Balancing act

26Nov09
forrester research consumer technographic

groundswell - consumer technographic

Jim Richardson managing director of sumodesign.co.uk adressed a speech to cultural audience assembled in the conservatorium in Amsterdam. The transcript of that speech is on his blog.  He visualizes 5 persona’s, of which 4 use digital media in their own different way based on the Forrester research that profiles customers in 6 general types: creators, critics, collectors, joiners, spectators, inactives. Interesting but wise to not simply duplicate these numbers, you should  benchmark your own audience with the general numbers. Because apart from use of applications (we used to call it internet savvy-ness) other criteria are involved in the reasons and motivations an audience wants to interact with you. Participation or “the will to engage” takes more than just the distribution-form of the content. Emina Sendijarevic had in her speech pointed out that the online parttcipation factor had to do with the perceived reward and recognition for contributions and the contributers. Richardson explaines his persona’s with wonderful examples of initiatives from the cultural industry. He included that the most important thing to do is not just copy these examples, but first address the question what fits with your organization and goals. In all he thinks it’s time for musea to change and that will be something that is bigger than a nice expiriment during an exhibition, it really will force musea (and others) to rethink their relationship, added value and role and adjust them to new audiences. Change was his keyword, I prefer to name it: connectedness..which indicates the growing importance of the interrelated atonement and collective structures that will influence the way institutions can keep their base as worthwhile for society as a whole and therefor entitled to either public or private money.

The three basic lesssons for creating interactive applications from Jim’s talk: (1) know your audience and choose to whom your application has to appeal; (2) attractiveness has to do with the added value the audience perceives and the ease of use to participate, share, collaborate and recognize objects and others in the ecosystem; (3) make a right fit with your brandreputation and/or preferrably have a social media strategy that indicates which brandvalues the online environment should match.

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