Seattle Art Museum’s Teen Night Out Case Study

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Social Media for Non Profits / April 28, 2014 Promoting Teen Night Out Using Social Media

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Cara Egan, Director of Marketing & PR, Seattle Art Museum

Transcript of Seattle Art Museum’s Teen Night Out Case Study

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Social Media for Non Profits / April 28, 2014

Promoting Teen Night Out Using Social Media

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Seattle Art Museum: Teen Night Out Museums can be intimidating to some—especially young people

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Seattle Art Museum: Teen Night Out we try to be less like this–institutional and stuffy

And more like this…

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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

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Teen Night Out: ChallengesHow 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?

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Teen Night Out: Social Media Strategy for May 2nd

Digital advertising:

1. Paid Facebook promoted posts2. Paid Twitter promoted tweets3. 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

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Facebook Creative

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Twitter Creative

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Google Creative

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Event Landing on SAM Website

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Facebook Landing

Page

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Teen Night Out: Social Media Initial ResultsCampaign launched launch April 7

Of the 1657 clicks on Facebook, 461 clicked, shared, liked or commented

Of 2,461 clicks on Twitter, 34 favorited, followed, replied or retweeted

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Teen Night Out: Social Media Campaign ConclusionsTwitter 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

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Questions?

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Cara [email protected]

Anthony [email protected]

Questions?