Plan-Zero1

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** ZERO1 ONLINE **

ZERO1 Online is an evolving digital media/online marketing strategy designed to evoke participation, community, discussion, and innovation around ZERO1 core programming. ZERO1 Online will be a place to receive information as well as a place to experiment and exhibit with artists, and researchers/practitioners working with new technologies.
 * Overview **

To achieve this ambition ZER01 Online will create a rich format of online programming to include featured discussions, online curation, opportunities for crowd sourcing, and multi-platform communication. It will utilize Web 2.0 tools and resources combined with free agents to populate and share information.

ZERO1 prides on being a flexible and evolving organization that moves with technology rather than hinders on it. For the objectives of ZERO1 Online to be achieved it’s important to adopt an attitude of "radical openness," or allowing for change and risk to happen. The model in which is developed out of this strategy should be able to be borrowed and adopted by other organizations across the world. By allowing for the cultural change it is also allowing for "free agents" to assist in evolving ZERO1 Online. In order to adapt to a 21st Century Culture ZERO1 Online must stay ahead of trend and change with the interest of our audience.

To reach the objective of ZERO1 Online we must target:
 * TARGET AUDIENCE **
 * ZERO1’s program audience as defined in the ZER01 marketing plan. (include the full list here) 1) Programming (Art World; Professionals (curators, gallerists, artists, critics); members; general public; Tech/ Digerati; New media millennia’s -Segment of Millennia’s (people who are excited about or interested in technology in their lives who may not connect to tradition art but may find intersection of art & technology exciting); Tech savvy people who are interested in art but not connected to traditional venues or experiences.; Academia

2) Funders (Foundations; Corporations; Government; Individuals

3) Partners (Regional, national, and international cultural organizations; Academia/ research centers; Corporations


 * ZERO1 co-opetition that includes organizations such at ISEA, GAFFTA, Rhizome, Eyebeam, Intersection for the Arts, etc.
 * Art media and the new media arts community who currently utilize social media tools as their main platform.


 * OBJECTIVES **


 * From Beth: Make these SMART objectives. Also, talk with your senior staff to ask about results - what is success? Then shape these accordingly. **

1. To create a space for our audience to share, cultivate and introduce new ways art and technology are merging.

2. Create platforms that allow for true mutli-way engagement.

3. To create a model for how information platforms can self-generate, adapt, transform. The model in which is developed out of this strategy should be able to be borrowed and adopted by other organizations across the world.

Fully integrate the ZERO1 Online Community into the main website of the organization by using interactive sharing capability and allowing user-generated content throughout the site and all ZER01 Online vehicles
 * STRATEGIES **

Ensure that ZERO1 Online compliments offline programming and creates a space for a global audience to participate and continue the exchange online e.g., if there is an artist talk there should be an online component that is streamed live including the ability to moderate with the virtual audience

Integrate ZERO1 Online into Salesforce.com (or the existing CRM program being used by ZER01). This integration will allow for greater understanding of audiences needs, important trends, and weaknesses in the program.

“ Listen” and learn from our co-opetition, art media, and audience members by responding, reposting and initiating discussions that relate to the art and technology fields.

Develop a giving campaign that uses social media in a way to promote and/or donate online.

Create a committee of social media strategists with our cultural partners in order to develop a call for action within art and the Silicon Valley.

Develop a series of small measureable guerilla marketing campaigns to promote the brand, biennial and disrupt the normal fabric preconceived art.

Consistently gather and report on new and evolving technologies and share those with our audience. Create an online space for curated art that performs on an Internet platform. Utilize online platforms to engage, broadcast and promote all off-line activities. Generate local buzz by using online activities to create offline events such as Tweetups.


 * TOOLS AND TACTICS **


 * These tools are suggestions on how to produce and engage with the ZERO1 online audience. **The Community Engagement Manager will lead ZER01 Online. However the strategy must be implemented into all aspects of ZERO1 – executive, programming, administration, development, etc. Next to each description of a tactic is a department who should also be participating in the utilization of the category.

