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Social Mobile Museums: The Missed Opportunity
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Social Mobile Museums: The Missed Opportunity

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The cultural heritage sector has spent to long focussing on mobile as a way to deliver guides - our audiences aren't using their mobiles in this way though. In this presentation we explore how we can …

The cultural heritage sector has spent to long focussing on mobile as a way to deliver guides - our audiences aren't using their mobiles in this way though. In this presentation we explore how we can broaden our thinking about mobile as a tool and improve, not only visitor experience, but also our own organisational learning.

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  • Consultancy working with cultural heritage organisations wanting to develop digital interpretation – specialising in mobile. Our work is a mixture of design research, strategic planning, concept development and getting in up to our elbows in the implementation.
  • This is the title of my talk today… I ’ m proposing that by thinking about mobile in a social way – we ’ ll improve not only the experience of our visitors but our own practice I have to start with a caveat – in that, in an evening talking about social media I ’ m not a great fan of hiving off social media as such I think it ’ s become so integrated our digital world – that I find it difficult to draw a parameter around what is social media – and therefore I ’ ve stopped trying!
  • We work with a lot of museums – those who have guides and those that don’t They all tend to see smartphones as a great way to deliver guides And they’ve usually had a conversation that goes something like this… They also tend to have looked into making a guide app and are having a tough choice making a decision on which to go for OR Have realised it’s still quite an expensive exercise – are applying for funding
  • Here some reasons that we’ve heard why they didn’t take the guide
  • We’re not making a product that the Audience can or want to use… enough.
  • We have to choose: We ignore that people are using smartphones – and don’t enter the conversation Or We change our approach to using smartphones
  • We need to go from this: [Click] To this
  • Our audience think differently about mobile than we do. In fact, if you are a regular smartphone user – YOU probably think about your mobile differently… Let ’ s look at what they are using mobile for…
  • As museum professionals – we see this…
  • What do our visitors see? Let ’ s have a look at the functions they ARE using…
  • I would focus on the Purple – not the green. These are the functions they are using… [Click] But this is what they are doing – these are the behaviours – more about what they think…
  • This is teens… Change in the amount that they are using. More of a focus on entertainment activities BIG focus on sharing…
  • So if we look at these behaviours Why is it that they turn to their smartphone…. They are likely to be using this in your museum already Many of these activities are social
  • They see it as tool What if we see it as the same tool A tool for interpretation
  • What if we see it as the same tool A tool for interpretation Just as we adapt other tools and learn how we can use them Word of warning – this isn ’ t just about adding functionality to a guide… this is about using the tools that the visitors are already using.
  • We ’ re going to have a look at some ideas now Things to remember… Perhaps these tools aren ’ t universal – however, they are cheap they don ’ t have to hit everyone… You will need to put some time in to think of structuring and framing – just as you would with any activity
  • Sharing stories – possible Super Geek Audience
  • Sharing stories – possible Super Geek Audience
  • Sharing stories – possible Super Geek Audience
  • Sharing stories – possible Super Geek Audience
  • Sharing stories – possible Super Geek Audience
  • Sharing stories – possible Super Geek Audience
  • Not just about supporting learning. Organisational learning about mobile too…
  • Audience profile – do they match smartphone users (ComScore) Website analytics – are mobile users hitting your site
  • Can you make them more comfortable with the technology? What is the advantage to them? Will there be negative impacts on them – how can you support them, show the value Give clear policy guidelines to visitors and visitor facing teams Processes for managing negative feedback/interaction
  • Content – user paper/signage based triggers – ask questions, making activities, check relevant news, help plan day, point to videos/photos/online content (look back to the list of how users think of mobile) – What is your organisational voice? What content do your visitors work with? Platform – operational challenges (reception/charging) Impact – what are the quality of the responses, can you develop interpretation skills Institutional processes – does you have an opportunity to use the instant nature of mobile to feedback into your institution
  • Audience profile – do they match smartphone users (ComScore) Website analytics – are mobile users hitting your site
  • If we change our approach to mobile we can make better experiences We ’ ll get more appropriate mobile interpretation for our visitors
  • We’re a consultancy working with cultural heritage organisations wanting to develop digital interpretation – specialising in mobile.
  • Transcript

