tech in the arts annual report

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Annual Report for 2011-2012 for TechnologyintheArts.Org

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  • 1. ANNUAL REPORT2011/12exploring the intersection of arts management and online technology Use your mouse to turnthe page here

2. 2 | TECHNOLOGY IN THE ARTS ANNUAL REPORTMission Technology in the Arts, a research initiative of the Master of Arts Management (MAM) program at Carnegie Mellon Universitys H. John Heinz III College, provides the arts community with resources to better understand and benefit from the intersection of arts and technology in order to make more informed management decisions in an increasingly technological society. 3. TECHNOLOGY IN THE ARTS ANNUAL REPORT | 3T E C H N O LO G Y I N T H E A R T S S H A L LProvide a forum for discussion at the intersection ofarts and technology through blog posts, webinars,lectures, podcasts and social mediaPresent cutting-edge research on current trends and advancesin the use of technology in the artsExplore the role of technology in the artistic processBe a leading resource for the arts and technology communitiesShare best practices in the fieldBrad StephensonCo-Director of Technology in the ArtsSenior Web Media & Marketing Manager, Heinz CollegeKathryn HeidemannCo-Director of Technology in the ArtsDirector, Master of Arts Management Program, Heinz College 4. 4 | TECHNOLOGY IN THE ARTS ANNUAL REPORTSean Bowie@seanbowSean is a lover of the arts and a first year Master of Public Policy and Management DC-trackstudent here at Heinz College. Sean is from Phoenix, Arizona and counts sensible publicpolicy, sunny weather and a good play on his list of favorite things.Andre Bouchard@andreintransitAndre has a BA in Anthropology and a BFA in Dance from the University of Montana.In 2001 he founded Walrus Performance Productions and in 2006 opened the WalrusTheater in Seattle WA and ran them until 2009. He was Ticketing and Publicity Managerand then the Managing Director for the Black Box Theatre at Edmonds CommunityCollege in Edmonds, WA from 2008-2011. He also presents at conferences on the topicsof low cost marketing and audience development.Elizabeth Quaglieri@equaglieriElizabeth is pursuing her Master in Arts Management at Carnegie Mellon University. Arecent college graduate, Elizabeth has been involved with various arts communitiesand organizations. Her interest in urban revitalization through the arts in a product ofher undergraduate training in Art History, specifically in architecture and landscapestudies; her research interest in the accessibility of the arts to all demographics; andher involvement with the vibrant arts community in her home city of Portland, Maine.Off campus and off the clock, Elizabeth enjoys discovering local artists, architecturalgems, and splendid landscapes. 5. TECHNOLOGY IN THE ARTS ANNUAL REPORT | 5The TitA Team Naina Singh @naisingh Naina is a first year Master of Arts Management student at Carnegie Mellon University. Before coming to CMU, Naina studied Management, Art History, and Italian at Indiana University Bloomington. Nainas interests lie in the realm of strategic consulting for arts organizations and the visual arts. She is also interested in studying the role of arts and cultural organizations in shaping societal and global values. She has had prior work experience at Religare Arts Initiative, an arts organization in New Delhi, where she was the gallery and social media intern. Naina enjoys visiting museums, art fairs, galleries, and believes that everyone else should too! Rachael Wilkinson @rewilkin Rachael is a first year Master of Arts Management student at Carnegie Mellon University. She recently completed a Bachelor of Arts in Arts Management at Chatham University in Pittsburgh, Pennsylvania. Her interests include social media and art museums, which is reflected in her previous experiences at the Figge Art Museum in Davenport, Iowa and the Andy Warhol Museum. In her spare time, Rachael enjoys organic farming and cooking for her friends. Terry Boyd @boydleservice Terry is a recent graduate from Carnegie Mellons Arts Management program. He is currently self employed as a free-lance consultant in data-driven marketing and social media strategy. 6. 6 | TECHNOLOGY IN THE ARTS ANNUAL REPORT...this post was amazing, nicely written and included all vital infos. Id like to see more posts like this.5authors176blog posts this year ( +22.2% )776total posts ( + 29.3% ) 7. TECHNOLOGY IN THE ARTS ANNUAL REPORT | 7Blog and KeyPerformance IndicatorsTechnology in the Arts relies heavily on web and social media analytics for impact measure-ment and mission fulfillment.VALUE CHAINbe tracked and standardized. The next Naina Singhs Pinterest, Instagram andThe customer value chain closely resembles page is an analysis of the Key PerformancePercolate: The Latest in Social Mediaa purchasing funnel used in marketing. Indicators (KPIs) identified by Technologyreceived 1,133 page views and wasDigital media benchmarking