Art & Social Mediain the indian context<br />Anita Garimella<br />16 & 17 January 2010<br />Bangalore, India<br />Art, Res...
Workshop schedule<br />Part 1: Social Media, Web 1.0 and Web 2.0<br />Part 2: Deep Dive - Case Studies: Art & Social Media...
Part 1: Social Media, Web 1.0 and Web 2.0<br />
Part 1:Social Media, Web 1.0 and 2.0, and Art<br />What is Social Media – and how does it connect with Web 2.0?<br />Impac...
What was web 1.0?<br />Technology & Design<br />Slower speeds (Dial-up, 50K avg bandwidth)<br />Frames, Proprietary HTML a...
What was web 1.0?<br />Static pages, but self-expression was alive<br />Personal web pages were the rage<br />Resumes, wri...
What is web 2.0?<br />Technology & Design<br />Faster (1 MB bandwidth) and improved browsers<br />AJAX & Flash, Widgets<br...
What is web 2.0?<br />Dynamic pages support interactive self-expression<br />The way the web is used and perceived as a dy...
What is web 2.0?<br />Explosion of content and publishing capabilities requires efficient search<br />Search in turn requi...
What is social media?<br />Online technologies (internet-based, phone-based, widget-based) that allow people to share cont...
Web 2.0 vs. social media<br />Web 2.0<br />Dynamic links based on user click-throughs<br />Web 2.0’s technologies enable t...
Web 2.0 & social media: what’s the impact on the marketer/content creator?<br />1950s: Marketer could dictate to Channel (...
social media: individual power<br />Individual preferences<br />Granular control of publishing/media<br />Part 1: Social M...
Social media: individual preferences<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />14<br />
Social media: individual preferences<br />Serious impact on applications/publishers and on power of “friend” relationships...
Social media: granular media power<br />Old World<br />New World<br />Share the site  is the whole site worth it?  Will t...
social media: impact of localized controls<br />Consequences for being “ignored” (either passively or actively) are very h...
social media: impact of localized controls<br />Bar for sharing content is lowered<br />Need to only find a particular pie...
social media: impact of localized controls<br />Ultimately, the individual is staking their reputation on the “sharing” or...
How is social media measured?<br />1.0 way of measurement: How many features does a site incorporate? <br />Blogs<br />Sha...
How is social media measured?<br />2.0 way of measurement:  What is the goal?<br />Goal = Virality = page views, installs,...
What is Virality?<br />The act of content on the web being spread by users sharing it, bringing new users to the original ...
Why virality?<br />The more people who share (“spread the virus”), the more eyeballs  generates advertising revenue<br />...
Measuring virality<br />Variables are taken from medicine/biology<br />K-factor (contagion), R-zero (reproduction rate)<br...
Measuring virality<br />Objectives1<br />Increase % of people who share (i.e. are Distributors) with people who haven’t se...
Does social media apply to art?  Yes!<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />26<br />
Part 2: Deep Dive – Case Studies: Art & Social Media in India<br />
Part 2:Deep Dive – Case Studies: Art &Social Media<br />Art-making & Artists<br />Artists & Commerce<br />Art advocacy & s...
Case Study: art-making, artists & social media<br />SairaWasim – http://www.sairawasim.com<br />Web 1.0 artist presentatio...
Case Study: art-making, artists & social media<br />SairaWasim – Facebook<br />No art content, relatively unused page<br /...
Case Study: art-making, artists & social media<br />AnjolieElaMenon – http://www.indianartcircle.com/anjolieelamenon/aem_i...
Case Study: art-making, artists & social media<br />AnjolieElaMenon – Facebook<br />Privacy blocked page, small number of ...
Case Study: art-making, artists & social media<br />MilindNayak – http://www.milindnayak.com/<br />Web 1.0 artist presenta...
Case Study: art-making, artists & social media<br />What does “Profile” require and mean in a world full of social media?<...
Case Study: art-making, artists & social media<br />MilindNayak – Facebook<br />Privacy blocked page, small number of frie...
Case Study: art-making, artists & social media<br />MithuSen – http://www.mithusen.com<br />Interactive art-making  socia...
Case Study: art-making, artists & social media<br />ArchanaHande – http://www.archanahande.com/<br />Web 1.0 artist presen...
Case Study: art-making, artists & social media<br />ArchanaHande – Facebook<br />Resume-style, no Wall, no Photos<br />38<...
Case Study: art-making, artists & social media<br />ArchanaHande – http://www.archanahande.com/<br />www.arrangeurownmarri...
Case Study: art-making, artists & social media<br />ArchanaHande – http://www.arrangeurownmarriage.com/<br />Interactive a...
Case Study: art-making, artists & social media<br />Dancing Elf from OfficeMax - http://www.elfyourself.com/<br />Very pop...
Case Study: art-making, artists & social media<br />Bose Krishnamachari – Facebook<br />No personal website<br />Palpable ...
Case Study: art-making, artists & social media<br />Bose Krishnamachari – Facebook<br />Interesting usage of photos functi...
Case Study: artists & commerce<br />Fun Bunny Life – http://www.funnybunnylife.com<br />Web 1.0 presentation of site<br />...
Case Study: artists & commerce<br />Fun Bunny Life on Facebook – http://www.facebook.com/group.php?gid=243452855327<br />P...
Case Study: artists & commerce<br />Design Temple – http://www.designtemple.net<br />No Facebook<br />Really compelling de...
Case Study: artists & commerce<br />Design Temple – http://www.designtemple.net<br />Part 2: Deep Dive – Case Studies: Art...
Case Study: art advocacy & support (non-profits, foundations)<br />A.R.T. http://www.artscapeindia.org/<br />Web 1.0 prese...
Case Study: art advocacy & support (non-profits, foundations)<br />A.R.T. http://www.artscapeindia.org/<br />49<br />No sh...
Case Study: art advocacy & support (non-profits, foundations)<br />A.R.T. http://www.artscapeindia.org/<br />50<br />Part ...
Case Study: art advocacy & support (non-profits, foundations)<br />A.R.T. on Facebook<br />http://www.facebook.com/group.p...
Case Study: art advocacy & support (non-profits, foundations)<br />A.R.T. on Facebook<br />Strange for an organization to ...
Case Study: art advocacy & support (non-profits, foundations)<br />Devi Art Foundation – http://www.deviartfoundation.org<...
Case Study: art advocacy & support (non-profits, foundations)<br />Devi Art Foundation Dream Museum – http://www.deviartfo...
Case Study: art advocacy & support (non-profits, foundations)<br />Asia Art Archive Dream Museum site http://www.dreammuse...
Case Study: art advocacy & support (non-profits, foundations)<br />Devi Art Foundation – Facebook<br />Content-rich<br />L...
Case Study: art advocacy & support (non-profits, foundations)<br />Lots of feedback, comments  participation<br />But…<br...
Case Study: art advocacy & support (non-profits, foundations)<br />Smithsonian events http://americanart.si.edu/calendar/e...
Case Study: art advocacy & support (non-profits, foundations)<br />Smithsonian Lunder Institute – Facebook<br />Part 2: De...
Case Study: art advocacy & support (non-profits, foundations)<br />Smithsonian Lunder Institute – http://americanart.si.ed...
Case Study: art advocacy & support (non-profits, foundations)<br />Prakriti Foundation – http://www.prakritifoundation.com...
Case Study: art advocacy & support (non-profits, foundations)<br />Prakriti Foundation the Park’s New Festival – http://ww...
Case Study: art advocacy & support (non-profits, foundations)<br />Dastkar – http://www.dastkar.org<br />Web 1.0<br />Part...
Case Study: art advocacy & support (non-profits, foundations)<br />Kiva – http://www.kiva.org<br />Great example of entrep...
Case Study: art advocacy & support (non-profits, foundations)<br />Kiva – http://www.kiva.org/app.php?page=businesses&acti...
