The Truth About Culture Online Now
Natalie Melton, Arts & Business Philippa Snare, Windows Live, Microsoft Alyssa Bonic, The Bigger Picture, Sky Thursday 17th February 2011
Loyal, Passionate & Vocal Audiences Presentation Title
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Original, exciting content
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Sidebar
Exceptional Venues Presentation Title
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A thirst to experiment, pioneer and champion the new
• First time that online engagement with arts and culture had been quantified and captured • 2,000 strong sample backed up by qualitative interviews and focus groups •
Over half – 53% – of online population had engaged with arts and culture online in the last 12 months
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It clearly augments, rather than replaces the live experience
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Research segmented audience into 3 key groups: confident core, late adopters, leading edge Presentation Title
Research Overview 6
Online engagement with arts and culture provides different benefits for each market Access Discover
Learn Filter
Knowledge
Experience Skills
(Online Only)
Share
Create
Older audience Core audience Leading edge audience • The 3 markets differ considerably in terms of current online engagement with arts and culture, but only Access and Learning are mainstream at present • Each market has the potential to extend their engagement into more sophisticated online interactions, if properly motivated and supported
Based on combined quantitative / qualitative analysis
Hoardings Creative Proposal
Show and Tell 8
A History of the World in 100 Objects
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Show and Tell A clear appetite to gain insider info on cultural experiences through digital channels 56% of museums fans and 47% of those interested in archives would like to take a virtual tour of the institution they were visiting online Similarly, five minute performance/exhibition clips appealed to nearly half of those with an interest in visual arts 10
Content Fans
Hoardings Creative Proposal
Culture Club 11
Culture Club Audiences want to engage more - a clear interest in:
user reviews and ratings, short form video content tutorials with almost a third of our respondents suggesting that they were willing to pay for this kind of content
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Digging Deeper 13
Digging Deeper
47% of online audiences professed an interest in archived content
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Hoardings Creative Proposal
Go Experiment 15
Stella Artois Black: The Night Chauffeur
Stella Artois Black: The Night Chauffeur
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Skype Outside
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Go Experiment Leading edge consumers (11% of online audience) want to create and share Providing tools and platforms for them to do so can be a great way to engage
Consumer facing & youth oriented brands are attracted to innovation
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Silver Surfers 19
Google Art Project
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Silver Surfers 85% use Google for cultural listings and information
Frustrated that there are not better trusted and curated sources of cultural listings Trusted brands can play a role in advising this valuable audience
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Dance Nation
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Uniqlock
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Dance Nation Dance has a digital fanbase – 30% have viewed dance online & there is an appetite for more Dance cuts across lots of different audiences and has mass appeal
Dance attracts relatively low levels of corporate sponsorship – time for a rethink?
Hoardings Creative Proposal
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The Next Generation 25
Hoardings Creative Proposal Gerhard Richter Digital Interpretation Guide
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Gaming 27
Hide & Seek: Tate Trumps & Bloomberg
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Gaming An average of 4 hours per week gaming across the survey sample
61% of survey said they ‘love new technology’
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Mobile 30
Museum of London – Street Museum
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Mobile 54% of those surveyed said that they were confident using their phones for a wide range of activities Streetmuseum: 65,000 downloads in the first 4 weeks
Museum’s monthly target of visitors reached within the first week of opening the new galleries. Media coverage in Metro, Time Out, Creative Review, Icon, Campaign 32
Location, Location, Location
Hoardings Creative Proposal
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Location, Location, Location 3% of sample are using GPS to identify cultural listings in their area – but will grow fast Exceptional venues and spaces have always been of interest to brands
Why no arts & culture on Living Social? Wahanda?
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So how can you measure it?
• Digging Deeper • Silver Surfers • Next Generation • Mobile
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10 Again
• Go Experiment • Culture Club • Dance Nation
• Gaming • Show and Tell • Location
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3rd
Contact Us: Natalie Melton Commercial Director @natmelt natalie.melton@artsandbusiness.org.uk www.artsandbusiness.org.uk www.culturalbranding.co.uk