The document discusses the changing media consumption habits of audiences, especially younger audiences. It notes that audiences now trust unknown peers online more than experts and cultural experiences are not complete until shared online. Additionally, 70% of digital content will be user-generated rather than from professionals. The document addresses how museums and cultural institutions can engage these new types of audiences through prioritizing engagement, building constituencies that include user-creators, and sharing content widely online.

1. The Museum
an open source future?
Getty Leadership Institute
03.18.11
Douglas McLennan
Editor, ArtsJournal.com
✉ mclennan@artsjournal.com
T @AJDoug
✎ www.artsjournal.com/diacritical
Monday, March 28, 2011

2. Today’s agenda
Monday, March 28, 2011

3. Today’s agenda
Monday, March 28, 2011

4. Today’s agenda
Monday, March 28, 2011

5. Today’s agenda
• What’s changed
Monday, March 28, 2011

6. Today’s agenda
• What’s changed
• Just who are these people?
Monday, March 28, 2011

7. Today’s agenda
• What’s changed
• Just who are these people?
break
Monday, March 28, 2011

8. Today’s agenda
• What’s changed
• Just who are these people?
break
• Ten ways of looking at this
Monday, March 28, 2011

9. Today’s agenda
• What’s changed
• Just who are these people?
break
• Ten ways of looking at this
lunch
Monday, March 28, 2011

10. Today’s agenda
• What’s changed
• Just who are these people?
break
• Ten ways of looking at this
lunch
• Models for the new paradigm
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11. Monday, March 28, 2011

12. Monday, March 28, 2011

13. (206) 898-7656
Tyranny of Choice
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14. (206) 898-7656
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15. (206) 898-7656
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16. (206) 898-7656
Fatigue
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17. (206) 898-7656
Mass to Niche
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18. (206) 898-7656
Mass to Niche
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19. (206) 898-7656
Mass to Niche
40%
50%
60%
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20. Monday, March 28, 2011

21. Monday, March 28, 2011

22. 1990s
$25 Billion
Largest expansion of
the arts economy in
American history
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23. (206) 898-7656
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24. Text
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25. Text
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26. 40,000 copies
Text
Monday, March 28, 2011

27. Manufacturing
Economy
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28. Distribution
Economy
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29. Service
Economy
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30. Experience
Economy
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31. (206) 898-7656
Monday, March 28, 2011

32. (206) 898-7656
Attention Economy
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33. (206) 898-7656
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34. (206) 898-7656
Intention Economy
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35. Monday, March 28, 2011

36. Monday, March 28, 2011

37. Too many places to talk
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38. Monday, March 28, 2011

39. So who are these people...
and what do they want?
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40. 50,000 hours
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41. America’s Average daily media consumption - 2010
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42. America’s Average daily media consumption - 2010
> Ten hours/day
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43. Monday, March 28, 2011

44. Monday, March 28, 2011

45. (206) 898-7656
Cultural Choice
12-24 Demographic
Curb Center, Vanderbilt University USC Annenberg School Center for the Digital Future
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46. (206) 898-7656
Cultural Choice
12-24 Demographic
Curb Center, Vanderbilt University USC Annenberg School Center for the Digital Future
Monday, March 28, 2011

47. (206) 898-7656
Cultural Choice
12-24 Demographic
• Community is at the center of their internet
experience
Curb Center, Vanderbilt University USC Annenberg School Center for the Digital Future
Monday, March 28, 2011

48. (206) 898-7656
Cultural Choice
12-24 Demographic
• Community is at the center of their internet
experience
• Trust unknown peers more than experts
Curb Center, Vanderbilt University USC Annenberg School Center for the Digital Future
Monday, March 28, 2011

49. (206) 898-7656
Cultural Choice
12-24 Demographic
• Community is at the center of their internet
experience
• Trust unknown peers more than experts
• First generation that watches less TV than the one
ahead of it; prefers online experience
Curb Center, Vanderbilt University USC Annenberg School Center for the Digital Future
Monday, March 28, 2011

50. (206) 898-7656
Cultural Choice
12-24 Demographic
• Community is at the center of their internet
experience
• Trust unknown peers more than experts
• First generation that watches less TV than the one
ahead of it; prefers online experience
• Use social networks to communicate; don’t use
email and think it’s for their parents
Curb Center, Vanderbilt University USC Annenberg School Center for the Digital Future
Monday, March 28, 2011

