Technology for Cultural Profit: A story of Carpet Bombing and Benidorm Bastards

Technology for Cultural Profit:A story of Carpet Bombing and Benidorm Bastards Eric Goubin Conference “New Technologies for New Audiences”, Gent, Cultuurnet, 6&7 december 2011 1

The sender(policies…)

1. Do you really know and prioritizeyour audience(s)?!They are just like me…? Beware of “Self-referentiality” 3

 Make use of  Available “public” research & statistics about lifestyles, needs, feelings, … of your audiences  Made to measure research & statistics about lifestyles, needs, feelings, … of your audiences Which target groups are a priority, which are not? Do you really know & understand the informing & experience process of your audience(s)? 5

2. Social Media Readyness:how ready are you? Foto: Herman Callens 7

 Controlling attitude  interactivity Implications:  1. Adopt a social media culture “way of thinking”:  Being open  Taking a supportive/facilitating role: your institute as a platform  Being social  Being user oriented (empowerment)  Being interactive  2. Strategically integrate social media in your institute 8

www.opening-up.eu

3. Open your data For sharing & enriching E.g. Apps for democracy – Washington DC  +/- 50 applications , value +/- 2.000.000 $  Cost: 20.000 $ 10

4. Do you have a “testing” policy?  Look & feel  Usability of  Creative concepts  Technology 11

5. Structural stimulating of innovativeexperiments & pilots (de zandbak) Stimulating Approving Funding Investing in innovation Small scale, well defined experiments & pilots 12

The audiences(diversity & inclusion…) 15

6. The digital divide is narrowing,the information maturity divide is broadening E.g. Flanders:  85% has internet connection at home  11% has a smartphone  15% has a mobile data subscription  64% has digitale television  52% has a Facebook account  8% has a Twitter account Bron: Digimeter, IBBT-iLab.o, september 2011 17

3 digital divides 1st level: Availability of ICT 2nd level: Technical skills tot use ICT 3rd level: What we are doing with our ICT => information skills / medialiteracy 18

7. Youngsters are traditionally combining thenewest (affordable) and the oldest medium 19

http://www.youtube.com/watch?v=XBApDZVaezY

8. The Benidorm Bastards are coming 21

internetgebruik naar leeftijd100% 95% 90%90% 85%80% 76% 75%70%60% 57%50%40%30% 28%20%10% 0% Belgische 16-24 jaar 25-34 jaar 35-44 jaar 45-54 jaar 55-64 jaar 65-74 jaar bevolking (Bron: FOD Economie, KMO, Middenstand en Energie: ICT-enquête 2009) 22

Use of internet by 60+ by people with low education70%60% 60%50%40% 45% 43% 43% 41% 41% 41% 39% 37%30% 35%20% 60+10% laaggeschoolden0% Kortrijk Harelbeke Wevelgem Waregem Zwevegem Onderzoek Digitale dienstverlening Regio Kortrijk 2010 © Memori

9. Deprived people: proximity communication! “if you’re poor, you hope to get a proper meal this evening. Getting informed about cultural events is not a priority on that moment…” => selectivity It’s not enough to make your content comprehensible and to use the channels that this deprived audiences are using because:  They don’t know  They don’t think it’s is something for themselves  Other issues are more top of mind, and considered to be more important  They don’t know how to use “the channel”  They don’t know how to use the information strong “familist” behavior => information seekers in the nearby environment of family, friends, neighbours, people that they trust… limited medialiteracy => technology is not the main key to let deprived people participate in culture 24

