2015 arts midwest workshop: embracing the digital age
TRANSCRIPT
Orchestras 20/20: Context, Connection, Collaboration
Embracing the Digital Age
Douglas Hegley
@dhegley
Yikes!
Part One: Context
Who am I?
Douglas Hegley
Director of Media and TechnologyMinneapolis Institute of Art
Image Soure: http://static.comicvine.com/uploads/original/11113/111131358/3367143-road-runner3.jpg
This presentation available at:www.slideshare.net/dhegley
Psychology?This digital
strategy needs some serious
analysis.
D
Image source: http://metaconferences.org/ocs/images/New-York-City-metropolitan-museum-of-art.jpg
Image source: http://upload.wikimedia.org/wikipedia/commons/d/d9/Minneapolis_Institute_of_Arts.jpg
It starts, and ends, with PEOPLE
This place is AWESOME!
What’s this session all about?
Challenges
Competition is Fierce (and it’s not us versus us)
Yes we can!
Digital can help:• Flexible• Cost-effective• Ever-changing
CAN we Compete??
Impact of digital technology on the cultural sector = broad
Audience Expectations
Content
Curation
Marketing
Reputation
Operations
Org Structure
Digital Changes Everything
Technology Impact: Driving Organizational Change
Source: http://likelinkshare.org/
This is NOT a lecture, please;
Your Tasks: Interrupt, Question, Mayhem if necessary!
Image Source: https://urbanfragment.files.wordpress.com/2012/07/lake-chippewa-hayward-wisconsin-by-brian-bailey3.jpg
Why?
Technology is Disruptive
An absurdly-abridged history of computer technology
GETTING HERE
Unrealistic expectations of digital technology to perform miracles – leads to: inability to harness potential benefits (wishful thinking)
Benefits of digitcccccccccaltechnology have been demonstrated
Benefits of digital technology have been demonstrated
Forward-thinking organizations realize the difficulties and the complexities – use that understanding to develop practical approaches to implementation.
The Hype Cycle
Image Source: http://www.thenimblefew.com/wp-content/uploads/2012/11/Nimble.jpg
Large AND nimble? Hmm …
Image Source: http://www.littlestourbooks.com/covers/77515.jpg
Passion+ Sincerity+ Honesty
+ ConvictionSUCCESS
A Thought Session: Change, Pace, Impact
Worksheet: How has technology affected your work?
What’s Changed?One year?Two years?Five years?
What’s the Impact?
Pace?
Fears?
Image Source: https://cf.geekdo-images.com/images/pic336179.jpg
Step 1: Choose
Image Source: http://pad1.whstatic.com/images/thumb/c/cc/PickCard-Step-2.jpg/670px-PickCard-Step-2.jpg
Step 2: Imagine
Image Source: http://vividlife.me/ultimate/wp-content/uploads/2012/08/visualization3.s600x600-e1344266253358.jpg
Step 3: Report
Image Source: http://cdn.sheknows.com/articles/2014/02/woman-public-speaking.jpg
Step 4: Anticipate
Step 5: Flip it
Image Source: http://www.bronco.co.uk/our-ideas/wp-content/uploads/2015/02/Pancake-flip.jpg
Image source: http://sd.keepcalm-o-matic.co.uk/i/keep-calm-and-come-back-to-reality-4.png
Audiences in the 21st Century
“ … we do not ‘surf’ and the internet to us is not a ‘place’ or ‘virtual space’. The Internet to us is not something external to reality but a part of it: an invisible yet constantly present layer intertwined with the physical environment. We do not
use the Internet, we live on the Internet and along it.”
Piotr Czerski“We, the Web Kids”English translation by Marta Szreder(Emphasis is ours)
It’s a Brave New World Out There
Source: LaPlacaCohen.com/culturetrack
Key Insight: Performing arts have some catching up to do
Source: LaPlacaCohen.com/culturetrack
Key Insight: Frequency of attendance is going down
Source: LaPlacaCohen.com/culturetrack
Key Insight: Younger audiences are definitely interested!
Source: LaPlacaCohen.com/culturetrack
Key Insight: Fun + Social is a winning combination
Source: LaPlacaCohen.com/culturetrack
Source: LaPlacaCohen.com/culturetrack
Key Insight: They come when it’s interesting, affordable, and friends are going too
Source: LaPlacaCohen.com/culturetrack
Key Insight: But if it’s expensive and not engaging, expect empty seats
Source: LaPlacaCohen.com/culturetrack
Key Insight: Millennials travel in packs
Source: LaPlacaCohen.com/culturetrack
Source: LaPlacaCohen.com/culturetrack
Key Insight: Don’t give up on traditional media just yet
Source: LaPlacaCohen.com/culturetrack
Key Insight: Everyone is using Facebook
Source: LaPlacaCohen.com/culturetrack
Key Insight: People are planning ahead more than ever
What has CultureTrackfound?
