Three Models for mLearning

From Headphones to Microphones
Three models for mLearning
in the Museum – and beyond?
Nancy Proctor, Smithsonian Institution
26 May 2011

Agenda for today:
Putting “the people formerly known as the audience” first
Why mobile?
New opportunities for “mLearning”
Learning on demand
Learning in the crowd and the community
Peer-to-peer learning

Housekeeping
Ways of staying in touch:
ProctorN@si.edu@nancyproctor
Hashtags: #mtogo #SImobile
http://smithsonian-webstrategy.wikispaces.com/Mobile
Unanswered questions? http://wiki.museummobile.info/museums-to-go/mobile-faqs

Audio Tour 1.0
Stedelijk Museum, Amsterdam, 1952

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

Audio Tour 2.0 3.0?
6

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

Some ways we can think about “the people formerly known as the audience”in museums…

Mobile Metrics
New Categories:
Creating
Working
Learning
http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+%28Mashable%29

A “snapshot” of mobile behavior
Increasing mobilesophistication
Mobile Technographics
Use mobile Internet weekly
Visit social networks weekly
Consume news and information
SuperConnecteds20%
Stream music or video
Purchase music tracks
Purchase mobile content
Entertainers9%
Send or receive email
Use maps or navigation
Use mobile Internet less than weekly
Connectors15%
Use no data service except:
SMS, MMS, or IM
Email less than monthly
Communicators21%
Only use voice
Talkers34%
Do not own a mobile phone
Inactives11%

College educated visitors are tech-savvy mobile users
Base: 10,971 US adults with college degreesSource: North American Technographics Benchmark Survey, Q2 2010

Age is top predictor of behavior
Base: 10,971 US adults with college degreesSource: North American Technographics Benchmark Survey, Q2 2010

Families with teens text – a LOT
Daily
41%
40%
51%
40%
21%
18%
16%
13%
24%
21%
20%
15%
Base: 2,941 US adults with college degrees and cell phones in families with children 18 years old and youngerSource: North American Technographics Benchmark Survey, Q2 2010

Teenagers are heavy users of all mobile data services
Teens are texters— 83% text at least monthly compared to 57% of US adults 18 years and older
Data intensive mobile behavior is at average levels
Mobile Internet use is 22% vs. 23% overall
Email from a mobile device is 25% vs 23% overall
Regardless of age, teens behave similarly, though 16 and 17 year olds have greater autonomy and larger budgets

Your Target Audience
Identify & describe your target audience:
What mobile platforms do they already use?
Traditional museum audio/multimedia tours
Cellphone (voice, SMS)
Personal media player (podcasts, video…)
Smartphone (apps, mobile web, email…)
Mobile social media (Flickr, Twitter, FB…)
Other?
How do they use them elsewhere & why?
http://smithsonian-webstrategy.wikispaces.com/Mobile+Research

Why are they visiting?Whom are they visiting with?
Falk’s Identity Segmentations orPeople-Objects-Ideas
Explorers
Facilitators
Experience seekers
Professionals/Hobbyists
Rechargers
Andrew J. Pekarik and Barbara Mogel, CURATOR 53/4 • OCT 2010

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

Why mobile?

Mobile is a unique mix:
of the personal
and the social

Mobile is Disruptive
Both
A new set of tools and platformsfor communications, learning and developing and distributing content
Photo CC licensed: http://www.flickr.com/photos/jdlasica/138927384/

Mobile is Disruptive
And also:
A fundamentally new way of connecting, collaborating and learning
http://www.queerty.com/smithsonian-not-pleased-with-patrons-bringing-aids-jesus-back-into-the-museum-on-an-ipad-20101206/

Mobile is social media

Some ideas from the museum world:
Learning on demand
Learning from the crowd& the community
New Opportunities for mLearning

Learning on demand & in new contexts
Our audiences now access the museum through a wide range of platforms beyond our walls and websites
Photo by Mike Lee, 2007;
from the American Art Museum’s Flickr Group

The Multiplatform Museum

More than multiplatform…

The Museum is a Distributed Network
Edward Hoover, 2010, from Flickr.

