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Guide by Cell Inc.Dave Asheim, PresidentJanuary 2011
What can you do with
Mobile Technology?
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+What are your goals? Great visitor experience
Make money/raise money
Preserve
Educate
Entertain
Know your audience
Attract repeat visitors
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Where does mobile fit in?
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+ First: What is “mobile”?Is it computing?…….or communicating?
Mobile
Computing came
first
• A large 10 pound “portable” computer– no web
• Then a large laptop – still no web
• And finally a laptop connected to the web
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+ What is “mobile”?
Is it computing?…….or communicating?
Next came
communicating
And our definition of mobile changed………
• A BlackBerry that could send e-mails only (no calling)
• Then phones – (no web, no email)
• And finally, in 2007, the iPhone combined the two
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+How mobile is your audience?
Whether it’s an older “dumb” phone, Droid, iPhone, iPad or the newest model
We don’t leave home without it
We love it
Socially accepted, if not expected
Cost is not an issue
Getting better every day
We take it for granted
For Smartphone owners, it’s a web connected computer
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+Mobile trendsCell phone use
• 85% of Americans & 96% of 18-29 year-olds don’t leave home without their phone
Texting• American teens send an average of 3,000 monthly texts,
and cite texting as the #1 reason to buy a phone• Texting by adults has increased to 72%
Smartphones• In 2011, Smartphone ownership is expected to exceed 50%
of the total U.S. mobile market
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+Five museum mobile trends1. More technologies in use
2. Mobile web vs. downloadable apps
3. Texting growing rapidly
4. Promotion of social media during visit
5. Internal resistance to mobile decreasing
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+Your visitors own a powerful “mobile” device…How might they use it at your museum?
1. Gather info
2. Have fun
3. Share
4. Spend (and save) money
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1. Gather info
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1. Gather infoAction
What type of information?
How does it work?
Your Department
Listen Hear directly from artists and experts, listen to exhibit feedback from other visitors
Call a number to hear recorded audio
- Education- Public Outreach- Marketing
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1. Gather infoAction
What type of information?
How does it work?
Your Department
Listen Hear from artists and experts, listen to feedback from other visitors
Call a number to hear audio - Education- Public Outreach- Marketing
Central Park Celebrity Audio Tour
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1. Gather infoAction
What type of information?
How does it work?
Your Department
Listen Hear from artists and experts, listen to feedback from other visitors
Call a number to hear audio - Education- Public Outreach- Marketing
New York Times article about Central Park celebrity audio tour
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Action
What type of information?
How does it work?
Your Department
Listen Hear from artists and experts, listen to feedback from other visitors
Call a number to hear audio - Education- Public Outreach- Marketing
1. Gather info
Audio Tour: Contemporary Sculpture at Chesterwood
“Geography of Curiosity” Audio tour of Chicago Design
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Action
What type of information?
How does it work?
Your Department
Listen Hear from artists and experts, listen to feedback from other visitors
Call a number to hear audio - Education- Public Outreach- Marketing
1. Gather info
Missouri Botanical Gardens,Welcome To My Garden
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Action
What type of information?
How does it work?
Your Department
Listen Hear from artists and experts, listen to feedback from other visitors
Call a number to hear audio - Education- Public Outreach- Marketing
1. Gather info
Irvine Ranch Conservatory Audio Tour
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1. Gather infoAction
What type of information?
How does it work?
Your Department
Read Fun facts, trivia, directions Send text or email and receive auto response
- Education- Public Outreach
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1. Gather infoAction
What type of information?
How does it work?
Your Department
Read Fun facts, trivia, directions Send text message or email and receive auto response
- Education- Public Outreach
www.guidebycell.com
1. Gather infoAction
What type of information?
How does it work?
Your Department
Read Fun facts, trivia, directions Send email and receive auto response
- Education- Public Outreach
www.guidebycell.com
1. Gather infoAction
What type of information?
How does it work?
Your Department
Live Q&A
Ask questions and get answers Send text message and receive live response from your staff
- Education- Public Outreach
www.guidebycell.com
1. Gather infoAction
What type of information?
How does it work?
Your Department
Live Q&A
Ask questions and get answers Send text message and receive live response from your staff
- Education- Public Outreach
www.guidebycell.com
1. Gather infoAction
What type of information?
How does it work?
Your Department
Access the Web
Your website (or any website) 1. Call number and press (*) to receive text with link
2. Visitor sends text to request a link
- Education- Public Outreach
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1. Gather infoAction
What type of information?
