Tech Trends: What's new, What's important in 2013


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Technology moves fast. It's hard to keep up with all the shiny new apps, devices, social networks and overall technology trends--and still do all the things you need to in order to market your chorus. This session, presented by Amelia Northrup-Simpson at the 2013 Chorus America conference, focuses on the top technology trends and concerns you may need to act on in the coming year, including big data for arts organizations, mobile technology, and where to focus your social media efforts.

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  • Hi everyone,Welcome! I’m Amelia.
  • Technology moves fast. Really fast. There’s a lot of stuff out there to pay attention to—apps, blogs, CRM systems, social media platforms…The majority of the stuff out there can be good—useful---but can ultimately be a distraction. That’s what this session is about—since we can’t know everything and there’s so much out there--getting caught up on the important stuff. The stuff that you need to pay attention to in the next year.[Image by Howard Lake via flickr ]
  • I work for a company called TRG Arts that’s regularly thinking about the important stuff. Specifically, things you can do as arts managers to improve revenue, attract and keep patrons, and make good decisions.I’ve had the privilege to get to research this stuff as a full-time job both at TRG Arts and at my previous job at the Technology in the Arts blog. And, like all of you, I’ve worked out in the trenches with it. Your combined experiences and stories are an important part of this session. Let’s share those in this session too.I’ve selected 3 technology trends that we at TRG you should be paying attention to this year.
  • First, data: Why marketers are paying more attention to data these days and why consumers are expecting you to know more about them (that’s the BIG part)And how you can be using data better (that’s the small part)Next, mobile marketing—why you really need to start paying attention to mobileAnd finally: social media in 2013. Mooooooost of us know what’s going on with social media, yes? Let’s talk about what’s happened this year and assess what we’ve been doing
  • You might have heard all the hoopla about big data in past year. Marketers are paying more attention to data these days and why consumers are expecting you to know more about them. Why?Has everyone heard the term big data?[Photo by Todd Huffman ]
  • Maybe you’ve heard the story about retail giant Target knowing that a Minnesota teenager was pregnant before her father did? How? Data. The story goes like this:The girl’s dad found a coupon book for baby things addressed to her in the mail. Angry, went in to the nearest Target to complain.“My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?”The manager didn’t have any idea what the man was talking about. He looked at the mailer. Sure enough, it was addressed to the man’s daughter and contained advertisements for maternity clothing, nursery furniture and pictures of smiling infants. The manager apologized and then called a few days later to apologize again.On the phone, though, the father was somewhat abashed. “I had a talk with my daughter,” he said. “It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology.” what Target had been doing was predicting which women who shopped at their stores were pregnant, based on first-trimester purchase patterns—things like unscented lotion, vitamins, etc[Photo by MahalieStackpole via Flickr ]
  • A lot of people didn’t think data was that important or cool—or they didn’t until they heard that story. It illustrates how important and prevalent data is becoming.What the heck is “big data”? The Target story is one example of it, but the underlying concept is this: We live in a world that’s constantly collecting data on us. Frank Moss’ definition (from his book, The Sorcerers and Their Apprentices: How the Digital Magicians of the MIT Media Lab Are Creating the Innovative Technologies That Will Transform Our Lives)"Every time we perform a search, tweet, send an email, post a blog, comment on one, use a cell phone, shop online, update our profile on a social networking site, use a credit card, or even go to the gym, we leave behind a mountain of data, a digital footprint, that provides a treasure trove of information about our lifestyles, financial activities, health habits, social interactions, and much more.“How much data?[Photo by Ajith Kumar via flickr: ]
  • And it’s a LOT of data:Every day, we create 2.5 quintillion bytes of data —2 & 5, 17 zeros140 bytes in text messageso much that 90% of the data in the world today has been created in the last two years alone.Because we have all this data, businesses are using data more and more. The science behind marketing is getting more refined—and cheaper—more accessible to even the smallest of organizations. And customers are beginning to expect that we know about them.Now, there’s a movement to USE that data to inform business decisions. But let’s not gettoo ahead of ourselves here. Yes, Target’s doing cool stuff. Yes the numbers and the marketing possibilities are mind-boggling. When new technology comes out, we have lots of pie-in-the-sky idealistic notions of how technology will change the world for the better. Everyone remember the high expectations when the internet first began? Or social media? (online libraries, people would use Twitter to influence policy). Some come to bear. 
  • They alsobecame platforms for sharing cat memes.
  • Thinking about what’s important and what’s a distraction. The important thing here is knowing that data is becoming more prevalent in marketing decision today—and there are some good tools out there. What you need to focus on is making good decisions with the data you already have—or could get. (That doesn't mean you have to have a top of the line ticketing or database system. All you need is some basic information.)How to apply this to the arts? And how to actually put it to work? "Before we demand more of our data, we need to demand more of ourselves." -Nate Silver What does that look like?At TRG we run 19 community databases around the country including one here in Seattle. These are online systems where orgs pool their data. Everyone’s data looks a little different. We’ve come to the conclusion that taking care of your data sets organizations up for success. How?[Photo by Fernando de Sousa ]
  • To build sustainable revenue, you rely on people. To contact those people and maintain relationships with them, you need data.
