Post on 14-Nov-2014
description
Social Media in Arts Marketing
Christine HalvorsonHalvorson New Media
• Marketing—Old and New
• Basics in social media
• Strategic smarts
No, really
04/08/23 3
Public relations: the “strategic crafting of your
company story”
Marketing: everything you do to place your
product or service in the hands of potential
customers.
Social media does both those things, plus is…well…SOCIAL about it.
Building relationshipsWord-of-mouth
You must first know…
•Who is/are your target audience(s)—this may require research on your part
• What are your key messages?
• What is your goal? (Improved sales; improved awareness; educate readers; Ask them to take action)
One recent Case Study:Starting an Arts
Organization
I <3Survey Monkey
Survey along the way/focus group
Arts marketing old & new
Old
• Press releases to newspapers, radio, television
• Printed brochures• Letters sent
through regular mail
• Postcards• Paid ads
• Press releases to newspapers, radio, television• Printed brochures• Letters sent through regular mail• Postcards• Paid ads
TwitterYouTube
Foursquare
Ruh-roh!
Lessons learned…
#1: Get email addresses
GET THEIR EMAIL ADDRESS NO MATTER WHAT IT TAKES
#2: Posters
#3—Be visible & Consistent
Think globally (it’s the world-wide web, after all) BUT…
ACT LOCALLY
NewspapersPostersCommunity hang-
outs
It all comes down to:Who do you need to
reach/influence?
Social Media Tactics
Why use Facebook?
Just for the college crowd?
Not any moreNot any more
Average age of Facebook user Dec. 2010?
38
Source: http://www.nickburcher.com/2009/07/usa-facebook-usage-statistics-by-state.html
Is the older generation here?
•100 percent 100 percent growth 2009- growth 2009- 20102010• 26% use social 26% use social networksnetworks• Facebook is the Facebook is the #3 site visited#3 site visited
Sources: Per Research Center’s Internet and American Life Project; Nielsen Company
Facebook users in NH
July 2009: 332,240
Oct. 2010: 588,720
April 2011: 686, 360
(There’s only 1.3 million people in the state)
Why use Facebook?
The story about where I bought The story about where I bought my dance shoesmy dance shoes
We like what our friends like
Why use Facebook?
Your business
here
}Newsfeed
Friend
Friend
Business
Drive-by visibility
Building a fan base
1)Ask your friends to like the Page (different from “friending”)
2)Ask your friends to recommend you to their friends
3)Post good content and post regularly
Tactics for gaining Fans
Grow fans through quality content
• Interactive
• Quality –what readers want which is 1) video, 2) photos 3) free stuff
• Advanced tricks
•Ask them to Ask them to ““LikeLike””•Encourage them to ask Encourage them to ask others others •Give them valuableGive them valuable contentcontent
•Repeat all of the aboveRepeat all of the above
Fans require care & attention
Facebook Ads
The benefits of Facebook advertising
• Easy creation
• Highly targeted
• Inexpensive compared to print
• Analytics included—you’ll know how may click through almost immediately
• Location
• Age
• Gender
• Keywords
• Education
•Workplace•Relationship Status•Relationship Interests•Languages
Targeting your ad
Interactive with viral potential: Events
Interactive: Contests, user-generated content
YouTube
Nearly everyone on the planet has watched a YouTube video
Social because you comment, rate, share
Podcasting—Create your own radio show
A blog is a website or micro-site
You might not know it’s a blog
• Who is your audience?Who is your audience?• What are yourWhat are your messages?messages?• What are your What are your communications goals?communications goals?
Before you begin, think strategically
Planning and promoting
• Consistent frequency; stick to a schedule
Know thy reader
Decide measures of success
Tell, don’t sell
• Tell, don’t sell
• If you’re talking about it, write it
• Don’t be boring
• Use interactive tricks• polls, questions, contests, reader
contributions
Make them all work together
#1 rule in corporate communications
Tell everybody
Make sure you stand out from the crowd