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#EMCArts           Social	  Media	  and	  the	  Arts:	                 Emerging	  Tools	  &	              Engagement	  Tec...
who	  am	  I?@threespot   www.24UsableHours.com   @devonvsmith
social	  media	  isn’t	  adverBsing
social	  media	     isn’t	  the	       home	    shopping	    network	  
social	     media	        isn’t	  a	  coupon
so	  what	  is	  social	  media?
why	  does	  Virgin	  America	  like	  social	  media?
why	  does	  Coca	  Cola	  like	  social	  media?
why	  does	   network	  television	  like	  social	    media?
why	  does	  Starbucks	  like	  social	  media?                                                       10
Most	  nonprofits	  exist	  to	  serve	  a	  community	  in	  need
so	  what	  about	  the	  arts?
We	  have	  creaBve	  content
We’ve	  built	  personal	  relaBonships
We	  are	  natural	  storytellers
Everything	  will	  be	  interacBve
Everything will be just a click (touch) away
Everyone	    will	  be	  a	    content	   creator
There	  are	  no	  rules	  in	  social	  media
But	  you	  should	  be	  providing	        unique	  value	                                         to	  a	  unique	  audi...
Best	  PracBces	  for	  Social	  Media
Ask	  quesBons
Post	  as	  oSen	  as	  your	  audience	  is	  online	  &	               you	  have	  something	  to	  say
Don’t	  duplicate	  content
Read	  more	  than	  you	  writeListen	  more	  than	  you	  measure
Take	  it	   outside	  the	  marke<ng	  office
But	  does	  social	  media	  sell	  Bckets?
Social	  Media	  Ticket	  Sales	  –	  Direct	  AYribuBon                                         Click	  thru	  rate
Social	  Media	  Ticket	  Sales	  –	  Longitudinal	  StudySeason	  1                                                      ...
Social	  Media	  Ticket	  Sales	  –	  Compared	  to	  Peers                              Neither
Social	  Media	  Ticket	  Sales	  –	  Follow	  the	  Eyeballs   32
The	  Future	   of	  Social	  MarkeBng
The	  Future	    of	  Social	  Intelligence
The	  Future	   of	  Social	   Discovery
The	  Future	    of	  Social	  OpBmizaBon
The	  Future	   of	  Social	  Networking             37
Yerba	  Buena	  Center	  for	  the	  Arts
Synchronous	  Objects
#askacomposer#askaconductor#askthestrings#askavocalist
How	  do	  you	  start?1. Pilot	  an	  experiment2. Establish	  SMART	  goals3. Give	  it	  Bme4. Spend	  Bme	  listening	...
MarkeBng	  Director  ExecuBve	  Director                          Pair	  UpMusician/Actor/ArBstDevelopment	  Director     ...
I	  want	  to	  hear	  from	  you	  about...I	  want	  to	  tell	  you...
What if...Anyone could overhear your conversation?Anyone could join your conversation?You could add photos, video, audio t...
Ques<ons?www.24UsableHours.com
EMCArts Social Media & the Arts (in Cleveland)
EMCArts Social Media & the Arts (in Cleveland)
EMCArts Social Media & the Arts (in Cleveland)
EMCArts Social Media & the Arts (in Cleveland)
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EMCArts Social Media & the Arts (in Cleveland)

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People are using social media to overthrow governments, crowdsource solutions to the world’s problems, track their personal health, and raise money for disaster relief…but are they buying tickets to arts events? Devon Smith, Director of Social Media at Threespot, will discuss the potential value of social media to arts organizations and how online communities can transform an arts organization’s relationship to all of its constituents—ticket buyers, donors, artists, board members and the community alike. She’ll share some emerging best practices for effectively using social media based on data from over 900 arts organizations—from how many times a day to post to which types of posts inspire the greatest engagement. Together we’ll brainstorm what the future of social media could look like, and have a frank conversation about what that future will require arts organizations to change about their own online behavior.

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Transcript of "EMCArts Social Media & the Arts (in Cleveland)"

  1. 1. #EMCArts Social  Media  and  the  Arts:   Emerging  Tools  &   Engagement  Techniques  
  2. 2. who  am  I?@threespot www.24UsableHours.com @devonvsmith
  3. 3. social  media  isn’t  adverBsing
  4. 4. social  media   isn’t  the   home   shopping   network  
  5. 5. social   media   isn’t  a  coupon
  6. 6. so  what  is  social  media?
  7. 7. why  does  Virgin  America  like  social  media?
  8. 8. why  does  Coca  Cola  like  social  media?
  9. 9. why  does   network  television  like  social   media?
  10. 10. why  does  Starbucks  like  social  media? 10
  11. 11. Most  nonprofits  exist  to  serve  a  community  in  need
  12. 12. so  what  about  the  arts?
  13. 13. We  have  creaBve  content
  14. 14. We’ve  built  personal  relaBonships
  15. 15. We  are  natural  storytellers
  16. 16. Everything  will  be  interacBve
  17. 17. Everything will be just a click (touch) away
  18. 18. Everyone   will  be  a   content   creator
  19. 19. There  are  no  rules  in  social  media
  20. 20. But  you  should  be  providing   unique  value   to  a  unique  audience   on  each  plaOorm
  21. 21. Best  PracBces  for  Social  Media
  22. 22. Ask  quesBons
  23. 23. Post  as  oSen  as  your  audience  is  online  &   you  have  something  to  say
  24. 24. Don’t  duplicate  content
  25. 25. Read  more  than  you  writeListen  more  than  you  measure
  26. 26. Take  it   outside  the  marke<ng  office
  27. 27. But  does  social  media  sell  Bckets?
  28. 28. Social  Media  Ticket  Sales  –  Direct  AYribuBon Click  thru  rate
  29. 29. Social  Media  Ticket  Sales  –  Longitudinal  StudySeason  1 Season  2 $ $$$
  30. 30. Social  Media  Ticket  Sales  –  Compared  to  Peers Neither
  31. 31. Social  Media  Ticket  Sales  –  Follow  the  Eyeballs 32
  32. 32. The  Future   of  Social  MarkeBng
  33. 33. The  Future   of  Social  Intelligence
  34. 34. The  Future   of  Social   Discovery
  35. 35. The  Future   of  Social  OpBmizaBon
  36. 36. The  Future   of  Social  Networking 37
  37. 37. Yerba  Buena  Center  for  the  Arts
  38. 38. Synchronous  Objects
  39. 39. #askacomposer#askaconductor#askthestrings#askavocalist
  40. 40. How  do  you  start?1. Pilot  an  experiment2. Establish  SMART  goals3. Give  it  Bme4. Spend  Bme  listening  &  watching5. Measure  before  &  aSer
  41. 41. MarkeBng  Director ExecuBve  Director Pair  UpMusician/Actor/ArBstDevelopment  Director Curator Box  Office  Staff EducaBon  Director Ticket  buyer Board  member Donor
  42. 42. I  want  to  hear  from  you  about...I  want  to  tell  you...
  43. 43. What if...Anyone could overhear your conversation?Anyone could join your conversation?You could add photos, video, audio to your conversation?Your conversation happened before, during, or after a performance?You could analyze collections of similar conversations?
  44. 44. Ques<ons?www.24UsableHours.com
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