Smithsonian Mobile<br />Nancy Proctor proctorn@si.edu 29 September 2010<br />
Why interpretation?<br />
Interpretation is as essential to the Museum as cutlery is to a banquet<br />Beth Lipman, Bancketje (Banquet) 2003
<br />3...
If the Museum doesn’t provide it:<br /><ul><li>Some visitors may bring their own,
Some may eat only the finger food,
Some may choose another restaurant,
Many will go away hungry, </li></ul>feeling uninvited  and  unwelcome.<br />Beth Lipman, Bancketje (Banquet) 2003
<br />4<...
Tate Modern’sPrinciples of Interpretation<br />Interpretation is at the heart of the gallery’s mission.<br />Works of art ...
Velcro<br />Teflon<br />http://www.slideshare.net/psamis/learning-in-museums-2008-intro-remarks<br />
How does it support SI’s mission?<br />
Smithsonian Institution<br />MISSION<br /><ul><li>The Increase and diffusion of knowledge</li></ul>VISION<br /><ul><li>Sha...
Broadening Access<br /><ul><li>New tools and technologies will exponentially broaden our access worldwide.
The Nation’s growing diversity challenges us to reach new audiences ensure that the Smithsonian collections, exhibitions, ...
Digitizing the collections and making accessible online are major Institutional priorities, as is exploring next-generatio...
In the Museum as Distributed Network…<br />12<br />
…at least half of the Museum’s platforms are already mobile.<br />13<br />
So if we want to meet our audiences where they are<br />And take them some place new…<br />
Mobile is a great vehicle<br />http://www.youtube.com/watch?v=6ILQrUrEWe8<br />15<br />
Mission, Metrics & Mobile at SI<br />
“For the increase & diffusion of knowledge”<br />
“For the increase & diffusion of knowledge”<br />
How does mobile help SI?<br />Mobile is global, and its reach is key to “the increase and diffusion of knowledge” in the 2...
Developing nations
Rural/remote communities
Spanning generations
Niche communities of interest and passion for SI’s collections and research</li></ul>Mobile gives us new tools for scholar...
Concerns<br />Cellphone use will disrupt the galleries and encourage people to talk on their phones.<br />Visitors will ta...
Mobile Research at SFMOMA<br />
Mobile Improved Visitors’ Experience <br />2010 Mobile Tour evaluation…. (Top box %)<br />Very easy to use…<br />Very sati...
Those who chose the iPod and cell phone formats rated them more highly than traditional headset tour users rated theirs.<b...
Phone logs enabled us to see patterns in where visitors wanted information most:<br />(or perhaps where they or could find...
In fact, GuideBy Cell now mashes up area codes and Google Maps to reveal where visitors are from:<br />
Multimedia Tours Impact on <br />Time Spent in the Galleries   <br />Q. How did the Mobile Tour impact the amount of time ...
Feedback on Multimedia Tour<br />Kahlo exhibition at SFMOMA, 2008<br />
JacksonvilleZoo’s Research<br />*Scale: 7 = strongly agree through 1 = strongly disagree.<br />Source: Institute for Learn...
The more interpretation used, the greater the visitor satisfaction<br />Randi Korn & Associates, SFMOMA, 2006<br />
SI Mobile Projects to Date<br />
Mobile Art<br />Janet Cardiff, Words Drawn in Water,2005<br />
Over 20 Podcasts from across SI<br />
Numerous cellphone tours<br /><ul><li>NASM "Explore the Universe"
NPG “Faces of the Frontier” exhibition
NPG "Mask of Lincoln" exhibition
AAA exhibition
NMAI gardens
SAAM Luce Center audio tour
SAAM “William Wegman” exhibition</li></li></ul><li>Mobile Websites<br />
NMAI.SI.edu/mobile<br />http://smithsonian-webstrategy.wikispaces.com/Fritz+Scholder+mobile+web+tour<br />
NMAI Vantage Point<br />
Cooper-Hewitt TriennialMobile Exhibition Website<br />
Mobile.NASM.SI.edu<br />http://smithsonian-webstrategy.wikispaces.com/NASM+Mobile+Website<br />
Chandra Xray Observatory<br />
www.postalmuseum.si.edu/mobile/<br />
GoSmithsonian.com (mobile)<br />http://smithsonian-webstrategy.wikispaces.com/GoSmithsonian+Mobile<br />
Apps<br />
Design USA at Cooper-Hewitt<br />“Don’t even think about not using it because then you won’t truly see the show.”<br />Rob...
