Connecting with the Creative & Digital Networks in North Yorkshire

A presentation prepared for an interview with Creative York. December 2008

Author: P.Orange.

Context Networks + CommunitiesConnections + CommunicationsConclusions

OverviewMenu

ContextCounty

  Population Sq Miles

Craven 54,400 455

Hambleton 85,000 506

Harrogate 155,300 503

Richmondshire 49,300 509

Ryedale 52,000 581

Scarborough 107,000 315

Selby 77,600 232

York 186,800 105

Total 767,400 3,206

Leeds761,100217 sqm

Bradford 497,400

Easting Riding

333,000

Hull257,000

767,400Population of

North Yorkshire

Country comprises of 8 districts15% of Yorkshire’s 5+ million live in North Yorkshire.Leeds is 15 times smaller than NY area with similar population of 750,000.

ContextCounty

Regional characteristics

North Yorkshire has many small rural market towns, but few big urban centres.

Much land is used for agriculture or is moor land. Very attractive countryside, architecture and history. Tourism brings 4.18 million visitors a year bringing £332.9m York in top ten UK most visited English cities for holidays and

business tourism along with Leeds. Region benefits from major transportation links between north

& south. Parts of county remote. Requires use of car for convenience.

ContextCreative

Producers: The people and businesses that produce and/or manage creative media e.g.

PhotographyPublishingGraphics

ArchitectureFilmGames

Fine ArtsIllustrationDesign

WritersCraftsPerformanceAnimation

Wider InvolvementSegments affected by or involved with these sectors’ business and output.

Financiers ~ The people and businesses who fund/ commission producers Suppliers ~ The people and businesses that supply the producers with key resources and materials Consumers ~ The end-user who appreciates and uses the creative and digital product.

ContextCreative

Who? Individuals, businesses and organisations. Manage/produce for a variety of different creative disciplines

WorkspacesOfficesWorkshopsIndustrial UnitsSpecific Arts Venues

HomesStudiosWorkshopsArts VenuesEducation centres

OrganisationsBusinesses Non Profits Public sector

IndividualsFreelancers Amateurs Students

ContextCreative

Statistics

11,600 employed in Creative industries in 2005. 90% employed. 10% self-employed. 2600 ‘creative’ organisations Growth of 10% between 1999-2003. Activity mostly in York, Harrogate and Scarborough (70%)

Employment in the Creative Industries

30% of activity scattered across rural communities throughout the country.

Yorkshire & Humber’s digital sector already generates nearly £3bn for the region’s economy and employs nearly 80,000 people

Digital sector expected to grow by two thirds by 2012.

IT and digital businesses are clean industries and attract high skilled workers to the region.

Quality of life key to attracting high-calibre personnel to the region.

ContextDigital

The University of York is a leading computer science department in the UK Producing high calibre computer science graduates Keeping skills in the region.

Communications technologies now enable IT businesses to operate rurally.

100% broadband throughout North Yorkshire.

IT Centre ~ York Science Park supports start ups with high-bandwidth facilities.

ContextDigital

NetworksCreative and Digital Networks in North Yorkshire

the challenges

The creative and digital sectors represent many different disciplines and related professional ~ social networks

These are organised according to the circles people travel in and where, be they in social networks of the real world, in the virtual one or both.

Getting ahead is about up to date knowledge about who’s doing what, when, how well connected you are, to how many people and how well you know them.

Scattered networks are often not connected, don’t always collaborate for mutual advantage and may not be organised or dependent on single entity.

Challenges in connecting effectively by creating tools to link the networks, making lines of communication shorter, a flatter sector, more united, more collaborative and easier to access.

Networkscross-discipline challenges

Networksthe challenges

The Creative & Digital networks are made up of professional communities that overlap and interact together across spaces, disciplines, media and distances.

Connecting across multiple ‘communities’

Interest Networks– Social– Discipline– Competency level

Demographic– Age– Sex– Cultural Origin– Wealth

Third Places

– Physical social public spaces, bars, café’s etc

Professionals– Sector– Discipline– Corporate– Employee– Freelance– Exclusive membership – Stage of career

Virtual– Forums– News Groups– Social Networks

Geo-Virtual– Social Media (events)

Networksgeographic challenges

North Yorkshire, whilst dispersed locally connects externally nationally and globally.

But…

North Yorkshire is a large area to cover.

Creative & Digital businesses and freelancers scattered widely.

Urban vs rural areas ~ different needs, values, traditions.

Travel from rural areas can be inconvenient.

Need 'on the ground’ experience & understanding.

Local ~ Within a specific locality of North Yorkshire Rural Urban

Regional ~ Across all of North Yorkshire

UK National ~ Anywhere else in the UK.

International ~ Anywhere in the world.

Networksvirtual versus real

Virtual or physical, both social networking methods ARE real.

Virtual transcends natural barriers, geography, economical, social, time or even corporate boundaries. Make new connections faster.

Virtual is direct, cheap way to promote and connect, but less trustworthy, casual and not tangible.

Real networks are dependent on time, space and situations, but relationships are more meaningful & durable.

Challenge to use a combination of technology and real world tools to engage, support and build communities.

ConnectingCreative and Digital Networks in North Yorkshire

the challenges

Connectingthe challenges

Relationship Management Develop and sustain relationships with freelancers and businesses. Truly understand the needs of businesses in the sector Build tangible relationships.  Face to face meetings. Visiting business premises Meeting opinion leaders Meeting through events or workshops  Virtual Communications. Phone calls Letters Emails Social media

– Online Communities – Instant Messaging

Leverage through key stakeholders Collaboration with key agencies, institutions and other key stakeholders Leverage from existing organisations to effectively engage with

communities.

Genuine Credibility through genuine care for clients. Communicating passion for the vision of Science York.

Awareness Maintain an awareness and presence Grassroots awareness ~students/career transitions/amateurs. PR and Marketing tools specific for both sectors and disciplines Capture and engage interest amongst general public.

Connectingthe challenges

Connectingthe challenges

Communication Channels Creative and digital sectors cover a large number of different disciplines. Effectively reaching out to all these varied sectors.

Online Communications Varying characteristics of use

– Use it for different things– Differing abilities– Varying frequency of use – Different connection speeds – Not even connected

One size definitely doesn't fit all.

Events/Networking/Workshops Communities accessibility to events. Awareness of events and workshops. Events are locally relevant and useful.

Podcasts . Social networking . Meetups . Round tables . Blogging . Mobile technology . Magazines .

Networking events .‘Speed dating’ conferences . Magazines . 3rd Places . Festivals.

Feedback Listening to issues, acting on them and keeping clients up to speed. Develop trust amongst the business community. Gathering feedback, actions and reporting achievements back to the

sectors.  ToolsDeveloping useful tools for the business community that stimulate connections. Financial incentives Publications Events Workshops Consultation Online services Competitions PR Awards

Connectingthe challenges

ConclusionsWrapping up

Having the resources to be regularly active to reach out and connect with networks across the region, rural and urban.

Using a combination of technology and real world meetings to engage networks.

Building personal connections and managing relationships. Keeping up to date with a variety of disciplines in the creative and digital

sectors, annual calendar of events and changes within the networks. Connecting with professionals as much as grassroots interest from adults

and young people. Developing and using tools and situations to facilitate connections/

communications and accessibility within the sectors. Promoting greater awareness of the creative and digital sectors in North

Yorkshire. Ensuring collaboration with key regional stakeholders.

The End

Thank you