Making the most of social media - Katy Beale


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How can you make the most of the broad range of free and low cost web 2.0 tools to promote your creative work? Find out how you can take advantage of social networking platforms and online tools to reach out and make a name for yourself.

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Making the most of social media - Katy Beale

  1. 1. Tate Logo
  2. 3. UK Social Media Usage <ul><li>Social networks are more popular than email </li></ul><ul><li>Major growth in Facebook </li></ul><ul><li>Subsequent decline in Myspace </li></ul><ul><li>Explosion of Twitter </li></ul><ul><li>UK social networking participation the highest in Europe </li></ul><ul><li>24.9 million unique visitors – 78% of the total UK online population – now belong a social network </li></ul>
  3. 4. UK Social Media Usage <ul><li>Popularity of social networking sites, UK: </li></ul><ul><li> 23.9 million visitors </li></ul><ul><li> 8.5 million visitors </li></ul><ul><li>Windows Live profile 6.9 million visitors </li></ul><ul><li>MySpace 6.5 million visitors </li></ul><ul><li>Twitter 2.7 million visitors </li></ul>
  4. 5. Why are people using social media? <ul><li>Most people: </li></ul><ul><li>want to keep in touch with friends, have fun or stay in contact with family </li></ul><ul><li>Youngest users: </li></ul><ul><li>more likely to be interested in fun and friends </li></ul><ul><li>Older users: </li></ul><ul><li>family contact </li></ul>
  5. 6. Overview of social media platforms <ul><li>Breakdown of most popular social media platforms </li></ul>
  6. 7. Overview of social media platforms Facebook Facebook is UK’s biggest social networking site Facebook provides several platforms for organisations to connect with its users – official pages, an API for the development of custom applications, targeted paid advertising and messaging Users come to Facebook for to share their own gossip and photos and see what the people they’re interested in are up to right now, to plan their evening or their weekend and to play online games Facebook user demographics • Typically well-educated (in or post higher education) • 100 million users worldwide with 55,000 regional, work-related and academic networks • Internet literate
  7. 8. Overview of social media platforms <ul><li>Facebook Connect </li></ul><ul><li>Facebook Connect is an an API (application programming interface) that lets you access (with permissions) a user’s statistics, demographics, friends, connections and social media activity. </li></ul><ul><li>This information allows you to target the user with the most relevant information and therefore create more engaging experiences on your website. </li></ul><ul><li>e.g. MoMA in New York connects to a user’s Facebook profile, scans it, analyses it and matches the user’s preferences with the experiences currently offered at the museum, therefore personalising content rather than creating generic apps or widgets. </li></ul>
  8. 9. Overview of social media platforms <ul><li>Bebo </li></ul><ul><li> </li></ul><ul><li>The 2nd largest social network in the U.K. (its largest market) after Facebook </li></ul><ul><li>22 million unique visitors, 11 billion page views. Users spend an average of 40 minutes a day on the site </li></ul><ul><li>Bebo user demographics </li></ul><ul><li>Typically a younger audience set than other social media platforms. </li></ul><ul><li>A high female ratio of users (59%) </li></ul><ul><li>A large proportion of teens (41% aged 13-17) </li></ul>
  9. 10. Overview of social media platforms <ul><li>Daily Booth </li></ul><ul><li> </li></ul><ul><li>A photoblogging website designed for users to take a photo of themselves every day with a caption, in order to document and share their life with others </li></ul><ul><li>Slogan &quot;your life in pictures&quot; </li></ul><ul><li>Similar to social-networking websites such as Twitter - you can follow other users and allow them to follow you to get real-time updates on what other people are doing </li></ul><ul><li>Daily Booth user demographics: </li></ul><ul><li>User base is geared towards teens </li></ul><ul><li>In August 2009, the site was reported to have over 3 million unique visitors a month with a growth rate of about 35% a month. </li></ul>
  10. 11. Overview of social media platforms Twitter A micro blogging service – a combination of social networking, blogging and instant messaging in one online space Allows you to send short updates (up to 140 characters) to your “followers” online. In return, you can receive updates from the people that you follow. New facility to create lists of people. You can have open conversations or closed conversations Users come to Twitter for up to the second updates and real time news Twitter is the fastest growing social networking site in the UK & the world Twitter user demographics • Highest proportion of users aged 18-34, with those aged 35 over the fastest growing demographic • Female bias and higher than average proportion of parents with young children • Internet literate • Higher proportion of university graduates compared to most internet users
