Daniel Gallant, Nuyorican Poets Cafe at #RLTM NY 11

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Realtime NY 11 | June 6, 2011 | New York @realtimereport TheRealtimeReport.com

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Daniel Gallant, Executive Director of the Nuyorican Poets Cafe, at #RLTM Realtime NY 11 on June 6th.

Transcript of Daniel Gallant, Nuyorican Poets Cafe at #RLTM NY 11

Page 1: Daniel Gallant, Nuyorican Poets Cafe at #RLTM NY 11

Realtime NY 11 | June 6, 2011 | New York

@realtimereportTheRealtimeReport.com

Page 2: Daniel Gallant, Nuyorican Poets Cafe at #RLTM NY 11

Realtime NY 11 | June 6, 2011 | New York

Daniel Gallant

• Executive Director, Nuyorican Poets Cafe

Page 3: Daniel Gallant, Nuyorican Poets Cafe at #RLTM NY 11

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

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The Cafe’s growing online presence

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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

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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

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Gross Revenue (in hundreds of dollars)Facebook/Twitter Fans

Gross Revenue (in hundreds of dol-lars)

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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

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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

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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

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How the Nuyo’s social networking measures up against other cultural organizations (in proportion to operating budgets)

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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

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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

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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

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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