Post on 28-Jan-2015
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DIGITAL FIRSTSTUART BUCHANANMARCH 2013
DIGITAL FIRST MARCH 2013 wearethenest.com
WHAT ARE WE HERE FOR?
DIGITAL FIRST MARCH 2013 wearethenest.com
“I filled out a municipal grant application not too long ago for a choir that sang mostly classical works from European sacred music
traditions. The application kept asking how I planned to allocate marketing resources toward under-served communities and I kept saying that I wouldn’t be doing that because the role of marketing is to maximize revenue / participation by spending where the yield will be greatest. To do otherwise in a small nonprofit with severely limited marketing resources would be fiscally irresponsible – and
you wouldn’t want us to be fiscally irresponsible with taxpayer money now, would you?”
Trevor O’Donnell, Marketing The Arts To Deathtrevorodonnell.com
DIGITAL FIRST MARCH 2013 wearethenest.com
increase
participationincreaserevenue
WHAT ARE WE HERE FOR?
HOW DO WE DO THAT?
DIGITAL FIRST MARCH 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
SUPPORTwith information, advice
and problem solving
FOSTERappreciation, extending the work
beyond the stage and the walls
DIGITAL FIRST MARCH 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
FOSTERappreciation, extending the work
beyond the stage and the walls
RESULT:increased
participationincreasedrevenue
SUPPORTwith information, advice
and problem solving
DIGITAL FIRST MARCH 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
FOSTERappreciation, extending the work
beyond the stage and the walls
RESULT:increased
participationincreasedrevenue
increaseddiversity & engagement
increasedappreciation
increasedloyaltyincreased
satisfactionSUPPORT
with information, advice and problem solving
DIGITAL FIRST MARCH 2013 wearethenest.com
HOW DO WE GET THERE?
image: Marie-Chantale Turgeon, flickr.com
DIGITAL FIRST MARCH 2013 wearethenest.com
WHY START WITH PRINT?
DIGITAL FIRST MARCH 2013 wearethenest.com
WHEN WE SHOULD BE DOING IT THE OTHER WAY?
DIGITAL FIRST MARCH 2013 wearethenest.com
WE SHOULD BE STARTING WITH DIGITAL FIRST.
DIGITAL FIRST MARCH 2013 wearethenest.com
“there are two rooms, the print room and the digital room — and newspapers know that they have to get
from one to the other. But they can’t just turn the lights off in one room and move to the other, and so they are currently trapped in the long dark hallway between the two, groping around trying to find a handhold. And it isn’t clear when they bump into
someone (like Twitter or Facebook) whether they are friend or foe.”
David Carr, media writer, New York Timesgigaom.com
DIGITAL FIRST MARCH 2013 wearethenest.com
HOW TRADITIONAL MEDIA WORKS.
SPEAK TO MANY to REACH THE FEWYOU
DIGITAL FIRST MARCH 2013 wearethenest.com
to REACH MANYSPEAK TO THE FEWYOU
x 245facebook.com
HOW DIGITAL WORKS.
DIGITAL FIRST MARCH 2013 wearethenest.com
HOW DIGITAL WORKS.
LIKECOMMENTSHARE
facebook.com
DIGITAL FIRST MARCH 2013 wearethenest.com
BUT WHY LET A GOOD STORYGET IN THE WAY OF THE FACTS.
DIGITAL FIRST MARCH 2013 wearethenest.com
Source: Neilsen, September 2012
SOCIAL PROOF MORE TRUSTED THANANY OTHER FORM OF PERSUASION.
DIGITAL FIRST MARCH 2013 wearethenest.com
Source: KPCB, 2012
MORE ADVERTISING DOLLARSARE SPENT ON DIGITAL THAN PRINT.
DIGITAL FIRST MARCH 2013 wearethenest.com
MORE TIME SPENT ONDIGITAL THAN PRINT.
Source: Neilsen, March 2012
DIGITAL FIRST MARCH 2013 wearethenest.com
Source: KPCB, 2012
NEWSPAPER READERSHIPIS IN INCREASING DECLINE.
DIGITAL FIRST MARCH 2013 wearethenest.com
MAJORITY OF ARTS AUDIENCEUSING DIGITAL BEFORE EVENTS.
