Arts Consulting2

1 Arts Consulting 2.0? How is the Web Transforming Arts Organizations? Copyright Remarkk Consulting, 2007. Distributed under a Creative Commons license: http://creativecommons.org/licenses/by-nc-sa/2.5/ca/

2 Questions... How is the Web changing the environment for cultural organizations? Audiences Competition Relevance Reinvention Emerging Possibilities

3 ...and More Questions... How is the Web changing how cultural organizations do their work? Communications Programming Audience Engagement Collaboration

4 What is New Media? Three Media Paradigms: Interpersonal Media: conversation, letter, telephone, email, IM one-to-one communication Mass Media: theatre, oratory, books, radio, television, ﬁlm one-to-many communication New Media: discussion forums, blogs, YouTube, wikis, games many-to-many communication New Media are interactive, peered and networked

5 Web 2.0, aka “The Social Web” Web 1.0: Information Source Web 2.0: Participation Platform Static Dynamic Reading Writing Organizations Communities Owning/Selling Sharing Brochure-ware Two-way communication Portals Social Networks One-to-many Many-to-many E-business Peer production Central control Reciprocal control

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7 The Machine is Us/ing Us http://ca.youtube.com/watch?v=NLlGopyXT_g

8 Web 2.0 Tools Blogs: a conversational journal small pieces, regularly updated, presented in reverse chronological order comments welcomed and encouraged Wikis: distributed content creation, web pages edited by normal users many hands make light work - “crowd-sourcing” e.g. Wikipedia

9 Web 2.0 Tools con’td RSS Feeds “Really Simple Syndication” Pull information from multiple sources (news, blogs) into a uniform context Can I follow 100 or more conversations at once? Social Networking Sites Facebook, LinkedIn, etc. Trusted circles are the new portals for content discovery Powerful viral effects: events, videos, news, activism

10 Content Sharing Sites Photos: Flickr.com Videos: YouTube.com News: Digg.com Bookmarks: Del.icio.us Slides: Slideshare.com

11 Social Networking Facebook is my life-stream: share stories, content, photos, interests If something is important to me, and I’m important to you, then it’s probably important to you too Can I have 420 friends? (Apparently I can.) “Ambient intimacy” moves my relationships into an always-on cloak I take with me (Facebook mobile, Twitter) Social movements are originating on Facebook and then entering physical space This is NOT a “virtual world”, this is enhanced reality

12 Shifting Identities Multiple personas reﬂect the multidimensional reality of modern self The challenge: integrate the many facets of self into a coherent sense of identity How can culture and cultural workers help?

13 User-Generated Content Fundamental principle of Web 2.0, the “social web” We want to be heard Mass Media era took away creative agency from the masses Authorship? We are all creators now. What are the implications for cultural organizations?

14 What About Copyright? Sharing has become ubiquitous and is only increasing Digital bits are economically free Information “wants to be free” and attempts to put the genie in the bottle are doomed Creators still have control, but control is shifting and we have new options Responses: Bits are free, but relationships, experiences and physical goods are scarce Creative Commons: licensing schemes for the digital age Reputational authority is the new currency

15 The Millennials Born after 1980; only know of a world with digital technology Signal the largest shift in media and behaviour since dawn of television Characteristics: Always connected; everything is a click away; short attention spans No automatic deferral to authority: reverse accumulation of knowledge Expect to be able to remix, mashup and recreate; retrieve and recontextualize the past Collaborative, resourceful, innovative thinkers Impatient; expect respect; love a challenge Highly social, work well in teams

16 Canadian Internet Usage

20 Social Computing Behaviour Late Boomer Early Boomer Gen Y (18-26) Gen X (27-40) Seniors (61+) (41-50) (51-61) Creators 30% 19% 12% 7% 5% Critics 34% 25% 18% 15% 11% Collectors 18% 16% 15% 16% 11% Joiners 57% 29% 15% 8% 6% Spectators 54% 41% 31% 26% 19% Inactives 21% 42% 54% 61% 70% Source: Charlene Li, “Social Technographics”; Forrester Research, 2007

21 Collaboration

22 Collaboration Collaboration inside the organization Collaboration with other organizations Collaboration with audiences Mass Collaboration

23 Spotlight on Collaboration Social web/Web 2.0 Enterprise 2.0: collaboration in the enterprise Wikinomics: mass collaboration Peer-production, Co-creation paradigms Unconferences and Barcamp phenomenon Community activation and stewardship Swarmth Collective Intelligence

24 Ofﬁce 2.0 Tools Google Docs: Word & Excel documents stored on the web for collaboration Google Groups: Online discussion forums - both web and email Google Calendar: Individual and group calendars; calendar sharing Basecamp: Project collaboration - milestones, tasks, messages, documents Slideshare: share presentations with colleagues & discover the best ideas in the world

25 Find me in here...somewhere

26 Entering the Conversation If Google doesn’t see you, you don’t exist What are people saying about you? What conversation do you want to have with your audience? Blogging is the ultimate in Google-juice and conversational power

27 The Risk To Arts Organizations? Lack of awareness of seismic shifts in the environment Failure to engage the next generation Rejecting new tools and methods out of fear Resisting change rather than embracing new possibilities Relevance and Sustainability?

28 Cluetrain Manifesto A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies. Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. http://www.cluetrain.com/

29 Culture Manifesto for the Web Age?

30 Mark Kuznicki http://remarkk.com mark@remarkk.com

Arts Consulting2

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