seattle art museum’s teen night out case study
DESCRIPTION
Cara Egan, Director of Marketing & PR, Seattle Art MuseumTRANSCRIPT
Social Media for Non Profits / April 28, 2014
Promoting Teen Night Out Using Social Media
Social Media for Non Profits / April 28, 2014
Seattle Art Museum: Teen Night Out Museums can be intimidating to some—especially young people
Social Media for Non Profits / April 28, 2014
Seattle Art Museum: Teen Night Out we try to be less like this–institutional and stuffy
And more like this…
Social Media for Non Profits / April 28, 2014
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
Social Media for Non Profits / April 28, 2014
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?
Social Media for Non Profits / April 28, 2014
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
Social Media for Non Profits / April 28, 2014
Facebook Creative
Social Media for Non Profits / April 28, 2014
Twitter Creative
Social Media for Non Profits / April 28, 2014
Google Creative
Social Media for Non Profits / April 28, 2014
Event Landing on SAM Website
Social Media for Non Profits / April 28, 2014
Facebook Landing
Page
Social Media for Non Profits / April 28, 2014
Social Media for Non Profits / April 28, 2014
Social Media for Non Profits / April 28, 2014
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
Social Media for Non Profits / April 28, 2014
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
Social Media for Non Profits / April 28, 2014
Questions?
Social Media for Non Profits / April 28, 2014
Cara [email protected]
Anthony [email protected]
Questions?