08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
Seattle Art Museum’s Teen Night Out Case Study
1. Social Media for Non Profits / April 28, 2014
Promoting Teen Night Out
Using Social Media
2. Social Media for Non Profits / April 28, 2014
Seattle Art Museum: Teen Night Out
Museums can be intimidating to some—especially young people
3. Social Media for Non Profits / April 28, 2014
Seattle Art Museum: Teen Night Out
we try to be less like this–institutional and stuffy
And more like this…
4. Social Media for Non Profits / April 28, 2014
Teen Night Out: From the Beginning
Engagement strategy to encourage participation of teens
Social + Intellectual programming
Led by Education Department and promoted through Marketing and PR
Started in 2007 and since then we have had 13 Teen Nights Out and over 8,000 attendees
5. Social Media for Non Profits / April 28, 2014
Teen Night Out: Challenges
How do teens get their information?
Do they trust or respond to advertising?
How far in advance do they make decisions?
Who influences their decisions?
Are there barriers to visitation?
6. Social Media for Non Profits / April 28, 2014
Teen Night Out: Social Media Strategy for May 2nd
Digital advertising:
1. Paid Facebook promoted posts
2. Paid Twitter promoted tweets
3. Paid Google keyword search supplemented with free Google Grant ads
The Twitter and Google ads were targeted by keyword, location and demographic
For Facebook we used a mix of demographic, Custom Audiences and Look-alike audience targeting
14. Social Media for Non Profits / April 28, 2014
Teen Night Out: Social Media Initial Results
Campaign launched launch April 7
Teen Night Out Digital
Advertising Impressions Clicks CTR
Search 18,167 519 2.86%
Facebook 1,308,534 1657 0.13%
Twitter 77,027 2,461 3.19%
Total 1,403,728 4,637 0.33%
Of the 1657 clicks on Facebook, 461 clicked, shared, liked or commented
Of 2,461 clicks on Twitter, 34 favorited, followed, replied or retweeted
15. Social Media for Non Profits / April 28, 2014
Teen Night Out: Social Media Campaign Conclusions
Twitter had very high click rates and it will be interesting to see if this continues as they continue to monetize
their platform
Facebook had low clicks but high engagement–we believe embedding the event page within Facebook aided
campaign performance
Google search had a high click rate but low engagement
But most interestingly, SAM Teens Facebook activity has increased more than double since the campaign
launched
17. Social Media for Non Profits / April 28, 2014
Cara Eagan
CaraE@SeattleArtMuseum.org
Anthony Plamondon
anthony@thelukenscompany.com
Questions?
Hinweis der Redaktion
Teens increasingly moving to twitter (parents are on facebook) 26% of teens who use social media are on twitter (double from 2011 – 2014) They do have a Facebook profile but don’t use or check it as much as the use of Twitter, Snapchat, Vine, InstagramAre there barriers to visitation? Aforementioned intimidation, parking, proximity, do I belong, costs?Cara, you might want to add more here.
Cara, You will want to give an introduction here and answer some of the questions from the prior slide we believe that teens make up there mind the week or sometime day of the event so we are holding back some of the ad buy. We know that teens engage online and that Instagram, Snapchat and Vine and are increasingly popular but have not developed sophisticated targeting tools. So we decided to conduct advertising using the more traditional social media sites FB, Twtr and Ggl+. We will want to explain Custom Audiences (I can do that if you like)
Google and Twtr clicked through to here
Facebook clicks stayed within FB to decrease abandonment.
For Facebook this way we keep them within the Facebook sphere to decrease abandonment ratesSearch click was pretty good at near 3% but no engagement. We believe this will increase as the event is closer as teens make up there mind the week of day of the event. You can see high impression volume and low click rate which is typical for FB but those that did click produced a lot of engagement. Twitter had a very impressive click rate and we will see if that is sustained as more advertisers begin using promoted Tweets. Actions on Facebook = clicks, shares, Likes, or comments.Engagement on Twitter =retweets, follows, or replies.