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Presented to the Arts Council of Wales Marketing Symposium 21/10/10
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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