Rethinking Digital and Social Marketing for the Arts

Rethinking Digital andSocial Marketing forthe Arts by Sean HowardISPA Conference, June 14, 2011

New Title: The Five HardestQuestions I’ve Ever Been Asked

Let’s start with each of you.

Now you must be the Director of Social Media as well?!

Go ahead, say it again little man...

Question #1Why Social?

#1 #2 #1Canadians spend more time online than any othercountry in the world.

68% of online Canadians used social mediain 2010.

Social Media BlogsThe number of Canadians using social mediagrew by 13% last year and is still climbing.

And it’s not just the young ‘uns.

Because your audience is there.So why social? And they are spending more time there than ever before. And social media is one of the few mediums left where it is free to participate in most channels. So what are we waiting for!?

Don’t shoot themessenger!

Question #2What should we do in social?

No one knows.

Ready. Fire. Aim.

Ready. Fire. Aim.Social Media Policy http://socialmediagovernance.com/policies.phpRights Negotiations Knowing your constraintsPresence and Tools Creating your online presence Staﬃng to monitor and respond

Ready. Fire. Aim.Learn as you go Anyone who says they have the answers doesn’tStart Small Again, knowing your constraints - time, staﬃng, etc.Fail Fast Know your audience Try new things Pay attention to the stats

Ready. Fire. Aim.Measure. Measure. Measure. Pay attention to what is working and whereAdjust Your Course Based on the stats and what is working (feedback)Ask For Input Sometimes we can just ask people what they like

Get FansEngage FansRinse and Repeat

Get FansGhetto contests for the win!

Get FansCoupons and discounts

How many of your oﬀer discounts on yourFacebook page?

Hopefully all of you said yes.

Engage FansContent. Content. Content.Interviews, sneak peeks, behind the scenes,promotional videos, slideshows, ask the artist,attend a rehearsal, rehearsal videos, guestbloggers/writers, archival material, pre-concerttalks, travelogues, and more.

What content can you create that will driveengagement?

Remember that there are a lot of you!What social campaign or content has impressedyour colleagues?

Jennifer Green Sue Edworthy http://soundstreams.ca/ http://sueedworthy.ca/ @sueedworthyI asked two of my favourites!

“Don’t be precise. Get stuff out there. [...] And don’t focus on what you can’t do. Make a list of all your restrictions. 30 seconds. No equity. And then ﬁnd a way to curate anJennifer Greenhttp://soundstreams.ca/ experience online within those constraints.”

“Don’t be precise. Get stuff out there. [...] And don’t focus on what you can’t do. Make a list of all your restrictions. 30 seconds. No equity. And then ﬁnd a way to curate anJennifer Greenhttp://soundstreams.ca/ experience online within those constraints.” http://www.youtube.com/user/TarragonTheatre#p/u/4/Ayq8RArjbxg

“Don’t be precise. Get stuff out there. [...] And don’t focus on what you can’t do. Make a list of all your restrictions. 30 seconds. No equity. And then ﬁnd a way to curate anJennifer Greenhttp://soundstreams.ca/ experience online within those constraints.” http://www.youtube.com/user/TarragonTheatre#p/u/4/Ayq8RArjbxg http://www.youtube.com/watch?v=i0RijO_wMzo

“what we need to remember is that every time someone clicks like or RTs you, even if it’s to win something, your product just expanded by a percentage of that person’sSue Edworthy followers”http://sueedworthy.ca/@sueedworthy

“what we need to remember is that every time someone clicks like or RTs you, even if it’s to win something, your product just expanded by a percentage of that person’sSue Edworthy followers”http://sueedworthy.ca/@sueedworthy http://www.youtube.com/watch?v=rOUBDjZMWx4

“what we need to remember is that every time someone clicks like or RTs you, even if it’s to win something, your product just expanded by a percentage of that person’sSue Edworthy followers”http://sueedworthy.ca/@sueedworthy http://vancouveropera.blogspot.com/2010_02_01_archive.html

Learning tocreate contentonline thatyour followersvalue andwant to share

Question #3How do we make something go viral?

