Truth About Culture Now

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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



3

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

edge

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



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

12



13

Digging Deeper



Digging Deeper

47% of online audiences

professed an interest inarchived content

14




Go Experiment



Stella Artois Black: The Night

Chauffeur

16

Stella Artois Black: The Night Chauffeur



17

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

18



19

Silver Surfers



20

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

21



22

Dance Nation



23

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?




25

The Next Generation




Gerhard Richter Digital Interpretation Guide



27Gaming



28

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’

29



30Mobile



31

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

32



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

fast

Exceptional venues and spaces have alwaysbeen of interest to brands

Why no arts & culture on Living Social?

Wahanda?

34



So how can you measure it?

http://google.com/trends?q=Microsoft&ctab=0&geo=all&date=all&sort=0

http://jobs.oodle.co.uk/careers/london-lnd-en/?q=.net&sc=job&r=country

http://www.blogpulse.com/trend?query1=Cloud+Computing&label1=&query2=&label2=&query3=&label3=&days=60&x=38&y=15

http://technorati.com/search?return=posts&authority=high&q=Microsoft

http://digg.com/search?s=Cloud+computing



10 Again

• Digging Deeper

• Silver Surfers

• Next Generation

• Mobile

•

Gaming• Show and Tell

• Location

• Go Experiment

• Culture Club

• Dance Nation

1st 2nd

3rd



Contact Us:

Natalie Melton

Commercial Director

@natmelt

[email protected]

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

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Truth About Culture Now