The website should be able to adapt to the user, be accessible by staff and serve more than an information outlet but also a way to engage with one or more audience members. The //Interactive Designer// should be able to learn and implement some of these tools or concepts into the site. -Personyze (Personyze offers the most advanced SaaS platform in the market for real time Visitor Segmentation and Website Personalization) http://personyze.com/
 * Website **

-Drupal (Open Source CMS System) []

-Wordpress (Semi Open Source CMS System) []

-Curation Station (Curation Station is a web-based software service that offers a tool kit to companies and agencies for gathering/monitoring, selecting, and sharing specific items among dynamic content in order to achieve your business goals). []

-Facebook Connect (Allows for data collection and information on page to be easily shared)

-Google+1http://www.practicalecommerce.com/articles/2931-Google-Analytics-Adds-Social-Data//

//-Google Analytics [] //

//-HTML 5- Website instant messaging system, website video uploader, website web cam accessible//

//** User Generated Content **// // Within this category audience members should be able to join and add information that is relevant to ZERO1 through multiple platforms. Awareness of playlists and groups should be made visible and encourage by the //Community Engagement Manager//. This is a great place for “Free Agents” to start.// // - Youtube // // - Vimeo // // - Flickr // // - Facebook // // - Linkedin // // - Beluga // // - Twitter //

//** Fundraising **// // Throughout the year the //development staff //should create multiple campaigns. All fundraising should have an online and/or social media component to it. Depending on the campaign the appropriate tool will change.// // - Nationbuilder [] // // - Firstgiving [] // // - Kickstarter (Used by artists to fund their campaigns) http://www.kickstarter.com/ // // - Razoo (Set up a fundraiser for a charity of your choice. There are no setup fees and no monthly subscription fees.) [] // // - Crowdrise (Online Fundraising) // // - Twitpay (Good for gaming) [] // // - Causes (Facebook fundraising) // // - Youtube Goodwork http://www.youtube.com/goodwork //

//** Information Outreach **// // In order to retain audience participation information about the ZERO1, artists, cultural partners or relevant news should be disseminated through multiple sources. The //Marketing Manager //should lead in the execution timeline and information curation.// // - E-News // // - Twitter // // - Blog // // - Digitalarti (European clearing house for information on digital festivals) http://www.digitalarti.com/ // // - Jumo (Non-Profit cause sites with important information about the organization and updates) jumo.com //

//** Art Hosting **// // As ZERO1 develops programming opportunities for outreach and ways for artists to promote their work need a space. Multiple platforms already exist. //The Programming and Curatorial Department //should be outreaching and utilizing the existing art spaces to promote open calls, programming and artists.// // - Artlinki // // - Wooloo // // - Rhizome // // - Cafe //

//** Crowdsourcing **// // With an audience of creativity and talent come opportunities for actions, events and projects. Using crowdsourcing will allow for programming, marketing and community building happening in a short time using a variety of data and people. The area can be utilized across the //Programming and Marketing //department.// // - Nationbuilder [] // // - Foursquare // // - Groupme // // - Twitter // // - Crowdstory //

//** Measurement **// // For each objective and strategy it is important to track its success. The measurement tool to be used is determined by the sort of campaign. For example, if we are measuring visitation to the website and what pages, media, etc. are being utilized the //Interaction //Designer would access Google Analytics.// Each department //will utilize measurement tools for each of their campaigns or strategies.// // -Crowdbooster [] // // -Edgeranker [] // // -Google Analytics //

//** Listening **//

// In order to stay on top of the new trends, artists, what people are saying about us and to develop relationships it is important to seek out information on multiple platforms. The //Community Engagement Manager //should spend about 20% of their time reading, responding, reposting and developing relationships across platforms. This includes reading relevant blogs, paying attention to the Co-Opetition, etc.// //-Google Reader or other RSS System, subscribe and categorize for blogs//

