Innovative By Design (Revised)

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  • Innovative By Design (Revised)

    1. 1. Innovative by Design Evolution of Technology at the Canadian Music Centre
    2. 2. A little bit about us… Elisabeth Bihl
    3. 3. <ul><li>Founded in 1959, the CANADIAN MUSIC CENTRE is Canada’s only organization mandated to house and actively promote and disseminate the music of Canada’s classical music composers within Canada and internationally. </li></ul><ul><li>As a primary resource for scores, parts, recordings and information about Canadian composition, the CMC is an essential body in the cultural landscape. </li></ul>
    4. 4. Business Functions <ul><li>Archival Collections all works ( approx. 500-600 yr.) upon arrival are digitized along with sound/score samples </li></ul><ul><li>Library Services above works are catalogued, made accessible to public via online database for loan </li></ul><ul><li>Music Publishing Services prints unpublished scores for sales and parts for orchestral rentals to customers around world </li></ul><ul><li>Communications and Product development </li></ul><ul><li>CMC e-newsletter,press releases, marketplace outreach </li></ul><ul><li>Recording and Distributions </li></ul><ul><li>Centrediscs label, and Indie Distributor </li></ul>
    5. 5. IN 1999 CMC HAD A VISION Digitization - the beginning <ul><li>1999 - CMC became Xerox beta testing site for score scanning software </li></ul><ul><li>2000 – Digitization begins of music score and audio collections </li></ul><ul><li>2002 – Development of a comprehensive web strategy with web design company Ecentricarts </li></ul><ul><li>2003 – www.musiccentre.ca </li></ul><ul><ul><li>new interactive, e-commerce enabled website </li></ul></ul><ul><ul><li>fully searchable library database, </li></ul></ul><ul><ul><li>digital score and sound clips, </li></ul></ul><ul><ul><li>composer bios, extensive links, </li></ul></ul><ul><ul><li>dedicated Associate Services section, </li></ul></ul><ul><ul><li>CMC Boutique (sample and buy), </li></ul></ul><ul><ul><li>digital submissions of composer works </li></ul></ul><ul><ul><li>interactive and interconnected tools, </li></ul></ul><ul><li>2003 - Re-alignment of CMC staff to match our new digital reality. Significant changes to operational and organizational structures make delivery of our services more accessible, relevant to a broad range of user groups. </li></ul>
    6. 6. Web 2.0 Environment: A new Roadmap <ul><li>2005 – Awarded best website design at World Expo in Aichi Japan </li></ul><ul><li>2006 - AV Trust Audio Digitization conversion of entire 9000 plus archival recordings </li></ul><ul><li>2007 - Online Audio Gallery on website (full recordings and video) </li></ul><ul><li>2007 - Downloadable repertoire guides </li></ul><ul><li>2007 - New online model for Interactive Composer profiles (Influences of Many Musics) </li></ul><ul><li>2007 - CMC new Strategic/ Business Plan and Stakeholder Survey (Digital Library) </li></ul>
    7. 7. In progress 2008 and beyond <ul><li>Centediscs label </li></ul><ul><ul><ul><li>Podcasts </li></ul></ul></ul><ul><ul><ul><li>Online Downloads </li></ul></ul></ul><ul><li>Website: Improved interactivity through user communities </li></ul><ul><ul><ul><li>User Accounts </li></ul></ul></ul><ul><ul><ul><li>Online order Processing </li></ul></ul></ul><ul><ul><ul><li>More interactive contributions, feedback, and connectivity </li></ul></ul></ul><ul><li>Library: </li></ul><ul><ul><ul><li>Full audio streaming </li></ul></ul></ul><ul><ul><ul><li>Online perusal of full scores and other musical artifacts </li></ul></ul></ul><ul><ul><ul><li>Online listings of Associate non-collection materials from bios </li></ul></ul></ul><ul><ul><ul><li>Digitization of composer vertical files </li></ul></ul></ul><ul><ul><ul><li>Online Exhibitions and enriched composer profiles </li></ul></ul></ul><ul><li>Music Publishing: </li></ul><ul><ul><ul><li>Digital score transfer / download sales </li></ul></ul></ul>
    8. 8. How can we help you? User Access Michelle Arbuckle
    9. 10. Where are we now?
