Page 57 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 201557others. Before going into further detail, a few aspects should be clarified:a) A scalable model allows the cultural entity to grow exponentially, adapting effortlessly to the changes that progressively arise from this digital revolution. This, as I shall explain in the next section, is achieved by devising a digital strategy based on establishing relations, on creating an ongoing dialogue. The raw material from which to build this ongoing dialogue is content (I will also explain how this raw material should be built later on).b) The value chain of the publishing processhas been broken: or rather, we might say that it has expanded. A few years ago, writing quality content significant to a particular readership was the private preserve of writers, and creating a video was for professionals only... but nowadays anyone is just as capable as culture industry professionals of generating contact with a direct impact on other people (and on the buyer persona, a key factor in the culture sector, as I will explain in due course).c) The automation of processes provides new cul- tural opportunities based on deepening personal relations between brand, product, event, service and person. In other words, current technology makes this digital dialogue possible.d) There are many opportunities for creating social networks or vertical communities in the field of digital culture: TalkHouse, BookCountry and Seed&Spark.e) The cultural and creative industry must begin making an effort to learn much more about itsaudiences, about people. I will again stress that although people’s buying habits have changed radically and online customers have become very demanding, they are also much more loyal to the brands that truly inspire their confidence.A cultural entity grows by creating a digital strategy based on relationships and ongoing dialogue with the user based on contentHaving examined all these aspects, which we will take as a point of departure, I will now describe the essential aspects for building a digital strategy that can be scaled to the culture sector:1.- Creation of the base working model.The first step in shaping a scalable modelis to create a backbone with which we can progressively implement, apply, grow and dialogue through an initial starting document that should establish tactical aspects such as the customer’s competitive situation and that of the sector, and a calendar of action (content, social, automation, workflows, etc.).The next step is to set the objectives by aligning the objectives of this new digital channel with those of the cultural business, and by having a clear comparative evaluation of sales and mar- keting metrics and being capable of designing the sales and conversion funnel.In this construction phase, it is essential to be capable of defining:• The company’s conversion funnel, clearly defining the phases.Marta Rodríguez