Making mobile 'impact'

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Presentation at the Arts Marketing Association digital-day conference, 30th November 2010 @ Sadlers Wells, London.

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Making mobile 'impact'

  1. 1. AMA : Digital Marketing Day. 30th November 2010
  2. 2. AMA : Digital Marketing Day. 30th November 2010 Making ‘mobile’ impact… Loïc Tallon. Director, Pocket-Proof. 30th November 2010. Arts Marketing Association Conference.
  3. 3. AMA : Digital Marketing Day. 30th November 2010 i. the mobile context ii. developing effective mobile tools.
  4. 4. AMA : Digital Marketing Day. 30th November 2010 Mobile is BIGnews… To start with the apparently ‘obvious’.
  5. 5. AMA : Digital Marketing Day. 30th November 2010 Some mind-numbing statistics… In 2009, there were 4.6 billion mobile phones in the world. In the UK alone, there are 48.5M mobile phone users. Of those 48.5M: • 28% have smartphones, • 31% use apps. (compared to 21.5% a year earlier), • 37% surf the internet via their mobile phone Stats from June 2010, see http://bit.ly/9JOPWg
  6. 6. AMA : Digital Marketing Day. 30th November 2010 More mind-numbing statistics… (The App Market) • 35m iPad applications were downloaded in the first 65 days of its release. • 16.7m apps are downloaded a day from Apple iTunes • And in particular, smartphones users aged between 16-24 use 10 applications a day on average. (Compared with five for entire population). http://bit.ly/asjt0v
  7. 7. AMA : Digital Marketing Day. 30th November 2010 So there is an audience… (if done ‘right’). But that is all I’m doing in terms of stats : am assuming the above is as a given. This presentation more interested in exploring how to mobile experiences that work, that make an impact…
  8. 8. AMA : Digital Marketing Day. 30th November 2010 Mobile in museums is not new … … and it pre-dated mobile phones
  9. 9. AMA : Digital Marketing Day. 30th November 2010 Philips Radio Tour – Stedelijk Museum, Holland, 1952.
  10. 10. AMA : Digital Marketing Day. 30th November 2010
  11. 11. AMA : Digital Marketing Day. 30th November 2010 And the effect of digital on Museums cannot be underestimated. 1995 Time What can be achieved The Museum’s Objectives for Mobile Interpretation Technology
  12. 12. AMA : Digital Marketing Day. 30th November 2010 So… … if ‘everything’ is possible, how does an institution decide what of this ‘everything’ will ‘work’ at their site?
  13. 13. AMA : Digital Marketing Day. 30th November 2010 Regarding ‘what to do’ there is so much to choose from… many different examples available.
  14. 14. AMA : Digital Marketing Day. 30th November 2010 Making ‘traditional’ content accessible on more personal platforms…
  15. 15. AMA : Digital Marketing Day. 30th November 2010 … making ‘standard content accessible on more personal platforms…
  16. 16. AMA : Digital Marketing Day. 30th November 2010 … enabling appropriation of content …
  17. 17. AMA : Digital Marketing Day. 30th November 2010 … re-thinking an old-formula and creating an interactive souvenir … MoMA AB EX NY
  18. 18. AMA : Digital Marketing Day. 30th November 2010 … offering a museum experience outside of the museum … Museum of London : StreetMuseum
  19. 19. AMA : Digital Marketing Day. 30th November 2010 … multimedia contents … Mercedes-Benz Classic, Mercedes Benz Museum
  20. 20. AMA : Digital Marketing Day. 30th November 2010 … or multiplayer games and new interactions …
  21. 21. AMA : Digital Marketing Day. 30th November 2010 … or multiplayer games and new interactions … MEanderthal, Smithsonian Institute.
  22. 22. AMA : Digital Marketing Day. 30th November 2010 … and creating new interactions. Please Touch the Exhibits, Melbourne Museum
  23. 23. AMA : Digital Marketing Day. 30th November 2010 There are no hard & fast rule for a technology or functionality that always ‘works’ … What works with one audience, may flop with another. … so how to deliver a mobile project that ‘works’ in world of infinite possibilities?
