afta half-century summit - must reads
TRANSCRIPT
AmericanForTheArtsHalfCenturySummit
MakingBigThingsHappenMUSTREADS
MustReadsWehavethreegoalsforthisevent:
1.Reframethewayyouthinkaboutusingtheinternetandtechnologytocommunicate,engage,educate,andmobilizeaudiencesinrelationtofilmandtelevision.Wewantedtomakesureyouunderstoodtheneedtore‐consider,andinsomecasesre‐set,everythingyouaredoingbecauseoftheinfluencethatthesenewtoolsarehavingonsociety–andparticularlyinthecontextofarts,culture,nonprofitsandseriousissues.2.Addressthefearsthatmostorganizationshaveaboutsocialmedia‐‐thelossofcontrol,thecostsandabilitytomeasureimpact,theburdenofmanagement,thechallengeofgettingbuy‐infromseniormanagementwhoaren'tintimatelyfamiliarwiththelatestinnovationsonline,andofcoursethedisconnectbetweenyouandtheaudienceyouareserving.Insteadoflivinginfear,ourhopewastoshowalltheopportunitiesthatexist,thattechnologyisnotscary,andthattheopportunitiestoreach,engage,educate,andultimatelymobilizeaudiencesaroundyourissuesandgroups.3.Sharesomespecificexamplesandputsome'nextpractices'togetherthatanyonecouldbegintoapplytotheirworkalmostimmediately.
Withthatthirdgoalinmind,theparticipantshaveputtogethera‘must‐read’listofitemstohelpyouthinkmoreabouttheseexcitingtimes.Pleasenote:Amust‐readcouldbeanarticleorabook,amovie,televisionshow,podcast,orevenanevent–theformatisn’timportant.Whatmattersisthata‘mustread’issomethingthatisrelevant,timely,compelling,interesting,fun,orjustworththinkingabout.Happymust‐reading.
SubmittedbyBrianReichMYBOOK:WhenIwrotemybook,MediaRules!:MasteringToday’sTechnologytoConnectwithandKeepYourAudience,Isetouttoaddressthischallengefacedbyorganizationsandhelpshapethewaysorganizationscancommunicatewiththeiraudience,inthefaceofrapidinnovationintechnologyandthemassivesocialchangewearecurrently(anditseemsconstantly)experiencing.Thebookoffersaroadmapforhelpingorganizationstounderstandwhattheaudienceexpectsandhowtousetechnologytomeetthoseexpectations.Morethanthat,however,ithighlightstheotherthingsthatyouneedtotakeintoaccount‐howyoustaffandmanageyourteam,howyousupportyourpartners,howcustomerservicehaschanged,andsimilar‐‐whichareimportanttoconsiderbecauseexecutingonaneffectivenewmediastrategy,whetheritisonlinecommunitybasedorsomethingelse,requiresbuy‐infromalllevelsandclosecoordinationamongallthedifferentelementsofyourorganization.ARTICLES,ETC:Thereareliterallyhundredsofarticles,reportsandblogpoststhatofferinterestinginsightsintotheopportunitiesthatexistforusingnewandemergingtechnologiestosupportyourwork,andyourcommunications.Itrytolookforarticlesthatarenotspecifictoonesubject,sothatyoucantakelessonsandideasfromothersectorsandapplythemtoyourwork.SothatiswhatIhavetriedtodohere‐‐belowisalistarticles(somemorerecentthanothers)thatIhavefoundparticularlyinterestinganduseful:
‐ChrisAnderson,theeditorofWiredmagazineandtheauthorofTheLongTail(thebookthatsinglehandedlychangedthefaceofeCommerceforever),wroteasecond,game‐changingbook,Free.Irecommendthebook,butifyouaren’tsure,hepreviewedsubjectinacoverstoryforWiredMagazine,alsoconvenientlytitled"Free.""Free"isimportant,becauseitspeakstohowtogetaudiencestopursuemoreinformation(andifyouneedtomonetizeormeasureintheprocess,howtodothat).Hereisthelink:http://www.wired.com/techbiz/it/magazine/16‐03/ff_free
‐McKinseyQuarterlypublishedanarticlealmosttwoyearsagonowthathighlighted8trendsrelatingtothefutureofcommunications.Everysinglepointinthisarticleisrelevanttotheworkthatyoudo‐maybenottoday,butcertainlyinthenearfuture.Hereisthelink:http://www.mckinseyquarterly.com/Information_Technology/Applications/Eight_business_technology_trends_to_watch_2080
‐PresidentObama'scampaigncontinuestobeaconstantreferencepointforanyonethinkingabout,ortryingtofindwaystousetechnologyandtheinternettoengageandmobilizeacommunityonline.ThereareelementsofwhattheObamacampaigndidthatareapplicabletothisdiscussionandrepresentsthewaymanyorganizationsaregoingtohavetooperateinthenearfutureiftheywanttobesuccessful.HerearesomelinkstoarticlesthatIthinkdoagoodjobexplainingwhattheObamacampaigndidandwhyitmattered.
