the web & the real world: the group of seven and social networking opportunities
DESCRIPTION
This session’s discussion will focus on an online project that is being developed and produced by the McMichael Canadian Art Collection to implement a social networking website based upon the works of the Group of Seven. The presentation describes the connection between the Group of Seven and Canadian enthusiasts of outdoor culture and technology. It will demonstrate how, by implementing a social-networking based website which encourages the contribution of user-generated content, a relationship may be formed between an outside community and the McMichael resulting in increased user attendance and engagement.TRANSCRIPT
The Web and the Real WorldThe Group of Seven and Social Networking Opportunities
For Presentation to:
Technology and the Arts ConferenceMay 9, 2008Waterloo, Ontario
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McMichael Canadian Art Collection: Location
• Located in Kleinburg, Ontario
• Grounds are surrounded by protected forest
• Environmentally Conscious
Photos from Flickr: http://www.flickr.com/photos/pixelchick_pix/254498987/in/set-72157594302677982/
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McMichael Canadian Art Collection: Location
• Located in Kleinburg, Ontario
• Grounds are surrounded by protected forest
• Environmentally Conscious
Photos from Flickr: http://www.flickr.com/photos/pixelchick_pix/254498987/in/set-72157594302677982/
2
McMichael Canadian Art Collection: Artists
• Group of Seven
• First Nations Art
• Inuit Art
• Modern Art
• Started from the private collection of Robert and Signe McMichael
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McMichael Canadian Art Collection: Artists
• Group of Seven
• First Nations Art
• Inuit Art
• Modern Art
• Started from the private collection of Robert and Signe McMichael
3
McMichael Canadian Art Collection: Group of Seven
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McMichael Canadian Art Collection: Group of Seven
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= Canadian
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= Canadian
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= Respect for Process
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= Respect for Process
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= Respect for Process
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= Respect for Process
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“The question posed by the Group of Seven ... was whether Canada would recognize it’s own character and identity and develop a form of artistic expression suitable to the country and it’s people. An allied argument, which put them directly in touch with a large segment of the population, was that the amateur artist was important because, rather than learning and following academic rules, he or she was moved rather by passion and creative instinct, inspired by love of country, nature, and spirit.”
David P. Silcox
The Question...
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Then
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Then
Now
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Then
Now
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Then
Now
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Then
Now
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Then
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Then
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Then
Now
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Then
Now
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Ecosystem
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McMichael Canadian Art Collection
• Grow attendance and revenue
• Decrease average time between visits
• Move to a younger average age of visitor
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McMichael Canadian Art Collection
• Grow attendance and revenue
• Decrease average time between visits
• Move to a younger average age of visitor
11
The Real World
• The works of the Group of Seven are a representation of what is here
• The places they were made are identifiable, and reachable, by ordinary people, from around the world
• They visit places like these in great numbers
• These ‘wilderness visitors’ are more likely to understand and appreciate the works in the Gallery
• This is an identifiable and quantifiable target market
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The Internet
• The target market of ‘wilderness visitors’ participate in Internet communities
• Documenting and sharing their experiences is important to these participants
• Web properties which encourage this behaviour are referred to as ‘Web 2.0’ sites
• Leveraging these sites and the behaviour they solicit is a new opportunity which must be understood and addressed
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The Internet
• The target market of ‘wilderness visitors’ participate in Internet communities
• Documenting and sharing their experiences is important to these participants
• Web properties which encourage this behaviour are referred to as ‘Web 2.0’ sites
• Leveraging these sites and the behaviour they solicit is a new opportunity which must be understood and addressed
13
The Internet
• The target market of ‘wilderness visitors’ participate in Internet communities
• Documenting and sharing their experiences is important to these participants
• Web properties which encourage this behaviour are referred to as ‘Web 2.0’ sites
• Leveraging these sites and the behaviour they solicit is a new opportunity which must be understood and addressed
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Video Content User Generated Video Content
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Photo Content User Generated Photo Content
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Information Content User Generated Encyclopedia
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Location Content User Generated Location Data
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Destination Content User Generated Geocache Data
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Relationship Content User Generated Social Graph
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Experience Content User Generated Blog Entries
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Web 2.0 Activities Have a Very Specific Structure
Closed Course. Professional Drivers. Do Not Try This At Home.
