This session’s discussion will focus on an online project that is being developed and produced by the McMichael Canadian Art Collection to implement a social networking website based upon the works of the Group of Seven. The presentation describes the connection between the Group of Seven and Canadian enthusiasts of outdoor culture and technology. It will demonstrate how, by implementing a social-networking based website which encourages the contribution of user-generated content, a relationship may be formed between an outside community and the McMichael resulting in increased user attendance and engagement.

1. The Web
and the
Real World
The Group of Seven and
Social Networking
Opportunities
For Presentation to:
Technology and the Arts Conference
May 9, 2008
Waterloo, Ontario
1

2. 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

3. 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

4. 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

5. 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

6. McMichael Canadian Art Collection: Group of Seven
4

7. McMichael Canadian Art Collection: Group of Seven
4

8. 5

9. = Canadian
5

10. = Canadian
5

11. 6

12. = Respect for Process
6

13. = Respect for Process
6

14. = Respect for Process
6

15. = Respect for Process
6

16. The Question...
“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
7

17. 8

18. Then
8

19. Then
Now
8

20. Then
Now
8

21. Then
Now
8

22. Then
Now
8

23. 9

24. Then
9

25. Then
9

26. Then
Now
9

27. Then
Now
9

28. Ecosystem
10

29. McMichael Canadian Art Collection
• Grow attendance and
revenue
• Decrease average time
between visits
• Move to a younger
average age of visitor
11

30. McMichael Canadian Art Collection
• Grow attendance and
revenue
• Decrease average time
between visits
• Move to a younger
average age of visitor
11

31. 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

32. 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

33. 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

34. 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

35. Video Content User Generated Video Content
14

36. Photo Content User Generated Photo Content
15

37. Information Content User Generated Encyclopedia
16

38. Location Content User Generated Location Data
17

39. Destination Content User Generated Geocache Data
18

40. Relationship Content User Generated Social Graph
19

41. Experience Content User Generated Blog Entries
20

42. Web 2.0 Activities Have a Very Specific Structure
Closed Course. Professional Drivers. Do Not Try This At Home.
21

43. Web 2.0 Relationship to Brand and Customer Experience
Source: Radian6.com
22

44. 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

45. 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

46. 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

47. 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

48. Example of Group of Seven Effort in Real World
24

49. !
!quot;#$%&'(!)*++*,-.$!-.!/0#!)**/12-./3!*4!/0#!52*61!*4!7#8#.
!
!
!
!
! !
quot;#$ %&'! (! )*+$! ,-$! ./0+1! /2! ,-$! 30/#4! /2! !
quot;$5$&!%&'!.$!)*+$!6%&/$*&7!*&!8*))%0&$9!:%0+;! !
quot;*&6$! <%6+1/&=! >*1?$0=! @%11/&=! @%0?*6-%$)! !
%&'!A%00*1!4%*&,$'!*&!,-$!4%0+=!.$!-%5$!14$&,! !
!
/#0! -/)*'%91! )//+*&7! 2/0! ,-$*0! 4%*&,*&7! 1*,$1;!
!
quot;*&6$!(!'/!%!)/,!/2!/0*$&,$$0*&7=!(!6%&!5*1#%)*B$! !
,-$! )%9/#,! /2! ,-$! 70/#&'! 20/?! )//+*&7! %,! ,-$! !
8*))%0&$9! :%0+! ,/4/70%4-*6%)! ?%4;! quot;/! C$2/0$! !
7/*&7! /&! %! ,0*4! (! -%5$! %! &#?C$0! /2! 4/11*C)$! !
1*,$1! *&! ?*&'! 2/0! 1$5$0%)! 4*6,#0$1;! quot;/?$! ,#0&! !
/#,!,/!C$!6/00$6,=!/,-$01!&/,;!D$!&/.!+&/.!/2! !
,-$! )/6%,*/&! /2! %,! )$%1,! EF! 4%*&,*&71! *&! ,-$! >% !
! @)/6-$! -*))1! %&'! (! -%5$! 6%&'*'%,$1! 2/0! ?%&9!
?/0$;! G2! 6/#01$! .-$&! .$! 2*&'! %! 4)%6$! (! ,%+$! !
4-/,/1!/2!.-%,!*,!)//+1!)*+$!&/.;! !
! !
(!-%5$!2/#&'!,-%,!,-$!/0*7*&%)!1+$,6-$1!%0$!,-$! !
?/1,!#1$2#)!*&!2*&'*&7!,-$!1*,$!C#,!#&2/0,#&%,$)9! !
!
(!-%5$!&/,!C$$&!%C)$!,/!7$,!,//!?%&9!/2!,-$1$!
!
*?%7$1!9$,;!
!
<*?!D%''*&7,/&!
!
Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf
25

50. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf
26

51. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf
27

52. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf
28

53. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf
29

54. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf
30

55. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf
31

56. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf
32

57. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf
33

58. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf
34

59. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf
35

60. Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf
36

61. You are here
Your target market
is here
37

62. Build a Virtuous Circle
38

63. Build a Virtuous Circle
38

64. Build a Virtuous Circle
Action:
Extend Collection on Internet
Feedback:
Downloads
Views
Comments
38

65. Build a Virtuous Circle
Action:
Extend Collection on Internet
Feedback:
Downloads
Views
Comments
Action:
Establish presence where
Collection was created
38

66. Build a Virtuous Circle
Action:
Extend Collection on Internet
Feedback:
Downloads
Views
Comments
Action:
Tie real world presence
to web presence
Action:
Establish presence where
Collection was created
38

67. Build a Virtuous Circle
Action:
Extend Collection on Internet
Feedback:
Downloads
Views
Comments
Action:
Tie real world presence
Wilderness visits
to web presence
Action:
Establish presence where
Collection was created
38

68. Build a Virtuous Circle
Action:
Extend Collection on Internet
Feedback:
Downloads
Views
Comments
Action:
Tie real world presence
Wilderness visits
to web presence
%age
Action:
Establish presence where
Collection was created
38

69. Build a Virtuous Circle
Action:
Extend Collection on Internet
Feedback:
Downloads
Views
Comments
Action:
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
38

70. Build a Virtuous Circle
Action:
Extend Collection on Internet
Feedback:
Downloads
Views
Comments
Feedback:
emails
photos
videos
Action:
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
38

71. Build a Virtuous Circle
Action:
Extend Collection on Internet
Feedback:
Downloads
Views
Comments
Feedback:
emails
photos
videos
Action:
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
38

72. Build a Virtuous Circle
Action:
Extend Collection on Internet
Feedback:
Downloads
Views
Comments
Engagement!
Feedback:
emails
photos
videos
Action:
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
38

73. Build a Virtuous Circle
Action:
Extend Collection on Internet
Feedback:
Downloads
Views
Comments
Engagement!
Feedback:
Feedback: emails
admissions photos
videos
Action:
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
38

74. McMichael Canadian Art Collection
• Grow attendance and
revenue
• Decrease average time
between visits
• Move to a younger
average age of visitor
39

75. Jeep
• Print/Online Bundle
WINNER: Jeep 4X4 Cache In Adventure
Rodale Inc.
Budget: Over $1.5 million
• The session spawned an ingenious 2004 print/online • The aim was to reinvigorate Jeep’s marketing efforts.
program to launch the new Jeep 4X4 and thoroughly “Jeep has always owned the 4X4 category,” says DeLana.
engage with its audience: “adventure seeking/weekend “This was all about engagement. If you live this
warriors.” lifestyle, you’re in the target audience, whether you
own a Jeep or not.”
• You go to a website for these caches, plug them into a
GPS, which tells you where to uncover the cache • The results, says DeLana, delighted everyone, with over
containing a Jeep travel bug—a two-inch die-cast bug.” 1 million sweepstakes entrants and more than 9
million geocaching accounts logging travel bugs.
And, equally as important, Jeep was so pleased, it
• The effort, which took about six months to put together,
renewed the program for 2005.
kicked off with advertorial in Rodale titles such as
Backpacker, Bicycling, Scuba Diving and Men’s Health. • “We wanted to help reestablish the Jeep brand as an
This announced the sweepstakes and explained authentic provider of cool experiences,” DeLana says.
geocaching to readers, while online, Jeep.geocaching.com “Jeep created the category. We were the first ones in it.
functioned as the hub of all the program’s activities, and But now, everything is a mix or a hybrid between an SUV
offered prizes, contents and the chance to win a Jeep. and a van. And Jeep had to reestablish exactly who its
core users and buyers were.”
40

76. Starting and Reinforcing the Cycle
Action:
Extend Collection on Internet
Feedback:
Downloads
Views
Comments
Buzz!
Feedback:
Feedback: emails
admissions photos
videos
Action:
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
41

77. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
Buzz!
Feedback:
Feedback: emails
admissions photos
videos
Action:
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
41

78. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
Buzz!
Feedback:
Feedback: emails
admissions photos
Media Plan
videos
Action:
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
41

79. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
Buzz!
Feedback:
Feedback: emails
admissions SEED
photos
Media Plan
videos
Action:
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
41

80. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
Buzz!
Feedback: Partner:
Feedback: emails
admissions SEED Outfitters
photos
Media Plan Camp
videos
Action:
Tie real world presence
to web presence Suppliers
Wilderness visits
Tour Co’s
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
41

81. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
Buzz!
Feedback: Partner:
Feedback: emails
admissions SEED Outfitters
photos
Media Plan Camp
videos
Action:
Tie real world presence
to web presence Suppliers
Wilderness visits
Tour Co’s
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
42

82. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
Buzz!
Feedback:
Feedback: emails
admissions photos
videos
Action:
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
42

83. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
Buzz! First Extend:
Feedback:
Feedback: emails
admissions photos
videos
Action:
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
42

84. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
First Extend:
Buzz!
Feedback:
admissions
-Gather emails
Funding
Feedback:
photos
videos
Action:
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
42

85. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
First Extend:
Buzz!
Feedback: -Gather photos
Funding
Feedback:
emails
Action: -
admissions
Create Digital Images
videos
Tie real world presence
Wilderness visits
to web presence
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
42

86. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
Buzz! First Extend:
Feedback: -Gather photos
Funding
Feedback:
emails
Action: -
admissions
Create Digital Images
videos
- Implement CMS visits
Tie real world presence
to web presence
Wilderness
Feedback:
free admissions
%age
Action:
Establish presence where
Collection was created
42

87. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
Buzz! First Extend:
Feedback: -Gather photos
Funding
Feedback:
emails
Action: -
admissions
Create Digital Images
videos
- Implement CMS visits
Tie real world presence
to web presence
Wilderness
Feedback: Then Groom:
free admissions
%age
Action:
Establish presence where
Collection was created
42

88. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
Buzz! First Extend:
Feedback: -Gather photos
Funding
Feedback:
emails
Action: -
admissions
Create Digital Images
videos
- Implement CMS visits
Tie real world presence
to web presence
Wilderness
Feedback: Then Groom:
-Implement Web Property
free admissions
%age
Action:
Establish presence where
Collection was created
42

89. Starting and Reinforcing the Cycle
Extend on Internet
Action:
Extend Collection
and Groom
Feedback:
Downloads
Views
Comments
Buzz! First Extend:
Feedback: -Gather photos
Funding
Feedback:
emails
Action: -
admissions
Create Digital Images
videos
- Implement CMS visits
Tie real world presence
to web presence
Wilderness
Feedback: Then Groom:
-Implement Web Property
free admissions
%age
Action:
Establish presence where Traversing Funding
Collection was created
Process Now
42

90. Practical Comments on Where We Are Now
43

91. Practical Comments on Where We Are Now
• Language
43

92. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
43

93. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
• Acquire a Translator... and then dumb them down.
43

94. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
• Acquire a Translator... and then dumb them down.
43

95. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
• Acquire a Translator... and then dumb them down.
• Velocity
43

96. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
• Acquire a Translator... and then dumb them down.
• Velocity
• Canadian Cultural Funding Culture: Plan this year, build next year.
43

97. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
• Acquire a Translator... and then dumb them down.
• 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

98. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
• Acquire a Translator... and then dumb them down.
• 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

99. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
• Acquire a Translator... and then dumb them down.
• 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
43

100. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
• Acquire a Translator... and then dumb them down.
• 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
• Bricks -> Clicks
43

101. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
• Acquire a Translator... and then dumb them down.
• 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
• Bricks -> Clicks
• Attendance -> Engagement
43

102. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
• Acquire a Translator... and then dumb them down.
• 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
• Bricks -> Clicks
• Attendance -> Engagement
• Awareness -> Buzz
43

103. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
• Acquire a Translator... and then dumb them down.
• 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
• Bricks -> Clicks
• Attendance -> Engagement
• Awareness -> Buzz
• Knowledge -> Opinion
43

104. Practical Comments on Where We Are Now
• Language
• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
• Acquire a Translator... and then dumb them down.
• 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
• Bricks -> Clicks
• Attendance -> Engagement
• Awareness -> Buzz
• Knowledge -> Opinion
• Internal Availability-> Global Availability
43

105. For more information:
malcolm stanley
strategic thinking and execution
amstanley@rogers.com
416 275 3562
44