  24. 24. AMA : Digital Marketing Day. 30th November 2010 … its about the Project Approach & Management
  25. 25. AMA : Digital Marketing Day. 30th November 2010 i. the mobile context ii. developing effective mobile tools.
  26. 26. AMA : Digital Marketing Day. 30th November 2010 … ‘guidelines’ for the approach and management of mobile experiences. And I welcome your comments on these.
  27. 27. AMA : Digital Marketing Day. 30th November 2010 1. Its not about the technology : its about the experience
  28. 28. AMA : Digital Marketing Day. 30th November 2010 Function & Design, followed by Technology.
  29. 29. AMA : Digital Marketing Day. 30th November 2010 Forget the technology hype. Focus on the ‘effective’.
  30. 30. AMA : Digital Marketing Day. 30th November 2010 What excites you about mobile experiences for museums? (tag cloud of 2010 Survey responses)
  31. 31. AMA : Digital Marketing Day. 30th November 2010 2. Define the Objectives and Audience
  32. 32. AMA : Digital Marketing Day. 30th November 2010 Look at mobile from the user’s perspective.
  33. 33. AMA : Digital Marketing Day. 30th November 2010 What is the user thinking: “Why in the devil have they made a mobile app, and why should I take it?” (especially if I have to pay for it…)
  34. 34. AMA : Digital Marketing Day. 30th November 2010 Museums’ Challenges with mobile tools
  35. 35. AMA : Digital Marketing Day. 30th November 2010 Institutions rarely fully consider why they are using mobile. They are using they because they feel that they should be. Mobile = Cool … and Users don’t know why they should take them? Experience is linked to a public. My opinion…
  36. 36. AMA : Digital Marketing Day. 30th November 2010 A mobile experience CANNOT be all things to all people. Define what the experience will be. Define who the audience. And please find better than a gizmo for the tech savvy. Think of motivations… “Everyone (with that motivation).” And then run a focus group with the target audience : see if the objectives meet their preferences of your target audience.
  37. 37. AMA : Digital Marketing Day. 30th November 2010 Objectives + Audience = Design Brief The Design Brief is a set of objectives, and the reference document for the subsequent design, development and delivery of the mobile experience. • What does (& doesn’t) the mobile experience do? (objectives) • Who is the target audience? (audience) And then steal a moment and consider if an iPad App. is the best way of achieving the design brief… Decisions made at this phase have disproportionate effect on success of the project.
  38. 38. AMA : Digital Marketing Day. 30th November 2010 3. Focus on the strengths and unique qualities of mobile.
  39. 39. AMA : Digital Marketing Day. 30th November 2010 Lonely Planet Example
  40. 40. AMA : Digital Marketing Day. 30th November 2010 Museums’ Objectives with mobile tools
  41. 41. AMA : Digital Marketing Day. 30th November 2010 Personal Digital Connected Mobile Interactive (but keep it simple)
  42. 42. AMA : Digital Marketing Day. 30th November 2010 Remember what makes a mobile experience unique. Think back to earlier case studies, their strength is that by their nature, the experience they provided could not have been replicated on a different platform. They made a new experience possible that was reliant on the unique characteristics of mobile technologies and a mobile experience. Mobile design is a specialist skill : work with creative teams that have experience in it.
  43. 43. AMA : Digital Marketing Day. 30th November 2010 4. Manage Expectations.
  44. 44. AMA : Digital Marketing Day. 30th November 2010 4. Manage Expectations Just because it could be the new online booking system, does not mean it has to be: manage against scope shift. Run workshops with project stakeholders analysing existing mobile experiences in order to grow your shared knowledge. Set achievable success criteria. And me mindful of your ambitions…
  45. 45. AMA : Digital Marketing Day. 30th November 2010 Back to the casestudies : they have strong mobile history… Tate & MoMA vs. SI & MoL
  46. 46. AMA : Digital Marketing Day. 30th November 2010 Be mindful of your institution’s technical experience. Many of these institutions have been doing digital, and often mobile, for a number of ‘years’. Has your institution? Choose appropriate technology level
  47. 47. AMA : Digital Marketing Day. 30th November 2010 5. K.I.S.S. (Keep it simple, stupid!)
