Social Media Content & Community Engagement Report

Transcription

1 Social Media Content & Community Engagement Report ATLANTA SYMPHONY ORCHESTRA FINAL ANALYTICS REPORT Delivered to: KC Commander Delivered by: Chloé Demeunynck October 12, 2016

2 The Assignment MVG S PURPOSE To offer a fresh perception of ASO with new and existing audiences. Differentiate ASO from other Atlanta arts institutions and help instill a sense of pride. Spur excitement about ASO programming with younger audiences. THE CHALLENGE Broaden the Symphony s appeal to younger audiences. Dramatically increase awareness with a fun, witty, and enthusiastic tone. Supply the bold and fun voice the symphony was lacking. MAIN MESSAGES ASO is an Atlanta institution with a rich and renowned history and is a key part of the city s cultural ecosystem. The creative mix of programming appeals to a variety of audiences including music, art and cultural enthusiasts, families, music students, and more. With a full schedule of more than 200 events each year, including educational and community concerts, ASO is an Atlanta treasure to be enjoyed by people of all ages. The ASO can be an affordable, casual experience for people with all kinds of music tastes (not just classical).

3 Our Strategy Create personal, relevant and imaginative appeal in social channels with content that is: FOCUSED: content that supports clear, integrated messaging FRESH: a bold, fun voice that appeals to and engages ASO s existing audience CREATIVE & ENGAGING: content that broadens appeal and fosters new fans Build a fresh relationship with existing and new audiences by dramatically increasing local awareness and relevance and delivering unforgettable experiences. Gain attention of music and cultural enthusiasts in Atlanta.

4 The Stats 52.6K TOTAL FOLLOWERS TO DATE 33K TOTAL FOLLOWERS TO DATE 8.2K TOTAL FOLLOWERS TO DATE +8,504 INCREASE IN FOLLOWERS SINCE MVG STARTED (OCT. 2015) (VS. 4,208 LAST YEAR) +2.4K INCREASE IN FOLLOWERS SINCE MVG STARTED (OCT. 2015) +5,655 INCREASE IN FOLLOWERS SINCE MVG STARTED (OCT. 2015) 13.1K AVERAGE POST REACH SINCE MVG STARTED (OCT. 2015) (VS. 7,480 LAST YEAR) 215.1K AVERAGE IMPRESSIONS PER MONTH 6,332 HIGHEST MONTHLY FAN ENGAGEMENT (LIKES, COMMENTS, SHARES) FACEBOOK 45,058 OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUNE JULY AUG. SEPT. 45,833 (+775) 46,289 (+456) 47,080 (+791) 48,097 (+1,017) 48,658 (+516) 49,336 50,550 (+1,214) 51,305 (+755) 51,667 (+362) 52,003 (+336) 52,649 (+646) TWITTER 30,600 30,900 (+300) 31,400 (+500) 31,700 (+300) 31,800 (+100) 32,000 (+200) N/A 32, K (+200) 32.6K (+100) 32.8K (+200) 33K (+200) INSTAGRAM 2,594 2,894 (+300) 3,523 (+629) 3,937 (+414) 4,142 (+205) 4,521 (+369) N/A 5,512 6,143 (+638) 7,222 (+ 1,079) 7,732 (+510) 8,248 (+516) YOUTUBE (+6) 798 (+24) 814 (+16) 820 (+6) 830 (+10) N/A (+12) 890 (+16) 893 (+3) 911 (+18) TUMBLR N/A N/A N/A N/A N/A N/A N/A N/A (+2) 303 (+1)

5 Content Overview MVG s approach was a focused content and engagement strategy centered on the hero, hub, and hygiene principal. MVG focused its content creation on several different categories. These categories were chosen based on creative strategy. As time went on, success of each was evaluated. The following list was constructed based on which categories garnered the most engagement and impressions (list was adaptive): HERO: Large-scale, set events and go-to moments designed to raise brand awareness Concert Promotions National Holidays Educational Posts HUB: More broad, topical content designed for wider audience and prospects Did you Know? Fun Facts Quotes Musical Jokes HYGIENE: Always-on, daily content designed for constant interaction with ASO s audience Trending Topics Polls GIFs

