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Social media strategy for arts organisations          How powerful social media tools can both create and destroy value   ...
A brief introduction                       2
Our Expertise                                                           IT4ArtsBrandmovers are a Digital Engagement Compan...
360 Digital Solutions                                         IT4ArtsOur flexible, customised and bespoke digital marketin...
We Are Global                                                     IT4Arts• Established in 2003• 7 Offices providing global...
We Love Brands            IT4Arts                 The Engagement Marketers® ®
Social media: Where are we?
IT4ArtsRef HuffPo’s 100 Fascinating Social Media Statistics 2012 http://istrategylabs.com/2012/12/infographic-huffpos-100-...
IT4ArtsRef HuffPo’s 100 Fascinating Social Media Statistics 2012 http://istrategylabs.com/2012/12/infographic-huffpos-100-...
IT4ArtsRef HuffPo’s 100 Fascinating Social Media Statistics 2012 http://istrategylabs.com/2012/12/infographic-huffpos-100-...
IT4ArtsRef HuffPo’s 100 Fascinating Social Media Statistics 2012 http://istrategylabs.com/2012/12/infographic-huffpos-100-...
IT4ArtsRef HuffPo’s 100 Fascinating Social Media Statistics 2012 http://istrategylabs.com/2012/12/infographic-huffpos-100-...
Social media: For the arts                             13
Platforms arts organisations use                                                                                          ...
Perceived SM impact on arts orgs                                                                                          ...
How not to do it                   16
Taking a tacky shortcut                    IT4Arts February 2011, Kenneth Cole causes uproar and births a timeless DON’T c...
Forgetting “you” are a brand                  IT4Arts October 2012, an insensitive tweet is posted from the official Kitch...
Taking it personally                       IT4Arts In 2012, two Michelin starred Claude Bosi reacted badly to perceived cr...
Strong arming your public                        IT4Arts In 2010 Nestle repsonded to a Greenpeace video on YouTube by lobb...
Misjudging your public                          IT4Arts June 2012, Femfresh gets the wrong tone in a campaign not suited t...
Failing to respond                              IT4Arts BP’s practice of using its official account for PR broadcast only ...
Ignoring it till it goes away            IT4Arts May 2011, an independent jewellery designer complains that Urban Outfitte...
How to do it               24
Understand the medium                                                                                     IT4Arts Social m...
Develop brand advocates                       IT4Arts December 2012, Taco Bell shows why it has a reputation as one of the...
Have something to say                         IT4Arts Last year Oreo sparked an online and media frenzy with a bold & pote...
Be inclusive                                IT4Arts US Open sponsor Evian used Instagram to engage users through an outrea...
Have some personality                          IT4Arts When O2’s network went down, customers took to Twitter in their dro...
Speak to your customers                      IT4Arts O2 again, this time creating an instant viral by engaging a customer ...
Facilitate organic conversation                     IT4Arts User generated content is invaluable. Its reach is not limited...
Embrace the virtual                                        IT4Arts                                                     MoM...
Be Proactive                                                                        IT4Arts It’s not all just conversation...
Contact Info                                        IT4Arts                   John Lyons               Managing Director, ...
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Social media for the arts

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Social media strategy for arts organisations, using real case studies from the commercial world to explore how powerful social media tools can both create and destroy value presented at IT4ARTS

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Social media for the arts

  1. 1. Social media strategy for arts organisations How powerful social media tools can both create and destroy value Dos and Don’ts from the commercial worldIT4Arts
  2. 2. A brief introduction 2
  3. 3. Our Expertise IT4ArtsBrandmovers are a Digital Engagement Company, think of it as Digital Marketingwith a CRM focus. Each customer touch point in the Purchase Life Cycle isimportant, we work with our clients to build engaging campaigns to capture andinfluence customers online. BUSINESS OBJECTIVES Strategy Outreach Acquisition Engagement Conversion The Engagement Marketers® ®
  4. 4. 360 Digital Solutions IT4ArtsOur flexible, customised and bespoke digital marketingsolutions are seamlessly integrated into our clients’ currentAdvertising , Marketing, and Communication Plans to delivermeasurable results. Consumer Promotions Social Media Media Planning & Buying Data & Analytics Mobile CRM – Acquisition & Management The Engagement Marketers® ®
  5. 5. We Are Global IT4Arts• Established in 2003• 7 Offices providing global reach: Atlanta (Global HDQ), London, Mumbai, Charlotte, Dallas, Los Angeles, New York• 90 Associates ($15MM Revenue Company) The Engagement Marketers® ®
  6. 6. We Love Brands IT4Arts The Engagement Marketers® ®
  7. 7. Social media: Where are we?