MEanderthal<br />http://smithsonian-webstrategy.wikispaces.com/MEanderthal<br />
Yves Klein at the Hirshhorn<br />http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour<br />
Games & Mobile Learning<br />
Smithsonian Connections<br />
NASM “Got a Question?” Txt Test<br /><ul><li> one week
84 unique users
 88 responses</li></ul>http://smithsonian-webstrategy.wikispaces.com/NASMmobile_gotaquestion<br />
ARGs: GOAC & PHEON<br />
mLearning Workshops<br />
Mobile Learning at the Hirshhorn<br />
Plus, in development:<br /><ul><li>Cross-platform games: NMNH, Zoo & NMAH (in addition to Ghosts of a Chance & PHEON at SAAM)
Mobile giving initiatives being piloted at NASM
Mobile sign language guides in development at SAAM (already online at http://americanart.si.edu/education/asl/)</li></ul>I...
Also in the Pipeline<br /><ul><li>NMNH Leaf-identifier app
Mall visitors’ app
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Why SI Mobile?

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Smithsonian Mobile strategic planning update, September 2010: includes relevant research from other institutions and examples of mobile programs in art museums around the world.

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  • Market Currently in the US, 25% of cell phone users have a smartphone. By the end of 2011, 50% of cell phone users in the US will have a smartphone. By 2020, mobile devices will be the world’s primary connection tool to the Internet. 36% of recent NZP visitors have a smartphone!! 1/5 would use phone to navigate around the zoo and help plan their visit. 25% of adult smartphone owners are active app users, 13% of whom have paid for an app.Mission Many other zoos and museums are publishing apps: 11 zoos and aquariums with apps; 2 are paid (Woodland, Houston, Memphis, Cincinnati, Dallas, Detroit, Buffalo, Jacksonville, Aquarium of Pacific, Florida Aquarium) Feedback and download numbers are positive. - Call the Wild Supports one of SI’s Five Institutional Priorities; the priority to Broaden Access, defined as “Purpose the latest tools and technology to exponentially broaden the world’s access to Smithsonian resources and improve the visitor experience for those who come in person.”
  • And many more learning opportunities in the pipeline
  • So this is a thumbnail sketch of what I think SI Mobile might look like: not just one big umbrella app, but a set of tools and resources…
  • Transcript of "Why SI Mobile?"

    1. 1. Smithsonian Mobile<br />Nancy Proctor proctorn@si.edu 29 September 2010<br />
    2. 2. Why interpretation?<br />
    3. 3. Interpretation is as essential to the Museum as cutlery is to a banquet<br />Beth Lipman, Bancketje (Banquet) 2003
<br />3<br />
    4. 4. If the Museum doesn’t provide it:<br /><ul><li>Some visitors may bring their own,
    5. 5. Some may eat only the finger food,
    6. 6. Some may choose another restaurant,
    7. 7. Many will go away hungry, </li></ul>feeling uninvited and unwelcome.<br />Beth Lipman, Bancketje (Banquet) 2003
<br />4<br />
    8. 8. Tate Modern’sPrinciples of Interpretation<br />Interpretation is at the heart of the gallery’s mission.<br />Works of art do not have self-evident meanings. <br />Works of art have a capacity for multiple readings; interpretation should make visitors aware of the subjectivity of any interpretive text. <br />Interpretation embraces a willingness to experiment with new ideas.<br />We recognise the validity of diverse audience responses to works of art.<br />Interpretation should incorporate a wide spectrum of voices and opinions from inside and outside the institution.<br />Visitors are encouraged to link unfamiliar artworks with their everyday experience.<br />
    9. 9. Velcro<br />Teflon<br />http://www.slideshare.net/psamis/learning-in-museums-2008-intro-remarks<br />
    10. 10. How does it support SI’s mission?<br />
    11. 11. Smithsonian Institution<br />MISSION<br /><ul><li>The Increase and diffusion of knowledge</li></ul>VISION<br /><ul><li>Shaping the future by preserving our heritage, discovering new knowledge, and sharing our resources with the world</li></ul>VALUES<br /><ul><li>Discovery, Creativity, Excellence, Diversity, and Service</li></li></ul><li>Strategic Plan 2010:Reimagining the Smithsonian <br />FOUR GRAND CHALLENGES<br />Unlocking the Mysteries of the Universe<br />Understanding and Sustaining a Biodiverse Planet<br />Valuing World Cultures<br />Understanding the American Experience<br />THREE CROSS-CUTTING THEMES<br />Broadening Access<br />Revitalizing Education<br />Crossing Boundaries<br />
    12. 12. Broadening Access<br /><ul><li>New tools and technologies will exponentially broaden our access worldwide.