  11. 12. Overview of social media platforms <ul><li>Ning </li></ul><ul><li> </li></ul><ul><li>Ning is an online platform for people to create their own social networks. </li></ul><ul><li>Competes with large social sites like MySpace and Facebook but allows the user to create their own visual design, choice of features and keep their own member data. </li></ul><ul><li>Anyone can create their own social network for a particular topic or need. </li></ul><ul><li>There are over 850,000 social networks on Ning, growing at the rate of over 3,000 each day (February 2009). </li></ul>
  12. 13. Overview of social media platforms <ul><li>Flickr </li></ul><ul><li> </li></ul><ul><li>Flickr is an image and video hosting website, web services suite, and online community platform. </li></ul><ul><li>Widely used by bloggers as a photo repository </li></ul><ul><li>As of October 2009, it claims to host more than 4 billion images. </li></ul><ul><li>Organises images using tags (a form of metadata), allowing ease of finding images related to to particular topics </li></ul><ul><li>Early to implement tag clouds </li></ul>
  13. 14. Overview of social media platforms Wikis A wiki is a website that allows the easy creation and editing of any number of interlinked web pages Wikis are typically powered by wiki software. Wikis are often used to create collaborative websites, to power community websites, for personal note taking, in corporate intranets, and in knowledge management systems Wikipedia is the most popular wiki, ranked 6th most popular site in the US and daily taking 11% of total global web traffic
  14. 15. Overview of social media platforms YouTube YouTube’s tagline is “broadcast yourself” which brings to life its use as a video sharing website on which users can upload and share videos. Users can insert a YouTube video into Facebook and MySpace accounts, blogs or other websites where anyone can watch them. Accounts of registered users are called &quot;channels&quot;. People watch hundreds of millions of videos a day on YouTube and upload hundreds of thousands of videos daily. Every minute, 20 hours of video is uploaded to YouTube. YouTube user demographics • Broad age range, across 18-55 • Evenly divided between males and females from around the world • 51% users visit YouTube weekly or more often
  15. 16. Overview of social media platforms <ul><li>Myspace </li></ul><ul><li> </li></ul><ul><li>MySpace was the only social networking site measured in the recent Nielsen survey that has seen its traffic decline year-over-year, comparing 2009 with 2008. </li></ul><ul><li>Myspace user demographics </li></ul><ul><li>A male bias (54% of users) </li></ul><ul><li>A higher proportion of people with no children compared to the internet average user </li></ul><ul><li>Primarily young adults - most are aged 18-34 (39%) </li></ul>
  16. 17. Overview of social media platforms Bookmarking sites (e.g. Digg, Reddit, StumbleUpon, Delicious) With user-generated url links hosted in one place for anyone to reference, social bookmarking acts as a tool to discover and share websites. Social bookmarking is a method for internet users to share, organize, search, and manage bookmarks of web resources including blogs, videos, music and websites. Some sharing sites have voting mechanisms to create league tables of popularity.
  17. 18. Tate twitter – case study <ul><li> </li></ul>
  18. 19. Tate twitter – why? <ul><li>Want people to know about what’s going on </li></ul><ul><li>To stimulate conversation </li></ul><ul><li>Highlight where and when people are talking about Tate </li></ul><ul><li>Increase our awareness and affinity </li></ul><ul><li>Generate sales and footfall with our content </li></ul>
  19. 20. Tate twitter – audience <ul><li>Grown from 10k followers in May 2009 to over 24k in October 2009 </li></ul><ul><li>approx 80 new a day – and the numbers continue to grow </li></ul><ul><li>Number 3 in the most popular twitter feeds from global galleries and museums in Sept 2009! </li></ul>
  20. 21. Tate twitter - content <ul><li>We aim to offer a broad mix of tweets encompassing the following values: </li></ul><ul><li>Inform </li></ul><ul><li>Listen </li></ul><ul><li>Provoke debate </li></ul><ul><li>Interact </li></ul><ul><li>Incentivise </li></ul>
  21. 22. Tate twitter - content Inform Offer click thrus for more information Allow our audience experience Tate through twitter Offer up twitter previews and create that “in the know” feeling
