Daniel Gallant, Nuyorican Poets Cafe at #RLTM NY 11

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Daniel Gallant
Executive Director, Nuyorican Poets Cafe

The Nuyorican Poets Cafe
A multi-arts venue founded in 1973 by a collective of poets and playwrights; based in New York City’s East Village
The Cafe has grown
"from a small, volunteer-led venue best known for weekly poetry events to a thriving arts center with partnerships across the city."
The Wall Street Journal,
February 24, 2011

The Cafe’s growing online presence
Growth in Facebook/Twitter fan base has been roughly proportional to growth in website traffic; growth in eblast list has been negligible

Revenue growth vs. online presence – annual revenues compared to total Facebook/Twitter fans
Facebook/Twitter fans
Gross annual revenue
(in hundreds of dollars)

Google Adwords Keywords used by the Cafe: Click-Through Rate

How the Nuyo’s social networking measures up against other cultural organizations (in absolute terms)

How the Nuyo’s social networking measures up against other cultural organizations (in proportion to operating budgets)

The Nuyo’s triumphs since overhauling our online presence
Grew online ticket sales by 30%, web traffic by 40%
Doubled number of weekly events
More than doubled annual revenues
Cut advertising budget while boosting public profile
Used feedback from social networking to create new programs, more effectively target audiences
Reimagined the Cafe’s brand: from edgy but low-tech to cutting-edge and tech-savvy
Fans used to mention us in the past tense; now they speak of us in the present and future tenses

Recent media attention and promo opportunities due to social networking
Chosen from among Google’s 6,000 adwords grant recipients to discuss online strategy with business owners at first-ever Chase/Google social networking seminar
Chosen by Chase for advertorial in Inc. Magazine
Successful online promotional partnerships with Village Voice, Lincoln Center, Brooklyn Museum, Starbucks, many others
Social networking achievements featured in Wall Street Journal, New York Times, Crain’s New York, Huffington Post

Social networking suggestions
On a regular basis, post content of value and relevance; don’t hypertweet, but do post items of community interest
Use Adwords/Facebook Ads to reach new fans; use eblasts for press/funders/investors; drive your regulars to FB/Twitter
Use data from Facebook/Twitter/Google Places and Adwords to identify your target audiences and the content to which they most strongly respond (contests and coupons can help here)
Use customer feedback to create new programs/products and to promote them more effectively
Identify and emphasize existing programs/products that reflect the behavior of your online fan base

How to find us:
The Nuyorican Poets Cafe
236 East 3rd Street (between Avenues B and C)
New York, NY 10009
Tel: 212-780-9386 / Email: info@nuyorican.org
WEBSITE: www.nuyorican.org
FACEBOOK: www.facebook.com/nuyoricanpoets
TWITTER: @nuyoricanpoets
DANIEL’S TWITTER: @Dansencrantz

Daniel Gallant, Nuyorican Poets Cafe at #RLTM NY 11

by #RLTM The Realtime Report | Conference | Directory on Jun 09, 2011

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