H. John Heinz III School of Public Policy and Management, Carnegie Mellon

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Arts Management and Technology
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Incorporating technology into the practice of
arts management

• End goal to make artistic connections in your
  community
• Technology provides new ways to view your mission
  and your organization
• Incorporating technology requires shifts in the
  organizational culture
• Using technology to communicate with your
  audience
• Bringing the process full-circle

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End goal to make artistic connections in your
community

• The arts industry is mission-driven, not
  profit-driven
• Connections to community makes the work meaningful

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New ways to view your mission and your
organization

• As a research lab
• Internal evaluation can be less time consuming
  and more inclusive
• Tracking can be done in-house, all the time
• As a marketing power house
• Real-time communication with constituents
• Broad-reaching messaging techniques

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Shifts in the Organization Culture The shift
from artist to arts manager

• Intuitive thinkers to strategic planners
• Building buy-in for internal tracking
• Developing a staff who can say I know where we
  are and where we are going
• Growing strategic thinking skills throughout the
  organization
• Fostering an environment that is supportive of
  professional development

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Shifts in the Organization CultureThe shift
from the paper age to the digital age

• No more paper in-boxes
• Better internal communication (from just
  face-to-face and phone to face-to-face, phone,
  email, IM, TM, etc.)

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Shifts in the Organization CultureThe shift
from a nice-market focus to a broad
consumer-market focus

• Broadway vs. non-profit theater
• The rise of the Blockbuster Exhibition
• Changes in customer expectations

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Shifts in the Organization CultureThe shift
towards broad-reaching messaging

• A commitment to real-time communication with
  constituents
• Creating an Internet savvy staff

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Communicating with your Audience

• The World Wide Web your primary marketing and
  communications vehicle

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Use the Internet for the AIDA formula

• A Attract Attention
• I Create Interest
• D Generate Desire
• A Provoke Action

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10 Rules for your Web site
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1. Manage Your Brand

• Consistent visual and written styles
• Relate all Internet-marketing to your ongoing,
  traditional marketing efforts
• Be consistent and creative
• Make your site varied, lively and inviting
• Be yourself

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DO Relate all Internet-marketing to your
ongoing, traditional marketing efforts
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BUT
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DONT Lose your visual brand identity
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2. Simple Navigation

• Show your visitors where they are
• Provide directional guides
• Clearly mark Home links
• Place core links in a consistent manner

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3. Dont Waste Time

• Cut, Cut, Cut
• eliminate irrelevant and superfluous text
• Use straightforward language
• concise and to the point
• Show, dont tell
• but use images or illustrations only when they
  add value to your site

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4. Keep Your Product Fresh

• Users expect instant updates
• Assign human and financial resources to
  maintenance and updates
• Auto-date time-sensitive pages (e.g., updated
  4.9.05)

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5. Give It Away Visitors expect something at a
Web site

• Information about your organization
• Interesting facts
• Entertainment
• Resource links
• Free stuff

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DO Give it away (MP3s)
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DO Give it away (eCards,Desktop
Backgrounds, Buddy Icons)
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6. Content, Content, Content

• Provide plenty of information in a well delivered
  format
• Dont only deliver, but capture information
• membership
• registration for access to special info/services
• make sure there is an exchange of value

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DO Provide interactive content
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DO Provide interactive content
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DO make it an exchange of values
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7. Get Interactive

• Insert directional signs, demonstrations,
  surveys, internal search engines or contests.
• Have plenty of contact us, comment and send
  email links
• Reward clicks by getting visitors closer to their
  information, not sidetracked
• User blogs

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DO Get Interactive
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DO Get Interactive
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DO Reward Clicks
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8. Information, yes.Information overload, no!

• Create instant access to what your audience wants
• Give visitors control and increase visit length

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9. Promote Your Site

• Make smart reciprocal hyperlinks
• Register with search engines
• Publish addresses everywhere
• Ask artists to publish blogs on your site
• Talk it up

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Do Use blogs to promote your site
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10. The Rules will Change

• Business as usual today?
• You wont be in business tomorrow!
• Move intelligently as often as possible

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Other Recommendations

• Test, Test, Test -- and Test Again! (With both
  internal and external users)
• Provide Opportunities for Feedback, and give the
  feedback serious consideration
• Fully Integrate Web marketing with other
  organizational functions programming, marketing,
  PR, development, executive
• Update and Maintain!

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Bringing it full circle tracking

• Maintain the fundamental mission -- focus on and
  understand
• WHO is visiting your Web site
• WHY they are there (WHAT they want)
• HOW they use it

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Ongoing technical considerations what to know
about your audience

• Computer/Modem Speed
• Software
• Comfort Level with Technology
• User Knowledge of the Vernacular
• Priorities/Expectations

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Ongoing technical considerations what to know
about your staff

• Does your staff feel invested in the
  technological choices of your organization?
• How is your staff using technology to promote
  your mission?
• What are the next steps for your organization?

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Xie xie!