Festivals Edinburgh Digital Strategy


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Hannah Rudman's presentation to Festivals Edinburgh

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  • I’m Hannah Rudman, a digital content, IT and environmental change consultant. I help organisations practically plan digital strategies for their artistic, business and operational functions, and also work as a policy and content maker, futurologist and entrepreneur. Following a background in contemporary theatre, Hannah’s fascination for exploring the cutting edge initiated an interest in scrutinising links between the arts and culture and emerging digital technologies. Hannah has ten years of experience working in arts and culture, aiming to increase the sector’s capabilities in e-business, IT, digital content creation and digital archiving. She has worked with large national arts organisations such as the Royal Opera House and the Royal Shakespeare Company, as well as with arts organisations of all sizes and art forms across the England and Scotland, and with new media start-ups. Hopefully that qualifies me to be here today!
  • Festivals Edinburgh Digital Strategy

    1. 1. Festivals Edinburgh 12th June 2008 Digital strategy development From push… to pull… to porosity!
    2. 2. 57% homes have internet access - c.85% connections broadband c.95% population have mobile phone
    3. 3. Diminishing digital divide? <ul><li>Connectivity and kit </li></ul><ul><ul><li>87.6% UK homes have digital TVs </li></ul></ul><ul><ul><li>300m smartphones in the world, </li></ul></ul><ul><ul><li>Nokia making an entry level handset, </li></ul></ul><ul><ul><li>Malawi building IT infrastructure for smartphones not PC </li></ul></ul><ul><li>Convergence </li></ul><ul><ul><li>In a few years time, </li></ul></ul><ul><ul><li>mobile devices will hold 10TB data (10,000 GB) </li></ul></ul>
    4. 4. Participation ladder
    5. 5. From push to pull <ul><li>Business is changing </li></ul><ul><ul><li>Networked, distributed </li></ul></ul>
    6. 6. From push to pull: Media <ul><li>Time shifted content, Ofcom PSB review </li></ul>
    7. 7. From push to pull: government
    8. 8. From push to pull: public appetite <ul><li>We’re changing - we want digital services and resources </li></ul><ul><ul><li>BBC global news podcast downloaded over 1m times in Mar 08 </li></ul></ul>
    9. 13. Continuous partial attention? <ul><li>Change in how attention span is conceived </li></ul><ul><ul><li>Blackberrying in Broadway! </li></ul></ul><ul><ul><li>Content conglomerators </li></ul></ul>
    10. 16. People want to do more than attend <ul><li>Personalise </li></ul><ul><li>Participate </li></ul><ul><li>Co-produce </li></ul><ul><li>Create meaning </li></ul><ul><ul><li>Alan Brown’s latest research: WolfBrown </li></ul></ul>
    11. 18. Cultural Snacking and sharing the experience
    12. 22. Some co-production
    13. 24. “ By equipping visitors with the means to capture their own impressions and learnings from the museum to share with others, we turn visitors into a global teaching force that will act as advocates for the museum for generations to come.” Dr Nancy Proctor, Antenna Audio
    14. 25. Status Stories
    15. 26. Status Stories <ul><li>Conversation starters </li></ul>
    16. 29. Status Stories <ul><li>Story prepping </li></ul><ul><ul><li>Story labels </li></ul></ul>
    17. 31. Status Stories <ul><li>Story caching </li></ul>
    18. 32. Intentful customers <ul><li>“ Make me move” - make me be there? </li></ul><ul><li>Audience as co-programmer </li></ul><ul><ul><li>Eventful, thepoint, </li></ul></ul>
    19. 33. Develop a social media strategy <ul><li>Connect </li></ul><ul><li>Build relationships </li></ul><ul><li>Collaborate </li></ul><ul><li>Know your market </li></ul>
    20. 34. National Theatre: new models of bringing together art & audiences “ It's more enjoyable to be in the swim than chasing the wave”. Nick Starr,Chief Exec. “Technology is in the right place now. The software design is there, more and more people have broadband with moving pictures and delivery is free.”
    21. 36. Edinburgh Festivals Web 2.0 <ul><ul><li>A vision of the future: </li></ul></ul><ul><ul><li>Facebook application allows 70m* users to book and share reviews, compile hot lists of acts, share information. </li></ul></ul><ul><ul><li>Consumer Generated Content (reviews) increase bookmarks, repeat visitors and organic traffic. </li></ul></ul><ul><ul><li>Reviews syndicated to other sites, increasing visitors. </li></ul></ul><ul><ul><li>Channel on U Tube attracts 1million downloads! </li></ul></ul><ul><ul><li>Festivals Video channel attracts 250,000 paying customers to download rich media! </li></ul></ul><ul><ul><li>* 2007 User Numbers </li></ul></ul>
    22. 37. Edinburgh Festivals 2007 <ul><ul><li>Data courtesy of HitWise: </li></ul></ul><ul><ul><li>2 weeks prior to the festival “edinburgh festival” becomes the most popular search containing the word “edinburgh”. </li></ul></ul><ul><ul><li>&quot;edinburgh hotels&quot; are up 248% on historical levels </li></ul></ul><ul><ul><li>&quot;hotels in edinburgh&quot; are up 86% on historical levels </li></ul></ul><ul><ul><li>&quot;cheap flights to edinburgh&quot; are up 146% on historical levels </li></ul></ul><ul><ul><li>Don’t forget how valuable your Web site is to the travel sector! </li></ul></ul>
    23. 39. From push to pull to porosity… <ul><li>Expect to have profound discussions! </li></ul><ul><li>Expect to change! </li></ul><ul><li>THANKS for listening! </li></ul>I’m porous… Stay in touch! [email_address] .com www.hannahrudman.com