Social Media Goals
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This document discusses using social media strategically to meet marketing goals. It provides guidance on choosing social media platforms based on target audiences and goals. Metrics for measuring engagement are suggested, including numbers of followers, likes, shares and comments. Case studies demonstrate how organizations have used social media successfully to promote events, content and drive traffic. The importance of setting goals, tracking metrics and refining strategy over time is emphasized.
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Social Media Goals
- 1. Social Media Pragmatic Planning to Meet Your Goals
- 2. +
- 3. DIGITAL VISUAL DATA what Culture Sparks do
- 4. Question time • Who is on... Facebook Twitter LinkedIn YouTube Flickr Foursquare Pinterest Google + Instagram Tumbler any blogging platform
- 5. Why? To connect with audiences/customers? Any specific segments or audience groups? To market events? To market content? To drive traffic to your main web channels? To keep an eye on competitors?
- 7. Strategy: Issues • Having a plan! • Time • Staff and resources • Content generation • Online ‘voice’ • Is it working? Is it worthwhile? • Measurement!
- 10. Goals What are your marketing goals? What are your key audience groups? How do you measure engagement? Are there any barriers to engagement?
- 12. Is it working? Set goals Use the right platforms (FB, Twitter etc.) to post a variety of content Measure impact / response Refine and improve. But... What do you measure? And how?
- 13. What can we measure? • Facebook Twitter Page Likes Followers Check-ins Following Comments No. of tweets Post Likes, Shares Retweets received Facebook Insights @Mentions (impressions, clicks Favourites and more...) YouTube More... Views Website analytics Comments Blog traffic Subscribers Link clicks, bit.ly No. of uploads Other platforms YouTube analytics Klout?
- 14. Creating a Benchmark We have data tracked back to October 2010 160 venues/companies Using APIs to get open data from Facebook, Twitter and YouTube Global view --> Personal view You just need to know what question you want to answer!
- 16. The Arches Facebook Advertising “Uh Huh Her” are an electro pop duo with a cult lesbian following Two highly targeted adverts, total spend £110 Sales target of 500 tickets. Actual sales: 900 (sold out) Box Office Report says a quarter of ticket buyers cited social media as their reason for purchase Great for reaching niches!
- 18. Scottish Poetry Library on Twitter Twitter or Facebook? 1,900 Likes, 74 posts per month vs... 11,000 Followers, 500 tweets per month Personality and... Poetry! Engagement: Retweets @mentions - conversations Favourites 300+ new followers per month
- 21. You Tube Example: Sadler’s Wells Feeds into other Sadler’s Wells channels: site, enews, Facebook, QR codes in posters Dance can be difficult to describe in words Persuasion source Sadler's Wells Digital Seminar 2011 with Kingsley Jayasekera, Director of Communications and Digital Strategy http://youtu.be/auJKToP44oY
- 22. Flickr example: Edinburgh Libraries Heritage images collection Local quest picked up by local media 3000 visits in one day (compared to 200 on a normal day) http://www.theedinburghreporter.co.uk/2011/03/edinburgh -libraries-get-help-with-their-old-photographs/
- 24. Final example: the book sculptures
- 25. one of the 2012 commissions, a scene from Peter Pan first five book sculptures in 2011 Learn more at: http://en.wikipedia.org/wiki/Scottish_book_sculptures
- 26. Final thoughts You have to start Look at yourself somewhere Take a critical view of your activities Small teams need to maximise time and make sure they’re doing the most expedient Set personal and specific goals and effective activities Measure twice, Right place, right time, cut once right channel Make strategic decisions on channels based Use metrics and benchmarks Make changes on your core mission and what will work best in what you do - don’t be afraid to prune for what you doMay require an out of where there’s no return on time investment working hours time shift (at least some times)
- 27. Questions? AmbITion Scotland learning journeys http://getambition.com/learning-journey/ AmbITion:TV - video on demand http://getambition.com/category/video/ AmbITion How To... Guides http://getambition.com/category/content/resource/ Culture Sparks Social Media Snapshot http://www.culturesparks.co.uk/snapshot Culture Sparks Social Media Data Decoded http://www.culturesparks.co.uk/digital/social-media-data-decoded
- 28. Contact Ashley Smith Hammond Project Manager AmbITion Scotland ashley@getambition.com www.getambition.com Albert Kawmi Culture Sparks Associate albert@culturesparks.co.uk www.culturesparks.co.uk
- 29. Background reading Digital Engagement Framework Workbook Created by Sumo Design and Inspired by Coffee http://www.digitalengagementframework.com/framework.html Let’s Get Real Culture/24 final report on their action research project ‘How to Evaluate Success Online’ http://weareculture24.org.uk/projects/action-research/
- 30. Worksheet worksheet from Digital Engagement Framework Workbook created by: Sumo Design & Inspired by Coffee
Notes de l'éditeur
- Introduce self A.S.H. - project manager “AmbITion Scotland is a £1m digital development programme for 2012/3 specifically designed to support individuals and organisations working in the arts, culture and heritage sectors in Scotland. It helps organisations and individuals grow in their capability, capacity, creativity and confidence to make the most of the opportunities of digital technologies. Supported by The National Lottery through Creative Scotland, it follows a previous 2 year £1m programme that ran in Scotland 2009-11” I work for Culture Sparks who in partnership with Rudman Consulting (you’ll meet Hannah Rudman later today our lead consultant) deliver the AmbITion Scotland programme. Culture Sparks are the intelligence and innovation partnership for the cultural sector. What does that mean? Creative organisations across Scotland work with us because we unlock innovation, encourage experimentation, promote collaboration and make knowledge about people as audiences, visitors, producers, participants and creators real.
