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Digital Media Assessment




April 2011
Leveraging Social Media
@devonvsmith
Quick Stats

   1,560 likes           171 followers                                                            37 subscribers
   .5 post/day             11% listed                                                             2 posts/month
3 comments/post           1 tweet/day                                                            0 comment/post
                       0 mentions/tweet




                                                 1 uploads/year                                                          16 people
                                                                             0 photos
                                                312 views/upload                                                        17 check-in
                                                                            0 contacts
                                                 18 subscribers                                                            0 tips
                                                                       0 high views/photo



Arrows indicate if you are performing above, below, or similar to the average of your peers
In the following slides, you’ll notice black text that calls out specific recommendations for things you should change
Consider
                            linking your logo to
                               your homepage

  You’ve got sets of links in 3
  different areas of your page,
     consider simplifying for
   greater ease of navigation
Website




                                                                                 Consider a search box
                                                   Great job linking to your
                                                                               somewhere on your front
                                                    social media! Consider
                                                                                 page. This may give you
                                                        adding YouTube
                                                                                insights into what users
                                                                                  look for on your site
100% of your 20 peer organizations were active on
  Facebook in the last month. On average, they have
  1,373 likes (max 50,118), post 5x/week (max 1.5/
  day), and receive 4 comments/post (max109).
  SFMOMA and Montalvo Arts Center are ones to
  watch.
Facebook




                                                                       Consider checking Open Facebook Search
                                                                 for the conversations happening about Kala, off of your
                                                                  page.You can also encourage fans to use the “@Kala”
                                                                            feature to tag you in their posts.




                                                                                 Consider eliminating 1 of
                                                                                  your 2 video tabs if they
                                                                                 contain duplicate content

                                        Photos seem to be your
                                          most popular posts
The titles of these lists should give
                                                                                             you some insight into what people
                                                 80% of your 20 peer organizations were         expect you to tweet about.
                                                 active on Twitter in the past 10 days. On
                                                 average, they have 716 followers (max
   Consider letting                              187,489), tweet .5x/day (max 5x/day),
                               Consider
us know who on staff                             receive 1 mention/tweet (max 18), and
                            monitoring tweets
     is tweeting                                 have been added to a list by 11% of their
                            mentioning Kala
                                                 followers (max 21%). Montalvo Arts is one
                                                 to watch.
Twitter




                 Consider tweeting more
                consistently, try tweeting at
               different times of day, days of
                          the week



             Consider
     unlinking your Facebook
      account from Twitter
50% of your 20 peer organizations were active on YouTube
          in the past year. On average, they uploaded 1.5 videos/
YouTube




          month (max 5), have 30 subscribers (max 553), and have
          669 views per video (max 5,439). SF Film Society is one to                                       There are a significant
          watch.                                                                                  number of other YouTube users with
                                                                                                 Kala content. Consider curating a playlist
                                                                  Most of your referrals              of this content on your channel
                                                             come from YouTube searches or
                                                         related videos. Make sure you keep up
                                                              with the tagging, and consider
                                                            including more keywords in your
                                                                       descriptions
There are over
            80 photos on Flickr
         mentioning Kala. Consider
          reaching out to thank
           these photographers

                                     65% of your 20 peer organizations were active on Flickr
                                     in the past year. On average, they uploaded 350 new
                                     photos (max 2,500), have 15 contacts (max965), belong
                                     to 1 group (max 43), and their highest viewed photo has
Flickr




                                     approximately 75 views (max 240). SFMOMA and
                                     Headlands Arts Center are ones to watch.
100% of your 20 peer organizations         Consider claiming
                      have active Yelp pages, 65% of them     your Foursquare venue so
                      have been claimed by their owners.      you have access to venue
                      On average, they have 22 reviews                analytics
                      (max 721) of 4.5 stars (max 5).
                                                           Consider
                                                        adding additional
                                                        contact info and
                                                              tags
Yelp and Foursquare




                                                                                   85% of your 20 peer organizations have
                                                                                   active Foursquare venues, though only 5 of
                                                                                   them have been claimed by their owners.
                                                                                   On average, they have had 50 people (max
                                                                                   6,165) check-in a total of 159 times (max
                                                                                   8,664) and left 1.5 tips (max 104).
                            May be useful
                          to know these are
                         the companies the                   You have some
                         public associates as            great reviews! Consider
                         being similar to you           thanking some reviewers
                                                           and/or encouraging
                                                             reviews on-site
Great job                                                                    15% of your 20 peer organizations blogged in
  integrating your blog into                                                           the past 3 months. On average, they posted 4x/
        your website                                                                   week (max 1x/day), received 0 comments/post
                                                                                       (max 2), and have 16 subscribers (max 149).
                                     If you want users to
                                                                                       SFMOMA is one to watch.
                               contribute to your blog, consider
                                being more explicit in the kind
                                    of content you want
Blog




                                                                         Consider
                                                                   eliminating this from
                                                                        your sidebar
                         Consider adding more
                      design elements to your blog
                       so it looks consistent with
                               your website




                                                                                       Great job using
                                                                                     events, search box,
                                                                                   categories, and archives
Other social networks mentioned by your 20 peer

                       Other Social Media                organizations include 1 each for MySpace, LinkedIn,
                                                                            FriendFeed, podcasts, and Vimeo




    Consider creating a
 Wikipedia page for Kala,                       Consider monitoring
and updating the links from                    these tags on delicious
  these other wiki pages.

