21. Arts Fes9vals do par9cularly well on Facebook207 arts organiza9ons April 2011
22. Arts Service Orgs do par9cularly well on TwiNer207 arts organiza9ons April 2011
23. “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
24. “An economy of @mentions, links & hashtags” 25
27. #sundance 29
29. QR Codes 32
30. Tips for Social Media
31. Listen more than you Talk
32. 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
33. Ask ques9ons
34. Post signage
35. But Make It Easy
36. Post as oYen as your audience reads Facebook TwiNer!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
37. On YouTube, frequency competes with quality!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
38. Don’t duplicate content across channels!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
39. 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
40. Get to know the science behind social algorithms
41. Follow the eyeballs
42. Use all of the data available to you 45
43. Now let’s talk ROI
44. What do we measure?
45. Why do we measure? 1. Motivate 2. Learn 3. Decide
46. When you see this Do you stop in your tracks to buy a 9cket?
47. what drives traﬃc to your website?
48. 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)!
49. • 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?
50. 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
51. 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
52. What are you looking for in Facebook Insights?
53. How can you measure TwiNer? Look for outliersLook for spikes Look for inﬂuencers Look for engagement
54. How to measure a TwiNer campaign?raw data people timing content
55. coming soon from TwiNer.com?
56. Gives you some measure of impressions How similar are these demographics to your audience?