Agenda for Today: 8:30-9:00 Introductions 9:00-10:00 Theory:audience-led mobile content & experience design - 30 min break - 10:30-11:45 Practice: key messages, audiences & their questions - 15 min break - 12:00-12:30 From headphones to microphones: from I do the talking to you do the talking!
Introductions 8:30–9:00 Introduce yourself by name and affiliation; Tell us your burning question or issue that you hope will be addressed today.
Part 1: Theory 9:00–10:00 Interpretation is essential Why mobile? A new approach to designing mobile interpretation and experiences From headphones… to microphones
Part 1: The Theory9:00-10:00Audience-led mobile interpretation design 6
Opening our eyes 7
Interpretation is as essential to the Museum as cutlery is to a banquet Beth Lipman, Bancketje (Banquet) 2003 8
If the Museum doesn’t provide it:
Some visitors may bring their own,
Some may eat only the finger food,
Some may choose another restaurant,
Many will go away hungry,
feeling uninvited and unwelcome. Beth Lipman, Bancketje (Banquet) 2003 9
Tate Modern’sPrinciples of Interpretation Interpretation is at the heart of the gallery’s mission. Works of art do not have self-evident meanings. Works of art have a capacity for multiple readings; interpretation should make visitors aware of the subjectivity of any interpretive text. Interpretation embraces a willingness to experiment with new ideas. We recognise the validity of diverse audience responses to works of art. Interpretation should incorporate a wide spectrum of voices and opinions from inside and outside the institution. Visitors are encouraged to link unfamiliar artworks with their everyday experience.
In the Museum as Distributed Network… 13
…at least half of the Museum’s platforms are already mobile. 14
So if we want to meet our audiences where they are And take them some place new…
Mobile is a great vehicle http://www.youtube.com/watch?v=6ILQrUrEWe8 16
But if we want to go beyond this: We need to think outside the audio tour box
It’s NOT about the Technology Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003 Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
Thinking outside the audiotour box Means thinking about content & experience
Recent Research & Resourceshttp://wiki.MuseumMobile.info/research 2010 Smithsonian studies of Mall and Zoo visitors 2009 CHNM survey on Museums and Mobile Adoption Learning Times International Survey on handheld use in museums. 2008 Whitney Museum of American Art: Audio Guide Technologies Survey Final Report 2007 Matthew Barney: Multiplatform interpretation at SFMOMA La Placa Cohen Culture Track 2007 (with Antenna Audio)
Who is your target audience?
Tied to mission & key messages
What are the desired outcomes? What do we want them to know, think and/or feel?
What platforms do they already use? How do they use them elsewhere & what excites them?
Traditional audio tours
Cellphones or smartphones
Mobile social media: SMS, Twitter, FB…
A Minority of Visitors Use Technologies in the Galleries BUT they use technology everywhere else: WWW = Whatever, Whenever, Wherever 2006 study by Randi Korn & Associates at SFMOMA
What do they want to know? Question mapping in the gallery:
FAQs and comments cards
Questions posed to staff…
Collecting questions… Online question collection:
Specialized Q&A services, e.g. AJOA
Comments on social media sites
Include audience research in order to segment Go deeper with more experienced museum visitors Where are visitors not being served by existing interpretation?
Organize & Filter Group questions:
Prioritize by mission and key messages Prioritize questions that elicit great stories
Which content modalities? +-+-+-+-+ Soundtracks ooooSoundbites xxxxInteractives | | | | Links ^ ^ ^ ^ Feedback § § § § Social media Narrowcast/ Offline or Networked Networked only
Are ‘atoms’ of information.
Commonly called ‘stops’ – or ‘starts’!
Facilitate going deeper on a specific object/subject.
Usually require a visual (actual object or image).
Can be collectable & portable to other platforms e.g. via bookmarking, saving or sharing.
Can be reused across the museum’s analog & digital platforms as well as those of third parties.
Recalls original ‘linear’ audio tours.
Provides a sequential narrative and contextual information: tools for understanding the principles of the displays, both in the gallery and beyond.
Immersive, but may be divided into a number of connected segments.
‘Downloaded’ for audiences on-site and beyond.