Case Study: art advocacy & support (non-profits, foundations)<br />Causes – on Facebookhttp://apps.facebook.com/causes<br ...
Case Study: art advocacy & support (non-profits, foundations)<br />Causes – on Facebookhttp://apps.facebook.com/causes<br ...
Case Study: art marketing (galleries, auction houses)<br />Saffron Art – http://www.saffronart.com<br />Usable, technicall...
Case Study: art marketing (galleries, auction houses)<br />Saffron Art – http://www.saffronart.com<br />Lots of editorial ...
Case Study: art marketing (galleries, auction houses)<br />Saffron Art Facebook – http://www.facebook.com/Saffronart<br />...
Case Study: art marketing (galleries, auction houses)<br />Saffron Art Twitter – http://twitter.com/saffronart<br />Takes ...
Case Study: art marketing (galleries, auction houses)<br />Saffron Art site – opportunities for improvement<br />Missing c...
Case Study: art marketing (galleries, auction houses)<br />Saffron Art – opportunities for improvement<br />Disconnect bet...
Case Study: art marketing (galleries, auction houses)<br />Christie’s – http://www.christies.com<br />74<br />Part 2: Deep...
Case Study: art marketing (galleries, auction houses)<br />Christie’s Facebook – http://www.facebook.com/pages/Christies/3...
Case Study: art marketing (galleries, auction houses)<br />Christie’s Facebook Application – http://www.facebook.com/apps/...
Case Study: art marketing (galleries, auction houses)<br />Sotheby’s – http://www.sothebys.com<br />Rich video library – n...
Case Study: art marketing (galleries, auction houses)<br />Sotheby’s – http://www.sothebys.com<br />Well-presented Events ...
Case Study: art marketing (galleries, auction houses)<br />Sotheby’s Facebook – http://www.facebook.com/pages/Sothebys/748...
Case Study: art marketing (galleries, auction houses)<br />Osians – http://www.osians.com<br />What is this organization a...
Case Study: art marketing (galleries, auction houses)<br />Apparao Art – http://www.apparaoart.com<br />No Facebook presen...
Case Study: art marketing (galleries, auction houses)<br />Apparao Art – http://www.apparaoart.com<br />…Huge efforts spen...
Case Study: publishers<br />Seagull India – http://www.seagullindia.com<br />Direct prominent link to Facebook page<br />B...
Case Study: publishers<br />Seagull India – http://www.seagullindia.com<br />Great strong use of Events application<br />D...
Case Study: publishers<br />Tara Books – http://www.tarabooks.com<br />Great example of a package of a site, Twitter, Face...
Case Study: publishers<br />Tara Books – http://www.tarabooks.com<br />Current content<br />Part 2: Deep Dive – Case Studi...
Case Study: publishers<br />Tara Books on Twitter – http://twitter.com/TaraBooks<br />Works well for events publication<br...
Case Study: publishers<br />Tulika Books – http://www.tulikabooks.com<br />Interesting how a children’s book site does not...
Case Study: publishers<br />Tulika Books on Twitter – http://twitter.com/tulikabooks<br />Vibrant page – but geared toward...
Part 3: opportunities & challenges for art using social media in india<br />
Part 3:Opportunities & Challenges for Art using Social Media <br />Observations and questions about current social media u...
Key observations<br />Generally, a Web 1.0 implementation on individual destination sites<br />Lots of outdated content pr...
Some questions – destination websites<br />What is the purpose of the destination website?<br />What causes the website to...
Some questions – destination websites<br />What are the cultural norms and expectations about recency, relevancy, and freq...
Some questions – social media/networking<br />What is the purpose for art professionals utilizing this new tool?<br />How ...
Some questions – social media/networking<br />Are there cultural nuances vis-à-vis Social Media that need to be taken into...
Some questions – social media/networking<br />Who is successful?  Successful usage is not dependent upon having lots of mo...
Evolution of technology in art<br />1st Phase<br />Provision & consumption of data (research)<br />Access to audiences (di...
Understanding the place of social media in art and art organizations<br />Important to not fit a square peg into a round h...
Understanding the place of social media in art and art organizations<br />“Social Media” IS NOT:<br />An assigned person i...
Goals for using social media for the arts<br />Really important to define measurable realistic goals in using this tool<br...
Technological framework<br />Ultimately this means people find out about you<br />For now:<br />Do well on Google  priori...
Technological framework<br />SEO favors SM (content) over commerce (transactions)<br />This is why SM is not an independen...
Technological framework<br />Wikipedia pages are top page results for consumer products<br />The linked-to pages are not s...
Know your numbers: Metrics<br />What specific metrics are you looking to improve?<br />What specifically is success?<br />...
Know your numbers: Metrics<br />General web application data sources<br />Google Analytics & PageRank<br />Facebook Applic...
Know your numbers: Metrics<br />Twitter reach measurement<br />Tweet Reach (reach)<br />Twitter Grader (find popular Tweet...
Social media optimization<br />Make sure you’ve made sharing easy (e.g. short URLs, quick access to share functions)<br />...
Dangers of virality<br />How many of these will any one user do?<br />Sounds great – what’s the problem?<br />Huge danger ...
Dangers of virality<br />“Me too” approach won’t work<br />That works well for things you don’t want consumers/users to no...
Dangers of virality<br />Designers & marketers are focused on thinking about how to stand out in the crowd <br />Not what ...
So, What is social media good for?<br />That “conversation” is inherent in:<br />Art marketing<br />Art discourse<br />A b...
So, What is social media good for?<br />Viewership and fundraising<br />Create documentation about the creation of the art...
Good ways to use Art & Social Media – Fela! Musical off-broadway (art marketing)<br />http://www.facebook.com/FELAmusical<...
Good ways to use Art & Social Media – Fela! Musical off-broadway (art marketing)<br />Target ads properly<br />Utilize the...
Good ways to use Art & Social Media – rhizome (art discourse)<br />http://rhizome.org/ <br />Consistency is key<br />Reinf...
Good ways to use Art & Social Media – rhizome (art discourse)<br />Art Discourse = CONVERSATION = Social Media<br />Imposs...
Good ways of using Art & Social Media – Pad.MA (Art discourse & history)<br />http://pad.ma<br />Online annotated video fo...
Good ways to use Art & Social Media – paulslocum (art making)<br />“You’re not my father” http://www.qotile.net/father/<br...
Good ways to use Art & Social Media – brooklyn museum of art (curation/evaluation)<br />“Click” http://www.brooklynmuseum....
Copyrights: law & mores<br />Looking at the assumptions underlying copyright law <br />Authorship as ownership <br />Intan...
Copyrights: all creation is social. solitary genius does not exist. <br />Critical 20th century thinkers: Foucault links t...
Copyrights: all creation is social. solitary genius does not exist. <br />Cont’d<br />&apos;Stealing&apos; is endemic in a...
Copyrights: art-making online <br />&quot;Wikipedia Art&quot;: http://wikipediaart.org/<br />Wikipedia Art is a conceptual...
Copyrights: art-making online <br />Tools that allow for collaborative creation of software, and literature -- can they he...
Copyrights: piracy, creative commons, and giving away <br />Built on different ideas of authorship and ownership Piracy ha...
Copyrights: Piracy, Creative Commons, and giving away <br />Giving away has always made business sense: tasters / samples ...
Copyrights: mores and law <br />Examples from the theatre surveys <br />Contains complexities that the law just cannot acc...
Copyrights: concluding remarks<br />Best we can do is to perpetuate the public domain, and keep the commons alive<br />129...
Democratization<br />Access to technology issues<br />Social media worsens the gap as the agenda is being set by those wit...
Democratization<br />Is offline authority required for online credibility?<br />No – but what does that mean for the art w...
Democratization<br />Example: “The Bruno Effect”<br />Twittering killed the movie Bruno from Friday’s release to Saturday’...
