2011 Blog Cloud

This site has now become more than just a hobby. It requires management, a direction, a content calendar and a strategy. That’s a really good sign.

Instead of writing my goals for 2012, I thought I would share them in terms of a digital strategy for my site. After all, I do work in this field.

I mean, do you really want to know that I plan on running more, eating less dessert, being a nicer human, working on my abs, visiting India, learning to skateboard, growing RobotoWear, watching more Jet Li movies, and possibly buying a Roomba as a pet? I didn’t think so.

Instead, these are the main components of focus for running and communicating via this site.

Frequency: You can expect more posts, but better quality too. If I’m not improving my writing or means of communication, then what am I really doing here? I’ve been guilty of rushing to publish in the past. I plan on being more selective and therefore better.

Expand Current Categories: Expect more May I present to you, Art Concepts, Odes to Andre Breton, Travel and Photography. These were underutilized areas for me, but all have been positively received and there’s more room for growth. And I have limitless ideas for these.

New this past year and part of Art Concepts & The Italian Collection

New and Fresh: New ideas are key and there will be lots of them. Whether it’s collages (see below), new art concepts (yes), more specific photography projects or new, random collaborations. Expect these. And expect to be caught off guard. Were you really expecting a Roman Colosseum Hot Tub?

Who knew I was a scrapbooker?

Professional Input: I work in the digital and online realm. And I have lots of opinions. Expect more musings on the state of 2012 digital, including emerging technologies, emarketing and ecommunication, content, SMS, mobile, and all of the the other buzz words. It will be helpful.

More Community Focus: I want to feature more people in the May I present to you category and reveal more about what others are doing in the digital space. I’m also considering some guest authors for my site – really bringing in an outsider to inject a little wit, sarcasm and genius into this site. Yes, I’m riding coattails here.

And Some General Goals:

• Establish a better connection with the online community for content sharing and cross-promotions
• Do more good with this site
• Highlight the brilliance of others
• Advocate for companies or brands I truly believe in
• More laughter
• More Creativity
• Leave a legacy for young Oliver
• Be utterly brilliant

As always, thank you for reading. I never take that for granted.

Got suggestions? Would love to hear them.

Later playas.

The metrics point in the right direction

The reflection part is what determines the next step forward. It guides the guidebook. Here’s what occurred digitally this year and it revolves around three themes – content, personality and relationships. These 3 simple, but often overlooked methods point to positive results, analytics and overall metrics.

Content. I agree with the saying, content is king, but how about an amendment? Engaging, thoughtful, authentic content is king

2011 saw a big shift in the type of content IMS distributed online. Traditionally, press releases were the main focal point of the site. Towards the end of 2010, we began initiating new content, first through the IMS blog as an experiment and then into the forefront of the IMS site. If you look back on our blog, it provided some incredibly successful content case studies – Gasoline Alley Unplugged, live blogging,even a piece on a LEGO replica of IMS. It quickly illustrated a void in the online experience for our fans. Publish more content.

The incredible work of Brian Darrow

In ’11 we began shifting a lot of blog material directly to the main site, mixing together official press releases, news reporting (working with external writers) and informal pieces. We broadened our horizons to post more content related to our events: Indianapolis 500, Brickyard 400 and Red Bull Indianapolis GP. Additionally, we looked to the past and highlighted the history of IMS through photo galleries, the drivers that have raced at IMS events, and mixed that with some modern technology to enable Facebook  comments and instant sharing to your wall. One-way communication now became a dialogue. We are listening to our fans. It’s helping us gauge the type of content embraced by our visitors.

In support of the Centennial running of the Indianapolis 500, we also produced a fan focused micro site called The Greatest 33, that in many ways challenged us to pull together and generate new digital assets – bios, images, audio and video clips. This in turn, fed our main site. Overall, we leveraged content around the IMS brand as a strategy, with the end result being a new, engaging experience for our customers in the online space. In 2012, we’re actually redesigning aspects of the IMS site to help support more content for our visitors, continued two-way dialogue and the tools for us to be more responsive to the ever changing world of motorsports and entertainment.

