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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 Y...
Frankly, Green +  Webb
Mobile is Ubiquitous
Frankly, Green +  Webb
Smartphone 101  -  What is a smartphone?  A smartphone is a mobile phone that offers more advanced computing ability and c...
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?
<ul><li>Different phones, different operating systems, apps or web: </li></ul><ul><li>Define your audience carefully </li>...
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
<ul><li>An opportunity to engage with visitors: </li></ul><ul><li>Encourage them to share experiences while at your site <...
Frankly, Green +  Webb
Mission Technology Audience Frankly, Green +  Webb
<ul><li>We wanted to understand if we could use smartphones too:  </li></ul><ul><li>Improve the  quality of family visits ...
<ul><li>Digital in general… </li></ul><ul><li>Digital mums account for  40% of all women online </li></ul><ul><li>Digital ...
 
<ul><li>We noticed a behavioral opportunity  </li></ul><ul><li>59% of mothers are letting their kids use their phone </li>...
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 ...
Frankly, Green +  Webb
What do the audience need? Do they have access to smartphones?
<ul><li>Our Data </li></ul><ul><li>Online survey </li></ul><ul><li>Distributed via online networks and private email </li>...
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
<ul><li>What stood out for us… </li></ul><ul><li>The value in the shared/social experience </li></ul><ul><li>Support visit...
Could mobile really help address these needs If so, how
<ul><li>How can we help? </li></ul><ul><li>Make sure any info is  easily accessible via mobile web </li></ul><ul><li>Encou...
<ul><li>How can we help? </li></ul><ul><li>Apps regularly used for ‘ Reference’ and ‘Tips’ </li></ul><ul><li>Offering on t...
<ul><li>How can we help? </li></ul><ul><li>Common starting point  when developing new technology </li></ul><ul><li>Convert...
<ul><li>Thoughts: </li></ul><ul><li>Embrace behaviour – “Passback effect” </li></ul><ul><li>Support  parents to lead activ...
<ul><li>How can we help? </li></ul><ul><li>Enable sharing </li></ul><ul><li>Create mobile content engage all ages </li></u...
Frankly, Green +  Webb
Social and gaming
Creative Whiteboard Lite  Instagram  Audioboo
Located Hidden Park  SCVNGR  Vouchercloud
<ul><li>Our next steps: </li></ul><ul><li>Test our ideas these lo/no cost tools already available </li></ul><ul><li>Suppor...
Lindsey Green Twitter: @lindsey_green http://www.slideshare.net/franklygreenwebb http://www.franklygreenwebb.com  10 th  D...
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Smartphones and their Potential to support family learning in the Cultural Sector - Keeping it Social

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A presentation on our report from a social mobile perspective "Smartphones and their Potential to support family learning in the Cultural Sector" - full copy available here - http://bit.ly/9khV92
How can cultural organisations harness social mobile already happening within their walls?

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  • Welcome Links for images are in speakernotes
  • Smartphones And Their Potential To Support Family Learning in the Cultural Sector
  • Photo: http://www. flickr .com/photos/12392252@N03/2399631729/ - Ronn Ashore 3 Billion mobile phone users worldwide In the UK 89% of people own mobile phones – however smartphones are considerably smaller than this
  • 28% greatly reduces your audience but in the UK this IS growing VERY fast So far this year 70% increase in the number of smartphones being purchased
  • A mobile operating system, also known as a mobile OS, a mobile platform, or a handheld operating system, is the operating system that controls a mobile device or information appliance—similar in principle to an operating system such as Windows, Mac OS, or Linux that controls a desktop computer or laptop. This is a fragmented market – if you’re thinking of making an app, you should consider this.
