JotYou!

JotYou is a site that allows you to send SMS text messages to mobile phones, but with a twist. You can set up the message delivery so that it only delivers when people are in a specific geographical area and you can adjust the send time and expiration time of the message. So, your recipients only get the message if they are in the area you have selected within the specified time frame. If they arrive too late or if they do not move within the location radius, they never get the text message.

After looking at the demo video for JotYou, I got to thinking that this service might actually be useful to arts organizations. I'm not going to go into the pros, cons, and etiquette of using mobile messaging as a marketing tool, since that's a whole other can of worms. But, for the sake of argument...

Let's say your organization sponsors a gallery or art crawl through your downtown cultural district. You could have people sign up beforehand to be part of the Art Crawl Mobile Messaging Tour, which would message the guests, as they navigate the streets, with tips about things to see, directions to get there, and maybe even clues that would lead them to Art Crawl Mobile Messaging Tour exclusive content (like free cups of hot chocolate and coffee).  How cool is that?

I have not actually tried JotYou, so I don't know how reliable the service is or how accurate its geographical-based messaging is, but I think that the potential for creating value-added experiences for willing participants could be interesting enough to start experimenting with JotYou.

The Next Generation of Market Research?

A San Francisco company called Emsense claims to have technology that will monitor a person's reactions to visual and auditory stimuli, such as a TV commercial or video game. Basically, the test subject wears a headset that looks like the visor Geordi La Forge wore on Star Trek: The Next Generation, and the device measures blink rate, breathing, skin temperature and head motion. Then the system's software analyzes the data and presents findings to the test administrator.

How useful would something like this be for arts organizations?

Since most arts ads are print based, the Emsense device wouldn't be very practical. However, imagine hooking up random ballet audience members and measuring their responses to a performance. Would funders be interested in how the 'Dance of the Sugar Plum Fairies' cause a substantial elevation in skin temperature?

Maybe not. But it's always good to be aware of new possibilities.

Read the full article from Technology Review.

Reporting Live from AFTA’s National Arts Marketing Project Conference

Well, I’m down in sunny, breezy Miami, FL, enjoying the warm weather and the Americans for the Arts NAMC. It’s been a busy two and a half days of conferencing, and I just wanted to take a minute and share a few cool things I’ve learned while here:

• According to a survey conducted this past March by FireSpring (I think), when asked whether they use a particular medium more or less this year than the last, an average of 52% responders indicated that they were using the Internet more. Every other medium (radio, print, newspapers, television) all showed a decrease. Now, more than ever, organizations must put time, money and deep consideration into their Web presence.
• The Philadelphia Orchestra is working in conjunction with Internet2 to stream real time content into educational venues around the world, giving viewers an inside and behind the scenes look into the concert unfolding live before their eyes. The have completed a pilot program, and plan to launch a more wide-spread, sustainable program soon. For more information, you can read their press PDF by clicking here.
• Bijan’s on the River here in Miami makes a HUGE plate of paella (6’ or 7’ wide?) for parties. It was spectacular.

Well, that’s all for me. I’ve got to grab a bite, hop on a flight, and head back to wonderful, but cold, Pittsburgh, PA.

For more information about AFTA's NAMC, please visit: http://www.artsusa.org/events/2007/abc/namc/default.asp

MySpace as an Arts Space

Today's issue of The New York Times features "MyTheater, Seeking Friends," an article by Steven McElroy highlighting how various arts organizations are using the social networking site MySpace as a platform for marketing and promoting to younger audiences. For early adopters of technology, using MySpace as a promotional platform for the arts may seem like a "no-brainer," but for many others in field, the why's and how's of adding their organizations to MySpace are not readily apparent. I remember speaking with the director of a university's performing arts series at a recent conference. She told me that she had yet to find a successful tool for promoting her series to the university's students. I asked her if she had considered setting up a profile for the series on MySpace and using that as a platform for promotions geared toward the student and local Gen Y demographic. She admitted that the thought had not crossed her mind - even though she knew that a great number of the students at her university spent time on MySpace.

With a user base of 55 million and 28.4 percent of users under the age of 34, it is more difficult to find a reason NOT to use MySpace to reach out to new or younger audience members.

