Engage on the Go:Mastering Mobile Content Delivery
Tuesday May 2, 2012
Mobile mavens• Layla Masri
PresidentBean Creative Funktional Web & Interactive Design@beancreative
• Liz NeelyDirector of Digital Information and AccessThe Art Institute of Chicago @lili_czarina
• Nancy ProctorHead of Mobile Strategy and InitiativesSmithsonian Institution@nancyproctor
Maximize mobile
Know thy audience
Not likely to read your bylaws on her smartphone
Know thy audience: Pre-visit needs
• Logistics (hours, directions, concessions, parking)
• Exhibits
• Events and ticketing
• Visit tools (schedule, map)
Know thy audience: During museum visits
• Maps
• Exhibits
• Collections data & interpretation
• Interactive experiences
Know thy audience: Post-visit needs
• Engagement & interaction
• Feedback
• Interpretation
• Social sharing
• Merchandising
• Membership
Know thy audience: Define Engagement
Content counts
Content counts
Content production is hard…do you have what it takes?
Content counts
What about user-generated content?
Curate THIS!
Tech tools
How can you build in a way that doesn’t tax staff?
Popular options: Drupal, Joomla , WordPress, ExpressionEngine
Tech tools
Set your content free! Create once, deploy everywhere
@nancyproctor
Know thyself
What is the museum’s mission?
Why this project, here, now?Archives & Museum Informatics: Museums and the Web 2009: Paper: Samis, P. and S. Pau, After the Heroism, Collaboration: Organizational Learning and the Mobile Space http://www.museumsandtheweb.com/mw2009/papers/samis/samis.html#ixzz1szWkfUih
Why mobile?
Mobile is strategic
“You don’t need a mobile strategy;you need mobile to be part of the strategy.”
Edward Hoover, 2010, from Flickr.
The museum is a distributed network
What is mobile, anyway?
Mobile includes both: Pocketable (phones,
iPods, gaming devices)
Smartphones (apps and mobile
web)
Podcasts (video and audio)
BYOD (bring your own device)
Mobile web sites
& Portable (tablets and eReaders)
& ‘Dumb’ phones (voice calls and txting)
& other downloadable content (PDFs, eBooks)
& mobile devices provided on-site at the museum
& Large-screen websites on mobile devices
Understanding the mobile behaviors of your audience is the first step in
building a mobile strategy or product.
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
Why are they visiting?Whom are they visiting with?Are they visiting at all?
CONTEXT:
Thinking about content:Some approaches to keep in mind:?
Question mapping in the gallery:
What do visitors want to know?
• Semi-structured interviews• FAQs and comments cards • Questions posed to staff…
Playing to our “niche” strengths
Image from http://cathexis.typepad.com/cathexis/2006/12/enterprise_20_t.html
Chris Anderson: http://smithsonian20.si.edu/schedule_webcast2.html
Mas
s M
arke
ts
Niche Markets
Mobile is social media
Halsey Burgund’s ScapesdeCordova Sculpture Park & Museum
http://wiki.museummobile.info/archives/16082
Crowdsourcing
http://si.edu/mobile
Wikipedia’s World
http://www.flickr.com/photos/cambodia4kidsorg/4294119350/
400 millionper month
85,000
1,487Wikipedia’s World:
Wikipedia’s World
http://www.flickr.com/photos/cambodia4kidsorg/4294119350/
30,000
70
Smithsonian Mobile app: 1
Metrics of success
1. Accessibility
2. Quality
3. Relevance
4. Sustainability
5. Accountability
The next big mobile technologies?
Lowlands: the Stedelijk Museum’s Artourshttp://www.stedelijk.nl/en/now-at-the-stedelijk/spotlight/artours
Image recognition Augmented Reality
http://mobile.getty.edu/gettygoggles/
@lili_czarina
Focused on collections-focused content
“the master content strategist must work with content from all angles: messaging architecture and messaging platforms; content missions and content management.”
Rachel Lovenger
Content Strategy Director at Razorfish NYCA List Apart, April 24, 2012
Responsive
Adaptive
Make content portable & reusable
Collection Management System• Collection Metadata• Images• Related Media
Web Services• Structured Data -- XML/SOAP Solr Index
Publication Authoring (TAP/Drupal)• Layout data/media specific to installation• Exports TourML – Tour specification
iPad User Interface• Reads TourML – Tour specification
Future
• Wireless in the galleries• Design more ‘playful’ interactions with
content• Build for different audience• And, have audiences build different
experiences
@beancreative
The Children’s Museum of Indianapolis: Mobile Website
The Children’s Museum of Indianapolis: Mobile Website
The Children’s Museum of Indianapolis: Mobile Website
The Children’s Museum of Indianapolis: Mobile Website
The Children’s Museum of Indianapolis: Mobile Website
The Children’s Museum of Indianapolis: Mobile Website
The Children’s Museum of Indianapolis: Mobile Website
The Children’s Museum of Indianapolis: Mobile Website
Thanks! Any questions?• Layla Masri
PresidentBean Creative Funktional Web & Interactive Design@beancreative
• Liz NeelyDirector of Digital Information and AccessThe Art Institute of Chicago @lili_czarina
• Nancy ProctorHead of Mobile Strategy and InitiativesSmithsonian Institution@nancyproctor
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