BeeCause You Can Too
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Presentation delivered at SMarts London Un-Conference, social media for the arts. This is a case study on the BeeCause campaign and event that raised over $9,000 for Honey Bee Research and The Arts ...

Presentation delivered at SMarts London Un-Conference, social media for the arts. This is a case study on the BeeCause campaign and event that raised over $9,000 for Honey Bee Research and The Arts Project.

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  • Good morning – I’m really excited to be here today, I’m participating as a presenter and a learner. My name is Liisa Sheldrick, I’m the Communications Strategist and Honey Design, here in London. I’m a relative Newbie when it comes to social media; but having graduated from Western’s Media Information and Technoculture program And working in Public Relations and Marketing Communications for almost a decade, I am an enthusiastic experimenter. As you can see, I’m going to try to cover the lessons learned from our experience with BeeCause in our short time this morning.
  • Let’s get right to it – how many of you are familiar with the BeeCause event that took place earlier this year? It was a great experiment for us in using all of our team’s strengths and talents. It is also perfect for today: We engaged the arts community, used social media and online tools for promotion and community building And also used traditional media – PR, Advertising and Promotions to build a successful campaign.
  • Here are a few concepts we can all relate to. Challenges in promoting and marketing in the Arts.
  • With my traditional PR background, I have to mention that there are strengths in leveraging traditional media.
  • But, as a social media newcomer and enthusiast, I can see the inherent advantages in leveraging the tools available online.
  • So, for those of you who didn’t already know about BeeCause, here’s a short synopsis of what we decided to do.
  • Like any strategic communications campaign, we started with the basics – what are our goals, what do we need to do to achieve our goals, And what tactics will we use to get there.
  • We needed to engage Artists: Call for Entries – sent to all arts organizations, galleries, publications, websites we could find. It was also posted on our website and distributed through the online community, Akimbo. Akimbo: Toronto-based company Established in November, 1999 promotes contemporary visual art, video, new media and film locally, nationally and internationally via the internet subscriber base of more than 7,400 Canadian and international media and visual arts professionals client base of some of the country's most important galleries, museums, art institutions and film and video festivals.
  • We wanted to attract Media attention. I know today is all about Social Media, but in our experience we knew that success for Us would include a combination of new media and traditional media exposure. But we used Social Media to engage traditional media, Journalists, reporters and producers, who are also actively using the online space to do their job better.
  • We also knew that success would include generating financial support for our event. Once we got to the stage when we were Ready to start asking for donations – of money or product – we knew that we had built a credible event that sponsors would Be proud to be associated with. Our strong brand would add value to theirs. And we were smart about who we approached. The Bee theme did lend itself to some natural partners, you could say…
  • Finally, we used Guerilla marketing techniques that are cheap, easy and translate well from the real world to cyberspace. (I studied the internet in the late 90’s, so I still say cyberspace) When we posted stickers all over downtown, we took pictures with our cameras and then posted the photos on Facebook, asking our fans where they’d seen the stickers. Same thing with the donated Outdoor ads we were given by Pattison, when the BeeShirts arrived from Fresh Ink and we all of course had to try them on (we’re an office of all women!) . I’d snap a photo and post it whenever we could. And, we’d tweet and post updates on Facebook whenever anything was happening.
  • We saw positive results in all areas of our Goals and Objectives. Did we run a perfect campaign? Can’t say we did. I will always look back and Identify areas for improvement next time. But, we tried to do things differently and we experimented with online tools that were really pretty Foreign to us at the time. And, the results really are nothing to be ashamed of…
  • In traditional media we received coverage from all the targets we were hoping for, in varying degrees.
  • Online we say Website Traffic – over 4,400 visits, 45% return visits and 14,905 Webpage Views We had submissions from artists from across Canada – 70 different artists sent in over 140 pieces of work. We would have been happy with 100 pieces to select 20 for auction from. Tweets and Retweets from many friends and followers on twitter. Over 237 Twitter Followers Facebook Updates – Facebook is the one area where I really think we could have done a better job. 64 Facebook Fans
  • And, finally, the event. We had a great night. The party was fun and The Arts Project was at capacity.
  • So, here you can see the traditional media, facebook activity tweets all impact traffic on our site. And we were very pleased with the results.

