The Web & The Real World: The Group of Seven and Social Networking Opportunities

The Web and the Real WorldThe Group of Seven and Social Networking Opportunities

For Presentation to:

Technology and the Arts ConferenceMay 9, 2008Waterloo, Ontario

McMichael Canadian Art Collection: Location

• Located in Kleinburg, Ontario

• Grounds are surrounded by protected forest

• Environmentally Conscious

Photos from Flickr: http://www.flickr.com/photos/pixelchick_pix/254498987/in/set-72157594302677982/

McMichael Canadian Art Collection: Location

• Located in Kleinburg, Ontario

• Grounds are surrounded by protected forest

• Environmentally Conscious

Photos from Flickr: http://www.flickr.com/photos/pixelchick_pix/254498987/in/set-72157594302677982/

McMichael Canadian Art Collection: Artists

• Group of Seven

• First Nations Art

• Inuit Art

• Modern Art

• Started from the private collection of Robert and Signe McMichael

McMichael Canadian Art Collection: Artists

• Group of Seven

• First Nations Art

• Inuit Art

• Modern Art

• Started from the private collection of Robert and Signe McMichael

McMichael Canadian Art Collection: Group of Seven

= Canadian

= Respect for Process

“The question posed by the Group of Seven ... was whether Canada would recognize it’s own character and identity and develop a form of artistic expression suitable to the country and it’s people. An allied argument, which put them directly in touch with a large segment of the population, was that the amateur artist was important because, rather than learning and following academic rules, he or she was moved rather by passion and creative instinct, inspired by love of country, nature, and spirit.”

David P. Silcox

The Question...

Ecosystem

McMichael Canadian Art Collection

• Grow attendance and revenue

• Decrease average time between visits

• Move to a younger average age of visitor

The Real World

• The works of the Group of Seven are a representation of what is here

• The places they were made are identifiable, and reachable, by ordinary people, from around the world

• They visit places like these in great numbers

• These ‘wilderness visitors’ are more likely to understand and appreciate the works in the Gallery

• This is an identifiable and quantifiable target market

The Internet

• The target market of ‘wilderness visitors’ participate in Internet communities

• Documenting and sharing their experiences is important to these participants

• Web properties which encourage this behaviour are referred to as ‘Web 2.0’ sites

• Leveraging these sites and the behaviour they solicit is a new opportunity which must be understood and addressed

The Internet

Video Content User Generated Video Content

Photo Content User Generated Photo Content

Information Content User Generated Encyclopedia

Location Content User Generated Location Data

Destination Content User Generated Geocache Data

Relationship Content User Generated Social Graph

Experience Content User Generated Blog Entries

Web 2.0 Activities Have a Very Specific Structure

Closed Course. Professional Drivers. Do Not Try This At Home.

Web 2.0 Relationship to Brand and Customer Experience

Source: Radian6.com

Example of Group of Seven Effort on Web 2.0

• Native of Ontario

• Now lives in Southeast Asia

• Visited McMichael as a child

• Met A.Y. Jackson

• Memories lasted a lifetime

Example of Group of Seven Effort in Real World

!!!!!!!!!!!!!!!!!!

!!!!!!!!

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

!"#$%&'(!)*++*,-.$!-.!/0#!)**/12-./3!*4!/0#!52*61!*4!7#8#.

Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf25

You are here

Your target marketis here

Build a Virtuous Circle

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Action:Extend Collection on Internet

Action:Establish presence where

Collection was created

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Action:Tie real world presence

to web presence

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to web presence Wilderness visits

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Feedback: free admissions

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Feedback: emailsphotosvideos

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Engagement!

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Engagement!

Feedback: admissions

• Print/Online BundleWINNER: Jeep 4X4 Cache In AdventureRodale Inc.Budget: Over $1.5 million

• The session spawned an ingenious 2004 print/online program to launch the new Jeep 4X4 and thoroughly engage with its audience: “adventure seeking/weekend warriors.”

• You go to a website for these caches, plug them into a GPS, which tells you where to uncover the cache containing a Jeep travel bug—a two-inch die-cast bug.”

• The effort, which took about six months to put together, kicked off with advertorial in Rodale titles such as Backpacker, Bicycling, Scuba Diving and Men’s Health. This announced the sweepstakes and explained geocaching to readers, while online, Jeep.geocaching.com functioned as the hub of all the program’s activities, and offered prizes, contents and the chance to win a Jeep.

• The aim was to reinvigorate Jeep’s marketing efforts. “Jeep has always owned the 4X4 category,” says DeLana. “This was all about engagement. If you live this lifestyle, you’re in the target audience, whether you own a Jeep or not.”

• The results, says DeLana, delighted everyone, with over 1 million sweepstakes entrants and more than 9 million geocaching accounts logging travel bugs. And, equally as important, Jeep was so pleased, it renewed the program for 2005.

• “We wanted to help reestablish the Jeep brand as an authentic provider of cool experiences,” DeLana says. “Jeep created the category. We were the first ones in it. But now, everything is a mix or a hybrid between an SUV and a van. And Jeep had to reestablish exactly who its core users and buyers were.”

Starting and Reinforcing the Cycle

to web presence

Wilderness visits

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to web presence

Wilderness visits

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Extend and Groom

to web presence

Wilderness visits

Feedback: emailsphotosvideosMedia Plan

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Extend and Groom

to web presence

Wilderness visits

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Extend and Groom

to web presence

Wilderness visits

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SEEDPartner:

OutfittersCamp

SuppliersTour Co’s

Extend and Groom

to web presence

Wilderness visits

Feedback: Downloads

ViewsComments

SEEDPartner:

OutfittersCamp

SuppliersTour Co’s

Extend and Groom

to web presence

Wilderness visits

Feedback: Downloads

ViewsComments

Extend and Groom

to web presence

Wilderness visits

Feedback: Downloads

ViewsComments

First Extend:

Extend and Groom

to web presence

Wilderness visits

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First Extend:-Gather Funding

Extend and Groom

to web presence

Wilderness visits

Feedback: Downloads

ViewsComments

- Create Digital Images

Extend and Groom

to web presence

Wilderness visits

Feedback: Downloads

ViewsComments

- Create Digital Images- Implement CMS

Extend and Groom

to web presence

Wilderness visits

Feedback: Downloads

ViewsComments

Then Groom:

Extend and Groom

to web presence

Wilderness visits

Feedback: Downloads

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Then Groom:-Implement Web Property

Extend and Groom

to web presence

Wilderness visits

Feedback: Downloads

ViewsComments

Then Groom:-Implement Web Property

Traversing Funding Process Now

Extend and Groom

Practical Comments on Where We Are Now

• Language

• Language• Internet Consultants do not know how to speak English

API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....

API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.

• Velocity

• Velocity• Canadian Cultural Funding Culture: Plan this year, build next year.

• Velocity• Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day

after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that...

• Perspectives on Success

• Perspectives on Success• Bricks -> Clicks

• Perspectives on Success• Bricks -> Clicks• Attendance -> Engagement

• Perspectives on Success• Bricks -> Clicks• Attendance -> Engagement• Awareness -> Buzz

• Perspectives on Success• Bricks -> Clicks• Attendance -> Engagement• Awareness -> Buzz• Knowledge -> Opinion

• Perspectives on Success• Bricks -> Clicks• Attendance -> Engagement• Awareness -> Buzz• Knowledge -> Opinion• Internal Availability-> Global Availability

For more information:

malcolm stanley strategic thinking and execution amstanley@rogers.com 416 275 3562

The Web & The Real World: The Group of Seven and Social Networking Opportunities

Technology

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