A 2-day workshop on the usage of social media for the arts in India

1. Art & Social Mediain the indian context Anita Garimella 16 & 17 January 2010 Bangalore, India Art, Resources & Teaching Trust

2. Workshop schedule Part 1: Social Media, Web 1.0 and Web 2.0 Part 2: Deep Dive - Case Studies: Art & Social Media in India Part 3: Opportunities and Challenges for using Social Media for Art in India Part 4: Future of the Internet & Technology and their impact on Art 2

3. Part 1: Social Media, Web 1.0 and Web 2.0

4. Part 1:Social Media, Web 1.0 and 2.0, and Art What is Social Media – and how does it connect with Web 2.0? Impact on content creation and consumption How is Social Media measured? Virality 4

5. What was web 1.0? Technology & Design Slower speeds (Dial-up, 50K avg bandwidth) Frames, Proprietary HTML and browser wars Monetize through banner ads (“impressions”) Navigation = “SURF the internet” Click link after link after link  Hope to find what you are looking for Commerce was king Part 1: Social Media, Web 1.0 and 2.0, and Art Editor-determined links No search box AOL 1997 Yahoo India 2000 5

6. What was web 1.0? Static pages, but self-expression was alive Personal web pages were the rage Resumes, writings, etc. - cheap to publish Photos were trickier…costly to publish  Gives rise to Kodak’s Photo Gallery, Ofoto.com, etc. Early user-generated content Part 1: Social Media, Web 1.0 and 2.0, and Art Geocities.com 1996 6

7. What is web 2.0? Technology & Design Faster (1 MB bandwidth) and improved browsers AJAX & Flash, Widgets Customization & Personalization Monetize through clicks on ads (Pay-Per-Click) Navigation = “SEARCH the internet” Advent of Google  Find exactly what you want Part 1: Social Media, Web 1.0 and 2.0, and Art Customized Widgets AJAX iGoogle 2009 7

8. What is web 2.0? Dynamic pages support interactive self-expression The way the web is used and perceived as a dynamic source of content 1 Communities, blogs, wikis, user-generated content on 3rd party sites, mash-ups, tagging, social networking User-oriented design Part 1: Social Media, Web 1.0 and 2.0, and Art Votes Throw Tomato Applaud Comments 1: Social Media is a Cocktail Party – Jim Tobin 8

9. What is web 2.0? Explosion of content and publishing capabilities requires efficient search Search in turn requires search engine optimization (SEO) in order to be found  Construction, Content, and Purpose of site radically impacted1 Purpose = Click these buttons Part 1: Social Media, Web 1.0 and 2.0, and Art Extreme linking for SEO Tagging for SEO & user-oriented design 1- Social Media is a Cocktail Party – Jim Tobin 9

10. What is social media? Online technologies (internet-based, phone-based, widget-based) that allow people to share content, opinions, insights, experiences, perspectives, and media themselves1 Relies upon Web 2.0 technologies of AJAX and Flash Heavily connected to the interactive self-expression of Web 2.0 Part 1: Social Media, Web 1.0 and 2.0, and Art Web 2.0 Social Media 1- Social Media is a Cocktail Party – Jim Tobin 10

11. Web 2.0 vs. social media Web 2.0 Dynamic links based on user click-throughs Web 2.0’s technologies enable this Social Media: Citizen Journalist Reports Part 1: Social Media, Web 1.0 and 2.0, and Art These social Web 2.0 technologies allow the story to live on and morph without limit – and thus social media is unlimited, unlike traditional industrial media 11

12. Web 2.0 & social media: what’s the impact on the marketer/content creator? 1950s: Marketer could dictate to Channel (store) and Consumer 1980s: Channel could dictate to Marketer and Consumer Now: Consumer dictates to Channel and Marketer* *US timeline; different and more compressed in India. Part 1: Social Media, Web 1.0 and 2.0, and Art Source: Social Media is a Cocktail Party – Jim Tobin 12

13. social media: individual power Individual preferences Granular control of publishing/media Part 1: Social Media, Web 1.0 and 2.0, and Art Source: http://www.individual-i.com/images/individual-i-red.jpg 13

14. Social media: individual preferences Part 1: Social Media, Web 1.0 and 2.0, and Art 14

15. Social media: individual preferences Serious impact on applications/publishers and on power of “friend” relationships Part 1: Social Media, Web 1.0 and 2.0, and Art 15

16. Social media: granular media power Old World New World Share the site  is the whole site worth it? Will the recipient know where to look? Share this content  is this particular piece worth it? Part 1: Social Media, Web 1.0 and 2.0, and Art Share the URL Embed or link to this video Share just this post 16

17. social media: impact of localized controls Consequences for being “ignored” (either passively or actively) are very high in display algorithms  benefits organizations with more resources and more content What determines which content shows up here and in what order? 17 Part 1: Social Media, Web 1.0 and 2.0, and Art

18. social media: impact of localized controls Bar for sharing content is lowered Need to only find a particular piece of content worthy of passing on Benefits content creators, especially smaller, independent organizations Part 1: Social Media, Web 1.0 and 2.0, and Art Share just this post 18

19. social media: impact of localized controls Ultimately, the individual is staking their reputation on the “sharing” or publishing action  perceived impact on individual reputation is now a strong factor for publishing success Different from traditional media 19 Part 1: Social Media, Web 1.0 and 2.0, and Art

