mm4 workshop el

Planning for Mobile:Operations and Marketing

Eric Longo

[email protected]

www.ericlongo.com

@ericlongo

917-740-6631

Museums & Mobile

Online Conference IV

May 8, 2012

Mobile Strategy

Mobile Content

Now what?

You want to make your content available to visitors.

Longo Consulting LLC - www.ericlongo.com

Onsite mobile operations.


Mobile operations include:

Hardware: players, chargers, protective cases, headphones, rolling carts, lanyards…

Hardware installation, floor set up

Content upload & WiFi hotspot(s)

Maintenance and technical repairs

Security solutions and processes

Distribution, including logistics and staff

Marketing: before they get there & once they’re here

Metrics: projecting the right quantity of devices, measuring performance


WAIT! Do I need players?

Let’s start with mobile devices.


Players or no players?


The choice of platform is in large part informed by your mobile strategy.

Upsides:

-Cheaper

-No security issues

-No staffing

Downsides:

-Leave out some visitors

-Lower take up

-Network coverage/WiFi

If you consider doing it without players:


Allowing visitors to access your content using their own devices: Wireless Access Points

Easy content download

Expensive

Public Network

Privacy

smArtapps

Access

solution


Cellphone Tours


Cellphone Tours Upsides

Minimum upfront costs

Easy set up

No equipment nightmare & costs

No onsite operations

Signage & labels still important

Staff still needs to promote it


Player types:

MP3 audio only players

Multimedia handheld players

Tablets


MP3 audio players


Multimedia players


Nintendo at Musée du Louvre, Paris


Tablets

The “cool factor” - iPad tours


What type of players should you offer?

It depends on:

The content you want your visitors to enjoy

The user experience you want them to have

Your collection / type of institution

Your site environment: indoor, outdoor or both?


How many players do I need?

Quantity is a function of:

Attendance

Days opened

Type of site

Projected take up rate

Target player rotation


Player rotation: ideal number of times that your players should go out each day.

Rotation targets/day:

Permanent collections (fine art): 1

Attraction/historic sites: 2

Science museums: 2 - 2.5

Temporary exhibitions: 2.5 - 2.75


Number of Players Formula

A = attendance

TUR = TUR* as a number between 0 and 1 (e.g. 25% is 0.25)

N = # of players (desired outcome)

D = total # of days the show is open

W = total # of week days the show is open

R = player rotation target

*TUR = Take up rate, % of visitors taking a mobile device based on total visitors.

N = (7 x A x TUR) / (R x D x W)


*TUR = Take up rate

Assumptions:

Science museum

Special exhibition: July 1-September 30 (91 days)

Site opened: Tuesday-Sunday (6 days/week)

Projected attendance: 150,000 visitors

Projected take up rate: 25%

(7 x 150,000 x 0.25) / (2 x 91 x 6) =

Let’s play!

240


Mobile Strategy

Mobile Content

Now what?

Mobile Players


Mobile onsite equipment accessories:

Headphones vs. wands

Protective cases for off-the-shelf players

Charging / uploading units

Lanyards

Rolling carts


Headphones versus wands

Stereo vs. mono

Comfort vs. phone syndrome

Hygiene issues

Indoor vs. outdoor


Protective cases


Charging / uploading units

Proprietary devices = charging racks

Vendors solutions for Apple players

Ugliness factor

Space factor

Must provide mass upload & charging!


The Roman Baths, Bath, UK


The Roman Baths, Bath, UKLongo Consulting LLC - www.ericlongo.com

Musée du Louvre, Paris

Luce Center, SAAM, Washington DC


AudioConexus portable charging unit


PARAT Solutions for Apple products


Lanyards Be creative!

Your museum logo here

Sponsorship opportunity


Rolling carts: it all depends on your needs!

Seattle Art Museum


OH NO!!!

They’re walking out with the players!


Securing your players

2 solutions:

Invest in a security system

Request a collateral from visitors


Security systems

Cost

Installation

Maintenance/operation

Reliability

Deterrent factor


Met Museum security tag (and lanyard!)

