three models for mlearning
DESCRIPTION
Presentation on the occasion of the launch of v2 of the Cleveland Historical app, 26 May 2011TRANSCRIPT
26 May 20111Nancy Proctor, [email protected]
From Headphones to Microphones
Nancy Proctor, Smithsonian Institution26 May 2011
Three models for mLearningin the Museum – and beyond?
26 May 20112Nancy Proctor, [email protected]
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:
26 May 20113Nancy Proctor, [email protected]
HousekeepingWays of staying in touch:
[email protected] @nancyproctor
Hashtags: #mtogo #SImobile
http://smithsonian-webstrategy.wikispaces.com/Mobile
Unanswered questions? http://wiki.museummobile.info/museums-to-go/mobile-faqs
26 May 20115Nancy Proctor, [email protected] Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
It’s NOT about the Technology
26 May 20117Nancy Proctor, [email protected]
Understanding the mobile behaviors of your audience is the
first step in building a mobile strategy or product.
26 May 20118Nancy Proctor, [email protected]
Some ways we can think about “the people formerly known as the audience”
in museums…
26 May 20119Nancy Proctor, [email protected]
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:
26 May 201110Nancy Proctor, [email protected]
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
21%
Talkers34%
• Use no data service except:─SMS, MMS, or IM─Email less than monthly
• Only use voice
• Do not own a mobile phone
26 May 201111Nancy Proctor, [email protected]
Inactives
Talkers
Communicators
Connectors
Entertainers
SuperConnecteds
0% 5% 10% 15% 20% 25% 30% 35% 40%
11%
34%
21%
15%
9%
20%
6%
34%
21%
16%
15%
27%
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
26 May 201112Nancy Proctor, [email protected]
Age is top predictor of behavior
Inactives
Talkers
Communicators
Connectors
Entertainers
SuperConnecteds
0% 10% 20% 30% 40% 50% 60% 70%11%
34%
21%
15%
9%
20%
13%
60%
8%
3%
3%
6%
8%
49%
14%
8%
12%
16%
6%
36%
24%
11%
16%
22%
4%
27%
22%
22%
20%
35%
2%
13%
33%
28%
15%
40%
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
26 May 201113Nancy Proctor, [email protected]
Families with teens text – a LOT
Mobile Internet
SMS
0% 10% 20% 30% 40% 50% 60% 70% 80%
23%
23%
57%
28%
27%
71%
30%
30%
63%
33%
35%
66%
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%
Daily
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
26 May 201114Nancy Proctor, [email protected]
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
26 May 201115Nancy Proctor, [email protected]
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
26 May 201116Nancy Proctor, [email protected]
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
26 May 201117Nancy Proctor, [email protected]
Question mapping in the gallery:
What do visitors want to know?
• Semi-structured interviews• FAQs and comments cards • Questions posed to staff…
26 May 201119Nancy Proctor, [email protected]
Mobile is a unique mix:
and the social
of the personal
26 May 201120Nancy Proctor, [email protected]
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/
26 May 201121Nancy Proctor, [email protected]
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
26 May 201123Nancy Proctor, [email protected]
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, [email protected] 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
26 May 201128Nancy Proctor, [email protected] Edward Hoover, 2010, from Flickr.
The Museum is a Distributed Network
26 May 201129Nancy Proctor, [email protected]
The Museum is transforming from Acropolis…
Nancy Proctor, [email protected] 29
26 May 201131Nancy Proctor, [email protected]
Amanda Hankerson/Minneapolis Institute of Arts ©2011 Minneapolis Institute of Arts
1. New media 2. New platforms3. New contexts4. New formats
WWW Learning
26 May 201133Nancy Proctor, [email protected]
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”
26 May 201134Nancy Proctor, [email protected]
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.
26 May 201135Nancy Proctor, [email protected]
“You don’t need a mobile strategy;you need mobile to be part of the strategy.”
26 May 201136Nancy Proctor, [email protected]
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.
26 May 201137Nancy Proctor, [email protected]
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.
26 May 201138Nancy Proctor, [email protected]
http://smithsonian20.si.edu/schedule_webcast2.html
A crazy idea?“A Wikipedia of the Physical World”
26 May 201139Nancy Proctor, [email protected]
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?!
26 May 201140Nancy Proctor, [email protected]
Meaningful Workers
http://www.flickr.com/photos/cambodia4kidsorg/4294119350/
26 May 201141Nancy Proctor, [email protected]
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
26 May 201142Nancy Proctor, [email protected]
Mobile Social Media as Art
Halsey Burgund’s ScapesdeCordova Sculpture Park & MuseumLincoln, MA – until Nov 14
http://wiki.museummobile.info/archives/16082
26 May 201143Nancy Proctor, [email protected]
26 May 201145Nancy Proctor, [email protected]
http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-the-difference-and-the-opportunity/
26 May 201149Nancy Proctor, [email protected]
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
26 May 201153Nancy Proctor, [email protected] Edward Hoover, 2010, from Flickr.
Learning in a Distributed NetworkWho is a teacher?
26 May 201154Nancy Proctor, [email protected] Proctor, [email protected] 9 December 200854
Educators in the Agora
26 May 201155Nancy Proctor, [email protected] Proctor, [email protected] 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:
26 May 201156Nancy Proctor, [email protected]
HousekeepingWays of staying in touch:
[email protected] @nancyproctor
Hashtags: #mtogo #SImobile
http://smithsonian-webstrategy.wikispaces.com/Mobile
Unanswered questions? http://wiki.museummobile.info/museums-to-go/mobile-faqs