Digital Communication for Cultural Projects
Online Course by Node center with Maike Moncayo
Duration: Oct 14 – Nov 4, 2019
Fee: 154€
Max seats: 30
Enroll before: Oct 10, 2019
Dedication: 3 hrs/week
In the digital age, online communications have become an indispensable tool for arts and cultural organizations and projects to connect with their audiences. Whether you run a curatorial platform, a dance company or an art gallery, this course will give you the practical knowledge and tools to effectively promote your projects and programmes online.
In this course, you will gain insight into the strategic use of social media, content marketing, email marketing and advertising campaigns to attract new audiences, connect with visitors, important gatekeepers or sponsors. Taking into consideration the unique functioning of the arts and culture sector, each participant will be able to develop a digital communication strategy and an action plan to give greater scope to their project or organization. Through case studies and practical examples, we will explore the key techniques to make the most of your online presence.
Program
Week 1: Introduction
- How digital technology has impacted arts and culture organizations
- Reaching audiences: from arts marketing to engagement
- A brief overview: how digital communication works
Week 2: Creating a successful digital strategy for your arts and culture organization
- The inbound method: attracting, engaging and converting audiences
- Where to start? Developing your digital strategy. Mission, unique positioning, goals and reaching key audiences: visitors, members, stakeholders, etc.
- Branded content & content curation, or how to turn your unique assets into engaging storytelling
Week 3: Nurturing your audience and reaching new publics
- Reaching and engaging your audiences:
- The basics of SEO to ensure your target audience finds you
- Social media: building a community & networking
- Email marketing: nurturing your audience and creating conversion
- Organizing & streamlining your strategy:
- Content planning
- Community management
Week 4: Building your strategy
- Organizing & streamlining your strategy:
- Dos and don’ts when connecting with your online audiences
- Algorithms demystified: how to optimize for visibility
- Monitoring results
- Campaigns
- Paid media: social media, display ads or paid collaborations
- How to communicate an event
- Class discussion on participants’ digital strategies