rethinking digital and social marketing for the arts
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A presentation I am giving today to the International Society for the Performing Arts in Toronto.TRANSCRIPT
Rethinking Digital and Social Marketing for the Arts by Sean HowardISPA Conference, June 14, 2011
New Title:
The Five Hardest Questions I’ve Ever
Been Asked
Let’s start with each of you.
Now you must be the Director of Social Media as well?!
Go ahead, say it again little man...
Question #1
Why Social?
Canadians spend more time online than any othercountry in the world.
#1 #2 #1
68% of online Canadians used social media in 2010.
The number of Canadians using social media grew by 13% last year and is still climbing.
Social Media
Blogs
And it’s not just the young ‘uns.
So why social?
Because your audience is there.
And they are spending more time there than ever before.
And social media is one of the few mediums left where it is free to participate in most channels.
So what are we waiting for!?
Don’t shoot the messenger!
Question #2
What should we do in social?
No one knows.
Ready. Fire. Aim.
Ready. Fire. Aim.Social Media Policy
http://socialmediagovernance.com/policies.php
Rights NegotiationsKnowing your constraints
Presence and ToolsCreating your online presenceStaffing to monitor and respond
Ready. Fire. Aim.Learn as you go
Anyone who says they have the answers doesn’t
Start SmallAgain, knowing your constraints - time, staffing, etc.
Fail FastKnow your audienceTry new thingsPay attention to the stats
Ready. Fire. Aim.Measure. Measure. Measure.
Pay attention to what is working and where
Adjust Your CourseBased on the stats and what is working (feedback)
Ask For InputSometimes we can just ask people what they like
Get FansEngage FansRinse and Repeat
Get FansGhetto contests for the win!
Get FansCoupons and discounts
How many of your offer discounts on yourFacebook page?
Hopefully all of you said yes.
Engage FansContent. Content. Content.
Interviews, sneak peeks, behind the scenes, promotional videos, slideshows, ask the artist,attend a rehearsal, rehearsal videos, guestbloggers/writers, archival material, pre-concerttalks, travelogues, and more.
What content can you create that will driveengagement?
Remember that there are a lot of you!
What social campaign or content has impressed your colleagues?
I asked two of my favourites!
Sue Edworthyhttp://sueedworthy.ca/@sueedworthy
Jennifer Greenhttp://soundstreams.ca/
Jennifer Greenhttp://soundstreams.ca/
“Don’t be precise. Get stuff out there. [...] And don’t focus on what you can’t do. Make a list of all your restrictions. 30 seconds. No equity. And then find a way to curate an experience online within those constraints.”
http://www.youtube.com/user/TarragonTheatre#p/u/4/Ayq8RArjbxg
Jennifer Greenhttp://soundstreams.ca/
“Don’t be precise. Get stuff out there. [...] And don’t focus on what you can’t do. Make a list of all your restrictions. 30 seconds. No equity. And then find a way to curate an experience online within those constraints.”
http://www.youtube.com/user/TarragonTheatre#p/u/4/Ayq8RArjbxg
Jennifer Greenhttp://soundstreams.ca/
“Don’t be precise. Get stuff out there. [...] And don’t focus on what you can’t do. Make a list of all your restrictions. 30 seconds. No equity. And then find a way to curate an experience online within those constraints.”
http://www.youtube.com/watch?v=i0RijO_wMzo
Sue Edworthyhttp://sueedworthy.ca/@sueedworthy
“what we need to remember is that every time someone clicks like or RTs you, even if it’s to win something, your product just expanded by a percentage of that person’s followers”
Sue Edworthyhttp://sueedworthy.ca/@sueedworthy
http://www.youtube.com/watch?v=rOUBDjZMWx4
“what we need to remember is that every time someone clicks like or RTs you, even if it’s to win something, your product just expanded by a percentage of that person’s followers”
“what we need to remember is that every time someone clicks like or RTs you, even if it’s to win something, your product just expanded by a percentage of that person’s followers”Sue Edworthy
http://sueedworthy.ca/@sueedworthy
http://vancouveropera.blogspot.com/2010_02_01_archive.html
Learning to create content online that your followers value and want to share
Question #3
How do we make something go viral?