  • http://en. wikipedia .org/ wiki /Mobile_application
  • This is a very fragmented market at the moment. Therefore in order to develop something with enough reach you have to consider carefully your audience and your thinking and make sure to consider how you are going to define success. Look at what is available already Start dipping your toe in the water to find out what works for your organisations mission and audience
  • http://www. flickr .com/photos/ statelibraryofnsw /2877535692/ - State Library of New South Wales collection The nature of the phone has meant the technology is closely linked with the social behaviour
  • http://www. flickr .com/photos/ megadem /143833998/ It’s no surprise that social media and mobile phones have seen a simultaneous rise – they share key features
  • And the smartphones are helping people to be more social
  • http://www. flickr .com/photos/ katieelaine /2294799020/ Mobile in museums has been traditionally seen as non-social Particularly when thinking in terms of audio tour Audio tour an immersive curated experience has proved a great way of getting information across but there has been a lack of development into content designed for social experience
  • This is changing perception – particularly of younger audiences about how engage with information Q. Did the audio guide make your experience today…
  • People are using mobile possibly to be social about your museum Acknowledge people are using mobile for social interactions and encourage it I love mobile inside the museum space – I think it is one of the USP’s of museums to create a magical moment Look at adding signage/physical space – consider asking questions that visitors can respond to The current smartphone audience is one looking to actively use their devices If you have a particularly challenging activity/event encourage sharing of images, thoughts while in the space
  • Our process is to identify the need of audience, the behaviour and opportunity with the technology and the mission of the museums or organisation We’re looking for a mobile experience that sits in the sweet spot
  • We need to look at what the technology can offer but most of all need to look at the behaviours it creates How are parents using the technology – start with digital as a whole Mum/Mom market is been widely researched
  • US research on mobile using moms – know using mobile probably smartphones
  • We were aware of research from Reach Advisors that suggested that mothers are the least satisfied audience of all for the museum sector. Shockingly, of visitors to Children’s museums, only 38% of Mums reported having their needs met and only 17% of parents reported being engaged in the experience themselves.
  • Our survey produced a total of 185 comments, some short and to the point, others longer and more explanatory but the topics covered were far more wide-ranging in subject than we had expected. We began to see common themes - ranging from the documenting of perceived child behaviours to listing services that were or weren’t available
  • Our pyramid – a starter for 10 – a model for us to start identifying the opportunities
  • From this we started to look at what each of this needs looked like What was driving them and map them to see IF mobile could help?
  • Talk about Mobile web Instant solution…
  • http://www. flickr .com/photos/ mathowie /93483629/
  • Thinking about Best Camera – setting challenges that enable visitors to use their phones as they have been http://www. flickr .com/photos/14361725@N07/2232900191/
  • http://www.flickr.com/photos/anirudhkoul/3400208343/
  • http://www. tate .org. uk /modern/information/ tatetrumps . shtm http:// itunes .apple.com/us/app/when-i-grow-up/id375330327? mt =8&amp; ign - mpt = uo %3D4
  • http://www. greengar .com/apps/whiteboard/ http:// instagr .am/ http:// audioboo .fm/
  • http://www. thehiddenpark .com/ http://www. scvngr .com/ http://www. vouchercloud .com/
  • Transcript of "Smartphones and their Potential to support family learning in the Cultural Sector - Keeping it Social "

    1. 1. 10 th December 2010 Lindsey Green GEM Yorkshire - Social Media and Learning Date issued: Presented by: Created for:
    2. 2. 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:
    3. 3. Frankly, Green + Webb
    4. 4. Mobile is Ubiquitous
    5. 5. Frankly, Green + Webb
    6. 6. 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
    7. 7. Smartphone 101 - What is a smartphone? Feature phone Smartphone
    8. 8. Size and growth of smartphone market Note: these are US figures but closely match UK
    9. 9. Smartphone 101 - What is an operating system? 8 main Operating systems
    10. 10. Smartphone 101 – What’s an app?
    11. 11. <ul><li>Different phones, different operating systems, apps or web: </li></ul><ul><li>Define your audience carefully </li></ul><ul><li>Understand their needs </li></ul><ul><li>Consider what’s out there already </li></ul>
    12. 12. 10 th December 2010 Lindsey Green GEM Yorkshire - Social Media and Learning Date issued: Presented by: Created for:
    13. 13. Phones have always been social
    14. 14. Now social in different ways
    15. 15. Social Mobile – Smartphones – even more social?
