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

1. Piecing it Together:
Steps to a Mobile
Application

2. Introduction

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

5. the warhol:
MCN 2012
Joshua Jeffery | Manager of Digital Media and Web
ETC Presentation | 11.16.11
Presentation ©2011 The Andy Warhol Museum, The Carnegie Institute
Artwork © The Andy Warhol Foundation for the Visual Arts, Inc. unless otherwise noted

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

8. Amy Heibel
Associate VP, Web and Digital Media
aheibel@lacma.org

9. Today’s •Planning
Breakdown •Content
•Building
•Submitting and Beyond

10. Audience
Introductions

11. Planning
• Department(s)
• Bureaucracy
• Mobile App/Web/Both
• Budget
• Focus

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

14. 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
Andy Warhol, Campbell's Soup II, 1969, © AWF

15. 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
Andy Warhol, Self-Portrait, 1986, © AWF

16. 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
Andy Warhol, Silver Clouds, 1966, © AWF

17. 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 – Installation - Andy Warhol, Skulls, 1976, © AWF

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

21. Questions

22. Content
• In-House
• Content Producers
• Re-purposed
• Types of Content
• Rights

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

33. Mobile.lacma.org
aheibel@lacma.org

34. aheibel@lacma.org

35. lacma.org/CADesign
aheibel@lacma.org

36. Questions

37. Breaktime

38. Building
• Structure
• On-site, pre/post visit
• Workflow
• Graphic Design
• Network

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

44. Amy Heibel
Associate VP, Web and Digital Media
33

45. Amy Heibel
Associate VP, Web and Digital Media
34

46. aheibel@lacma.org

47. Questions

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

63. Questions

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