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CONSULTING
TNO!23rd July 2008
HANNAH RUDMAN
From push… to pull:
personalisation, participation, productionand porosity!
CONSULTING
National Office of Statistics reports…
57% homeshave internetaccess -
c.85%connectionsbroadband
c.95%population havemobile phone
CONSULTING
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 GB)
CONSULTING
National Theatre: new models of bringingtogether art & audiences
“It's more enjoyable to be inthe swim than chasing thewave”.Nick Starr,Chief Exec.
“Technology is in the rightplace now. The softwaredesign is there, more andmore people havebroadband with movingpictures and delivery isfree.”
CONSULTING
People want to do more than attend
• Personalise
• Participate
• Co-produce
• Create meaning
– Alan Brown’s latest research: WolfBrown
CONSULTING
“We-think”
“We-Think: the power of mass creativity is about what therise of the likes of Wikipedia and Youtube, Linux andCraigslist means for the way we organise ourselves, not justin digital businesses but in schools and hospitals, cities andmainstream corporations. My argument is that these newforms of mass, creative collaboration announce the arrivalof a society in which participation will be the key organisingidea rather than consumption and work. People want to beplayers not just spectators, part of the action,not on the sidelines.”
Charles Leadbeater, thinker and author.www.wethinkthebook.net
CONSULTING
A change in how art is created
"The newest digital technologies are returning us to the most ancientform of media - one in which a natural order is restored;
our individual stories and ideas take center stage,with the rest of the world as a backdrop”.June Cohen, (TED) conference director
CONSULTING
“By equipping visitors with the means tocapture their own impressions and learningsfrom the museum to share with others, we
turn visitors into a global teaching force thatwill act as advocates for the museum for
generations to come.”Dr Nancy Proctor, Antenna Audio
CONSULTING
A change in organisational structure
• Cornerhouse
“…arts organisations must do more to help one another. Arts
organisations learn too little from one another. Peer-to-peer support, mutual
problem solving and networking to share
resources is rare”.
Charles Leadbeater“Arts Organisations in the 21st Century
10 Challenges”
CONSULTING
Intentful customers
• “Make me move” - make me be there?
• Audience as co-programmer
– Eventful, thepoint,
CONSULTING
New tools and distribution channels…what does it mean for your organisation?
• Photo phones
• Video phones
• Skype recording
CONSULTING
Survival Features!
•Participation ✔•Personalisation ✔•Co-production ✔
•Porosity
CONSULTING
How?
• Change!• Mindset
– from push, broadcasting, being thegatekeeper to pull…
– Mission statement• Operationally
– Job roles• Business model
– Offering targetted ad services
CONSULTING
2005: 7 million visitors online
2007: 18m visitors online (180mpage views)
Average visit time on site: 20mins
Additional cost: £0.
Marketing/promotion: None.
“We didn’t do anything clever!”
5.5m visitors though the doors
CONSULTING
“We’ve lost controlof our content.”
A new attitude to “Cultural Provision”
Will Gompertz, Director of Tate Media (Previously Head of Communications):
CONSULTING
Change of operational model
• Tate Media– grown from 4 to 20
– Marketing department: still 8
– Press & PR: still 8
CONSULTING
Change of business model
• Launched Tate MediaChannel in September ‘07– "It is important that
within the visual artslandscape Tate has anarts channel that getsour point across andworks very closely withartists and curators," hesays. "Now we can'thave that unless weown the content."
CONSULTING
Meet the Millenials…
• Fans are the record companies
• Artists are brands
• Legislation is not the way to solve the problem
• Make use of metadata
• Amazing technology is available
• Explore the concept of feels like free
• In China IP is looked at in a very different way
• Find out who your fans are & Get fans involved...
• Mobile is a big area that needs to be explored
• Understand tribes: millennials have their groups or tribes
CONSULTING
From push to pull to porosity…
• Expect to have profound discussions!
• Expect to change!
• THANKS for listening!
I’m porous…Stay in [email protected]
http://del.icio.us/hanrudman/music