    13. 13. The Nation’s growing diversity challenges us to reach new audiences ensure that the Smithsonian collections, exhibitions, and outreach programs speak to all Americans. We also must remain relevant to visitors who come from around the world. To accomplish this, we will leverage the power of technology using new media and social networking tools to deliver information in customized ways to bring our resources to those who cannot visit in person.
    14. 14. Digitizing the collections and making accessible online are major Institutional priorities, as is exploring next-generation technologies that speak to “digital natives” who expect to be reached online. Finally, we will improve the visitor experience, for even in the digital age, physical access to the “real thing” has enduring value.</li></li></ul><li>Why mobile?<br />
    15. 15. In the Museum as Distributed Network…<br />12<br />
    16. 16. …at least half of the Museum’s platforms are already mobile.<br />13<br />
    17. 17. So if we want to meet our audiences where they are<br />And take them some place new…<br />
    18. 18. Mobile is a great vehicle<br />http://www.youtube.com/watch?v=6ILQrUrEWe8<br />15<br />
    19. 19. Mission, Metrics & Mobile at SI<br />
    20. 20. “For the increase & diffusion of knowledge”<br />
    21. 21. “For the increase & diffusion of knowledge”<br />
    22. 22. How does mobile help SI?<br />Mobile is global, and its reach is key to “the increase and diffusion of knowledge” in the 21st century<br />Mobile is opening up access to and dialogue with new audiences in:<br /><ul><li>Emerging global markets
    23. 23. Developing nations
    24. 24. Rural/remote communities
    25. 25. Spanning generations
    26. 26. Niche communities of interest and passion for SI’s collections and research</li></ul>Mobile gives us new tools for scholarship, research, outreach and staying relevant to our constituents<br />Mobile challenges us to ‘think differently’ about how we do business in a new learning & communications economy<br />
    27. 27. Concerns<br />Cellphone use will disrupt the galleries and encourage people to talk on their phones.<br />Visitors will take pictures of the art with their phones.<br />Interpretation distracts visitors from actually looking at the work, making it a superficial experience.<br />Not everyone has a cellphone or smartphone.<br />Signage and guards reinforce gallery etiquette.<br />They already do, but signage and guards protect SI.<br />Depends entirely on content design.<br />True, so multiple interpretation platforms are necessary. <br />
    28. 28. Mobile Research at SFMOMA<br />
    29. 29. Mobile Improved Visitors’ Experience <br />2010 Mobile Tour evaluation…. (Top box %)<br />Very easy to use…<br />Very satisfied…<br />Strongly recommend…<br />Made visit much more enjoyable…<br />Made artworks much more meaningful…<br />Q. Guide Ratings<br />Note: Percentages represent the highest rating<br />FUSION RESEARCH + ANALYTICS<br />
    30. 30. Those who chose the iPod and cell phone formats rated them more highly than traditional headset tour users rated theirs.<br />(although the content was identical!)<br />Randi Korn & Associates, SFMOMA, 2006<br />
    31. 31. Phone logs enabled us to see patterns in where visitors wanted information most:<br />(or perhaps where they or could find the labels!)<br />Randi Korn & Associates, SFMOMA, 2006<br />
    32. 32. In fact, GuideBy Cell now mashes up area codes and Google Maps to reveal where visitors are from:<br />
    33. 33. Multimedia Tours Impact on <br />Time Spent in the Galleries <br />Q. How did the Mobile Tour impact the amount of time you spent in the museum today? <br />FUSION RESEARCH + ANALYTICS study at SFMOMA Summer 2010<br />
    34. 34. Feedback on Multimedia Tour<br />Kahlo exhibition at SFMOMA, 2008<br />
    35. 35.
