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Justin Spooner & Matthew Shorter from Unthinkable were invited to give the keynote speech to the Arts Marketing Association's Digital Day on 22 November 2012. They invited us to speak about content strategy, and we took the opportunity to outline our thoughts about the balance between planning, adaptation and allowing room for emergence in the creation of digital strategies. These slides will make sense as an aide-memoire to those who were present, and we hope to supplement them in the near future with notes that will make sense of them to everyone else.
Citation preview
Matthew Shorter
Three interlocking approaches to creating a digital content strategy
Unthinkable Consulting!Justin Spooner
plan!adapt!emerge!
some assumptions
some assumptions we are making about arts marketing
marketing contributes to an overall content system
there is no hard line between the promotion and the experience itself
arts marketing creates experiences that complement, extend and even create art
arts marketing is often done by the audience
some assumptions we are making about arts marketing
the art is not sacred
some assumptions we are making about arts marketing
some assumptions we are making about arts marketing
some assumptions we are making about arts marketing
it should describe the whole experience
it should be practical
content is only one piece of the puzzle
the fuller picture includes staff, skills, users, tools, process, data, design and brand
some assumptions we are making about digital strategy
strategy should make clear a bias for investment
set open permissions to enable delivery, experiment and learning
some assumptions we are making about digital strategy
content is one component of the experience formula
if we combine our understanding of: People + Place + Time + Content + Functionality
we get closer to experience
some assumptions we are making about digital content
the combination of knowledge, process and guesswork
plan!
the acceptance of uncertainty
plan!
websites are machines, not documents
plan!
a good strategy should speed up the process of identifying the critical
components of your plan
plan!
the components of a good plan
aims!organisational
project
target audiences (personas)
participants
partners
organisation
beneficiaries!user described
benefits
user motivations
non-idealised journeys
benefits!content
functionality
platform
device
situation
ideas!tasks
roles
skills
tools
delivery!
plan!
aims beneficiaries benefits ideas delivery!
experience!
plan!
plan Dean Rodney Singers
D
C
C
AudioTool community
SoundCloud
YouTube
Google+
AudioTool
iPad Apps
Tenori-on recorded into mac mini or
ipadsound devices recorded into
mac mini
DRS: Music Making
lyrics, imagery, references
Posterous
how do we get the singing in?highly structured creative process
plan Dean Rodney Singers
1 32
6 5 4
Dean Rodney SingersCreative Phases
Create Initial Materialsto Guide and Inspire
Creative Free Reign forthe Whole Band
Create Musical Elements / PhrasesLoops by Combining Materials
Structure Musical Elementsto Create SongsEmbellish and Improve SongsStop Song Development
as Each Song is Ready
D
B
B+
PM
D
B
B+
PM
D
B
B+
PM
D
B
B+
PM
D
B
B+
PM
D
B
B+
PM
Create sounds, beats, loops and lyrics for eachof the 25 tracks
Names, Tags & Uploads materialsCreates naming and tag convention
Setup logins for all web tools
Listens and looks at all the material coming from theband - starts to make choices about what to use
Inspired by Dean's materials - Band members can makewhat ever they like for each of their designated tracks
Names, Tags & Uploads materials and tracks activity
Original MI - MI parts are made available Anyone can take MI - MI parts and start to play with them - DRS ask for certain types of material
Combines musical materials into longer morelayered phrases and loops - these are made availableon a range of platforms
Ensures software and hardware support is in place
Each country starts to arrange the elementsinto linear time to create 2 minute songsNew materials get created. New lyrics are written.
Wider band start to create new materials for a giantand embellished version - vocals, beats….
Lots of communication between countriesDean sets a deadline for 2 min version of each song to be ready
Band get to hear what everyone is up to
Open period to improve each song. Dean calls out for various new material from the band members. New material is overlaid - older material maybe altered.
Each song has a master version identified. Band developthat song. Lyrics, singing and dancing become major focus.