20. How is social media measured? 1.0 way of measurement: How many features does a site incorporate? Blogs Share links (deli.cio.us, e-mail, twitter, etc.) Does it have commenting? Can users post?  Quantifying functionality -answering the question of “do you support X service/tool or not?” 20 Part 1: Social Media, Web 1.0 and 2.0, and Art

21. How is social media measured? 2.0 way of measurement: What is the goal? Goal = Virality = page views, installs, etc. How many people clicked this? And, how many of the people who saw the “Shared” video clicked to view this video? And so on… Part 1: Social Media, Web 1.0 and 2.0, and Art 21

22. What is Virality? The act of content on the web being spread by users sharing it, bringing new users to the original content and therefore adding additional utility1 Social Media is about creating conversations Social Media is unlimited so virality as a goal allows marketers to achieve their goal of infinite engagement and conversation Part 1: Social Media, Web 1.0 and 2.0, and Art 1- http://en.wikipedia.org/wiki/Virality 22

23. Why virality? The more people who share (“spread the virus”), the more eyeballs  generates advertising revenue Obama Campaign Part 1: Social Media, Web 1.0 and 2.0, and Art Source: http://www.cooltownstudios.com/images/viralloopnetwork.jpg 23

24. Measuring virality Variables are taken from medicine/biology K-factor (contagion), R-zero (reproduction rate) Viral factor (K-factor) = Distribution * Infection Distribution = how many people will see the media I share Infection = How likely are the people who see it to share it? K-factor < 1 = user/viewer base is shrinking K=1 = user base is neither growing or shrinking K > 1 = user base is growing Part 1: Social Media, Web 1.0 and 2.0, and Art Source = FrameThink 24

25. Measuring virality Objectives1 Increase % of people who share (i.e. are Distributors) with people who haven’t seen the media yet Increase the number of times a person shares Increase the amount of time the average person spends time with the media (“retention”) sharing Increase the likelihood that people who are shared with turn into sharers themselves Part 1: Social Media, Web 1.0 and 2.0, and Art 1: FrameThink; Graphs from newteevee.com 25

26. Does social media apply to art? Yes! Part 1: Social Media, Web 1.0 and 2.0, and Art 26

27. Part 2: Deep Dive – Case Studies: Art & Social Media in India

28. Part 2:Deep Dive – Case Studies: Art &Social Media Art-making & Artists Artists & Commerce Art advocacy & support (non-profits, foundations) Art marketing (galleries, auction houses) Publishers 28

29. Case Study: art-making, artists & social media SairaWasim – http://www.sairawasim.com Web 1.0 artist presentation Part 2: Deep Dive – Case Studies: Art &Social Media 29

30. Case Study: art-making, artists & social media SairaWasim – Facebook No art content, relatively unused page 30 Part 2: Deep Dive – Case Studies: Art &Social Media

31. Case Study: art-making, artists & social media AnjolieElaMenon – http://www.indianartcircle.com/anjolieelamenon/aem_ind1.shtml Web 1.0 artist presentation 31 Part 2: Deep Dive – Case Studies: Art &Social Media

33. Case Study: art-making, artists & social media MilindNayak – http://www.milindnayak.com/ Web 1.0 artist presentation 33 Part 2: Deep Dive – Case Studies: Art &Social Media

34. Case Study: art-making, artists & social media What does “Profile” require and mean in a world full of social media? 34 Part 2: Deep Dive – Case Studies: Art &Social Media

35. Case Study: art-making, artists & social media MilindNayak – Facebook Privacy blocked page, small number of friends Even less content than on own website 35 Part 2: Deep Dive – Case Studies: Art &Social Media

36. Case Study: art-making, artists & social media MithuSen – http://www.mithusen.com Interactive art-making  social media “This is an interactive art project to 100 people of different field from my personal contacts. I would like you to forward this offer to any one of your personal choice from your mailing list.” This is utilizing social media virality to create art Mix of online and off-line techniques Could improve shareability – no Facebook page 36 Part 2: Deep Dive – Case Studies: Art &Social Media

37. Case Study: art-making, artists & social media ArchanaHande – http://www.archanahande.com/ Web 1.0 artist presentation 37 Part 2: Deep Dive – Case Studies: Art &Social Media

38. Case Study: art-making, artists & social media ArchanaHande – Facebook Resume-style, no Wall, no Photos 38 Part 2: Deep Dive – Case Studies: Art &Social Media

39. Case Study: art-making, artists & social media ArchanaHande – http://www.archanahande.com/ www.arrangeurownmarriage.com 39 Part 2: Deep Dive – Case Studies: Art &Social Media

40. Case Study: art-making, artists & social media ArchanaHande – http://www.arrangeurownmarriage.com/ Interactive art-making Make your ideal man/woman Make your own invitation Part 2: Deep Dive – Case Studies: Art &Social Media Fun, satirical, but… 40

41. Case Study: art-making, artists & social media Dancing Elf from OfficeMax - http://www.elfyourself.com/ Very popular and viral …Missing the social component! 41 Part 2: Deep Dive – Case Studies: Art &Social Media

42. Case Study: art-making, artists & social media Bose Krishnamachari – Facebook No personal website Palpable sense of buzz, activity Part 2: Deep Dive – Case Studies: Art &Social Media Lots of photos 42

43. Case Study: art-making, artists & social media Bose Krishnamachari – Facebook Interesting usage of photos functionality to self-promote Visually rich Tag-able Link-able Very time-intensive 43 Part 2: Deep Dive – Case Studies: Art &Social Media

