Annual Report for 2011-2012 for TechnologyintheArts.Org

1. ANNUAL REPORT 2011/12
exploring the intersection of arts management
and online technology
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2. 2 | TECHNOLOGY IN THE ARTS ANNUAL REPORT
Mission
Technology in the Arts, a research initiative of the Master of Arts Management
(MAM) program at Carnegie Mellon University’s H. John Heinz III College,
provides the arts community with resources to better understand and
benefit from the intersection of arts and technology in order to make more
informed management decisions in an increasingly technological society.

3. TECHNOLOGY IN THE ARTS ANNUAL REPORT | 3
T E C H N O LO G Y I N T H E A R T S S H A L L
Provide a forum for discussion at the intersection of
arts and technology through blog posts, webinars,
lectures, podcasts and social media
Present cutting-edge research on current trends and advances
in the use of technology in the arts
Explore the role of technology in the artistic process
Be a leading resource for the arts and technology communities
Share best practices in the field
Brad Stephenson
Co-Director of Technology in the Arts
Senior Web Media & Marketing Manager, Heinz College
Kathryn Heidemann
Co-Director of Technology in the Arts
Director, Master of Arts Management Program, Heinz College

4. 4 | TECHNOLOGY IN THE ARTS ANNUAL REPORT
Sean Bowie
@seanbow
Sean is a lover of the arts and a first year Master of Public Policy and Management DC-track
student here at Heinz College. Sean is from Phoenix, Arizona and counts sensible public
policy, sunny weather and a good play on his list of favorite things.
Andre Bouchard
@andreintransit
Andre has a BA in Anthropology and a BFA in Dance from the University of Montana.
In 2001 he founded Walrus Performance Productions and in 2006 opened the Walrus
Theater in Seattle WA and ran them until 2009. He was Ticketing and Publicity Manager
and then the Managing Director for the Black Box Theatre at Edmonds Community
College in Edmonds, WA from 2008-2011. He also presents at conferences on the topics
of low cost marketing and audience development.
Elizabeth Quaglieri
@equaglieri
Elizabeth is pursuing her Master in Arts Management at Carnegie Mellon University. A
recent college graduate, Elizabeth has been involved with various arts communities
and organizations. Her interest in urban revitalization through the arts in a product of
her undergraduate training in Art History, specifically in architecture and landscape
studies; her research interest in the accessibility of the arts to all demographics; and
her involvement with the vibrant arts community in her home city of Portland, Maine.
Off campus and off the clock, Elizabeth enjoys discovering local artists, architectural
gems, and splendid landscapes.

5. TECHNOLOGY IN THE ARTS ANNUAL REPORT | 5
The TitA Team
Naina Singh
@naisingh
Naina is a first year Master of Arts Management student at Carnegie Mellon University.
Before coming to CMU, Naina studied Management, Art History, and Italian at Indiana
University Bloomington. Naina’s interests lie in the realm of strategic consulting for arts
organizations and the visual arts. She is also interested in studying the role of arts and
cultural organizations in shaping societal and global values. She has had prior work
experience at Religare Arts Initiative, an arts organization in New Delhi, where she was
the gallery and social media intern. Naina enjoys visiting museums, art fairs, galleries,
and believes that everyone else should too!
Rachael Wilkinson
@rewilkin
Rachael is a first year Master of Arts Management student at Carnegie Mellon University.
She recently completed a Bachelor of Arts in Arts Management at Chatham University
in Pittsburgh, Pennsylvania. Her interests include social media and art museums, which
is reflected in her previous experiences at the Figge Art Museum in Davenport, Iowa
and the Andy Warhol Museum. In her spare time, Rachael enjoys organic farming and
cooking for her friends.
Terry Boyd
@boydleservice
Terry is a recent graduate from Carnegie Mellon’s Arts Management program. He is
currently self employed as a free-lance consultant in data-driven marketing and social
media strategy.

6. 6 | TECHNOLOGY IN THE ARTS ANNUAL REPORT
“...this post was amazing, nicely written and included all vital infos.
I’d like to see more posts like this.”
5
authors
176
blog posts this year ( +22.2% )
776
total posts ( + 29.3% )