BeeCause You Can Too Presentation Transcript

  • 1. You Can Too! Case Study in maximizing community engagement for the Arts through New Media SMarts London Un-Conference Saturday, November 14, 2009
  • 2. BeeCause: An Overview
    • How BeeCause was born
    • What the campaign involved
    • The results
    • What we learned
    • What you can take away
  • 3.  
  • 4. Art/Culture PR Challenges
    • Finding and Knowing your Audience
    • Raising Money – Bums in Seats
    • Spending Money – What’s the Budget?
    • Newsworthy – Media Attention
    • Word of Mouth
  • 5. Traditional Media Strengths
    • Credibility
    • Exposure
    • Influence
  • 6. Online/Social Media Strengths
    • Audience Reach – Vast & Niche
    • Frequency of Message – 24/7
    • Cost – FREE! (aside from your time)
    • Audience Engagement – Rich & Organic
  • 7. BeeCause Art Exhibition & Auction
    • Not ‘just’ a celebration of our 20 th Anniversary – a great excuse
    • Walking the talk and demonstrating an integrated, creative, corporate social responsibility campaign
    • Honeybee Colony Collapse – Needs $$
    • The Arts Project – Needs $$
  • 8. Goals, Objectives and Tactics
    • Engage Artists – No Art, No Auction
    • Attract Media Attention – for HONEY, the honey bees and The Arts Project
    • Cultivate Sponsors – We can’t pay for all of this ourselves!
    • Excite the Community – Good Times!
    • Fundraise!
  • 9. Engagement Tactics
    • … for Artists
    • Call for Entries
    • Website
    • Press Releases
    • Akimbo
  • 10. Attraction Tactics
    • … for the Media
    • Press Releases
    • Media Relations
    • Twitter
    • Facebook
    • Website
    • Spokespeople
  • 11. Sponsorship Cultivation
    • Sponsorship Package and Recognition
    • Website
    • Submissions
    • Credibility
    • Creative Targetting:
      • Sleemans Honey Brown, 20 Bees Winery, Billy Bee Honey, Apriarist, Partners
  • 12. Excitement Tactics
    • Stickers
    • Posters
    • Outdoor Advertising (donated space)
    • Invitations
    • BeeShirts
    • Facebook updates, links, photos
    • Tweets!
  • 13. The Results
    • Fundraising Dollars: Over $9,000
    • Website Traffic
    • Social Media Traction
    • Traditional Media Coverage
  • 14.  
  • 15.  
  • 16.  
  • 17. Website Traffic and Buzz
  • 18. What We Learned
    • Strategy for Social Media and the Arts
    • Conversation
    • Education – Awareness
    • Access Influencers
    • Bums in Seats – Money
    • Resources – deligate, dedicate & decide
  • 19. Considerations for Tactics
    • Quality Content: Real, Rich, Meaningful
    • Consistency with Brand and Messages
    • Scale and Scope of your Resources
    • What and how much can you do and still do it really well?
    • Don’t let being PERFECT get in the way of being GOOD.
  • 20. The Take Away
    • Plan: Goals, Tactics, Timing, Messages and Targeted Media
    • Multi-Media: Traditional, Online, Social – all need valuable content & interaction
    • Build Momentum: Education, Conversation, Access Influencers, Bums in Seats – Money!
  • 21. Questions? Let’s Talk!
    • (First five questions get a prize!)
    • Or, contact me later:
    • @liisamarjatta (Twitter) [email_address] (Email)
    • http://ca.linkedin.com/in/liisamsheldrick (LinkedIn)