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Towards a Reputation Economy: How Openness and Transparency Become a Central Business Strategy for Cultural Heritage
1. How Openness and
Transparency Become a
TOWARDS A
Central Business Strategy
for Cultural Heritage
REPUTATION ECONOMY
Robert Stein
Deputy Director for Research,
Technology, and Engagement
2. WHAT IS A
REPUTATION
ECONOMY?
Flickr Credit ~rednuht
3. THE REPUTATION ECONOMY
But here's the interesting paradox: The reputation economy creates
an incentive to be more open, not less. Since Internet commentary is
inescapable, the only way to influence it is to be part of it. Being
transparent, opening up, posting interesting material frequently and
often is the only way to amass positive links to yourself and thus to
directly influence your Googleable reputation.
Putting out more evasion or PR puffery won't work, because people
will either ignore it and not link to it - or worse, pick the spin apart and
enshrine those criticisms high on your Google list of life.
Clive Thompson, “The See-Through CEO”
WIRED Magazine - Issue 15.04, March, 2007
Flickr Credit ~rednuht
5. 2011 Forbes Reputation Survey
70%
60%
50%
40%
Purchasing
30% Advocacy
20%
10%
0%
Perception of Product Perception of Company
Source http://www.forbes.com/2011/06/08/reputation-economy-stupid.html
WHAT DRIVES
PURCHASING DECISIONS?
6. 79% of HR
professionals use
online reputation in their
hiring process
Source: Microsoft – 2010, http://bit.ly/cPsOXX Flickr Credit ~ helenasicily
7. THE REPUTATION
ECONOMY EXISTS
Driven by:
- Rise in access to information
- Rise in public awareness to that fact
- Rise in a culture of participation
Flickr Credit ~altus
8. REPUTATION
AND CULTURAL HERITAGE
Flickr Credit ~adforce1
9. REPUTATION
AND CULTURAL HERITAGE
Attendance is
DISCRETIONARY and NOT
prescriptive of LONG-TERM
success
Flickr Credit ~adforce1
10. REPUTATION
AND CULTURAL HERITAGE
Funding is increasingly
SCARCE and driven by
SOCIAL IMPACT
Flickr Credit ~adforce1
11. REPUTATION
AND CULTURAL HERITAGE
Philanthropy is fueled by
RELATIONSHIP and PAST
PERFORMANCE
Flickr Credit ~adforce1
12. REPUTATION
AND CULTURAL HERITAGE
There is no outside world anymore, just a world.
one that is blogged, Facebooked, Twittered, and
utterly porous. The extent to which we can
control our image is directly proportionate to our
honesty about ups and downs in a context that
we can to some degree define
-Maxwell L. Anderson
Flickr Credit ~adforce1
15. THE REPUTATION ECONOMY
AND SOCIAL CAPITAL
Whereas physical capital refers to physical objects and
human capital refers to the properties of
individuals, social capital refers to connections among
individuals – social networks and the norms of
reciprocity and trustworthiness that arise from them. In
that sense social capital is closely related to what some
have called “civic virtue.” The difference is that social
capital calls attention to the fact that civic virtue is most
powerful when embedded in a sense network of
reciprocal social relations. A society of many virtuous but
isolated individuals is not necessarily rich in social
capital.
Robert Putnam, Bowling Alone, 2000
19. WHAT IS
TRANSPARENCY?
Trans-par-en-cy:
“The full accurate and timely
disclosure of information”
-Wall Street Words
http://www.dictionary.com
Flickr Credit: ~marcomagrini
24. “The Indianapolis Museum of Art might be
the web-smartest museum in America, and
its blog is one of my favorite daily reads”
– Tyler Green, Modern Art Notes
28. “Of course, such systems [dashboards] raise a rather vexing challenge:
what, exactly, are the few key indicators you would need to watch to monitor
your success? It's this question that actually proves to be more effective
than the dashboard tool itself. To know what you should monitor, you need
to know what you're trying to do, and you also have to define what success
looks like (more people? happier people? more art? better reviews? prolific
artists?).”
Andrew Taylor, “Keeping an Eye on Dashboards”,
The Artful Manager Blog, October 20, 2006,.
29. “The root of the problem is that there is no longer an agreed-upon method
of measuring achievement… While many challenges beset art museum
leaders today, finding a way to measure performance is accordingly among
the field’s most urgent… Without generally accepted metrics, arts
organizations will have more and more trouble making a case for
themselves.”
