ANNUAL REPORT 2011/12exploring the intersection of arts management and online technology Use your mouse to turn the page here
2 | TECHNOLOGY IN THE ARTS ANNUAL REPORTMission Technology in the Arts, a research initiative of the Master of Arts Management (MAM) program at Carnegie Mellon University’s H. John Heinz III College, provides the arts community with resources to better understand and benefit from the intersection of arts and technology in order to make more informed management decisions in an increasingly technological society.
TECHNOLOGY IN THE ARTS ANNUAL REPORT | 3 T E C H N O LO G Y I N T H E A R T S S H A L L Provide a forum for discussion at the intersection of arts and technology through blog posts, webinars, lectures, podcasts and social mediaPresent cutting-edge research on current trends and advancesin the use of technology in the artsExplore the role of technology in the artistic processBe a leading resource for the arts and technology communitiesShare best practices in the fieldBrad StephensonCo-Director of Technology in the ArtsSenior Web Media & Marketing Manager, Heinz CollegeKathryn HeidemannCo-Director of Technology in the ArtsDirector, Master of Arts Management Program, Heinz College
4 | TECHNOLOGY IN THE ARTS ANNUAL REPORT Sean Bowie @seanbow Sean is a lover of the arts and a first year Master of Public Policy and Management DC-track student here at Heinz College. Sean is from Phoenix, Arizona and counts sensible public policy, sunny weather and a good play on his list of favorite things. Andre Bouchard @andreintransit Andre has a BA in Anthropology and a BFA in Dance from the University of Montana. In 2001 he founded Walrus Performance Productions and in 2006 opened the Walrus Theater in Seattle WA and ran them until 2009. He was Ticketing and Publicity Manager and then the Managing Director for the Black Box Theatre at Edmonds Community College in Edmonds, WA from 2008-2011. He also presents at conferences on the topics of low cost marketing and audience development. Elizabeth Quaglieri @equaglieri Elizabeth is pursuing her Master in Arts Management at Carnegie Mellon University. A recent college graduate, Elizabeth has been involved with various arts communities and organizations. Her interest in urban revitalization through the arts in a product of her undergraduate training in Art History, specifically in architecture and landscape studies; her research interest in the accessibility of the arts to all demographics; and her involvement with the vibrant arts community in her home city of Portland, Maine. Off campus and off the clock, Elizabeth enjoys discovering local artists, architectural gems, and splendid landscapes.
TECHNOLOGY IN THE ARTS ANNUAL REPORT | 5The TitA Team Naina Singh @naisingh Naina is a first year Master of Arts Management student at Carnegie Mellon University. Before coming to CMU, Naina studied Management, Art History, and Italian at Indiana University Bloomington. Naina’s interests lie in the realm of strategic consulting for arts organizations and the visual arts. She is also interested in studying the role of arts and cultural organizations in shaping societal and global values. She has had prior work experience at Religare Arts Initiative, an arts organization in New Delhi, where she was the gallery and social media intern. Naina enjoys visiting museums, art fairs, galleries, and believes that everyone else should too! Rachael Wilkinson @rewilkin Rachael is a first year Master of Arts Management student at Carnegie Mellon University. She recently completed a Bachelor of Arts in Arts Management at Chatham University in Pittsburgh, Pennsylvania. Her interests include social media and art museums, which is reflected in her previous experiences at the Figge Art Museum in Davenport, Iowa and the Andy Warhol Museum. In her spare time, Rachael enjoys organic farming and cooking for her friends. Terry Boyd @boydleservice Terry is a recent graduate from Carnegie Mellon’s Arts Management program. He is currently self employed as a free-lance consultant in data-driven marketing and social media strategy.
6 | TECHNOLOGY IN THE ARTS ANNUAL REPORT “...this post was amazing, nicely written and included all vital infos. I’d like to see more posts like this.” 5 authors 176 blog posts this year ( +22.2% ) 776 total posts ( + 29.3% )
TECHNOLOGY IN THE ARTS ANNUAL REPORT | 7Blog and KeyPerformance IndicatorsTechnology in the Arts relies heavily on web and social media analytics for impact measure-ment and mission fulfillment.VALUE CHAIN be tracked and standardized. The next Naina Singh’s Pinterest, Instagram andThe customer value chain closely resembles page is an analysis of the Key Performance Percolate: The Latest in Social Mediaa purchasing funnel used in marketing. Indicators (KPIs) identified by Technology received 1,133 page views and wasDigital media benchmarking for a nonprofit in the Arts. These critical success factors shared 48 times.blog can be divided into four, measurable validate the organization’s mission andlevels of interactions (Figure I). objectives as an arts community resource Rachael Wilkinson’s Crowdfunding for the REACH ACTION ENGAGEMENT EXTENDFigure I • Social media value chainThe process illustrates an individual’s BLOG HIGHLIGHTS Arts received 923 page views and wasprogression, starting at blog awareness The following posts were the most shared 40 times.and ending in advocacy. viewed articles for 2011/12: Ashley Paulisick’s A Visitor’s Experience: TheAs the stages of the value chain advance, Sean Bowie’s The Most Artistic City in Good, the Bad and the Ugly of Smartphonethey require an extended level of partici- America received 1,333 page views Apps in Art Museums received 836 pagepation from a viewer, each of which can and was shared 66 times. views and was shared 47 times.
