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The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
The Web & The Real World: The Group of Seven and Social Networking Opportunities
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The Web & The Real World: The Group of Seven and Social Networking Opportunities

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This session’s discussion will focus on an online project that is being developed and produced by the McMichael Canadian Art Collection to implement a social networking website based upon the works of …

This session’s discussion will focus on an online project that is being developed and produced by the McMichael Canadian Art Collection to implement a social networking website based upon the works of the Group of Seven. The presentation describes the connection between the Group of Seven and Canadian enthusiasts of outdoor culture and technology. It will demonstrate how, by implementing a social-networking based website which encourages the contribution of user-generated content, a relationship may be formed between an outside community and the McMichael resulting in increased user attendance and engagement.

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  • 1. The Web and the Real World The Group of Seven and Social Networking Opportunities For Presentation to: Technology and the Arts Conference May 9, 2008 Waterloo, Ontario 1
  • 2. McMichael Canadian Art Collection: Location • Located in Kleinburg, Ontario • Grounds are surrounded by protected forest • Environmentally Conscious Photos from Flickr: http://www.flickr.com/photos/ pixelchick_pix/254498987/in/set-72157594302677982/ 2
  • 3. McMichael Canadian Art Collection: Location • Located in Kleinburg, Ontario • Grounds are surrounded by protected forest • Environmentally Conscious Photos from Flickr: http://www.flickr.com/photos/ pixelchick_pix/254498987/in/set-72157594302677982/ 2
  • 4. McMichael Canadian Art Collection: Artists • Group of Seven • First Nations Art • Inuit Art • Modern Art • Started from the private collection of Robert and Signe McMichael 3
  • 5. McMichael Canadian Art Collection: Artists • Group of Seven • First Nations Art • Inuit Art • Modern Art • Started from the private collection of Robert and Signe McMichael 3
  • 6. McMichael Canadian Art Collection: Group of Seven 4
  • 7. McMichael Canadian Art Collection: Group of Seven 4
  • 8. 5
  • 9. = Canadian 5
  • 10. = Canadian 5
  • 11. 6
  • 12. = Respect for Process 6
  • 13. = Respect for Process 6
  • 14. = Respect for Process 6
  • 15. = Respect for Process 6
  • 16. The Question... “The question posed by the Group of Seven ... was whether Canada would recognize it’s own character and identity and develop a form of artistic expression suitable to the country and it’s people. An allied argument, which put them directly in touch with a large segment of the population, was that the amateur artist was important because, rather than learning and following academic rules, he or she was moved rather by passion and creative instinct, inspired by love of country, nature, and spirit.” David P. Silcox 7
  • 17. 8
  • 18. Then 8
  • 19. Then Now 8
  • 20. Then Now 8
  • 21. Then Now 8
  • 22. Then Now 8
  • 23. 9
  • 24. Then 9
  • 25. Then 9
  • 26. Then Now 9
  • 27. Then Now 9
  • 28. Ecosystem 10
  • 29. McMichael Canadian Art Collection • Grow attendance and revenue • Decrease average time between visits • Move to a younger average age of visitor 11
  • 30. McMichael Canadian Art Collection • Grow attendance and revenue • Decrease average time between visits • Move to a younger average age of visitor 11
  • 31. The Real World • The works of the Group of Seven are a representation of what is here • The places they were made are identifiable, and reachable, by ordinary people, from around the world • They visit places like these in great numbers • These ‘wilderness visitors’ are more likely to understand and appreciate the works in the Gallery • This is an identifiable and quantifiable target market 12
  • 32. The Internet • The target market of ‘wilderness visitors’ participate in Internet communities • Documenting and sharing their experiences is important to these participants • Web properties which encourage this behaviour are referred to as ‘Web 2.0’ sites • Leveraging these sites and the behaviour they solicit is a new opportunity which must be understood and addressed 13
  • 33. The Internet • The target market of ‘wilderness visitors’ participate in Internet communities • Documenting and sharing their experiences is important to these participants • Web properties which encourage this behaviour are referred to as ‘Web 2.0’ sites • Leveraging these sites and the behaviour they solicit is a new opportunity which must be understood and addressed 13
