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Mobile Content Strategy for Museums
 

Mobile Content Strategy for Museums

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Mobile Content Strategy for Museums Mobile Content Strategy for Museums Presentation Transcript

  • pleinairinteractive.com
  • welcome...To participate:hello@pleinairinteractive.com pleinairinteractive.com
  • plein air interactiveAn interactive agency for museums... Online marketing communications strategy Bulletproof design/branding Easy content management (Curator) Mobile tours/apps/sites e-commerce pleinairinteractive.com
  • Questions... How many of you have a computer? Smartphone? Tablet? pleinairinteractive.com
  • Questions... Do you already offer an optimized mobile experience? Are you planning on doing so in the next 6 months? (If not, you should) pleinairinteractive.com
  • Today’s Agenda Mobile User Experience (what’s different?) Keys to a successful mobile user experience Mobile apps...websites...tours Mobile Content Strategy Resources Q&A pleinairinteractive.com
  • Why care about mobile?Museum communicators need to know howpeople use mobile devices so that they areprepared to effectively present their messagesand create understanding. “Digital Engagement” pleinairinteractive.com
  • Why care about mobile? pleinairinteractive.com
  • Why care about mobile? 25B downloads from Apple Store; 1B/month More mobile users than PC users by 2015 More m-commerce than e-commerce by 2015 (Gartner) 31% of Americans only or mostly use the Internet on their mobiles 1 in 5 visits to museum websites are mobile pleinairinteractive.com
  • Museums + Mobile 4 in 10 museums don’t offer any mobile features Visitors expect to use their own devices pleinairinteractive.com
  • Why care about mobile? Connect to new audiences Younger, tech savvy Connect anywhere, anytime Stronger connections to existing audiences pleinairinteractive.com
  • Connect to new audiences Source: Reach Advisors pleinairinteractive.com
  • Core museum audiences Art, Historic - 65% 50+ y.o. Science - 72% under 50 y.o Children’s - 89% under 50 y.o. Source: Reach Advisors pleinairinteractive.com
  • Mobile Devices Smart phone pleinairinteractive.com
  • Mobile Devices Tablets pleinairinteractive.com
  • Mobile Devices Laptops (yes, laptops) pleinairinteractive.com
  • What analog device did they replace? Computer Tablet Smartphone pleinairinteractive.com
  • What analog device did they replace? Computer = typewriter Tablet = book Smartphone = “dumb” phone pleinairinteractive.com
  • When do we use them? (context) Computer Tablet Smartphone pleinairinteractive.com
  • Device Context Computer = work Tablet = reading, casual Smartphone = immediate, location sensing pleinairinteractive.com
  • Computer - Tasks Build a website Write a book BUY CREATE pleinairinteractive.com
  • Tablet - Tasks View a website Read a book BUY CONSUME information pleinairinteractive.com
  • Smartphone - Tasks Its “killer app”: killing time Check in: foursquare, email, call, Facebook, Twitter Communicate immediately: Facebook, Twitter, Instagram, Pinterest Gather data about a location BUY? CONSUME + CONNECT pleinairinteractive.com
  • GamesWeatherSocial networkingMaps, navigation, searchMusicNewsEntertainment Most frequentVideo, moviesShopping/retail mobile tasksDining/restaurantSportsProductivityCommunicationTravel pleinairinteractive.com
  • NewsWeatherEmail Top 5 mobile usageSocial media categoriesPersonal Interest pleinairinteractive.com
  • Computer - Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11 pleinairinteractive.com
  • Smartphone - Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11 pleinairinteractive.com
  • Tablet - Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11 pleinairinteractive.com
  • What do we use to buy? 83% - computer owners 63% - tablet owners 31% - smartphone (impulse buys) - JumpTap/comScore pleinairinteractive.com
  • Who buys? Tablets: 67% of men 39% of women Smartphones: 39% of men 23% of women - JumpTap/comScore pleinairinteractive.com
  • What do people buy? Event tickets - 38% Daily deals - 38% Apparel - 36% Travel/books/games/movies - 33% Consumer electronics - 32% Flowers + gifts - 30% Toys - 30% General services (photo printing, shipping, etc.) - 26% Consumer packaged goods - 25% - JumpTap/comScore pleinairinteractive.com
