Social Media Trends in the Arts in 2012
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Social Media Trends in the Arts in 2012
- 1. Trends in Social Media & the Arts in 2012 1
- 2. Our Agenda 1. Principles of social media 2. Trends in the arts 3. Practical Advice 4. Measuring ROI 5. Q&A
- 3. social media isn’t adver9sing
- 4. social media isn’t the home shopping network
- 5. social media isn’t a coupon
- 6. so what is social media?
- 7. why does Virgin America like social media?
- 8. why does Coca Cola like social media?
- 9. why does network television like social media?
- 10. why does Starbucks like social media? 10
- 11. so what about the arts?
- 12. We have crea9ve content
- 13. We’ve built personal rela9onships
- 14. We are natural storytellers
- 15. There are no rules in social media
- 16. But you should be providing unique value to a unique audience on each plaGorm
- 17. Median Arts Org is Ac9ve on 3 Social Networks 207 arts organiza9ons April 2011 17
- 18. Facebook & TwiNer are by far the largest networks 207 arts organiza9ons April 2011 18
- 19. Arts Orgs are more frequent users of TwiNer 207 arts organiza9ons April 2011 19
- 20. Size MaNers on Facebook & TwiNer $1M+ $500k-$1M $100k-500k < $100k $1M+ $500k-$1M $100k-500k < $100k 400 off Broadway theatres October 2010
- 21. Arts Fes9vals do par9cularly well on Facebook 207 arts organiza9ons April 2011
- 22. Arts Service Orgs do par9cularly well on TwiNer 207 arts organiza9ons April 2011
- 23. “People want to express themselves using your content” 500 million log in daily Spend 25 minutes/day 1/2 of activity is mobile Upload 90 pieces of content/month Like 7 pages/month Have 200 friends each 23
- 25. “An economy of @mentions, links & hashtags” 25
- 27. 27
- 28. 28
- 29. #sundance 29
- 31. 31
- 32. QR Codes 32
- 33. Tips for Social Media
- 34. Listen more than you Talk
- 35. In the beginning, focus on just 1 network Facebook, 950 YouTube, 880 Twitter, 400 Tumblr, 120 Google+, 100 LinkedIn, 90 Flickr, 51 Instagram, 27 Foursquare, 20 Pinterest, 11
- 36. Ask ques9ons
- 37. Post signage
- 38. But Make It Easy
- 39. Post as oYen as your audience reads Facebook TwiNer !"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
- 40. On YouTube, frequency competes with quality !"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
- 41. Don’t duplicate content across channels !"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
- 42. Spend your 9me wisely 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 men9on public men9ons 30 min. 30 min. Pick 3 metrics, Scan your Weekly save them in Google Reader 3.5 hrs. excel doc feed 3 hrs. 10 hrs. Summarize Monthly Edit YouTube findings, 27 hrs. video & upload decide what to change, report
- 43. Get to know the science behind social algorithms
- 45. Use all of the data available to you 45
- 46. Now let’s talk ROI
- 47. What do we measure?
- 48. Why do we measure? 1. Motivate 2. Learn 3. Decide
- 49. When you see this Do you stop in your tracks to buy a 9cket?
- 50. what drives traffic to your website?
- 51. Do you measure the ROI of... docents greeting staying open for 1 your post show additional hour! visitors! discussions! co-productions newspaper (including staff advertising! posters displayed time)! in different in-kind neighborhoods! sponsorships! number of staff at your box press release! office! concessions or merchandise by email (by word item! count)! subscription annual gala campaigns (by a customer’s lifetime value! benefits offered (including staff hour)! to your staff! time)!
- 52. • Increase demand (people or frequency) • Increase loyalty • Increase willingness to pay • Move along purchasing funnel • Decrease acquisi9on or maintenance costs What’s your sales goal?
- 53. 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
- 54. Measurement Strategy 1.Address a real problem 2.Have a meaningful goal 3.Test several op=ons 4.Track what you do, and what the results are 5.Simplify your metrics to a single dashboard 54
- 55. What are you looking for in Facebook Insights?
- 56. How can you measure TwiNer? Look for outliers Look for spikes Look for influencers Look for engagement
- 57. How to measure a TwiNer campaign? raw data people timing content
- 58. coming soon from TwiNer.com?
- 59. Gives you some measure of impressions How similar are these demographics to your audience?
- 60. What to measure in YouTube Analy9cs
- 61. How to measure Tumblr
- 62. Ques9ons? devon.smith@threespot.com www.24UsableHours.com @devonvsmith
- 63. Bonus Footage: 1 Minute Case Studies
- 64. Tweet Seats
- 65. User Generated Content 65
- 66. Empower Your Audience 66
- 67. Empower Guest Ar9sts 67
- 68. Social Media as Social Proof 68
- 69. Social Proof
- 70. Social Sharing BuNons 70
- 71. Post-‐purchase social sharing is more effec0ve than pre-‐purchase sharing
- 72. Social Commerce
- 73. Open Graph Facebook Apps
- 74. Social Buying 74
- 75. Social Media Fundraising 75
- 78. Social Media as a listening tool 78
- 79. Social Media as Performance Art 79
- 80. The Power of Social Data 80
- 81. Arts Start Ups Inspired by Social Media 81
- 82. Websites as Content 82
- 83. Art as iPad app