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.


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 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.


YOU NEED TO START WITH A BIG IDEA.

THEN LET IT UNFOLD.


WHERE DOES THE IDEA UNFOLD?


OR?



THIS IS OUR PLAYGROUND.



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

http://vimeo.com/45058048

http://vimeo.com/45058048



and problem solving

SOCIAL CARE FIRSTSYDNEY FESTIVAL



and problem solving

INTERPRETATION FIRSTMONA & THE ‘O’

image: artprocessors.net

http://artprocessors.net

http://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



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?

OR?


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.


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

http://www.bit.ly/mweeknest

http://www.bit.ly/mweeknest

Digital First - Stuart Buchanan, Marketing Week 2013

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