You Can Too!Case Study in maximizing community engagement for the Arts through New Media

SMarts London Un-ConferenceSaturday, November 14, 2009

BeeCause: An Overview

• How BeeCause was born

• What the campaign involved

• The results

• What we learned

• What you can take away

Art/Culture PR Challenges

• Finding and Knowing your Audience

• Raising Money – Bums in Seats

• Spending Money – What’s the Budget?

• Newsworthy – Media Attention

• Word of Mouth

Traditional Media Strengths

• Credibility

• Exposure

• Influence

Online/Social Media Strengths• Audience Reach – Vast & Niche

• Frequency of Message – 24/7

• Cost – FREE! (aside from your time)

• Audience Engagement – Rich & Organic

BeeCause Art Exhibition & Auction

• Not ‘just’ a celebration of our 20th Anniversary – a great excuse

• Walking the talk and demonstrating an integrated, creative, corporate social responsibility campaign

• Honeybee Colony Collapse – Needs $$

• The Arts Project – Needs $$

Goals, Objectives and Tactics

• Engage Artists – No Art, No Auction

• Attract Media Attention – for HONEY, the honey bees and The Arts Project

• Cultivate Sponsors – We can’t pay for all of this ourselves!

• Excite the Community – Good Times!

• Fundraise!

Engagement Tactics

…for Artists

• Call for Entries

• Website

• Press Releases

• Akimbo

Attraction Tactics

…for the Media

• Press Releases

• Media Relations

• Twitter

• Facebook

• Website

• Spokespeople

Sponsorship Cultivation

• Sponsorship Package and Recognition

• Website

• Submissions

• Credibility

• Creative Targetting:– Sleemans Honey Brown, 20 Bees Winery,

Billy Bee Honey, Apriarist, Partners

Excitement Tactics

• Stickers

• Posters

• Outdoor Advertising (donated space)

• Invitations

• BeeShirts

• Facebook updates, links, photos

• Tweets!

The Results

• Fundraising Dollars: Over $9,000

• Website Traffic

• Social Media Traction

• Traditional Media Coverage

Website Traffic and Buzz

What We Learned

Strategy for Social Media and the Arts

• Conversation

• Education – Awareness

• Access Influencers

• Bums in Seats – Money

• Resources – deligate, dedicate & decide

Considerations for Tactics

• Quality Content: Real, Rich, Meaningful

• Consistency with Brand and Messages

• Scale and Scope of your Resources

• What and how much can you do and still do it really well?

• Don’t let being PERFECT get in the way of being GOOD.

The Take Away

• Plan: Goals, Tactics, Timing, Messages and Targeted Media

• Multi-Media: Traditional, Online, Social – all need valuable content & interaction

• Build Momentum: Education, Conversation, Access Influencers, Bums in Seats – Money!

Questions? Let’s Talk!

(First five questions get a prize!)

Or, contact me later:

@liisamarjatta (Twitter)liisa@honeydesign.ca (Email)

http://ca.linkedin.com/in/liisamsheldrick (LinkedIn)