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The Arts Administrator’s
New Media Tools:
A Petting Zoo
E-Newsletters
E-Newsletter Guidelines

KISS – Concise, not too frequent, appealing messages that
capture your audience’s attention

Should read like an e-mail vs. newspaper (friendly, casual
tone)

Maintain frequency

Be careful of third party mailing-list management sites
(inform your readership)

Credit any source that is not original

Make sure all links work!
Online Ticketing
Out of 138 NYC Performing Arts
Organizations Surveyed…



58 provide online
ticketing either through
own website or a single
ticketing vendor
59 either have no online
ticketing or provide a
mail-in order form
21 provide online
ticketing through the
ticketing vendor of the
venue in which they are
performing
15%
42%
yes
no
some
43%
Breakdown of Those With No
Online Ticketing
60
53
Perf. Arts Orgs
50
40
30
20
10
2
4
0
no - nothing
no - free
Ticketing Type
no - printable form
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Breakdown of Online Ticketing
Partner Vendors
25
20
20
15
10
9
1
1
1
9
7
5
5
1
1
Ticketing Type
2
0
1
Blogs
What the HECK’s a Blog??
The Buzz on Blogs

8 out of 10 Americans know what a blog is

30.8% of blog readers read more than 3 blogs regularly

68.3% of blog readers read them daily

Only 20 to 30% of marketing/PR people read blogs

In 2007, network executives at CBS used “mommy
bloggers” to promote their show “The New Adventures of
Old Christine”

Many small businesses use blogs as their main website
Blog Business Model

Low starting/operating costs

Reach large, loyal (often diverse) audiences

Generate revenue
How Audiences Use Blogs
70
Entertainment
60
Personal
Interests/Hobbies
50
40
Education/Information
30
20
Work
10
0
Use of Blogs
Marketing/PR Uses of Blogs

Easily monitor what large volumes of people are saying
about your organization, the market & the arts environment

To participate in dialogue with consumer/potential patrons
by commenting on others’ blogs

To present a new “angle” on your organization – making it
accessible to your target audience

To generate buzz about special projects, performances,
artists, etc.
Build your Blog
Build your Blog
How 42nd Street Moon is
Marketing/Promoting Its Blog

The blog was featured prominently in
the 2005/2006 Season brochure

Link to the blog is featured on every
page of their traditional website



A weekly e-mail highlights the blog’s
stories from the previous week to an
opt-in group
An extra e-mail blast per production
is sent to the theatre's entire
database, telling them about the
show, the blog and the blog reader's
discount
The blog reader's discount consists
of a promotion code (and associated
discount) created just for online
promotions
Social Networking
What’s Social Networking?

Expanding the number of one's business
and/or social contacts by making connections
through individuals

Web-based groups established for that
purpose

Ex: Friendster, MySpace, Facebook,
LinkedIn, etc.
MySpace
How’s Social Networking Used?

Engages supporters (give backstage gossip, address
questions, promote a brand)

Provides an alternative to traditional marketing approaches
that are losing their value

Responds to consumers desire for less 'interruptive' brand
communications

Focuses in on consumer trend of building relationships with a
brand or product

Companies that want to advertise on social networks should
embrace the interactive aspect of the sites in order to gain the
full benefit of these campaigns.
Facebook
Social Networking as a Tool


VOLKSWAGON
http://www.myspace.com/misshelga
http://www.myspace.com/khalannabriarts
Choosing the Right Site
Implementing Social Networking
1.
2.
3.
4.
5.
6.
7.
8.
Target a specific audience
Be a thought leader
Be authentic and transparent
Create lots of links
Encourage people to contact you
Participate
Make it easy to find you
Experiment

http://www.commoncraft.com/video-social-networking
Podcast
What’s a Podcast?

A PODCAST (“iPod” + “Broadcast”) is a way to publish
audio and video content to the world via the Internet.
Subscribe to favorite shows and automatically receive the
latest episodes.
 Similar to radio on-demand, but far more options for content
and programming; what you want, when you want it.


