Presentation Martijn Verver

1. Riding The Wave of Social
Networking

2. Hello, I am Martijn Verver
I work at Headline Interactive,
helping companies to use the
internet to the max. My heart
lies in the beautiful things
around me. I believe that the
social web is inhabited by the
best audience you will ever
get. Call me an idealist. But let
me tell you a bit more about
this audience, and ride the
wave of social media with me.
December 2011

4. “The world has
changed!”
“Power to the
consumer!”
“Marketeers lost
control!”

5. Cultural sector is under attack
• Burden of proof @ institutions
• L’Art pour l’art
• Reach is everything

6. Will Facebook and Twitter grow your reach?
Not necessarily. These are just tools. Not goals.

7. The ultimate goal is probably not
to reach 14 million Twitter-
friends. Just like Bieber.
Or...is it?

8. Your Goals:
• Reaching a big and broad
audience
• Involvement and interest
• Long-term binding
• Intense relationship

9. An intense relationship of commitment and
dedication.

10. The world HAS changed

11. Old-school marketingtactics don’t suffice anymore.
Everybody is a critic. There are countless opportunities
to express your opinion on the social web. Cultural
institutions have to listen. Moreover: Start the
conversation.

12. Why is your audience active
online?
Reputation Collaboration
Participation

13. Collaboration

14. Participation

15. Reputation

16. Collaboration: Film It
Yourself

18. Participation:
#askacurator
Last year 300+ museums
opened their doors for the
public..online. Curators
answered 10.000+ questions on
Twitter. Result: more than 80%
of the curators saw the power of
Social Media, of getting in touch
with the audience so to say.
Most of the participants were
more willing to visit a museum.

19. Be there!
If you want to hit
‘m during their
daily routine, be
part of the daily
routine.

20. “Every user of social media
is every day performing for
his friends. Sharing
information to improve his
reputation. Help him to be
cool. “
Dan Zarella, Social Media Scientist

21. Traditional poster ads won’t sort any effect. The
average consumer sees thousands a day. Your
audience has an easier way to get informed. Their
friends.

22. Ads can’t win from the conversation. So give them
something to talk about. Inform them in timely manner,
ask for their ideas and opinions. Reward involvement
and surprise them with something remarkable.
Otherwise, your advertisingbudget will be skyhigh.

23. “Advertising is the fee for
being unremarkable.”
Robert Stephens, Founder of Geeksquad

24. Direct the
conversation!

25. How to activate your
audience?
• Start observing your
audience
• Facilitate their conversation
• Interact, participate, energize
• Embrace your audience

27. Case 1: Porsche Family Tree

28. Case 2: Porsche ‘Thank You’

31. Case 3: Measuring the Universe

32. Case 4: Rotterdam Theatre

34. Case 5: Royal Opera House -Twitter
Opera

36. The Long
Tail

37. the short tail & the pile of
bodies

38. Punkband Van
Katoen

39. Case 6: National Theatre Wales

40. Democratization of the arts doesn’t mean you have to
give in to please everyone. Tap into the creativity of the
crowd. Reach out and energize them. Their (social)
network is a lot broader than yours. As such you will
create leverage outside the group of usual artlovers.
Your audience is your reviewer, your inspirator and
eventually your co-producer. Cherish and blossom!

41. Photo-credits
http://www.flickr.com/photos/linda-
aldershof/3786130232
http://www.flickr.com/photos/a-d-jones/5479081007
http://www.mobypicture.com/user/michielb
http://www.mobypicture.com/user/erwblo
http://www.flickr.com/photos/photoyoop/4664964945
http://www.flickr.com/photos/vidharr/1945571389
http://www.flickr.com/photos/slowburn/2986303105

42. Find me online:
twitter.com/tyno
linkedin.com/in/martijnverver
headline-interactive.nl