  • 34. The Internet • The target market of ‘wilderness visitors’ participate in Internet communities • Documenting and sharing their experiences is important to these participants • Web properties which encourage this behaviour are referred to as ‘Web 2.0’ sites • Leveraging these sites and the behaviour they solicit is a new opportunity which must be understood and addressed 13
  • 35. Video Content User Generated Video Content 14
  • 36. Photo Content User Generated Photo Content 15
  • 37. Information Content User Generated Encyclopedia 16
  • 38. Location Content User Generated Location Data 17
  • 39. Destination Content User Generated Geocache Data 18
  • 40. Relationship Content User Generated Social Graph 19
  • 41. Experience Content User Generated Blog Entries 20
  • 42. Web 2.0 Activities Have a Very Specific Structure Closed Course. Professional Drivers. Do Not Try This At Home. 21
  • 43. Web 2.0 Relationship to Brand and Customer Experience Source: Radian6.com 22
  • 44. Example of Group of Seven Effort on Web 2.0 • Native of Ontario • Now lives in Southeast Asia • Visited McMichael as a child • Met A.Y. Jackson • Memories lasted a lifetime 23
  • 45. Example of Group of Seven Effort on Web 2.0 • Native of Ontario • Now lives in Southeast Asia • Visited McMichael as a child • Met A.Y. Jackson • Memories lasted a lifetime 23
  • 46. Example of Group of Seven Effort on Web 2.0 • Native of Ontario • Now lives in Southeast Asia • Visited McMichael as a child • Met A.Y. Jackson • Memories lasted a lifetime 23
  • 47. Example of Group of Seven Effort on Web 2.0 • Native of Ontario • Now lives in Southeast Asia • Visited McMichael as a child • Met A.Y. Jackson • Memories lasted a lifetime 23
  • 48. Example of Group of Seven Effort in Real World 24
  • 49. ! !quot;#$%&'(!)*++*,-.$!-.!/0#!)**/12-./3!*4!/0#!52*61!*4!7#8#. ! ! ! ! ! ! quot;#$ %&'! (! )*+$! ,-$! ./0+1! /2! ,-$! 30/#4! /2! ! quot;$5$&!%&'!.$!)*+$!6%&/$*&7!*&!8*))%0&$9!:%0+;! ! quot;*&6$! <%6+1/&=! >*1?$0=! @%11/&=! @%0?*6-%$)! ! %&'!A%00*1!4%*&,$'!*&!,-$!4%0+=!.$!-%5$!14$&,! ! ! /#0! -/)*'%91! )//+*&7! 2/0! ,-$*0! 4%*&,*&7! 1*,$1;! ! quot;*&6$!(!'/!%!)/,!/2!/0*$&,$$0*&7=!(!6%&!5*1#%)*B$! ! ,-$! )%9/#,! /2! ,-$! 70/#&'! 20/?! )//+*&7! %,! ,-$! ! 8*))%0&$9! :%0+! ,/4/70%4-*6%)! ?%4;! quot;/! C$2/0$! ! 7/*&7! /&! %! ,0*4! (! -%5$! %! &#?C$0! /2! 4/11*C)$! ! 1*,$1! *&! ?*&'! 2/0! 1$5$0%)! 4*6,#0$1;! quot;/?$! ,#0&! ! /#,!,/!C$!6/00$6,=!/,-$01!&/,;!D$!&/.!+&/.!/2! ! ,-$! )/6%,*/&! /2! %,! )$%1,! EF! 4%*&,*&71! *&! ,-$! >% ! ! @)/6-$! -*))1! %&'! (! -%5$! 6%&'*'%,$1! 2/0! ?%&9! ?/0$;! G2! 6/#01$! .-$&! .$! 2*&'! %! 4)%6$! (! ,%+$! ! 4-/,/1!/2!.-%,!*,!)//+1!)*+$!&/.;! ! ! ! (!-%5$!2/#&'!,-%,!,-$!/0*7*&%)!1+$,6-$1!%0$!,-$! ! ?/1,!#1$2#)!*&!2*&'*&7!,-$!1*,$!C#,!#&2/0,#&%,$)9! ! ! (!-%5$!&/,!C$$&!%C)$!,/!7$,!,//!?%&9!/2!,-$1$! ! *?%7$1!9$,;! ! <*?!D%''*&7,/&! ! Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf 25
  • 50. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf 26
  • 51. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf 27
  • 52. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf 28
  • 53. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf 29
  • 54. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf 30
  • 55. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf 31
  • 56. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf 32
  • 57. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf 33
  • 58. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf 34
  • 59. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf 35
  • 60. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf 36
  • 61. You are here Your target market is here 37
  • 62. Build a Virtuous Circle 38
  • 63. Build a Virtuous Circle 38
  • 64. Build a Virtuous Circle Action: Extend Collection on Internet Feedback: Downloads Views Comments 38
  • 65. Build a Virtuous Circle Action: Extend Collection on Internet Feedback: Downloads Views Comments Action: Establish presence where Collection was created 38
  • 66. Build a Virtuous Circle Action: Extend Collection on Internet Feedback: Downloads Views Comments Action: Tie real world presence to web presence Action: Establish presence where Collection was created 38
  • 67. Build a Virtuous Circle Action: Extend Collection on Internet Feedback: Downloads Views Comments Action: Tie real world presence Wilderness visits to web presence Action: Establish presence where Collection was created 38
