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

1. Smithsonian Mobile Nancy Proctor proctorn@si.edu 29 September 2010

2. Why interpretation?

3. Interpretation is as essential to the Museum as cutlery is to a banquet Beth Lipman, Bancketje (Banquet) 2003 3

5. Some may eat only the finger food,

6. Some may choose another restaurant,

7. Many will go away hungry, feeling uninvited and unwelcome. Beth Lipman, Bancketje (Banquet) 2003 4

8. 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.

9. Velcro Teflon http://www.slideshare.net/psamis/learning-in-museums-2008-intro-remarks

10. How does it support SI’s mission?

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.

15. In the Museum as Distributed Network… 12

16. …at least half of the Museum’s platforms are already mobile. 13

17. So if we want to meet our audiences where they are And take them some place new…

18. Mobile is a great vehicle http://www.youtube.com/watch?v=6ILQrUrEWe8 15

19. Mission, Metrics & Mobile at SI

20. “For the increase & diffusion of knowledge”

21. “For the increase & diffusion of knowledge”

23. Developing nations

24. Rural/remote communities

25. Spanning generations

26. Niche communities of interest and passion for SI’s collections and researchMobile gives us new tools for scholarship, research, outreach and staying relevant to our constituents Mobile challenges us to ‘think differently’ about how we do business in a new learning & communications economy

27. Concerns Cellphone use will disrupt the galleries and encourage people to talk on their phones. Visitors will take pictures of the art with their phones. Interpretation distracts visitors from actually looking at the work, making it a superficial experience. Not everyone has a cellphone or smartphone. Signage and guards reinforce gallery etiquette. They already do, but signage and guards protect SI. Depends entirely on content design. True, so multiple interpretation platforms are necessary.

28. Mobile Research at SFMOMA

29. Mobile Improved Visitors’ Experience 2010 Mobile Tour evaluation…. (Top box %) Very easy to use… Very satisfied… Strongly recommend… Made visit much more enjoyable… Made artworks much more meaningful… Q. Guide Ratings Note: Percentages represent the highest rating FUSION RESEARCH + ANALYTICS

30. Those who chose the iPod and cell phone formats rated them more highly than traditional headset tour users rated theirs. (although the content was identical!) Randi Korn & Associates, SFMOMA, 2006

31. Phone logs enabled us to see patterns in where visitors wanted information most: (or perhaps where they or could find the labels!) Randi Korn & Associates, SFMOMA, 2006

32. In fact, GuideBy Cell now mashes up area codes and Google Maps to reveal where visitors are from:

33. Multimedia Tours Impact on Time Spent in the Galleries Q. How did the Mobile Tour impact the amount of time you spent in the museum today? FUSION RESEARCH + ANALYTICS study at SFMOMA Summer 2010

34. Feedback on Multimedia Tour Kahlo exhibition at SFMOMA, 2008

36. JacksonvilleZoo’s Research *Scale: 7 = strongly agree through 1 = strongly disagree. Source: Institute for Learning Innovation & the Jacksonville Zoo.

37. The more interpretation used, the greater the visitor satisfaction Randi Korn & Associates, SFMOMA, 2006

38. SI Mobile Projects to Date

39. Mobile Art Janet Cardiff, Words Drawn in Water,2005

40. Over 20 Podcasts from across SI

42. NPG “Faces of the Frontier” exhibition

43. NPG "Mask of Lincoln" exhibition

44. AAA exhibition

45. NMAI gardens

46. SAAM Luce Center audio tour

48. NMAI.SI.edu/mobile http://smithsonian-webstrategy.wikispaces.com/Fritz+Scholder+mobile+web+tour

49. NMAI Vantage Point

50. Cooper-Hewitt TriennialMobile Exhibition Website

51. Mobile.NASM.SI.edu http://smithsonian-webstrategy.wikispaces.com/NASM+Mobile+Website

52. Chandra Xray Observatory

53. www.postalmuseum.si.edu/mobile/

54. GoSmithsonian.com (mobile) http://smithsonian-webstrategy.wikispaces.com/GoSmithsonian+Mobile

55. Apps

56. Design USA at Cooper-Hewitt “Don’t even think about not using it because then you won’t truly see the show.” Roberta Smith, NY Times, 14 January 2010 http://www.nytimes.com/2010/01/15/arts/design/15design.html http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour

57. MEanderthal http://smithsonian-webstrategy.wikispaces.com/MEanderthal

58. Yves Klein at the Hirshhorn http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour

59. Games & Mobile Learning

60. Smithsonian Connections

62. 84 unique users

63. 88 responseshttp://smithsonian-webstrategy.wikispaces.com/NASMmobile_gotaquestion

64. ARGs: GOAC & PHEON

66. mLearning Workshops

67. Mobile Learning at the Hirshhorn

69. Mobile giving initiatives being piloted at NASM

70. Mobile sign language guides in development at SAAM (already online at http://americanart.si.edu/education/asl/)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

72. Mall visitors’ app

73. NMAI exhibition tour app

74. Mobile cross-collections search

75. Zoo app

76. Experiments in Augmented Reality

78. Whitney Jennifer Crowe & Scott Paterson, Follow Through, 2005

79. National Gallery, London

80. Tate Modern MiroslawBalka: How it is Tate Trumps

81. MoMA

82. V&A Quilts 1700-2010 Tipu’siTiger

83. Stedelijk Museum http://stedelijk.medialab.hva.nl/

84. Plus… Hundreds of cellphone tours & podcasts Dozens of multimedia tours & apps Mobile websites becoming standard Around the world

85. SI Mobile Strategic Planning

86. The Mobile Strategic Planning: First principles The only certainty in the mobile landscape is change – so we need an adaptive, standards-based approach to our mobile strategy and solutions development Because of the rapid rate of mobile technology obsolescence, we will build for mobile audiences, not specific platforms and gadgets 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

88. In-depth interviews

89. Crowdsourcing input through Facebook and Twitter

90. Interim reports at: http://smithsonian-webstrategy.wikispaces.com/Mobile+ResearchMobile Strategy informational conference with Forrester Research July 22 Mobile strategic planning workshops for SI staff July 22-23 & 30 September Mobile fair and museum meet-up Aug 4 Collective findings on mobile objectives and proposed offerings published at: http://smithsonian-webstrategy.wikispaces.com/Mobile

91. SI Mobile Strategic Planning: Top level findings OUR AUDIENCES WANT SI MOBILE TO: Be personal: available on the handheld devices they already know & are comfortable with Be integrated: into their usual way of experiencing the world, and into other supports and platforms they already use in SI visits Be social: help them connect with SI collections, the people who care for them and others who care about them OUR STAFF WANT SI MOBILE TO PROVIDE: Enhanced interpretation & information services Support for community building, dialog & outreach New tools for research & collaboration

93. 30% have a phone that can run apps (higher than national average of 24%)

95. What will SI Mobile look like? A Smithsonian Mobile Architecture and framework Standards Best practice documentation and training Infrastructure A Mobile Toolkit

97. Collections search

98. Image delivery

99. Events calendars

100. Maps and wayfinding

101. “About…” content and functionality

102. Visitor feedback capture

103. Social media functions/communities of interest

104. Mobile metrics and campaign functions

105. Mobile advertising and promotions

106. Location-based functions

108. Timelines for Mobile Efforts