  • Who buys? iPhones + iPads = 92% of all mobile purchases during the 2011 Holidays Average purchase is higher with iOS devices: $123 vs. $101 for Android devices - RichRelevance pleinairinteractive.com
  • Native or Web? Only 4% of consumers said they prefer to use a company’s (native) app - Zmags survey 25% of all native apps are used just once (Localytics) People prefer Web apps b/c they can more easily comparison shop pleinairinteractive.com
  • Going Native? Expense will increase (3997 versions of Android) HTML5 will improve capabilities Better integration with the full web For now, build native apps. Eventually, though, apps will move from “the store” to the Web - Jakob Nielsen, http://www.useit.com/alertbox/mobile-sites-apps.html - 2/13/12 pleinairinteractive.com
  • Mobile app usage 25% of apps are used just once Apps w/heavy usage fall into distinct categories pleinairinteractive.com
  • MEanderthal pleinairinteractive.com
  • MEanderthal pleinairinteractive.com
  • MEanderthal pleinairinteractive.com
  • Mobile website design techniques “Detect and direct” Responsive Web Design pleinairinteractive.com
  • Detect and DirectDetect the device and show custom mobile site: Feed a different set of templates/HTML (at same URL) Feed a different style sheet (but use same markup) at same URL Redirect to a mobile site “m.mysite.com” pleinairinteractive.com
  • Examples - detect and direct www.pleinairinteractive.com www.walkerart.org mobile.boston.com www.imamuseum.org/mobile www.capeannmuseum.org pleinairinteractive.com
  • pleinairinteractive.com
  • Responsive Web DesignUse a single codebase to render a site: Media queries Fluid grids Flexible images and media, through dynamic resizing or CSS pleinairinteractive.com
  • Responsive Web Design <link rel="stylesheet" type="text/css" media="screen and (max-device-width: 480px) and (resolution: 163dpi)" href="shetland.css" /> pleinairinteractive.com
  • Examples - Responsive Web Design www.happycog.com www.cooperhewitt.com curator.pleinairinteractive.com pleinairinteractive.com
  • Mobile Tours (what people said) Isolate from the collection repetitive typing is frustrating unobtrusive, not cumbersome audio better than video “in-tour” people want to use their own devices pleinairinteractive.com
  • Mobile Usability “Design for mobile first.” - Luke Wrobleski “If in doubt, leave it out.” - Jakob Nielsen “Make it tapworthy.” - Josh Clark pleinairinteractive.com
  • Mobile Content Strategy Less is more, Simple/fast is more Use single CMS for standard + mobile sites Know who you want to engage Know when you’re likely to engage them Know what action you want them to take (buy event tickets) pleinairinteractive.com
  • Mobile Content Strategy Know your audience Analyze your audience You need a mobile-friendly website Editorial response plan for social media Have a dashboard to improve awareness + response time Use a smartphone (iPhone) like a boss pleinairinteractive.com
  • Mobile Content Strategy Create: Digital Engagement pleinairinteractive.com
  • Trends to watch Augmented reality Artificial intelligence Image recognition Biometrics Transactions HTML5 Native >> Web pleinairinteractive.com
  • Don’t..... pleinairinteractive.com
  • Don’t..... wtfqrcodes.com pleinairinteractive.com
  • Don’t say.... Click here! pleinairinteractive.com
  • Tools/Apps Tumblr - tumblr.com - post images, messages from mobile devices Instagram - instagram.com - Post photos, cross-post to Facebook, Twitter Foursquare - foursquare.com - check ins pleinairinteractive.com
  • Resources Luke Wrobleski - ideation and design: http://www.lukew.com/ff/ Museum Mobile - Nancy Proctor: http://www.museummobile.info TAP into Museums (TourML, TAP): http://www.tapintomuseums.org Responsive Web Design: http://www.abookapart.com/products/ responsive-web-design Touch gesture reference guide, stencils: http://www.lukew.com/ff/ entry.asp?1071 pleinairinteractive.com
  • Q&Ahello@pleinairinteractive.com pleinairinteractive.com
  • Thank you Rob Landry rob@pleinairinteractive.com www.pleinairinteractive.com @portlandhead, @gopleinair facebook.com/gopleinair linkedin.com/in/robertarthurlandry pleinairinteractive.com