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Notes to accompany 'Mobile Engagement' slide presentation.

Notes to accompany 'Mobile Engagement' slide presentation.

Keynote from Matthew Cock, Head of Web, British Museum

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Mobile Engagement Speakers notes Document Transcript

  • 1. Museums Computer Group and the Digital Learning Network’sEngaging digital audiences in museums11 July 2012, University of ManchesterMobile engagementMatthew Cock, Head of Web, British MuseumSLIDE This is a badge I unlocked recently on Foursquare, having checked in at thesummit of Snowdon after a four hour hike to the top with my son. On the way down, Istarted to think about how we could evaluate our use of mobile devices to engagepeople in our Museum galleries.Of course, museums have been doing mobile for decades with audio guides- but thathas primarily been about the space here *waves hands either side of face behindthe eyes* - the guiding voice leaving this space *waves hands in front of thebody* free.I don’t need to explain why it’s the move into this space that is a game-changer.We’re putting something between the eye and the object.A recent article by Catherine Bennett in the Observer that took as it’s starting pointSamantha Cameron’s comment about her husband being an addictive mobile phonefiddler (this was days after the Prime Minister was spotted texting while at the recentRoyal Wedding - but well before LOL-Gate.SLIDE“in the Cameronian belief that this unapologetic multi-distractedness is atoken of cool, presentee-ist, super-modernity rather than, as someeducationalists argue, a sign of flawed concentration and disengagement,incivility and disrespect.”Catherine Bennett, The Observer 13.05.2012So – is this true?MCG/DLNET Engaging digital audiences in museums 1 of 6Matthew Cock, keynote on Mobile engagement
  • 2. In a Museum, when you see someone using their phone in a gallery, what do yousee? • Are they present in front of the object? Are they absent? What space do they inhabit? • Are they engaged? Distracted? Focused? • What about their relationship with the other visitors in the group? • Is the use of the device a sign of disrespect and disengagement? • Or a bonding one?Over the last several years, the BM has been measuring the impact of theirexhibitions on their visitors, through a three-pronged model which follows theprocesses and interactions between visitor and object.Essentially the aim is to ….SLIDEAttract > Engage > ImpactLooking at mobile, it seems we’re still wrestling with the first of these – with QRcodes giving very low take up – at least for us. Of course, it’s not just about the code,you have to have a compelling call to action - and the environment has to be right. OK, once you’ve attracted them, you have to engage them – and in the Museum,that means knowing what has motivated them to visit.Working with Morris Hargreaves McIntyre, the British Museum also uses aclassification for audience segmentation by looking at the different motivations ofmuseum attendees,SLIDESMotivations • Social • Intellectual • Emotional • SpiritualSo, how do we connect these to mobile?Use of smartphones can be divided into different activities –MCG/DLNET Engaging digital audiences in museums 2 of 6Matthew Cock, keynote on Mobile engagement
  • 3. chatting, reading, recording, listening, playing, sharingEach of which has its own motivation; each a response to a possibly different needWe need to do some work on how each of these segments will respond to a mobileengagement offer – and perhaps different segments will respond better to differentactivities.For example, I imagine someone from the socially motivated segment to use theircamera, but little else that their smartphone offers – when in the Museum. Interactionwith their companions is an important part of their visit – and their use of a mobilemight show too much disengagement for their liking.The spiritually motivated might be happy to listen to spoken commentary – like thetraditional audioguide). But would they browse for contextual information or play agame?The content and interaction we offer them on the mobile device has to do two things: 1. It has to contribute to satisfying their motivation to visit the Museum, the exhibit, or even the individual object 2. It has to match the role that the smartphone plays in that person’s life. What need does it satisfy in their life?The BM’s segmentation can be connected to:SLIDEMaslow’s hierarchy of needs.Physiological – breathing, food, water, sex, sleep, etc. etc.Safety – security of body, employment, resources, morality, family, health, propertyLove/Belonging – friendship, family, sexual intimacyEsteem – self-esteem, confidence, achievement, respect of others, respect byothers.Self-actualization – morality, creativity, problem-solving, lack of prejudice,You can look at this hierarchy from a number of viewpoints – you can see it as howhuman civilisation has developed, to enable individuals in each era to move up to thenext level, or as an individual grows up and negotiates life.Its’ interesting to see where mobile devices fit into this.MCG/DLNET Engaging digital audiences in museums 3 of 6Matthew Cock, keynote on Mobile engagement
