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


Arts Orgs are more frequent users of Twi,er


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



Arts Service Orgs do par/cularly well on Twi,er

Post as oWen as your audience is online & you have something to say


More uploads More views on YouTube


Don’t duplicate content


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

devos measuring the value of social media to arts organizations

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