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.
- 1.Frankly, Green +Created for: Webb Presented by: Date issued:GEM London Social Media Lindsey Green 21st June 2012
2. The Missed OpportunityFrankly, Green + Webb 3. How did we start thinking aboutusing smartphones in museums?WeWe should startknow that audio using multimediaand smartphones Yes, but those to guides helps deliver guides Yes, we should Plus everyonedevices arevisitors has one an appmake of thoseexpensive and athats a guidesmartphones now real painFrankly, Green + Webb 4. The secret isAudiences arent usingtheir own smartphones totake guidesFrankly, Green + Webb 5. Audiences use guides ifyou hand them out onsmartphones.Audiences are usingsmartphones to do otherthings than take yourguide.But why?Frankly, Green + Webb 6. I dont wantI dontto run my think I have battery downenough time to downloadIm not sure how toIm not get accessreally sure to the wifiwhat Im meant to doI dont want a What guideguide?Frankly, Green + Webb 7. I dont wantI dontto run my think I have battery downenough time to downloadIm not sure how toIm not get accessreally sure to the wifiwhat Im meant to doI dont want a What guideguide?Frankly, Green + Webb 8. We have a choice to make:Ignore that people areusing smartphonesChange our approach tomobile interpretationbeyond the audioguide modelFrankly, Green + Webb 9. Yes, we should this an Could we do make app differently?thats a guideFrankly, Green + Webb 10. Look at how we think aboutmobile compared to ourvisitorsFrankly, Green + Webb 11. Deliveryplatform for:InformationPhotosVideosStoriesFactsFrankly, Green + Webb 12. Frankly, Green + Webb 13. These are the functions the adults are usingFigure 1.44 Activities conducted on a smartphone: adultsI n t e r n e t s u r f in g 412869 Plan/CheckT a k i n g p h o t o s / v id e o 35 3368CreateE m a il46216755S o c ia l n e t w o r k in g40 15ShareL i s t e n in g t o m u s i c3221 53 P la y i n g g a m e s 2027 47 U s e d r e g u la r l yD o w n lo a d in g a p p s 2027 47E ver used P ic t u r e m e s s a g i n g ( M M S )1828 46I n s t a n t M e s s a g in g ( I M ) 2817 45 M a p s /G P S18 26 44 W a t c h i n g v id e o c l i p s16 22 38 A c c e s s in g g e n e r a l n e w s161935A c c e s s in g s p o r t s n e w s14 1327W a t i n g T V p r o g r a m m e s / f i lm6 10 16 0% 20% 40%60%80% 100%Source: Ofcom omnibus research,Report:2011 August 2011 OfCom Communications Market March UK 4Q.8/9 Which, ifFrankly, Green + Webb any, of the following functions or activities have you ever used/use regularly on yourmobile? 14. These are the functions the teens are using EntertainCreateShareOfCom Communications Market Report: UK 4 August 2011Frankly, Green + Webb 15. talk tweet record microblog videocomment photo CreateShare stories and ideas location draw listen puzzlesMy phone isPlaywhere I go tomusicgames Entertain gamesweb videosCheckweb newsPlanresults mapsemails travelweatherFrankly, Green + Webb 16. Your audience see this as multifunction tool for doing what they want to do.Frankly, Green + Webb 17. What if we see smartphonesjust as a tool to facilitatethose behaviors?Share stories and ideasEntertainPlanningCheckingPlayingCreatingFrankly, Green + Webb 18. Frankly, Green + Webb 19. PlanCheckExperienceSharing storiesCreate ActivityAdd a noteStructure to nextDevelop a YouTube forSpotify oraaresearchofPlace a labelseriestoDevelopinghandout for wallpanel toactivity identifythe curators playlistan objectaroundcards each-with awhereinvestigationinvestigating on theto addamusic colourconversation orask thedrawing/photography/re particulareventmobilehappenedor form, tovisitors in addoractivityactivityowncordingweb responsecreateobject is.personal responsesuggestion Show ato a specific object -journeytweet or add commentto microblogFrankly, Green + Webb 20. CheckExperienceSharing storiesCreate ActivityStructureDevelop a YouTube forSpotify oraaresearchofPlace a labelseriestoDevelopinghandout for nextactivitythe curators playlistan objectaroundcards each-with ainvestigationinvestigating on theto add music colourconversation orask thedrawing/photography/remobileor form, tovisitors in addactivityactivityowncordingweb responsecreatepersonal responsesuggestionto a specific object -tweet or add commentto microblogFrankly, Green + Webb 21. ExperienceSharing storiesCreate ActivityDevelop a YouTube ofSpotify or a next forPlace a labelseriestoDevelopinghandout foractivitythe curators playlistan objectaroundcards each-with ainvestigatingto add music colourconversation orask thedrawing/photography/reor form, createvisitors to addactivity in responsecording activityownpersonal responsesuggestionto a specific object -tweet or add commentto microblogFrankly, Green + Webb 22. ExperienceSharing storiesCreate ActivitySpotify or YouTube ofPlace a label next forDeveloping a seriestothe curators playlistan objectcards each-with ato add music conversation orask thedrawing/photography/revisitors to addactivity in responsecording activityownsuggestionto a specific object -tweet or add commentto microblogFrankly, Green + Webb 23. Sharing storiesCreate ActivityPlace a label next ofDeveloping a seriestoan objectcards each-with aconversation ordrawing/photography/reactivity in responsecording activityto a specific object -tweet or add commentto microblogFrankly, Green + Webb 24. Create ActivityDeveloping a series ofcards each with adrawing/photography/recording activityFrankly, Green + Webb 25. Opportunity fororganisational learning?Frankly, Green + Webb 26. Look at available data One of the advantagesBring in of this approach is stake- Its easy to getholders started ExperimentFrankly, Green + Webb 27. Look at available data Does your audience profile match smartphone users Website analytics are mobile users hitting your siteFrankly, 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. ExperimentAsking/Making/DirectingOrganisational voiceUsing devices in yourorganisationDifferent responsesFeedback into yourinstitutionFrankly, Green + Webb 30. Make sure you collect more data Survey monkey works with mobile Monitor the services you ask them to useFrankly, Green + Webb 31. A New OpportunityFrankly, Green + Webb 32. Images thanks to Flickr Commons: e: email@example.com The hidden treasures of the Worlds t: @FranklyGW Public Archives http://www.flickr.com/commonsFrankly, Green +Created for: Webb Presented by: Date issued:GEM London Social Media Lindsey Green 21st June 2012 33. If youre 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.comFrankly, Green + Webb