Some key indicators that helped shape this direction – over 50% increase in overall page views, significant increase in time spent on site, and dramatic growth, reach and engagement via Facebook.

Personality. I can bore you to death my thoughts on giving technology a personality. But on the most basic level, your website should have a personality. Do corporations have personalities? Yes.

Use history or the brand to reveal a personality

Adding personality into the online space was directly tied to integrating content into our online consumer experience. The content itself provided a new personality. Our content spanned a number different areas or immersive experiences and was based on current events, one of our 3 main races races or something more emotive, like history, a Q&A with an expert, live video streaming, or first person authoring. Instead of mandating the personality through static, one-way communication pages, we provided an every-changing, varied perspective on IMS, the events and it’s strong connection to motorsports and entertainment. The overall voice was controlled, but there was a new menu to choose from and the content items offered new, unexpected experiences online that encouraged feedback.

The success of this is reflected in our overall social media growth (specifically Facebook), much higher international traffic when compared to 2010 and a lower bounce rate.

Relationships. Even in the online, digital realm, success comes down to relationships. We looked within and stepped outside, to strengthen our relationships that led to stronger online partnerships, better promotion, improved sponsorship ROI, and importantly new content opportunities. Sometimes that requires a birds eye view.

Sometimes you need a fresh perspective

Leveraging relationships can lead to new online traffic, especially when social media is part of the collaboration – this opens the door for a new (unique) visitor that may not know your brand. This is all easily achieved through cross-promotion, RT’s, Facebook posts, contests and shared emails. Not rocket science, but I don’t think we can ever do a good enough job at this.

Other relationships emphasized content (I’m sure you’re noticing a trend here). We stepped outside of our own world to hire some very good writers, knowledgeable about our history and types of motorsports associated with our different events. They brought a fresh perspective and a different form of credibility. This also shifted the assumed role of the IMS website to integrate current news and events into the existing platform of PR and ticket/event sales. It was a slightly different handshake with out customers.

In the digital space, we focused on improving our relationships and collaborative opportunites with NASCAR, Grand-AM, SPEED, LAT Photography, MotoGP (Dorna), and more. which resulted in, you guessed it, new content for our fans. This was a perfect compliment to our existing relationship to INDYCAR and gave our online visitors new reasons to visit us. We had up-to-date news on racing.

Compelling content added value to someone visiting the IMS website, improved our distribution through social media, and enhanced the overall messaging we communicated via email to our subscribers.

We're trying to bring fans closer to the experience

Our unique views for the IMS site are considerably higher when compared to 2010. It shows we’re on the right trajectory with content, forging partnerships and allowing the company to express itself online.

I’ve not told you anything you probably didn’t know already, or could be gleaned by simply studying the IMS website.We’re essentially using common sense, standard practices and creativity.

What I am very clearly stating, is this: we’ve barely scratched the surface. The infrastructure is there. The interest is there. And the content is there.

What does 2012 look like? That part’s a secret, but I’m very confident.

But here’s one hint. It will be all about our fans.

Meanwhile stay in the loop by following RobotoWear on Twitter or Facebook. Or read Despi’s post for the full deets.

Who doesn't love RobotoWear?

Practicum Summary for Daniel Incandela
Submitted to the IUPUI Anthropology Department
Spring Semester 1999
“Historic Ransom Place and The Avenue”

Project Conception:
The project idea was first conceived during the spring semester of 1998. Over the summer, initial analysis of the Historic Ransom Place neighborhood took place. In August and the beginning of the fall 1998 semester, I met with Elizabeth Kryder-Reid to discuss creating an exhibit for Historic Ransom Place. From that point forward, Dr. Kryder-Reid served as my practicum advisor. In addition Dr. Susan Sutton, Dr. Jeanette Dickerson-Putman, Dr. Eric Bailey, and Hilary Kahn provided valuable assistance during the planning stages. With superb guidance, I was able to research and explore the history of Ransom Place and the jazz heritage of Indiana Avenue.

