What Does Digital Offer - Hannah Goraya


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Building Digital Capability:
Hannah Goraya’s research identifies that growing the digital confidence of audiences involves building the digital skills of the whole organisation.

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  • Money image source:http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2010/12/30/1293726391663/piles-of-pound-coins-007.jpgCrowd image source:http://www.flickr.com/photos/jamescridland/613445810/
  • Outline of the challenges before considering ways that others have addressed certain areas.
  • Ofcom stats (2011): http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/media-lit11/internet_use_2011.pdf
  • Ofcom (2011) http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/media-lit11/internet_use_2011.pdfand ONS (2011) http://www.ons.gov.uk/ons/rel/rdit2/internet-access---households-and-individuals/2011/stb-internet-access-2011.html
  • Culture demography source (2008): http://www.culture.gov.uk/images/research/TP_Demographyreport.pdfCultural activity = museums and galleries, arts, libraries and heritage primary audience
  • Learning was the big growth area identified by the arts council for what the public perceive would be useful to them in consuming and selecting arts and culture to participate in, if they can feel involved beforehand (or feel able to comprehend the subject) they’re more likely to attend.
  • Interactive added value e.g. something like the Jackson Pollock website for each of your exhibitions/ performances which audiences can play with at home, learning more about why an artists chose a certain medium, how complicated (or otherwise) it is to replicate, they can have the option of printing at home or you print and post for a fee etc.Source:JacksonPollock.org made by Miltos Manetas in 2003.
  • Be clear about what they are and aren’t allowed to do with the downloadable content 95% of survey respondents reported concerns about downloading illegally.AC, 2010 p 31.Image source: http://2.bp.blogspot.com/_2OkjDfnMF1U/TTE1P0lIbWI/AAAAAAAAAEc/SB1VYJ74_ks/s1600/2006-09-16.gif
  • Example of replicating your offline service online:http://www.ysp.co.uk/shopMost websites list that they have a shop but don’t enable customers to buy products, if you offer something that people can’t get anywhere but at your shop it should be available online. If you offer products that people will associate with your organisations e.g. Books on artists they’ve seen at your space, plants they’ve seen in your gardens, postcards, CDs of concerts at your venue etc, etc make them available.
  • Streamed nationwide but complex costs associated with it and despite increasing the number of people who were able to see a performance they were not a ‘new’ audience. Ninety-one per cent of the cinema audience had been to a play that year Only 4 per cent said they had little or no knowledge of theatre. Audiences for NT Live were also regular cinemagoers: 77 per cent had visited the cinema in the last 12 months.Source: NESTA, 2011 p 39http://www.nesta.org.uk/library/documents/NTLive_web.pdf
  • As an alternative to the high costs of live streaming theatres could instead make their existing projects more engaging with videos and images of the cast practicing, interviews with the cast and director about the production that make the event more relevant. This will also help audiences who don’t see themselves as ‘theatre types’ to make a connection with the production before they are in the room.
  • Smaller organisations using social media to record and promote their activities e.g Art in The Park or Heeley City Farm. However, they are doing well because they use it to interact with others and promote others, not just spam people about their events. Be wary of seeing social media purely as a marketing tool, it’s more like a pub you have to be social to get the most from the experience.
  • What Does Digital Offer - Hannah Goraya

    1. 1. Building Digital Capability Hannah Goraya Sheffield Hallam University, Barnsley MBC @yorkhannah http://bit.ly/disydocsonline: #wddo
    2. 2. Building Digital CapabilityHannah GorayaWhat Does Digital Offer?30th March 2012
    3. 3. Who am I?
    4. 4. Research Findings• Employee confidence needed to be developed• Technology needed to be made relevant to audience and employees• Intervention points should be mapped• Networks (informal and formal) connect ideas
    5. 5. Benefits of Digital
    6. 6. Challenges• Technology• Costs• People• Quantifying• Investing wisely• Balancing conservatism with innovation
    7. 7. Who uses the internet?• 80% of 16+ Age differences: - 90% of 16-24s say they ever use the internet - compared to 25% of those aged 75+.
    8. 8. How do they use it?• 32% go online via their Age differences: mobile phone. 57% of 16-24s access via phone compared to 2% of• In 2010-2011 the use of those aged 65+ wireless hotspots almost doubled to 4.9 million users. Geographical differences: 33% urban participants• 72% from home go online via their mobile, compared to 23% in rural areas.
    9. 9. Go to your audience if they aren’t coming to you• 27% are “broad users” • 71% of those with home of the internet (carrying internet access say they out 11-17 of 17 types of buy things online and activity). this does not vary by sub-group BUT other• 33% of those in activity e.g. Looking up ABC1households are information on public broad users cf 13% in services is higher in DE households. ABC1 (48%) than DE (19%)
    10. 10. Digitally Excluded• People aged 65 and over• People with disabilities• People with no educational attainment• People in social classes DE
    11. 11. Cultural audience• People in early middle • The pattern is different age MOST LIKELY to for sports activity – engage in cultural participation peaks activity BUT the among those aged 16- difference between 19 years before falling them and those in their steadily for each 20s is only marginal. successive age group• Activity levels only tail off drastically among those aged 70+ years
    12. 12. Crossover• Broadly, those who use digital are from the same groups that consume culture.• Those who are digitally excluded are also less likely to consume culture.• The big target audience for both digital inclusion and culture are people aged 65+
    13. 13. IDEAS
    14. 14. Learning opportunities
    15. 15. National Theatre Live
    16. 16. Alternative theatre engagement
    17. 17. You don’t have to be big to impact
    18. 18. What I just told you, but in summary.1. Employees/ volunteers understanding is key.2. Identify the desired outcome.3. Select an appropriate technology to achieve outcome.4. Be realistic – seek advice and don’t underestimate costs.5. Invest (money and time)6. Review.
    19. 19. • Identify service Servicedesign/ review • Identify audience/s • Is anyone else providing similar services?Co-ordination • Are there any exisiting resources we can use? • Who should we work with in our organisation?Collaboration • Who should we work with externally? • Of our intended audience, how many are offline? Connection • How will we help them get online? • What will make it informative and (where possible) interactive? Content • Who will be needed to test its accessibility? • What will make the end user confident in using this service? Confidence • Which employees or organisations will promote the service? • What will ensure those promoting the service are capable? Capability • How will we track customer usage to ensure they are capable? • When will we review progress? Continuity • How will we identify and integrate new technologies?
    20. 20. Questions?