We don’t.

Unless you enjoy putting all your money on thelong shot to win

It’s much safer to create content and experiencesthat people enjoy and want to share.

But what does it mean to share something?

70 62.5 55 47.5 40The jury is still out on whether the amount offace to face interactions is holding steady ordeclining.

150 122.5 95 67.5 40What we do know is that there is a signiﬁcantincrease in online social interactions

Seen as a percentage of online transactions, theface to face interactions are indeed shrinking.

In a world dominatedby digital interactions,what we share onlinedeﬁnes us.

Have you ever really, really enjoyed something?Something LOL funnybut something stopped you from sharing it withyour friends?Most of us have had this experience.

We choose what we share more carefully thanwe may think.

http://bit.ly/jxjo7A http://bit.ly/kJibvJHere are some I didn’t share with certain friends.

Which is why what weshare has to saysomething positiveabout us – that webelong to the samesocial group and likethe same things as ourpeers.

What does the? content you produce say about the person who shares it?

Question #4What can I do if I have no budget to speak of?

The basics on a budget Editorial Calendar Management Tools Online Presence Measurement Tools

The Online Presence 1 or 2 SM spaces My Website Tumblr Blog

Management Tools 1 or 2 SM spaces My Website Tumblr Blog

The Editorial Calendar Single calendar of content ideas across online spaces 1 or 2 SM spaces My Website Tumblr Blog

Single calendar of content ideas across online spaces1 or 2 SM spaces My Website Tumblr Blog

Single calendar of content ideas across online spacesFree Free. OptionalFree theme for $50 1 or 2 SM spaces My Website Tumblr Blog$19 amonth Free

Question #5My question(s) to each of you...

Put yourself in theshoes of a hypothetical“friend of a friend” ofthe organization.Someone who doesn’tknow you.And then visit all ofyour properties online.

Use soft eyes. As if you were seeing a new work.

Which spaces were you easily able to ﬁnd?How many are there to ﬁnd?Does what you saw capture the scope of thework you do?Does it portray the quality and passion of thework you do?

How would you best display the scope, qualityand passion that drives your organization online?It’s a trick question in written form.Try sketching the answer.

Whether as a mood board of your online presence

or a chart of all your online activities...

What is the spine ofyour work and your organization?

http://personas.media.mit.edu/personasWeb.html

The 2010 Canada Digital Year in Review, Comscore, March 8, 2011 http://www.comscore.com/Press_Events/Presentations_Whitepapers/ 2011/2010_Canada_Digital_Year_in_ReviewCanada Social Media Marketing, eMarketer, November 2010http://www.emarketer.com/Report.aspx?code=emarketer_2000734 The COLOPHONThe Creative Habit, Twyla Tharp, Simon & Schusterhttp://www.amazon.ca/Creative-Habit-Learn-Use-Life/dp/0743235274/ref=sr_1_1?ie=UTF8&qid=1308023592&sr=8-1

http://www.flickr.com/photos/peer_gynt/http://www.flickr.com/photos/lou/http://www.flickr.com/photos/brettarthur/ The COLOPHONhttp://www.flickr.com/photos/alancleaver/http://www.flickr.com/photos/stephenpoff/http://www.flickr.com/photos/bombeador/http://www.flickr.com/photos/helico/http://www.flickr.com/photos/graphistolage/

http://www.flickr.com/photos/graphistolage/http://www.flickr.com/photos/collylogic/http://www.flickr.com/photos/crystaleagle/ The COLOPHONhttp://www.flickr.com/photos/derek_b/http://www.flickr.com/photos/halasi_zsolt/http://www.flickr.com/photos/digitalink/http://www.flickr.com/photos/megadem/

The COLOPHONVP of Digital CommunicationsThornley Fallis TorontoTwitter: @passitalongTumblr: seanhoward.ca

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Rethinking Digital and Social Marketing for the Arts

by Sean Howard on Jun 14, 2011

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Rethinking Digital and Social Marketing for the Arts — Presentation Transcript