What arts marketers can learn from big brands.

1. 1.
7 SOCIAL MEDIA TACTICS FROM THE DARK SIDE
What arts marketers can learn from big brands.
SAMAG: Monday 26th November 2012
Emily Knox
@Deepend
Social Media Strategist

2. DOCUMENT OUTLINE 2.
DOCUMENT
OUTLINE.
1. About Deepend
2. Arts, Agencies, & Social Media
3. Audience Insights
i. Facebook Ad Tool – random affinities
ii. Hunch – audience insights
iii. FollowerWonk – audience insights
4. Content Insights
i. Facebook Insights – analysing past content
ii. Facebook Insights – competitor analysis
5. Conversation Inspiration
i. Topsy & Bottlenose – mining the conversation
ii. Pinterest & WeHeartIt – visual inspiration
6. Using the Force – Ferrero Case Study

3. ABOUT DEEPEND
SOCIAL MEDIA. 3.
01.
ABOUT
DEEPEND

4. ABOUT DEEPEND 4.
About Deepend
Deepend – a full service digital agency:
• Design & development
• Strategy
• Mobile
• Moving image
• Social media
Our clients:
• Our social media team represents a wide range of clients from
within:
• FMCG
• Tourism
• Entertainment
• Beauty

5. ARTS, AGENCIES, & SOCIAL MEDIA
SOCIAL MEDIA. 5.
02.
ARTS,
AGENCIES,
& SOCIAL

6. ARTS, AGENCIES, & SOCIAL MEDIA 6.
Arts, Agencies & Social Media
Although Deepend has a long record of partnering with
arts organisations, we do not represent any in social
media...
Arts organisations tend to:
• Have in-house resources to manage social channels;
• Be better placed to run their own social media profiles rather than
hand to an agency;
• Not always have access to costly social monitoring software;
• Be time poor – not have full-time staff dedicated only to social
media marketing.
This presentation provides 7 methods I use to improve
my clients’ social media presences which are:
• Free – don’t require costly social monitoring or analytics
subscriptions.
• Simple – don’t require the use of complex tools.
• Quick – and can be done on an ad hoc basis.

7. AUDIENCE INSIGHTS
SOCIAL MEDIA. 7.
03.
AUDIENCE
INSIGHTS

8. AUDIENCE INSIGHTS 8.
Hunch Twitter Followers – Qualitative Follower Information
What:
• Hunch’s mission is to build a ‘Taste Graph’ of the entire web,
using algorithmic machine learning to connect people with their
affinities eg. fashion, books & gadgets and provide smart, taste-
driven recommendations.
• One of the ‘Goodies’ available on Hunch.com is the Twitter
Follower Stats tool which provides info from the taste graph of
the Followers of any Twitter profile with over 1k Followers.
• Use Twitter Follower Stats to gain insights into your own fans
and those of your competitors and peers.
How:
• Go to Hunch.com/Twitter-Followers/ and type in a @UserName
and hit ‘Analyze’
hunch.com/twitter-followers/

9. AUDIENCE INSIGHTS 9.
Hunch Twitter Followers – Qualitative Follower Information
Insights – @Deepend example:
• Tech-savvy, heavy social media users
• Concerned with appearance, spend money on fashion
• Middle class:
• Health conscious
• Managers
• International
• Australian/English
• Live in metro areas
Pros:
• Gain insights into Followers’ tastes, lifestyles and values that go
beyond what they declare in their bio, and beyond their
conversations about the brand.
Cons:
• Relies on integrity of Hunch data
• Only assesses fans of a brand who use Twitter
• Data only available for accounts with 1K+ Followers

10. AUDIENCE INSIGHTS 10.
FollowerWonk – Analyse Your Twitter Followers
What:
• Followerwonk is a (mostly) free tool that helps you explore and
grow your social graph.
• Examine your Twitter followers:
• Who are they?
• Where are they?
• When are they most active?
• Which ones are influential?
followerwonk.com
How:
• Visit followerwonk.com and select the ‘Analyse Followers’ tab
• Enter the @UserName of the account you’d like to analyse, and
select ‘analyze their followers’
• Insights include psychographic segments: including gender,
location, Twitter activity, and more.

