How the art sector can design Momentum Effect

Many organisations run in to trouble when it is time to analyze the ROI of social media marketing.When I started reading about how to measure the return of social media marketing,  I immediately ran into the expression "momentum effect". Momentum in combination with social media was highlighted in April 2007 when Market Evolution revealed that the momentum effect had counted for more than 70% of the ROI for a certain number of examined companies using social media marketing. 

Jean-Claude Larréché, professor at Stanford University has written the book “The Momentum Effect – how to ignite exceptional growth”. His definition of momentum is: “The momentum is a tremendously potent phenomenon by which under specific conditions, exceptional organic growth is created - growth that feeds on itself... momentum growth requires a delicate combination of a number of specific elements, working cooperatively and simultaneously. This combination can occur by chance or by design.”  

In the art sector we are very well familiar with theatre productions or art exhibitions that attract big audience groups when we least expect it: An artistic production that just gets the pieces right and the word of mouth effect takes off. I suppose that this word of mouth spin off is a fair part of the momentum effect by chance. 

It is difficult for the art sector to secure "word of mouth" about artistic products because of their unpredictable nature. It is therefore difficult for us to design momentum effect. The "product" is partly born in the meeting with its audience, when it is already sold. But if the companies in the 2007 survey answered that momentum effect counted for more than 70% of ROI, then we definitely need tools to design momentum in the art sector.

Social media never sleep

If I was a company I would have to recognize a certain failure in my social media strategy right now. My trip to Europe destabilized my regularity on social media sites and I haven't been a very active blogger lately. One of the most important mantras to keep in mind when trying to achieve a successful social media marketing is REGULARITY. Social media never sleep. There is no such thing as not having time, being sick, having to pick up the kids from school, lack of inspiration or quality time with the family. A successful social media presence implies spending quality time with other community members on social media sites, not your family. However, even if we do have a life there is still hope for social media success.

Just as just we schedule our personal meetings throughout the day, we should also schedule our social media appointments

We shouldn't publish everything all the time, but we should be consequently present and publish regularly

Luckily I am not a company but the social media mantra is now also my mantra: Consistency and Regularity. See you soon. 

Personal vs Professional in Social Media

I am back home after having spent two long summer months in Europe. I have been embarrassingly disconnected, but my social media reflections haven't been completely switched off though. For example, even if I would have wanted, I couldn't have missed the Facebook scandal that filled the media for a couple of days when I was in Sweden.

In Sweden EVERYONE is on Facebook. And so are the employees at the National Immigration Office. The scandal was about an employee that had published a "what's on your mind"-update with a racist undertone. This was seen by another employee at the immigration office, communicated to the direction, and the racist-accused employee was now threatened to lose his job. The man said in interviews that he did not understand why the phrase was experienced as racist. He was also shocked over all this attention that this little meaningless text got.

Well,

1. Things are not longer what they are, they are what they seem
   
2. One person does not get to chose what's meaningless and what's not. Loads of people chose together what they find interesting and meaningless
   
3. And at last, times have changed and our private and professional persona has merged.

How to add value in social media networks II

A common imperative amongst social media experts is: “Add value!” To be able to create active communities and a strong social media presence, we have to contribute with “valuable content”. Okay, but how..?

I have been doing some research and found some points that might guide us when we try to “add value”. In my last post I wrote about how we can add value in our own created communities on sites like Facebook, Twitter and Myspace, but working with a strong social media strategy in the performing arts we also need to be present in forums, blogs and other social media sites. Here are some thoughts that we should have in mind when “visiting others”: How we can add valuable content and contribute in a way that will be noticed by the community members.

How to add value in social media networks I

To be able to create and maintain an active community in social media networks, we need to add valuable content. "Add value" is often an imperative used by social media experts. Our social media messages should be transferable, clickable and sharable and give an urge to answer, discuss and participate within the community. How can we add value in the performing arts?

As representatives of performing arts organizations, we can add value (1) in our own community networks, (2) when visiting other sites, blogs and communities and (3) by creating longer, qualitative information in blogs. Here are some thoughts of how we can create value in our own community networks. 

How to Create a Community in Social Networks

Let's take a look at our Facebook fan pages. Do we see lively discussions, pictures, links and community participation? Or do we see our own publications, and publications, and publications … followed by silence and thousands of friends in the left corner? If we see the later we need to reconsider our social networking efforts!

We have to think community, when approaching social media in a marketing perspective:

• Social media sites are built on collaborative activities
  
• The users of social networking sites must feel that they take part in an active community
  
• The sense of belonging will make them participate further in the development of the community.
  

If we fail in building an active community, we fail social media marketing. If our Facebook sites lack interaction, nobody will take the content further, and we fail to reach new audiences. We can post message after message about interesting events, but the effect will be an "email-effect": some of our "fans" will read our message, some might come to our event, but most people will not pay any attention. We need people to click, to tag, to share, to like and to tweet, and to bring the discussion further to reach the full potential of social media marketing.

So, how do we create an active social network community for our theater?

No Marketing in Social Media Marketing

I think I am going to close this "policy week" (that I am quite happy to leave behind for a while) with a cool thing I read in Rebecca Krause-Hardie's blog archive. I was looking around for policy posts and found an interview that Rebecca made with Jo Johnson, Digital Marketing Manager at the London Symphony Orchestra. Read the whole post because it is an interesting interview with a serious and obviously very skillful social media manager. Here I just want to underline what caught my "policy eye".

The LSO has successfully built a social media communication with over 13000 Facebook fans and more than 10.000 followers on Twitter. When Rebecca in the interview asks Jo if they have a policy or a strategy for their social media marketing at the LSO, Jo answers that after having started without a policy she and a colleague wrote down

what social media was, how they were using it and what benefits it had, to answer the questions that the bosses had started asking.

When they then were writing some rules for themselves and the people involved, they came up with something like:

"…remember that you are the LSO and everything you say will be viewed as official', 'no swearing or nudity', 'don't drink and tweet' and 'NO MARKETING!!".