Truth About Culture Now

8/7/2019 Truth About Culture Now

http://slidepdf.com/reader/full/truth-about-culture-now 1/37

The Truth About Culture Online Now

Natalie Melton, Arts & BusinessPhilippa Snare, Windows Live, Microsoft

Alyssa Bonic, The Bigger Picture, Sky

Thursday 17th February 2011

Presentation Title 2

Loyal, Passionate & Vocal

Audiences

Original, exciting content

Presentation Title 4

Sidebar

Exceptional Venues

A thirst to experiment, pioneer and

champion the new

6Presentation Title

• 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 thelast 12 months

• It clearly augments, rather than replaces the

live experience

• Research segmented audience into 3 key

groups: confident core, late adopters, leading

Research Overview

Online engagement with arts and culture provides

different benefits for each market

Based on combined quantitative /

qualitative analysis

Access Learn

Experience(Online Only)

Share CreateDiscover Filter Knowledge Skills

Core audience

Older 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

Hoardings Creative Proposal 8

Show and Tell

9A History of the World in 100 Objects

Show and Tell

A clear appetite to gain insider info on

cultural experiences through digital

channels

56% of museums fans and 47% of thoseinterested in archives would like to take a

virtual tour of the institution they were

visiting online

Similarly, five minuteperformance/exhibition clips appealed to

nearly half of those with an interest in visual

arts10

Content Fans

Hoardings Creative Proposal11

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 forthis kind of content

Digging Deeper

47% of online audiences

professed an interest inarchived content

Go Experiment

Stella Artois Black: The Night

Chauffeur

Stella Artois Black: The Night Chauffeur

Skype Outside

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

Silver Surfers

Google Art Project

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

Dance Nation

Uniqlock

Dance Nation

Dance has a digital fanbase – 30% have

viewed dance online & there is an appetite

for more

Dance cuts across lots of different audiencesand has mass appeal

Dance attracts relatively low levels of

corporate sponsorship – time for a rethink?

The Next Generation

Gerhard Richter Digital Interpretation Guide

27Gaming

Hide & Seek: Tate Trumps & Bloomberg

Gaming

An average of 4 hours per week gaming

across the survey sample

61% of survey said they ‘love new

technology’

30Mobile

Museum of London – Street Museum

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 first4 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

Hoardings Creative Proposal 33Location, Location, Location

Location, Location, Location

3% of sample are using GPS to identify

cultural listings in their area – but will grow

Exceptional venues and spaces have alwaysbeen of interest to brands

Why no arts & culture on Living Social?

Wahanda?

So how can you measure it?

10 Again

• Digging Deeper

• Silver Surfers

• Next Generation

• Mobile

Gaming• Show and Tell

• Location

• Go Experiment

• Culture Club

• Dance Nation

1st 2nd

Contact Us:

Natalie Melton

Commercial Director

@natmelt

natalie.melton@artsandbusiness.org.uk

www.artsandbusiness.org.ukwww.culturalbranding.co.uk

Truth About Culture Now

Documents

The Hidden Truth; School Culture and Climate

Truth of Gout Revealed -Which Stage of Gout Are You In Now?

The Truth of Material Culture

Truth and Consequences - nomansland.site.nfoservers.comnomansland.site.nfoservers.com/Resource/Truth and... · Scene 1: Horse Tradin’ (Obtaining the Cargo) “Now ya’ll want ta

In this world now, his kingdom WE BY THE TRUTH OF Christ

SDC1. Culture Now

Living in a Post-Truth Culture - Prestonwood Examineprestonwoodexamine.org/wp-content/uploads/2018/07/Post-Truth.pdf · Living in a Post-Truth Culture. The Battle for Truth. Biblical

Then and Now: Creating a Plain Language Culture

Truth be Told - Ted Huntted-hunt.com/TedHuntTruthBeTold.pdf · Truth be Told towards an enhanced consideration and application of truth For over 2000 years our culture has believed

Truth-telling in Medicine - Minerva€¢ Keep patients' secrets ... • Truth-telling needs to be sensitive to the culture ... Sokol's example . Telling the truth

Welcome to the Revolution Tolerance and Truth. How has your culture Affected you?

Culture and Consumer Behavior - now publishers

Isidora H. Minard - Prove Me Now - Ten Lessons in Truth

Demand Attention Now: Create Your Visual Moment of Truth

“Truth is bitter” - Digital Himalayahimalaya.socanth.cam.ac.uk/collections/journals/... · “Truth is bitter” a NOW REPORT GANGTOK, 17 June: “Truth is bitter,” says former

The Truth of Material Culture 2

Right culture right now May 2012

The Problem of Redemptive Truth: From Nietzsche to a Postmetaphysical Culture

Healthcare. A Just Culture... where are we now?

Design Culture Now Poster