Why SI Mobile?
Download as PPTX, PDF2 likes730 views
The document outlines the Smithsonian Institution's approach to interpretation and mobile engagement, emphasizing the importance of diverse voices and technology in enhancing visitor experience. It highlights the strategic plan to broaden access to collections through mobile platforms, addressing challenges and benefits of mobile technology in reaching various audiences. Additionally, it discusses ongoing mobile projects and research efforts aimed at improving public interaction with Smithsonian resources.
Why SI Mobile?
- 1. Smithsonian MobileNancy Proctor proctorn@si.edu 29 September 2010
- 3. Interpretation is as essential to the Museum as cutlery is to a banquetBeth Lipman, Bancketje (Banquet) 2003 3
- 4. If the Museum doesn’t provide it:Some visitors may bring their own,
- 5. Some may eat only the finger food,
- 6. Some may choose another restaurant,
- 7. Many will go away hungry, feeling uninvited and unwelcome.Beth Lipman, Bancketje (Banquet) 2003 4
- 8. Tate Modern’sPrinciples of InterpretationInterpretation is at the heart of the gallery’s mission.Works of art do not have self-evident meanings. Works of art have a capacity for multiple readings; interpretation should make visitors aware of the subjectivity of any interpretive text. Interpretation embraces a willingness to experiment with new ideas.We recognise the validity of diverse audience responses to works of art.Interpretation should incorporate a wide spectrum of voices and opinions from inside and outside the institution.Visitors are encouraged to link unfamiliar artworks with their everyday experience.
- 10. How does it support SI’s mission?
- 11. Smithsonian InstitutionMISSIONThe Increase and diffusion of knowledgeVISIONShaping the future by preserving our heritage, discovering new knowledge, and sharing our resources with the worldVALUESDiscovery, Creativity, Excellence, Diversity, and ServiceStrategic Plan 2010:Reimagining the Smithsonian FOUR GRAND CHALLENGESUnlocking the Mysteries of the UniverseUnderstanding and Sustaining a Biodiverse PlanetValuing World CulturesUnderstanding the American ExperienceTHREE CROSS-CUTTING THEMESBroadening AccessRevitalizing EducationCrossing Boundaries
- 12. Broadening AccessNew tools and technologies will exponentially broaden our access worldwide.
- 13. The Nation’s growing diversity challenges us to reach new audiences ensure that the Smithsonian collections, exhibitions, and outreach programs speak to all Americans. We also must remain relevant to visitors who come from around the world. To accomplish this, we will leverage the power of technology using new media and social networking tools to deliver information in customized ways to bring our resources to those who cannot visit in person.
- 14. Digitizing the collections and making accessible online are major Institutional priorities, as is exploring next-generation technologies that speak to “digital natives” who expect to be reached online. Finally, we will improve the visitor experience, for even in the digital age, physical access to the “real thing” has enduring value.Why mobile?
- 15. In the Museum as Distributed Network…12
- 16. …at least half of the Museum’s platforms are already mobile.13
- 17. So if we want to meet our audiences where they areAnd take them some place new…
- 18. Mobile is a great vehiclehttp://www.youtube.com/watch?v=6ILQrUrEWe815
- 19. Mission, Metrics & Mobile at SI
- 20. “For the increase & diffusion of knowledge”
- 21. “For the increase & diffusion of knowledge”
- 22. How does mobile help SI?Mobile is global, and its reach is key to “the increase and diffusion of knowledge” in the 21st centuryMobile is opening up access to and dialogue with new audiences in:Emerging global markets
- 26. Niche communities of interest and passion for SI’s collections and researchMobile gives us new tools for scholarship, research, outreach and staying relevant to our constituentsMobile challenges us to ‘think differently’ about how we do business in a new learning & communications economy
- 27. ConcernsCellphone use will disrupt the galleries and encourage people to talk on their phones.Visitors will take pictures of the art with their phones.Interpretation distracts visitors from actually looking at the work, making it a superficial experience.Not everyone has a cellphone or smartphone.Signage and guards reinforce gallery etiquette.They already do, but signage and guards protect SI.Depends entirely on content design.True, so multiple interpretation platforms are necessary.
