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Transcript of Mobile Social Media
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Mobile Social Media
Cross-platform mobile content designbeyond the ‘stop’ and the ‘tour’
Universidad del País Vasco 7 July 2010
Nancy Proctor [email protected] Institution
The Smithsonian Institution as a Distributed Network
or
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What are our audienceslooking for?
What do they need?
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The Smithsonian Institution
More than 30 million visitors in 2009& 180 million ‘virtual’ visitors
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A Network for the Increase & Diffusion of Knowledge
• 19 Museums• 156 Affiliate museums• 9 Research centers• More than 136 million objects, artworks and specimens
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In the Museum as Distributed Network…
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…at least half of the Museum’s platforms are already mobile.
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So if we want to meet our audiences where they are
And take them some place new…
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Mobile is a great vehicle
http://www.youtube.com/watch?v=6ILQrUrEWe8
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http://picasaweb.google.com/anup.rao/HaifaAkkoIsrael#4954285426665324562
Falling on deaf ears?
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Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
It’s not about the technologyIt’s not about the technology
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Thinking outside the audio tour box
Thinking about content and experience design
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Thinking outside the audiotour box
Means going fromheadphones to microphones
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Think beyond the research
2009
1. CHNM survey on Museums and Mobile Adoption
2. Learning Times International Survey on handheld use in museums.
2008
1. Whitney Museum of American Art: Audio Guide Technologies Survey Final Report
2007
1. Matthew Barney: Multiplatform interpretation at SFMOMA
2. La Placa Cohen Culture Track 2007 (with Antenna Audio)
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Think beyond the pilot
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Question mapping in the gallery:
Think beyond Think beyond what what we we want to tell want to tell
themthem
• Semi-structured interviews
• FAQs and comments cards
• Questions posed to staff…
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Think beyond the ‘stop’
1. +-+-+-+-+ Soundtracks
2. o o o o Soundbites
3. x x x x Interactives
4. | | | Links
5. ^ ^ ^ Feedback
6. § § § Social media
Narrowcast/Offline orNetworked
Networkedonly
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Think cross-platform& about pre-, during & post-visit
Audio player
Multimedia player
Personal media player
Cellphone
SmartMobile
Browser
phonesMobile App
ShortSoundbite
X X X X X X
LongSoundtrack
x x X (x) X X
Interactive
X X X
Links X X X
Feedback X X X
Social media
X X
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Think outside the Acropolis
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The Reynold’s Center, home of the Smithsonian American Art Museum & National Portrait Gallery
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Think about the Agora
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Kogod Courtyard of the Smithsonian American Art Museum; quotation by Steven Zucker, 2008
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Photo by Mike Lee, 2007; from the American Art Museum’s Flickr Group
And reach audiencesbeyond the museum’s walls
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Think beyond the Multi-platform Museum
Edward Hoover, 2010, from Flickr.
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From “We do the talking” to “We help our audiences do the talking.”
http://smithsonian20.si.edu/schedule_webcast2.html
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Think beyond the blockbuster
Thinking about the long tail…
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Museums are very good at niches
• Niche collections• Niche expertise• Niche content
Can we be good at long tail markets too?“It's possible to be niche and popular at the same time.”
– Natasha Waterson Royal Observatory
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Mobile is personal
and social
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The Un-tour
What would a mobile experience look like
That plays to museums’ natural strengths
That is not built for the mass market
That does not aim to be a blockbuster
That connects small communities of passion
That is not a tour?
That is mobile social media?
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Gardening Change Model*
Build a platform &cultivate Web 2.0
as a way of thinkingabout work
* Via Josh Greenberg, NYPL & Mike Edson @mpedson
Every user is ahero
In their ownepic journey
http://tinyurl.com/y4g5c27
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… Capture data & feedback on where visitors go, what they see, and what questions they ask
Analytics & metrics
Search & interactive maps (don’t forget the services!)