Part 4: future of the internet and technology and their impact on art<br />
Part 4:Future of the Internet and technology and their impact on Art<br />Web 3.0: Surf to Search to Subscribe<br />How to...
Web 3.0: Where does the internet go from Here?<br />What might be Web 3.0?<br />Cloud computing<br />Semantic web<br />Con...
The impact of web 3.0<br />Natural evolution of the Attention Age<br />Access to more data through single points of entry<...
The impact of web 3.0<br />This quickly makes a lot of content irrelevant (if it is not fed into that single point of entr...
Special considerations for art<br />Budgets tend to be smaller<br />Impact on becoming part of the cloud<br />Need to beco...
Special considerations for art<br />How does subscribing to art sources differ from commerce or news?<br />How does semant...
Penetrating the noise<br />Message from a friend &gt; message from you (the marketer)<br />What’s the best way to tell?<br...
Penetrating the noise<br />Success metrics for measuring SM and Art<br />How to quantify buzz on the internet<br />“Sentim...
Penetrating the noise<br />Example: Trendsta<br />Combines strategic user penetration a la Gladwell with sentiment measure...
New trends in social media for art<br />Virtual worlds & Art – Graffiti Playdo<br />Place within next generation of worlds...
New trends in social media for art<br />Gaming & Art<br />Expressing dissent (popular usage of art) in the context of game...
New technologies<br />Mobile Phone<br />Integrative in the Web 3.0 machine web<br />What are the semantics of text message...
Additional ideas?  Questions?<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />146<br />
useful sites<br />http://www.archive.org<br />The Wayback Machine<br />http://ww.mashable.com<br />http://www.turbulence.o...
Contact Info<br />Anita Garimella<br />anita@infinityintlinvestments.com<br />Business: 001.215.228.1060<br />US - Cell: 0...
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Art & Social Media in India

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A 2-day workshop on the usage of social media for the arts in India

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  • Reference MalcolmGladwell here
  • Evolution of typical business and/or acquisition models (advertising to subscription to virality). These variables - irrespective of the name - are actually used in business plan writing.
  • Encourage to bring up their own sites and do a review. Either in this session or in Session 3.
  • Allows others to post to his Wall – increases sense of activity, conversation
  • Interesting they utilized a Group page
  • Spend some real time here going through the differences
  • Emphasize that the point is not to incorporate 4000 tools, but each one you do, measure it, and do it well
  • Brand persona is important – how does the brand and voice across the two pages work. It doesn’t have to be the same, but there should be some thought and decisions behind this.
  • Think of it as saying something in a room, and then walking away without waiting to hear peoples’ responses. It’s ending the conversation.
  • Art & Social Media in India

    1. 1. Art & Social Mediain the indian context<br />Anita Garimella<br />16 & 17 January 2010<br />Bangalore, India<br />Art, Resources & Teaching Trust<br />
    2. 2. Workshop schedule<br />Part 1: Social Media, Web 1.0 and Web 2.0<br />Part 2: Deep Dive - Case Studies: Art & Social Media in India<br />Part 3: Opportunities and Challenges for using Social Media for Art in India<br />Part 4: Future of the Internet & Technology and their impact on Art<br />2<br />
    3. 3. Part 1: Social Media, Web 1.0 and Web 2.0<br />
    4. 4. Part 1:Social Media, Web 1.0 and 2.0, and Art<br />What is Social Media – and how does it connect with Web 2.0?<br />Impact on content creation and consumption<br />How is Social Media measured?<br />Virality<br />4<br />
    5. 5. What was web 1.0?<br />Technology & Design<br />Slower speeds (Dial-up, 50K avg bandwidth)<br />Frames, Proprietary HTML and browser wars<br />Monetize through banner ads (“impressions”)<br />Navigation = “SURF the internet”<br />Click link after link after link  Hope to find what you are looking for<br />Commerce was king<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />Editor-determined links<br />No search box<br />AOL 1997<br />Yahoo India 2000<br />5<br />
    6. 6. What was web 1.0?<br />Static pages, but self-expression was alive<br />Personal web pages were the rage<br />Resumes, writings, etc. - cheap to publish<br />Photos were trickier…costly to publish  Gives rise to Kodak’s Photo Gallery, Ofoto.com, etc.<br />Early user-generated content<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />Geocities.com 1996<br />6<br />
    7. 7. What is web 2.0?<br />Technology & Design<br />Faster (1 MB bandwidth) and improved browsers<br />AJAX & Flash, Widgets<br />Customization & Personalization<br />Monetize through clicks on ads (Pay-Per-Click)<br />Navigation = “SEARCH the internet”<br />Advent of Google  Find exactly what you want<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />Customized<br />Widgets<br />AJAX<br />iGoogle 2009<br />7<br />
    8. 8. What is web 2.0?<br />Dynamic pages support interactive self-expression<br />The way the web is used and perceived as a dynamic source of content 1<br />Communities, blogs, wikis, user-generated content on 3rd party sites, mash-ups, tagging, social networking<br />User-oriented design<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />Votes<br />Throw Tomato<br />Applaud<br />Comments<br />1: Social Media is a Cocktail Party – Jim Tobin<br />8<br />
    9. 9. What is web 2.0?<br />Explosion of content and publishing capabilities requires efficient search<br />Search in turn requires search engine optimization (SEO) in order to be found<br /> Construction, Content, and Purpose of site radically impacted1<br />Purpose = Click these buttons<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />Extreme linking for SEO<br />Tagging for SEO & user-oriented design<br />1- Social Media is a Cocktail Party – Jim Tobin<br />9<br />
    10. 10. What is social media?<br />Online technologies (internet-based, phone-based, widget-based) that allow people to share content, opinions, insights, experiences, perspectives, and media themselves1<br />Relies upon Web 2.0 technologies of AJAX and Flash<br />Heavily connected to the interactive self-expression of Web 2.0<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />Web 2.0<br />Social Media<br />1- Social Media is a Cocktail Party – Jim Tobin<br />10<br />
    11. 11. Web 2.0 vs. social media<br />Web 2.0<br />Dynamic links based on user click-throughs<br />Web 2.0’s technologies enable this Social Media: Citizen Journalist Reports<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />These social Web 2.0 technologies allow the story to live on and morph without limit – and thus social media is unlimited, unlike traditional industrial media<br />11<br />
    12. 12. Web 2.0 & social media: what’s the impact on the marketer/content creator?<br />1950s: Marketer could dictate to Channel (store) and Consumer<br />1980s: Channel could dictate to Marketer and Consumer<br />Now: Consumer dictates to Channel and Marketer*<br />*US timeline; different and more compressed in India.<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />Source: Social Media is a Cocktail Party – Jim Tobin<br />12<br />
    13. 13. social media: individual power<br />Individual preferences<br />Granular control of publishing/media<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />Source: http://www.individual-i.com/images/individual-i-red.jpg<br />13<br />
    14. 14. Social media: individual preferences<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />14<br />
    15. 15. Social media: individual preferences<br />Serious impact on applications/publishers and on power of “friend” relationships<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />15<br />
    16. 16. Social media: granular media power<br />Old World<br />New World<br />Share the site  is the whole site worth it? Will the recipient know where to look?<br />Share this content  is this particular piece worth it?<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />Share the URL<br />Embed or link to this video<br />Share just this post<br />16<br />
    17. 17. social media: impact of localized controls<br />Consequences for being “ignored” (either passively or actively) are very high in display algorithms  benefits organizations with more resources and more content<br />What determines which content shows up here and in what order?<br />17<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />
    18. 18. social media: impact of localized controls<br />Bar for sharing content is lowered<br />Need to only find a particular piece of content worthy of passing on<br />Benefits content creators, especially smaller, independent organizations<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />Share just this post<br />18<br />
    19. 19. social media: impact of localized controls<br />Ultimately, the individual is staking their reputation on the “sharing” or publishing action  perceived impact on individual reputation is now a strong factor for publishing success<br />Different from traditional media<br />19<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />
    20. 20. How is social media measured?<br />1.0 way of measurement: How many features does a site incorporate? <br />Blogs<br />Share links (deli.cio.us, e-mail, twitter, etc.)<br />Does it have commenting?<br />Can users post?<br /> Quantifying functionality -answering the question of “do you support X service/tool or not?”<br />20<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />
    21. 21. How is social media measured?<br />2.0 way of measurement: What is the goal?<br />Goal = Virality = page views, installs, etc.<br />How many people clicked this?<br />And, how many of the people who saw the “Shared” video clicked to view this video?<br />And so on…<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />21<br />
    22. 22. What is Virality?<br />The act of content on the web being spread by users sharing it, bringing new users to the original content and therefore adding additional utility1<br />Social Media is about creating conversations<br />Social Media is unlimited so virality as a goal allows marketers to achieve their goal of infinite engagement and conversation<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />1- http://en.wikipedia.org/wiki/Virality<br />22<br />
    23. 23. Why virality?<br />The more people who share (“spread the virus”), the more eyeballs  generates advertising revenue<br />Obama Campaign<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />Source: http://www.cooltownstudios.com/images/viralloopnetwork.jpg<br />23<br />
    24. 24. Measuring virality<br />Variables are taken from medicine/biology<br />K-factor (contagion), R-zero (reproduction rate)<br />Viral factor (K-factor) = Distribution * Infection<br />Distribution = how many people will see the media I share<br />Infection = How likely are the people who see it to share it?<br />K-factor &lt; 1 = user/viewer base is shrinking<br />K=1 = user base is neither growing or shrinking<br />K &gt; 1 = user base is growing<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />Source = FrameThink<br />24<br />
    25. 25. Measuring virality<br />Objectives1<br />Increase % of people who share (i.e. are Distributors) with people who haven’t seen the media yet<br />Increase the number of times a person shares<br />Increase the amount of time the average person spends time with the media (“retention”) sharing<br />Increase the likelihood that people who are shared with turn into sharers themselves<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />1: FrameThink; Graphs from newteevee.com<br />25<br />
    26. 26. Does social media apply to art? Yes!<br />Part 1: Social Media, Web 1.0 and 2.0, and Art<br />26<br />
    27. 27. Part 2: Deep Dive – Case Studies: Art & Social Media in India<br />
    28. 28. Part 2:Deep Dive – Case Studies: Art &Social Media<br />Art-making & Artists<br />Artists & Commerce<br />Art advocacy & support (non-profits, foundations)<br />Art marketing (galleries, auction houses)<br />Publishers<br />28<br />
    29. 29. Case Study: art-making, artists & social media<br />SairaWasim – http://www.sairawasim.com<br />Web 1.0 artist presentation<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />29<br />
    30. 30. Case Study: art-making, artists & social media<br />SairaWasim – Facebook<br />No art content, relatively unused page<br />30<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    31. 31. Case Study: art-making, artists & social media<br />AnjolieElaMenon – http://www.indianartcircle.com/anjolieelamenon/aem_ind1.shtml<br />Web 1.0 artist presentation<br />31<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    32. 32. Case Study: art-making, artists & social media<br />AnjolieElaMenon – Facebook<br />Privacy blocked page, small number of friends<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br /><ul><li>Raises interesting questions about public vs. private lives of artists</li></ul>32<br />
    33. 33. Case Study: art-making, artists & social media<br />MilindNayak – http://www.milindnayak.com/<br />Web 1.0 artist presentation<br />33<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    34. 34. Case Study: art-making, artists & social media<br />What does “Profile” require and mean in a world full of social media?<br />34<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    35. 35. Case Study: art-making, artists & social media<br />MilindNayak – Facebook<br />Privacy blocked page, small number of friends<br />Even less content than on own website<br />35<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    36. 36. Case Study: art-making, artists & social media<br />MithuSen – http://www.mithusen.com<br />Interactive art-making  social media<br />“This is an interactive art project to 100 people of different field from my personal contacts. I would like you to forward this offer to any one of your personal choice from your mailing list.”<br />This is utilizing social media virality to create art<br />Mix of online and off-line techniques<br />Could improve shareability – no Facebook page<br />36<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    37. 37. Case Study: art-making, artists & social media<br />ArchanaHande – http://www.archanahande.com/<br />Web 1.0 artist presentation<br />37<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    38. 38. Case Study: art-making, artists & social media<br />ArchanaHande – Facebook<br />Resume-style, no Wall, no Photos<br />38<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    39. 39. Case Study: art-making, artists & social media<br />ArchanaHande – http://www.archanahande.com/<br />www.arrangeurownmarriage.com<br />39<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    40. 40. Case Study: art-making, artists & social media<br />ArchanaHande – http://www.arrangeurownmarriage.com/<br />Interactive art-making<br />Make your ideal man/woman<br />Make your own invitation<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Fun, satirical, but…<br />40<br />
    41. 41. Case Study: art-making, artists & social media<br />Dancing Elf from OfficeMax - http://www.elfyourself.com/<br />Very popular and viral<br />…Missing the social component!<br />41<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    42. 42. Case Study: art-making, artists & social media<br />Bose Krishnamachari – Facebook<br />No personal website<br />Palpable sense of buzz, activity<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Lots of photos<br />42<br />
    43. 43. Case Study: art-making, artists & social media<br />Bose Krishnamachari – Facebook<br />Interesting usage of photos functionality to self-promote<br />Visually rich<br />Tag-able<br />Link-able<br />Very time-intensive<br />43<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    44. 44. Case Study: artists & commerce<br />Fun Bunny Life – http://www.funnybunnylife.com<br />Web 1.0 presentation of site<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Need to email to order!<br />No sense of availability, time to processing, etc.<br />44<br />
    45. 45. Case Study: artists & commerce<br />Fun Bunny Life on Facebook – http://www.facebook.com/group.php?gid=243452855327<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />What ought to be the purpose of the Facebook page? <br />Is it promotion of the artists?<br />Is it sales?<br />45<br />
    46. 46. Case Study: artists & commerce<br />Design Temple – http://www.designtemple.net<br />No Facebook<br />Really compelling design/animation graphic<br />Really should be sharing-enabled<br />46<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    47. 47. Case Study: artists & commerce<br />Design Temple – http://www.designtemple.net<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />No connection to social networks, tools, etc.<br /> What should the expectations around recency be?<br />47<br />
    48. 48. Case Study: art advocacy & support (non-profits, foundations)<br />A.R.T. http://www.artscapeindia.org/<br />Web 1.0 presentation<br />48<br />Recency?<br />Good SEO content – but page is missing mentions of India<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Unlinked content – are these services they don’t offer?<br />Better ways to handle “coming soon”<br />
    49. 49. Case Study: art advocacy & support (non-profits, foundations)<br />A.R.T. http://www.artscapeindia.org/<br />49<br />No sharing functions<br />Content is not even link-able!<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    50. 50. Case Study: art advocacy & support (non-profits, foundations)<br />A.R.T. http://www.artscapeindia.org/<br />50<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Last blog update is almost a year ago<br />Better served putting this in News & Articles or something like that…Blog has some specific connotations and value<br />
    51. 51. Case Study: art advocacy & support (non-profits, foundations)<br />A.R.T. on Facebook<br />http://www.facebook.com/group.php?gid=140331692218<br />http://www.facebook.com/profile.php?id=100000280226177<br />51<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Facebook Profile<br />Facebook Group<br />What’s the purpose of each? What’s the policy and management of each?<br />
    52. 52. Case Study: art advocacy & support (non-profits, foundations)<br />A.R.T. on Facebook<br />Strange for an organization to have a Profile<br />Profiles are best for individuals<br />Better to create a Page<br />Pages are good for the long-term<br />Groups are better for quick efforts<br />52<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Source: http://www.searchenginejournal.com/facebook-group-vs-facebook-fan-page-whats-better/7761/<br />
