connecting with creative & digital networks in north yorkshire
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Connecting with the Creative & Digital Networks in North Yorkshire
A presentation prepared for an interview with Creative York. December 2008
Author: P.Orange.
Context Networks + CommunitiesConnections + CommunicationsConclusions
OverviewMenu
ContextCounty
Population Sq Miles
Craven 54,400 455
Hambleton 85,000 506
Harrogate 155,300 503
Richmondshire 49,300 509
Ryedale 52,000 581
Scarborough 107,000 315
Selby 77,600 232
York 186,800 105
Total 767,400 3,206
Leeds761,100217 sqm
Bradford 497,400
Easting Riding
333,000
Hull257,000
767,400Population of
North Yorkshire
Country comprises of 8 districts15% of Yorkshire’s 5+ million live in North Yorkshire.Leeds is 15 times smaller than NY area with similar population of 750,000.
ContextCounty
Regional characteristics
North Yorkshire has many small rural market towns, but few big urban centres.
Much land is used for agriculture or is moor land. Very attractive countryside, architecture and history. Tourism brings 4.18 million visitors a year bringing £332.9m York in top ten UK most visited English cities for holidays and
business tourism along with Leeds. Region benefits from major transportation links between north
& south. Parts of county remote. Requires use of car for convenience.
ContextCreative
Producers: The people and businesses that produce and/or manage creative media e.g.
PhotographyPublishingGraphics
ArchitectureFilmGames
Fine ArtsIllustrationDesign
WritersCraftsPerformanceAnimation
Wider InvolvementSegments affected by or involved with these sectors’ business and output.
Financiers ~ The people and businesses who fund/ commission producers Suppliers ~ The people and businesses that supply the producers with key resources and materials Consumers ~ The end-user who appreciates and uses the creative and digital product.
ContextCreative
Who? Individuals, businesses and organisations. Manage/produce for a variety of different creative disciplines
WorkspacesOfficesWorkshopsIndustrial UnitsSpecific Arts Venues
HomesStudiosWorkshopsArts VenuesEducation centres
OrganisationsBusinesses Non Profits Public sector
IndividualsFreelancers Amateurs Students
ContextCreative
Statistics
11,600 employed in Creative industries in 2005. 90% employed. 10% self-employed. 2600 ‘creative’ organisations Growth of 10% between 1999-2003. Activity mostly in York, Harrogate and Scarborough (70%)
Employment in the Creative Industries
30% of activity scattered across rural communities throughout the country.
Yorkshire & Humber’s digital sector already generates nearly £3bn for the region’s economy and employs nearly 80,000 people
Digital sector expected to grow by two thirds by 2012.
IT and digital businesses are clean industries and attract high skilled workers to the region.
Quality of life key to attracting high-calibre personnel to the region.
ContextDigital
The University of York is a leading computer science department in the UK Producing high calibre computer science graduates Keeping skills in the region.
Communications technologies now enable IT businesses to operate rurally.
100% broadband throughout North Yorkshire.
IT Centre ~ York Science Park supports start ups with high-bandwidth facilities.
ContextDigital
NetworksCreative and Digital Networks in North Yorkshire
the challenges
The creative and digital sectors represent many different disciplines and related professional ~ social networks
These are organised according to the circles people travel in and where, be they in social networks of the real world, in the virtual one or both.
Getting ahead is about up to date knowledge about who’s doing what, when, how well connected you are, to how many people and how well you know them.
Scattered networks are often not connected, don’t always collaborate for mutual advantage and may not be organised or dependent on single entity.
Challenges in connecting effectively by creating tools to link the networks, making lines of communication shorter, a flatter sector, more united, more collaborative and easier to access.
Networkscross-discipline challenges
Networksthe challenges
The Creative & Digital networks are made up of professional communities that overlap and interact together across spaces, disciplines, media and distances.
Connecting across multiple ‘communities’
Interest Networks– Social– Discipline– Competency level
Demographic– Age– Sex– Cultural Origin– Wealth
Third Places
– Physical social public spaces, bars, café’s etc
Professionals– Sector– Discipline– Corporate– Employee– Freelance– Exclusive membership – Stage of career
Virtual– Forums– News Groups– Social Networks
Geo-Virtual– Social Media (events)
Networksgeographic challenges
North Yorkshire, whilst dispersed locally connects externally nationally and globally.
But…
North Yorkshire is a large area to cover.
Creative & Digital businesses and freelancers scattered widely.
Urban vs rural areas ~ different needs, values, traditions.
Travel from rural areas can be inconvenient.
Need 'on the ground’ experience & understanding.
Local ~ Within a specific locality of North Yorkshire Rural Urban
Regional ~ Across all of North Yorkshire
UK National ~ Anywhere else in the UK.
International ~ Anywhere in the world.
Networksvirtual versus real
Virtual or physical, both social networking methods ARE real.
Virtual transcends natural barriers, geography, economical, social, time or even corporate boundaries. Make new connections faster.
Virtual is direct, cheap way to promote and connect, but less trustworthy, casual and not tangible.
Real networks are dependent on time, space and situations, but relationships are more meaningful & durable.
Challenge to use a combination of technology and real world tools to engage, support and build communities.
ConnectingCreative and Digital Networks in North Yorkshire
the challenges
Connectingthe challenges
Relationship Management Develop and sustain relationships with freelancers and businesses. Truly understand the needs of businesses in the sector Build tangible relationships. Face to face meetings. Visiting business premises Meeting opinion leaders Meeting through events or workshops Virtual Communications. Phone calls Letters Emails Social media
– Online Communities – Instant Messaging
Leverage through key stakeholders Collaboration with key agencies, institutions and other key stakeholders Leverage from existing organisations to effectively engage with
communities.
Genuine Credibility through genuine care for clients. Communicating passion for the vision of Science York.
Awareness Maintain an awareness and presence Grassroots awareness ~students/career transitions/amateurs. PR and Marketing tools specific for both sectors and disciplines Capture and engage interest amongst general public.
Connectingthe challenges
Connectingthe challenges
Communication Channels Creative and digital sectors cover a large number of different disciplines. Effectively reaching out to all these varied sectors.
Online Communications Varying characteristics of use
– Use it for different things– Differing abilities– Varying frequency of use – Different connection speeds – Not even connected
One size definitely doesn't fit all.
Events/Networking/Workshops Communities accessibility to events. Awareness of events and workshops. Events are locally relevant and useful.
Podcasts . Social networking . Meetups . Round tables . Blogging . Mobile technology . Magazines .
Networking events .‘Speed dating’ conferences . Magazines . 3rd Places . Festivals.
Feedback Listening to issues, acting on them and keeping clients up to speed. Develop trust amongst the business community. Gathering feedback, actions and reporting achievements back to the
sectors. ToolsDeveloping useful tools for the business community that stimulate connections. Financial incentives Publications Events Workshops Consultation Online services Competitions PR Awards
Connectingthe challenges
ConclusionsWrapping up
Having the resources to be regularly active to reach out and connect with networks across the region, rural and urban.
Using a combination of technology and real world meetings to engage networks.
Building personal connections and managing relationships. Keeping up to date with a variety of disciplines in the creative and digital
sectors, annual calendar of events and changes within the networks. Connecting with professionals as much as grassroots interest from adults
and young people. Developing and using tools and situations to facilitate connections/
communications and accessibility within the sectors. Promoting greater awareness of the creative and digital sectors in North
Yorkshire. Ensuring collaboration with key regional stakeholders.
The End
Thank you
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