Promoting the Arts with Social Media—Successfully!

Promoting
the Arts with
Social Media
Michael Powers
June 1, 2012
Copyright © 2012 Michael Powers

Michael
Powers
Interim Director of
Communications

On the Web
• museyroom.com
• twitter.com/mjpowers
• www.slideshare.net/michaelpowers
• www.linkedin.com/in/mjpowers


IUP on Social Media
Facebook 18,802 Fans

Twitter 2,465 Followers
344,383 Views
YouTube
344 Subscribers
LinkedIn 1,599 Followers

What I’ll Cover
1. Strategy: Why Social Media?
2. Tactics: How to Do Social Media
3. Measurement: Succeeding with
Social Media

0 About You

Who are you?


How many of you
use
social media in
your personal life?

How many of you
use
social media for
professional
reasons?

Strategy:

1 Why
Social
Media?

It’s 2011 2012.
Do you have to be
on social media?


No, you don’t.


(Despite what your
board of directors
tells you.)


Yes, Social Media Is
More than
Facebook 526,000,000
active users
More than
Twitter 140,000,000
active users
More than
YouTube 800,000,000
visitors per month

Not
Everyon
e Uses
Social
Media

Keep in Mind
• You don’t have to do it.
• You don’t have to do every social network
• Social media is not free—it takes time. It can
take a lot of time.


If You Do It, Figure
1. What you really want to do
2. Who you need to talk to do that
3. If those people are on social media


What Do You Really
Want to Do?
• Get people to events?
• Find gigs?
• Sell paintings?
• Get feedback/inspiration?
• Reach out to more people?

You aren’t in the
social media
business


Who Do You Need
to Talk To?
• How many?
• How much will each contribute?
• The 1,000 True Fan Theory:
1,000 Fans × $100/year = $100,000

http://www.kk.org/thetechnium/
archives/
2008/03/1000_true_fans.php

Are They on Social
Media?


Generations Online 2010:
Summary of Findings
http://www.pewinternet.org/Infographics/2010/
Generations-2010-Summary.aspx


IF...
• You think your potential fans are on social
media

• You think you have the time
• Go for it.


Tactics:

2 How to Do
Social
Media

Some Assumptions
• You have a computer
• You are online
• You can make or have someone make a
website


Preview of Part 2
Foundation: Your Website
Blogging
YouTube
Facebook
Twitter
Other Services, What’s Next

Foundation: Your
Website


Foundation: Your
• Where do people go when they Google you?
• Where do they go when they hear about you
on Twitter?

• Where do they go to get your whole story?


Foundation: Your
• Where do people go when they Google you?
• Where do they go when they hear about you
on Twitter?

• Where do they go to get your whole story?
Your Website

Hub and Spokes

Website

Others Twitter


Spokes
• Build one spoke at a time
• Learn one social network at a time
• Join and join in


Every Network Is
• Audiences have different goals
• News? Friends? Jobs? Learning?
Entertainment?
• Social conventions are different:
• Twitter: share up to 22 times per day
• Facebook: share 0-1 times per day

For All Networks
• Quality of relationships is often more
important than number of followers.
• What’s more valuable:
• 5,000 fans who have blocked your messages
or
• 1,000 who support you?

Always Remember
• You are making real relationships. It takes
time and effort

• Don't just sell, sell, sell
• Share
• Offer something of value: create it or share
what others do


Always Remember
• Don’t become “spam” for your followers
• Post with the right frequency
• Converse: Talk and encourage conversation
• For second and later spokes: Use the same
icon and username


Blogging


Blogging
• A bit old school, but:
• Your blog can double as your website
• Blog posts give you something to share and
talk about in other social media


But...
• To blog effectively, you need to be able to write
things people want to read
• And you need to produce them regularly


If You Blog
• Start with a free service, like Wordpress.com
• Find, follow, and read similar blogs
• Link to and interact with those blogs
• Allow and respond to comments


Example: Do the
• Blog from Ethan Iverson,
pianist for jazz trio The Bad
Plus


What He Does
• Interviews with other musicians
• Analysis and criticism of music
• Responds to what similar blogs are doing
• Responds to comments from readers
(monthly)
• No regular schedule, but 8-12 posts per month