11. AUDIENCE INSIGHTS 11.
FollowerWonk – Analyse Your Twitter Followers
Insights – @monamuseum:
• Followers most active 9pm-11pm
Don’t stop tweeting when
you leave the office!
Use a tool such as Buffer or
Hootsuite to schedule tweets
at the most active times
• Most followers in Tas & AU Eastern
seaboard, but they are also
peppered around the world
Remember to tweet in tune
with UK & US timezones as
well as AU
• Most followers are arts professionals
Is there a wider audience
you can target who are
Pros: interested in art?
• Great overall demographic & psychographic snapshot of Twitter followers – both your Try using Twiangulate.com’s
own & competitors Keyword tool to find more
followers by Bio keywords
• Option to also analyse those you follow
Cons:
• Doesn’t tell you who is most engaged with your Twitter profile

12. AUDIENCE INSIGHTS 12.
Facebook Ad Targeting Tool – Find Random Affinities
What:
• Facebook’s self service Advertising tool can also provide
insights into Facebook users’ taste graphs
How:
• Go to your brand’s Facebook page
• Click ‘Build Audience’
• Select ‘Create An Advert’
• Scroll down to ‘Precise Interests’ and type in a term that is
pertinent to your brand; eg.
• Your company name
• A general related interest eg. ‘theatre’ or ‘orchestra’
• Keywords associated with an upcoming performance eg.
‘Shakespeare’
• Facebook generates a list of Suggested Likes and Interests
which are common among people who are interested in your
search term

13. AUDIENCE INSIGHTS 13.
Facebook Ad Targeting Tool – Find Random Affinities
Insights – Shakespeare
example:
• The obvious: Romeo &
Juliet, Hamlet, Globe Theatre
• The puzzling: the Japanese
city of Tsu, the Mon
language, African Union
• The interesting: John Donne,
Edgar Allan Poe, Oscar
Wilde, Charles Dickens, Tate
Modern
Topics: these can be
thought starters for
future content
Brands: check their
social profiles to
Pros: glean possible
content ideas
• Insights into random user affinities can inform social media content, and possibly even
future performance content. (Not to mention Facebook Ad campaign target groups.)
Cons:
• Often only obvious suggestions eg. ‘Sydney Theatre Company’ suggests ‘Griffin Theatre’
• Limitations of AI – can’t tell if ‘Hamlet’ is a play or a prefecture

14. CONTENT INSIGHTS
SOCIAL MEDIA. 14.
04.
CONTENT
INSIGHTS

15. CONTENT INSIGHTS 15.
Facebook Page Insights – What’s Your Best Content?
What:
• Facebook’s native analytics for Pages.
• Useful for more than tracking fan numbers – start using previous
content to inform and optimise your future posts.
How:
• Export your ‘Post level data’ for the last quarter.
• Sort posts by Engagement rather than simply Reach, Likes or
Shares.
• Take top 10-20 and note the:
• Post type eg (Photo, Album, Status, Link)
• Content or theme of the post (eg. question,
promotion/competition, behind-the-scenes),
• Time of day
• Day of week
• Repeat quarterly (or monthly) to get a feel for what and when to
post for the best engagement.

16. CONTENT INSIGHTS 16.
Facebook Page Insights – What’s Your Best Content?
Engagement
Insights – Ferrero examples:
• Fans respond best to Photo posts
Invest more in original
image content
Overall engagement rose
33%
• They’re most likely to engage
before work and late
afternoon/COB/evening
Facebook Insights Post Level Export Most likely office workers
accessing before & after
Post Talking About This work
Engagement % = ____________________
Make sure 8am-9am posts
Post Reach & post-5pm posts are
mobile device friendly for
commuters
Pros: • They’re most active mid-week
• Great for giving direction on what content has really worked (Tue-Thur)
Post less on weekends
Cons: when engagement levels
• Only works for content and times that you’ve already posted; are low
For this analysis to be useful, you should ensure a diversity of
posting content and times.

17. CONTENT INSIGHTS 17.
Facebook Page Insights – Competitor Vital Signs
What:
• Limited analytics for your competitors’ or like brands’ Facebook
Pages.
• Useful for getting the DL on who follows your competitors and
what their best content has been.
How:
• Click on the Likes tab of any Facebook Page
• See data on:
• People Talking About This
• How engaged fans are
• Divide by total fans to get a %
• Total Likes
• Most Popular Week
• Go to that week on their Timeline & find the post
or posts that did the best that week to find that
page’s most popular recent post
facebook.com/WarnerMusicAU/likes • Most Popular Age Group
• Most Popular City

18. CONTENT INSIGHTS 18.
Facebook Page Insights – Competitor Vital Signs
Insights – Warner Music example:
• Most popular week was 3 June
• Most popular post (most Likes, Comments) during this week was
a Photo of a Kylie Minogue performance.
• Takeouts:
Photos do well
Fan-exclusive content? Sneak peek at a live
performance
Celebrity
Kylie love
Pros:
• Sneaky insight into who your competitors/similar brands are
speaking to and what their best content is.
Cons:
• Very limited data.
• Take note of who their audience is and if it aligns with your own
before according too much weight to content insights.
Most Popular Week – 3 June
Most Popular Post - Kylie

