beecause you can too
DESCRIPTION
Presentation delivered at SMarts London Un-Conference, social media for the arts. This is a case study on the BeeCause campaign and event that raised over $9,000 for Honey Bee Research and The Arts Project.TRANSCRIPT
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You Can Too!Case Study in maximizing community engagement for the Arts through New Media
SMarts London Un-ConferenceSaturday, November 14, 2009
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BeeCause: An Overview
• How BeeCause was born
• What the campaign involved
• The results
• What we learned
• What you can take away
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Art/Culture PR Challenges
• Finding and Knowing your Audience
• Raising Money – Bums in Seats
• Spending Money – What’s the Budget?
• Newsworthy – Media Attention
• Word of Mouth
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Traditional Media Strengths
• Credibility
• Exposure
• Influence
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Online/Social Media Strengths• Audience Reach – Vast & Niche
• Frequency of Message – 24/7
• Cost – FREE! (aside from your time)
• Audience Engagement – Rich & Organic
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BeeCause Art Exhibition & Auction
• Not ‘just’ a celebration of our 20th Anniversary – a great excuse
• Walking the talk and demonstrating an integrated, creative, corporate social responsibility campaign
• Honeybee Colony Collapse – Needs $$
• The Arts Project – Needs $$
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Goals, Objectives and Tactics
• Engage Artists – No Art, No Auction
• Attract Media Attention – for HONEY, the honey bees and The Arts Project
• Cultivate Sponsors – We can’t pay for all of this ourselves!
• Excite the Community – Good Times!
• Fundraise!
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Engagement Tactics
…for Artists
• Call for Entries
• Website
• Press Releases
• Akimbo
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Attraction Tactics
…for the Media
• Press Releases
• Media Relations
• Website
• Spokespeople
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Sponsorship Cultivation
• Sponsorship Package and Recognition
• Website
• Submissions
• Credibility
• Creative Targetting:– Sleemans Honey Brown, 20 Bees Winery,
Billy Bee Honey, Apriarist, Partners
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Excitement Tactics
• Stickers
• Posters
• Outdoor Advertising (donated space)
• Invitations
• BeeShirts
• Facebook updates, links, photos
• Tweets!
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The Results
• Fundraising Dollars: Over $9,000
• Website Traffic
• Social Media Traction
• Traditional Media Coverage
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Website Traffic and Buzz
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What We Learned
Strategy for Social Media and the Arts
• Conversation
• Education – Awareness
• Access Influencers
• Bums in Seats – Money
• Resources – deligate, dedicate & decide
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Considerations for Tactics
• Quality Content: Real, Rich, Meaningful
• Consistency with Brand and Messages
• Scale and Scope of your Resources
• What and how much can you do and still do it really well?
• Don’t let being PERFECT get in the way of being GOOD.
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The Take Away
• Plan: Goals, Tactics, Timing, Messages and Targeted Media
• Multi-Media: Traditional, Online, Social – all need valuable content & interaction
• Build Momentum: Education, Conversation, Access Influencers, Bums in Seats – Money!
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Questions? Let’s Talk!
(First five questions get a prize!)
Or, contact me later:
@liisamarjatta (Twitter)[email protected] (Email)
http://ca.linkedin.com/in/liisamsheldrick (LinkedIn)