Patternmakers 27/4/20 Patternmakers 27/4/20

Connecting with arts audiences online: Fact Sheet

As more artists and cultural organisations look to grow their audiences online, we’ve assembled a Fact Sheet with statistics, insights and resources for digital strategy, marketing and distribution.

Last week. I delivered a webinar entitled ‘What Audiences Want Online’ for the Australia Council for the Arts’ Creative Connections webinar series. It was fun!

I regretted the name of the session, but you’ll have to watch the webinar to find out why!

Watch the webinar here, and scroll down to see a list of resources related to the content of the webinar: digital strategy, marketing and distribution of cultural experiences.

Webinar: What audiences want online

Fact Sheet: Connecting with Audiences Online

If the content of the webinar appeals, and you want to know more about the sources and resources I referred to, you can download the below Fact Sheet: Connecting with Audiences Online.

Copy of Patternmakers Report Template.png

Thank you to our Research Administrator Aurora Nowosad who helped me to publish this as a Fact Sheet.

Video: six digital professionals share their insights

In the process of preparing the content for the session, I reached out to a number of colleagues working in digital technology.

I wanted to hear about audience engagement, from the point of view of others working closely with artists and cultural organisations (not just a data geek like me!). This included with a web developer, a digital transformation professional, a digital strategist, a digital inclusion researcher and a creative entrepreneur.

Head over to my last post to watch the video and hear what they had to say. Particular thanks go to digital strategist Michael Edson, whose wisdom helped me identify a better way to come at the topic of audience engagement.

Other useful resources on digital engagement

REMIX Academy launched recently with 500+ online talks on topics like digital business models, content creation and creative entrepreneurship. The REMIX guys know their business models, so of course full access to the content involves a (very affordable) paid plan, but you can access 10 hours worth of webinars for free.

The Audience Agency have some helpful guidance for digital strategy (start with this article in Arts Professional).

I’ve been reading Katie Moffat’s Digital Snapshot for years. Another favourite newsletter with digital storytelling finds is the Storythings newsletter.

Still more?

If you have specific questions, please get in touch with me via LinkedIn or Twitter.

To stay in the loop with new research and resources generally, subscribe to Patternmakers’ semi regular Culture Insight & Innovation Updates.

You can listen to the first five episodes of the Theory of Creativity Podcast now, and look out for the upcoming episode on digital storytelling metrics and measurements.

Tandi Palmer Williams

Patternmakers
Managing Director

Tandi leads Patternmakers’ research projects, and is a regular speaker, trainer and writer on audience research and public value in cultural organisations.

Past posts:

Be in the loop

Patternmakers 21/4/20 Patternmakers 21/4/20

6 digital professionals share their insights about engaging audiences online

Six digital professionals share their insights about audience engagement, including a web developer, a digital strategist, a digital transformation consultant and a creative entrepreneur.

This week, I’m delivering a webinar entitled ‘What Audiences Want Online’ for the Australia Council for the Arts’ Creative Connections webinar series.

In the process of preparing the content for the session, I reached out to a number of colleagues working in digital technology.

I’m so glad I did. Not only are their insights useful for culture professionals thinking about sharing work online - but I learned a lot too (ego - be gone!). Thank you to all the people below who helped me make the webinar much more interesting, nuanced and useful.

Indigo Holcombe-James

Research fellow in the Technology, Communications and Policy Lab at RMIT

‘It’s important to remember that [digital] inequity applies to audiences as well as cultural sector practitioners. If we want to ensure that the cultural sector is as inclusive as possible in these strange times, acknowledging digital inequity is a critical first step.’

You can read more about Indigo’s work in The Conversation article, on Twitter, her website. You can read her thesis and visit the Australian Digital Inclusion Index (which provides some helpful demographic insights).

Peter Tullin

Co-Founder - REMIX Summits & CultureLabel.com

‘Don’t start with the tech or the platform, think about the need… study the landscape… think deeply about the consumer of the content. What customer journey are you creating and why is it different from what exists already?’

Pete is delivering a free webinar on digital business models and monetising digital work this Friday.

REMIX also just launched the Remix Academy, which will have hours of free content, condensing some of these trends. it will also give you access to over 500 talks from amazing content creators around the world.

