Arts Organizations and Social Media
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Transcript of Arts Organizations and Social Media
From Marketing Culture to Digital
CultureBuilding Our Arts Community Through Marketing
WVIA Sponsored ConferencePittston, PA
Bonita Kolb, Ph.D.November 18, 2014
The Reality
Technological changes adopted by millienials have caused a redefinition of media
and a blurring of the distinction between product and promotion.
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
technological changes
redefining media
content marketing
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
They’re everywhere!
Fun Game!Take a drink every time someone uses the word
‘millennial’ at a marketing
conference.
THE MILLENNIALS
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
Millennials are…overstimulatedhyper-connectedovercommittedpromiscuouscynical
…but curious
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
redefining culture
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
street art & fashion
food & drink
rebroadcast performances
nature &parks
lectures, live or online
independent film
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
culture participation is about escaping stress
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
Culture for de-stressing73% millennials69 gen-X64 boomers47 pre-war
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
Paid Owned Earned
AdvertisingPublic
RelationsSales
IncentivesPersonal Selling
Social MediaBonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
Rebranding A-1 Steak Sauce
Telling Your Story via Social Media
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
Wanted: Director of Content MarketingBonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
Good Content Is Too Good Not To Share
educatessolves problems
answers questionsinspires
entertainsNeed Music for Entertaining?
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
Digital Participation at Events
66% take photos47 share photos35 use website34 searching online31 social media check in24 reading/commenting on event
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
The Digital WorldThe World We Live In
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb
Some Christmas Gift Selections
Bonita Kolb, Ph.D. www.linkedin.com/in/bonitakolb