From “we do the talking”to “you do the talking”:

Smithsonian Mobile Strategic Planning

22 July 2010Smithsonian Institution

What are our audienceslooking for?

http://si.edu/visit/InfoCenter/videotour.htm

mLearning Workshops

http://www.smithsonianeducation.org/educators/professional_development/mobile_learning_2010.html

What are our audiencesasking?

Some of the mLearning participants’ responses:

1. What is this place?

2. Why is it called the “Smithsonian”?

3. How big is it? How big are the collections?

4. How many museums are there?

5. What is the Castle?

6. What is all this stuff?

7. What matters? What’s important? Why?

8. For a personal connection – touch

9. For the pleasure of recognition

The POST Method:Audience (People) -led

1. People: who among the Smithsonian’s many audiences are using mobile devices, and how? What future trends are expected?

2. Objectives: which of the Smithsonian’s objectives, both on a central and unit level, can and should be achieved using mobile platforms?

3. Strategy: How will we decide what we do, and who has roles and responsibilities in that process? What resources need to be available, and what changes do we need to make to our current culture and business practices to realize our goals for mobile?

4. Technology: What content and services should be implemented with SMS, mobile Web, downloadable mobile content or smartphone applications? And how do we prepare for new technologies to come?

Why mobile?1. A groovy new set of

gadgets?

2. A new set of tools and platforms for communications, learning and developing and distributing content?

3. A fundamentally new way of connecting, collaborating and educating?

Photo CC licensed: http://www.flickr.com/photos/jdlasica/138927384/

The Smithsonian

More than 30 million visitors in 2009& 180 million ‘virtual’ visitors

The Smithsonian has become a Distributed Network and…

8

At least half of the Institution’s platforms are already mobile.

9

So if we want to meet our audiences where they are

And take them some place new…

Mobile is a great vehicle

http://www.youtube.com/watch?v=6ILQrUrEWe8

11

In 8 years, the standard phone will be 20x more powerful than it is today.It’s not just a phone, it’s a computer.

Mobile is personal

and social

Mobile is aPlatform for doing work

Today we expect Tomorrow we’ll expect• Electricity

• Heating/cooling• Copy machines• E-mail• Meeting rooms

• Wireless everywhere• Mobile access to

everything• Location-based data• Mobile data capture

from cameras, sensors, gps

The Smithsonian Commons

“The Smithsonian Commons is built with mobile users in mind. It’s an anywhere, anytime Smithsonian.”

Smithsonian Commons Prototype

Thinking outside the Acropolis

15

The Reynold’s Center, home of the Smithsonian American Art Museum & National Portrait Gallery

Thinking about the Agora

16

Kogod Courtyard of the DW Reynolds Center; quotation by Steven Zucker, 2008

Photo by Mike Lee, 2007; from American Art Flickr Group

Thinking about audiences beyond the museum’s walls and

website

17

http://picasaweb.google.com/anup.rao/HaifaAkkoIsrael#4954285426665324562

Falling on deaf ears?

Thinking outside the audiotour box

Means going fromheadphones to microphones

From “We do the talking” to “We help our audiences do the talking.”

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

iGo: 1994

http://www.worldmind.com/media/text/clients/visible/visible.html

Podcasts

Cellphone tours

Smithsonian Connections

NMAI.SI.edu/mobile

http://smithsonian-webstrategy.wikispaces.com/Fritz+Scholder+mobile+web+tour

Mobile.NASM.SI.edu

http://smithsonian-webstrategy.wikispaces.com/NASM+Mobile+Website

GoSmithsonian.com (mobile)

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

Design USA at Cooper-Hewitt“Don’t even think about not using it

because then you won’t truly see the show.”

http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour

Roberta Smith, NY Times, 14 January 2010http://www.nytimes.com/2010/01/15/arts/design/15design.html

MEanderthal

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

Yves Klein at the Hirshhorn

http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour

iPads & E-book Readers

Laboratory for Visual Learning, Harvard-Smithsonian Center for AstrophysicsSee forthcoming Journal of Special Education Technology

http://gizmodo.com/5491048/the-barnes--noble-ereader-ipad-app-is-on-the-way-but-will-apple-maim-it

Also in the Pipeline Mall visitors’ app

Mobile cross-collections search

NMNH Leaf-identifier app

NMAI exhibition tour app

Zoo app

Cross-platform games

Mobile giving

Experiments in Augmented Reality

And the sisters – & brothers – are doin’ it for themselves

What will SI Mobile look like?

1. A Smithsonian Mobile Architecture and framework

2. Standards

3. Best practice documentation and training

4. Infrastructure

5. A Mobile Toolkit

Some of the tools… Smithsonian Commons Mobile Collections search Image delivery Events calendars Maps and wayfinding “About…” content and functionality Visitor feedback capture Social media functions/communities of

interest Mobile metrics and campaign functions Mobile advertising and promotions Location-based functions Augmented reality

?? What would you add?

Mobile in the big pictureMobile is an integral part of the Web & New Media Strategy

Can I do this on my

mobile phone?

How will we get there?1. Market research analysis on SI's audiences and mobile

best practice from the culture industry & beyond

2. A clear and supportive process for developing mobile projects and products

3. Mobile strategy with a roadmap and priorities, milestones and deliverables (what we want to do mapped onto what we can do, evolving over time)

4. A growing mobile development resource library, including best practices, training, standards, and tools

5. Recommendations on governance, infrastructure, standards, resources and practices required for growth

Strategic Planning Deliverables

June-July 2010 & ongoing

Aug-Sep 2010 & ongoing

Aug-Sep 2010 & ongoing

From June 2010

Autumn/Winter 2010 – a living document

Resources

Mobile pages on the Smithsonian’s Web & New Media Strategy Wiki: http://smithsonian-webstrategy.wikispaces.com/Mobile

Mobile Sharepoint wiki: https://collab.si.edu/sites/OUSFA-OCIO/WNMS/wiki/Wiki%20Pages/Mobile%20Workgroup%20%28iPhone%20Apps,%20Mobile%20Web,%20etc.%29.aspx

Voice your Vision group & Smithsonian Mobile YouTube: http://www.youtube.com/user/SmithsonianMobile

From June 2010: mLearning workshops & summit

Mobile Fair 4 August 2010

EncontrismoThink differently

And ask lots of questions!http://www.ekainberri.com