DeVos Measuring the Value of Social Media to Arts Organizations
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Transcript of DeVos Measuring the Value of Social Media to Arts Organizations
Measuring the Value of Social Media to
Arts Organizations
http://www.flickr.com/photos/crankymermaid/
What’s the ROI?
Do you measure the ROI of...
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)
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)
social media
How many people buy a ticket standing in front
of a street poster?
Direct Link A,ribu/on
click thru rate
segmented link
bit.ly/GoogleURLBuilder
Longitudinal Study
Season 1 Season 2
$ $ $ $$ $ $
7
Median Arts Org is Ac/ve on 3 Social Networks
207 arts organiza/ons April 2011
Facebook & Twi,er are by far the largest networks
8207 arts organiza/ons April 2011
Arts Orgs are more frequent users of Twi,er
9207 arts organiza/ons April 2011
Size Ma,ers on Facebook & Twi,er
$1M+ $500k-$1M $100k-500k < $100k $1M+ $500k-$1M $100k-500k < $100k
400 off Broadway theatres October 2010
Arts Fes/vals do par/cularly well on Facebook
207 arts organiza/ons April 2011
207 arts organiza/ons April 2011
Arts Service Orgs do par/cularly well on Twi,er
Post as oWen as your audience is online & you have something to say
207 arts organiza/ons April 2011
More uploads More views on YouTube
207 arts organiza/ons April 2011
Don’t duplicate content
207 arts organiza/ons April 2011
Links to Doesn’t link to Links to Facebook Doesn’t link to Facebook
16
How should you spend your /me?
ListenPost & Respond
MeasureLearn about social
Create Report Total
Daily
Weekly
Monthly
10 min. scan Google alerts & social men/on
20 min. post FB update, respond to public men/ons
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
17
In the Beginning, Focus on Just ONE Network
Post Signage
Ask Questions
20
Follow the Eyeballs
21
Do Something Meaningful with Your Crowd
Ques/ons?
23
What are you looking for in Facebook Insights?
Look for spikes
Look for outliers
Look for engagement
Look for influencers
How can you measure Twi,er?
raw data people contenttiming
How to measure a Twi,er campaign?
Gives you some measure of impressions
How similar are these demographics to your audience?
What to measure in YouTube Analy/cs
How to measure Tumblr