The Museum is transforming from Acropolis…
Nancy Proctor, ProctorN@si.edu
29

… into Agora

WWW Learning
New media
New platforms
New contexts
New formats
Amanda Hankerson/Minneapolis Institute of Arts©2011 Minneapolis Institute of Arts

Crowdsourcing

The People’s Institution
James Smithson:
“for the increase
and diffusion of
knowledge”
Louise RochonHoover,"Secretary Henry Posts DailyWeather Map in Smithsonian Building, 1858.”
The Megatherium Club, a group of young naturalists who collected for the Smithsonian in the 19th C. http://en.wikipedia.org/wiki/Megatherium_Club

SI Mobile’s Vision
Recruit the world
to increase and diffuse knowledge
by using mobile platforms to enlist collaborators globally in undertaking the real and important workof the Institution.
Put the Smithsonian not just in the people’s pockets,
but in their hands.

“You don’t need a mobile strategy;
you need mobile to be part of the strategy.”

SI Mobile’s Strategy
Integrate mobile into everything we do to create a whole greater than the sum of its parts;
Transform the way the Institution works in order to achieve its strategic goals and vision for the 21stcentury.

SI Mobile’s Strategic Goals
Engagenew audiences where they are, both on-site and beyond SI’s walls.
Create new opportunities for learning, creativity and shared discovery within and beyond the museum and classroom
Open access to our data, collections and research and support new uses of it through collaborative structures and platforms.
Equip SI staff with new toolsto work at the leading edge of their fields.
Transcenddisciplinary boundaries by connecting communities, conversations and initiatives.
Update the Smithsonian experience to reflect shared brand values.

A crazy idea?
“A Wikipedia of the Physical World”
http://smithsonian20.si.edu/schedule_webcast2.html

Wikipedia
…78 million visitors monthly as of January 2010. There are more than 91,000 active contributors working on more than 17,000,000 articles in more than 270 languages.
That means the average contributor works on ~186 articles?!

Meaningful Workers
http://www.flickr.com/photos/cambodia4kidsorg/4294119350/

Thinking outside the audiotour box
“From we do the talking to
we help you do the talking.”
– Chris Anderson, Wired, Smithsonian 2.0 Conference, 24 Jan 2009 http://smithsonian20.si.edu/schedule_webcast2.html
From Headphones to Microphones

Mobile Social Media as Art
Halsey Burgund’sScapes
deCordova Sculpture Park & Museum
Lincoln, MA – until Nov 14
http://wiki.museummobile.info/archives/16082

Community-sourcing

http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-the-difference-and-the-opportunity/

Save Outdoor Sculpture!

Work in Progress…
47

Stamps? Really?
48

A Citizen Curator
49
"Creation” 1992TokudaYasokichi , (Japanese, 1933-2009) Heisei era Porcelain with polychrome enamel glazes; H: 8.8 W: 54.8 D: 54.8 cm Komatsu City, Ishikawa prefecture, Japan; Gift of the Japan Foundation Sackler Gallery level 3, S1993.13

Teaching is the best way to learn

A Platform for Learning Innovation

Learning in a Distributed Network
Who is a teacher?
Edward Hoover, 2010, from Flickr.

Nancy Proctor, ProctorN@si.edu 9 December 2008
54
Educators in the Agora

Nancy Proctor, ProctorN@si.edu 9 December 2008
55
Educators in the Agora:
Are experts in their fields
Inspire us with their passionfor the subject
Help make the subject relevant to our lives
Curate the conversation
Help us see, read & think critically
Take us from “we do the talking” to “we help you do the talking”

Housekeeping
Ways of staying in touch:
ProctorN@si.edu@nancyproctor
Hashtags: #mtogo #SImobile
http://smithsonian-webstrategy.wikispaces.com/Mobile
Unanswered questions? http://wiki.museummobile.info/museums-to-go/mobile-faqs

Three Models for mLearning

by nancyproctor

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