This is the original presentation I gave at the inaugural Social Media in the Arts Working Group (SMAWG). General overview of social media and how it can be utilized within arts organizations.

1. SMAWG!
Seizing the Potential of the Digital
Analytics
Websites
Ads
Email
Search
Social
Media
Creative. Business. Marketing. People.

2. Home Media Ecology -

3. Home Media Ecology -

4. Major Shifts in Marketing
Least accountable…
...as accountable.

5. CMO Moves From Where the Money
is...
Major Shifts in Marketing

6. Control is centralized...
...to being Collaborative.
Major Shifts in Marketing

7. Major Shifts in Marketing
From One Big Idea...
...to Many
Smaller, and
Personalized
Connections

8. Alienated by technology...
...Enabled by technology.
Major Shifts in Marketing

9. Major Shifts in Marketing
...to Nimble,
Measurable, and
From Static & Linear...

10. Digital revolution wasn’t top-
down...
Major Shifts in Marketing

11. New World of Digital
Marketing

12. New World of Digital
Marketing
Flexible
Optimizable
Inexpensive
Measurable

13. Missing Connections?
Your Customers
Lo Continuum of Connection Hi
Your Brand
Message

14. Missing Connections?
Your Customers
Lo Continuum of Connection Hi
Your Brand
Message

15. How Costly Are Your
Connections? Awareness
Your Customers
Continuum
of
Consideratio
n
$ Forced Relationship

16. How Costly Are Your
Connections? Awareness
Consume
Your Customers
Continuum Opt-In/Follow
of
Consideratio Vet
n
Converse
$ Conversion

17. How do people spend
their media-consuming

18. How do people spend
their media-consuming
There’s a significant gap
between time spent
online and advertising

19. What is Social Media?
Unfiltered, unedited content created by anyone
that tells his or her her story first hand.
Blogs, Facebook pages, MySpace pages,
Trip Advisor reviews, Flickr photo streams, Twitter.

20. Optimization Across
Tactics
Social Media
Email Search
Ads/Media
Analytics & Performance
Measurements

21. “Viral Loop” Growth
• 3%WEEKLY growth rate;
200,000,000 by end of
2008
• Doubling monthly;
1.2 mil. Per month
• Serving BILLIONS of videos

22. As the popularity of social
networks, blogs, and viral media
continues to grow, the consumer
“will increasingly mediate
messages between brands,
themselves and other
consumers, and could radically

23. The New Inbox
Opt-In Facebook
Fans & Twitter
Email
Friends Followers
Subscriber
s

24. Email
Facebook
Twitter
Cost Model
for Email
1000 subs
The New Inbox Weekly send
52,000 annual
$800/send fees
$5000 annual license
Five hrs labor/send ($50/hr
cost)
Total Cost = $18,800

25. Email
Facebook
Twitter
Cost Model
for Facebook
1000 fans/friends
The New Inbox 3x weekly updates
156,000 touches
$0/send fees
No annual license
3 hrs/week ($50/hr.)
Total Cost = $7,800
Cost = $0.05 per touch

26. Email
Facebook
Twitter
Cost Model
for Twitter
1000 subs
The New Inbox 3x daily tweets
780,000 touches
$0/send fees
No annual license
30 min. day ($50/hr.)
Total Cost = $6,500
Cost = $0.008 per touch

27. Custome
r
Twitter
Facebook
Opt-In Email
Display
Blogs
Ads
Search

28. A Case Study

31. New Journalism…
…Multiply Your

35. Making “Social”
Connections

36. Making “Social”
Engageme
Connections nt
Conversation
Impact Interaction
Content
Distribution
Field Inquiries
Listening
Assess
Monitor/Observe
Learn
Commitment

37. Participate

38. Participate
• Writers join the conversation
• Forward conversation opportunities to colleagues
• Don’t fight or “get even” – take the high road
• Be real. Be yourself. It’s required.

39. Wonderfully Measurable

40. Thank You
Websites
Analytics Andrew Eklund
Ads
Email
612.230.3901
Search
Social andrew@ciceron.com
Media
www.twitter.com/
aeklund
Creative. Business. Marketing. People.

41. Share of
Ad
Spending
September 2008
Source: Nielsen Online, AdCross (via
MarketingCharts.com)

42. Local Radio
Other
3% Hispanic TV
8%
3%
Local Newspapers
4%
Network TV
23%
Share of
Internet
6%
Ad
Local TV
15%
Spending
Cable TV
22%
September 2008
Source: Nielsen Online, AdCross (via
National Magazines MarketingCharts.com)
17%

43. Product Marketers Lead Generation Marketers
ROI Evaluation by Tactic
Source: MarketingSherpa 2006

44. Product Marketers Lead Generation Marketers
0% 18% 35% 53% 70%
SEO
House Email List
Paid Search
Public Relations
Direct Mail
Online Ads (banners)
ROI Evaluation by Tactic Source: MarketingSherpa 2006

45. Debunking Language
Data + Analytics
=
Real People
Doing Real Things

47. High Nurture
Performi
ng
Prospect
s

48. High

49. Andrew
Eklund
Founder and CEO of
Ciceron

50. Serving clients since 1995