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Similar to Plan, Adapt, Emerge: Unthinkable keynote to the Arts Marketing Association
Similar to Plan, Adapt, Emerge: Unthinkable keynote to the Arts Marketing Association (20)
Plan, Adapt, Emerge: Unthinkable keynote to the Arts Marketing Association
- 2. Three interlocking approaches to creating a digital content strategy Justin Spooner Matthew Shorter Unthinkable Consulting!
- 5. some assumptions we are making about arts marketing marketing contributes to an overall content system there is no hard line between the promotion and the experience itself
- 6. some assumptions we are making about arts marketing arts marketing creates experiences that complement, extend and even create art arts marketing is often done by the audience
- 7. some assumptions we are making about arts marketing the art is not sacred
- 8. some assumptions we are making about arts marketing
- 9. some assumptions we are making about arts marketing
- 10. some assumptions we are making about digital strategy it should describe the whole experience it should be practical content is only one piece of the puzzle the fuller picture includes staff, skills, users, tools, process, data, design and brand
- 11. some assumptions we are making about digital strategy strategy should make clear a bias for investment set open permissions to enable delivery, experiment and learning
- 12. some assumptions we are making about digital content content is one component of the experience formula if we combine our understanding of: People + Place + Time + Content + Functionality we get closer to experience
- 13. plan! the combination of knowledge, process and guesswork
- 14. plan! the acceptance of uncertainty
- 15. plan! websites are machines, not documents
- 16. plan! a good strategy should speed up the process of identifying the critical components of your plan
- 17. plan! the components of a good plan aims! beneficiaries! benefits! ideas! delivery! organisational target audiences user described content tasks (personas) benefits project functionality roles participants user motivations platform skills partners non-idealised journeys device tools organisation situation
- 18. plan! aims beneficiaries benefits ideas delivery! experience!
- 19. plan Dean Rodney Singers
- 20. plan Dean Rodney Singers DRS: Music Making how do we get the singing in? highly structured creative process AudioTool community AudioTool C SoundCloud iPad Apps Tenori-on D recorded into mac mini or YouTube ipad sound devices recorded into mac mini Google+ es e renc , ref a gery s, im lyric Posterous C
- 21. plan Dean Rodney Singers Combines musical materials into longer more Create sounds, beats, loops and lyrics for each Listens and looks at all the material coming from the D of the 25 tracks D band - starts to make choices about what to use D layered phrases and loops - these are made available on a range of platforms Inspired by Dean's materials - Band members can make B Setup logins for all web tools B what ever they like for each of their designated tracks B Band get to hear what everyone is up to Original MI - MI parts are made available Anyone can take MI - MI parts and start to play Wider band start to create new materials for a giant B+ B+ B+ and embellished version - vocals, beats…. with them - DRS ask for certain types of material Names, Tags & Uploads materials PM PM Names, Tags & Uploads materials and tracks activity PM Ensures software and hardware support is in place Creates naming and tag convention Create Initial Materials Creative Free Reign for Create Musical Elements / Phrases 1 to Guide and Inspire 2 the Whole Band 3 Loops by Combining Materials Dean Rodney Singers Creative Phases Structure Musical Elements 6 Stop Song Development 5 Embellish and Improve Songs 4 to Create Songs as Each Song is Ready Open period to improve each song. Dean calls out for Lots of communication between countries D Dean duplicates each track and calls it FINAL. D various new material from the band members. D Dean sets a deadline for 2 min version of each song New material is overlaid - older material maybe altered. to be ready Each song has a master version identified. Band develop Each country starts to arrange the elements B B that song. Lyrics, singing and dancing become major focus. B into linear time to create 2 minute songs New materials get created. New lyrics are written. Remixes are uploaded by B+. Dean also remixes and Remix task is made clear - B+ have a deadline to B+ Dean chooses winning entries for MI-MI recreation B+ creates a huge mega-mix version of MI-MI from materials B+ create any number of remixes uploaded. PM Decides best policy on creating final versions PM PM Ensures software and hardware support is in place
- 22. plan Smithsonian Institute 1. (Pre) visitor starts a casual online search for informa6on on the Smithsonian. Types “visit Smithsonian” in Google search. 2. She clicks a Google result that talks about the basics when planning a trip to the Smithsonian – hours, events, exhibits, etc. 3. On the si.edu page, she sees a promo about all the “must-‐see” ar6facts and clicks to view more. 4. She’s amazed at all the cool things on exhibit at the Smithsonian and had no idea there were this many museums! She gravitates toward those items with high user ra6ngs and reviews. She begins adding things to a Trip Planner. 5. Her Trip Planner tells her where all of the things she’s collected so far are located. She prints out a copy and also saves it to her iPhone. 6. When finished, she’s presented the op6on to download a GPS-‐enabled phone app that gives extra info about the collec6ons on view. 7. While viewing [x] at [x] museum, she pulls out her phone to learn more. Because it’s GPS enabled, the app shows her loca6on and the item she’s currently viewing, and plays a behind-‐the-‐scenes video tour of [x] that are not yet on exhibit. 8. She has a ques6on about the ar6fact, and browses FAQs that have been collected from ci6zens and answered by Smithsonian experts. 9. She takes a few pictures with her phone and shares them on Facebook. Smithsonian data is carried with it. (reference Brooklyn Museum iPhone app) 10. When she’s home, she returns to the Commons and no6ces that she’s earned Commons Cash. She reads a short explana6on of what Commons Cash is about. She also sees related informa6on on the items that she’s favorited while on her trip
- 24. plan Mini Operas
- 25. plan Chrome Web Lab
- 26. plan Chrome Web Lab
- 27. plan BBC APS
- 28. adapt! Learning what to do by doing
- 29. adapt! Noticing unplanned success
- 30. adapt! Changing the plan to fit the world
- 31. adapt! aims beneficiaries benefits ideas delivery! experience! observation evaluation
- 32. adapt! users - stakeholders - technology - markets aims beneficiaries benefits ideas delivery! experience! observation evaluation what’s new in your world?
- 33. adapt! what should you reduce? what should stay the same? what should you do more of? aims beneficiaries benefits ideas delivery! experience! observation evaluation what’s new in your world?
- 34. adapt! the prototype loop " " " " " " " benefits ideas delivery! experience! observation evaluation
- 35. adapt evolutionary nozzle design
- 36. adapt Dean Rodney Singers
- 37. adapt Chrome Web Lab
- 38. adapt BBC Question Time
- 39. emerge! How can I commission what I don’t know I want?
- 40. emerge! How do we invite new ideas? Who might provide new thinking and doing? Are they our friends?
- 41. emerge! relationships! ideas! aims " beneficiaries " benefits " ideas" " " " " " " " delivery! delivery! experience! observation evaluation
- 42. emerge Dean Rodney Singers
- 43. emerge Dean Rodney Singers
- 44. emerge BBC APS clickable tracklists
- 45. emerge BBC APS clickable tracklists
- 46. emerge BBC APS clickable tracklists
- 47. emerge BBC APS clickable tracklists
- 48. emerge Chrome Web Lab
- 49. plan! doing three adapt! things at emerge! once
- 50. plan! different adapt! projects emerge! require different orders
- 51. plan! use different adapt! meetings for emerge! different modes
- 52. plan! use different adapt! people for emerge! different modes
- 53. plan! fold best adapt! thinking from emerge! projects back into the strategy
- 54. plan! plan for adapt! adaptation emerge! and emergence
- 55. Thank you Thanks to Tellart for visual material and stories & Fitzroy and Finn for design guidance justin@unthinkableconsulting.com matthew@unthinkableconsulting.com @theunthinkables