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

Facebook

E-mail

TwitterYouTube

Foursquare

LinkedIn

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

LinkedIN

• 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