This document discusses social media strategies for arts organizations. It provides statistics on social media use in the arts sector and discusses how the Napa Valley Opera House uses social media. Their goals are to engage audiences online, build their brand, and increase followers and ticket sales. Their strategy focuses on earning respect, personalizing engagement, and listening to and monitoring audiences. They have seen success doubling their social media audience and increasing sales attributed to these channels.

1. Cashing in on the social
side of marketing
INTIX 2013
Presented to you by:
Keith Goldberg, Vendini, Inc.
Julie Dalrymple, Napa Valley Opera House

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Introductions
Keith Goldberg
Julie Dalrymple

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Table of
Contents 1. The State of Social Media
2. A Gentle Intro to Social Media
3. Napa Valley Opera House strategy
4. ROI, Tools and Best Practices
5. What to Expect in 2013
6. Q&A
Vendini, Inc. | Napa Valley Opera House

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Social Media (noun)
“
Forms of electronic communication through which
users create online communities to share
information, ideas, messages and other content.”
Source:
Merriam
–Webster
Online
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Redefining Arts Promotions
99% Of arts organizations have their own website
97% Have a social media presence
86% Accept donations online
72% Sell tickets online
27%
Host podcasts
50% Publish a blog
Source:
h6p://pewinternet.org/Reports/2013/Arts-­‐and-­‐technology.aspx
Vendini, Inc. | Napa Valley Opera House

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Socializing Before an Event
82% Say they engage audiences before, during, and
after events.
77% Use social networks as a social barometer to monitor what
patrons and the public are saying about their organizations.
65% Use the tools to learn more about their patrons via
more direct communications, online surveys, & polls
55% Have used crowdsourcing to help
program events
Source:
h6p://pewinternet.org/Reports/2013/Arts-­‐and-­‐technology.aspx
Vendini, Inc. | Napa Valley Opera House

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Where to begin
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Step
1
Set Goals
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1. Set Clear KPIs
Likes
Followers
Brand Awareness
Ticket Sales
Support
Outreach
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Choose Step
Channels
2
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2. Focus on a Few
Channels
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Editorial Step
Calendar
3
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3. Plan an Editorial Calendar
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Listen. Share. Step
4
Engage.
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4. Listen. Share. Engage.
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Cultivate Step
Influencers
5
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5. Know Your Influencers &
Advocates
• Mentions
• Shares
• Liked Posts
• #FF
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Monitor & Step
Measure
6
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6. Mind Your KPIs
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The Shift In Online
Content
SPONSORED LONGER FORM WEB PHOTO INTERACTIVE
STORIES VIDEO FILMS STREAMS GRAPHICS
Image
Source:
h6p://news.solvemedia.com/post/37787487410/naKve-­‐adverKsing-­‐in-­‐context-­‐infographic
Vendini, Inc. | Napa Valley Opera House

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Today’s Patron
Connected 24-7
Consumer attention to traditional display advertising is decreasing.
Source:
h6p://news.solvemedia.com/post/37787487410/naKve-­‐adverKsing-­‐in-­‐context-­‐infographic
Vendini, Inc. | Napa Valley Opera House

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The Shift in Advertising
Traditional
Promoted tweets
Sponsored Stories
Paid Discovery
Social
Source:
h6p://news.solvemedia.com/post/37787487410/naKve-­‐adverKsing-­‐in-­‐context-­‐infographic
Vendini, Inc. | Napa Valley Opera House

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Native In-Stream
Advertising
“
A specific mode of monetization
that aims to augment user
experience by providing value
through relevant content
delivered in-stream.”
DefiniKon
Source:
h6p://news.solvemedia.com/post/37787487410/naKve-­‐adverKsing-­‐in-­‐context-­‐infographic
Vendini, Inc. | Napa Valley Opera House

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Rise of High-Quality Content
Marketing
Looks organic Relevant Not intrusive
= more brand engagement
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Play by the Rules
THE RULES
Tell a story.
Keep it interesting.
Respect the user.
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Julie
Dalrymple
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Bebel Gilberto
Chris Botti
Lisa Loeb
Jake Shimabukuro
Natalie Cole
Photos
by
Jane
Higgins
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The Goals
1. Engage audience online to keep in touch.
2. Use ads to get to know a new audience.
3. Build brand on a personal level.
4. Grow followers and sales.
Vendini, Inc. | Napa Valley Opera House

