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Arts: the original social media
How to become a conversational arts brand
what the
hell are 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
Flickr: The Commons /
Wikimedia Commons
Content producers?
Coffs Harbour CityLibrary: Voice of Timeproject
Cooper Hewitt National
Design Museum: Educator
Resource Centre
Educators?
National Museums OnlineLearning Project
Community managers?
Brooklyn Museum: 1st
Fans
Brooklyn
Museum
(again): mobile
app
Critics?
National Gallery podcasts
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 cross-
institution connections and collaborative co-
creative opportunities. Importantly, this approach
would build a unique network of participants
across multiple, often unrelated, collections.”
Carolyn Rostyn, National Museums Online Learning Project
so...what the
hell are we?
211010 Arts: the original social media
211010 Arts: the original social media
the original
social media
211010 Arts: the original social media
so what’s
changed?
In 2010, an average 18 year old has had
more conversations with other people
than her great grandparents did in their
entire lifetimes
27,000,000
Number of Britons expected to be a member of a social network by 2012
3.5bn
More than
Pieces of content (web links, news stories, blog posts,
etc.) shared each week on Facebook
1,300,000 tph
Volume
37 yrs old
The average social network user is
Of social network
users are aged 25+75%
Average ratio of
male/female on social
networking sites47/53
50%
Almost
Of Facebook users
earn more than
£30k
Participation
 
http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-a
Trust
 
Offline / online
Social media interfaces
so how do
you get
heard?
Shout loudest? Light a fuse (and hope)?
Or follow your instincts…?
 
Social currency
passion expertise
independence network
resonance
balance
Translates into real currency
WOMdriven
revenue
Detraction
Advocacy
WOMdriven
lostrevenue
Negative influence
Positive influence
Ignite
Solve
Deepen
Sustain
Convert
Convince
Inspire
Passivity / lack of awareness
here’s what
we did…
Visibility and new audiences
• WOM not social media
• Spreadable experience
• Rooted in the place
• Personal connections
• Disrupting schemas
The V&A: 7th
Syndikate
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
211010 Arts: the original social media
• 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
7th
Syndikate results
so what can
you 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

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211010 Arts: the original social media

Editor's Notes

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