DeVos Measuring the Value of Social Media to Arts Organizations

Measuring the Value of Social Media to Arts Organizationshttp://www.ﬂickr.com/photos/crankymermaid/

What’s the ROI?

Do you measure the ROI of... docents staying open greeting your post show for 1 additional hour visitors discussions co-productions newspaper advertising posters (including staff time) displayed in different in-kind neighborhoods sponsorships number of staffat your box ofﬁce social press release concessions or merchandise media email (by by item word count) subscription a campaigns (by hour) customer’s annual gala beneﬁts offered lifetime value (including staff time) to your staff

How many people buy aticket standing in front of a street poster?

Direct Link A,ribu/on click thru ratebit.ly/GoogleURLBuilder segmented link

Longitudinal StudySeason 1 Season 2 $ $$$ $$$

Median Arts Org is Ac/ve on 3 Social Networks207 arts organiza/ons April 2011 7

Facebook & Twi,er are by far the largest networks207 arts organiza/ons April 2011 8

Arts Orgs are more frequent users of Twi,er207 arts organiza/ons April 2011 9

Size Ma,ers on Facebook & Twi,er $1M+ $500k-$1M $100k-500k < $100k $1M+ $500k-$1M $100k-500k < $100k400 oﬀ Broadway theatres October 2010

Arts Fes/vals do par/cularly well on Facebook207 arts organiza/ons April 2011

Arts Service Orgs do par/cularly well on Twi,er207 arts organiza/ons April 2011

Post as oWen as your audience is online & you have something to say207 arts organiza/ons April 2011

More uploads More views on YouTube207 arts organiza/ons April 2011

Don’t duplicate content Links to Doesn’t link to Links to Facebook Doesn’t link to Facebook207 arts organiza/ons April 2011

How should you spend your /me?Let’s assume you have a Facebook Page updated daily & YouTube channel updated monthly Learn Post & Listen Measure about Create Report Total Respond social 20 min. 10 min. post FB scan Google update, Daily 30 min. alerts & social respond to men/on public men/ons 30 min. 30 min. Pick 3 metrics, Scan your Weekly 3.5 hrs. save them in Google Reader excel doc feed 3 hrs. 10 hrs. Summarize Monthly Edit YouTube ﬁndings, 27 hrs. video & upload decide what to change, report 16

In the Beginning, Focus on Just ONE Network 17

Post Signage

Ask Questions

Follow the Eyeballs 20

Do Something Meaningful with Your Crowd 21

Ques/ons?

What are you looking for in Facebook Insights? 23

How can you measure Twi,er? Look for outliersLook for spikes Look for inﬂuencers Look for engagement

How to measure a Twi,er campaign?raw data people timing content

Gives you some measure of impressions How similar are these demographics to your audience?

What to measure in YouTube Analy/cs

How to measure Tumblr

DeVos Measuring the Value of Social Media to Arts Organizations

by Devon Smith on Dec 04, 2011

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DeVos Measuring the Value of Social Media to Arts Organizations — Presentation Transcript