Social Media for Arts Marketing
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Social Media for Arts Marketing

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April 2012 by Halvorson New Media

April 2012 by Halvorson New Media

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  • A social media tool is any online site (called a “platform” officially) that allows for people to connect with each other, hold conversations and build a kind of community. Generally, the articles, stories, comments or other content put onto these sites are characterized by a tone of openness and honesty, and they have various interactive capabilities.
  • Facebook overtook Google as the most popular site on the internet in March of 2010. Pundits like to point out that Facebook users number more than people in the United States and if its users formed a country, it would be the third largest one in the world, just behind China and India. Facebook is fundamentally changing the way we communicate with each other. Data presented in this chapter may help show that.
  • Facebook was invented by college students and first caught on in 2004 on college campuses across the United States. However, that was then and this is now. The average age of today ’ s Facebook user is 35 and that average is ticking upwards.
  • According to the Pew Research Center’s Internet and American Life Project, social networking use among Internet users age 65 and older grew by 100 percent from 2009 to 2010. In 2009, 13 percent of this age group used social networks. By December of 2010, 26 percent had signed on—exactly double. Facebook is the third most popular site visited by Americans age 65 and older, according to the Nielsen Company . This growth is understandable. Older Americans want to connect with distant family and friends, too. They’re using today’s technologies to do so.
  • Meanwhile, we are likely to fan, like or follow a business when we see that our online friends are doing so. In a nutshell, this kind of “ word-of-mouth ” advertising, which is not really advertising at all, is the whole point for a business to be participating in the social media world.
  • A business should want to enter Facebook because its messages will be in front of an actual or potential customer while that person checks in on family and friends. That ’ s the theory anyway. It ’ s something like the theory behind highway billboards — as long as a potential customer is driving by anyway, your business can be visible to that person. Furthermore, loyal customers really do want to have a connection to the businesses from which they buy, and social media offers them one way to connect easily.
  • Here’s that billboard theory in practice: In Facebook, “Status Updates” posted by the user’s friends are chronologically displayed in a never-ending scroll for the user to read, called the “NewsFeed”. In that feed, the user will see messages from friends alongside messages posted by businesses—in this case The Peterborough Players located in Peterborough, New Hampshire.
  • When you begin using Facebook you are, in a sense, broadcasting in a vacuum. You have no Fans because you haven ’ t said anything yet and you can ’ t be found. Once you are using your Page effectively and consistently, however, Fans will come to you organically, by the viral nature of Facebook. When you start out, you need to announce your Page to others using the techniques described here in the upcoming few slides and by giving readers reasons to become your Fan. A good first step is to ask all your “ friends ” --your Facebook contacts from your personal profile--to “ like ” your business page. Let ’ s look at these methods in more detail individually. First …
  • Once you’ve built a fan base, you cannot rest on your laurels. You must regularly ask your Fans to suggest you to their Friends and to comment themselves. (Keep in mind that Facebook features are subject to change by the Facebook company.) Quality content is key at the beginning of your online relationships and remains key for as long as you are participating in Facebook. This rule applies not just to Facebook but to all social media tools. Let’s look at the remaining top three social media tools, keeping this basic principle in mind—always give your readers something of added value, a way to participate, or a call to action…  
  • Creating an ad on Facebook that will be distributed to Facebook users while they are browsing their pages can be an effective means of delivering your business message to a highly targeted audience. And an advertising campaign there can cost as little or as much as you have budgeted.
  • You might consider using Facebook advertising because the ads can be very easy to create and can reach a very specific audience in the location of your choice, the right age group and to people who are most likely to buy your services. Compared to print advertising, Facebook advertising can be quite inexpensive and you can run an ad campaign for as little or as long as you like, or until you run out of money. When you start running an ad, you have instant access to data that shows how well it’s doing.