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Web 2.0 Relationship to Brand and Customer Experience
Source: Radian6.com
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Example of Group of Seven Effort on Web 2.0
• Native of Ontario
• Now lives in Southeast Asia
• Visited McMichael as a child
• Met A.Y. Jackson
• Memories lasted a lifetime
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Example of Group of Seven Effort on Web 2.0
• Native of Ontario
• Now lives in Southeast Asia
• Visited McMichael as a child
• Met A.Y. Jackson
• Memories lasted a lifetime
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Example of Group of Seven Effort on Web 2.0
• Native of Ontario
• Now lives in Southeast Asia
• Visited McMichael as a child
• Met A.Y. Jackson
• Memories lasted a lifetime
23
Example of Group of Seven Effort on Web 2.0
• Native of Ontario
• Now lives in Southeast Asia
• Visited McMichael as a child
• Met A.Y. Jackson
• Memories lasted a lifetime
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Example of Group of Seven Effort in Real World
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Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf25
Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf26
Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf27
Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf28
Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf29
Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf30
Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf31
Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf32
Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf33
Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf34
Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf35
Source: http://friendsofkillarneypark.ca/media/ArtInPark/Then%20and%20Now.pdf36
You are here
Your target marketis here
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Build a Virtuous Circle
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Build a Virtuous Circle
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Build a Virtuous Circle
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
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Action:Establish presence where
Collection was created
Build a Virtuous Circle
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
38
Action:Establish presence where
Collection was created
Build a Virtuous Circle
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Tie real world presence
to web presence
38
Action:Establish presence where
Collection was created
Build a Virtuous Circle
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Tie real world presence
to web presence Wilderness visits
38
Action:Establish presence where
Collection was created
Build a Virtuous Circle
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Tie real world presence
to web presence Wilderness visits
%age
38
Action:Establish presence where
Collection was created
Build a Virtuous Circle
Feedback: free admissions
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Tie real world presence
to web presence Wilderness visits
%age
38
Action:Establish presence where
Collection was created
Build a Virtuous Circle
Feedback: free admissions
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Tie real world presence
to web presence Wilderness visits
%age
38
Action:Establish presence where
Collection was created
Build a Virtuous Circle
Feedback: free admissions
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Tie real world presence
to web presence Wilderness visits
%age
38
Action:Establish presence where
Collection was created
Build a Virtuous Circle
Feedback: free admissions
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Tie real world presence
to web presence Wilderness visits
Engagement!
%age
38
Action:Establish presence where
Collection was created
Build a Virtuous Circle
Feedback: free admissions
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Tie real world presence
to web presence Wilderness visits
Engagement!
%age
Feedback: admissions
38
McMichael Canadian Art Collection
• Grow attendance and revenue
• Decrease average time between visits
• Move to a younger average age of visitor
39
Jeep
• Print/Online BundleWINNER: Jeep 4X4 Cache In AdventureRodale Inc.Budget: Over $1.5 million
• The session spawned an ingenious 2004 print/online program to launch the new Jeep 4X4 and thoroughly engage with its audience: “adventure seeking/weekend warriors.”
• You go to a website for these caches, plug them into a GPS, which tells you where to uncover the cache containing a Jeep travel bug—a two-inch die-cast bug.”
• The effort, which took about six months to put together, kicked off with advertorial in Rodale titles such as Backpacker, Bicycling, Scuba Diving and Men’s Health. This announced the sweepstakes and explained geocaching to readers, while online, Jeep.geocaching.com functioned as the hub of all the program’s activities, and offered prizes, contents and the chance to win a Jeep.
