This presentation discusses top trends in mobile engagement for cultural institutions. It notes that mobile technologies can help address issues like declining attendance and static content by allowing visitors to engage through their own phones. Key strategies highlighted include audio tours that let visitors learn at their own pace using their mobile devices, mobile websites with more contextual content for exhibits, and SMS messaging for list-building, scheduling reminders, and fundraising. A case study from the IAIA Museum of Contemporary Native Arts describes how they implemented an audio tour mobile experience to enhance visitor engagement and learning.

1. TOP TRENDS IN
MOBILE ENGAGEMENT
Presentation prepared for Cultural Institutions
MUSEUM

2. About Guide by Cell
● 14 years in business
● Largest provider of mobile
services to cultural/visitor
sector in the world
● No company in U.S. offers our
unique approach & tools
● 4,000 clients in 10 countries
○ Smithsonian
○ Monterey Bay Aquarium
○ Getty
○ Valley Forge National Park

3. We help solve the
problem of
visitor engagement
● Attendance down or flat
● Static content
● Competition for visitors attention
● No one wants to use a bulky tape
deck for an audio tour
● Using traditional fundraising methods
● Visitors not incentivized to return

4. Secret
Ingredients
● Visitors use their own phone to dial in to an audio tour
● Visitors self-enroll in various lists by sending a text
● Send a text with a link to the mobile web platform
● Schedule texts by calendar date or by sequence
● Create a mobile web page for every exhibit with more
information than can fit on a traditional wall sign

5. Guest Speakers
Mattie Reynolds
IAIA Museum of Contemporary
Native Arts
David Asheim
Founder & CEO
Guide by Cell

6. Why
MOBILE ?

7. Statistics
91% of U.S. citizens carry
their mobile device
within reach 24/7
Over 50% of U.S.
museums offer at least
one mobile experience.
Engagement is the primary
motivation for most “mobile
museums”
(Morgan Stanley) (American Alliance of Museums) (American Alliance of Museums)

8. Trends
● Structured tours supplemented
by mobile self-guided
● Location based improving
● More contextual interactions
● Post visit touching via SMS

9. Simple & Easy Access
● Easy for visitors to use
● No downloads
● Full participation
● Multiple access points
● Inexpensive
● Easy to start and manage

10. Mobile Interactions
SMS Mobile Web
● List Build
● Schedule Texts
○ Links
○ Content
○ Reminders
○ Ask questions
● Text Chat
● Create new pages in minutes
● Use polls and quizzes to engage
● Store videos, photos,documents
● Create mobile donation page

11. Mobile Interactions
Audio Tours Mobile Donate
● Visitors use own cell phones
● Enter various stop numbers to
learn and engage at their own
pace.
● Visitors without a mobile
phone, load the audio content
onto mobile devices they can
check out.
● An easy text sends a link to your
Mobile Donate page
● Allow donors to make an easy
one-time OR recurring payment
● Automatically send receipts and
thank you messages
● Detailed reporting module

12. Why Create
Mobile
Interactions?

13. Educate
Entertain&
What do you stand for?

14. Fundraising
Don't miss out
on after hours
opportunities.

15. Bring
People In
Mobile leads visitors into your funnel.

16. Reach Out
Mobile is a social media & tourism hook

17. A Cultural
Institution
A day at
Easy ways to engage visitors

18. Spread Mobile
Interactions Throughout

19. Visitor Arrives
As your visitors enter your cultural institution
suggest they call or text into a number and
learn about what they should see.

20. Visitor Takes
Self-Guided Tour
Allow your visitors to take a tour with
their phone as docent

21. Mattie Reynolds
IAIA Museum of Contemporary
Native Arts
● What you were looking to
accomplish?
● How did you decide Audio
Tours was best for you?
● Describe the visitor
experience at your
museum.
Questions:

22. Audio Tours
● Visitors can use their own phones
● Dial and enter prompts to hear audio clips
● Visitors can learn and engage at their own pace
● No downloads required
● Record audio prompts or upload existing audio files
from a computer or mobile device

23. Audio Tour Images

24. Audio Tour Images

25. Mobile Websites
● Visitors can access various stops by navigating
in the smartphone tour menu or sending a text
message to get a link
● See which exhibits are most popular
● See which part your visitors are taking
Feature countless ways to share information, engage
and track what your visitors are interested in.

26. Visitors Want Options
Let your visitor access your Cultural
Institution Directory with a
special keyword

27. Attractions in the Area
Visitors can easily learn about the
different attractions in the area.

28. Learn History
Take a self guided tour with a
smartphone web app

29. Visitors Can
Share Photos
Visitors want to share their
experience:
● Selfies
● Social Media

30. Visitor Wants to Attend
Live Performances
Visitors can receive reminders of
performances times & schedules.

31. Visitors want to learn more about
Your Organization
Visitors learn more by
completing a form.

32. Volunteer Docent Training
Easily train your volunteer docents by
sending out quick videos
via text.

33. Security Group Chat
Allow your security and safety staff
to communicate with a group text
and photo chat

34. Review Ideas
Educate Visitors
1. Mobile Website and
self-guided tours
2. Learn more about specific
places
3. Answer visitor questions
via Text Message
Engage Visitors
1. Games and quests
2. Scavenger hunts
3. Selfies!
4. Social Media Sharing
5. Comments and Feedback

35. Thank You
Mattie Reynolds
IAIA Museum of Contemporary
Native Arts
mattie.reynolds@iaia.edu
David Asheim
Founder & CEO
Guide by Cell
dave@guidebycell.com