Arts Fes9vals do par9cularly well on Facebook207 arts organiza9ons April 2011
Arts Service Orgs do par9cularly well on TwiNer207 arts organiza9ons April 2011
“People want to express themselves using your content” 500 million log in daily Spend 25 minutes/day 1/2 of activity is mobile Upload 90 pieces of content/month Like 7 pages/month Have 200 friends each 23
“An economy of @mentions, links & hashtags” 25
Post as oYen as your audience reads Facebook TwiNer!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
On YouTube, frequency competes with quality!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
Don’t duplicate content across channels!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
Spend your 9me wiselyLet’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 men9on public men9ons 30 min. 30 min. Pick 3 metrics, Scan your Weekly save them in Google Reader 3.5 hrs. excel doc feed 3 hrs. 10 hrs. Summarize Monthly Edit YouTube ﬁndings, 27 hrs. video & upload decide what to change, report
Get to know the science behind social algorithms
Do you measure the ROI of... docents greeting staying open for 1 your post show additional hour! visitors! discussions! co-productions newspaper (including staff advertising! posters displayed time)! in different in-kind neighborhoods! sponsorships!number of staff at your box press release! ofﬁce! concessions or merchandise by email (by word item! count)! subscription annual gala campaigns (by a customer’s lifetime value! beneﬁts offered (including staff hour)! to your staff! time)!
• Increase demand (people or frequency)• Increase loyalty• Increase willingness to pay• Move along purchasing funnel• Decrease acquisi9on or maintenance costs What’s your sales goal?
Why is social media valuable?If your social media fans will•Recommend you to their friends•Like your brand more•Be more inﬂuenced by (cheap!) social media than tradi=onal media•Spend more•Stay with you longer PS: these are all goals you can measure
Measurement Strategy1.Address a real problem2.Have a meaningful goal3.Test several op=ons4.Track what you do, and what the results are5.Simplify your metrics to a single dashboard 54
What are you looking for in Facebook Insights?
How can you measure TwiNer? Look for outliersLook for spikes Look for inﬂuencers Look for engagement
How to measure a TwiNer campaign?raw data people timing content