- 28. Mobile Research at SFMOMA
- 29. Mobile Improved Visitors’ Experience 2010 Mobile Tour evaluation…. (Top box %)Very easy to use…Very satisfied…Strongly recommend…Made visit much more enjoyable…Made artworks much more meaningful…Q. Guide RatingsNote: Percentages represent the highest ratingFUSION RESEARCH + ANALYTICS
- 30. Those who chose the iPod and cell phone formats rated them more highly than traditional headset tour users rated theirs.(although the content was identical!)Randi Korn & Associates, SFMOMA, 2006
- 31. Phone logs enabled us to see patterns in where visitors wanted information most:(or perhaps where they or could find the labels!)Randi Korn & Associates, SFMOMA, 2006
- 32. In fact, GuideBy Cell now mashes up area codes and Google Maps to reveal where visitors are from:
- 33. Multimedia Tours Impact on Time Spent in the Galleries Q. How did the Mobile Tour impact the amount of time you spent in the museum today? FUSION RESEARCH + ANALYTICS study at SFMOMA Summer 2010
- 34. Feedback on Multimedia TourKahlo exhibition at SFMOMA, 2008
- 36. JacksonvilleZoo’s Research*Scale: 7 = strongly agree through 1 = strongly disagree.Source: Institute for Learning Innovation & the Jacksonville Zoo.
- 37. The more interpretation used, the greater the visitor satisfactionRandi Korn & Associates, SFMOMA, 2006
- 38. SI Mobile Projects to Date
- 39. Mobile ArtJanet Cardiff, Words Drawn in Water,2005
- 40. Over 20 Podcasts from across SI
- 41. Numerous cellphone toursNASM "Explore the Universe"
- 42. NPG “Faces of the Frontier” exhibition
- 43. NPG "Mask of Lincoln" exhibition
- 44. AAA exhibition
- 45. NMAI gardens
- 46. SAAM Luce Center audio tour
- 47. SAAM “William Wegman” exhibitionMobile Websites
- 50. Cooper-Hewitt TriennialMobile Exhibition Website
- 55. Apps
- 56. Design USA at Cooper-Hewitt“Don’t even think about not using it because then you won’t truly see the show.”Roberta Smith, NY Times, 14 January 2010http://www.nytimes.com/2010/01/15/arts/design/15design.htmlhttp://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour
- 58. Yves Klein at the Hirshhornhttp://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour
- 59. Games & Mobile Learning
- 61. NASM “Got a Question?” Txt Test one week
- 62. 84 unique users
- 64. ARGs: GOAC & PHEON
- 67. Mobile Learning at the Hirshhorn
- 68. Plus, in development:Cross-platform games: NMNH, Zoo & NMAH (in addition to Ghosts of a Chance & PHEON at SAAM)
- 69. Mobile giving initiatives being piloted at NASM
- 70. Mobile sign language guides in development at SAAM (already online at http://americanart.si.edu/education/asl/)Important research by Laboratory for Visual Learning, Harvard-Smithsonian Center for Astrophysics finds efficacy of iPads and eBook readers in helping learning disabled to read
- 71. Also in the PipelineNMNH Leaf-identifier app
- 73. NMAI exhibition tour app
- 75. Zoo app
- 76. Experiments in Augmented Reality
- 77. Find out more at: http://smithsonian-webstrategy.wikispaces.com/MobileElsewhere & over the years
- 78. WhitneyJennifer Crowe & Scott Paterson, Follow Through, 2005
- 80. Tate ModernMiroslawBalka: How it isTate Trumps
- 81. MoMA
- 84. Plus…Hundreds of cellphone tours & podcastsDozens of multimedia tours & appsMobile websites becoming standardAround the world
- 85. SI Mobile Strategic Planning
- 86. The Mobile Strategic Planning:First principlesThe only certainty in the mobile landscape is change – so we need an adaptive, standards-based approach to our mobile strategy and solutions developmentBecause of the rapid rate of mobile technology obsolescence, we will build for mobile audiences, not specific platforms and gadgetsBecause of our public mandate and responsibility, wherever possible SI Mobile will make its resources, best practices, and mobile products available for others to adapt and build upon
- 87. SI Mobile Strategic Planning:What we’ve done so farThe largest mobile audience research project to date in the cultural sectorNearly 1,600 Mall visitors surveyed on mobile needs
