AFTA Half-Century Summit - Must reads

                            American For The Arts HalfCentury Summit    Making Big Things Happen  MUST READS       

      MustReads    We have three goals for this event:    1. Reframe the way you think about using the internet and technology to  communicate, engage, educate, and mobilize audiences in relation to film and  television.  We wanted to make sure you understood the need to re‐consider, and in some  cases re‐set, everything you are doing because of the influence that these new tools are  having on society – and particularly in the context of arts, culture, nonprofits and serious  issues.      2. Address the fears that most organizations have about social media ‐‐ the loss of  control, the costs and ability to measure impact, the burden of management, the challenge  of getting buy‐in from senior management who aren't intimately familiar with the latest  innovations online, and of course the disconnect between you and the audience you are  serving.  Instead of living in fear, our hope was to show all the opportunities that exist, that  technology is not scary, and that the opportunities to reach, engage, educate, and ultimately  mobilize audiences around your issues and groups.     3. Share some specific examples and put some 'next practices' together that anyone  could begin to apply to their work almost immediately.    With that third goal in mind, the participants have put together a ‘must‐read’ list of items to help  you think more about these exciting times.  Please note: A must‐read could be an article or a book,  a movie, television show, podcast, or even an event – the format isn’t important.  What matters is  that a ‘must read’ is something that is relevant, timely, compelling, interesting, fun, or just worth  thinking about.     Happy must‐reading.     

      Submitted by Brian Reich    MY BOOK: When I wrote my book, Media Rules!: Mastering Today’s Technology to Connect  with and Keep Your Audience, I set out to address this challenge faced by organizations and help  shape the ways organizations can communicate with their audience, in the face of rapid  innovation in technology and the massive social change we are currently (and it seems constantly)  experiencing.  The book offers a roadmap for helping organizations to understand what the  audience expects and how to use technology to meet those expectations. More than that, however,  it highlights the other things that you need to take into account ‐ how you staff and manage your  team, how you support your partners, how customer service has changed, and similar ‐‐ which are  important to consider because executing on an effective new media strategy, whether it is online  community based or something else, requires buy‐in from all levels and close coordination among  all the different elements of your organization.    ARTICLES, ETC: There are literally hundreds of articles, reports and blog posts that offer  interesting insights into the opportunities that exist for using new and emerging technologies to  support your work, and your communications.  I try to look for articles that are not specific to one  subject, so that you can take lessons and ideas from other sectors and apply them to your work.   So that is what I have tried to do here ‐‐ below is a list articles (some more recent than others)  that I have found particularly interesting and useful:    ‐ Chris Anderson, the editor of Wired magazine and the author of The Long Tail (the book  that singlehandedly changed the face of eCommerce forever), wrote a second, game‐ changing book, Free.  I recommend the book, but if you aren’t sure, he previewed subject in  a cover story for Wired Magazine, also conveniently titled "Free."  "Free" is important,  because it speaks to how to get audiences to pursue more information (and if you need to  monetize or measure in the process, how to do that).  Here is the link:  http://www.wired.com/techbiz/it/magazine/16‐03/ff_free    ‐ McKinsey Quarterly published an article almost two years ago now that highlighted 8  trends relating to the future of communications.  Every single point in this article is  relevant to the work that you do ‐ maybe not today, but certainly in the near future. Here is  the link:   http://www.mckinseyquarterly.com/Information_Technology/Applications/Eight_busines s_technology_trends_to_watch_2080    ‐ President Obama's campaign continues to be a constant reference point for anyone  thinking about, or trying to find ways to use technology and the internet to engage and  mobilize a community online. There are elements of what the Obama campaign did that are  applicable to this discussion and represents the way many organizations are going to have  to operate in the near future if they want to be successful.  Here are some links to articles  that I think do a good job explaining what the Obama campaign did and why it mattered.        

      How the internet Put Barack Obama In The White House  http://www.techpresident.com/blog/entry/32998/how_the_internet_put_barack_o bama_in_the_white_house    How Obama Killed Election Day and Became The Next President  http://adage.com/campaigntrail/post?article_id=132250    Campaigns in A Web 2.0 World  http://nytimes.com/?adxnnl=1&adxnnlx=1225723617‐Jeqsi9NaV38WR372YEubCg    Propelled by the Internet, Barack Obama Wins  http://blog.wired.com/27bstroke6/2008/11/propelled‐by‐in.html    Two quick notes:  First, I believe much of the analysis you will find in the media of his  campaign's use of technology to build and support his community is flawed  the press has  written that his building of his own social network, using text messaging, or posting videos on  YouTube were the key to his success.  But, as we know, it goes much deeper than that.  Second,  the campaign was extremely successful, but suggestions that the campaign radically changed  politics are overstated.  What President Obama and his team did was run a traditional  political campaign more efficiently and effectively than any before (and who knows, maybe  any ever)  and technology was a prime reason for that.      Second, if you have truly dynamic educational opportunities, technology will allow you to  scale you operation and reach new potential audiences more effectively than ever before.  However, if President Obama had not had the right message, great timing, a supportive  political environment and similar the technology would have had little impact.  Without that  core to fuel your efforts, you will fail (just as the Obama campaign would have if they did not  have the best campaign strategy for the time).      BOOK ORGY: If you are looking to fill your bookshelf with some key reading that will help you  understand the broad social theories driving changes online, and the increase in the community‐ driven nature of communications, consider reading these:    ‐ The Long Tail by Chris Anderson  ‐ Everything is Miscellaneous by David Weinberger  ‐ Here Comes Everybody by Clay Shirky  ‐ Groundswell by Charlene Li and Josh Bernoff  ‐ Open Leadership by Charlene Li  ‐ A Whole New Mind by Daniel Pink  ‐ Drive: The Surprising Truth About What Motivates Us by Daniel Pink  ‐ What Would Google Do? By Jeff Jarvis  ‐ Socialnomics by Erik Qualman  ‐ Microtrends by Mark Penn  ‐ Born Digital by John Palfrey and Urs Gasser   

