How the Serpentine Galleries Mobile Tours have helped bring about internal collaboration and organisational change
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The document discusses how mobile tours created by the Serpentine Galleries helped facilitate internal collaboration and organizational change. Audience research found visitor interest in accessing digital content on phones during visits. However, technical barriers and fears of increased workload initially prevented support. Over time, by addressing issues quickly and improving communication between departments, the mobile tours became better integrated into visitor services and curatorial staff began contributing content, leading to cultural shift and positive visitor feedback that validated the project.
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How the Serpentine Galleries Mobile Tours have helped bring about internal collaboration and organisational change
- 1. How the Serpentine Galleries Mobile Tours have helped bring about internal collaboration and organisational change Rosie Cardiff Senior Digital Producer Serpentine Galleries @RosieCardiff
- 4. Audience Research • 22% of visitors to the website and 28% of visitors to the gallery were interested in accessing digital content via interactive screens in the gallery. • 36% of online respondents and 48% of gallery visitors were interested in accessing digital content from the Serpentine website on their own phones during a visit to the gallery. • Only 11% of online respondents and 22% of gallery visitors were interested in downloading a Serpentine app. • Around 85% of visitors to the gallery had brought a smart phone of some kind with them on their visit to the galleries. Mostly iPhones. • Not many visitors to the gallery were aware that there was free WiFi available.
- 5. Audience Research 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Would you be interested in any of the following digital content or opportunities related to a visit to the Serpentine Galleries? Online Gallery
- 7. Internal Barriers • Technical barriers – restrictions of our WiFi network, phone operating system updates, external ICT providers • Fear that the Mobile Tours would create more work and more demands on overstretched curatorial team • Visitor Services apprehensive about being asked technical questions • Signage space extremely limited and Mobile Tours deemed low priority – mobile tours were practically invisible to visitors
- 9. How to overcome the barriers? • Keep reporting your successes • Report visitor/audience feedback • Come up with more suggestions if original ideas get knocked back • Clear content strategy – reusing content for different channels • Fix technical issues as quickly as possible • Meet regularly with EVERYONE – Visitor Services training days, Exhibitions and Programming catch ups • Be open and welcoming to any suggestions/ideas • Invite feedback and criticism
- 11. Cultural Shift • Better feedback loop with Visitor Services and audiences • Curators suggesting ideas for content and volunteering for Ask a Curator • Printed Exhibition Guides • Gallery Assistants using iPads to demo the mobile tours • Improved signage • Digital advertising
- 12. What happens when it all goes right?
- 13. “We really appreciate the mobile tour, it's very helpful” “Such an interesting show. Love the mobile tour.” “An excellent use of digital technology” Arts Council England
- 14. Thank You! Rosie Cardiff Senior Digital Producer Serpentine Galleries @RosieCardiff
Notas do Editor
- Serpentine Galleries – two small galleries situated in the middle of Hyde Park, separated by Serpentine lake 6 free exhibitions of contemporary art each year and summer Pavilion Currently exhibiting Pierre Huyghe and Atelier E.B No permanent collection Serpentine website receives just over 1 million visits per year – very much dependent on exhibition programme. Similar to the number of gallery visits Worked as Senior Digital Producer from December 2014. Digital team of 2 – content/social media editor
- Reiner Ruthenbeck exhibition 2015 Minimal interpretation – limited wall text often outside the exhibition space and no printed guide Potential of funding from Bloomberg Philanthropies to develop digital interpretation of some kind Reluctance to engage with social media (e.g. Ask a Curator) Some films being made around Exhibitions but no functioning YouTube channel No real understanding of Serpentine’s digital audience
- Launched in Summer 2016 WiFi captive portal Digital tour of the exhibitions including audio and map of locations available on visitors’ own smart phones
- No signage within exhibition space – only one line right at the bottom of the wall text Low visitor numbers
- Personal recipe Monthly reports, social media hits, video views, exhibition round-ups Toilet door signage Long slow process
- Christo: The London Mastaba Need to take Mobile Tours off WiFi No signage at the lake Huge promotional effort – google search ads, social media ads, signage at the galleries
- Over 42,000 users over the summer 2018 Compared to around 5,500 users over the previous summer 2017 From averaging 20 users/day to hundreds of users/day
- Visitor comments and ACE feedback