Dr. Mimi Ito: Teens in the Digital Age

A few months ago, I was invited to attend a new lecture series called Selah, a program of the Janet & Jake Farber Teen Experiential Educator Network. Selah brings teen educators high-quality speakers, discussing tangible, needs-reflective topics about the field of Jewish Experiential Education.  The goal is to grow the community and encourage greater knowledge-sharing and relationship-building between the teen educators across the Los Angeles geographic and Jewish landscapes.

The February lecture was given by Dr. Mizuko Ito, who spoke about Teens in the Digital Age. Dr. Ito is a cultural anthropologist specializing in learning and new media, particularly among young people in Japan and the US. Her current research focuses on how to support socially connected learning experiences for young people. With the support of the MacArthur Foundation, she helped launch the Connected Learning Alliance, dedicated to realizing a world where all young people have equitable access to learning opportunities that are social, participatory, driven by personal needs and interests, and oriented toward educational, civic and economic opportunity. Additionally, she chaired a MacArthur Foundation research network on Connected Learning with an interdisciplinary group of researchers seeking to study and design for connected learning environments.


Here are some of the questions and puzzles that Dr. Ito raised in her lecture at Selah:

  • What happens when digitally-engaged kids enter an education space? Much of Dr. Ito’s research focuses on teens’ sharing and communication outside of traditional education spaces. The behaviors that teachers dislike in the classroom (students going on Facebook or crowd-sourcing test answers) are useful communication skills in other contexts. Kids using technology to disengage in a learning space is a signal of disconnected learning.
  • In the changing ecosystem of learning opportunities, the gap between families’ investment in informal learning is growing along socio-economic lines. All families feel an urgency to enrich their children’s educational experience with out-of-school programs. There is a growing sense that it is not enough to achieve in formal learning contexts. Currently, however, there is a $9,000 spending gap for out-of-school enrichment programs between families of high vs low socio-economic status. As public schools deliver fewer services and opportunities for hands-on/arts education, families who need the most are getting the least.
  • Kids are now learning in an era of abundance. The internet has opened up webs of formal and informal learning opportunities. Learning does not take place solely within the walls of a school; online affinity groups (fandoms), meetups, MOOCs, gaming, etc. offer learning opportunities to connected youth.
  • As educators and parents, how do we help kids connect the dots and leverage learning opportunities? Young people are struggling to connect learning across domains. When students have a hard time understanding how their diverse experiences fit together, we can ask ourselves: What aspects of a child’s environment are hampering learning? What can an educator or organization do to support learning?

These are some crowd-sourced tips for supporting digitally-engaged kids:

  • Affirm the learning that is already happening and name the skills that kids are building.
  • Be intentional about the purpose of school learning (connect skills to career paths)
  • Mentorship is key. The Great Jobs, Great Lives Gallup-Purdue Index Report found that meaningful relationships between students and professors impacted the long-term well-being of college grads.
  • Identify trends in interests and free-time choice: “What about these activities is interesting to you?”
  • Help kids connect their play to their learning, and affirm their emerging identity.

My biggest takeaway from Dr. Ito’s lecture is this: It’s not a capacity problem. It’s a matchmaking problem. No one organization will meet all of the needs of all learners. I am energized by the idea that the Skirball fits into a landscape of informal learning in LA. Even thought we don’t have the staff capacity or budget to launch a super in-depth teen program right now (compared with some of our peer institutions nationwide, who are doing amazing  and awe-inspiring work with teens), Dr. Ito’s lecture helped me re-frame the work we are doing. I am looking forward to deepening the connection between the interests of our current teen corps members and staff expertise/museum resources while moving the teen volunteer program into closer alignment with the Skirball’s mission (particularly around social justice, equity, and access).

 

Turning Audience Data into Action

Last month, I sat in on an awesome Lunch with NEMA session with John Beck, Deputy Director of ArtsBoston.

ArtsBoston is AMAZING. From their website:

ArtsBoston is a champion for Greater Boston’s arts and cultural institutions and a collaborative partner for public, private, and nonprofit leaders who seek to engage more deeply with the region’s arts and cultural sector. We gather, analyze, and disseminate data that provides a window into the significance of arts and cultural organizations to the region. We also help those organizations build their audiences and work more productively and effectively.

John gave us an overview of the amazing work his team is doing through the ArtsBoston Audience Initiative, a resource for actionable data about arts audiences in the region. Additionally, John shared The Arts Factor, an ArtsBoston initiative that uses data to demonstrate the positive impact of the arts on the Greater Boston area. Together, the Audience Initiative and The Arts Factor are powerful tools to help break down barriers to participation in the arts across the sector.