  • Why is taking care of your data important on an individual level?Think about the sources of audience-centered revenue at your organization. By patron-centric, we mean all the sources of income that come from patron investment: ticket sales, membership, subscription, donations – all sources pertinent to you. Think about what percentage of your organization’s overall revenue. From about one-third to 90% and higher of total revenue come from patron activities.  The point here is: The higher the percentage, the greater the need you have to focus on, invest in, and partner with your patrons to sustain this income. And to do that you need information on them.
  • What to actually do? First divide our audience up.
  • What’s most important to collect?Bare minimum, track DONATIONS—most of you are already doing this.A doc that is versioned, secure
  • Still represent substantial revenueAnd they’re future loyalistsIF you contact them
  • 2. How many people in your database?Collect Contact info Email listTickets--attendances  Donor management crmEasywareTechnology in the Arts “nano-non-profit”
  • Raffle ideas included roses, tix
  • 2. How many people in your database?Collect Contact info Email listTickets--attendances  Donor management crmEasywareTechnology in the Arts “nano-non-profit”
  • Your stories?[Photo by Howard Lake ]
  • How many of you have looked at your phone since this session has started? [Photo by StankovićVlada via flickr
  • Guess at some statisticsDefine “smartphone”: built-in applications and Internet access (a phone where the internet is easily accessible)Majority of U.S. mobile consumers now own smartphones—61%72 percent of all newly-acquired devices are now smartphones.Source:
  •  more smartphones than toilets
  • What’s the result of more people than ever before carrying web-accessible devices in their pockets?More people accessing the web through their phones1 in 3 minutes spentonline is now spent beyond the PC (on smartphone or tablet)Share of Digital Media Time Spent: Desktop Computer vs. Mobile (Smartphone + Tablet) Source: comScore Media Metrix Multi-Platform (Beta), U.S., Dec-2012
  • Who has Google Analytics on their website?Put this on your to-do list
  • I was surprised to find that my mobile hits had increased to 10% of my hits from 3% the same period over the previous year.Look who’s coming—it’s new people, primarily…
  • Mobile accessibility is today as important as getting a website was in the late 90’s. It’s something you’ve GOT to start thinking about.Good news: Like websites, there are more options, and those options are gettingcheaper.(Photo by Hryck via flickr
  • Mashable calls 2013 the year of responsive design
  • The good news is that it's now super cheap to optimize your site.I was once speaking at a panel and I had a woman say to me if I have budget for a website or mobile, I’m going to do my website. I was taken aback a little. It’s not either/or anymore, it’s both/andWhat about sites outside apps and websites?YouTube and FacebookFrom David:
  • Make it mobile-friendlyWhat do we mean by mobile friendly? If the user can navigate the site easily from a mobile screen, you’ve got a winner. If the user has to “pinch and pull”, it’s not mobile friendly, and you’re as likely to lose their interest as get them to connect.
  • Another part of being mobile friendly is how content is organized on your site.Think about what your typical site visitor might need to find. If they are on their desktop, what might they be more inclined to do?How to get tickets in advanceRead info on the concertWhat might be they be inclined to do on a smartphone or tablet?How to get tickets—last minuteHow to get to your venueKeep the layout simple and easy to navigate Keep images to a minimum Use .png or .gif images – faster to load Test your site on a number of mobile devices Optimization plug-ins for current content management systems (WordPress, Drupal, Joomla, etc.) Create a separate mobile site For example: instead of Redirect mobile users to your mobile site site
  • Your stories?
  • Social Media in 2013 (and what’s worth your time)Let’s make thissocial.
  • Which platforms are you using at your org? (Show of hands)FacebookTwitterYouTubePinterestInstagramTumblrLinkedInLet’s see how that stacks up
  • Twitter continues its riseSince last year—pinterest, the newest, has continued its meteoric riseLocation-based still on the decline
  • We all know the basics at this point: What are the basics?-Don’t talk about yourself the whole time.-It’s a conversation, not a broadcast medium-Make a plan and be consistentSo where to go from here?
  • So where to go from here?Journalism class- 5 W’s(Photo via flickr
  • Who are you talking to? (Photo by marc cornelis via flickr )
  • What is getting shared? Which stories are getting attention? And on which networks? (Photo by Wendy Harman via flckr
  • Where are you having the best conversations?
  • When do you get the best response? (time of day, day of week, and “when I ask a question”)(Photo by Satish Krishnamurthy
  • Why did you start?Why are you continuing?(Photo via flickr
  • Your stories? What was new to you? What’s important to take home?
