Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)

Engage on the Go:Mastering Mobile Content Delivery Tuesday May 2, 2012

Mobile mavens• Layla Masri President Bean Creative Funktional Web & Interactive Design @beancreative• Liz Neely Director of Digital Information and Access The Art Institute of Chicago @lili_czarina• Nancy Proctor Head of Mobile Strategy and Initiatives Smithsonian Institution @nancyproctor

Maximize mobile

Know thy audienceNot likely to read your bylaws on her smartphone

Know thy audience: Pre-visit needs• Logistics (hours, directions, concessions, parking)• Exhibits• Events and ticketing• Visit tools (schedule, map)

Know thy audience: During museum visits• Maps• Exhibits• Collections data & interpretation• Interactive experiences

Know thy audience: Post-visit needs• Engagement & interaction• Feedback• Interpretation• Social sharing• Merchandising• Membership

Know thy audience:Define Engagement

Content counts

Content countsContent production is hard…do you have what it takes?

Content countsWhat about user-generated content? Curate THIS!

Tech tools How can you build in a way that doesn’t tax staff?Popular options: Drupal, Joomla , WordPress, ExpressionEngine

Tech toolsSet your content free! Create once, deploy everywhere

@nancyproctor

Know thyself What is the museum’s mission? Why this project, here, now?Archives & Museum Informatics: Museums and the Web 2009: Paper: Samis, P. and S. Pau, After theHeroism, Collaboration: Organizational Learning and the MobileSpace http://www.museumsandtheweb.com/mw2009/papers/samis/samis.html#ixzz1szWkfUih

Why mobile?

Mobile is strategic

“You don’t need amobile strategy;you need mobile to bepart of the strategy.”

The museum is a distributed network Edward Hoover, 2010, from Flickr.

What is mobile, anyway?

Mobile includes both: Pocketable & Portable (phones, iPods, gaming devices) (tablets and eReaders) Smartphones & ‘Dumb’ phones (apps and mobile web) (voice calls and txting) Podcasts & other downloadable (video and audio) content (PDFs, eBooks) BYOD & mobile devices provided (bring your own device) on-site at the museum & Large-screen websites Mobile web sites on mobile devices

Understanding the mobile behaviors of your audience is the first step inbuilding a mobile strategy or product.

What are your audience’s mobile habits? Increasing mobile sophistication Mobile Technographics • Use mobile Internet weekly • Visit social networks weekly • Consume news and information SuperConnecteds • Stream music or video 20% • Purchase music tracks • Purchase mobile content Entertainers 9% • Send or receive email • Use maps or navigation Connectors • Use mobile Internet less than weekly 15% • Use no data service except: ─SMS, MMS, or IM Communicators ─Email less than monthly 21% • Only use voice Talkers 34% • Do not own a mobile phone Inactives 11%

CONTEXT: Why are they visiting? Are they visiting at all? Whom are they visiting with?

Thinking about content:Some approaches to keep in mind:?

What do visitors want to know?Question mapping in the gallery: • Semi-structured interviews • FAQs and comments cards • Questions posed to staff…

Playing to our “niche” strengthsMass Markets Niche Markets Chris Anderson: http://smithsonian20.si.edu/schedule_webcast2.html Image from http://cathexis.typepad.com/cathexis/2006/12/enterprise_20_t.html

Mobile is social mediaHalsey Burgund’s ScapesdeCordova Sculpture Park & Museum http://wiki.museummobile.info/archives/16082

Crowdsourcing http://si.edu/mobile

Wikipedia’s World: 1,487 Wikipedia’s World 85,000 400 million per month http://www.flickr.com/photos/cambodia4kidsorg/4294119350/

Smithsonian Mobile app: 1 Wikipedia’s World 70 30,000 http://www.flickr.com/photos/cambodia4kidsorg/4294119350/

Metrics of success 1. Accessibility 2. Quality 3. Relevance 4. Sustainability 5. Accountability

The next big mobile technologies? Image recognition Augmented Reality Lowlands: the Stedelijk Museum’s Artourshttp://mobile.getty.edu/gettygoggles/ http://www.stedelijk.nl/en/now-at-the- stedelijk/spotlight/artours

@lili_czarina

Focused on collections-focused content

“the master content strategist must work with content from all angles: messaging architecture and messaging platforms; content missions and content management.” Rachel Lovenger Content Strategy Director at Razorfish NYC A List Apart, April 24, 2012

Responsive

Adaptive

Make content portable & reusable iPad User Interface • Reads TourML – Tour specification Publication Authoring (TAP/Drupal) • Layout data/media specific to installation • Exports TourML – Tour specification Web Services • Structured Data -- XML/SOAP  Solr Index Collection Management System • Collection Metadata • Images • Related Media

Future• Wireless in the galleries• Design more ‘playful’ interactions with content• Build for different audience• And, have audiences build different experiences

@beancreative

The Children’s Museum ofIndianapolis: Mobile Website

Thanks! Any questions? • Layla Masri President Bean Creative Funktional Web & Interactive Design @beancreative • Liz Neely Director of Digital Information and Access The Art Institute of Chicago @lili_czarina • Nancy Proctor Head of Mobile Strategy and Initiatives Smithsonian Institution @nancyproctor

Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)

by Layla Masri Soares

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