44. Case Study: artists & commerce Fun Bunny Life – http://www.funnybunnylife.com Web 1.0 presentation of site Part 2: Deep Dive – Case Studies: Art &Social Media Need to email to order! No sense of availability, time to processing, etc. 44

45. Case Study: artists & commerce Fun Bunny Life on Facebook – http://www.facebook.com/group.php?gid=243452855327 Part 2: Deep Dive – Case Studies: Art &Social Media What ought to be the purpose of the Facebook page? Is it promotion of the artists? Is it sales? 45

46. Case Study: artists & commerce Design Temple – http://www.designtemple.net No Facebook Really compelling design/animation graphic Really should be sharing-enabled 46 Part 2: Deep Dive – Case Studies: Art &Social Media

47. Case Study: artists & commerce Design Temple – http://www.designtemple.net Part 2: Deep Dive – Case Studies: Art &Social Media No connection to social networks, tools, etc. What should the expectations around recency be? 47

48. Case Study: art advocacy & support (non-profits, foundations) A.R.T. http://www.artscapeindia.org/ Web 1.0 presentation 48 Recency? Good SEO content – but page is missing mentions of India Part 2: Deep Dive – Case Studies: Art &Social Media Unlinked content – are these services they don’t offer? Better ways to handle “coming soon”

49. Case Study: art advocacy & support (non-profits, foundations) A.R.T. http://www.artscapeindia.org/ 49 No sharing functions Content is not even link-able! Part 2: Deep Dive – Case Studies: Art &Social Media

50. Case Study: art advocacy & support (non-profits, foundations) A.R.T. http://www.artscapeindia.org/ 50 Part 2: Deep Dive – Case Studies: Art &Social Media Last blog update is almost a year ago Better served putting this in News & Articles or something like that…Blog has some specific connotations and value

51. Case Study: art advocacy & support (non-profits, foundations) A.R.T. on Facebook http://www.facebook.com/group.php?gid=140331692218 http://www.facebook.com/profile.php?id=100000280226177 51 Part 2: Deep Dive – Case Studies: Art &Social Media Facebook Profile Facebook Group What’s the purpose of each? What’s the policy and management of each?

52. Case Study: art advocacy & support (non-profits, foundations) A.R.T. on Facebook Strange for an organization to have a Profile Profiles are best for individuals Better to create a Page Pages are good for the long-term Groups are better for quick efforts 52 Part 2: Deep Dive – Case Studies: Art &Social Media Source: http://www.searchenginejournal.com/facebook-group-vs-facebook-fan-page-whats-better/7761/

53. Case Study: art advocacy & support (non-profits, foundations) Devi Art Foundation – http://www.deviartfoundation.org Web 1.0 Part 2: Deep Dive – Case Studies: Art &Social Media Catches the eye… 53

54. Case Study: art advocacy & support (non-profits, foundations) Devi Art Foundation Dream Museum – http://www.deviartfoundation.org/dreammuseumproject/index.htm Part 2: Deep Dive – Case Studies: Art &Social Media Project is over – but page neither reflects that status, nor provides an answer to the question of “so, what came of it?”. What does this mean about the sincerity, quality, or focus of the effort? 54

55. Case Study: art advocacy & support (non-profits, foundations) Asia Art Archive Dream Museum site http://www.dreammuseum.org/ Part 2: Deep Dive – Case Studies: Art &Social Media Social network (sharing) capabilities – but no mention of Indian version of project 55

56. Case Study: art advocacy & support (non-profits, foundations) Devi Art Foundation – Facebook Content-rich Lots of feedback, comments  participation But… Part 2: Deep Dive – Case Studies: Art &Social Media 1,032 fans 56

57. Case Study: art advocacy & support (non-profits, foundations) Lots of feedback, comments  participation But… Smithsonian Art Museum site http://americanart.si.edu/exhibitions/archive/2009/1934/ …Missing the connective tissue between the two worlds Part 2: Deep Dive – Case Studies: Art &Social Media Full support of Twitter, blogs, Facebook, itunes, etc. 57

58. Case Study: art advocacy & support (non-profits, foundations) Smithsonian events http://americanart.si.edu/calendar/exhibition/ For events, full integration of every social media tool available Brings to mind issues regarding measurement 58 Part 2: Deep Dive – Case Studies: Art &Social Media

59. Case Study: art advocacy & support (non-profits, foundations) Smithsonian Lunder Institute – Facebook Part 2: Deep Dive – Case Studies: Art &Social Media Links back to organization’s website Two-way linking boosts SEO 59

60. Case Study: art advocacy & support (non-profits, foundations) Smithsonian Lunder Institute – http://americanart.si.edu/lunder/ Completely missing social media link back to Facebook page! 60 Part 2: Deep Dive – Case Studies: Art &Social Media

61. Case Study: art advocacy & support (non-profits, foundations) Prakriti Foundation – http://www.prakritifoundation.com Web 1.0 Part 2: Deep Dive – Case Studies: Art &Social Media Very interesting early native Web 2.0 social media implementation 61

62. Case Study: art advocacy & support (non-profits, foundations) Prakriti Foundation the Park’s New Festival – http://www.theparksnewfestival.com Wonderful image and text content from the festival Lost opportunities: Integrate rich media (recordings of performance) Sharing functions 62 Part 2: Deep Dive – Case Studies: Art &Social Media

