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Case Study: Digital Identity for British Council Arts
1
Thank you
Creating a Digital Identity for British Council Arts
Abhay Adhikari
@gopaldass
AMA / Digital First / Digital Marketing Day
Impact
Engagement
Information
Technology
drives change
drives conversations
Don't be consumed by it
Don't be seduced by it
Working constructively with digital takes time
Experts
Community
The digital team can build
new, constructive relationships
How has the role of the digital team evolved
...beyond technical and operational?
Learning and development
Becoming interdisciplinary by default
Co-creating content with specialists
...and what is the role of digital?
To create an ecosystem of information, people and conversations.
Participatory framework
Most of the teams have a framework
Where are we now?
We have a process that needs to be rigorously
New products
applied, iterated improved
and
We are exploring new digital commissions
Managing expectations
We have defined a series of KPIs to
define and shape engagement activity
We adopt new platforms based on need
A shared approach
A genuine participatory framework
Several social sharing campaigns
....and the team
6
3
6.2
- Interdisciplinary
- Learning and development
- Co-creating content
- Defining new KPIs
The big picture
When it all comes together...
Follow a narrative based approach
Don't make assumptions about your audience
Use social sharing
Invite participation
Schedule content and activity
Research themes and trends
Don't just turn up!
The result?
Beginning, middle and end.
Meet us. Talk to us.
Thus began our great tradition of
Characters
Share your experience of the event
Develop a discipline of
Help us create a useful resource or insight
the Friday Surprise
Creating a simple, genuine offer for
our online community
COMMUNITY
We regularly use social media to invite sector professionals
to participate in high-profile or exclusive industry events
that have been developed or co-organized by British Council Arts.
ORGANISATION
size doesn't matter
Presenting our offer to experts in the right context to avoid a backlash
digital engagement
When it comes to
Translating online conversation into
an interaction in the physical world
How do we get to know our
online community?
Meaningful engagement
doesn't work on the basis of assumptions.
:(
This time we
weren't very happy
Develop a discipline of
Observing and reporting
on sector specific trends via blog posts
The result?
Carrying out a engagement activity
over a definite period of time
Our first 5-day crowdsourcing campaign brought us...
Can we crowdsource
sector specific intelligence?
Poke
Comment
Favourite
Shares
Like
Heart
Retweet
Pin
Hurray!
So we went...
The result?
Develop a discipline of
Identifying our influencers and speaking with them.
Our first social sharing
campaign had a reach of
Researching themes and learn
how to position our content
Scheduling content and allocating
some time for real-time activity!
Don't tweet a series of facts
and expect something to happen.
Beginning, middle and end.
We want to...
Characters
create authentic narratives that excite people.
tell stories that people want to share.
encourage people to talk to us!
We started with Social Sharing campaigns
The first piece of our digital engagement
puzzle was... People
Soft-launching major projects and events on Twitter
and encouraging our community to share this news
Creating a Digital Identity
for British Council Arts
Abhay Adhikari / @gopaldass
www.DhyaanDesign.com
Building relationships
between arts professionals
Case Study: Digital Identity for culture change and comms
Setting the stage for our digital engagement framework
7 x 110 = ?
110 Countries
British Council Arts brings together experts who follow a unique process and have a distinct vocabulary.
The Digital Team
Our approach cannot be defined from a purely operational perspective of websites, apps & platforms.
This would quickly get lost in translation.
7 teams
About this presentation:
Works with and alongside experts
who are passionate about what they do.
.... needs ideas & context.
Introduce British Council Arts
Our approach to engagement
Experiments and Impact
Every team has a unique process
and a distinct vocabulary
British Council Arts
...so what is the role of digital?
Creative Economy
meaningful
Right, let's do something...
Can we use social media
to create a genuine
participatory framework?
+
CONTEXT
What is
engagement
...for an arts organization?
21
million
accounts on Twitter across 3 days.
offline
Take the interaction
#EdShowcase
Approx. 200 delegates from 60 countries
Last week of the Edinburgh Fringe
focus
countries
assisted us in the process
Literature
Visual Arts
Dialogue
nothing
despite a lot of planning and effort.
YouTube
Hang on a minute!
Are we asking the right questions?
Do we really know who our community is?
industry
events
opened up to students from the UK
Narrative
based
approach
Narrative
based
approach
Theatre and Dance
*9% of all traffic to major news websites was from social media
UC Berkley Graduate School of Journalism
Narrative
Set the stage by writing a blog post
based
Regularly inviting our community to participate
approach
Music
million
impressions
of our hashtag on Twitter
Action
Narrative
based
approach
Blog
Film
Use technology for
INFORMATION
Narrative
Keep it simple
based
Don't expect too much
approach
Storify
Architecture, Design and Fashion
EGO
Website