Arts: the original social media
How to become a conversational arts brand
what the
hell are we?
“Web 2.0 puts users and not the organisation
at the centre of the equation. Organisational
structures, departmental ways o...
Flickr: The Commons /
Wikimedia Commons
Content producers?
Coffs Harbour CityLibrary: Voice of Timeproject
Cooper Hewitt National
Design Museum: Educator
Resource Centre
Educators?
National Museums OnlineLearning Project
Community managers?
Brooklyn Museum: 1st
Fans
Brooklyn
Museum
(again): mobile
app
Critics?
National Gallery podcasts
Global collaborators?
“It soon became apparent that there would be
greater benefit to users if a series of tools were
buil...
so...what the
hell are we?
the original
social media
so what’s
changed?
In 2010, an average 18 year old has had
more conversations with other people
than her great grandparents did in their
enti...
27,000,000
Number of Britons expected to be a member of a social network by 2012
3.5bn
More than
Pieces of content (web li...
37 yrs old
The average social network user is
Of social network
users are aged 25+75%
Average ratio of
male/female on soci...
 
http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-a
Trust
 
Offline / online
Social media interfaces
so how do
you get
heard?
Shout loudest? Light a fuse (and hope)?
Or follow your instincts…?
 
Social currency
passion expertise
independence network
resonance
balance
Translates into real currency
WOMdriven
revenue
Detraction
Advocacy
WOMdriven
lostrevenue
Negative influence
Positive infl...
here’s what
we did…
Visibility and new audiences
• WOM not social media
• Spreadable experience
• Rooted in the place
• Personal connections
•...
• 75 engaged, 35 core voices
• 328 units of highly positive WOM
created by those engaged
• Content over 50 different platf...
so what can
you do?
1.Trust
2.Listen
3.Establish
4.Engage
5.Share
6.React
7.Target
8.Involve
9.Disrupt
10.Sustain
Jump in
And if you need a hand…
Molly Flatt
WOM Evangelist
+ 44 (0) 7788746642
+ molly.flatt@1000heads.com
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
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211010 Arts: the original social media

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Presented to the Arts Council of Wales Marketing Symposium 21/10/10

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  • 211010 Arts: the original social media

    1. 1. Arts: the original social media How to become a conversational arts brand
    2. 2. what the hell are we?
    3. 3. “Web 2.0 puts users and not the organisation at the centre of the equation. Organisational structures, departmental ways of naming things, the perceived ‘value’ of our assets, in fact, what the organisation has to say about itself - all are being challenged.” ‘Web 2.0: How to Stop Thinking and Start Doing’ , Mike Ellis (Science Museum) and David Kelly (University of Bath), 2007
    4. 4. Flickr: The Commons / Wikimedia Commons Content producers? Coffs Harbour CityLibrary: Voice of Timeproject
    5. 5. Cooper Hewitt National Design Museum: Educator Resource Centre Educators? National Museums OnlineLearning Project
    6. 6. Community managers? Brooklyn Museum: 1st Fans
    7. 7. Brooklyn Museum (again): mobile app Critics? National Gallery podcasts
    8. 8. Global collaborators? “It soon became apparent that there would be greater benefit to users if a series of tools were built that encouraged engagement enabling cross- institution connections and collaborative co- creative opportunities. Importantly, this approach would build a unique network of participants across multiple, often unrelated, collections.” Carolyn Rostyn, National Museums Online Learning Project
    9. 9. so...what the hell are we?
    10. 10. the original social media
    11. 11. so what’s changed?
    12. 12. In 2010, an average 18 year old has had more conversations with other people than her great grandparents did in their entire lifetimes
    13. 13. 27,000,000 Number of Britons expected to be a member of a social network by 2012 3.5bn More than Pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook 1,300,000 tph Volume
    14. 14. 37 yrs old The average social network user is Of social network users are aged 25+75% Average ratio of male/female on social networking sites47/53 50% Almost Of Facebook users earn more than £30k Participation
    15. 15.   http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-a Trust
    16. 16.   Offline / online
    17. 17. Social media interfaces
    18. 18. so how do you get heard?
    19. 19. Shout loudest? Light a fuse (and hope)? Or follow your instincts…?
    20. 20.   Social currency passion expertise independence network resonance balance
    21. 21. Translates into real currency WOMdriven revenue Detraction Advocacy WOMdriven lostrevenue Negative influence Positive influence Ignite Solve Deepen Sustain Convert Convince Inspire Passivity / lack of awareness
    22. 22. here’s what we did…
    23. 23. Visibility and new audiences • WOM not social media • Spreadable experience • Rooted in the place • Personal connections • Disrupting schemas The V&A: 7th Syndikate
    24. 24. • 75 engaged, 35 core voices • 328 units of highly positive WOM created by those engaged • Content over 50 different platforms incl Facebook, blogs, forums, microblogs • Measurably exposed to a further 90,000 people at least • Evening Standard, London Lite and Metro combined circulation of 1,263,000 • 2,000 stickers and 200 graffiti logos 7th Syndikate results
    25. 25. so what can you do?
    26. 26. 1.Trust
    27. 27. 2.Listen
    28. 28. 3.Establish
    29. 29. 4.Engage
    30. 30. 5.Share
    31. 31. 6.React
    32. 32. 7.Target
    33. 33. 8.Involve
    34. 34. 9.Disrupt
    35. 35. 10.Sustain
    36. 36. Jump in And if you need a hand… Molly Flatt WOM Evangelist + 44 (0) 7788746642 + molly.flatt@1000heads.com

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