Smartphones and their Potential to support family learning in the Cultural Sector - Keeping it Social

10 th December 2010 Lindsey Green GEM Yorkshire - Social Media and Learning Date issued: Presented by: Created for:

Smartphones And Their Potential To Support Family Learning in the Cultural Sector 10 th December 2010 Lindsey Green GEM Yorkshire - Social Media and Learning Date issued: Presented by: Created for:

Frankly, Green + Webb

Mobile is Ubiquitous

Smartphone 101 - What is a smartphone? A smartphone is a mobile phone that offers more advanced computing ability and connectivity than a basic feature phone Wikipedia

Smartphone 101 - What is a smartphone? Feature phone Smartphone

Size and growth of smartphone market Note: these are US figures but closely match UK

Smartphone 101 - What is an operating system? 8 main Operating systems

Smartphone 101 – What’s an app?

Different phones, different operating systems, apps or web:
Define your audience carefully
Understand their needs
Consider what’s out there already

10 th December 2010 Lindsey Green GEM Yorkshire - Social Media and Learning Date issued: Presented by: Created for:

Phones have always been social

Now social in different ways

Social Mobile – Smartphones – even more social?

The traditional view of mobile in museums

Perception of audioguides

Social Mobile – Now using mobile in different social ways Acknowledge it, encourage it

An opportunity to engage with visitors:
Encourage them to share experiences while at your site
Create an experience for them to share

Mission Technology Audience Frankly, Green + Webb

We wanted to understand if we could use smartphones too:
Improve the quality of family visits to museums by improving the experience of parents
Enable parents to facilitate the family visit?

Digital in general…
Digital mums account for 40% of all women online
Digital mums engage with social networks (65%) and SMS (56%) more than with news sites (51%),
Just as many can be found gaming online or via a gaming console (52%)
Digital moms surveyed said the most valuable sources of information were from friends (62.4%), other consumers (50.1%) and industry experts (35.8%)
*1 Child U18 and uses 2 pieces of social media per quarter

We noticed a behavioral opportunity
59% of mothers are letting their kids use their phone
20% are downloading apps for their families to use
Phenomenon called ‘The Pass-Back effect’

Erm… what do they NEED in a MUSEUM? We had a hunch but weren’t sure Did it matter the age of the kids? What was important to them?

What do the audience need? Do they have access to smartphones?

Our Data
Online survey
Distributed via online networks and private email
254 Respondents
Mainly female
Mainly UK and US
High level of technical use
Possibly skewed towards very museum literate
But
185 family experience related comments
Tips of online questionnaire
Plan for success
Ask if involved in the cultural/heritage sector

Our Qualitative Data Frankly, Green + Webb How high rated experience Elements of expereince commented on

Maslow’s Pyramid of Needs for Museum Family Experiences Frankly, Green + Webb

What stood out for us…
The value in the shared/social experience
Support visits with knowledge and conversation
The need for basic practicalities

Could mobile really help address these needs If so, how

How can we help?
Make sure any info is easily accessible via mobile web
Encourage feedback of needs
Basic Needs Are the facilities available? What are the logistics?

How can we help?
Apps regularly used for ‘ Reference’ and ‘Tips’
Offering on the spot advice of quiet galleries
Safety Needs What if it’s too busy? What if there’s not enough space

How can we help?
Common starting point when developing new technology
Convert non-child friendly objects/areas
Belonging Needs Is it designed for children? Is it interactive?

Thoughts:
Embrace behaviour – “Passback effect”
Support parents to lead activity rather than technology
Encourage sharing of experiences amongst parents
Esteem Needs Perceived ‘good museum’ behaviour * It’s worth noting we asked parents about ‘family experience’

How can we help?
Enable sharing
Create mobile content engage all ages
VERY important
Self-Actualisation Needs Good times for the all ages

Social and gaming

Creative Whiteboard Lite Instagram Audioboo

Located Hidden Park SCVNGR Vouchercloud

Our next steps:
Test our ideas these lo/no cost tools already available
Support organisations to ‘cover the basics’
Download the report here: http://bit.ly/9khV92

Lindsey Green Twitter: @lindsey_green http://www.slideshare.net/franklygreenwebb http://www.franklygreenwebb.com 10 th December 2010 Lindsey Green GEM Yorkshire - Social Media and Learning Date issued: Presented by: Created for:

Smartphones and their Potential to support family learning in the Cultural Sector - Keeping it Social

by Frankly, Green + Webb on Dec 12, 2010

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