Source: Australia Council For The Arts, June 2011
DIGITAL FIRST MARCH 2013 wearethenest.com
INCREASING % OF ARTS AUDIENCEUSING DIGITAL DURING EVENTS.
Source: Australia Council For The Arts, June 2011
DIGITAL FIRST MARCH 2013 wearethenest.com
MAJORITY OF ARTS AUDIENCEUSING DIGITAL AFTER EVENTS.
Source: Australia Council For The Arts, June 2011
DIGITAL FIRST MARCH 2013 wearethenest.com
PERCENTAGE OF ARTS PATRONS ACCESSING SOCIAL MEDIA VIA MOBILE DEVCESSource: Group Of Minds, December 2012
MAJORITY OF ARTS AUDIENCEIS MIGRATING TO MOBILE.
DIGITAL FIRST MARCH 2013 wearethenest.com
YET ARTS ORGS REMAIN UNCOMMITTED TO EXPENDITURE.
Source: Pew Internet Research Centre, July 2012
DIGITAL FIRST MARCH 2013 wearethenest.com
SO WHERE DO YOU START?
your community?
your artistic strategy?
your communications strategy?
your artistic director, programmer, writer?
an incoming company, artist or producer?
your budget?
a template?
DIGITAL FIRST MARCH 2013 wearethenest.com
YOU NEED TO START WITH A BIG IDEA.THEN LET IT UNFOLD.
DIGITAL FIRST MARCH 2013 wearethenest.com
OR?
WHERE DOES THE IDEA UNFOLD?
DIGITAL FIRST MARCH 2013 wearethenest.com
THIS IS OUR PLAYGROUND.
WHERE DOES THE IDEA UNFOLD?
DIGITAL FIRST MARCH 2013 wearethenest.com
THIS IS OUR PLAYGROUND.
WEBSITE
TWITTER time-specific announcements & conversations
FACEBOOK community,content sharing & discussions
YOUTUBE interviews, previews& documentation
INSTAGRAMquick snapshots& behind the scenes access
BLOGarticles, interviews, context &commentary
PINTEREST curated galleries of images from around the web
DIGITAL FIRST MARCH 2013 wearethenest.com
LET’S REMEMBER WHY WE’RE HERE.
DIGITAL FIRST MARCH 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
ALIGNwith our mission, and our artistic & communications strategies
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
MANAGEfinances and resources,
efficiently and responsibly
SUPPORTwith information, advice
and problem solving
FOSTERappreciation, extending the work
beyond the stage and the walls
DIGITAL FIRST MARCH 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
WEB & MOBILE FIRSTKALDOR PUBLIC ART PROJECTS - 13 ROOMS
DIGITAL FIRST MARCH 2013 wearethenest.com
ENCAPSULATEthe essence of the workin a campaign
TABLET FIRSTCUTTINGS
DIGITAL FIRST MARCH 2013 wearethenest.com
ALIGNwith our mission, and our artistic & communications strategies
STRATEGY FIRSTART MONTH SYDNEY
DIGITAL FIRST MARCH 2013 wearethenest.com
ALIGNwith our mission, and our artistic & communications strategies
SOCIAL GIVING FIRSTAMANDA PALMER
DIGITAL FIRST MARCH 2013 wearethenest.com
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
SOCIAL PROOF FIRSTTHE ROCKS VILLAGE BIZARRE
DIGITAL FIRST MARCH 2013 wearethenest.com
DIVERSIFYthe audience - drawing attention & raising awareness within multiple constituencies
ACCESS FIRSTART GALLERY OF NSW
DIGITAL FIRST MARCH 2013 wearethenest.com
FOSTERappreciation, extending the work
beyond the stage and the walls
AUDIENCE INTERACTION FIRSTIN-FINITE PROJECT forIJAD DANCE COMPANY
DIGITAL FIRST MARCH 2013 wearethenest.com
FOSTERappreciation, extending the work
beyond the stage and the walls
SOCIAL CURATION FIRST‘GO’ AT BROOKLYN MUSEUM
DIGITAL FIRST MARCH 2013 wearethenest.com
FOSTERappreciation, extending the work
beyond the stage and the walls
TRANSMEDIA FIRSTMAXIM GORKY THEATRE
DIGITAL FIRST MARCH 2013 wearethenest.com
SUPPORTwith information, advice
and problem solving
SOCIAL CARE FIRSTSYDNEY FESTIVAL
DIGITAL FIRST MARCH 2013 wearethenest.com
SUPPORTwith information, advice
and problem solving
INTERPRETATION FIRSTMONA & THE ‘O’
image: artprocessors.net
DIGITAL FIRST MARCH 2013 wearethenest.com
MANAGEfinances and resources,
efficiently and responsibly
ASSET MANAGEMENT FIRSTSOUNDS AUSTRALIA
DIGITAL FIRST MARCH 2013 wearethenest.com
BUT IT DOESN’T STOP THERE.THIS IS MORE THAN MARKETING.