Like a good album, book or catalogue, should be possible to enjoy over & over again…
Soundtracks & Soundbites Combined 32
ArtBabble: the ideal interface http://www.artbabble.org/video/meet-william-christenberry
Identify soundtracks & soundbites
Architecture Tour History of the building, style, architect ----------+--------------+------------------+-------- O O O Tiles Skylights Ironwork
Folk Art Tour Why is folk art, art? ----+-------------------+------------------+----------- / / / O O O Lures Memory vessels Glad you dead…
How best to tell the story & create the atmosphere? Monologue:
Artists & curators
Reinactments/ plays Interview Dialogue Vox pop / comments Music
Who best to tell the story?
Knowledgeable or insightful – trusted
Relates to the mission or key messages
Good communicator with target audience
Makes it relevant
Facilitates the desired outcomes
The audiences’ conversations
Comments and questions (audio/text/links)
Bookmark/Email/SMS to self
Collect (MyCollection, ArtStream)
Share (Twitter, Facebook, SMS)
Voting (show the polls!)
The right vehicle for your content
Platform considerations Users’ own devices or supplied on-site? Can you support network connectivity at your site? Can you support multiple platforms? What kind of location-based/content triggering solution do your visitors & experience need – really? Can you manage user-generated content? What do your sponsors/funders require?
Mission:SI: Increase and diffusion of knowledge.AA: Be the resource and facilitator for experiencing, understanding and engaging with American art in the US and the world.Objectives: Repeat visitors; Membership sales; Integration into the curriculum
Break 10:00–10:30Please have a meaningful object & pen/pencil when you return for Part 2…
Part 2: The Practice10:30–11:45Key messages, target audiences & their questions 44
What are our audiences looking for?
10 min 1. Identify your target audience(s) Falk’s Identity Segmentations Explorers Facilitators Experience seekers Professionals/Hobbyists Rechargers
Are you an Explorer?
Are you a Facilitator?
Are you an Experience Seeker?
Are you a Pro/Hobbyist?
Are you a Recharger?
2. Record your questions about The Museum of Meaningful Things 20 min The Museum’s Mission: Enable meaningful conversations & build ad hoc communities & collaborations around personal objects & their stories. Install your exhibition Record your questions Ask the curator
10 min 3. Identify the key messages
Please list 1-3 main ideas visitors will take away from visiting the site or exhibition. What objects or didactic components of the presentations will help them learn this?
Describe the rationale and originality of the presentation. Is the site or exhibition bringing new scholarship to the field, exposing an under-recognized subject, etc.? Why is this presentation important now?
Please note other interpretive components at the site that should be considered (labels, docent tours, audio tour, in-gallery videos, interactive feature, blogs, etc.). Are you aware of existing media created by other organizations that address the key messages/topics of this presentation? How does mobile fit into the interpretive mix?
10 min 4. Put the experience in context On-site or Online visit Visit life cycle: Before, During, After Special context: At home, In school, On the go… Networked or ‘on board’? Other interpretation, information or services available? Museum-authored User-generated Third parties
5. Choose your platform 15 min Users’ own devices or supplied on-site? Can you support network connectivity at your site? Can you support multiple platforms? What kind of location-based/content triggering solution do your visitors & experience need – really? Can you manage user-generated content? What do your sponsors/funders require?
Part 3: From Headphones to Microphones 12:00-12:30 Let’s hear you! From “we do the talking” to “we help you do the talking.” http://picasaweb.google.com/anup.rao/HaifaAkkoIsrael#4954285426665324562
Opportunities to continue our work: http://museummobile.info/ wiki, blog & podcasts MCN Conference Oct 27-30, 2010, Austin, TX http://MCN.edu Mobile Content Standards Summit 27 Oct, at MCNhttp://wiki.museummobile.info/standards http://tatehandheldconference.pbworks.com Koven Smith: http://kovenjsmith.com& http://www.archimuse.com/mw2009/papers/smith/smith.html SFMOMA (Peter Samis & Stephanie Pau): http://www.archimuse.com/mw2007/papers/samis/samis.html & http://www.archimuse.com/mw2009/papers/samis/samis.html Nancy Proctor: ProctorN@si.edu @nancyproctor http://MuseumMobile.info With many thanks to Kate Haley-Goldman for help with this method!
Here’s one I made earlier… Idea by Grzegorz Klaman Wyspa Institute of Art, Gdansk, Poland
Mobile is personal andsocial
Think outside the audiotour box From headphones to microphones
Oxygenate! Joanna Rajkowska 2006-7
Wyspa Institute of Art
Idea by Grzegorz Klaman Wyspa Institute of Art, Gdansk, Poland