American Marketing Association Richmond 18 Oct 2012

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Presentation to the American Marketing Association in Richmond, VA 18 Oct 2012.

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<ul><li> 1. Recruit the WorldSo hows that going for you? AMA Richmond 18 October 2012Nancy Proctor, Smithsonian Institution@nancyproctor proctorn@si.edu</li></ul> <p> 2. Mobile Approaches to Audience Engagement1. Marketing: Think distributed networks rather than platforms and products2. Crowdsourcing: Think process rather than product (needs different metrics of success)3. Technology: Photography is permitted use it! 3. A crazy idea?The Wikipedia of the Physical Worldhttp://smithsonian20.si.edu/schedule_webcast2.html 4. SI Mobiles Vision Recruit the worldto increase and diffuse knowledge Put the Smithsonian not justin peoples pockets, but in their hands. 5. There is nothing new under the sun. Ecclesiastes 1:9 6. 6,000 staff : 6,500 volunteers 7. Thinking outside the audiotour box From Headphones to Microphones 8. Thinking outside the audiotour boxFrom interpretation to conversation. From we do the talking towe ArtAnderson, IMA,June 2010Steward, and Converse, Max The Gather, help you do the talking. Newspaper, 8 Chris Anderson, Wired, Smithsonian 2.0 Conference, 24 Jan2009 http://smithsonian20.si.edu/schedule_webcast2.html 9. The Multiplatform MuseumMuseum 10. The Multiplatform MuseumMuseum 11. More than multiplatform 12. The Smithsonian is a Distributed Network Edward Hoover, 2010, from Flickr. 13. Our SI:Q is improving!10/23/2012 Nancy Proctor, proctorn@si.edu 13 14. SeriouslyAmazing.com10/23/2012Nancy Proctor, proctorn@si.edu 14 15. Mobile Approaches to Audience Engagement1. Marketing: Think distributed networks rather than platforms and products2. Crowdsourcing: Think process rather than product (needs different metrics of success) 16. Recruiting the WorldSo hows that going for you? 17. Wikipedias World 1,458 1:532477,0001:23017,682,781410,000,000http://www.flickr.com/photos/cambodia4kidsorg/4294119350/ 18. 30+ SI Mobile Projects to Datehttp://si.edu/mobile 19. Smithsonian Mobile 19 20. Smithsonian Mobiles Recruits .01 1:500~70 35,000 http://www.flickr.com/photos/cambodia4kidsorg/4294119350/ 21. Stories from Main Streethttp://storiesfrommainstreet.org/ 22. Stories from Main Street.01 1:55288 16,000http://www.flickr.com/photos/cambodia4kidsorg/4294119350/ 23. Access American Stories 24. Alexander Graham Bells Big Box Telephone10/23/2012Nancy Proctor, proctorn@si.edu 25 25. Eli Whitneys Cotton Gin Patent Model10/23/2012Nancy Proctor, proctorn@si.edu 26 26. 10/23/2012 Nancy Proctor, proctorn@si.edu 27 27. Access American Stories .011:6105678http://www.flickr.com/photos/cambodia4kidsorg/4294119350/ 28. http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-whats-the-difference-and-the-opportunity/ 29. Crowdsourcing 30. Community-sourcing 31. Hypostomus taphorni from NMNHs Guyana expedition, 2011http://smithsonianscience.org/2011/03/facebook-friends-help-scientists-quickly-identify-nearly-500-fish-specimens-collected-in-guyana/10/23/2012 Nancy Proctor, proctorn@si.edu32 32. The Museums Market Niche CommunitiesMarketsMassCrowdsMarkets 33. Product, or Process?The process of crowdsourcing projectsfulfills the mission of digital collectionsbetter than the resulting searches [withmetadata enhanced by crowdsourcing]. Trevor Owenshttp://www.trevorowens.org/2012/03/crowdsourcing- cultural-heritage-the-objectives-are-upside-down/ 34 34. Red Ink Businesses 1. Invaluable collections =highest possible quality 2. Public good = relevant,accessible &amp; accountable 3. Forever business =must be sustainableMax Anderson, Prescriptions for Art Museums in the Decade Ahead,CURATOR, The Museum Journal, Volume 50, Number 1 January 2007 35. Non-profit Network Effects Quality of the overall visitor experience Volunteer recruitment &amp; crowdsourcing Community development Institutional collaborations, e.g. content sharing Membership &amp; member benefits Donations Ticket &amp; product sales Monetizing user data: enhanced sponsorshipvalue Edward Hoover, 2010, from Flickr. 36. Augmented Reality http://smithsonian- webstrategy.wikispaces.com/Aug mented+Reality NPS National Mallhttp://itunes.apple.com/us/app/nps-national-mall/id447866739?mt=8 37. Picasso in Augmented Reality10/23/2012Nancy Proctor, proctorn@si.edu 39 38. Google Goggleshttp://mobile.getty.edu/gettygoggles/http://blogs.getty.edu/iris/connect-with-art-using-google-goggles-and-our-new-mobile-collection-pages/?Campaign=Twitter 39. 10/23/2012 Nancy Proctor, proctorn@si.edu 41 40. The NMNH Bone Hallhttp://www.kaltura.com/index.php/kwidget/cache_st/1342126674/wid/_347381/uiconf_id/8145862/entry_id/0_3tnnzy3z </p>

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