Social media and the Cultural Community

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Illawarra Digital Enterprise Program workshop dedicated to the Cultural Community. Conducted on the 21/05/2014

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Social media and the Cultural Community

  1. 1. Social Media & The Cultural Community @leighjewiss Illawarra
  2. 2. What we will learn tonight The basics and strategies for • Website • Social Media • Content • Business/Marketing Plan
  3. 3. The Web
  4. 4. WHY do YOU need an Online Presence? Source: http://www.pewinternet.org/2013/01/04/arts-organizations-and-digital-technologies/ • 81% of the organisations in this survey say the internet and digital technologies are “very important” for promoting the arts • 78% say these technologies are “very important” for increasing audience engagement • 50% “strongly agree” with the statement that the internet “has increased engagement in the arts by providing a public platform through which more people can share their work” • 65% say digital technologies are “very important” for fundraising • A majority of these organisations also agree that the internet is “very important” in increasing organizational efficiency (63%), and for their engaging in arts advocacy (55%)
  5. 5. The DNA of a Website – Case Study • Wollongong Markets • The Whole Pantry • Wollongong Markets Facebook Page
  6. 6. The Anatomy of a Website Your Website Hosting • Examples • Bigpond • iiNet • Netregistry Content Management System (CMS) • Examples • Wordpress • Joomla • Winx • Weebly • Silverstripe • Web designers URL/Domain Name • Example • Netregistry • Go Daddy • CrazyDomains
  7. 7. Creating a Website • Content Management System (CMS) • WordPress • Weebly • Winx • Brisx.com • Professional • Freelance • Package
  8. 8. Creating a Website
  9. 9. Website – Case Study • Websites can be shop fronts, galleries, brochures, promotion tools or story books…
  10. 10. An online store done well • http://www.digitalrev.com/ • Not just products but • Information • Reviews • Tips • Different content eg video • Sense of community (share your photo • Assisting you becoming a better (not just selling you a product) • Upselling • Package Selling
  11. 11. The DNA of a Website - Questions • Understand what your purpose is? • What is the web for? • What will be your site’s DNA, it’s personality? • Themes, branding, consistency – the look and feel • Who will be your website for? • What type of website will you have? • What platform will you use?
  12. 12. The Social Media Landscape
  13. 13. Social Media - The Next Top 14 6. Blogspot – 3,000,000 7. Twitter - 2,500,00 Active Australian Users 8. Instagram - 1,600,000 Active Australian Users 9. TripAdvisor– 1,300,000 10. SnapChat – 1,070,00, 11. Flickr – 800,000 12. Pinterest – 420,000 13. Yelp – 195,000 14. MySpace – 185,000 15. Reddit – 175,000 16. Google Plus – approx 100,000 (Estimation 17. StumbleUpon – 60,000 18. Foursquare – 35,000 19. Digg – 27,000
  14. 14. Why use Social Media • Why are you using social media? • Source for new customers • Allow the audience to interact or start a conversation • Start a debate or continue a conversation • Can increase your work/business’ reputation • Showcase your products/services • Bring in more traffic (web/store) • Connect and communicate with your clients/customers
  15. 15. Different channels can provide different opportunities • Promotion • Art/Craft/Performance • Classes • Your Brand • Exhibitions • Teaching • Courses • Sell • Art/Craft • Connect/Community
  16. 16. Where are your customers? Here are some of our surprising findings: • Facebook still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012. Among U.S. Internet users, 73% with incomes above $US75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six per cent of Facebook’s users are outside the U.S. • Instagram: 60-eight per cent of Instagram’s users are women. • Twitter has a surprisingly young user population for a large social network — 27% of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties and forties. • LinkedIn is international and skews toward male users. NOTE: B2B • Google+ is the most male-oriented of the major social networks. It’s 70% male. • Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S. Pinterest users are women. • Tumblr is strong with teens and young adults interested in self-expression, but only 8% of U.S. Internet users with incomes above $US75,000 use Tumblr. Source: Business Insider Australia, 2014
  17. 17. Meet Gordon
