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21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
21st Century Arts Conference - Deepening Engagement with Digital Strategy
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21st Century Arts Conference - Deepening Engagement with Digital Strategy

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Presented by Stuart Buchanan from The Nest. …

Presented by Stuart Buchanan from The Nest.

A walkthrough of the concepts behind digital strategy and digital story-telling, looking at practical techniques for online and social media engagement.

The presentation references the Creative New Zealand Audience Atlas & Culture Segments report, as well as recent studies in the online behaviour of arts attenders in Australia and the U.S.

Presented at Creative New Zealand's 21st Century Arts Conference, Wellington NZ, June 2012.

http://www.creativenz.govt.nz/en/arts-development-and-resources/audience-and-market-development/21st-century-arts-conference

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  • Transcript

    • 1. digital strategy: beyond the basicswearethenest.com multiplatform projects for the arts & creative industries.
    • 2. engagement through stories.wearethenest.com multiplatform projects for the arts & creative industries.
    • 3. engagement through stories. what do we mean by multiplatform storytelling?wearethenest.com multiplatform projects for the arts & creative industries.
    • 4. engagement through stories. what do we mean by multiplatform storytelling? why are we telling stories?wearethenest.com multiplatform projects for the arts & creative industries.
    • 5. engagement through stories. what do we mean by multiplatform storytelling? why are we telling stories? how do we create engagement?wearethenest.com multiplatform projects for the arts & creative industries.
    • 6. engagement through stories. what do we mean by multiplatform storytelling? why are we telling stories? how do we create engagement? what channels are open to us?wearethenest.com multiplatform projects for the arts & creative industries.
    • 7. engagement through stories. what do we mean by multiplatform storytelling? why are we telling stories? how do we create engagement? what channels are open to us? how do we put this into a strategy?wearethenest.com multiplatform projects for the arts & creative industries.
    • 8. what do we mean by multiplatform storytelling?wearethenest.com multiplatform projects for the arts & creative industries.
    • 9. Nielsen, 2012wearethenest.com multiplatform projects for the arts & creative industries.
    • 10. Australia Council For The Arts, June 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 11. “with every status update and photo upload and location check-in and “like” we click, we are producing an endless stream of new “entry points” into our personal narratives” JENKA GARFUNKEL, Your Life Is A Transmedia Experiencewearethenest.com multiplatform projects for the arts & creative industries.
    • 12. “multiplatform: content created to exist on different platforms in different forms” SCREEN AUSTRALIA, What do we mean by ...?wearethenest.com multiplatform projects for the arts & creative industries.
    • 13. “transmedia: storytelling across multiple forms of media, with each element making distinctive contributions to a users understanding of the story universe.” SCREEN AUSTRALIA, What do we mean by ...?wearethenest.com multiplatform projects for the arts & creative industries.
    • 14. Smartphone Tablet Web. EDM. M-Site. Apps. Apps. Facebook. YouTube.Facebook Advertising. Twitter. Vimeo. Games. Search / SEO. Crowdfunding. Pinterest. Instagram. Podcasts. Adwords. Partner Sites.
    • 15. strategy?orstorytelling?
    • 16. why are we telling stories?wearethenest.com multiplatform projects for the arts & creative industries.
    • 17. why are we telling stories? stories create a personal connection.wearethenest.com multiplatform projects for the arts & creative industries.
    • 18. why are we telling stories? stories create a personal connection. good story-telling can excite the audience and increase engagement.wearethenest.com multiplatform projects for the arts & creative industries.
    • 19. why are we telling stories? stories create a personal connection. good story-telling can excite the audience and increase engagement. good stories get shared.wearethenest.com multiplatform projects for the arts & creative industries.
    • 20. why are we telling stories? stories create a personal connection. good story-telling can excite the audience and increase engagement. good stories get shared. shared stories create community.wearethenest.com multiplatform projects for the arts & creative industries.
    • 21. how do we tell stories?wearethenest.com multiplatform projects for the arts & creative industries.
    • 22. how do we tell stories? what’s the narrative? - past, present & future?wearethenest.com multiplatform projects for the arts & creative industries.
    • 23. how do we tell stories? what’s the narrative? - past, present & future? who’s talking? - which characters will populate the story?wearethenest.com multiplatform projects for the arts & creative industries.
    • 24. how do we tell stories? what’s the narrative? - past, present & future? who’s talking? - which characters will populate the story? which tone of voice might you use?wearethenest.com multiplatform projects for the arts & creative industries.
    • 25. how do we tell stories? what’s the narrative? - past, present & future? who’s talking? - which characters will populate the story? which tone of voice might you use? is there an existing brand archetype or personality?wearethenest.com multiplatform projects for the arts & creative industries.
    • 26. how do create engagement?wearethenest.com multiplatform projects for the arts & creative industries.
    • 27. Audience Atlas New Zealand 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 28. stories create a personal connection. good story-telling can excite the audience and increase engagement. good stories get shared. shared stories create community.wearethenest.com multiplatform projects for the arts & creative industries.
    • 29. Nielsen, Q1 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 30. Australia Council For The Arts, June 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 31. Australia Council For The Arts, June 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 32. Audience Atlas New Zealand 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 33. wearethenest.com multiplatform projects for the arts & creative industries.
    • 34. 1. 2. 3. 4. 5. “least engaged” “most engaged”wearethenest.com multiplatform projects for the arts & creative industries.
