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  • 1. TAB Forum 14th May 2008 From push… to pull… to porosity! RUDMAN Hannah@hannahrudman.com CONSULTING
  • 2. Why are we here? • Marketeers: Driving sales & attendance • But… it seems to be getting harder. – Time poor / wide spread of leisure activities available to us / travel is relatively cheap / experience economy – Changing socio-economic behaviours • Technology has impacted our world! – Change is needed, but actually, we’re confused! RUDMAN Hannah@hannahrudman.com CONSULTING
  • 3. 57% homes have internet access - c.85% connections broadband c.95% population have mobile phone RUDMAN Hannah@hannahrudman.com CONSULTING
  • 4. Diminishing digital divide? • Connectivity and kit – 87.6% UK homes have digital TVs – 300m smartphones in the world, – Nokia making an entry level handset, – Malawi building IT infrastructure for smartphones not PC • Convergence – In a few years time, mobile devices will hold 10TB data (10,000 GB) RUDMAN Hannah@hannahrudman.com CONSULTING
  • 5. Participation ladder RUDMAN Hannah@hannahrudman.com CONSULTING
  • 6. From push to pull • Business is changing – Networked, distributed RUDMAN Hannah@hannahrudman.com CONSULTING
  • 7. From push to pull: Media • Time shifted content, Ofcom PSB review RUDMAN Hannah@hannahrudman.com CONSULTING
  • 8. From push to pull: government RUDMAN Hannah@hannahrudman.com CONSULTING
  • 9. From push to pull: public appetite • We’re changing - we want digital services and resources – BBC global news podcast downloaded over 1m times in Mar 08 RUDMAN Hannah@hannahrudman.com CONSULTING
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  • 13. National Theatre: new models of bringing together art & audiences “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.” “It's more enjoyable to be in the swim than chasing the wave”. Nick Starr,Chief Exec. RUDMAN Hannah@hannahrudman.com CONSULTING
  • 14. Continuous partial attention? • Change in how attention span is conceived – Blackberrying in Broadway! – Content conglomerators RUDMAN Hannah@hannahrudman.com CONSULTING
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  • 16. People want to do more than attend • Personalise • Participate • Co-produce • Create meaning – Alan Brown’s latest research: WolfBrown RUDMAN Hannah@hannahrudman.com CONSULTING
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  • 20. Cultural Snacking and sharing the experience RUDMAN Hannah@hannahrudman.com CONSULTING
  • 21. Some co-production RUDMAN Hannah@hannahrudman.com CONSULTING
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  • 23. “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 Hannah@hannahrudman.com RUDMAN CONSULTING
  • 24. Status Stories RUDMAN Hannah@hannahrudman.com CONSULTING
  • 25. Status Stories • Conversation starters RUDMAN Hannah@hannahrudman.com CONSULTING
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  • 28. Status Stories • Story prepping – Story labels RUDMAN Hannah@hannahrudman.com CONSULTING
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  • 30. UpCode™ ... working with Guidebooks, Maps, Posters, Signposts e.g. see a map of the visitor attractions or tours. + e.g. pre- install, download or buy extra images, video clips e.g. pre-install, download or buy an audiotour RUDMAN Hannah@hannahrudman.com Click on the UpCode CONSULTING
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  • 33. Status Stories • Story caching RUDMAN Hannah@hannahrudman.com CONSULTING
  • 34. Intentful customers • “Make me move” - make me be there? • Audience as co-programmer – Eventful, thepoint, RUDMAN Hannah@hannahrudman.com CONSULTING
  • 35. Transparency: Tyranny or Triumph? TripAdvisor quot;Old economy fog is clearing: no longer can incompetence, below-par performance, ignored global standards, anti- social & anti-eco behavior, or opaque pricing be obscured. In its place has come a transparent, fully informed marketplace, where producers have no excuse left to underperform.quot; RUDMAN Hannah@hannahrudman.com CONSULTING
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  • 37. New tools and distribution channels… what does it mean for your organisation? • Photo phones • Video phones • Skype recording RUDMAN Hannah@hannahrudman.com CONSULTING
  • 38. So driving sales and attendance? • See sales and attendance in a different - “Long Tail” way – Repurpose live content for digital distribution - NY Met – Create new digital content for sale to other distributors - Tate Media – Consider all your archives and product - NT print on demand & Philharmonia – Ticket trading & affiliate sales - NAYT – Sell the exclusive experience - packages – Get the social networks working for you! RUDMAN Hannah@hannahrudman.com CONSULTING
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  • 41. Develop a social media strategy • Connect • Build relationships • Collaborate • Know your market RUDMAN Hannah@hannahrudman.com CONSULTING
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  • 44. And of course, on your website… • More of what you’ve always done! – State preferences – Feedback and Surveys – Blogs – Podcasts – RSS feeds and calendar feeds – Audio and video clips - with the embed code – Background details and images – Programme details – Archive of past events – FAQs and forums – Links to YouTube; MySpace; FaceBook; Bebo; Flickr – Let people digg / share / del.ici.ous / email your content – Learn from your stats - where are people entering your site? Link:yoururl RUDMAN Hannah@hannahrudman.com CONSULTING
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  • 48. From push to pull to porosity… • Expect to have profound discussions! • Expect to change! • THANKS for listening! I’m porous… Stay in touch! Hannah@hannahrudman.com www.hannahrudman.com RUDMAN Hannah@hannahrudman.com CONSULTING