I've long been interested in how museums can use technology to encourage new behaviors among visitors after their visit. One of the remarkable things from this past election here in the U.S. is the way the Obama team used text messaging (and other technologies) to motivate supporters with the right message at the right time. Here are a few principles that can be translated to museum projects:
- Heighten interest (and opt-in participation) by releasing specific intriguing information first via text messaging. (Say, for example, a VP pick, or the answer to a mystery posed in an exhibit).
- Scaffold resources into the message: a phone number or URL to get more info about a program the visitor has already expressed interest in.
- Be clear about the specific action step the visitor should take: vote, or attend tomorrows' harvest festival with a friend.
- Provide the message at just the right time: the day before elections, or two days before festival registration deadlines.
- Be judicious about the number of messages sent: just when they are needed, no more, no less...
