going mobile at balboa park
DESCRIPTION
Visitor-led mobile content & experience development 1-day workshop at Balboa Park, San Diego.TRANSCRIPT
February 16, 20101/65Nancy Proctor, [email protected]
Going Mobile at Balboa Park
Nancy Proctor http://MuseumMobile.info
Visitor-led mobile content & experience development
February 16, 20102/65Nancy Proctor, [email protected]
HousekeepingQuestions & comments:
• Hashtags: #mtogo #bpocmob
• http://wiki.MuseumMobile.info
Ideas for continuing the discussion:
• http://tatehandheldconference.pbworks.com
• https://mcn2010.pbworks.com
February 16, 20103/65Nancy Proctor, [email protected]
1. Theory: audience-led mobile content & experience design
2. Practice: key messages, audiences & their questions
3. Pulling it all together: building your mobile interpretation plan
Agenda for Today:
February 16, 20104/65Nancy Proctor, [email protected]
In 15 seconds or less:
1.Introduce yourself by name and affiliation;
2.Read your burning question or issue.
Introductions
February 16, 20105/65Nancy Proctor, [email protected]
1. Interpretation is essential
2. Why mobile?
3. A new approach to designing mobile interpretation and experiences
4. From headphones…
Part 1: Theory40 slides
to microphones
February 16, 20106/65Nancy Proctor, [email protected]
Part 1: The Theory
Audience-led mobile interpretation design
6
February 16, 20108/65Nancy Proctor, [email protected]
Interpretation is as essential to the Museum as cutlery is to a
banquet
Beth Lipman, Bancketje (Banquet) 20038
February 16, 20109/65Nancy Proctor, [email protected]
Beth Lipman, Bancketje (Banquet) 20039
Some visitors may bring their own, Some may eat only the finger food, Some may choose another restaurant, Many will go away hungry,
If the Museum doesn’t provide it:
feeling uninvited and unwelcome.
February 16, 201010/65Nancy Proctor, [email protected]
Tate Modern’sPrinciples of Interpretation
1. Interpretation is at the heart of the gallery’s mission.
2. Works of art do not have self-evident meanings.
3. Works of art have a capacity for multiple readings; interpretation should make visitors aware of the subjectivity of any interpretive text.
4. Interpretation embraces a willingness to experiment with new ideas.
5. We recognise the validity of diverse audience responses to works of art.
6. Interpretation should incorporate a wide spectrum of voices and opinions from inside and outside the institution.
7. Visitors are encouraged to link unfamiliar artworks with their everyday experience.
February 16, 201012/65Nancy Proctor, [email protected]
Photo by Mike Lee, 2007; from SAAM Flickr Group
Audiences now access our content through a wide range of platforms
beyond the museum’s walls and website
12
February 16, 201013/65Nancy Proctor, [email protected]
The Museum has become a Distributed Network
13
February 16, 201014/65Nancy Proctor, [email protected]
The Museum is transforming from Acropolis…
14
February 16, 201016/65Nancy Proctor, [email protected]
16
1. A Community2. A Site for Socratic Dialogue3. A Marketplace for Ideas &
Interpretations4. An Opportunity for Civic
Engagement5. A Social Media Platform
The Museum as Agora is:
February 16, 201017/65Nancy Proctor, [email protected]
Why mobile?
February 16, 201018/65Nancy Proctor, [email protected]
Mobile web use is surging
More than 63 million people accessed the Internet from their mobile devices in 2009 - double the number until Jan 2008 Comscore March 2009.
Nielsen reports surge in mobile web use driven by “Women, Teens, and Seniors” 30 September 2009 http://blog.nielsen.com/nielsenwire/online_mobile/mobile-web-up-34-percent-july-09/
English-speaking Hispanics are ardent users of wireless access, whether that is on a handheld device or a laptop computer. Overall, English-speaking Hispanics are the heaviest users of wireless onramps to the internet. Pew Internet Wireless Internet Use April 2009
18 6 October 2009
Nancy Proctor, [email protected]
February 16, 201019/65Nancy Proctor, [email protected]
April 2009 study by Pew Internet & American Life Project:
32% of Americans have at some point used the internet on their mobile device.
