Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)
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This document summarizes a presentation about mastering mobile content delivery for museums. It discusses knowing the audience and their mobile habits, defining engagement, using various tech tools to create content that can be deployed across platforms, and examples of mobile strategies from different institutions. Metrics of success discussed include accessibility, quality, relevance, sustainability and accountability. The presentation emphasizes making content portable and reusable across different devices and interfaces.
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Engage on the go:Mastering Mobile Content Delivery (presentation at the American Association of Museums in May 2012)
- 1. Engage on the Go: Mastering Mobile Content Delivery Tuesday May 2, 2012
- 2. Mobile mavens • Layla Masri President Bean Creative Funktional Web & Interactive Design @beancreative • Liz Neely Director of Digital Information and Access The Art Institute of Chicago @lili_czarina • Nancy Proctor Head of Mobile Strategy and Initiatives Smithsonian Institution @nancyproctor
- 4. Know thy audience Not likely to read your bylaws on her smartphone
- 5. Know thy audience: Pre-visit needs • Logistics (hours, directions, concessions, parking) • Exhibits • Events and ticketing • Visit tools (schedule, map)
- 6. Know thy audience: During museum visits • Maps • Exhibits • Collections data & interpretation • Interactive experiences
- 7. Know thy audience: Post-visit needs • Engagement & interaction • Feedback • Interpretation • Social sharing • Merchandising • Membership
- 8. Know thy audience: Define Engagement
- 10. Content counts Content production is hard…do you have what it takes?
- 11. Content counts What about user-generated content? Curate THIS!
- 12. Tech tools How can you build in a way that doesn’t tax staff? Popular options: Drupal, Joomla , WordPress, ExpressionEngine
- 13. Tech tools Set your content free! Create once, deploy everywhere
- 14. @nancyproctor
- 15. 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
- 16. Why mobile?
- 18. “You don’t need a mobile strategy; you need mobile to be part of the strategy.”
- 19. The museum is a distributed network Edward Hoover, 2010, from Flickr.
- 20. What is mobile, anyway?
- 21. Mobile includes both: Pocketable & Portable (phones, iPods, gaming devices) (tablets and eReaders) Smartphones & ‘Dumb’ phones (apps and mobile web) (voice calls and txting) Podcasts & other downloadable (video and audio) content (PDFs, eBooks) BYOD & mobile devices provided (bring your own device) on-site at the museum & Large-screen websites Mobile web sites on mobile devices
- 22. Understanding the mobile behaviors of your audience is the first step in building a mobile strategy or product.
- 23. What are your audience’s mobile habits? Increasing mobile sophistication Mobile Technographics • Use mobile Internet weekly • Visit social networks weekly • Consume news and information SuperConnecteds • Stream music or video 20% • Purchase music tracks • Purchase mobile content Entertainers 9% • Send or receive email • Use maps or navigation Connectors • Use mobile Internet less than weekly 15% • Use no data service except: ─SMS, MMS, or IM Communicators ─Email less than monthly 21% • Only use voice Talkers 34% • Do not own a mobile phone Inactives 11%
- 24. CONTEXT: Why are they visiting? Are they visiting at all? Whom are they visiting with?
- 25. Thinking about content: Some approaches to keep in mind:?
