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Arts: the original social media How to become a conversational arts brand


we?


“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


Content producers?

Coffs H s/ n o m m o C e Library arbour City h T s : n r o k c m : Voice i l m o C a of Tim F i d e Wikime projec t


Educators?

al Nation n o i t a N al Mus t t i w r e o t H e a u r c m e u p sC d o Oo Learni E : n l m i n eMuseu ng Pro e r jeDcetsign t n e C e c r u o Res


Community managers?

Brookl yn Mus eum: 1 st Fans


Critics?

Nation al

Gallery podca st s

n y l k o o Br m u e s u M le i b o m ): n i a g a ( app


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 crossinstitution connections and collaborative cocreative opportunities. Importantly, this approach would build a unique network of participants across multiple, often unrelated, collections.� Carolyn Rostyn, National Museums Online Learning Project


we?


media


changed?


In 2010, an average 18 year old has had more conversations with other people than her great grandparents did in their entire lifetimes


Volume

1,300,000 tph Number of Britons expected to be a member of a social network by 2012

27,000,000 3.5bn More than

Pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook


Participation

75%

Of social network users are aged 25+

37 yrs old The average social network user is

47/53

50%

Average ratio of male/female on social networking sites

Almost

Of Facebook users earn more than

ÂŁ30k


 

Trust

http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-a


 

Offline / online


Social media interfaces


heard?


Shout loudest?

Light a fuse (and hope)?

Or follow your instincts‌?


 

Social currency

resonance

balance

passion

independence

expertise

network


Translates into real currency WOM driven revenue

Positive influence Advocacy Sustain

Passivity / lack of awareness Ignite

WOM driven lost revenue

Convert

Convince

Solve

Detraction Negative influence

Deepen Inspire


did‌


The V&A: 7th Syndikate Visibility and new audiences • • • • •

WOM not social media Spreadable experience Rooted in the place Personal connections Disrupting schemas


7th Syndikate results • 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


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


Molly Flatt Presentation