1. You Can Too! Case Study in maximizing community engagement for the Arts through New Media SMarts London Un-Conference Saturday, November 14, 2009

2. BeeCause: An Overview

• How BeeCause was born

• What the campaign involved

• The results

• What we learned

• What you can take away

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4. Art/Culture PR Challenges

• Finding and Knowing your Audience

• Raising Money Bums in Seats

• Spending Money Whats the Budget?

• Newsworthy Media Attention

• Word of Mouth

5. Traditional Media Strengths

• Credibility

• Exposure

• Influence

6. Online/Social Media Strengths

• Audience Reach Vast & Niche

• Frequency of Message 24/7

• Cost FREE! (aside from your time)

• Audience Engagement Rich & Organic

7. BeeCause Art Exhibition & Auction

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

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

• Honeybee Colony Collapse Needs $$

• The Arts Project Needs $$

8. 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 cant pay for all of this ourselves!

• Excite the Community Good Times!

• Fundraise!

9. Engagement Tactics

• for Artists

• Call for Entries

• Website

• Press Releases

• Akimbo

10. Attraction Tactics

• for the Media

• Press Releases

• Media Relations

• Twitter

• Facebook

• Website

• Spokespeople

11. Sponsorship Cultivation

• Sponsorship Package and Recognition

• Website

• Submissions

• Credibility

• Creative Targetting:

• • Sleemans Honey Brown, 20 Bees Winery, Billy Bee Honey, Apriarist, Partners

12. Excitement Tactics

• Stickers

• Posters

• Outdoor Advertising (donated space)

• Invitations

• BeeShirts

• Facebook updates, links, photos

• Tweets!

13. The Results

• Fundraising Dollars: Over $9,000

• Website Traffic

• Social Media Traction

• Traditional Media Coverage

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17. Website Traffic and Buzz

18. What We Learned

• Strategy for Social Media and the Arts

• Conversation

• Education Awareness

• Access Influencers

• Bums in Seats Money

• Resources deligate, dedicate & decide

19. 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?

• Dont let being PERFECT get in the way of being GOOD.

20. 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!

21. Questions? Lets Talk!

• (First five questions get a prize!)

• Or, contact me later:

• @liisamarjatta (Twitter) [email_address] (Email)

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