- 26. What do visitors want to know? Question mapping in the gallery: • Semi-structured interviews • FAQs and comments cards • Questions posed to staff…
- 27. Playing to our “niche” strengths Mass Markets Niche Markets Chris Anderson: http://smithsonian20.si.edu/schedule_webcast2.html Image from http://cathexis.typepad.com/cathexis/2006/12/enterprise_20_t.html
- 28. Mobile is social media Halsey Burgund’s Scapes deCordova Sculpture Park & Museum http://wiki.museummobile.info/archives/16082
- 30. Wikipedia’s World: 1,487 Wikipedia’s World 85,000 400 million per month http://www.flickr.com/photos/cambodia4kidsorg/4294119350/
- 31. Smithsonian Mobile app: 1 Wikipedia’s World 70 30,000 http://www.flickr.com/photos/cambodia4kidsorg/4294119350/
- 32. Metrics of success 1. Accessibility 2. Quality 3. Relevance 4. Sustainability 5. Accountability
- 33. The next big mobile technologies? Image recognition Augmented Reality Lowlands: the Stedelijk Museum’s Artours http://mobile.getty.edu/gettygoggles/ http://www.stedelijk.nl/en/now-at-the- stedelijk/spotlight/artours
- 34. @lili_czarina
- 35. Focused on collections-focused content
- 36. “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 NYC A List Apart, April 24, 2012
- 37. Responsive
- 38. Adaptive
- 46. Make content portable & reusable iPad User Interface • Reads TourML – Tour specification Publication Authoring (TAP/Drupal) • Layout data/media specific to installation • Exports TourML – Tour specification Web Services • Structured Data -- XML/SOAP Solr Index Collection Management System • Collection Metadata • Images • Related Media
- 48. Future • Wireless in the galleries • Design more ‘playful’ interactions with content • Build for different audience • And, have audiences build different experiences
- 49. @beancreative
- 50. The Children’s Museum of Indianapolis: Mobile Website
- 51. The Children’s Museum of Indianapolis: Mobile Website
- 52. The Children’s Museum of Indianapolis: Mobile Website
- 53. The Children’s Museum of Indianapolis: Mobile Website
- 54. The Children’s Museum of Indianapolis: Mobile Website
- 55. The Children’s Museum of Indianapolis: Mobile Website
- 56. The Children’s Museum of Indianapolis: Mobile Website
- 57. The Children’s Museum of Indianapolis: Mobile Website
- 58. Thanks! Any questions? • Layla Masri President Bean Creative Funktional Web & Interactive Design @beancreative • Liz Neely Director of Digital Information and Access The Art Institute of Chicago @lili_czarina • Nancy Proctor Head of Mobile Strategy and Initiatives Smithsonian Institution @nancyproctor
Hinweis der Redaktion
- Audience, content and tech considerations for mobile, whether mobile web or mobile appsKeep it simple, small, and speedy.
- What mobile devices they use? iPhone, Android, Windows Phone, Blackberry, Symbian…and what about tablets!?Do your users enjoy being on mobile devices or feel tethered when using them?Which technologies do they feel comfortable using?
- Do you expect visitors to use your mobile site pre-visit/post-visit information and/or for use it during a physical visit?Practical uses for planning as well as exploratory to view offerings
- Engagement with additional information and multimedia, game playWhere the heck am I? Where’s the bathroom?Anything cool happening in the next hour or so? Ticketing?Taking pictures
- Sharing experiences with the world, providing feedback to the organizationDigging deeper with resources and additional interactivityGetting more involved – buying membership, buying from the gift shop…FB example shows how user can get others excited – what can you give them to help evangelize for you?
- User interaction and engagement? How does your institution define engagement? Your audience types will drive the level of engagement you offerSome folks love to engage on devices, whether provided by the institution or BYODTo others, engagement is physical interaction only (blowing on mobile)
- Don’t reprint your desktop site on small screens; design your site to focus on the top three to five features visitors will want on-the-goInstead of starting with desktop design and taking a subtractive process, many are now starting with mobile design and extrapolating outwardCertainly provide link to view full site if there’s a specific needKeep usability in mind with a simplified design and single-column layout
- How do mobile users want to interact on-the-go with your organization?Not all website functions or content should go mobile (i.e. is there likely to be a big demand to read your bylaws on a smartphone?!)
- Must have a stated strategy and buy-in on UGC or if you’ll allow it at allConsiderations include content for kids, subject matter (is it likely to spark emotion/raw nerves?)Do you have the staffing to review? Do you trust your audience to police?Do you have the back-end infrastructure to support? It’s not just linking to Twitter, FB, Flickr and YouTube….