How does it work?
Your Department
Access the Web
Your Website (Or any website) 1. Call number and press (*) to receive text with link
2. Visitor sends text to request a link
3. Scan a QR Code
- Education- Public Outreach
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1. Gather infoAction
What type of information?
How does it work? Your Department
Access catalog
Text, video, audio, interactive application
1. Download an app2. Access mobile website
- Education- Public Outreach
www.guidebycell.com
1. Gather infoAction
What type of information?
How does it work? Your Department
Access catalog
Text, video, audio, interactive application
1. Download an app2. Access mobile website
- Education- Public Outreach
www.guidebycell.com
1. Gather infoAction
What type of information?
How does it work?
Your Department
Watch Video content Click link on YouTube or any site to watch video
- Education- Public Outreach
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1. Gather infoAction
What type of information?
How does it work?
Your Department
Watch Video Content Click link on YouTube or any site to watch video
- Education- Public Outreach
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2. Have Fun
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2. Have funAction What type of info? How does it
work?Your Department
Play scavenger hunt
Text, audio, video and photos Navigate an exhibit by texting answers and receiving text messages, audio content or video clips
- Education- Marketing
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2. Have funAction What type of info? How does it
work?Your Department
Play scavenger hunt
Text, audio, video and photos Navigate an exhibit by texting answers and receiving text messages, audio content or video clips
- Education- Marketing
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2. Have funAction What type of info? How does it
work?Your Department
Play smartphone game (app)
Educational content integrated in smartphone game
Visitor downloads app - Education- Marketing
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2. Have funAction What type of info? How does it
work?Your Department
Play Smartphone game (app)
Educational content integrated in smartphone game
Visitor downloads an app - Education- Marketing
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2. Have funAction What type of info? How does it
work?Your Department
Text to a screen
Short text message containing feedback or the answer to a question or survey
Visitors text a message and it appears on a screen
- Education- Marketing
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2. Have funAction What type of info? How does it
work?Your Department
Text to a screen
Short text message containing feedback or the answer to a question or survey
Visitors text a message and it appears on a screen
- Education- Marketing
www.guidebycell.com
2. Have funAction What type of info? How does it
work?Your Department
Access hidden content (Augmented Reality)
Virtual visualization of content Visitor points cell phone camera at item to view overlay of virtual information
- Education- Marketing
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2. Have funAction What type of info? How does it
work?Your Department
Access hidden content (Augmented Reality)
Virtual visualization of content Visitor points cell phone camera at item to view overlay of virtual information
- Education- Marketing
www.guidebycell.com
2. Have funAction What type of info? How does it
work?Your Department
Play Alternate Reality Games
Clues in text messages, images, audio, video and web sites
Multiplayer game using phone and web
- Education- Marketing
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2. Have funAction What type of info? How does it
work?Your Department
Play Alternate Reality Games
Clues in text messages, images, audio, video and web sites
Multiplayer game using phone and web
- Education- Marketing
Ghosts of a Chance and Pheon, two alternate reality games at Smithsonian American Art Museum
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2. Have funAction What type of info? How does it
work?Your Department
Engage with audio content
Audio recordings related to display items
Visitor dials phone number and hears content that accompanies items in exhibit
- Education- Marketing
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2. Have funAction What type of info? How does it
work?Your Department
Engage with audio content
Audio recordings related to display items
Visitor dials phone number and hears content that accompanies items in exhibit
- Education- Marketing
Audio Tour: The Florida Aquarium
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3. Share the experience
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3. Share the experienceAction What type of info? How does it
work?Your Department
Share on Twitter or FourSquare
“Love the contemporary art exhibition @ ABC Museum”
Use text messaging, mobile web or smartphone app to update social media
- Marketing- Public Outreach
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Action What type of info? How does it work?
Your Department
Share on Facebook or Tumblr
“John Smith just became a fan of (your museum)”
Use text messaging, mobile web or app to update Facebook or Tumblr
- Marketing- Public Outreach
3. Share the experience
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Action What type of info? How does it work?
Your Department
Leave text comment
Written feedback or questions Send text message to published number or shortcode
- Marketing- Public Outreach
3. Share the experience
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Action What type of info? How does it work?
Your Department
Leave text comment
Written feedback or questions Send text message to published number or shortcode
- Marketing- Public Outreach
3. Share the experience
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Action What type of info? How does it work?
Your Department
Leave audio comment
Voice recording of opinion or feedback
Access feedback by dialing a number or using shortcut embedded in audio tour
- Marketing- Public Outreach
3. Share the experience
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Action What type of info? How does it work?