63. Case Study: art advocacy & support (non-profits, foundations) Dastkar – http://www.dastkar.org Web 1.0 Part 2: Deep Dive – Case Studies: Art &Social Media Missing the power of Jyothi & Swathi 63

64. Case Study: art advocacy & support (non-profits, foundations) Kiva – http://www.kiva.org Great example of entrepreneur support site using Social Media Dastkar can create a presence for itself on this social network Entrepreneur feeds Part 2: Deep Dive – Case Studies: Art &Social Media News feeds News feeds Lender profiles 64

65. Case Study: art advocacy & support (non-profits, foundations) Kiva – http://www.kiva.org/app.php?page=businesses&action=about&id=84246&_tpos=7&_tpg=1 Example artist (entrepreneur) page Journal/Blog Ability to create much richer background to the artist, a new art history Part 2: Deep Dive – Case Studies: Art &Social Media Social status for lenders 103 Comments 65

66. Case Study: art advocacy & support (non-profits, foundations) Causes – on Facebookhttp://apps.facebook.com/causes Artist support organizations can create “causes”, harnessing the proven human interest in being a cause supporter, and more interestingly, being known for being a supporter 66 Part 2: Deep Dive – Case Studies: Art &Social Media

67. Case Study: art advocacy & support (non-profits, foundations) Causes – on Facebookhttp://apps.facebook.com/causes News feeds, commenting, leader boards  leverage social status desires Part 2: Deep Dive – Case Studies: Art &Social Media 67

68. Case Study: art marketing (galleries, auction houses) Saffron Art – http://www.saffronart.com Usable, technically modern site Part 2: Deep Dive – Case Studies: Art &Social Media Great provision of multiple search & browse methods Rich non-commerce content  great for SEO 68

69. Case Study: art marketing (galleries, auction houses) Saffron Art – http://www.saffronart.com Lots of editorial content leads to great SEO Part 2: Deep Dive – Case Studies: Art &Social Media Saffron Art site, Twitter, & Facebook occupy top 3 spots 69

70. Case Study: art marketing (galleries, auction houses) Saffron Art Facebook – http://www.facebook.com/Saffronart Fresh, current Frequent posts Repeat posts about same topic Part 2: Deep Dive – Case Studies: Art &Social Media 70

71. Case Study: art marketing (galleries, auction houses) Saffron Art Twitter – http://twitter.com/saffronart Takes advantage of Twitter’s design template capabilities to convey brand image Part 2: Deep Dive – Case Studies: Art &Social Media Great use of re-tweeting to provide “twitter love” 71

72. Case Study: art marketing (galleries, auction houses) Saffron Art site – opportunities for improvement Missing connection to Facebook Events Part 2: Deep Dive – Case Studies: Art &Social Media Commentary is disconnected from Facebook , Twitter conversation 72

73. Case Study: art marketing (galleries, auction houses) Saffron Art – opportunities for improvement Disconnect between Events listed on website and on Facebook consistency is so important 73 Part 2: Deep Dive – Case Studies: Art &Social Media

74. Case Study: art marketing (galleries, auction houses) Christie’s – http://www.christies.com 74 Part 2: Deep Dive – Case Studies: Art &Social Media

75. Case Study: art marketing (galleries, auction houses) Christie’s Facebook – http://www.facebook.com/pages/Christies/32187590434 Good use of multiple applications/tabs Part 2: Deep Dive – Case Studies: Art &Social Media Great cross-linking to other Facebook pages 75

76. Case Study: art marketing (galleries, auction houses) Christie’s Facebook Application – http://www.facebook.com/apps/application.php?v=info&id=31946525769 Attempt to create an application by an art organization Part 2: Deep Dive – Case Studies: Art &Social Media Not successful – More fans than monthly active users Reminiscent of original eBay application (as opposed to eBay Gift-It which has social component) 76

77. Case Study: art marketing (galleries, auction houses) Sotheby’s – http://www.sothebys.com Rich video library – no ability to share 77 Part 2: Deep Dive – Case Studies: Art &Social Media

78. Case Study: art marketing (galleries, auction houses) Sotheby’s – http://www.sothebys.com Well-presented Events Calendar – but no real publication/social component Except for ability to publish to calendars, which may or may not be publicly shared 78 Part 2: Deep Dive – Case Studies: Art &Social Media

79. Case Study: art marketing (galleries, auction houses) Sotheby’s Facebook – http://www.facebook.com/pages/Sothebys/74825160647 Last post was on November 13…2008! 79 Part 2: Deep Dive – Case Studies: Art &Social Media Opportunity for colloquial discourse in an elite world

80. Case Study: art marketing (galleries, auction houses) Osians – http://www.osians.com What is this organization about? Need to develop this sort of thing before deciding on social media strategy 80 Part 2: Deep Dive – Case Studies: Art &Social Media

81. Case Study: art marketing (galleries, auction houses) Apparao Art – http://www.apparaoart.com No Facebook presence Clear that money was spent to design this site But may pages are out of date But… Part 2: Deep Dive – Case Studies: Art &Social Media 81

82. Case Study: art marketing (galleries, auction houses) Apparao Art – http://www.apparaoart.com …Huge efforts spent on commercial components Detailed presentation of art for sale Searchable, wishlists, etc. Missing connection to social components Broken links 82 Part 2: Deep Dive – Case Studies: Art &Social Media

83. Case Study: publishers Seagull India – http://www.seagullindia.com Direct prominent link to Facebook page But not much focus on explaining who/what they are 83 Part 2: Deep Dive – Case Studies: Art &Social Media

