Internet Marketing 2

Looking Ahead: Social Media & Mobile Marketing CWAEN Internet Marketing Learning Circle November 14, 2008 Erin West, VP of Arts Marketing

How will arts organizations capitalize on social media to capture the attention of young audiences and develop new relationships?

Trend Watch: Social Networking

“Given the current trend in the field for arts organizations to market the “artistic experience” coupled with contemporary audiences’ desire for greater interactivity, social networking technology has great potential to assist arts organizations in deepening their audience’s experience by providing more avenues for engaging with the art, the artists, the organization, and each other.” ‐ Technology in the Arts blog

Social Networking Defined A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software.

Social Networking Defined Primarily web based Provide ways for users to interact Typically contain directories of some categories (such as former classmates), means to connect with friends (usually with self‐description pages), and recommender systems linked to trust.

Example Sites • MySpace • Facebook • LastFM • Ningg – customized networks • Twitter • Yelp • YouTube

Facebook U.S. Geographic Distribution

MySpace U.S. Geographic Distribution

Facebook Applications Applicants let users do things such as compare favorite songs or political views, track stocks, share bookmarks or movie recommendations, showcase favorite eBay finds and so on. Since May 2007, account for 37% of Facebook’s growth. Applications are highly engaging; capturing more time per session than any other activity on the site.

Social Networking Principles • Get creative • Start conversations • Reinforce relationships • Cultivate semi‐public spaces

It’s all about Relationships

Example: Royal Opera House

Use Social Media to… Build deeper connections with your patrons Increase patron satisfaction Attract new audiences Tell your story Fundraise

Creating a Social Media Strategy

Social Media Strategy 1. Internal Readiness 2. Listening 3. Planning 4. Listening 5. Leaping In 6. Measuring and Evaluation

Go Where Your Audience Is

Facebook Wall Close‐Up

Go Where Your Audience Is

Then bring them to you

Match Your Brand: Before

Match Your Brand: After

Match Your Brand Before

Match Your Brand: After

Lessons Learned Must tie to organizational strategy Invite conversation Invite collaboration Don’t underestimate the cost. Dive in. Start small. Don’t neglect your core audience. There is no such thing as done. Ask forgiveness, not permission.

www.wearemedia.org share the love

Digital Downloads / Streaming Increase brand awareness; provide expanded access to artistic product; generate new revenue stream Solution Deliver DRM‐free content online; place content in single shopping cart; manage content via CMS Solution; possible distribution through third‐party vendor

Trend Watch: Mobile Marketing

Mobile is shaping the social media landscape In the U.S. alone, text messaging has increased by more than 350% since last year. This means that text messages per month now exceed mobile phone calls per month (per individual) in the U.S. The 13–17 age range dominates the text messaging market. Source: The Nielsen Corporation, October 2008

Text‐Message Usage by Country Test‐Message Usage Amongst Wireless Subscribers (in past 30 days) Russia 88% Switzerland 85% Italy 78% Spain 76% United Kingdom 76% China 72% France 71% India 63% Germany 60% Brazil 60% United States 53% Canada 53% Source: The Nielsen Corporation, October 2008

Use Mobile to: Raise awareness Provide a product Be an instrument for research Be cost‐effective, fast, and provide results As a fundraising tool Encourage action Be creative

Organization: Macmillan Cancer Support Objective: Provide an alternative route to collect donations for those not willing to donate online. Mobile Technology: As a fundraising channel. Results: SMS donations was the most successful mechanism through this campaign with 59% of donations being made through text. Source: Mobile Marketing Association, 2006

Organization: Adidas UK Objective: Create a highly innovative application that would enhance the event experience for runners and spectators. Mobile Technology: Adidas Run Tracker, an application that allowed spectators to track their friends running in the marathon, in real time. Results: 4,320 people used the application on the day. Source: Mobile Marketing Association, 2008

Mobile Ticketing Expand channels for purchasing tickets; position your organization as a forward‐ looking; connect with younger audience. Solution Create an alternate purchase path optimized for mobile devices; utilize SMS to drive ticket sales to mobile channel.

http://mobile.seattleopera.org

Trend Watch: Video Kiosk

Results Fall 2007 • 1,090 messages sent Sept 2007 – Nov 2007 • 17% opted in for eNewsletter • 17% allowed video use for promotion • These video messages were sent to another 1,390 email addresses besides visitors • Over 3,652 visitors came to the website to watch the video messages

Next Generation Website

Discussion • How are you using social media? • What are your next steps?

Thank You! Erin West VP of Arts Marketing erin.west@pop.us 206.272.2253

Internet Marketing 2

by Arts Engagement Exchange on Sep 10, 2009

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