The final project - more than a 10-page paper

Project Goals:
The project goals can be categorized into three areas: (1) To educate the IUPUI campus, including student, faculty and university employees, of Historic Ransom Place and Indiana Avenue including its rich heritage and importance in the overall history of Indianapolis, (2) To promote future collaborations that involves both community and university through a student initiative. In this case, it was to help strengthen ties between the Historic Ransom Place Museum and the IUPUI Anthropology Department and Museum Studies Program, (3) To further investigate my own interests in visual anthropology through an exhibit project documenting the neighborhood life of Ransom Place and vibrant jazz heritage of Indiana Avenue.

Content Experts:
In order to create a realistic and credible exhibit, I needed sources that were knowledgeable of the local history and area. Many individuals contributed from the surrounding area including Jean Spears from the Historic Ransom Place Museum, Phyllis Jones family contact of the Ransom family, Dr. Susan Sutton and her research on Ransom Place through Urban Anthropology, Dr. William Taylor, Gilbert Taylor, curator of the Crispus Attucks Museum, Dr. David Baker, Professor of Music in Bloomington and expert in jazz, Chuck Workman, who writes a column on jazz and hosts a local jazz radio program, the Indiana Humanities Council, the Indianapolis Jazz Foundation, the Indiana Historical Society, and the countless individuals who in some way informed me of the rich history in Ransom Place and/or Indiana Avenue. Many of these individuals guided me when needed and provided constructive criticism when necessary.

Exhibit Space:
With permission of Jean Spears, curator of the Historic Ransom Place Museum, I went ahead with plans for the exhibit. An important and first step was securing space for the exhibit. The IUPUI University Library and library contact Norman Brandenstein, arranged for space for the months of February (to coincide with Black History Month) and March 1999. The space included two display cases and the space in between each case. The lobby are in front of the display cases was perfect for the opening of the exhibit. Norman Brandenstein helped coordinate the installation and opening celebration. With the exhibit secure ahead of time, it allowed me to focus on other aspects.

Graphic Design/Photography:
An important part of the exhibit was the visual representation of the history and cultural side of Ransom Place and Indiana Avenue. Through an art Professor at Bloomington (Amos P. Kennedy, Jr.), who incidentally was working on a jazz book of Indiana Avenue, I was put in touch with a graphic design student at IU-Bloomington. This student, Andy Eltzroth, wanted to work on a challenging project that would enhance his portfolio. This meeting solved a difficult problem of creating professional, well-designed visuals for the exhibit. This solution also kept costs down, by eliminating expensive design firms. Professor Kennedy also offered constructive criticism from an aesthetic point of view. Andy Eltzroth was given credit for his work on this project from Professor Kennedy. This was a great example of working with people from different backgrounds. This allowed me to branch out into the design side of exhibit planning. A Herron photography student and friend, Shane Huffman, graciously documented the neighborhood and housing for the exhibit. His photos were extremely useful in the linking text with visual imagery. Shane was able to include this in his portfolio for graduate school applications. This was another area that was relatively inexpensive.

Funding:
It was vital to secure some form of funding for the exhibit. Money was needed for photocopying costs, photographic reproduction costs, and various installation costs – such as foam core, spray mount, and adhesives. Jean Spears and the Historic Ransom Place Museum graciously provided initial funding. Later into the semester, Dr. Kryder-Reid and Dr. Jeanette Dickerson-Putman kindly submitted a grant to the School of Liberal Arts for this exhibit. An award was given from Student Technology funds. The project would not of occurred without this funding.

Public Relations:
Through the University, publicity shots were taken of the exhibit including poses with myself, Elizabeth Kryder-Reid, Jean Spears and Phyllis Jones. A press release was also sent out to area media. Several of the local newspapers ran brief pieces on the exhibit, including the IUPUI Sagamore and local African-American newspapers such as The Recorder.
Exhibit Opening:
The official opening February 14th featured Jimmy Coe and his band playing jazz, neighborhood residents, and IUPUI faculty and students. The celebration also provided the Historic Ransom Place neighborhood an opportunity to bring in some of their own material on mounted panels – a temporary exhibit of sorts. These exhibit panels detailed many of the families not included in my exhibit and other issues that I overlooked. With strong attendance from neighborhood individuals, the two exhibits blended well. Myself, Jean Spears, Elizabeth Kryder-Reid, Dean Herman J. Saatkamp, and Jimmy Coe and the band members gave opening remarks. The afternoon was a huge success with individuals from the community and university interacted. The IUPUI Museum Studies Club supplied food and beverages for everyone in attendance. Many stories were shared that day regarding the neighborhood and jazz history. This opening, hopefully, was a step towards future collaborations between Ransom Place and IUPUI.

