Mobile Content Strategy for Museums

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  • Mobile Content Strategy for Museums

    1. 1. pleinairinteractive.com
    2. 2. welcome...To participate:hello@pleinairinteractive.com pleinairinteractive.com
    3. 3. 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
    4. 4. Questions... How many of you have a computer? Smartphone? Tablet? pleinairinteractive.com
    5. 5. 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
    6. 6. 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
    7. 7. 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
    8. 8. Why care about mobile? pleinairinteractive.com
    9. 9. 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
    10. 10. Museums + Mobile 4 in 10 museums don’t offer any mobile features Visitors expect to use their own devices pleinairinteractive.com
    11. 11. Why care about mobile? Connect to new audiences Younger, tech savvy Connect anywhere, anytime Stronger connections to existing audiences pleinairinteractive.com
    12. 12. Connect to new audiences Source: Reach Advisors pleinairinteractive.com
    13. 13. 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
    14. 14. Mobile Devices Smart phone pleinairinteractive.com
    15. 15. Mobile Devices Tablets pleinairinteractive.com
    16. 16. Mobile Devices Laptops (yes, laptops) pleinairinteractive.com
    17. 17. What analog device did they replace? Computer Tablet Smartphone pleinairinteractive.com
    18. 18. What analog device did they replace? Computer = typewriter Tablet = book Smartphone = “dumb” phone pleinairinteractive.com
    19. 19. When do we use them? (context) Computer Tablet Smartphone pleinairinteractive.com
    20. 20. Device Context Computer = work Tablet = reading, casual Smartphone = immediate, location sensing pleinairinteractive.com
    21. 21. Computer - Tasks Build a website Write a book BUY CREATE pleinairinteractive.com
    22. 22. Tablet - Tasks View a website Read a book BUY CONSUME information pleinairinteractive.com
    23. 23. 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
    24. 24. GamesWeatherSocial networkingMaps, navigation, searchMusicNewsEntertainment Most frequentVideo, moviesShopping/retail mobile tasksDining/restaurantSportsProductivityCommunicationTravel pleinairinteractive.com
    25. 25. NewsWeatherEmail Top 5 mobile usageSocial media categoriesPersonal Interest pleinairinteractive.com
    26. 26. Computer - Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11 pleinairinteractive.com
    27. 27. Smartphone - Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11 pleinairinteractive.com
    28. 28. Tablet - Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11 pleinairinteractive.com
    29. 29. What do we use to buy? 83% - computer owners 63% - tablet owners 31% - smartphone (impulse buys) - JumpTap/comScore pleinairinteractive.com
    30. 30. Who buys? Tablets: 67% of men 39% of women Smartphones: 39% of men 23% of women - JumpTap/comScore pleinairinteractive.com
    31. 31. 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
    32. 32. 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
    33. 33. 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
    34. 34. 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
    35. 35. Mobile app usage 25% of apps are used just once Apps w/heavy usage fall into distinct categories pleinairinteractive.com
    36. 36. MEanderthal pleinairinteractive.com
    37. 37. MEanderthal pleinairinteractive.com
    38. 38. MEanderthal pleinairinteractive.com
    39. 39. Mobile website design techniques “Detect and direct” Responsive Web Design pleinairinteractive.com
    40. 40. 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
    41. 41. Examples - detect and direct www.pleinairinteractive.com www.walkerart.org mobile.boston.com www.imamuseum.org/mobile www.capeannmuseum.org pleinairinteractive.com
    42. 42. pleinairinteractive.com
    43. 43. 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
    44. 44. Responsive Web Design <link rel="stylesheet" type="text/css" media="screen and (max-device-width: 480px) and (resolution: 163dpi)" href="shetland.css" /> pleinairinteractive.com
    45. 45. Examples - Responsive Web Design www.happycog.com www.cooperhewitt.com curator.pleinairinteractive.com pleinairinteractive.com
    46. 46. 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
    47. 47. Mobile Usability “Design for mobile first.” - Luke Wrobleski “If in doubt, leave it out.” - Jakob Nielsen “Make it tapworthy.” - Josh Clark pleinairinteractive.com
    48. 48. 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
    49. 49. 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
    50. 50. Mobile Content Strategy Create: Digital Engagement pleinairinteractive.com
    51. 51. Trends to watch Augmented reality Artificial intelligence Image recognition Biometrics Transactions HTML5 Native >> Web pleinairinteractive.com
    52. 52. Don’t..... pleinairinteractive.com
    53. 53. Don’t..... wtfqrcodes.com pleinairinteractive.com
    54. 54. Don’t say.... Click here! pleinairinteractive.com
    55. 55. 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
    56. 56. 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
    57. 57. Q&Ahello@pleinairinteractive.com pleinairinteractive.com
    58. 58. Thank you Rob Landry rob@pleinairinteractive.com www.pleinairinteractive.com @portlandhead, @gopleinair facebook.com/gopleinair linkedin.com/in/robertarthurlandry pleinairinteractive.com

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