    • 35. 1. 2. 3. 4. 5. “least engaged” “most engaged” Listening. gaining insight into context & expectations, finding relevant discussionswearethenest.com multiplatform projects for the arts & creative industries.
    • 36. 1. 2. 3. 4. 5. “least engaged” “most engaged” Listening. gaining insight into context & Talking. expectations, generating finding relevant awareness and discussions visibility of your activitywearethenest.com multiplatform projects for the arts & creative industries.
    • 37. 1. 2. 3. 4. 5. “least engaged” “most engaged” Listening. gaining insight into context & Talking. expectations, generating finding relevant awareness and Supporting. discussions visibility of your providing activity practical help & assistance, both proactive and reactivewearethenest.com multiplatform projects for the arts & creative industries.
    • 38. 1. 2. 3. 4. 5. “least engaged” “most engaged” Listening. gaining insight into context & Talking. expectations, generating finding relevant awareness and Supporting. discussions visibility of your providing activity practical help & assistance, Embracing. both proactive solicit feedback, and reactive ideas and suggestions, help yourself and the community via crowd-sourcingwearethenest.com multiplatform projects for the arts & creative industries.
    • 39. 1. 2. 3. 4. 5. “least engaged” “most engaged” Listening. gaining insight into context & Talking. expectations, generating finding relevant awareness and Supporting. discussions visibility of your providing activity practical help & assistance, Embracing. both proactive solicit feedback, and reactive ideas and Energising. suggestions, help inspire & yourself and the entertain with community via insights & crowd-sourcing ideaswearethenest.com multiplatform projects for the arts & creative industries.
    • 40. CHARLENE LI & JOSH BENHOFF Groundswell (Harvard Business School Press / Forrester, 2008)wearethenest.com multiplatform projects for the arts & creative industries.
    • 41. what channels are open to us?wearethenest.com multiplatform projects for the arts & creative industries.
    • 42. Smartphone Tablet Web. EDM. M-Site. Apps. Apps. Facebook. YouTube.Facebook Advertising. Twitter. Vimeo. Games. Search / SEO. Crowdfunding. Pinterest. Instagram. Podcasts. Adwords. Partner Sites.
    • 43. Australia Council For The Arts, June 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 44. Australia Council For The Arts, June 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 45. Australia Council For The Arts, June 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 46. Australia Council For The Arts, June 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 47. Australia Council For The Arts, June 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 48. 30% of all social media traffic originates on mobile devices. mobile & tablet usage peaks later in the day (high likelihood of a social environment) Google, September 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 49. better Facebook engagement outside of business hours and at weekends. Mashable, May 2012wearethenest.com multiplatform projects for the arts & creative industries.
    • 50. Comscore, October 2011wearethenest.com multiplatform projects for the arts & creative industries.
    • 51. average financial transaction: desktop vs tablet desktop $ tablet 0 25 50 75 100 125 150 Adobe, September 2011 - (based on 16.5 visits to 150 retailers)wearethenest.com multiplatform projects for the arts & creative industries.
    • 52. how do we put this into strategy?wearethenest.com multiplatform projects for the arts & creative industries.
    • 53. how do we put this into strategy? seven questions:wearethenest.com multiplatform projects for the arts & creative industries.
    • 54. how do we put this into strategy? 1. who are we talking to? who is the audience? how many different segments are there? what do they want from you? how do they ordinarily behave?wearethenest.com multiplatform projects for the arts & creative industries.
    • 55. how do we put this into strategy? 2. how do our objectives meet their needs? what are your objectives? what change will this bring about? what actions do you want the audience to undertake? how does this map to their needs?wearethenest.com multiplatform projects for the arts & creative industries.
    • 56. how do we put this into strategy? 3. what resources do we have? what content do you have? how much time do you have? how much money do you have? what people do you have? what infrastructure do you have?wearethenest.com multiplatform projects for the arts & creative industries.
    • 57. how do we put this into strategy? 4. what’s the story that we’re telling? what’s the point of this story? where did it start and where will it end? who’s talking and who else is involved?wearethenest.com multiplatform projects for the arts & creative industries.
    • 58. how do we put this into strategy? 5. how are we going to engage? where should you be listening? what conversations will you have? what can the audience contribute? what will you do to support them? how can you enthuse and inspire?wearethenest.com multiplatform projects for the arts & creative industries.
    • 59. how do we put this into strategy? 6. what channels should we act on? web - web site, blog, mini sites, partners mobile - m-site, smartphone apps, tablets social - Facebook, Twitter, Pinterest, Instagram video & audio - content, curation search - search engine optimisation, AdWordswearethenest.com multiplatform projects for the arts & creative industries.
    • 60. how do we put this into strategy? 7. how do we measure it? what are the key performance indicators? (how do they map to the objectives?) what online tools can you use? (Google Analytics, FB Insights, Klout, Hootsuite, EDMs) who should you share the results with? where did this take us? did the audience come with us?wearethenest.com multiplatform projects for the arts & creative industries.
    • 61. how do we put this into strategy? seven questions: 1. who are we talking to? 2. how do our objectives meet their needs? 3. what resources do we have? 4. what’s the story that we’re telling? 5. how are we going to engage? 6. what channels should we act on? 7. how do we measure it?wearethenest.com multiplatform projects for the arts & creative industries.
    • 62. write it all down. your bible. refer back & adapt. share the ownership.wearethenest.com multiplatform projects for the arts & creative industries.
    • 63. more ideas & stories at wearethenest.com read the blog at thesharedexperience.com.au for a copy of the presentation, email stuart@wearethenest.comwearethenest.com multiplatform projects for the arts & creative industries.

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