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Presentation on the occasion of the launch of v2 of the Cleveland Historical app, 26 May 2011
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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?
26 May 20112Nancy Proctor, proctorn@si.edu
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, proctorn@si.edu
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
26 May 20114Nancy Proctor, proctorn@si.edu
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
26 May 20116Nancy Proctor, proctorn@si.edu
Audio Tour 2.0 3.0?
6
26 May 20117Nancy Proctor, proctorn@si.edu
Understanding the mobile behaviors of your audience is the
first step in building a mobile strategy or product.
26 May 20118Nancy Proctor, proctorn@si.edu
Some ways we can think about “the people formerly known as the audience”
in museums…
26 May 20119Nancy Proctor, proctorn@si.edu
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, proctorn@si.edu
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, proctorn@si.edu
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, proctorn@si.edu
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, proctorn@si.edu
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, proctorn@si.edu
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, proctorn@si.edu
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, proctorn@si.edu
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, proctorn@si.edu
Question mapping in the gallery:
What do visitors want to know?
• Semi-structured interviews• FAQs and comments cards • Questions posed to staff…
26 May 201118Nancy Proctor, proctorn@si.edu
Why mobile?
26 May 201119Nancy Proctor, proctorn@si.edu
Mobile is a unique mix:
and the social
of the personal
26 May 201120Nancy Proctor, proctorn@si.edu
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, proctorn@si.edu
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 201122Nancy Proctor, proctorn@si.edu
Mobile is social media
26 May 201123Nancy Proctor, proctorn@si.edu
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
26 May 201125Nancy Proctor, proctorn@si.edu
Museum
The Multiplatform Museum
26 May 201126Nancy Proctor, proctorn@si.edu
Museum
The Multiplatform Museum
26 May 201127Nancy Proctor, proctorn@si.edu
More than multiplatform…
26 May 201128Nancy Proctor, proctorn@si.edu Edward Hoover, 2010, from Flickr.
The Museum is a Distributed Network
26 May 201129Nancy Proctor, proctorn@si.edu
The Museum is transforming from Acropolis…
Nancy Proctor, ProctorN@si.edu 29
26 May 201130Nancy Proctor, proctorn@si.edu
… into Agora
26 May 201131Nancy Proctor, proctorn@si.edu
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 201132Nancy Proctor, proctorn@si.edu
Crowdsourcing
26 May 201133Nancy Proctor, proctorn@si.edu
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, proctorn@si.edu
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, proctorn@si.edu
“You don’t need a mobile strategy;you need mobile to be part of the strategy.”
26 May 201136Nancy Proctor, proctorn@si.edu
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, proctorn@si.edu
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, proctorn@si.edu
http://smithsonian20.si.edu/schedule_webcast2.html
A crazy idea?“A Wikipedia of the Physical World”
26 May 201139Nancy Proctor, proctorn@si.edu
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, proctorn@si.edu
Meaningful Workers
http://www.flickr.com/photos/cambodia4kidsorg/4294119350/
26 May 201141Nancy Proctor, proctorn@si.edu
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, proctorn@si.edu
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, proctorn@si.edu
26 May 201144Nancy Proctor, proctorn@si.edu
Community-sourcing
26 May 201145Nancy Proctor, proctorn@si.edu
http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-the-difference-and-the-opportunity/
26 May 201146Nancy Proctor, proctorn@si.edu
Save Outdoor Sculpture!
26 May 201147Nancy Proctor, proctorn@si.edu47
Work in Progress…
26 May 201148Nancy Proctor, proctorn@si.edu48
Stamps? Really?
26 May 201149Nancy Proctor, proctorn@si.edu49
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 201150Nancy Proctor, proctorn@si.edu
Peer-to-peer learning
26 May 201151Nancy Proctor, proctorn@si.edu
Teaching is the best way to learn
26 May 201152Nancy Proctor, proctorn@si.edu
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:
26 May 201156Nancy Proctor, proctorn@si.edu
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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