Web 2.0: How to Stop Thinking and Start Doing: Addressing Organisational Barriers

stop thinking, start doing: addressing barriers to web2.0 Mike Ellis, The Science Museum, London Brian Kelly, UKOLN, University of Bath

what are we talking about? web 2.0 is.. user generated content rich, “non-weblike” environments mashups radical de-centralisation viral marketing and permission based activity collaboration creative commons

...the user experience is changing modified from “Hobby Princess” http://tinyurl.com/pmf38 reactive consumption the “basic museum tour” proactive consumption pre-visit research private production photos, text, talking public production sharing our experiences online web 2.0

[object Object],[object Object],[object Object],[object Object],we’re excited because...

but barriers feel very real for museums ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

barrier #1: why bother (our users don’t care) ,[object Object],[object Object],[object Object],[object Object],“ When we talked with our users about potential Web 2.0 features we could offer on our site (blogs, wikis, etc.), they showed surprisingly little interest in them. The users we interviewed were fairly passive about the types of interactive things they would like to do on our site.” Do you know who your users are? Dana Mitroff and Katrina Alcorn / SFMOMA http://tinyurl.com/2sr22n

barrier #2: cultural and political stuff ,[object Object],[object Object],[object Object],[object Object],“ we’ll destroy our reputation – authority is everything to us” “ what about our brand?” “ we’ve never done it like that before”

“ It's not wrong to wonder...whether a museum site modelled after the populist photo-sharing http://www.flickr.com -- with favourite artefacts and amateur points of view -- would diminish an institution's reputation... ..the bigger question for all museums is how to flourish if they don't.” Washington Post http://tinyurl.com/mjply barrier #2: cultural and political stuff

barrier #3: technical ,[object Object],[object Object],[object Object],[object Object],[object Object],“ what if Yahoo! goes down?” “ we don’t have the expertise” “ it hasn’t been tested”

barrier #4: resource and cost ,[object Object],[object Object],[object Object],[object Object],[object Object],“ We’ll need to moderate, and it’ll take an entire team working full time” “ this kit looks expensive”

barrier #5: content, legality, context “ we’ve employed 40 curators who have put in 5,000 person-years on this project, and you want us to what? Just give it away...? To anyone...? ” ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],start doing..

[object Object],[object Object],[object Object]

stonetable.org [email_address] [email_address] thanks for listening questions, thoughts, etc – see http://www.slideshare.net/lisbk/ or http://ukwebfocus.wordpress.com/

Web 2.0: How to Stop Thinking and Start Doing: Addressing Organisational Barriers

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Web 2.0: How to Stop Thinking and Start Doing: Addressing Organisational Barriers