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Mobile Engagement
MOBILE
ENGAGEMENT
@matthewcock | @britishmuseum
“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
Attract   Engage   Impact
Mobile Engagement
Motivation
•   Social
•   Intellectual
•   Emotional
•   Spiritual
Social
• Visitors see the Museum as an
  enjoyable place to spend time with
  friends and family
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
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
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
Emotional
• Visitors want to experience what the
  past was like, or they may have a
  personal connection to the subject
  matter.
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
Spiritual
• Visitors are looking for creative
  stimulation, quiet contemplation and
  see museums as an opportunity to
  escape and recharge their batteries
Statements: Spiritual

• To stimulate my own creativity
• For peaceful, quiet contemplation
Main motivation/expectation
Maslow’s        Self-
               actualis
hierarchy       ation
of needs
               Esteem


            Live/Belonging


                Safety


            Physiological
Mobile phones shifting from fun
to fundamental
Ryan Kim

http://gigaom.com/2011/08/05/mobile-
phones-shifting-from-fun-to-fundamental/
http://www.thepoke.co.uk/2012/07/01/maslows-hierarchy-of-needs-updated/
The
Experience
 Economy
• 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
Mobile Engagement
Mobile Engagement
Mobile Engagement
Mobile Engagement
Mobile Engagement
Mobile Engagement
Mobile Engagement
Mobile Engagement
Mobile Engagement

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Mobile Engagement

  • 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
  • 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/
  • 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