three models for mlearning

26 May 20111Nancy Proctor, proctorn@si.edu

From Headphones to Microphones

Nancy Proctor, Smithsonian Institution26 May 2011

Three models for mLearningin the Museum – and beyond?

1. Putting “the people formerly known as the audience” first

2. Why mobile?3. New opportunities for “mLearning”

• Learning on demand • Learning in the crowd and the community• Peer-to-peer learning

Agenda for today:

HousekeepingWays of staying in touch:

ProctorN@si.edu @nancyproctor

Hashtags: #mtogo #SImobile

http://smithsonian-webstrategy.wikispaces.com/Mobile

Unanswered questions? http://wiki.museummobile.info/museums-to-go/mobile-faqs

Audio Tour 1.0Stedelijk Museum, Amsterdam, 1952

26 May 20115Nancy Proctor, proctorn@si.eduFraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003

It’s NOT about the Technology

Audio Tour 2.0 3.0?

Understanding the mobile behaviors of your audience is the

first step in building a mobile strategy or product.

Some ways we can think about “the people formerly known as the audience”

in museums…

Mobile Metrics

http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+%28Mashable%29

CreatingWorkingLearning

New Categories:

A “snapshot” of mobile behavior

Inactives 11%

Increasing mobile

sophistication

• Use mobile Internet weekly• Visit social networks weekly• Consume news and information

• Stream music or video• Purchase music tracks• Purchase mobile content

• Send or receive email• Use maps or navigation• Use mobile Internet less than

weekly

Mobile Technographics

Entertainers9%

SuperConnecteds20%

Connectors15%

Communicators

Talkers34%

• Use no data service except:─SMS, MMS, or IM─Email less than monthly

• Only use voice

• Do not own a mobile phone

Inactives

Talkers

Communicators

Connectors

Entertainers

SuperConnecteds

0% 5% 10% 15% 20% 25% 30% 35% 40%

College Educated US TotalBase: 10,971 US adults with college degreesSource: North American Technographics Benchmark Survey, Q2 2010

College educated visitors are tech-savvy mobile users

Age is top predictor of behavior

Inactives

Talkers

Communicators

Connectors

Entertainers

SuperConnecteds

0% 10% 20% 30% 40% 50% 60% 70%11%

Gen Y (18-30) Gen X (31-44) Younger Boomers (45-54) Older Boomers (55-65)Seniors (66+) US Total

Base: 10,971 US adults with college degreesSource: North American Technographics Benchmark Survey, Q2 2010

Families with teens text – a LOT

Mobile Internet

0% 10% 20% 30% 40% 50% 60% 70% 80%

How frequently do you do the following activities on your primary cell phone or handheld wireless device? At least monthly

Families with children less than 6Families with children 6-12 yrs oldFamilies with children 13-17 yrs old

41%40%51%40%

21%18%16%13%

24%21%20%15%

Base: 2,941 US adults with college degrees and cell phones in families with children 18 years old and youngerSource: North American Technographics Benchmark Survey, Q2 2010

Teenagers are heavy users of all mobile data services

• Teens are texters — 83% text at least monthly compared to 57% of US adults 18 years and older

• Data intensive mobile behavior is at average levels

–Mobile Internet use is 22% vs. 23% overall

–Email from a mobile device is 25% vs 23% overall• Regardless of age, teens behave similarly, though 16 and 17

year olds have greater autonomy and larger budgets

Your Target Audience

Identify & describe your target audience:• What mobile platforms do they already use?

– Traditional museum audio/multimedia tours– Cellphone (voice, SMS)– Personal media player (podcasts, video…)– Smartphone (apps, mobile web, email…)– Mobile social media (Flickr, Twitter, FB…)– Other?

• How do they use them elsewhere & why? http://smithsonian-webstrategy.wikispaces.com/Mobile+Research

Why are they visiting?Whom are they visiting with?

1. Explorers2. Facilitators3. Experience seekers4. Professionals/Hobbyists5. Rechargers

Falk’s Identity Segmentations or People-Objects-Ideas

Andrew J. Pekarik and Barbara Mogel, CURATOR 53/4 • OCT 2010

Question mapping in the gallery:

What do visitors want to know?

• Semi-structured interviews• FAQs and comments cards • Questions posed to staff…

Why mobile?

