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Leveraging Social Media


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Presentation from Arts and Technology Conference 10-11-2008 West & KrauseHardie

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Leveraging Social Media

  1. 1. <ul><li>“ Given the current trend in the field for arts organizations to market the “artistic experience” coupled with contemporary audiences’ desire for greater interactivity , social networking technology has great potential to assist arts organizations in deepening their audience’s experience by providing more avenues for engaging with the art, the artists, the organization, and each other.” </li></ul><ul><li>- Technology in the Arts blog </li></ul>
  2. 2. Leveraging New Media and Social Networking to Drive Results Technology in the Arts Conference October 11, 2008
  3. 3. Introductions <ul><li>Erin West VP of Arts Marketing, POP </li></ul><ul><li>Rebecca Krause-Hardie Partner, AudienceWorks </li></ul>
  4. 4. We are going to talk about… <ul><li>Relationships </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Delivering Results </li></ul><ul><li>Our Favorites </li></ul><ul><li>Case Study: Steppenwolf Theatre </li></ul><ul><li>Your Ideas & Experiences </li></ul>
  5. 5. The Opportunity
  6. 6. Social Networking Defined <ul><li>A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software. </li></ul>
  7. 7. It’s all about Relationships
  8. 8. Why personal relationships? <ul><li>Close rate on personal referrals 75% </li></ul><ul><li>Close rate on direct mail 2% </li></ul><ul><li>Value of those relationships </li></ul><ul><li>Power both positive and negative </li></ul>
  9. 9. Personal Relationships are, well, personal Flickr attribution Amit Gupta
  10. 10. Trusting Flickr attribution opxphile
  11. 11. Sharing Flickr attribution Andy Woo
  12. 12. Responsive Flickr attribution ClickFlashPhotos
  13. 13. Valuing Flickr attribution avriette
  14. 14. Giving away control Flickr attribution kitchenkam
  15. 15. Being Real
  16. 16. Sharing Flickr attribution goldberg
  17. 17. Creating a Social Media Strategy
  18. 18. Use Social Media to…  Build deeper connections with your patrons  Increase patron satisfaction  Attract new audiences  Tell your story  ???
  19. 19. Social Media Strategy <ul><ul><li>Internal Readiness </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Planning </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Leaping In </li></ul></ul><ul><ul><li>Measuring and Evaluation </li></ul></ul>
  20. 20. Delivering Results <ul><li> Integrate with organizational strategy </li></ul><ul><li> Define success metrics at the on-set </li></ul><ul><li> Invest in web analytics </li></ul>
  21. 21. What is “Web Analytics”?
  22. 22. Web Analytics Is… <ul><li>An attempt to quantify what happens on </li></ul><ul><li>your website… </li></ul>
  23. 23. Web Analytics Is… <ul><li>A way to improve marketing management </li></ul><ul><ul><li>You can’t manage what you can’t measure </li></ul></ul><ul><ul><li>Determine what works and what doesn’t </li></ul></ul>
  24. 24. What’s the point?
  25. 25. Bad Reasons for Analytics <ul><ul><li>“We need web stats!” </li></ul></ul><ul><ul><li>“How many hits did we get last month?” </li></ul></ul><ul><ul><li>“There are lots of reports and pretty graphs… it even has an Excel integration wizard…” </li></ul></ul>
  26. 26. Good Reasons for Analytics <ul><ul><li>“We need to improve marketing effectiveness!” </li></ul></ul><ul><ul><li>“Online sales seem to be lagging – we need to determine why” </li></ul></ul><ul><ul><li>“I don’t know which marketing channel is most valuable” </li></ul></ul><ul><ul><li>“What kind of content helps drive more sales?” </li></ul></ul>
  27. 27. What’s the Point? <ul><li>You can’t manage what you can’t measure </li></ul><ul><li>Web Analytics is about behavior not numbers </li></ul><ul><li>Track what impacts your business </li></ul><ul><ul><li>“Hits” are not the same as people </li></ul></ul><ul><ul><li>“Hit reports” are often over inflated by 2x – 3x </li></ul></ul><ul><ul><li>Conversion rate, content value, traffic source matter </li></ul></ul>
