Increasing engagement through social media, sara kerr
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This document provides tips and best practices for using social media to increase engagement and attendance at Irish cultural festivals. It discusses strategies for Facebook, Instagram, Twitter, and Pinterest. The key recommendations are to post engaging content like photos, videos, and questions; use relevant hashtags; schedule posts in advance; learn analytics to identify top performing content; and complement social platforms with a website, blog, and mobile app. Case studies of specific Irish festivals are presented as examples.
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Increasing engagement through social media, sara kerr
- 1. Increase Engagement through Social Media Sara Kerr Irish Fair of Minnesota Volunteer St. Catherine University Marketing Professor
- 2. What are Your Goals? • Capture Attention • Entertain & Enlighten • Increase Attendance • Sell More …
- 4. Three Methods: Paid Media Traditional Advertising: Print, TV, Radio, Direct Mail, Web Display Owned Media Website, Blog, E-Newsletter Social Media Posts Earned Media Media Stories, Citizen Journalism: (Blogs), Social Media mentions & shares
- 5. Case Studies
- 6. September 17-20, 2015 Muskegon, Michigan michiganirish.org
- 7. Social Channels • Facebook: MichiganIrish • Twitter: @Michigan_Irish & Meerkat • YouTube mentions • Pinterest: MichIrishFest • Instagram: michigan_irish
- 9. What can we learn from the Muskegon Irish Music Festival? • How do you manage your social media? • Which social media… –works best for you (or engages the most fans)? –is a lot more work than it’s worth? • What would you like to try but just haven’t got around to it yet? • Do you have advice you’d like to share?
- 10. September 4-6, 2015 Kansas City, MO kcirishfest.com
- 11. Social Channels • Facebook: Kansas City Irish Fest • Twitter: @KCIrishFest • YouTube channel: Kansas City Irish Fest • Pinterest: KCIrishFest • Instagram: KCIrishFest • Tir Na Blog (on website): kcirishfest.blogspot.com • An app vs. a paper program
- 13. What can we learn from the Kansas City Irish Fest? • How do you manage your social media? • Why focus on YouTube? • Do you ever run out of things to say on your blog? • What do attendees think of your app vs. paper programs? • What do you want to try next?
- 14. August 13-16, 2015 Milwaukee, WI Irishfest.com
- 15. Social Channels • Facebook: irishfest.milwaukee • Twitter: @MKEIrishFest • YouTube channel: MilwaukeeIrishFest • Pinterest: MKIrishFest • Instagram: mkeirishfest • BlogSpot: milwaukee-irish-fest.blogspot.com
- 17. What can we learn from the Milwaukee Irish Fest? • How do you manage your social media? • Which social channel is the most effective for you? • How do you use your blog posts in other social media channels? • How do you plan your blog posts? • What do you want to try next?
- 18. August 7-9, 2015 St. Paul, MN IrishFair.com
- 19. Social Channels • Facebook: IrishFairMN • Twitter: @IrishFairMN • YouTube channel: IrishFairMN • Pinterest: IrishFairMN • Instagram: IrishFairMN • Foursquare: Irish Fair of Minnesota
- 21. BEST PRACTICES BY PLATFORM What can you do next?
- 22. Facebook
- 23. Facebook: Need to Know Recognize that Facebook is Paid Advertising – Boost posts and/or buy ads – Your fans won’t see your posts in their regular feed because of how Facebook presents them
- 24. Facebook: Best Practices • Prioritize Photos over Links – They perform better • Be concise: 40 Characters is the best post length – Up to 80 is still very engaging • Use the Event feature – Invite people to your events – Use awesome photos on the event page • Post & Schedule via the native (vs. Hootsuite) scheduling function • Occasionally “Pin to Top” popular posts
- 25. Facebook: Posts • Irish Quotes with a photo • Engage with contests – Limericks (we’ve had limited success with that) – Photo caption contest – Music and band trivia • Ongoing Series – Tea, Pub of the Day, Band of the Day, This Day in Irish History, TBT with your old photos, Sponsor feature, Odd Holidays • Good Questions – Fill in the blank: “The best beer I ever drank______”
- 26. Facebook: Knowledge • Get to know the Insights Page – When your fans are online – Which of your posts are performing best – Watch other pages that you follow – Who are your fans
- 28. Facebook: Your Post Types
- 29. Facebook: Study Your Best Posts
- 31. Facebook: Who Are Your Fans? The Irish Fair of Minnesota Facebook page engages primarily Gen X and Baby Boomer women.
