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Frankly, Green +
Created for:       Webb                Presented by:                 Date issued:
MCG/DLNET Engaging Digital Audiences   Lindsey Green + Alyson Webb   11th July 2012
What does the cultural
           heritage organisation
             need to achieve?



                                         Mission




                                                   Technology    What experience
                              Audience                               does the
                                                                technology offer?


             What is the
            audience doing
          already/motivated
                to do?




Frankly, Green +   Webb
“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
Delivery
                          platform for:
                          Information
                          Photos
                          Videos
                          Stories
                          Facts




Frankly, Green +   Webb
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?
These are the functions the teens are using…

                                                           Entertain

                                                            Create


                                                            Share




    OfCom Communications Market Report: UK 4 August 2011

Frankly, Green +   Webb
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
What if we see smartphones
                          just as a tool to facilitate
                          those behaviors?
                          •Share stories and ideas
                          •Entertain
                          •Planning
                          •Checking
                          •Playing
                          •Creating




Frankly, Green +   Webb
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
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
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
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
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
Create Activity
                          Developing a series of
                          cards each with a
                          drawing/photography/re
                          cording activity




Frankly, Green +   Webb
What other costs are
       there to think about?
       •Marketing
       •Staff Training
       •Maintenance
       •Rights
       •Sourcing content




Frankly, Green +   Webb
What do you
                                   want to
        How many people would     achieve?
        you like to reach?


        What are their needs?

        What type of return
        are you looking for?




Frankly, Green +   Webb
What do you
                                  want to
        How much are you         achieve?
        willing to pay per
        user?
        What is the value to
        them?
        What is the value to   What is the
        you?                    value of
                                  those
                                 goals?




Frankly, Green +   Webb
What do you
                                    want to
        What can we afford to      achieve?
        deliver?


        What can we prove that
        we will reach?

                                 What is the
        For additional cost,      value of
        how much will we            those
        reach?                     goals?




                                  What is my
                                    budget?



Frankly, Green +   Webb
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:
MCG/DLNET Engaging Digital Audiences   Lindsey Green + Alyson Webb         11th July 2012
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
                                      Find out more at:
     get up and running.
                                      http://www.franklygreenwebb.com


Frankly, Green +   Webb

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Mobile Apps: Shiny new distraction or useful learning tool?

  • 1. Frankly, Green + Created for: Webb Presented by: Date issued: MCG/DLNET Engaging Digital Audiences Lindsey Green + Alyson Webb 11th July 2012
  • 2. What does the cultural heritage organisation need to achieve? Mission Technology What experience Audience does the technology offer? What is the audience doing already/motivated to do? Frankly, Green + Webb
  • 3. “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
  • 4. Delivery platform for: Information Photos Videos Stories Facts Frankly, Green + Webb
  • 5. 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?
  • 6. These are the functions the teens are using… Entertain Create Share OfCom Communications Market Report: UK 4 August 2011 Frankly, Green + Webb
  • 7. 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
  • 8. What if we see smartphones just as a tool to facilitate those behaviors? •Share stories and ideas •Entertain •Planning •Checking •Playing •Creating Frankly, Green + Webb
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. Create Activity Developing a series of cards each with a drawing/photography/re cording activity Frankly, Green + Webb
  • 15. What other costs are there to think about? •Marketing •Staff Training •Maintenance •Rights •Sourcing content Frankly, Green + Webb
  • 16. What do you want to How many people would achieve? you like to reach? What are their needs? What type of return are you looking for? Frankly, Green + Webb
  • 17. What do you want to How much are you achieve? willing to pay per user? What is the value to them? What is the value to What is the you? value of those goals? Frankly, Green + Webb
  • 18. What do you want to What can we afford to achieve? deliver? What can we prove that we will reach? What is the For additional cost, value of how much will we those reach? goals? What is my budget? Frankly, Green + Webb
  • 19. 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: MCG/DLNET Engaging Digital Audiences Lindsey Green + Alyson Webb 11th July 2012
  • 20. 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 Find out more at: get up and running. http://www.franklygreenwebb.com Frankly, Green + Webb

Editor's Notes

  • #3: This is our model we used to develop concepts for digital heritage projects: It looks at the three key drivers that need to converge to make a product that works in this sector. When developing digital products – the focus tends to be on the tech My first lesson in working in this sector is that if you ignore either the mission of the heritage organisation OR the audience – the product will NEVER get used However without meeting the needs of the other two – we miss the real opportunity
  • #4: Here some reasons that we’ve heard why they didn’t take the guide
  • #5: As museum professionals – we see this…
  • #6: 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…
  • #7: This is teens… Change in the amount that they are using. More of a focus on entertainment activities BIG focus on sharing…
  • #8: 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
  • #9: 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.
  • #10: Sharing stories – possible Super Geek Audience
  • #11: Sharing stories – possible Super Geek Audience
  • #12: Sharing stories – possible Super Geek Audience
  • #13: Sharing stories – possible Super Geek Audience
  • #14: Sharing stories – possible Super Geek Audience
  • #15: Sharing stories – possible Super Geek Audience
  • #21: We’re a consultancy working with cultural heritage organisations wanting to develop digital interpretation – specialising in mobile.