DeVos Measuring the Value of Social Media to Arts Organizations

•

1 recomendación•539 vistas

Devon Smith

Tecnología Noticias y política

Measuring the Value of
Social Media to
Arts Organizations

http://www.ﬂickr.com/photos/crankymermaid/

Do you measure the ROI of...

docents
staying open greeting your post show
for 1 additional hour visitors discussions

co-productions newspaper
advertising posters
(including staff time) displayed in different
in-kind
neighborhoods
sponsorships
number of staff
at your box ofﬁce social press release
concessions
or merchandise media email (by
by item word count)
subscription a
campaigns (by hour) customer’s
annual gala beneﬁts offered
lifetime value
(including staff time) to your staff

How many people buy a
ticket standing in front
of a street poster?

Direct
Link
A,ribu/on

click
thru
rate

bit.ly/GoogleURLBuilder

segmented
link

Longitudinal
Study

Season
1 Season
2

$ $$$
$$$

Median
Arts
Org
is
Ac/ve
on
3
Social
Networks

207
arts
organiza/ons
April
2011
7

Facebook
&
Twi,er
are
by
far
the
largest
networks

207
arts
organiza/ons
April
2011
8

Arts
Orgs
are
more
frequent
users
of
Twi,er

207
arts
organiza/ons
April
2011
9

Size
Ma,ers
on
Facebook
&
Twi,er

$1M+ $500k-$1M $100k-500k < $100k $1M+ $500k-$1M $100k-500k < $100k

400
oﬀ
Broadway
theatres
October
2010

Arts
Fes/vals
do
par/cularly
well
on
Facebook

207
arts
organiza/ons
April
2011

Arts
Service
Orgs
do
par/cularly
well
on
Twi,er

207
arts
organiza/ons
April
2011

Post
as
oWen
as
your
audience
is
online
&

you
have
something
to
say

207
arts
organiza/ons
April
2011

More uploads More views on YouTube

207
arts
organiza/ons
April
2011

Don’t
duplicate
content

Links
to Doesn’t
link
to Links
to
Facebook Doesn’t
link
to
Facebook

207
arts
organiza/ons
April
2011

How
should
you
spend
your
/me?

Let’s
assume
you
have
a
Facebook
Page
updated
daily
&
YouTube
channel
updated
monthly
Learn

Post
&

Listen Measure about
Create Report Total
Respond
social

20
min.

10
min.
post
FB

scan
Google
update,

Daily 30
min.
alerts
&
social
respond
to

men/on public

men/ons

30
min.

30
min.
Pick
3
metrics,
Scan
your

Weekly 3.5
hrs.
save
them
in
Google
Reader

excel
doc feed

3
hrs.
10
hrs. Summarize

Monthly Edit
YouTube
ﬁndings,
27
hrs.
video
&
upload decide
what
to

change,
report

16

In
the
Beginning,
Focus
on
Just
ONE
Network

17

Do
Something
Meaningful
with
Your
Crowd

21

What
are
you
looking
for
in
Facebook
Insights?

23

How
can
you
measure
Twi,er?
Look for outliers

Look for spikes Look for inﬂuencers

Look for engagement

How
to
measure
a
Twi,er
campaign?

raw data people timing content

Gives you some
measure of
impressions
How similar are
these
demographics to
your audience?

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DeVos Measuring the Value of Social Media to Arts Organizations

1. Measuring the Value of Social Media to Arts Organizations http://www.ﬂickr.com/photos/crankymermaid/

2. What’s the ROI?

3. Do you measure the ROI of... docents staying open greeting your post show for 1 additional hour visitors discussions co-productions newspaper advertising posters (including staff time) displayed in different in-kind neighborhoods sponsorships number of staff at your box ofﬁce social press release concessions or merchandise media email (by by item word count) subscription a campaigns (by hour) customer’s annual gala beneﬁts offered lifetime value (including staff time) to your staff

4. How many people buy a ticket standing in front of a street poster?

5. Direct Link A,ribu/on click thru rate bit.ly/GoogleURLBuilder segmented link

6. Longitudinal Study Season 1 Season 2 $ $$$ $$$

7. Median Arts Org is Ac/ve on 3 Social Networks 207 arts organiza/ons April 2011 7

8. Facebook & Twi,er are by far the largest networks 207 arts organiza/ons April 2011 8

9. Arts Orgs are more frequent users of Twi,er 207 arts organiza/ons April 2011 9

10. Size Ma,ers on Facebook & Twi,er $1M+ $500k-$1M $100k-500k < $100k $1M+ $500k-$1M $100k-500k < $100k 400 oﬀ Broadway theatres October 2010

11. Arts Fes/vals do par/cularly well on Facebook 207 arts organiza/ons April 2011

12. Arts Service Orgs do par/cularly well on Twi,er 207 arts organiza/ons April 2011

13. Post as oWen as your audience is online & you have something to say 207 arts organiza/ons April 2011

14. More uploads More views on YouTube 207 arts organiza/ons April 2011

15. Don’t duplicate content Links to Doesn’t link to Links to Facebook Doesn’t link to Facebook 207 arts organiza/ons April 2011

16. How should you spend your /me? Let’s assume you have a Facebook Page updated daily & YouTube channel updated monthly Learn Post & Listen Measure about Create Report Total Respond social 20 min. 10 min. post FB scan Google update, Daily 30 min. alerts & social respond to men/on public men/ons 30 min. 30 min. Pick 3 metrics, Scan your Weekly 3.5 hrs. save them in Google Reader excel doc feed 3 hrs. 10 hrs. Summarize Monthly Edit YouTube ﬁndings, 27 hrs. video & upload decide what to change, report 16

17. In the Beginning, Focus on Just ONE Network 17

18. Post Signage

19. Ask Questions

20. Follow the Eyeballs 20

21. Do Something Meaningful with Your Crowd 21

22. Ques/ons?

23. What are you looking for in Facebook Insights? 23

24. How can you measure Twi,er? Look for outliers Look for spikes Look for inﬂuencers Look for engagement

25. How to measure a Twi,er campaign? raw data people timing content

26. Gives you some measure of impressions How similar are these demographics to your audience?

27. What to measure in YouTube Analy/cs

28. How to measure Tumblr