1.
American For The Arts Half­Century Summit
Making Big Things Happen
MUST READS

2.
Must­Reads
We have three goals for this event:
1. Re­frame the way you think about using the internet and technology to
communicate, engage, educate, and mobilize audiences in relation to film and
television. We wanted to make sure you understood the need to re‐consider, and in some
cases re‐set, everything you are doing because of the influence that these new tools are
having on society – and particularly in the context of arts, culture, nonprofits and serious
issues.
2. Address the fears that most organizations have about social media ‐‐ the loss of
control, the costs and ability to measure impact, the burden of management, the challenge
of getting buy‐in from senior management who aren't intimately familiar with the latest
innovations online, and of course the disconnect between you and the audience you are
serving. Instead of living in fear, our hope was to show all the opportunities that exist, that
technology is not scary, and that the opportunities to reach, engage, educate, and ultimately
mobilize audiences around your issues and groups.
3. Share some specific examples and put some 'next practices' together that anyone
could begin to apply to their work almost immediately.
With that third goal in mind, the participants have put together a ‘must‐read’ list of items to help
you think more about these exciting times. Please note: A must‐read could be an article or a book,
a movie, television show, podcast, or even an event – the format isn’t important. What matters is
that a ‘must read’ is something that is relevant, timely, compelling, interesting, fun, or just worth
thinking about.
Happy must‐reading.

3.
Submitted by Brian Reich
MY BOOK: When I wrote my book, Media Rules!: Mastering Today’s Technology to Connect
with and Keep Your Audience, I set out to address this challenge faced by organizations and help
shape the ways organizations can communicate with their audience, in the face of rapid
innovation in technology and the massive social change we are currently (and it seems constantly)
experiencing. The book offers a roadmap for helping organizations to understand what the
audience expects and how to use technology to meet those expectations. More than that, however,
it highlights the other things that you need to take into account ‐ how you staff and manage your
team, how you support your partners, how customer service has changed, and similar ‐‐ which are
important to consider because executing on an effective new media strategy, whether it is online
community based or something else, requires buy‐in from all levels and close coordination among
all the different elements of your organization.
ARTICLES, ETC: There are literally hundreds of articles, reports and blog posts that offer
interesting insights into the opportunities that exist for using new and emerging technologies to
support your work, and your communications. I try to look for articles that are not specific to one
subject, so that you can take lessons and ideas from other sectors and apply them to your work.
So that is what I have tried to do here ‐‐ below is a list articles (some more recent than others)
that I have found particularly interesting and useful:
‐ Chris Anderson, the editor of Wired magazine and the author of The Long Tail (the book
that singlehandedly changed the face of eCommerce forever), wrote a second, game‐
changing book, Free. I recommend the book, but if you aren’t sure, he previewed subject in
a cover story for Wired Magazine, also conveniently titled "Free." "Free" is important,
because it speaks to how to get audiences to pursue more information (and if you need to
monetize or measure in the process, how to do that). Here is the link:
http://www.wired.com/techbiz/it/magazine/16‐03/ff_free
‐ McKinsey Quarterly published an article almost two years ago now that highlighted 8
trends relating to the future of communications. Every single point in this article is
relevant to the work that you do ‐ maybe not today, but certainly in the near future. Here is
the link:
http://www.mckinseyquarterly.com/Information_Technology/Applications/Eight_busines
s_technology_trends_to_watch_2080
‐ President Obama's campaign continues to be a constant reference point for anyone
thinking about, or trying to find ways to use technology and the internet to engage and
mobilize a community online. There are elements of what the Obama campaign did that are
applicable to this discussion and represents the way many organizations are going to have
to operate in the near future if they want to be successful. Here are some links to articles
that I think do a good job explaining what the Obama campaign did and why it mattered.

4.
How the internet Put Barack Obama In The White House
http://www.techpresident.com/blog/entry/32998/how_the_internet_put_barack_o
bama_in_the_white_house
How Obama Killed Election Day and Became The Next President
http://adage.com/campaigntrail/post?article_id=132250
Campaigns in A Web 2.0 World
http://nytimes.com/?adxnnl=1&adxnnlx=1225723617‐Jeqsi9NaV38WR372YEubCg
Propelled by the Internet, Barack Obama Wins
http://blog.wired.com/27bstroke6/2008/11/propelled‐by‐in.html
Two quick notes: First, I believe much of the analysis you will find in the media of his
campaign's use of technology to build and support his community is flawed ­­ the press has
written that his building of his own social network, using text messaging, or posting videos on
YouTube were the key to his success. But, as we know, it goes much deeper than that. Second,
the campaign was extremely successful, but suggestions that the campaign radically changed
politics are overstated. What President Obama and his team did was run a traditional
political campaign more efficiently and effectively than any before (and who knows, maybe
any ever) ­­ and technology was a prime reason for that.
Second, if you have truly dynamic educational opportunities, technology will allow you to
scale you operation and reach new potential audiences more effectively than ever before.
However, if President Obama had not had the right message, great timing, a supportive
political environment and similar the technology would have had little impact. Without that
core to fuel your efforts, you will fail (just as the Obama campaign would have if they did not
have the best campaign strategy for the time).
BOOK ORGY: If you are looking to fill your bookshelf with some key reading that will help you
understand the broad social theories driving changes online, and the increase in the community‐
driven nature of communications, consider reading these:
‐ The Long Tail by Chris Anderson
‐ Everything is Miscellaneous by David Weinberger
‐ Here Comes Everybody by Clay Shirky
‐ Groundswell by Charlene Li and Josh Bernoff
‐ Open Leadership by Charlene Li
‐ A Whole New Mind by Daniel Pink
‐ Drive: The Surprising Truth About What Motivates Us by Daniel Pink
‐ What Would Google Do? By Jeff Jarvis
‐ Socialnomics by Erik Qualman
‐ Microtrends by Mark Penn
‐ Born Digital by John Palfrey and Urs Gasser

