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MCN ArtClix presentation
- 1. ARTCLIX High Museum of Art, Atlanta Julia Forbes & Nicole Cromartie
- 2. Concept Meeting in Atlanta –July 2010 GOAL: In an effort to connect with a younger audience, we began exploring ways that technology might serve as an interpretive tool within our galleries. Experts we invited to brainstorm with us: •Bruce Wyman, Director of Creative Development, Second Story Interactive Studios •Nancy Proctor, Chief of Mobile Strategy, Smithsonian Institution •Ed Price, Director, Interactive Media Technology Center, GA Tech •Brian Jones, Research Engineer, Interactive Media Technology Center, GA Tech •Christopher Klaus, Founder/CEO Kaneva •Beth Harris, Director of Digital Learning, MoMA Approach #1: Bookmarking Approach #2: Questions and Answers Approach #3: Understanding and breaking down exhibit
- 4. Core Internal Team Education/Interpretation Marketing/Social Media Registrar/Image Rights Curatorial Graphics/Design Project formally kicked off in December 2010 with opening of October 7, 2011
- 5. Goals Intrigue and engage younger audiences Encourage conversations about the artwork between visitors and the staff of the High Museum of Art. Create an experience that allows visitors to share their pictures and thoughts via social media Make use of social media and increase the profile of the High Museum of Art on social media platforms Leverage the natural/desired interactions of users; create an experience that seemed
- 6. Measurables Track individual downloads Number of postcards sent Number of postcards viewed Track if High’s Facebook and Twitter followers increases uncharacteristically during run of exhibition Our goal is that10% of visitors are ArtClix users
- 9. ArtClix PIN in gallery
- 13. Social Technologies Participation Statistics 80% **adults over 18 in U.S. as of August 2009 70% 60% Creators (produce content, upload videos, write blogs) 50% Critics (submit reviews, rate content, comment on social media sites) Collectors (organize links and content) 40% Joiners (maintain accounts on social network sites) Spectators (read blogs, watch 30% YouTube, visit social sites) Inactives (don’t visit social sites) 20% 10% 0% Creators Critics Collectors Joiners Spectators Inactives
- 14. Topline Findings October 2011
- 16. Admin tool
- 17. Admin tool
- 18. Admin tool
- 19. Challenges
- 20. Challenges
- 22. Results
- 23. Results
- 24. Reviews “Remember when you weren’t allowed to take photos in museums? Well now the High wants you to! Simply download the High’s new free ArtClix app, then take a photo of a piece of art at the exhibit. ArtClix will give you more detailed information, and you’ll be able to share your thoughts with other users.” AtlantaBoy.com, October 28, 2011 “As you walk through the exhibit, you're actually encouraged to use your phone to photograph the work. Use ArtClix to snap a picture of Pablo Picasso's “Girl before a Mirror” and you'll be taken to a page with more information about this 1932 painting. You can also use the app to share your comments about the piece or see what other people have said about it.” Atlanta Metromix, October 21, 2011 “...New for this exhibit is an application called ArtClix for the High's “tech savvy members” that allows smart phone users to take pictures of the artwork and get more information, including the audio files that normally are an extra cost. When was the last time anyone was encouraged to take a photo in a museum? Normally, that behavior brings a polite tap, or more, from security.” Atlanta Business Chronicle, Lisa R. Schoolcraft, October 7, 2011
Editor's Notes
- JF: Intro NC, PR, and BWIntro to presentation
- JF:Decision to make an appExpert brainstormDescribe approaches3 weeks later, presentation to MESTrip to London – Tate Handheld Conference September 2010Rent/own devidewifiShow 2S slide
- JF
- JF
- JFThis is what the app does….Experience is:Take picsShare via FB/Twitter/emailShare with each other in the community
- JFAs last week we were at 5%52,138 visitors; 2851 downloads
- NC:Three goals:Needs to be about experience, not about Picasso to WarholNeeds to be a name that can stay with the app & be used with other exhibitionsCatchy for the itunes store and Android marketDiscussed goals of the name with the Second Story teamDid research in the iTunes store on App namesHeld an HMA brainstorming session that included staff from education, PR, Marketing, and a representative from our creative firm, Creaxion. Tested top name choices : FrameUp, Looksee, ArtClix, High There, Youviewfor opinions with: Second Story, a group of UGA students; MoMA internal teamThree meanings of name:Groups of peopleClick of the cameraAnd lightbulb flashIt’s catchy and represents the experience of the app
- NC:Three ways to access the same informationWhatever is best for user and dependent on their location
- NC:Users own image
- NC:
- What we hoped would happen here…Like FB people could comment on each other and on High Staff. As you can see, that’s not happening
- JF:
- NC:
- NC:All of this info is stored on a Rackspace cloud serverOur institution’s IT department wanted it on a separate server for security reasons
- NC:
- NC:Scheduling comments
- JF:Image recognitionWriting text: how much what characterAndroidsImage Rights
- training
- JF & NC:Teen testingCollege interns testingSCAD populating
- JF:
- JF:
- JF:
- JF:Great video on 2S siteQuestions?Thank you!