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This session outlined exactly how mobile users want to interact on the go, focusing on the types of ideal content and features to offer and popular tools that make it fast and inexpensive to build and maintain mobile offerings.Speakers:Layla Masri, President, Bean CreativeNancy Proctor, Head of Mobile for the Smithsonian Institution Liz Neely, Director of Digital Information and Access at the Art Institute of Chicago(presentation given at the American Association of Museums in May 2012
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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