Mobile Social Media
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Transcript of Mobile Social Media
Mobile Social Media
Cross-platform mobile content designbeyond the ‘stop’ and the ‘tour’
Universidad del País Vasco 7 July 2010
Nancy Proctor [email protected] Institution
The Smithsonian Institution as a Distributed Network
or
What are our audienceslooking for?
What do they need?
The Smithsonian Institution
More than 30 million visitors in 2009& 180 million ‘virtual’ visitors
A Network for the Increase & Diffusion of Knowledge
• 19 Museums• 156 Affiliate museums• 9 Research centers• More than 136 million objects, artworks and specimens
In the Museum as Distributed Network…
5
…at least half of the Museum’s platforms are already mobile.
6
So if we want to meet our audiences where they are
And take them some place new…
Mobile is a great vehicle
http://www.youtube.com/watch?v=6ILQrUrEWe8
8
http://picasaweb.google.com/anup.rao/HaifaAkkoIsrael#4954285426665324562
Falling on deaf ears?
Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
It’s not about the technologyIt’s not about the technology
Thinking outside the audio tour box
Thinking about content and experience design
Thinking outside the audiotour box
Means going fromheadphones to microphones
Think beyond the research
2009
1. CHNM survey on Museums and Mobile Adoption
2. Learning Times International Survey on handheld use in museums.
2008
1. Whitney Museum of American Art: Audio Guide Technologies Survey Final Report
2007
1. Matthew Barney: Multiplatform interpretation at SFMOMA
2. La Placa Cohen Culture Track 2007 (with Antenna Audio)
Think beyond the pilot
Question mapping in the gallery:
Think beyond Think beyond what what we we want to tell want to tell
themthem
• Semi-structured interviews
• FAQs and comments cards
• Questions posed to staff…
Think beyond the ‘stop’
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
Think cross-platform& about pre-, during & post-visit
Audio player
Multimedia player
Personal media player
Cellphone
SmartMobile
Browser
phonesMobile App
ShortSoundbite
X X X X X X
LongSoundtrack
x x X (x) X X
Interactive
X X X
Links X X X
Feedback X X X
Social media
X X
Think outside the Acropolis
19
The Reynold’s Center, home of the Smithsonian American Art Museum & National Portrait Gallery
Think about the Agora
20
Kogod Courtyard of the Smithsonian American Art Museum; quotation by Steven Zucker, 2008
Photo by Mike Lee, 2007; from the American Art Museum’s Flickr Group
And reach audiencesbeyond the museum’s walls
21
Think beyond the Multi-platform Museum
Edward Hoover, 2010, from Flickr.
From “We do the talking” to “We help our audiences do the talking.”
http://smithsonian20.si.edu/schedule_webcast2.html
Think beyond the blockbuster
Thinking about the long tail…
Museums are very good at niches
• Niche collections• Niche expertise• Niche content
Can we be good at long tail markets too?“It's possible to be niche and popular at the same time.”
– Natasha Waterson Royal Observatory
Mobile is personal
and social
The Un-tour
What would a mobile experience look like
That plays to museums’ natural strengths
That is not built for the mass market
That does not aim to be a blockbuster
That connects small communities of passion
That is not a tour?
That is mobile social media?
Gardening Change Model*
Build a platform &cultivate Web 2.0
as a way of thinkingabout work
* Via Josh Greenberg, NYPL & Mike Edson @mpedson
Every user is ahero
In their ownepic journey
http://tinyurl.com/y4g5c27
… Capture data & feedback on where visitors go, what they see, and what questions they ask
Analytics & metrics
Search & interactive maps (don’t forget the services!)
‘Create (comment), share, connect’ functionality
Contributors decide with whom they share their contribution
1. Listen to your audiences
… Help audiences connect: with content, collections, each other
Support the community/conversation with comments, answers, or new content ‘just in time’
“Don’t be stingy” – or cheap! Quality content is worth the investment (in time & expertise as well as money)
Develop strategies and events to help connect individuals: SlowArt; Nina Simon’s work; Brooklyn Museum…
2. Help communities of interest form around content & experiences
… Take the museum into the world
LBS
AR
‘Easter Eggs’
… Connect people, places & content
e.g. connecting web & on-site visitors
… Give audiences meaningful things to do
3. Create adventure, surprise & serendipity
Build a ‘distributed network’, not just a multi-platform museum
Every platform is a community
Use both generic & museum-focused social media platforms
Avoid ‘orphans’
Iterate
4. Connect the dots
Tate’s Miroslaw Balka: How it is & Tate Trumps
American Museum of Natural History’s Dinosaurs
Museum of London’s Street Museum
Scopitone, CultureClic
Musetrek
SM in Toura, Autour (Tristan), Nousguide
SCVNGR
Foursquare, Gowalla
Some models to look at
Let the artists be our guides
Oxygenate! 2006-7Joanna Rajkowska
Words Drawn in Water, 2005Janet Cardiff
Follow Through, 2005Jennifer Crowe & Scott Paterson
Euphorium2002-3 Antenna Theater
Smithsonian Mobile & more
http://smithsonian-webstrategy.wikispaces.com/mobile
http://www.youtube.com/user/SmithsonianMobile
#SIMobile
#SI20
http://tatehandheldconference.pbworks.com
http://museummobile.info/
#mtogo
Robin White Owen
James Bradburne
Deborah Howes
Bruce Wyman
iGo: 1994
http://www.worldmind.com/media/text/clients/visible/visible.html
SI Guide: 2005
http://www.smithsonianmag.com/travel/From_the_Secretary_Guiding_Light.html
Podcasts
Cellphone tours
NMAI.SI.edu/mobile
http://smithsonian-webstrategy.wikispaces.com/Fritz+Scholder+mobile+web+tour
Mobile.NASM.SI.edu
http://smithsonian-webstrategy.wikispaces.com/NASM+Mobile+Website
GoSmithsonian.com (mobile)
http://smithsonian-webstrategy.wikispaces.com/GoSmithsonian+Mobile
Design USA at Cooper-Hewitt“Don’t even think about not using it
because then you won’t truly see the show.”
http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour
Roberta Smith, NY Times, 14 January 2010http://www.nytimes.com/2010/01/15/arts/design/15design.html
MEanderthal
http://smithsonian-webstrategy.wikispaces.com/MEanderthal
Yves Klein at the Hirshhorn
http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour
mLearning Workshops
Cooper-Hewitt TriennialMobile Exhibition Website
In the Pipeline Extensive research into Mall visitor audiences
Mall visitors’ app
NMAI exhibition tour app
Zoo app
Mobile giving
NMNH Leaf-identifier app
NMAH cross-platform game
Mobile cross-collections search
Experiments in Augmented Reality
Where are we going?1. Best practice documentation
2. Infrastructure: ubiquitous secure hosting platforms for mobile content management &
publishing analytics to support opensource applications
3. Standards
4. A Smithsonian Mobile Architecture and framework
5. A Mobile Toolkit
Some of the tools… Smithsonian Commons Mobile
Collections search
Image delivery
Events calendars
Maps and wayfinding
“About…” content and functionality
Visitor feedback capture
Social media functions/communities of interest
Mobile metrics and campaign functions
Mobile advertising and promotions
Location-based functions
Augmented reality
?? What would you add?
Smithsonian Mobile & more
http://smithsonian-webstrategy.wikispaces.com/mobile
http://www.youtube.com/user/SmithsonianMobile
#SIMobile
#SI20
http://tatehandheldconference.pbworks.com
http://museummobile.info/
#mtogo