51. (206) 898-7656
Trust vs. Editorial Control
Forrester
Research
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52. (206) 898-7656
Trust vs. Editorial Control
Forrester
Trust Research
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53. (206) 898-7656
Trust vs. Editorial Control
Community
Editorial
Control
Forrester
Trust Research
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Trust vs. Editorial Control
Community
Editorial
Control
Forrester
High Trust Research
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55. (206) 898-7656
Trust vs. Editorial Control
Low
Community
Editorial
Control
Forrester
High Trust Low Research
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56. (206) 898-7656
Trust vs. Editorial Control
Low
Community
Editorial
Control
Forrester
High Trust Low Research
Monday, March 28, 2011

57. (206) 898-7656
Trust vs. Editorial Control
Low
Community
Editorial
Control
InteractiveMedia
Forrester
High Trust Low Research
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58. (206) 898-7656
Trust vs. Editorial Control
Low
Traditional Media
Community
Editorial
Control
InteractiveMedia
Forrester
High Trust Low Research
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59. Monday, March 28, 2011

60. (206) 898-7656
Mobile Culture
- Texting -
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61. (206) 898-7656
Mobile Culture
- Texting -
the average teenager sent
3,339 texts in May
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62. (206) 898-7656
Mobile Culture
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63. (206) 898-7656
Mobile Culture
22% of teenagers say SMS is
easier than a phone call.
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64. (206) 898-7656
Mobile Culture
22% of teenagers say SMS is
easier than a phone call.
Voice usage has decreased by
14% among teens and is
decreasing in all age groups
under 55.
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65. Monday, March 28, 2011

66. • 500 million users
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67. • 500 million users
• 50 percent of users log on every day
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68. • 500 million users
• 50 percent of users log on every day
• Average user has 130 friends
Monday, March 28, 2011

69. • 500 million users
• 50 percent of users log on every day
• Average user has 130 friends
• Members watched 35 billion videos in September
(average viewing time: 4.4 minutes)
Monday, March 28, 2011

70. • 500 million users
• 50 percent of users log on every day
• Average user has 130 friends
• Members watched 35 billion videos in September
(average viewing time: 4.4 minutes)
• Average user creates 90 pieces of “content” per month
Monday, March 28, 2011

71. • 500 million users
• 50 percent of users log on every day
• Average user has 130 friends
• Members watched 35 billion videos in September
(average viewing time: 4.4 minutes)
• Average user creates 90 pieces of “content” per month
• Members uploaded 20 million videos in April
Monday, March 28, 2011

72. • 500 million users
• 50 percent of users log on every day
• Average user has 130 friends
• Members watched 35 billion videos in September
(average viewing time: 4.4 minutes)
• Average user creates 90 pieces of “content” per month
• Members uploaded 20 million videos in April
• 30 billion pieces of content shared/month
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73. (206) 898-7656
Major Cultural Shift
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74. (206) 898-7656
Major Cultural Shift
70% of the digital universe
this year will be generated
not by “professionals”...
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75. (206) 898-7656
Major Cultural Shift
70% of the digital universe
this year will be generated
not by “professionals”...
but by users...
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76. (206) 898-7656
Text
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77. (206) 898-7656
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78. (206) 898-7656
Books published in the US (2009)
Traditional Publishers
Self Published
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79. (206) 898-7656
Books published in the US (2009)
288,000
Traditional Publishers
Self Published
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80. (206) 898-7656
Books published in the US (2009)
764,000
288,000
Traditional Publishers
Self Published
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81. (206) 898-7656
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82. (206) 898-7656
Self-published books in the United States
764,000
174,000 285,000
2007
2008
2009
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83. Monday, March 28, 2011

84. (206) 898-7656
These are people for whom significant
cultural experiences aren’t complete
until they share them
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85. (206) 898-7656
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86. (206) 898-7656
Monday, March 28, 2011

87. Pre-Boomers
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88. Boomers
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89. (206) 898-7656
x’s & y’s
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90. (206) 898-7656
Millennials
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91. (206) 898-7656
Audience
Measure
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92. (206) 898-7656
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93. Monday, March 28, 2011

94. Monday, March 28, 2011

95. (206) 898-7656
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96. (206) 898-7656
creators
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97. (206) 898-7656
creators
critics
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98. (206) 898-7656
creators
critics
collectors
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99. (206) 898-7656
creators
critics
collectors
joiners
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100. (206) 898-7656
creators
critics
collectors
joiners
spectators
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101. (206) 898-7656
creators
critics
collectors
joiners
spectators
inactives
Monday, March 28, 2011

