Mobilizing the Arts: Engaging Audiences Through the Mobile Web
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With the rapid adoption of web-enabled cell phones, smartphones and tablet computers, how are arts organizations adapting to the rise of the mobile Internet? What options are available to arts ...

With the rapid adoption of web-enabled cell phones, smartphones and tablet computers, how are arts organizations adapting to the rise of the mobile Internet? What options are available to arts professionals who want to engage their audiences via mobile devices? What are the cost implications for these new technologies?

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  • During today’s session, we’ll explore three main questions about the relationship between the arts and the mobile Web.
  • The Mobile Web typically refers to the use of Internet-connected applications or browser-based access to the Internet from a mobile device, such as a cell phone, a smartphone, or a tablet computer.
  • ACCESS According to a June 2010 report from CTIA, the international association for the wireless telecommunications industry, 93% of the US population has a mobile phone. Of that 93%, nearly one-third of all mobile phone users have a smartphone. BEHAVIOR According to a June 2010 report from Morgan Stanley, mobile Internet usage is ramping up substantially faster than desktop Internet usage did. In fact, they predict that by 2014 more people will access the Internet via mobile device than by standard computers or laptops. Also in June 2010, comScore – the most widely used measurement service for the digital market – reported that 78% of smartphone users access the Internet using their mobile web browser, and 80% of smartphone users access mobile applications. EXPECTATION: As more people throughout the country access the web through their mobile devices, they expect at a minimum to be able to access and navigate your website.
  • FOURSQUARE Registering with Foursquare allows you to edit venue information, view analytics, activate and deactivate specials, and add employees. One of the most valuable benefits to registering your organization is the ability for venue owners to view real-time stats like: total daily check-ins over time, your most recent visitors, your most frequent visitors, gender breakdown of your customers, what time of day people check in and the portion of your venue’s check-ins that are broadcast to Twitter and Facebook Bonus Tip: Just as with Google Places, your check-in campaign will be most effective if you ask customers to check-in. During the registration process, a business may request for Foursquare to mail them a free promotional sticker that invites users to check in. FACEBOOK PLACES Another popular mobile check-in platform is Facebook Places. A recent Merchant Circle survey (the largest online network of local businesses owners) suggested that Places is gaining popularity over other check-in services like Foursquare To claim your Place, search for your business name on Facebook via the normal Search bar. If your business’s Place already exists on Facebook, click on it to visit its page. At the bottom left side of your Place there will be a link that says “Is this your business?” Click on the link and you will be directed to a claiming flow. By claiming your Facebook Place page, you can manage your place’s address, contact information, business hours, profile picture, admins and other settings. Facebook also allows you to merge this Place page with any existing Facebook Fan Pages you may have. To do this, visit a place that you have successfully claimed, and scroll to the “Merge with existing Page” link in the left side navigation menu. Click this link, and a prompt will appear to walk you through the process. Bonus Trip :  Facebook offers a fantastic  resource on offering deals after you set up a Place page.
  • FOURSQUARE Registering with Foursquare allows you to edit venue information, view analytics, activate and deactivate specials, and add employees. One of the most valuable benefits to registering your organization is the ability for venue owners to view real-time stats like: total daily check-ins over time, your most recent visitors, your most frequent visitors, gender breakdown of your customers, what time of day people check in and the portion of your venue’s check-ins that are broadcast to Twitter and Facebook Bonus Tip: Just as with Google Places, your check-in campaign will be most effective if you ask customers to check-in. During the registration process, a business may request for Foursquare to mail them a free promotional sticker that invites users to check in. FACEBOOK PLACES Another popular mobile check-in platform is Facebook Places. A recent Merchant Circle survey (the largest online network of local businesses owners) suggested that Places is gaining popularity over other check-in services like Foursquare To claim your Place, search for your business name on Facebook via the normal Search bar. If your business’s Place already exists on Facebook, click on it to visit its page. At the bottom left side of your Place there will be a link that says “Is this your business?” Click on the link and you will be directed to a claiming flow. By claiming your Facebook Place page, you can manage your place’s address, contact information, business hours, profile picture, admins and other settings. Facebook also allows you to merge this Place page with any existing Facebook Fan Pages you may have. To do this, visit a place that you have successfully claimed, and scroll to the “Merge with existing Page” link in the left side navigation menu. Click this link, and a prompt will appear to walk you through the process. Bonus Trip :  Facebook offers a fantastic  resource on offering deals after you set up a Place page.
  • Broadcastr is a Social Media platform for location-based stories. It enables the recording, indexing, listening, and sharing of audio content.
  • These applications are either pre-installed on phones during manufacture, or downloaded by customers from app stores. Whereas mobile websites require users to be connected to the internet, many mobile applications do not require an internet connection once they have been downloaded to your smartphone. This may be important for patrons who are trying to engage with your organization but are in an area where wireless service is not available. Whereas mobile websites are accessible from all types of mobile devices, mobile apps are tied to specific types of devices.  For example, a patron with an Android smartphone cannot use a mobile app designed for an iPhone.  Now, you may be saying to yourself, “Yes, but iPhones are the most popular smartphones on the market, so we should just design apps for iPhones.” [POINT OUT IMAGE ON RIGHT OF SLIDE]
  • The LA Phil’s mobile app offers news about the company, events updates, listings of upcoming performances, as well as streaming audio and video. What sets this app apart is the interactive Orchestra map, laying out the different groups of muscians in the LA Phil. When a user taps on a section of the orchestra, such as First Violins, they are directed to profiles of each musician with in-depth biographies. This app is packed full of great content and an excellent way to learn more about classical music and the people that perform it.
  • At The Booth is a full-service app for attendees of Broadway and Off-Broadway shows in New York City. The main page updates with every launch of the app and includes the latest shows and theater locations. For each show the app provides info on the showtimes, ticket prices, discounts, synopses, links to reviews and videos, and nearby restaurants. Listings will appear with a pink undertone to let users know if there are long lines at the theater.
  • In a brilliant bit of service to the arts organizations in the cultural district, the Pittsburgh Cultural Trust has created ParkPGH – a mobile app providing real-time parking availability information for eight garages in downtown Pittsburgh. It is updated every minute.
  • Public Art PDX showcases the rich and diverse collection of Public Art on display in and around Portland, Oregon, USA. The map view shows the location of more than 400 works of art in the metro area, from historic statues and fountains to photography, architectural integrations and murals created this year. High-quality images, details about the work, descriptions and artists' statements are all just a tap away. With this app, you can: * Find art near you by discipline, such as sculpture, painting, fiber or ceramic * Tap a pin to see an image, details about the artwork and a description or artist's statement * Discover art you never knew about tucked inside public buildings, such as fire stations * Explore art available in neighborhoods you've never visited * See your current location on the map to navigate among the works of art * Search the collection by title or artist * Adjust the precise location of works of art to help us improve the map for everyone * Email information about specific works of art to your friends
  • A fun app from the folks at Deeplocal and the Mattress Factory , Is This Art? is one way to win those age old arguments about what is and isn’t art. Users snap a picture of the art in question and open it within the app to test its validity in the art world. The explanations the app gives are often hilarious such as, “This makes me feel intellectually inferior, therefore THIS IS ART”. All of the images users put to the test can be uploaded to the project’s ongoing blog .
  • Before you begin investing in building a mobile application, take the time to asses what your patrons or constituents want from their mobile experience. If your patrons simply want information (hours, directions, descriptions of work, etc.), then a mobile website is entirely sufficient. If you are looking to provide your patrons with an interactive, one-of-a-kind mobile experience, then you’ll need an app for that.

