I organized this presentation given at the Museum Computer Network conference in Atlanta 2011.
Panelists included:
-Jennifer Rossi, The Hirshhorn
- Joshua Jeffery, The Warhol
- Jack Ludden, The Getty
- Steve Gemmel, The Getty
- Amy Heibel, Los Angeles County Museum of Art
3. J. Rossi
Jennifer Rossi
Webmaster & eCommunications Manager
Hirshhorn Museum and Sculpture Garden,
Smithsonian Institution
Washington, DC
4. J. Rossi
About Our App
• “Yves Klein: With the Void, Full Powers” is a mobile
companion to our Yves Klein retrospective
exhibition
• It was built on the Toura platform and offered to
visitors for $1.99 in iTunes and Android app stores
6. Jack Ludden
Head of Web and New Media Development
J Paul Getty Trust
INTRODUCTION
Piecing it Together: Steps to a Mobile Application
2011 MCN Conference
Detail vs Big “Does” and
Picture “Don’ts”
Questions to ask Examples
Take this away Tanks this away
7. Steve Gemmel
Digital Media Specialist, Collection Information & Access
J. Paul Getty Museum
INTRODUCTION
Piecing it Together: Steps to a Mobile Application
2011 MCN Conference
Evolution of Museum Mobile Devices
Museum Provided
Visitor Owned
12. Planning
J. Rossi
• Collaboration between Curatorial and Marketing, but there
were really only 2 Museum staff working on this app!
• We had such a wealth of material on Yves Klein that it
warranted doing something more. We felt it was important to
give visitors who enjoyed the exhibition another resource in-
between the free brochure and the $60 catalogue. Knew this
would be a niche audience (wasn’t expecting it to be the
next Angry Birds, but if you love Klein, you’d love this app!)
• Budget and timing were a big factor for us in choosing to go
with a CMS-based solution. Budget=$0 TTL=2 months
• Plenty of bureaucracy to go around! This is where you
shouldn’t be afraid to ask for help in moving things along!
• WiFi in our galleries isn’t great and there was a lot of
multimedia assets involved, so a native app was better suited
for our purposes.
13. planning:
The Andy Warhol Museum
• Audiences: Museum guests, Traveling
Exhibition guests, those who can’t visit
• Address all audiences with iconic
works from collection
• Budget = $0!
• Small team at Museum, buy-in
required at all levels
• Mobile app is not possible given our
rights and reproductions limitations
The Andy Warhol Museum - Exterior Photo by Ric Evans
18. Jack Ludden
Head of Web and New Media Development
J Paul Getty Trust
PLANNING
Piecing it Together: Steps to a Mobile Application
2011 MCN Conference
• Be careful of bureaucracy • Don’t wait
• Sustainability • Don’t ignore your data
• App vs Web • Do research
• Pre-visit, Post-visit or during • Don’t reinvent the wheel
visit • Do critique
• Outline and Plan your project
• Why are you creating an app? • Pacific Standard Time
• Who is involved?
• Who should be involved?
• Who wants to be involved?
Give your visitors what they want Push your institution
19. Steve Gemmel
Digital Media Specialist, Collection Information & Access
J. Paul Getty Museum
PLANNING
Piecing it Together: Steps to a Mobile Application
2011 MCN Conference
Pacific Standard Time at the Getty Center
20. • Mobile.lacma.org
• Drupal mobile site with
“app-like” interface
• Highly dynamic content • Built on Toura
• Lots of text and some • Exhibition specific
audio • Static content
• Team of many • Lots of video
• Big budget • Team of one
• Small budget
aheibel@lacma.org
23. J. Rossi
Content
• Content came from Curatorial and was re-
used from research that was already
amassed from the exhibition and catalogue.
• App was structured in the same way you
walk through the exhibition at the Museum.
• Included audio, video and images.
• Ahem...clear ALL your image rights before
going live with your app.