- 89. Crowdsourcing input through Facebook and Twitter
- 90. Interim reports at: http://smithsonian-webstrategy.wikispaces.com/Mobile+ResearchMobile Strategy informational conference with Forrester Research July 22Mobile strategic planning workshops for SI staff July 22-23 & 30 SeptemberMobile fair and museum meet-up Aug 4Collective findings on mobile objectives and proposed offerings published at: http://smithsonian-webstrategy.wikispaces.com/Mobile
- 91. SI Mobile Strategic Planning:Top level findingsOUR AUDIENCES WANT SI MOBILE TO:Be personal: available on the handheld devices they already know & are comfortable withBe integrated: into their usual way of experiencing the world, and into other supports and platforms they already use in SI visitsBe social: help them connect with SI collections, the people who care for them and others who care about themOUR STAFF WANT SI MOBILE TO PROVIDE:Enhanced interpretation & information servicesSupport for community building, dialog & outreachNew tools for research & collaboration
- 92. SI Mobile Strategic Planning:On-site visitor needs findings52% of Mall visitors have a phone that can access the Internet
- 93. 30% have a phone that can run apps (higher than national average of 24%)
- 94. Their main needs are:General planning information A listing of what’s on Info about what’s newA majority (62%) wanted to be able to access SI websites, blogs, podcasts, apps, etc. from their mobile devicesFrom OP&A executive summary, unpublished SI Mobile Study, Aug 2010
- 95. What will SI Mobile look like?A Smithsonian Mobile Architecture and frameworkStandardsBest practice documentation and trainingInfrastructureA Mobile Toolkit
- 96. Some of the tools…Smithsonian Commons Mobile
- 98. Image delivery
- 99. Events calendars
- 100. Maps and wayfinding
- 101. “About…” content and functionality
- 103. Social media functions/communities of interest
- 104. Mobile metrics and campaign functions
- 105. Mobile advertising and promotions
- 107. Augmented realityHow will we get there?Market research analysis on SI's audiences and mobile best practice from the culture industry & beyondA clear and supportive process for developing mobile projects and productsMobile strategy with a roadmap and priorities, milestones and deliverables (what we want to do mapped onto what we can do, evolving over time)A growing mobile development resource library, including best practices, training, standards, and toolsRecommendations on governance, infrastructure, standards, resources and practices required for growth June-July 2010 & ongoingAug-Sep 2010 & ongoingAug-Sep 2010 & ongoingFrom June 2010Autumn/Winter 2010 – a living document
- 108. Timelines for Mobile Efforts
Editor's Notes
- #30: Market Currently in the US, 25% of cell phone users have a smartphone. By the end of 2011, 50% of cell phone users in the US will have a smartphone. By 2020, mobile devices will be the world’s primary connection tool to the Internet. 36% of recent NZP visitors have a smartphone!! 1/5 would use phone to navigate around the zoo and help plan their visit. 25% of adult smartphone owners are active app users, 13% of whom have paid for an app.Mission Many other zoos and museums are publishing apps: 11 zoos and aquariums with apps; 2 are paid (Woodland, Houston, Memphis, Cincinnati, Dallas, Detroit, Buffalo, Jacksonville, Aquarium of Pacific, Florida Aquarium) Feedback and download numbers are positive. - Call the Wild Supports one of SI’s Five Institutional Priorities; the priority to Broaden Access, defined as “Purpose the latest tools and technology to exponentially broaden the world’s access to Smithsonian resources and improve the visitor experience for those who come in person.”
- #56: And many more learning opportunities in the pipeline
- #70: So this is a thumbnail sketch of what I think SI Mobile might look like: not just one big umbrella app, but a set of tools and resources…