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A presentation on our report from a social mobile perspective "Smartphones and their Potential to support family learning in the Cultural Sector" - full copy available here - http://bit.ly/9khV92 How can cultural organisations harness social mobile already happening within their walls?
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Frankly, Green + WebbCreated for: Presented by: Date issued:GEM Yorkshire - Social Media and Learning Lindsey Green 10th December 2010
Frankly, Green + WebbCreated for: Presented by: Date issued:GEM Yorkshire - Social Media and Learning Lindsey Green 10th December 2010
Smartphones And Their Potential To Support Family Learning in the Cultural Sector
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Mobile is Ubiquitous
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Smartphone 101 - What is a smartphone?
A smartphone is a mobile phone that offers more
advanced computing ability and connectivity than a
basic feature phone
Wikipedia
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Smartphone 101 - What is a smartphone?
Feature phone Smartphone
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Size and growth of smartphone market
Note: these are US figures but closely match UK
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Smartphone 101 - What is an operating system?
8 main Operating systems
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Smartphone 101 – What’s an app?
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Different phones, different operating systems, apps or web:
1. Define your audience carefully
2. Understand their needs
3. Consider what’s out there already
Frankly, Green + WebbCreated for: Presented by: Date issued:GEM Yorkshire - Social Media and Learning Lindsey Green 10th December 2010
Frankly, Green + Webb
Phones have always been social
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Now social in different ways
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Social Mobile – Smartphones – even more social?
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The traditional view of mobile in museums
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Perception of audioguides
30%
71%
54%
45%
26%
45%
Under 26 26 to 45 46+
Don't Know
Less/Much less
Neutral
Somewhat MoreEnjoyable
Much MoreEnjoyable
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Social Mobile – Now using mobile in different social ways
Acknowledge it, encourage it
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An opportunity to engage with visitors:
1. Encourage them to share experiences while at your site
2. Create an experience for them to share
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Mission
Technology
Audience
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We wanted to understand if we could use smartphones too:
1. Improve the quality of family visits to museums by improving the experience of parents
2. Enable parents to facilitate the family visit?
Frankly, Green + Webb
Digital in general…
• Digital mums account for 40% of all women online
• Digital mums engage with social networks (65%) and SMS (56%) more than with news sites (51%),
• Just as many can be found gaming online or via a gaming console (52%)
• Digital moms surveyed said the most valuable sources of information were from friends (62.4%), other consumers (50.1%) and industry experts (35.8%)
*1 Child U18 and uses 2 pieces of social media per quarter
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We noticed a behavioral opportunity
1. 59% of mothers are letting their kids use their phone
2. 20% are downloading apps for their families to use
3. Phenomenon called ‘The Pass-Back effect’
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Erm… what do they NEED in a MUSEUM?
We had a hunch but weren’t sure
Did it matter the age of the kids?
What was important to them?
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What do the audience need?
Do they have access to smartphones?
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Our Data
• Online survey
• Distributed via online networks and private email
• 254 Respondents
• Mainly female
• Mainly UK and US
• High level of technical use
• Possibly skewed towards very museum literate
But
• 185 family experience related comments
Tips of online questionnaire
• Plan for success
• Ask if involved in the cultural/heritage sector
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How high rated
experience
Elements of expereince
commented on
Our Qualitative Data
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Maslow’s Pyramid of Needs for Museum Family Experiences
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What stood out for us…
• The value in the shared/social experience
• Support visits with knowledge and conversation
• The need for basic practicalities
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Could mobile really help address these needs
If so, how
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How can we help?
• Make sure any info is easily accessible via mobile web
• Encourage feedback of needs
Basic Needs
Are the facilities available? What are the logistics?
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How can we help?
• Apps regularly used for ‘Reference’ and ‘Tips’
• Offering on the spot advice of quiet galleries
Safety Needs
What if it’s too busy? What if there’s not enough space
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How can we help?
• Common starting point when developing new technology
• Convert non-child friendly objects/areas
Belonging Needs
Is it designed for children? Is it interactive?
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Thoughts:
• Embrace behaviour – “Passback effect”
• Support parents to lead activity rather than technology
• Encourage sharing of experiences amongst parents
Esteem Needs
Perceived ‘good museum’ behaviour
* It’s worth noting we asked parents about ‘family experience’
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How can we help?
• Enable sharing
• Create mobile content engage all ages
• VERY important
Self-Actualisation Needs
Good times for the all ages
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Social and gaming
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Creative
Whiteboard Lite Instagram Audioboo
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Located
Hidden Park SCVNGR Vouchercloud
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Our next steps:
• Test our ideas these lo/no cost tools already available
• Support organisations to ‘cover the basics’
Download the report here: http://bit.ly/9khV92
Frankly, Green + WebbCreated for: Presented by: Date issued:GEM Yorkshire - Social Media and Learning Lindsey Green 10th December 2010
Lindsey Green
Twitter: @lindsey_green
http://www.slideshare.net/franklygreenwebb
http://www.franklygreenwebb.com
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