The cultural heritage sector has spent to long focussing on mobile as a way to deliver guides - our audiences aren't using their mobiles in this way though. In this presentation we explore how we can broaden our thinking about mobile as a tool and improve, not only visitor experience, but also our own organisational learning.
3. How did we start thinking about
using smartphones in museums?
WeWe should start
know that audio
using multimedia
and smartphones Yes, but those
to guides helps
deliver guides Yes, we should
Plus everyone
devices are
visitors has one an app
make of those
expensive and a
that’s a guide…
smartphones now
real pain
Frankly, Green + Webb
4. The secret is…
Audiences aren’t using
their own smartphones to
take guides
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5. Audiences use guides if
you hand them out on
smartphones.
Audiences are using
smartphones to do other
things than take your
guide.
But why?
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6. “I don’t want
“I don’t to run my
think I have battery down”
enough time
to download”
“I’m not
sure how to
“I’m not get access
really sure to the wifi”
what I’m
meant to do”
“I don’t want a “What
guide” guide?”
Frankly, Green + Webb
7. “I don’t want
“I don’t to run my
think I have battery down”
enough time
to download”
“I’m not
sure how to
“I’m not get access
really sure to the wifi”
what I’m
meant to do”
“I don’t want a “What
guide” guide?”
Frankly, Green + Webb
8. We have a choice to make:
•Ignore that people are
using smartphones
•Change our approach to
mobile interpretation
beyond the audioguide model
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9. Yes, we should this an
Could we do make
app differently?
that’s a guide…
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10. Look at how we think about
mobile compared to our
visitors…
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11. Delivery
platform for:
Information
Photos
Videos
Stories
Facts
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13. These are the functions the adults are using…
Figure 1.44 Activities conducted on a smartphone: adults
I n t e r n e t s u r f in g 41 28 69 Plan/Check
T a k i n g p h o t o s / v id e o 35 33 68 Create
E m a il 46 21 67
55
S o c ia l n e t w o r k in g 40 15
Share
L i s t e n in g t o m u s i c 32 21 53
P la y i n g g a m e s 20 27 47
U s e d r e g u la r l y
D o w n lo a d in g a p p s 20 27 47 E ver used
P ic t u r e m e s s a g i n g ( M M S ) 18 28 46
I n s t a n t M e s s a g in g ( I M ) 28 17 45
M a p s /G P S 18 26 44
W a t c h i n g v id e o c l i p s 16 22 38
A c c e s s in g g e n e r a l n e w s 16 19 35
A c c e s s in g s p o r t s n e w s 14 13 27
W a t i n g T V p r o g r a m m e s / f i lm 6 10 16
0% 20% 40% 60% 80% 100%
Source: Ofcom omnibus research,Report:2011 August 2011
OfCom Communications Market
March UK 4
Q.8/9 Which, if
Frankly, Green + Webb any, of the following functions or activities have you ever used/use regularly on your
mobile?
14. These are the functions the teens are using…
Entertain
Create
Share
OfCom Communications Market Report: UK 4 August 2011
Frankly, Green + Webb
15. talk tweet
record
microblog
video comment
photo Create Share stories
and ideas location
draw
listen
puzzles
My phone is
Play where I go to… music
games Entertain games
web videos
Check web
news Plan
results maps
emails travel
weather
Frankly, Green + Webb
16. Your audience see this as multifunction tool –
for doing what they want to do.
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17. What if we see smartphones
just as a tool to facilitate
those behaviors?
•Share stories and ideas
•Entertain
•Planning
•Checking
•Playing
•Creating
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19. Plan
Check
Experience
Sharing stories
Create Activity
Add a note
Structure to next
Develop a YouTube for
Spotify oraaresearchof
Place a labelseriesto
Developinghandout for
wall
panel to
activity identify
the curators playlist
an objectaround
cards each-with a
where
investigation
investigating on the
to addamusic –colour
conversation orask the
drawing/photography/re
particular
event
mobilehappened
or form, to
visitors in addor
activityactivityown
cordingweb response
create
object is.
personal response
suggestion Show a
to a specific object -
journey
tweet or add comment
to microblog
Frankly, Green + Webb
20. Check
Experience
Sharing stories
Create Activity
Structure
Develop a YouTube for
Spotify oraaresearchof
Place a labelseriesto
Developinghandout for
next
activity
the curators playlist
an objectaround
cards each-with a
investigation
investigating on the
to add music –colour
conversation orask the
drawing/photography/re
mobile
or form, to
visitors in add
activityactivityown
cordingweb response
create
personal response
suggestion
to a specific object -
tweet or add comment
to microblog
Frankly, Green + Webb
21. Experience
Sharing stories
Create Activity
Develop a YouTube of
Spotify or a next for
Place a labelseriesto
Developinghandout for
activity
the curators playlist
an objectaround
cards each-with a
investigating
to add music –colour
conversation orask the
drawing/photography/re
or form, create
visitors to add
activity in response
cording activityown
personal response
suggestion
to a specific object -
tweet or add comment
to microblog
Frankly, Green + Webb
22. Experience
Sharing stories
Create Activity
Spotify or YouTube of
Place a label next for
Developing a seriesto
the curators playlist
an object
cards each-with a
to add music –
conversation orask the
drawing/photography/re
visitors to add
activity in response
cording activityown
suggestion
to a specific object -
tweet or add comment
to microblog
Frankly, Green + Webb
23. Sharing stories
Create Activity
Place a label next of
Developing a seriesto
an object
cards each-with a
conversation or
drawing/photography/re
activity in response
cording activity
to a specific object -
tweet or add comment
to microblog
Frankly, Green + Webb
24. Create Activity
Developing a series of
cards each with a
drawing/photography/re
cording activity
Frankly, Green + Webb
25. Opportunity for
organisational learning?
