Stuart Buchanan presented at the 2015 Desart Art Centre Conference.

1. THE IMPORTANCE OF BEING SOCIAL
DESART CONFERENCE 2015
Stuart Buchanan

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DIGITAL STRATEGY IN SIX STEPS
1. WHO ARE YOU TALKING TO?
2. WHAT DO THEY NEED?
3. WHAT’S YOUR STORY?
4. HOW DO YOU TELL YOUR STORY?
5. WHERE DO YOU TELL YOUR STORY?
6. HOW DO YOU KNOW IT’S WORKED?

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1. WHO ARE YOU TALKING TO?

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* HH:MM during June 2014 / Source: Nielsen
1. WHO ARE YOU TALKING TO?

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DEMOGRAPHICS:
• age & gender
• marital status
• ethnicity
• occupation / status
• education
• location
PSYCHOGRAPHICS:
• activity, interest, opinion (AIOs)
• attitudes & values
• behaviour & lifestyle
• politics & religion
1. WHO ARE YOU TALKING TO?

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2. WHAT DO THEY NEED?
Source: Culture Segments, lateralthinkers.com

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3. WHAT’S YOUR STORY?
•what’s the premise? [mission, vision, purpose]
•who are the characters? [artists, workers, community]
•what’s the backstory? [archives, history, people]
•what’s the next chapter? [artists, artworks, events]

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3. WHAT’S YOUR STORY?
•stories create a personal connection.
•good story-telling excites & increases engagement.
•good stories get shared.
•shared stories create community.

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Source: AdRants
3. WHAT’S YOUR STORY?

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3. WHAT’S YOUR STORY?
Source: Nielsen ‘Trust In Advertising’

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4. HOW DO YOU TELL YOUR STORY?
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WORDS
PICTURES
VIDEO
AUDIO
THE ‘MEDIA’ IN SOCIAL MEDIA…

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4. HOW DO YOU TELL YOUR STORY?
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SPEAK TO MANY to REACH THE FEWYOU
HOW TRADITIONAL MEDIA WORKS…

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4. HOW DO YOU TELL YOUR STORY?
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to REACH MANYSPEAK TO THE FEWYOU
x 332facebook.com
HOW SOCIAL MEDIA WORKS…

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4. HOW DO YOU TELL YOUR STORY?
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LIKE
COMMENT
SHARE
WORDS PICTURES VIDEO AUDIO
HOW SOCIAL MEDIA WORKS…

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5. WHERE DO YOU TELL YOUR STORY?
TWITTER time-specific
announcements & conversations
FACEBOOK community,
content sharing & discussions
YOUTUBE interviews, previews
& documentation
INSTAGRAM
quick snapshots
& behind the
scenes access
EMAIL NEWSLETTERS regular
connections with the audience
WEB SITE
your home

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Source: Yellow, 2014
top platforms for social media are smartphones, laptops & tablets
5. WHERE DO YOU TELL YOUR STORY?

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Source: Yellow, 2014
most social media use happens outside of business hours
5. WHERE DO YOU TELL YOUR STORY?

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6. HOW DO YOU KNOW IT’S WORKED?
GOOGLE ANALYTICS FACEBOOK INSIGHTS

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6. HOW DO YOU KNOW IT’S WORKED?
PLATFORM METRIC
WEB SITE -
GOOGLE ANALYTICS
Volume - UNIQUE VISITORS, UNIQUE VISITS, PAGE VIEWS
Engagement - LENGTH OF TIME ON SITE, CONTENT ACCESSED
WEB SITE -
ON PAGE ENGAGEMENT
Engagement - SOCIAL ACTIONS - LIKE, SHARES, TWEETS
FACEBOOK ENGAGEMENT
Volume - NUMBER OF POSTS, FOLLOWERS, TOTAL REACH
Engagement - CLICKS, POSTED / SHARED, TOTAL VIRALITY
TWITTER ENGAGEMENT
Volume - NUMBER OF TWEETS, FOLLOWERS, IMPRESSIONS
Engagement - RETWEETS, MENTIONS
EMAIL ENGAGEMENT
Volume - OPEN RATES
Engagement - CLICK THROUGHS, SHARES

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QUESTIONS?
FIND STORIES, TIPS & TRICKS
at stuartbuchanan.com
find me on twitter @stuartbuchanan