    16. 16. The traditional view of mobile in museums
    17. 17. Perception of audioguides
    18. 18. Social Mobile – Now using mobile in different social ways Acknowledge it, encourage it
    19. 19. <ul><li>An opportunity to engage with visitors: </li></ul><ul><li>Encourage them to share experiences while at your site </li></ul><ul><li>Create an experience for them to share </li></ul>
    20. 20. Frankly, Green + Webb
    21. 21. Mission Technology Audience Frankly, Green + Webb
    22. 22. <ul><li>We wanted to understand if we could use smartphones too: </li></ul><ul><li>Improve the quality of family visits to museums by improving the experience of parents </li></ul><ul><li>Enable parents to facilitate the family visit? </li></ul>
    23. 23. <ul><li>Digital in general… </li></ul><ul><li>Digital mums account for 40% of all women online </li></ul><ul><li>Digital mums engage with social networks (65%) and SMS (56%) more than with news sites (51%), </li></ul><ul><li>Just as many can be found gaming online or via a gaming console (52%) </li></ul><ul><li>Digital moms surveyed said the most valuable sources of information were from friends (62.4%), other consumers (50.1%) and industry experts (35.8%) </li></ul>*1 Child U18 and uses 2 pieces of social media per quarter
    24. 25. <ul><li>We noticed a behavioral opportunity </li></ul><ul><li>59% of mothers are letting their kids use their phone </li></ul><ul><li>20% are downloading apps for their families to use </li></ul><ul><li>Phenomenon called ‘The Pass-Back effect’ </li></ul>
    25. 26. 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?
    26. 27. Frankly, Green + Webb
    27. 28. What do the audience need? Do they have access to smartphones?
    28. 29. <ul><li>Our Data </li></ul><ul><li>Online survey </li></ul><ul><li>Distributed via online networks and private email </li></ul><ul><li>254 Respondents </li></ul><ul><li>Mainly female </li></ul><ul><li>Mainly UK and US </li></ul><ul><li>High level of technical use </li></ul><ul><li>Possibly skewed towards very museum literate </li></ul><ul><li>But </li></ul><ul><li>185 family experience related comments </li></ul><ul><li>Tips of online questionnaire </li></ul><ul><li>Plan for success </li></ul><ul><li>Ask if involved in the cultural/heritage sector </li></ul>
    29. 30. Our Qualitative Data Frankly, Green + Webb How high rated experience Elements of expereince commented on
    30. 31. Maslow’s Pyramid of Needs for Museum Family Experiences Frankly, Green + Webb
    31. 32. <ul><li>What stood out for us… </li></ul><ul><li>The value in the shared/social experience </li></ul><ul><li>Support visits with knowledge and conversation </li></ul><ul><li>The need for basic practicalities </li></ul>
    32. 33. Could mobile really help address these needs If so, how
    33. 34. <ul><li>How can we help? </li></ul><ul><li>Make sure any info is easily accessible via mobile web </li></ul><ul><li>Encourage feedback of needs </li></ul>Basic Needs Are the facilities available? What are the logistics?
    34. 35. <ul><li>How can we help? </li></ul><ul><li>Apps regularly used for ‘ Reference’ and ‘Tips’ </li></ul><ul><li>Offering on the spot advice of quiet galleries </li></ul>Safety Needs What if it’s too busy? What if there’s not enough space
    35. 36. <ul><li>How can we help? </li></ul><ul><li>Common starting point when developing new technology </li></ul><ul><li>Convert non-child friendly objects/areas </li></ul>Belonging Needs Is it designed for children? Is it interactive?
    36. 37. <ul><li>Thoughts: </li></ul><ul><li>Embrace behaviour – “Passback effect” </li></ul><ul><li>Support parents to lead activity rather than technology </li></ul><ul><li>Encourage sharing of experiences amongst parents </li></ul>Esteem Needs Perceived ‘good museum’ behaviour * It’s worth noting we asked parents about ‘family experience’
    37. 38. <ul><li>How can we help? </li></ul><ul><li>Enable sharing </li></ul><ul><li>Create mobile content engage all ages </li></ul><ul><li>VERY important </li></ul>Self-Actualisation Needs Good times for the all ages
    38. 39. Frankly, Green + Webb
    39. 40. Social and gaming
    40. 41. Creative Whiteboard Lite Instagram Audioboo
    41. 42. Located Hidden Park SCVNGR Vouchercloud
    42. 43. <ul><li>Our next steps: </li></ul><ul><li>Test our ideas these lo/no cost tools already available </li></ul><ul><li>Support organisations to ‘cover the basics’ </li></ul><ul><li>Download the report here: http://bit.ly/9khV92 </li></ul>
    43. 44. 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:
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