// -Google Alerts //

// -Spotify //

// -Delicious //

// -Facebook //

// -Twitter lists //

// -Techmeme //

//** Generating Buzz ** Brand messaging is important and web presence is a tricky game. When working with cultural partners, artists and anyone else who will be connecting to ZERO1 brand the //Curatorial/Programming department and Marketing Department// should relay keyword information to relevant agents. In other words “tag” everything. -Twitter trends

-Tags

-Google Adwords

- Compasslabs (Social Media Advertising) http://compasslabs.com/
 * Training **

In order to foster adoption, a series of workshops and strategies will developed for each arm of ZERO1. The creation of content will vary per area of ZERO1 however each staff member will create some sort of content to either be shared by the Community Engagement Manager or implemented themselves.

- Create calendar for SM activities

- Set Staff assignments for SM activities

- How to integrate into daily work flow

- Active commenting on our FB page

- Staff training on Facebook

- Active conversations staff conversations on other blogs;

- Broader knowledge about potential influencers and stakeholders

- More robust contextualization of our work

- Learn key points in storytelling Create story ideas, and scripts Videos posted to YouTube, linked to website and facebook - Full engagement and having fun!

The increase of user generated content, increase relevant visitor traffic, incubation of ideas, increase in audience and legacy amongst art and technology institutions worldwide will measure success. The objectives will be achieved over time by increasing quality of content through listening and learning, increasing legacy by improving our global reputation, open platforms and ability to adapt to new tools and audiences. In order to gauge the success of ZERO1 Online several areas will be tracked
 * MEASUREMENT **
 * Increase relevant visitor traffic: Data Point Metrics and Analytics taken from Social Media tools, i.e. Google Analytics and Facebook Insights
 * Increase in user generated content
 * Incubation of ideas: Online curation
 * Overall increase in audience and reputation among art and technology institutions worldwide i.e., co-opetition spreading disseminating our information

September
 * TIMELINE **
 * 2011 **

- Launch of new ZERO1 Brand - Launch of Biennial Theme October - Launch of ZERO1 Incubator - Art/Tech In Conversation November/December - Giving Campaign

March -Biennial Launch Party September -Biennial
 * 2012 **

** ADDENDUM ** ** WAYS TO PLAY THE GAME **


 * TWITTER **

Twitter, as is all social media, is the voice of your organization and what it stands for, and should be used accordingly. Be mindful of who is successful on Twitter, and follow them. Learn from others. Re-tweeting those you follow and the use of relevant and trending hashtags (#) can also be beneficial. 1) be interesting 2) follow your nemesis 3) automate

6 Pointers for Content Creation Once you have some topics and a number of articles you want to publish monthly, start to hone in on article ideas. These can be pieces about your store, yourself, and your products. Here are some general rules of thumb to inspire you stay on track. 1. // Remember your audience. // Try to come up with helpful tips, “ how to ” guide pieces, interviews with well-known people in your industry or in the culture that your store caters to. Consider hosting a contest and give out discounts or your store’s products to the winners. 2. // Use a formula. // When writing how-tos, tips or interviews, use predetermined guidelines. For example, make your how-to pieces no more than five steps. Or for interviews, try to come up with a bank of questions that you can use over and again. 3. // Use recognized names. // For interviews, try to track down well-known figures in your field and interview them about a related topic. Take advantage of their presence in the industry to help promote your goods or services. 4. // Personalize to your products. // Link to industry news, but add something personal from your specific point of view, why this is important for your readers and shoppers to know about. Frame the news for your readers as it relates to your brand, or even better, how it relates to a specific product or service you offer. 5. // Tie to holidays, key events. // If there is something going on the world, like a holiday or an event, try to showcase a product that reflects this period. 6. // Encourage community participation. // This means allow for comments, but don’t publish or foster negativity. Perhaps give your customers and readers an invitation to write for your blog about their use of a product or service you offer, if they desire to. Invite customers and readers to send in images of themselves using your products in a new and interesting way.
 * BLOG **