                                                   Consider
                                           following these delicious
                                          users to find other relevant
                                         content, or using this number
                                            as a gauge to find what
                                            content of yours users
                                                find interesting

    Great job claiming your
     Google Place page and
    adding visually appealing
            content
                                       Consider creating a
                                   company profile on LinkedIn
                                       so other visual art
                                    professionals can find you



                                  Kala is being mentioned in many
                                    blogs and blog aggregators.
                                  Consider engaging with some of
                                    these bloggers & networks
Search Engine Optimization
                                                                Nearly all of your anchor text
                                                                is your brand name. Consider
                                                                   using your blog to create
                                                                     keyword rich content



                                                                           If you wanted to drive more
                                                                          traffic to your website, Google
                                                                         AdWords could be cost effective




                                                                             Consider what
                                                                         keywords you want to
                                 Consider installing a 301                 rank for in Google
                             redirect, and using unique meta-
                                descriptions for each page
Glossary
301 redirect: shows Google that “site.org” and “www.site.org” are the same website (5 minute fix your webmaster can do)
A/B Testing: a way to test 2 slightly different webpages to see which one users take action on more often
Aggregator: a website that collects and displays lots of different blogs (examples: Digg, Reddit, StumbleUpon, Delicious)
Alt-tag: keyword tags that describe an image so Google bots know how to index the image and allow others to find it
Anchor text: the underlined phrase that links to a new page. Google uses this phrase to decide where your site shows up in search
Blog subscribers: I’ve shown you Google Reader subscribers, which on average accounts for about 50% of all your blog subscribers
Call to action: the 1 action you want a user to take on this page (click a donate button, buy tickets link, submit email for newsletter)
Category v tag: both help users find content; categories tend to be pre-defined, tags tend to be user generated
Design elements: ensuring your digital branding (style) matches your social branding matches your off line branding
Facebook custom URL: facebook.com/yourname instead of facebook.com/pages/city/yourname/123456
Generic v branded search: generic search example is “dance company san francisco” branded search example “AXIS Dance”
Hashtag: a phrase prefixed with # symbol, which makes searching for that particular topic
Integrated blog: a blog hosted on your own website (yoursite.org/blog or blog.yoursite.org) provides you valuable SEO
Keyword rich content: using the generic (see above) phrases you want to rank for in Google searches
Link architecture: where internal page links appear on your website, and how sections of your site are linked together
Meta-description: text appearing under link in a Google search that describes the page. <meta name =”description” content=”...”>
New twitter: in Oct 2010, Twitter added a new windowpane on the right side of the feed, which interfered with some profile designs
RSS: method by which you can subscribe to a blog via email or an RSS reader (stands for Real Simple Syndication)
Referral source: how users arrive arrive at your video; could be through embedded players, related videos, searches, links
Permalinks: a unique URL for every blog post so they can be linked to forever
SEO: stands for Search Engine Optimization; process of
Tag cloud: a visual depiction of keywords where the most used words are displayed larger, tags are linked to relevant site content
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Kala Arts Institute DMA