We don’t.
Unless you enjoy putting all your money on thelong shot to win
It’s much safer to create content and experiences that people enjoy and want to share.
But what does it mean to share something?
The jury is still out on whether the amount of face to face interactions is holding steady or declining.
40
47.5
55
62.5
70
What we do know is that there is a significant increase in online social interactions
40
67.5
95
122.5
150
Seen as a percentage of online transactions, the face to face interactions are indeed shrinking.
In a world dominated
by digital interactions,
defines us.
what we share online
Have you ever really, really enjoyed something?
Something LOL funny
but something stopped you from sharing it with your friends?
Most of us have had this experience.
We choose what we share more carefully than we may think.
http://bit.ly/jxjo7A
http://bit.ly/kJibvJ
Here are some I didn’t share with certain friends.
Which is why what we share has to say something positive about us – that we belong to the same social group and like the same things as our peers.
What does the content you produce say about the person who shares it??
Question #4
What can I do if I have no budget to speak of?
The basics on a budget
Editorial Calendar
Management Tools
Online Presence
Measurement Tools
Tumblr BlogMy Website1 or 2 SM spaces
The Online Presence
Tumblr BlogMy Website1 or 2 SM spaces
Management Tools
Tumblr BlogMy Website1 or 2 SM spaces
Single calendar of content ideas across online spaces
The Editorial Calendar
Tumblr BlogMy Website1 or 2 SM spaces
Single calendar of content ideas across online spaces
Tumblr BlogMy Website1 or 2 SM spaces
Single calendar of content ideas across online spaces
Free
Free
Free. Optional
theme for $50
$19 a month Free
Question #5
My question(s) to each of you...
Put yourself in the shoes of a hypothetical “friend of a friend” of the organization.
Someone who doesn’t know you.
And then visit all of your properties online.
Use soft eyes. As if you were seeing a new work.
Which spaces were you easily able to find?
How many are there to find?
Does what you saw capture the scope of the work you do?
Does it portray the quality and passion of the work you do?
How would you best display the scope, quality and passion that drives your organization online?
It’s a trick question in written form.
Try sketching the answer.
Whether as a mood board of your online presence
or a chart of all your online activities...
What is the spine of your work and your
organization?
http://personas.media.mit.edu/personasWeb.html
The C
OLO
PHO
NThe 2010 Canada Digital Year in Review, Comscore, March 8, 2011http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Canada_Digital_Year_in_Review
Canada Social Media Marketing, eMarketer, November 2010http://www.emarketer.com/Report.aspx?code=emarketer_2000734
The Creative Habit, Twyla Tharp, Simon & Schusterhttp://www.amazon.ca/Creative-Habit-Learn-Use-Life/dp/0743235274/ref=sr_1_1?ie=UTF8&qid=1308023592&sr=8-1
http://www.flickr.com/photos/peer_gynt/
http://www.flickr.com/photos/lou/
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http://www.flickr.com/photos/brettarthur/
http://www.flickr.com/photos/alancleaver/
http://www.flickr.com/photos/stephenpoff/
http://www.flickr.com/photos/bombeador/
http://www.flickr.com/photos/helico/
http://www.flickr.com/photos/graphistolage/
http://www.flickr.com/photos/collylogic/
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Nhttp://www.flickr.com/photos/graphistolage/
http://www.flickr.com/photos/crystaleagle/
http://www.flickr.com/photos/derek_b/
http://www.flickr.com/photos/halasi_zsolt/
http://www.flickr.com/photos/digitalink/
http://www.flickr.com/photos/megadem/
VP of Digital CommunicationsThornley Fallis Toronto
Twitter: @passitalongTumblr: seanhoward.ca
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