  28. 28. Implementing Web Analytics <ul><li>1. Develop your strategy </li></ul><ul><li>2. Cultivate an analytical culture </li></ul>
  29. 29. 3. Get the Right People Tools People Business Value Action Wisdom Knowledge Information Data
  30. 30. 4. Get the right Tool
  31. 31. 5. Make Data Actionable <ul><li>All traffic and online marketing </li></ul>
  32. 32. 5. Make Data Actionable <ul><li>Compare marketing channels </li></ul>
  33. 33. 5. Make Data Actionable <ul><li>Tie marketing to Sales </li></ul>
  34. 34. 5. Make Data Actionable <ul><li>Compare value of content </li></ul>
  35. 35. Social Media Strategy <ul><ul><li>Internal Readiness </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Planning </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Leaping In </li></ul></ul><ul><ul><li>Measuring and Evaluation </li></ul></ul>
  36. 36. Planning <ul><ul><li>Goals and Results </li></ul></ul><ul><ul><li>Target Audience </li></ul></ul><ul><ul><li>Context </li></ul></ul><ul><ul><li>Input and buy-in from key team members </li></ul></ul><ul><ul><li>Integration with overall plans </li></ul></ul><ul><ul><li>Training </li></ul></ul>
  37. 37. Quality of Engagement <ul><ul><li>Listening </li></ul></ul><ul><ul><li>Joining the Conversation </li></ul></ul><ul><ul><li>Go where your audience (s) is (are) </li></ul></ul><ul><ul><li>Tie in to your mission </li></ul></ul><ul><ul><li>Collaborate </li></ul></ul>
  38. 38. Quality of Engagement <ul><ul><li>Trust </li></ul></ul><ul><ul><li>Give Up Control </li></ul></ul><ul><ul><li>Open </li></ul></ul><ul><ul><li>Be Personal </li></ul></ul><ul><ul><li>Just Do It </li></ul></ul>
  39. 39. Listening <ul><li>Setting up feeds with Google reader </li></ul><ul><li>Google alerts </li></ul><ul><li>Technorati searches </li></ul>
  40. 40. Join The Conversation <ul><li>Who is talking about you already </li></ul><ul><li>Who is talking about related topics </li></ul><ul><li>IMA - blog roll </li></ul>Flickr attribution b d solis
  41. 42. Go Where Your Audience Is:
  42. 43. Go Where Your Audience Is:
  43. 44. Go Where Your Audience Is:
  44. 45. Tie in to your Mission
  45. 46. Tie in to your Mission
  46. 47. Collaborate
  47. 48. Trust and Giving Up Control
  48. 49. Trust and Giving Up Control
  49. 50. Trust and Giving Up Control
  50. 51. Trust and Giving Up Control
  51. 52. Trust and Giving Up Control
  52. 53. Trust and Giving Up Control
  53. 54. Trust and Giving Up Control
  54. 55. Match project with the right place
  55. 56. Match project with the right place
  56. 57. Match project with the right place
  57. 58. Match project with the right place
  58. 59. Be Personal
  59. 60. Just Do It (Take Risks) Flickr attribution b d solis
  60. 61. Just Do It
  61. 62. Just Do It (Take Risks)
  62. 63. Case Study: Steppenwolf Theatre
  63. 65. Goals  Support ‘Public Square’ Initiative  Cultivate conversation with audience  Extend Steppenwolf brand  Build anticipation  Drive repeat visitation to the website
  64. 67. Blog Visits by Month
  65. 68. Blog Reader Location Map
  66. 69. Join the conversation
  67. 70. Take Risks
  68. 75. YouTube Before
  69. 76. YouTube After
  70. 77. MySpace Before
  71. 78. MySpace After
  72. 79. Facebook Wall Page
  73. 80. Facebook Wall Close-Up
  74. 81. Facebook Wall Page
  75. 82. Facebook Navigation Tabs
  76. 85. Lessons Learned  Must tie to organizational strategy  Invite conversation  Invite collaboration  Don’t underestimate the cost.  Dive in. Start small.  Don’t neglect your core audience.  There is no such thing as done.  Ask forgiveness, not permission.
  77. 86. share the love
  78. 87. Sharing ideas & experiences
  79. 88. Thank You! <ul><li>Erin West Rebecca Krause-Hardie </li></ul><ul><li>VP of Arts Marketing Partner </li></ul><ul><li>POP AudienceWorks </li></ul><ul><li>[email_address] [email_address] </li></ul><ul><li> </li></ul>