    10. 11. Online Catalogue
    11. 12. Automated Request System
    12. 14. User Access Challenge <ul><li>How do we give our users </li></ul><ul><li>digital access to our collection? </li></ul><ul><li>Ie. Scores and recordings </li></ul>
    13. 15. User Access: The Audio Response <ul><li>Online Streaming </li></ul><ul><li>Grant money received from AV Trust to deliver audio archive through streaming </li></ul><ul><li>Work flow: </li></ul><ul><ul><ul><li>Conversion of .wav files to .mp3 </li></ul></ul></ul><ul><ul><ul><li>Metadata clean-up – tied to scores </li></ul></ul></ul><ul><ul><ul><li>Mental challenge of rethinking “collection”. </li></ul></ul></ul>
    14. 16. Ann Southam Digital Audio Archive <ul><li>Includes all tracks from audio archive. </li></ul><ul><li>Password protected, available to library patrons. </li></ul><ul><li>Will not include commercial recordings – these must still be purchased from Centrediscs or listened to in library. </li></ul>
    15. 20. User Access: Scores <ul><li>Pdf On-Screen Viewer </li></ul><ul><li>Scores were already digitized </li></ul><ul><li>Debate over how to present them to users </li></ul><ul><ul><ul><li>Completely free/downloadable vs. View only vs. Commercial loaning software </li></ul></ul></ul><ul><li>Unpublished collection can be viewed online in tandem with archived recording. </li></ul><ul><li>Ultimately will assist in programming decisions. </li></ul>
    16. 23. Ensuring User Access
    17. 25. Steven & Greg talk eCommerce Steven Foster Gregory Newsome
    18. 26. eCommerce Where We Are Now <ul><li>Audio - Centrediscs & CMCDS </li></ul><ul><li>Physical product available through regional offices and online boutique. </li></ul><ul><li>Few opportunities for distribution to “traditional” vendors (ie. HMV). New vendor models (big box stores) ill-suited to classical music. </li></ul><ul><li>CMC is an “arts service” organization” – few marketing resources </li></ul><ul><li>Dwindling broadcast options – the “new CBC Radio 2” </li></ul>
    19. 27. eCommerce Challenge <ul><li>How do we leverage online resources to broadly distribute our products – in the most efficient manner? </li></ul><ul><li>Independent Online Distribution Alliance (IODA) – www.iodalliance.com </li></ul><ul><ul><ul><li>1) Network of digital retail partners includes all the major distributors (iTunes, Amazon, eMusic, Puretracks, etc.) as well as newly emerging outlets. </li></ul></ul></ul><ul><ul><ul><li>2) Over 300 online and mobile retailers around the world. </li></ul></ul></ul><ul><ul><ul><li>3) Claim to have the most efficient delivery and content management systems in the business. </li></ul></ul></ul><ul><li>MaGaDa </li></ul><ul><ul><ul><li>1) Provides export services for physical product to e-retailers worldwide – current focusing on France & Germany </li></ul></ul></ul><ul><ul><ul><li>2) Maintains relationships with suppliers and retailers through an online interface </li></ul></ul></ul>
    20. 28. eCommerce Response - IODA
    21. 29. CMC Music Services Balancing Mandate Fulfillment and Revenue Generation Gregory Newsome
    22. 30. CMC Music Services Overview <ul><ul><li>Acquire </li></ul></ul><ul><ul><ul><li>Manuscript, PDF </li></ul></ul></ul><ul><ul><li>Digitize </li></ul></ul><ul><ul><ul><li>Scan, Clean </li></ul></ul></ul><ul><ul><li>Reproduce </li></ul></ul><ul><ul><ul><li>Specialized Print Shop </li></ul></ul></ul><ul><ul><li>Sell </li></ul></ul><ul><ul><li>(Redirect) </li></ul></ul>
    23. 31. CMC Music Services Where We Are Now <ul><ul><li>Starts with CMC Catalogue: a Shared Resource </li></ul></ul><ul><ul><ul><li>Library </li></ul></ul></ul><ul><ul><ul><li>Music Services </li></ul></ul></ul><ul><ul><li>Conversion: Visitor to Customer </li></ul></ul><ul><ul><ul><li>Passive </li></ul></ul></ul><ul><ul><li>Fill Order or Redirect </li></ul></ul><ul><ul><ul><li>Semi-automated </li></ul></ul></ul>
    24. 32. CMC Music Services Future Directions <ul><ul><li>Targeted Marketing </li></ul></ul><ul><ul><ul><li>Active Visitor Conversion </li></ul></ul></ul><ul><ul><ul><li>Long Tail Theory </li></ul></ul></ul><ul><ul><ul><li>“Packaging” Content </li></ul></ul></ul><ul><ul><li>Increased Automation </li></ul></ul><ul><ul><ul><li>Integrated Shipping </li></ul></ul></ul><ul><ul><ul><li>Public Pricing </li></ul></ul></ul><ul><ul><li>Online Partnerships </li></ul></ul><ul><ul><ul><li>Redirect Commission </li></ul></ul></ul>