  18. 18. Tips for Understanding Social Media 1. It takes time and patience to build a Social Media audience – this does not happen overnight 2.Present as the professional • As Picasso said, "Good artists copy, great artists steal." See what format, appearance, and platforms are used by the people whose careers you admire and get inspired. 3. Use social media to show your talent, instead of just talking about it. 4. Use Social Media to follow artists/companies that inspire you. Directly engage with galleries or organisations 5. Understand different channels have different audiences 6. Use social media for social proofing 7. Numbers don’t matter – content is king! Inspired by: http://www.huffingtonpost.com/carlota-zimmerman/how-artists-can-use-socia_b_4756824.html
  19. 19. Tips for Understanding Social Media 8. Social Media is not free – it takes time and effort 9.Update regularly, give me a reason to visit 10. Decide how public or private you want to be 11. Expand your art by using social media, allow people to understand you process, your thinking, your inspiration 12. Understand that Social Media is a channel for conversation – if you wouldn’t say it/do it in real life, don’t do it on Social Media 13. There is no such thing as temporary on Social Media Inspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html
  20. 20. Things to Remember • Social media is a two way conversation • You can not control social media • (what is said, reviews, etc) • Control your content • Copyright • Watermark your images/content
  21. 21. Future Technology shaping the Cultural Community • Tate Britain to let visitors view art at night using remote-controlled robots http://www.theverge.com/2014/2/7/5391430/tate-britain-to-let-visitors-view-art-at-night-using-robots
  22. 22. What to Create? Feeding the Hungry Beast Content
  23. 23. Content Generators
  24. 24. What is Content? • Articles • Books/eBooks • Brochures/manuals • Case Studies • Information Guides • Microsites/Web Pages • Online Courses • Podcasts/Videocasts • Presentations • Product Data Sheets • Reference Guides • Resource Libraries • RSS/XML Feeds • Videos • Visual Content • Webinars/Webcasts • White Papers • Widgets • Workbooks • Status Updates • Comments
  25. 25. Kapost’ Content Pillar Approach
  26. 26. Pre Production • Youtube • Rehearsal • Actor/Director Interviews • Twitter • Updates on production • Facebook • Updates with images • Promotion • Advertising/Marketing • Blog post • Production Diary • Detailed content • Instagram • Costume fitting • Rehersal • SnapChat • As above • Pinterest • Newsletter • Countdown to opening night • Highlights • Advertising and Marketing Production • Youtube • Soundbite reviews • Backstage footage • Twitter • Behind the scenes access • Audience reaction • Encourage reviews • Facebook • As above • Instagram • Getting ready for performance • Behind the scenes • SnapChat • As above Post Production • YouTube • Promotional Video • Twitter • Reviews • Blog • Reviews • After thoughts • Encourage newsletter sign-up WHERE’S THE DIGITAL STRATEGY?
  27. 27. Example – Visual Arts
  28. 28. Example – Performing Arts
  29. 29. Example –Artist, Natasha Wescoat
  30. 30. Especial Mention – Wollongong City Gallery
  31. 31. Things to do next…… • Goal Setting • Name the top five goals you want to achieve through using social media. • Break down each goal and how you are going to achieve them. • What tools and platform/s do you think are the most suitable to achieve your goals? • What training is needed? • How are you going to measure the success of your social media presences?
  32. 32. Where to find this presentation
  33. 33. Where to find more information
  34. 34. But before I go………. • 0-3 = average intelligence • 4 = you're above average • 5 = you can turn your nose at most anybody • 6 = you are a genius
  35. 35. Why You Should be Online • Internet Live Stats • http://www.internetlivestats.com/
  36. 36. WHO? Thank You Leigh Jewiss Digital Enterprise Program Coordinator Regional Development Australia Illawarra Ph: 4227 4500 Eml: leigh@rdaillawarra.com.au @leighjewiss @rdaillawarra au.linkedin.com/in/leighjewiss/
  37. 37. Partners Training Partners Support Partners
  38. 38. Resources • http://artistswebsites.org/artists • www.pixa.com • www.foliolink.com • www.figdig.com • www.glossom.com • Portfolio.deviantart.com • Cargocollective.com • Etsy.com • http://www.pinterest.com/robingood/best-visual- portfolio-website-builders-2013/

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