7. TECHNOLOGY IN THE ARTS ANNUAL REPORT | 7
Blog and Key
Performance Indicators
Technology in the Arts relies heavily on web and social media analytics for impact measure-
ment and mission fulfillment.
VALUE CHAIN be tracked and standardized. The next Naina Singh’s Pinterest, Instagram and
The customer value chain closely resembles page is an analysis of the Key Performance Percolate: The Latest in Social Media
a purchasing funnel used in marketing. Indicators (KPIs) identified by Technology received 1,133 page views and was
Digital media benchmarking for a nonprofit in the Arts. These critical success factors shared 48 times.
blog can be divided into four, measurable validate the organization’s mission and
levels of interactions (Figure I). objectives as an arts community resource Rachael Wilkinson’s Crowdfunding for the
REACH ACTION ENGAGEMENT EXTEND
Figure I • Social media value chain
The process illustrates an individual’s BLOG HIGHLIGHTS Arts received 923 page views and was
progression, starting at blog awareness The following posts were the most shared 40 times.
and ending in advocacy. viewed articles for 2011/12:
Ashley Paulisick’s A Visitor’s Experience: The
As the stages of the value chain advance, Sean Bowie’s The Most Artistic City in Good, the Bad and the Ugly of Smartphone
they require an extended level of partici- America received 1,333 page views Apps in Art Museums received 836 page
pation from a viewer, each of which can and was shared 66 times. views and was shared 47 times.

8. 8 | TECHNOLOGY IN THE ARTS ANNUAL REPORT
14,000
12,000
REACH 10,000
8,000
6,000
Reach estimates number of eyes the blog
captured over the course of the year. 4,000
2,000
VISITS
A visit is the action of a uniquely defined 0
individual looking any of TitA’s pages
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within a session. The number refers to the
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single action, not the individual events
associated with browsing a page. This
2012/11 2011/10 Linear (2012/11)
year, Technology in the Arts’s blog was
visited 102,182 times, increasing 69.4% Figure I • Number of unique page visits by month
from 2010/11 (Figure I).
20,000
PAGE VIEWS 18,000
A view is the total number of web pages 16,000
browsed during a visit. TitA was viewed 14,000
157,616 times this year, 63.2% more than
12,000
2010/11 (Figure II).
10,000
8,000
NEW VISITORS
6,000
74% of the people who visited the
4,000
Technology in the Arts blog were first
time users (Figure III). New visitors are 2,000
important becasue they are quintessential 0
to the expansion of the blog’s reach and
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follower aquisition.
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2012/11 2011/10 Linear (2012/11)
Figure II • Number of recurring page views by month
Returners
26%
are two URLs on Technology in the Arts’
blog that the organization monitors, the
Home Page banner and the About TitA
New
Visitors
ACTION menu link.
74%
The Home Page banner is monitored because
it is a visitor’s portal to all the content
Once Technology in the Arts captures a available on the blog. The homepage’s
browser’s viewership, the next step in CTR was 3.17%, doubling last year’s rate.
the customer value chain is making a
Figure III • New users out of total visits call-to-action. These actions quantify a About TitA should also be tracked because
visitor’s interests. the page acts as a gateway to additional
Technology in the Arts acquired about information about the Master of Arts
75,590 visitors, 78.8% more than the CLICK-THROUGH RATE (CTR) Management Program. One of the goals
previous year. CTR measures the percentage of people of Technology in the Arts is to raise aware-
who have clicked on an image or link ness for the MAM program while funnel-
within a post then divides it by the total ling click-streams to the admission page.
amount of impressions (views). There This past year, only 828 people clicked

