DeVos Measuring the Value of Social Media to Arts Organizations

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DeVos Measuring the Value of Social Media to Arts Organizations

  1. 1. Measuring the Value of Social Media to Arts Organizationshttp://www.flickr.com/photos/crankymermaid/
  2. 2. What’s the ROI?
  3. 3. Do you measure the ROI of... docents staying open greeting your post show for 1 additional hour visitors discussions co-productions newspaper advertising posters (including staff time) displayed in different in-kind neighborhoods sponsorships number of staffat your box office social press release concessions or merchandise media email (by by item word count) subscription a campaigns (by hour) customer’s annual gala benefits offered lifetime value (including staff time) to your staff
  4. 4. How many people buy aticket standing in front of a street poster?
  5. 5. Direct  Link  A,ribu/on click  thru  ratebit.ly/GoogleURLBuilder segmented  link
  6. 6. Longitudinal  StudySeason  1 Season  2 $ $$$ $$$
  7. 7. Median  Arts  Org  is  Ac/ve  on  3  Social  Networks207  arts  organiza/ons  April  2011 7
  8. 8. Facebook  &  Twi,er  are  by  far  the  largest  networks207  arts  organiza/ons  April  2011 8
  9. 9. Arts  Orgs  are  more  frequent  users  of  Twi,er207  arts  organiza/ons  April  2011 9
  10. 10. Size  Ma,ers  on  Facebook  &  Twi,er $1M+ $500k-$1M $100k-500k < $100k $1M+ $500k-$1M $100k-500k < $100k400  off  Broadway  theatres  October  2010
  11. 11. Arts  Fes/vals  do  par/cularly  well  on  Facebook207  arts  organiza/ons  April  2011
  12. 12. Arts  Service  Orgs  do  par/cularly  well  on  Twi,er207  arts  organiza/ons  April  2011
  13. 13. Post  as  oWen  as  your  audience  is  online  &   you  have  something  to  say207  arts  organiza/ons  April  2011
  14. 14. More uploads More views on YouTube207  arts  organiza/ons  April  2011
  15. 15. Don’t  duplicate  content Links  to Doesn’t  link  to Links  to  Facebook Doesn’t  link  to  Facebook207  arts  organiza/ons  April  2011
  16. 16. How  should  you  spend  your  /me?Let’s  assume  you  have  a  Facebook  Page  updated  daily  &  YouTube  channel  updated  monthly Learn   Post  &   Listen Measure about   Create Report Total Respond social 20  min.     10  min.   post  FB   scan  Google   update,   Daily 30  min. alerts  &  social   respond  to   men/on public   men/ons 30  min.       30  min. Pick  3  metrics,   Scan  your   Weekly 3.5  hrs. save  them  in   Google  Reader   excel  doc feed 3  hrs. 10  hrs. Summarize   Monthly Edit  YouTube   findings,   27  hrs. video  &  upload decide  what  to   change,  report 16
  17. 17. In  the  Beginning,  Focus  on  Just  ONE  Network 17
  18. 18. Post Signage
  19. 19. Ask Questions
  20. 20. Follow  the  Eyeballs 20
  21. 21. Do  Something  Meaningful  with  Your  Crowd 21
  22. 22. Ques/ons?
  23. 23. What  are  you  looking  for  in  Facebook  Insights? 23
  24. 24. How  can  you  measure  Twi,er? Look for outliersLook for spikes Look for influencers Look for engagement
  25. 25. How  to  measure  a  Twi,er  campaign?raw data people timing content
  26. 26. Gives you some measure of impressions How similar are these demographics to your audience?
  27. 27. What  to  measure  in  YouTube  Analy/cs
  28. 28. How  to  measure  Tumblr

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