24. content:
The Andy Warhol Museum
• Structure is decade-by-decade: too
much change at Museum + single
artist nature allows for this
• Marketing identified guest-known
iconic works
• Education + curators ‘fleshed out’
additional works
• Education + curators found additional
works / archival content to support
iconic works
• Audio / video is challenging, re-
purposed when possible
25. content:
The Andy Warhol Museum
• Structure is decade-by-decade: too
much change at Museum + single
artist nature allows for this
• Marketing identified guest-known
iconic works
• Education + curators ‘fleshed out’
additional works
• Education + curators found additional
works / archival content to support
iconic works
• Audio / video is challenging, re-
purposed when possible
26. content:
The Andy Warhol Museum
• Structure is decade-by-decade: too
much change at Museum + single
artist nature allows for this
• Marketing identified guest-known
iconic works
• Education + curators ‘fleshed out’
additional works
• Education + curators found additional
works / archival content to support
iconic works
• Audio / video is challenging, re-
purposed when possible
27. content:
The Andy Warhol Museum
• Structure is decade-by-decade: too
much change at Museum + single
artist nature allows for this
• Marketing identified guest-known
iconic works
• Education + curators ‘fleshed out’
additional works
• Education + curators found additional
works / archival content to support
iconic works
• Audio / video is challenging, re-
purposed when possible
28. content:
The Andy Warhol Museum
• Structure is decade-by-decade: too
much change at Museum + single
artist nature allows for this
• Marketing identified guest-known
iconic works
• Education + curators ‘fleshed out’
additional works
• Education + curators found additional
works / archival content to support
iconic works
• Audio / video is challenging, re-
purposed when possible
29. content:
The Andy Warhol Museum
• Structure is decade-by-decade: too
much change at Museum + single
artist nature allows for this
• Marketing identified guest-known
iconic works
• Education + curators ‘fleshed out’
additional works
• Education + curators found additional
works / archival content to support
iconic works
• Audio / video is challenging, re-
purposed when possible
30. content:
The Andy Warhol Museum
• Structure is decade-by-decade: too
much change at Museum + single
artist nature allows for this
• Marketing identified guest-known
iconic works
• Education + curators ‘fleshed out’
additional works
• Education + curators found additional
works / archival content to support
iconic works
• Audio / video is challenging, re-
purposed when possible
31. Jack Ludden
Head of Web and New Media Development
J Paul Getty Trust
CONTENT DEVELOPMENT
Piecing it Together: Steps to a Mobile Application
2011 MCN Conference
• Transform your content • Don’t necessarily copy and paste
• Image Rights • Do organize your content
• There will be editorial work • Do let the content drive
• There will be media production experience
• Define key images and
branding
• What content do you have? • Pacific Standard Time
• What content needs to be created? • Google Goggles
• Will the app be used for way
finding
• Is the experience active or
passive?
Try to create unique content Content creation will take time
32. Steve Gemmel
Digital Media Specialist, Collection Information & Access
J. Paul Getty Museum
CONTENT DEVELOPMENT
Piecing it Together: Steps to a Mobile Application
2011 MCN Conference
In Gallery
Mobile & Web
39. J. Rossi
Building
• A CMS can help you compile an app’s
content together rather quickly.
• Expect bugs and ensure your contractor
has a solid support system.
• Assets were converted multiple times for
specified formats. We went native with all
of our assets except video, to keep app file
size down.
40. building:
The Andy Warhol Museum
• Workflow: Rights and Reproduction/
Andy Warhol Foundation approving +
providing all image content
• Education team + curators provide all
text content
• I input everything into MAP
• Great Wi-Fi coverage
• Developer vs. CMS: pros and cons to
both
41. building:
The Andy Warhol Museum
• Workflow: Rights and Reproduction/
Andy Warhol Foundation approving +
providing all image content
• Education team + curators provide all
text content
• I input everything into MAP
• Great Wi-Fi coverage
• Developer vs. CMS: pros and cons to
both
42. Jack Ludden
Head of Web and New Media Development
J Paul Getty Trust
CONTENT INTEGRATION
Piecing it Together: Steps to a Mobile Application
2011 MCN Conference
• Identify responsibilities • Don’t forget about media specs
• Scalability • Don’t worry, you WILL need to
• Use a CMS if possible make updates
• Do you have a workflow? • Pacific Standard Time
• Do you need to network a team? • Marketing entry pages
• Calendar of events
Allow yourself to make modifications Let everyone who can , help
integrate
43. Steve Gemmel
Digital Media Specialist, Collection Information & Access
J. Paul Getty Museum
CONTENT INTEGRATION
Piecing it Together: Steps to a Mobile Application
2011 MCN Conference
CMS Test & Q/A
48. Submitting and Beyond
• Submission • Piggy Backing
Assets Apps
• Marketing • Reviews
• Social Media • Updates
49. Submitting and Beyond
J. Rossi
• Toura handled submittal process (another perk of
working with a contractor!)
• Marketing: signage in galleries and over info desk;
included in Museum publications and printed
collateral; bookmark bag-stuffer in Museum shop;
social media, website and email marketing.