8 | TECHNOLOGY IN THE ARTS ANNUAL REPORT 14,000 12,000 REACH 10,000 8,000 6,000Reach estimates number of eyes the blogcaptured over the course of the year. 4,000 2,000VISITSA visit is the action of a uniquely defined 0individual looking any of TitA’s pages y * y ch r t r il r y r r e be us be ay be be l ar ar n Ju Ap ar Ju nu g M uwithin a session. The number refers to the m m em to M Au br ve ce Oc Ja Fe pt No De Sesingle action, not the individual eventsassociated with browsing a page. This 2012/11 2011/10 Linear (2012/11)year, Technology in the Arts’s blog wasvisited 102,182 times, increasing 69.4% Figure I • Number of unique page visits by monthfrom 2010/11 (Figure I). 20,000PAGE VIEWS 18,000A view is the total number of web pages 16,000browsed during a visit. TitA was viewed 14,000157,616 times this year, 63.2% more than 12,0002010/11 (Figure II). 10,000 8,000NEW VISITORS 6,00074% of the people who visited the 4,000Technology in the Arts blog were firsttime users (Figure III). New visitors are 2,000important becasue they are quintessential 0to the expansion of the blog’s reach and y * y r er ch r t r ly il be be us be ay ar ar r Ju b Ap ar ru nu g M em to m m M Au bfollower aquisition. ve ce Oc Ja Fe pt No De Se 2012/11 2011/10 Linear (2012/11) Figure II • Number of recurring page views by month Returners 26% are two URLs on Technology in the Arts’ blog that the organization monitors, the Home Page banner and the About TitA New Visitors ACTION menu link. 74% The Home Page banner is monitored because it is a visitor’s portal to all the content Once Technology in the Arts captures a available on the blog. The homepage’s browser’s viewership, the next step in CTR was 3.17%, doubling last year’s rate. the customer value chain is making aFigure III • New users out of total visits call-to-action. These actions quantify a About TitA should also be tracked because visitor’s interests. the page acts as a gateway to additionalTechnology in the Arts acquired about information about the Master of Arts75,590 visitors, 78.8% more than the CLICK-THROUGH RATE (CTR) Management Program. One of the goalsprevious year. CTR measures the percentage of people of Technology in the Arts is to raise aware- who have clicked on an image or link ness for the MAM program while funnel- within a post then divides it by the total ling click-streams to the admission page. amount of impressions (views). There This past year, only 828 people clicked
TECHNOLOGY IN THE ARTS ANNUAL REPORT | 9through to the About Page, earning a REPEATING VISITORS Google Analytics page can be utilizedCTR of 0.81%. Repeating visitors are the number of to set target URL destinations to track people who continue to use the site. Heinz College links across all pages (notPAGE VIEWS PER VISIT This year, we saw a increase in retention just limiting it to About Us).Page views per visit measures how far rates for new visitors.a unique user is willing to explore a Another unmonitored URL is the mailingsite in a single session. The TitA reader 80000 list form. Not only should TitA monitorvisits an average 1.54 pages per session. 70000 lead conversions, but the email registra-Although the site increased its reach by 60000 tion bounce rate as well.41,847 visitors, their readership decreased 50000 3.14% from the previous year. 40000 Although Technology in the Arts saw a small a decrease in bounce rates. This tells 30000 us that people are more willing to read on 20000 after they’ve finished visiting their initial 10000 article. TitA’s 72.9% sits below the blog ENGAGEMENT 0 2011/10 2012/11 industry average of 80%, showing loyalty within the blog’s reader base. From a New Visitors Returners conversion optimization standpoint, the more Technology in the Arts can lowerEngagement monitors how users interact its bounce rate, the better opportunityand communicate with Technology in the Figure IV • New users and returners we have to convert visitors to depend-Arts’ content . Unlike actions, engagement over time able patrons.builds user loyalty and dependency. 