festivals edinburgh digital strategy

Hannah@hannahrudman.com

RUDMANRUDMANCONSULTINGCONSULTING

Festivals Edinburgh12th June 2008

Digital strategy developmentFrom push… to pull… to porosity!

57% homes have internet access -

c.85% connections broadband

c.95% population have mobile phone

Diminishing digital divide?

• Connectivity and kit– 87.6% UK homes have digital TVs – 300m smartphones in the world, – Nokia making an entry level handset, – Malawi building IT infrastructure for

smartphones not PC

• Convergence– In a few years time,mobile devices will hold 10TB data (10,000

Participation ladder

From push to pull

• Business is changing– Networked, distributed

From push to pull: Media

• Time shifted content, Ofcom PSB review

From push to pull: government

From push to pull: public appetite

• We’re changing - we want digital services and resources– BBC global news podcast downloaded

over 1m times in Mar 08

Continuous partial attention?• Change in how attention span is

conceived– Blackberrying in Broadway!– Content conglomerators

People want to do more than attend

• Personalise• Participate• Co-produce• Create meaning

– Alan Brown’s latest research: WolfBrown

Cultural Snacking and sharing the experience

Some co-production

“By equipping visitors with the means to capture their own impressions and learnings from the museum to share with others, we turn visitors into a

global teaching force that will act as advocates for the museum for

generations to come.”Dr Nancy Proctor, Antenna Audio

Status Stories

• Conversation starters

Status Stories

• Story prepping

– Story labels

Status Stories

• Story caching

Intentful customers

• “Make me move” - make me be there?• Audience as co-programmer

– Eventful, thepoint,

Develop a social media strategy

• Connect• Build relationships• Collaborate• Know your market

National Theatre: new models of bringing together art & audiences

“It's more enjoyable to be in the swim than chasing the wave”. Nick Starr,Chief Exec.

“Technology is in the right place now. The software design is there, more and more people have broadband with moving pictures and delivery is free.”

Edinburgh Festivals Web 2.0

A vision of the future:

Facebook application allows 70m* users to book and share reviews, compile hot lists of acts, share information. Consumer Generated Content (reviews) increase bookmarks, repeat visitors and organic traffic. Reviews syndicated to other sites, increasing visitors. Channel on U Tube attracts 1million downloads! Festivals Video channel attracts 250,000 paying customers to download rich media!

* 2007 User Numbers

Edinburgh Festivals 2007

Data courtesy of HitWise:

2 weeks prior to the festival “edinburgh festival” becomes the most popular search containing the word “edinburgh”. "edinburgh hotels" are up 248% on historical levels "hotels in edinburgh" are up 86% on historical levels "cheap flights to edinburgh" are up 146% on historical levels

Don’t forget how valuable your Web site is to the travel sector!

From push to pull to porosity…

• Expect to have profound discussions!• Expect to change!• THANKS for listening!

I’m porous…Stay in touch!Hannah@hannahrudman.comwww.hannahrudman.com

festivals edinburgh digital strategy

historical

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Technology

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