Digital First - Stuart Buchanan, Marketing Week 2013

DIGITAL FIRSTSTUART BUCHANANAUGUST 2013

DIGITAL FIRST AUGUST 2013 wearethenest.com

WHAT ARE WE HERE FOR?

“I filled out a municipal grant application not too long ago for a choir that sang classical works from Europe ... The application kept asking how I planned to allocate marketing resources toward

under-served communities. I kept saying that I wouldn’t be doing that because the role of marketing is to maximise revenue and

maximise participation ... 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

increase

participation

increase

participationincreaserevenue

increase

participationincreaserevenue

HOW DO WE DO THAT?

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

and problem solving

RESULT:

RESULT:increased

participationincreasedrevenue

and problem solving

RESULT:increased

increaseddiversity & engagement

increasedappreciation

increasedloyaltyincreased

satisfactionSUPPORT

with information, advice and problem solving

HOW DO WE GET THERE?

image: Veronica Aguilar, flickr.com

image: Marie-Chantale Turgeon, flickr.comimage: Veronica Aguilar, flickr.com

WHY START WITH PRINT?

WHEN WE SHOULD BE DOING IT THE OTHER WAY?

WE SHOULD BE STARTING WITH DIGITAL FIRST.

“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

HOW TRADITIONAL MEDIA WORKS.

SPEAK TO MANY to REACH THE FEWYOU

to REACH MANYSPEAK TO THE FEWYOU

x 245facebook.com

HOW DIGITAL WORKS.

LIKECOMMENTSHARE

facebook.com

BUT WHY LET A GOOD STORYGET IN THE WAY OF THE FACTS.

Source: Neilsen, September 2012

SOCIAL PROOF MORE TRUSTED THANANY OTHER FORM OF PERSUASION.

Source: KPCB, 2012

MORE ADVERTISING DOLLARSARE SPENT ON DIGITAL THAN PRINT.

MORE TIME SPENT ONDIGITAL THAN PRINT.

Source: Neilsen, March 2012

Source: KPCB, 2012

NEWSPAPER READERSHIPIS IN INCREASING DECLINE.

MAJORITY OF ARTS AUDIENCEUSING DIGITAL BEFORE EVENTS.

Source: Australia Council For The Arts, June 2011

INCREASING % OF ARTS AUDIENCEUSING DIGITAL DURING EVENTS.

MAJORITY OF ARTS AUDIENCEUSING DIGITAL AFTER EVENTS.

PERCENTAGE OF ARTS PATRONS ACCESSING SOCIAL MEDIA VIA MOBILE DEVCESSource: Group Of Minds, December 2012

MAJORITY OF ARTS AUDIENCEIS MIGRATING TO MOBILE.

YET ARTS ORGS REMAIN UNCOMMITTED TO EXPENDITURE.

Source: Pew Internet Research Centre, July 2012

SO WHERE DO YOU START?

your community?

your artistic strategy?

your community?

your communications strategy?

your community?

your artistic director, programmer, writer?

your community?

an incoming company, artist or producer?

your community?

your budget?

your community?

your budget?

a template?

YOU NEED TO START WITH A BIG IDEA.

THEN LET IT UNFOLD.

WHERE DOES THE IDEA UNFOLD?

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

LET’S REMEMBER WHY WE’RE HERE.

and problem solving

WEB & MOBILE FIRSTKALDOR PUBLIC ART PROJECTS - 13 ROOMS

TABLET FIRSTCUTTINGS

SOCIAL GIVING FIRSTUNDERBELLY ARTS

SOCIAL PROOF FIRSTTHE ROCKS VILLAGE BIZARRE

ACCESS FIRSTART GALLERY OF NSW

AUDIENCE INTERACTION FIRSTIN-FINITE PROJECT forIJAD DANCE COMPANY

SOCIAL CURATION FIRST‘GO’ AT BROOKLYN MUSEUM

TRANSMEDIA FIRSTMAXIM GORKY THEATRE

and problem solving

SOCIAL CARE FIRSTSYDNEY FESTIVAL

and problem solving

INTERPRETATION FIRSTMONA & THE ‘O’

image: artprocessors.net

ASSET MANAGEMENT FIRSTSOUNDS AUSTRALIA

BUT IT DOESN’T STOP THERE.

BUT IT DOESN’T STOP THERE.THIS IS MORE THAN MARKETING.

CAN DIGITAL HELP EVERYONEDO WHAT THEY DO, BUT DO IT BETTER?

RESULT:increased

increasedloyaltyfundraising & development

RESULT:increased

increased diversity& engagement audience development, outreach & education

RESULT:increased

artistic & programming

RESULT:increased

artistic & programming

increasedsatisfaction

box office &customer service

IS ENGAGEMENT BECOMING A PRE-REQUISITE OF FUNDING?

‘ARTISTIC VIBRANCY’ IS A NEW MEASUREMENT CRITERIA.

‘ARTISTIC VIBRANCY’ IS A NEW MEASUREMENT CRITERIA.“to encourage excellence in the Australian arts sector”

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

THE FIVE ELEMENTS OF ‘ARTISTIC VIBRANCY’.

artistic quality and excellence of craftaudience engagement and stimulationcuration and development of the artform

development of artistsrelevance to the community

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

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

SO HOW DO WE ENGAGE, STIMULATE AND PROMOTE RELEVANCE TO OUR

COMMUNITY?

SO HOW DO WE ENGAGE, STIMULATE AND PROMOTE RELEVANCE TO OUR

COMMUNITY?

SO WHAT’S NEXT?

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?

“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?

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?

WHY WAIT?

WHY WAIT?LET’S START NOW.

LET’S PUT DIGITAL FIRST.

THANK YOU.

download the presentation www.bit.ly/mweeknest more stories at wearethenest.com

creative projects for web, mobile & social

Digital First - Stuart Buchanan, Marketing Week 2013

Art & Photos

Transcript of Digital First - Stuart Buchanan, Marketing Week 2013

Buchanan Epithermal Model

Buchanan Clubs

Boys and Girls reflections of a 6 week Forest …d3mcbia3evjswv.cloudfront.net/files/Stuart Garbutt.pdfBoys and Girls reflections of a 6 week Forest School programme Stuart Danger

Abigail Buchanan | 2013

Stuart Cunningham - Computer Platforms - 2003 COMPUTER PLATFORMS Network Operating Systems Week 9.

Author: Bill Buchanan. Transparent bridge Author: Bill Buchanan CAM.

Buchanan resume

Stuart Cunningham - Computer Platforms - 2003 COMPUTER PLATFORMS Von Neumann Architecture & Terminology & Performance Week 3.

Buchanan County Virginia Death Certificate Index - …vagenweb.org/buchanan/Buchanan County Virginia Death Certificate... · Buchanan County Virginia Death Certificate Index ... 1939

Colin Buchanan

Buchanan, Robert

Buchanan Gardens

17 Buchanan

Stuart Lochhead Sculpture - London Art Week

County - BUCHANAN LIBRARY

Author: Bill Buchanan. PoTs and IP Network Author: Bill Buchanan Base rate.

Buchanan Lite

Complaint Buchanan

CREATIVE INDUSTRIESmtnsmade.com.au/wp-content/uploads/2016/02/Symposium-booklet … · STUART BUCHANAN Masterclass Presenter & Panelist Born in Scotland and now resident in the Blue

Cabins Lake Buchanan