84. Case Study: publishers Seagull India – http://www.seagullindia.com Great strong use of Events application Don’t be afraid to post others’ events 84 Part 2: Deep Dive – Case Studies: Art &Social Media

85. Case Study: publishers Tara Books – http://www.tarabooks.com Great example of a package of a site, Twitter, Facebook – strikes a nice balance Good UI design Clear compelling purpose to the site Current content Part 2: Deep Dive – Case Studies: Art &Social Media 85

86. Case Study: publishers Tara Books – http://www.tarabooks.com Current content Part 2: Deep Dive – Case Studies: Art &Social Media Cross-linking 86

87. Case Study: publishers Tara Books on Twitter – http://twitter.com/TaraBooks Works well for events publication Part 2: Deep Dive – Case Studies: Art &Social Media What’s the purpose of this type of tweet? 87

88. Case Study: publishers Tulika Books – http://www.tulikabooks.com Interesting how a children’s book site does not conceive of a child as a target audience Leads to a vibrant blog – again geared towards adults 88 Part 2: Deep Dive – Case Studies: Art &Social Media

89. Case Study: publishers Tulika Books on Twitter – http://twitter.com/tulikabooks Vibrant page – but geared towards adults What about presence on children’s sites like Bebo? How to manage multiple audiences on the internet? 89 Part 2: Deep Dive – Case Studies: Art &Social Media

90. Part 3: opportunities & challenges for art using social media in india

91. Part 3:Opportunities & Challenges for Art using Social Media Observations and questions about current social media usage for art in India Importance of defining goals in social media usage & the dangers of virality What are good ways to use social media for art? Copyrights, public domain & art-making Democratization of art through social media – is that really possible? 91

92. Key observations Generally, a Web 1.0 implementation on individual destination sites Lots of outdated content presented in such a way that the “staleness” is readily apparent Many of the sites have great content worthy of sharing Lots of disconnect between different internet personas (representations) Lack of clear voice, audience and objective definition Current social media usage is mostly for publicity/marketing (as yet another website to put content on) Part 3: Opportunities & Challenges for Art using Social Media 92

93. Some questions – destination websites What is the purpose of the destination website? What causes the website to be created? How does it fit into the organization on an ongoing basis? Who is the target audience? How do websites come together (how are they implemented)? What are the resource (time & money) allocation issues? What are the technology issues? 93 Part 3: Opportunities & Challenges for Art using Social Media

94. Some questions – destination websites What are the cultural norms and expectations about recency, relevancy, and frequency? What are the Indian art community’s expectations for design, usability, etc. of fellow art professionals’ sites? What are the sources of revenue from the website? What is the role of online advertising, fundraising, etc.? 94 Part 3: Opportunities & Challenges for Art using Social Media

95. Some questions – social media/networking What is the purpose for art professionals utilizing this new tool? How does the initiative to integrate social media come about within the organization? What are the implications in terms of funding, focus, and time allocation? Who are the target audiences? Is this just another way to connect with existing people “in their village”? Is it hard to recreate existing conversations in the village online? How do local languages factor in? 95 Part 3: Opportunities & Challenges for Art using Social Media

96. Some questions – social media/networking Are there cultural nuances vis-à-vis Social Media that need to be taken into consideration? It’s OK to copy…is that taboo in this art world? What does “copying” mean? What are the expectations for citation/sourcing? (cultural, not legal) Is the community aware that much of Web 2.0 and Social Media technology is free? Tools such as Retaggr, Ping.fm, Nambu allow for simultaneous posting to multiple social profiles 96 Part 3: Opportunities & Challenges for Art using Social Media

97. Some questions – social media/networking Who is successful? Successful usage is not dependent upon having lots of money for experimentation Do one thing well and you can gain a ton of users/viewers (think Google!) Even auction houses have room for improvement – and it’s unclear whether they are achieving business objectives utilizing social media What’s the standard for measuring the design aesthetic? “Clean looks” are not as important anymore It’s all about usability and share-ability Amazon product page – 5 screens! (http://amzn.com/0307451011) 97 Part 3: Opportunities & Challenges for Art using Social Media

98. Evolution of technology in art 1st Phase Provision & consumption of data (research) Access to audiences (distribution) New consumption opportunities Experimentations around creation 2nd Phase – Web 2.0 & social media provide a solution to: WHAT should I access? (filtering) WHERE should I distribute? HOW can we review/collaborate on an experience? The solution is imperfect… 98 Part 3: Opportunities & Challenges for Art using Social Media

99. Understanding the place of social media in art and art organizations Important to not fit a square peg into a round hole Social media IS NOT: A panacea for solving business, creative, or technical problems Social media IS: A tool that helps you talk to & hear from readers, viewers, and consumers in new ways A new way to engage in the conversation Part 3: Opportunities & Challenges for Art using Social Media Image source: http://attheridge.files.wordpress.com/2008/12/square-peg-round-hole.jpg 99

100. Understanding the place of social media in art and art organizations “Social Media” IS NOT: An assigned person in your organization You wouldn’t want just one person to know how to write or speak It should be an activity for all Social Media IS: One part advertising, one part message development and distribution (PR), one part customer support, one part product development, one part digital marketing, one part SEO, and one part analytics measurement Social Media must answer a need. Must inspire frequency of use. Just like a good conversation. Part 3: Opportunities & Challenges for Art using Social Media Source: Social Media is a Cocktail Party – Jim Tobin 100

