research

Mary Trudel and Jai Sen addressed the Communicating The Museum Conference

As part of the global Communicating The Museum Conference at the Metropolitan Museum of Art Trudel | MacPherson and Sen Associates presented back to back Strengthening Your Social Net: Adapting to a Connected Future workshops on June 28th

Mary Trudel and Jai Sen addressed delegates at the international Communicating The Museum Conference held at New York’s Metropolitan Museum of Art. Noting that, “Adopting digital and social media is no longer optional,” Mary and Jai reviewed the larger, long-term technology issues affecting visual arts organizations and museums.

Based on our landmark How Strong Is Your Social Net? study of digital and social media adoption and usage among arts organizations, we presented an overview of digital media attitudes, successes, and challenges facing visual arts organizations and museums specifically. Looking at the issue from a macro view gave participants an opportunity to compare their experiences with others’ and shape their strategies by making more informed decisions about which technologies to adopt.

Participants completed a brief questionnaire during the session comparing their results and institutional attitudes with the national sample. Respondents indicated minimal resistance to adopting digital and social platforms with only 30% reporting “some resistance” and 35% describing resistance as “only a little.” Most respondents reported solid results from their social media efforts – especially increased website traffic and positive audience feedback — with only 10% noting audience response as “indifferent.”

A majority of respondents reported adding video/audio/mobile content and scannable codes with a smaller percentage mentioning games, contests and interactive exhibits. Most respondents measure results via website analytics with more than half also tracing influence and press/media coverage.

Full results of the live survey follow:

1. To what extent have you encountered resistance within your organization around adopting digital and social platforms?
• Only a little (35%)
• Some (30%)
• None (26%)
• A lot (9%)
________________________________________
2. How have your audiences responded to your technology programs?
• Positively (62%)
• Mixed (29%)
• Indifferently (10%)
• Negatively (0%)
________________________________________
3. Do you consider your organization to be well-suited for enhancements of the museum experience through the implementation or expansion of any or all of the following technologies?
• Video content (41%)
• All of the above (35%)
• Audio tours or content for mobile devices (29%
• Interactive experiences around exhibits (29%)
• None of the above (12%)
• Virtual tours (12%)

________________________________________

4. What types of technology-based programs have you implemented at your institution?
• Video content (56%)
• Enhanced content (38%)
• Scannable codes (for example, QR codes) (38%)
• Games or contests (25%)
• Virtual or interactive exhibits (25%)
• Other (19%)
• Virtual tours (19%)
• Augmented reality (6%)
• None of the above (6%)
• Way-finding and location awareness (0%)
________________________________________
5. In what areas have you seen the best results using social media and digital communications?
• Increased website traffic (75%)
• Positive audience feedback (63%)
• Increased social media influence (63%)
• Partnerships with peer organizations or businesses (31%)
• Increased admissions (25%)
• Press or media exposure (19%)
• Stronger sponsorships or funding (6%)
• Other (6%)
• None of the above (0%)
________________________________________
6. How are you measuring your results?
• Website analytics (94%)
• Social media monitoring and influence measurement tools (56%)
• Press or media coverage (56%)
• Tracking fan activity in online communities (25%)
• Online surveys or feedback via your website (25%)
• Coded offers (19%)
• Staff time spent (6%)
• Revenues (including donations and grants) (6%)
• Other (6%)
• Increased revenues (0%)

Date City Venue
June 28, 2012 New York CommunicatingTheMuseum
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NJ Thrive Arts Conference

Trudel | MacPherson Principals Mary and Rory Lead Workshop at NJ Thrive Arts Conference 2012

Photo credit: Laura Pedrick Photography

Hosted by Art Pride New Jersey and the New Jersey State Council on the Arts, the conference brought together more than 100 New Jersey arts organizations from all across the state. The conference theme reflected the importance of seamlessly integrating marketing, development and advocacy into all aspects of daily business. T|M was invited to review findings from our national How Strong Is Your Social Net? Research project and compare responses from the more than 35 NJ arts groups who took the survey with national data. We also moderated an interactive workshop designed to improve and integrate organizations’ communications strategies and audience engagement plans.

Date City Venue
June 13, 2012 Princeton Thrive! Arts Conference 2012
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Celebrating Leap Year in New Orleans

T|M principals Rory and Mary presented the results of our How Strong Is Your Social Net? at a February 29th meeting being organized by the Arts Council of New Orleans and the University of New Orleans.

In order to have the greatest relevance for the representatives of arts organizations who attend, we re-opened the online survey and make it available to groups in the greater New Orleans area. More than two dozen groups took the survey and we analyzed these results to draw comparisons to our national findings at the meeting.

Date City Venue
February 29, 2012 New Orleans Graduate Program in Arts Administration, UNO
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Trudel | MacPherson partners with the Alliance for the Arts and LaPlaca Cohen to produce the Culture Track Arts Forum at The New York Times

TM is delighted to partner with the Alliance for the Arts, LaPlaca Cohen and AMS Planning & Research to present the results of Culture Track 2011 on April 15th at 8:30 am as the spring Alliance for the Arts/New York Times Arts Forum.

The presentation will preview the Culture Track 2011 report, LaPlaca Cohen’s fifth installment of its ongoing national research study of the attitudes and behaviors of cultural audiences. The report examines trends in attendance at visual and performing arts events and the motivators and barriers that affect participation. The report is now available for download here.

Date City Venue
April 15, 2011 New York TheTimesCenter
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