plan, adapt, emerge: unthinkable keynote to the arts marketing association
TRANSCRIPT
Matthew Shorter
Three interlocking approaches to creating a digital content strategy
Unthinkable ConsultingJustin Spooner
planadaptemerge
some assumptions
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
arts marketing creates experiences that complement, extend and even create art
arts marketing is often done by the audience
some assumptions we are making about arts marketing
the art is not sacred
some assumptions we are making about arts marketing
some assumptions we are making about arts marketing
some assumptions we are making about arts marketing
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
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
some assumptions we are making about digital strategy
content is one component of the experience formula
if we combine our understanding of:People + Place + Time + Content + Functionality
we get closer to experience
some assumptions we are making about digital content
the combination of knowledge, process and guesswork
plan
the acceptance of uncertainty
plan
websites are machines, not documents
plan
a good strategy should speed up the process of identifying the
critical components of your plan
plan
the components of a good plan
aimsorganisational
project
target audiences(personas)
participants
partners
organisation
beneficiariesuser described
benefits
user motivations
non-idealisedjourneys
benefitscontent
functionality
platform
device
situation
ideastasks
roles
skills
tools
delivery
plan
aims beneficiaries benefits ideas delivery
exp
erie
nce
plan
plan Dean Rodney Singers
plan Dean Rodney Singers
plan Dean Rodney Singers
plan Smithsonian Institute
1. (Pre) visitor starts a casual online search for information 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” artifacts 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 ratings 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 option to download a GPS-enabled phone app that gives extra info about the collections 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 location 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 question about the artifact, and browses FAQs that have been collected from citizens 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 notices that she’s earned Commons Cash. She reads a short explanation of what Commons Cash is about. She also sees related information on the items that she’s favorited while on her trip
plan Smithsonian Institute
plan Mini Operas
plan Chrome Web Lab
plan Chrome Web Lab
plan BBC APS
adapt
Learning what to do by doing
adapt
Noticing unplanned success
adapt
Changing the plan to fit the world
adapt
observationevaluation
aims beneficiaries benefits ideas delivery
exp
erie
nce
adapt
observationevaluation
aims beneficiaries benefits ideas delivery
exp
erie
nce
what’s new in your world?
users - stakeholders - technology - markets
adapt
observationevaluation
aims beneficiaries benefits ideas delivery
exp
erie
nce
what’s new in your world?
what should you reduce? what should stay the same?
what should you do more of?
adapt
observationevaluation
benefits ideas delivery
exp
erie
nce
the prototype loop
adapt evolutionary nozzle design
adapt Dean Rodney Singers
adapt Chrome Web Lab
emerge
How can I commissionwhat I don’t know I want?
emerge
How do we invite new ideas?
Who might provide new thinking and doing?
Are they our friends?
emerge
delivery
relationships ideas
observationevaluation
aims beneficiaries benefits ideas delivery
exp
erie
nce
emerge Dean Rodney Singers
emerge Dean Rodney Singers
emerge BBC APS clickable tracklists
emerge BBC APS clickable tracklists
emerge BBC APS clickable tracklists
emerge BBC APS clickable tracklists
emerge Chrome Web Lab
planadaptemerge
doing three things at
once
planadaptemerge
different projects require
different orders
planadaptemerge
use different meetings
for different modes
planadaptemerge
use different
people for different modes
planadaptemerge
fold best thinking
from projects back into
the strategy
planadaptemerge
plan for adaptation
and emergence
Thank youThanks to Tellart for visual material and stories
& Fitzroy and Finn for design guidance
[email protected]@unthinkableconsulting.com
@theunthinkables