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The Strategy
Earn Personalize Listen,
Respect Engagement Monitor,
Capture.
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The Strategy
• Share interesting, relevant content.
Earn
• Don’t shamelessly self-promote.
Respect
• Focus on one channel to maintain
content & tone.
Vendini, Inc. | Napa Valley Opera House

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The Strategy
• Showcase your voice & identity.
Personalize • Show, don’t tell.
Engagement • Reward followers with exclusive content.
• Compliment online engagement with a
fantastic in-person experience.
• Incentivize & reward followers.
• Cross promote with artists.
Vendini, Inc. | Napa Valley Opera House

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The Strategy
• Listen, don’t just broadcast.
Listen,
• Monitor mentions & know your advocates.
Monitor,
• Track post popularity to hone in on what
Capture.
resonates.
• Capture followers’ contact information to
stay in touch via other channels.
Vendini, Inc. | Napa Valley Opera House

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An Integrated
Strategy 1. The total patron experience, online & off.
2. Make website and social channels
findable, usable and easy to share.
3. Authentically convey our personality.
4. Demonstrate and pique interest for
excellent events and venue.
Vendini, Inc. | Napa Valley Opera House

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Our Facebook
Strategy
Facebook Sponsored Give followers a way to opt-in
Ads
stories
to stay in touch via other
channels.
Vendini, Inc. | Napa Valley Opera House

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Social Media Wins
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Social Media Wins
“A perfect venue for a film festival: don’t you think?”
“They have a great line up of music. Should always keep an eye out.”
“My wife and I went here last Saturday…I was very
impressed with the venue, the concert and the upcoming
acts. With only 450 comfortable seats there wasn’t a bad one
in the house…I’m sure we will be back soon, great
experience.”
“Kronos brings spirit of adventure to the Opera House
buff.ly/WEBGH @NVOH”
Vendini, Inc. | Napa Valley Opera House

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Social Media Wins
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Social Media Wins
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Results
1. In-stream vs. event-specific ads.
2. Social media audience doubled.
3. See an increasing number of sales
coming via social media channels.
4. Effectively communicate our brand.
5. Influence future sales by staying in
touch, building anticipation for
events via social media content.
Vendini, Inc. | Napa Valley Opera House

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The Challenges
Spreading yourself thin across too
vs vs
many channels.
Creative content and staggering
posts.
Keeping up with changing trends.
Reaching the portion of our
audience that doesn’t hang out on
these channels.
Vendini, Inc. | Napa Valley Opera House

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Future Plans
Refocus our Twitter strategy.
Explore more social and advertising channels.
Regularly host contests that incorporate sharing.
Develop a strategic program to cultivate our advocates
and community partners.
Vendini, Inc. | Napa Valley Opera House

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Analytics,
Tools & Trends
Keith Goldberg
Vendini, Inc. | Napa Valley Opera House

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Analytics Cheat
Sheet: WEBSITE
Level of Visitors Growth
Engagement + Over Time
Source
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Analytics Cheat
Sheet: SOCIAL
Follower Engagement
Sentiment
Growth Level
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Analytics Cheat
Sheet: ADVERTISING
Conversions Web Visitor
to Engagement
Spend
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Analytics Cheat Sheet:
SALES
Online vs. Box Office?
Growth- Sale Source?
Survey - Sale Source?
Sales vs. Campaigns?
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Analytics Toolkit
Website
Social
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Facebook EdgeRank
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Facebook
Tips + Tricks
1. Focus your status updates,
shares & comments to drive
engagement.
• Be visual.
• Include a clear CTA.
• Leverage contests.
• Ask questions.
• Showcase your personality.
Vendini, Inc. | Napa Valley Opera House

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Facebook
Tips + Tricks
2. Post consistently.
3. Use tags to engage and
recognize others.
4. Promote your social presence
offline and through other online
channels.
• Box Office
• Email Marketing
• Event Posters
• Events
Vendini, Inc. | Napa Valley Opera House

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The Holistic Approach
Responsive Web Design
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Trends To Watch
Consumer as the marketer
Location-based offers & event discovery
*
Gamification
Crowdsourcing
$
Emphasis on showing rather than telling
Vendini, Inc. | Napa Valley Opera House

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Stay in Touch
Keith Goldberg, Vice President of Marketing, Vendini
kgoldberg@vendini.com
facebook.com/vendini.inc @vendini
Julie Dalrymple, Marketing Director,
Napa Valley Opera House
julie@nvoh.org
facebook.com/napavalleyoperahouse @nvoh
Vendini, Inc. | Napa Valley Opera House