YouTube


Why YouTube?
• It’s free
• Makes it easy to get video on the web
• You can embed them on your own website
• They work on smart phones
• Give current fans something to share about you
• New fans can find you through your videos

YouTube Basics
• YouTube account is called a “channel”: it
shows all of your uploaded videos


YouTube Basics
• Videos are limited to 10 minutes, 59 seconds
• Use iMovie or Windows Movie Maker
• Technical quality can be less than pro (but
have good content)

• Don't violate copyright (YouTube notices
copyrighted music)

• Fill out all the fields when you upload

What Videos Do
• How to do things
• Previews
• Performances
• Events (you can create a slideshow of pictures)


Examples
• United Breaks Guitars
• Baltimore Print Studio (on Vimeo)


Once you have
them, use those
videos in other
social media
venues

Facebook


Make a Page
• Don’t use your own profile
• Don’t make a group
• Pages are meant for
promotion:
• www.facebook.com/pages/
create.php


Why a Page?
• Profile • Groups
• Limited to 5,000 • Meant for sharing
friends amongst a group.

• Does not provide • Members get tons
in depth stats of (annoying)
notifications


Setting Up Your
• Fill out all the slots
• Your page name is permanent after you reach
100 fans

• You can choose a URL after 25 fans
• Add some pictures


What to Post
• Your own content • Ask questions,
answer questions
• Performances
• Photographs • Content people can
use (how-tos can
(people can tag
work great)
friends)

• Videos (including • What do people
read? Check your
YouTube)
stats

What to Post:
• Event invites can be • You can create
very insistent, so use events with your
with care Facebook page, but
invites come from
• If you would send a you personally
paper invite, go for it

• Use in addition to
other means


How Often to Post?
• According to DanZarrella.com
• Post every other day
• Saturday is a good day to post
• So are mornings
• www.slideshare.net/HubSpot/the-science-of-
timing


See what works for
you


Promote your page
• Mention it everywhere
• Website
• Print materials
• E-mails
• Could use paid ads, but I haven’t seen them to
be very effective yet


Ex. Keweenaw
• Posts about music, teaching,
upcoming events


Twitter


Twitter: Social
• The 140 character
limitation is somehow
compelling
• It’s a bit of a secret
language
• Currently growing among
younger people


Set up your proﬁle
• Twitter name (shorter is better)
• Location
• Website
• Bio: 160 chars


Start w/ Twitter on
• Follow people
• Getting followed
• Mentioning/replying
• Retweeting
• Hashtags

What to tweet
• Your own content • Pictures

• Performances • Send out news & links

• Photographs • OH: overheard

• Videos (YouTube • #FollowFriday
links)
• Repost things (on
• Ask questions, answer Twitter, things are gone
questions in 5 minutes)

• Content people can use • Up to 22× per day

Ex: They Might Be


What They Do
• Converse with fans (a lot)
• Post videos
• Make announcements


Get a Good Twitter
• Twitter has good ones
• Tweet deck is popular
• Hootsuite is great for orgs


HootSuite
• Have lots of accounts
• Share social media duties
• Preschedule things
• But—costs money


Other Social Media


Similar to What
• MySpace
• Flickr
• Vimeo
• Tumblr


What’s Next?
• Who knows? But these
might be interesting

• Foursquare
• Kickstarter


Measurem

3 ent:
Succeeding
with

What to Measure?
•Fans? •Posts?
•Likes? •Reach?


Focus on just a few
numbers


These are
“Key Performance
Indicators” or KPIs


http://danzarrella.com/zarrellas-
hierarchy-of-contagiousness.html

Measure Exposure
# of
Followers/ Raw number 18,355
Fans
+0.78%
% Change in This Week’s Fans ÷
since last
Fans Last Weeks Fans - 1
week

People who’ve seen
Reach 38,234
your post

Measure Awareness
Number of clicks on a
Engaged Users 129
post

(Engaged Users +
Virality Talking About This) ÷ 4.01%
Reach

Click Response
Clicks ÷ Posts ÷ Fans 0.56%
Rate

Measure Motivation
Visits to website
Visits to
driven by social 234
Website
media

Sales Made, Pledges
Conversions 32
Made, Tickets Bought

Conversion Conversions ÷
13.7%
Rate Visits to Website

Questions?


Promoting the Arts with Social Media—Successfully!

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