Post on 15-May-2015
description
11 October 20101Nancy Proctor, ProctorN@si.edu
ADACH Education Strategy Development
Nancy Proctor, Head of Mobile Stategy & Initiatives Smithsonian Institution
Mobile Strategy ‘out of the box’
11 October 20109Nancy Proctor, ProctorN@si.eduEdward Hoover, 2010, from Flickr.
The
Museum is Social
Media
11 October 201010Nancy Proctor, ProctorN@si.edu
Why mobile?1. A groovy new set of
gadgets?
2. A new set of tools and platforms for communications, learning and developing and distributing content?
3. A fundamentally new way of connecting, collaborating and educating?
Photo CC licensed: http://www.flickr.com/photos/jdlasica/138927384/
11 October 201011Nancy Proctor, ProctorN@si.edu
At least half of the Museum’s platforms are already mobile.
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11 October 201012Nancy Proctor, ProctorN@si.edu
So if we want to meet our audiences where they are
And take them some place new…
11 October 201013Nancy Proctor, ProctorN@si.edu
Mobile is a great vehicle
http://www.youtube.com/watch?v=6ILQrUrEWe8
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11 October 201014Nancy Proctor, ProctorN@si.eduFraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
It’s NOT about the Technology
11 October 201017Nancy Proctor, ProctorN@si.edu
1. Stand on the shoulders of giants http://museummobile.info/ wiki, blog & podcasts
http://wiki.MuseumMobile.info/research
http://smithsonian-webstrategy.wikispaces.com/Mobile
http://tatehandheldconference.pbworks.com
http://www.archimuse.com/conferences/mw.html (Peter Samis)
Koven Smith: http://kovenjsmith.com & http://www.archimuse.com/mw2009/papers/smith/smith.html
Beth Harris & Steven Zucker, http://SmartHistory.org
MCN Conference Oct 27-30, 2010, Austin, TX http://MCN.edu & Mobile Content Standards Summit 27 Oct, at MCNhttp://wiki.museummobile.info/standards
11 October 201018Nancy Proctor, ProctorN@si.edu
Audience Research to Datehttp://wiki.MuseumMobile.info/research
20101. Smithsonian Institution ‘Mall Museum Mobile’ visitors20091. CHNM survey on Museums and Mobile Adoption2. International Survey on handheld use in museums.20081. Whitney Museum of American Art: Audio Guide
Technologies Survey Final Report20071. Matthew Barney: Multiplatform interpretation at
SFMOMA2. La Placa Cohen Culture Track 2007 (with Antenna Audio)
11 October 201019Nancy Proctor, ProctorN@si.edu
2. Know your audiences
Tied to mission & key messages
What are the desired outcomes? What do we want them to know, think and/or feel?
What platforms do they already use? How do they use them elsewhere & what excites them?o Traditional audio tourso Cellphones or smartphoneso Podcastso Mobile social media: SMS, Twitter, FB…
11 October 201020Nancy Proctor, ProctorN@si.edu
A Minority of Visitors Use Technologies in the Galleries
2006 study by Randi Korn & Associates at SFMOMA
BUT they use technology everywhere else:
WWW = Whatever, Whenever, Wherever
11 October 201021Nancy Proctor, ProctorN@si.edu
Question mapping in the gallery:
What do they want to know?
• Semi-structured interviews
• FAQs and comments cards
• Questions posed to staff…
11 October 201022Nancy Proctor, ProctorN@si.edu
3. Align with Core Mission Metrics
1. Invaluable = highest possible quality
2. Public good = relevance & service for all
3. Forever business = must be sustainable
11 October 201023Nancy Proctor, ProctorN@si.edu
Mission Statement
MISSION OF THE SMITHSONIAN INSTITUTION• The Increase and diffusion of knowledge
VISION• Shaping the future by preserving our heritage,
discovering new knowledge, and sharing our resources with the world
VALUES• Discovery, Creativity, Excellence, Diversity, and Service
11 October 201024Nancy Proctor, ProctorN@si.edu
Strategic Plan 2010:Reimagining the
Smithsonian FOUR GRAND CHALLENGES
1. Unlocking the Mysteries of the Universe
2. Understanding and Sustaining a Biodiverse Planet
3. Valuing World Cultures
4. Understanding the American Experience
THREE CROSS-CUTTING THEMES
1. Broadening Access
2. Revitalizing Education
3. Crossing Boundaries
11 October 201025Nancy Proctor, ProctorN@si.edu
Mission: SI: Increase and diffusion of knowledge. AA: Be the resource and facilitator for experiencing, understanding and engaging with American art in the US and the world.Objectives: Repeat visitors; Membership sales; Integration into the curriculum
http://wiki.museummobile.info/museums-to-go/experience-design/mobile-interpretation-worksheets
11 October 201026Nancy Proctor, ProctorN@si.edu
4. Design experiences and content
(also outside the audiotour box)
Means thinking about content & experiencehttp://museummobile.info/archives/297
http://wiki.museummobile.info/museums-to-go/experience-design/mobile-interpretation-worksheets
11 October 201027Nancy Proctor, ProctorN@si.edu
Which content modalities?
