Keynote presentation from Matthew Cock, Head of Web, British Museum *PLEASE NOTE Speaker's notes to accompany the presentation available as a PDF document adjacent to these slides. Available from the 'Documents' tab*

2. MOBILE
ENGAGEMENT
@matthewcock | @britishmuseum

3. “in the Cameronian belief that this
unapologetic multi-distractedness is a token of
cool, presentee-ist, super-modernity rather
than, as some educationalists argue, a sign of
flawed concentration and
disengagement, incivility and disrespect.”
Catherine Bennett, The Observer 13.05.2012

4. Attract Engage Impact

6. Motivation
• Social
• Intellectual
• Emotional
• Spiritual

7. Social
• Visitors see the Museum as an
enjoyable place to spend time with
friends and family

8. Statements: Social
• I am drawn to interesting buildings
• Its one of the major attractions in
London
• It is an enjoyable way to pass the time
• It is a nice place to spend time with
friends and family

9. Intellectual
• Visitors are keen to encourage their
children’s or their own interest and
knowledge. They may have a
professional, academic or personal
interest in the subject

10. Statements: Intellectual
• To encourage children’s interest in history
• To improve my own knowledge
• I have a personal interest in the subject
• I have an academic/professional interest
in the subject

11. Emotional
• Visitors want to experience what the
past was like, or they may have a
personal connection to the subject
matter.

12. Statements: Emotional
• To experience what the past was like
• For a strong sense of personal connection
or identity
• To have an emotionally moving
experience
• To see beautiful things in an attractive
setting

13. Spiritual
• Visitors are looking for creative
stimulation, quiet contemplation and
see museums as an opportunity to
escape and recharge their batteries

14. Statements: Spiritual
• To stimulate my own creativity
• For peaceful, quiet contemplation

15. Main motivation/expectation

16. Maslow’s Self-
actualis
hierarchy ation
of needs
Esteem
Live/Belonging
Safety
Physiological

17. Mobile phones shifting from fun
to fundamental
Ryan Kim
http://gigaom.com/2011/08/05/mobile-
phones-shifting-from-fun-to-fundamental/

18. http://www.thepoke.co.uk/2012/07/01/maslows-hierarchy-of-needs-updated/

19. The
Experience
Economy

20. • Availability
• Accessing a reliable supply
Agrarian
• Cost
] • Obtaining an affordable price
Industrial
• Quality
• Getting excellent performance
Service
• Authenticity
• Conforming to self-image
Experience
• Meaning / Interaction
• Transforming your life, way of thinking
Transformation