Maxwell L. Anderson, “Metrics of Success in Art Museums”,
Getty Leadership Institute (2004),.
30. RESULTS
FOR THE IMA
GOOD PRESS
WELL RECEIVED BY PEERS
CLARIFYING GOALS
INSPIRED OTHERS
36. WHY FAILING PUBLICLY IS GOOD
HIGHLIGHTS SUCCESS
DISPELLS ASSUMPTION OF SPIN
DOCUMENTS A NEED FOR CHANGE
Flickr Credit: ~carowallis1
37. BENCHMARKING
“Thus, benchmarking has many direct and
indirect benefits: increasing the impact of
mission-related activities, raising internal
standards, improving performance, attracting
more funding, uncovering (and fixing) hidden
weaknesses, and overall, improving the public
face of the organization.”
Jason Saul
Benchmarking for nonprofits
Fieldstone Alliance, 2004, pg 12
51. Visitor Inclusion
IMA’S offense to Bruce, but who doesn’t want
• No STRATEGIES FOR
this?
COLLABORATION
source ~victoriapeckham
52. Steve.Museum
Exploring Applications of
Social Tagging for Museums
Founded in 2005
2006 Institute for Museum and
Library Services (IMLS) National
Leadership Research Grant
2008 IMLS NLG Steve In Action
2008 IMLS NLG Research Grant
T3: Text, Tags, Trust
Open Source software supporting
tagging in museums
53. 33 Partners
• MoMA
• National Gallery of Art, USA
• Metropolitan Museum of Art
• Museo Nacional del Prado
• Van Gogh Museum
• Museum Boijmans Van
Beuningen
55. Museums
• Balboa Park Online Collaborative • National Air and Space Museum
• Dallas Museum of Art • The Smithsonian
• The Eiteljorg Museum of Native Vendors
American and Western Art
• AdLib Systems
• Indianapolis Museum of Art
• GuideByCell
• The Metropolitan Museum of Art
• Imagineear
• Minnesota Historical Society
• MyTours
• Museum of Contemporary Art,
• NOUS Guides
San Diego
• Tristan Systems
• Museum of Fine Arts, Boston
60. RESULTS
FOR THE IMA
$3.2M GRANTS SINCE 2006
$1.2M CONSULTING SINCE 2009
+89% WEB TRAFFIC SINCE 2008
EXCEEDS EXHIBITION REVENUE BY > 50% IN FY12
61. DECLINING
SOCIAL CAPITAL?
Putnam suggests in Bowling Alone that the
individualizing nature of technology is at least partially
reponsible for an observed decline in social capital.
I DISAGREE
But here's the interesting paradox: The reputation economy creates an incentive to be more open, not less. Since Internet commentary is inescapable, the only way to influence it is to be part of it. Being transparent, opening up, posting interesting material frequently and often is the only way to amass positive links to yourself and thus to directly influence your Googleable reputation.Putting out more evasion or PR puffery won't work, because people will either ignore it and not link to it - or worse, pick the spin apart and enshrine those criticisms high on your Google list of life.Clive Thompson, “The See-Through CEO”WIRED Magazine - Issue 15.04, March, 2007
If a demand exists – businesses will create enough supply to satisfy that demandBusinesses that optimize that production will win
If a demand exists – businesses will create enough supply to satisfy that demandBusinesses that optimize that production will win
Driven byRise in access to informationRise in public awareness to that factRise in participatory culture and Rating
This is an image from the occupy wall street movement in NYC… demonstrates an evidence that social capital related to corporations is bankrupt.
This is an image from the occupy wall street movement in NYC… demonstrates an evidence that social capital related to corporations is bankrupt.Is social capital related to cultural heritage bankrupt already? I don’t think that it is… but it’s a worthwhile question to ask what would happen if it ever became that way.
LOCATION – FLY-OVER STATELIMITATIONS OF COLLECTIONLIMITATIONS OF BUDGET
Highlight successesDispells assumption of PRDocuments a need for changeThe key is to know that they happened!!!(lead in to situational awareness)
Recognized for introducing French Cuisine to the American PublicAuthor of Mastering the Art of French CookingWell-Known Host of Cooking shows and among the 50th greatest TV Stars of all time
Museums loose nothing by giving away knowledgeBuilding solutions that work for you in a way that can be repurposed is long-term thinkingCollaboration (is a pain in the butt) but leads to better ideas – solving more problems than you would have on your own.