This document discusses the importance of having an online presence for cultural organizations and artists. It covers topics like the basics of websites, social media strategies, types of content to create, and how to measure success. Examples are provided of different organizations' online presences and tips are given for using various social media platforms. The presentation aims to provide guidance on developing an online and social media strategy to promote arts and culture.

1. Social Media &
The Cultural Community
@leighjewiss
Illawarra

2. What we will learn tonight
The basics and strategies for
• Website
• Social Media
• Content
• Business/Marketing Plan

3. The Web

4. WHY do YOU need an Online Presence?
Source: http://www.pewinternet.org/2013/01/04/arts-organizations-and-digital-technologies/
• 81% of the organisations in this survey say the internet and digital
technologies are “very important” for promoting the arts
• 78% say these technologies are “very important” for increasing audience
engagement
• 50% “strongly agree” with the statement that the internet “has increased
engagement in the arts by providing a public platform through which
more people can share their work”
• 65% say digital technologies are “very important” for fundraising
• A majority of these organisations also agree that the internet is “very
important” in increasing organizational efficiency (63%), and for their
engaging in arts advocacy (55%)

5. The DNA of a Website – Case Study
• Wollongong Markets
• The Whole Pantry
• Wollongong Markets Facebook Page

6. The Anatomy of a Website
Your
Website
Hosting
• Examples
• Bigpond
• iiNet
• Netregistry
Content
Management System
(CMS)
• Examples
• Wordpress
• Joomla
• Winx
• Weebly
• Silverstripe
• Web designers
URL/Domain Name
• Example
• Netregistry
• Go Daddy
• CrazyDomains

7. Creating a Website
• Content Management System (CMS)
• WordPress
• Weebly
• Winx
• Brisx.com
• Professional
• Freelance
• Package

8. Creating a Website

9. Website – Case Study
• Websites can be shop fronts, galleries, brochures,
promotion tools or story books…

10. An online store done well
• http://www.digitalrev.com/
• Not just products but
• Information
• Reviews
• Tips
• Different content eg video
• Sense of community (share your photo
• Assisting you becoming a better (not just selling you a
product)
• Upselling
• Package Selling

11. The DNA of a Website - Questions
• Understand what your purpose is?
• What is the web for?
• What will be your site’s DNA, it’s personality?
• Themes, branding, consistency – the look and feel
• Who will be your website for?
• What type of website will you have?
• What platform will you use?

12. The Social Media Landscape

13. Social Media - The Next Top 14
6. Blogspot – 3,000,000
7. Twitter - 2,500,00 Active Australian Users
8. Instagram - 1,600,000 Active Australian
Users
9. TripAdvisor– 1,300,000
10. SnapChat – 1,070,00,
11. Flickr – 800,000
12. Pinterest – 420,000
13. Yelp – 195,000
14. MySpace – 185,000
15. Reddit – 175,000
16. Google Plus – approx 100,000
(Estimation
17. StumbleUpon – 60,000
18. Foursquare – 35,000
19. Digg – 27,000

14. Why use Social Media
• Why are you using social media?
• Source for new customers
• Allow the audience to interact or start a
conversation
• Start a debate or continue a conversation
• Can increase your work/business’ reputation
• Showcase your products/services
• Bring in more traffic (web/store)
• Connect and communicate with your
clients/customers

15. Different channels can provide different opportunities
• Promotion
• Art/Craft/Performance
• Classes
• Your Brand
• Exhibitions
• Teaching
• Courses
• Sell
• Art/Craft
• Connect/Community

16. Where are your customers?
Here are some of our surprising findings:
• Facebook still skews young, but the 45- to 54-year-old age bracket has seen 45%
growth since year-end 2012. Among U.S. Internet users, 73% with incomes above
$US75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six per
cent of Facebook’s users are outside the U.S.
• Instagram: 60-eight per cent of Instagram’s users are women.
• Twitter has a surprisingly young user population for a large social network — 27%
of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in
their thirties and forties.
• LinkedIn is international and skews toward male users. NOTE: B2B
• Google+ is the most male-oriented of the major social networks. It’s 70% male.
• Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S.
Pinterest users are women.
• Tumblr is strong with teens and young adults interested in self-expression, but only
8% of U.S. Internet users with incomes above $US75,000 use Tumblr.
Source: Business Insider Australia, 2014