9. TECHNOLOGY IN THE ARTS ANNUAL REPORT | 9
through to the About Page, earning a REPEATING VISITORS Google Analytics page can be utilized
CTR of 0.81%. Repeating visitors are the number of to set target URL destinations to track
people who continue to use the site. Heinz College links across all pages (not
PAGE VIEWS PER VISIT This year, we saw a increase in retention just limiting it to About Us).
Page views per visit measures how far rates for new visitors.
a unique user is willing to explore a Another unmonitored URL is the mailing
site in a single session. The TitA reader 80000
list form. Not only should TitA monitor
visits an average 1.54 pages per session. 70000
lead conversions, but the email registra-
Although the site increased its reach by 60000
tion bounce rate as well.
41,847 visitors, their readership decreased 50000
3.14% from the previous year. 40000
Although Technology in the Arts saw a
small a decrease in bounce rates. This tells
30000
us that people are more willing to read on
20000
after they’ve finished visiting their initial
10000
article. TitA’s 72.9% sits below the blog
ENGAGEMENT 0
2011/10
2012/11
industry average of 80%, showing loyalty
within the blog’s reader base. From a
New
Visitors
Returners
conversion optimization standpoint, the
more Technology in the Arts can lower
Engagement monitors how users interact its bounce rate, the better opportunity
and communicate with Technology in the Figure IV • New users and returners we have to convert visitors to depend-
Arts’ content . Unlike actions, engagement over time able patrons.
builds user loyalty and dependency. 19.99% of new visitors 2010/11 converted
to returners in 2011/12. Returners increased Comments are important because they
TIME SPENT ON SITE by 46.2% at 26,735 visitors (Figure IV). are a way for Technology in the Arts to
Time spent on site helps TitA understand Technology in the Arts nearly exceeded improve our Search Engine Optimization
if the 102,182 visitors are actually reading all web industry standards and continues (SEO). The more comments the blog
the articles posted on the blog. On to trend upwards. receives, the more opportunities there are
average, a visitor spends approximately to backlink and direct traffic to more goal
3 minutes and 37 seconds on the site, orientated pages about the MAM program.
which is an increase of 1 minute and 37
seconds from 2010/11. SUMMARY AND Comments also help TitA solidify our
reputation as an informative and trusted
TOTAL COMMENTS IMPROVEMENTS resource. Social proof suggests that the
Comments increased by 3.17%, totalling more comments an article has, the more
at 228 for the academic year. willing a visitor is to accept that the
content is a valid and a leading source.
BOUNCE RATE Both the increases in visits and page views
Bounce rate is a percentage metric that show member cultivation and suggest
measures how many people visit a page that TitA’s audience base is growing. The
and leave it without clicking anything. growth rate is steady with a few excep-
Although somewhat high, the bounce rate tions in the months when school is out
decreased 0.07% from last year at 72.9%. of session, notably the summer.
Conversion Rate (CR) is similar to click-
through rate but the clicks are compared
EXTENSION to visits instead of impressions. Conversion
rates are the simplest metrics to monitor
web goals. A healthy CR is around 2%,
We can better understand the overall and although the Home Page scored
sentiment and quality of the blog’s well, the About Us page fell short of the
content without reading too deep into recommended mark (and the Master in
the comments. By following shares, we Arts Management link inevitably scored
can tangibly measurable Word of Mouth lower).
(WOM).
In the future, Goal setting with in the

10. 10 | TECHNOLOGY IN THE ARTS ANNUAL REPORT
Facebook
Aside from Google and organic searches, Facebook serves as Technology in the
Arts’ largest traffic source.
An impression is each instance a unique user sees
content associated with TitA’s Page. Technology in
the Art’s posts received a total of 463, 524 impressions,
REACH averaging 1,550 per day (Figure IV).
PAGE VIEWS AND LIKES ACTION
Page views refer to the number of users logged into their
Facebook (FB) account who have visited the Technology
in the Art’s Timeline. The Page has been viewed 3,538 POST LIKES
times since its creation in 2010 (Figure V). The “like button’ allows a FB user to publicly show their
approval of content without having to write a comment.
700
This year, TitA’s posts received 270 likes.
600
500 BLOG CLICK THROUGH RATE
400 7,488 clicks were made on Facebook that redirected a
300 user to Technology in the Arts’ blog posts.
200
100
-
A S O N D J F M A
ENGAGEMENT
Pageviews Linear (Pageviews)
Figure V • Page views by month with trend line
“TALKING ABOUT US”
2,833 people have publicly Liked TitA’s Page, 22.4% Talking about us is the number of people who share
more than the previous year. stories about the TitA page. These stories include page
likes, wall posts, commenting, sharing, mentioning the
FB REACH AND IMPRESSIONS page or tagging a photo. 1,240 people were talking
Reach is the daily number of people who have seen about TitA on Facebook in 2011/12. (Figure VII)
any content associated with TitA’s Page (Unique
200
Users). TitA’s 2011/12 reach was 136, 593, averaging 180
457 people per day. 160
140
80,000
120
70,000 100
60,000 80
50,000 60
40,000 40
30,000 20
20,000 0
A S O N D J F M A
10,000
People Talking Linear (People Talking)
-
A S O N D J F M A
Impressions Users Reached Figure VII • “Talking About Us” metric by month
Figure VI • Impressions and reached by month COMMENTS
with trend line On Facebook, TitA earned 112 comments on content
posted to the Page’s wall and timeline.

