This is deeply cool: one of the artist videos from the Indianapolis Art Museum. They successfully use video, blogs, Flickr, Facebook and more to attract the people who are actually interested in their message.
Let’s look at some of the elements of this new+social+media success:
Targeted audience: in fact, many targeted communities
Measurements as indications of important trendlines, not the only metric for success
On-demand media (subscribable media, like podcasts)
Focused on the engaging experience (of the creators as well as the audience)
I think that the key to this story is the experience; the tools are secondary. In broad terms: Traditional ROI is important, but it’s only a part of the mix, not the whole story when it comes to new media. You know that people are on YouTube because you’re there as well: and you’ve most likely shared a video with someone else. You know that driving people to visit your site and buy what you’re selling may not be as robust a business model as it used to be. And, you know that, if TV/Radio/newspapers are your major media mix, they are expensive ways to reach your community, as your community heads in different directions.
In the end, I think that last point is the main point: your community is getting away from ads, getting control of the media they let into their heads, and trusting authentic sources of information to help them power their lives, their passions, their interests. I think that, in such an uncertain world, our need for stability wars with our need for a sense of passion, a sense of possibility, and that balance of needs permeates the most trivial to the most important parts of our lives. New Media tools make it easier to show that passion to the folks who are ready to see it, and to connect on a deeper level than simply the surface of an ad.
Seriously - that’s the way I live these days.
How about you?
(h/t): a piece by Ragan Communications’ David Murray
Tags: Art, Communication, communications, Indianapolis Art Museum, management, Podcasting, podcasts, Ragan, staff, Video, videos