Mobile is a unique mix:

and the social

of the personal

Mobile is DisruptiveBoth

A new set of tools and platforms for communications, learning and developing and distributing contentPhoto CC licensed: http://www.flickr.com/photos/jdlasica/138927384/

Mobile is Disruptive

http://www.queerty.com/smithsonian-not-pleased-with-patrons-bringing-aids-jesus-back-into-the-museum-on-an-ipad-20101206/

And also:

A fundamentally new way of connecting, collaborating and learning

Mobile is social media

Some ideas from the museum world:1. Learning on demand 2. Learning from the crowd & the

community3. Peer-to-peer learning

New Opportunities for mLearning

26 May 201124Nancy Proctor, proctorn@si.eduPhoto by Mike Lee, 2007; from the American Art Museum’s Flickr Group

Our audiences now access the museum through a wide range of platforms

beyond our walls and websites

Learning on demand & in new contexts

Museum

The Multiplatform Museum

Museum

The Multiplatform Museum

More than multiplatform…

26 May 201128Nancy Proctor, proctorn@si.edu Edward Hoover, 2010, from Flickr.

The Museum is a Distributed Network

The Museum is transforming from Acropolis…

Nancy Proctor, ProctorN@si.edu 29

… into Agora

1. New media 2. New platforms3. New contexts4. New formats

WWW Learning

Crowdsourcing

The People’s Institution

The Megatherium Club, a group of young naturalists who collected for the Smithsonian in the 19th C. http://en.wikipedia.org/wiki/Megatherium_Club

Louise Rochon Hoover,"Secretary Henry Posts DailyWeather Map in Smithsonian Building, 1858.”

James Smithson:“for the increaseand diffusion of knowledge”

SI Mobile’s Vision

by using mobile platforms to enlist collaborators globally in undertaking the real and important work of the Institution.

Recruit the world to increase and diffuse knowledge

Put the Smithsonian not just in the people’s

pockets, but in their hands.

“You don’t need a mobile strategy;you need mobile to be part of the strategy.”

SI Mobile’s Strategy

1. Integrate mobile into everything we do to create a whole greater than the sum of its parts;

2. Transform the way the Institution works in order to achieve its strategic goals and vision for the 21st century.

SI Mobile’s Strategic Goals1. Engage new audiences where they are, both on-site and

beyond SI’s walls.

2. Create new opportunities for learning, creativity and shared discovery within and beyond the museum and classroom

3. Open access to our data, collections and research and support new uses of it through collaborative structures and platforms.

4. Equip SI staff with new tools to work at the leading edge of their fields.

5. Transcend disciplinary boundaries by connecting communities, conversations and initiatives.

6. Update the Smithsonian experience to reflect shared brand values.

http://smithsonian20.si.edu/schedule_webcast2.html

A crazy idea?“A Wikipedia of the Physical World”

Wikipedia

…78 million visitors monthly as of January 2010. There are more than 91,000 active contributors working on more than 17,000,000 articles in more than 270 languages.

That means the average contributor works on ~186 articles?!

Meaningful Workers

http://www.flickr.com/photos/cambodia4kidsorg/4294119350/

Thinking outside the audiotour box

From Headphones to Microphones“From we do the talking to

we help you do the talking.”– Chris Anderson, Wired, Smithsonian 2.0 Conference, 24 Jan 2009 http://smithsonian20.si.edu/schedule_webcast2.html

Mobile Social Media as Art

Halsey Burgund’s ScapesdeCordova Sculpture Park & MuseumLincoln, MA – until Nov 14

http://wiki.museummobile.info/archives/16082

Community-sourcing

http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-the-difference-and-the-opportunity/

Save Outdoor Sculpture!

26 May 201147Nancy Proctor, proctorn@si.edu47

Work in Progress…

Stamps? Really?

A Citizen Curator

"Creation” 1992Tokuda Yasokichi , (Japanese, 1933-2009) Heisei era Porcelain with polychrome enamel glazes; H: 8.8 W: 54.8 D: 54.8 cm Komatsu City, Ishikawa prefecture, Japan; Gift of the Japan Foundation Sackler Gallery level 3, S1993.13

Peer-to-peer learning

Teaching is the best way to learn

A Platform for Learning Innovation

26 May 201153Nancy Proctor, proctorn@si.edu Edward Hoover, 2010, from Flickr.

Learning in a Distributed NetworkWho is a teacher?

26 May 201154Nancy Proctor, proctorn@si.eduNancy Proctor, ProctorN@si.edu 9 December 200854

Educators in the Agora

26 May 201155Nancy Proctor, proctorn@si.eduNancy Proctor, ProctorN@si.edu 9 December 200855

• Are experts in their fields• Inspire us with their passion for the subject• Help make the subject relevant to our lives• Curate the conversation• Help us see, read & think critically• Take us from “we do the talking” to “we help

you do the talking”

Educators in the Agora:

HousekeepingWays of staying in touch:

ProctorN@si.edu @nancyproctor

Hashtags: #mtogo #SImobile

http://smithsonian-webstrategy.wikispaces.com/Mobile

Unanswered questions? http://wiki.museummobile.info/museums-to-go/mobile-faqs

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