Mixing Social Glue with
  Bricks and Mortar
 Experiments Using the Mobile Web to Connect
        People, Objects, and Muse...
Jeff Doyle
Open Museum
 www.openmuseum.org
Mobeum
A mobile browser based tour for small museums and
                    galleries
Mobeum is designed for sharing

 •   Parallel content with Open Museum

 •   But presented in a tour-oriented format

 •  ...
Digression:

What is Open Museum?
Open Museum is a
Participatory Exhibit Space
 For Artists, Museums, and
      Art Enthusiasts
What kind of
 Museums?
• Art Museums
• Individual Artists
• Artist Collectives
• Art and Design Schools
• History Museums
“Open Museum is a Participatory Exhibit
  Space For Artists, Museums, and Art
             Enthusiasts”


What does ‘parti...
Visitors can friend
 individual museums
   and subscribe to
       museum
  announcements by
   email or in their
 persona...
Visitors can favorite and comment on objects




               And they do...
Open Museum visitors are social

• 11.11 Pages per Visit
• 00:07:10 Average Time on Site
• 584 comments last month (out of...
Why am I telling you
      this?
Open Museum is not a
Collections Management System
Open Museum is a
Digital Outreach Tool
Digital Outreach:

creating, building, and sustaining relationships
   between museums, artists, and visitors
Our specific recipe for digital outreach:



       building relationships and
      fostering social interactions
        ...
Thick Objects
Social Objects


•   Commenting

•   Favoriting

•   Sharing (Facebook & Twitter)
The Fine Print




N.B. This is not going to appeal to everybody.
Back to Mobile
Our Initial Goal
     Use mobile tours to establish
     ongoing relationships between
         museums and visitors

  .....
What we were smoking




 The Digital Outreach Viral Loop
Preliminary Mobeum Specs

• For Small Art and History Museums
• Adult Audience
• Mobile browser (Smartphone +)
• Audio, vi...
Pilot Partner
The Hood Museum of Art
 at Dartmouth College
About the Hood
•   A university teaching collection

•   18 Full-time staff (down from 24)

•   One web guy who also does ...
Pilot Content
24 Paintings and Sculptures from the European Collection



•   Object label as displayed

•   Panel text

•...
‘Agile’ Development Plan

  • get something working fast
  • test
  • fix the most broken things
  • rinse and repeat
Lessons Learned
             (four easy, two hard)


• QR codes aren’t ready for prime time
• All phones are NOT created e...
Getting there
 is half the fun
For the first test session anyway
QR codes aren’t ready for
           prime time

   • A lot of people had never seen them
   • Nobody had ever scanned one...
All phones are NOT created Equal

• Not everybody has a smart phone
• Not everybody knows if their phone is ‘smart’
• Some...
You can’t kill two birds with one stone

       • Learning curve - don’t make them think
       • The sense of the visit
 ...
The Mobeum tour interface
just shows content from the tour
Mobile browser interface
provides access to all site content
But the underlying objects are the same
Earphones
      •   Cell phones are noisy even just for listening

      •   Not everybody carries earphones

      •   Se...
That was pretty easy

          ...

Now for the hard ones
The Content Iceberg
If you are spending more time/money on technology

        than you are spending on content,

  You are probably misalloca...
And in closing,

a hard question I don’t have an answer to...
Authority or Hospitality?
      • Who decides what is said?
      • Who vets the content?
      • Who interacts with the v...
MW2010: J. Doyle + M. Doyle, Mixing Social Glue with Brick and Mortar: Experiments Using the Mobile Web to Connect People,...
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MW2010: J. Doyle + M. Doyle, Mixing Social Glue with Brick and Mortar: Experiments Using the Mobile Web to Connect People, Objects, and Museums

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A presentation from Museums and the Web 2010.

We present the results of a case study testing Open Museum’s Mobile service in partnership with the Hood Museum of Art at Dartmouth College. We explore preferences, challenges, and barriers to use for the various participants (including visitors, our museum partners and Open Museum itself) and look at the lessons learned about the technical, content, and social aspects of a mobile Web access project in museums.

Session: Mobiles: A Panel [mobile]

see http://www.archimuse.com/mw2010/abstracts/prg_335002271.html

Published in: Technology, Education
  • The full paper from this MW2010 presentation is freely available online:

    Doyle, J. and M. Ward Doyle, Mixing Social Glue with Brick and Mortar: Experiments Using the Mobile Web to Connect People, Objects, and Museums. In J. Trant and D. Bearman (eds). Museums and the Web 2010: Proceedings. Toronto: Archives & Museum Informatics. Published March 31, 2010. Consulted June 10, 2010.

    http://www.archimuse.com/mw2010/papers/doyle/doyle.html
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MW2010: J. Doyle + M. Doyle, Mixing Social Glue with Brick and Mortar: Experiments Using the Mobile Web to Connect People, Objects, and Museums

