social media trends in the arts in 2012
DESCRIPTION
Yale School of Drama marketing classTRANSCRIPT
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Trends in Social Media & the Arts in 2012
Our Agenda
1. Principles of social media2. Trends in the arts 3. Practical Advice 4. Measuring ROI 5. Q&A
social media isn’t adver9sing
social media isn’t the home
shopping network
social media isn’t
a coupon
so what is social media?
why does Virgin America like social media?
why does Coca Cola like social media?
why does network
television like social media?
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why does Starbucks like social media?
so what about the arts?
We have crea9ve content
We’ve built personal rela9onships
We are natural storytellers
There are no rules in social media
But you should be providing
unique value to a
unique audience on each plaGorm
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Median Arts Org is Ac9ve on 3 Social Networks
207 arts organiza9ons April 2011
Facebook & TwiNer are by far the largest networks
18207 arts organiza9ons April 2011
Arts Orgs are more frequent users of TwiNer
19207 arts organiza9ons April 2011
Size MaNers on Facebook & TwiNer
$1M+ $500k-$1M $100k-500k < $100k $1M+ $500k-$1M $100k-500k < $100k
400 off Broadway theatres October 2010
Arts Fes9vals do par9cularly well on Facebook
207 arts organiza9ons April 2011
207 arts organiza9ons April 2011
Arts Service Orgs do par9cularly well on TwiNer
500 million log in dailySpend 25 minutes/day
1/2 of activity is mobileUpload 90 pieces of content/month
Like 7 pages/monthHave 200 friends each
“People want to express themselves using your content”
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“An economy of @mentions, links & hashtags”25
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#sundance
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QR Codes
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Tips for Social Media
Listen more than you Talk
In the beginning, focus on just 1 network
Facebook, 950
YouTube, 880
Twitter, 400
Tumblr, 120Google+, 100
LinkedIn, 90
Instagram, 27Foursquare, 20
Pinterest, 11
Flickr, 51
Ask ques9ons
Post signage
But Make It
Easy
!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
Post as oYen as your audience reads
Facebook TwiNer
!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
On YouTube, frequency competes with quality
!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
Don’t duplicate content across channels
Spend your 9me wisely
ListenPost & Respond
MeasureLearn about social
Create Report Total
Daily
Weekly
Monthly
10 min. scan Google alerts & social men9on
20 min. post FB update, respond to public men9ons
30 min.
30 min. Pick 3 metrics, save them in excel doc
30 min.Scan your Google Reader feed
3.5 hrs.
10 hrs.Edit YouTube video & upload
3 hrs.Summarize findings, decide what to change, report
27 hrs.
Let’s assume you have a Facebook Page updated daily & YouTube channel updated monthly
Get to know the science behind social algorithms
Follow the eyeballs
Use all of the data available to you
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Now let’s talk ROI
What do we measure?
1. Motivate2. Learn3. Decide
Why do we measure?
When you see this
Do you stop in your tracks to buy a 9cket?
what drives traffic to your website?
posters displayed in different
neighborhoods!
a customer’s lifetime value!
newspaper advertising!
in-kind sponsorships!
concessions or merchandise by
item!
subscription campaigns (by
hour)!
press release!
email (by word count)!
number of staff at your box
office!
docents greeting
your visitors!
annual gala (including staff
time)!
post show discussions!
staying open for 1 additional hour!
benefits offered to your staff!
co-productions (including staff
time)!
Do you measure the ROI of...
What’s your sales goal?
• Increase demand (people or frequency)
• Increase loyalty• Increase willingness to pay• Move along purchasing funnel
• Decrease acquisi9on or maintenance costs
Why is social media valuable?
If your social media fans will
•Recommend you to their friends
•Like your brand more
•Be more influenced by (cheap!) social media than tradi=onal media
•Spend more
•Stay with you longer
PS: these are all goals you can measure
Measurement Strategy
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1.Address a real problem2.Have a meaningful goal3.Test several op=ons4.Track what you do, and what the results are5.Simplify your metrics to a single dashboard
What are you looking for in Facebook Insights?
Look for spikes
Look for outliers
Look for engagement
Look for influencers
How can you measure TwiNer?
raw data people contenttiming
How to measure a TwiNer campaign?
coming soon from TwiNer.com?
Gives you some measure of impressions
How similar are these demographics to your audience?
What to measure in YouTube Analy9cs
How to measure Tumblr
Bonus Footage: 1 Minute Case Studies
Tweet Seats
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User Generated Content
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Empower Your Audience
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Empower Guest Ar9sts
68
Social Media as
Social Proof
Social Proof
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Social Sharing BuNons
Post-‐purchase social sharing is
more effec0ve than
pre-‐purchase sharing
Social Commerce
Open Graph Facebook Apps
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Social Buying
75
Social Media Fundraising
Social Recommenda9ons
Social Rela9onship Management
78
Social Mediaas a
listening tool
79
Social Media as Performance Art
80
The Power of Social Data
81
Arts Start Ups Inspired by Social Media
82
Websites as Content
Art as iPad app