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Engage on the Go:Mastering Mobile Content Delivery            Tuesday May 2, 2012
Mobile mavens• Layla Masri  President  Bean Creative Funktional Web & Interactive Design  @beancreative• Liz Neely  Direct...
Maximize mobile
Know thy audienceNot likely to read your bylaws on her smartphone
Know thy audience: Pre-visit needs• Logistics  (hours, directions, concessions,  parking)• Exhibits• Events and ticketing•...
Know thy audience:             During museum visits• Maps• Exhibits• Collections data  & interpretation• Interactive  expe...
Know thy audience: Post-visit needs• Engagement  & interaction• Feedback• Interpretation• Social sharing• Merchandising• M...
Know thy audience:Define Engagement
Content counts
Content countsContent production is hard…do you have what it takes?
Content countsWhat about user-generated content?           Curate THIS!
Tech tools      How can you build in a way that doesn’t tax staff?Popular options: Drupal, Joomla , WordPress, ExpressionE...
Tech toolsSet your content free! Create once, deploy everywhere
@nancyproctor
Know thyself  What is the museum’s mission?  Why this project, here, now?Archives & Museum Informatics: Museums and the We...
Why mobile?
Mobile is strategic
“You don’t need amobile strategy;you need mobile to bepart of the strategy.”
The museum is a distributed network                  Edward Hoover, 2010, from Flickr.
What is mobile, anyway?
Mobile includes both: Pocketable                        & Portable  (phones, iPods, gaming devices)     (tablets and eRea...
Understanding the mobile behaviors of your audience is the first step inbuilding a mobile strategy or product.
What are your audience’s mobile habits?   Increasing mobile     sophistication         Mobile Technographics              ...
CONTEXT:     Why are they visiting?    Are they visiting at all?   Whom are they visiting with?
Thinking about content:Some approaches to keep in mind:?
What do visitors want to know?Question mapping in the gallery:  • Semi-structured interviews  • FAQs and comments cards  •...
Playing to our “niche” strengthsMass Markets               Niche Markets   Chris Anderson: http://smithsonian20.si.edu/sch...
Mobile is social mediaHalsey Burgund’s ScapesdeCordova Sculpture Park & Museum        http://wiki.museummobile.info/archiv...
Crowdsourcing  http://si.edu/mobile
Wikipedia’s World:                                 1,487              Wikipedia’s World       85,000      400 million     ...
Smithsonian Mobile app:                             1                Wikipedia’s World                 70           30,000...
Metrics of success          1. Accessibility          2. Quality          3. Relevance          4. Sustainability         ...
The next big mobile technologies?   Image recognition                        Augmented Reality                            ...
@lili_czarina
Focused on collections-focused           content
“the master content strategist  must work with content from all  angles: messaging architecture  and messaging platforms; ...
Responsive
Adaptive
Make content portable & reusable   iPad User Interface   • Reads TourML – Tour specification   Publication Authoring (TAP/...
Future• Wireless in the galleries• Design more ‘playful’ interactions with  content• Build for different audience• And, ha...
@beancreative
The Children’s Museum ofIndianapolis: Mobile Website
The Children’s Museum ofIndianapolis: Mobile Website
The Children’s Museum ofIndianapolis: Mobile Website
The Children’s Museum ofIndianapolis: Mobile Website
The Children’s Museum ofIndianapolis: Mobile Website
The Children’s Museum ofIndianapolis: Mobile Website
The Children’s Museum ofIndianapolis: Mobile Website
The Children’s Museum ofIndianapolis: Mobile Website
Thanks! Any questions?  • Layla Masri    President    Bean Creative Funktional Web & Interactive Design    @beancreative  ...
Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)
Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)
Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)
Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)
Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)
Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)
Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)
Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)
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Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)

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This session outlined exactly how mobile users want to interact on the go, focusing on the types of ideal content and features to offer and popular tools that make it fast and inexpensive to build and maintain mobile offerings.

Speakers:
Layla Masri, President, Bean Creative
Nancy Proctor, Head of Mobile for the Smithsonian Institution
Liz Neely, Director of Digital Information and Access at the Art Institute of Chicago

(presentation given at the American Association of Museums in May 2012

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Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)

