Social Media & Non-Profit Arts Organizations Engagement & Connection with New Media
What is Social Media or New Media? From Wikipedia: At its most basic sense, social media is a shift in how people discover, read and share news, information and content. Source: http://en.wikipedia.org/wiki/Social_media
Social Media or New Media communication allows for
Sharing information about your organization
Networking with your target audience, patrons and donors
Monitoring what others are saying about your organization
In 2005, 8% of all adults online had a profile on a social networking site. Today, this is 35%.
In Dec. 2008, 54 million people visited Facebook which was a 57% increase over the previous year.
Facebook’s fastest growing demographic is users age 35-49.
In Aug. 2008, 23.7 million people visited YouTube.
1 out of every 3 videos viewed online is on YouTube.
Five to ten thousand new Twitter accounts are created daily.
Newspapers and traditional media use is on the decline as internet use continues to increase. Inclusion of arts in traditional media has decreased significantly as well .
The Rise of New Media The rise of new terms such as social media, new media and Web 2.0 indicate a shift to an online experience that encourages participation, conversations, community & connections. Multiple avenues exist for delivering content to online participants:
Social Networks- Facebook, MySpace, Twitter, Flickr
Online Video- YouTube, Vimeo, Viddler
What does this mean for arts organizations? Breaks down geographical barriers by being able to create relationships with people all over the world who identify with an organization. How?
Participate in conversations
Share information and content with those with similar interests.
Build relationships- Let fans & patrons get to know the organization & it’s players/artists
Create a direct line of communication with potential audiences
Create a strategy & goals for using social media Think beyond which sites to use for your new media communications. Consider the techniques and ideas that will be useful for connecting with your target audience. Identify how you will measure your efforts Review your outcomes and adjust your strategy as needed Do not enter blindly into using social media! Have a plan.
Who’s driving the content? Participating in social media means you do not always control the content. But the pay-off for creating conversations with previously unreached audiences and building relationships with patrons can be very rewarding for the organization overall.
Increase exposure with target demographic and with younger demographic
Giveaways increase interaction & with attracting “Fans.”
Easily track the demographic of your fans
SEO benefits as URLs for Facebook are indexed by Search Engines and Facebook ranks high.
Drives additional traffic to your website or blog.
YouTube/Flickr Tell a digital story with photos or videos of performances. Go behind the scenes; create engagement with performers Generate a dedicated following Attract new talent & provide exposure to existing talent The Anaheim Ballet’s YouTube channel has reported over 512,000 channel views. The Pittsburgh Cultural Trust’s YouTube channel is used to provide information and insight about the city’s fine arts community.
Art Museums & Twitter Brooklyn Art Museum- Has over 23,000 people “following” them on Twitter. Tweets about happenings at the Museum, such as events announcements, new blog posts & to interact with patrons.
Art Museums & Twitter Museum of Modern Art Has over 28,000 people “following” them on Twitter. Used to announce events, launch of website redesign, answer questions and to tweet about art in the news. Provides info on “who” is tweeting for them. Important for transparency.
Idea from Michael Tilson Thomas of the San Francisco Symphony
Performers posted video auditions on YouTube from around the world.
Finalists determine by a jury of professional musicians
Winners were voted for via online voting on YouTube.
Performed to a sold out Carnegie Hall with a standing ovation.
http://www.youtube.com/symphony Over 39,000 subscribers Almost 9 million views A musical example of crowdsourcing British magazine Gramophone named the YTSO as one of the world's 10 most inspiring orchestras "for democratizing classical music on a global scale, making it truly all-inclusive." Source: US News & World Report: http://tinyurl.com/clobuj 93 musicians, Ages 15 to 55 From more than 30 countries
Philadelphia Museum of Art using Twitter, podcasting about exhibits & lectures, RSS feed to their site to directly update subscribers. Pennsylvania Ballet uses YouTube. Kimmel Center has a Flickr photostream Curtis Institute of Music on LinkedIn Arden Theatre & Franklin Institute using Twitter. Philadelphia Orchestra on MySpace and Facebook. The Theatre Alliance of Greater Philadelphia and The Opera Company of Philadelphia on Facebook. What social media platforms are they using?
