From push to pull to porosity

TAB Forum
14th May 2008

From push…
to pull…
to porosity!

RUDMAN
Hannah@hannahrudman.com CONSULTING

Why are we here?

• Marketeers: Driving sales & attendance

• But… it seems to be getting harder.
– Time poor / wide spread of leisure activities
available to us / travel is relatively cheap /
experience economy
– Changing socio-economic behaviours

• Technology has impacted our world!
– Change is needed, but actually, we’re confused!

RUDMAN

57% homes
have internet
access -
c.85%
connections
broadband
c.95%
population have
mobile phone
RUDMAN

Diminishing digital divide?

• Connectivity and kit
– 87.6% UK homes have digital TVs
– 300m smartphones in the world,
– Nokia making an entry level handset,
– Malawi building IT infrastructure for smartphones
not PC

• Convergence
– In a few years time,
mobile devices will hold 10TB data (10,000 GB)

RUDMAN

Participation ladder

RUDMAN

From push to pull

• Business is changing
– Networked, distributed

RUDMAN

From push to pull: Media

• Time shifted content, Ofcom PSB review

RUDMAN

From push to pull: government

RUDMAN

From push to pull: public appetite
• We’re changing - we want digital services and
resources
– BBC global news podcast downloaded over
1m times in Mar 08

RUDMAN

RUDMAN

National Theatre: new models of
bringing together art & audiences
“Technology is in the
right place now. The
software design is there,
more and more people
have broadband with
moving pictures and
delivery is free.”

“It's more enjoyable to be
in the swim than chasing
the wave”.
Nick Starr,Chief Exec.
RUDMAN

Continuous partial attention?
• Change in how attention span is conceived
– Blackberrying in Broadway!
– Content conglomerators

RUDMAN

People want to do more than attend

• Personalise
• Participate
• Co-produce
• Create meaning
– Alan Brown’s latest research: WolfBrown

RUDMAN

Cultural Snacking and sharing the
experience

RUDMAN

Some co-production

RUDMAN

“By equipping visitors with the means to
capture their own impressions and learnings
from the museum to share with others, we
turn visitors into a global teaching force that
will act as advocates for the museum for
generations to come.”
Dr Nancy Proctor, Antenna Audio
Hannah@hannahrudman.com
RUDMAN
CONSULTING

Status Stories

RUDMAN

Status Stories

• Conversation starters

RUDMAN

Status Stories

• Story prepping

– Story labels

RUDMAN

UpCode™
... working with
Guidebooks, Maps, Posters, Signposts
e.g. see a map
of the visitor
attractions or
tours.

+
e.g. pre-
install,
download or
buy extra
images, video
clips

e.g. pre-install, download
or buy an audiotour
RUDMAN
Click on the UpCode CONSULTING

Status Stories

• Story caching

RUDMAN

Intentful customers

• “Make me move” - make me be there?
• Audience as co-programmer
– Eventful, thepoint,

RUDMAN

Transparency: Tyranny or Triumph?
TripAdvisor
quot;Old economy fog is
clearing: no longer can
incompetence, below-par
performance, ignored
global standards, anti-
social & anti-eco behavior,
or opaque pricing be
obscured. In its place has
come a transparent, fully
informed marketplace,
where producers have no
excuse left to
underperform.quot;
RUDMAN

New tools and distribution
channels… what does it mean for
your organisation?
• Photo phones
• Video phones
• Skype recording

RUDMAN

So driving sales and attendance?

• See sales and attendance in a different - “Long Tail”
way
– Repurpose live content for digital distribution - NY
Met
– Create new digital content for sale to other
distributors - Tate Media
– Consider all your archives and product - NT print
on demand & Philharmonia
– Ticket trading & affiliate sales - NAYT
– Sell the exclusive experience - packages
– Get the social networks working for you!

RUDMAN

Develop a social media strategy

• Connect
• Build relationships
• Collaborate
• Know your market

RUDMAN

And of course, on your website…

• More of what you’ve always done!
– State preferences
– Feedback and Surveys
– Blogs
– Podcasts
– RSS feeds and calendar feeds
– Audio and video clips - with the embed code
– Background details and images
– Programme details
– Archive of past events
– FAQs and forums
– Links to YouTube; MySpace; FaceBook; Bebo; Flickr
– Let people digg / share / del.ici.ous / email your content
– Learn from your stats - where are people entering your site? Link:yoururl

RUDMAN

From push to pull to porosity…

• Expect to have profound discussions!
• Expect to change!
• THANKS for listening!

I’m porous…
Stay in touch!
www.hannahrudman.com

RUDMAN

From push to pull to porosity

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