2015 arts midwest workshop: embracing the digital age

Orchestras 20/20: Context, Connection, Collaboration

Embracing the Digital Age

Douglas Hegley

@dhegley

Yikes!

Part One: Context

Who am I?

Douglas Hegley

Director of Media and TechnologyMinneapolis Institute of Art

Image Soure: http://static.comicvine.com/uploads/original/11113/111131358/3367143-road-runner3.jpg

This presentation available at:www.slideshare.net/dhegley

http://www.slideshare.net/dhegley

Psychology?This digital

strategy needs some serious

analysis.

D

Image source: http://metaconferences.org/ocs/images/New-York-City-metropolitan-museum-of-art.jpg

Image source: http://upload.wikimedia.org/wikipedia/commons/d/d9/Minneapolis_Institute_of_Arts.jpg

It starts, and ends, with PEOPLE

This place is AWESOME!

What’s this session all about?

Challenges

Competition is Fierce (and it’s not us versus us)

Yes we can!

Digital can help:• Flexible• Cost-effective• Ever-changing

CAN we Compete??

Impact of digital technology on the cultural sector = broad

Audience Expectations

Content

Curation

Marketing

Reputation

Operations

Org Structure

Digital Changes Everything

Technology Impact: Driving Organizational Change

Source: http://likelinkshare.org/

http://likelinkshare.org/

This is NOT a lecture, please;

Your Tasks: Interrupt, Question, Mayhem if necessary!

Image Source: https://urbanfragment.files.wordpress.com/2012/07/lake-chippewa-hayward-wisconsin-by-brian-bailey3.jpg

Technology is Disruptive

An absurdly-abridged history of computer technology

GETTING HERE

Unrealistic expectations of digital technology to perform miracles – leads to: inability to harness potential benefits (wishful thinking)

Benefits of digitcccccccccaltechnology have been demonstrated

Benefits of digital technology have been demonstrated

Forward-thinking organizations realize the difficulties and the complexities – use that understanding to develop practical approaches to implementation.

The Hype Cycle

Image Source: http://www.thenimblefew.com/wp-content/uploads/2012/11/Nimble.jpg

Large AND nimble? Hmm …

Image Source: http://www.littlestourbooks.com/covers/77515.jpg

Passion+ Sincerity+ Honesty

+ ConvictionSUCCESS

A Thought Session: Change, Pace, Impact

Worksheet: How has technology affected your work?

What’s Changed?One year?Two years?Five years?

What’s the Impact?

Fears?

Image Source: https://cf.geekdo-images.com/images/pic336179.jpg

Step 1: Choose

Image Source: http://pad1.whstatic.com/images/thumb/c/cc/PickCard-Step-2.jpg/670px-PickCard-Step-2.jpg

Step 2: Imagine

Image Source: http://vividlife.me/ultimate/wp-content/uploads/2012/08/visualization3.s600x600-e1344266253358.jpg

Step 3: Report

Image Source: http://cdn.sheknows.com/articles/2014/02/woman-public-speaking.jpg

Step 4: Anticipate

Step 5: Flip it

Image Source: http://www.bronco.co.uk/our-ideas/wp-content/uploads/2015/02/Pancake-flip.jpg

Image source: http://sd.keepcalm-o-matic.co.uk/i/keep-calm-and-come-back-to-reality-4.png

Audiences in the 21st Century

“ … we do not ‘surf’ and the internet to us is not a ‘place’ or ‘virtual space’. The Internet to us is not something external to reality but a part of it: an invisible yet constantly present layer intertwined with the physical environment. We do not

use the Internet, we live on the Internet and along it.”

Piotr Czerski“We, the Web Kids”English translation by Marta Szreder(Emphasis is ours)

It’s a Brave New World Out There

Source: LaPlacaCohen.com/culturetrack

Key Insight: Performing arts have some catching up to do


Key Insight: Frequency of attendance is going down


Key Insight: Younger audiences are definitely interested!


Key Insight: Fun + Social is a winning combination


Key Insight: They come when it’s interesting, affordable, and friends are going too


Key Insight: But if it’s expensive and not engaging, expect empty seats


Key Insight: Millennials travel in packs


Key Insight: Don’t give up on traditional media just yet


Key Insight: Everyone is using Facebook


Key Insight: People are planning ahead more than ever

What has CultureTrackfound?

