Aoife Flynn presentation


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Aoife Flynn presentation

  1. 1. Aoife Flynn loves music, art, theatre, culture, fashion, food, the interweb. Consultant Arts marketeer & project manager www. a
  2. 2. Aoife Flynn www. a <ul><li>What I’ll be focusing on today… </li></ul><ul><li>Some Do ’ s and Don ’ ts of online marketing </li></ul><ul><li>Some Do ’ s and Don'ts of visual arts engagement </li></ul><ul><li>Potential for new engagement using new media </li></ul>What Good Marketing in the Visual Arts Looks Like
  3. 3. Key Marketing Rules <ul><li>Have a Plan – set targets, review progress, Track your appearances online </li></ul><ul><li>Converse – online engagement is two way </li></ul><ul><li>Customise - allow your visitors to personalise their interaction with you </li></ul><ul><li>“ Be where your audience expects to find you ” </li></ul>Aoife Flynn www. a <ul><li>Know your audience demographics </li></ul><ul><li>Understand your audience motivations </li></ul><ul><li>Be targeted in your approach to that audience </li></ul><ul><li>One size does not fit all </li></ul><ul><li>The holy grail of marketing is to be able to make your visitor feel like you are talking directly to them – one to one. </li></ul>Key Online Marketing Rules
  4. 4. <ul><li>Have a plan </li></ul><ul><ul><li>Even if it’s not a full scale strategy </li></ul></ul><ul><li>Set targets for each event/show/campaign </li></ul><ul><ul><li>Target referrals, increase in traffic, increase fb fans, or new visitors </li></ul></ul><ul><li>Measure your progress </li></ul><ul><ul><li>Stats from your own site, facebook, blog, checkins etc. </li></ul></ul><ul><li>Track your appearances online </li></ul><ul><ul><li>Google Alert aka media monitoring for the web </li></ul></ul>Aoife Flynn www. a 1. Plan, Target, and Track
  5. 5. <ul><li>Golden Rule of Online engagement? Conversations are two-way </li></ul><ul><ul><li>Resist broadcast only approach </li></ul></ul><ul><li>Think of Online marketing as a “virtual front desk” </li></ul><ul><ul><li>Welcoming </li></ul></ul><ul><ul><li>Informal </li></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><li>Informative </li></ul></ul><ul><ul><ul><li>about event and about audience </li></ul></ul></ul><ul><ul><li>Interactive </li></ul></ul>Aoife Flynn www. a 2. Online Marketing: Dialogue v ’ s Monologue
  6. 6. <ul><li>People want to customise their experience online, and their experience of your organisation. Find ways to let them do this </li></ul><ul><ul><li>User Photographs </li></ul></ul><ul><ul><li>Commentability </li></ul></ul><ul><ul><li>User Recommendations </li></ul></ul><ul><ul><li>Personal Stories </li></ul></ul><ul><ul><li>Check-ins </li></ul></ul><ul><li>If you do this successfully your visitor will become your best marketeer, and they work for free! </li></ul>3. Personalised Content Aoife Flynn www. a
  7. 7. <ul><li>Not everywhere at once </li></ul><ul><ul><li>Be strategic in your approach </li></ul></ul><ul><li>Know your audience </li></ul><ul><ul><li>Check your main web traffic for referral links </li></ul></ul><ul><ul><li>Ask them! SurveyMonkey, PollDaddy </li></ul></ul><ul><li>Assess your resources </li></ul><ul><ul><li>Marketing not just the job of the Marketing Dept. or interns! </li></ul></ul><ul><li>Select appropriate platforms </li></ul><ul><ul><li>Know the rules of engagement for each </li></ul></ul><ul><ul><li>To tweet or not to tweet? 188,000 active irish tweeters (via </li></ul></ul>Aoife Flynn www. a 4. “Be where your audience expects to find you” Dr. Ross Parry, Museums and New Media at the University of Leicester
  8. 8. <ul><li>Do Have a Page, not a personal profile </li></ul><ul><li>Claim your page name </li></ul><ul><ul><li> </li></ul></ul><ul><li>Claim your “place” for checkins </li></ul><ul><li>Check your Wikipedia entry </li></ul><ul><li>Don’t “Flood the Stream” </li></ul><ul><ul><li>Time your posts </li></ul></ul><ul><ul><li>Check what’s working via insights </li></ul></ul><ul><li>Do encourage fan interaction </li></ul><ul><ul><li>Ask Questions, run competitions, tag photos </li></ul></ul>Practical Facebook tips Aoife Flynn www. a 1,8 million irish users (over 15) Approx. 50% of population have accounts 45% male v’s 55% female Over 50’s are fastest growing demographic
  9. 9. Key Online Marketing Rules Aoife Flynn www. a <ul><li>Have a Plan </li></ul><ul><ul><li>set targets, review progress, track your appearances online </li></ul></ul><ul><li>Converse </li></ul><ul><ul><li>online engagement is two way </li></ul></ul><ul><li>Customise </li></ul><ul><ul><li>allow your visitors to personalise their online interaction with you </li></ul></ul><ul><li>“ Be where your audience expects to find you ” </li></ul>
  10. 10. Encouraging Visual Arts Engagement – Some Quick Do ’ s and Don ’ ts <ul><li>On & Offline… </li></ul><ul><li>Don ’ t have dense press releases/gallery info </li></ul><ul><ul><li>One Size doesn ’ t fit all </li></ul></ul><ul><li>Do find different ways to communicate to different audiences </li></ul><ul><li>Do provide complimentary programming </li></ul><ul><li>Don ’ t assume new online visitors have been to your space before </li></ul><ul><ul><li>Visitors don ’ t read website like a book, reiterate costs, times, dates </li></ul></ul>Aoife Flynn www. a
  11. 11. Opportunities for Engagement via new media <ul><li>New Media allows you: </li></ul><ul><li>Direct access to your audience; even when they aren’t physically visiting </li></ul><ul><li>Ongoing Communication – not just at exhibition times </li></ul><ul><li>Allows them: </li></ul><ul><li>Enhanced access behind the scenes, </li></ul><ul><li>Enhanced access to Artists and their practice </li></ul><ul><li>Initiatives: </li></ul><ul><li>AskaCurator# </li></ul><ul><li>Visitor Photography </li></ul>Aoife Flynn www. a
  12. 12. Full text and slides www. a Thank you!