    53. 53. Case Study: art advocacy & support (non-profits, foundations)<br />Devi Art Foundation – http://www.deviartfoundation.org<br />Web 1.0<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Catches the eye…<br />53<br />
    54. 54. Case Study: art advocacy & support (non-profits, foundations)<br />Devi Art Foundation Dream Museum – http://www.deviartfoundation.org/dreammuseumproject/index.htm<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Project is over – but page neither reflects that status, nor provides an answer to the question of “so, what came of it?”. What does this mean about the sincerity, quality, or focus of the effort?<br />54<br />
    55. 55. Case Study: art advocacy & support (non-profits, foundations)<br />Asia Art Archive Dream Museum site http://www.dreammuseum.org/<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Social network (sharing) capabilities – but no mention of Indian version of project<br />55<br />
    56. 56. Case Study: art advocacy & support (non-profits, foundations)<br />Devi Art Foundation – Facebook<br />Content-rich<br />Lots of feedback, comments  participation<br />But…<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />1,032 fans<br />56<br />
    57. 57. Case Study: art advocacy & support (non-profits, foundations)<br />Lots of feedback, comments  participation<br />But…<br />Smithsonian Art Museum site http://americanart.si.edu/exhibitions/archive/2009/1934/<br />…Missing the connective tissue between the two worlds<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Full support of Twitter, blogs, Facebook, itunes, etc.<br />57<br />
    58. 58. Case Study: art advocacy & support (non-profits, foundations)<br />Smithsonian events http://americanart.si.edu/calendar/exhibition/<br />For events, full integration of every social media tool available<br />Brings to mind issues regarding measurement<br />58<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    59. 59. Case Study: art advocacy & support (non-profits, foundations)<br />Smithsonian Lunder Institute – Facebook<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Links back to organization’s website<br />Two-way linking boosts SEO<br />59<br />
    60. 60. Case Study: art advocacy & support (non-profits, foundations)<br />Smithsonian Lunder Institute – http://americanart.si.edu/lunder/<br />Completely missing social media link back to Facebook page!<br />60<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    61. 61. Case Study: art advocacy & support (non-profits, foundations)<br />Prakriti Foundation – http://www.prakritifoundation.com<br />Web 1.0 <br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Very interesting early native Web 2.0 social media implementation<br />61<br />
    62. 62. Case Study: art advocacy & support (non-profits, foundations)<br />Prakriti Foundation the Park’s New Festival – http://www.theparksnewfestival.com<br />Wonderful image and text content from the festival <br />Lost opportunities:<br />Integrate rich media (recordings of performance)<br />Sharing functions<br />62<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    63. 63. Case Study: art advocacy & support (non-profits, foundations)<br />Dastkar – http://www.dastkar.org<br />Web 1.0<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Missing the power of <br />Jyothi & Swathi<br />63<br />
    64. 64. Case Study: art advocacy & support (non-profits, foundations)<br />Kiva – http://www.kiva.org<br />Great example of entrepreneur support site using Social Media<br />Dastkar can create a presence for itself on this social network<br />Entrepreneur feeds<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />News feeds<br />News feeds<br />Lender profiles<br />64<br />
    65. 65. Case Study: art advocacy & support (non-profits, foundations)<br />Kiva – http://www.kiva.org/app.php?page=businesses&action=about&id=84246&_tpos=7&_tpg=1<br />Example artist (entrepreneur) page<br />Journal/Blog<br />Ability to create much richer background to the artist, a new art history<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Social status for lenders<br />103 Comments<br />65<br />
    66. 66. Case Study: art advocacy & support (non-profits, foundations)<br />Causes – on Facebookhttp://apps.facebook.com/causes<br />Artist support organizations can create “causes”, harnessing the proven human interest in being a cause supporter, and more interestingly, being known for being a supporter<br />66<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    67. 67. Case Study: art advocacy & support (non-profits, foundations)<br />Causes – on Facebookhttp://apps.facebook.com/causes<br />News feeds, commenting, leader boards  leverage social status desires<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />67<br />
    68. 68. Case Study: art marketing (galleries, auction houses)<br />Saffron Art – http://www.saffronart.com<br />Usable, technically modern site<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Great provision of multiple search & browse methods<br />Rich non-commerce content  great for SEO<br />68<br />
    69. 69. Case Study: art marketing (galleries, auction houses)<br />Saffron Art – http://www.saffronart.com<br />Lots of editorial content leads to great SEO<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Saffron Art site, Twitter, & Facebook occupy top 3 spots<br />69<br />
    70. 70. Case Study: art marketing (galleries, auction houses)<br />Saffron Art Facebook – http://www.facebook.com/Saffronart<br />Fresh, current<br />Frequent posts<br />Repeat posts about same topic<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />70<br />
    71. 71. Case Study: art marketing (galleries, auction houses)<br />Saffron Art Twitter – http://twitter.com/saffronart<br />Takes advantage of Twitter’s design template capabilities to convey brand image<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Great use of re-tweeting to provide “twitter love”<br />71<br />
    72. 72. Case Study: art marketing (galleries, auction houses)<br />Saffron Art site – opportunities for improvement<br />Missing connection to Facebook Events<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Commentary is disconnected from Facebook , Twitter conversation<br />72<br />
    73. 73. Case Study: art marketing (galleries, auction houses)<br />Saffron Art – opportunities for improvement<br />Disconnect between Events listed on website and on Facebook consistency is so important<br />73<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    74. 74. Case Study: art marketing (galleries, auction houses)<br />Christie’s – http://www.christies.com<br />74<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    75. 75. Case Study: art marketing (galleries, auction houses)<br />Christie’s Facebook – http://www.facebook.com/pages/Christies/32187590434<br />Good use of multiple applications/tabs<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Great cross-linking to other Facebook pages<br />75<br />
    76. 76. Case Study: art marketing (galleries, auction houses)<br />Christie’s Facebook Application – http://www.facebook.com/apps/application.php?v=info&id=31946525769<br />Attempt to create an application by an art organization <br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Not successful – <br />More fans than monthly active users<br />Reminiscent of original eBay application (as opposed to eBay Gift-It which has social component)<br />76<br />
    77. 77. Case Study: art marketing (galleries, auction houses)<br />Sotheby’s – http://www.sothebys.com<br />Rich video library – no ability to share<br />77<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    78. 78. Case Study: art marketing (galleries, auction houses)<br />Sotheby’s – http://www.sothebys.com<br />Well-presented Events Calendar – but no real publication/social component<br />Except for ability to publish to calendars, which may or may not be publicly shared<br />78<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    79. 79. Case Study: art marketing (galleries, auction houses)<br />Sotheby’s Facebook – http://www.facebook.com/pages/Sothebys/74825160647<br />Last post was on November 13…2008!<br />79<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Opportunity for colloquial discourse in an elite world<br />
    80. 80. Case Study: art marketing (galleries, auction houses)<br />Osians – http://www.osians.com<br />What is this organization about? Need to develop this sort of thing before deciding on social media strategy<br />80<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    81. 81. Case Study: art marketing (galleries, auction houses)<br />Apparao Art – http://www.apparaoart.com<br />No Facebook presence<br />Clear that money was spent to design this site <br />But may pages are out of date<br />But…<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />81<br />
