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The cultural heritage sector has spent to long focussing on mobile as a way to deliver guides - our audiences aren't using their mobiles in this way though. In this presentation we explore how we can broaden our thinking about mobile as a tool and improve, not only visitor experience, but also our own organisational learning.
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Frankly, Green + WebbCreated for: Presented by: Date issued:GEM London Social Media Lindsey Green 21st June 2012
Frankly, Green + Webb
The Missed Opportunity
Frankly, Green + Webb
We know that audio and multimedia guides helps
visitors
We should start using smartphones to deliver guides
How did we start thinking about using smartphones in museums?
Yes, but those devices are
expensive and a real pain
Plus everyone has one of those smartphones now
Yes, we should make an app
that’s a guide…
Frankly, Green + Webb
The secret is…
Audiences aren’t using their own smartphones to take guides
Frankly, Green + Webb
Audiences use guides if you hand them out on smartphones.
Audiences are using smartphones to do other things than take your guide.
But why?
Frankly, Green + Webb
“I don’t want to run my
battery down”
“I’m not sure how to get access
to the wifi”
“What guide?”
“I don’t think I have enough time to download”
“I’m not really sure what I’m
meant to do”
“I don’t want a guide”
Frankly, Green + Webb
“I don’t want to run my
battery down”
“I’m not sure how to get access
to the wifi”
“What guide?”
“I don’t think I have enough time to download”
“I’m not really sure what I’m
meant to do”
“I don’t want a guide”
Frankly, Green + Webb
We have a choice to make:
•Ignore that people are using smartphones
•Change our approach to mobile interpretation beyond the audioguide model
Frankly, Green + Webb
Yes, we should make an app that’s a guide…Could we do this
differently?
Frankly, Green + Webb
Look at how we think about mobile compared to our visitors…
Frankly, Green + Webb
Delivery platform for:
Information
Photos
Videos
Stories
Facts
Frankly, Green + Webb
Frankly, Green + Webb
These are the functions the adults are using…
Share
Create
Plan/Check
OfCom Communications Market Report: UK 4 August 2011
Frankly, Green + Webb
Create
Share
Entertain
These are the functions the teens are using…
OfCom Communications Market Report: UK 4 August 2011
Frankly, Green + Webb
My phone is where I go to…
travelmaps
web
weather
games
puzzles
news
web
emailsresults
photo
video
draw
record
videos
games
music
talk tweet
listen
microblogcomment
location
Entertain
Share stories and ideas
Play
Plan
Create
Check
Frankly, Green + Webb
Your audience see this as multifunction tool – for doing what they want to do.
Frankly, Green + Webb
What if we see smartphones just as a tool to facilitate those behaviors?•Share stories and ideas•Entertain•Planning•Checking•Playing •Creating
Frankly, Green + Webb
Frankly, Green + Webb
Create Activity
Developing a series of cards each with a drawing/photography/recording activity
Sharing stories
Place a label next to an object - conversation or activity in response to a specific object - tweet or add comment to microblog
Experience
Spotify or YouTube for the curators playlist to add music – ask the visitors to add own suggestion
Create
Develop a handout for activity around investigating colour or form, create personal response
Check
Structure a research activity around investigation on the mobile web
Plan
Add a note to wall panel to identify where a particular event happened or object is. Show a journey
Frankly, Green + Webb
Create Activity
Developing a series of cards each with a drawing/photography/recording activity
Sharing stories
Place a label next to an object - conversation or activity in response to a specific object - tweet or add comment to microblog
Experience
Spotify or YouTube for the curators playlist to add music – ask the visitors to add own suggestion
Create
Develop a handout for activity around investigating colour or form, create personal response
Check
Structure a research activity around investigation on the mobile web
Frankly, Green + Webb
Create Activity
Developing a series of cards each with a drawing/photography/recording activity
Sharing stories
Place a label next to an object - conversation or activity in response to a specific object - tweet or add comment to microblog
Experience
Spotify or YouTube for the curators playlist to add music – ask the visitors to add own suggestion
Create
Develop a handout for activity around investigating colour or form, create personal response
Frankly, Green + Webb
Create Activity
Developing a series of cards each with a drawing/photography/recording activity
Sharing stories
Place a label next to an object - conversation or activity in response to a specific object - tweet or add comment to microblog
Experience
Spotify or YouTube for the curators playlist to add music – ask the visitors to add own suggestion
Frankly, Green + Webb
Create Activity
Developing a series of cards each with a drawing/photography/recording activity
Sharing stories
Place a label next to an object - conversation or activity in response to a specific object - tweet or add comment to microblog
Frankly, Green + Webb
Create Activity
Developing a series of cards each with a drawing/photography/recording activity
Frankly, Green + Webb
Opportunity for organisational learning?
Frankly, Green + Webb
Look at available
data
Bring in stake-holders
Experiment
One of the advantages of this approach is…
It’s easy to get started
Frankly, Green + Webb
Look at available data
•Does your audience profile match smartphone users
•Website analytics – are mobile users hitting your site
Frankly, Green + Webb
Bring in stakeholders
•Can you make others feel more comfortable with the technology?
•Find the advantage for those facing the visitor.
•Develop a clear policy on phones for visitors and visitor facing teams
•Will there be negative impacts on them?
•How to deal things when they go wrong?
Frankly, Green + Webb
Experiment
•Asking/Making/Directing
•Organisational voice
•Using devices in your organisation
•Different responses
•Feedback into your institution
Frankly, Green + Webb
Make sure you collect more data
•Survey monkey works with mobile
•Monitor the services you ask them to use…
Frankly, Green + Webb
A New Opportunity
Frankly, Green + Webb
t: @FranklyGW
Images thanks to Flickr Commons:
The hidden treasures of the Worlds Public Archives
http://www.flickr.com/commons
Created for: Presented by: Date issued:GEM London Social Media Lindsey Green 21st June 2012
Frankly, Green + Webb
If you’re wanting help thinking more about this and the other opportunities and challenges around digital interpretation – get in touch.
Our work is a mixture of:
•Design research for helping understand how audiences use digital technologies in the cultural heritage sector
•Strategic planning and concept development - for funding applications such as heritage lottery funding
•Implementation i.e getting in up to our elbows in order to help these types of projects get up and running. Find out more at:
http://www.franklygreenwebb.com