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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

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.
  • Transcript

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