211010 arts: the original social media

Arts: the original social mediaHow to become a conversational arts brand

what the hell are

we?

“Web 2.0 puts users and not the organisation at the centre of the

equation. Organisational structures, departmental ways of naming things, the perceived ‘value’ of our assets, in fact, what the organisation has to say about itself - all are being challenged.”

‘Web 2.0: How to Stop Thinking and Start Doing’ , Mike Ellis (Science Museum) and David Kelly

(University of Bath), 2007

Flickr: The Commons /

Wikimedia Commons

Content producers?

Coffs Harbour City Library: Voice of Time project

Cooper Hewitt National

Design Museum: Educator

Resource Centre

Educators?

National Museums Online Learning Project

Community managers?

Brooklyn Museum: 1st Fans

Brooklyn

Museum

(again): mobile

app

Critics?

National Gallery podcasts

Global collaborators?

“It soon became apparent that there would be greater benefit to users if a

series of tools were built that encouraged engagement enabling cross-institution connections and

collaborative co-creative opportunities. Importantly, this approach would build a

unique network of participants across multiple, often unrelated, collections.”

Carolyn Rostyn, National Museums Online Learning Project

so...what the hell are we?

the original social media

so what’s changed?

In 2010, an average 18 year old has had more conversations with other people than her great grandparents

did in their entire lifetimes

27,000,000Number of Britons expected to be a member of a social network by 2012

3.5bnMore than

Pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook

1,300,000 tphVolume

37 yrs oldThe average social network user is

Of social network users are aged 25+

75%

Average ratio of male/female on social networking sites47/53

50%Almost

Of Facebook users earn more than£30k

Participation

http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/

Trust

Offline / online

Social media interfaces

so how do you get heard?

Shout loudest? Light a fuse (and

hope)?

Or follow your instincts…?

Social currency

passion expertise

independence

network

resonance

balance

Translates into real currencyW

OM

dri

ven

revenue

Detraction

Advocacy

WO

M d

riven

lost

revenue

Negative influence

Positive influence

Ignite

Solve

Deepen

Sustain

Convert

Convince

Inspire

Passivity / lack of awareness

here’s what we

did…

Visibility and new audiences

• WOM not social media• Spreadable experience• Rooted in the place• Personal connections• Disrupting schemas

The V&A: 7th Syndikate

• 75 engaged, 35 core voices• 328 units of highly positive WOM created

by those engaged• Content over 50 different platforms incl

Facebook, blogs, forums, microblogs• Measurably exposed to a further 90,000

people at least• Evening Standard, London Lite and Metro

combined circulation of 1,263,000• 2,000 stickers and 200 graffiti logos

7th Syndikate results

so what can you

do?

1.Trust

2.Listen

3.Establish

4.Engage

5.Share

6.React

7.Target

8.Involve

9.Disrupt

10.Sustain

Jump in And if you need a hand…

Molly FlattWOM Evangelist

+ 44 (0) 7788746642+ molly.flatt@1000heads.com