Audiences Today
• Stressed• Wired• Active• Open• Less bound by tradition
Source: LaPlacaCohen.com/culturetrack
Audiences Drawn To:
• Convenience• Fun• New perspectives• Family & friends• Identity & community
Source: LaPlacaCohen.com/culturetrack
D
Audiences – The Future:
• Expanding definition of “culture”• Primacy of social media• Integrated mobile activities• Redefined loyalty• Less view, more do
Source: LaPlacaCohen.com/culturetrack
Digital Strategy
I told him he needed to write a digital strategy.
What happened?!
Digital Strategy and Your Board
1. Speak truth, not “fancy nonsense”.
How to Pitch Technology to Your Board
In 10 Easy Steps
1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.
How to Pitch Technology to Your Board
In 10 Easy Steps
1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.
How to Pitch Technology to Your Board
In 10 Easy Steps
1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).
How to Pitch Technology to Your Board
In 10 Easy Steps
1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).5. Write things down.
How to Pitch Technology to Your Board
In 10 Easy Steps
1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).5. Write things down.6. Show practical impact.
How to Pitch Technology to Your Board
In 10 Easy Steps
1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).5. Write things down.6. Show practical impact.7. Lunch is good. Really.
How to Pitch Technology to Your Board
In 10 Easy Steps
1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).5. Write things down.6. Show practical impact.7. Lunch is good. Really.8. Plant seeds, and wait.
How to Pitch Technology to Your Board
In 10 Easy Steps
1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).5. Write things down.6. Show practical impact.7. Lunch is good. Really.8. Plant seeds, and wait. 9. Be agile, nimble.
How to Pitch Technology to Your Board
In 10 Easy Steps
1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).5. Write things down.6. Show practical impact.7. Lunch is good. Really.8. Plant seeds, and wait. 9. Be agile, nimble.10. When all else fails, call in the experts.
How to Pitch Technology to Your Board
In 10 Easy Steps
Strategy Drives Decision-making
Cool Blue
Do a select fewSeek funding & partners
(We wish we could do them all)Risk: Too many at once (saying yes to everything)
Red Flag
Do only if necessaryStop! (or proceed with extreme caution)
(We wish we could have none)Risk: Bogs down & exhausts resources
Green Light
Do these fastMake a prioritized list, get moving
(We wish there were fewer)Risk: Resources pulled away from Cool Blue
Gray Fog
Do only if there are resources“Busy work” or dreamy distractions
(We wish we had more time)Risk: People fall into this , esp. in times of stress
High
High(Hard)
Low
Low(Easy)
Importance
Difficulty
Evaluating Effort: Deciding on What to Do v. What NOT to Do
Strategy Guides People
• Prioritization• Time management• Alacrity• Empowerment• Shared ownership
Break until
3:30pm
Part Two: Connection
Social Media
Yeah, okay, but is social media actually important?
• It’s how you reach a large set of customers –especially new ones
Yeah, okay, but is social media actually important?
• It’s how you reach a large set of customers –especially new ones
• Your customers are already there
Yeah, okay, but is social media actually important?
• It’s how you reach a large set of customers –especially new ones
• Your customers are already there• Competitive advantage/necessity
Yeah, okay, but is social media actually important?
• It’s how you reach a large set of customers –especially new ones
• Your customers are already there• Competitive advantage/necessity• Connections to and among people
Yeah, okay, but is social media actually important?
• It’s how you reach a large set of customers –especially new ones
• Your customers are already there• Competitive advantage/necessity• Connections to and among people• Peer recommendation is the most-effective type
Yeah, okay, but is social media actually important?
• It’s how you reach a large set of customers –especially new ones
• Your customers are already there• Competitive advantage/necessity• Connections to and among people• Peer recommendation is the most-effective type• Social media is here for awhile
Social Media Sites – in order (Admittedly subjective)
FacebookPros:Most-used, lots of sharing, wide audience
Cons:Care & feeding, need for images/video
Douglas says: Be there or be left out … for now at least!
TwitterPros:Popular, timely, re-tweeting, fast, short
Cons:Care & feeding, images, dialog expected
Douglas says: Great for announcements, and works well in combination with Facebook
YouTubePros:Popular, connections across industries
Cons:Video-only, rarely the origin point
Douglas says: Only if you have good video content to share
PinterestPros:Visual, creative, easy to use
Cons:Fading? Moving to retail?