• The aim was to reinvigorate Jeep’s marketing efforts. “Jeep has always owned the 4X4 category,” says DeLana. “This was all about engagement. If you live this lifestyle, you’re in the target audience, whether you own a Jeep or not.”
• The results, says DeLana, delighted everyone, with over 1 million sweepstakes entrants and more than 9 million geocaching accounts logging travel bugs. And, equally as important, Jeep was so pleased, it renewed the program for 2005.
• “We wanted to help reestablish the Jeep brand as an authentic provider of cool experiences,” DeLana says. “Jeep created the category. We were the first ones in it. But now, everything is a mix or a hybrid between an SUV and a van. And Jeep had to reestablish exactly who its core users and buyers were.”
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Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
41
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
Extend and Groom
41
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideosMedia Plan
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
Extend and Groom
41
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideosMedia Plan
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
SEED
Extend and Groom
41
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideosMedia Plan
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
SEEDPartner:
OutfittersCamp
SuppliersTour Co’s
Extend and Groom
41
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideosMedia Plan
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
SEEDPartner:
OutfittersCamp
SuppliersTour Co’s
Extend and Groom
42
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
Extend and Groom
42
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
First Extend:
Extend and Groom
42
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
First Extend:-Gather Funding
Extend and Groom
42
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
First Extend:-Gather Funding
- Create Digital Images
Extend and Groom
42
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
First Extend:-Gather Funding
- Create Digital Images- Implement CMS
Extend and Groom
42
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
First Extend:-Gather Funding
- Create Digital Images- Implement CMS
Then Groom:
Extend and Groom
42
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
First Extend:-Gather Funding
- Create Digital Images- Implement CMS
Then Groom:-Implement Web Property
Extend and Groom
42
Starting and Reinforcing the Cycle
Feedback: free admissions
Action:Tie real world presence
to web presence
Buzz!
%age
Feedback: admissions
Wilderness visits
Feedback: emailsphotosvideos
Feedback: Downloads
ViewsComments
Action:Extend Collection on Internet
Action:Establish presence where
Collection was created
First Extend:-Gather Funding
- Create Digital Images- Implement CMS
Then Groom:-Implement Web Property
Traversing Funding Process Now
Extend and Groom
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Practical Comments on Where We Are Now
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Practical Comments on Where We Are Now
• Language
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Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up....
43
Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.
43
Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.
43
Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.
• Velocity
43
Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.
• Velocity• Canadian Cultural Funding Culture: Plan this year, build next year.
43
Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.
• Velocity• Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day
after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that...
43
Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.
• Velocity• Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day
after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that...
43
Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.
• Velocity• Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day
after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that...
• Perspectives on Success
43
Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.
• Velocity• Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day
after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that...
• Perspectives on Success• Bricks -> Clicks
43
Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.
• Velocity• Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day
after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that...
• Perspectives on Success• Bricks -> Clicks• Attendance -> Engagement
43
Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.
• Velocity• Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day
after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that...
• Perspectives on Success• Bricks -> Clicks• Attendance -> Engagement• Awareness -> Buzz
43
Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.
• Velocity• Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day
after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that...
• Perspectives on Success• Bricks -> Clicks• Attendance -> Engagement• Awareness -> Buzz• Knowledge -> Opinion
43
Practical Comments on Where We Are Now
• Language• Internet Consultants do not know how to speak English
API, Node, Twitter, Ruby on Rails, Blog, Throw It Up.... • Acquire a Translator... and then dumb them down.
• Velocity• Canadian Cultural Funding Culture: Plan this year, build next year. • Internet Culture: Build today, change tomorrow, change day after that, change day
after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that, change day after that...
• Perspectives on Success• Bricks -> Clicks• Attendance -> Engagement• Awareness -> Buzz• Knowledge -> Opinion• Internal Availability-> Global Availability
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For more information:
malcolm stanley strategic thinking and execution [email protected] 416 275 3562
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