    82. 82. Case Study: art marketing (galleries, auction houses)<br />Apparao Art – http://www.apparaoart.com<br />…Huge efforts spent on commercial components<br />Detailed presentation of art for sale <br />Searchable, wishlists, etc.<br />Missing connection to social components<br />Broken links<br />82<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    83. 83. Case Study: publishers<br />Seagull India – http://www.seagullindia.com<br />Direct prominent link to Facebook page<br />But not much focus on explaining who/what they are<br />83<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    84. 84. Case Study: publishers<br />Seagull India – http://www.seagullindia.com<br />Great strong use of Events application<br />Don’t be afraid to post others’ events<br />84<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    85. 85. Case Study: publishers<br />Tara Books – http://www.tarabooks.com<br />Great example of a package of a site, Twitter, Facebook – strikes a nice balance<br />Good UI design<br />Clear compelling purpose to the site<br />Current content<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />85<br />
    86. 86. Case Study: publishers<br />Tara Books – http://www.tarabooks.com<br />Current content<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />Cross-linking<br />86<br />
    87. 87. Case Study: publishers<br />Tara Books on Twitter – http://twitter.com/TaraBooks<br />Works well for events publication<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />What’s the purpose of this type of tweet?<br />87<br />
    88. 88. Case Study: publishers<br />Tulika Books – http://www.tulikabooks.com<br />Interesting how a children’s book site does not conceive of a child as a target audience<br />Leads to a vibrant blog – again geared towards adults<br />88<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    89. 89. Case Study: publishers<br />Tulika Books on Twitter – http://twitter.com/tulikabooks<br />Vibrant page – but geared towards adults<br />What about presence on children’s sites like Bebo?<br />How to manage multiple audiences on the internet?<br />89<br />Part 2: Deep Dive – Case Studies: Art &Social Media<br />
    90. 90. Part 3: opportunities & challenges for art using social media in india<br />
    91. 91. Part 3:Opportunities & Challenges for Art using Social Media <br />Observations and questions about current social media usage for art in India<br />Importance of defining goals in social media usage & the dangers of virality<br />What are good ways to use social media for art?<br />Copyrights, public domain & art-making<br />Democratization of art through social media – is that really possible?<br />91<br />
    92. 92. Key observations<br />Generally, a Web 1.0 implementation on individual destination sites<br />Lots of outdated content presented in such a way that the “staleness” is readily apparent<br />Many of the sites have great content worthy of sharing<br />Lots of disconnect between different internet personas (representations)<br />Lack of clear voice, audience and objective definition<br />Current social media usage is mostly for publicity/marketing (as yet another website to put content on)<br />Part 3: Opportunities & Challenges for Art using Social Media <br />92<br />
    93. 93. Some questions – destination websites<br />What is the purpose of the destination website?<br />What causes the website to be created?<br />How does it fit into the organization on an ongoing basis?<br />Who is the target audience?<br />How do websites come together (how are they implemented)?<br />What are the resource (time & money) allocation issues?<br />What are the technology issues?<br />93<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    94. 94. Some questions – destination websites<br />What are the cultural norms and expectations about recency, relevancy, and frequency? <br />What are the Indian art community’s expectations for design, usability, etc. of fellow art professionals’ sites?<br />What are the sources of revenue from the website?<br />What is the role of online advertising, fundraising, etc.?<br />94<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    95. 95. Some questions – social media/networking<br />What is the purpose for art professionals utilizing this new tool?<br />How does the initiative to integrate social media come about within the organization?<br />What are the implications in terms of funding, focus, and time allocation?<br />Who are the target audiences?<br />Is this just another way to connect with existing people “in their village”? <br />Is it hard to recreate existing conversations in the village online?<br />How do local languages factor in?<br />95<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    96. 96. Some questions – social media/networking<br />Are there cultural nuances vis-à-vis Social Media that need to be taken into consideration?<br />It’s OK to copy…is that taboo in this art world?<br />What does “copying” mean?<br />What are the expectations for citation/sourcing? (cultural, not legal)<br />Is the community aware that much of Web 2.0 and Social Media technology is free?<br />Tools such as Retaggr, Ping.fm, Nambu allow for simultaneous posting to multiple social profiles<br />96<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    97. 97. Some questions – social media/networking<br />Who is successful? Successful usage is not dependent upon having lots of money for experimentation <br />Do one thing well and you can gain a ton of users/viewers (think Google!)<br />Even auction houses have room for improvement – and it’s unclear whether they are achieving business objectives utilizing social media<br />What’s the standard for measuring the design aesthetic?<br />“Clean looks” are not as important anymore<br />It’s all about usability and share-ability<br />Amazon product page – 5 screens! (http://amzn.com/0307451011)<br />97<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    98. 98. Evolution of technology in art<br />1st Phase<br />Provision & consumption of data (research)<br />Access to audiences (distribution)<br />New consumption opportunities<br />Experimentations around creation<br />2nd Phase – Web 2.0 & social media provide a solution to:<br />WHAT should I access? (filtering)<br />WHERE should I distribute?<br />HOW can we review/collaborate on an experience?<br />The solution is imperfect…<br />98<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    99. 99. Understanding the place of social media in art and art organizations<br />Important to not fit a square peg into a round hole<br />Social media IS NOT:<br />A panacea for solving business, creative, or technical problems<br />Social media IS:<br />A tool that helps you talk to & hear from readers, viewers, and consumers in new ways<br />A new way to engage in the conversation<br />Part 3: Opportunities & Challenges for Art using Social Media <br />Image source: http://attheridge.files.wordpress.com/2008/12/square-peg-round-hole.jpg<br />99<br />
    100. 100. Understanding the place of social media in art and art organizations<br />“Social Media” IS NOT:<br />An assigned person in your organization<br />You wouldn’t want just one person to know how to write or speak<br />It should be an activity for all<br />Social Media IS:<br />One part advertising, one part message development and distribution (PR), one part customer support, one part product development, one part digital marketing, one part SEO, and one part analytics measurement<br />Social Media must answer a need. Must inspire frequency of use. Just like a good conversation.<br />Part 3: Opportunities & Challenges for Art using Social Media <br />Source: Social Media is a Cocktail Party – Jim Tobin<br />100<br />
    101. 101. Goals for using social media for the arts<br />Really important to define measurable realistic goals in using this tool<br />A tool is useless if you’re simply using it because everybody else is also using it<br />The novelty time has passed<br />For example…More orders, more attendees, more page views, more donations<br />Social Media has to penetrate the “I care” barrier<br />How does your product or content solve a need or penetrate an interest for the consumer, and is it something they are willing to discuss? 1<br />Part 3: Opportunities & Challenges for Art using Social Media <br />1: Social Media is a Cocktail Party – Jim Tobin<br />101<br />
    102. 102. Technological framework<br />Ultimately this means people find out about you<br />For now:<br />Do well on Google  prioritize SEO<br />Increase the # of high-value shares (good virality)  prioritize SMO<br />Think deeply about pulling Connectors and Mavens into the conversation (MalcomGladwell’sThe Tipping Point)<br />Cross-linking, integration is really important<br />Totally missing from Indian art scene online right now<br />102<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    103. 103. Technological framework<br />SEO favors SM (content) over commerce (transactions)<br />This is why SM is not an independent feature, but one that supports the larger picture of being found through search<br />It’s not the original content, but the ensuing shares and posts/comments regarding it<br />Amazon, Best Buy are great examples of this<br />103<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    104. 104. Technological framework<br />Wikipedia pages are top page results for consumer products<br />The linked-to pages are not sources for commerce activity<br />Part 3: Opportunities & Challenges for Art using Social Media <br />104<br />
