During the fifth Conference on 2.0 Corporate Communication held on October 18th at the University Carlos III of Madrid, several communication, marketing and technology experts explored the uses of smartphones in order to improve business and institutional communication strategies. In this post we review the key elements for the dissemination and promotion of culture through these devices, and more specifically, through mobile applications (apps). If you missed the event, you can still watch the seminars online.
Below are the main conclusions of the paper written by Jaime Solano, entitled “Ten Keys to disseminate cultural heritage using apps: identity, participation and business”:
1 – The key to mobility and the information society is updates. The museum should renew and adapt its content, whether it opts for an app or for an optimized mobile web.
2 – Although there are many museums and cultural institutions that hold a conservative view, disclosure and dissemination do not “distort” the purity of the work per se. Apps can indeed help describe the exhibition, while respecting its nature.
3 – If a museum is to show or describe its works in a digital format, it will require help from communication and design professionals. These should work hand in hand with the museum’s conservation, education and web departments. Designing an app for an exhibition or a tour requires interdepartmental vision.
4 – If an app is designed to be used during a visit, the content should be complementary to the exhibition. This means that the visitor should not ignore or miss the works in front of him for having to pay attention to the screen of his phone.
5 – It is essential that museums know how to segment their displays and provide different options to the same kind of audience. It is true that the vast majority of exhibits are permanent, but to attract visitors and get them to come again, alternatives must be offered: half hour tours, tours of the most outstanding works, etc..
6 – As with any online project, measuring results is particularly relevant. This is closely related to the previous point: knowing the visitors needs is vital.
7 – Keep in mind that there are multiple mobile devices available, and that one should not cater exclusively for an elite.
8 – It is necessary to involve the museum staff in the dissemination of these new forms of visiting the museum.
9 – Offering high quality content will allow you to charge for it. In-app purchases are the future of these systems.
10 – It is important to know the differences between a mobile app and mobile-optimized (or mobile web) site. The app can offer the same content as the website, with the advantage that it can be downloaded to the visitor’s device so that he can access it anywhere, be it online or offline, without any interruptions.