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SOCIAL MEDIA PROJECT
Marketing Strategy Suggestion for
Lehman Center for the Performing Arts
New Media Advertising
Professor Jay Moon
Division of Culture and Tourism
1010757 Juhyun Eom
Index
I. Introduction of Client and Product Category 1. Introduction of Client and Product Category
2. Overview of Facebook Marketing
II. Analysis of Client’s Social Media Page 1. Overall observation
2. The best effective content
3. The worst effective content
4. Example of each side of content
III. Analysis of Two Competitors’ Social Media Page 1. Overall observation
a. Lincoln Center for the Performing Arts
b. Daelim Museum
2. The best effective content
a. Lincoln Center for the Performing Arts
b. Daelim Museum
3. The worst effective content
a. Lincoln Center for the Performing Arts
b. Daelim Museum
IV. SWOT analysis & Insights
V. Suggestion for Lehman Center for the Performing Arts
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I. Introduction of Client and Product Category 1. Introduction of Client and Product Category
Lehman Center for the Performing Arts, located on the campus of Lehman College in the
Bronx, NY, pursue providing the underserved residents of the borough and surrounding
communities with access to affordable, culturally-diverse music, dance and theatre
performances. Its product category covers dance, ballet, musical, theatre performances,
international, national, and local performing artists including both celebrity and emerging talents.
II. Analysis of Client’s Social Media Page 1. Overall observation
Lehman Center’s Facebook contents published from March 1 to September 30 were observed.
Lehman Center has been running a Facebook page since 2009 and now has 1,441 subscribers
(on October 5). The number and type of content are introduced following table;
Total Video Photo & Event Information News/Link share General Info
March 60 21 27 8 4
April 49 11 35 3 0
May 75 14 53 6 2
June 43 1 40 1 1
July 41 4 26 5 6
August 15 1 12 1 1
September 23 4 15 1 3
The whole contents were analyzed through Twitter to figure out how many and what kind of
posts were created accurately between March and September, since Lehman Center’s Twitter is
connected to Facebook account so that Twitter is automatically updated when contents are
posted on Facebook.
According to the table, the content consists of event information with artists’ photo ranked the
highest portion of the entire contents. Video sharing followed 2nd, and article or review of the
artist sharing and general information announcement followed next.
2. The best effective content
The average interaction is three to ten likes per post. Most of contents consist of simple and
direct information with photo. Posts which got better feedback, more than 20 likes and 10 shares,
contains simple and direct information of Latin musicians and concerts. This refers that people
who visit Lehman Center show their interest on specific genres such as Latin and Salsa music.
As Lehman Center leading organization providing Bronx residents diverse cultural experience,
however, this outcome can mean there is limit to introduce diverse genres on Facebook since
people are not interested in.
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A Life of Salsa: Ismael Miranda Concert gained 26 Likes, 14 Shares and 1 Comment
UNA Vida de Salsa: Ismael Miranda gained 25 Likes, 13 Shares and 1 Comment
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Willie Colón in concert gained 24 Likes, 1 Share and 2 Comments
3. The worst effective content
The worst effective contents are usually event announcement and general information. Lehman
Center shared free ticket event hosted by Con Edison on August, subscribers didn’t show any
reaction to the post. Also, poster with information about events performs at Lehman Center
doesn’t get high feedback unless the genre is Latin or Salsa concert.
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III. Analysis of Two Competitors’ Social Media Page 1. Overall Observation
Before introducing two competitors, keep in mind that both competitors were observed contents
from March 1 to September 20 as well as Lehman Center. The reason Lincoln Center for the
Performing Arts was chosen as main competitors to Lehman Center is the position of Lincoln
Center as the best and one of the most famous center in performing arts field. In case of Daelim
museum, it is popular in South Korea with its ‘artistic’ Facebook management so that Lehman
Center might be able to benchmark the way of Facebook management.
a. Lincoln Center for the Performing Arts, New York, NY
Lincoln Center (Lincoln Center for the Performing Arts) serves three primary roles: world’s
leading presenter of superb artistic programming, national leader in arts and education and
community relations, and manager of the Lincoln Center campus.
Its Facebook page has 24,447 fans, 1,602 people who have mentioned, and 48,872 people who
have visited (October 1). Posting time is not regular; they tend to keep posting once a day on
average, but sometimes there are no posts for a couple of days or 2-3 post a day.
b. Daelim Museum, Seoul, South Korea
In 1996, Daelim Cultural Foundation was founded by Daelim Corporation. Its mission is giving
the public opportunities to understand and enjoy diverse cultures and developing and promoting
art and culture in Korea.
Daelim Museum’s Facebook page has 38,221 fans and 3,737 people who have mentioned
(October 1). Specifically it is famous in Korea for its way of Social Network page management.