Audiences Today

• Stressed• Wired• Active• Open• Less bound by tradition


Audiences Drawn To:

• Convenience• Fun• New perspectives• Family & friends• Identity & community


Audiences – The Future:

• Expanding definition of “culture”• Primacy of social media• Integrated mobile activities• Redefined loyalty• Less view, more do


Digital Strategy

I told him he needed to write a digital strategy.

What happened?!

Digital Strategy and Your Board

1. Speak truth, not “fancy nonsense”.

How to Pitch Technology to Your Board

In 10 Easy Steps

1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.


In 10 Easy Steps

1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.


In 10 Easy Steps

1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).


In 10 Easy Steps

1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).5. Write things down.


In 10 Easy Steps

1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).5. Write things down.6. Show practical impact.


In 10 Easy Steps

1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).5. Write things down.6. Show practical impact.7. Lunch is good. Really.


In 10 Easy Steps

1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).5. Write things down.6. Show practical impact.7. Lunch is good. Really.8. Plant seeds, and wait.


In 10 Easy Steps

1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).5. Write things down.6. Show practical impact.7. Lunch is good. Really.8. Plant seeds, and wait. 9. Be agile, nimble.


In 10 Easy Steps

1. Speak truth, not “fancy nonsense”.2. Repeat after me: “It’s not about technology, it’s about people”.3. Take your time, slow down.4. Tell stories, build a narrative (and lose the acronyms).5. Write things down.6. Show practical impact.7. Lunch is good. Really.8. Plant seeds, and wait. 9. Be agile, nimble.10. When all else fails, call in the experts.


In 10 Easy Steps

Strategy Drives Decision-making

Cool Blue

Do a select fewSeek funding & partners

(We wish we could do them all)Risk: Too many at once (saying yes to everything)

Red Flag

Do only if necessaryStop! (or proceed with extreme caution)

(We wish we could have none)Risk: Bogs down & exhausts resources

Green Light

Do these fastMake a prioritized list, get moving

(We wish there were fewer)Risk: Resources pulled away from Cool Blue

Gray Fog

Do only if there are resources“Busy work” or dreamy distractions

(We wish we had more time)Risk: People fall into this , esp. in times of stress

High

High(Hard)

Low

Low(Easy)

Importance

Difficulty

Evaluating Effort: Deciding on What to Do v. What NOT to Do

Strategy Guides People

• Prioritization• Time management• Alacrity• Empowerment• Shared ownership

Break until

3:30pm

Part Two: Connection

Social Media

Yeah, okay, but is social media actually important?

• It’s how you reach a large set of customers –especially new ones



• Your customers are already there



• Your customers are already there• Competitive advantage/necessity



• Your customers are already there• Competitive advantage/necessity• Connections to and among people



• Your customers are already there• Competitive advantage/necessity• Connections to and among people• Peer recommendation is the most-effective type



• Your customers are already there• Competitive advantage/necessity• Connections to and among people• Peer recommendation is the most-effective type• Social media is here for awhile

Social Media Sites – in order (Admittedly subjective)

FacebookPros:Most-used, lots of sharing, wide audience

Cons:Care & feeding, need for images/video

Douglas says: Be there or be left out … for now at least!

TwitterPros:Popular, timely, re-tweeting, fast, short

Cons:Care & feeding, images, dialog expected

Douglas says: Great for announcements, and works well in combination with Facebook

YouTubePros:Popular, connections across industries

Cons:Video-only, rarely the origin point

Douglas says: Only if you have good video content to share

PinterestPros:Visual, creative, easy to use

Cons:Fading? Moving to retail?