  • 1. Digital Media Assessment April 2011 Leveraging Social Media @devonvsmith
  • 2. Quick Stats 1,560 likes 171 followers 37 subscribers .5 post/day 11% listed 2 posts/month 3 comments/post 1 tweet/day 0 comment/post 0 mentions/tweet 1 uploads/year 16 people 0 photos 312 views/upload 17 check-in 0 contacts 18 subscribers 0 tips 0 high views/photo Arrows indicate if you are performing above, below, or similar to the average of your peers In the following slides, you’ll notice black text that calls out specific recommendations for things you should change
  • 3. Consider linking your logo to your homepage You’ve got sets of links in 3 different areas of your page, consider simplifying for greater ease of navigation Website Consider a search box Great job linking to your somewhere on your front social media! Consider page. This may give you adding YouTube insights into what users look for on your site
  • 4. 100% of your 20 peer organizations were active on Facebook in the last month. On average, they have 1,373 likes (max 50,118), post 5x/week (max 1.5/ day), and receive 4 comments/post (max109). SFMOMA and Montalvo Arts Center are ones to watch. Facebook Consider checking Open Facebook Search for the conversations happening about Kala, off of your page.You can also encourage fans to use the “@Kala” feature to tag you in their posts. Consider eliminating 1 of your 2 video tabs if they contain duplicate content Photos seem to be your most popular posts
  • 5. The titles of these lists should give you some insight into what people 80% of your 20 peer organizations were expect you to tweet about. active on Twitter in the past 10 days. On average, they have 716 followers (max Consider letting 187,489), tweet .5x/day (max 5x/day), Consider us know who on staff receive 1 mention/tweet (max 18), and monitoring tweets is tweeting have been added to a list by 11% of their mentioning Kala followers (max 21%). Montalvo Arts is one to watch. Twitter Consider tweeting more consistently, try tweeting at different times of day, days of the week Consider unlinking your Facebook account from Twitter
  • 6. 50% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded 1.5 videos/ YouTube month (max 5), have 30 subscribers (max 553), and have 669 views per video (max 5,439). SF Film Society is one to There are a significant watch. number of other YouTube users with Kala content. Consider curating a playlist Most of your referrals of this content on your channel come from YouTube searches or related videos. Make sure you keep up with the tagging, and consider including more keywords in your descriptions
  • 7. There are over 80 photos on Flickr mentioning Kala. Consider reaching out to thank these photographers 65% of your 20 peer organizations were active on Flickr in the past year. On average, they uploaded 350 new photos (max 2,500), have 15 contacts (max965), belong to 1 group (max 43), and their highest viewed photo has Flickr approximately 75 views (max 240). SFMOMA and Headlands Arts Center are ones to watch.
  • 8. 100% of your 20 peer organizations Consider claiming have active Yelp pages, 65% of them your Foursquare venue so have been claimed by their owners. you have access to venue On average, they have 22 reviews analytics (max 721) of 4.5 stars (max 5). Consider adding additional contact info and tags Yelp and Foursquare 85% of your 20 peer organizations have active Foursquare venues, though only 5 of them have been claimed by their owners. On average, they have had 50 people (max 6,165) check-in a total of 159 times (max 8,664) and left 1.5 tips (max 104). May be useful to know these are the companies the You have some public associates as great reviews! Consider being similar to you thanking some reviewers and/or encouraging reviews on-site
  • 9. Great job 15% of your 20 peer organizations blogged in integrating your blog into the past 3 months. On average, they posted 4x/ your website week (max 1x/day), received 0 comments/post (max 2), and have 16 subscribers (max 149). If you want users to SFMOMA is one to watch. contribute to your blog, consider being more explicit in the kind of content you want Blog Consider eliminating this from your sidebar Consider adding more design elements to your blog so it looks consistent with your website Great job using events, search box, categories, and archives
  • 10. Other social networks mentioned by your 20 peer Other Social Media organizations include 1 each for MySpace, LinkedIn, FriendFeed, podcasts, and Vimeo Consider creating a Wikipedia page for Kala, Consider monitoring and updating the links from these tags on delicious these other wiki pages. Consider following these delicious users to find other relevant content, or using this number as a gauge to find what content of yours users find interesting Great job claiming your Google Place page and adding visually appealing content Consider creating a company profile on LinkedIn so other visual art professionals can find you Kala is being mentioned in many blogs and blog aggregators. Consider engaging with some of these bloggers & networks
  • 11. Search Engine Optimization Nearly all of your anchor text is your brand name. Consider using your blog to create keyword rich content If you wanted to drive more traffic to your website, Google AdWords could be cost effective Consider what keywords you want to Consider installing a 301 rank for in Google redirect, and using unique meta- descriptions for each page
  • 12. Glossary 301 redirect: shows Google that “site.org” and “www.site.org” are the same website (5 minute fix your webmaster can do) A/B Testing: a way to test 2 slightly different webpages to see which one users take action on more often Aggregator: a website that collects and displays lots of different blogs (examples: Digg, Reddit, StumbleUpon, Delicious) Alt-tag: keyword tags that describe an image so Google bots know how to index the image and allow others to find it Anchor text: the underlined phrase that links to a new page. Google uses this phrase to decide where your site shows up in search Blog subscribers: I’ve shown you Google Reader subscribers, which on average accounts for about 50% of all your blog subscribers Call to action: the 1 action you want a user to take on this page (click a donate button, buy tickets link, submit email for newsletter) Category v tag: both help users find content; categories tend to be pre-defined, tags tend to be user generated Design elements: ensuring your digital branding (style) matches your social branding matches your off line branding Facebook custom URL: facebook.com/yourname instead of facebook.com/pages/city/yourname/123456 Generic v branded search: generic search example is “dance company san francisco” branded search example “AXIS Dance” Hashtag: a phrase prefixed with # symbol, which makes searching for that particular topic Integrated blog: a blog hosted on your own website (yoursite.org/blog or blog.yoursite.org) provides you valuable SEO Keyword rich content: using the generic (see above) phrases you want to rank for in Google searches Link architecture: where internal page links appear on your website, and how sections of your site are linked together Meta-description: text appearing under link in a Google search that describes the page. <meta name =”description” content=”...”> New twitter: in Oct 2010, Twitter added a new windowpane on the right side of the feed, which interfered with some profile designs RSS: method by which you can subscribe to a blog via email or an RSS reader (stands for Real Simple Syndication) Referral source: how users arrive arrive at your video; could be through embedded players, related videos, searches, links Permalinks: a unique URL for every blog post so they can be linked to forever SEO: stands for Search Engine Optimization; process of Tag cloud: a visual depiction of keywords where the most used words are displayed larger, tags are linked to relevant site content