Student Reflection:
The exhibit process changed me as a student and person. At times this practicum tested my commitment to culture and people. At other moments it reaffirmed my deep interests in Ransom Place and Indiana Avenue. Overall it strengthened my skills as a communicator, researcher, and anthropologist. This project enabled me to branch out into an area that was quite unfamiliar to me (visual anthropology and museum theory), and challenged me to continually work harder and dig deeper. In many ways this was a labor of love. Proving myself to the local community through interviews, extensive research, and hard work, was a difficult but enlightening process. Through research I discovered much of the real history of Ransom Place and Indiana Avenue and the role of IUPUI in the depletion of the local community. At the 3rd Museum Studies Symposium in Bloomington, Elizabeth Kryder-Reid and I co-authored a paper addressing the real history and irony of exhibiting the local history on the IUPUI campus. I presented this paper with pertinent slides in an academic setting.

Importantly this entire experience has taught me to reflect and critique my own work. I have learned that like most major undertakings, these projects are a work in progress. Exposure to the history and new people changed me and in turn, changed my work. The tremendous support from the Anthropology Department and local community fueled much of the exhibit especially when tough decisions were needed.

The exhibit has also taught me to challenge myself as often as possible. It also instilled a new sense of confidence both academically and personally. As a work in progress, I hope to further research similar themes using visual anthropology as a tool – either through exhibit work, photography or film. It was important to me to graduate with a sense of accomplishment with university and community life. I am more than happy with the end result of the exhibit. Most of all, I am overwhelmed by the people that encouraged me and donated so much of their time. Their faith in me has been the best experience of my college career.

RobotoWear.com

What am I talking about?

RobotoWear. It’s a clothing line, with a cool robot logo. I’ve had this idea for 3 years. I hate clothing with logos. But I always thought if I had to wear something with lettering or a logo, it would have to be a robot. Voila! RobotoWear.

It’s early days. We don’t have any actual clothing yet. That will change very soon don’t worry.

We do have a digital brand however. I think that’s pretty unique and telling in today’s age. We are born digitally. Me and Despi and Peter have launched a clothing company with limited funding (and no clothes), but brimming with ideas. My dream job is to simply be paid for my ideas. RobotoWear represents part of that dream.

RobotoWear will grow slowly but with real passion. It’s an idea and concept and approach. It’s simple, comfortable clothing created by creative, energetic and brilliant people (Despi and Peter). It’s an idea that is slowly coming alive.

Creative thinking makes me happy. Robots make me happy. Following the unknown makes me happy. Therefore, RobotoWear makes me happy. How’s that for logic?

Check out the site or on the Twitter or Facebook. Please join our community, share your ideas, your passions, your logic. And buy something…when it’s available.

It’s a collaboration with Casey Mullins – who’s a photographer, writer, Moosh in Indy, pretty funny human, friend, mother and lots more.

you see it differently that DOT me

We’re in cahoots on this new project that combines the written word and photography. We met for lunch one day and had it all figured out before I had eaten my 3rd wedge of quesadilla.

I’m lucky. Casey get thousands of web hits a day. I celebrate when I get double digits. I’m glad she agreed to collaborate on this. She also wrote about this project, here. Notice all the comments? Yep.

Our project is a simple concept.

We take turns picking one of our photographs from Flickr. We both write about the image, without consulting the other. The post is then published as one – two sides of the story, one pic. Pretty cool, huh?

We both take it very seriously. We both believe in it. It’s still in it’s infancy. We’re still figuring it out. And we both think you’ll enjoy it.

Would we lie to you?