    36. 36. JacksonvilleZoo’s Research<br />*Scale: 7 = strongly agree through 1 = strongly disagree.<br />Source: Institute for Learning Innovation & the Jacksonville Zoo.<br />
    37. 37. The more interpretation used, the greater the visitor satisfaction<br />Randi Korn & Associates, SFMOMA, 2006<br />
    38. 38. SI Mobile Projects to Date<br />
    39. 39. Mobile Art<br />Janet Cardiff, Words Drawn in Water,2005<br />
    40. 40. Over 20 Podcasts from across SI<br />
    41. 41. Numerous cellphone tours<br /><ul><li>NASM "Explore the Universe"
    42. 42. NPG “Faces of the Frontier” exhibition
    43. 43. NPG "Mask of Lincoln" exhibition
    44. 44. AAA exhibition
    45. 45. NMAI gardens
    46. 46. SAAM Luce Center audio tour
    47. 47. SAAM “William Wegman” exhibition</li></li></ul><li>Mobile Websites<br />
    48. 48. NMAI.SI.edu/mobile<br />http://smithsonian-webstrategy.wikispaces.com/Fritz+Scholder+mobile+web+tour<br />
    49. 49. NMAI Vantage Point<br />
    50. 50. Cooper-Hewitt TriennialMobile Exhibition Website<br />
    51. 51. Mobile.NASM.SI.edu<br />http://smithsonian-webstrategy.wikispaces.com/NASM+Mobile+Website<br />
    52. 52. Chandra Xray Observatory<br />
    53. 53. www.postalmuseum.si.edu/mobile/<br />
    54. 54. GoSmithsonian.com (mobile)<br />http://smithsonian-webstrategy.wikispaces.com/GoSmithsonian+Mobile<br />
    55. 55. Apps<br />
    56. 56. Design USA at Cooper-Hewitt<br />“Don’t even think about not using it because then you won’t truly see the show.”<br />Roberta Smith, NY Times, 14 January 2010<br />http://www.nytimes.com/2010/01/15/arts/design/15design.html<br />http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour<br />
    57. 57. MEanderthal<br />http://smithsonian-webstrategy.wikispaces.com/MEanderthal<br />
    58. 58. Yves Klein at the Hirshhorn<br />http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour<br />
    59. 59. Games & Mobile Learning<br />
    60. 60. Smithsonian Connections<br />
    61. 61. NASM “Got a Question?” Txt Test<br /><ul><li> one week
    62. 62. 84 unique users
    63. 63. 88 responses</li></ul>http://smithsonian-webstrategy.wikispaces.com/NASMmobile_gotaquestion<br />
    64. 64. ARGs: GOAC & PHEON<br />
    65. 65.
    66. 66. mLearning Workshops<br />
    67. 67. Mobile Learning at the Hirshhorn<br />
    68. 68. Plus, in development:<br /><ul><li>Cross-platform games: NMNH, Zoo & NMAH (in addition to Ghosts of a Chance & PHEON at SAAM)
    69. 69. Mobile giving initiatives being piloted at NASM
    70. 70. Mobile sign language guides in development at SAAM (already online at http://americanart.si.edu/education/asl/)</li></ul>Important research by Laboratory for Visual Learning, Harvard-Smithsonian Center for Astrophysics finds efficacy of iPads and eBook readers in helping learning disabled to read<br />
    71. 71. Also in the Pipeline<br /><ul><li>NMNH Leaf-identifier app
    72. 72. Mall visitors’ app
    73. 73. NMAI exhibition tour app
    74. 74. Mobile cross-collections search
    75. 75. Zoo app
    76. 76. Experiments in Augmented Reality
    77. 77. Find out more at: http://smithsonian-webstrategy.wikispaces.com/Mobile</li></li></ul><li>Elsewhere & over the years<br />
    78. 78. Whitney<br />Jennifer Crowe & Scott Paterson, Follow Through, 2005<br />
    79. 79. National Gallery, London<br />
    80. 80. Tate Modern<br />MiroslawBalka: How it is<br />Tate Trumps<br />
    81. 81. MoMA<br />
    82. 82. V&A<br />Quilts 1700-2010<br />Tipu’siTiger<br />
    83. 83. Stedelijk Museum<br />http://stedelijk.medialab.hva.nl/<br />
    84. 84. Plus…<br />Hundreds of cellphone tours & podcasts<br />Dozens of multimedia tours & apps<br />Mobile websites becoming standard<br />Around the world<br />
    85. 85. SI Mobile Strategic Planning<br />
