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8th August 2013 Sara Lock

Resources by Katie Moffat

The V&A Channel: making and sharing short films

In March 2010 the Victoria and Albert Museum launched its online platform the V&A Channel to house an exciting and ever-changing output of high-quality films relating to the Museum and its activities.  The aim was to create a distinctive and compelling content provider, and bring the innovative approach and philosophy of the Museum's V&A magazine to film. This case study describes how the Channel has been developed and managed, and how the V&A uses the films in as many ways as possible to make the most of the content.

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Lessons in live streaming from National Theatre Wales

Bradley Manning, the young US soldier who was convicted of releasing the largest set of classified documents ever leaked to the public, spent his early years in west Wales. In 2013 the National Theatre Wales’ (NTW) production The Radicalisation of Bradley Manning, toured around Wales before appearing at the Edinburgh Fringe. Early on in the production process the decision was taken to live stream each performance, as a result over 6,500 audience members watched the Bradley Manning live stream from 1,269 cities in 103 countries.

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Building a loyal online community

JustSoFestival is an annual weekend-long camping festival for children and their families. Since the first festival in 2009, it has almost doubled in size, from a capacity of 2,600 in the first year, to a sell-out of 5,000 in 2013.  With no money for advertising, the festival has grown through online and offline word-of-mouth. In this case study, Katie Moffat speaks to Rowan Hoban, co-founder of JustSoFestival, about the ways in which the organisers' online activity - website, Facebook and Twitter - has been utitlised to promote the festival.

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Quizoola: a 24-hour webcast and trending on Twitter

Forced Entertainment is a theatre company based in Sheffield, UK, who produces contemporary devised performances that tour worldwide. In April 2013, they performed one of their most popular pieces -  Quizoola! - continuously for 24 hours at the Barbican as part of the SPILL festival. The entire piece was streamed online via a live webcast and Twitter users were encouraged to comment on the performance and ask questions to the performers using the hashtag #Quizoola24. The performance was a huge success with many audience members remaining for the entire 24 hours.

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How to develop a great iPad app

As part of the celebrations in 2013 to mark the centenary of the birth of Benjamin Britten, one of the best known composers of the 20th Century, the Britten-Pears Foundation produced an online interactive resource and an iPad app based around one of his best known orchestral works: The Young Person’s Guide to the Orchestra. The app, aimed at 7–11 year olds, is a fun and creative way to introduce young people to the joys of the orchestra and the thrill of music-making. In this case study, Katie Moffat talks to Kevin Gosling, Director of Communications at Britten-Pears Foundation, about how this app was developed.

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Using Google+ to run a bold experiment in digital theatre

The Royal Shakespeare Company (RSC) and Google Creative Lab considered the question: “what would a play look like on the internet?” The outcome was an ambitious idea to stage A Midsummer Night’s Dream in real-time over the course of three days in June 2013.  Characters in Midsummer Night's Dreaming (#dream40) also shared snippets - photos, text updates and videos - about the story on the RSC’s Google+ page as it played out, as would happen on social media about a real life event.  

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Building an engaged online community with zero budget

Indie Games: The Movie (2012) is a documentary film about the video games industry, made by Canadian filmmakers James Swirsky and Lisanne Pajot. This case study describes how the filmmakers created a marketing buzz around the film despite having no budget for marketing or advertising; the awareness of the film was entirely created via word of mouth. The process of making and distributing the film has been catalogued by Swirsky and Pajot on the film’s website.  It is partly from this blog post series that, with permission, the content for this case study has been taken.

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Finding an authentic voice with Tumblr

In August 2013 the Museum of Modern Art (MoMA) in New York launched ‘MoMA Teens’ - teens.moma.org - a Tumblr blog that aims to introduce more teenagers to the world of MoMA. Two months after launch the blog already had 2,500 followers. The day-to-day management of the blog is undertaken by ‘teen editors’ who have built up a relationship with MoMA through its classes and courses.

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Tweet seats

Twitter is an important platform for Providence Performing Arts Center (PPAC) in Rhode Island, US, to raise awareness of new shows and events. This case study explains how PPAC designates special seats within the auditorium to individuals who tweet about a show whilst they are watching the performance. Tweet seats aims to help raise the profile of the venue and introduce PPAC to new audiences.

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Building a community and maintaining momentum with a biennial event

The Manchester International Festival (MIF) is a biennial international arts and culture festival with a focus on original new work. In this case study, Katie Moffat, social media and digital communications consultant, speaks to Robert Martin, digital marketing manager at MIF about the Festival's digital marketing strategy. To level off the peaks and troughs of audience engagement associated with biennial events, the MIF engages with its online communities - its blog, Twitter account and Facebook page - all year round, not just immediately before or during the festival.

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SoLoMo – social, local, mobile

Over the last few years, the term SoLoMo, short for ‘Social Local Mobile’, is being used more and more. At its heart is an important concept that will become increasingly important to arts organisations. Having an effective social local mobile strategy simply means understanding the changing customer behaviours that have been brought about by smartphones and tailoring your approach accordingly.

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