- Show of hands - raise your hand and keep it up [Worksheet]
- Lets set some more context now. Handing over to my colleague Albert
- [NEXT: Goals worksheet]
- Mention website analytics
- Data alone is useful but more powerful when used to assess specific activity – we can see trends, growth and highlight qualitative examples Show spreadsheet
- Biggest nightclub in Scotland. Theatre, visual arts, pop/rock concerts and a variety of nightclub events.
- Possibly explain Twitter mechanics
- Time permitting! More discussion around what ‘works’ on Twitter
- let’s audiences see and hear an example & lets artists describe the work in their own words email list is 180k people - metrics show ppl tend to click on video first SW has to convince one person & that person often has to convince another person, video sharing enables this more organically Since 2006 have doubled ticket sales March 2011 36,000 video views & ppl who don’t engage with traditional marketing (newspapers, leaflets) Dance videos do well - have had millions of views on a few specific videos - ex: History of Dance 170million views & Pilipino prisoners dancing to Gorrilaz 47million views
- Edinburgh City Libraries hold a vast collection of archive material illustrating the city’s distant and recent past and every day their expert staff help members of the public to use the resources to explore their own personal history or to find out where their ancestors lived.Now the service is appealing for amateur sleuths to help them make the collection even better by publicising dozens of mystery photographs. The appeal has already generated widespread media coverage, in both the local press and online via Flickr.In addition, the quest was featured on STV’s The Hour programme yesterday, after which the appeal’s dedicated flickr page received more than 3,000 hits (compared to just under 200 the day before).
- this last example isn’t focused on a single channel but on an example of how really exquisite content can drive its own path through all of them. The book sculptures were beautiful & captured the imagination of just about everyone who saw them. They have a mystery at the heart (no one knows who the sculptor is) and a generosity of spirit (the first 10 were freely given, hidden in locations around Edinburgh between March - Nov 2011 (this critically includes the festival season) - organisations included: SPL (x2), NLS, Edinburgh Filmhouse, Scottish Storytelling Centre, International book festival (x2), Edinburgh Central Library, National Museums, Writer’s Museum, Edinburgh Bookshop (dedicated to Ian Rankin) 2012 - five commissioned for book week planted at GSA, Burns Museum, Isle of Eriskay Politician Pub, JM Barrie birthplace, & Scottish Seabird Centre in N Berwick 2012 final gift to SPL
- The story generated lots of press (Guardian series of stories, BBC) lots of photos, a national tour around Scotland and was posted, shared, tweeted etc. with an enthusiasm that carries on into 2013. The moral? Some content is magical (viral though that’s a foul word) and when you have something that’s wonderful and people love all you have to do is give them the opportunity to spread the word. From Wikipedia: The Scottish book sculptures are a group of book sculptures that were found in Scotland between 2011 and 2012. The sculptures are on topics mostly concerning Scottish literature and poetry, and are made out of old books by an anonymous female paper sculptor. The initial group of book sculptures was a group of ten elaborate sculptures that were left around various cultural locations in Edinburgh, Scotland, between March and November 2011, as gifts to the cultural institutions and people of the city.[1] The identity of the artist is unknown, although notes with some of the sculptures referred to the artist as 'she'. The sculptures were made from old books and were accompanied by gift labels which praised literacy and the love of words, and argued against library and other arts funding cuts. An eleventh sculpture was presented to author Ian Rankin, whose works featured prominently in many of the other sculptures. The ten Edinburgh sculptures were toured through Scotland in an exhibition in late 2012.[2] The sculptor was then commissioned to produce five more book sculptures to be hidden in secret locations around Scotland as part of Book Week Scotland, which commenced in November 2012. Despite the commission, the artist has maintained her anonymity. The sculptor also made another gift sculpture in December 2012, which she anonymously presented to the Scottish Poetry Library, already the previous recipient of two of her earlier works.
- in this exercise try and keep the answers very factual