    25. 33. Greg talks Internal Infrastructure
    26. 34. Internal Infrastructure Where We Are Now <ul><ul><li>CMC’s internal organization is now largely technology or web-based, i.e. </li></ul></ul><ul><ul><ul><li>Interlibrary loan </li></ul></ul></ul><ul><ul><ul><li>Royalty payments </li></ul></ul></ul><ul><ul><ul><li>Scanning </li></ul></ul></ul><ul><ul><li>CMC catalogue represents most internal workflows, i.e. </li></ul></ul><ul><ul><ul><li>From acquisition to library shelf </li></ul></ul></ul><ul><ul><ul><li>From order to delivery </li></ul></ul></ul>
    27. 35. Internal Infrastructure Case Studies
    28. 36. Internal Infrastructure <ul><li>Music Services Order Queue </li></ul><ul><ul><li>Custom web-based tool that manages the life cycle of an order </li></ul></ul><ul><ul><li>Integrated with user side of CMC website and Simply Accounting </li></ul></ul><ul><ul><li>We programmed the internal workflow, and transformed a staff position </li></ul></ul><ul><ul><li>Point </li></ul></ul><ul><ul><ul><li>Automate wherever possible </li></ul></ul></ul><ul><ul><ul><li>Build a custom software solution if necessary </li></ul></ul></ul>
    29. 39. Internal Infrastructure <ul><li>Influences of Many Musics Project </li></ul><ul><ul><li>Explores the lives and works of forty internationally-born Canadian composers </li></ul></ul><ul><ul><li>Primary goals </li></ul></ul><ul><ul><ul><li>Education </li></ul></ul></ul><ul><ul><ul><li>Promotion </li></ul></ul></ul><ul><ul><li>Built a scalable, custom content management system into CMC catalogue </li></ul></ul><ul><ul><li>Point </li></ul></ul><ul><ul><ul><li>Leverage special projects for long-term gain </li></ul></ul></ul>
    30. 43. Internal Infrastructure <ul><li>Simply Accounting </li></ul><ul><ul><li>Network-based accounting software </li></ul></ul><ul><ul><li>Different accounting software in different departments led to complex account reconciliation, royalty payment process </li></ul></ul><ul><ul><li>Switched to Simply Accounting last year </li></ul></ul><ul><ul><ul><li>Web integration with Music Services Order Queue </li></ul></ul></ul><ul><ul><li>Point </li></ul></ul><ul><ul><ul><li>Centralize and standardize wherever possible </li></ul></ul></ul>
    31. 44. Internal Infrastructure <ul><li>Summary </li></ul><ul><ul><li>Automate wherever possible </li></ul></ul><ul><ul><li>Build a custom software solution if necessary </li></ul></ul><ul><ul><li>Leverage special projects for long-term gain </li></ul></ul><ul><ul><li>Centralize and standardize wherever possible </li></ul></ul>
    32. 45. Steven Communicates
    33. 46. Communications Where We Are Now <ul><li>Newsletters – e-mail & physical format </li></ul><ul><li>Regional e-blasts </li></ul><ul><li>Regularly updated web content – press releases, news, event information, etc. </li></ul><ul><li>CBC Radio 2 has functioned as a communications partner </li></ul>
    34. 47. Communications Challenges <ul><li>How can we engage users and provide exposure for specific “products” as well as the collection in general? </li></ul><ul><li>How can we convert users to purchasers once they have been exposed to our music? </li></ul><ul><li>How can we personalize our communications strategies and target specific user groups? </li></ul>
    35. 48. Communication Response – Exposure <ul><li>Podcast – Sounds New Online Education Projects </li></ul><ul><li>Audio Heritage Project External Web Radio </li></ul><ul><li>Blogs & Social Networking </li></ul>
    36. 49. Communication Response Personalized / Targeted Communications Zookoda User Accounts <ul><li>Conversion </li></ul><ul><li>Take advantage of every opportunity to move user from discovery to action – ie. direct access to item listing in database from podcast page, provide options for further exploration of similar materials. </li></ul><ul><li>Establish internal links within the collection - ie. works that appear in multiple format (study score, rental parts, archival audio, commercial recording, etc.) </li></ul>
    37. 50. Future Directions
    38. 51. Future Web Strategy <ul><li>CONTENT: Make more primary content accessible. </li></ul><ul><li>USABILITY: Make it easier to discover new music. </li></ul><ul><li>COMMUNITY: Foster a participatory community of users that contribute new forms of content. </li></ul>
    39. 52. Thank You 

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