Presentation Eric Goubin (Memori)

1. Technology for Cultural Profit:
A story of Carpet Bombing and Benidorm Bastards
Eric Goubin
Conference “New Technologies for New Audiences”,
Gent, Cultuurnet, 6&7 december 2011
1

2. The sender
(policies…)

3. 1. Do you really know and prioritize
your audience(s)?!
They are just like me…?
Beware of “Self-referentiality”
3

4. ?!
?!

5.  Make use of
 Available “public” research & statistics about lifestyles, needs,
feelings, … of your audiences
 Made to measure research & statistics about lifestyles, needs,
feelings, … of your audiences
 Which target groups are a priority, which are not?
 Do you really know & understand the informing &
experience process of your audience(s)?
5

7. 2. Social Media Readyness:
how ready are you?
Foto: Herman Callens
7

8.  Controlling attitude  interactivity
 Implications:
 1. Adopt a social media culture “way of thinking”:
 Being open
 Taking a supportive/facilitating role: your institute as a platform
 Being social
 Being user oriented (empowerment)
 Being interactive
 2. Strategically integrate social media in your institute
8

9. www.opening-up.eu

10. 3. Open your data
 For sharing & enriching
 E.g. Apps for democracy
– Washington DC
 +/- 50 applications ,
value +/- 2.000.000 $
 Cost: 20.000 $
10

11. 4. Do you have a “testing” policy?
 Look & feel
 Usability
of
 Creative concepts
 Technology
11

12. 5. Structural stimulating of innovative
experiments & pilots (de zandbak)
 Stimulating
 Approving
 Funding
 Investing in innovation
 Small scale, well defined experiments & pilots
12

13. 13

14. 14

15. The audiences
(diversity & inclusion…)
15

17. 6. The digital divide is narrowing,
the information maturity divide is broadening
 E.g. Flanders:
 85% has internet connection at home
 11% has a smartphone
 15% has a mobile data subscription
 64% has digitale television
 52% has a Facebook account
 8% has a Twitter account
Bron: Digimeter, IBBT-iLab.o, september 2011
17

18. 3 digital divides
 1st level: Availability of ICT
 2nd level: Technical skills tot use ICT
 3rd level: What we are doing with our ICT => information
skills / medialiteracy
18

19. 7. Youngsters are traditionally combining the
newest (affordable) and the oldest medium
19

20. http://www.youtube.com/watch?v=XBApDZVaezY

21. 8. The Benidorm Bastards are coming
21

22. internetgebruik naar leeftijd
100%
95%
90%
90%
85%
80% 76%
75%
70%
60% 57%
50%
40%
30% 28%
20%
10%
0%
Belgische 16-24 jaar 25-34 jaar 35-44 jaar 45-54 jaar 55-64 jaar 65-74 jaar
bevolking
(Bron: FOD Economie, KMO, Middenstand en Energie: ICT-enquête 2009) 22

23. Use of internet
by 60+
by people with low education
70%
60%
60%
50%
40% 45%
43% 43%
41% 41% 41%
39%
37%
30% 35%
20%
60+
10%
laaggeschoolden
0%
Kortrijk Harelbeke Wevelgem Waregem Zwevegem
Onderzoek Digitale dienstverlening Regio Kortrijk 2010
© Memori

24. 9. Deprived people: proximity communication!
 “if you’re poor, you hope to get a proper meal this evening. Getting
informed about cultural events is not a priority on that moment…”
=> selectivity
 It’s not enough to make your content comprehensible and to use the
channels that this deprived audiences are using because:
 They don’t know
 They don’t think it’s is something for themselves
 Other issues are more top of mind, and considered to be more
important
 They don’t know how to use “the channel”
 They don’t know how to use the information
 strong “familist” behavior => information seekers in the nearby
environment of family, friends, neighbours, people that they trust…
 limited medialiteracy
 => technology is not the main key to let deprived people participate
in culture 24