Jane Peacock

Digital Coach & Advisor at Your Coach.Digital

‘Right now, the opportunity is to be the people that are building the community… Digital is an enabler of connection. Those who are doing it well are starting to build collaborative ecosystems around what they do, getting active in telling their brand story and reaching out and connecting with people. That’s what we’re seeking; connection.’

At the time of posting, Jane is offering free workshop/ ideation sessions to help businesses pivot. She’s happy to do an hour for free as long as time permits.

Jasper Visser

Consultant specialising in community leadership, sustainable development, and digital transformation

‘Cultural institutions that are successful with digital engagement combine ‘reaching’ and ‘engaging’ activities in an ongoing conversation with their audience. Reach out to a new audience, address a shared interest, find a shared purpose with a new group of people, and then engage them by telling a unique and compelling story that only you can tell.’

Jasper references the (free!) publication the Digital Engagement Framework along with podcasts Explore the Symphony from the National Arts Centre in Ottawa and 20000 Hz: Cremona.

You can read more case studies on his blog www.themuseumofthefuture.com

Yuan Wang

Founder of Yump, web development agency specialising in user experience for not-for-profit organisations

‘Before a person can make a decision about whether to support an organisation… they have to first develop a connection with the website. To develop a connection with your audience, you have to create trust with your content, and to create trust, you need two key ingredients: credibility and authenticity.’

Case studies of Yump's work are online at https://yump.com.au/work/ and they share insights and helpful tips about online engagement on their blog https://yump.com.au/blog/

Michael Edson

Digital strategist working with tech, culture, democracy, & the SDGs

“If you want to ask a powerful question that helps your team see what could be possible, that helps you serve the people you serve and love, the question isn’t “what do people engage with online”, it’s more, “What do we stand for, WHO do we stand for? And what can we do together? I think the answers aren’t in your conference room, Directors Suite or creative studios. They’re out there in the world, so - go out and find them.”

Since the Covid-19 crisis broke, Michael has been working with 13 institutions and leaders across 18 time zones. He says, ‘Audiences, users, PEOPLE, are inventing a new kind of digital culture, a new kind of platform in the home that is cultural, emotional, connected, and open to play and experimentation in a way we've never seen before. I encourage your audience, everyone, to look outward from their institutions and join together with communities to develop the cultural language for what is happening to us now — and to help shape the culture we want to have when the crisis eases.’

Michael is organising free workshops, an evening of Ignite talks, and peer-to-peer meetings for cultural leaders and practitioners — find out more at https://usingdata.com/covid19.

…

Header image features Jasper Visser at work. Image credit: Dmitry Smirnov / Strelka Institute

Tandi Palmer Williams

Patternmakers
Managing Director

Tandi leads Patternmakers’ research projects, and is a regular speaker, trainer and writer on audience research and public value in cultural organisations.

Be in the loop

Patternmakers 10/4/15 Patternmakers 10/4/15

Diane Ragsdale: Influencing the Culture Change

In June 2014 I had the pleasure of interviewing Diane Ragsdale on behalf of Native, the online magazine of the Digital R&D Fund for the Arts. Diane is based at Erasmus University in Rotterdam researching and talking about cultural economics with a specialism in the performing arts. She previously spent six years at the Andrew W. Mellon Foundation and is one of the leading thinkers on arts governance of our generation...

Photo courtesy of Joshua Feist

Here is a copy of the interview, originally published in Native, in which we spoke about technology in the changing context of arts leadership – how technology is no longer something to fear, but a tool that can help the arts deepen its influence and contribution to society.

TW: You’ve worked in the arts in various capacities since 1988, how do you think the relationship of the arts to society has changed in recent years?

Diane: Over the last 30 years, several changes in society have made things more challenging for arts organisations. On a basic level, there has been a loss in the sense of legitimacy. Many arts organisations in Europe and in the US came into their power and bloomed in a time when it was taken for granted that the arts were important and a key part of civil society. We are increasingly put in the position of needing to defend the value of the arts.

Second, audiences and their tastes, the ways that they like to participate in the arts, and what they consider to be art, have also shifted. Some of that is related to technology, and some is related to other forces.

Third, we’ve seen income inequality grow in many regions, which arguably serves some arts organizations, who depend upon private contributions from the very wealthy. , however, Ultimately, the two trends puts pressure on those arts organisations that have historically catered to the upper middle class to work harder to bridge economic divides and to serve the greater good, rather than a minority elite. These are real shifts in the larger environment that we have to deal with – and many issues have become more acute in the last few years in response to the recession.