Security Tag


Asking visitors for collateral

Effective (only if one entrance & exit)

Low cost

Expected

Privacy concerns

Solid procedures


Art Gallery of New South Wales, Australia

A little extreme?


Technical considerations

Who will perform content uploads & updates?

Repairs? How often?

Onsite / offsite?

Turnaround repair time

“Float” concept


Mobile Strategy

Mobile Content

Now what?

Mobile Players

Operations


Marketing your mobile program.

You mean I need to market this program?


Start with a marketing plan

What are the institutional objectives?

Who do you want to target?

How can you ensure success?

Define your goals. Be specific.

What does success look like?

Invite feedback. Test. Make course corrections.


Number 1 goal: raise awareness!

Marketing starts before they get there!

Select prominent & strategic distribution locations

Make sure the desks/signage are properly lit

Make signage that speaks 1) to content 2) to show or collection

Make signage LEGIBLE!


Communications tips

Mention mobile content across all communications channels: press release, press kits, brochures and other printed material, newsletters, website, social media sites

Add frequent postings to social media sites encouraging visitor feedback

Indicate the App may be used when visiting the site in person on the iTunes download page (or Android)

Mention mobile program on all relevant exhibition signage

Dedicate a section about the program on museum website or exhibition page with an App excerpt, visitor feedback and ways to access it


Getty Museum, LA

Desks


Musée du Louvre, Paris


SFMOMA, San Francisco


National Museum of Scotland


de Young Museum of Fine Arts, SFLongo Consulting LLC - www.ericlongo.com

Cooper-Hewitt National Design Museum, NYC

Good lighting goes a long way


Signage

SI, National African Art MuseumNZ Museum Te Papa Tongarewa


Experience Music Project, Seattle


NZ Museum Te Papa Tongarewa Experience Music Project, Seattle


National Museum of the American Indian, NYC


iPad

Laminated

Instructions


Number 2 goal: increase take up!

Promote!

Promote!

Promote!

Staff, not signage alone, is your best asset to engage visitors & encourage adoption


Staffing considerations

Train staff, not just front line but others too

Number of staff depends on attendance and location of distribution areas

In-house or not?


Be proactive

National Museum of the American Indian, NYC


Staffing tips

Admission staff brief visitors on mobile content availability during each transaction

Staff greets and engages visitors

Better to have staff stand than seated

Staff should be well trained and be extensively knowledgeable about device use and/or Wi-Fi download process and be able to explain to all visitors

Attitude & attire matter


Operations & Distribution Tips➔ Public signage should be strategically placed throughout the museum, from the entrance all the

way to the mobile desk

➔ Public signage branding should be consistent (same fonts, images, audio/mobile logo identifying the App, “stop numbers next to exhibition artifacts, etc.)

➔ Public signage should clearly indicate, along with an image, the availability of a mobile App

➔ The signage should highlight the App first, then the exhibition, in that order!

➔ Signage near distribution areas should be visible (large enough for visitors to read from a distance; letter-sized signs are not adequate)

➔ Signage should be posted at visitor eye-level when standing (desks signs are therefore not appropriate)

➔ Distribution desks should be made for transactions while standing (not tables)

➔ Distribution desks should receive adequate lighting so they stand out and are visible

➔ Depending on the actual layout of a particular space, distribution desks should ideally be located at museum admission desks, or immediately after them, or directly before entering exhibition galleries

➔ Devices should have protective cases

➔ Museum should provide open-access Wi-Fi network to allow visitors to download App onsite

➔ Explanations on operating mobile device should be as clear and as detailed as possible

➔ Offer visitors an opportunity to leave comments specifically about their experience, either on a visitor comment book, or, if the App was designed to invite visitors to leave digital comments, on the App itself


Key Take Aways:

Define and plan for success

Select a vendor that meets your needs

Collaborate across departments

Be proactive

Promote!


Questions & Inquiries.

Eric Longo

[email protected]

www.ericlongo.com

@ericlongo

917-740-6631


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