for a nonprofit in the Arts. These critical success factors shared 48 times.blog can be divided into four, measurablevalidate the organizations mission andlevels of interactions (Figure I). objectives as an arts community resourceRachael Wilkinsons Crowdfunding for the REACH ACTIONENGAGEMENT EXTENDFigure I Social media value chainThe process illustrates an individualsBLOG HIGHLIGHTS Arts received 923 page views and wasprogression, starting at blog awarenessThe following posts were the most shared 40 times.and ending in advocacy.viewed articles for 2011/12: Ashley Paulisicks A Visitors Experience: TheAs the stages of the value chain advance,Sean Bowies The Most Artistic City inGood, the Bad and the Ugly of Smartphonethey require an extended level of partici- America received 1,333 page views Apps in Art Museums received 836 pagepation from a viewer, each of which canand was shared 66 times.views and was shared 47 times. 8. 8 | TECHNOLOGY IN THE ARTS ANNUAL REPORT 14,000 12,000 REACH 10,0008,0006,000Reach estimates number of eyes the blogcaptured over the course of the year. 4,0002,000VISITSA visit is the action of a uniquely defined0individual looking any of TitAs pages y*ychrt r ilry r rebe us be aybe belar ar n Ju AparJu nu gMuwithin a session. The number refers to themmemtoMAu brve ceOc Ja Fept No DeSesingle action, not the individual eventsassociated with browsing a page. This 2012/11 2011/10 Linear (2012/11)year, Technology in the Artss blog wasvisited 102,182 times, increasing 69.4% Figure I Number of unique page visits by monthfrom 2010/11 (Figure I). 20,000PAGE VIEWS 18,000A view is the total number of web pages16,000browsed during a visit. TitA was viewed14,000157,616 times this year, 63.2% more than 12,0002010/11 (Figure II). 10,0008,000NEW VISITORS6,00074% of the people who visited the4,000Technology in the Arts blog were firsttime users (Figure III). New visitors are 2,000important becasue they are quintessential 0to the expansion of the blogs reach and y *yrerchr t rly il be beusbeayararr Ju b Aparrunu gM emtom mMAu bfollower aquisition. veceOc JaFe pt NoDe Se2012/11 2011/10Linear (2012/11)Figure II Number of recurring page views by monthReturners26%are two URLs on Technology in the Artsblog that the organization monitors, theHome Page banner and the About TitANew Visitors ACTION menu link.74% The Home Page banner is monitored becauseit is a visitors portal to all the contentOnce Technology in the Arts captures aavailable on the blog. The homepagesbrowsers viewership, the next step inCTR was 3.17%, doubling last years rate.the customer value chain is making aFigure III New users out of total visitscall-to-action. These actions quantify aAbout TitA should also be tracked becausevisitors interests.the page acts as a gateway to additionalTechnology in the Arts acquired about information about the Master of Arts75,590 visitors, 78.8% more than theCLICK-THROUGH RATE (CTR)Management Program. One of the goalsprevious year.CTR measures the percentage of people of Technology in the Arts is to raise aware-who have clicked on an image or linkness for the MAM program while funnel-within a post then divides it by the totalling click-streams to the admission page.amount of impressions (views). ThereThis past year, only 828 people clicked 9. TECHNOLOGY IN THE ARTS ANNUAL REPORT | 9through to the About Page, earning a REPEATING VISITORSGoogle Analytics page can be utilizedCTR of 0.81%.Repeating visitors are the number ofto set target URL destinations to track people who continue to use the site.Heinz College links across all pages (notPAGE VIEWS PER VISIT This year, we saw a increase in retention just limiting it to About Us).Page views per visit measures how farrates for new visitors.a unique user is willing to explore aAnother unmonitored URL is the mailingsite in a single session. The TitA reader 80000 list form. Not only should TitA monitorvisits an average 1.54 pages per session. 70000 lead conversions, but the email registra-Although the site increased its reach by60000 tion bounce rate as well.41,847 visitors, their readership decreased 50000 3.14% from the previous year. 40000 Although Technology in the Arts saw a small a decrease in bounce rates. This tells30000 us that people are more willing to read on20000 after theyve finished visiting their initial10000 article. TitAs 72.9% sits below the blogENGAGEMENT0 2011/10 2012/11 industry average of 80%, showing loyalty within the blogs reader base. From aNew Visitors Returners conversion optimization standpoint, the more Technology in the Arts can lowerEngagement monitors how users interact its bounce rate, the better opportunityand communicate with Technology in the Figure IV New users and returners we have to convert visitors to depend-Arts content . Unlike actions, engagement over time able patrons.builds user loyalty and dependency.19.99% of new visitors 2010/11 converted to returners in 2011/12. Returners increasedComments are important because theyTIME SPENT ON SITE by 46.2% at 26,735 visitors (Figure IV).are a way for