshops devolve into complaining, grandstanding, and unproductive/unfocused discussion
      • Workshop topics are so broad or difficult that nothing can be accomplished with 50 people in a room for 2 hours
    • Mitigation
      • Focus on what experts/practitioners in various disciplines need from Web and New Media investments in order to do their jobs
      • Don't attempt to set policy for the Institution: record key givens, unknowns, sticking points for later examination
      • Use strong moderation to focus attendion and redirect potentially unproductive lines of investigation
      • Focus on stuff that matters
  • Fixated on "Web 2.0"
    • Risk
      The institution is focused on the superficial aspects of "Web 2.0" but fails to
      • consider Web 2.0 as an outward manifestation of deeper, more fundamental organizational changes
      • focus on deficiencies in what might be called Web 1.0 fundamentals: search, usability, branding, customer-service
      • focus on what's beyond Web 2.0: the semantic web, mobile platforms, ubiquitous computing, robotics...
    • Mitigation
      • Keep Web 2.0 on the table but also keep Web 1.0, mobile, and future platforms/idioms visible during the strategy-creation process.
  • Loss of control
    • Risk
      The public facing wiki becomes a distraction. Participants become disruptive. Public nature of strategy-creation process undermines thoughtful, productive work.
    • Mitigation
      • Be prepared for unintended consequences, both negative and positive
      • Remember, this is a new thing for us, and there will be a learning curve
      • Know that we'll make mistakes: be honest about them, apologize, correct what's wrong, and move forward
      • If problems arise, engage with stakeholders directly and honestly
      • Try to help participants understand the internal constraints, management structures, and other behind-the-scenes processes that may, at times, take precedence over the needs of participants
      • Remember that neither our critics or our fans are shy: we either work with them upstream, or downstream, but either way they are going to be vocal
      • There is enormous goodwill towards the Institution out there: trust in that and be worthy of it - - this institution operates as a public trust
  • Hidden agendas, inaccuracies and falsehoods
    • Risk
      Hidden agendas corrupt the process. Inaccuracies and falsehoods are created and perpetuated
    • Mitigation
      • Use consistent leadership and moderation to keep participation focused and productive
      • Set expectations with the FAQ and other process and goals oriented information
      • Screen and filter for content that indicates hidden interests, such as vendors advocating for their own hardware/software platforms
      • Remind Smithsonian participants of normal workplace conduct standards
      • Lock certain key pages and utilize discussion tabs instead of direct page edits
      • Encourage users to explicitly identify their contributions and edits inline via bracketed comments, i.e., "[added by M. Edson]"
  • Sensitive or proprietary information is exposed to the public
    • Risk
      Sensitive or proprietary information is inadvertently made public
    • Mitigation
      • Smithsonian workshop participants are made aware of public aspects of the process in advance of workshops, during workshops, and after workshops
      • Workshop sign-in sheets include reminder that portions of workshop discussions will be posted to the wiki
      • Workshop participants will be able to see/review wiki content as it is added to the wiki in real time
      • Only registered users will be able to add/edit wiki content
      • Wiki content will be reviewed by Smithsonian staff