  • 68. Build a Virtuous Circle Action: Extend Collection on Internet Feedback: Downloads Views Comments Action: Tie real world presence Wilderness visits to web presence %age Action: Establish presence where Collection was created 38
  • 69. Build a Virtuous Circle Action: Extend Collection on Internet Feedback: Downloads Views Comments Action: Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 38
  • 70. Build a Virtuous Circle Action: Extend Collection on Internet Feedback: Downloads Views Comments Feedback: emails photos videos Action: Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 38
  • 71. Build a Virtuous Circle Action: Extend Collection on Internet Feedback: Downloads Views Comments Feedback: emails photos videos Action: Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 38
  • 72. Build a Virtuous Circle Action: Extend Collection on Internet Feedback: Downloads Views Comments Engagement! Feedback: emails photos videos Action: Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 38
  • 73. Build a Virtuous Circle Action: Extend Collection on Internet Feedback: Downloads Views Comments Engagement! Feedback: Feedback: emails admissions photos videos Action: Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 38
  • 74. McMichael Canadian Art Collection • Grow attendance and revenue • Decrease average time between visits • Move to a younger average age of visitor 39
  • 75. Jeep • Print/Online Bundle WINNER: Jeep 4X4 Cache In Adventure Rodale Inc. Budget: Over $1.5 million • The session spawned an ingenious 2004 print/online • The aim was to reinvigorate Jeep’s marketing efforts. program to launch the new Jeep 4X4 and thoroughly “Jeep has always owned the 4X4 category,” says DeLana. engage with its audience: “adventure seeking/weekend “This was all about engagement. If you live this warriors.” lifestyle, you’re in the target audience, whether you own a Jeep or not.” • You go to a website for these caches, plug them into a GPS, which tells you where to uncover the cache • The results, says DeLana, delighted everyone, with over containing a Jeep travel bug—a two-inch die-cast bug.” 1 million sweepstakes entrants and more than 9 million geocaching accounts logging travel bugs. And, equally as important, Jeep was so pleased, it • The effort, which took about six months to put together, renewed the program for 2005. kicked off with advertorial in Rodale titles such as Backpacker, Bicycling, Scuba Diving and Men’s Health. • “We wanted to help reestablish the Jeep brand as an This announced the sweepstakes and explained authentic provider of cool experiences,” DeLana says. geocaching to readers, while online, Jeep.geocaching.com “Jeep created the category. We were the first ones in it. functioned as the hub of all the program’s activities, and But now, everything is a mix or a hybrid between an SUV offered prizes, contents and the chance to win a Jeep. and a van. And Jeep had to reestablish exactly who its core users and buyers were.” 40
  • 76. Starting and Reinforcing the Cycle Action: Extend Collection on Internet Feedback: Downloads Views Comments Buzz! Feedback: Feedback: emails admissions photos videos Action: Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 41
  • 77. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments Buzz! Feedback: Feedback: emails admissions photos videos Action: Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 41
  • 78. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments Buzz! Feedback: Feedback: emails admissions photos Media Plan videos Action: Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 41
  • 79. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments Buzz! Feedback: Feedback: emails admissions SEED photos Media Plan videos Action: Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 41
  • 80. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments Buzz! Feedback: Partner: Feedback: emails admissions SEED Outfitters photos Media Plan Camp videos Action: Tie real world presence to web presence Suppliers Wilderness visits Tour Co’s Feedback: free admissions %age Action: Establish presence where Collection was created 41
  • 81. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments Buzz! Feedback: Partner: Feedback: emails admissions SEED Outfitters photos Media Plan Camp videos Action: Tie real world presence to web presence Suppliers Wilderness visits Tour Co’s Feedback: free admissions %age Action: Establish presence where Collection was created 42
  • 82. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments Buzz! Feedback: Feedback: emails admissions photos videos Action: Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 42
  • 83. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments Buzz! First Extend: Feedback: Feedback: emails admissions photos videos Action: Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 42