19% of Americans said they had yesterday accessed the internet on their mobile.
50% say it is very important to them to have mobile access in order to stay in touch with other people.
46% say mobile access is very important for getting online information on the go.
17% say mobile access is very important to them so they can share or post online content while away from home or work.
http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx?r=1
19 6 October 2009
Nancy Proctor, [email protected]
February 16, 201020/65Nancy Proctor, [email protected]
Convergence
http://www.youtube.com/watch?v=6ILQrUrEWe8
20 6 October 2009
February 16, 201021/65Nancy Proctor, [email protected]
At least half of the Museum’s platforms are
already mobile.
21 6 October 2009
February 16, 201022/65Nancy Proctor, [email protected]
February 16, 201023/65Nancy Proctor, [email protected] Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
It’s NOT about the It’s NOT about the TechnologyTechnology
February 16, 201024/65Nancy Proctor, [email protected]
Thinking outside the audiotour box
Means thinking about content & experience
February 16, 201025/65Nancy Proctor, [email protected]
Recent Research & Resourceshttp://wiki.MuseumMobile.info/research
20091. CHNM survey on Museums and Mobile Adoption2. Learning Times International Survey on handheld use in
museums.20081. Whitney Museum of American Art: Audio Guide
Technologies Survey Final Report20071. Matthew Barney: Multiplatform interpretation at
SFMOMA2. La Placa Cohen Culture Track 2007 (with Antenna Audio)
February 16, 201026/65Nancy Proctor, [email protected]
Who is your target audience?
Tied to mission & key messages
What are the desired outcomes? What do we want them to know, think and/or feel?
What platforms do they already use? How do they use them elsewhere & what excites them?o Traditional audio tourso Cellphones or smartphoneso Podcastso Mobile social media: SMS, Twitter, FB…
February 16, 201027/65Nancy Proctor, [email protected]
A Minority of Visitors Use Technologies in the Galleries
2006 study by Randi Korn & Associates at SFMOMA
BUT they use technology everywhere else:
WWW = Whatever, Whenever, Wherever
February 16, 201028/65Nancy Proctor, [email protected]
Question mapping in the gallery:
What do they want to know?
• Semi-structured interviews
• FAQs and comments cards
• Questions posed to staff…
February 16, 201029/65Nancy Proctor, [email protected]
Collecting questions…
Online question collection: o Specialized Q&A services, e.g. AJOAo Comments on social media sites
Include audience research in order to segment
Go deeper with more experienced museum visitors
Where are visitors not being served by existing interpretation?
February 16, 201030/65Nancy Proctor, [email protected]
Organize & Filter
Group questions:
o Thematically
o By object
o By location
Prioritize by mission and key messages
Prioritize questions that elicit great stories
February 16, 201031/65Nancy Proctor, [email protected]
Organize questionsPainting Sculpture Folk Art Architecture
Dramatic change in style in display
Why multiples of same work?
Lures aren’t art
Story behind the architecture
Triple painting?!
Memory vessels: idea, ones with stones…
Glad you dead you rascal you?!
February 16, 201032/65Nancy Proctor, [email protected]
Which content modalities?
1. +-+-+-+-+ Soundtracks
2. o o o o Soundbites
3. x x x x Interactives
4. | | | | Links
5. ^ ^ ^ ^ Feedback
6. § § § § Social media
Narrowcast/Offline orNetworked
Networkedonly
February 16, 201033/65Nancy Proctor, [email protected]
Soundbite Sample
February 16, 201034/65Nancy Proctor, [email protected]
Soundbites
Are ‘atoms’ of information.
Commonly called ‘stops’ – or ‘starts’!
Facilitate going deeper on a specific object/subject.
Usually require a visual (actual object or image).
Can be collectable & portable to other platforms e.g. via bookmarking, saving or sharing.
Can be reused across the museum’s analog & digital platforms as well as those of third parties.
February 16, 201035/65Nancy Proctor, [email protected]
Soundtrack Sample
February 16, 201036/65Nancy Proctor, [email protected]
The Soundtrack
Recalls original ‘linear’ audio tours.