19.99% of new visitors 2010/11 converted to returners in 2011/12. Returners increased Comments are important because theyTIME SPENT ON SITE by 46.2% at 26,735 visitors (Figure IV). are a way for Technology in the Arts toTime spent on site helps TitA understand Technology in the Arts nearly exceeded improve our Search Engine Optimizationif the 102,182 visitors are actually reading all web industry standards and continues (SEO). The more comments the blogthe articles posted on the blog. On to trend upwards. receives, the more opportunities there areaverage, a visitor spends approximately to backlink and direct traffic to more goal3 minutes and 37 seconds on the site, orientated pages about the MAM program.which is an increase of 1 minute and 37seconds from 2010/11. SUMMARY AND Comments also help TitA solidify our reputation as an informative and trustedTOTAL COMMENTS IMPROVEMENTS resource. Social proof suggests that theComments increased by 3.17%, totalling more comments an article has, the moreat 228 for the academic year. willing a visitor is to accept that the content is a valid and a leading source.BOUNCE RATE Both the increases in visits and page viewsBounce rate is a percentage metric that show member cultivation and suggestmeasures how many people visit a page that TitA’s audience base is growing. Theand leave it without clicking anything. growth rate is steady with a few excep-Although somewhat high, the bounce rate tions in the months when school is outdecreased 0.07% from last year at 72.9%. of session, notably the summer. Conversion Rate (CR) is similar to click- through rate but the clicks are compared EXTENSION to visits instead of impressions. Conversion rates are the simplest metrics to monitor web goals. A healthy CR is around 2%,We can better understand the overall and although the Home Page scoredsentiment and quality of the blog’s well, the About Us page fell short of thecontent without reading too deep into recommended mark (and the Master inthe comments. By following shares, we Arts Management link inevitably scoredcan tangibly measurable Word of Mouth lower).(WOM). In the future, Goal setting with in the
10 | TECHNOLOGY IN THE ARTS ANNUAL REPORTFacebookAside from Google and organic searches, Facebook serves as Technology in theArts’ largest traffic source. An impression is each instance a unique user sees content associated with TitA’s Page. Technology in the Art’s posts received a total of 463, 524 impressions, REACH averaging 1,550 per day (Figure IV).PAGE VIEWS AND LIKES ACTIONPage views refer to the number of users logged into theirFacebook (FB) account who have visited the Technologyin the Art’s Timeline. The Page has been viewed 3,538 POST LIKEStimes since its creation in 2010 (Figure V). The “like button’ allows a FB user to publicly show their approval of content without having to write a comment. 700 This year, TitA’s posts received 270 likes. 600 500 BLOG CLICK THROUGH RATE 400 7,488 clicks were made on Facebook that redirected a 300 user to Technology in the Arts’ blog posts. 200 100 - A S O N D J F M A ENGAGEMENT Pageviews Linear (Pageviews)Figure V • Page views by month with trend line “TALKING ABOUT US”2,833 people have publicly Liked TitA’s Page, 22.4% Talking about us is the number of people who sharemore than the previous year. stories about the TitA page. These stories include page likes, wall posts, commenting, sharing, mentioning theFB REACH AND IMPRESSIONS page or tagging a photo. 1,240 people were talkingReach is the daily number of people who have seen about TitA on Facebook in 2011/12. (Figure VII)any content associated with TitA’s Page (Unique 200Users). TitA’s 2011/12 reach was 136, 593, averaging 180457 people per day. 160 14080,000 12070,000 10060,000 8050,000 6040,000 4030,000 2020,000 0 A S O N D J F M A10,000 People Talking Linear (People Talking) - A S O N D J F M A Impressions Users Reached Figure VII • “Talking About Us” metric by monthFigure VI • Impressions and reached by month COMMENTSwith trend line On Facebook, TitA earned 112 comments on content posted to the Page’s wall and timeline.