Essentially, the Audience Initiative is a community-wide database of arts participation. Subscribing organizations give ArtsBoston demographic information about their visitors (ticket buyers, members, donors, subscribers) exported from their CRM systems. ArtsBoston merges the data, cleans it up, and returns an enterprise-level view of patrons by overlaying institution-specific data with demographic information from Acxiom, a consumer information aggregator. The result is a picture of participation in the arts in Boston writ large: with over 56 participating organizations, ArtsBoston is looking at over 1.5 million unique households.

John highlighted four ways institutions can use data from the Audience Initiative to expand their base:

  • Understand existing audiences: Organizations can search arts patrons by zip code, show geographic gaps in participation, and both diversify their audience outreach and identify best prospects. There are tools to benchmark current visitor demographics against aggregated data and the census, to look at both overall and show-by-show audience composition. The most surprising finding John shared is that 76% of people in the database attend only one organization. That’s insane! As John pointed out, these single-institution-goers represent the best potential audience for any arts organization in the area, since they are already “in the door” (so to speak). Also, retention rates are very, very low (4 out of 5 ticket buyers don’t return!). John suggested that, instead of overprospecting and continuously hunting down new audiences, arts institutions would get a better return on investment by investing in retention. It comes down to this: an institution’s definition of loyalty versus a patron’s definition can vary widely. (One visit per month? Per year? Per exhibition? Multiple visits? Visits to programs and exhibitions?) We need to figure out what we want participation in our institutions to really look like, and then plan audience building and visitor retention accordingly.
  • Engage existing audiences: By seeing a holistic view of patrons across all participating arts participations, organizations can identify potential members, create personal messages, and target first-time buyers. John used the Central Square Theater here as an example of an institution that takes a strategic approach to turn first-time visitors into subscription patrons.

Here is a summary of the marketing strategy used by Nicholas Peterson & his team: They identify first-time buyers at the point of sale, and immediately invite them back after the show via direct mail and email. In the return invite, they acknowledge the patron’s participation (thank you, we know you’re new…) and incentivize a return visit with appropriate, time-sensitive offers. Evaluate, adjust, repeat. Subscriptions are up by 50% and there has been a 63% increase in multi-ticket buyers…so something must be working.

  • Find new audiences: The ArtsBoston database is a great place for prospect-finding, list trading, and cross-promotion. With cross-over analysis, institutions can look at their own visitors to identify how many they share with other area organizations. With tools to track and analyze audiences after each event and between types of programs, this is can be a powerful way to evaluate outreach and diversity initiatives.
At the end of the webinar, John turned to audience data collection techniques (you can’t invite them back if you don’t have their contact information!) Here are some SUPER USEFUL tips from John:
  • There needs to be an organizational commitment to data collection. Start at the top. Show that you act on data and use them in meaningful ways.
  • Re-imagine role of admissions and/or the box office. It is THEIR JOB to collect information from patrons. Take advantage of that small barrier to collect information at the moment someone comes in.
  • Incentivize the behavior you want (they give you information!) with strategic, well-structured rewards (discounts for sharing information, easy and FREE online registration).

I had never thought about this before, but John is so right: Why would you charge someone a service fee for booking online?! We should be offering discounts to people who book ahead! There are more opportunities to capture visitor data with online booking. It’s guaranteed admission, whether the patrons actually visit or not. It’s waaaaay easier to plan events when you have some sort of attendance estimate. Why would we disincentive online registration by throwing up barriers to access?

These data-driven insights — and more! — can be found in the PDF of John’s presentation, available here!

Getting to yes

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The Amida Buddha at the Byodo-In Temple, Valley of the Temples Memorial Park, Kahaluu, O’ahu, Hawaii

What I learned by half-listening to a Lunch with NEMA session on “Zen and the Art of Negotiation” with Dan Yaeger:

  • Enlightened negotiation builds relationships
  • Keep an ear out for people’s egos (the word “respect” is a buzzword)
  • Focus on interests (what matters), not positions (how you label yourself)
  • Use objective criteria
  • Invent options for mutual gains
  • Consciously determine the Best Alternative to a Negotiated Agreement
  • Ask “What would you do if you were in my position?”
  • Be still & silent. Like the Buddha. It will freak out your negotiation partner and will make him talk more. (I like this one!)
  • Be optimistic and come to the table from a place of abundance
  • Something about manly quiche. And orange peels. And pies. And fresh strawberries.

Bottom line: I’m really bad at focusing on lecture-based webinars. Especially when I’m in PJs at home. Hrmph.