This document discusses how cultural institutions can better utilize social media to engage broader audiences. It recommends that institutions start conversations online, collaborate with audiences, and participate in social networks to build reputation. By observing audiences, facilitating discussions, and energizing participation, institutions can direct conversations and activate audiences. This will help create leverage outside traditional art lovers and allow institutions to reach people during their daily social media routines.

1. iding The Wave of Socia
Networkin

2. I work at Headline Interact
helping companies to use
internet to the max. My he
lies in the beautiful things
around me. I believe that t
social web is inhabited by
best audience you will eve
get. Call me an idealist. Bu
me tell you a bit more abo
this audience, and ride the
wave of social media with
Decem

4. The world has
hanged!”
Power to the
onsumer!”
Marketeers lost
ontrol!”

5. Cultural sector is under attack
• Burden of proof @ institutions
• L’Art pour l’art
• Reach is everything

6. Facebook and Twitter grow your reach?
necessarily. These are just tools. Not goals.

7. reach 14 million Twitter-
ends. Just like Bieber.
r...is it?

8. Your Goals:
• Reaching a big and broad
audience
• Involvement and interest
• Long-term binding
• Intense relationship

9. dedication.

10. The world HAS changed

11. Old-school marketingtactics don’t suffice anymore.
Everybody is a critic. There are countless opportunitie
to express your opinion on the social web. Cultural
institutions have to listen. Moreover: Start the
conversation.

12. online?
Reputation Collaboratio
Participation

13. Collaboration

14. Participation

15. Reputation

16. Yourself

18. #askacurator
Last year 300+ museums
opened their doors for the
public..online. Curators
answered 10.000+ questions on
Twitter. Result: more than 80%
of the curators saw the power of
Social Media, of getting in touch
with the audience so to say.
Most of the participants were
more willing to visit a museum.

19. Be there!
If you want to hit
‘m during their
daily routine, be
part of the daily
routine.

20. very user of social media
every day performing for
friends. Sharing
ormation to improve his
utation. Help him to be
ol. “
Dan Zarella, Social Media Scientist

21. Traditional poster ads won’t sort any effect. The
average consumer sees thousands a day. Your
audience has an easier way to get informed. Their
friends.

22. ds can’t win from the conversation. So give them
mething to talk about. Inform them in timely manner,
k for their ideas and opinions. Reward involvement
d surprise them with something remarkable.
herwise, your advertisingbudget will be skyhigh.

23. Advertising is the fee for
being unremarkable.”
Robert Stephens, Founder of Geeksquad

24. Direct the
conversation!

25. How to activate your
audience?
• Start observing your
audience
• Facilitate their conversation
• Interact, participate, energize
• Embrace your audience

34. Opera

36. Tail

37. bodies

38. Katoen

40. mocratization of the arts doesn’t mean you have to
e in to please everyone. Tap into the creativity of the
owd. Reach out and energize them. Their (social)
twork is a lot broader than yours. As such you will
eate leverage outside the group of usual artlovers.
ur audience is your reviewer, your inspirator and
entually your co-producer. Cherish and blossom!

41. Photo-credits
http://www.flickr.com/photos/linda-
aldershof/3786130232
http://www.flickr.com/photos/a-d-jones/5479081007
http://www.mobypicture.com/user/michielb
http://www.mobypicture.com/user/erwblo
http://www.flickr.com/photos/photoyoop/466496494
http://www.flickr.com/photos/vidharr/1945571389
http://www.flickr.com/photos/slowburn/2986303105

42. Find me online:
twitter.com/tyno
linkedin.com/in/martijnve
headline-interactive.nl