1. Museums and Digital Communication Audience –Content – Impact Kristen Purcell, Ph.D., Associate Director, Pew Internet Project Art Museum Marketing Association Meeting. Baltimore, MD. May 17, 2013.

2. Data presented here are based on surveys conducted by the Pew Research Center – our mission is to provide high quality, objective data to thought leaders and policymakers Between May 30 and July 20, 2012, Pew Internet conducted an online survey of a non-probability national (U.S.) sample of arts organizations 1,258 arts organizations took the survey, representing a wide range of disciplines, organizational functions, budgets, etc. Art museums comprised 9% of the final sample (performing groups made up the largest portion of the final sample at 22%) Presentation slides and full report are available at pewinternet.org Arts Organizations and Digital Technologies

3. Audience – Content – Impact Arts Organizations and Digital Technologies Guiding Questions Who is your audience and how well do you know them? What digital tools do they use/have access to? Do digital tools broaden or fundamentally change your audience? How does your content shape your choice of digital tool or strategy? Can you give up control of your content and the online conversation? What is your organization’s (digital) identity/ personality? What are your ultimate goals in terms of impact? How will you measure impact in these areas? What impacts are possible? (Your resources + tools available + human nature)

4. Audience Arts Organizations and Digital Technologies Guiding Questions Who is your audience and how well do you know them? What digital tools do they use/have access to? Do digital tools broaden or fundamentally change your audience?

5. “listen more than you ask” Who is your audience and how well do you know them? 81% of arts organizations surveyed let users comment publicly on their websites 77% use social media to monitor what is being said about their org 65% use social media to learn more about their audience 52% use social media to get feedback from the public or “crowdsource” an idea 28% host online discussion groups How, and how well, are you listening?

6. 85% of US adults use the internet 2/3 have broadband at home 84% have a cell phone, including 45% who have a smartphone 24% have a tablet computer 19% have an e-reader 2/3 of adult cell phone users are wireless internet users 69% of online adults use social networking sites, 16% use Twitter US Adult Internet/Digital Tool Use in 2013 What digital tools does your audience use? * Based on Pew Internet Tracking Surveys

7. 95% of kids 12-17 use the internet 93% have a computer or have access to one at home 78% have a cell phone, including 37% who have a smartphone 23% have a tablet computer 74% access the internet on mobile devices (smartphone, tablet, etc) In July 2011, 80% of online teens used SNS, 14% used Twitter US Teen Internet/Digital Tool Use in 2013 What digital tools does your audience use? * Based on Pew Internet Tracking Surveys

8. Information is Woven Into Our Lives Mobile is the needle, Social Networks are the thread Social Networks… Surround us with information through our many connections Bring us information from multiple, varied sources Provide instant feedback, meaning and context Allow us to shape and create information ourselves and easily amplify others’ messages Mobile… Moves information with us Makes information accessible ANYTIME and ANYWHERE Puts information at our fingertips, literally Magnifies the demand for timely, actionable information Makes information location-sensitive

9. How your patrons reflected these mobile/social trends in 2011 Currently, 74% of adult smartphone owners use their phone to get directions, recommendations or other information based on their present location 21% use their phone to get coupons or deals to use at local businesses 2011 data What digital tools does your audience use?

11. In the 12 months prior to the 2011 survey…. 44% of adults had attended a live music, dance or theater performance It was 77% among those who follow a music/dance/theatrical group or venue on SNS 35% of adults had visited a museum It was 82% among those who follow a museum on SNS 35% of adults had attended an arts, craft or music festival It was 55% among those who follow individual artists, musicians or performers on SNS 29% of adults had visited an art gallery, show or exhibit It was 82% among those who follow an art gallery or other visual arts organization on SNS Social networking is a connection with “Superfans” What digital tools does your audience use? It’s a chicken and egg question, but does the answer matter?

12. Perceived impacts of technology on the arts Based on your experiences and those of your organization, do you agree or disagree with each of the following statements? Source: Pew Research Center’s Internet & American Life Project. Conducted May 30-July 20, 2012. N for respondents who answered this question=1,207. Broad impacts of digital technology on the arts Do digital tools broaden or change your audience? “Because we do a lot of work in rural areas, with senior citizens, and low income areas, social media only works for a portion of our audience…A heavy reliance on social media, though convenient, can exclude many people.” 93% of arts orgs say social media help them reach a broader audience than they would otherwise be able to

13. Content Arts Organizations and Digital Technologies Guiding Questions How does your content shape your choice of digital tool or strategy? Can you give up control of your content and the online conversation? What is your organization’s (digital) identity/personality?

14. 99% of arts organizations surveyed host a website On those sites, 94% post photos 81% post or stream video 57% post or stream audio 50% maintain a blog 20% present online exhibits --------------------------- 86% have increased the number of online events and exhibits they host over the past several years 24% use mobile apps to provide content to the public No two organizations (or digital strategies) are the same How does your content shape your organization’s choice of digital tools and strategies?

15. 97% of the arts organizations surveyed have a profile or page on a social media site 69% have employees with professional social media profiles they use in their capacity as a representative of the organization 56% of the orgs that use social media have a profile on 4-9 different social media sites 10% of the orgs that use social media are active on 10+ platforms No two organizations (or digital strategies) are the same

16. How does your content shape your organization’s choice of digital tools and strategies? Among arts orgs that use social media, the top sites used are… Reflects where the audience is, but… Does it reflect the best platform for YOUR content

17. How often arts organizations post content on social media… Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,131. Infinite uses of social media… 82% use social media to engage with audience members prior to, during, or following an event 45% of arts orgs that use social media post daily How does your content shape your organization’s choice of digital tools and strategies? “We solicited ideas for how to name our "signature cocktail" at an upcoming benefit, based on the theme of the benefit. Facebook fans wrote in with lots of ideas, we picked our top favorites, and then released a poll so fans could vote on the name we ended up using. It generated awareness of the event (which was a record success) and allowed those who might not have been able to attend the event a way to engage with the party.”

18. There is no one-size-fits-all digital tool or strategy How does your content shape your organization’s choice of digital tools and strategies? “When SB1079 passed in Arizona, our organization (who specializes in Mexican music and dance), in the matter of days, was able to write, record and make a video of a song that directly addressed the issue. The video was posted on YouTube and got hundreds of hits in the matter of days. It was a way for us to execute our mission to a large audience in a short amount of time.” “After seeing that a patron has checked into our venue or has been talking about how good our show was, we thank them publicly and invite them back. This gives us the ability to create a personal interaction with them and create a connection that encourages them to come back. Sometimes our actors will join in when they see us thanking a patron, and send a personal thanks from the cast.” Personal Timely Relevant

19. How well does your content lend itself to digital dissemination? How does your content shape your organization’s choice of digital tools and strategies? What is the VALUE of your content? What is the NATURE of your content? How much DEPTH is there to your content? Can your content be MORSELIZED easily and in a meaningful way? Is your content easily SHAREABLE? 5 key questions to ask

20. Patrons likely already expect free + open access to your content, and at least partially digital immersion 90% of the arts orgs surveyed let patrons share their content via email, SNS and Twitter 48% strongly agree and 26% agree that “the internet and related technologies have created an expectation among some audience members that all digital content should be free” Just 3% strongly agree and 19% agree that “the internet and digital technologies are hurting attendance at in-person events” Can you give up control of your content? “Access will be good for educational purposes and to increase awareness of the arts, especially historical material in performance of all types. However, issues of copyright and payment for that material, such as in apps and in streaming or downloading, are murky and hard to navigate for artists themselves as to value and fairness of payments to the artist for original content.” “As the realism of participatory digital entertainment and the immersion ability of non-participatory digital entertainment increases, it threatens the elements that make the live arts unique— the sense of immediacy, immersion, and personal interaction with the art. We've long hung fast to the belief that there's nothing like a live experience, but digital entertainment is getting closer and closer to replicating that experience.” “The audience has already moved from ‘arts attendance as an event’ to ‘arts attendance as an experience.’ This desire for a full-range of positive experience from ticket purchase, to travel, to parking, to treatment at the space, to quality of performance, to exit – this will only increase over the next 10 years.”

21. Can you give up control of the online conversation? Credibility and reputation are assessed through multiple filters – Trusted information sources (including search engines) – Personal beliefs/experiences – Social networks – Aggressive fact checking Bad information hangs around, but it can be attacked in several ways – Directed response – Recanting (by you or others) – Better information, especially from multiple sources Just 5% of the arts orgs surveyed say that “social media creates more risks than benefits for our organization” “Any time you engage in social media, you open yourself up to negative feedback. An example of this would be announcing our summer concert series, and having someone not like one of the many guest artists we bring in. However, for every negative comment, there is usually someone with a different opinion.” “We were the subject of comments concerning funding and donations from a local political organization and our patrons responded in full with comments, examples and telling our story in a stronger and better way than even our staff would have been able to do. We were proud that we did not have to, in any way, defend our value to the community, our audience did this for us.” 52% of organizations not on social media say that lack of control of what is said in these spaces is a reason they don’t use them

22. Surveillance – powerful watch ordinary Sousveillance – ordinary watch powerful Coveillance – peers watch peers Can you give up control of the online conversation? The reality is that all organizations face more scrutiny Transparency and openness are new markers of trust Signal your audience that you trust them with your content AND with your reputation “We provide grants and an organization who was unhappy about not receiving a grant posted some negative stuff on Twitter. While we responded and kept it professional, it did put negative comments out there associated with our profile, potentially damaging our brand.”

23. What is your organization’s digital identity/personality? 76% of social media-using arts orgs have full- time paid staff tending the sites 29% use part-time staff 16% use volunteers, 8% use paid contractors Altogether, 13% use a combination of full-time and part-time staffers to manage social media Just 27% have a staff member whose position is dedicated to social media management 73% use staff to oversee social media who also have other responsibilities 70% agree (including 38% who strongly agree) that “Younger employees in our organization have a more positive view of social media” “Before we put policies in place, one of our employees, who was a great social media user, kind of merged his own identity on Facebook with that of our organization. Therefore, when he also would party and post about it – it became an area of discipline. And he didn't understand the need for separating these things out, keeping his personal life off of our public profile. That was several years ago.” Social media is a top-down activity, not bottom-up Who will you be online, and who will speak for you?

24. Impact Arts Organizations and Digital Technologies Guiding Questions What are your ultimate goals in terms of impact? How will you measure impact in these areas? What impacts are possible? (Your resources + tools available + human nature)

25. % of arts orgs who say the internet is very or somewhat important for… Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,212. What are your organizational goals vis a vis impact? Perceived importance of the internet and digital tools among arts orgs, both external and internal Internal Education, Collaboration, Curation

26. 56% see major impact on boosting org’s public profile 53% see major impact on engagement with public 48% see major impact on increasing traffic to website 45% see major impact on event promotion/ attendance 41% see major impact on audience building and stakeholder engagement ---------------------------------------------------- 27% see major impact on audience engagement w/content Just 13% see major impact on professional collaboration, or on fundraising What are your organizational goals vis a vis impact? Promotion (increasing awareness, public image, attendance) Engagement (with organization, with content) Education Fundraising Collaboration Actual impacts arts orgs see from their internet/social media efforts 91% say social media is worth the time their organization spends on it

27. Promotion 74% maintain an online calendar 72% sell tickets online 34% make info available through RSS feeds 31% offer discounts through services such as Groupon or LivingSocial Fundraising 86% accept donations online 47% sell merchandise online 15% use apps to sell tickets, products or services 5% accept donations or gifts via SMS or text messaging What are your organizational goals vis a vis impact? Promotion (increasing awareness, public image, attendance) Engagement (with organization, with content) Education Fundraising Collaboration Internet/social media efforts geared toward specific goals

28. What are your organizational goals vis a vis impact? Engagement with an organization can mean many different things Leading Owning Contributing Endorsing Following Observing At the bottom, communications and relationships are tech- centric and automated. At the top, they are personal and labor-intensive. Using tech to automate interactions at the bottom helps scale engagement to reach lots of people (websites, databases, email, social networks). Automated communications become less effective above level three, where personal relationships become increasingly critical. Borrowed from Gideon Rosenblatt’s “The Engagement Pyramid: Six Levels of Connecting People and Social Change” Where bulk of social media impact occurs

29. What are your organizational goals vis a vis impact? What is the next level of engagement? 56% of arts orgs surveyed said internet and digital media have a MAJOR impact on organization’s public profile 53% say dig tools have a MAJOR impact on engagement with the public 48% see major impact on website traffic 45% see major impact on event promotion/ attendance ------------------------------------------------- 27% see a major impact on public understanding of/engagement with artistic content 16% see major impact on public education A concern of orgs surveyed was that while social media encourage engagement with the organization, they do not always encourage a deep engagement with/ understanding of artistic content ___________________ Is it the tool? Is it how the tool is used? Is it something unique about arts content? Is it the social media audience? Has this always been the case with arts outreach? Is this true for all kinds of organizations? Engagement with an organization or engagement with content?

30. How will you measure your impact? Measuring impact is a 3-step process: 1)Decide which metric/tool to use to measure impact 2)Learn how to use it 3)Make decisions based on its output Metrics can 1) help improve online presence, 2) provide data for funders, 3) inform decision-making 55% of arts orgs surveyed use Google Analytics to measure web traffic and campaigns 8% are not using any web analytics Generally, the bigger the overall budget, the more metrics an organization uses Online metrics (page views, unique visitors) v. measurable outcomes (ticket sales, museum visits, membership, donations) Smaller organizations in particular note that measurable outcomes are very important to funders Online metrics v. measurable impacts v. immeasurable impacts (public education, collaboration may be less measurable impacts, not less common) This may be the million dollar question!

31. What impacts are possible? 49% of arts orgs surveyed have sought funding specifically to expand their organization’s use of the internet or other digital technologies, such as apps and social media (mostly unsuccessful) 36% have conducted research to learn more about how their audiences use technologies 35% agree that “the internet is shifting the focus of many arts organizations from artistic creation and curation to promotion and marketing” Possible Impacts = Your Resources + Tools Available + Human Nature

32. Among arts organizations that do not currently have a social media presence… Source: Pew Research Center’s Internet & American Life Project Arts Orgs Survey. Conducted May 30-July 20, 2012. N for respondents who answered this question=1,117. What impacts are possible? Not everyone is on board the social media train, mainly because of resources not desire

33. What impacts are possible? A new way of thinking about SCALE Borrowed from Michael Edson Web and New Media Strategy for the Smithsonian @mpedson Full version of his talk “The Age of Scale” is available on Slideshare http://www.slideshare. net/edsonm “A global ‘audience’ of collaborators (individuals, learners, fans, community) was not imaginable to an organization 30 years ago” – Michael Edson New tools = a new approach to organization’s mission

34. What impacts are possible? National Gallery has 4.6 MILLION visitors 108.4 million viewers for the 2013 SuperBowl 1.3 BILLION views of Gangnam Style (and counting) In November 2012 TEDTalk reached its ONE BILLIONTH video view Wikipedia has 1.8 BILLION edits and growing On KICKSTARTER in 2012, 2.2 MILLION people from 177 countries pledged more than $319 MILLION to support 18,000+ projects Canadian Astronaut Chris Hadfield’s rendition of “Space Oddity” had 1.8 million views on YouTube and more than 3,000 Reddit comments Monday afternoon, one day after it was posted Parts borrowed from Michael Edson Web and New Media Strategy for the Smithsonian Full version of his talk “The Age of Scale” is available on Slideshare Chris Hadfield understands SCALE A new way of thinking about SCALE

35. Kristen Purcell Associate Director for Research, Pew Internet Project kpurcell@pewinternet.org Twitter: @pewinternet @kristenpurcell THANK YOU!! Data and report available at pewinternet.org