  8. 8. IT4ArtsRef HuffPo’s 100 Fascinating Social Media Statistics 2012 http://istrategylabs.com/2012/12/infographic-huffpos-100-fascinating-social-media-statistics-2012/ The Engagement Marketers® ®
  9. 9. IT4ArtsRef HuffPo’s 100 Fascinating Social Media Statistics 2012 http://istrategylabs.com/2012/12/infographic-huffpos-100-fascinating-social-media-statistics-2012/ The Engagement Marketers® ®
  10. 10. IT4ArtsRef HuffPo’s 100 Fascinating Social Media Statistics 2012 http://istrategylabs.com/2012/12/infographic-huffpos-100-fascinating-social-media-statistics-2012/ The Engagement Marketers® ®
  11. 11. IT4ArtsRef HuffPo’s 100 Fascinating Social Media Statistics 2012 http://istrategylabs.com/2012/12/infographic-huffpos-100-fascinating-social-media-statistics-2012/ The Engagement Marketers® ®
  12. 12. IT4ArtsRef HuffPo’s 100 Fascinating Social Media Statistics 2012 http://istrategylabs.com/2012/12/infographic-huffpos-100-fascinating-social-media-statistics-2012/ The Engagement Marketers® ®
  13. 13. Social media: For the arts 13
  14. 14. Platforms arts organisations use IT4ArtsRef PC Mag (US) Social Media Helps Boost the Arts, But at What Cost? / Pew survey http://www.pcmag.com/article2/0,2817,2413832,00.asp The Engagement Marketers® ®
  15. 15. Perceived SM impact on arts orgs IT4ArtsRef PC Mag (US) Social Media Helps Boost the Arts, But at What Cost? / Pew survey http://www.pcmag.com/article2/0,2817,2413832,00.asp The Engagement Marketers® ®
  16. 16. How not to do it 16
  17. 17. Taking a tacky shortcut IT4Arts February 2011, Kenneth Cole causes uproar and births a timeless DON’T case study by seeking to hijack the trending #Cairo hashtag. The Engagement Marketers® ®
  18. 18. Forgetting “you” are a brand IT4Arts October 2012, an insensitive tweet is posted from the official KitchenAid account. Later blamed on a member of the team mistakenly posting through the brand account rather than their personal one. The Engagement Marketers® ®
  19. 19. Taking it personally IT4Arts In 2012, two Michelin starred Claude Bosi reacted badly to perceived criticism about the starter from a food blogger. “Bosigate” spread rapidly with chefs, bloggers, critics and foodies taking sides. The Engagement Marketers® ®
  20. 20. Strong arming your public IT4Arts In 2010 Nestle repsonded to a Greenpeace video on YouTube by lobbying for it’s removal. Greenpeace responded by asking fans to change their profile pics to anti nestle slogans, Nestle threatening to delete comments from anyone doing so. The Engagement Marketers® ®
  21. 21. Misjudging your public IT4Arts June 2012, Femfresh gets the wrong tone in a campaign not suited to social, drawing complaints of body shaming & infantilising the female genitalia. The backlash lost several hundred fans and generated 100s of complaints on the page, which was later geolocation restricted and locked down to no comments. The Engagement Marketers® ®
  22. 22. Failing to respond IT4Arts BP’s practice of using its official account for PR broadcast only and not interacting with consumers backfired when a parody account started tweeting shortly after the Gulf of Mexico disaster. It got 170,000 followers (the official account had 14,000), many of whom thought it was the official account. The Engagement Marketers® ®
  23. 23. Ignoring it till it goes away IT4Arts May 2011, an independent jewellery designer complains that Urban Outfitters have ripped off her idea. The story gathers social momentum; bloggers and celebrities lend support; brand image and sales suffer. The Engagement Marketers® ®
  24. 24. How to do it 24
  25. 25. Understand the medium IT4Arts Social may be a young medium, but do not assume that all users are young or that it is best left in Chef Glynn Purnell: http://www.bighospitality.co.uk/Trends- Reports/Tweeting-Hospitality-Top-5-Twitter-Do-s-and-Don-t-s the hands of an untrained junior. Who should manage the Twitter account of a company? An ultimatetwitterstudy.com survey suggests “that this person has a quick access to information and needs to have enough impact on issues. It should be someone with enough influence to be listened to when he tells management what he learns and the ability to fix problems…And, maybe even more important, the tweeter should be a digital native who speaks Twitter-language. Voila, there you have it! The person who should be managing your companies Twitter account is someone who (1) has enough influence to be listened to and (2) who speaks the Twitter-language.” Protect your reputation, consider how things can be interpreted or even misinterpreted. Fred Sirieix: http://www.bighospitality.co.uk/Trends-Reports/Tweeting- Hospitality-Top-5-Twitter-Do-s-and-Don-t-s The Engagement Marketers® ®
