The document outlines the Smithsonian Institution's approach to interpretation and mobile engagement, emphasizing the importance of diverse voices and technology in enhancing visitor experience. It highlights the strategic plan to broaden access to collections through mobile platforms, addressing challenges and benefits of mobile technology in reaching various audiences. Additionally, it discusses ongoing mobile projects and research efforts aimed at improving public interaction with Smithsonian resources.

1. Smithsonian MobileNancy Proctor proctorn@si.edu 29 September 2010

2. Why interpretation?

3. Interpretation is as essential to the Museum as cutlery is to a banquetBeth Lipman, Bancketje (Banquet) 2003 3

4. If the Museum doesn’t provide it:Some visitors may bring their own,

5. Some may eat only the finger food,

6. Some may choose another restaurant,

7. Many will go away hungry, feeling uninvited and unwelcome.Beth Lipman, Bancketje (Banquet) 2003 4

8. Tate Modern’sPrinciples of InterpretationInterpretation is at the heart of the gallery’s mission.Works of art do not have self-evident meanings. Works of art have a capacity for multiple readings; interpretation should make visitors aware of the subjectivity of any interpretive text. Interpretation embraces a willingness to experiment with new ideas.We recognise the validity of diverse audience responses to works of art.Interpretation should incorporate a wide spectrum of voices and opinions from inside and outside the institution.Visitors are encouraged to link unfamiliar artworks with their everyday experience.

9. VelcroTeflonhttp://www.slideshare.net/psamis/learning-in-museums-2008-intro-remarks

10. How does it support SI’s mission?

11. Smithsonian InstitutionMISSIONThe Increase and diffusion of knowledgeVISIONShaping the future by preserving our heritage, discovering new knowledge, and sharing our resources with the worldVALUESDiscovery, Creativity, Excellence, Diversity, and ServiceStrategic Plan 2010:Reimagining the Smithsonian FOUR GRAND CHALLENGESUnlocking the Mysteries of the UniverseUnderstanding and Sustaining a Biodiverse PlanetValuing World CulturesUnderstanding the American ExperienceTHREE CROSS-CUTTING THEMESBroadening AccessRevitalizing EducationCrossing Boundaries

12. Broadening AccessNew tools and technologies will exponentially broaden our access worldwide.

13. The Nation’s growing diversity challenges us to reach new audiences ensure that the Smithsonian collections, exhibitions, and outreach programs speak to all Americans. We also must remain relevant to visitors who come from around the world. To accomplish this, we will leverage the power of technology using new media and social networking tools to deliver information in customized ways to bring our resources to those who cannot visit in person.

14. Digitizing the collections and making accessible online are major Institutional priorities, as is exploring next-generation technologies that speak to “digital natives” who expect to be reached online. Finally, we will improve the visitor experience, for even in the digital age, physical access to the “real thing” has enduring value.Why mobile?

15. In the Museum as Distributed Network…12

16. …at least half of the Museum’s platforms are already mobile.13

17. So if we want to meet our audiences where they areAnd take them some place new…

18. Mobile is a great vehiclehttp://www.youtube.com/watch?v=6ILQrUrEWe815

19. Mission, Metrics & Mobile at SI

20. “For the increase & diffusion of knowledge”

21. “For the increase & diffusion of knowledge”

22. How does mobile help SI?Mobile is global, and its reach is key to “the increase and diffusion of knowledge” in the 21st centuryMobile is opening up access to and dialogue with new audiences in:Emerging global markets

23. Developing nations

24. Rural/remote communities

25. Spanning generations

26. Niche communities of interest and passion for SI’s collections and researchMobile gives us new tools for scholarship, research, outreach and staying relevant to our constituentsMobile challenges us to ‘think differently’ about how we do business in a new learning & communications economy

27. ConcernsCellphone use will disrupt the galleries and encourage people to talk on their phones.Visitors will take pictures of the art with their phones.Interpretation distracts visitors from actually looking at the work, making it a superficial experience.Not everyone has a cellphone or smartphone.Signage and guards reinforce gallery etiquette.They already do, but signage and guards protect SI.Depends entirely on content design.True, so multiple interpretation platforms are necessary.