101. Goals for using social media for the arts Really important to define measurable realistic goals in using this tool A tool is useless if you’re simply using it because everybody else is also using it The novelty time has passed For example…More orders, more attendees, more page views, more donations Social Media has to penetrate the “I care” barrier How does your product or content solve a need or penetrate an interest for the consumer, and is it something they are willing to discuss? 1 Part 3: Opportunities & Challenges for Art using Social Media 1: Social Media is a Cocktail Party – Jim Tobin 101

102. Technological framework Ultimately this means people find out about you For now: Do well on Google  prioritize SEO Increase the # of high-value shares (good virality)  prioritize SMO Think deeply about pulling Connectors and Mavens into the conversation (MalcomGladwell’sThe Tipping Point) Cross-linking, integration is really important Totally missing from Indian art scene online right now 102 Part 3: Opportunities & Challenges for Art using Social Media

103. Technological framework SEO favors SM (content) over commerce (transactions) This is why SM is not an independent feature, but one that supports the larger picture of being found through search It’s not the original content, but the ensuing shares and posts/comments regarding it Amazon, Best Buy are great examples of this 103 Part 3: Opportunities & Challenges for Art using Social Media

104. Technological framework Wikipedia pages are top page results for consumer products The linked-to pages are not sources for commerce activity Part 3: Opportunities & Challenges for Art using Social Media 104

105. Know your numbers: Metrics What specific metrics are you looking to improve? What specifically is success? Art marketing, discourse, creation, advocacy, etc. are like traditional for-profit businesses in many ways Need management, success, etc to grow and inspire the teams Keep in mind getting too excited about response rates, or overly valuing what you see…it’s important to measure and realize what you don’t see 1% rule 1 For every 100 people that view the page 1 will create content 10 will interact with content 89 will just watch Part 3: Opportunities & Challenges for Art using Social Media 1: Social Media is a Cocktail Party – Jim Tobin 105

106. Know your numbers: Metrics General web application data sources Google Analytics & PageRank Facebook Application Data sources InsideFacebook.com AllFacebook.com AppData.com Facebook Page Data source http://pagedata.insidefacebook.com 106 Part 3: Opportunities & Challenges for Art using Social Media

107. Know your numbers: Metrics Twitter reach measurement Tweet Reach (reach) Twitter Grader (find popular Tweeters in your region) Twinfluence (reach, velocity, capital) Tweet Effect (individual tweet effectiveness) 107 Part 3: Opportunities & Challenges for Art using Social Media

108. Social media optimization Make sure you’ve made sharing easy (e.g. short URLs, quick access to share functions) Create content others can use - write it in such a way that it makes sense to share Watch your numbers, understand the conversations taking place (or not), and optimize based on it 108 Part 3: Opportunities & Challenges for Art using Social Media

109. Dangers of virality How many of these will any one user do? Sounds great – what’s the problem? Huge danger of over-reliance on virality = saturation effect As with a biological virus, it can spread through the whole population  then what? It must mutate…or die  Dynamics and usage of Social Media must mutate Part 3: Opportunities & Challenges for Art using Social Media 109

110. Dangers of virality “Me too” approach won’t work That works well for things you don’t want consumers/users to notice, like good UI It doesn’t work well when you want users to notice and do something, because there is only so many actions any one user can take It creates this market-driven creativity instead of aesthetic or intrinsic creativity This ought to be the forte of the art world Yet, don’t avoid it – like a business card 110 Part 3: Opportunities & Challenges for Art using Social Media

111. Dangers of virality Designers & marketers are focused on thinking about how to stand out in the crowd Not what should the new model be  what’s the new mutation? Don’t be fooled: “engagement” is not new It’s being measured in terms of virality “My users are engaged – they shared this article 10 times” Part 3: Opportunities & Challenges for Art using Social Media 111

112. So, What is social media good for? That “conversation” is inherent in: Art marketing Art discourse A bit of art-making as well It has to be a quality conversation If it feels forced, then it is…Just like an offline conversation 112 Part 3: Opportunities & Challenges for Art using Social Media

113. So, What is social media good for? Viewership and fundraising Create documentation about the creation of the art piece Has two purposes: Helps the audience know more beforehand Helps the funders know where their money went (which leads to more funding) Creating art and spreading it virally Allows lesser known artists, with less resources, to come to a bigger stage Tends to favor populist art 113 Part 3: Opportunities & Challenges for Art using Social Media

114. Good ways to use Art & Social Media – Fela! Musical off-broadway (art marketing) http://www.facebook.com/FELAmusical Facebook Ad Campaign : $4,400 advertising spend 18 million impressions 5,700 clicks (.03% CTR) $40,000 tickets sold Source: New York Times (11/12/09) Part 3: Opportunities & Challenges for Art using Social Media Conversation is never-ending If there is no conversation, don’t force it Village marketplace (haggling, advising, debating, and moving on) - Jim Tobin 114

115. Good ways to use Art & Social Media – Fela! Musical off-broadway (art marketing) Target ads properly Utilize the Connections feature to find the Connectors & Mavens 115 Part 3: Opportunities & Challenges for Art using Social Media

116. Good ways to use Art & Social Media – rhizome (art discourse) http://rhizome.org/ Consistency is key Reinforces double-linking & Google PageRank (SEO) 116 Part 3: Opportunities & Challenges for Art using Social Media

