TAB Forum
                          14th May 2008

                            From push…
                              to...
Why are we here?

• Marketeers: Driving sales & attendance

• But… it seems to be getting harder.
   – Time poor / wide sp...
57% homes
                                       have internet
                                       access -
           ...
Diminishing digital divide?

• Connectivity and kit
   – 87.6% UK homes have digital TVs
   – 300m smartphones in the worl...
Participation ladder




                             RUDMAN
Hannah@hannahrudman.com    CONSULTING
From push to pull

• Business is changing
   – Networked, distributed




                                 RUDMAN
Hannah@h...
From push to pull: Media

• Time shifted content, Ofcom PSB review




                            RUDMAN
Hannah@hannahrud...
From push to pull: government




                            RUDMAN
Hannah@hannahrudman.com   CONSULTING
From push to pull: public appetite
• We’re changing - we want digital services and
  resources
   – BBC global news podcas...
RUDMAN
Hannah@hannahrudman.com   CONSULTING
RUDMAN
Hannah@hannahrudman.com   CONSULTING
RUDMAN
Hannah@hannahrudman.com   CONSULTING
National Theatre: new models of
   bringing together art & audiences
“Technology is in the
right place now. The
software d...
Continuous partial attention?
• Change in how attention span is conceived
   – Blackberrying in Broadway!
   – Content con...
RUDMAN
Hannah@hannahrudman.com   CONSULTING
People want to do more than attend

•   Personalise
•   Participate
•   Co-produce
•   Create meaning
     – Alan Brown’s ...
RUDMAN
Hannah@hannahrudman.com   CONSULTING
RUDMAN
Hannah@hannahrudman.com   CONSULTING
RUDMAN
Hannah@hannahrudman.com   CONSULTING
Cultural Snacking and sharing the
              experience




                            RUDMAN
Hannah@hannahrudman.com ...
Some co-production




                            RUDMAN
Hannah@hannahrudman.com   CONSULTING
RUDMAN
Hannah@hannahrudman.com   CONSULTING
“By equipping visitors with the means to
capture their own impressions and learnings
 from the museum to share with others...
Status Stories




                                RUDMAN
Hannah@hannahrudman.com       CONSULTING
Status Stories

• Conversation starters




                                RUDMAN
Hannah@hannahrudman.com       CONSULTING
RUDMAN
Hannah@hannahrudman.com   CONSULTING
RUDMAN
Hannah@hannahrudman.com   CONSULTING
Status Stories

• Story prepping




     – Story labels

                                RUDMAN
Hannah@hannahrudman.com  ...
RUDMAN
Hannah@hannahrudman.com   CONSULTING
UpCode™
            ... working with
             Guidebooks, Maps, Posters, Signposts
                                   ...
RUDMAN
Hannah@hannahrudman.com   CONSULTING
RUDMAN
Hannah@hannahrudman.com   CONSULTING
Status Stories

• Story caching




                                RUDMAN
Hannah@hannahrudman.com       CONSULTING
Intentful customers

• “Make me move” - make me be there?
• Audience as co-programmer
   – Eventful, thepoint,




       ...
Transparency: Tyranny or Triumph?
   TripAdvisor
quot;Old economy fog is
clearing: no longer can
incompetence, below-par
p...
RUDMAN
Hannah@hannahrudman.com   CONSULTING
New tools and distribution
    channels… what does it mean for
          your organisation?
• Photo phones
• Video phones
...
So driving sales and attendance?

• See sales and attendance in a different - “Long Tail”
  way
   – Repurpose live conten...
RUDMAN
Hannah@hannahrudman.com   CONSULTING
RUDMAN
Hannah@hannahrudman.com   CONSULTING
Develop a social media strategy

•   Connect
•   Build relationships
•   Collaborate
•   Know your market




            ...
RUDMAN
Hannah@hannahrudman.com   CONSULTING
RUDMAN
Hannah@hannahrudman.com   CONSULTING
And of course, on your website…

• More of what you’ve always done!
     –   State preferences
     –   Feedback and Surve...
RUDMAN
Hannah@hannahrudman.com   CONSULTING
RUDMAN
Hannah@hannahrudman.com   CONSULTING
RUDMAN
Hannah@hannahrudman.com   CONSULTING
From push to pull to porosity…

 • Expect to have profound discussions!
 • Expect to change!
 • THANKS for listening!