2. The best effective content
a. Lincoln Center for the Performing Arts
Interestingly, top 3 best effective contents were video recorded artists’ interview. However, the
interview was not the only content got high responses. Lincoln Center doesn’t publish its original
contents only, but it opens the gate being involved with Lincoln Center by sharing photos of
performance, Instagram photo taken by fans. They shared a photo of outside performance and a
night view of Lincoln Center, and those materials get hundreds of likes and shares. Also, it was
noted that people mostly responded to the contents containing classical genre like opera,
orchestra, and ballet.
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Link:
https://www.facebook.com/photo.php?v=10100583681674065&set=vb.17705643186&type=2&theater
Link:
https://www.facebook.com/photo.php?v=10100633836947495&set=vb.17705643186&type=2&theater
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Link:
https://www.facebook.com/photo.php?v=10100593326241275&set=vb.17705643186&type=2&theater
Link:
https://www.facebook.com/photo.php?fbid=10151817018603187&set=a.145683958186.113068.1770564
3186&type=1&theater
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b. Daelim Museum
Daelim museum is famous for its tone and style of Facebook management in South Korea. Its
Facebook page brings photographer’s photo once or twice a day with emotionally appealing and
sophisticated quotes, which women in the twenties or thirties can be touched and feel sympathy
with what the quote says. Its management style can be defined as ‘Sentimental and Lyrical’.
Free invitation event is widely known through subscribers as well as photo with quote. The way
participating event is also creative compare to other events on Facebook. It doesn’t require just
like and share, but gives a sentence with keyword and encourage people to create and leave their
own sentence with their idea as a comment in order to get free invitation. Not only its
subscribers, friend of them found the event and participated so that the event gained one of the
best responses.
Link: https://www.facebook.com/photo.php?fbid=610181512326960&set=pb.209383239073458.-
2207520000.1381831080.&type=3&theater
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Link: https://www.facebook.com/photo.php?fbid=622591204419324&set=pb.209383239073458.-
2207520000.1381831077.&type=3&theater
Link:
https://www.facebook.com/photo.php?fbid=678787572133020&set=a.209383585740090.54536.2093832
39073458&type=1&theater
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3. The worst effective content
a. Lincoln Center for the Performing Arts
Lincoln center got low feedback with general information or urgent notice as well Lehman
Center. Also, contents about experimental performances such as modern dance and music didn’t
get much attention from fans.
← This post received
4 likes, 1 share, and
no comment.
↑ This one got 1 like, no share, and no comment.
← The post got 2 likes, 1 share, and no comment.
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b. Daelim Museum
Daelim Museum gives many events and concert, but not all of events receive high interests and
response from fans. Daelim museum offers special events, for example, special lectures and
concerts with special theme or targeting specific generation to its fans. Daelim announces those
events on Facebook as well, but some events targeting specific generation didn’t gain many
numbers of like or share.
Link: https://www.facebook.com/photo.php?fbid=630107453667699&set=pb.209383239073458.-
2207520000.1381831057.&type=3&theater
Link: https://www.facebook.com/photo.php?fbid=674247215920389&set=pb.209383239073458.-
2207520000.1381831045.&type=3&theater
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IV. SWOT Analysis & Insights
Lehman Center’s SWOT analysis can be summarized as the following table:
Strength Weakness ▪ Few core fans of Lehman Center are
available.
▪ Lehman Center continuously invites famous
Latin artists who have loyal fans.
▪ Content is only limited to basic information
of events such as schedule, artists, etc.
▪ Lehman Center doesn’t have enough source
to create various contents.
Opportunities Threats
▪ The number of Facebook fan is increasing
continuously.
▪ Most of fans are only fan of the artist, not
Lehman Center itself which means there is a
possibility of unsubscribing once the artists’
event is finished.
The fact that there are some core fans of Lehman Center who is loyal to the center and will
support it is strength for Lehman. However, limited contents are repeatedly posted too
frequently. One of the reasons of limited material can be the scale of Lehman Center, including
the scale of the building and the scale of the performances. Since Lehman Center only has one
concert hall, it is hard to get enough photographs in various views. Though considering the
weakness, same photo, video and simple information noticing only the schedule of events are
shown on subscribers’ timeline repeatedly and this might make people are getting bored with it
← This post gained 57 likes, 2 shares, and 1 comment.
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and even annoyed. This risk is based on majority of fans are just fans of artists and genre, not
Lehman Center itself.
Not to make people feel anxious about repeating contents and give them think Lehman Center
has their own contents, it is encouraged to develop new ideas for managing Facebook page.
