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Craig Astley
Marketing Manager
BALTIC Centre for Contemporary Art
Turner Prize 2011 attracted
150,000 visitors
Turner Prize 2011
485,000 visits in 2012/13
FACEBOOK 21,885 fans
TWITTER 28,638 followers
SOCIAL MEDIA
a part of the communications mix
a means of communicating & engaging online
ways to build and strengthen bran...
WHAT DO OUR PHYSICAL AUDIENCE DO ONLINE?
41% of the audience used Twitter strengthen online profile
90% of visitors are Fa...
Approx 82k regular visitors accounted for 255k visits
In 2012/13 and 90% of these used facebook
BALTIC WANTS TO ACHIEVE……
...
CONTRIBUTORS
Facebook
Facebook
Facebook
Facebook
Twitter
Twitter
BALTIC 39 THURSDAY SOCIAL – COMICS, BOARD GAMES & FANZINE MAKING
Turner Prize queues around block, 149,707 visitors
BALTIC Preview Party primary means of attendance
BALTIC Tenth Birthday ...
VALUE
Part of the communications mix
Useful / immediate / accessible
Happy to budget for and utilise
Monitor and maintain
EVALUATION USE & VALUE
Facebook Insights data
Target posts regionally + examine
key demographics
Referral rates to balticm...
VALUE OF USE TOGETHER
Regularly inexpensive
Add value by immediacy
Dwell time on site has increased
Referral traffic is ke...
Social media in BALTIC Centre for Contemporary Art by Craig Astley
Social media in BALTIC Centre for Contemporary Art by Craig Astley
Social media in BALTIC Centre for Contemporary Art by Craig Astley
Social media in BALTIC Centre for Contemporary Art by Craig Astley
Social media in BALTIC Centre for Contemporary Art by Craig Astley
Social media in BALTIC Centre for Contemporary Art by Craig Astley
Social media in BALTIC Centre for Contemporary Art by Craig Astley
Social media in BALTIC Centre for Contemporary Art by Craig Astley
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Social media in BALTIC Centre for Contemporary Art by Craig Astley

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Presented in “Users, fans and followers: Engaging with museums, galleries and heritage via social media”, Great North Museum: Hancock, Newcastle University, 7 June 2013 (http://digitalculturalengagement.wordpress.com/). This research was funded by the AHRC Cultural Engagement Fund.

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Social media in BALTIC Centre for Contemporary Art by Craig Astley

  1. 1. Craig Astley Marketing Manager BALTIC Centre for Contemporary Art
  2. 2. Turner Prize 2011 attracted 150,000 visitors
  3. 3. Turner Prize 2011
  4. 4. 485,000 visits in 2012/13
  5. 5. FACEBOOK 21,885 fans
  6. 6. TWITTER 28,638 followers
  7. 7. SOCIAL MEDIA a part of the communications mix a means of communicating & engaging online ways to build and strengthen brand and profile platforms which people enjoy visiting frequently opportunity to grow online communities
  8. 8. WHAT DO OUR PHYSICAL AUDIENCE DO ONLINE? 41% of the audience used Twitter strengthen online profile 90% of visitors are Facebook users build online community
  9. 9. Approx 82k regular visitors accounted for 255k visits In 2012/13 and 90% of these used facebook BALTIC WANTS TO ACHIEVE…… human extension of the brand – tone, approach Maintain regular visits / encourage footfall Drive attendance at events Keep refreshed and informed / pique interest Maintain 90min drivetime in top towns/cities Encourage re-sharing of content Support us and advocate for us Connected online community – self regulating, debate, opinion
  10. 10. CONTRIBUTORS
  11. 11. Facebook
  12. 12. Facebook
  13. 13. Facebook
  14. 14. Facebook
  15. 15. Twitter
  16. 16. Twitter
  17. 17. BALTIC 39 THURSDAY SOCIAL – COMICS, BOARD GAMES & FANZINE MAKING
  18. 18. Turner Prize queues around block, 149,707 visitors BALTIC Preview Party primary means of attendance BALTIC Tenth Birthday favourite exhibitions and why BALTIC 39 Social Events booked up and sold out in 3 days National Lottery Awards VOTE campaign
  19. 19. VALUE Part of the communications mix Useful / immediate / accessible Happy to budget for and utilise Monitor and maintain
  20. 20. EVALUATION USE & VALUE Facebook Insights data Target posts regionally + examine key demographics Referral rates to balticmill.com Event attendance Lapsed > regular visitors
  21. 21. VALUE OF USE TOGETHER Regularly inexpensive Add value by immediacy Dwell time on site has increased Referral traffic is key from facebook and twitter Transparent and visible word of mouth

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