Social marketing suggestion for lehman center for the performing arts

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



b. Daelim Museum



b. Daelim Museum

IV. SWOT analysis & Insights

V. Suggestion for Lehman Center for the Performing Arts

2013-02 New Media Advertising 1010757 Juhyun Eom

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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.


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


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.



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:





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Link:


Link:

https://www.facebook.com/photo.php?fbid=10151817018603187&set=a.145683958186.113068.1770564

3186&type=1&theater


https://www.facebook.com/photo.php?fbid=10151817018603187&set=a.145683958186.113068.17705643186&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

https://www.facebook.com/photo.php?fbid=610181512326960&set=pb.209383239073458.-2207520000.1381831080.&type=3&theater



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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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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.


2207520000.1381831057.&type=3&theater


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

http://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

http://adage.com/article/digital/study-1-facebook-fans-engage-brands/232351/

http://adage.com/article/digital/study-1-facebook-fans-engage-brands/232351/

http://searchenginewatch.com/article/2266182/22-Facebook-PR-Secrets-Every-Community-Manager-Should-Know

http://searchenginewatch.com/article/2266182/22-Facebook-PR-Secrets-Every-Community-Manager-Should-Know