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Planning for Mobile:Operations and Marketing
Eric Longo
www.ericlongo.com
@ericlongo
917-740-6631
Museums & Mobile
Online Conference IV
May 8, 2012
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Mobile Strategy
Mobile Content
Now what?
You want to make your content available to visitors.
Longo Consulting LLC - www.ericlongo.com
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Onsite mobile operations.
Longo Consulting LLC - www.ericlongo.com
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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
Longo Consulting LLC - www.ericlongo.com
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WAIT! Do I need players?
Let’s start with mobile devices.
Longo Consulting LLC - www.ericlongo.com
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Players or no players?
Longo Consulting LLC - www.ericlongo.com
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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:
Longo Consulting LLC - www.ericlongo.com
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Allowing visitors to access your content using their own devices: Wireless Access Points
Easy content download
Expensive
Public Network
Privacy
smArtapps
Access
solution
Longo Consulting LLC - www.ericlongo.com
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Cellphone Tours
Longo Consulting LLC - www.ericlongo.com
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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
Longo Consulting LLC - www.ericlongo.com
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Player types:
MP3 audio only players
Multimedia handheld players
Tablets
Longo Consulting LLC - www.ericlongo.com
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MP3 audio players
Longo Consulting LLC - www.ericlongo.com
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Multimedia players
Longo Consulting LLC - www.ericlongo.com
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Nintendo at Musée du Louvre, Paris
Longo Consulting LLC - www.ericlongo.com
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Tablets
The “cool factor” - iPad tours
Longo Consulting LLC - www.ericlongo.com
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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?
Longo Consulting LLC - www.ericlongo.com
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How many players do I need?
Quantity is a function of:
Attendance
Days opened
Type of site
Projected take up rate
Target player rotation
Longo Consulting LLC - www.ericlongo.com
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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
Longo Consulting LLC - www.ericlongo.com
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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)
Longo Consulting LLC - www.ericlongo.com
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*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
Longo Consulting LLC - www.ericlongo.com
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Mobile Strategy
Mobile Content
Now what?
Mobile Players
Longo Consulting LLC - www.ericlongo.com
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Mobile onsite equipment accessories:
Headphones vs. wands
Protective cases for off-the-shelf players
Charging / uploading units
Lanyards
Rolling carts
Longo Consulting LLC - www.ericlongo.com
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Headphones versus wands
Stereo vs. mono
Comfort vs. phone syndrome
Hygiene issues
Indoor vs. outdoor
Longo Consulting LLC - www.ericlongo.com
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Protective cases
Longo Consulting LLC - www.ericlongo.com
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Charging / uploading units
Proprietary devices = charging racks
Vendors solutions for Apple players
Ugliness factor
Space factor
Must provide mass upload & charging!
Longo Consulting LLC - www.ericlongo.com
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The Roman Baths, Bath, UK
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The Roman Baths, Bath, UKLongo Consulting LLC - www.ericlongo.com
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Musée du Louvre, Paris
Luce Center, SAAM, Washington DC
Longo Consulting LLC - www.ericlongo.com
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AudioConexus portable charging unit
Longo Consulting LLC - www.ericlongo.com
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PARAT Solutions for Apple products
Longo Consulting LLC - www.ericlongo.com
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Lanyards Be creative!
Your museum logo here
Sponsorship opportunity
Longo Consulting LLC - www.ericlongo.com
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Rolling carts: it all depends on your needs!
Seattle Art Museum
Longo Consulting LLC - www.ericlongo.com
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OH NO!!!
They’re walking out with the players!
Longo Consulting LLC - www.ericlongo.com
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Securing your players
2 solutions:
Invest in a security system
Request a collateral from visitors
Longo Consulting LLC - www.ericlongo.com
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Security systems
Cost
Installation
Maintenance/operation
Reliability
Deterrent factor
Longo Consulting LLC - www.ericlongo.com
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Met Museum security tag (and lanyard!)
Security Tag
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Asking visitors for collateral
Effective (only if one entrance & exit)
Low cost
Expected
Privacy concerns
Solid procedures
Longo Consulting LLC - www.ericlongo.com
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Art Gallery of New South Wales, Australia
A little extreme?
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Technical considerations
Who will perform content uploads & updates?
Repairs? How often?
Onsite / offsite?
Turnaround repair time
“Float” concept
Longo Consulting LLC - www.ericlongo.com
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Mobile Strategy
Mobile Content
Now what?
Mobile Players
Operations
Longo Consulting LLC - www.ericlongo.com
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Marketing your mobile program.
You mean I need to market this program?
Longo Consulting LLC - www.ericlongo.com
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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.
Longo Consulting LLC - www.ericlongo.com
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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!
Longo Consulting LLC - www.ericlongo.com
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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
Longo Consulting LLC - www.ericlongo.com
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Getty Museum, LA
Desks
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Musée du Louvre, Paris
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SFMOMA, San Francisco
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National Museum of Scotland
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de Young Museum of Fine Arts, SFLongo Consulting LLC - www.ericlongo.com
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Cooper-Hewitt National Design Museum, NYC
Good lighting goes a long way
Longo Consulting LLC - www.ericlongo.com
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Signage
SI, National African Art MuseumNZ Museum Te Papa Tongarewa
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Experience Music Project, Seattle
Longo Consulting LLC - www.ericlongo.com
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NZ Museum Te Papa Tongarewa Experience Music Project, Seattle
Longo Consulting LLC - www.ericlongo.com
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National Museum of the American Indian, NYC
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iPad
Laminated
Instructions
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Number 2 goal: increase take up!
Promote!
Promote!
Promote!
Staff, not signage alone, is your best asset to engage visitors & encourage adoption
Longo Consulting LLC - www.ericlongo.com
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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?
Longo Consulting LLC - www.ericlongo.com
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Be proactive
National Museum of the American Indian, NYC
Longo Consulting LLC - www.ericlongo.com
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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
Longo Consulting LLC - www.ericlongo.com
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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
Longo Consulting LLC - www.ericlongo.com
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Key Take Aways:
Define and plan for success
Select a vendor that meets your needs
Collaborate across departments
Be proactive
Promote!
Longo Consulting LLC - www.ericlongo.com
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Questions & Inquiries.
Eric Longo
www.ericlongo.com
@ericlongo
917-740-6631
Longo Consulting LLC - www.ericlongo.com