10. It’s all about profiling 25

Actieve Passieve Sociale Leergierigen ontdekkers recreanten actiezoekersAandeel 33.7% 16.9% 19.8% 29.6%Motivatie Zoektocht naar actie Geen duidelijke Sociale aspect Bijleren Nieuwe dingen motivatie Actie Nieuwe dingen ontdekken Zoektocht naar ontdekken plezierSoort attracties Culturele attracties Toer.-recr., vooral Toer.-recr., vooral Culturele attracties Toer.-recr., vooral: - recreatieparken - recreatieparken - tuinen - pret- en - dierenparken themaparken - sightseeingAttractiegrootte Alle attracties Alle attracties Grote attracties Kleine attractiesLeeftijd 30-49 jaar Gemengd Min-50-jarigen Min-30-jarigen 50-plussersWoonplaats Vooral België Gemengd Gemengd Vooral buitenlandDiploma Gemengd Gemengd Lager opgeleiden Hoog opgeleidenGezelschap Met kinderen Gemengd Met kinderen Alleen of met partner, meestal zonder kinderen Bryon, J., Cabus, P., Meuwissen, E., Goubin, E., & Rubben., M. (2008). Van pretpark tot museum: volg De Gids? Toeristische attracties in  Levensfase Vlaanderen: onderzoek naar de effectiviteit van het  Elementen van louter praktische aard communicatieproces, de Gids en de andere communicatiekanalen. Leuven: Instituut voor Sociale en Economische Geografie, K.U.Leuven.

PS:Etnic minorities => diversity of communication strategies 27

The channels(crossed fingers or crossmedia ?) 28

11. Having insight in the real coverage and useof your channelsChannel use for information, Kortrijk region80% 71%70% 63% 60%60%50% 47% 46% 43%40% 27% ter plaatse, bij de dienst30% 26% 21% zelf20% 15% 14% 16% 16% 17% via folders10% 6% telefonisch 0% per mail praktische info diensten op de hoogte blijven van info premies vrijetijdsactiviteiten via de website Onderzoek Digitale dienstverlening Regio Kortrijk 2010 © Memori

12. From carpet bombing to PIPs More (online) media => more information overload => carpet bombing <=> active and selective mediaconsumers 30

 Need for an appropriate crossmedia approach: integrating online, print, word of mouth communication (incl. intermediary networks & “ambassadors”) Broadcasting / narrowcasting / pointcasting To PIP or not to PIP ?  Personal Internet Page  => e.g. Kortrijk  http://www.leiedal.be/mijngemeente 31

13. Channel strategies 2011 are quite often  overinvesting in one medium,  underinvesting in other media (incl. word of mouth communication) 32

14. Watch out for the channel thinkers 33

15. Being there where your audience is 34

The message(more than content…) 35

16. What’s app?How much message is the medium?  Isn’t the gadget more interesting than the content?  It is not because people are using a medium (newspaper, website, facebook…) that they are using it for cultural information  Interactivity is something quite different than participation  The quest for the right balance between attractiveness of the channel and effectiveness of the message 36

17. Storytelling, so what? Storytelling  attracts  can make information more understandable and accessible  leads to identification & experiencing But  Can quite often be very boring… 37

18. Mind your language,mind your tone of voice Simple is OK ; too simple is too simple… Too academic => … => … => Too childish 38

Homepage Belgian State Archives 2007 39

19. the right amount of information  Beware of your audience temperature and make use of the reverse funnel approach:  few information for the “cold” audience (flyers, banners, press announcements, …)  more information for the “warm” audience (website, brochure, on a regular basis announcements in social media…) 40

20. Communicationabout your communication (tools)  e.g. apps can be great but complete useless when nobody knows they exist…  need for systematic, sustainable communication  e.g. is the audience aware of the great “local heritage” websites? 41

*publicity* Thanks for your attention! Follow us on: www.memori.beLinkedIn, Twitter, Facebook, Netlog… Eric.Goubin@Mechelen.Lessius.eu 42

http://www.cultuurnet.be	337
http://www.audienceseurope.net	41

Technology for Cultural Profit: A story of Carpet Bombing and Benidorm Bastards

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Technology for Cultural Profit: A story of Carpet Bombing and Benidorm Bastards — Presentation Transcript