5.
‐ Growing Up Digital by Don Tapscott
‐ Snoop: What Your Stuff Says About You by Sam Gosling
‐ Predictably Irrational by Dan Ariely
‐ The Chaos Scenario by Bob Garfield
NON­BOOKS: And here are a few links to other resources that offer new stats and new insights on
how everything is changing.
Razorfish FEED Study
http://feed.razorfish.com/
Pew Internet Report: The Internet and Consumer Choice
http://pewinternet.org/Reports/2008/The‐Internet‐and‐Consumer‐Choice.aspx
How Much Information? 2009 Report on American Consumers
http://hmi.ucsd.edu/howmuchinfo_research_report_consum.php
The New Female Consumer
http://adage.com/whitepapers/whitepaper.php?id=10
The Next Great Generation
http://www.thenextgreatgeneration.com/
Edelman Trust Barometer
http://www.edelman.com/trust/2009/
Accenture US Consumer Technology Research Findings
http://www.accenture.com/Global/Research_and_Insights/By_Industry/Electronics_and_
High_Tech/USFindings.htm
Joseph Pine: What Do Consumers Want? (Video)
http://blog.ted.com/2009/01/what_do_consume.php
[And there are so many more, new ones emerging every day… keep your eyes open]

6.
Submitted by Lara Goetsch
Presentation from Theatre Communications Group Conference, June 2010
“Social Media Strategy: Why ROI Isn’t Enough”
http://www.devonvsmith.com/2010/06/theatre­social­media­tcg­2010/
•••••
“15 Ways to Measure Return on Engagement (ROE) of Social Media”
http://prsarahevans.com/2009/05/15­ways­to­measure­return­on­engagement­
roe­of­social­media/
•••••
Return On Engagement by Tim Frick
http://returnonengagement.net/
•••••
YouTube.com: “Social Media ROI: Socialnomics”
http://www.youtube.com/watch?v=ypmfs3z8esI

7.
“HOW TO: Measure Social Media ROI” by Christina Warren
http://mashable.com/2009/10/27/social‐media‐roi/
•••••
HOW TO Sell Social Media to Cynics, Skeptics & Luddites – Tips, Resources & Advice
http://www.interactiveinsightsgroup.com/blog1/how‐to‐sell‐social‐media‐to‐cynics‐skeptics‐
luddites‐tips‐resources‐advice/
•••••
ROI (Results on Insights): Nonprofit Examples of How Listening Returns Value
http://beth.typepad.com/beths_blog/2009/01/roi‐nonprofit‐examples‐of‐how‐listening‐returns‐
value.html
•••••
Nonprofits Are Fortresses. Will Free Agents Set You Free?
http://www.frogloop.com/care2blog/2010/6/17/nonprofits‐are‐fortresses‐will‐free‐agents‐set‐
you‐free.html

8.
The Networked Nonprofit by Beth Kanter and Allison Fine
http://www.amazon.com/Networked‐Nonprofit‐Connecting‐Social‐Change/dp/0470547979
•••••
EVALUATING SOCIA MEDIA FOR CLASSICAL
Evaluating Social Media for Classical Music Organization
http://www.artsengagementexchange.org/blog/entry/evaluating_socia_media_for_classical_musi
c_organization/
•••••
EVALUATING SOCIA MEDIA FOR CLASSICAL
Can social marketers catch the “ROI leprechaun”?
http://smartblogs.com/socialmedia/2010/06/21/can‐social‐marketers‐catch‐the‐roi‐
leprechaun/

9.
American For The Arts Half­Century Summit
Making Big Things Happen
BIOS AND BACKGROUND INFO

10.
Brian Reich
Author & managing director, little m media
Brian is the managing director of little m media. He provides strategic guidance and
other support to organizations around the use of the internet and technology for
communications, engagement, education, and mobilization. Brian is also the author
of Media Rules!: Mastering Today’s Technology to Connect With and Keep Your
Audience (Wiley 2007).
Brian is a regular writer and speaker on the issues involving the impact of the
internet and technology on politics, society, and the media. He works with brands
and marketers, nonprofits and charities, media companies and
sports/entertainment/culture groups. He has contributed to dozens of books and
other projects and teaches consumer behavior and marketing strategy at Columbia
University. He is the editor of Thinking About Media
(www.thinkingaboutmedia.com) and contributes as a Fast Company Expert.
Brian and his wife, Karen Dahl, live in New York, NY with their son, Henry, and
daughter, Lucy.

