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

1

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/

2

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

3

McMichael Canadian Art Collection: Group of Seven

4

= Canadian

5

= Respect for Process

6

“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...

7

Then

8

Then

Now

8

Then

9

Then

Now

9

Ecosystem

10

http://www.flickr.com


http://www.youtube.com


http://www.geocaching.com


McMichael Canadian Art Collection

• Grow attendance and revenue

• Decrease average time between visits

• Move to a younger average age of visitor

11

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

12

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

13

Video Content User Generated Video Content

14

Photo Content User Generated Photo Content

15

Information Content User Generated Encyclopedia

16

Location Content User Generated Location Data

17

Destination Content User Generated Geocache Data

18

Relationship Content User Generated Social Graph

19

Experience Content User Generated Blog Entries

20

Web 2.0 Activities Have a Very Specific Structure

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

21

Web 2.0 Relationship to Brand and Customer Experience

Source: Radian6.com

22

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

23

Example of Group of Seven Effort in Real World

24

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

!!!!!!!!

!

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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

37







Build a Virtuous Circle

38


38








Feedback: Downloads

ViewsComments

Action:Extend Collection on Internet

38







Action:Establish presence where

Collection was created


Feedback: Downloads

ViewsComments


38










Feedback: Downloads

ViewsComments


Action:Tie real world presence

to web presence

38










Feedback: Downloads

ViewsComments



to web presence Wilderness visits

38










Feedback: Downloads

ViewsComments




%age

38










Feedback: free admissions

Feedback: Downloads

ViewsComments




%age

38











Feedback: emailsphotosvideos

Feedback: Downloads

ViewsComments




%age

38












Feedback: Downloads

ViewsComments




Engagement!

%age

38












Feedback: Downloads

ViewsComments




Engagement!

%age

Feedback: admissions

38







McMichael Canadian Art Collection

• Grow attendance and revenue

• Decrease average time between visits

• Move to a younger average age of visitor

39

Jeep

• 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.”

40

Starting and Reinforcing the Cycle



to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments




41




to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments




Extend and Groom

41




to web presence

Buzz!

%age


Wilderness visits

Feedback: emailsphotosvideosMedia Plan

Feedback: Downloads

ViewsComments




Extend and Groom

41




to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments




SEED

Extend and Groom

41




to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments




SEEDPartner:

OutfittersCamp

SuppliersTour Co’s

Extend and Groom

41




to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments




SEEDPartner:

OutfittersCamp

SuppliersTour Co’s

Extend and Groom

42




to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments




Extend and Groom

42




to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments




First Extend:

Extend and Groom

42




to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments




First Extend:-Gather Funding

Extend and Groom

42




to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments





- Create Digital Images

Extend and Groom

42




to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments





- Create Digital Images- Implement CMS

Extend and Groom

42




to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments






Then Groom:

Extend and Groom

42




to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments






Then Groom:-Implement Web Property

Extend and Groom

42




to web presence

Buzz!

%age


Wilderness visits


Feedback: Downloads

ViewsComments






Then Groom:-Implement Web Property

Traversing Funding Process Now

Extend and Groom

42

Practical Comments on Where We Are Now

43


• Language

43


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

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

43



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

43




• Velocity

43




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

43




• 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...

43






• Perspectives on Success

43






• Perspectives on Success• Bricks -> Clicks

43






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

43






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

43






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

43






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

43

For more information:

malcolm stanley strategic thinking and execution [email protected] 416 275 3562

44

mailto:[email protected]

mailto:[email protected]

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

Technology

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