“ 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

“ 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

Leveraging New Media and Social Networking to Drive Results Technology in the Arts Conference October 11, 2008

Introductions Erin West VP of Arts Marketing, POP Rebecca Krause-Hardie Partner, AudienceWorks

Erin West VP of Arts Marketing, POP

Rebecca Krause-Hardie Partner, AudienceWorks

We are going to talk about… Relationships Social Media Strategy Delivering Results Our Favorites Case Study: Steppenwolf Theatre Your Ideas & Experiences

Relationships

Social Media Strategy

Delivering Results

Our Favorites

Case Study: Steppenwolf Theatre

Your Ideas & Experiences

The Opportunity

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.

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.

It’s all about Relationships

Why personal relationships? Close rate on personal referrals 75% Close rate on direct mail 2% Value of those relationships Power both positive and negative

Close rate on personal referrals 75%

Close rate on direct mail 2%

Value of those relationships

Power both positive and negative

Personal Relationships are, well, personal Flickr attribution Amit Gupta

Trusting Flickr attribution opxphile

Sharing Flickr attribution Andy Woo

Responsive Flickr attribution ClickFlashPhotos

Valuing Flickr attribution avriette

Giving away control Flickr attribution kitchenkam

Being Real

Sharing Flickr attribution goldberg

Creating a Social Media Strategy

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

Social Media Strategy Internal Readiness Listening Planning Listening Leaping In Measuring and Evaluation

Internal Readiness

Listening

Planning

Listening

Leaping In

Measuring and Evaluation

Delivering Results  Integrate with organizational strategy  Define success metrics at the on-set  Invest in web analytics

 Integrate with organizational strategy

 Define success metrics at the on-set

 Invest in web analytics

What is “Web Analytics”?

Web Analytics Is… An attempt to quantify what happens on your website…

An attempt to quantify what happens on

your website…

Web Analytics Is… A way to improve marketing management You can’t manage what you can’t measure Determine what works and what doesn’t

A way to improve marketing management

You can’t manage what you can’t measure

Determine what works and what doesn’t

What’s the point?

Bad Reasons for Analytics “We need web stats!” “How many hits did we get last month?” “There are lots of reports and pretty graphs… it even has an Excel integration wizard…”

“We need web stats!”

“How many hits did we get last month?”

“There are lots of reports and pretty graphs… it even has an Excel integration wizard…”

Good Reasons for Analytics “We need to improve marketing effectiveness!” “Online sales seem to be lagging – we need to determine why” “I don’t know which marketing channel is most valuable” “What kind of content helps drive more sales?”

“We need to improve marketing effectiveness!”

“Online sales seem to be lagging – we need to determine why”

“I don’t know which marketing channel is most valuable”

“What kind of content helps drive more sales?”

What’s the Point? You can’t manage what you can’t measure Web Analytics is about behavior not numbers Track what impacts your business “Hits” are not the same as people “Hit reports” are often over inflated by 2x – 3x Conversion rate, content value, traffic source matter

You can’t manage what you can’t measure

Web Analytics is about behavior not numbers

Track what impacts your business

“Hits” are not the same as people

“Hit reports” are often over inflated by 2x – 3x

Conversion rate, content value, traffic source matter

Implementing Web Analytics 1. Develop your strategy 2. Cultivate an analytical culture

1. Develop your strategy

2. Cultivate an analytical culture

3. Get the Right People Tools People Business Value Action Wisdom Knowledge Information Data

4. Get the right Tool

5. Make Data Actionable All traffic and online marketing

All traffic and online marketing

5. Make Data Actionable Compare marketing channels

Compare marketing channels

5. Make Data Actionable Tie marketing to Sales

Tie marketing to Sales

5. Make Data Actionable Compare value of content

Compare value of content

Social Media Strategy Internal Readiness Listening Planning Listening Leaping In Measuring and Evaluation

Internal Readiness

Listening

Planning

Listening

Leaping In

Measuring and Evaluation

Planning Goals and Results Target Audience Context Input and buy-in from key team members Integration with overall plans Training

Goals and Results

Target Audience

Context

Input and buy-in from key team members

Integration with overall plans

Training

Quality of Engagement Listening Joining the Conversation Go where your audience (s) is (are) Tie in to your mission Collaborate

Listening

Joining the Conversation

Go where your audience (s) is (are)

Tie in to your mission

Collaborate

Quality of Engagement Trust Give Up Control Open Be Personal Just Do It

Trust

Give Up Control

Open

Be Personal

Just Do It

Listening Setting up feeds with Google reader Google alerts Technorati searches

Setting up feeds with Google reader

Google alerts

Technorati searches

Join The Conversation Who is talking about you already Who is talking about related topics IMA - blog roll Flickr attribution b d solis

Who is talking about you already

Who is talking about related topics

IMA - blog roll

Go Where Your Audience Is:

Go Where Your Audience Is:

Go Where Your Audience Is:

Tie in to your Mission

Tie in to your Mission

Collaborate

Trust and Giving Up Control

Trust and Giving Up Control

Trust and Giving Up Control

Trust and Giving Up Control

Trust and Giving Up Control

Trust and Giving Up Control

Trust and Giving Up Control

Match project with the right place

Match project with the right place

Match project with the right place

Match project with the right place

Be Personal

Just Do It (Take Risks) Flickr attribution b d solis

Just Do It

Just Do It (Take Risks)

Case Study: Steppenwolf Theatre

Goals  Support ‘Public Square’ Initiative  Cultivate conversation with audience  Extend Steppenwolf brand  Build anticipation  Drive repeat visitation to the website

Blog Visits by Month

Blog Reader Location Map

Join the conversation

Take Risks

YouTube Before

YouTube After

MySpace Before

MySpace After

Facebook Wall Page

Facebook Wall Close-Up

Facebook Wall Page

Facebook Navigation Tabs

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

Sharing ideas & experiences

Thank You! Erin West Rebecca Krause-Hardie VP of Arts Marketing Partner POP AudienceWorks [email_address] [email_address] arts.typepad.com

Erin West Rebecca Krause-Hardie

VP of Arts Marketing Partner

POP AudienceWorks

[email_address] [email_address]

arts.typepad.com