hannah rudman tab140508

Hannah@hannahrudman.comRUDMANRUDMAN

CONSULTINGCONSULTING

TAB Forum14th May 2008

From push…to pull…

to porosity!

Why are we here?

• Marketeers: Driving sales & attendance

• But… it seems to be getting harder.– Time poor / wide spread of leisure activities

available to us / travel is relatively cheap /experience economy

– Changing socio-economic behaviours

• Technology has impacted our world!– Change is needed, but actually, we’re confused!

57% homeshave internetaccess -

c.85%connectionsbroadband

c.95%population havemobile phone

Diminishing digital divide?

• Connectivity and kit– 87.6% UK homes have digital TVs– 300m smartphones in the world,– Nokia making an entry level handset,– Malawi building IT infrastructure for smartphones

not PC

• Convergence– In a few years time,mobile devices will hold 10TB data (10,000 GB)

Participation ladder

From push to pull

• Business is changing– Networked, distributed

From push to pull: Media

• Time shifted content, Ofcom PSB review

From push to pull: government

From push to pull: public appetite

• We’re changing - we want digital services andresources– BBC global news podcast downloaded over

1m times in Mar 08

National Theatre: new models ofbringing together art & audiences

“It's more enjoyable to bein the swim than chasingthe wave”.Nick Starr,Chief Exec.

“Technology is in theright place now. Thesoftware design is there,more and more peoplehave broadband withmoving pictures anddelivery is free.”

Continuous partial attention?• Change in how attention span is conceived

– Blackberrying in Broadway!– Content conglomerators

People want to do more than attend

• Personalise• Participate• Co-produce• Create meaning

– Alan Brown’s latest research: WolfBrown

Cultural Snacking and sharing theexperience

Some co-production

“By equipping visitors with the means tocapture their own impressions and learningsfrom the museum to share with others, we

turn visitors into a global teaching force thatwill act as advocates for the museum for

generations to come.”Dr Nancy Proctor, Antenna Audio

Status Stories

• Conversation starters

Status Stories

• Story prepping

– Story labels

e.g. pre-install, downloador buy an audiotour

e.g. see a mapof the visitor

attractions ortours.

e.g. pre-install,

download orbuy extra

images, videoclips

UpCode™

... working with Guidebooks, Maps, Posters, Signposts

Click on the UpCode

Status Stories

• Story caching

Intentful customers

• “Make me move” - make me be there?• Audience as co-programmer

– Eventful, thepoint,

Transparency: Tyranny or Triumph?TripAdvisor

"Old economy fog isclearing: no longer canincompetence, below-parperformance, ignoredglobal standards, anti-social & anti-eco behavior,or opaque pricing beobscured. In its place hascome a transparent, fullyinformed marketplace,where producers have noexcuse left tounderperform."

New tools and distributionchannels… what does it mean for

your organisation?• Photo phones• Video phones• Skype recording

So driving sales and attendance?

• See sales and attendance in a different - “Long Tail”way– Repurpose live content for digital distribution - NY

Met– Create new digital content for sale to other

distributors - Tate Media– Consider all your archives and product - NT print

on demand & Philharmonia– Ticket trading & affiliate sales - NAYT– Sell the exclusive experience - packages– Get the social networks working for you!

Develop a social media strategy

• Connect• Build relationships• Collaborate• Know your market

And of course, on your website…

• More of what you’ve always done!– State preferences– Feedback and Surveys– Blogs– Podcasts– RSS feeds and calendar feeds– Audio and video clips - with the embed code– Background details and images– Programme details– Archive of past events– FAQs and forums– Links to YouTube; MySpace; FaceBook; Bebo; Flickr– Let people digg / share / del.ici.ous / email your content– Learn from your stats - where are people entering your site? Link:yoururl

From push to pull to porosity…

• Expect to have profound discussions!• Expect to change!• THANKS for listening!

I’m porous…Stay in touch!Hannah@hannahrudman.comwww.hannahrudman.com

hannah rudman tab140508

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