Provides a sequential narrative and contextual information: tools for understanding the principles of the displays, both in the gallery and beyond.
Immersive, but may be divided into a number of connected segments.
‘Downloaded’ for audiences on-site and beyond.
Like a good album, book or catalogue, should be possible to enjoy over & over again…
February 16, 201038/65Nancy Proctor, [email protected]
ArtBabble: the ideal interface
http://www.artbabble.org/video/meet-william-christenberry
February 16, 201039/65Nancy Proctor, [email protected]
Identify soundtracks & soundbites
Painting Sculpture Folk Art Architecture
Dramatic change in style in display
Why multiples of same work?
Lures aren’t art
Story behind the architecture
Triple painting?!
Memory vessels: idea, ones with stones…
Glad you dead you rascal you?!
February 16, 201040/65Nancy Proctor, [email protected]
Architecture Tour
History of the building, style, architect
----------+--------------+------------------+--------
O O O Tiles Skylights Ironwork
February 16, 201041/65Nancy Proctor, [email protected]
Folk Art Tour
Why is folk art, art?
----+-------------------+------------------+-----------
\/ \/ \/
O O O Lures Memory vessels Glad you
dead…
February 16, 201042/65Nancy Proctor, [email protected]
How best to tell the story & create the atmosphere?
1. Monologue:o Artists & curatorso Staffo Related expertso Professional narrators
2. Reinactments/ plays
3. Interview
4. Dialogue
5. Vox pop / comments
6. Music
February 16, 201043/65Nancy Proctor, [email protected]
Knowledgeable or insightful – trusted
Relates to the mission or key messages
Good communicator with target audienceo Engaging voiceo Confident mannero Makes it relevant
Facilitates the desired outcomes
Who best to tell the story?
February 16, 201044/65Nancy Proctor, [email protected]
The audiences talk back Comments and questions (audio/text/links)
Search-research-share
Bookmark/Email/SMS to self
Collect (MyCollection, ArtStream)
Share (Twitter, Facebook, SMS)
Forum
Voting (show the polls!)
Quizzes/games (multimedia/SMS)
Mobile giving
February 16, 201045/65Nancy Proctor, [email protected]
The right vehicle for your content
Audio player
Multimedia player
Cellphone
Personal media player
SmartMobile
Browser
phonesMobile App
Soundtrack
x x (x) X X X
Soundbite X X X x X X
Interactive
X X X
Link X X x
Feedback X X X
Social media
X X
February 16, 201046/65Nancy Proctor, [email protected]
Platform considerations1. What does your content map require - ideally?
2. What kind of location-based/content triggering solution do your visitors & experience need – really?
3. What do your sponsors/funders require?
4. Can you support network connectivity at your site?
5. Can you manage user-generated content?
6. Can you support multiple platforms?
7. Users’ own devices or supplied on-site?
8. Can you update content across the platform(s)?
9. What is your upgrade path (in at least 2 year increments)?
February 16, 201047/65Nancy Proctor, [email protected]
Mission: SI: Increase and diffusion of knowledge. AA: Be the resource and facilitator for experiencing, understanding and engaging with American art in the US and the world.Objectives: Repeat visitors; Membership sales; Integration into the curriculum
February 16, 201048/65Nancy Proctor, [email protected]
Break
Please have paper & pen/pencil when you return
for Part 2…
February 16, 201049/65Nancy Proctor, [email protected]
Part 2: The Practice
Key messages, target audiences & their questions
49
February 16, 201050/65Nancy Proctor, [email protected]
Identify your target audience(s)
1. Explorers2. Facilitators3. Experience seekers4. Professionals/Hobbyists5. Rechargers
Virtual visitors Non-visitors
Falk’s Identity Segmentations
February 16, 201051/65Nancy Proctor, [email protected]
Key messages Please list one to three main ideas visitors will take away
from visiting the site or exhibition. What objects or didactic components of the presentations will help them learn this?
Describe the rationale and originality of the presentation. Is the site or exhibition bringing new scholarship to the field, exposing an under-recognized subject, etc.? Why is this presentation important now?
