The Arts Marketing Association Conference ran in Brighton from the 10th to the 12th of July. We couldn't attend this year, but it sounded fantastic!

Over 3,500 tweets mentioned the hashtag #AMAConf in between the morning of the 6th of July & the evening of the 14th.  We've put together some visualisations & analysis of what went on.

Note that you can download a PDF version of each of the charts, which allows you to zoom in or search for particular words


What People Said

What did people tweet about at the AMA Conference? "Audience", "marketing", "the arts" - of course, but also keynote speaker Andy McKim & nudity, though not in the same sentence! The word cloud below gives an overview of what was tweeted.

Wordle of Tweets about the AMA Conference

Figure 1: The top 500 words mentioned in tweets about the #AMAConf (zoomable PDF file)
Size indicates how often the word was used
(creating using Wordle)


Top Communicators

These are the information hubs of #AMAConf, filling a journalistic role by spreading information. The top tweeter was Roger Tomlinson @BrandinyourHand who posted more than half as many tweets again as Megan Price @meganclareprice.


Rank
 Name    
 Screen Name  Number of Tweets
 1  Roger Tomlinson     @BrandinyourHand  168
 2  Megan Price  @meganclareprice  110
 3  Andrew Bear Ridal  @AndrewRidal   86
 4  Rhian Hughes  @rhianhughes   59
 5  BemilyC  @BemilyC   57
 6  Carol Jones  @carol123jones   55
 7  Ben Park  @BenparkUK   54
 8  Claire
 @Mcfauld   53
 9  Thom Feeney  @ThomFeeney   49
 10 (joint)
 Curtis Fulcher  @CJF2   48
 10 (joint)
 Katie D'Arcy
 @Katie_DArcy   48


How AMA Conference Tweeters Describe Themselves


The word cloud belows shows the most words which the tweeters used to describe themselves. Reassuringly, being the Arts Marketing Association Conference, we see "arts" and "marketing" as the two most common ways which people describe themselves. Interesting to see the job descriptions: "Director", "Manager" & "Consultant" are popular, "Assistant" & "Producer" less so. You can also spot some personal touches such as "tea", "cake" and "mum". We assume that the word "lover" occurs as part of phrases such as "arts lover" or "theatre lover", but further analysis would be required to confirm this!

Descriptions of AMA ConferenceTweeters

Figure 2: Words used by 4 or more AMA Conference tweeters to describe themselves (PDF)
(creating using Wordle)

Who Listens to Who?

We examined the connections between people who tweeted about the conference, segmented them according to their connections (colour) and sized them according to the number of other conference tweeters who follow them.


AMA Conference Tweeters - Who Follows Who

Figure 3: Who Follows Who Amongst Conference Tweeters (PDF)
Colour represents segmentation

Size reflects the number of conference tweeters who follower an account


Analysis of the Twitter network resulted in 4 segments. Going solely on names we recognise, we have categorised these below. A fuller analysis would involve examing the descriptions of users in the segments & research into individuals.

Purple: Independents, generalist arts marketeers, ticketing providers & more...
Green: Museums & more...
Light Blue: Audience data providers, agencies & more...
Red: Theatre sector & more...

We'd be interested to hear your thoughts on the segmentation via Twitter @AndyPryke & @CarolineGriffin.


Top 10 Most Influencial

From the chart above (figure 3) we can find which accounts are most followed by others who people who tweeted about the conference. This is a measure of how many people listen to what they say and hence their influence.