V. Suggestion for Lehman Center for the Performing Arts 1. Timing is key of high interaction
Lisa Buyer, CEO of The Buyer Group and author of “Social PR Secrets”, suggested 22 Facebook
marketing secrets in her column on searchenginewatch.com. In the column, she emphasizes the
importance of timing. She suggested two options; Joining the ‘after hours’ Facebook party and
Using weekends wisely.
According to the data from the study of Strategies for Effective Wall Posts: A Timeline Analysis
by Salesforce Marketing Cloud, brand posts published between 8 p.m. and 7 a.m., which are
defined as “non-busy hours,” receive 14 percent higher interaction than those that post between 8
a.m. and 7 p.m., which are defined as “busy hours.” Also, the interaction rate for posts on
weekends is 14.5 percent higher compared to weekday posts. Only 14 percent of posts, however,
are published on Saturdays and Sundays.
Lehman Center’s posts are updated between 10 a.m. to 5 p.m., meaning that posts are all
included in “busy hours” on weekdays. There is a service available scheduling posting time for
Facebook page, so Lehman can give a try to reveal their publications on subscribers’ timeline at
the moment they are doing Facebook.
2. Contents Delivering Method
A. Contents Diversity
Currently Lehman Center only provides plain and simple information such as artists’ concert
video and event poster with the schedule. It is desirable deviate from just giving event schedule
and develop more diverse contents to engage fans. It doesn’t need to be big, finding quote and
compliment for artists and share it would be a good start. In addition, it is worth to give a try
finding interesting background information about the artist or performance as Lincoln Center
does, and share anecdote or happenings happened while to prepare for the concerts or during the
events.
B. Tone of delivering contents
Lehman Center can try to benchmark Daelim Museum using emoticon and being less official,
increasing intimacy between Lehman Center and its fans. It doesn’t need to be sentimental as
Daelim museum does, but changing the attitude toward fans more friendly compare to previous
activity would be enough for a beginning.
3. Increase the percentage of interaction
Facebook fans can be segmented into 3 majority groups; Core fans, Commons, and Bystander:
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1. Core Fans are;
- Purely have affection for the brand
- Willing to support and communicate with the brand
- Not just checking the brand’s status on their timeline, also visiting a brand’s
Facebook page and leave comments
- Making the most number of likes and comments for the brand
- Not expecting benefits such as coupon or freebie, but feeling satisfaction from
interacting with a brand like leaving comments or message and get a reply from the
brand.
- Part of ‘Earned Media.’
2. Moderate Fans are;
- Having an interest to brand, but it is closer to give and take relationship.
- Unlike core fans, looking forward to receive something beneficial such as discount
coupons, freebie, etc.
- Participating mainly in the event hosted by brand, tend to not respond to brand’s
communal post.
- Usually checking brand’s FB status on their timeline
3. Bystanders are;
- Not even caring about promotional events
- Though they ‘liked’ brand’s Facebook page for benefits, they might ‘unsubscribe’ the
page soon; because they don’t care what the brand says on Facebook, they may even
don’t want to see it showed on their timeline
The percentage of interaction among the subscribers was calculated with the number of entire
fans and the highest number of like from the contents suggested in Chapter 2 and 3.
For Lehman Center, 26 likes out of 1,441 fans was calculated as 1.80 percent when Lincoln
Center got result with 8.14 percent of interaction and 3.00% for Daelim museum.
Compare to Lincoln Center and Daelim museum, Lehman has a low percentage of reaction from
subscribers. However, Lehman Center has loyal fans who support and come to see the events at
Lehman Center, but not a fan of Lehman’s page. Encourage them to subscribe Lehman’s
Facebook page as well as keeping the intimacy with existing subscribers so that Lehman can
keep increasing the total number of fans.
The number of whole fan is very important, of course, but the percent of interaction should be
considered an important factor as well. Core fans are ready to support and assist the brand gladly,
and also like communicating with the brand. Figure out who likes and leaves a comment on
Lehman’s status often and mention them in the post to make them feel glad.
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References
www.lehmancenter.org
https://www.facebook.com/lehmanpac
http://lc.lincolncenter.org/index.php
https://www.facebook.com/LincolnCenterNYC
http://www.daelimmuseum.org/index.do
https://www.facebook.com/daelimmuseum
Matthew Creamer. (2012, January 27). Study: Only 1% of Facebook ‘Fans’ Engage with Brands.
Adage, Retrieved from http://adage.com/article/digital/study-1-facebook-fans-engage-
brands/232351/
Lisa Buyer. (2013, May 6). 22 Facebook PR Secrets Every Community Manager Should Know.
SearchEngineWatch, Retrived from http://searchenginewatch.com/article/2266182/22-Facebook-
PR-Secrets-Every-Community-Manager-Should-Know