HowtheinternetPutBarackObamaInTheWhiteHousehttp://www.techpresident.com/blog/entry/32998/how_the_internet_put_barack_obama_in_the_white_houseHowObamaKilledElectionDayandBecameTheNextPresidenthttp://adage.com/campaigntrail/post?article_id=132250CampaignsinAWeb2.0Worldhttp://nytimes.com/?adxnnl=1&adxnnlx=1225723617‐Jeqsi9NaV38WR372YEubCgPropelledbytheInternet,BarackObamaWinshttp://blog.wired.com/27bstroke6/2008/11/propelled‐by‐in.html
Twoquicknotes:First,Ibelievemuchoftheanalysisyouwillfindinthemediaofhiscampaign'suseoftechnologytobuildandsupporthiscommunityisflawedthepresshaswrittenthathisbuildingofhisownsocialnetwork,usingtextmessaging,orpostingvideosonYouTubewerethekeytohissuccess.But,asweknow,itgoesmuchdeeperthanthat.Second,thecampaignwasextremelysuccessful,butsuggestionsthatthecampaignradicallychangedpoliticsareoverstated.WhatPresidentObamaandhisteamdidwasrunatraditionalpoliticalcampaignmoreefficientlyandeffectivelythananybefore(andwhoknows,maybeanyever)andtechnologywasaprimereasonforthat.
Second,ifyouhavetrulydynamiceducationalopportunities,technologywillallowyoutoscaleyouoperationandreachnewpotentialaudiencesmoreeffectivelythaneverbefore.However,ifPresidentObamahadnothadtherightmessage,greattiming,asupportivepoliticalenvironmentandsimilarthetechnologywouldhavehadlittleimpact.Withoutthatcoretofuelyourefforts,youwillfail(justastheObamacampaignwouldhaveiftheydidnothavethebestcampaignstrategyforthetime).
BOOKORGY:Ifyouarelookingtofillyourbookshelfwithsomekeyreadingthatwillhelpyouunderstandthebroadsocialtheoriesdrivingchangesonline,andtheincreaseinthecommunity‐drivennatureofcommunications,considerreadingthese:
‐TheLongTailbyChrisAnderson‐EverythingisMiscellaneousbyDavidWeinberger‐HereComesEverybodybyClayShirky‐GroundswellbyCharleneLiandJoshBernoff‐OpenLeadershipbyCharleneLi‐AWholeNewMindbyDanielPink‐Drive:TheSurprisingTruthAboutWhatMotivatesUsbyDanielPink‐WhatWouldGoogleDo?ByJeffJarvis‐SocialnomicsbyErikQualman‐MicrotrendsbyMarkPenn‐BornDigitalbyJohnPalfreyandUrsGasser
‐GrowingUpDigitalbyDonTapscott‐Snoop:WhatYourStuffSaysAboutYoubySamGosling‐PredictablyIrrationalbyDanAriely‐TheChaosScenariobyBobGarfield
NONBOOKS:Andhereareafewlinkstootherresourcesthatoffernewstatsandnewinsightsonhoweverythingischanging.