• Press: sent press releases; received coverage in
Washington Post, Wall Street Journal, NYT arts blog,
RealSimple magazine, Federal News Radio, and
more.
• Our app enjoyed a second-life at the Walker Art
Center when the Yves Klein exhibition travelled
there.
50. submitting + beyond:
The Andy Warhol Museum
• Marketing: videos make all the
difference!
• Promo codes given to bloggers
• Significant press!
• Positive and negative reviews for both
apps
• Fantastic resource for guests +
educators
51. submitting + beyond:
The Andy Warhol Museum
• Marketing: videos make all the
difference!
• Promo codes given to bloggers
• Significant press!
• Positive and negative reviews for both
apps
• Fantastic resource for guests +
educators
52. submitting + beyond:
The Andy Warhol Museum
• Marketing: videos make all the
difference!
• Promo codes given to bloggers
• Significant press!
• Positive and negative reviews for both
apps
• Fantastic resource for guests +
educators
53. submitting + beyond:
The Andy Warhol Museum
• Marketing: videos make all the
difference!
• Promo codes given to bloggers
• Significant press!
• Positive and negative reviews for both
apps
• Fantastic resource for guests +
educators
54. submitting + beyond:
The Andy Warhol Museum
• Marketing: videos make all the
difference!
• Promo codes given to bloggers
• Significant press!
• Positive and negative reviews for both
apps
• Fantastic resource for guests +
educators
55. submitting + beyond:
The Andy Warhol Museum
• Marketing: videos make all the
difference!
• Promo codes given to bloggers
• Significant press!
• Positive and negative reviews for both
apps
• Fantastic resource for guests +
educators
56. submitting + beyond:
The Andy Warhol Museum
• Marketing: videos make all the
difference!
• Promo codes given to bloggers
• Significant press!
• Positive and negative reviews for both
apps
• Fantastic resource for guests +
educators
57. submitting + beyond:
The Andy Warhol Museum
• Marketing: videos make all the
difference!
• Promo codes given to bloggers
• Significant press!
• Positive and negative reviews for both
apps
• Fantastic resource for guests +
educators
58. submitting + beyond:
The Andy Warhol Museum
• Marketing: videos make all the
difference!
• Promo codes given to bloggers
• Significant press!
• Positive and negative reviews for both
apps
• Fantastic resource for guests +
educators
59. submitting + beyond:
The Andy Warhol Museum
• Marketing: videos make all the
difference!
• Promo codes given to bloggers
• Significant press!
• Positive and negative reviews for both
apps
• Fantastic resource for guests +
educators
60. Jack Ludden
Head of Web and New Media Development
J Paul Getty Trust
“GOING LIVE” AND BEYOND
Piecing it Together: Steps to a Mobile Application
2011 MCN Conference
• Use all your distribution • Don’t assume people will find your
channels app
• Verge on over-communicating • Do use print-related material to
• Do another app as soon as you communicate
can • Do educate your visitor services team
• How will you update your content? • Pacific Standard Time
• How often do you need/want to • Marketing entry pages
make updates?
Tell everyone you can Tell everyone you can
61. Steve Gemmel
Digital Media Specialist, Collection Information & Access
J. Paul Getty Museum
“GOING LIVE” AND BEYOND
Piecing it Together: Steps to a Mobile Application
2011 MCN Conference
Onsite
Online
62. • Box office signage
• Box office & security staff
• “Today” buckslip at box
office
• Urls on walls of exhibitions
• Table signs in restaurant
• Exhibition web page
• Exhibition press release
• Twitter and Facebook
• Homepage promo
64. Contacts
Chris Alexander - Toura
calexander@toura.com
Jennifer Rossi - Hirshhorn
rossij@si.edu
Joshua Jeffery - The Warhol
JefferyJ@Warhol.Org
Jack Ludden - The Getty
jludden@getty.edu
Steve Gemmel - The Getty
SGemmel@getty.edu
Amy Heibel - LACMA
aheibel@lacma.org
Notes de l'éditeur
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Planning section: mobile site vs app, on board vs streaming, target audience, user case scenarios\n
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Content: text, audio and video. Tour content is largely text with supplemental audio and video. Came from legacy tours and our database. Event and exhibition information is created for mobile starting with what we have on the core website.\n
TEXT: Mobile platforms can be a great way to share short texts without the expense and installation complexity of labels.\nText written just for mobile is unique and benefits from the same conventions that govern good audio tour narration.\n
Content: mostly video, most time-consuming part was planning, shooting and editing the videos. More like a talking book or magazine. Deep investment in content.\n