102. What to do with all this?
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103. Monday, March 28, 2011

104. 1. Engagement
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105. Monday, March 28, 2011

106. Monday, March 28, 2011

107. Monday, March 28, 2011

108. 2. Constituency
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109. Monday, March 28, 2011

110. (206) 898-7656
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111. (206) 898-7656
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112. (206) 898-7656
TED Conference
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113. (206) 898-7656
TED Conference
1000 attendees who pay
$4,400 a ticket for 4 days
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114. (206) 898-7656
TED Conference
1000 attendees who pay
$4,400 a ticket for 4 days
40-50 speakers who speak for
18 minutes each
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115. (206) 898-7656
TED Global
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116. (206) 898-7656
TED Global
2005 online
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117. (206) 898-7656
TED Global
2005 online
videos watched 300 million times
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118. (206) 898-7656
TED Global
2005 online
videos watched 300 million times
translated into 70 languages
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119. (206) 898-7656
TED Global and TEDX
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120. (206) 898-7656
TED Global and TEDX
radical openness
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121. (206) 898-7656
TED Global and TEDX
radical openness
Oxford, India, global
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122. (206) 898-7656
TED Global and TEDX
radical openness
Oxford, India, global
1000 TEDX conferences
Monday, March 28, 2011

123. (206) 898-7656
TED Global and TEDX
radical openness
Oxford, India, global
1000 TEDX conferences
memberships
Monday, March 28, 2011

124. (206) 898-7656
TED Global and TEDX
radical openness
Oxford, India, global
1000 TEDX conferences
memberships
TED fellows and TED Prize
Monday, March 28, 2011

125. 3. Incentivize
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126. Monday, March 28, 2011

127. (206) 898-7656
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128. (206) 898-7656
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129. (206) 898-7656
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130. (206) 898-7656
4. Crowdsourcing
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131. (206) 898-7656
4. Crowdsourcing
can make you better than yourself
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132. (206) 898-7656
4. Crowdsourcing
can make you better than yourself
can let you accomplish things
you would never be able to do on your own
Monday, March 28, 2011

133. Monday, March 28, 2011

134. (206) 898-7656
Monday, March 28, 2011

135. (206) 898-7656
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136. (206) 898-7656
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137. (206) 898-7656
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138. (206) 898-7656
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139. Monday, March 28, 2011

140. (206) 898-7656
Monday, March 28, 2011

141. 5. Create markets
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142. (206) 898-7656
There’s an app for that
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146. Monday, March 28, 2011

147. Monday, March 28, 2011

148. Monday, March 28, 2011

149. Monday, March 28, 2011

150. 6. Be infrastructure
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151. Monday, March 28, 2011

152. Monday, March 28, 2011

153. Monday, March 28, 2011

154. 7. Transparency
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155. Monday, March 28, 2011

156. Time, Inc
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157. (206) 898-7656
Monday, March 28, 2011

158. 8. Crowd-accelerated innovation
- Chris Anderson
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159. (206) 898-7656
Algorithmic Authority
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160. (206) 898-7656
Algorithmic Authority
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161. (206) 898-7656
Algorithmic Value
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162. (206) 898-7656
Algorithmic Value
• Attention capital
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Algorithmic Value
• Attention capital
• Reputation capital
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164. (206) 898-7656
Algorithmic Value
• Attention capital
• Reputation capital
• Community capital
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165. 9. Data
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166. Monday, March 28, 2011

167. (206) 898-7656
Monday, March 28, 2011

168. 10. reinvent
experiment
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169. Monday, March 28, 2011

170. Monday, March 28, 2011

171. Monday, March 28, 2011

172. Monday, March 28, 2011

173. Monday, March 28, 2011

174. Monday, March 28, 2011

175. (206) 898-7656
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176. (206) 898-7656
Great Expectations
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177. (206) 898-7656
Great Expectations
Alexander Graham Bell
was a failure
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178. (206) 898-7656
Great Expectations
Alexander Graham Bell
was a failure
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179. This afternoon
How do we create:
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180. This afternoon
How do we create:
Museum community
Monday, March 28, 2011

181. This afternoon
How do we create:
Museum community
Leadership community
Monday, March 28, 2011

182. This afternoon
How do we create:
Museum community
Leadership community
Local community
Monday, March 28, 2011

183. The Museum
an open source future?
Getty Leadership Institute
03.18.11
Douglas McLennan
Editor, ArtsJournal.com
✉ mclennan@artsjournal.com
T @AJDoug
✎ www.artsjournal.com/diacritical
Monday, March 28, 2011