Social Media Trends in the Arts in 2012

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Yale School of Drama marketing class

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Social Media Trends in the Arts in 2012

  1. 1. Trends  in  Social  Media  &  the  Arts  in  2012 1
  2. 2. Our Agenda 1. Principles of social media 2. Trends in the arts 3. Practical Advice 4. Measuring ROI 5. Q&A
  3. 3. social  media  isn’t  adver9sing
  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. so  what  about  the  arts?
  12. 12. We  have  crea9ve  content
  13. 13. We’ve  built  personal  rela9onships
  14. 14. We  are  natural  storytellers
  15. 15. There  are  no  rules  in  social  media
  16. 16. But  you  should  be  providing   unique  value   to  a  unique  audience   on  each  plaGorm
  17. 17. Median  Arts  Org  is  Ac9ve  on  3  Social  Networks207  arts  organiza9ons  April  2011 17
  18. 18. Facebook  &  TwiNer  are  by  far  the  largest  networks207  arts  organiza9ons  April  2011 18
  19. 19. Arts  Orgs  are  more  frequent  users  of  TwiNer207  arts  organiza9ons  April  2011 19
  20. 20. Size  MaNers  on  Facebook  &  TwiNer $1M+ $500k-$1M $100k-500k < $100k $1M+ $500k-$1M $100k-500k < $100k400  off  Broadway  theatres  October  2010
  21. 21. Arts  Fes9vals  do  par9cularly  well  on  Facebook207  arts  organiza9ons  April  2011
  22. 22. Arts  Service  Orgs  do  par9cularly  well  on  TwiNer207  arts  organiza9ons  April  2011
  23. 23. “People want to express themselves using your content” 500 million log in daily Spend 25 minutes/day 1/2 of activity is mobile Upload 90 pieces of content/month Like 7 pages/month Have 200 friends each 23
  24. 24. “An economy of @mentions, links & hashtags” 25
  25. 25. 27
  26. 26. 28
  27. 27. #sundance 29
  28. 28. 31
  29. 29. QR Codes 32
  30. 30. Tips  for  Social  Media
  31. 31. Listen  more  than  you  Talk
  32. 32. In the beginning, focus on just 1 networkFacebook, 950 YouTube, 880 Twitter, 400 Tumblr, 120 Google+, 100 LinkedIn, 90 Flickr, 51 Instagram, 27 Foursquare, 20 Pinterest, 11
  33. 33. Ask  ques9ons
  34. 34. Post  signage
  35. 35. But  Make  It   Easy
  36. 36. Post  as  oYen  as  your  audience  reads Facebook TwiNer!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
  37. 37. On  YouTube,  frequency  competes  with  quality!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
  38. 38. Don’t  duplicate  content  across  channels!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
  39. 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. 40. Get  to  know  the  science  behind  social  algorithms
  41. 41. Follow  the  eyeballs
  42. 42. Use  all  of  the  data  available  to  you 45
  43. 43. Now  let’s  talk  ROI
  44. 44. What  do  we  measure?
  45. 45. Why  do  we  measure? 1. Motivate 2. Learn 3. Decide
  46. 46. When  you  see  this Do  you  stop  in  your  tracks  to  buy  a  9cket?
  47. 47. what  drives  traffic  to  your  website?
  48. 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. 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. 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. 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. 52. What  are  you  looking  for  in  Facebook  Insights?
  53. 53. How  can  you  measure  TwiNer? Look for outliersLook for spikes Look for influencers Look for engagement
  54. 54. How  to  measure  a  TwiNer  campaign?raw data people timing content
  55. 55. coming  soon  from  TwiNer.com?  
  56. 56. Gives you some measure of impressions How similar are these demographics to your audience?
  57. 57. What  to  measure  in  YouTube  Analy9cs
  58. 58. How  to  measure  Tumblr
  59. 59. Ques9ons?devon.smith@threespot.com www.24UsableHours.com @devonvsmith
  60. 60. Bonus  Footage:  1  Minute  Case  Studies
  61. 61. Tweet Seats
  62. 62. User  Generated  Content 65
  63. 63. Empower  Your  Audience 66
  64. 64. Empower  Guest  Ar9sts 67
  65. 65. Social  Media   as  Social  Proof 68
  66. 66. Social  Proof
  67. 67. Social  Sharing  BuNons 70
  68. 68. Post-­‐purchase   social  sharing  is  more  effec0ve   than  pre-­‐purchase   sharing
  69. 69. Social  Commerce
  70. 70. Open  Graph  Facebook  Apps
  71. 71. Social  Buying 74
  72. 72. Social  Media  Fundraising 75
  73. 73. Social  Recommenda9ons
  74. 74. Social  Rela9onship  Management
  75. 75. Social  Media as  a  listening  tool 78
  76. 76. Social  Media  as  Performance  Art 79
  77. 77. The  Power  of  Social  Data 80
  78. 78. Arts  Start  Ups  Inspired  by  Social  Media 81
  79. 79. Websites  as  Content 82
  80. 80. Art  as  iPad  app

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