social media trends in the arts in 2012
DESCRIPTION
Yale School of Drama marketing classTRANSCRIPT
![Page 1: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/1.jpg)
1
Trends in Social Media & the Arts in 2012
![Page 2: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/2.jpg)
Our Agenda
1. Principles of social media2. Trends in the arts 3. Practical Advice 4. Measuring ROI 5. Q&A
![Page 3: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/3.jpg)
social media isn’t adver9sing
![Page 4: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/4.jpg)
social media isn’t the home
shopping network
![Page 5: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/5.jpg)
social media isn’t
a coupon
![Page 6: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/6.jpg)
so what is social media?
![Page 7: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/7.jpg)
why does Virgin America like social media?
![Page 8: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/8.jpg)
why does Coca Cola like social media?
![Page 9: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/9.jpg)
why does network
television like social media?
![Page 10: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/10.jpg)
10
why does Starbucks like social media?
![Page 11: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/11.jpg)
so what about the arts?
![Page 12: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/12.jpg)
We have crea9ve content
![Page 13: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/13.jpg)
We’ve built personal rela9onships
![Page 14: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/14.jpg)
We are natural storytellers
![Page 15: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/15.jpg)
There are no rules in social media
![Page 16: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/16.jpg)
But you should be providing
unique value to a
unique audience on each plaGorm
![Page 17: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/17.jpg)
17
Median Arts Org is Ac9ve on 3 Social Networks
207 arts organiza9ons April 2011
![Page 18: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/18.jpg)
Facebook & TwiNer are by far the largest networks
18207 arts organiza9ons April 2011
![Page 19: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/19.jpg)
Arts Orgs are more frequent users of TwiNer
19207 arts organiza9ons April 2011
![Page 20: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/20.jpg)
Size MaNers on Facebook & TwiNer
$1M+ $500k-$1M $100k-500k < $100k $1M+ $500k-$1M $100k-500k < $100k
400 off Broadway theatres October 2010
![Page 21: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/21.jpg)
Arts Fes9vals do par9cularly well on Facebook
207 arts organiza9ons April 2011
![Page 22: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/22.jpg)
207 arts organiza9ons April 2011
Arts Service Orgs do par9cularly well on TwiNer
![Page 23: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/23.jpg)
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”
23
![Page 24: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/24.jpg)
![Page 25: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/25.jpg)
“An economy of @mentions, links & hashtags”25
![Page 26: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/26.jpg)
![Page 27: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/27.jpg)
27
![Page 28: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/28.jpg)
28
![Page 29: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/29.jpg)
#sundance
29
![Page 30: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/30.jpg)
![Page 31: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/31.jpg)
31
![Page 32: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/32.jpg)
QR Codes
32
![Page 33: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/33.jpg)
Tips for Social Media
![Page 34: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/34.jpg)
Listen more than you Talk
![Page 35: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/35.jpg)
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
![Page 36: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/36.jpg)
Ask ques9ons
![Page 37: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/37.jpg)
Post signage
![Page 38: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/38.jpg)
But Make It
Easy
![Page 39: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/39.jpg)
!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
Post as oYen as your audience reads
Facebook TwiNer
![Page 40: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/40.jpg)
!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
On YouTube, frequency competes with quality
![Page 41: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/41.jpg)
!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
Don’t duplicate content across channels
![Page 42: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/42.jpg)
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
![Page 43: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/43.jpg)
Get to know the science behind social algorithms
![Page 44: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/44.jpg)
Follow the eyeballs
![Page 45: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/45.jpg)
Use all of the data available to you
45
![Page 46: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/46.jpg)
Now let’s talk ROI
![Page 47: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/47.jpg)
What do we measure?
![Page 48: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/48.jpg)
1. Motivate2. Learn3. Decide
Why do we measure?
![Page 49: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/49.jpg)
When you see this
Do you stop in your tracks to buy a 9cket?
![Page 50: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/50.jpg)
what drives traffic to your website?
![Page 51: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/51.jpg)
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...
![Page 52: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/52.jpg)
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
![Page 53: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/53.jpg)
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
![Page 54: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/54.jpg)
Measurement Strategy
54
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
![Page 55: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/55.jpg)
What are you looking for in Facebook Insights?
![Page 56: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/56.jpg)
Look for spikes
Look for outliers
Look for engagement
Look for influencers
How can you measure TwiNer?
![Page 57: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/57.jpg)
raw data people contenttiming
How to measure a TwiNer campaign?
![Page 58: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/58.jpg)
coming soon from TwiNer.com?
![Page 59: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/59.jpg)
Gives you some measure of impressions
How similar are these demographics to your audience?
![Page 60: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/60.jpg)
What to measure in YouTube Analy9cs
![Page 61: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/61.jpg)
How to measure Tumblr
![Page 63: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/63.jpg)
Bonus Footage: 1 Minute Case Studies
![Page 64: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/64.jpg)
Tweet Seats
![Page 65: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/65.jpg)
65
User Generated Content
![Page 66: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/66.jpg)
66
Empower Your Audience
![Page 67: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/67.jpg)
67
Empower Guest Ar9sts
![Page 68: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/68.jpg)
68
Social Media as
Social Proof
![Page 69: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/69.jpg)
Social Proof
![Page 70: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/70.jpg)
70
Social Sharing BuNons
![Page 71: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/71.jpg)
Post-‐purchase social sharing is
more effec0ve than
pre-‐purchase sharing
![Page 72: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/72.jpg)
Social Commerce
![Page 73: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/73.jpg)
Open Graph Facebook Apps
![Page 74: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/74.jpg)
74
Social Buying
![Page 75: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/75.jpg)
75
Social Media Fundraising
![Page 76: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/76.jpg)
Social Recommenda9ons
![Page 77: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/77.jpg)
Social Rela9onship Management
![Page 78: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/78.jpg)
78
Social Mediaas a
listening tool
![Page 79: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/79.jpg)
79
Social Media as Performance Art
![Page 80: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/80.jpg)
80
The Power of Social Data
![Page 81: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/81.jpg)
81
Arts Start Ups Inspired by Social Media
![Page 82: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/82.jpg)
82
Websites as Content
![Page 83: Social Media Trends in the Arts in 2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554ada26b4c9056a798b4a45/html5/thumbnails/83.jpg)
Art as iPad app