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Engaging Arts Audiences through Social Media
1. Social Media & Non-Profit Arts Organizations Engagement & Connection with New Media
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4. Newspapers and traditional media use is on the decline as internet use continues to increase. Inclusion of arts in traditional media has decreased significantly as well .
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7. Create a strategy & goals for using social media Think beyond which sites to use for your new media communications. Consider the techniques and ideas that will be useful for connecting with your target audience. Identify how you will measure your efforts Review your outcomes and adjust your strategy as needed Do not enter blindly into using social media! Have a plan.
8. Who’s driving the content? Participating in social media means you do not always control the content. But the pay-off for creating conversations with previously unreached audiences and building relationships with patrons can be very rewarding for the organization overall.
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13. YouTube/Flickr Tell a digital story with photos or videos of performances. Go behind the scenes; create engagement with performers Generate a dedicated following Attract new talent & provide exposure to existing talent The Anaheim Ballet’s YouTube channel has reported over 512,000 channel views. The Pittsburgh Cultural Trust’s YouTube channel is used to provide information and insight about the city’s fine arts community.
14. Art Museums & Twitter Brooklyn Art Museum- Has over 23,000 people “following” them on Twitter. Tweets about happenings at the Museum, such as events announcements, new blog posts & to interact with patrons.
15. Art Museums & Twitter Museum of Modern Art Has over 28,000 people “following” them on Twitter. Used to announce events, launch of website redesign, answer questions and to tweet about art in the news. Provides info on “who” is tweeting for them. Important for transparency.
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25. Fundraising Goal Exceeded! Raised over $850,000 in ONE MONTH. Continues with online auction for additional fundraising. Used online networks along with traditional media to spread the word to fans, patrons and supporters. Source: Oregon Ballet Theatre Blog: http://oregonballettheatre.blogspot.com/
26. Chicago Arts Organizations Chicago Symphony Orchestra- Using Twitter, Facebook and YouTube. Over 10,00 fans on Facebook and over 2,300 followers on Twitter. Data indicate over 85% of their “fans” are younger than 34. Web data show Facebook as one of the top 5 referrers of traffic to their website.
27. Chicago Arts Organizations Chicago Opera Theater- Director, Brian Dickie, blogs on Life as the General Director of Chicago Opera Theater. Also using Facebook, MySpace, Yelp, Twitter and Flickr. Held YouTube contest encouraging the public to upload a video answering the question, “Why Do You Deserve to Win Free Tickets to Chicago Opera Theater.” Three winners- voted on by the public- received 2 free subscriptions.
28. The Take Away Online engagement with audiences, fans and patrons is not optional. Consider your organization’s goals and desired results before implementing a social media/networking campaign. Understand that social media is about connecting, engaging and building relationships. Understand that with social media, an organization must be willing to give up some control of content. Embrace the new media technologies sooner rather than later.
29. Presented by Ceci Dadisman Ceci Dadisman is the arts marketing go-to gal! She combines years of training and experience in music, dance, sales, marketing, customer service, and graphic design to bridge the gap between art and business. An accomplished classical singer and performer, Ceci has personal experience making art which gives her inherent knowledge of all classical art forms to make sure that the power of the product comes through in the marketing. Ceci’s comprehensive approach brings together all aspects of marketing to create the most cohesive message. CeciCreative provides comprehensive marketing solutions for organizations large and small. Web: http://www.cecicreative.com Email: info [at] cecicreative.com Twitter: @ArtsGroupSales
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