AFTA Half-Century Summit - Must reads

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American For The Arts Half-Century Summit Making Big Things Happen MUST READS

Transcript of AFTA Half-Century Summit - Must reads

Page 1: AFTA Half-Century Summit  - Must reads

AmericanForTheArtsHalf­CenturySummit

MakingBigThingsHappenMUSTREADS

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Must­ReadsWehavethreegoalsforthisevent:

1.Re­framethewayyouthinkaboutusingtheinternetandtechnologytocommunicate,engage,educate,andmobilizeaudiencesinrelationtofilmandtelevision.Wewantedtomakesureyouunderstoodtheneedtore‐consider,andinsomecasesre‐set,everythingyouaredoingbecauseoftheinfluencethatthesenewtoolsarehavingonsociety–andparticularlyinthecontextofarts,culture,nonprofitsandseriousissues.2.Addressthefearsthatmostorganizationshaveaboutsocialmedia‐‐thelossofcontrol,thecostsandabilitytomeasureimpact,theburdenofmanagement,thechallengeofgettingbuy‐infromseniormanagementwhoaren'tintimatelyfamiliarwiththelatestinnovationsonline,andofcoursethedisconnectbetweenyouandtheaudienceyouareserving.Insteadoflivinginfear,ourhopewastoshowalltheopportunitiesthatexist,thattechnologyisnotscary,andthattheopportunitiestoreach,engage,educate,andultimatelymobilizeaudiencesaroundyourissuesandgroups.3.Sharesomespecificexamplesandputsome'nextpractices'togetherthatanyonecouldbegintoapplytotheirworkalmostimmediately.

Withthatthirdgoalinmind,theparticipantshaveputtogethera‘must‐read’listofitemstohelpyouthinkmoreabouttheseexcitingtimes.Pleasenote:Amust‐readcouldbeanarticleorabook,amovie,televisionshow,podcast,orevenanevent–theformatisn’timportant.Whatmattersisthata‘mustread’issomethingthatisrelevant,timely,compelling,interesting,fun,orjustworththinkingabout.Happymust‐reading.

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SubmittedbyBrianReichMYBOOK:WhenIwrotemybook,MediaRules!:MasteringToday’sTechnologytoConnectwithandKeepYourAudience,Isetouttoaddressthischallengefacedbyorganizationsandhelpshapethewaysorganizationscancommunicatewiththeiraudience,inthefaceofrapidinnovationintechnologyandthemassivesocialchangewearecurrently(anditseemsconstantly)experiencing.Thebookoffersaroadmapforhelpingorganizationstounderstandwhattheaudienceexpectsandhowtousetechnologytomeetthoseexpectations.Morethanthat,however,ithighlightstheotherthingsthatyouneedtotakeintoaccount‐howyoustaffandmanageyourteam,howyousupportyourpartners,howcustomerservicehaschanged,andsimilar‐‐whichareimportanttoconsiderbecauseexecutingonaneffectivenewmediastrategy,whetheritisonlinecommunitybasedorsomethingelse,requiresbuy‐infromalllevelsandclosecoordinationamongallthedifferentelementsofyourorganization.ARTICLES,ETC:Thereareliterallyhundredsofarticles,reportsandblogpoststhatofferinterestinginsightsintotheopportunitiesthatexistforusingnewandemergingtechnologiestosupportyourwork,andyourcommunications.Itrytolookforarticlesthatarenotspecifictoonesubject,sothatyoucantakelessonsandideasfromothersectorsandapplythemtoyourwork.SothatiswhatIhavetriedtodohere‐‐belowisalistarticles(somemorerecentthanothers)thatIhavefoundparticularlyinterestinganduseful:

‐ChrisAnderson,theeditorofWiredmagazineandtheauthorofTheLongTail(thebookthatsinglehandedlychangedthefaceofeCommerceforever),wroteasecond,game‐changingbook,Free.Irecommendthebook,butifyouaren’tsure,hepreviewedsubjectinacoverstoryforWiredMagazine,alsoconvenientlytitled"Free.""Free"isimportant,becauseitspeakstohowtogetaudiencestopursuemoreinformation(andifyouneedtomonetizeormeasureintheprocess,howtodothat).Hereisthelink:http://www.wired.com/techbiz/it/magazine/16‐03/ff_free

