Characteristics of social media and Facebook usage of Hungarian popular music festivals Melinda Klausz and Ágnes Raffay Pannon University – Faculty of Business and Economics 8th July 2012., Liverpool

1. Soundtracks:
Music, Tourism and Travel
Characteristics of social media and Facebook
usage of Hungarian popular music festivals
Melinda Klausz and Ágnes Raffay
Pannon University – Faculty of Business and Economics
8th July 2012., Liverpool

2. CONTENT
• Research questions
• Methodology
• Characteristics of the
sample
• Potential and current value
of Facebook platforms
• Social media profile and
index
• Facebook profile and index
• Linkages
FRIDGE FESTIVAL, BUDAPEST

3. FIRST FESTIVALS…
1655.: St. Paul’s Cathedral,
London – church sermons
18th century: first non-
church music festival
20th century: Monterey,
Woodstock, Altamont
HEGYALJA, TOKAJ

4. RESEARCH QUESTIONS…
 basic characteristic elements of
the social media usage of Hungarian
popular music festivals
 basic elements of the Facebook
usage of Hungarian popular music
festivals
 kind of correlations between
conscious Facebook usage and the
current and potential value of
Facebook sites
 kind of impacts between the
current and potential value of
Facebook sites and the elements of
conscious social media usage
ROCKMARATON, PÉCS

5. METHODOLOGY…
FESTIVALS: unique and special
events, defined by coherent and well
designed concepts, are concentrated
on consecutive days, plan more than
on programme per day (a minimum
of 2 or 3), are preferably staged at
more than one location and target a
wide audience (Hungarian Institute VESZPRÉMI EGYETEMI NAPOK (VEN),
of Culture and Creative Arts Council) UNIVERSITY DAYS, VESZPRÉM
MUSIC CRITERIA: blues, country,
r&b, pop, rock, reggae, rap, hip-hop
and electro. Did not involve music
festivals focussing on jazz, ragtime
and folk music.

6. RESEARCH METHOD:
-questionnaire survey
- case studies.
FOCUS:
Social media activities in 2010.
SAMPLE:
124 hungarian popular music
festivals
SOURCES:
-Members list of the Hungarian
Festival Association
- festivalregisztracio.hu
- Festival guide - fesztivalkalauz.hu
- database of the website related to
the thematic Year of Festivals CAMPUS FESTIVAL, DEBRECEN

7. CHARACTERISTICS OF SAMPLE…
VISITORS:
57% 10.000 visitors
32% 10-50.000 visitors
11%-50.000+ visitors
BUDGET:
48% less than 10mFt (35.000 EUR)
32% between 10-50mFt
20% more than 50mFt (175.000 EUR)
DATE:
71,43% in summer
DURATION:
1-150 days
average: 3,33 days
standard deviation: 1,94 days EFOTT, UNIVERSITY FESTIVAL

8. WEBSITE LINKED AND FURTHER
EXISTING SOCIAL MEDIA PLATFORMS
(PERCENTAGE %)
other existing
50
website linked
40
30
20
10
0
VESZPRÉMFEST

9. TYPE OF FACEBOOK OR IWIW PROFILES (distribution, %)
Event, person, group, fan page/club
FISHING ON ORFŰ, ORFŰ

10. GENERAL CHARACTERISTIC OF FACEBOOK
PLATFORM OF FESTIVALS (HUF, HUF, No. of persons)
90000
800000 potential value
80000
700000
current value
number of fans 70000
600000
60000
500000
50000
400000 40000
300000 30000
200000 20000
100000 10000
0 0
COKE CLUB,
SIÓFOK

11. ELEMENTS OF THE
PURPOSIVE SOCIAL MEDIA
ACTIVITIES
• Newscast, guest communication
• Presence of complementary social
media sites
• Direct communication and its
regulation
• Displaying complementary social
media platforms on the website
• Facebook components
• Technical tools
• Guest communication and its
regulation
• Blog functions
STREET MUSIC FESTIVAL, VESZPRÉM
f: PRINCIPAL COMPONENT ANALYSIS

12. PURPOSIVE SM INDEX OF THE VALLEY OF
ARTS FESTIVAL
Factor Value
Newscast, guest communication
Factor 0.978032
Value
Newscast, guest communication 0.978032
Presence of complementary social platforms
Presence of complementary social media
media 0.332381
platforms Direct communication and its regulation 0.332381
0.793643
Displaying complementary SM platforms on the website 0.338711
Direct communication and its regulation
Facebook components 0.793643
0.08017
Technical tools
Displaying complementary SM platforms on 0.05082
Guest communication and its regulations 0.864505
the website Blog functions 0.338711
0.10729
Purposive SM index 0.383624
Facebook components 0.08017
Technical tools 0.05082
Guest communication and its regulations 0.864505
Blog functions 0.10729
Purposive SM index 0.383624

13. BASIC ELEMENTS OF THE PURPOSIVE
FACEBOOK USAGE
PROFILE PICTURE:
56% logo
36% banner
TABS:
Notes 53,7%,
Youtube 42,59%
Forum 38,99%
Evaluations 7,41%
Other tab 7,41%
NUMBER OF POSTS:
9,19 posts/day during the festival (deviation: 5,62)
BALATONSOUND, 0,97 posts/day pre-festival (deviation: 0,6)
ZAMÁRDI 0,19 posts/day post-festival (deviation: 0,17)

14. ELEMENTS OF THE PURPOSIVE
FACEBOOK USAGE
• Page augmentation component
• Basic Facebook site structure
• Facebook panel structure
• Technical fine tuning
f: PRINCIPAL COMPONENT ANALYSIS
VOLT FESTIVAL, SOPRON

15. PURPOSIVE FACEBOOK USAGE
INDEX
Agumentation 0.9912
Basic Facebook site structure 0.373349
Agumentation structure
Facebook panel 0.9912 0.266122
Basic Facebook site structure
Technical fine tuning 0.373349 0.9834
Facebook panel structure
Index 0.266122 0.654868
Technical fine tuning 0.9834
CAMPUS FESTIVAL, DEBRECEN
Index 0.654868

16. CORRELATIONS
More longer the festival is, the more social
media platforms use (0,346) however, the
festivals do not emphasise these social
media platforms on their websites
The longer festivals pay less attention to
two-way communication (-0.315), the
number of their post event entries shows
positive correlation with the number of
days (0.570), the post festival
communication is stronger in the case of
longer festivals compared to shorter ones.
PANNONIA FESTIVAL, VÁRPALOTA

17. CORRELATIONS
The longer a festival the less it is likely
to have a profile page with individual
menus – let it be Youtube (-0.304) or
comments (-0.414).
The number of Twitter followers show
strong correlation with the two key
elements of the Twitter panel: the
profile header and the news, while in
the case of Facebook correlation can
be observed with FB panel header and
fan profile pictures but NOT with the
news-feed.
ZÖLD PARDON, BUDAPEST

18. FURTHER RESEARCH
OPPORTUNITIES
Talking about index
Usage of QR codes, barcodes
Usage of AugmentedReality
Usage of LiveStreaming
STREET MUSIC FESTIVAL, VESZPRÉM

19. THANK YOU FOR YOUR
ATTENTION!
ENJOY THE FESTIVAL SEASON!