This week, I’m delivering a webinar entitled ‘What Audiences Want Online’ for the Australia Council for the Arts’ Creative Connections webinar series.

In the process of preparing the content for the session, I reached out to a number of colleagues working in digital technology.

I wanted to hear about audience engagement, from the point of view of others working closely with artists and cultural organisations (not just a data geek like me!). This included with a web developer, a digital transformation professional, a digital strategist, a digital inclusion researcher and a creative entrepreneur.

I’m so glad I did. Not only are their insights useful for culture professionals thinking about sharing work online - but I learned a lot too (ego - be gone!). Thank you to all the people below who helped me make the webinar much more interesting, nuanced and useful.

Indigo Holcombe-James

Research fellow in the Technology, Communications and Policy Lab at RMIT

‘It’s important to remember that [digital] inequity applies to audiences as well as cultural sector practitioners. If we want to ensure that the cultural sector is as inclusive as possible in these strange times, acknowledging digital inequity is a critical first step.’

You can read more about Indigo’s work in The Conversation article, on Twitter, her website. You can read her thesis and visit the Australian Digital Inclusion Index (which provides some helpful demographic insights).

Peter Tullin

Co-Founder - REMIX Summits & CultureLabel.com

‘Don’t start with the tech or the platform, think about the need… study the landscape… think deeply about the consumer of the content. What customer journey are you creating and why is it different from what exists already?’

Pete is delivering a free webinar on digital business models and monetising digital work this Friday.

REMIX also just launched the Remix Academy, which will have hours of free content, condensing some of these trends. it will also give you access to over 500 talks from amazing content creators around the world.

Jane Peacock

Digital Coach & Advisor at Your Coach.Digital

‘Right now, the opportunity is to be the people that are building the community… Digital is an enabler of connection. Those who are doing it well are starting to build collaborative ecosystems around what they do, getting active in telling their brand story and reaching out and connecting with people. That’s what we’re seeking; connection.’

At the time of posting, Jane is offering free workshop/ ideation sessions to help businesses pivot. She’s happy to do an hour for free as long as time permits.

Jasper Visser

Consultant specialising in community leadership, sustainable development, and digital transformation

‘Cultural institutions that are successful with digital engagement combine ‘reaching’ and ‘engaging’ activities in an ongoing conversation with their audience. Reach out to a new audience, address a shared interest, find a shared purpose with a new group of people, and then engage them by telling a unique and compelling story that only you can tell.’

Jasper references the (free!) publication the Digital Engagement Framework along with podcasts Explore the Symphony from the National Arts Centre in Ottawa and 20000 Hz: Cremona.

You can read more case studies on his blog www.themuseumofthefuture.com

Yuan Wang

Founder of Yump, web development agency specialising in user experience for not-for-profit organisations

‘Before a person can make a decision about whether to support an organisation… they have to first develop a connection with the website. To develop a connection with your audience, you have to create trust with your content, and to create trust, you need two key ingredients: credibility and authenticity.’

Case studies of Yump's work are online at https://yump.com.au/work/ and they share insights and helpful tips about online engagement on their blog https://yump.com.au/blog/

Michael Edson

Digital strategist working with tech, culture, democracy, & the SDGs

“If you want to ask a powerful question that helps your team see what could be possible, that helps you serve the people you serve and love, the question isn’t “what do people engage with online”, it’s more, “What do we stand for, WHO do we stand for? And what can we do together? I think the answers aren’t in your conference room, Directors Suite or creative studios. They’re out there in the world, so - go out and find them.”

Since the Covid-19 crisis broke, Michael has been working with 13 institutions and leaders across 18 time zones. He says, ‘Audiences, users, PEOPLE, are inventing a new kind of digital culture, a new kind of platform in the home that is cultural, emotional, connected, and open to play and experimentation in a way we've never seen before. I encourage your audience, everyone, to look outward from their institutions and join together with communities to develop the cultural language for what is happening to us now — and to help shape the culture we want to have when the crisis eases.’

Michael is organising free workshops, an evening of Ignite talks, and peer-to-peer meetings for cultural leaders and practitioners — find out more at https://usingdata.com/covid19.

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Header image features Jasper Visser at work. Image credit: Dmitry Smirnov / Strelka Institute

Tandi Palmer Williams

Patternmakers
Managing Director

Tandi leads Patternmakers’ research projects, and is a regular speaker, trainer and writer on audience research and public value in cultural organisations.

6 digital professionals share their insights about engaging audiences online