RazorfishFEEDStudyhttp://feed.razorfish.com/
PewInternetReport:TheInternetandConsumerChoicehttp://pewinternet.org/Reports/2008/The‐Internet‐and‐Consumer‐Choice.aspxHowMuchInformation?2009ReportonAmericanConsumershttp://hmi.ucsd.edu/howmuchinfo_research_report_consum.php
TheNewFemaleConsumer http://adage.com/whitepapers/whitepaper.php?id=10 TheNextGreatGeneration http://www.thenextgreatgeneration.com/ EdelmanTrustBarometer http://www.edelman.com/trust/2009/ AccentureUSConsumerTechnologyResearchFindings
http://www.accenture.com/Global/Research_and_Insights/By_Industry/Electronics_and_High_Tech/USFindings.htm
JosephPine:WhatDoConsumersWant?(Video) http://blog.ted.com/2009/01/what_do_consume.php[Andtherearesomanymore,newonesemergingeveryday…keepyoureyesopen]
SubmittedbyLaraGoetsch
PresentationfromTheatreCommunicationsGroupConference,June2010“SocialMediaStrategy:WhyROIIsn’tEnough”
http://www.devonvsmith.com/2010/06/theatresocialmediatcg2010/
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“15WaystoMeasureReturnonEngagement(ROE)ofSocialMedia”
http://prsarahevans.com/2009/05/15waystomeasurereturnonengagementroeofsocialmedia/
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ReturnOnEngagementbyTimFrickhttp://returnonengagement.net/
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YouTube.com:“SocialMediaROI:Socialnomics”http://www.youtube.com/watch?v=ypmfs3z8esI
“HOWTO:MeasureSocialMediaROI”byChristinaWarren
http://mashable.com/2009/10/27/social‐media‐roi/
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HOWTOSellSocialMediatoCynics,Skeptics&Luddites–Tips,Resources&Advicehttp://www.interactiveinsightsgroup.com/blog1/how‐to‐sell‐social‐media‐to‐cynics‐skeptics‐
luddites‐tips‐resources‐advice/
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ROI(ResultsonInsights):NonprofitExamplesofHowListeningReturnsValue
http://beth.typepad.com/beths_blog/2009/01/roi‐nonprofit‐examples‐of‐how‐listening‐returns‐value.html
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NonprofitsAreFortresses.WillFreeAgentsSetYouFree?http://www.frogloop.com/care2blog/2010/6/17/nonprofits‐are‐fortresses‐will‐free‐agents‐set‐
you‐free.html
TheNetworkedNonprofitbyBethKanterandAllisonFinehttp://www.amazon.com/Networked‐Nonprofit‐Connecting‐Social‐Change/dp/0470547979
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EVALUATINGSOCIAMEDIAFORCLASSICAL
EvaluatingSocialMediaforClassicalMusicOrganizationhttp://www.artsengagementexchange.org/blog/entry/evaluating_socia_media_for_classical_musi
c_organization/
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EVALUATINGSOCIAMEDIAFORCLASSICAL
Cansocialmarketerscatchthe“ROIleprechaun”?http://smartblogs.com/socialmedia/2010/06/21/can‐social‐marketers‐catch‐the‐roi‐
leprechaun/
AmericanForTheArtsHalfCenturySummit
MakingBigThingsHappen
BIOSANDBACKGROUNDINFO
BrianReichAuthor&managingdirector,littlemmediaBrianisthemanagingdirectoroflittlemmedia.Heprovidesstrategicguidanceandothersupporttoorganizationsaroundtheuseoftheinternetandtechnologyforcommunications,engagement,education,andmobilization.BrianisalsotheauthorofMediaRules!:MasteringToday’sTechnologytoConnectWithandKeepYourAudience(Wiley2007).Brianisaregularwriterandspeakerontheissuesinvolvingtheimpactoftheinternetandtechnologyonpolitics,society,andthemedia.Heworkswithbrandsandmarketers,nonprofitsandcharities,mediacompaniesandsports/entertainment/culturegroups.HehascontributedtodozensofbooksandotherprojectsandteachesconsumerbehaviorandmarketingstrategyatColumbiaUniversity.HeistheeditorofThinkingAboutMedia(www.thinkingaboutmedia.com)andcontributesasaFastCompanyExpert.Brianandhiswife,KarenDahl,liveinNewYork,NYwiththeirson,Henry,anddaughter,Lucy.