    105. 105. Know your numbers: Metrics<br />What specific metrics are you looking to improve?<br />What specifically is success?<br />Art marketing, discourse, creation, advocacy, etc. are like traditional for-profit businesses in many ways<br />Need management, success, etc to grow and inspire the teams<br />Keep in mind getting too excited about response rates, or overly valuing what you see…it’s important to measure and realize what you don’t see<br />1% rule 1<br />For every 100 people that view the page<br />1 will create content<br />10 will interact with content<br />89 will just watch<br />Part 3: Opportunities & Challenges for Art using Social Media <br />1: Social Media is a Cocktail Party – Jim Tobin<br />105<br />
    106. 106. Know your numbers: Metrics<br />General web application data sources<br />Google Analytics & PageRank<br />Facebook Application Data sources<br />InsideFacebook.com<br />AllFacebook.com<br />AppData.com<br />Facebook Page Data source<br />http://pagedata.insidefacebook.com<br />106<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    107. 107. Know your numbers: Metrics<br />Twitter reach measurement<br />Tweet Reach (reach)<br />Twitter Grader (find popular Tweeters in your region)<br />Twinfluence (reach, velocity, capital)<br />Tweet Effect (individual tweet effectiveness)<br />107<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    108. 108. Social media optimization<br />Make sure you’ve made sharing easy (e.g. short URLs, quick access to share functions)<br />Create content others can use - write it in such a way that it makes sense to share<br />Watch your numbers, understand the conversations taking place (or not), and optimize based on it<br />108<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    109. 109. Dangers of virality<br />How many of these will any one user do?<br />Sounds great – what’s the problem?<br />Huge danger of over-reliance on virality = saturation effect<br />As with a biological virus, it can spread through the whole population  then what?<br />It must mutate…or die<br /> Dynamics and usage of Social Media must mutate<br />Part 3: Opportunities & Challenges for Art using Social Media <br />109<br />
    110. 110. Dangers of virality<br />“Me too” approach won’t work<br />That works well for things you don’t want consumers/users to notice, like good UI<br />It doesn’t work well when you want users to notice and do something, because there is only so many actions any one user can take<br />It creates this market-driven creativity instead of aesthetic or intrinsic creativity<br />This ought to be the forte of the art world<br />Yet, don’t avoid it – like a business card<br />110<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    111. 111. Dangers of virality<br />Designers & marketers are focused on thinking about how to stand out in the crowd <br />Not what should the new model be  what’s the new mutation?<br />Don’t be fooled: “engagement” is not new <br />It’s being measured in terms of virality<br />“My users are engaged – they shared this article 10 times”<br />Part 3: Opportunities & Challenges for Art using Social Media <br />111<br />
    112. 112. So, What is social media good for?<br />That “conversation” is inherent in:<br />Art marketing<br />Art discourse<br />A bit of art-making as well<br />It has to be a quality conversation<br />If it feels forced, then it is…Just like an offline conversation<br />112<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    113. 113. So, What is social media good for?<br />Viewership and fundraising<br />Create documentation about the creation of the art piece<br />Has two purposes: <br />Helps the audience know more beforehand<br />Helps the funders know where their money went (which leads to more funding)<br />Creating art and spreading it virally<br />Allows lesser known artists, with less resources, to come to a bigger stage<br />Tends to favor populist art<br />113<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    114. 114. Good ways to use Art & Social Media – Fela! Musical off-broadway (art marketing)<br />http://www.facebook.com/FELAmusical<br />Facebook Ad Campaign :<br />$4,400 advertising spend<br />18 million impressions<br />5,700 clicks (.03% CTR)<br />$40,000 tickets sold<br />Source: New York Times (11/12/09)<br />Part 3: Opportunities & Challenges for Art using Social Media <br />Conversation is never-ending<br />If there is no conversation, don’t force it<br />Village marketplace (haggling, advising, debating, and moving on) - Jim Tobin<br />114<br />
    115. 115. Good ways to use Art & Social Media – Fela! Musical off-broadway (art marketing)<br />Target ads properly<br />Utilize the Connections feature to find the Connectors & Mavens<br />115<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    116. 116. Good ways to use Art & Social Media – rhizome (art discourse)<br />http://rhizome.org/ <br />Consistency is key<br />Reinforces double-linking & Google PageRank (SEO)<br />116<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    117. 117. Good ways to use Art & Social Media – rhizome (art discourse)<br />Art Discourse = CONVERSATION = Social Media<br />Impossible to have true dialogue if constantly worried the conversation may go off-track<br />Keep in mind purpose – have a wide berth<br />Many posts are nonsensical, but they add value to various algorithms<br />Allow the conversation to flow<br />117<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    118. 118. Good ways of using Art & Social Media – Pad.MA (Art discourse & history)<br />http://pad.ma<br />Online annotated video footage<br />Part 3: Opportunities & Challenges for Art using Social Media <br />Robust service – technically well-implemented and focused on the creator<br />Broadened, could really work well to create art histories, which can help with fundraising<br />Could be leveraged for social causes as a wonderful mash-up tool<br />Drawbacks: video content is not indexed, Pad.ma is not SEO’d<br />118<br />
    119. 119. Good ways to use Art & Social Media – paulslocum (art making)<br />“You’re not my father” http://www.qotile.net/father/<br />http://www.turbulence.org/Works/notmyfather/<br />Used craigslist.org to recruit – classified listings as a social media tool<br />Open-source software to edit<br /> Very specific purpose to social interaction, very clear transactional model<br />What is collaboration vs. creation vs. inspiration?<br />119<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    120. 120. Good ways to use Art & Social Media – brooklyn museum of art (curation/evaluation)<br />“Click” http://www.brooklynmuseum.org/exhibitions/click/<br />Used Facebook, Flickr, website to recruit from artists<br />Used their site and social networks to attract evaluators/judges<br />“Crowd-sourced” curation<br />Again, clear process – with real transparency into objectives, process, and results/outcome<br />120<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    121. 121. Copyrights: law & mores<br />Looking at the assumptions underlying copyright law <br />Authorship as ownership <br />Intangibles as commodities <br />Narrow view of authorship <br />Incentives vs. terms <br />Digital technologies upend many assumptions <br />Criticism by economists, cultural theorists, political economists (both right-wing and left-wing), and legal philosophers<br />121<br />Part 3: Opportunities & Challenges for Art using Social Media <br />This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)<br />
    122. 122. Copyrights: all creation is social. solitary genius does not exist. <br />Critical 20th century thinkers: Foucault links this to the creation of the &quot;author&quot; function, and Barthes talks of death of the author. &quot;Adorno & Horkheimer&apos;s Culture Industry&quot;. <br />&quot;It is language the speaks, not the author&quot;; &quot;the text is a tissue of quotations drawn from the innumerable centres of culture&quot; <br />While it is impossible not to be influenced by culture, liberal borrowing has been done by everyone from <br />Examples: Walt Disney Corporation, William Shakespeare, Vladamir Nabokov, Public Enemy <br />122<br />Part 3: Opportunities & Challenges for Art using Social Media <br />This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)<br />
    123. 123. Copyrights: all creation is social. solitary genius does not exist. <br />Cont’d<br />&apos;Stealing&apos; is endemic in activities involving human creativity. T.S. Eliot notes that &quot;Immature poets imitate; mature poets steal; bad poets deface what they take, and good poets make it into something better, or at least something different&quot;. He does not even consider the possibility that artistic borrowing, whether by imitation or by &apos;stealing&apos; does not happen., and pretty much every creative person who has ever lived. Books can be written about this (and indeed, numerous books have been), so we shall not dwell on this issue. <br />Exhibit: Ecstasy of Influence: A Plagiarism by Jonathan Letham<br />123<br />Part 3: Opportunities & Challenges for Art using Social Media <br />This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)<br />
    124. 124. Copyrights: art-making online <br />&quot;Wikipedia Art&quot;: http://wikipediaart.org/<br />Wikipedia Art is a conceptual art work composed on Wikipedia, and is thus art that anyone can edit. It manifests as a standard page on Wikipedia - entitled Wikipedia Art. Like all Wikipedia entries, anyone can alter this page as long as their alterations meet Wikipedia&apos;s standards of quality and verifiability.[1] As a consequence of such collaborative and consensus-driven edits to the page, Wikipedia Art, itself, changes over time. <br />124<br />Part 3: Opportunities & Challenges for Art using Social Media <br />This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)<br />