    ‐ Growing Up Digital by Don Tapscott  ‐ Snoop: What Your Stuff Says About You by Sam Gosling  ‐ Predictably Irrational by Dan Ariely  ‐ The Chaos Scenario by Bob Garfield    NONBOOKS: And here are a few links to other resources that offer new stats and new insights on  how everything is changing.    Razorfish FEED Study  http://feed.razorfish.com/    Pew Internet Report: The Internet and Consumer Choice  http://pewinternet.org/Reports/2008/The‐Internet‐and‐Consumer‐Choice.aspx    How Much Information? 2009 Report on American Consumers  http://hmi.ucsd.edu/howmuchinfo_research_report_consum.php        The New Female Consumer      http://adage.com/whitepapers/whitepaper.php?id=10        The Next Great Generation      http://www.thenextgreatgeneration.com/        Edelman Trust Barometer      http://www.edelman.com/trust/2009/        Accenture US Consumer Technology Research Findings  http://www.accenture.com/Global/Research_and_Insights/By_Industry/Electronics_and_ High_Tech/USFindings.htm        Joseph Pine: What Do Consumers Want? (Video)       http://blog.ted.com/2009/01/what_do_consume.php    [And there are so many more, new ones emerging every day… keep your eyes open]     

    Submitted by Lara Goetsch            Presentation from Theatre Communications Group Conference, June 2010  “Social Media Strategy: Why ROI Isn’t Enough”  http://www.devonvsmith.com/2010/06/theatresocialmediatcg2010/    •••••      “15 Ways to Measure Return on Engagement (ROE) of Social Media”  http://prsarahevans.com/2009/05/15waystomeasurereturnonengagement roeofsocialmedia/  •••••         Return On Engagement by Tim Frick  http://returnonengagement.net/    •••••        YouTube.com: “Social Media ROI: Socialnomics”  http://www.youtube.com/watch?v=ypmfs3z8esI    

      “HOW TO: Measure Social Media ROI” by Christina Warren  http://mashable.com/2009/10/27/social‐media‐roi/      •••••      HOW TO Sell Social Media to Cynics, Skeptics & Luddites – Tips, Resources & Advice  http://www.interactiveinsightsgroup.com/blog1/how‐to‐sell‐social‐media‐to‐cynics‐skeptics‐ luddites‐tips‐resources‐advice/        •••••          ROI (Results on Insights): Nonprofit Examples of How Listening Returns Value  http://beth.typepad.com/beths_blog/2009/01/roi‐nonprofit‐examples‐of‐how‐listening‐returns‐ value.html      •••••              Nonprofits Are Fortresses. Will Free Agents Set You Free?  http://www.frogloop.com/care2blog/2010/6/17/nonprofits‐are‐fortresses‐will‐free‐agents‐set‐ you‐free.html       

        The Networked Nonprofit by Beth Kanter and Allison Fine  http://www.amazon.com/Networked‐Nonprofit‐Connecting‐Social‐Change/dp/0470547979      •••••        EVALUATING SOCIA MEDIA FOR CLASSICAL       Evaluating Social Media for Classical Music Organization  http://www.artsengagementexchange.org/blog/entry/evaluating_socia_media_for_classical_musi c_organization/      •••••        EVALUATING SOCIA MEDIA FOR CLASSICAL       Can social marketers catch the “ROI leprechaun”?  http://smartblogs.com/socialmedia/2010/06/21/can‐social‐marketers‐catch‐the‐roi‐ leprechaun/       

                      American For The Arts HalfCentury Summit    Making Big Things Happen    BIOS AND BACKGROUND INFO       

      Brian Reich  Author & managing director, little m media    Brian is the managing director of little m media. He provides strategic guidance and  other support to organizations around the use of the internet and technology for  communications, engagement, education, and mobilization. Brian is also the author  of Media Rules!: Mastering Today’s Technology to Connect With and Keep Your  Audience (Wiley 2007).    Brian is a regular writer and speaker on the issues involving the impact of the  internet and technology on politics, society, and the media. He works with brands  and marketers, nonprofits and charities, media companies and  sports/entertainment/culture groups. He has contributed to dozens of books and  other projects and teaches consumer behavior and marketing strategy at Columbia  University. He is the editor of Thinking About Media  (www.thinkingaboutmedia.com) and contributes as a Fast Company Expert.    Brian and his wife, Karen Dahl, live in New York, NY with their son, Henry, and  daughter, Lucy.       