Your Department
Leave audio comment
Voice recording of opinion or feedback
Access feedback by dialing a number or using shortcut embedded in audio tour
- Marketing- Public Outreach
3. Share the experience
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Action What type of info? How does it work?
Your Department
Take a Survey
Visitor satisfaction rating Visitor texts in to take a survey or records audio message
- Marketing- Public Outreach
3. Share the experience
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Action What type of info?
How does it work? Your Department
Take a Survey
Visitor satisfaction rating 1. Visitor texts in survey answers 2. Visitor records audio message3. Visitor uses smartphone
application to rate experience
- Marketing- Public Outreach
3. Share the experience
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Action What type of info? How does it work?
Your Department
Share multimedia content
Photo or video Visitor uses cell phone to share photos or videos of museum experience via Flickr, Facebook, Twitter, or e-mail
- Marketing- Public Outreach
3. Share the experience
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Action What type of info? How does it work?
Your Department
Share multimedia content
Photo or video Visitor uses cell phone to share photos or videos of museum experience via Flickr, Facebook, Twitter, or e-mail
- Marketing- Public Outreach
3. Share the experience
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4. Spend Money
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4. Spend moneyAction What type of info? How does it
work?Your Department
Make a text donation
Unique keyword Donor texts keyword to short code and $5 or $10 donation is added to cell phone bill
- Development- Visitor Services- Public Outreach
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4. Spend moneyAction What type of info? How does it
work?Your Department
Make a text donation
Unique keyword Donor texts keyword to short code and $5 or $10 donation is added to cell phone bill
- Development- Visitor Services- Public Outreach
www.guidebycell.com
4. Spend moneyAction What type of info? How does it
work?Your Department
Make a text donation
Unique keyword Donor texts keyword to short code and $5 or $10 donation is added to cell phone bill
- Development- Visitor Services- Public Outreach
www.guidebycell.com
4. Spend moneyAction What type of info? How does it
work?Your Department
Make a pledge
Donation amount Donor texts any pledge amount to short code
- Marketing- Public Outreach
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4. Spend moneyAction What type of info? How does it
work?Your Department
Make a pledge
Donation amount Donor texts any pledge amount to short code
- Marketing- Public Outreach
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4. Spend moneyAction What type of info? How does it
work?Your Department
Download an app
Any content Museum provides an app in store that can be downloaded for a small fee
- Marketing- Public Outreach
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4. Spend moneyAction What type of info? How does it
work?Your Department
Download an app
Any content Museum provides an app in store that can be downloaded for a small fee
- Marketing- Public Outreach
www.guidebycell.com
4.Spend moneyAction What type of info? How does it
work?Your Department
Get discounts
Coupon code or link to last-minute tickets
Organization sends text message with ticket information, discount codes or coupons
- Marketing- Public Outreach
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4. Spend moneyAction What type of info? How does it
work?Your Department
Get discounts
Coupon code or link to buy last-minute tickets
Organization sends text message with ticket information, discount codes or coupons
- Marketing- Public Outreach
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4. Spend moneyAction What type of info? How does it
work?Your Department
Get discounts
Coupon code or link to buy last-minute tickets
Organization sends text message with ticket information, discount codes or coupons
- Marketing- Public Outreach
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4. Spend moneyAction What type of info? How does it
work?Your Department
Buy from gift shop
Gift shop coupon code Visitor receives text message to redeem discount code at the gift shop
- Marketing- Public Outreach
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How monitor activity – instant results User activity report
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How monitor activityActivity report
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How monitor activityCall in location report
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+But wait – you ain’t seen nothin’ yet. Augmented reality
Phones replacing credit cards
QR codes more popular
GPS location-based services
More Foursquare-type services
Further integration with social media
Voice command functionality
Movement-controlled interactivity (XBOX Kinect)
Continuing trends: faster, cheaper, different devices, SIM-card memory slot implant for humans
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+How to get started?
…take the first step!
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+In summary……….. A phone is for communicating…..and
computing. Smartphone users treat their phone as a computer connecting them to the internet (“cloud”)
There are over 20 different things your visitors can now do with their mobile phone during their visit
Pick one or two and experiment
Very low cost, nothing to install and instant statistics available
Your visitors are using their phone for personal/business reasons during their visit – don’t be left out of their conversations!
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+For follow-up questions
Dave Asheim
(415) 615-0150
www.guidebycell.com
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