‐McKinseyQuarterlypublishedanarticlealmosttwoyearsagonowthathighlighted8trendsrelatingtothefutureofcommunications.Everysinglepointinthisarticleisrelevanttotheworkthatyoudo‐maybenottoday,butcertainlyinthenearfuture.Hereisthelink:http://www.mckinseyquarterly.com/Information_Technology/Applications/Eight_business_technology_trends_to_watch_2080

‐PresidentObama'scampaigncontinuestobeaconstantreferencepointforanyonethinkingabout,ortryingtofindwaystousetechnologyandtheinternettoengageandmobilizeacommunityonline.ThereareelementsofwhattheObamacampaigndidthatareapplicabletothisdiscussionandrepresentsthewaymanyorganizationsaregoingtohavetooperateinthenearfutureiftheywanttobesuccessful.HerearesomelinkstoarticlesthatIthinkdoagoodjobexplainingwhattheObamacampaigndidandwhyitmattered.

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HowtheinternetPutBarackObamaInTheWhiteHousehttp://www.techpresident.com/blog/entry/32998/how_the_internet_put_barack_obama_in_the_white_houseHowObamaKilledElectionDayandBecameTheNextPresidenthttp://adage.com/campaigntrail/post?article_id=132250CampaignsinAWeb2.0Worldhttp://nytimes.com/?adxnnl=1&adxnnlx=1225723617‐Jeqsi9NaV38WR372YEubCgPropelledbytheInternet,BarackObamaWinshttp://blog.wired.com/27bstroke6/2008/11/propelled‐by‐in.html

Twoquicknotes:First,Ibelievemuchoftheanalysisyouwillfindinthemediaofhiscampaign'suseoftechnologytobuildandsupporthiscommunityisflawed­­thepresshaswrittenthathisbuildingofhisownsocialnetwork,usingtextmessaging,orpostingvideosonYouTubewerethekeytohissuccess.But,asweknow,itgoesmuchdeeperthanthat.Second,thecampaignwasextremelysuccessful,butsuggestionsthatthecampaignradicallychangedpoliticsareoverstated.WhatPresidentObamaandhisteamdidwasrunatraditionalpoliticalcampaignmoreefficientlyandeffectivelythananybefore(andwhoknows,maybeanyever)­­andtechnologywasaprimereasonforthat.

Second,ifyouhavetrulydynamiceducationalopportunities,technologywillallowyoutoscaleyouoperationandreachnewpotentialaudiencesmoreeffectivelythaneverbefore.However,ifPresidentObamahadnothadtherightmessage,greattiming,asupportivepoliticalenvironmentandsimilarthetechnologywouldhavehadlittleimpact.Withoutthatcoretofuelyourefforts,youwillfail(justastheObamacampaignwouldhaveiftheydidnothavethebestcampaignstrategyforthetime).

BOOKORGY:Ifyouarelookingtofillyourbookshelfwithsomekeyreadingthatwillhelpyouunderstandthebroadsocialtheoriesdrivingchangesonline,andtheincreaseinthecommunity‐drivennatureofcommunications,considerreadingthese:

‐TheLongTailbyChrisAnderson‐EverythingisMiscellaneousbyDavidWeinberger‐HereComesEverybodybyClayShirky‐GroundswellbyCharleneLiandJoshBernoff‐OpenLeadershipbyCharleneLi‐AWholeNewMindbyDanielPink‐Drive:TheSurprisingTruthAboutWhatMotivatesUsbyDanielPink‐WhatWouldGoogleDo?ByJeffJarvis‐SocialnomicsbyErikQualman‐MicrotrendsbyMarkPenn‐BornDigitalbyJohnPalfreyandUrsGasser

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‐GrowingUpDigitalbyDonTapscott‐Snoop:WhatYourStuffSaysAboutYoubySamGosling‐PredictablyIrrationalbyDanAriely‐TheChaosScenariobyBobGarfield

NON­BOOKS:Andhereareafewlinkstootherresourcesthatoffernewstatsandnewinsightsonhoweverythingischanging.