    Lara Goetsch  Director of Marketing and Communications, TimeLine Theatre Company  773.281.8463 x25 | lara@timelinetheatre.com    Lara has been a Company member of TimeLine Theatre Company since 1998 and  joined TimeLine’s full‐time staff in July 2006 as Director of Marketing and  Communications. During her tenure on staff, TimeLine has more than doubled its  annual earned income and increased subscriptions by 195%, although the  company’s annual marketing budget has increased just 5% over that time.    She served as producer for many of TimeLine's early productions, including three  that received Non‐Equity Jeff Awards for Outstanding Production: Not About  Nightingales, The Crucible and Awake and Sing!. Other previous credits with  TimeLine include marketing director for numerous individual productions and  serving as a member of the Board of Directors. As a photographer, she has created  nearly all of TimeLine's publicity and production photographs since the company's  inception.    Lara previously was Director of Marketing and Public Relations at The Theatre  School at DePaul University, where she worked for 13 seasons coordinating  publicity, marketing strategy and special events for the Midwest's leading theatre  training conservatory. In Chicago she has also worked at the Next Theatre,  Roadworks Productions and Gateway Theatre Company. She holds a B.S. degree in  journalism from the Medill School of Journalism at Northwestern University, and  was a founding member and former co‐chair of the Medill Alumni Club of Chicago.  She has been a member of the Publicity Club of Chicago and currently serves as  chair of the marketing committee of the League of Chicago Theatres.    Lara has presented on the topics of marketing return‐on‐investment and/or email  marketing at Chicago’s Arts Engagement Exchange Learning Circles in 2008 and  2009; the 2009 Americans for the Arts National Arts Marketing Conference in  Providence, Rhode Island; and the 2010 Advanced Training Program of the National  Arts Marketing Project in Minneapolis, Minnesota.       

        Founded in April 1997, TimeLine Theatre Company’s mission is to present stories  inspired by history that connect with today’s social and political issues. During its  first 13 seasons, TimeLine has presented 43 productions, including six world  premieres and 12 Chicago premieres. Recipient of the 2006 Alford‐Axelson Award  for Nonprofit Managerial Excellence and the 2009 Richard Goodman Strategic  Planning Award from the Association for Strategic Planning, TimeLine has received  42 Jeff Awards, including an award for Outstanding Production seven times. For  more information, visit http://www.timelinetheatre.com.     

    Jeffrey Inscho  Media & Public Relations, The Mattress Factory  412.231.3169 x230| jeffrey@mattress.org     Jeffrey Inscho built his first website in the Fall of 1996 while pursuing an  undergraduate degree in Communications Media at Indiana University of  Pennsylvania. In 2007, after several years in the corporate sector, he jumped at the  chance to tell the story of his favorite museum (The Mattress Factory). In addition to  managing the Mattress Factory’s traditional media and public relations programs,  Jeffrey is responsible for developing and implementing Friendship 2.0, a  comprehensive social and new media initiative designed to engage and grow  dynamic community around the equally dynamic art the museum commissions.    Jeffrey is frequently invited to lecture at universities and present sessions &  keynotes at professional conferences throughout the United States. When not  working, he enjoys writing words + music (sometimes putting them together) and  spending as much time as possible laughing with his wife and son.     

            The Mattress Factory is a museum of contemporary art that exhibits room‐sized  works called installations. Created on site by artists from across the country and  around the world, our unique exhibitions feature a variety of media that engage all  of the senses.     The Museum's unusual galleries are located in two creatively reused buildings on  Pittsburgh’s historic North Side. Both buildings house a growing‐and distinctive‐  permanent collection, featuring artists James Turrell, Yayoi Kusama, Winifred Lutz  and Rolf Julius, as well as innovative exhibitions that change throughout the year.    Since 1977, the Mattress Factory has supported more than 400 artists through our  world‐renowned residency program. Each year artists come to Pittsburgh, live at  the museum, and create new work.   During their time here, the museum supports  them completely while they experiment, take risks, and explore the creative process.    Each exhibition is paired with a variety of engaging and inventive educational  programs including hands‐on art projects, workshops, lectures, and tours. The  Mattress Factory encourages all viewers, regardless of their background, to discover  connections between art, creativity and their everyday lives.    http://www.mattress.org   

AFTA Half-Century Summit - Must reads

by little m media on Jun 25, 2010

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AFTA Half-Century Summit - Must reads — Document Transcript