This document discusses how cultural institutions can better engage audiences through social media. It argues that traditional marketing tactics are no longer sufficient, as audiences now actively participate and collaborate online. It provides examples of how museums, theaters, and other organizations have successfully involved audiences by asking them questions on Twitter, letting them participate in creating content, and being present where audiences spend their time online. The key lessons are that cultural groups should start conversations with audiences rather than just advertise, engage and energize audiences, and view them as collaborators rather than just consumers.

1. Riding The Wave of
Social Networking

2. Hello, I am Martijn Verver
I work at Headline Interactive,
helping companies to use the
internet to the max. My heart lies
in the beautiful things around
me. I believe that the social web
is inhabited by the best audience
you will ever get. Call me an
idealist. But let me tell you a bit
more about this audience, and
ride the wave of social media
with me.
December 2011

4. “The world has changed!”
“Power to the consumer!”
“Marketeers lost control!”

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

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

7. The ultimate goal is probably not
to reach 14 million Twitter-friends.
Just like Bieber.
Or...is it?

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

9. An intense relationship of commitment and dedication.

10. The world HAS changed

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

12. Why is your audience active online?

13. Why is your audience active online?
Reputation Collaboration
Participation

14. Collaboration

15. Participation

16. Reputation

17. Collaboration: Film It Yourself

18. Participation: #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. “Every user of social media is
every day performing for his
friends. Sharing information
to improve his reputation.
Help him to be cool. “
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. Ads can’t win from the conversation. So give them
something to talk about. Inform them in timely manner, ask
for their ideas and opinions. Reward involvement and
surprise them with something remarkable. Otherwise, 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

27. Case 1: Porsche Family Tree

28. Case 2: Porsche ‘Thank You’

29. Case 3: Measuring the Universe

30. Case 4: Rotterdam Theatre

32. Case 5: Royal Opera House -Twitter Opera

33. Case 6: Punkband Van Katoen

34. Case 7: National Theatre Wales

35. The take-aways of today
• Internet democratizes the arts
• But don’t give in, just to please
• Tap into the creativity of the crowd
• Energize them
• Create leverage outside your habitat
• Your audience is your reviewer, your inspirator
and eventually your co-producer.
Cherish them and blossom!

36. 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/4664964945
http://www.flickr.com/photos/vidharr/1945571389
http://www.flickr.com/photos/slowburn/2986303105

37. Find me online:
twitter.com/tyno
linkedin.com/in/martijnverver
headline-interactive.nl