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Trends  in  Social  Media  &  the  Arts  in  2012

Our Agenda

1. Principles of social media2. Trends in the arts 3. Practical Advice 4. Measuring ROI 5. Q&A

social  media  isn’t  adver9sing

social  media  isn’t  the  home  

shopping  network  

social  media  isn’t  

a  coupon

so  what  is  social  media?

why  does  Virgin  America  like  social  media?

why  does  Coca  Cola  like  social  media?

why  does  network  

television  like  social  media?

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why  does  Starbucks  like  social  media?

so  what  about  the  arts?

We  have  crea9ve  content

We’ve  built  personal  rela9onships

We  are  natural  storytellers

There  are  no  rules  in  social  media

But  you  should  be  providing  

unique  value  to  a  

unique  audience  on  each  plaGorm

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Median  Arts  Org  is  Ac9ve  on  3  Social  Networks

207  arts  organiza9ons  April  2011

Facebook  &  TwiNer  are  by  far  the  largest  networks

18207  arts  organiza9ons  April  2011

Arts  Orgs  are  more  frequent  users  of  TwiNer

19207  arts  organiza9ons  April  2011

Size  MaNers  on  Facebook  &  TwiNer

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

400  off  Broadway  theatres  October  2010

Arts  Fes9vals  do  par9cularly  well  on  Facebook

207  arts  organiza9ons  April  2011

207  arts  organiza9ons  April  2011

Arts  Service  Orgs  do  par9cularly  well  on  TwiNer

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”

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“An economy of @mentions, links & hashtags”25

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#sundance

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QR Codes

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Tips  for  Social  Media

Listen  more  than  you  Talk

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

Ask  ques9ons

Post  signage

But  Make  It  

Easy

!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$

Post  as  oYen  as  your  audience  reads

Facebook TwiNer

!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$

On  YouTube,  frequency  competes  with  quality

!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$

Don’t  duplicate  content  across  channels

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

Get  to  know  the  science  behind  social  algorithms

Follow  the  eyeballs

Use  all  of  the  data  available  to  you

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Now  let’s  talk  ROI

What  do  we  measure?

1. Motivate2. Learn3. Decide

Why  do  we  measure?

When  you  see  this

Do  you  stop  in  your  tracks  to  buy  a  9cket?

what  drives  traffic  to  your  website?

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...

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

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

Measurement  Strategy

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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

What  are  you  looking  for  in  Facebook  Insights?

Look for spikes

Look for outliers

Look for engagement

Look for influencers

How  can  you  measure  TwiNer?

raw data people contenttiming

How  to  measure  a  TwiNer  campaign?

coming  soon  from  TwiNer.com?  

Gives you some measure of impressions

How similar are these demographics to your audience?

What  to  measure  in  YouTube  Analy9cs

How  to  measure  Tumblr

Ques9ons?

devon.smith@threespot.com www.24UsableHours.com @devonvsmith

Bonus  Footage:  1  Minute  Case  Studies

Tweet Seats

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User  Generated  Content

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Empower  Your  Audience

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Empower  Guest  Ar9sts

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Social  Media  as  

Social  Proof

Social  Proof

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Social  Sharing  BuNons

Post-­‐purchase  social  sharing  is  

more  effec0ve  than  

pre-­‐purchase  sharing

Social  Commerce

Open  Graph  Facebook  Apps

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Social  Buying

75

Social  Media  Fundraising

Social  Recommenda9ons

Social  Rela9onship  Management

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Social  Mediaas  a  

listening  tool

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Social  Media  as  Performance  Art

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The  Power  of  Social  Data

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Arts  Start  Ups  Inspired  by  Social  Media

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Websites  as  Content

Art  as  iPad  app