My Facebook campaign goal is to share images and information, to obtain interest, and to locate potential clients to buy and commission art. Several tactics were used to accomplish these goals, for example: posting every week (up to three posts per week) to generate a following and interest. Another tactic was using a paid campaign to generate ‘likes’ and to offer a specific product. One specific item that generates a lot of sales are "vacation paintings", so this is the product and ad that I used for the paid campaign.
In attempting to locate a targeted
audience, I sent my ad out to artsy towns in the southwest, in hopes of
narrowing my ad reach to a more specific audience. I narrowed the audience to a middle-aged to mature range of 35-65 years old, and targeted people with art interests.
I also used cross-promotion with my personal Facebook and Instagram accounts, and I posted single picture teasers to direct flow to my art Facebook account, where people could see more (such as finished paintings, more information about paintings, or the whole completed painting). In addition, I created a URL and linked it to my Facebook page. I tried to make my page compelling by showing the painting process in progression. People love to see the steps and makings of a finished painting.
I included media events invitations, the Student/Faculty show in the
Sears Gallery, and my own Senior Exhibition in the DSU North Plaza
Gallery in my feed, including event photos.
5. Facebook Analysis
‘Likes’
Over the last 13 weeks, the likes have
grown from 0 to 150. The first day I put up the Facebook page, I
immediately got 116 likes, but the next day, when I posted the "figure
album" (with undraped models), I lost 47 likes! The likes slowly began
increasing again on the third day when I did a paid ad campaign--my
likes boosted up by 25. Since then they have grown to 150. This week
had four likes.
'Reach'
The reaches fluctuated with these main peaks:
--the day I opened the account (98)
--the day I started my ad campaign (193)
--the day posted I posted "Pierced"(194)
--the Senior Show advertisement (182)
--the Senior Exhibition (409)
--and lastly, the student faculty show (95)
I am not sure exactly why some posts have a
huge reach and others don't. One show reached a lot of people, and the
other didn’t. In person, at the art show people loved "Sky" (an art
piece), but on Facebook, it hardly had any reach. The video of the
modeled ecorche seems to get a lot of attention. One thing that
surprised me the most was that I had reaches in 33 different countries
outside the US! 
Posts
My fans that are on Facebook spend about
the same amount of time there each day. There doesn't seem to be a day
that has more or less activity. The peaking times of activity are 9am and 9pm.
These are the times that I will aim to post near. I posted five
photo albums with multiple pictures, then later added an additional 20
pictures to these photo albums, then continued with 26 additional posts
in the feed. My goal was to have 3 posts a week, which I stuck to
pretty well.
Audience
I have twice as many female followers as
male followers which doesn't surprise me. Art is emotional connection
and generally speaking, stirs more of an interest with women. I would
like to try to find a way to connect more with a male audience. The
majority of the followers are in the 34-54 range which makes sense
because that is the time when people are more settled in life and are
able to purchase original art. The majority of the followers are from
the U.S., but there are 3 other foreign countries with followers in
them.
6. Summary
Overall I feel like the Facebook art page
and ad campaign was successful. I feel like a lot was accomplished in a
13 week period. It was cool to see that I reached 33 people from
foreign countries. Things that sparked most interest were portraits,
art shows, and also the video of a sculpted ecorche. Ways in which it
was unsuccessful was that I did not drum up any new business from
previously "non-friend" people. But I understand that that will take
time. I did however get a few more "previous friends" to commission new
work, so that was successful. Overall, I don't know if the Facebook ad
campaign worked, other than increasing the number of likes. The people
that liked my page due to the paid campaign appeared to be from a very
different socioeconomic class then the three profiles I described. They
seemed very different from the typical client that generally purchases
art. They appeared to be new accounts, with few post and double post.
It made me wonder if Facebook hires people to set up phony accounts and
like random pages to keep Facebook users that pay for advertising to
continue to use their services. Traffic and likes
increased, so in that regard the campaign was successful. I also saw
cross-promotion between my website and the Facebook page.
7. Self Evaluation
I feel good about where this page has
come. I feel like the goals were executed and met. I have a lot of
ideas of where I would like this to go, and new goals that I would like
to achieve. I would still like to focus on custom vacation paintings. I
would like to include paintings that friends have commissioned me to
paint of their special vacation areas, telling why they chose to
preserve their travel memories with a painting, and include photos of
them holding their paintings. I would like to promote my page to get
more shares and tags by advertising a "give away painting,
contest/drawing" for those that tag two people and share a page. Also,
even though I wasn't thrilled with the ad campaign results, I am curious
about doing a page boost or a paid reach. I might try this as
well. When I get all of my painting sizes and prices up, I probably
will run another ad campaign. I learned a lot about social media
advertising. It was a interesting and fun project!
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