TECHNOLOGY IN THE ARTS ANNUAL REPORT | 11 EXTENSION SHARES A share is when a Facebook user republishes Technology in the Arts’ content to their FB friends. This year, TitA’s posts were shared 63 times. VIRAL REACH Viral Reach is the number of people who saw TitA’s Page or one of their posts from a story published by a friend. These stories include liking, posting to our wall, liking/commenting/sharing a posts, mentioning the page or tagging a photograph. TitA virally reached 33,721 people this year. SUMMARY AND IMPROVEMENTS Facebook is the primary distribution channel for Technology in the Arts. Although our “likes“ and “talking about us” are moving in a positive direction ,Technology in the Arts’ impres- sions and reach look to be diminishing. Again, this may be attributed to the blog’s absence during academic breaks but the social presence can still be improved. One goal for Facebook should be to improve their EdgeRank, the algorithm that determines what a user sees in their news feed. The relevancy of a post by Technology in the Arts is determined by an affinity- score and existing social interactions. This score can be “gamed” by implementing certain post tactics that further encourage engagement: • Posting media-rich content • Using various types of posts for a sustaining user experience • Monitoring when TitA’s Facebook fans are most active
12 | TECHNOLOGY IN THE ARTS ANNUAL REPORT SUMMARY AND IMPROVEMENTS Twitter statistics are difficult to pull retroactively. A URL shortener, either through Hootsuite or bit.ly would allow Technology in the Arts to better gauge their Twitter followers’ actions. Not only would the URL shortener give TitA data on who’s clicking the links, but it would also give them information on who is tweeting the link on their own. 180 160 140 120 100 80 60 40 20 0 11 10 rts s s ie ad 20 pc #a er re W am rs ts ke #M ar #n ea h ec sp #t am #mFigure X • Hashtags
TECHNOLOGY IN THE ARTS ANNUAL REPORT | 13TwitterTwitter doesn’t offer any analytic tools but is looking to release an insights appli-cation within the next few months. Some of the following data sets are partiallyincomplete due to Twitter’s REST API rate limit. REACH ACTIONFOLLOWERS BLOG CLICK THROUGH RATEA follower is someone on twitter who has subscribed Twitter was responsible for 3,923 views on the Technologyto Technology in the Arts’ account. Currently, 6,844 in the Arts’ blog.people follow the TitA on Twitter, an increase of 28.5%from last year (Figure VIII).80007000 ENGAGEMENT600050004000 MENTIONS3000 A mention is a Tweet that contained the Technology in the2000 Art’s username (@techinthearts). Starting in November,1000 Technology in the Arts was publicly mentioned 495 time on Twitter by other users. 0 4/ 1 6/ 1 8/ 1 10 /11 12 /11 2/ 1 4/ 2 2 12 /09 2/ 9 12 /10 2/ 0 10 /09 4/ 0 6/ 0 8/ 0 10 /10 /1 /1 /1 1 /1 /1 0 1 /1 /1 /1 7/ 7/ 7/ 27 27 27 27 7 27 27 7 7 27 27 27 27 27 /2 /2 /2 /2 /2 /2 8/ EXTENSION Follows FollowersFigure VIII • Followers and followsTWEETS@Techinthearts sent out 671 tweet this year (Figure IX), LISTSincreasing their total to 1,943 (52.8%). Post volume A Twitter list is a curated group of users that allows andecreased 29.2% from the previous year. individual to cluster people into segments. TitA belongs to 528 public lists. 180 160 RETWEETS 140 A retweet (RT) is when a Twitter user republishes TitA’s 120 original content to their pool of followers. Technology 100 in the Arts was retweeted 65 times since November. 80 These were public retweets, not through the official 60 Twitter retweet button. 40 20 0 11 10 rts s ds rie 20 pc a #a e re W am rs rts ke #M #n ha eaFigure IX • Tweet volume by month ec sp #t am #m
14 | TECHNOLOGY IN THE ARTS ANNUAL REPORT Lecture Series Technology in the Arts worked closely with Carnegie Mellon University’s Masters in Arts Management program and their MAM Speakers Series, bringing in three distiguished lecturers who are all involved in the digital advancement of the arts community. Ashley Paulisick, Sotheby’s Institute of Art, London Download. Check-in. Tweet: Mobile Technology & Art Institutions Many visual art institutions are delving into mobile technology as new means of distrib- uting their content. This lecture covered highlights, anecdotes and fact & figures gathered during Ashley’s visit to several European and American mobile-friendly institutions and interviews with professionals who’ve created their respective mobile projects. Stephanie Pereira, Art Program Director, Kickstarter Funding Creativity in a New Era Kickstarter is the world’s largest funding platform for creative projects, most recently estimated to provide more funding than the National Endowments for the Arts. This lecture discussed how Kickstarter projects come to life: their structure a project, rewards, and other helpful tips and valuable statistics. Stephanie also delved into crowd funding trends that use this technology and how it has impacted the arts management field as a whole. Chad Bauman, Dir. of Communication at Arena Stage Confessions from an Arts Marketer - Learning from the Past, Looking Towards the Future Chad has served as a chief marketing and communications officer for some of the nation’s most prestigious non-profit arts organizations, and as a sought after consultant, has advised complex institutions on strategic planning and organizational communication. His lecture discussed how his failures lead to his many accomplishments and successes.