‘Create (comment), share, connect’ functionality
Contributors decide with whom they share their contribution
1. Listen to your audiences
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… Help audiences connect: with content, collections, each other
Support the community/conversation with comments, answers, or new content ‘just in time’
“Don’t be stingy” – or cheap! Quality content is worth the investment (in time & expertise as well as money)
Develop strategies and events to help connect individuals: SlowArt; Nina Simon’s work; Brooklyn Museum…
2. Help communities of interest form around content & experiences
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… Take the museum into the world
LBS
AR
‘Easter Eggs’
… Connect people, places & content
e.g. connecting web & on-site visitors
… Give audiences meaningful things to do
3. Create adventure, surprise & serendipity
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Build a ‘distributed network’, not just a multi-platform museum
Every platform is a community
Use both generic & museum-focused social media platforms
Avoid ‘orphans’
Iterate
4. Connect the dots
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Tate’s Miroslaw Balka: How it is & Tate Trumps
American Museum of Natural History’s Dinosaurs
Museum of London’s Street Museum
Scopitone, CultureClic
Musetrek
SM in Toura, Autour (Tristan), Nousguide
SCVNGR
Foursquare, Gowalla
Some models to look at
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Let the artists be our guides
Oxygenate! 2006-7Joanna Rajkowska
Words Drawn in Water, 2005Janet Cardiff
Follow Through, 2005Jennifer Crowe & Scott Paterson
Euphorium2002-3 Antenna Theater
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Smithsonian Mobile & more
http://smithsonian-webstrategy.wikispaces.com/mobile
http://www.youtube.com/user/SmithsonianMobile
#SIMobile
#SI20
http://tatehandheldconference.pbworks.com
http://museummobile.info/
#mtogo
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Robin White Owen
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James Bradburne
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Deborah Howes
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Bruce Wyman
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iGo: 1994
http://www.worldmind.com/media/text/clients/visible/visible.html
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SI Guide: 2005
http://www.smithsonianmag.com/travel/From_the_Secretary_Guiding_Light.html
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Podcasts
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Cellphone tours
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NMAI.SI.edu/mobile
http://smithsonian-webstrategy.wikispaces.com/Fritz+Scholder+mobile+web+tour
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Mobile.NASM.SI.edu
http://smithsonian-webstrategy.wikispaces.com/NASM+Mobile+Website
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GoSmithsonian.com (mobile)
http://smithsonian-webstrategy.wikispaces.com/GoSmithsonian+Mobile
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Design USA at Cooper-Hewitt“Don’t even think about not using it
because then you won’t truly see the show.”
http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour
Roberta Smith, NY Times, 14 January 2010http://www.nytimes.com/2010/01/15/arts/design/15design.html
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MEanderthal
http://smithsonian-webstrategy.wikispaces.com/MEanderthal
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Yves Klein at the Hirshhorn
http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour
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mLearning Workshops
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Cooper-Hewitt TriennialMobile Exhibition Website
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In the Pipeline Extensive research into Mall visitor audiences
Mall visitors’ app
NMAI exhibition tour app
Zoo app
Mobile giving
NMNH Leaf-identifier app
NMAH cross-platform game
Mobile cross-collections search
Experiments in Augmented Reality
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Where are we going?1. Best practice documentation
2. Infrastructure: ubiquitous secure hosting platforms for mobile content management &
publishing analytics to support opensource applications
3. Standards
4. A Smithsonian Mobile Architecture and framework
5. A Mobile Toolkit
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Some of the tools… Smithsonian Commons Mobile
Collections search
Image delivery
Events calendars
Maps and wayfinding
“About…” content and functionality
Visitor feedback capture
Social media functions/communities of interest
Mobile metrics and campaign functions
Mobile advertising and promotions
Location-based functions
Augmented reality
?? What would you add?
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Smithsonian Mobile & more
http://smithsonian-webstrategy.wikispaces.com/mobile
http://www.youtube.com/user/SmithsonianMobile
#SIMobile
#SI20
http://tatehandheldconference.pbworks.com
http://museummobile.info/
#mtogo