A talk I gave at a meeting of mitos21 PR and marketing managers, at the National Theatre on 9 November 2013.
The brief was to give a perspective about wider digital trends, and ask some provocative questions about how organisations use or misuse digital.
mitos21 is a group of theatre professionals associated to some of Europe’s most powerful and important theatre institutions.
17. “Everyone sort of grudgingly accepts
that ‘digital’ is something you need
to at least pretend to be doing but
the situation hasn’t quite reached the
point where reality has caught up,
we can still kid ourselves that having
a website and ‘doing Twitter and
Facebook’ is enough.”
Ash Mann
66. We may not have a choice. Beyond
Canada’s borders theatre companies
are taking advantage of opportunities
provided by the digital age. Canadians
can now watch the National Theatre
Live, Live from the Met and Live from
Lincoln Centre at their local cinema,
but apart from occasional exceptions,
cannot enjoy the best of what
Canadian performing arts has to offer.
69. “We were no longer going to
be ‘The Atlantic’, which
happened to be digital.
We were going to be a digital
company that also published
The Atlantic magazine.”
71. “Digital activity is forcing us
to rethink our creative
practice. For over a hundred
years our activity has been
grounded in collections
displayed in buildings. The
affordances of digital means
we are rethinking this.”
72. Trends
Mobile
Focus on the user
Print to digital
Competency v innovation
Web-only projects
Lean methodology
Hiring senior digital leaders
New online stars
Unbundling
Competition for attention
Global reach
Digital transformation