Technology could be used to open things up, to enable funders to be more present in the world, more responsive, and more engaged and on the streets—rather than locked up in ivory towers, as they are often perceived to be.

How is technology changing the arts? And how are arts leaders dealing with changes in technology?

Digital technology is helping us overcome geographic, time and financial barriers. One really exciting ramification: we could mean reaching millions of people – rather than hundreds. New formats and forms of art could also lead to the possibility of more intimate and dynamic experiences for people. Finally, technology is making it possible for organisations to not just communicate with their communities on an ongoing basis but to be more deeply in tune with what the community needs, and take the needs and input of the community into consideration as they take decisions.

One other anecdote: I recently worked with a number of departmental leaders from arts organisations on scenario planning for the future of the arts. I was amazed to see (though should not have been) that almost all of the small teams built scenarios based on a future assumption that a primary way in which people will receive artistic experiences is digitally, through either large screens or small. We’re seeing a generation of leaders come up for whom digital (rather than live) distribution is not something to be feared, but rather is seen as quite legitimate.

Arts organisations are now forced to decide whether they will exist exclusively to perpetuate the live experience, or whether they will, instead, seek to evolve themselves in response to the new and varied ways that artists want to make work and audiences want to experience it. They also have to think about how their live and digital strategies work together.

What kind of future for the arts would you like to see?

We need to be in the centre of civil society, not at the margins. The question that I’m always asking myself is ‘How do the arts matter more to people, or matter to more people?’ I’d like to see a future in which greater percentages of the population having a meaningful relationship with the arts – and I don’t buy into the notion of large segments of society being ‘disinclined’ to arts and culture.

I believe everyone’s life could be improved through some kind of participation (and we must thing broadly about what we mean by arts participation); moreover, it’s the role of subsidized arts organisations in particular to collectively try and reach as many people as possible through options that are as diverse as possible. Arts organisations need to take responsibility for educating people and helping them develop a taste for various forms of art and comfort with participation.

What excites you about digital technology in the arts?

I’m most excited by the potential for technology to change the governance practices of arts organisations. Boards set policy, hire the staff, the staff educate the board and make strategy recommendations that boards generally adopt – it’s a closed circuit. These days, it is rather rare for the public to have influence on the strategic direction of an arts organisation in any coordinated way.

Nina Simon, author of the book ‘The Participatory Museum’, and executive director of The Santa Cruz Museum of Arts and History, is modelling what it means to be an organisation that chooses to grow in response to a continual feedback loop of information on how people are or are not engaging with each other through the museum. This information comes to her and her staff through small experiments with new tools and methods, or just active, ongoing observation and reflection upon people and their interactions while at the museum. She’s using all of this information to drive an incremental and ongoing evolution of her organisation in response to the public.

Though this might not represent a shift in the formal governance structure of the organization, it does signify a willingness to invite the public to have influence on the organisation. Nina still has a vision and is strong and clear about what she is trying to achieve, but she is continually watching to see what happens as a result of the various actions she takes, and is adjusting to how people respond. It’s clear such a “participatory shift” is a difficult, or even controversial, one for some organisations. However, even if organisations have traditionally been more closed – it seems it is possible to slowly shift that orientation—to make a conscious choice to open up one’s organisation to the public.

You’ve previously criticised funders calling for innovation in the arts, can you tell us more?

First, there has been a ‘fetishisation’ of innovation in the sector, often driven by foundations. What does it mean to organise in order to be able to innovate? How can we make sure innovation doesn’t feel like something foreign and ‘one-off’, and is made possible because of the resources, people and processes that are allocated and structured to foster it? The processes that lead to innovation deserve more consideration. Additionally, we must know why we are trying to innovate – what problems are we trying to solve? It’s important to understand the social or artistic goals that we hope to achieve through innovation.

Second, sometimes funding processes end up rewarding ’known entities’—that is, historically leading organisations—which are not necessarily the most innovative or the most willing or able to experiment and fail. Another problem is that when funders invest in innovation they tend to shine a light on projects that are still being incubated and that need the opportunity to fail. High profile funding seems to put pressure on organisations and funded projects to succeed; I worry that this constrains genuine experimentation and leads to limited learning.

