Richard Ellis: Digital R&D in the Arts Annual Forum

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Richard Ellis, the founding director of MTM London, delivers the findings and learnings from the Digital Cultural Landscape survey that took place last year.

This presentation was delivered at the Digital R&D in the Arts Annual Forum at Vinopolis on 3 July 2014. For more information, visit: http://www.nesta.org.uk/event/digital-rd-arts-annual-forum

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Richard Ellis: Digital R&D in the Arts Annual Forum

  1. 1. 0The digital culture study Can everyone who works for an arts or cultural organisation have your phone ready… …and get ready to send a text to this number …020 3322 5822 Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM
  2. 2. 1The digital culture study • Three year longitudinal study • 891 organisations responded in 2013 • How are arts and cultural organisations using technology?
  3. 3. 2The digital culture study 60%of organisations told us digital was having a major positive impact…
  4. 4. 3The digital culture study 73% 57% 56% 36% 32% 17% 19% 27% 23% 28% 29% 18% Marketing Preserving and archiving Operations Creation Distribution and exhibition Revenue streams Important Essential Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM Perceived importance of digital technology by function: Over 90% of organisations told us digital was important or essential to marketing…
  5. 5. 4The digital culture study We asked about a whole range of marketing activities ... • 84% publish content on social platforms • 52% allocate over half of their marketing resources to digital Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM
  6. 6. 5The digital culture study 53% 86% 89% 77% 84% 36% 8% 10% 17% 10% Important Essential All types see digital as essential or important to marketing… Museum Gallery Combined arts centre Performing arts Festivals / events / developmentSource: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM
  7. 7. 6The digital culture study 22% 35% 30% 38% 47% 47% 56% 72% 77% Social listening SEO Using audience data Large Medium Small Marketing activity, split by size of organisation Larger organisations are more sophisticated Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM
  8. 8. 7The digital culture study 73% 57% 56% 36% 32% 17% 19% 27% 23% 28% 29% 18% Marketing Preserving and archiving Operations Creation Distribution and exhibition Revenue streams Important Essential Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM Perceived importance of digital technology by function: Over three quarters see digital as important or essential to archiving…
  9. 9. 8The digital culture study 73% 57% 56% 36% 32% 17% 19% 27% 23% 28% 29% 18% Marketing Preserving and archiving Operations Creation Distribution and exhibition Revenue streams Important Essential Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM Perceived importance of digital technology by function: Similarly, digital seen as fundamental to operations
  10. 10. 10The digital culture study 73% 57% 56% 36% 32% 17% 19% 27% 23% 28% 29% 18% Marketing Preserving and archiving Operations Creation Distribution and exhibition Revenue streams Important Essential Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM Perceived importance of digital technology by function: Over half describe digital as essential or important to their creative output
  11. 11. 11The digital culture study Digital is being used for creative output in different ways… creating digital works connected to a physical exhibition or art work29% creating stand-alone digital exhibits or works of art 26% Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM
  12. 12. 12The digital culture study …and more so in some types of organisation than others Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM Proportion of organisations reporting born digital activities: Total sample Visual arts Combined arts Heritage Literature Theatre Dance Music
  13. 13. 13The digital culture study 73% 57% 56% 36% 32% 17% 19% 27% 23% 28% 29% 18% Marketing Preserving and archiving Operations Creation Distribution and exhibition Revenue streams Important Essential Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM Perceived importance of digital technology by function: A similar number see digital as crucial to distribution and exhibition
  14. 14. 15The digital culture study 73% 57% 56% 36% 32% 17% 19% 27% 23% 28% 29% 18% Marketing Preserving and archiving Operations Creation Distribution and exhibition Revenue streams Important Essential Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM Perceived importance of digital technology by function: Only a third see it as important or essential to revenue streams
  15. 15. 16The digital culture study Digital is being used to generate revenues in different ways, but with limited impact... sell products or merchandise online 36% accept donations online 35% report a major impact on product sales 11% report a major impact on donations and fundraising 10% Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM
  16. 16. 17The digital culture study So what have we learnt? Source: ACE; Nesta; AHRC, Digital Culture: How arts and cultural organisations in England use technology (2013) – prepared by MTM
  17. 17. 18The digital culture study THANK YOU!

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