Digital Audiences by Caroline Greener
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Digital Audiences by Caroline Greener

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Arts Council England’s Digital Research Project. Caroline Greener, Marketing Manager at Audiences North East presents this new piece of research. The research involves UK wide e-survey with 2,000 ...

Arts Council England’s Digital Research Project. Caroline Greener, Marketing Manager at Audiences North East presents this new piece of research. The research involves UK wide e-survey with 2,000 digitally engaged people about their on and offline cultural consumption.

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Digital Audiences by Caroline Greener Digital Audiences by Caroline Greener Presentation Transcript

  • Digital Audiences
    Arts and Cultural
    Engagement
    Online
    Caroline Greener
    Marketing Manager
    Audiences North East
  • The digital space
    2
  • 73%
    There were 19.2 million households with an Internet connection in 2010, representing 73 per cent of households. The region with the highest level of access was London, with 83 per cent, the lowest was the North East, with 59 per cent.Source: ONS Opinions Survey
  • Online is the media space where people spend the most time
    “When I haven’t got the internet I just feel completely lost…it’s scary how much you rely on it”
    Leading Edge : 18-24
    LEISURE TIME (HOURS/WEEK)
  • 5
    Have set up a profile
    Use daily
    Over 3/5 UK online adults use social networking
  • 6
    • Email marketing ‘more effective than social’
    Tweetlouder - automagical
    Digital coupons
    Facebook, the leader
    Smartphones hit 25% penetration
    5 today trends
    7
  • Digital audiences research 2010
    • Why?
    • How arts and cultural organisations can use technology to deepen existing relationships with audiences
    • Can we segment the online audience?
    • Implications for differing audience needs
    • How?
    • 2,000 quantitative surveys
    • Focus groups
    • Qualitative interviews
    • Who?
    • Arts Council England
    • Arts & Business
    • MLA
    • MTM London
    8
  • Overview of findings
    • 53% of online users are engaging with arts and culture online
    • There are 5 types of online interaction requiring different levels of engagement
    • People see the in real life (IRL) experience as superior to online
    • Music is the leading arts genre online
    • Social media has become a major tool for discovery
    • Brand is key, particularly with email
    • Online engagers are offline engagers
    • It is possible to segment online users by attitude and behaviour and target online activities to them
    9
  • 53% of online users are engaging with arts and culture online
    10
  • 5 ways of interacting online
    Access
    Learn
    Experience
    Share
    Create
    11
  • 12
  • 13
  • “A tremendous survey – exceptional” The Observer“Fascinating” Sunday Express“You must visit this fab show” The Independent
    14
  • People see the in real life (IRL) experience as superior to online
    Jessie at the Brooklyn Museum
    15
  • 16
  • 17
  • Music is the leading arts genre online
    18
  • 19
  • 20
  • Social media has become a major tool for discovery
    21
  • 22
  • Brand is key, particularly with email
    23
  • Online engagers are offline engagers
    24
  • Online segmentation
    It is possible to segment online users by attitude and behaviour and target activity towards them. Three segments are of interest to the cultural sector:
    Confident core (29%)
    Late adopters (21%)
    Leading edge (11%)
    25
  • Encouraging online engagement among Confident Core
    • Key user needs
    • Discovery
    • Filtering
    • Learning
    • Some experiencing
    • Some sharing
    • Must do
    Online ticketing
    • Key strategies
    • SEO
    • Be in the audience’s chosen online spaces
    • Consider going mobile
    • Whet appetites
    • Be informative and credible
    • Encourage sociable experiences
    26
  • Encouraging online engagement among Late Adopters
    • Key differences to Confident Core
    • Nervous
    • Distrust of online-only brands
    • Private
    • OPPORTUNITIES
    • Online learning
    • Email dialogue
    • Key things to bear in mind
    • No unsolicited email contact
    • Very little social networking
    • No user generated content
    • Reassurances needed re online security
    • Low skills and low confidence
    27
  • Encouraging online engagement among the Leading Edge
    • Key differences to Confident Core
    • Mobile internet
    • Immersive experiences
    • Advocacy and social media
    • Interested in creativity
    • Expectation of free content
    • Tech literate – easily disappointed
    • Passionate advocates
    • Vocal detractors
    • OPPORTUNITIES
    • Providing unique, money can’t buy experiences
    • Being ‘first’
    • Partnerships with mobile content providers
    • Apps
    28
  • Strategic implications for the cultural sector
    • Opportunities
    • Marketing
    • Audience Development
    • Selling tickets
    • Delivering content
    • Participative engagement
    • Challenges
    • Direct revenue vs costs
    • Ambition vs pragmatism
    29