Arts organizations often lack the appetite, board support, and resources for risk. This is hardly surprising, if you consider that arts organisations are often undercapitalized. The values of security, stability, and self-preservation pull in the opposite direction from those of daring and experimentation. Arguably, funders should play a role in creating space for the experimentation and failure that are often critical to the process of innovation. They could provide money that it’s okay to lose—funds that may not have an immediate return other than the organisational learning that comes from trying something new, whether or not it succeeds.

How can funders best support arts organisations to make the most of technology?

More than 10 years ago I worked in an organisation and the Paul G Allen Foundation gave me a grant to attend a two-day session on strategic technology planning. It fundamentally changed my thinking at a critical point in time. Not only was I given guidance in how to undertaken a process of risk assessment, but I began to think about the goals and issues that we faced more broadly, and how technology could help us achieve those. I also realised how we could engage different parts of the organisations and partner with other organisations to make progress towards common goals.

The implications of technology are wide ranging, and need to be dealt with strategically and holistically. When I was at the Mellon Foundation, we received many proposals requesting funds for technology projects; however, too often the necessary deep thinking wasn’t happening and the technology strategy was being outsourced to others rather than being brought into the overall strategy of the organization.

This is difficult stuff to wrap your head around. In addition to supporting experimentation, fstructured opportunities for arts organisationsget off the treadmill; gain knowledge from those (in other industries) who have successfully (or unsuccessfully) transformed their business processes, relationships with customers, and value propositions; think deeply and systemically; engage in debate and discussion with their stakeholders; and develop new visions and strategies.

What advice can you offer funding bodies in relation to technology?

Some funders are difficult to communicate with at times, and can seem a bit out of touch with the world. Funders expect non-profits to be more transparent and open, to communicate with more people and give stakeholders the opportunity to provide input into their processes and programmes; however, they are often reluctant to undergo similar changes. By-and-large, private foundations, at the very least, need to have greater transparency about how they are setting their priorities (including the factors and people that are influencing those priorities). In addition, I think it would be transformative for the field of arts and culture if they would consider opening up their formal and informal processes for making funding decisions.

How can the arts maximise the potential of technology?

No doubt, technology is one of the driving forces that has changed the ways people create and consume and commune and communicate, and that is at the heart of the matter for arts organisations.

There was a time when we all looked at technology as a challenge to be overcome, but I think we’re moving into the stage where its seen as something beneficial. It can help us achieve goals, and it’s not something that has to be feared. I’d like to think there is an enthusiasm now, a willingness to embrace technology, rather than a fear that we’re going to cannabalize ourselves by going down this path.

In 2008 I gave a talk ‘Surviving the culture change’ even the title of it suggests a sense of ‘threat’. Now, I think more about how we are influencing the culture – not just preparing for it or surviving — how we are jumping into it, and wrestling with it in a really dynamic way, talking back to it, and bringing our own tools and ways of working to it. This is what arts organisations do best. We need to see ourselves as powerful agents who can influence and contribute to the culture, as much as respond to it. Technology can be a tool for us to have even greater influence, and that’s a really exciting thing.

You can read Diane Ragsdale’s popular blog at artsjournal.com/jumper and follow her on Twitter as @deragsdale.

About the Author

Tandi Williams
Managing Director

Patternmakers’ Founder and Managing Director Tandi Williams is an experienced consultant and arts and culture research specialist.

Connecting with arts audiences online: Fact Sheet

Webinar: What audiences want online

Fact Sheet: Connecting with Audiences Online

Video: six digital professionals share their insights

Other useful resources on digital engagement

Still more?

Tandi Palmer Williams

Past posts:

Be in the loop

6 digital professionals share their insights about engaging audiences online

Indigo Holcombe-James

Research fellow in the Technology, Communications and Policy Lab at RMIT

Peter Tullin

Co-Founder - REMIX Summits & CultureLabel.com

Jane Peacock

Digital Coach & Advisor at Your Coach.Digital

Jasper Visser

Consultant specialising in community leadership, sustainable development, and digital transformation

Yuan Wang

Founder of Yump, web development agency specialising in user experience for not-for-profit organisations

Michael Edson

Digital strategist working with tech, culture, democracy, & the SDGs

Tandi Palmer Williams

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