Douglas says: Unless you have an active channel now, no reason to start
InstagramPros:Popular with Millennials, easy to use
Cons:Depends on photos, can be disruptive onsite
Douglas says: Up and coming, but probably better for visual arts orgs
TumblrPros:Established audience, longer-form content
Cons:Growth has slowed, care & feeding
Douglas says: Facebook is much higher priority, but if you have longer stories to tell it’s a decent option compared to implementing a full blog on your site
FlickrPros:Often searched, can be respository
Cons:Can get complex (licensing), photos only
Douglas says: Only if you have a lot of photography to share openly and without restrictions
VinePros:Millennials love it, can be very funny
Cons:Fine line between irony and anger
Douglas says: Only if you are already strong on a number of other platforms, and even then proceed with caution
SnapchatPros:Popular with Generation Z, easy to use
Cons:Temporary, limited audience
Douglas says: Not for organizations, but you could help your teen audiences share via Snapchat by providing photo ops
101D
Essentials of Social Media
Choose
Social Media platform recommendations:1. Facebook - definitely2. Twitter - maybe3. Instagram – if you have time/resources
Plan
1. Content type for each platform2. Purpose3. Tone4. Frequency5. Timing6. Monitoring & replying
Content: What works?
1. Short is always better2. Ask questions3. Provide links4. Photos get attention5. Likes & retweets & shares all matter
Let’s talk a bit more about
Content
Source: http://colleendilen.com/2015/08/19/connectivity-is-king-fast-fact-video/
Content Leads to Connectivity
Source: http://colleendilen.com/2015/08/19/connectivity-is-king-fast-fact-video/
Content Leads to Connectivity
To paraphrase:• Connectivity is sparked when content is rooted
in mission• Your passions matter to your audience• Important: unvarnished insights• They want to know what’s really going on, not
just receive a sales pitch• Don’t aim to make content, aim to connect
Content: Basic Best Practices
1. Friendly and accessible tone
Content: Basic Best Practices
1. Friendly and accessible tone2. Direct and uncomplicated language
Content: Basic Best Practices
1. Friendly and accessible tone2. Direct and uncomplicated language3. Steady frequency – don’t disappear
Content: Basic Best Practices
1. Friendly and accessible tone2. Direct and uncomplicated language3. Steady frequency – don’t disappear4. Link to further information or action
Content: Basic Best Practices
1. Friendly and accessible tone2. Direct and uncomplicated language3. Steady frequency – don’t disappear4. Link to further information or action5. Authors with passion, both for the
organization and to share knowledge
Content: Basic Best Practices
1. Friendly and accessible tone2. Direct and uncomplicated language3. Steady frequency – don’t disappear4. Link to further information or action5. Authors with passion, both for the
organization and to share knowledge6. Add media, especially photos
Monitoring Social MediaHow do we keep an eye on this stuff?
TweetdeckA social media dashboard application for the management of Twitter accounts
KloutA website and mobile app that uses social media analytics to rank its users according to
online social influence via the "Klout Score", which is a numerical value between 1 and 100
socialmention.comA social media search & analysis platform that aggregates user generated content into a
single stream of information
socialmention.com
socialmention.com
socialmention.com
HootSuiteA social media toolkit that lets you post and read messages, track mentions, prepare posts,
prepare updates, and set schedules for posts at later times
Monitoring Essentials• Start slow – finger on the pulse• Build over time• Make progress• Don’t jump to conclusions – until
you hire a professional statistician
Workshop: Social Media Strategy, a first draft
Social Media Strategy
• How will your organization approach social media effectively and practically?
• Where does one begin?
Worksheet: Social Media Action Plan
Goal
Target Audience
Social Media Platform
Tone and Voice
Monitoring
Continued Community Engagement
Let’s hear from you
Collaboration
Failure is a learning opportunity
Summary
Embrace the digital age
Embrace the digital ageChallenges – it’s a competitive world out there
Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutions
Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about people
Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantage
Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantageWe can face down our fears
Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantageWe can face down our fearsOur audiences are changing
Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantageWe can face down our fearsOur audiences are changingStrategy guides decisions and people
Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantageWe can face down our fearsOur audiences are changingStrategy guides decisions and peopleDeep dive into social media
Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantageWe can face down our fearsOur audiences are changingStrategy guides decisions and peopleDeep dive into social mediaTools, tips, tricks, best practices
Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantageWe can face down our fearsOur audiences are changingStrategy guides decisions and peopleDeep dive into social mediaTools, tips, tricks, best practicesCollaboration!
Your Top Takeaways from Today?
Unanswered questions?
The Digital Transformation Wave
You
Choice
Or you
@dhegley
http://www.slideshare.net/dhegley
Thank you!