After the heroism, collaboration: Organizational learning & the mobile space

Peter Samis Associate Curator Interpretation Stephanie Pau Manager Interpretation San Francisco Museum of Modern Art After the heroism, collaboration : Organizational learning & the mobile space Museums & the Web 2009 • 16 April 2009

The Interpretive Goals Process ,[object Object],[object Object],[object Object],[object Object],[object Object],The Interpretive Goals Process: A collaboration

[object Object],[object Object],[object Object],[object Object],[object Object],Key Questions in the Interpretive Goals Process:

Case Study 1: 246 and Counting: Recent Architecture + Design Acquisitions Assistant Registrar Linda Leckart on Jonathan Ive’s iPhone

Case Study 2: The Art of Participation 1950 to Now

John Cage, 4’33”, 1952 Case Study 2

Interpretive Menu: analog + digital mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2 Evaluation Studies ,[object Object],[object Object]

Randi Korn Findings: Use of Offerings

What a visual interface brings to the party…

A way to point at and parse the picture…

Visitor feedback from Antenna’s comment book…

The stats, too, show this is a hit: 1 2 3

What about the cell phone idea?

Or the personal device download idea?

But then, who can blame them? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Until these obstacles are removed, pre-loaded devices —even at a cost—seem to correspond to the premium cultural experience museums are expected to provide .

Corroboration: Our 2 Case Studies 28 18 Stops on cell phone tour 22 706 Art of Participation 19 585 246 and Counting Incoming calls/day Incoming calls/month Exhibition

Was the fault in our promotion? ,[object Object]

But then there was evidence like this :

Meanwhile, the story online & at home was different. RSS feed: 18,613 mp3/m4a downloads or 194 downloads/day Live Flash Streaming: numbers unknown

So what information did on-site visitors not get? Hans Haacke, News, 1969/2008

Content allocated exclusively to 246 Tour & AoP Tour Artist invitation to participate & comment Behind the scenes insights on how a museum collects Supplementary info re: each piece & the conditions of its production Back-story on how a work was acquired Artist voices Artwork-specific interpretation

On the other hand, the purpose-built & delivered multimedia tour for Frida Kahlo actually had a Halo Effect :

The Guggenheim, Whitney, and MoMA all offer (and promote) free audio tours of their Permanent Collection. ,[object Object],“ Universal Access”

Takeaways ,[object Object],[object Object],[object Object]

Takeaways ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Developing a Mobile Multimedia Guide for the Permanent Collection

[object Object],Next Corollary

That said, that doesn’t solve all our problems. In fact, it’s the beginning of a whole new set ! Content development & Production Staffing of Distribution Points Hardware Marketing & Promotion

After the heroism, collaboration: Organizational learning & the mobile space

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