Social Media Marketing for Art Projects : Exploring the Possibilities of Using Social Networks to Improve Promotion of VB Photography Centre, Kuopio
Daria, Mikhailova (2021)
Daria, Mikhailova
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052125899
https://urn.fi/URN:NBN:fi:amk-2021052125899
Tiivistelmä
This thesis focused on the development of new strategies for social media content and their implementation on the exhibition “Koiran Paras Ystävä” (Dog’s Best Friend) in VB Photography Centre in Kuopio. The primary goal of this thesis was to gather and process the information from potential visitors in order to learn how social me-dia can alter the audience behaviour. Thus, the purpose of the work was to clarify the importance of maintaining social networks and developing new strategies to attract new visitors. The research and strategies were conducted and implemented within the role of VB Photography Centre intern.
In this work several methods were used. Firstly, literature reviews were applied for the basic accumulation of knowledge of art and marketing. Secondly, a case study and interviews were taken for the better understanding of the company’s values, ideas, and goals. Thirdly, a survey was conducted to outline the opinions of loyal and potential visitors to create a picture of their needs and wants. For two weeks the survey was available for Savonia AMK and UEF students, VB Photography Centre followers on social media and VB Photography Centre society members. Lastly, the implementation of strategies and its current and relevant observations were made by analysing the gallery’s engagement rates on the social media site, and reports of ticket sales to identify the strategies’ aptness.
The chapters 8 “Dogs in the atelier: Implementing the first content strategy” and 9 “Dog's best friend: Implementing the second content strategy” represent the ideas, the implementation process, and the results of the developed strategies. The outcomes can be used for marketing art projects in Finland.
Initially the survey was designed to be conducted also among people as they visited the exhibition, but it was not appropriate to ask visitors to fill out a questionnaire before or after their tour, due to the COVID-19 safety restrictions. In the future their answers can be added to the research to gather additional information on the reasons that motivated them to visit an art gallery.
In this work several methods were used. Firstly, literature reviews were applied for the basic accumulation of knowledge of art and marketing. Secondly, a case study and interviews were taken for the better understanding of the company’s values, ideas, and goals. Thirdly, a survey was conducted to outline the opinions of loyal and potential visitors to create a picture of their needs and wants. For two weeks the survey was available for Savonia AMK and UEF students, VB Photography Centre followers on social media and VB Photography Centre society members. Lastly, the implementation of strategies and its current and relevant observations were made by analysing the gallery’s engagement rates on the social media site, and reports of ticket sales to identify the strategies’ aptness.
The chapters 8 “Dogs in the atelier: Implementing the first content strategy” and 9 “Dog's best friend: Implementing the second content strategy” represent the ideas, the implementation process, and the results of the developed strategies. The outcomes can be used for marketing art projects in Finland.
Initially the survey was designed to be conducted also among people as they visited the exhibition, but it was not appropriate to ask visitors to fill out a questionnaire before or after their tour, due to the COVID-19 safety restrictions. In the future their answers can be added to the research to gather additional information on the reasons that motivated them to visit an art gallery.