7 June 20121@NancyProctor, proctorn@si.edu

From Headphones to Microphones: Thinking Differently with Mobile

(and measuring mobile success)

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Innovations in E-Learning Symposium7 June 2012

Nancy Proctor, Smithsonian Institutionproctorn@si.edu @nancyproctor

7 June 20122@NancyProctor, proctorn@si.edu

Audio Tour 1.0Stedelijk Museum, Amsterdam, 1952

http://musematic.net/2009/05/19/about-that-1952-sedelijk-museum-audio-guide-and-a-certain-willem-sandburg/http://www.geschiedenis24.nl/nieuws/2004/november/Polygoon-en-de-Week-van-de-Geschiedenis.html

http://www.geschiedenis24.nl/speler.program.7072658.html

7 June 20123@NancyProctor, proctorn@si.edu

In the beginning:Early Soundtracks and Soundbites

->->->->->->->->->->->->

Nancy Proctor, ProctorN@si.edu Handheld Conference 3 June 2009

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Pearls of Wisdom

-o-o-o-o-o-o-o-o-o-o-

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The magic happened in-between

-o-o-o-o-o-o-o-o-o-o-

Nancy Proctor, ProctorN@si.edu Handheld Conference 3 June 2009

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But many visitors got lost in linear space

-o-o-(o)-o-o-?

Nancy Proctor, ProctorN@si.edu Handheld Conference 3 June 2009

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Or simply abandoned the herd

-o-o-o-o-o~§

Nancy Proctor, ProctorN@si.edu Handheld Conference 3 June 2009

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Random access was supposed to liberate us

o o o o

o o

o

o o

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Nancy Proctor, ProctorN@si.edu Handheld Conference 3 June 2009

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Falling on deaf ears?

http://picasaweb.google.com/anup.rao/HaifaAkkoIsrael#4954285426665324562

7 June 201210@NancyProctor, proctorn@si.edu

ArtBabble: combining stops & soundtracks

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

7 June 201211@NancyProctor, proctorn@si.edu Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003

It’s NOT about the Technology

7 June 201212@NancyProctor, proctorn@si.edu

http://halseyburgund.com/work/scapes/

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http://wiki.museummobile.info/archives/16082

Mobile Transformation

1. Stops become soundtracks

2. Soundtracks become a-linear

3. Your body becomes the interface

4. The mobile tour experience is social

5. The conversation is asynchronous

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Mobile IS social media

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Elsewhere I have argued:

http://mobileappsformuseums.wordpress.com/

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Understanding the mobile and social behaviors of your

audience is the first step in building a mobile strategy or

product.

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What are your audience’s mobile habits?

Inactives 11%

Increasing mobile

sophistication

• Use mobile Internet weekly• Visit social networks weekly• Consume news and information

• Stream music or video• Purchase music tracks• Purchase mobile content

• Send or receive email• Use maps or navigation• Use mobile Internet less than

weekly

Mobile Technographics

Entertainers9%

SuperConnecteds20%

Connectors15%

Communicators

21%

Talkers34%

• Use no data service except:─SMS, MMS, or IM─Email less than monthly

• Only use voice

• Do not own a mobile phone

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The Engagement Pyramid

http://www.flickr.com/photos/cambodia4kidsorg/4294119350/

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Mobile Habits

Mobile Tours

TalkingTexting

Email

Social Media

Gaming Weather MapsSearch

Music News Entertainment & DiningVideo

7 June 201219@NancyProctor, proctorn@si.edu

Thinking outside the audio tour boxFrom headphones to microphones

“From we do the talking to we help you do the talking.”– Chris Anderson, Wired, Smithsonian 2.0 Conference, 24 Jan 2009 http://smithsonian20.si.edu/schedule_webcast2.html

From interpretation to conversation. – Max Anderson, IMA, “Gather, Steward, and Converse”, The Art Newspaper, 8 June 2010

7 June 201220@NancyProctor, proctorn@si.edu

SI Mobile’s Vision

by using mobile platforms to enlist collaborators globally in undertaking the real and important work of the Institution.

Recruit the world to increase and diffuse knowledge

Put the Smithsonian not just in the people’s

pockets, but in their hands.

7 June 201221@NancyProctor, proctorn@si.edu

20+ SI Mobile Projects to Date

http://si.edu/mobile

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Smithsonian Mobile

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Mobile Social Media as Art

Halsey Burgund’s ScapesdeCordova Sculpture Park & MuseumLincoln, MA – until Nov 14

http://wiki.museummobile.info/archives/16082

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Stories from Main Street

http://storiesfrommainstreet.org/

7 June 201225@NancyProctor, proctorn@si.edu

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Access American Stories

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“Recruiting the World”

So how’s that going for you?

7 June 201228@NancyProctor, proctorn@si.edu

Wikipedia

…400 million visitors monthly as of March 2011. There are more than 85,000 active contributors working on more than 21,000,000 articles in more than 280 languages.

That means the average contributor works on ~247 articles?!

7 June 201229@NancyProctor, proctorn@si.edu

Wikipedia’s World

http://www.flickr.com/photos/cambodia4kidsorg/4294119350/

400 millionper month

85,000

1,487

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http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-the-difference-and-the-opportunity/

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Crowdsourcing

7 June 201232@NancyProctor, proctorn@si.edu 04/12/2023 Nancy Proctor, proctorn@si.edu 32

Hypostomus taphorni – from NMNH’s Guyana expedition, 2011

http://smithsonianscience.org/2011/03/facebook-friends-help-scientists-quickly-identify-nearly-500-fish-specimens-collected-in-guyana/

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Community-sourcing

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Smithsonian Mobile’s Recruits

http://www.flickr.com/photos/cambodia4kidsorg/4294119350/

35,000

~70

.01

7 June 201235@NancyProctor, proctorn@si.edu

Stories from Main Street

http://www.flickr.com/photos/cambodia4kidsorg/4294119350/

16,000

288

.01

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The process of crowdsourcing projects fulfills the mission of digital collections better than the resulting searches [with metadata enhanced by crowdsourcing].

– Trevor Owens http://www.trevorowens.org/2012/03/crowdsourcing-

cultural-heritage-the-objectives-are-upside-down/

Product, or Process?

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Mobile is not just social media

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The Engagement Eco-system

http://www.flickr.com/photos/cambodia4kidsorg/4294119350/

7 June 201239@NancyProctor, proctorn@si.edu Edward Hoover, 2010, from Flickr.

Mobile is a Distributed Network

7 June 201240@NancyProctor, proctorn@si.edu Edward Hoover, 2010, from Flickr.

The Museum is Mobile

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More about Mobile

• http://si.edu/mobile• http://smithsonian-webstrategy.wikispaces.co

m/Mobile• http://wiki.museummobile.info/• http://tatehandheldconference.pbworks.com #mtogo#SImobile• @NancyProctor, proctorn@si.edu