  • Facebook ads can be a way to easily target a very specific group of people with your ad. Now, mind you, those people have to be Facebook users, and there is no guarantee that someone in specific will see an ad. You can add filters to your ad to deliver it to Facebook users based on nine key categories (all of them at once or some combination of them). The filters are location, age, gender, key words, education, work place, relationship status, relationship interests and languages. This information is pulled by Facebook from the profiles set up by individual users. That means it won’t reach those users who have chosen not to fully complete a profile. Forr example, someone may choose to leave our their location. If your ad is location-dependent, that Facebook user won’t see it.
  • A good example of interactive content that will keep readers coming back is the built-in “Events” feature of Facebook. Businesses can use it to advertise actual events at a certain location, or even online sales and promotions. In this example from The Common Man, the “Events” feature was used to promote a dining special. A reader clicking through on the “Events” tab at the top, would be brought to the page you’ll see on the next slide…
  • New Hampshire is full of examples of businesses that have built their Facebook fan base by asking readers to submit their own photos or by holding promotions, contests and online raffles . Asking readers to take action—whether it be posting their own photo, making a comment, clicking through to another web page, or sharing with a friend—is always a good strategy for building up your Fan base and to keep readers coming back. In this slide, Main Street Concord, Inc. will offer a coupon prize to the first fan that answers a question correctly.
  • A blog allows for continuous updating of web content by people who don’t need advanced web design skills to do so. Updating the text in a blog is easy, requiring skills only as complicated as those you might encounter using Word, for example. A blog can be an open forum or not, as you wish. This example from New Hampshire’s Endowment for Health is used as a micro-site, and a visitor reaches it by clicking through from the organization’s website home page. In this example, a reader may comment on the current topic, but the comment is reviewed by staff first before being allowed to be seen on the blog.
  • Before taking your very first step into social media for your business, make sure you can answer these questions. Who is the audience you are trying to reach? What key messages do you want those audiences to hear? What are the goals of your communications? Are you trying to increase sales or just increase awareness of your business among a certain population? Social media tools are just that—tools. They offer one more way to get your company’s products, services, areas of expertise and key messages out to the audience you wish to reach. They are not something you should use just because everyone else is using them.
  • If you decide to create podcasts, develop a schedule and stick to it zealously. To build an audience, you need to be predictable. Maybe you can record something new once a week, once a month or every third Thursday. Whatever works for you, decide and stick with it.
  • As we mentioned in our first course, the key to success in social media—and in all your marketing efforts—is to know to whom you are talking. If you have not conducted the type of market research that informs you of this, you should do it before launching into social media—unless your company’s product and service offerings are small enough that you already know this from your experience. For example, you cannot reach the athletic senior citizen on Twitter if she isn’t using Twitter, but instead she visits a number of fitness-oriented blogs that might be linked to Facebook.
  • Metrics are available for your social media sites. Once you come to understand what kind of data can be provided through your use of different social media, you’ll want to ask yourself and your team what will success look like? Will you only be happy if that video you created goes viral on YouTube and 1 million people view it, or will you be happy if one month’s worth of Facebook status updates brings you 100 fans, each of which received a coupon for doing so? Have a discussion with your group about what will make you happy and then, as you get more and more experience in social media, review your data constantly and see what’s working and what isn’t. Then, readjust your plan accordingly. Sometimes you can’t know what will work until you do it. When you find something that does work, build on it.
  • ..the stories you find in your company might be related to why you’re in business in the first place, or to a new product or service you’ve just launched, or something as informal as the employee potluck lunch your company just had. If you present the information like a story teller, people will notice. If you present it like a commercial, people will tune you out. So, your first rule is “Tell, don’t sell.”
  • Duanekeiser. com The artist’s website links to his blog (and vice versa).
  • Here’s what it all comes down to: The job of every piece of communication—online or off—is to introduce your business to people who do not know it and to reinforce positive impressions among those who do. As you understand more about how social media work, apply this rule to every piece of communication you put up onto your business’s social media sites. Now let’s look at the specific social media tools.
  • As we noted earlier, you ’ ll want to mention your social media pages in all the traditional ways-on your business cards, letterhead, website, press releases, e-mail signatures. If you have a relationship with a local reporter, inform him/her that you are using these tools and where he/she can look for your updates.