McElroy's article mentions how musicians and comics have been using MySpace as a promotional tool for quite awhile now. I would also add the independent film community to that list. My organization recently established a MySpace page for our independent filmmakers tour because of the enormous presence of independent filmmakers and film lovers on MySpace as demonstrated by the MySpace Film area. By joining this community, we have been able to promote our calls for entries to indie filmmakers around the world AND notify film lovers of our touring program - all in four weeks.

Next week, IMAGE Film & Video Center here in Atlanta is hosting a "Pimp My Space" workshop to teach local filmmakers (and folks like me) how to get the most out of your MySpace presence. I wonder if they are going to have a session like that at the National Arts Marketing Project conference in November? They should!

When I think about the organized areas of MySpace for film, music and comedy, I think wouldn't it be great if there were areas of MySpace set aside for dance, literature, visual art and other art forms?

• Places where both emerging and established artists could promote their work - tours, performances, readings, publications, exhibits, etc. Maybe a fledgling modern dance group like Ash Contemporary Dance could become the Dane Cook of the dance world and play to audiences of thousands. (For those who don't know, Dane Cook became a stadium-selling touring comedian by developing a base audience on MySpace.)
• Places where arts organizations could find hip "friends" to invite to their events and venues. (Did I mention that Dane Cook currently has 1.8 million "friends" on MySpace?)

Don't get me wrong. MySpace is not a marketing panacea for cultivating the next generation of arts enthusiasts - but it sure could be useful!

Attend an opera in New York for $5

All you have to do is accompany a teen, and buy your tickets online. Patron Technology recently featured High 5 Tickets to the Arts in their monthly newsletter as an e-marketing superstar. High 5 offers tickets to hundreds of performances and events in New York for the low price of $5 per ticket. In 2006, the New York non-profit conducted roughly 85% of ticket sales online with some tickets sold out in a matter of hours. High 5's idea of making arts more accessible to young audiences through inexpensive tickets has also spread to other cities including Columbus, OH, and Montreal. Cultivating younger audiences is a hot topic in my arts management program at the Heinz School of Public Policy and Management, so I imagine it may also be of interest to you as arts managers in the field.

It would be interesting to evaluate the effectiveness of High 5's service. Will the teens snatching tickets up today be our loyal patrons and donors twenty or more years from now? Some of my classmates believe the best way to ensure a lifelong commitment to the arts is through arts education more so than just accessibility. I agree with them to some extent, since through my own experiences, I was exposed to the wonderful world of opera in Dallas through an education program focused on introducing new (and diverse) audiences to the art form. The combination of severely subsidized tickets and education sessions made the experience complete. I doubt I would have attended an opera out of my own volition if it weren't for the empowering educational experience I had through that program.

Is Art and Shopping the new Art and Entertainment?

In our Strategic Planning class last night, our professor and CEO of the Pittsburgh Symphony Orchestra, Larry Tamburri, made mention of the current trend to link art with entertainment. On city websites and in tourist guides, "Arts & Entertainment" abounds- correlating performance and visual arts spaces with movies, bowling alleys and roller rinks. While these sectors, along with sports, are competitive for the use of our leisure time, one has to ponder whether the arts is becoming diluted or just marginalized by efficient marketing. This discussion, however, becomes completely moot as a whole new space and concept has presented itself in Winston-Salem, NC.

Wal-mArt

It's mildly disturbing and yet I can't help to acknowledge that it might just be another form of corporate sponsorship. There is also the chance that it was just a clause of the negotiation that allowed Wal-Mart to set up shop there.

A true test would be to see if the sculptures are "Public Art" or "Art in a Public Space." Without having a good picture to make reference, I would be really interested to see if Wal-Mart finally designed a building that reflected the community architecture, and by extension, contracted a sculpture that reflected its environs. �

Press Releases and Web 2.0

Recently, Erika Block with www.blockwork.org steered me toward an article from Entrpreneur.com titled "PR Trends: A Press Release for Social Media," which discusses how the PR field is attempting to respond to the "social web" phenomenon by adapting the age-old press release to create a new template for social media containing the following items:

• A brief description of the news announcement
• Quotes from the CEO or other execs, customers and analysts, if applicable
• Photo/video attachments, or links to web pages that host these items
• Links inside the release copy to background information, and relevant links to other news stories or reference sources
• Digital tags (used to link to web tools such as Del.icio.us and Digg)
• RSS Feed links
• Links to podcasts and MP3 files, graphics and video

The article states that the social media release is primarily used by those in the tech industry, which makes sense as they are obviously early adapters to changes in technology. There is a lot of potential here for arts organizations dealing with any discipline. Are any of you using this new template for media releases? Have you seen an impact in the consumption of your press materials?

