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Characteristics of social media and Facebook usage of Hungarian popular music festivals
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Characteristics of social media and Facebook usage of Hungarian popular music festivals

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Characteristics of social media and Facebook usage of Hungarian popular music festivals …

Characteristics of social media and Facebook usage of Hungarian popular music festivals

Melinda Klausz and Ágnes Raffay
Pannon University – Faculty of Business and Economics
8th July 2012., Liverpool

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  • 1. Soundtracks: Music, Tourism and TravelCharacteristics of social media and Facebookusage of Hungarian popular music festivalsMelinda Klausz and Ágnes RaffayPannon University – Faculty of Business and Economics8th July 2012., Liverpool
  • 2. CONTENT• Research questions• Methodology• Characteristics of thesample• Potential and current valueof Facebook platforms• Social media profile andindex• Facebook profile and index• Linkages FRIDGE FESTIVAL, BUDAPEST
  • 3. FIRST FESTIVALS…1655.: St. Paul’s Cathedral,London – church sermons18th century: first non-church music festival20th century: Monterey,Woodstock, Altamont HEGYALJA, TOKAJ
  • 4. RESEARCH QUESTIONS… basic characteristic elements ofthe social media usage of Hungarianpopular music festivals basic elements of the Facebookusage of Hungarian popular musicfestivals kind of correlations betweenconscious Facebook usage and thecurrent and potential value ofFacebook sites kind of impacts between thecurrent and potential value ofFacebook sites and the elements ofconscious social media usage ROCKMARATON, PÉCS
  • 5. METHODOLOGY…FESTIVALS: unique and specialevents, defined by coherent and welldesigned concepts, are concentratedon consecutive days, plan more thanon programme per day (a minimumof 2 or 3), are preferably staged atmore than one location and target awide audience (Hungarian Institute VESZPRÉMI EGYETEMI NAPOK (VEN),of Culture and Creative Arts Council) UNIVERSITY DAYS, VESZPRÉMMUSIC CRITERIA: blues, country,r&b, pop, rock, reggae, rap, hip-hopand electro. Did not involve musicfestivals focussing on jazz, ragtimeand folk music.
  • 6. RESEARCH METHOD:-questionnaire survey- case studies.FOCUS:Social media activities in 2010.SAMPLE:124 hungarian popular musicfestivalsSOURCES:-Members list of the HungarianFestival Association- festivalregisztracio.hu- Festival guide - fesztivalkalauz.hu- database of the website related tothe thematic Year of Festivals CAMPUS FESTIVAL, DEBRECEN
  • 7. CHARACTERISTICS OF SAMPLE…VISITORS:57% 10.000 visitors32% 10-50.000 visitors11%-50.000+ visitorsBUDGET:48% less than 10mFt (35.000 EUR)32% between 10-50mFt20% more than 50mFt (175.000 EUR)DATE:71,43% in summerDURATION:1-150 daysaverage: 3,33 daysstandard deviation: 1,94 days EFOTT, UNIVERSITY FESTIVAL
  • 8. WEBSITE LINKED AND FURTHER EXISTING SOCIAL MEDIA PLATFORMS (PERCENTAGE %) other existing 50 website linked 40 30 20 10 0VESZPRÉMFEST
  • 9. TYPE OF FACEBOOK OR IWIW PROFILES (distribution, %) Event, person, group, fan page/club FISHING ON ORFŰ, ORFŰ
  • 10. GENERAL CHARACTERISTIC OF FACEBOOK PLATFORM OF FESTIVALS (HUF, HUF, No. of persons) 90000800000 potential value 80000700000 current value number of fans 70000600000 60000500000 50000400000 40000300000 30000200000 20000100000 10000 0 0 COKE CLUB, SIÓFOK
  • 11. ELEMENTS OF THE PURPOSIVE SOCIAL MEDIA ACTIVITIES • Newscast, guest communication • Presence of complementary social media sites • Direct communication and its regulation • Displaying complementary social media platforms on the website • Facebook components • Technical tools • Guest communication and its regulation • Blog functionsSTREET MUSIC FESTIVAL, VESZPRÉM f: PRINCIPAL COMPONENT ANALYSIS
  • 12. PURPOSIVE SM INDEX OF THE VALLEY OFARTS FESTIVALFactor ValueNewscast, guest communication Factor 0.978032 Value Newscast, guest communication 0.978032Presence of complementary social platforms Presence of complementary social media media 0.332381platforms Direct communication and its regulation 0.332381 0.793643 Displaying complementary SM platforms on the website 0.338711Direct communication and its regulation Facebook components 0.793643 0.08017 Technical toolsDisplaying complementary SM platforms on 0.05082 Guest communication and its regulations 0.864505the website Blog functions 0.338711 0.10729 Purposive SM index 0.383624Facebook components 0.08017Technical tools 0.05082Guest communication and its regulations 0.864505Blog functions 0.10729Purposive SM index 0.383624
  • 13. BASIC ELEMENTS OF THE PURPOSIVE FACEBOOK USAGE PROFILE PICTURE: 56% logo 36% banner TABS: Notes 53,7%, Youtube 42,59% Forum 38,99% Evaluations 7,41% Other tab 7,41% NUMBER OF POSTS: 9,19 posts/day during the festival (deviation: 5,62)BALATONSOUND, 0,97 posts/day pre-festival (deviation: 0,6)ZAMÁRDI 0,19 posts/day post-festival (deviation: 0,17)
  • 14. ELEMENTS OF THE PURPOSIVE FACEBOOK USAGE • Page augmentation component • Basic Facebook site structure • Facebook panel structure • Technical fine tuning f: PRINCIPAL COMPONENT ANALYSISVOLT FESTIVAL, SOPRON
  • 15. PURPOSIVE FACEBOOK USAGE INDEX Agumentation 0.9912 Basic Facebook site structure 0.373349Agumentation structure Facebook panel 0.9912 0.266122Basic Facebook site structure Technical fine tuning 0.373349 0.9834Facebook panel structure Index 0.266122 0.654868Technical fine tuning 0.9834 CAMPUS FESTIVAL, DEBRECENIndex 0.654868
  • 16. CORRELATIONS More longer the festival is, the more social media platforms use (0,346) however, the festivals do not emphasise these social media platforms on their websites The longer festivals pay less attention to two-way communication (-0.315), the number of their post event entries shows positive correlation with the number of days (0.570), the post festival communication is stronger in the case of longer festivals compared to shorter ones.PANNONIA FESTIVAL, VÁRPALOTA
  • 17. CORRELATIONSThe longer a festival the less it is likelyto have a profile page with individualmenus – let it be Youtube (-0.304) orcomments (-0.414).The number of Twitter followers showstrong correlation with the two keyelements of the Twitter panel: theprofile header and the news, while inthe case of Facebook correlation canbe observed with FB panel header andfan profile pictures but NOT with thenews-feed. ZÖLD PARDON, BUDAPEST
  • 18. FURTHER RESEARCHOPPORTUNITIESTalking about indexUsage of QR codes, barcodesUsage of AugmentedRealityUsage of LiveStreaming STREET MUSIC FESTIVAL, VESZPRÉM
  • 19. THANK YOU FOR YOURATTENTION!ENJOY THE FESTIVAL SEASON!