  1. 1. Engage on the Go:Mastering Mobile Content Delivery Tuesday May 2, 2012
  2. 2. Mobile mavens• Layla Masri President Bean Creative Funktional Web & Interactive Design @beancreative• Liz Neely Director of Digital Information and Access The Art Institute of Chicago @lili_czarina• Nancy Proctor Head of Mobile Strategy and Initiatives Smithsonian Institution @nancyproctor
  3. 3. Maximize mobile
  4. 4. Know thy audienceNot likely to read your bylaws on her smartphone
  5. 5. Know thy audience: Pre-visit needs• Logistics (hours, directions, concessions, parking)• Exhibits• Events and ticketing• Visit tools (schedule, map)
  6. 6. Know thy audience: During museum visits• Maps• Exhibits• Collections data & interpretation• Interactive experiences
  7. 7. Know thy audience: Post-visit needs• Engagement & interaction• Feedback• Interpretation• Social sharing• Merchandising• Membership
  8. 8. Know thy audience:Define Engagement
  9. 9. Content counts
  10. 10. Content countsContent production is hard…do you have what it takes?
  11. 11. Content countsWhat about user-generated content? Curate THIS!
  12. 12. Tech tools How can you build in a way that doesn’t tax staff?Popular options: Drupal, Joomla , WordPress, ExpressionEngine
  13. 13. Tech toolsSet your content free! Create once, deploy everywhere
  14. 14. @nancyproctor
  15. 15. Know thyself What is the museum’s mission? Why this project, here, now?Archives & Museum Informatics: Museums and the Web 2009: Paper: Samis, P. and S. Pau, After theHeroism, Collaboration: Organizational Learning and the MobileSpace http://www.museumsandtheweb.com/mw2009/papers/samis/samis.html#ixzz1szWkfUih
  16. 16. Why mobile?
  17. 17. Mobile is strategic
  18. 18. “You don’t need amobile strategy;you need mobile to bepart of the strategy.”
  19. 19. The museum is a distributed network Edward Hoover, 2010, from Flickr.
  20. 20. What is mobile, anyway?
  21. 21. Mobile includes both: Pocketable & Portable (phones, iPods, gaming devices) (tablets and eReaders) Smartphones & ‘Dumb’ phones (apps and mobile web) (voice calls and txting) Podcasts & other downloadable (video and audio) content (PDFs, eBooks) BYOD & mobile devices provided (bring your own device) on-site at the museum & Large-screen websites Mobile web sites on mobile devices
  22. 22. Understanding the mobile behaviors of your audience is the first step inbuilding a mobile strategy or product.
  23. 23. What are your audience’s mobile habits? Increasing mobile sophistication Mobile Technographics • Use mobile Internet weekly • Visit social networks weekly • Consume news and information SuperConnecteds • Stream music or video 20% • Purchase music tracks • Purchase mobile content Entertainers 9% • Send or receive email • Use maps or navigation Connectors • Use mobile Internet less than weekly 15% • Use no data service except: ─SMS, MMS, or IM Communicators ─Email less than monthly 21% • Only use voice Talkers 34% • Do not own a mobile phone Inactives 11%
  24. 24. CONTEXT: Why are they visiting? Are they visiting at all? Whom are they visiting with?
  25. 25. Thinking about content:Some approaches to keep in mind:?
  26. 26. What do visitors want to know?Question mapping in the gallery: • Semi-structured interviews • FAQs and comments cards • Questions posed to staff…
  27. 27. Playing to our “niche” strengthsMass Markets Niche Markets Chris Anderson: http://smithsonian20.si.edu/schedule_webcast2.html Image from http://cathexis.typepad.com/cathexis/2006/12/enterprise_20_t.html
  28. 28. Mobile is social mediaHalsey Burgund’s ScapesdeCordova Sculpture Park & Museum http://wiki.museummobile.info/archives/16082
  29. 29. Crowdsourcing http://si.edu/mobile
  30. 30. Wikipedia’s World: 1,487 Wikipedia’s World 85,000 400 million per month http://www.flickr.com/photos/cambodia4kidsorg/4294119350/
  31. 31. Smithsonian Mobile app: 1 Wikipedia’s World 70 30,000 http://www.flickr.com/photos/cambodia4kidsorg/4294119350/
  32. 32. Metrics of success 1. Accessibility 2. Quality 3. Relevance 4. Sustainability 5. Accountability
  33. 33. The next big mobile technologies? Image recognition Augmented Reality Lowlands: the Stedelijk Museum’s Artourshttp://mobile.getty.edu/gettygoggles/ http://www.stedelijk.nl/en/now-at-the- stedelijk/spotlight/artours
  34. 34. @lili_czarina
  35. 35. Focused on collections-focused content
  36. 36. “the master content strategist must work with content from all angles: messaging architecture and messaging platforms; content missions and content management.” Rachel Lovenger Content Strategy Director at Razorfish NYC A List Apart, April 24, 2012
  37. 37. Responsive
  38. 38. Adaptive
  39. 39. Make content portable & reusable iPad User Interface • Reads TourML – Tour specification Publication Authoring (TAP/Drupal) • Layout data/media specific to installation • Exports TourML – Tour specification Web Services • Structured Data -- XML/SOAP  Solr Index Collection Management System • Collection Metadata • Images • Related Media
  40. 40. Future• Wireless in the galleries• Design more ‘playful’ interactions with content• Build for different audience• And, have audiences build different experiences
  41. 41. @beancreative
  42. 42. The Children’s Museum ofIndianapolis: Mobile Website
  43. 43. The Children’s Museum ofIndianapolis: Mobile Website
  44. 44. The Children’s Museum ofIndianapolis: Mobile Website
  45. 45. The Children’s Museum ofIndianapolis: Mobile Website
  46. 46. The Children’s Museum ofIndianapolis: Mobile Website
  47. 47. The Children’s Museum ofIndianapolis: Mobile Website
  48. 48. The Children’s Museum ofIndianapolis: Mobile Website
  49. 49. The Children’s Museum ofIndianapolis: Mobile Website
  50. 50. Thanks! Any questions? • Layla Masri President Bean Creative Funktional Web & Interactive Design @beancreative • Liz Neely Director of Digital Information and Access The Art Institute of Chicago @lili_czarina • Nancy Proctor Head of Mobile Strategy and Initiatives Smithsonian Institution @nancyproctor

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