In this presentation I introduce the concept and nature of our experience culture. In this I discuss why and how we see the arts and entertainment as experiences, which differs from approaching them as products and/or services. How we reflect on and learn about our experience culture, be it as an artist or enterprise through the ongoing reflective practice of a situation analysis.
2. Our Experience Culture
“Culture has always been driven by the marketplace. It’s just
that today the marketplace, having invaded every nook and
cranny of our lives, is completing supplanting cultures; the
marketplace has become out culture.”!
Tom Robbins!
Date: 9/10/13!
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3. Technology: Disruption & Engagement
•
Roger McNamee is a co-founder of
Elevation Partners, an investment
partnership focused on the
intersection of media and
entertainment content and consumer
technology. !
– Roger performs 100 shows a year in the
band Moonalice, where he plays bass
and guitar. !
– Moonalice pioneered the use of social
media in music, inventing such
applications as Twittercast concerts,
Moonalice radio on Twitter, live Mooncast
(video) concerts, the Couch Tour. !
– Moonalice's single, "It's 4:20
Somewhere" has been downloaded more
than 845,000 times. !
•
What do we mean by convergence?!
Date: 9/10/13!
Source:
TEDxSantaCruz
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4. Our Experience Culture --What can we learn from the music
industry?
Date: 9/10/13!
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6. Arts & Entertainment as “Experience” Industries
– Passive to active involvement
[situation or enduring]!
– Gradual absorption to total immersion
of senses [vivid experience]!
•
!
We can enhance the “realness”
by blurring the boundaries
between realms to promote a
total immersive experience!
Date: 9/10/13!
Gradual
Absorp-on
Entertainment
e.g.,
live
dance
Educa2onal
e.g.,
museums
Esthe2cs
e.g.,
visual
art
Escapist
e.g.,
gaming
Immersion
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Ac-ve
Par-cipa-on
•
In The Experience Economy
authors Joseph Pine & James
Gilmore (1999) present a view of
stages experiences as
“experience realms of
engagement”!
Organized by type and four level
of involvement: !
Passive
Par-cipa-on
•
7. Comparison 1: Products versus Experiences
PRODUCTS
EXPERIENCES
IMPLICATIONS
Tangible
Intangible
Entertainment
can
not
be
inventoried
Pricing
is
difficult
Standardized
Context-‐dependent
Audience
saIsfacIon
depends
on
unique
delivery
and
many
uncontrollable
factors
ProducIon
separate
from
consumpIon
Simultaneous
producIon
and
consumpIon
Audience
parIcipate
in
transacIon
Audience
members
affect
each
other
Employee
affect
audience
saIsfacIon
Mass
producIon
can
be
difficult
Experience
can
not
be
returned
or
sold
Not
perishable
Perishable
Hard
to
synchronize
supply
and
demand
with
experience
Entertainment
cannot
be
returned
or
resold
Date: 9/10/13!
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8. Comparison 2: Economic Distinctions between Products,
Services & Experiences
OFFERING
PRODUCTS
SERVICES
EXPERIENCES
Economic
Func2on
Make
Deliver
Stage
Nature
of
offering
Tangible
Intangible
Memorable
Key
a=ribute
Customized
Personal
Standardized
Method
of
Supply
Inventoried
Delivered
Revealed
Seller
Manufacturer
Provider
Stager
Buyer
User
Client
Factors
of
demand
Features
Benefits
Guest
/
Audience
SensaIons
Source:
Pine
&
Gilmore
(1999)
The
Experience
Economy
(p.6)
Date: 9/10/13!
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9. Products are used to tangibalize A&E Experiences
• Licensed merchandise!
• Advertiser funded programs!
• Bottle cap and can top
premiums!
• Supermarket discounts!
• Consumer-produced ads!
• The list is endless …!
Source: Neatstuff Music Collectables!
The Entertainment Industry: Music & Economy!
Date: 9/10/13!
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10. Activity: My Music Experience
•
•
•
•
•
•
•
Collect & Share Activity!
Consider an artifact from a music experience
you've had in the past that in some way had
an effect on you. !
The artifact can be anything that evokes a
memory of that music experience --- a song
to be played to the class (please also print
the lyrics or an artifact for the song), a t-shirt,
ticket stubb, receipt, CD cover, a photo, a
print out of the home page of their website or
Facebook page, a tweet (printed), news
article or blog post etc.!
Why are these artifacts important?!
What do they signify?!
What do they help us to do as audience
members?!
What do they tell us about the economics
and structure of the music industry?!
Date: 9/10/13!
Source: Neatstuff Music Collectables!
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11. Evaluating “Experience” Quality [1]
“Audience and community expectations” !
Standards of reference points brought to a situation; sources are
from pricing, advertising, promotion and personal experience and
word-of-mouth!
!
!
!
!
!
!
GAPS
Model
of
Service
Quality
“Audience perceptions” !
subjective assessments of the actual experience!
Date: 9/10/13!
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12. Evaluating “Experience” Quality [2]
•
Four gaps that affect experience quality:!
•
Elements to consider:!
–
–
–
–
–
–
–
–
–
–
•
Access!
Communication!
Competence!
Courtesy!
Credibility!
Reliability!
Responsiveness!
Security!
Tangibles!
Understanding audiences and guests !
1.
Not
knowing
what
guest
/
audiences
expect
2.
Not
selecIng
the
right
experience
designs
and
standards
3.
Not
delivering
experience
designs
and
standards
4.
Not
matching
performance
to
promise
communicated
and
shared
A GAPS Audit is used to evaluate the difference between expectations
& perceptions!
Date: 9/10/13!
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13. Factors to consider for
Communicating about experiences
weaving
products
and
services
together
with
experiences
One
chance
and
it’s
gone
Convergence
Immediacy
A3enIon
Date: 9/10/13!
Awareness
&
our
evoked
set
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14. Activity: Situation Analysis --- Where are we?
Communications planning begins with the Situation
Analysis, or an intense self-examination that involves
answering the question, “Where are we?” !
By asking a series of questions about your enterprise
or creative work [internal audit] and the world in which
you function [competitor and external audit] !
This helps to narrow down the monumental problems
and/or opportunities of expanding your community and
audience. !
!
1. Read: “Taming the Dreaded Situation
Analysis” (Page 2.1-2.11). !
2. For the organization given to you complete the
following two worksheets individually
A) Worksheet 1: Internal Audit - “It’s all about me”
B) Worksheet 2: External Audit - “PESTLE”
!
3. Discuss what you came up with with the class.!
Date: 9/10/13!
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