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Digital trends the
Arts can’t ignore
Chris Unitt
chrisunitt.co.uk | @ChrisUnitt
Part 1
Arts organisations
that do digital
The same but…
Better
More
Quicker
Targeted
Tracked
Digital trends the Arts can't ignore
Tools
Email
Social media
Analytics
SEO
Digital display advertising
Crowdsourcing
Mindset
Ecommerce
Community management
Showing behind the scenes
Experimentation
User focussed development
Phased/iterative development 
Trend 1
Mobile.
Digital trends the Arts can't ignore
Trend 2
Focus on the user.
User testing
Focus groups
A/B testing
Iteration 
Trend 3
Print to digital.
Digital trends the Arts can't ignore
Trend 4
Competency v
innovation.
Away from…
Form over function
Apps
Too many microsites
Crashed websites
Whole website rebuilds
Towards…
User-centred design
Responsive design
Scalable infrastructure
A/B testing
Evolving websites
That’s all fine, but…
“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
Trend 5
Web-only projects.
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
The problem with
these projects…
Often…
Poorly supported
Limited shelf-life
No continuity
Trend 6
Lean methodology.
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Trend 7
Hiring senior digital
leaders.
Part 2
The people who are
really good at this
If you had a laptop, some
spare time and the same
mission…
What would you do?
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Trend 8
New online stars.
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Part 3
Digital organisations
that do Art
Digital trends the Arts can't ignore
Whose stage is this?
Trend 9
Unbundling.
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Trend 10
Competition for
attention.
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Part 4
The world stage
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Trend 11
Global reach.
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
Digital trends the Arts can't ignore
1.5m million visits
43% from outside of the UK
Beyond The Curtain
How Digital Media is
Reshaping Theatre
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.
Trend 12
Digital
transformation.
Digital trends the Arts can't ignore
“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.”
Digital trends the Arts can't ignore
“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.”
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
Thank you!
Chris Unitt
@ChrisUnitt
chrisunitt.co.uk

Made Media
@MadeHQ
mademedia.co.uk

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Digital trends the Arts can't ignore