A VODCAST (or Videocast) is the delivery of ondemand video content instead of audio content.

Can be viewed on a computer, or saved to a portable device
such as a Sony PSP or an iPod.
How’s a Podcast Used?

Podcasting can be used in a variety of ways, including:







distribution of school lessons
delivering church sermons
distribution of playlists of music
official and unofficial audio tours of museums
conference meeting alerts and updates
distribution of public safety messages by police departments
As a radio-style show, podcasts can function as talk
shows, music shows, interviews, story-telling, tutorials,
directions, commentaries, or sportscasts.
How’s a Podcast Used?
Link to it from your website
-or Direct patrons from your website to a third
party such as iTunes

Great Podcasts:
 Carnegie
Hall
 Manhattan Theatre Club
 NYC Ballet
How’s a Podcast Implemented?
On a PC:
1. Take your pictures or film
your video
2. Install free audio recorder
software for Windows, such
as Audacity, Record for All,
and Easy Recorder V5
3. Plan your script
4. Plug in a microphone
5. Create an audio file by
making a recording and
saving it to your computer
6. Create an RSS feed
7. Upload the audio file to one
of the many podcasting sites
8. Promote it!
On a MAC:
1. Take your pictures or film
your video
2. Plan your script
3. Create an audio file on
Garageband or video file on
iMovie
4. Upload to iTunes for
publishing
5. Promote it!
Podcast Tutorials
On a PC:
http://www.how-to-podcast-tutorial.com/
On a MAC:
http://www.apple.com/ilife/tutorials/
Viral Marketing
What’s Viral Marketing?


VIRAL MARKETING uses pre-existing social networks to produce an
increase in brand awareness.

Takes advantage of rapid multiplication to explode the message to
millions; exponential growth in message’s exposure.

Facilitates and encourages people to pass along a marketing message to
others voluntarily.
“It is claimed that a satisfied customer tells an average of three people
about a product or service he/she likes, and eleven people about a
product or service which he/she does not like.” (Wikipedia)
Viral marketing is based on this natural human behavior…
How’s Viral Marketing Used?


Viral marketing may take the form of funny video clips,
interactive games, images, or even text messages; be
careful to not make a campaign seem forced or
gimmicky.
The goal is to identify individuals with high social
networking potential and create viral messages that
appeal to this segment of the population; create a buzz
around the product or idea.
How’s Viral Marketing Used?


As long as each “infected” user spreads the word to
more than one susceptible user on average, the
number of “infected” users will grow exponentially.
The formula is a combination of great web content that
is ground-breaking, amazing, hilarious, or involves a
celebrity, plus a network of people to light the fire, and
all the links that make it easy for people to share.
How’s Viral Marketing Used?

RAY-BAN
http://www.youtube.com/watch?v=-prfAENSh2k

MENTOS/DIET COKE EXPERIMENT
http://www.eepybird.com/dcm1.html

BLAIR WITCH PROJECT
http://www.blairwitch.com/
How’s Viral Marketing
Implemented?
Six elements of a successful viral marketing campaign strategy:

Attract visitors to your site by giving away something free; try to sell
them something while they are there.
Provide for effortless transfer to others.
 The transmission method must be rapidly scalable from small to very
large.
 Exploit common motivations and behaviors; this results in the urge to
communicate through websites and email.


Utilize existing communication networks; place your message into
existing communications between people, and you will multiply the
dispersion.

The most creative viral marketing plans use others’ resources to get the
word out, others’ web pages.
How’s Viral Marketing
Implemented?
Several common viral marketing techniques any organization can use:

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Encourage links to your site:

Encourage others to post them free on their site

Send out news releases for a free service or product on your site
Encourage word-of-mouth recommendations:
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Install a “Recommend it!” referral system
Make it easy to e-mail or fax your webpage to a friend
Encourage people to forward your newsletter to friends
Offer desirable products or services that spread your message:

Offer a free digital download that carries your marketing message
http://khalannabri.yuku.com/
Media Downloads