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

Tuesday May 2, 2012

Mobile mavens• Layla Masri

PresidentBean Creative Funktional Web & Interactive Design@beancreative

• Liz NeelyDirector of Digital Information and AccessThe Art Institute of Chicago @lili_czarina

• Nancy ProctorHead of Mobile Strategy and InitiativesSmithsonian Institution@nancyproctor

Maximize mobile

Know thy audience

Not likely to read your bylaws on her smartphone

Know thy audience: Pre-visit needs

• Logistics (hours, directions, concessions, parking)

• Exhibits

• Events and ticketing

• Visit tools (schedule, map)

Know thy audience: During museum visits

• Maps

• Exhibits

• Collections data & interpretation

• Interactive experiences

Know thy audience: Post-visit needs

• Engagement & interaction

• Feedback

• Interpretation

• Social sharing

• Merchandising

• Membership

Know thy audience: Define Engagement

Content counts

Content counts

Content production is hard…do you have what it takes?

Content counts

What 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, ExpressionEngine

Tech tools

Set 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 Web 2009: Paper: Samis, P. and S. Pau, After the Heroism, Collaboration: Organizational Learning and the Mobile Space http://www.museumsandtheweb.com/mw2009/papers/samis/samis.html#ixzz1szWkfUih

Why mobile?

Mobile is strategic

“You don’t need a mobile strategy;you need mobile to be part of the strategy.”

Edward Hoover, 2010, from Flickr.

The museum is a distributed network

What is mobile, anyway?

Mobile includes both: Pocketable (phones,

iPods, gaming devices)

Smartphones (apps and mobile

web)

Podcasts (video and audio)

BYOD (bring your own device)

Mobile web sites

& Portable (tablets and eReaders)

& ‘Dumb’ phones (voice calls and txting)

& other downloadable content (PDFs, eBooks)

& mobile devices provided on-site at the museum

& Large-screen websites on mobile devices

Understanding the mobile behaviors of your audience is the first step in

building a mobile strategy or product.

What are your audience’s mobile habits?

Inactives 11%

Increasing mobile

sophistication

• Use mobile Internet weekly• Visit social networks weekly• Consume news and information

• Stream music or video• Purchase music tracks• Purchase mobile content

• Send or receive email• Use maps or navigation• Use mobile Internet less than weekly

Mobile Technographics

Entertainers9%

SuperConnecteds20%

Connectors15%

Communicators

21%

Talkers34%

• Use no data service except:─SMS, MMS, or IM─Email less than monthly

• Only use voice

• Do not own a mobile phone

Why are they visiting?Whom are they visiting with?Are they visiting at all?

CONTEXT:

Thinking about content:Some approaches to keep in mind:?

Question mapping in the gallery:

What do visitors want to know?

• Semi-structured interviews• FAQs and comments cards • Questions posed to staff…

Playing to our “niche” strengths

Image from http://cathexis.typepad.com/cathexis/2006/12/enterprise_20_t.html

Chris Anderson: http://smithsonian20.si.edu/schedule_webcast2.html

Mas

s M

arke

ts

Niche Markets

Mobile is social media

Halsey Burgund’s ScapesdeCordova Sculpture Park & Museum

http://wiki.museummobile.info/archives/16082

Crowdsourcing

http://si.edu/mobile

Wikipedia’s World

http://www.flickr.com/photos/cambodia4kidsorg/4294119350/

400 millionper month

85,000

1,487Wikipedia’s World:

Wikipedia’s World

http://www.flickr.com/photos/cambodia4kidsorg/4294119350/

30,000

70

Smithsonian Mobile app: 1

Metrics of success

1. Accessibility

2. Quality

3. Relevance

4. Sustainability

5. Accountability

The next big mobile technologies?

Lowlands: the Stedelijk Museum’s Artourshttp://www.stedelijk.nl/en/now-at-the-stedelijk/spotlight/artours

Image recognition Augmented Reality

http://mobile.getty.edu/gettygoggles/

@lili_czarina

Focused on collections-focused content

“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 NYCA List Apart, April 24, 2012

Responsive

Adaptive

Make content portable & reusable

Collection Management System• Collection Metadata• Images• Related Media

Web Services• Structured Data -- XML/SOAP Solr Index

Publication Authoring (TAP/Drupal)• Layout data/media specific to installation• Exports TourML – Tour specification

iPad User Interface• Reads TourML – Tour specification

Future

• Wireless in the galleries• Design more ‘playful’ interactions with

content• Build for different audience• And, have audiences build different

experiences

@beancreative

The Children’s Museum of Indianapolis: Mobile Website

The Children’s Museum of Indianapolis: Mobile Website

The Children’s Museum of Indianapolis: Mobile Website

The Children’s Museum of Indianapolis: Mobile Website

The Children’s Museum of Indianapolis: Mobile Website

The Children’s Museum of Indianapolis: Mobile Website

The Children’s Museum of Indianapolis: Mobile Website

The Children’s Museum of Indianapolis: Mobile Website

Thanks! Any questions?• Layla Masri

PresidentBean Creative Funktional Web & Interactive Design@beancreative

• Liz NeelyDirector of Digital Information and AccessThe Art Institute of Chicago @lili_czarina

• Nancy ProctorHead of Mobile Strategy and InitiativesSmithsonian Institution@nancyproctor