Going Mobile: The Smithsonian's Mobile Strategy and eBook Production at

Smithsonian Libraries

Martin R. Kalfatovic :: Smithsonian Libraries :: SLA Conference :: 13 June 02011 :: Philadelphia

Overview of the Smithsonian's Mobile Strategy

Nancy ProctorDirector, Mobile StrategySmithsonian Institution

Mobile Strategy Wikihttp://bit.ly/ifFmvl

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

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

SI Mobile Strategic Planning:The process so far (cont’d)

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

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.

Key tactics for realizingSI 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.

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

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

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 servicesv. Secure servers vi. Drupal support vii. Metrics and dashboards viii.On-site devices

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 standardsiv. Collections data standards v. Metadata standards vi. Content management standards vii. Metrics analysis standards

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

Ebooks from The Smithsonian

- 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

Smithsonian Libraries &Smithsonian Institution Scholarly Press

- Maintains editorial content

- Scholarly monographs

- Monographic series (“Contributions”)

- NOT trade publications

Smithsonian Institution Scholarly Press

Creating ebook content @ the Smithsonian

- Test project to convert 100 titles to epub, mobi formats (completed spring 2011)

- Plans to complete remaining ~1,000 by 2Q2012

Epublication

- 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

Spanish-Language Publications

- Working with internal interdisciplinary center to create epub content for Civil War 150 project

- Content still to be determined

American Experience Consortia

- 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

Spanish-Language Publications

- 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.)

Distribution

Ebook usage

10 million ebook “titles” available TODAY in the United States from all sources- Glenn Fleishman

100/115paperback/Kindle

100/180hardcover/Kindle

Obligatory Chart Graphic

.66

3,500 books

Usage of Smithsonian ebooks?

Thanks!•Martin R. Kalfatovic•Smithsonian Institution Libraries

•Twitter@UDCMRK

•UDC793.blogspot.com

•Email: KalfatovicM@si.edu