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Seattle Art Museum’s Teen Night Out Case Study
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Seattle Art Museum’s Teen Night Out Case Study

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Seattle Art Museum’s Teen Night Out Case Study

Seattle Art Museum’s Teen Night Out Case Study

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  • Teens increasingly moving to twitter (parents are on facebook) 26% of teens who use social media are on twitter (double from 2011 – 2014) They do have a Facebook profile but don’t use or check it as much as the use of Twitter, Snapchat, Vine, InstagramAre there barriers to visitation? Aforementioned intimidation, parking, proximity, do I belong, costs?Cara, you might want to add more here.
  • Cara, You will want to give an introduction here and answer some of the questions from the prior slide we believe that teens make up there mind the week or sometime day of the event so we are holding back some of the ad buy. We know that teens engage online and that Instagram, Snapchat and Vine and are increasingly popular but have not developed sophisticated targeting tools. So we decided to conduct advertising using the more traditional social media sites FB, Twtr and Ggl+. We will want to explain Custom Audiences (I can do that if you like)
  • Google and Twtr clicked through to here
  • Facebook clicks stayed within FB to decrease abandonment.
  • For Facebook this way we keep them within the Facebook sphere to decrease abandonment ratesSearch click was pretty good at near 3% but no engagement. We believe this will increase as the event is closer as teens make up there mind the week of day of the event. You can see high impression volume and low click rate which is typical for FB but those that did click produced a lot of engagement. Twitter had a very impressive click rate and we will see if that is sustained as more advertisers begin using promoted Tweets. Actions on Facebook = clicks, shares, Likes, or comments.Engagement on Twitter =retweets, follows, or replies.

Seattle Art Museum’s Teen Night Out Case Study Seattle Art Museum’s Teen Night Out Case Study Presentation Transcript

  • Social Media for Non Profits / April 28, 2014 Promoting Teen Night Out Using Social Media
  • Social Media for Non Profits / April 28, 2014 Seattle Art Museum: Teen Night Out Museums can be intimidating to some—especially young people
  • Social Media for Non Profits / April 28, 2014 Seattle Art Museum: Teen Night Out we try to be less like this–institutional and stuffy And more like this…
  • Social Media for Non Profits / April 28, 2014 Teen Night Out: From the Beginning Engagement strategy to encourage participation of teens Social + Intellectual programming Led by Education Department and promoted through Marketing and PR Started in 2007 and since then we have had 13 Teen Nights Out and over 8,000 attendees
  • Social Media for Non Profits / April 28, 2014 Teen Night Out: Challenges How do teens get their information? Do they trust or respond to advertising? How far in advance do they make decisions? Who influences their decisions? Are there barriers to visitation?
  • Social Media for Non Profits / April 28, 2014 Teen Night Out: Social Media Strategy for May 2nd Digital advertising: 1. Paid Facebook promoted posts 2. Paid Twitter promoted tweets 3. Paid Google keyword search supplemented with free Google Grant ads The Twitter and Google ads were targeted by keyword, location and demographic For Facebook we used a mix of demographic, Custom Audiences and Look-alike audience targeting
  • Social Media for Non Profits / April 28, 2014 Facebook Creative
  • Social Media for Non Profits / April 28, 2014 Twitter Creative
  • Social Media for Non Profits / April 28, 2014 Google Creative
  • Social Media for Non Profits / April 28, 2014 Event Landing on SAM Website
  • Social Media for Non Profits / April 28, 2014 Facebook Landing Page
  • Social Media for Non Profits / April 28, 2014
  • Social Media for Non Profits / April 28, 2014
  • Social Media for Non Profits / April 28, 2014 Teen Night Out: Social Media Initial Results Campaign launched launch April 7 Teen Night Out Digital Advertising Impressions Clicks CTR Search 18,167 519 2.86% Facebook 1,308,534 1657 0.13% Twitter 77,027 2,461 3.19% Total 1,403,728 4,637 0.33% Of the 1657 clicks on Facebook, 461 clicked, shared, liked or commented Of 2,461 clicks on Twitter, 34 favorited, followed, replied or retweeted
  • Social Media for Non Profits / April 28, 2014 Teen Night Out: Social Media Campaign Conclusions Twitter had very high click rates and it will be interesting to see if this continues as they continue to monetize their platform Facebook had low clicks but high engagement–we believe embedding the event page within Facebook aided campaign performance Google search had a high click rate but low engagement But most interestingly, SAM Teens Facebook activity has increased more than double since the campaign launched
  • Social Media for Non Profits / April 28, 2014 Questions?
  • Social Media for Non Profits / April 28, 2014 Cara Eagan CaraE@SeattleArtMuseum.org Anthony Plamondon anthony@thelukenscompany.com Questions?