  • 4. There’s an article: Ryan Kim, Mobile phones shifting from fun to fundamental,http://gigaom.com/2011/08/05/mobile-phones-shifting-from-fun-to-fundamental/That looks at the trends last year in mobile phone apps and compares them withMaslow’s hierarchy.Kim comments that a lot of the biggest app categories at the time were gearedtoward self-actualization and interpersonal communication. But health apps, likeAzumio’s Instant Heart Rate and RunKeeper, were also breaking into the charts.He summarises:“These are sometimes overlooked as not as exciting or interesting as the hot newmobile game. But these “boring” utilities speak to where some of the growingopportunities are. It’s in things like healthcare, safety and education, basic needs,where mobile is able to leverage connectivity and ubiquity to really powerful effects.We have plenty of games but it’s cool to see mobile applied to real-world basicneeds and problems. And companies are increasingly going to find, there is moneyto be there made too.”But of course, the internet has disrupted the whole hierarchy – as for some it comesbefore breathing, food, water, sex or sleep.SLIDEhttp://www.thepoke.co.uk/2012/07/01/maslows-hierarchy-of-needs-updated/Seriously – back to the challenge of mobile in the Museum – you’re a non-starterwithout WiFi , aren’t you?SLIDE - Has anyone heard of the term the “EXPERIENCE ECONOMY” ?It was first described in an article published in 1998 by B. Joseph Pine II and JamesH. Gilmore,Essentially, it’s about the evolution of the type of economy we live in:Back before the Industrial Revolution, there was the Agrarian Economy, whenfarming and the trading of natural commodities was the major economic activity.The dominant consumer sensibility was simply availability.Then there was the Industrial Economy, when mass production drove down theprice of commodities - and Cost was the dominant consumer sensibility.MCG/DLNET Engaging digital audiences in museums 4 of 6Matthew Cock, keynote on Mobile engagement
  • 5. Then there was the Service Economy, when consumers increasingly purchasedintangible services. Quality emerged as the dominant consumer sensibility.Today, we are in the Experience Economy, in which consumers increasingly seekvenues and events that engage them in a personal and memorable way.Authenticity has become the primary concern in their purchasing decisions.There’s a suggestion that this is related to the economic downturn – with less moneyaround, people are seeking to validate themselves and set themselves apart fromothers in this way.There’s also the complexity of choice consumers face, and fragmented marketsIdentity is being derived from lifestyle choices, specific brand affiliations and nicheinterests.”As a result, consumers are also now searching for an even deeper relationship withthe products and brands) that they consume and the companies that provide them;[and I include cultural products and brands in thisWhich moves us to the more advanced form of the experience economy – thetransformation or contribution economy, Here, the consumer is increasinglyactive and interactive[NOTE HOW THAT CHIMES WITH ONLINE SOCIAL TRENDS]Consumers choose a product or service not only according to how closely it matchestheir likes and interests, but also on the basis of how it will transform them, their livesor their ways of thinking (political, social and moral inclinations).What does that mean for us? It means we have got to the third stage of the three-pronged model: Attract > Engage > ImpactOur visitor wants to walks away with a different view on something – theengagement having effected a transformation. And this is where evaluation becomesreally difficult – to know whether the impact itself is ephemeral or long term,superficial or deeply rooted.Evaluation of mobile can do a number of things : • It can look at usability, • learning processes and outcomes, • how well the mobile experience relates to other aspects of the visit, • and so on,But in my view, it will only really help if it can help us to understand the needs of ourvisitor segments - and what works for them in *this space*MCG/DLNET Engaging digital audiences in museums 5 of 6Matthew Cock, keynote on Mobile engagement
  • 6. Ultimately –the goal is the same for all public engagement in Museum’s self-actualisation, impact and transformation – the peak of the hierarchy.SLIDE - HAND ON SUMMIT of SNOWDONMCG/DLNET Engaging digital audiences in museums 6 of 6Matthew Cock, keynote on Mobile engagement