    125. 125. Copyrights: art-making online <br />Tools that allow for collaborative creation of software, and literature -- can they help in music and sculpture? <br />Examples of doctors using interactive tools. <br />Copyright does not envision such systems of multitudes of creators<br />125<br />Part 3: Opportunities & Challenges for Art using Social Media <br />This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)<br />
    126. 126. Copyrights: piracy, creative commons, and giving away <br />Built on different ideas of authorship and ownership Piracy has its supporters: Economic development argument <br />Creator vs. Publisher, and the Paulo Coelho example <br />Creative Commons <br />Supports copyright law, but more power to the creator <br />Encourages &quot;remixing&quot;. <br />Examples: Cory Doctorow, Nine Inch Nails, Jaaga<br />Similar examples: Thermal and a Quarter <br />126<br />Part 3: Opportunities & Challenges for Art using Social Media <br />This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)<br />
    127. 127. Copyrights: Piracy, Creative Commons, and giving away <br />Giving away has always made business sense: tasters / samples <br />Now, many argue that content itself is worthless, it is the experience and &quot;limited&quot; that are worth money <br />Attention as currency? <br />Examples <br />127<br />Part 3: Opportunities & Challenges for Art using Social Media <br />This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)<br />
    128. 128. Copyrights: mores and law <br />Examples from the theatre surveys <br />Contains complexities that the law just cannot accommodate. Differences in practices based on: <br />Cities <br />Recognition levels <br />Corporate / non-corporate <br />Etc.<br />128<br />Part 3: Opportunities & Challenges for Art using Social Media <br />This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)<br />
    129. 129. Copyrights: concluding remarks<br />Best we can do is to perpetuate the public domain, and keep the commons alive<br />129<br />Part 3: Opportunities & Challenges for Art using Social Media <br />This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)<br />
    130. 130. Democratization<br />Access to technology issues<br />Social media worsens the gap as the agenda is being set by those with access<br />Social Media as a democratizing force<br />Easier to pass on the understanding (the “why”, “how”, “who”)<br />Example: Video screens at Philadelphia Fringe Festival that allowed rating of performers on a scale of 1 to 5<br />Lots of controversy - it “whittled down” the art to a number<br />It also made it easier for “the people” to voice an opinion<br />130<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    131. 131. Democratization<br />Is offline authority required for online credibility?<br />No – but what does that mean for the art world?<br />Example: Pitchforkmedia.com has become the authority for “indie” music reviews in the US<br />Started by a guy just out of high school<br />No writing experience before then<br />131<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    132. 132. Democratization<br />Example: “The Bruno Effect”<br />Twittering killed the movie Bruno from Friday’s release to Saturday’s box office results<br />http://www.time.com/time/arts/article/0,8599,1910059,00.html<br />Is the democratization false, or at least not quite what we think? <br />If you can’t penetrate or use these things well, then how democratic is it?<br />Parallel to green building<br />How does lowered quality fit in?<br />132<br />Part 3: Opportunities & Challenges for Art using Social Media <br />
    133. 133. Part 4: future of the internet and technology and their impact on art<br />
    134. 134. Part 4:Future of the Internet and technology and their impact on Art<br />Web 3.0: Surf to Search to Subscribe<br />How to penetrate in an increasingly aggregated world<br />New technologies<br />Aggregators<br />Easy distribution tools<br />134<br />
    135. 135. Web 3.0: Where does the internet go from Here?<br />What might be Web 3.0?<br />Cloud computing<br />Semantic web<br />Connected databases<br />Web 3.0 as SUBSCRIBE – take only what you want<br />Surf to Search to Subscribe 1<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />1: Social Media is a Cocktail Party – Jim Tobin<br />Image source: http://blogs.nesta.org.uk/innovation/2007/07/the-future-is-s.html<br />135<br />
    136. 136. The impact of web 3.0<br />Natural evolution of the Attention Age<br />Access to more data through single points of entry<br />People search less often, get set into what they like<br />Either you or “the machine” has to penetrate:<br />What is searched for; AND<br />What is chosen for incorporation into a user’s customized “home” on the internet<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />136<br />
    137. 137. The impact of web 3.0<br />This quickly makes a lot of content irrelevant (if it is not fed into that single point of entry)<br />Raises issues of staleness and maintenance (of the subscription algorithm)<br />Does this mean search will die out? <br />No, same way that surf hasn’t died out <br />It will be hard to optimize your way to sales/traffic by simply optimizing for search 1<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />1: Social Media is a Cocktail Party – Jim Tobin<br />137<br />
    138. 138. Special considerations for art<br />Budgets tend to be smaller<br />Impact on becoming part of the cloud<br />Need to become even more focused & targeted in efforts<br />There is need for prioritized experimentation, but lack of resources/funding<br />Growth of Open Source software – relevancy of software to art creation/modification<br />Creates potential for art professionals to bridge the gap<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />138<br />
    139. 139. Special considerations for art<br />How does subscribing to art sources differ from commerce or news?<br />How does semantic web work with images, video (i.e. non-text content)?<br />One thing is clear: Sites that don’t allow participation will die<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />139<br />
    140. 140. Penetrating the noise<br />Message from a friend &gt; message from you (the marketer)<br />What’s the best way to tell?<br />Every site has Tell a Friend, Share, etc.<br />What’s the next, new best way to tell?<br />How can the creativity of the art world be leveraged to design this?<br />Connectors, Mavens, and Salesmen are your friends – IDENTIFY them<br />140<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />
    141. 141. Penetrating the noise<br />Success metrics for measuring SM and Art<br />How to quantify buzz on the internet<br />“Sentiment Analysis”<br />Quantitatively determine the overall reception (sentiment) of something when there are massive quantities of comment<br />A technical solution that undoubtedly factors into the Web 3.0 world (feeds the machine learning)<br />141<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />
    142. 142. Penetrating the noise<br />Example: Trendsta<br />Combines strategic user penetration a la Gladwell with sentiment measurement<br />Raises issue of undue influence of a group or individual (ego massaging) – implications for democratization<br />142<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />
    143. 143. New trends in social media for art<br />Virtual worlds & Art – Graffiti Playdo<br />Place within next generation of worlds like Second Life<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />143<br />Image source: http://graffiti.playdo.com/gallery/collage.jpg<br />
    144. 144. New trends in social media for art<br />Gaming & Art<br />Expressing dissent (popular usage of art) in the context of games (What Goes Around video game)<br />Anti-war posters in a hacked up/mashed up video game<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />144<br />Image source: http://theinspirationroom.com/daily/2009/what-goes-around-comes-around/<br />
    145. 145. New technologies<br />Mobile Phone<br />Integrative in the Web 3.0 machine web<br />What are the semantics of text messages, or mobile transactions?<br />Useful for last-minute marketing<br />Rallying for causes (Red Cross campaign raises $1mil in 24 hours through SMS for Haiti)<br />Kindle<br />Creates opportunities for mash-up technologies<br />Lowers the barrier to entry for publishing – could open up opportunities for writers<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />145<br />
    146. 146. Additional ideas? Questions?<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />146<br />
    147. 147. useful sites<br />http://www.archive.org<br />The Wayback Machine<br />http://ww.mashable.com<br />http://www.turbulence.org<br />http://www.blogher.com/arts-organizations-and-artists-2-0-social-media-arts-people<br />Part 4: Future of the Internet & Technology and Their Impact on Art<br />147<br />
    148. 148. Contact Info<br />Anita Garimella<br />anita@infinityintlinvestments.com<br />Business: 001.215.228.1060<br />US - Cell: 001.305.542.0704<br />India - Cell: 91.96860.37713<br />http://www.linkedin.com/in/anitagarimella<br />

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