Realtime NY 11 | June 6, 2011 | New York
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Realtime NY 11 | June 6, 2011 | New York
Daniel Gallant
• Executive Director, Nuyorican Poets Cafe
Realtime NY 11 | June 6, 2011 | New York
The Nuyorican Poets Cafe• A multi-arts venue founded in 1973 by a collective of poets and
playwrights; based in New York City’s East Village
• The Cafe has grown
"from a small, volunteer-led venue best known for weekly poetry events to a thriving arts center with partnerships across the city." - The Wall Street Journal,
February 24, 2011
Realtime NY 11 | June 6, 2011 | New York
The Cafe’s growing online presence
1/1/03 1/1/04 1/1/05 1/1/060
5000
10000
15000
20000
25000
30000
35000
40000
45000
Facebook/TwitterWebsite TrafficEblast List
Growth in Facebook/Twitter fan base has been roughly proportional to growth in website traffic; growth in eblast list has been negligible
Realtime NY 11 | June 6, 2011 | New York
Revenue growth vs. online presence – annual revenues compared to total Facebook/Twitter fans
Facebook/Twitter fans
Gross annual revenue (in hundreds of dollars)
FY08 FY09 FY10 FY11
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Gross Revenue (in hundreds of dollars)Facebook/Twitter Fans
Gross Revenue (in hundreds of dol-lars)
Facebook/Twitter Fans
Total Facebook/Twitter fans
Realtime NY 11 | June 6, 2011 | New York
Google Adwords Keywords used by the Cafe: Click-Through Rate
Nuyorican Poets Café
latin jazz nyc
ntozake shange
lower east side
shakespeare
0 0.01 0.02 0.03 0.04 0.05 0.06 0.07
Column1Column2CTR
Realtime NY 11 | June 6, 2011 | New York
How the Nuyo’s social networking measures up against other cultural organizations (in absolute terms)
92nd Street Y
New York City Opera
Public Theater/NY Shakespeare Festival
NUYORICAN POETS CAFÉ
Kennedy Center
0 20,000 40,000
Facebook likesTwitter followersColumn2Column4Column5Column6
Realtime NY 11 | June 6, 2011 | New York
92nd Street Y
New York City Opera
Public Theater/NY Shakespeare Festival
NUYORICAN POETS CAFÉ
Kennedy Center
0 0.01 0.02 0.03
Total Facebook/Twitter fans divided by annual operating budget
Column1
Column2
How the Nuyo’s social networking measures up against other cultural organizations (in proportion to operating budgets)
Realtime NY 11 | June 6, 2011 | New York
The Nuyo’s triumphs since overhauling our online presence
• Grew online ticket sales by 30%, web traffic by 40%
• Doubled number of weekly events
• More than doubled annual revenues
• Cut advertising budget while boosting public profile
• Used feedback from social networking to create new programs, more effectively target audiences
• Reimagined the Cafe’s brand: from edgy but low-tech to cutting-edge and tech-savvy
• Fans used to mention us in the past tense; now they speak of us in the present and future tenses
Realtime NY 11 | June 6, 2011 | New York
Recent media attention and promo opportunities due to social networking
• Chosen from among Google’s 6,000 adwords grant recipients to discuss online strategy with business owners at first-ever Chase/Google social networking seminar
• Chosen by Chase for advertorial in Inc. Magazine
• Successful online promotional partnerships with Village Voice, Lincoln Center, Brooklyn Museum, Starbucks, many others
• Social networking achievements featured in Wall Street Journal, New York Times, Crain’s New York, Huffington Post
Realtime NY 11 | June 6, 2011 | New York
Social networking suggestions• On a regular basis, post content of value and relevance;
don’t hypertweet, but do post items of community interest
• Use Adwords/Facebook Ads to reach new fans; use eblasts for press/funders/investors; drive your regulars to FB/Twitter
• Use data from Facebook/Twitter/Google Places and Adwords to identify your target audiences and the content to which they most strongly respond (contests and coupons can help here)
• Use customer feedback to create new programs/products and to promote them more effectively
• Identify and emphasize existing programs/products that reflect the behavior of your online fan base
Realtime NY 11 | June 6, 2011 | New York
How to find us:The Nuyorican Poets Cafe
236 East 3rd Street (between Avenues B and C)
New York, NY 10009
Tel: 212-780-9386 / Email: [email protected]
WEBSITE: www.nuyorican.org
FACEBOOK: www.facebook.com/nuyoricanpoets
TWITTER: @nuyoricanpoets
DANIEL’S TWITTER: @Dansencrantz