117. Good ways to use Art & Social Media – rhizome (art discourse) Art Discourse = CONVERSATION = Social Media Impossible to have true dialogue if constantly worried the conversation may go off-track Keep in mind purpose – have a wide berth Many posts are nonsensical, but they add value to various algorithms Allow the conversation to flow 117 Part 3: Opportunities & Challenges for Art using Social Media

118. Good ways of using Art & Social Media – Pad.MA (Art discourse & history) http://pad.ma Online annotated video footage Part 3: Opportunities & Challenges for Art using Social Media Robust service – technically well-implemented and focused on the creator Broadened, could really work well to create art histories, which can help with fundraising Could be leveraged for social causes as a wonderful mash-up tool Drawbacks: video content is not indexed, Pad.ma is not SEO’d 118

119. Good ways to use Art & Social Media – paulslocum (art making) “You’re not my father” http://www.qotile.net/father/ http://www.turbulence.org/Works/notmyfather/ Used craigslist.org to recruit – classified listings as a social media tool Open-source software to edit  Very specific purpose to social interaction, very clear transactional model What is collaboration vs. creation vs. inspiration? 119 Part 3: Opportunities & Challenges for Art using Social Media

120. Good ways to use Art & Social Media – brooklyn museum of art (curation/evaluation) “Click” http://www.brooklynmuseum.org/exhibitions/click/ Used Facebook, Flickr, website to recruit from artists Used their site and social networks to attract evaluators/judges “Crowd-sourced” curation Again, clear process – with real transparency into objectives, process, and results/outcome 120 Part 3: Opportunities & Challenges for Art using Social Media

121. Copyrights: law & mores Looking at the assumptions underlying copyright law Authorship as ownership Intangibles as commodities Narrow view of authorship Incentives vs. terms Digital technologies upend many assumptions Criticism by economists, cultural theorists, political economists (both right-wing and left-wing), and legal philosophers 121 Part 3: Opportunities & Challenges for Art using Social Media This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)

122. Copyrights: all creation is social. solitary genius does not exist. Critical 20th century thinkers: Foucault links this to the creation of the "author" function, and Barthes talks of death of the author. "Adorno & Horkheimer's Culture Industry". "It is language the speaks, not the author"; "the text is a tissue of quotations drawn from the innumerable centres of culture" While it is impossible not to be influenced by culture, liberal borrowing has been done by everyone from Examples: Walt Disney Corporation, William Shakespeare, Vladamir Nabokov, Public Enemy 122 Part 3: Opportunities & Challenges for Art using Social Media This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)

123. Copyrights: all creation is social. solitary genius does not exist. Cont’d 'Stealing' is endemic in activities involving human creativity. T.S. Eliot notes that "Immature poets imitate; mature poets steal; bad poets deface what they take, and good poets make it into something better, or at least something different". He does not even consider the possibility that artistic borrowing, whether by imitation or by 'stealing' does not happen., and pretty much every creative person who has ever lived. Books can be written about this (and indeed, numerous books have been), so we shall not dwell on this issue. Exhibit: Ecstasy of Influence: A Plagiarism by Jonathan Letham 123 Part 3: Opportunities & Challenges for Art using Social Media This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)

124. Copyrights: art-making online "Wikipedia Art": http://wikipediaart.org/ Wikipedia Art is a conceptual art work composed on Wikipedia, and is thus art that anyone can edit. It manifests as a standard page on Wikipedia - entitled Wikipedia Art. Like all Wikipedia entries, anyone can alter this page as long as their alterations meet Wikipedia's standards of quality and verifiability.[1] As a consequence of such collaborative and consensus-driven edits to the page, Wikipedia Art, itself, changes over time. 124 Part 3: Opportunities & Challenges for Art using Social Media This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)

125. Copyrights: art-making online Tools that allow for collaborative creation of software, and literature -- can they help in music and sculpture? Examples of doctors using interactive tools. Copyright does not envision such systems of multitudes of creators 125 Part 3: Opportunities & Challenges for Art using Social Media This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)

126. Copyrights: piracy, creative commons, and giving away Built on different ideas of authorship and ownership Piracy has its supporters: Economic development argument Creator vs. Publisher, and the Paulo Coelho example Creative Commons Supports copyright law, but more power to the creator Encourages "remixing". Examples: Cory Doctorow, Nine Inch Nails, Jaaga Similar examples: Thermal and a Quarter 126 Part 3: Opportunities & Challenges for Art using Social Media This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)

127. Copyrights: Piracy, Creative Commons, and giving away Giving away has always made business sense: tasters / samples Now, many argue that content itself is worthless, it is the experience and "limited" that are worth money Attention as currency? Examples 127 Part 3: Opportunities & Challenges for Art using Social Media This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)

128. Copyrights: mores and law Examples from the theatre surveys Contains complexities that the law just cannot accommodate. Differences in practices based on: Cities Recognition levels Corporate / non-corporate Etc. 128 Part 3: Opportunities & Challenges for Art using Social Media This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)

129. Copyrights: concluding remarks Best we can do is to perpetuate the public domain, and keep the commons alive 129 Part 3: Opportunities & Challenges for Art using Social Media This slide was created and presented by: PraneshPrakash, Programme Manager, Centre for Internet and Society, pranesh@cis-india.org, +91.99161.58217 (cell)

130. Democratization Access to technology issues Social media worsens the gap as the agenda is being set by those with access Social Media as a democratizing force Easier to pass on the understanding (the “why”, “how”, “who”) Example: Video screens at Philadelphia Fringe Festival that allowed rating of performers on a scale of 1 to 5 Lots of controversy - it “whittled down” the art to a number It also made it easier for “the people” to voice an opinion 130 Part 3: Opportunities & Challenges for Art using Social Media