25. 10. It’s all about profiling
25

26. Actieve Passieve Sociale
Leergierigen
ontdekkers recreanten actiezoekers
Aandeel 33.7% 16.9% 19.8% 29.6%
Motivatie Zoektocht naar actie Geen duidelijke Sociale aspect Bijleren
Nieuwe dingen motivatie Actie Nieuwe dingen
ontdekken Zoektocht naar ontdekken
plezier
Soort attracties Culturele attracties Toer.-recr., vooral Toer.-recr., vooral Culturele attracties
Toer.-recr., vooral: - recreatieparken - recreatieparken
- tuinen - pret- en
- dierenparken themaparken
- sightseeing
Attractiegrootte Alle attracties Alle attracties Grote attracties Kleine attracties
Leeftijd 30-49 jaar Gemengd Min-50-jarigen Min-30-jarigen
50-plussers
Woonplaats Vooral België Gemengd Gemengd Vooral buitenland
Diploma Gemengd Gemengd Lager opgeleiden Hoog opgeleiden
Gezelschap Met kinderen Gemengd Met kinderen Alleen of met
partner, meestal
zonder kinderen
Bryon, J., Cabus, P., Meuwissen, E., Goubin, E., & Rubben., M. (2008).
Van pretpark tot museum: volg De Gids? Toeristische attracties in
 Levensfase Vlaanderen: onderzoek naar de effectiviteit van het
 Elementen van louter praktische aard communicatieproces, de Gids en de andere communicatiekanalen. Leuven: Instituut
voor Sociale en Economische Geografie, K.U.Leuven.

27. PS:
Etnic minorities => diversity of communication strategies
27

28. The channels
(crossed fingers or crossmedia ?)
28

29. 11. Having insight in the real coverage and use
of your channels
Channel use for information, Kortrijk region
80%
71%
70%
63%
60%
60%
50% 47% 46%
43%
40%
27%
ter plaatse, bij de dienst
30% 26%
21% zelf
20% 15% 14% 16% 16% 17% via folders
10% 6% telefonisch
0%
per mail
praktische info diensten op de hoogte blijven van info premies
vrijetijdsactiviteiten
via de website
Onderzoek Digitale dienstverlening Regio Kortrijk 2010
© Memori

30. 12. From carpet bombing to PIPs
 More (online) media => more information overload =>
carpet bombing
 <=> active and selective mediaconsumers
30

31.  Need for an appropriate crossmedia approach:
integrating online, print, word of mouth communication
(incl. intermediary networks & “ambassadors”)
 Broadcasting / narrowcasting / pointcasting
 To PIP or not to PIP ?
 Personal Internet Page
 => e.g. Kortrijk
 http://www.leiedal.be/mijngemeente
31

32. 13. Channel strategies 2011 are quite often
 overinvesting in one medium,
 underinvesting in other media (incl. word of mouth
communication)
32

33. 14. Watch out for the channel thinkers
33

34. 15. Being there where your audience is
34

35. The message
(more than content…)
35

36. 16. What’s app?
How much message is the medium?
 Isn’t the gadget more interesting
than the content?
 It is not because people are using
a medium (newspaper, website,
facebook…) that they are using it
for cultural information
 Interactivity is something quite
different than participation
 The quest for the right balance
between attractiveness of the
channel and effectiveness of the
message
36

37. 17. Storytelling, so what?
 Storytelling
 attracts
 can make information more understandable and accessible
 leads to identification & experiencing
 But
 Can quite often be very boring… 37

38. 18. Mind your language,
mind your tone of voice
 Simple is OK ; too simple is too simple…
 Too academic => … => … => Too childish
38

39. Homepage Belgian State Archives 2007
39

40. 19. the right amount of information
 Beware of your audience temperature
and make use of the reverse funnel
approach:
 few information for the “cold” audience
(flyers, banners, press announcements, …)
 more information for the “warm” audience
(website, brochure, on a regular basis
announcements in social media…)
40

41. 20. Communication
about your communication (tools)
 e.g. apps can be
great but complete
useless when
nobody knows they
exist…
 need for systematic,
sustainable
communication
 e.g. is the audience
aware of the great
“local heritage”
websites? 41

42. *publicity*
Thanks for your attention!
Follow us on:
www.memori.be
LinkedIn, Twitter, Facebook, Netlog…
Eric.Goubin@Mechelen.Lessius.eu
42

43. 43