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1st November 2017 Rebecca Moore

5 learnings from the #DMA

Hannah Mason – fellow on DMA 4.0 – discusses five key learnings from her Digital Marketing Academy experience so far. 

FINDING TIME

Finding the time to concentrate on the experiments and the DMA experience is fundamental to achieving meaningful results. A couple of months in and I was thinking “Well I am very bad at separating time for this”. I thought my peers were all dedicating hours to their experiments which would all be going like clockwork and yielding amazing results. Conclusion being I was ‘a bit rubbish’ at this. Which leads me to points 2 and 3 in my discovery…

COMPARISON IS THE KILLER OF JOY

Of course I was totally wrong about my peers and comparing myself to imaginary versions of them was (and is!) the real waste of time. Our next Action Learning Set taught me this. We were all busy with the day job which was getting in the way of our experiment schedules. Our organisations were changing in ways we could not have envisioned and this was impacting in our ability to do what we set out to. Equally we were being harsh on ourselves. Things do slide but how we bring them back on track makes the difference. The clue is in the title ‘experiment’ not ‘absolute outcome’ so I realised sharing with my peers that it is okay to feel snowed under but if I found time to dedicate solely to the project each week the joy would come back.

 

BE PREPARED FOR CHANGE – IT IS SOMETHING YOU CAN COUNT ON

I had lined up a series of visits to local galleries and exhibitions where I was going to talk to visitors about the interpretation available and the information they found before their visit. I wanted to ascertain the need for the information I feel is lacking. The first gallery would be at The Art House, where I have curated an exhibition with an artist called gobscure. He has lived experience of mental ill health and his work explores the language of lunacy. Alongside the exhibition I designed a magazine and website as he wanted to share the work not just in a ‘white cube’ but in other accessible ways. The change I wasn’t expecting was that in the gallery there was no interpretation! For various organisational reasons the interpretation was not created. Knocked off kilter a bit, I found this halted my momentum.

BEING AGILE

For a number of reasons time has played such an important role in how the project is progressing. I need to be flexible in how I gather the information to carry out the experiment. I have audience data from the galleries in a standard format due to the Audience Finder system all ACE-funded arts organisations use. The next step is setting up new visits to the three galleries in the plan and use the lack of interpretation as a tool rather than seeing it as a problem. Use agility to break down these tasks into smaller easy steps.

TRY THE TOOL

Or at least a simple version of the tool. The plan for the next phase of the project is to create a simple version of the online tool and share it with a focus group at The Art House. And of course enjoy some experimentation with it.

All images courtesy of Hannah Mason 
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