    86. 86. The Mobile Strategic Planning:<br />First principles<br />The only certainty in the mobile landscape is change – so we need an adaptive, standards-based approach to our mobile strategy and solutions development<br />Because of the rapid rate of mobile technology obsolescence, we will build for mobile audiences, not specific platforms and gadgets<br />Because of our public mandate and responsibility, wherever possible SI Mobile will make its resources, best practices, and mobile products available for others to adapt and build upon<br />
    87. 87. SI Mobile Strategic Planning:<br />What we’ve done so far<br />The largest mobile audience research project to date in the cultural sector<br /><ul><li>Nearly 1,600 Mall visitors surveyed on mobile needs
    88. 88. In-depth interviews
    89. 89. Crowdsourcing input through Facebook and Twitter
    90. 90. Interim reports at: http://smithsonian-webstrategy.wikispaces.com/Mobile+Research</li></ul>Mobile Strategy informational conference with Forrester Research July 22<br />Mobile strategic planning workshops for SI staff July 22-23 & 30 September<br />Mobile fair and museum meet-up Aug 4<br />Collective findings on mobile objectives and proposed offerings published at: http://smithsonian-webstrategy.wikispaces.com/Mobile<br />
    91. 91. SI Mobile Strategic Planning:<br />Top level findings<br />OUR AUDIENCES WANT SI MOBILE TO:<br />Be personal: available on the handheld devices they already know & are comfortable with<br />Be integrated: into their usual way of experiencing the world, and into other supports and platforms they already use in SI visits<br />Be social: help them connect with SI collections, the people who care for them and others who care about them<br />OUR STAFF WANT SI MOBILE TO PROVIDE:<br />Enhanced interpretation & information services<br />Support for community building, dialog & outreach<br />New tools for research & collaboration<br />
    92. 92. SI Mobile Strategic Planning:<br />On-site visitor needs findings<br /><ul><li>52% of Mall visitors have a phone that can access the Internet
    93. 93. 30% have a phone that can run apps (higher than national average of 24%)
    94. 94. Their main needs are:</li></ul>General planning information <br />A listing of what’s on <br />Info about what’s new<br /><ul><li>A majority (62%) wanted to be able to access SI websites, blogs, podcasts, apps, etc. from their mobile devices</li></ul>From OP&A executive summary, unpublished SI Mobile Study, Aug 2010<br />
    95. 95. What will SI Mobile look like?<br />A Smithsonian Mobile Architecture and framework<br />Standards<br />Best practice documentation and training<br />Infrastructure<br />A Mobile Toolkit <br />
    96. 96. Some of the tools…<br /><ul><li>Smithsonian Commons Mobile
    97. 97. Collections search
    98. 98. Image delivery
    99. 99. Events calendars
    100. 100. Maps and wayfinding
    101. 101. “About…” content and functionality
    102. 102. Visitor feedback capture
    103. 103. Social media functions/communities of interest
    104. 104. Mobile metrics and campaign functions
    105. 105. Mobile advertising and promotions
    106. 106. Location-based functions
    107. 107. Augmented reality</li></li></ul><li>How will we get there?<br />Market research analysis on SI's audiences and mobile best practice from the culture industry & beyond<br />A clear and supportive process for developing mobile projects and products<br />Mobile strategy with a roadmap and priorities, milestones and deliverables (what we want to do mapped onto what we can do, evolving over time)<br />A growing mobile development resource library, including best practices, training, standards, and tools<br />Recommendations on governance, infrastructure, standards, resources and practices required for growth <br />June-July 2010 & ongoing<br />Aug-Sep 2010 & ongoing<br />Aug-Sep 2010 & ongoing<br />From June 2010<br />Autumn/Winter 2010 – a living document<br />
    108. 108. Timelines for Mobile Efforts<br />
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