6 Series Overview Several social media series were created in order to increase awareness and garner more engagement from the symphony s audience. These series consisted off several posts surrounding one particular event or holiday and all had a cohesive theme that tied them together. Individualized hash tags and other relative tags were used in the captions of these posts in order to increase impressions through search-ability. Examples of these series are below: #ClassicalLove Series for Valentine s Day #5WomenArtists for International Women s Day All the Single Tickets for Ticket Sales 3 Films Ticket Packages- The Nightmare Before Christmas, Raiders of the Lost Arc, Singin in the Rain Compose Your Own Series Concert Package for Subscription Packages Symphonie Fantastique Promotions

7 Facebook Highlights 20 AVERAGE # OF POSTS PER WEEK 4,947 AVERAGE # OF ENGAGED USERS PER WEEK

8 Twitter Highlights 33 AVERAGE # OF POSTS PER WEEK 3,343 AVERAGE # OF ENGAGEMENTS PER WEEK

9 Instagram Highlights AVERAGE # OF POSTS PER WEEK 1,350 AVERAGE # OF ENGAGEMENTS PER WEEK

10 Other Social Initiatives Redesigned Tumblr layout. Designed 1st Snapchat geo filter- used 76 times and viewed 4,300 times. Original ASO GIFs incorporated into daily content. Exploring new platforms (periscope, Facebook Live). Detailed monthly analytics reports created for continuous tracking and optimization, including: Monthly Statistics / Performance Demographic Insights Best Time of Day to Post Post Highlights (successful & least successful) Insights & Recommendations Competitor Analysis Season Review generated for Board of Directors annual meeting, presented in May 2016.

11 Key Takeaways Video and photos create the most engagement on any social platform out of any other types of posts. When a video can be used in some way shape or form, it should be. Topical posts that mention cultural and social trends garner high engagement because they insert ASO into timely and relevant conversation with a wider audience. Trending posts are among the most entertaining content for the ASO audience. Using trending hash tags creates higher exposure for ASO to new and unique audiences. They also are a playful opportunity for ASO to display their personality. Purely promotional posts, links, and unoriginal content are not engaging. This type of promotional copy does not garner as much engagement as creative copy. Creative copy and some type of media are suggested to in order to help with audience engagement. Any behind the scenes and VIP-type content is precisely what the ASO audience loves. This content gives the audience a feeling of unique and special access to otherwise restricted content. Any content specifically related to ASO musicians always garners high engagement. Musician videos are successful because they feel like one-on-one personal interactions with ASO s audience. Repurposing any international/credible news source articles is another favorite for the ASO social media audience. These educational posts keep the audience informed through trustworthy and valuable avenues. Tagging other accounts such as institutions or influencers increases the audience reach of posts. When possible, incorporating other accounts is highly suggested. Using the same content on multiple platforms is recommended. However, it is suggested to tweak the content accordingly to better fit each platform. The dry period of the end of one season until the start of another (June-August) is challenging for ASO to maintain high engagement. Due to less events and concerts, ASO s audience is less engaged. The symphony must generate new creative ways to maintain their posting amount in order to continue their engagement level with their audience, and get audiences excited for the new season.

12 Opportunities OPPORTUNITY #1: MVG noticed there is a promising opportunity for ASO to create an overarching social media strategy that could aid in creating a cohesive and unified voice for all content. This strategy would also help with ease of creating content. Each message would relate back to a primary purpose. RECOMMENDATION: Have a meeting with Marketing and Communications Department and formulate a central social media strategy for all social platforms. Set 3 main goals and design the strategy accordingly. Constructing a strategy in order to help each social media post be cohesive and purposeful. Each post relating back to the strategy, ASO s social media content would be calculated and meaningful. This strategy could ultimately help ASO achieve and track their goals. OPPORTUNITY #2: Content featuring ASO musicians was amongst the most engaging. Therefore, there is opportunity to take advantage of this by granting accessibility to musicians to the partner agency in order to create such content. RECOMMENDATION: Discuss what type of accessibility the agency could have with the musicians prior to starting an external relationship with the agency. Address the appropriate communication channels, realistic accessibility and time frame for responses when the contract is signed. Receive approval.