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26. Look at
available
data
One of the advantages Bring in
of this approach is… stake-
It’s easy to get holders
started
Experiment
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27. Look at available data
•Does your audience profile
match smartphone users
•Website analytics – are
mobile users hitting your
site
Frankly, Green + Webb
28. Bring in stakeholders
•Can you make others feel
more comfortable with the
technology?
•Find the advantage for
those facing the visitor.
•Develop a clear policy on
phones for visitors and
visitor facing teams
•Will there be negative
impacts on them?
•How to deal things when
they go wrong?
Frankly, Green + Webb
29. Experiment
•Asking/Making/Directin
g
•Organisational voice
•Using devices in your
organisation
•Different responses
•Feedback into your
institution
Frankly, Green + Webb
30. Make sure you collect
more data
•Survey monkey works
with mobile
•Monitor the services
you ask them to use…
Frankly, Green + Webb
32. Images thanks to Flickr Commons: e: lindsey@franklygreenweeb.com
The hidden treasures of the Worlds t: @FranklyGW
Public Archives
http://www.flickr.com/commons
Frankly, Green +
Created for: Webb Presented by: Date issued:
GEM London Social Media Lindsey Green 21st June 2012
33. If you’re wanting help
thinking more about this and
the other opportunities and
challenges around digital
interpretation – get in
touch.
Our work is a mixture of:
•Design research for helping
understand how audiences use
digital technologies in the
cultural heritage sector
•Strategic planning and
concept development - for
funding applications such as
heritage lottery funding
•Implementation i.e getting in
up to our elbows in order to
help these types of projects
get up and running. Find out more at:
http://www.franklygreenwebb.com
Frankly, Green + Webb
Hinweis der Redaktion
Consultancy working with cultural heritage organisations wanting to develop digital interpretation – specialising in mobile. Our work is a mixture of design research, strategic planning, concept development and getting in up to our elbows in the implementation.
This is the title of my talk today… I ’ m proposing that by thinking about mobile in a social way – we ’ ll improve not only the experience of our visitors but our own practice I have to start with a caveat – in that, in an evening talking about social media I ’ m not a great fan of hiving off social media as such I think it ’ s become so integrated our digital world – that I find it difficult to draw a parameter around what is social media – and therefore I ’ ve stopped trying!
We work with a lot of museums – those who have guides and those that don’t They all tend to see smartphones as a great way to deliver guides And they’ve usually had a conversation that goes something like this… They also tend to have looked into making a guide app and are having a tough choice making a decision on which to go for OR Have realised it’s still quite an expensive exercise – are applying for funding
Here some reasons that we’ve heard why they didn’t take the guide
We’re not making a product that the Audience can or want to use… enough.
We have to choose: We ignore that people are using smartphones – and don’t enter the conversation Or We change our approach to using smartphones
We need to go from this: [Click] To this
Our audience think differently about mobile than we do. In fact, if you are a regular smartphone user – YOU probably think about your mobile differently… Let ’ s look at what they are using mobile for…
As museum professionals – we see this…
What do our visitors see? Let ’ s have a look at the functions they ARE using…
I would focus on the Purple – not the green. These are the functions they are using… [Click] But this is what they are doing – these are the behaviours – more about what they think…
This is teens… Change in the amount that they are using. More of a focus on entertainment activities BIG focus on sharing…
So if we look at these behaviours Why is it that they turn to their smartphone…. They are likely to be using this in your museum already Many of these activities are social
They see it as tool What if we see it as the same tool A tool for interpretation
What if we see it as the same tool A tool for interpretation Just as we adapt other tools and learn how we can use them Word of warning – this isn ’ t just about adding functionality to a guide… this is about using the tools that the visitors are already using.
We ’ re going to have a look at some ideas now Things to remember… Perhaps these tools aren ’ t universal – however, they are cheap they don ’ t have to hit everyone… You will need to put some time in to think of structuring and framing – just as you would with any activity
Sharing stories – possible Super Geek Audience
Sharing stories – possible Super Geek Audience
Sharing stories – possible Super Geek Audience
Sharing stories – possible Super Geek Audience
Sharing stories – possible Super Geek Audience
Sharing stories – possible Super Geek Audience
Not just about supporting learning. Organisational learning about mobile too…
Audience profile – do they match smartphone users (ComScore) Website analytics – are mobile users hitting your site
Can you make them more comfortable with the technology? What is the advantage to them? Will there be negative impacts on them – how can you support them, show the value Give clear policy guidelines to visitors and visitor facing teams Processes for managing negative feedback/interaction
Content – user paper/signage based triggers – ask questions, making activities, check relevant news, help plan day, point to videos/photos/online content (look back to the list of how users think of mobile) – What is your organisational voice? What content do your visitors work with? Platform – operational challenges (reception/charging) Impact – what are the quality of the responses, can you develop interpretation skills Institutional processes – does you have an opportunity to use the instant nature of mobile to feedback into your institution
Audience profile – do they match smartphone users (ComScore) Website analytics – are mobile users hitting your site
If we change our approach to mobile we can make better experiences We ’ ll get more appropriate mobile interpretation for our visitors
We’re a consultancy working with cultural heritage organisations wanting to develop digital interpretation – specialising in mobile.