    • 1. Frankly, Green +Created for: Webb Presented by: Date issued:GEM London Social Media Lindsey Green 21st June 2012
    • 2. The Missed OpportunityFrankly, Green + Webb
    • 3. How did we start thinking about using smartphones in museums? WeWe should start know that audio using multimedia and smartphones Yes, but those to guides helps deliver guides Yes, we should Plus everyone devices are visitors has one an app make of those expensive and a that’s a guide… smartphones now real painFrankly, Green + Webb
    • 4. The secret is… Audiences aren’t using their own smartphones to take guidesFrankly, Green + Webb
    • 5. Audiences use guides if you hand them out on smartphones. Audiences are using smartphones to do other things than take your guide. But why?Frankly, Green + Webb
    • 6. “I don’t want “I don’t to run my think I have battery down” enough time to download” “I’m not sure how to “I’m not get access really sure to the wifi” what I’m meant to do” “I don’t want a “What guide” guide?”Frankly, Green + Webb
    • 7. “I don’t want “I don’t to run my think I have battery down” enough time to download” “I’m not sure how to “I’m not get access really sure to the wifi” what I’m meant to do” “I don’t want a “What guide” guide?”Frankly, Green + Webb
    • 8. We have a choice to make: •Ignore that people are using smartphones •Change our approach to mobile interpretation beyond the audioguide modelFrankly, Green + Webb
    • 9. Yes, we should this an Could we do make app differently? that’s a guide…Frankly, Green + Webb
    • 10. Look at how we think about mobile compared to our visitors…Frankly, Green + Webb
    • 11. Delivery platform for: Information Photos Videos Stories FactsFrankly, Green + Webb
    • 12. Frankly, Green + Webb
    • 13. These are the functions the adults are using…Figure 1.44 Activities conducted on a smartphone: adults I n t e r n e t s u r f in g 41 28 69 Plan/Check T a k i n g p h o t o s / v id e o 35 33 68 Create E m a il 46 21 67 55 S o c ia l n e t w o r k in g 40 15 Share L i s t e n in g t o m u s i c 32 21 53 P la y i n g g a m e s 20 27 47 U s e d r e g u la r l y D o w n lo a d in g a p p s 20 27 47 E ver used P ic t u r e m e s s a g i n g ( M M S ) 18 28 46 I n s t a n t M e s s a g in g ( I M ) 28 17 45 M a p s /G P S 18 26 44 W a t c h i n g v id e o c l i p s 16 22 38 A c c e s s in g g e n e r a l n e w s 16 19 35 A c c e s s in g s p o r t s n e w s 14 13 27 W a t i n g T V p r o g r a m m e s / f i lm 6 10 16 0% 20% 40% 60% 80% 100%Source: Ofcom omnibus research,Report:2011 August 2011 OfCom Communications Market March UK 4Q.8/9 Which, ifFrankly, Green + Webb any, of the following functions or activities have you ever used/use regularly on yourmobile?
    • 14. These are the functions the teens are using… Entertain Create Share OfCom Communications Market Report: UK 4 August 2011Frankly, Green + Webb
    • 15. talk tweet record microblog video comment photo Create Share stories and ideas location draw listen puzzles My phone is Play where I go to… music games Entertain games web videos Check web news Plan results maps emails travel weatherFrankly, Green + Webb
    • 16. Your audience see this as multifunction tool – for doing what they want to do.Frankly, Green + Webb
    • 17. What if we see smartphones just as a tool to facilitate those behaviors? •Share stories and ideas •Entertain •Planning •Checking •Playing •CreatingFrankly, Green + Webb
    • 18. Frankly, Green + Webb
    • 19. Plan Check Experience Sharing stories Create Activity Add a note Structure to next Develop a YouTube for Spotify oraaresearchof Place a labelseriesto Developinghandout for wall panel to activity identify the curators playlist an objectaround cards each-with a where investigation investigating on the to addamusic –colour conversation orask the drawing/photography/re particular event mobilehappened or form, to visitors in addor activityactivityown cordingweb response create object is. personal response suggestion Show a to a specific object - journey tweet or add comment to microblogFrankly, Green + Webb
    • 20. Check Experience Sharing stories Create Activity Structure Develop a YouTube for Spotify oraaresearchof Place a labelseriesto Developinghandout for next activity the curators playlist an objectaround cards each-with a investigation investigating on the to add music –colour conversation orask the drawing/photography/re mobile or form, to visitors in add activityactivityown cordingweb response create personal response suggestion to a specific object - tweet or add comment to microblogFrankly, Green + Webb
    • 21. Experience Sharing stories Create Activity Develop a YouTube of Spotify or a next for Place a labelseriesto Developinghandout for activity the curators playlist an objectaround cards each-with a investigating to add music –colour conversation orask the drawing/photography/re or form, create visitors to add activity in response cording activityown personal response suggestion to a specific object - tweet or add comment to microblogFrankly, Green + Webb
    • 22. Experience Sharing stories Create Activity Spotify or YouTube of Place a label next for Developing a seriesto the curators playlist an object cards each-with a to add music – conversation orask the drawing/photography/re visitors to add activity in response cording activityown suggestion to a specific object - tweet or add comment to microblogFrankly, Green + Webb
    • 23. Sharing stories Create Activity Place a label next of Developing a seriesto an object cards each-with a conversation or drawing/photography/re activity in response cording activity to a specific object - tweet or add comment to microblogFrankly, Green + Webb
    • 24. Create Activity Developing a series of cards each with a drawing/photography/re cording activityFrankly, Green + Webb
    • 25. Opportunity for organisational learning?Frankly, Green + Webb
    • 26. Look at available data One of the advantages Bring in of this approach is… stake- It’s easy to get holders started ExperimentFrankly, Green + Webb
    • 27. Look at available data •Does your audience profile match smartphone users •Website analytics – are mobile users hitting your siteFrankly, Green + Webb
    • 28. Bring in stakeholders •Can you make others feel more comfortable with the technology? •Find the advantage for those facing the visitor. •Develop a clear policy on phones for visitors and visitor facing teams •Will there be negative impacts on them? •How to deal things when they go wrong?Frankly, Green + Webb
    • 29. Experiment •Asking/Making/Directin g •Organisational voice •Using devices in your organisation •Different responses •Feedback into your institutionFrankly, Green + Webb
    • 30. Make sure you collect more data •Survey monkey works with mobile •Monitor the services you ask them to use…Frankly, Green + Webb
    • 31. A New OpportunityFrankly, Green + Webb
    • 32. Images thanks to Flickr Commons: e: lindsey@franklygreenweeb.com The hidden treasures of the Worlds t: @FranklyGW Public Archives http://www.flickr.com/commonsFrankly, Green +Created for: Webb Presented by: Date issued:GEM London Social Media Lindsey Green 21st June 2012
    • 33. If you’re wanting help thinking more about this and the other opportunities and challenges around digital interpretation – get in touch. Our work is a mixture of: •Design research for helping understand how audiences use digital technologies in the cultural heritage sector •Strategic planning and concept development - for funding applications such as heritage lottery funding •Implementation i.e getting in up to our elbows in order to help these types of projects get up and running. Find out more at: http://www.franklygreenwebb.comFrankly, Green + Webb