Social Media Trends in the Arts in 2012

Trends in Social Media & the Arts in 2012 1

Our Agenda 1. Principles of social media 2. Trends in the arts 3. Practical Advice 4. Measuring ROI 5. Q&A

social media isn’t adver9sing

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

so what about the arts?

We have crea9ve content

We’ve built personal rela9onships

We are natural storytellers

There are no rules in social media

But you should be providing unique value to a unique audience on each plaGorm

Median Arts Org is Ac9ve on 3 Social Networks207 arts organiza9ons April 2011 17

Facebook & TwiNer are by far the largest networks207 arts organiza9ons April 2011 18

Arts Orgs are more frequent users of TwiNer207 arts organiza9ons April 2011 19

Size MaNers on Facebook & TwiNer $1M+ $500k-$1M $100k-500k < $100k $1M+ $500k-$1M $100k-500k < $100k400 oﬀ Broadway theatres October 2010

Arts Fes9vals do par9cularly well on Facebook207 arts organiza9ons April 2011

Arts Service Orgs do par9cularly well on TwiNer207 arts organiza9ons April 2011

“People want to express themselves using your content” 500 million log in daily Spend 25 minutes/day 1/2 of activity is mobile Upload 90 pieces of content/month Like 7 pages/month Have 200 friends each 23

“An economy of @mentions, links & hashtags” 25

#sundance 29

QR Codes 32

Tips for Social Media

Listen more than you Talk

In the beginning, focus on just 1 networkFacebook, 950 YouTube, 880 Twitter, 400 Tumblr, 120 Google+, 100 LinkedIn, 90 Flickr, 51 Instagram, 27 Foursquare, 20 Pinterest, 11

Ask ques9ons

Post signage

But Make It Easy

Post as oYen as your audience reads Facebook TwiNer!"#$%&($)&*%+,-%.)+($/0&,1$!"22$

On YouTube, frequency competes with quality!"#$%&($)&*%+,-%.)+($/0&,1$!"22$

Don’t duplicate content across channels!"#$%&($)&*%+,-%.)+($/0&,1$!"22$

Spend your 9me wiselyLet’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 men9on public men9ons 30 min. 30 min. Pick 3 metrics, Scan your Weekly save them in Google Reader 3.5 hrs. excel doc feed 3 hrs. 10 hrs. Summarize Monthly Edit YouTube ﬁndings, 27 hrs. video & upload decide what to change, report

Get to know the science behind social algorithms

Follow the eyeballs

Use all of the data available to you 45

Now let’s talk ROI

What do we measure?

Why do we measure? 1. Motivate 2. Learn 3. Decide

When you see this Do you stop in your tracks to buy a 9cket?

what drives traﬃc to your website?

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

• Increase demand (people or frequency)• Increase loyalty• Increase willingness to pay• Move along purchasing funnel• Decrease acquisi9on or maintenance costs What’s your sales goal?

Why is social media valuable?If your social media fans will•Recommend you to their friends•Like your brand more•Be more inﬂuenced by (cheap!) social media than tradi=onal media•Spend more•Stay with you longer PS: these are all goals you can measure

Measurement Strategy1.Address a real problem2.Have a meaningful goal3.Test several op=ons4.Track what you do, and what the results are5.Simplify your metrics to a single dashboard 54

What are you looking for in Facebook Insights?

How can you measure TwiNer? Look for outliersLook for spikes Look for inﬂuencers Look for engagement

How to measure a TwiNer campaign?raw data people timing content

coming soon from TwiNer.com?

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

What to measure in YouTube Analy9cs

How to measure Tumblr

Ques9ons?devon.smith@threespot.com www.24UsableHours.com @devonvsmith

Bonus Footage: 1 Minute Case Studies

Tweet Seats

User Generated Content 65

Empower Your Audience 66

Empower Guest Ar9sts 67

Social Media as Social Proof 68

Social Proof

Social Sharing BuNons 70

Post-‐purchase social sharing is more eﬀec0ve than pre-‐purchase sharing

Social Commerce

Open Graph Facebook Apps

Social Buying 74

Social Media Fundraising 75

Social Recommenda9ons

Social Rela9onship Management

Social Media as a listening tool 78

Social Media as Performance Art 79

The Power of Social Data 80

Arts Start Ups Inspired by Social Media 81

Websites as Content 82

Art as iPad app

Social Media Trends in the Arts in 2012

by Devon Smith

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Social Media Trends in the Arts in 2012 Presentation Transcript