  • 84. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments First Extend: Buzz! Feedback: admissions -Gather emails Funding Feedback: photos videos Action: Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 42
  • 85. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments First Extend: Buzz! Feedback: -Gather photos Funding Feedback: emails Action: - admissions Create Digital Images videos Tie real world presence Wilderness visits to web presence Feedback: free admissions %age Action: Establish presence where Collection was created 42
  • 86. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments Buzz! First Extend: Feedback: -Gather photos Funding Feedback: emails Action: - admissions Create Digital Images videos - Implement CMS visits Tie real world presence to web presence Wilderness Feedback: free admissions %age Action: Establish presence where Collection was created 42
  • 87. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments Buzz! First Extend: Feedback: -Gather photos Funding Feedback: emails Action: - admissions Create Digital Images videos - Implement CMS visits Tie real world presence to web presence Wilderness Feedback: Then Groom: free admissions %age Action: Establish presence where Collection was created 42
  • 88. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments Buzz! First Extend: Feedback: -Gather photos Funding Feedback: emails Action: - admissions Create Digital Images videos - Implement CMS visits Tie real world presence to web presence Wilderness Feedback: Then Groom: -Implement Web Property free admissions %age Action: Establish presence where Collection was created 42
  • 89. Starting and Reinforcing the Cycle Extend on Internet Action: Extend Collection and Groom Feedback: Downloads Views Comments Buzz! First Extend: Feedback: -Gather photos Funding Feedback: emails Action: - admissions Create Digital Images videos - Implement CMS visits Tie real world presence to web presence Wilderness Feedback: Then Groom: -Implement Web Property free admissions %age Action: Establish presence where Traversing Funding Collection was created Process Now 42
  • 90. Practical Comments on Where We Are Now 43
  • 91. Practical Comments on Where We Are Now • Language 43
  • 92. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... 43
  • 93. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down. 43
  • 94. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down. 43
  • 95. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down. • Velocity 43
  • 96. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down. • Velocity • Canadian Cultural Funding Culture: Plan this year, build next year. 43
  • 97. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down. • Velocity • Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that... 43
  • 98. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down. • Velocity • Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that... 43
  • 99. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down. • Velocity • Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that... • Perspectives on Success 43
  • 100. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down. • Velocity • Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that... • Perspectives on Success • Bricks -> Clicks 43
  • 101. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down. • Velocity • Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that... • Perspectives on Success • Bricks -> Clicks • Attendance -> Engagement 43
  • 102. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down. • Velocity • Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that... • Perspectives on Success • Bricks -> Clicks • Attendance -> Engagement • Awareness -> Buzz 43
  • 103. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down. • Velocity • Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that... • Perspectives on Success • Bricks -> Clicks • Attendance -> Engagement • Awareness -> Buzz • Knowledge -> Opinion 43
  • 104. Practical Comments on Where We Are Now • Language • Internet Consultants do not know how to speak English API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down. • Velocity • Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that... • Perspectives on Success • Bricks -> Clicks • Attendance -> Engagement • Awareness -> Buzz • Knowledge -> Opinion • Internal Availability-> Global Availability 43
  • 105. For more information: malcolm stanley strategic thinking and execution amstanley@rogers.com 416 275 3562 44

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