Create. Consume. Repurpose.

Create. Consume. Repurpose. Considerations About Content for Your Mobile TourChris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Two Routes to Mobile ContentNew Content • Create internally • Hire an outside content producer to write or record new content • Combination of the twoRepurposed Content • Using content that you already have on hand • May require adjustments to content • May require lling in gaps • Know what will work and what won’t (we’ll get to that)Chris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Museums HAVE a lot of contentwhether they realize it or not.Potential content:• Labels• Wall Text• Catalogues• Brochures• Websites• Interviews• Photographs• Audio Tours• VideosChris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

All of these can be used as mobilecontent.POTENTIALLY• Look for consistency with this content.• Re-write sections if needed.• Focus on your intended user.Chris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Whether creating new or repurposing -KNOW THE INTENDED AUDIENCE.Are they a visitor to the museum or arethey oﬀsite?WHERE IS THE CONTENT FROM?- Marketing- Education- CuratorialThey all have a diﬀerent story to tell.Chris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Text • Most abundant • Most in uenced • Wide rangingChris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Text • Users expect more text on tablet devices • Conversely less on phone devices • Re-purposing can result in disparity in app focus • May require revision for mobile • Fill in the gaps • May carry formatting with it from original documentChris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Images• Pooling your image assets • Slides • Transparencies • Photographs • Digital images•Shooting additional images•Convert to digital•Organized and labeled •Think about naming to aid identi cationChris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Images• Ensure your images are mobile ready• Should be large enough to handle tablet. Min. 1024px• Resolution should be larger to accommodate zooming• Plan now for future screen resolution changes• Compatibility - jpeg, png, gifChris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Audio • Likelihood you will have pre-2000 audio? • Now more than ever it is easier to produce your own audio content • Past interviews with artists • Interviews with curators • Scripted audioChris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Audio Things to think about: • Do you own the rights to re-use? • Do you own the script to re-record? • Is it in a mobile compatible format • mp3 • wav • Do you have access to the originals to edit or re- compress?Chris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Audio Things to think about: • Does the audio length t with mobile consumption ‣ Phone users prefer smaller chunks ‣ Tablet users can handle longer segments • Are there images that go along with the audio? • Does the audio need to be heard in front of object? • Does the audio mesh with other content you are using?Chris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Video Things to think about: Like audio • Do you own the rights to re-use? • Is it in a mobile compatible format • mp4 (iOS and Android) • .m4v (iOS) • Do you have access to the originals to edit or re- compress?Chris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Video Other things to think about: • How old is the video? • Web video of the past problematic • Keep videos under 3 minutes for phone • Longer videos acceptable on Tablet • Will the video focus on something onsite or can it work oﬀsite? • Will the video stream or be native? • File size rami cationsChris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Technical Considerations •Streamed versus Native content •Flash •Internet on siteChris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

Chris Alexander Program Director Toura calexander@toura.com www.toura.com Twitter: @touramobile www.chris-alexander.com Twitter: @cmalexander Slideshare: www.slideshare.net/cmalexanderChris Alexander Create. Consume. Repurpose. Program Director at Toura Considerations About Content for Your Mobile Tour

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Create. Consume. Repurpose.

by Chris Alexander

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