11. TECHNOLOGY IN THE ARTS ANNUAL REPORT | 11
EXTENSION
SHARES
A share is when a Facebook user republishes Technology
in the Arts’ content to their FB friends. This year, TitA’s
posts were shared 63 times.
VIRAL REACH
Viral Reach is the number of people who saw TitA’s
Page or one of their posts from a story published by
a friend. These stories include liking, posting to our
wall, liking/commenting/sharing a posts, mentioning
the page or tagging a photograph. TitA virally reached
33,721 people this year.
SUMMARY AND
IMPROVEMENTS
Facebook is the primary distribution channel for
Technology in the Arts.
Although our “likes“ and “talking about us” are moving
in a positive direction ,Technology in the Arts’ impres-
sions and reach look to be diminishing. Again, this may
be attributed to the blog’s absence during academic
breaks but the social presence can still be improved.
One goal for Facebook should be to improve their
EdgeRank, the algorithm that determines what a user
sees in their news feed. The relevancy of a post by
Technology in the Arts is determined by an affinity-
score and existing social interactions. This score can
be “gamed” by implementing certain post tactics that
further encourage engagement:
• Posting media-rich content
• Using various types of posts for a sustaining user
experience
• Monitoring when TitA’s Facebook fans are most active

12. 12 | TECHNOLOGY IN THE ARTS ANNUAL REPORT
SUMMARY AND
IMPROVEMENTS
Twitter statistics are difficult to pull retroactively. A URL
shortener, either through Hootsuite or bit.ly would allow
Technology in the Arts to better gauge their Twitter
followers’ actions. Not only would the URL shortener
give TitA data on who’s clicking the links, but it would
also give them information on who is tweeting the link
on their own.
180
160
140
120
100
80
60
40
20
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Figure X • Hashtags

13. TECHNOLOGY IN THE ARTS ANNUAL REPORT | 13
Twitter
Twitter doesn’t offer any analytic tools but is looking to release an insights appli-
cation within the next few months. Some of the following data sets are partially
incomplete due to Twitter’s REST API rate limit.
REACH ACTION
FOLLOWERS BLOG CLICK THROUGH RATE
A follower is someone on twitter who has subscribed Twitter was responsible for 3,923 views on the Technology
to Technology in the Arts’ account. Currently, 6,844 in the Arts’ blog.
people follow the TitA on Twitter, an increase of 28.5%
from last year (Figure VIII).
8000
7000
ENGAGEMENT
6000
5000
4000 MENTIONS
3000 A mention is a Tweet that contained the Technology in the
2000 Art’s username (@techinthearts). Starting in November,
1000
Technology in the Arts was publicly mentioned 495
time on Twitter by other users.
0
4/ 1
6/ 1
8/ 1
10 /11
12 /11
2/ 1
4/ 2
2
12 /09
2/ 9
12 /10
2/ 0
10 /09
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EXTENSION
Follows Followers
Figure VIII • Followers and follows
TWEETS
@Techinthearts sent out 671 tweet this year (Figure IX), LISTS
increasing their total to 1,943 (52.8%). Post volume A Twitter list is a curated group of users that allows an
decreased 29.2% from the previous year. individual to cluster people into segments. TitA belongs
to 528 public lists.
180
160 RETWEETS
140 A retweet (RT) is when a Twitter user republishes TitA’s
120 original content to their pool of followers. Technology
100 in the Arts was retweeted 65 times since November.
80 These were public retweets, not through the official
60 Twitter retweet button.
40
20
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Figure IX • Tweet volume by month
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14. 14 | TECHNOLOGY IN THE ARTS ANNUAL REPORT
Lecture Series
Technology in the Arts worked closely with Carnegie Mellon University’s Masters
in Arts Management program and their MAM Speakers Series, bringing in three
distiguished lecturers who are all involved in the digital advancement of the arts
community.
Ashley Paulisick, Sotheby’s Institute of Art, London
Download. Check-in. Tweet: Mobile Technology & Art Institutions
Many visual art institutions are delving into mobile technology as new means of distrib-
uting their content. This lecture covered highlights, anecdotes and fact & figures gathered
during Ashley’s visit to several European and American mobile-friendly institutions and
interviews with professionals who’ve created their respective mobile projects.
Stephanie Pereira, Art Program Director, Kickstarter
Funding Creativity in a New Era
Kickstarter is the world’s largest funding platform for creative projects, most recently
estimated to provide more funding than the National Endowments for the Arts. This
lecture discussed how Kickstarter projects come to life: their structure a project, rewards,
and other helpful tips and valuable statistics. Stephanie also delved into crowd funding
trends that use this technology and how it has impacted the arts management field
as a whole.
Chad Bauman, Dir. of Communication at Arena Stage
Confessions from an Arts Marketer - Learning from the Past, Looking
Towards the Future
Chad has served as a chief marketing and communications officer for some of the nation’s
most prestigious non-profit arts organizations, and as a sought after consultant, has
advised complex institutions on strategic planning and organizational communication.
His lecture discussed how his failures lead to his many accomplishments and successes.