- Don’t go down the path of having separate CMS tools or you risk content mismatch from desktop to mobileConsider building apps that can be populated with content from your site via RSS or web pulls – you’ll know you’re delivering the same content across devicesImplement “sniffer” code to redirect mobile users to your mobile website (such as mobile.yoursitename.com or m.yoursitename.com)View and test your site on a variety of mobile devices and emulators to ensure ideal usability on small screensAnd it goes without saying: Avoid proprietary technologies and plug-ins, such as Flash
- Create/manage mobile w/o duplicationCross-compatibility: maximize your content (same offerings should work on YouTube, on the website, on mobile)HTML5 vsFlashOptimize the scalability of your site to different screen sizes by using mobile-friendly XHTML and modern standards like HTML5 and CSS3
- And how will this mobile project support your organizations goals and priorities?Here’s how they do this at SFMOMA according to Peter Samis and Stephanie Pau:…an Interpretive Goals questionnaire developed by a peer institution in southern California – the Getty – and permission to adapt it for our use (SFMOMA Education Department, 2007). The form offered a structure for organizing our thinking and practice as a group. In cross-departmental meetings initially convened by Berson, and later by Education, curators presented and discussed prospective exhibitions with colleagues from Education and Publications, sometimes augmented by staff from Public Relations and Visitor Services. The eight questions on the form included:Please list one to three main ideas visitors will take away from viewing the exhibition. What objects or didactic components of the exhibition will help them learn this?Describe the rationale and originality of the project. Is the exhibition bringing new scholarship to the field, exposing an under-recognized subject, etc.? Why is this exhibition important now at SFMOMA?Please note other interpretive, multi-media components that should be considered (audio tour, in-gallery videos, interactive feature, blogs, etc.). Are you aware of existing media created by other organizations on this topic? (SFMOMA Education Department 2007)Read more: 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 Under Creative Commons License: Attribution Non-Commercial No Derivatives
- No apps as silver bullets, please!
- Mobile can be – should be – used strategically
- Note Liz on cross-platform repurposing of content.
- Falk’s categories: Explorers. Facilitators.Experience seekers, Professionals/Hobbyists.RechargersAndrew J. Pekarikand Barbara Mogel, CURATOR 53/4 • OCT 2010The context of the “visit” may be from home, school, during a commute or walking down the street…
- “Niche” interests Niche expertise Niche contentSee also Max Anderson on Museums as red ink businesses
- You’ve probably all seen some version of this pyramid, or an “engagement ladder” like this. It tells us that in fact the majority of that work is done by a tiny number of people at the top of the engagement pyramid: the specialists and enthusiasts in niche subjects.
- Do these metrics represent “success” in the short life of the Smithsonian Mobile app so far? What does, and how do we know?
- Whatever specific methods we derive for measuring success with crowdsourcing and user-generated content, overall we have set SI Mobile’s metrics as:
- OSCI
- OSCI
- Current project – large multimedia production for iPads in the Galleries, rethinking content production and technical architecture
- Lots of content: High-Resolution photography, 20 videos, 3D models, comparative illustrations
- Several showcase videos of artists
- World’s largest children’s museumHundreds of daily activitiesActive social media communityEverything about them is BIG so how to you shrink them down to fit mobile devices for a mobile website?
- Keep usability in mind with a simplified design and single-column layoutFocus on the top 3-5 things you KNOW folks will do on the go.TCMI had regular focus groups with visitors to find this out
- Focal point and home page info is all about events – everything that’s going on, and links to buy tickets, if necessary
- Logistics bonanza and ticketing
- Encouraging additional community sharingMember photobooks of trip visit images submitted by users
- Big promo splashes for some of their most popular eventsSocial sharing features to provide additional promotion
- FAQ – typicallyabhored as a place to put content that you don’t know were to putBut for mobile, this is a great handy fact sheet that requires no clicking around.
- Example of mobile styles applied – compare and contrast desktop vs mobile siteFluid, adaptive designDistilled content down to 1 column, applied mobile formatting styles