1. +-+-+-+-+ Soundtracks
2. o o o o Soundbites
3. x x x x Interactives
4. | | | Links
5. ^ ^ ^ Feedback
6. § § § Social media
Narrowcast/Offline orNetworked
Networkedonly
11 October 201028Nancy Proctor, ProctorN@si.edu
ArtBabble Multi-modal Interface
http://www.artbabble.org/video/meet-william-christenberry
11 October 201029Nancy Proctor, ProctorN@si.edu
The Voice of the Museum
1. Monologue:o Artists & curatorso Staffo Related expertso Professional narrators
2. Reinactments/ plays
3. Interview
4. Dialogue
5. Vox pop / comments
6. Music
11 October 201030Nancy Proctor, ProctorN@si.edu
The Audiences Speak Comments and questions (audio/text/links)
Search-research-share
Bookmark/Email/SMS to self
Collect (MyCollection, ArtStream)
Share (Twitter, Facebook, SMS)
Forum
Voting (show the polls!)
Quizzes/games (multimedia/SMS)
Mobile giving
11 October 201031Nancy Proctor, ProctorN@si.edu
5. Choose the platform(s)
Audio player
Multimedia player
Cellphone
Personal media player
SmartMobile
Browser
phonesMobile App
Soundtrack
x x (x) X X X
Soundbite X X X x X X
Interactive
X X X
Link X X X
Feedback X X X
Social media
X X
11 October 201032Nancy Proctor, ProctorN@si.edu
Platform considerations
1. Users’ own devices or supplied on-site?
2. Can you support network connectivity at your site?
3. Can you support multiple platforms?
4. What kind of location-based/content triggering solution do your visitors & experience need – really?
5. Can you manage user-generated content?
6. What do your sponsors/funders require?
11 October 201033Nancy Proctor, ProctorN@si.edu
Platform Strategy
http://smithsonian-webstrategy.wikispaces.com/NASM+Mobile+Website
11 October 201034Nancy Proctor, ProctorN@si.edu
What will SI Mobile look like?
1. Research: audiences, metrics, best practices documentation and training
2. Standards
3. A Smithsonian Mobile Architecture and framework
4. Infrastructure
5. A Mobile Toolkit
11 October 201037Nancy Proctor, ProctorN@si.edu
What works
1. Visitor information and services: calendar, maps etc.
2. Metrics and Research
3. Interpretive content on collections and exhibitions
4. Links and third party content
5. Social media = conversations
6. User-generated content = collaborations
7. Activities: games & meaningful things to do
11 October 201038Nancy Proctor, ProctorN@si.edu
Learning through Teaching
http://AmericanArt.si.edu/podcasts
11 October 201039Nancy Proctor, ProctorN@si.edu
Tate Modern Study 4-25 June 2005
43% of visitors bookmarked
3.53 pages bookmarked on average
44% of visitors clicked through to the Tate website from their emails
19% of visitors taking the multimedia tour went to Tate’s website after their visit as a result of their bookmarks
Remembering, Saving
11 October 201040Nancy Proctor, ProctorN@si.edu
Oral History
http://travelblog.viator.com/10-things-we-love-about-abu-dhabi/
11 October 201043Nancy Proctor, ProctorN@si.edu
Crowdsourcing
http://photocitygame.com/smithsonian/ http://www.gipuzkoa2.net/
11 October 201044Nancy Proctor, ProctorN@si.edu
Micro-volunteering
Save Outdoor Sculpture! & Wikipedia Saves Public Art
11 October 201046Nancy Proctor, ProctorN@si.edu
Enhanced reading
Laboratory for Visual Learning, Harvard-Smithsonian Center for AstrophysicsSee forthcoming Journal of Special Education Technology
http://gizmodo.com/5491048/the-barnes--noble-ereader-ipad-app-is-on-the-way-but-will-apple-maim-it
11 October 201047Nancy Proctor, ProctorN@si.edu
Revenues: what doesn’t (quite) work
Exhibition apps
Freemium content to support the (free) experiences
Micropayments
Microdonations
Sponsorship & advertising
Datamining
Paid games
eCatalogues & subs…
11 October 201048Nancy Proctor, ProctorN@si.edu
“Even the revolutionaries can’t predict what will happen.”
… there is one possible answer to the question:
“If the old model is broken, what will work in its place?”
The answer is: Nothing will work, but everything might.
Now is the time for experiments, lots and lots of experiments, each of which will seem as minor at launch as craigslist did, as Wikipedia did, as octavo volumes did.
– Clay Shirky, “Newspapers and Thinking the Unthinkable,” 2009
Nancy Proctor, ProctorN@si.edu 48
http://www.shirky.com/weblog/2009/03/newspapers-and-thinking-the-unthinkable/