DIGITAL FIRST MARCH 2013 wearethenest.com
CAN DIGITAL HELP EVERYONEDO WHAT THEY DO, BUT DO IT BETTER?
DIGITAL FIRST MARCH 2013 wearethenest.com
RESULT:increased
participationincreasedrevenue
DIGITAL FIRST MARCH 2013 wearethenest.com
RESULT:increased
participationincreasedrevenue
increased diversity& engagement audience development, outreach & education
increasedappreciation
artistic & programming
increasedloyaltyfundraising & development
increasedsatisfaction
box office &customer service
DIGITAL FIRST MARCH 2013 wearethenest.com
IS ENGAGEMENT BECOMING A PRE-REQUISITE OF FUNDING?
DIGITAL FIRST MARCH 2013 wearethenest.com
‘ARTISTIC VIBRANCY’ IS A NEW MEASUREMENT CRITERIA.“to encourage excellence in the Australian arts sector”
DIGITAL FIRST MARCH 2013 wearethenest.com
THE FIVE ELEMENTS OF ‘ARTISTIC VIBRANCY’.
artistic quality and excellence of craftaudience engagement and stimulation
curation and development of the artformdevelopment of artists
relevance to the community
DIGITAL FIRST MARCH 2013 wearethenest.com
AUDIENCE ENGAGEMENT & STIMULATION.
“to measure your organisation’s impact on its audience, you will need to gather the views of attendees in person, via broadcast and online. Management and artistic leaders will also need
to reflect on their aims and expectations of audience engagement.”
Resources > Artistic Vibrancyaustraliacouncil.gov.au
DIGITAL FIRST MARCH 2013 wearethenest.com
COMMUNITY RELEVANCE.“reflecting on community relevance involves
reviewing your understanding of your community, your connection with the community and your
work’s relevance to this community.”Resources > Artistic Vibrancy
australiacouncil.gov.au
DIGITAL FIRST MARCH 2013 wearethenest.com
In the US, tablet users will number 133.5 million by 2015, representing 51.9% of internet users
and 41% of the total populationfinchannel.com
SO WHAT’S NEXT?
DIGITAL FIRST MARCH 2013 wearethenest.com
“the short-lived and soon-to-be-antiquated QR codes will be replaced with mobile visual search, which provides consumers with faster, more
convenient and compelling, interactive marketing experiences”marketwatch.com
image: jcdecauxna.com
SO WHAT’S NEXT?
DIGITAL FIRST MARCH 2013 wearethenest.com
juniper predicts that ‘near-field communication’ mobile tickets will represent more than 50% of all
mobile ticketing revenue by 2016intomobile.com
SO WHAT’S NEXT?
DIGITAL FIRST MARCH 2013 wearethenest.com
SO WHAT’S NEXT?
AMOLED display (active-matrix organic light-emitting diode) will allow our devices to be fully flexible and as thin as a piece of paper.
DIGITAL FIRST MARCH 2013 wearethenest.com
WHY WAIT?LET’S START NOW.
LET’S PUT DIGITAL FIRST.
DIGITAL FIRST MARCH 2013 wearethenest.com
THANK YOU.
copies of the presentation stuart@wearethenest.com more stories at wearethenest.com
a digital agency for the arts & creative industries