  22. 23. Tate twitter - content Listen Check daily trending topics Look at what people are saying about Tate and RT & respond where necessary Know your audiences and target them with calls to action on tweets Post @ replies with specific content
  23. 24. Tate twitter - content Provoke debate Ask questions and be prepared for a response Ask for people’s opinion
  24. 25. Tate twitter - content Interact Use RTs Offer thanks for others content on Tate subjects Ask for UGC via hosting sites such as twitpic, flickr, youtube
  25. 26. Tate twitter - content Incentivise Prompt ticket sales with info Use giveaways and competitions Create twitter only catering, shop and ticket offers and stories
  26. 27. Tate twitter - content <ul><li>No critical opinion (good or bad) on any artists work or other gallery exhibitions </li></ul><ul><li>Only use content that is Tate centred and relevant to those who want to hear info from Tate </li></ul><ul><li>Respond to people’s questions and criticism with discretion and transparency </li></ul>
  27. 28. Tate twitter – how? <ul><li>Social media calendar </li></ul><ul><li>Regularity </li></ul><ul><li>Be human </li></ul><ul><li>Don’t spam </li></ul><ul><li>Shorten URLs using or tiny.url </li></ul><ul><li>Post images using twitpic </li></ul><ul><li>Try applications such as tweetdeck, cotweet, twitterfeed, twhirl or twitterfox to make tweeting easier </li></ul>
  28. 29. Tate twitter - analytics <ul><li>Use online stats website to identify content that creates a peak in activity </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  29. 30. Tate twitter - analytics October 2009 tweetcloud of most talked about words from
  30. 31. Tate twitter - analytics Twitalyzer analysis of @tate on 26/10/09
  31. 32. Tate twitter - analytics
  32. 33. Tate twitter - analytics Oct 09 tweetstats
  33. 34. Tate twitter - analytics Oct 09 tweetstats
  34. 35. How do you harness the twitter hype? <ul><li>Understand it first </li></ul><ul><li>Work out what suits your lifestyle & practice </li></ul><ul><li>Build up slowly </li></ul><ul><li>Follow those who you would like to follow you </li></ul>
  35. 36. twitter - circle of influence people who share people who search rising stars gurus local heroes niche players
  36. 37. How do you harness the twitter hype? <ul><li>Content & Context </li></ul><ul><li>Continue to think about offline </li></ul><ul><li>Create dialogue </li></ul><ul><li>Be responsive </li></ul><ul><li>Live in the short term, build in the long term </li></ul>
  37. 38. Artists talking <ul><li> </li></ul>
  38. 39. Why do artists need a blog? <ul><li>to be heard and seen </li></ul><ul><li>showcase the processes of your practice </li></ul><ul><li>a community, a place to network </li></ul>
  39. 40. Artists talking <ul><li>How often should I update my blog? </li></ul><ul><li>Up to you! </li></ul><ul><li>Regular updating automatically raises the profile of your blog </li></ul><ul><li>Beware posting for the sake of it though </li></ul><ul><li>Get into a routine of regular updates </li></ul><ul><li>How do I get people to read my blog? </li></ul><ul><li>Participate & contribute regularly </li></ul><ul><li>Create routine of reading other people’s blogs and responding </li></ul><ul><li>How do I clamber up the google ladder? </li></ul><ul><li>Regularity of blogging - search engines like google ‘reward’ activity </li></ul><ul><li>Linking to other blogs </li></ul>Online editor of Artists talking Andrew Bryant responds [email_address]
  40. 41. Artists talking <ul><li>How can be prepared for interest? </li></ul><ul><li>Bookmarking sites (e.g. Digg, Stumbleupon, Delicious) can suddenly drive traffic </li></ul><ul><li>Have links to your website and email address clearly visible </li></ul><ul><li>Have a clear and concise biog or ‘about' section </li></ul><ul><li>Write a strap-line that encourages people to subscribe via RSS </li></ul><ul><li>How can I make my blog 'sticky'? </li></ul><ul><li>Search engines 'cache ' headings and first sentences </li></ul><ul><li>e.g. if your entry is about how your blog led to an opportunity start it with: 'An exhibition opportunity has arisen as a direct result of my artists' blog.' </li></ul><ul><li>Never start your blog entry with an apology for not having written in ages or “I have been thinking about…” </li></ul>Online editor of Artists talking Andrew Bryant responds [email_address]
  41. 42. Social media trends 2010 <ul><li>Ubiquitous </li></ul><ul><li>Begins to look less “social” </li></ul><ul><li>Mobile </li></ul><ul><li>Sharing functionality </li></ul><ul><li>Social Commerce </li></ul><ul><li>Interactive content </li></ul><ul><li>Global </li></ul>
  42. 43. Katy Beale Marketing Associate, Tate @tate @katybeale [email_address] [email_address]