Douglas says: Unless you have an active channel now, no reason to start

InstagramPros:Popular with Millennials, easy to use

Cons:Depends on photos, can be disruptive onsite

Douglas says: Up and coming, but probably better for visual arts orgs

TumblrPros:Established audience, longer-form content

Cons:Growth has slowed, care & feeding

Douglas says: Facebook is much higher priority, but if you have longer stories to tell it’s a decent option compared to implementing a full blog on your site

FlickrPros:Often searched, can be respository

Cons:Can get complex (licensing), photos only

Douglas says: Only if you have a lot of photography to share openly and without restrictions

VinePros:Millennials love it, can be very funny

Cons:Fine line between irony and anger

Douglas says: Only if you are already strong on a number of other platforms, and even then proceed with caution

SnapchatPros:Popular with Generation Z, easy to use

Cons:Temporary, limited audience

Douglas says: Not for organizations, but you could help your teen audiences share via Snapchat by providing photo ops

Essentials of Social Media

Choose

Social Media platform recommendations:1. Facebook - definitely2. Twitter - maybe3. Instagram – if you have time/resources

Plan

1. Content type for each platform2. Purpose3. Tone4. Frequency5. Timing6. Monitoring & replying

Content: What works?

1. Short is always better2. Ask questions3. Provide links4. Photos get attention5. Likes & retweets & shares all matter

Let’s talk a bit more about

Content

Source: http://colleendilen.com/2015/08/19/connectivity-is-king-fast-fact-video/

Content Leads to Connectivity

Source: http://colleendilen.com/2015/08/19/connectivity-is-king-fast-fact-video/

Content Leads to Connectivity

To paraphrase:• Connectivity is sparked when content is rooted

in mission• Your passions matter to your audience• Important: unvarnished insights• They want to know what’s really going on, not

just receive a sales pitch• Don’t aim to make content, aim to connect

Content: Basic Best Practices

1. Friendly and accessible tone


1. Friendly and accessible tone2. Direct and uncomplicated language


1. Friendly and accessible tone2. Direct and uncomplicated language3. Steady frequency – don’t disappear


1. Friendly and accessible tone2. Direct and uncomplicated language3. Steady frequency – don’t disappear4. Link to further information or action


1. Friendly and accessible tone2. Direct and uncomplicated language3. Steady frequency – don’t disappear4. Link to further information or action5. Authors with passion, both for the

organization and to share knowledge


1. Friendly and accessible tone2. Direct and uncomplicated language3. Steady frequency – don’t disappear4. Link to further information or action5. Authors with passion, both for the

organization and to share knowledge6. Add media, especially photos

Monitoring Social MediaHow do we keep an eye on this stuff?

TweetdeckA social media dashboard application for the management of Twitter accounts

KloutA website and mobile app that uses social media analytics to rank its users according to

online social influence via the "Klout Score", which is a numerical value between 1 and 100

socialmention.comA social media search & analysis platform that aggregates user generated content into a

single stream of information

socialmention.com

HootSuiteA social media toolkit that lets you post and read messages, track mentions, prepare posts,

prepare updates, and set schedules for posts at later times

Monitoring Essentials• Start slow – finger on the pulse• Build over time• Make progress• Don’t jump to conclusions – until

you hire a professional statistician

Workshop: Social Media Strategy, a first draft

Social Media Strategy

• How will your organization approach social media effectively and practically?

• Where does one begin?

Worksheet: Social Media Action Plan

Target Audience

Social Media Platform

Tone and Voice

Monitoring

Continued Community Engagement

Let’s hear from you

Collaboration

Failure is a learning opportunity

Summary

Embrace the digital age

Embrace the digital ageChallenges – it’s a competitive world out there

Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutions

Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about people

Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantage

Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantageWe can face down our fears

Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantageWe can face down our fearsOur audiences are changing

Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantageWe can face down our fearsOur audiences are changingStrategy guides decisions and people

Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantageWe can face down our fearsOur audiences are changingStrategy guides decisions and peopleDeep dive into social media

Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantageWe can face down our fearsOur audiences are changingStrategy guides decisions and peopleDeep dive into social mediaTools, tips, tricks, best practices

Embrace the digital ageChallenges – it’s a competitive world out thereDigital offers cost-effective solutionsIt’s not about technology, it’s about peopleBeing small can be a huge advantageWe can face down our fearsOur audiences are changingStrategy guides decisions and peopleDeep dive into social mediaTools, tips, tricks, best practicesCollaboration!

Your Top Takeaways from Today?

Unanswered questions?

The Digital Transformation Wave

You

Choice

Or you

@dhegley

http://www.slideshare.net/dhegley

Thank you!