28. Mobile Research at SFMOMA

29. Mobile Improved Visitors’ Experience 2010 Mobile Tour evaluation…. (Top box %)Very easy to use…Very satisfied…Strongly recommend…Made visit much more enjoyable…Made artworks much more meaningful…Q. Guide RatingsNote: Percentages represent the highest ratingFUSION RESEARCH + ANALYTICS

30. Those who chose the iPod and cell phone formats rated them more highly than traditional headset tour users rated theirs.(although the content was identical!)Randi Korn & Associates, SFMOMA, 2006

31. Phone logs enabled us to see patterns in where visitors wanted information most:(or perhaps where they or could find the labels!)Randi Korn & Associates, SFMOMA, 2006

32. In fact, GuideBy Cell now mashes up area codes and Google Maps to reveal where visitors are from:

33. Multimedia Tours Impact on Time Spent in the Galleries Q. How did the Mobile Tour impact the amount of time you spent in the museum today? FUSION RESEARCH + ANALYTICS study at SFMOMA Summer 2010

34. Feedback on Multimedia TourKahlo exhibition at SFMOMA, 2008

36. JacksonvilleZoo’s Research*Scale: 7 = strongly agree through 1 = strongly disagree.Source: Institute for Learning Innovation & the Jacksonville Zoo.

37. The more interpretation used, the greater the visitor satisfactionRandi Korn & Associates, SFMOMA, 2006

38. SI Mobile Projects to Date

39. Mobile ArtJanet Cardiff, Words Drawn in Water,2005

40. Over 20 Podcasts from across SI

41. Numerous cellphone toursNASM "Explore the Universe"

42. NPG “Faces of the Frontier” exhibition

43. NPG "Mask of Lincoln" exhibition

44. AAA exhibition

45. NMAI gardens

46. SAAM Luce Center audio tour

47. SAAM “William Wegman” exhibitionMobile Websites

48. NMAI.SI.edu/mobilehttp://smithsonian-webstrategy.wikispaces.com/Fritz+Scholder+mobile+web+tour

49. NMAI Vantage Point

50. Cooper-Hewitt TriennialMobile Exhibition Website

51. Mobile.NASM.SI.eduhttp://smithsonian-webstrategy.wikispaces.com/NASM+Mobile+Website

52. Chandra Xray Observatory

53. www.postalmuseum.si.edu/mobile/

54. GoSmithsonian.com (mobile)http://smithsonian-webstrategy.wikispaces.com/GoSmithsonian+Mobile

55. Apps

56. Design USA at Cooper-Hewitt“Don’t even think about not using it because then you won’t truly see the show.”Roberta Smith, NY Times, 14 January 2010http://www.nytimes.com/2010/01/15/arts/design/15design.htmlhttp://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour

57. MEanderthalhttp://smithsonian-webstrategy.wikispaces.com/MEanderthal

58. Yves Klein at the Hirshhornhttp://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour

59. Games & Mobile Learning

60. Smithsonian Connections

61. NASM “Got a Question?” Txt Test one week

62. 84 unique users

63. 88 responseshttp://smithsonian-webstrategy.wikispaces.com/NASMmobile_gotaquestion

64. ARGs: GOAC & PHEON

66. mLearning Workshops

67. Mobile Learning at the Hirshhorn

68. Plus, in development:Cross-platform games: NMNH, Zoo & NMAH (in addition to Ghosts of a Chance & PHEON at SAAM)

69. Mobile giving initiatives being piloted at NASM

70. Mobile sign language guides in development at SAAM (already online at http://americanart.si.edu/education/asl/)Important research by Laboratory for Visual Learning, Harvard-Smithsonian Center for Astrophysics finds efficacy of iPads and eBook readers in helping learning disabled to read

71. Also in the PipelineNMNH Leaf-identifier app

72. Mall visitors’ app