LaraGoetschDirectorofMarketingandCommunications,TimeLineTheatreCompany773.281.8463x25|[email protected]
LarahasbeenaCompanymemberofTimeLineTheatreCompanysince1998andjoinedTimeLine’sfull‐timestaffinJuly2006asDirectorofMarketingandCommunications.Duringhertenureonstaff,TimeLinehasmorethandoubleditsannualearnedincomeandincreasedsubscriptionsby195%,althoughthecompany’sannualmarketingbudgethasincreasedjust5%overthattime.SheservedasproducerformanyofTimeLine'searlyproductions,includingthreethatreceivedNon‐EquityJeffAwardsforOutstandingProduction:NotAboutNightingales,TheCrucibleandAwakeandSing!.OtherpreviouscreditswithTimeLineincludemarketingdirectorfornumerousindividualproductionsandservingasamemberoftheBoardofDirectors.Asaphotographer,shehascreatednearlyallofTimeLine'spublicityandproductionphotographssincethecompany'sinception.LarapreviouslywasDirectorofMarketingandPublicRelationsatTheTheatreSchoolatDePaulUniversity,wheresheworkedfor13seasonscoordinatingpublicity,marketingstrategyandspecialeventsfortheMidwest'sleadingtheatretrainingconservatory.InChicagoshehasalsoworkedattheNextTheatre,RoadworksProductionsandGatewayTheatreCompany.SheholdsaB.S.degreeinjournalismfromtheMedillSchoolofJournalismatNorthwesternUniversity,andwasafoundingmemberandformerco‐chairoftheMedillAlumniClubofChicago.ShehasbeenamemberofthePublicityClubofChicagoandcurrentlyservesaschairofthemarketingcommitteeoftheLeagueofChicagoTheatres.Larahaspresentedonthetopicsofmarketingreturn‐on‐investmentand/oremailmarketingatChicago’sArtsEngagementExchangeLearningCirclesin2008and2009;the2009AmericansfortheArtsNationalArtsMarketingConferenceinProvidence,RhodeIsland;andthe2010AdvancedTrainingProgramoftheNationalArtsMarketingProjectinMinneapolis,Minnesota.
FoundedinApril1997,TimeLineTheatreCompany’smissionistopresentstoriesinspiredbyhistorythatconnectwithtoday’ssocialandpoliticalissues.Duringitsfirst13seasons,TimeLinehaspresented43productions,includingsixworldpremieresand12Chicagopremieres.Recipientofthe2006Alford‐AxelsonAwardforNonprofitManagerialExcellenceandthe2009RichardGoodmanStrategicPlanningAwardfromtheAssociationforStrategicPlanning,TimeLinehasreceived42JeffAwards,includinganawardforOutstandingProductionseventimes.Formoreinformation,visithttp://www.timelinetheatre.com.
JeffreyInschoMedia&PublicRelations,TheMattressFactory412.231.3169x230|jeffrey@mattress.orgJeffreyInschobuilthisfirstwebsiteintheFallof1996whilepursuinganundergraduatedegreeinCommunicationsMediaatIndianaUniversityofPennsylvania.In2007,afterseveralyearsinthecorporatesector,hejumpedatthechancetotellthestoryofhisfavoritemuseum(TheMattressFactory).InadditiontomanagingtheMattressFactory’straditionalmediaandpublicrelationsprograms,JeffreyisresponsiblefordevelopingandimplementingFriendship2.0,acomprehensivesocialandnewmediainitiativedesignedtoengageandgrowdynamiccommunityaroundtheequallydynamicartthemuseumcommissions.Jeffreyisfrequentlyinvitedtolectureatuniversitiesandpresentsessions&keynotesatprofessionalconferencesthroughouttheUnitedStates.Whennotworking,heenjoyswritingwords+music(sometimesputtingthemtogether)andspendingasmuchtimeaspossiblelaughingwithhiswifeandson.
TheMattressFactoryisamuseumofcontemporaryartthatexhibitsroom‐sizedworkscalledinstallations.Createdonsitebyartistsfromacrossthecountryandaroundtheworld,ouruniqueexhibitionsfeatureavarietyofmediathatengageallofthesenses.TheMuseum'sunusualgalleriesarelocatedintwocreativelyreusedbuildingsonPittsburgh’shistoricNorthSide.Bothbuildingshouseagrowing‐anddistinctive‐permanentcollection,featuringartistsJamesTurrell,YayoiKusama,WinifredLutzandRolfJulius,aswellasinnovativeexhibitionsthatchangethroughouttheyear.Since1977,theMattressFactoryhassupportedmorethan400artiststhroughourworld‐renownedresidencyprogram.EachyearartistscometoPittsburgh,liveatthemuseum,andcreatenewwork.Duringtheirtimehere,themuseumsupportsthemcompletelywhiletheyexperiment,takerisks,andexplorethecreativeprocess.Eachexhibitionispairedwithavarietyofengagingandinventiveeducationalprogramsincludinghands‐onartprojects,workshops,lectures,andtours.TheMattressFactoryencouragesallviewers,regardlessoftheirbackground,todiscoverconnectionsbetweenart,creativityandtheireverydaylives.http://www.mattress.org