What Art Can Teach Brands About Building Engaged Online Communities
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The document discusses how brands can build engaged online communities by taking lessons from the art world. It argues that art uses techniques like enticing engagement, open collaboration, building collective experiences through vulnerability and common goals, and motivating participation through emotional appeals and risk-taking. The document suggests that for brands to build trust and engagement, they should listen to their community, get involved and gain their trust, and then encourage participation and questions through creative risk-taking.
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What Art Can Teach Brands About Building Engaged Online Communities
- 1. What Art Can Teach Brands About Building Engaged Online Communities frankfest3 October 27, 2010
- 2. Can Art Teach Brands About Building Engaged Online Communities? frankfest3 October 27, 2010
- 3. Emotive / E-Motive Photo by Wally Gobertz Creative Commons http://www.flickr.com/photos/Wallyg/
- 4. Facebook usage worldwide: 517,760,460 Source Internet World Stats (stats for August 31, 2010) http://www.internetworldstats.com
- 5. Using online technologies to share experiences through words, pictures, videos and actions: SOCIAL MEDIA
- 6. Why Art?
- 10. Entice/Engage
- 11. Entice/Engage
- 12. Entice/Engage
- 13. Entice/Engage
- 14. Entice/Engage
- 15. The need for voice Photo by Rodrigo Muniz Creative Commons http://www.flickr.com/photos/rodrigomuniz/
- 16. Bigger than you Photo by Sylvain Racicot Creative Commons http://www.flickr.com/photos/humanoide/
- 17. Open collaboration Drupal WordPress Linux Blogs Creative Commons Wikipedia Photo by Patrick Dalton Creative Commons http://www.flickr.com/photos/27518426@N03/
- 19. Building collective experiences Collaborate Co-create Engender trust Working toward a common goal Sharing vulnerability Individual interventions to create the greatest effect
- 20. Collaborate: The Gates Photo by Timothy Vogel Creative Commons http://www.flickr.com/photos/vogelium/
- 21. Co-Create: Halifax begs your pardon!
- 22. Engender Trust: Spencer Tunick Photo by Guillermo Amador Creative Commons http://www.flickr.com/photos/modulor/
- 23. Trust http://lucypeel.com/2010/05/02/getting-naked-with-2700-other-people-the-spencer-tunick-experience/ “The Spencer Tunick experience has made me appreciate the variety and beauty of the body and what is possible if we all trust each other. We can all be at our most vulnerable, but still be capable of helping and protecting each other.” -Lucy Peel, 2008 participant
- 25. Motivate (make art?) listen respond create Emotional appeal Photo by Dr. Feel Creative Commons http://www.flickr.com/photos/punch/
- 26. Motivate (make art?) 1. Listen: Understand the community and its needs. Be curious. 2. Respond: Get involved. Be naked and vulnerable. Gain trust. 3. Create: Take risks. Plan for participation. Encourage questions.
Notas del editor
- Welcome and intro
- An exploration of the changes in our culture that allow active participation Observations through art of our human desires to create, participate, and contribute to a greater good Maybe there’s something here for brands to learn as they build a stronger relationship with consumers and move them to action
- The way users interact online has changed. Moved from using the Web to browse through sites, to search for specific information and now to publish We are super connected This change has also impacted culture. We have the ability to share our experiences, express our emotions, with a large audience
- The way users interact online has changed. Moved from using the Web to browse through sites, to search for specific information and now to publish We are super connected This change has also impacted culture. We have the ability to share our experiences, express our emotions, with a large audience
- Technology is now enabling us to share and respond We share these experiences as words, pictures, videos and actions through a variety of tools: this is what we call Social Media
- Why my interest in the convergence of social media, technology, and art? What is the motivation? The journey started with a search for personal voice, for a desire to find answers about my place in the world. A desire to make a difference 80s art, political art
- The atmosphere: Barbara Kruger
- The atmosphere: Barbara Kruger
- The atmosphere: Act Up and Gran Fury
- The atmosphere: Keith Harring
- The atmosphere: Piotr szyhalski
- The atmosphere: Piotr szyhalski and Rich Sheldon
- The atmosphere: Ivan Nunez
- The atmosphere: Ivan Nunez
- Seeking participation may starts with an understanding of the community and its needs and leads to collective action. It may be about finding a solution to a social problem, moving toward the common good, creating impact.
- Moving away from the individual, not what benefits me, but the community as a whole. In the technology world, a parallel of this is open source. It is about recognizing that when you allow people to unleash their passions (not commodity based) they uncover all types of interesting solutions. The end result does not belong to the individual. Encouragement to try new things.
- Moving away from the individual, not what benefits me, but the community as a whole. In the technology world, a parallel of this is open source. It is about recognizing that when you allow people to unleash their passions (not commodity based) they uncover all types of interesting solutions. The end result does not belong to the individual. Encouragement to try new things.
- The work is about the collective experience, our participation, our involvement. Collective participation, what is needed? collaboration, co-creation, trust.
- Christo and Jeanne-Claude installations The Gates in Central Park, NYC. 7503 fabric panels. Feb 12, 2005 The pay for the entire work themselves Collaboration in the process: getting permits, making the work a reality We become part of the work and change it with our own experience of it
- A project by Tactical Art Coalition Group of artist worked together to change the urban landscape of Halifax as to challenge our notions of history, heroes and values
- Spencer Tunick’s installation Models are unpaid volunteers
- The goal is to share experiences with a community that finds value in your content and wants to share it with others. Move the community to action You give up your role as author; instead you are an agent There’s no ownership The community shares your cause Building the narrative collectively
- Listen: understand the community and its needs. Brands need to pay attention to the culture. Marketing needs more Liberal Arts majors. Be curious. Respond: get involved. Be naked and vulnerable. Brands need to be transparent and present. Become a member of the community to gain trust. Create: Take risks and plan for participation. Encourage questions.