Arts Consulting 2.0?How is the Web Transforming Arts Organizations?

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Copyright Remarkk Consulting, 2007. Distributed under a Creative Commons license: http://creativecommons.org/licenses/by-nc-sa/2.5/ca/

Questions...

How is the Web changing the environment for cultural organizations?

Audiences

Competition

Relevance

Reinvention

Emerging Possibilities

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...and More Questions...

How is the Web changing how cultural organizations do their work?

Communications

Programming

Audience Engagement

Collaboration

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What is New Media?Three Media Paradigms:

Interpersonal Media: conversation, letter, telephone, email, IMone-to-one communication

Mass Media: theatre, oratory, books, radio, television, filmone-to-many communication

New Media: discussion forums, blogs, YouTube, wikis, gamesmany-to-many communication

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New Media are interactive, peered and networked

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Web 2.0, aka “The Social Web”

Static

Reading

Organizations

Owning/Selling

Brochure-ware

Portals

One-to-many

E-business

Central control

Web 1.0: Information Source

Dynamic

Writing

Communities

Sharing

Two-way communication

Social Networks

Many-to-many

Peer production

Reciprocal control

Web 2.0: Participation Platform

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The Machine is Us/ing Us

http://ca.youtube.com/watch?v=NLlGopyXT_g

Web 2.0 ToolsBlogs:

a conversational journal

small pieces, regularly updated, presented in reverse chronological order

comments welcomed and encouraged

Wikis:

distributed content creation, web pages edited by normal users

many hands make light work - “crowd-sourcing”

e.g. Wikipedia

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Web 2.0 Tools con’tdRSS Feeds

“Really Simple Syndication”

Pull information from multiple sources (news, blogs) into a uniform context

Can I follow 100 or more conversations at once?

Social Networking Sites

Facebook, LinkedIn, etc.

Trusted circles are the new portals for content discovery

Powerful viral effects: events, videos, news, activism

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Content Sharing Sites

Photos: Flickr.com

Videos: YouTube.com

News: Digg.com

Bookmarks: Del.icio.us

Slides: Slideshare.com

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Social NetworkingFacebook is my life-stream: share stories, content, photos, interests

If something is important to me, and I’m important to you, then it’s probably important to you too

Can I have 420 friends? (Apparently I can.)

“Ambient intimacy” moves my relationships into an always-on cloak I take with me (Facebook mobile, Twitter)

Social movements are originating on Facebook and then entering physical space

This is NOT a “virtual world”, this is enhanced reality

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Shifting Identities

Multiple personas reflect the multidimensional reality of modern self

The challenge: integrate the many facets of self into a coherent sense of identity

How can culture and cultural workers help?

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User-Generated Content

Fundamental principle of Web 2.0, the “social web”

We want to be heard

Mass Media era took away creative agency from the masses

Authorship? We are all creators now.

What are the implications for cultural organizations?

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What About Copyright?Sharing has become ubiquitous and is only increasing

Digital bits are economically free

Information “wants to be free” and attempts to put the genie in the bottle are doomed

Creators still have control, but control is shifting and we have new options

Responses:

Bits are free, but relationships, experiences and physical goods are scarce

Creative Commons: licensing schemes for the digital age

Reputational authority is the new currency

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The MillennialsBorn after 1980; only know of a world with digital technology

Signal the largest shift in media and behaviour since dawn of television

Characteristics:

Always connected; everything is a click away; short attention spans

No automatic deferral to authority: reverse accumulation of knowledge

Expect to be able to remix, mashup and recreate; retrieve and recontextualize the past

Collaborative, resourceful, innovative thinkers

Impatient; expect respect; love a challenge

Highly social, work well in teams

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Canadian Internet Usage

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Canadian Internet Usage

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Canadian Internet Usage

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Canadian Internet Usage

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Social Computing Behaviour

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Gen Y (18-26) Gen X (27-40) Late Boomer (41-50)

Early Boomer (51-61)

Seniors (61+)

Creators

Critics

Collectors

Joiners

Spectators

Inactives

30% 19% 12% 7% 5%

34% 25% 18% 15% 11%

18% 16% 15% 16% 11%

57% 29% 15% 8% 6%

54% 41% 31% 26% 19%

21% 42% 54% 61% 70%

Source: Charlene Li, “Social Technographics”; Forrester Research, 2007

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Collaboration

Collaboration

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Collaboration inside the organization

Collaboration with other organizations

Collaboration with audiences

Mass Collaboration

Spotlight on CollaborationSocial web/Web 2.0

Enterprise 2.0: collaboration in the enterprise

Wikinomics: mass collaboration

Peer-production, Co-creation paradigms

Unconferences and Barcamp phenomenon

Community activation and stewardship

Swarmth

Collective Intelligence

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Office 2.0 Tools

Google Docs: Word & Excel documents stored on the web for collaboration

Google Groups: Online discussion forums - both web and email

Google Calendar: Individual and group calendars; calendar sharing

Basecamp: Project collaboration - milestones, tasks, messages, documents

Slideshare: share presentations with colleagues & discover the best ideas in the world

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Find me in here...somewhere

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Entering the Conversation

If Google doesn’t see you, you don’t exist

What are people saying about you?

What conversation do you want to have with your audience?

Blogging is the ultimate in Google-juice and conversational power

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The Risk To Arts Organizations?

Lack of awareness of seismic shifts in the environment

Failure to engage the next generation

Rejecting new tools and methods out of fear

Resisting change rather than embracing new possibilities

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Relevance and Sustainability?

Cluetrain Manifesto

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A powerful global conversation has begun. Through the Internet, people are discovering and inventing

new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting

smarter—and getting smarter faster than most companies.

Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more

demanding of qualities missing from most business organizations.

http://www.cluetrain.com/

Culture Manifesto for the Web Age?

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Mark Kuznickihttp://remarkk.commark@remarkk.com