social media marketing @ artomtatic
DESCRIPTION
This Social Media Marketing case study shows the value of Social Media to Artomatic - set in the context of traditional media efforts and event attendance. Artomatic is the largest unjuried public art show in the United States. In 2009, Artomatic ran for six weeks - featuring over 1000 visual artists, 5 performance stages, and 75,000 visitors. A Marketing Campaign for Artomatic 2009 ran from March 1 - July 6. Future media efforts will be guided by the data in this report. Data from Social Media is an incredible asset that informs Artomatic's full Marketing Strategy. It shows consumer and participant preferences, provides a strong customer service platform, and provides a tool to measure the effectiveness of Artomatic's media effectiveness across all Marketing, PR, and Advertising efforts. Every company’s Marketing Profile is unique - this is an example of how Social Media influences the Marketing Strategy for Artomatic. ** Many thanks to Kira Marchenese and Mila Adamova for help in collecting the statistics for this report, and in all of Artomatic's marketing efforts.TRANSCRIPT
Social Media Marketing:
ARTOMATIC
This Social Media Marketing case study shows the valueof Social Media to Artomatic.
Artomatic is the largest unjuried public art show in the United States.In 2009, Artomatic ran for six weeks - featuring over 1000 visual artists,5 performance stages, and 75,000 visitors.
A Marketing Campaign for Artomatic 2009 ran from March 1 - July 6.Future media efforts will be guided by the data in this report.
Data from Social Media is an incredible asset that informs Artomatic'sfull Marketing Strategy. It shows consumer and participant preferences,provides a strong customer service platform, and provides a tool tomeasure the effectiveness of Artomatic's media effectiveness across allMarketing, PR, and Advertising efforts.
Every company’s Marketing Profile is unique - this is an example ofhow Social Media influences the Marketing Strategy for Artomatic.
Data AnalysisTo understand the impact of Artomatic's Marketing Strategy, we align marketingdata with media efforts to see when, where and how people are most responsive.
*Footfall data shows visitor spikes on each weekend of the event.
* Website traffic data shows a spike in visits to the Artomatic websitestarting just before opening weekend. We know exactly how peopleuse the website and what they want from it. Artomatic adjusts websitemarketing efforts to meet the specific demands of our visitors.
* Search data shows when people want to find information aboutArtomatic online. Future media strategy will be coordinated withpatterns we see are characteristic to online search for Artomatic.
* Data on press coverage of Artomatic shows strong media interestat the beginning of the event. This informs a PR strategy of focusingArtomatic's press efforts only at the beginning of the event - withlimited time to spend executing the full media strategy.
* Blog trend data shows more sustained interest from bloggersduring the Artomatic event, except at the end. Artomatic spendsmore time cultivating news on blogs during the main event, as itis known that bloggers are more receptive than print media tocovering the event after opening day.
* Twitter data shows that people especially favor using Twitter atspecific times during the event. This will inform future marketingefforts on Twitter, to capitalize on the times that Artomatic knowspeople are most interested in sharing event information on Twitter.
Media SuccessMarketing data collected with Social Media leads to effective media strategy for Artomatic.Marketing efforts are continually optimized based on feedback from sources of online data.The sections below show success in print and social media for Artomatic in 2009.
News ClipsPrint Broadcast
- Associated Press - PBS Television- Reuters - Fox 5 News- The Washington Post (x7) - News Channel 8- Washingtonian Magazine - NPR Radio- Washington City Paper (x4) - WTOP Radio- Washington Times- DC Examiner (x3)- The Onion- Huffington Post- DCist (x3)- Roll Call
Social Media ToolsFacebook, Twitter, Flickr and YouTube are Artomatic's main Social Media tools, directlysupported by marketing efforts on Artomatic's Website, Blog, and Email.
See Artomatic's full social media suite at http://blog.artomatic.org
** Many THANKS to Kira Marchenese and Mila Adamova fortheir help in collecting statistics for this report, and to the entireArotmatic Marketing Team for contributing to all of Artomatic'smarketing efforts.