17. Meet Gordon

18. Tips for Understanding Social Media
1. It takes time and patience to build a Social Media audience – this does not happen
overnight
2.Present as the professional
• As Picasso said, "Good artists copy, great artists steal." See what format, appearance,
and platforms are used by the people whose careers you admire and get inspired.
3. Use social media to show your talent, instead of just talking about it.
4. Use Social Media to follow artists/companies that inspire you. Directly engage
with galleries or organisations
5. Understand different channels have different audiences
6. Use social media for social proofing
7. Numbers don’t matter – content is king!
Inspired by: http://www.huffingtonpost.com/carlota-zimmerman/how-artists-can-use-socia_b_4756824.html

19. Tips for Understanding Social Media
8. Social Media is not free – it takes time and effort
9.Update regularly, give me a reason to visit
10. Decide how public or private you want to be
11. Expand your art by using social media, allow people to
understand you process, your thinking, your inspiration
12. Understand that Social Media is a channel for conversation – if
you wouldn’t say it/do it in real life, don’t do it on Social Media
13. There is no such thing as temporary on Social Media
Inspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html

20. Things to Remember
• Social media is a two way conversation
• You can not control social media
• (what is said, reviews, etc)
• Control your content
• Copyright
• Watermark your images/content

21. Future Technology shaping the Cultural Community
• Tate Britain to let visitors view art at night
using remote-controlled robots
http://www.theverge.com/2014/2/7/5391430/tate-britain-to-let-visitors-view-art-at-night-using-robots

22. What to Create? Feeding the Hungry Beast
Content

23. Content Generators

24. What is Content?
• Articles
• Books/eBooks
• Brochures/manuals
• Case Studies
• Information Guides
• Microsites/Web
Pages
• Online Courses
• Podcasts/Videocasts
• Presentations
• Product Data Sheets
• Reference Guides
• Resource Libraries
• RSS/XML Feeds
• Videos
• Visual Content
• Webinars/Webcasts
• White Papers
• Widgets
• Workbooks
• Status Updates
• Comments

25. Kapost’ Content Pillar Approach

26. Pre Production
• Youtube
• Rehearsal
• Actor/Director Interviews
• Twitter
• Updates on production
• Facebook
• Updates with images
• Promotion
• Advertising/Marketing
• Blog post
• Production Diary
• Detailed content
• Instagram
• Costume fitting
• Rehersal
• SnapChat
• As above
• Pinterest
• Newsletter
• Countdown to opening night
• Highlights
• Advertising and Marketing
Production
• Youtube
• Soundbite reviews
• Backstage footage
• Twitter
• Behind the scenes access
• Audience reaction
• Encourage reviews
• Facebook
• As above
• Instagram
• Getting ready for performance
• Behind the scenes
• SnapChat
• As above
Post Production
• YouTube
• Promotional Video
• Twitter
• Reviews
• Blog
• Reviews
• After thoughts
• Encourage newsletter sign-up
WHERE’S THE DIGITAL STRATEGY?

27. Example – Visual Arts

28. Example – Performing Arts

29. Example –Artist, Natasha Wescoat

30. Especial Mention – Wollongong City Gallery

31. Things to do next……
• Goal Setting
• Name the top five goals you want to achieve
through using social media.
• Break down each goal and how you are going to
achieve them.
• What tools and platform/s do you think are the
most suitable to achieve your goals?
• What training is needed?
• How are you going to measure the success of your
social media presences?

32. Where to find this presentation

33. Where to find more information

34. But before I go……….
• 0-3 = average intelligence
• 4 = you're above average
• 5 = you can turn your nose at most anybody
• 6 = you are a genius

35. Why You Should be Online
• Internet Live Stats
• http://www.internetlivestats.com/

36. WHO?
Thank You
Leigh Jewiss
Digital Enterprise Program Coordinator
Regional Development Australia Illawarra
Ph: 4227 4500
Eml: leigh@rdaillawarra.com.au
@leighjewiss @rdaillawarra
au.linkedin.com/in/leighjewiss/

37. Partners
Training Partners
Support Partners

38. Resources
• http://artistswebsites.org/artists
• www.pixa.com
• www.foliolink.com
• www.figdig.com
• www.glossom.com
• Portfolio.deviantart.com
• Cargocollective.com
• Etsy.com
• http://www.pinterest.com/robingood/best-visual-
portfolio-website-builders-2013/