digital trends the arts can't ignore

Chris Unittchrisunitt.co.uk | @ChrisUnitt

Digital trends the Arts can’t ignore

Part 1Arts organisations that do digital

The same but…BetterMore

QuickerTargetedTracked

Tools

EmailSocial media

AnalyticsSEO

Digital display advertisingCrowdsourcing

Mindset

EcommerceCommunity management

Showing behind the scenesExperimentation

User focussed developmentPhased/iterative development 

Trend 1Mobile.

Trend 2Focus on the user.

User testingFocus groupsA/B testingIteration 

Trend 3Print to digital.

Trend 4Competency v innovation.

Away from…Form over function

AppsToo many microsites

Crashed websitesWhole website rebuilds

Towards…User-centred designResponsive design

Scalable infrastructureA/B testing

Evolving websites

That’s all fine, but…

“Everyone sort of grudgingly accepts that ‘digital’ is something you need to at least pretend to be doing but

the situation hasn’t quite reached the point where reality has caught up,

we can still kid ourselves that having a website and ‘doing Twitter and

Facebook’ is enough.”Ash Mann

Trend 5Web-only projects.

The problem with these projects…

Often…

Poorly supportedLimited shelf-life

No continuity

Trend 6Lean methodology.

Trend 7Hiring senior digital leaders.

Part 2The people who are really good at this

If you had a laptop, some spare time and the same mission…

What would you do?

Trend 8New online stars.

Part 3Digital organisations that do Art

Whose stage is this?

Trend 9Unbundling.

Trend 10Competition for attention.

Part 4The world stage

Trend 11Global reach.

1.5m million visits43% from outside of the UK

Beyond The CurtainHow Digital Media is Reshaping Theatre

We may not have a choice. Beyond Canada’s borders theatre companies are taking advantage of opportunities provided by the digital age. Canadians can now watch the National Theatre Live, Live from the Met and Live from Lincoln Centre at their local cinema, but apart from occasional exceptions,

cannot enjoy the best of what Canadian performing arts has to offer.

Trend 12Digital transformation.

“We were no longer going to be ‘The Atlantic’, which happened to be digital.

We were going to be a digital company that also published

The Atlantic magazine.”

“Digital activity is forcing us to rethink our creative

practice. For over a hundred years our activity has been

grounded in collections displayed in buildings. Theaffordances of digital means

we are rethinking this.”

TrendsMobile

Focus on the userPrint to digital

Competency v innovationWeb-only projectsLean methodology

Hiring senior digital leadersNew online stars

UnbundlingCompetition for attention

Global reachDigital transformation

Thank you!

Chris Unitt@ChrisUnittchrisunitt.co.uk

Made Media@MadeHQ

mademedia.co.uk