Kala Arts Institute DMA


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Leveraging Social Media track 2 participants digital media assessment.

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Kala Arts Institute DMA

  1. 1. Digital Media AssessmentApril 2011Leveraging Social Media@devonvsmith
  2. 2. Quick Stats 1,560 likes 171 followers 37 subscribers .5 post/day 11% listed 2 posts/month3 comments/post 1 tweet/day 0 comment/post 0 mentions/tweet 1 uploads/year 16 people 0 photos 312 views/upload 17 check-in 0 contacts 18 subscribers 0 tips 0 high views/photoArrows indicate if you are performing above, below, or similar to the average of your peersIn the following slides, you’ll notice black text that calls out specific recommendations for things you should change
  3. 3. Consider linking your logo to your homepage You’ve got sets of links in 3 different areas of your page, consider simplifying for greater ease of navigationWebsite Consider a search box Great job linking to your somewhere on your front social media! Consider page. This may give you adding YouTube insights into what users look for on your site
  4. 4. 100% of your 20 peer organizations were active on Facebook in the last month. On average, they have 1,373 likes (max 50,118), post 5x/week (max 1.5/ day), and receive 4 comments/post (max109). SFMOMA and Montalvo Arts Center are ones to watch.Facebook Consider checking Open Facebook Search for the conversations happening about Kala, off of your page.You can also encourage fans to use the “@Kala” feature to tag you in their posts. Consider eliminating 1 of your 2 video tabs if they contain duplicate content Photos seem to be your most popular posts
  5. 5. The titles of these lists should give you some insight into what people 80% of your 20 peer organizations were expect you to tweet about. active on Twitter in the past 10 days. On average, they have 716 followers (max Consider letting 187,489), tweet .5x/day (max 5x/day), Considerus know who on staff receive 1 mention/tweet (max 18), and monitoring tweets is tweeting have been added to a list by 11% of their mentioning Kala followers (max 21%). Montalvo Arts is one to watch.Twitter Consider tweeting more consistently, try tweeting at different times of day, days of the week Consider unlinking your Facebook account from Twitter
  6. 6. 50% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded 1.5 videos/YouTube month (max 5), have 30 subscribers (max 553), and have 669 views per video (max 5,439). SF Film Society is one to There are a significant watch. number of other YouTube users with Kala content. Consider curating a playlist Most of your referrals of this content on your channel come from YouTube searches or related videos. Make sure you keep up with the tagging, and consider including more keywords in your descriptions
  7. 7. There are over 80 photos on Flickr mentioning Kala. Consider reaching out to thank these photographers 65% of your 20 peer organizations were active on Flickr in the past year. On average, they uploaded 350 new photos (max 2,500), have 15 contacts (max965), belong to 1 group (max 43), and their highest viewed photo hasFlickr approximately 75 views (max 240). SFMOMA and Headlands Arts Center are ones to watch.
  8. 8. 100% of your 20 peer organizations Consider claiming have active Yelp pages, 65% of them your Foursquare venue so have been claimed by their owners. you have access to venue On average, they have 22 reviews analytics (max 721) of 4.5 stars (max 5). Consider adding additional contact info and tagsYelp and Foursquare 85% of your 20 peer organizations have active Foursquare venues, though only 5 of them have been claimed by their owners. On average, they have had 50 people (max 6,165) check-in a total of 159 times (max 8,664) and left 1.5 tips (max 104). May be useful to know these are the companies the You have some public associates as great reviews! Consider being similar to you thanking some reviewers and/or encouraging reviews on-site
  9. 9. Great job 15% of your 20 peer organizations blogged in integrating your blog into the past 3 months. On average, they posted 4x/ your website week (max 1x/day), received 0 comments/post (max 2), and have 16 subscribers (max 149). If you want users to SFMOMA is one to watch. contribute to your blog, consider being more explicit in the kind of content you wantBlog Consider eliminating this from your sidebar Consider adding more design elements to your blog so it looks consistent with your website Great job using events, search box, categories, and archives
  10. 10. Other social networks mentioned by your 20 peer Other Social Media organizations include 1 each for MySpace, LinkedIn, FriendFeed, podcasts, and Vimeo Consider creating a Wikipedia page for Kala, Consider monitoringand updating the links from these tags on delicious these other wiki pages. Consider following these delicious users to find other relevant content, or using this number as a gauge to find what content of yours users find interesting Great job claiming your Google Place page and adding visually appealing content Consider creating a company profile on LinkedIn so other visual art professionals can find you Kala is being mentioned in many blogs and blog aggregators. Consider engaging with some of these bloggers & networks
  11. 11. Search Engine Optimization Nearly all of your anchor text is your brand name. Consider using your blog to create keyword rich content If you wanted to drive more traffic to your website, Google AdWords could be cost effective Consider what keywords you want to Consider installing a 301 rank for in Google redirect, and using unique meta- descriptions for each page
  12. 12. Glossary301 redirect: shows Google that “site.org” and “www.site.org” are the same website (5 minute fix your webmaster can do)A/B Testing: a way to test 2 slightly different webpages to see which one users take action on more oftenAggregator: a website that collects and displays lots of different blogs (examples: Digg, Reddit, StumbleUpon, Delicious)Alt-tag: keyword tags that describe an image so Google bots know how to index the image and allow others to find itAnchor text: the underlined phrase that links to a new page. Google uses this phrase to decide where your site shows up in searchBlog subscribers: I’ve shown you Google Reader subscribers, which on average accounts for about 50% of all your blog subscribersCall to action: the 1 action you want a user to take on this page (click a donate button, buy tickets link, submit email for newsletter)Category v tag: both help users find content; categories tend to be pre-defined, tags tend to be user generatedDesign elements: ensuring your digital branding (style) matches your social branding matches your off line brandingFacebook custom URL: facebook.com/yourname instead of facebook.com/pages/city/yourname/123456Generic v branded search: generic search example is “dance company san francisco” branded search example “AXIS Dance”Hashtag: a phrase prefixed with # symbol, which makes searching for that particular topicIntegrated blog: a blog hosted on your own website (yoursite.org/blog or blog.yoursite.org) provides you valuable SEOKeyword rich content: using the generic (see above) phrases you want to rank for in Google searchesLink architecture: where internal page links appear on your website, and how sections of your site are linked togetherMeta-description: text appearing under link in a Google search that describes the page. <meta name =”description” content=”...”>New twitter: in Oct 2010, Twitter added a new windowpane on the right side of the feed, which interfered with some profile designsRSS: method by which you can subscribe to a blog via email or an RSS reader (stands for Real Simple Syndication)Referral source: how users arrive arrive at your video; could be through embedded players, related videos, searches, linksPermalinks: a unique URL for every blog post so they can be linked to foreverSEO: stands for Search Engine Optimization; process ofTag cloud: a visual depiction of keywords where the most used words are displayed larger, tags are linked to relevant site content
  13. 13. Free Resources