Remix task is made clear - B+ have a deadline tocreate any number of remixes
Remixes are uploaded by B+. Dean also remixes and creates a huge mega-mix version of MI-MI from materialsuploaded.
Dean duplicates each track and calls it FINAL.
Dean chooses winning entries for MI-MI recreation
Decides best policy on creating final versions Ensures software and hardware support is in place
plan Dean Rodney Singers
plan Smithsonian Institute
1. (Pre) visitor starts a casual online search for informa6on on the Smithsonian. Types “visit Smithsonian” in Google search.
2. She clicks a Google result that talks about the basics when planning a trip to the Smithsonian – hours, events, exhibits, etc.
3. On the si.edu page, she sees a promo about all the “must-‐see” ar6facts and clicks to view more. 4. She’s amazed at all the cool things on exhibit at the Smithsonian and had no idea there were this
many museums! She gravitates toward those items with high user ra6ngs and reviews. She begins adding things to a Trip Planner.
5. Her Trip Planner tells her where all of the things she’s collected so far are located. She prints out a copy and also saves it to her iPhone.
6. When finished, she’s presented the op6on to download a GPS-‐enabled phone app that gives extra info about the collec6ons on view.
7. While viewing [x] at [x] museum, she pulls out her phone to learn more. Because it’s GPS enabled, the app shows her loca6on and the item she’s currently viewing, and plays a behind-‐the-‐scenes video tour of [x] that are not yet on exhibit.
8. She has a ques6on about the ar6fact, and browses FAQs that have been collected from ci6zens and answered by Smithsonian experts.
9. She takes a few pictures with her phone and shares them on Facebook. Smithsonian data is carried with it. (reference Brooklyn Museum iPhone app)
10. When she’s home, she returns to the Commons and no6ces that she’s earned Commons Cash. She reads a short explana6on of what Commons Cash is about. She also sees related informa6on on the items that she’s favorited while on her trip
plan Smithsonian Institute
plan Mini Operas
plan Chrome Web Lab
plan Chrome Web Lab
plan BBC APS
adapt!
Learning what to do by doing
adapt!
Noticing unplanned success
adapt!
Changing the plan to fit the world
adapt!
observation evaluation
aims beneficiaries benefits ideas delivery!
experience!
adapt!
observation evaluation
aims beneficiaries benefits ideas delivery!
experience!
what’s new in your world?
users - stakeholders - technology - markets
adapt!
observation evaluation
aims beneficiaries benefits ideas delivery!
experience!
what’s new in your world?
what should you reduce? what should stay the same? what should you do more of?
adapt!
observation evaluation
" " " " " " " benefits ideas delivery!
experience!
the prototype loop
adapt evolutionary nozzle design
adapt Dean Rodney Singers
adapt Chrome Web Lab
adapt BBC Question Time
emerge!
How can I commission what I don’t know I want?
emerge!
How do we invite new ideas?
Who might provide new thinking and doing? Are they our friends?
emerge!
" " " " " " " " " " " delivery!
relationships! ideas!
observation evaluation
aims beneficiaries benefits ideas delivery!
experience!
emerge Dean Rodney Singers
emerge Dean Rodney Singers
emerge BBC APS clickable tracklists
emerge BBC APS clickable tracklists
emerge BBC APS clickable tracklists
emerge BBC APS clickable tracklists
emerge Chrome Web Lab
plan!adapt!emerge!
doing three things at
once
plan!adapt!emerge!
different projects require
different orders
plan!adapt!emerge!
use different meetings for
different modes
plan!adapt!emerge!
use different people for different modes
plan!adapt!emerge!
fold best thinking from
projects back into the
strategy
plan!adapt!emerge!
plan for adaptation
and emergence
Thank you Thanks to Tellart for visual material and stories
& Fitzroy and Finn for design guidance
justin@unthinkableconsulting.com matthew@unthinkableconsulting.com
@theunthinkables
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