Mobilizing the Arts: Engaging Audiences Through the Mobile Web Presentation Transcript

  • 1. Presented by David Dombrosky Carnegie Mellon’s Center for Arts Management and Technology March 31, 2011 Mobilizing the Arts: Engaging Audiences Through the Mobile Web
  • 2.
    • Why do we need to engage with the mobile Web?
    • What options for mobile engagement currently exist?
    • How are arts organizations using these options?
    Overview iew
  • 3. What is the Mobile Web?
  • 4.
    • 3 Drivers:
    • Access
    • Behavior
    • Expectation
    Why Do We Need to Engage?
  • 5. We can’t afford to engage with mobile. Not true. You most likely already participate in “mobilized” online environments.
  • 6.
    • Facebook
    • Twitter
    • YouTube
    • Flickr
    • iTunes
    • Google Maps
    • Press sites
    Common “Mobilized” Online Tools
  • 7.
    • QR = “quick response”
    • Bar codes can be linked to content
    • QR Code readers are free
    • Generators are also free
    QR Codes
  • 8.
    • FourSquare and Facebook Places
    • Claim your venue or brand
    • Ask visitors to “check-in”
    • Promotions
    • Cross-promote with nearby businesses
    • Recommendation engine
    Location-Based Social Networks
  • 9. Look for Apps You Can Tie Into
  • 10.
    • Currently over 233 billion websites on the Internet
    • In 2010, just over 3 million of them were mobile-friendly
    • Accessible from all types of mobile devices
    Mobile Websites
  • 11.
    • Create a separate mobile site
      • For example: m.technologyinthearts.org instead of www.technologyinthearts.org
      • Consider using services like MoFuse
    • Keep the layout simple and easy to navigate
    • Keep images to a minimum
    • Test your site on a number of mobile devices
    • Redirect mobile users to your mobile site
    Making Your Website Mobile Friendly
  • 12.
    • Software designed for a mobile device – smartphones or tablet computers
    • Connectivity
    • Platform-specific
    • Unique, interactive experience
    Mobile Apps
  • 13. A Sampling of Arts Mobile Apps
  • 14. A Sampling of Arts Mobile Apps
  • 15. A Sampling of Arts Mobile Apps
  • 16. A Sampling of Arts Mobile Apps
  • 17. A Sampling of Arts Mobile Apps
  • 18.
    • Think local
    • Cultural app developers
      • Instant Encore
      • Toura
    • Different types of economic relationships
    Mobile App Developers
  • 19.
    • What do your patrons or constituents want from their mobile experience with your organization?
    • What types of content do you already have to use?
    • What budget level do you have to devote to mobile engagement? Can you leverage other resources or relationships?
    Things to Think About
  • 20. Questions?
  • 21. [email_address] www.twitter.com/DDombrosky David Dombrosky Technology in the Arts www.technologyinthearts.org Center for Arts Management & Technology http://camt.artsnet.org