Click here for another take on press releases and web 2.0 from Ericka's blog.

Art on the Web and Other News

I read an interesting article on CNN.com today, and I wanted to pass it along. The piece examines STUART, a site for art students to hock their creative wares. Also, check out our latest podcast, which features part one of our interview with Microsoft's Ian Lindsay. He was very engaging and a very good sport.

Oh... and Happy Holidays!

Social Networking Technology and Arts Organizations

Recently in the Artful Manager blog, Andrew Taylor discussed how social networking technology evident in popular user-driven sites (MySpace, YouTube, Flickr, Dandelife, etc.) is rapidly changing the nature of the web and how we use it by enabling individuals to share their voice, vision and story with the wider world. For many months now, I have been ruminating over how to (a) strategically integrate the use of social networking technology into my programs and services, and (b) convince my organization's leaders that we need to move in this direction.

I know many artists are finding ways to utilize this technology as a tool for furthering their artistic endeavors. Comedian Dane Cook has used his MySpace network to catapult himself into the national spotlight as today's top-selling comedian on tour; Boston painter Jeff Hayes produces a successful painting-a-day blog to sell his work on a daily basis; hundreds of filmmakers post their trailers and short films on YouTube to promote awareness and generate buzz for their work.

So what can social networking technology do for arts organizations?

• Given the current trend in the field for arts organizations to market the "artistic experience" coupled with contemporary audiences' desire for greater interactivity, social networking technology has great potential to assist arts organizations in deepening their audience's experience by providing more avenues for engaging with the art, the artists, the organization, and each other. For example, check out Chicago Classical Music (CCM). Founded by nine classical music organizations, CCM launched in March 2006 as a six-month pilot program under the auspices of the Arts & Business Council of Chicago. This online community is dedicated to connecting its 11 current membership organizations with classical music enthusiasts through a blog, interactive forums, a chat room, a ticket swap feature, an events calendar, and more.
• Due to the "tell your friends, who will tell their friends, etc." nature of this technology, another benefit for arts organizations is the viral expansion of their reach and awareness. Earlier this fall, I started a weblog for our Southern Circuit - Tour of Independent Filmmakers program wherein touring filmmakers post about their experiences on the road in the South. Even in its nascent phase, the blog has been viewed throughout the United States, Europe, Asia, and South America; thereby providing our program with a reach and awareness we could never afford to garner through another channel.
• A third potential function for social network technology is to galvanize a virtual community around a mission, goal or issue to spur positive change in the real world. Take a look at how the New Orleans Video Access Center has been using YouTube to answer the question "Why should New Orleans be rebuilt?"

These are just a few ways in which these sites and online services can benefit arts organizations. With every passing day, further innovative uses are realized. So why stay behind the curve? What could social networking technology do for your organization?

Interpreting Culture, Part 2

As the shelf life of “new” continues to be defined by smaller and smaller time increments, how do we as arts administrators help artists to do their jobs – ask the timeless questions – in a timely fashion? I’m a big fan of John Seabrook’s 2001 book NoBrow: the Culture of Marketing and the Marketing of Culture, a series of essays that illustrate how these two phenomena work in contemporary American society. In one essay, Seabrook compares his own life to that of his father’s, noting the evolution of high-brow/low-brow distinctions are made through clothes: his father had a suit for every occasion, whereas “a Chemical Brothers T-shirt will get me further in many places than my father’s suit.”

One implication of Seabrook’s message is that in order to communicate effectively in a time when identity is defined by taste, arts organizations must realize that an artist’s message will be read in the specific context of a highly customized, consumption-driven life. People filter “high art” messages through the same lens they use to see billboards, print advertising, television commercials, product placements, movie trailers, product jingles…

What tools can we use to deliver artists’ content quickly and effectively? What role do we play in making sure their voices are heard clearly, and on time (particularly on a day like today)? How do we “buy in” to all the exciting two-way communication technology tools available to us now without “selling out”?