Why Use Social Media? "It starts with young people. . . .We want to create more of a dialogue with this age group, and guess what - they're on YouTube and MySpace and Facebook," said Shawn Stone, the Pennsylvania Ballet's market director. "It's an active part of their lives, so it needs to be an active part of ours." “ We want to move more into a way of nurturing a two-way dialogue and building relationships with young viewers who will be part of our audience for years to come.” "When young people are exploring what they will do socially on their own, encouraging them to visit the orchestra is an incredibly valuable seed for the future.” - J. Edward Cambron, Philadelphia Orchestra VP for Marketing. Source: The Philadelphia Inquirer, Feb. 24, 2009, http://www.philly.com/inquirer/magazine/40207922.html
How are they using social media? Philadelphia Orchestra promotes EZSeatU for open season tickets to college students on Facebook, MySpace and Twitter. Also, Facebook nights for $10 rush tickets- usually draws 50-60 more younger takers. Has almost 4000 fans. Arden Theatre promoted reduced prices on Facebook & gained over 100 new fans. Also, have ½ price Tuesdays. Believes this has resulted in a more loyal and targeted audience which understands their mission. Pennsylvania Ballet using YouTube for choreographer interviews, day in the life a dancer, chronicling state construction to introduce ballet to a younger audience. Extend global/geographic reach as fans can interact with organizations regardless of location.
Created a blog that is update by LSO players- highlights concerts in various tour locations. Twitter is updated by a variety of LSO staff and players- gives perspective directly from the musicians. Facebook page provides updates to over 7,500 fans & includes YouTube Videos, a music player, and has significant fan interaction. Flickr shows photos from concerts, events and tours. Includes two public groups for fan/follower interaction. Also using YouTube, MySpace and posts podcasts on their website. Has dedicated online marketing manager coordinating effort.
Using Social Media to Save the Day Announces in May they need to raise $750,000 to keep operating through the end of the fiscal year. Individual giving plunged 50% this fiscal year. Budget cut already by 30% Winter storms affected anticipated revenue from December “Nutcracker” performances. Creates a fundraising campaign which includes a gala benefit performance with top performers from around the country. Uses social media platforms to engage fans and supporters
Also uses Twitter to inform followers with updates about who will be performing and what they will be performing. Launches OBT Radio online and via iTunes. First episode has 10,000 listeners. Second episode goes behind the scenes of the benefit performance.
Fundraising Goal Exceeded! Raised over $850,000 in ONE MONTH. Continues with online auction for additional fundraising. Used online networks along with traditional media to spread the word to fans, patrons and supporters. Source: Oregon Ballet Theatre Blog: http://oregonballettheatre.blogspot.com/
Chicago Arts Organizations Chicago Symphony Orchestra- Using Twitter, Facebook and YouTube. Over 10,00 fans on Facebook and over 2,300 followers on Twitter. Data indicate over 85% of their “fans” are younger than 34. Web data show Facebook as one of the top 5 referrers of traffic to their website.
Chicago Arts Organizations Chicago Opera Theater- Director, Brian Dickie, blogs on Life as the General Director of Chicago Opera Theater. Also using Facebook, MySpace, Yelp, Twitter and Flickr. Held YouTube contest encouraging the public to upload a video answering the question, “Why Do You Deserve to Win Free Tickets to Chicago Opera Theater.” Three winners- voted on by the public- received 2 free subscriptions.
The Take Away Online engagement with audiences, fans and patrons is not optional. Consider your organization’s goals and desired results before implementing a social media/networking campaign. Understand that social media is about connecting, engaging and building relationships. Understand that with social media, an organization must be willing to give up some control of content. Embrace the new media technologies sooner rather than later.
Presented by Ceci Dadisman Ceci Dadisman is the arts marketing go-to gal! She combines years of training and experience in music, dance, sales, marketing, customer service, and graphic design to bridge the gap between art and business. An accomplished classical singer and performer, Ceci has personal experience making art which gives her inherent knowledge of all classical art forms to make sure that the power of the product comes through in the marketing. Ceci’s comprehensive approach brings together all aspects of marketing to create the most cohesive message. CeciCreative provides comprehensive marketing solutions for organizations large and small. Web: http://www.cecicreative.com Email: info [at] cecicreative.com Twitter: @ArtsGroupSales