131. Democratization Is offline authority required for online credibility? No – but what does that mean for the art world? Example: Pitchforkmedia.com has become the authority for “indie” music reviews in the US Started by a guy just out of high school No writing experience before then 131 Part 3: Opportunities & Challenges for Art using Social Media

132. Democratization Example: “The Bruno Effect” Twittering killed the movie Bruno from Friday’s release to Saturday’s box office results http://www.time.com/time/arts/article/0,8599,1910059,00.html Is the democratization false, or at least not quite what we think? If you can’t penetrate or use these things well, then how democratic is it? Parallel to green building How does lowered quality fit in? 132 Part 3: Opportunities & Challenges for Art using Social Media

133. Part 4: future of the internet and technology and their impact on art

134. Part 4:Future of the Internet and technology and their impact on Art Web 3.0: Surf to Search to Subscribe How to penetrate in an increasingly aggregated world New technologies Aggregators Easy distribution tools 134

135. Web 3.0: Where does the internet go from Here? What might be Web 3.0? Cloud computing Semantic web Connected databases Web 3.0 as SUBSCRIBE – take only what you want Surf to Search to Subscribe 1 Part 4: Future of the Internet & Technology and Their Impact on Art 1: Social Media is a Cocktail Party – Jim Tobin Image source: http://blogs.nesta.org.uk/innovation/2007/07/the-future-is-s.html 135

136. The impact of web 3.0 Natural evolution of the Attention Age Access to more data through single points of entry People search less often, get set into what they like Either you or “the machine” has to penetrate: What is searched for; AND What is chosen for incorporation into a user’s customized “home” on the internet Part 4: Future of the Internet & Technology and Their Impact on Art 136

137. The impact of web 3.0 This quickly makes a lot of content irrelevant (if it is not fed into that single point of entry) Raises issues of staleness and maintenance (of the subscription algorithm) Does this mean search will die out? No, same way that surf hasn’t died out It will be hard to optimize your way to sales/traffic by simply optimizing for search 1 Part 4: Future of the Internet & Technology and Their Impact on Art 1: Social Media is a Cocktail Party – Jim Tobin 137

138. Special considerations for art Budgets tend to be smaller Impact on becoming part of the cloud Need to become even more focused & targeted in efforts There is need for prioritized experimentation, but lack of resources/funding Growth of Open Source software – relevancy of software to art creation/modification Creates potential for art professionals to bridge the gap Part 4: Future of the Internet & Technology and Their Impact on Art 138

139. Special considerations for art How does subscribing to art sources differ from commerce or news? How does semantic web work with images, video (i.e. non-text content)? One thing is clear: Sites that don’t allow participation will die Part 4: Future of the Internet & Technology and Their Impact on Art 139

140. Penetrating the noise Message from a friend > message from you (the marketer) What’s the best way to tell? Every site has Tell a Friend, Share, etc. What’s the next, new best way to tell? How can the creativity of the art world be leveraged to design this? Connectors, Mavens, and Salesmen are your friends – IDENTIFY them 140 Part 4: Future of the Internet & Technology and Their Impact on Art

141. Penetrating the noise Success metrics for measuring SM and Art How to quantify buzz on the internet “Sentiment Analysis” Quantitatively determine the overall reception (sentiment) of something when there are massive quantities of comment A technical solution that undoubtedly factors into the Web 3.0 world (feeds the machine learning) 141 Part 4: Future of the Internet & Technology and Their Impact on Art

142. Penetrating the noise Example: Trendsta Combines strategic user penetration a la Gladwell with sentiment measurement Raises issue of undue influence of a group or individual (ego massaging) – implications for democratization 142 Part 4: Future of the Internet & Technology and Their Impact on Art

143. New trends in social media for art Virtual worlds & Art – Graffiti Playdo Place within next generation of worlds like Second Life Part 4: Future of the Internet & Technology and Their Impact on Art 143 Image source: http://graffiti.playdo.com/gallery/collage.jpg

144. New trends in social media for art Gaming & Art Expressing dissent (popular usage of art) in the context of games (What Goes Around video game) Anti-war posters in a hacked up/mashed up video game Part 4: Future of the Internet & Technology and Their Impact on Art 144 Image source: http://theinspirationroom.com/daily/2009/what-goes-around-comes-around/

145. New technologies Mobile Phone Integrative in the Web 3.0 machine web What are the semantics of text messages, or mobile transactions? Useful for last-minute marketing Rallying for causes (Red Cross campaign raises $1mil in 24 hours through SMS for Haiti) Kindle Creates opportunities for mash-up technologies Lowers the barrier to entry for publishing – could open up opportunities for writers Part 4: Future of the Internet & Technology and Their Impact on Art 145

146. Additional ideas? Questions? Part 4: Future of the Internet & Technology and Their Impact on Art 146

147. useful sites http://www.archive.org The Wayback Machine http://ww.mashable.com http://www.turbulence.org http://www.blogher.com/arts-organizations-and-artists-2-0-social-media-arts-people Part 4: Future of the Internet & Technology and Their Impact on Art 147

148. Contact Info Anita Garimella anita@infinityintlinvestments.com Business: 001.215.228.1060 US - Cell: 001.305.542.0704 India - Cell: 91.96860.37713 http://www.linkedin.com/in/anitagarimella