- 32. Instagram
- 33. Instagram: Need to Know • Very popular: 200 Million Users • Authentic and uncluttered by advertising • Must post from a mobile device – Create/edit photos on a desktop and load them to a mobile device • Permits Linked Accounts – Post to Instagram and then automatically to Facebook and Twitter
- 34. Instagram: Best Practices • Gorgeous, square photos • Relevant Hashtags (5 Max) – Event specific • #IFM2015 – Popular ones in your area: • #Instagood • #Picoftheday • #Minstagrammers • Repost your fans’ photos – Use the Repost App
- 35. What to Post • What’s happening • Behind the scenes • Quotes • Video • Throwback Thursday #TBT • 30-Day challenges (#30DaysofBeer) • Contests • Tell a story over a series of daily posts: #BookingABand #FestivalSetup
- 36. Instagram: Contests • Identify a goal – Attend an event • Create a campaign hashtag – Example: #DanceWithUs • Have a clear call to action – Example: Share your favorite Irish dance photo • Make participation worthwhile – Examples: Win tickets / Free dance lesson
- 37. Instagram: Complementary Apps • Instaquote: Formats a quote over a generic background or one of your photos • Over: Overlays text on a photo • Flippagram: Creates movies with music using a collection of photos • Collage apps: There are many to choose from to create photo collages • Hyperlapse: A time-lapse companion app from Instagram
- 38. Twitter
- 39. Twitter: Need to Know • Twitter requires a lot of effort (time and frequent Tweets) to be heard amongst the clutter • Explore analytics.twitter.com to learn how your Tweets perform • Lifespan of a Tweet: – 20 seconds to 20 minutes
- 40. Twitter: Best Practices • Keep it short: – The ideal Tweet is 70-100 characters to facilitate retweeting with comments • Use Hootsuite to schedule your Tweets • Use 1 or 2 hashtags – never more • Frequency: – At least twice daily and up to 8 times • Use lists to organize who you follow
- 41. Twitter: What to Post • Share interesting, share-worthy information – Not just about your event • News about your attractions – Bands that perform at your festival and in your neighborhood • Retweet from other Irish/Celtic accounts • Tweets with links are shared more often • Tweet photos (525 x 262 pixels)
- 42. Pinterest
- 43. Pinterest: Need to Know • Visuals inspire people far more than text • It’s designed to be shared on other social media • It’s a visual search engine • Share photos from your website – This will drive web traffic back to your site • Promoted pins are coming in 2015 • Learn about your followers with Pinterest Analytics
- 44. Pinterest Best Practices • Pin 10 times per day • Describe your pin in 200-300 words • Pin great photos and YouTube videos
- 45. Pinterest: Board Suggestions • Dogs • Recipes • Baked goods • Music • Games • Instruments • Dancing • Sports teams • Fashion • Weddings • Quotes • Jewelry • Travel destinations • Tea • Whisky • Beer • Cocktails • Heritage • Authors • Language • Castles • Red Heads • Names • Fonts • Holidays • Knots • Lace • Limericks • Blessings • Humor • Luck • Branded apparel (link to your web store)
Editor's Notes
- 4
- Facebook: 10K likes Twitter: 2835 tweets since 2010, 1963 followers, 1204 following YouTube mentions Pinterest: 52 Boards, 1866 pins, 279 likes, 770 followers, following 492 Instagram: 380 posts, 268 followers, following 180
- Facebook: Almost daily posts, #MusicMonday hashtag for info, contests, band updates, today in history feature, Posts that relate to season: Earth day recycling, National Beer Day (April 7th) Posting from Instagram to Facebook and then directly to Twitter An amazing breadth of boards on Pinterest
- Facebook: 15K likes Twitter: 1651 tweets, 2772 followers, 1072 followers since 2008 YouTube: 145 subscribers, 101,256 views more uploads than I could count Pinterest: 9 boards, 50 pins Instagram: 128 posts, 487 followers, 55 following Blog: 76 members (but that doesn’t represent readers, only people who can like and comment)
- Amazing amount of YouTube videos. Funny authentic and readable blog An app! That’s helpful.
- Facebook: 34K likes Twitter: 3643 tweets, 7944 followers, 3085 following YR: 2009 YouTube: 166 subscribers, 212,999 views , many uploads Pinterest: 10 boards, 197 pins Instagram: 97 posts, 403 followers, 116 following Blog: started in 2014
- ONE: I really like the Facebook header page that describes the why of attending in a unique way vs. showcasing the fun and entertainment. Emphasis on year round events TWO: Pinterest: Interesting boards: Irish Weddings, recipes, historical posters THREE: Twitter: Combing historical days such as Tartan day , April 6th. And frequent, almost daily posts FOUR: Blog I like the title, it tells you what it’s about. The posts are thoughtful, well written, in depth and about monthly. FIVE: Nice effort Working with trends such as TBT and making it relevant to the Fest (Throwback Thursday) with photos from deep in the archives (i.e. the mid 80s)
- Facebook: 9,345K likes Twitter: 1564 tweets, 2546 followers, 2001 following YR: 2009 YouTube: 20 subscribers, 8624 views , 11 uploads Pinterest: 2 boards, 13 pins just started pinning Instagram: 113 posts, 154 followers, 12 following
- Facebook: Testing some novel concepts that are cultural relevant One: Blessings TWO: Tea Other things: Pub of the Day Pinterest: Yes, it’s very new, but we’ve got an amazing collection of photos to work with 5: Kilt Contest 6: Cute kid
- http://www.fastcompany.com/3028656/work-smart/the-proven-ideal-length-of-every-tweet-facebook-post-and-headline-onlineBut 40 is the magic number that Jeff Bullas found was most effective in his study of retail brands on Facebook. He measured engagement of posts, defined by "like" rate and comment rate, and the ultra-short 40-character posts received 86% higher engagement than others. The 40-character group also represented the smallest statistical set in the study (only 5% of all posts qualified at this length), so best practices on Facebook also include the next most popular set: Posts with 80 characters or fewer received 66% higher engagement.