RazorfishFEEDStudyhttp://feed.razorfish.com/

PewInternetReport:TheInternetandConsumerChoicehttp://pewinternet.org/Reports/2008/The‐Internet‐and‐Consumer‐Choice.aspxHowMuchInformation?2009ReportonAmericanConsumershttp://hmi.ucsd.edu/howmuchinfo_research_report_consum.php

TheNewFemaleConsumer http://adage.com/whitepapers/whitepaper.php?id=10 TheNextGreatGeneration http://www.thenextgreatgeneration.com/ EdelmanTrustBarometer http://www.edelman.com/trust/2009/ AccentureUSConsumerTechnologyResearchFindings

http://www.accenture.com/Global/Research_and_Insights/By_Industry/Electronics_and_High_Tech/USFindings.htm

JosephPine:WhatDoConsumersWant?(Video) http://blog.ted.com/2009/01/what_do_consume.php[Andtherearesomanymore,newonesemergingeveryday…keepyoureyesopen]

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SubmittedbyLaraGoetsch

PresentationfromTheatreCommunicationsGroupConference,June2010“SocialMediaStrategy:WhyROIIsn’tEnough”

http://www.devonvsmith.com/2010/06/theatre­social­media­tcg­2010/

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“15WaystoMeasureReturnonEngagement(ROE)ofSocialMedia”

http://prsarahevans.com/2009/05/15­ways­to­measure­return­on­engagement­roe­of­social­media/

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ReturnOnEngagementbyTimFrickhttp://returnonengagement.net/

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YouTube.com:“SocialMediaROI:Socialnomics”http://www.youtube.com/watch?v=ypmfs3z8esI

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“HOWTO:MeasureSocialMediaROI”byChristinaWarren

http://mashable.com/2009/10/27/social‐media‐roi/

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HOWTOSellSocialMediatoCynics,Skeptics&Luddites–Tips,Resources&Advicehttp://www.interactiveinsightsgroup.com/blog1/how‐to‐sell‐social‐media‐to‐cynics‐skeptics‐

luddites‐tips‐resources‐advice/

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ROI(ResultsonInsights):NonprofitExamplesofHowListeningReturnsValue

http://beth.typepad.com/beths_blog/2009/01/roi‐nonprofit‐examples‐of‐how‐listening‐returns‐value.html

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NonprofitsAreFortresses.WillFreeAgentsSetYouFree?http://www.frogloop.com/care2blog/2010/6/17/nonprofits‐are‐fortresses‐will‐free‐agents‐set‐

you‐free.html

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TheNetworkedNonprofitbyBethKanterandAllisonFinehttp://www.amazon.com/Networked‐Nonprofit‐Connecting‐Social‐Change/dp/0470547979

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EVALUATINGSOCIAMEDIAFORCLASSICAL

EvaluatingSocialMediaforClassicalMusicOrganizationhttp://www.artsengagementexchange.org/blog/entry/evaluating_socia_media_for_classical_musi

c_organization/

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EVALUATINGSOCIAMEDIAFORCLASSICAL

Cansocialmarketerscatchthe“ROIleprechaun”?http://smartblogs.com/socialmedia/2010/06/21/can‐social‐marketers‐catch‐the‐roi‐

leprechaun/

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AmericanForTheArtsHalf­CenturySummit

MakingBigThingsHappen

BIOSANDBACKGROUNDINFO

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BrianReichAuthor&managingdirector,littlemmediaBrianisthemanagingdirectoroflittlemmedia.Heprovidesstrategicguidanceandothersupporttoorganizationsaroundtheuseoftheinternetandtechnologyforcommunications,engagement,education,andmobilization.BrianisalsotheauthorofMediaRules!:MasteringToday’sTechnologytoConnectWithandKeepYourAudience(Wiley2007).Brianisaregularwriterandspeakerontheissuesinvolvingtheimpactoftheinternetandtechnologyonpolitics,society,andthemedia.Heworkswithbrandsandmarketers,nonprofitsandcharities,mediacompaniesandsports/entertainment/culturegroups.HehascontributedtodozensofbooksandotherprojectsandteachesconsumerbehaviorandmarketingstrategyatColumbiaUniversity.HeistheeditorofThinkingAboutMedia(www.thinkingaboutmedia.com)andcontributesasaFastCompanyExpert.Brianandhiswife,KarenDahl,liveinNewYork,NYwiththeirson,Henry,anddaughter,Lucy.

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LaraGoetschDirectorofMarketingandCommunications,TimeLineTheatreCompany773.281.8463x25|[email protected]