  1. 1. Mixing Social Glue with Bricks and Mortar Experiments Using the Mobile Web to Connect People, Objects, and Museums
  2. 2. Jeff Doyle Open Museum www.openmuseum.org
  3. 3. Mobeum A mobile browser based tour for small museums and galleries
  4. 4. Mobeum is designed for sharing • Parallel content with Open Museum • But presented in a tour-oriented format • The same content is also accessible via the web • So it can be shared with friends • Bookmarked, and commented upon
  5. 5. Digression: What is Open Museum?
  6. 6. Open Museum is a Participatory Exhibit Space For Artists, Museums, and Art Enthusiasts
  7. 7. What kind of Museums?
  8. 8. • Art Museums • Individual Artists • Artist Collectives • Art and Design Schools • History Museums
  9. 9. “Open Museum is a Participatory Exhibit Space For Artists, Museums, and Art Enthusiasts” What does ‘participatory’ mean?
  10. 10. Visitors can friend individual museums and subscribe to museum announcements by email or in their personal news feed. (Fewer than 3% disable email notification.)
  11. 11. Visitors can favorite and comment on objects And they do...
  12. 12. Open Museum visitors are social • 11.11 Pages per Visit • 00:07:10 Average Time on Site • 584 comments last month (out of 76,000 page views) • 28% of traffic comes from Facebook
  13. 13. Why am I telling you this?
  14. 14. Open Museum is not a Collections Management System
  15. 15. Open Museum is a Digital Outreach Tool
  16. 16. Digital Outreach: creating, building, and sustaining relationships between museums, artists, and visitors
  17. 17. Our specific recipe for digital outreach: building relationships and fostering social interactions around thick objects
  18. 18. Thick Objects
  19. 19. Social Objects • Commenting • Favoriting • Sharing (Facebook & Twitter)
  20. 20. The Fine Print N.B. This is not going to appeal to everybody.
  21. 21. Back to Mobile
  22. 22. Our Initial Goal Use mobile tours to establish ongoing relationships between museums and visitors ... and between visitors and objects (and encourage visitors to share those relationships with their social network)
  23. 23. What we were smoking The Digital Outreach Viral Loop
  24. 24. Preliminary Mobeum Specs • For Small Art and History Museums • Adult Audience • Mobile browser (Smartphone +) • Audio, video, text, images • Linear and random access
  25. 25. Pilot Partner The Hood Museum of Art at Dartmouth College
  26. 26. About the Hood • A university teaching collection • 18 Full-time staff (down from 24) • One web guy who also does publications • Static web site (no google analytics) • Facebook page has 381 fans • Tried twitter and didn’t like it
  27. 27. Pilot Content 24 Paintings and Sculptures from the European Collection • Object label as displayed • Panel text • Related images • 7 - 10 thematic audio clips
  28. 28. ‘Agile’ Development Plan • get something working fast • test • fix the most broken things • rinse and repeat
  29. 29. Lessons Learned (four easy, two hard) • QR codes aren’t ready for prime time • All phones are NOT created equal • You can’t kill two birds with one stone • Earphones • The content iceberg • Authority vs. Hospitality
  30. 30. Getting there is half the fun For the first test session anyway
  31. 31. QR codes aren’t ready for prime time • A lot of people had never seen them • Nobody had ever scanned one • Nobody had a QR code reader installed • This was not what they wanted to think about on a visit the the museum On the other hand, they are a great attention-getter
  32. 32. All phones are NOT created Equal • Not everybody has a smart phone • Not everybody knows if their phone is ‘smart’ • Some people will try to use the site anyway We decided to wait this one out...
  33. 33. You can’t kill two birds with one stone • Learning curve - don’t make them think • The sense of the visit • Search vs. Lookup • Missing objects • Preferred content We decided to build two different mobile interfaces One for tours, the other for browsing
  34. 34. The Mobeum tour interface just shows content from the tour
  35. 35. Mobile browser interface provides access to all site content
  36. 36. But the underlying objects are the same
  37. 37. Earphones • Cell phones are noisy even just for listening • Not everybody carries earphones • Sell them or loan them or give them away • You can sell them for $2 and not lose money The Hood hasn’t decided what to do about this yet But they don’t get so many visitors that they need to worry...
  38. 38. That was pretty easy ... Now for the hard ones
  39. 39. The Content Iceberg
  40. 40. If you are spending more time/money on technology than you are spending on content, You are probably misallocating your resources
  41. 41. And in closing, a hard question I don’t have an answer to...
  42. 42. Authority or Hospitality? • Who decides what is said? • Who vets the content? • Who interacts with the visitors? Not everybody wants to interact with the ‘rabble’ But if you don’t interact with visitors, then how can you know what they care about? I don’t have an answer to this...

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