  48. 48. AMA : Digital Marketing Day. 30th November 2010 Institutions will implement in next 2 years...
  49. 49. AMA : Digital Marketing Day. 30th November 2010 Chose appropriate technology level The more technically complex, the tougher it is to achieve. Choose a technology level / complexity appropriate to the experience and infrastructure of the institution. Not easy to create a great visitor experience : give yourself fighting-chance to succeed.
  50. 50. AMA : Digital Marketing Day. 30th November 2010 … remember these? Even the iPhone has a Motorola ROKR E1 in its closet. And I think GoogleWave is finding a closet shelf too…
  51. 51. AMA : Digital Marketing Day. 30th November 2010 Keep it Simple. Again, the mobile experience cannot be all things to all people : stay faithful to the Design Brief. Doing two new things well is already an achievement: you can always add functionality in the next version. Remember SI example.
  52. 52. AMA : Digital Marketing Day. 30th November 2010 6. Don’t Underestimate Content Creation.
  53. 53. AMA : Digital Marketing Day. 30th November 2010 Museums’ Challenges with mobile tools
  54. 54. AMA : Digital Marketing Day. 30th November 2010 Challenges : A Comparison
  55. 55. AMA : Digital Marketing Day. 30th November 2010 Content is ‘Everything’ Content is key to your institution Content is key to the mobile experience Ensure sufficient time and attention is given to this. Develop achievable content production programme, with sign-offs at all phases.
  56. 56. AMA : Digital Marketing Day. 30th November 2010 7. Plan sustainability from the out-set.
  57. 57. AMA : Digital Marketing Day. 30th November 2010 Elements will require up-dating. Content, the Brand, the Experience : these might all evolveover mobile product’s life-cycle: plan for this: “When you decide to develop new version, what can be re- purposed?” How is the brand up-dated? How is new version made available to visitors? How is new content up-loaded? How can you migrate the experience to a new platform?
  58. 58. AMA : Digital Marketing Day. 30th November 2010 Next 2 years of mobile at your institution.
  59. 59. AMA : Digital Marketing Day. 30th November 2010 Project Launch is not the finish line. There will be bugs : take them in your stride. (And make sure you’ve kept your development team onboard & on-side in order to be able to deal with them). Consider Project Launch as just another phase. Plan for what comes next. (And at a minimum evaluation comes next).
  60. 60. AMA : Digital Marketing Day. 30th November 2010 8. Test & Evaluate throughout development and implementation.
  61. 61. AMA : Digital Marketing Day. 30th November 2010 Only by testing can you measure the impact of the mobile tool. Project started with focus group to test the concept on the public. Don’t underestimate the development work between the Beta- Version and the final version. You don’t want to discover that the interaction you’ve designed does not interest anyone after it has been launched.
  62. 62. AMA : Digital Marketing Day. 30th November 2010 And what to evaluate against: Consider some of the earlier guidelines: • About Experience not Technology • Define Objectives & Audience • Manage Expectations • Keep it Simple, Stupid • Plan Sustainability from the outset • Evaluate throughout These all help in the measuring of Success of the project…
  63. 63. AMA : Digital Marketing Day. 30th November 2010 In summary / to re-emphasise… 1. Its not about the technology : its about the experience 2. Define the Objectives and Audience 3. Focus on the strengths and unique qualities of mobile. 4. Manage Expectations. 5. K.I.S.S. (Keep it simple, stupid!) 6. Don’t Underestimate Content Creation. 7. Plan sustainability from the out-set. 8. Test & Evaluate throughout development and implementation.
  64. 64. AMA : Digital Marketing Day. 30th November 2010 I believe: …its not the design features that are the commonality between mobile projects that make an impact, it is the way the project was approached, managed and delivered.
  65. 65. AMA : Digital Marketing Day. 30th November 2010 Thank you. loic@pocket-proof.com

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