LarahasbeenaCompanymemberofTimeLineTheatreCompanysince1998andjoinedTimeLine’sfull‐timestaffinJuly2006asDirectorofMarketingandCommunications.Duringhertenureonstaff,TimeLinehasmorethandoubleditsannualearnedincomeandincreasedsubscriptionsby195%,althoughthecompany’sannualmarketingbudgethasincreasedjust5%overthattime.SheservedasproducerformanyofTimeLine'searlyproductions,includingthreethatreceivedNon‐EquityJeffAwardsforOutstandingProduction:NotAboutNightingales,TheCrucibleandAwakeandSing!.OtherpreviouscreditswithTimeLineincludemarketingdirectorfornumerousindividualproductionsandservingasamemberoftheBoardofDirectors.Asaphotographer,shehascreatednearlyallofTimeLine'spublicityandproductionphotographssincethecompany'sinception.LarapreviouslywasDirectorofMarketingandPublicRelationsatTheTheatreSchoolatDePaulUniversity,wheresheworkedfor13seasonscoordinatingpublicity,marketingstrategyandspecialeventsfortheMidwest'sleadingtheatretrainingconservatory.InChicagoshehasalsoworkedattheNextTheatre,RoadworksProductionsandGatewayTheatreCompany.SheholdsaB.S.degreeinjournalismfromtheMedillSchoolofJournalismatNorthwesternUniversity,andwasafoundingmemberandformerco‐chairoftheMedillAlumniClubofChicago.ShehasbeenamemberofthePublicityClubofChicagoandcurrentlyservesaschairofthemarketingcommitteeoftheLeagueofChicagoTheatres.Larahaspresentedonthetopicsofmarketingreturn‐on‐investmentand/oremailmarketingatChicago’sArtsEngagementExchangeLearningCirclesin2008and2009;the2009AmericansfortheArtsNationalArtsMarketingConferenceinProvidence,RhodeIsland;andthe2010AdvancedTrainingProgramoftheNationalArtsMarketingProjectinMinneapolis,Minnesota.

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FoundedinApril1997,TimeLineTheatreCompany’smissionistopresentstoriesinspiredbyhistorythatconnectwithtoday’ssocialandpoliticalissues.Duringitsfirst13seasons,TimeLinehaspresented43productions,includingsixworldpremieresand12Chicagopremieres.Recipientofthe2006Alford‐AxelsonAwardforNonprofitManagerialExcellenceandthe2009RichardGoodmanStrategicPlanningAwardfromtheAssociationforStrategicPlanning,TimeLinehasreceived42JeffAwards,includinganawardforOutstandingProductionseventimes.Formoreinformation,visithttp://www.timelinetheatre.com.

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JeffreyInschoMedia&PublicRelations,TheMattressFactory412.231.3169x230|jeffrey@mattress.orgJeffreyInschobuilthisfirstwebsiteintheFallof1996whilepursuinganundergraduatedegreeinCommunicationsMediaatIndianaUniversityofPennsylvania.In2007,afterseveralyearsinthecorporatesector,hejumpedatthechancetotellthestoryofhisfavoritemuseum(TheMattressFactory).InadditiontomanagingtheMattressFactory’straditionalmediaandpublicrelationsprograms,JeffreyisresponsiblefordevelopingandimplementingFriendship2.0,acomprehensivesocialandnewmediainitiativedesignedtoengageandgrowdynamiccommunityaroundtheequallydynamicartthemuseumcommissions.Jeffreyisfrequentlyinvitedtolectureatuniversitiesandpresentsessions&keynotesatprofessionalconferencesthroughouttheUnitedStates.Whennotworking,heenjoyswritingwords+music(sometimesputtingthemtogether)andspendingasmuchtimeaspossiblelaughingwithhiswifeandson.

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TheMattressFactoryisamuseumofcontemporaryartthatexhibitsroom‐sizedworkscalledinstallations.Createdonsitebyartistsfromacrossthecountryandaroundtheworld,ouruniqueexhibitionsfeatureavarietyofmediathatengageallofthesenses.TheMuseum'sunusualgalleriesarelocatedintwocreativelyreusedbuildingsonPittsburgh’shistoricNorthSide.Bothbuildingshouseagrowing‐anddistinctive‐permanentcollection,featuringartistsJamesTurrell,YayoiKusama,WinifredLutzandRolfJulius,aswellasinnovativeexhibitionsthatchangethroughouttheyear.Since1977,theMattressFactoryhassupportedmorethan400artiststhroughourworld‐renownedresidencyprogram.EachyearartistscometoPittsburgh,liveatthemuseum,andcreatenewwork.Duringtheirtimehere,themuseumsupportsthemcompletelywhiletheyexperiment,takerisks,andexplorethecreativeprocess.Eachexhibitionispairedwithavarietyofengagingandinventiveeducationalprogramsincludinghands‐onartprojects,workshops,lectures,andtours.TheMattressFactoryencouragesallviewers,regardlessoftheirbackground,todiscoverconnectionsbetweenart,creativityandtheireverydaylives.http://www.mattress.org