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Mobile is Social MediaIn the Museum as Distributed Network
Design for Mobile, Chicago, 22 Sep 2010
Nancy Proctor [email protected]
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What is the Museum
in this Web 2.0 world of information on demand?
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The Smithsonian Institution
The world’s largest museum & research complex137 million collections objects
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A Network for the Increase & Diffusion of Knowledge
• 19 Museums• 156 Affiliate museums• 9 Research centers• And a Zoo
More than 30 million visitors in 2009& 180 million ‘virtual’ visitors
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Photo by Mike Lee, 2007; from the American Art Museum’s Flickr Group
Our audiences now access the Smithsonian through a wide range of platforms
beyond our walls and websites
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The Smithsonian has become a Distributed Network
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The Museum is a Social Network
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In & Out
Nancy Proctor, [email protected] 11
Out InStability/stodginess ChangeCurators as experts Curators as
collaborators & brokersMonographs StoriesControl CollaborationWeb 1.0 Web 1.0, 2.0 and 3.0
– Curator David Allison, Chair of Information Technology & Communication, National Museum of American History, Smithsonian Institution
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What is mobilein the museum as distributed network?
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Some challenges
1. Thinking outside the audiotour box2. Thinking beyond the blockbuster
For mobile design in the 21st century museum:
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1. The Audiotour Box
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Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
It’s NOT about the Technology
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Thinking outside the audiotour box
Means thinking about content & experience
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Question mapping in the gallery:
Thinking beyond what we want to tell
them• Semi-structured interviews• FAQs and comments cards • Questions posed to staff…
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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
Thinking about what they want to know
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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…
Helping communities of interest form around content & experiences
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Thinking beyond the ‘stop’
1. +-+-+-+-+ Soundtracks2. o o o o Soundbites3. x x x x Interactives4. | | | Links5. ^ ^ ^ Feedback6. § § § Social media
Narrowcast/Offline orNetworked
Networkedonly
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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
Creating adventure, surprise & serendipity
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Thinking 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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Building a ‘distributed network’, not just a multi-platform museum
Every platform is a community Using both generic & museum-focused social
media platforms Iterating Evolving
Connecting the dots
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2. Thinking beyond the blockbuster
1. Invaluable = highest possible quality
2. Public good = relevance & service for all
3. Forever business = must be sustainable
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The Costs of Mobile
Rev shares: 30% to Apple, n% to platform provider
+ MAINTENANCE
Platform On-site infrastructure Project management & staff time Content, include licensing of assets Marketing
Interface design Development (app/mobile website) Software: CMS, statistics, distribution For-fee services (or staff time) SaaS
Players, charging racks, headsets, lanyards Software: statistics, distribution
Operations staff+ Free Marketing (off-site) Opensource platform Minutes Text messages
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Business Models Cost to end user
1. Rental (on-site; usu. revenue share)2. Donations (e.g. by text message)3. Digital retail (app/download)4. Freemium (e.g. in-app sales)5. Subscription (in discussion…)
Free to end user1. Loss leader/mission imperative2. Sponsorship3. Ad-supported4. Monetize data
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Edward Hoover, 2010, from Flickr.
Non-profit network effectsMobile is social media
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http://smithsonian20.si.edu/schedule_webcast2.html
How is social media useful to the business of museums?
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Leveraging niche markets
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Museums are very good at niches
• Niche collections• Niche expertise• Niche content
“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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Edward Hoover, 2010, from Flickr.
Meet them where they are…
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Photo by Mike Lee, 2007; from the American Art Museum’s Flickr Group38
And take them somewhere new
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Mobile is a great vehicle
http://www.youtube.com/watch?v=6ILQrUrEWe8
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1. Quality
Tate TrumpsWikipedia Saves Public Art
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2. Relevance
http://stedelijk.medialab.hva.nl/
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3. Sustainability
http://www.gipuzkoa2.net/http://www.si.edu/commons
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4. Revenues Exhibition apps Freemium content to support the (free)
experiences Micropayments Microdonations Sponsorship & advertising Datamining Paid games eCatalogues & subs…
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From Headphones to MicrophonesVisitor-led mobile experience design for museums
Nancy Proctor, Smithsonian InstitutionDesign for Mobile Workshop, 24 September 2010
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http://museummobile.info/ wiki, blog & podcasts MCN Conference Oct 27-30, 2010, Austin, TX http://MCN.edu Mobile Content Standards Summit 27 Oct, at MCN
http://wiki.museummobile.info/standards http://tatehandheldconference.pbworks.com Koven Smith: http://kovenjsmith.com &
http://www.archimuse.com/mw2009/papers/smith/smith.html SFMOMA (Peter Samis & Stephanie Pau):
http://www.archimuse.com/mw2007/papers/samis/samis.html & http://www.archimuse.com/mw2009/papers/samis/samis.html
Nancy Proctor: [email protected] @nancyproctor http://MuseumMobile.infohttp://si.edu/mobilehttp://smithsonian-webstrategy.wikispaces.com/Mobile
Opportunities to continue our work: