This is Happening – Media and Arts Presentation
Although it’s probably no secret to anyone at this point, the arts world is scrambling to get up to date with digital technology and social media in an attempt to reach out to new, younger audiences and even to retain their current audiences. As the world has shifted online, the arts now have to follow.
Sydney Skybetter, Chairman of the Technology Committee for DanceUSA (the national dance service organization) posted the slides from a conference where he presented on the topic of why arts organizations can’t afford to wait any longer to get online. I recommend taking a couple minutes to click through the presentation.
First, a quick shout-out to the fact that Skybetter is using SlideShare to make his presentation slides available to the public, a great example of a potential use of this technology. The format seems fairly similar to Flickr, except that there are slides where the photos would be. You have the option to “follow” the person who posted the slides, and there is sidebar with ample suggestions for ways to share the presentation on your own social networks. In fact, the first ground rule he gives as part of his presentation is to “Tweet/Facebook/Blog the frack out of this.”
In Slide 14 he introduces Alvin Ailey American Dance Theater’s email strategy in a simple, easy-to-follow diagram that details how Ailey first responds to a new email subscriber and then how they follow-up with that person to build a relationship with Ailey before finally springing the “will you please donate” email on them a few months down the road. The next slide shows a flow chart of all the possible responses Ailey has based on whether or not you open their email and how to then direct you to online advertising to drive ticket sales. Such a laid-out strategy is crucial to executing any email or online advertising campaign. All eventualities have been accounted for and possible solutions arranged.
Finally, the presentation closes with some great, fun tips that all arts organizations should remember like “Facebook Intern ≠ online presence.”
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