Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Arts techcymru
1. ATC / Can the brochure save us?
Can the brochure
save the art sector?
Can the brochure save us by reinventing it and rewarding audiences for using it?
2. ATC / Can the brochure save us?
Brochure - can and often are beautiful, hand crafted things - artefacts in their own
right, that are tactile and desirable
3. ATC / Can the brochure save us?
Brochures - the thing is that they very quickly end up like this, lost amongst the
crowded display
4. ATC / Can the brochure save us?
Brochures - ... and if we’re lucky like this for someone who actually might pick one of
them up and put it somewhere like here
5. ATC / Can the brochure save us?
Brochures - and even if they do then there’s a feeling they’re up against it in terms of
working out what they want to go and see
6. ATC / Can the brochure save us?
Brochures - too often they don’t even make it to there. As quickly as they’re printed,
they’re straight to the bin and shredders
7. ATC / Can the brochure save us?
Brochure - but as an artefact, as a piece of work in itself they can and often are lovely ...
8. ATC / Can the brochure save us?
But there’s a sense that it’s going the way of this fellow ...
9. ATC / Can the brochure save us?
Meanwhile ... we’re going through one of these things (recession)
10. ATC / Can the brochure save us?
... and supposedly being led out of it by one of these things - i.e. we’re not coming out
of it anytime soon
11. ATC / Can the brochure save us?
Being constantly told about the squeezed middle and the impact that’s having on
spending
12. ATC / Can the brochure save us?
However there’s the feeling (and reality) that digital is moving like this ...
13. ATC / Can the brochure save us?
Whilst we’re moving a bit more
slowly
14. ATC / Can the brochure save us?
The upshot is that it’s harder and harder (to engage) - less money about, more channels
and more information being thrown at audiences than ever before
15. ATC / Can the brochure save us?
It’s enough to make you cry (US election kid)
16. ATC / Can the brochure save us?
TODAY WE HAVE THE ANSWER TO ALL THAT AND MORE - the meaning of life the
universe and everything (42 from Douglas Adams, The Hitchhickers Guide ...)
17. ATC / Can the brochure save us?
No, not really that would mean we’re a snake-oil
salesman
18. ATC / Can the brochure save us?
... or to put that another way - this man (Mitt Romney)
No, instead we think we have an approach which might take the edge off some of it,
provide a nice solution to the brochure thing AND provide users with a means of be
rewarded for their time and effort
19. ATC / Can the brochure save us?
The starting point is that there is too much information and that there’s a myriad
number of increasingly fractured channels through which they find out about and
share about stuff and in which they make decisions
20. ATC / Can the brochure save us?
At one level or another we’re both missing out on opportunities
Users - because of information overload
Arts organisations - are missing out on opps to engage ... in a more meaningful,
personal and tailored way ... for all the reasons just listed
21. ATC / Can the brochure save us?
Put another way, we’re doing this with our time, effort, resources and money on bulk
printing of brochures that are increasingly never read and more likely to be mass
pulped and users are left increasingly on their own to fend for themselves, in spaces
where we have no level of engagement, making decisions we know nothing about
22. ATC / Can the brochure save us?
It’s enough to make you
cry
23. ATC / Can the brochure save us?
There’s a genuine:
๏ Organisational and business need
๏ Real user need
๏ Real resources and technology that
can facilitate
There’s a genuine business need - better use of time, effort, resources, money
There’s a genuine user need - the need to make better sense of all there is out there on
offer
Thankfully there’s genuine resources and technology to help solve it
24. ATC / Can the brochure save us?
The first rule of
techclub is that it’s
not about the
tech ...
If I were to think about this as a tech club (fronted by Edward Norton + Brad Pitt) and
leading on solving these needs and it was, we’d say that ... the first rule of techclub is
that it’s not about the tech!
25. ATC / Can the brochure save us?
Instead it’s about real people - e.g. venue staff - knowledgeable, insightful, friendly -
they are an invaluable resource and they are potential tastemakers
26. ATC / Can the brochure save us?
The SECOND rule
of techclub is that
it’s NOT ABOUT
THE TECH!
The second rule of techclub is that it’s not about the
tech!
27. ATC / Can the brochure save us?
It’s about understanding users and their motivations and in this case it’s also about
incentivising and rewarding that
28. ATC / Can the brochure save us?
The third rule of
techclub is ... it is
A BIT about the
tech!
The third rule of techclub is that IT IS about the tech in as much as technology
facilitates the first two
29. ATC / Can the brochure save us?
Done bad and it’s an epic fail!
30. ATC / Can the brochure save us?
We’re saying ... Connect the Tastemakers and Users and establish a meaningful
relationship between them whereby Tastemakers assist users to make sense of your
programme whilst also allowing users to DIY (there’s always the punk out there)
31. ATC / Can the brochure save us?
... and use technology to facilitate
that
32. ATC / Can the brochure save us?
And while we’re there doing this, how about throwing some bones!? Rewarding users
for their good behaviour, their effort and the investment of a most precious
commodity ... their time
34. ATC / Can the brochure save us?
Reduced overheads on wasted
resources (printing)
What are the gains here? Well they’re potentially BIG
35. ATC / Can the brochure save us?
Increased capture of user data
(and not just personal details but proper taste and flavour information)
What are the gains here? Well they’re potentially BIG
36. ATC / Can the brochure save us?
An energised and engaged audience
What are the gains here? Well they’re potentially BIG
37. ATC / Can the brochure save us?
A reward scheme that can be tailored
(to both your organisations marketing and communication strategy AND to users
own motivations)
What are the gains here? Well they’re potentially BIG
38. ATC / Can the brochure save us?
What behaviour would reward be based on?
๏ Time spent engaging with tastemakers and generating their
own programme
๏ Writing a review
๏ Rating an event
๏ Social activity (e.g. a follow, a like, a recommendation of a
show via Fb/ Tw)
๏ Sharing a digital artefact of their own with you (e.g. picture,
voxpop)
๏ Time spent on your site
39. ATC / Can the brochure save us?
What would reward look like?
Again plenty of options to suit individual organisational needs ... e.g.:
๏ Users become Tastemakers themselves over time, helping other users
๏ Users receive access to additional things - online or perhaps offline
๏ Users get offers - first dibs on shows you KNOW are going to sell
out fast
๏ Users get points and we all know what points mean ...
40. ATC / Can the brochure save us?
... points mean
prizes!
41. ATC / Can the brochure save us?
Platform that ... Shares the That leverages That incentivises Where the
At it’s basic level knowledge and the perfect storm engagement by definition of
allows users to insight your technology is rewarding participation and
compile their Tastemakers can providing to participation range of reward
own programme provide with facilitate this and can be flexible
users do the majority
of the heavy
lifting
While engaging with tastemakers to make sense of ALL the opportunities out there
... to work out what it is they’d MOST likely want to come, see and experience
... users will be able to curate their own selections and create their own personalised
programme
... which they’ll be able to use online and/ or offline, as as a physical or digital artefact
42. ATC / Can the brochure save us?
Can the brochure save the world? Probably not ...
Can it be reinvented to save money, foster engagement with audiences, create a
meaningful reward scheme around which both users and organisations gain?
Yes, probably
Returning to the opening section ... will rewarded with a unique artefct
So can the brochure save the world? Probably not ...
not in it’s current guise but with good effort, creative ideas and the right tech ...