11.
Lara Goetsch
Director of Marketing and Communications, TimeLine Theatre Company
773.281.8463 x25 | lara@timelinetheatre.com
Lara has been a Company member of TimeLine Theatre Company since 1998 and
joined TimeLine’s full‐time staff in July 2006 as Director of Marketing and
Communications. During her tenure on staff, TimeLine has more than doubled its
annual earned income and increased subscriptions by 195%, although the
company’s annual marketing budget has increased just 5% over that time.
She served as producer for many of TimeLine's early productions, including three
that received Non‐Equity Jeff Awards for Outstanding Production: Not About
Nightingales, The Crucible and Awake and Sing!. Other previous credits with
TimeLine include marketing director for numerous individual productions and
serving as a member of the Board of Directors. As a photographer, she has created
nearly all of TimeLine's publicity and production photographs since the company's
inception.
Lara previously was Director of Marketing and Public Relations at The Theatre
School at DePaul University, where she worked for 13 seasons coordinating
publicity, marketing strategy and special events for the Midwest's leading theatre
training conservatory. In Chicago she has also worked at the Next Theatre,
Roadworks Productions and Gateway Theatre Company. She holds a B.S. degree in
journalism from the Medill School of Journalism at Northwestern University, and
was a founding member and former co‐chair of the Medill Alumni Club of Chicago.
She has been a member of the Publicity Club of Chicago and currently serves as
chair of the marketing committee of the League of Chicago Theatres.
Lara has presented on the topics of marketing return‐on‐investment and/or email
marketing at Chicago’s Arts Engagement Exchange Learning Circles in 2008 and
2009; the 2009 Americans for the Arts National Arts Marketing Conference in
Providence, Rhode Island; and the 2010 Advanced Training Program of the National
Arts Marketing Project in Minneapolis, Minnesota.

12.
Founded in April 1997, TimeLine Theatre Company’s mission is to present stories
inspired by history that connect with today’s social and political issues. During its
first 13 seasons, TimeLine has presented 43 productions, including six world
premieres and 12 Chicago premieres. Recipient of the 2006 Alford‐Axelson Award
for Nonprofit Managerial Excellence and the 2009 Richard Goodman Strategic
Planning Award from the Association for Strategic Planning, TimeLine has received
42 Jeff Awards, including an award for Outstanding Production seven times. For
more information, visit http://www.timelinetheatre.com.

13.
Jeffrey Inscho
Media & Public Relations, The Mattress Factory
412.231.3169 x230| jeffrey@mattress.org
Jeffrey Inscho built his first website in the Fall of 1996 while pursuing an
undergraduate degree in Communications Media at Indiana University of
Pennsylvania. In 2007, after several years in the corporate sector, he jumped at the
chance to tell the story of his favorite museum (The Mattress Factory). In addition to
managing the Mattress Factory’s traditional media and public relations programs,
Jeffrey is responsible for developing and implementing Friendship 2.0, a
comprehensive social and new media initiative designed to engage and grow
dynamic community around the equally dynamic art the museum commissions.
Jeffrey is frequently invited to lecture at universities and present sessions &
keynotes at professional conferences throughout the United States. When not
working, he enjoys writing words + music (sometimes putting them together) and
spending as much time as possible laughing with his wife and son.

14.
The Mattress Factory is a museum of contemporary art that exhibits room‐sized
works called installations. Created on site by artists from across the country and
around the world, our unique exhibitions feature a variety of media that engage all
of the senses.
The Museum's unusual galleries are located in two creatively reused buildings on
Pittsburgh’s historic North Side. Both buildings house a growing‐and distinctive‐
permanent collection, featuring artists James Turrell, Yayoi Kusama, Winifred Lutz
and Rolf Julius, as well as innovative exhibitions that change throughout the year.
Since 1977, the Mattress Factory has supported more than 400 artists through our
world‐renowned residency program. Each year artists come to Pittsburgh, live at
the museum, and create new work. During their time here, the museum supports
them completely while they experiment, take risks, and explore the creative process.
Each exhibition is paired with a variety of engaging and inventive educational
programs including hands‐on art projects, workshops, lectures, and tours. The
Mattress Factory encourages all viewers, regardless of their background, to discover
connections between art, creativity and their everyday lives.
http://www.mattress.org