Please note other interpretive components at the site that should be considered (labels, docent tours, audio tour, in-gallery videos, interactive feature, blogs, etc.). Are you aware of existing media created by other organizations that address the key messages/topics of this presentation?
SFMOMA's "Interpretive Goals Questionnaire”http://www.archimuse.com/mw2009/papers/samis/samis.html
February 16, 201052/65Nancy Proctor, [email protected]
Working with objects & questions1. Display your object
2. Write down questions about your partner’s object
3. Ask each other your questions
4. Analyze the kinds of questions: can you group them? E.g. Formal Functional Existential Relational Emotional
5. Roughly what % of questions fall into each category?
February 16, 201053/65Nancy Proctor, [email protected]
Question-mapping
February 16, 201055/65Nancy Proctor, [email protected]
Part 3: Putting it all together
Building your mobile plan
55
February 16, 201056/65Nancy Proctor, [email protected]
Set up your worksheet
1. Mission
2. Objectives
3. Target audience(s)
4. Key messages
February 16, 201057/65Nancy Proctor, [email protected]
1. Organize & Filter Questions
Group questions:
o Thematically
o By object
o By location
Prioritize by mission and key messages
Prioritize questions that elicit great stories
10 min
February 16, 201058/65Nancy Proctor, [email protected]
2. Identify content modalities
1. +-+-+-+-+ Soundtracks
2. o o o o Soundbites
3. x x x x Interactives
4. | | | | Links
5. ^ ^ ^ ^ Feedback
6. § § § § Social media
Narrowcast/Offline orNetworked
Networkedonly
10 min
February 16, 201059/65Nancy Proctor, [email protected]
3. Choose your voices
1. Monologue:o Artists & curatorso Staffo Related expertso Professional narrators
2. Reinactments/ plays
3. Interview
4. Dialogue
5. Vox pop / comments
6. Music
10 min
February 16, 201060/65Nancy Proctor, [email protected]
4. Engage in a dialogue Comments and questions (audio/text/links)
Search-research-share
Bookmark/Email/SMS to self
Collect (MyCollection, ArtStream)
Share (Twitter, Facebook, SMS)
Forum
Voting (show the polls!)
Quizzes/games (multimedia/SMS)
Mobile giving
10 min
February 16, 201061/65Nancy Proctor, [email protected]
5. Choose your platform1. What does your content map require - ideally?
2. What kind of location-based/content triggering solution do your visitors & experience need – really?
3. What do your sponsors/funders require?
4. Can you support network connectivity at your site?
5. Can you manage user-generated content?
6. Can you support multiple platforms?
7. Users’ own devices or supplied on-site?
8. Can you update content across the platform(s)?
9. What is your upgrade path (in at least 2 year increments)?
10 min
February 16, 201062/65Nancy Proctor, [email protected]
Mission: SI: Increase and diffusion of knowledge. AA: Be the resource and facilitator for experiencing, understanding and engaging with American art in the US and the world.Objectives: Repeat visitors; Membership sales; Integration into the curriculum
February 16, 201063/65Nancy Proctor, [email protected]
http://picasaweb.google.com/anup.rao/HaifaAkkoIsrael#4954285426665324562
From Headphones to Microphones:
From “From “we we do the talking” to “we help do the talking” to “we help you you do the talking.”do the talking.”
February 16, 201064/65Nancy Proctor, [email protected]
A Smarthistory Dialogue
February 16, 201065/65Nancy Proctor, [email protected]
http://museummobile.info/ wiki, blog & podcasts
Conferences:
o Museums & the Web, April 13-17, 2010, Denver, CO
o Tate Handheld Conference Sept 2010, London & 2008 archive: http://tatehandheldconference.pbworks.com/
o MCN Oct 28-30, 2010, Austin, TX
o Online HandheldConference archive (June 2009) & forthcoming: http://www.handheldconference.org/program/
Beth Harris & Steven Zucker, SmartHistory http://SmartHistory.org
Koven Smith: http://prezi.com/67549/ & 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.info
With many thanks to Kate Haley-Goldman for her help with this paper!
Opportunities to continue our work: