Social media for the arts

Social media strategy for arts organisations
How powerful social media tools can both create and destroy value

Dos and Don’ts from the commercial world

IT4Arts

A brief introduction

2

Our Expertise IT4Arts

Brandmovers are a Digital Engagement Company, think of it as Digital Marketing
with a CRM focus. Each customer touch point in the Purchase Life Cycle is
important, we work with our clients to build engaging campaigns to capture and
influence customers online.

BUSINESS OBJECTIVES
Strategy Outreach Acquisition Engagement Conversion

The Engagement Marketers® ®

360 Digital Solutions IT4Arts

Our flexible, customised and bespoke digital marketing
solutions are seamlessly integrated into our clients’ current
Advertising , Marketing, and Communication Plans to deliver
measurable results.

Consumer Promotions Social Media

Media Planning & Buying Data & Analytics

Mobile CRM – Acquisition
& Management


We Are Global IT4Arts

• Established in 2003
• 7 Offices providing global reach: Atlanta (Global HDQ), London, Mumbai,
Charlotte, Dallas, Los Angeles, New York
• 90 Associates ($15MM Revenue Company)


We Love Brands IT4Arts


IT4Arts

Ref HuffPo’s 100 Fascinating Social Media Statistics 2012 http://istrategylabs.com/2012/12/infographic-huffpos-100-fascinating-social-media-statistics-2012/


Social media: For the arts

13

Platforms arts organisations use IT4Arts

Ref PC Mag (US) Social Media Helps Boost the Arts, But at What Cost? / Pew survey http://www.pcmag.com/article2/0,2817,2413832,00.asp


Perceived SM impact on arts orgs IT4Arts

Ref PC Mag (US) Social Media Helps Boost the Arts, But at What Cost? / Pew survey http://www.pcmag.com/article2/0,2817,2413832,00.asp


How not to do it

16

Taking a tacky shortcut IT4Arts

February 2011, Kenneth Cole
causes uproar and births a
timeless DON’T case study by
seeking to hijack the trending
#Cairo hashtag.


Forgetting “you” are a brand IT4Arts

October 2012, an insensitive
tweet is posted from the official
KitchenAid account. Later
blamed on a member of the team
mistakenly posting through the
brand account rather than their
personal one.


Taking it personally IT4Arts

In 2012, two Michelin starred
Claude Bosi reacted badly to
perceived criticism about the
starter from a food blogger.

“Bosigate” spread rapidly with
chefs, bloggers, critics and
foodies taking sides.


Strong arming your public IT4Arts

In 2010 Nestle repsonded to a
Greenpeace video on YouTube
by lobbying for it’s removal.

Greenpeace responded by
asking fans to change their
profile pics to anti nestle slogans,
Nestle threatening to delete
comments from anyone doing so.


Misjudging your public IT4Arts

June 2012, Femfresh gets the
wrong tone in a campaign not
suited to social, drawing
complaints of body shaming &
infantilising the female genitalia.

The backlash lost several
hundred fans and generated
100s of complaints on the page,
which was later geolocation
restricted and locked down to
no comments.


Failing to respond IT4Arts

BP’s practice of using its official
account for PR broadcast only
and not interacting with
consumers backfired when a
parody account started tweeting
shortly after the Gulf of Mexico
disaster.

It got 170,000 followers (the
official account had 14,000),
many of whom thought it was the
official account.


Ignoring it till it goes away IT4Arts

May 2011, an independent
jewellery designer complains
that Urban Outfitters have
ripped off her idea.

The story gathers social
momentum; bloggers and
celebrities lend support;
brand image and sales
suffer.


Understand the medium IT4Arts

Social may be a young medium,
but do not assume that all users
are young or that it is best left in Chef Glynn Purnell: http://www.bighospitality.co.uk/Trends-
Reports/Tweeting-Hospitality-Top-5-Twitter-Do-s-and-Don-t-s
the hands of an untrained junior.

Who should manage the Twitter account of a company?
An ultimatetwitterstudy.com survey suggests “that this person has a quick access to information and
needs to have enough impact on issues. It should be someone with enough influence to be listened to
when he tells management what he learns and the ability to fix problems…And, maybe even more
important, the tweeter should be a digital native who speaks Twitter-language.

Voila, there you have it! The person who should be managing your companies Twitter account is
someone who (1) has enough influence to be listened to and (2) who speaks the Twitter-language.”

Protect your reputation, consider
how things can be interpreted or
even misinterpreted.

Fred Sirieix: http://www.bighospitality.co.uk/Trends-Reports/Tweeting-
Hospitality-Top-5-Twitter-Do-s-and-Don-t-s


Develop brand advocates IT4Arts

December 2012, Taco Bell shows
why it has a reputation as one of
the sassiest brands on social
media by engaging and
encouraging Facebook fans to
become advocates.

The 1,386 likes and 8 comments
on the original post and the
subsequent 295 likes on the
reply are likely to create in
excess of 50,000 positive social
impressions. Good value earned
media, and excellent PR.


Have something to say IT4Arts

Last year Oreo sparked an online
and media frenzy with a bold &
potentially divisive stance in
support of the gay community.

Fans took to both sides, with the
image generating 260k likes, 48k
comments and 82k shares.

Fan growth was doubled from
25k to 50k per day, comments by
495% and shares 4929%.


Be inclusive IT4Arts

US Open sponsor Evian used
Instagram to engage users
through an outreach campaign
offering influential users the
chance to go behind the scenes
at the Open.

The #EvianDay “iPhotographers”
toured the famous venue, taking
pictures and each selected one
photo to be displayed on the
Jumbotron during matches.

The brand refreshed its
sponsorship, and the content
spread worldwide.


Have some personality IT4Arts

When O2’s network went down,
customers took to Twitter in their
droves to complain angrily.

Not only did O2 provide ongoing
updates, they responded to every
tweet (including mine) and with
disarming good humour.


Speak to your customers IT4Arts

O2 again, this time creating an
instant viral by engaging a
customer on his own terms.

Celebrities joined the fun, with
Professor Green amongst those
retweeting the exchange.


Facilitate organic conversation IT4Arts

User generated content is
invaluable. Its reach is not limited by
marketing plans, work patterns or
manpower. The social consumer
likes to have an opinion and likes to
be seen.

From checking into a location, to
Instagramming an installation or
merely tweeting feelings about
something just seen, this should all
be encouraged.

Publicise hashtags and social
profiles on location; be visible on
geolocation networks; and if
possible provide Wi-fi so users can
engage on the spot.


Embrace the virtual IT4Arts
MoMA WiFi, combining free
internet access with virtual
guides:
Augmenting the visitor experience can add http://museummedia.nl/case-
significant value and increase accessibility. studies/case-study-7-moma-
wifi/
Social media can provide a more engaging
alternative to the audio tour or program, Mural Explorer provides
interactive access to some of
with the ability to generate reach with one the 3,000 works of art
produced by The Philadelphia
click. Mural Arts Program in the past
25 years:
http://explorer.muralarts.org/
Interactive cultural experiences range from
virtual galleries to community art projects.
Taking the step to allow digital interaction
and curation empowers users to engage
with art in meaningful and unique ways.

Neither of these remove from experiencing
a live event, but they do build on that and
widen the profile of your demographic by
being inclusive.


Be Proactive IT4Arts

It’s not all just conversation and digital
PR. Social media offers excellent
targeted marketing and promotional
opportunities to actively build and
engage your audience.

As well as generating fans, interactions
and impressions for a little known
independent release, this promotion
mapped interest across the UK to
inform cinema screen bookings.

Key Performance Metrics
39,843,136 impressions (56% social)
68,417 clicks / interactions
6,755 opt-in fans / followers
Average time spent on promotion 3:10
Fan breakdown:
81% interested in entertainment
More targeted awareness at 3.85% the 74% interested in Film or cinema
budget of banner ads and 44.6 times 56% interested in comedy
more interactions
Demo link http://demo-upthere.brandmovers.co.uk/

Contact Info IT4Arts

John Lyons
Managing Director, Europe
T: 020 7636 2303
@johnnieego

john@brandmovers.co.uk
www.brandmovers.co.uk


Social media for the arts

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