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How is the Web Transforming Arts Organizations?
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Arts Consulting 2.0?How is the Web Transforming Arts Organizations?
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Copyright Remarkk Consulting, 2007. Distributed under a Creative Commons license: http://creativecommons.org/licenses/by-nc-sa/2.5/ca/
Questions...
How is the Web changing the environment for cultural organizations?
Audiences
Competition
Relevance
Reinvention
Emerging Possibilities
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...and More Questions...
How is the Web changing how cultural organizations do their work?
Communications
Programming
Audience Engagement
Collaboration
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What is New Media?Three Media Paradigms:
Interpersonal Media: conversation, letter, telephone, email, IMone-to-one communication
Mass Media: theatre, oratory, books, radio, television, filmone-to-many communication
New Media: discussion forums, blogs, YouTube, wikis, gamesmany-to-many communication
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New Media are interactive, peered and networked
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Web 2.0, aka “The Social Web”
Static
Reading
Organizations
Owning/Selling
Brochure-ware
Portals
One-to-many
E-business
Central control
Web 1.0: Information Source
Dynamic
Writing
Communities
Sharing
Two-way communication
Social Networks
Many-to-many
Peer production
Reciprocal control
Web 2.0: Participation Platform
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The Machine is Us/ing Us
http://ca.youtube.com/watch?v=NLlGopyXT_g
Web 2.0 ToolsBlogs:
a conversational journal
small pieces, regularly updated, presented in reverse chronological order
comments welcomed and encouraged
Wikis:
distributed content creation, web pages edited by normal users
many hands make light work - “crowd-sourcing”
e.g. Wikipedia
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Web 2.0 Tools con’tdRSS Feeds
“Really Simple Syndication”
Pull information from multiple sources (news, blogs) into a uniform context
Can I follow 100 or more conversations at once?
Social Networking Sites
Facebook, LinkedIn, etc.
Trusted circles are the new portals for content discovery
Powerful viral effects: events, videos, news, activism
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Content Sharing Sites
Photos: Flickr.com
Videos: YouTube.com
News: Digg.com
Bookmarks: Del.icio.us
Slides: Slideshare.com
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Social NetworkingFacebook is my life-stream: share stories, content, photos, interests
If something is important to me, and I’m important to you, then it’s probably important to you too
Can I have 420 friends? (Apparently I can.)
“Ambient intimacy” moves my relationships into an always-on cloak I take with me (Facebook mobile, Twitter)
Social movements are originating on Facebook and then entering physical space
This is NOT a “virtual world”, this is enhanced reality
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Shifting Identities
Multiple personas reflect the multidimensional reality of modern self
The challenge: integrate the many facets of self into a coherent sense of identity
How can culture and cultural workers help?
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User-Generated Content
Fundamental principle of Web 2.0, the “social web”
We want to be heard
Mass Media era took away creative agency from the masses
Authorship? We are all creators now.
What are the implications for cultural organizations?
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What About Copyright?Sharing has become ubiquitous and is only increasing
Digital bits are economically free
Information “wants to be free” and attempts to put the genie in the bottle are doomed
Creators still have control, but control is shifting and we have new options
Responses:
Bits are free, but relationships, experiences and physical goods are scarce
Creative Commons: licensing schemes for the digital age
Reputational authority is the new currency
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The MillennialsBorn after 1980; only know of a world with digital technology
Signal the largest shift in media and behaviour since dawn of television
Characteristics:
Always connected; everything is a click away; short attention spans
No automatic deferral to authority: reverse accumulation of knowledge
Expect to be able to remix, mashup and recreate; retrieve and recontextualize the past
Collaborative, resourceful, innovative thinkers
Impatient; expect respect; love a challenge
Highly social, work well in teams
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Canadian Internet Usage
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Canadian Internet Usage
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Canadian Internet Usage
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Canadian Internet Usage
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Social Computing Behaviour
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Gen Y (18-26) Gen X (27-40) Late Boomer (41-50)
Early Boomer (51-61)
Seniors (61+)
Creators
Critics
Collectors
Joiners
Spectators
Inactives
30% 19% 12% 7% 5%
34% 25% 18% 15% 11%
18% 16% 15% 16% 11%
57% 29% 15% 8% 6%
54% 41% 31% 26% 19%
21% 42% 54% 61% 70%
Source: Charlene Li, “Social Technographics”; Forrester Research, 2007
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Collaboration
Collaboration
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Collaboration inside the organization
Collaboration with other organizations
Collaboration with audiences
Mass Collaboration
Spotlight on CollaborationSocial web/Web 2.0
Enterprise 2.0: collaboration in the enterprise
Wikinomics: mass collaboration
Peer-production, Co-creation paradigms
Unconferences and Barcamp phenomenon
Community activation and stewardship
Swarmth
Collective Intelligence
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Office 2.0 Tools
Google Docs: Word & Excel documents stored on the web for collaboration
Google Groups: Online discussion forums - both web and email
Google Calendar: Individual and group calendars; calendar sharing
Basecamp: Project collaboration - milestones, tasks, messages, documents
Slideshare: share presentations with colleagues & discover the best ideas in the world
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Find me in here...somewhere
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Entering the Conversation
If Google doesn’t see you, you don’t exist
What are people saying about you?
What conversation do you want to have with your audience?
Blogging is the ultimate in Google-juice and conversational power
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The Risk To Arts Organizations?
Lack of awareness of seismic shifts in the environment
Failure to engage the next generation
Rejecting new tools and methods out of fear
Resisting change rather than embracing new possibilities
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Relevance and Sustainability?
Cluetrain Manifesto
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A powerful global conversation has begun. Through the Internet, people are discovering and inventing
new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting
smarter—and getting smarter faster than most companies.
Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more
demanding of qualities missing from most business organizations.
http://www.cluetrain.com/
Culture Manifesto for the Web Age?
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Mark Kuznickihttp://[email protected]