19. CONVERSATION
SOCIAL MEDIA. INSPIRATION 19.
05.
CONVERSATION
INSPIRATION

20. CONVERSATION INSPIRATION 20.
Topsy & Bottlenose – Mining the Conversation
Get an overview of how people are talking about topics
relevant to your brand, and insight into what content is
the most shared.
Topsy.com:
• Keyword search for the public social web, in real time or over
time.
• Identify key thoughts, opinions and content.
• Dynamically reveal related ideas and unexpected insights.
• Searching on ‘orchestra’ revealed a recent study into classical
music listening habits
Bottlenose.com:
• Live streaming view of conversation around a keyword.
• It gives you insights and analytics into what’s behind the trends
and who is influencing the conversation.
• Searching on ‘orchestra’ uncovered an article about an improv
orchestra in Scotland.

21. CONVERSATION INSPIRATION 21.
Google Image, Pinterest, & WeHeartIt – Visual Inspiration
Use Google Image Search in
combination with the curation of
visual social networks to provide an
image inspiration stream around any
keyword.
Pinterest.com:
• Search ‘site:pinterest.com orchestra’ in
Google and then click ‘Images’ to see a
feed of Pins tagged ‘orchestra’
Weheartit.com:
• Search ‘site:weheartit.com orchestra’ in
Google and then click ‘Images’ to see a
feed of Pins tagged ‘orchestra’

22. CASE STUDIES
SOCIAL MEDIA. 22.
06.
USING THE
FORCE

23. CASE STUDIES 23.
Ferrero – Engaging the Right Chocolate Lovers
Challenge:
• Everyone loves chocolate, but how do we use Facebook to
engage those most likely to purchase at the online store?
Objectives:
• GROW the Facebook Page
• Economically (CPA < 1/3 Facebook Av.)
• With users most likely to buy
• ENGAGE with fans
• At a category leading level (Engagement Rate > 2 x
Facebook Av.)
• DRIVE TRAFFIC to the ecommerce site
• Target: 10% referrals from Facebook

24. CASE STUDIES 24.
Ferrero – Engaging the Right Chocolate Lovers
What we knew:
• The top conversion rates from Xmas campaign banner ads came
from 4 sites: 2threads, Nuffnang, MyInvites, Woman’s Day.
What we found:
Young, Rich • Used the Hunch Twitter Follower tool to analyse Twitter followers
& Flashy
of the 4 media brands. 2 psychographic groups emerged:
1. Young, Rich & Flashy: 2threads & Nuffnung – F18-34,
urban, educated, large disposable income, fashion
interest, OTT, tech savvy, blog readers
2. Caring Homemakers: Woman’s Day & MyInvites
Followers – F35-55, lower middle class, Mums,
homemakers, not tech savvy, religious/spiritual, moral,
scrapbooking
Caring
Homemakers

25. CASE STUDIES 25.
Ferrero – Engaging the Right Chocolate Lovers
Young, Rich & Flashy Caring Homemakers
What we did:
• Content:
• Created content themes aimed at 2 psychographic
groups, which alienated neither.
• YR&F – images with Tumblr sensibility appeal to fashion
set, entertaining/lifestyle content with wow factor
• CH – maternal nurturing, ‘cute’ imagery, demonstration
of love via gifts & special occasions
• Facebook Ads:
• Different creative tailored to 2 psychographic profiles.
• Psychographic sub-targets created & tested:
• YR&F (F18-34) Fashion, Tech/Social Media,
Beauty, Nightclubs & Parties, Entertaining &
Decorating
• CH targets (F35-55) Emotional,
Spiritual/Superstitious, Positive Thinkers,
Primary Grocery Buyers, Creative Gifters, Home
Cooks

26. CASE STUDIES 26.
Ferrero – Engaging the Right Chocolate Lovers
Results:
• GROW the Facebook Page
• Economically (CPA < 1/3 Facebook Av.)
• With users most likely to buy
Average CPA ~$0.25 (1/8 industry average ~$2.00)
Grew fan-base by 114k in 12 months
• ENGAGE with fans
• At a category leading level (Engagement Rate > 2 x
Facebook Av.)
Engagement Rate ~3-4 times industry average
Consistently placed in top 20 AU Pages by
Engagement Rate (outside of high-engagement
campaign periods)
• DRIVE TRAFFIC to the ecommerce site
• Target: 10% referrals from Facebook
Facebook is responsible for ~20% referral traffic to
FerreroBoutique.com.au

27. THANK YOU 27.
THANK
YOU. For further information, please contact
us at the following details:
Emily Knox
Social Media Strategist
emily@deepend.com.au
+61 2 8917 7900
@Deepend