Ash Mann, Substrakt's Managing Director spoke as part of the Ticketing Professionals Conference's webinar series which replaced the cancelled 2020 conference.
The cultural sector has been through an enforced, rushed programme of digital transformation. We need to review our thinking around all of our digital activity to set ourselves up for success as we come out of the current Covid-19 crisis.
From strategy, mission, values and brand through to systems and tooling, focusing on user experience, and how we gather and use data, what got us to where we are today is unlikely to be what will serve us best in the long run.
5. • Structures and mindset
• Understand the demands of digital -
creatively and for audiences
• Covid creative consumption
• Unbundling and atomisation
• Brand
• Audiences
• Measuring success
• Tools and systems
• Commercial thinking
10. “Doing digital well includes being
prepared for ongoing, iterative work to
keep the experience fresh, up-to-date,
and evolving with the innovations that
take place in the digital realm that is
all around us.”
Douglas Hegley, Chief Digital Officer at the Minneapolis
Institute of Art
13. “Hammocking is a
technique used in
broadcast
programming whereby
an unpopular (or new)
television program is
scheduled between
two popular ones in
the hope that viewers
will watch it”
24. 40,000 people watched saw the stream,
over 600 drawings were shared by
participants – aged six to 92 - from
countries across the world, including
Nigeria, Mexico, Chile, New Zealand,
Czech Republic, Croatia and Australia.
The vast majority of these audiences
were new to the RA.
25.
26.
27. BMW TATE LIVE EXHIBITION
OUR BODIES, OUR
ARCHIVES
Faustin Linyekula
30. Brand is…
How the ideas you stand
for in people’s minds…
are made real in the world
by your actions…
in a recognisable verbal
and visual style. @robmacpherson
@creatingimpakt
31. Are you confident that your
organisation has strong,
articulated, shared and
embedded brand values?
• If you asked 10 colleagues what your organisation
stands for, would you get 10 similar answers?
• Does your organisation do a good job of ‘keeping
its brand promise’?
• Is your organisation’s brand well articulated and
understood externally?
• Where does brand ‘live’ in your organisation? Are
there opportunities to feed into (or start) this
conversation?
36. Are you confident that your
organisation understands why
people spend time and money with
you (and who those people are)?
• Do we know who ‘our people’ are (or could be)?
• Do we have a meaningful dialogue with our users
(visitors/audiences/participants)? If not why not and
how could we change that?
• Do we understand what people value in their
interactions with us?
• How do we identify that?
• How do we make that information shareable and
actionable in our organisations?
40. Is data around your digital
activity used to inform what you
do (and don’t do)?
• Do we know what each part of our digital activity
is supposed to do? i.e. have success criteria been
set
• Are we measuring what matters to us? i.e. so we
can tell what is successful
• Do we understand the data we’re gathering?
• Is that data actionable? i.e. do we have clarity
about what to do if a number changes
• Are we using the data to inform/contextualise our
thinking?
44. 15 Principles of Good Service Design
1. Be easy to find
2. Clearly explain its purpose
3. Set the expectations a user has of it
4. Enable each user to complete the outcome they set out to do
5. Work in a way that is familiar
6. Require no prior knowledge to use
7. Be agnostic of organisational structures
8. Require the minimum possible steps to complete
9. Be consistent throughout
10. Have no dead ends
11. Be usable by everyone, equally
12. Encourage the right behaviours from users and service providers
13. Respond to change quickly
14. Clearly explain why a decision has been made
15. Make it easy to get human assistance
From: “Good Services - How to design services that work” by Lou Downe
50. 1. Engage with digital
strategically, are you structured
for success?
51. “Your executive board don’t need to know the ins
and outs of setting up event tracking in Google
Analytics. But they do need to work their way around
a technical architecture diagram and they do need to
understand what digital channels you’re using to
what end. This requires a decent level of digital
literacy.
So what is the difference between digital literacy
and digital skills? Think of digital literacy as the
‘why, who and when’ and digital skills as the ‘what
and the how’.”
Kati Price
The problem with digital skills
52. “A lack of technologically literate
leadership has long been a
structural weakness for public
institutions as well as for many
private corporations”
Digital Transformation at scale: why the strategy is
delivery
53. “This is normalised by leaders who
accept technological incompetence
as being ok. Imagine the same
breezy amateurism applied to, say,
accounting.”
Digital Transformation at scale: why the strategy is
delivery
54. “Just as it would not be acceptable
for a Minister not to understand
how her departmental budget
works, it is not acceptable for her
not to understand how technology
affects her brief”
Martha Lane Fox
Digital Transformation at scale: why the strategy is
delivery
56. Brand is…
How the ideas you stand
for in people’s minds…
are made real in the world
by your actions…
in a recognisable verbal
and visual style. @robmacpherson
@creatingimpakt
58. “We’d never really ... talked at a
brand level about why anybody
might want to come – we [only]
talked about what they might come
to [see].”
Lucy Sinclair
Former Director of Media and Audiences - Royal Opera
House, current Director of Market Insight - Google
63. 4 things to do right now:
1. Ask 10 colleagues what your organisation stands
for, use that as the basis for a conversation about
culture, brand and values.
2. Ask if you understand what ‘your’ audience(s)
value in their interactions with you? Be specific.
3. Check if you are measuring what really matters to
you.
4. Make sure you understand the quality of your
digital experiences from your user’s perspective.
Rate the quality and ease of your experience out of
10.
64. Got a question?
Want to discuss something?
Get in touch
ash@substrakt.com
@biglittlethings
