Mobile strategy for the Abu Dhabi Authority for Culture and Heritage (ADACH)

11 October 20101Nancy Proctor, [email protected]

ADACH Education Strategy Development

Nancy Proctor, Head of Mobile Stategy & Initiatives Smithsonian Institution

Mobile Strategy ‘out of the box’


Think DifferentFast!


Access Enables All


What is a museum?in the age of social media


The Museum as Distributed Network

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The Museum is a Social Network


From Fortress to Berza

11 October 20109Nancy Proctor, [email protected] Hoover, 2010, from Flickr.

The

Museum is Social

Media


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/


At least half of the Museum’s platforms are already mobile.

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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

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11 October 201014Nancy Proctor, [email protected] Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003

It’s NOT about the Technology


Mobile is personal

and social


Mobile in the Strategy


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


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)


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…


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


Question mapping in the gallery:

What do they want to know?

• Semi-structured interviews

• FAQs and comments cards

• Questions posed to staff…


3. Align with Core Mission Metrics

1. Invaluable = highest possible quality

2. Public good = relevance & service for all

3. Forever business = must be sustainable


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


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


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


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


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


ArtBabble Multi-modal Interface

http://www.artbabble.org/video/meet-william-christenberry


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


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


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


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?


Platform Strategy

http://smithsonian-webstrategy.wikispaces.com/NASM+Mobile+Website


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


An iterative process


Transparency


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


Learning through Teaching

http://AmericanArt.si.edu/podcasts


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


Oral History

http://travelblog.viator.com/10-things-we-love-about-abu-dhabi/


Sharing content & experiencescreates ambassadors


Learning through Txt Message


Crowdsourcing

http://photocitygame.com/smithsonian/ http://www.gipuzkoa2.net/


Micro-volunteering

Save Outdoor Sculpture! & Wikipedia Saves Public Art


AR & LBS

http://stedelijk.medialab.hva.nl/


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


Revenues: what doesn’t (quite) work

Exhibition apps

Freemium content to support the (free) experiences

Micropayments

Microdonations

Sponsorship & advertising

Datamining

Paid games

eCatalogues & subs…


“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, [email protected] 48

http://www.shirky.com/weblog/2009/03/newspapers-and-thinking-the-unthinkable/

Mobile strategy for the Abu Dhabi Authority for Culture and Heritage (ADACH)

Education

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