  26. 26. Develop brand advocates IT4Arts December 2012, Taco Bell shows why it has a reputation as one of the sassiest brands on social media by engaging and encouraging Facebook fans to become advocates. The 1,386 likes and 8 comments on the original post and the subsequent 295 likes on the reply are likely to create in excess of 50,000 positive social impressions. Good value earned media, and excellent PR. The Engagement Marketers® ®
  27. 27. Have something to say IT4Arts Last year Oreo sparked an online and media frenzy with a bold & potentially divisive stance in support of the gay community. Fans took to both sides, with the image generating 260k likes, 48k comments and 82k shares. Fan growth was doubled from 25k to 50k per day, comments by 495% and shares 4929%. The Engagement Marketers® ®
  28. 28. Be inclusive IT4Arts US Open sponsor Evian used Instagram to engage users through an outreach campaign offering influential users the chance to go behind the scenes at the Open. The #EvianDay “iPhotographers” toured the famous venue, taking pictures and each selected one photo to be displayed on the Jumbotron during matches. The brand refreshed its sponsorship, and the content spread worldwide. The Engagement Marketers® ®
  29. 29. Have some personality IT4Arts When O2’s network went down, customers took to Twitter in their droves to complain angrily. Not only did O2 provide ongoing updates, they responded to every tweet (including mine) and with disarming good humour. The Engagement Marketers® ®
  30. 30. Speak to your customers IT4Arts O2 again, this time creating an instant viral by engaging a customer on his own terms. Celebrities joined the fun, with Professor Green amongst those retweeting the exchange. The Engagement Marketers® ®
  31. 31. Facilitate organic conversation IT4Arts User generated content is invaluable. Its reach is not limited by marketing plans, work patterns or manpower. The social consumer likes to have an opinion and likes to be seen. From checking into a location, to Instagramming an installation or merely tweeting feelings about something just seen, this should all be encouraged. Publicise hashtags and social profiles on location; be visible on geolocation networks; and if possible provide Wi-fi so users can engage on the spot. The Engagement Marketers® ®
  32. 32. Embrace the virtual IT4Arts MoMA WiFi, combining free internet access with virtual guides: Augmenting the visitor experience can add http://museummedia.nl/case- significant value and increase accessibility. studies/case-study-7-moma- wifi/ Social media can provide a more engaging alternative to the audio tour or program, Mural Explorer provides interactive access to some of with the ability to generate reach with one the 3,000 works of art produced by The Philadelphia click. Mural Arts Program in the past 25 years: http://explorer.muralarts.org/ Interactive cultural experiences range from virtual galleries to community art projects. Taking the step to allow digital interaction and curation empowers users to engage with art in meaningful and unique ways. Neither of these remove from experiencing a live event, but they do build on that and widen the profile of your demographic by being inclusive. The Engagement Marketers® ®
  33. 33. Be Proactive IT4Arts It’s not all just conversation and digital PR. Social media offers excellent targeted marketing and promotional opportunities to actively build and engage your audience. As well as generating fans, interactions and impressions for a little known independent release, this promotion mapped interest across the UK to inform cinema screen bookings. Key Performance Metrics 39,843,136 impressions (56% social) 68,417 clicks / interactions 6,755 opt-in fans / followers Average time spent on promotion 3:10 Fan breakdown: 81% interested in entertainment More targeted awareness at 3.85% the 74% interested in Film or cinema budget of banner ads and 44.6 times 56% interested in comedy more interactions Demo link http://demo-upthere.brandmovers.co.uk/ The Engagement Marketers® ®
  34. 34. Contact Info IT4Arts John Lyons Managing Director, Europe T: 020 7636 2303 @johnnieego john@brandmovers.co.uk www.brandmovers.co.uk The Engagement Marketers® ®

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