  • Tech Trends: What's new, What's important in 2013

    1. 1. Technology Trends:Whats new, Whats importantAmelia Northrup-SimpsonTRG ArtsChorus America 2013
    2. 2. 2
    3. 3. 3
    5. 5. 5
    6. 6. 6
    8. 8. 890% of all data ever has beencreated in the last two years2,500,000,000,000,000,000bytes a day
    9. 9. 9
    10. 10. 10Start Small.Take care of your data so thatyour data can take care of you.
    11. 11. 11REVENUEPEOPLE
    12. 12. 12
    13. 13. 1385-95% of households38%-66% of revenue5-15% of households13%-38% of revenue.5-2% of households20-40% of revenueMVP
    14. 14. 14CRMsystemCollectcontact infoTrackdonations• affordable• Donors first• Email list• Ticket info• consistent• updated• versioned
    15. 15. 1585-95% of households38%-66% of revenue5-15% of households13%-38% of revenue
    16. 16. 164 out of 5 new patrons leave…and never come back.
    17. 17. 17CRMsystemCollectcontact infoTrackdonations• affordable• Donors first• Email/mail list• Ticket info
    18. 18. 18Collect contact information--How?• Online sales (Brown Paper Tickets=win)– Ask for name, street address, email & phone– Require those fields– Verify email by having them type it twice
    19. 19. 19Collect contact information--How?What else?• Alvin Ailey School “Ambassadors” collect cardsfrom audience during intermission• Volunteers help patrons fill out cards in ticketline to “speed up the process”• Audience survey in program with raffle• Fill out the card, keep the pen• Hershey’s kiss or $1 off next ticket for contactinfo
    20. 20. 20CRMsystemCollectcontact infoTrackdonations• Trackeverything• affordable
    21. 21. 21Cheap (& free) CRM systems• Total-Info (Easyware)• eTapestry (Blackbaud)• DonorPerfect• (Fractured Atlas)More: NTEN 2011 Consumers Guide to Low CostDonor Management Systems
    22. 22. 22
    23. 23. 23What’s new?as a crucial marketing toolDATANew focus on
    24. 24. 24What’s important?1. Collecting & keeping data on your donorsand MVP’s2. Collecting ticket-buyer contact &transaction information3. USING the data you collectHomework: Improve data collection
    25. 25. 25MOBILE
    26. 26. 26BY THE NUMBERS61%72%% of U.S. mobile consumerswho now own smartphones% of newly acquired devicesthat are smartphonesSource: comScore Mobile Future in Focus, 2013; Pew Internet & American Life Project
    27. 27. 27BY THE NUMBERS125Smartphones owned by50Tablets owned bymillionmillionmore smartphones than toiletsSource: comScore Mobile Future in Focus, 2013
    28. 28. 281 in 3 minutes spent onlineis now spent beyond the PCSource: comScore Mobile Future in Focus, 2013
    29. 29. 29
    30. 30. 30
    31. 31. 31
    32. 32. 32Mobile Options:Apps vs. WebsitesApp• “live” on the user’s phone• Once installed, becomes adirect channel via pushnotifications• May only be accessiblefrom certain types ofdevices• Custom-designed orthrough a templateWebsite• “live” on the web• needed for access andsearch discovery• Accessible from all types ofmobile devices• “responsive design”-detectsthe type of device
    33. 33. 33Mobile Options:Apps vs. WebsitesAppArts-specific• Instant Encore• POP/CloudTixGeneral• Mobile Roadie• GuideByCellWebsiteResponsive design• Square Space• Pre-optimizedtemplates/plug-ins forsystems like WordPress,Drupal, Joomla, etc.• Groupanizer (for choruses)
    34. 34. 34Source:
    35. 35. 35Think about content…
    36. 36. 36
    37. 37. 37What’s new?Continues to riseOptions getting cheaperNeeds your attentionMOBILE
    38. 38. 38What’s important?1. Assess your mobile presence.2. Find out who’s watching.3. Now is the time to act.Next steps homework:Check out your site on different devices &your mobile traffic in Google Analytics
    39. 39. 39SOCIAL MEDIA
    40. 40. 40FacebookLinkedInTumblrInstagramPinterestYouTubeTwitterOthers?
    41. 41. 41 Source: Frank N. Magid Associates, “Facebook Fatigue – Fact or Fiction?”, March 2013Based on a study of 2,000 social media users aged 12-64.
    43. 43. 43
    44. 44. 44WHOWho are you talking to?
    45. 45. 45WHATWhat isgetting shared?
    46. 46. 46WHEREWhere do you havethe best conversations?
    47. 47. 47WHENWhen do you getthe best response?• time of day• day of week• “the day of a concert”• “when I ask aquestion”
    48. 48. 48WHYWhy do you useeach network?
    49. 49. 49
    50. 50. 50Amelia