I’m...
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Hannah Rudman Tab140508

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Transcript of "Hannah Rudman Tab140508"

  1. 1. TAB Forum 14th May 2008 From push… to pull… to porosity! RUDMAN Hannah@hannahrudman.com CONSULTING
  2. 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. 3. 57% homes have internet access - c.85% connections broadband c.95% population have mobile phone RUDMAN Hannah@hannahrudman.com CONSULTING
  4. 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. 5. Participation ladder RUDMAN Hannah@hannahrudman.com CONSULTING
  6. 6. From push to pull • Business is changing – Networked, distributed RUDMAN Hannah@hannahrudman.com CONSULTING
  7. 7. From push to pull: Media • Time shifted content, Ofcom PSB review RUDMAN Hannah@hannahrudman.com CONSULTING
  8. 8. From push to pull: government RUDMAN Hannah@hannahrudman.com CONSULTING
  9. 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
  10. 10. RUDMAN Hannah@hannahrudman.com CONSULTING
  11. 11. RUDMAN Hannah@hannahrudman.com CONSULTING
  12. 12. RUDMAN Hannah@hannahrudman.com CONSULTING
  13. 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. 14. Continuous partial attention? • Change in how attention span is conceived – Blackberrying in Broadway! – Content conglomerators RUDMAN Hannah@hannahrudman.com CONSULTING
  15. 15. RUDMAN Hannah@hannahrudman.com CONSULTING
  16. 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
  17. 17. RUDMAN Hannah@hannahrudman.com CONSULTING
  18. 18. RUDMAN Hannah@hannahrudman.com CONSULTING
  19. 19. RUDMAN Hannah@hannahrudman.com CONSULTING
  20. 20. Cultural Snacking and sharing the experience RUDMAN Hannah@hannahrudman.com CONSULTING
  21. 21. Some co-production RUDMAN Hannah@hannahrudman.com CONSULTING
  22. 22. RUDMAN Hannah@hannahrudman.com CONSULTING
  23. 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. 24. Status Stories RUDMAN Hannah@hannahrudman.com CONSULTING
  25. 25. Status Stories • Conversation starters RUDMAN Hannah@hannahrudman.com CONSULTING
  26. 26. RUDMAN Hannah@hannahrudman.com CONSULTING
  27. 27. RUDMAN Hannah@hannahrudman.com CONSULTING
  28. 28. Status Stories • Story prepping – Story labels RUDMAN Hannah@hannahrudman.com CONSULTING
  29. 29. RUDMAN Hannah@hannahrudman.com CONSULTING
  30. 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
  31. 31. RUDMAN Hannah@hannahrudman.com CONSULTING
  32. 32. RUDMAN Hannah@hannahrudman.com CONSULTING
  33. 33. Status Stories • Story caching RUDMAN Hannah@hannahrudman.com CONSULTING
  34. 34. Intentful customers • “Make me move” - make me be there? • Audience as co-programmer – Eventful, thepoint, RUDMAN Hannah@hannahrudman.com CONSULTING
  35. 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
  36. 36. RUDMAN Hannah@hannahrudman.com CONSULTING
  37. 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. 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
  39. 39. RUDMAN Hannah@hannahrudman.com CONSULTING
  40. 40. RUDMAN Hannah@hannahrudman.com CONSULTING
  41. 41. Develop a social media strategy • Connect • Build relationships • Collaborate • Know your market RUDMAN Hannah@hannahrudman.com CONSULTING
  42. 42. RUDMAN Hannah@hannahrudman.com CONSULTING
  43. 43. RUDMAN Hannah@hannahrudman.com CONSULTING
  44. 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
  45. 45. RUDMAN Hannah@hannahrudman.com CONSULTING
  46. 46. RUDMAN Hannah@hannahrudman.com CONSULTING
  47. 47. RUDMAN Hannah@hannahrudman.com CONSULTING
  48. 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
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