emcarts social media & the arts (in cleveland)
DESCRIPTION
People are using social media to overthrow governments, crowdsource solutions to the world’s problems, track their personal health, and raise money for disaster relief…but are they buying tickets to arts events? Devon Smith, Director of Social Media at Threespot, will discuss the potential value of social media to arts organizations and how online communities can transform an arts organization’s relationship to all of its constituents—ticket buyers, donors, artists, board members and the community alike. She’ll share some emerging best practices for effectively using social media based on data from over 900 arts organizations—from how many times a day to post to which types of posts inspire the greatest engagement. Together we’ll brainstorm what the future of social media could look like, and have a frank conversation about what that future will require arts organizations to change about their own online behavior.TRANSCRIPT
Social Media and the Arts: Emerging Tools &
Engagement Techniques
#EMCArts
who am I?
@threespot @devonvsmithwww.24UsableHours.com
social media isn’t adverBsing
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?
10
why does Starbucks like social media?
Most nonprofits exist to serve a community in need
so what about the arts?
We have creaBve content
We’ve built personal relaBonships
We are natural storytellers
Everything will be interacBve
Everything will be just a click (touch) away
Everyone will be a
content creator
There are no rules in social media
But you should be providing
unique value to a
unique audience on each plaOorm
Best PracBces for Social Media
Ask quesBons
Post as oSen as your audience is online & you have something to say
Don’t duplicate content
Listen more than you measure
Read more than you write
Take it outside the
marke<ng office
But does social media sell Bckets?
Social Media Ticket Sales – Direct AYribuBon
Click thru rate
Social Media Ticket Sales – Longitudinal Study
Season 1 Season 2
$ $ $ $
Social Media Ticket Sales – Compared to Peers
Neither
32Social Media Ticket Sales – Follow the Eyeballs
The Future of Social MarkeBng
The Future of Social
Intelligence
The Future of Social Discovery
The Future of Social
OpBmizaBon
37
The Future of Social
Networking
Yerba Buena Center for the Arts
Synchronous Objects
#askacomposer
#askavocalist
#askaconductor
#askthestrings
How do you start?
1. Pilot an experiment2. Establish SMART goals3. Give it Bme4. Spend Bme listening & watching5. Measure before & aSer
MarkeBng Director
ExecuBve Director
Musician/Actor/ArBst
Development Director
Curator
Box Office Staff
EducaBon Director
Ticket buyer
Board member
Donor
Pair Up
I want to hear from you about...I want to tell you...
What if...Anyone could overhear your conversation?Anyone could join your conversation?You could add photos, video, audio to your conversation?Your conversation happened before, during, or after a performance?You could analyze collections of similar conversations?