Social Media for Arts Marketing Presentation Transcript

  • 1. Social Media in Arts Marketing Christine Halvorson Halvorson New Media
  • 2. No, really• Marketing—Old and New• Basics in social media• Strategic smarts
  • 3. 04/16/12 3
  • 4. Public relations: the “strategic crafting of your company story”Marketing: everything you do to place your product or service in the hands of potential customers.
  • 5. Social media does both those things, plus is… well…SOCIAL about it.Building relationshipsWord-of-mouth
  • 6. You must first know…• Who is/are your target audience(s) —this may require research on your part• What are your key messages?• What is your goal? (Improved sales; improved awareness; educate readers; Ask them to take action)
  • 7. One recent Case Study:Starting an Arts Organization
  • 8. I <3Survey Monkey
  • 9. Survey along the way/focus group
  • 10. Arts marketing old & new
  • 11. Old • Press releases to newspapers, radio, television • Printed brochures • Letters sent through• regular mail Press releases to newspapers, radio, television• • Postcards Printed brochures• • Paid ads Letters sent through regular mail• Postcards• Paid ads
  • 12. Ruh- LinkedIn roh! FoursquareFacebook YouTube TwitterE-mail
  • 13. Lessons learned…
  • 14. #1: Get emailaddresses
  • 15. GET THEIREMAIL ADDRESSNO MATTERWHAT IT TAKES
  • 16. #2: Posters
  • 17. #3—Be visible &Consistent
  • 18. Think globally (it’s the world-wide web, after all) BUT… ACT LOCALLY Newspapers Posters Community hang- outs
  • 19. It all comes down to: Who do you need to reach/influence?
  • 20. Social Media Tactics
  • 21. Why use Facebook?
  • 22. Just for the college crowd? Not any more Average age of Facebook user Dec. 2010? 38Source: http://www.nickburcher.com/2009/07/usa-facebook-usage-statistics-by-state.html
  • 23. Is the older generation here? •100 percent growth 2009- 2010 • 26% use social networks • Facebook is the #3 site visitedSources: Per Research Center’s Internet and American Life Project; Nielsen Company
  • 24. Facebook users in NHJuly 2009: 332,240Oct. 2010: 588,720April 2011: 686, 360(There’s only 1.3 million people in the state)
  • 25. Why use Facebook?
  • 26. The story about where I bought my dance shoes
  • 27. We like what our friends like
  • 28. Why use Facebook? Yourbusiness here
  • 29. Drive-by visibility }Friend NewsfeedBusinessFriend
  • 30. Building a fan base
  • 31. Tactics for gaining Fans1) Ask your friends to like the Page (different from “friending”)2) Ask your friends to recommend you to their friends3) Post good content and post regularly
  • 32. Grow fans through quality content • Interactive • Quality –what readers want which is 1) video, 2) photos 3) free stuff • Advanced tricks
  • 33. Fans require care & attention•Ask them to “Like”•Encourage them to ask others•Give them valuable content•Repeat all of the above
  • 34. Facebook Ads
  • 35. The benefits of Facebook advertising• Easy creation• Highly targeted• Inexpensive compared to print• Analytics included—you’ll know how may click through almost immediately
  • 36. Targeting your ad• Location •Workplace• Age •Relationship Status •Relationship• Gender Interests• Keywords •Languages• Education
  • 37. Interactive with viral potential: Events
  • 38. Interactive: Contests,user-generated content
  • 39. YouTube
  • 40. Nearly everyone on the planethas watched a YouTube videoSocial because you comment, rate, share
  • 41. Podcasting—Create your own radio show
  • 42. A blog is a website or micro-site
  • 43. You might not know it’s a blog
  • 44. LinkedIN
  • 45. Before you begin, think strategically• Who is your audience?• What are your messages?• What are your communications goals?
  • 46. Planning and promoting• Consistent frequency; stick to a schedule
  • 47. Know thy reader
  • 48. Decide measures of success
  • 49. Tell, don’t sell• Tell, don’t sell• If you’re talking about it, write it• Don’t be boring• Use interactive tricks • polls, questions, contests, reader contributions
  • 50. Make them allwork together
  • 51. #1 rule in corporate communications
  • 52. Tell everybody
  • 53. Make sure you stand out from the crowd