Name Screen Name Description

Followers
AMA staff  @amadigital Arts Marketing Association - non-profit org for support and professional development of passionate arts professionals bringing arts and audiences together 319
Gdn Culture Pros  @GdnCulturePros
The Guardian's Culture Professionals Network | creative thinking, advice + best practice from + for professionals in your community | tweets by @mattcaines 201
Young Vic Theatre  @youngvictheatre It's a big (huge!) world in here. 170
Marcus Romer  @MarcusRomer Artistic Director of Pilot Theatre in the UK. Director, Writer, Actor, running Shift-Happens Conferences. TEDster,  TKTKM Director with Kit Monkman 169
Roger Tomlinson  @BrandinyourHand Independent consultant, working internationally, in the arts, especially new technology
163
Audiences London +  @Audienceslondon The audience development agency for the arts & heritage sector in London, South West, South & East. We provide research services, consultancy, training & more. 160
The Lowry  @The_Lowry Tweets from Salford’s Art & Entertainment Centre. Follow us for the latest news, reviews and opinions. Visit us for theatres, galleries & activities for all. 157
Sam Scott Wood  @SamScottWood New home renovating, SE13 dwelling, comms, marketing, design and digital bod for artists and cultural orgs. Currently marketing & development mgr at @Artsadm. 156
Culture24  @Culture24 One-stop guide to news, events and features from more than 5,000 UK museums, galleries, libraries and heritage sites. Co-ordinators of Museums at Night 154
Jake Orr  @jakeyoh I make theatre. I do theatre marketing/social media. I blog and review theatre. I am Editor and Founder of @ayoungertheatre 153




Identifying Interests Outside the Room

What are the common interests of the people who tweeted? From the figure below, it's clear there's a Theatre segment and a Media & celebrity segment. The purple segment appears to be South Bank institutions, London & a few Museums. Finally, Arts Marketing is represented with some names you might well recognise. It's interesting to note that in about half of the segmentations we ran, London2012 (shown as part of the purple group) came out as a group on its own. 


Common Interests of AMA Conference Tweeters
Figure: 4 Common Interests of AMA Conference Tweeters (PDF)
Colour represents segmentation
Size reflects popularity


What we call "The Stephen Fry Effect" can be seen quite clearly in the green segment above, Stephen Fry is immensely popular with the general population, not just with AMA members. Is his presence on the chart just down to his general popularity, or is he particularly popular with Arts Marketeers? In the figure below, we compensate for general popularity to reveal the Twitter accounts which standout for the AMA audience. Note that the segmentation and organisation of the chart differs from the one above.



Common Interests of AMA Tweeters, adjusted for general popularity

Figure: 5 Common Interests of AMA Conference Tweeters Adjusted for General Popularity (PDF)
Colour represents segmentation
Size reflects how much more popular the Tweeter is with the AMA audience than a general audience.


Who is Most Embedded?

From the data behind the chart above (Figure 5), we extracted the accounts which have a higher than expected proprtion of their follower from within the group of AMA Conference tweeters - i.e. those whose social network overlaps strongly with conference tweeters. As you could see in the chart, Stephen Fry does not drawn a large proportion of his followers from the AMA community. There are however, some very interesting people who do:

usersName screenName description followersCount
AMA staff  @amadigital Arts Marketing Association - non-profit org for support and professional development of passionate arts professionals bringing arts and audiences together 4367
Roger Tomlinson  @BrandinyourHand Independent consultant, working internationally, in the arts, especially new technology 1324
Sam Scott Wood  @SamScottWood New home renovating, SE13 dwelling, comms, marketing, design and digital bod for artists and cultural orgs. Currently marketing & development mgr at @Artsadm. 1326
Jo Taylor  @JoeyTaylor Consultant at Morris Hargreaves McIntyre, AMA Chair. Love music, arts, cooking, eating, reading, the odd glass of wine, village life, countryside walks. 485
kate sanderson  @kate_sanderson theatre marketing consultant, trainer, coach, Partner with Indigo Ltd. I'm based in Chapeltown, Leeds 628
Audiences London +  @Audienceslondon The audience development agency for the arts & heritage sector in London, South West, South & East. We provide research services, consultancy, training & more. 3212
Emma McLean  @emmclean Work: digital mkter + aud dev specialist for arts sector (currently at Royal Museums Greenwich). Play: culture, food, travel, geekery. All opinions my own. 1175
Gdn Culture Pros  @GdnCulturePros The Guardian's Culture Professionals Network | creative thinking, advice + best practice from + for professionals in your community | tweets by @mattcaines 6897
Jake Orr  @jakeyoh I make theatre. I do theatre marketing/social media. I blog and review theatre. I am Editor and Founder of @ayoungertheatre 3915
Hannah Rudman  @hannahrudman Official tweets of Consult Rudman - digital development for the creative & cultural industries. (Also tweeting as @envirodigital for getting digital & greener) 2354




Social Media Analysis for the Arts

We are currently trialling a social media analysis package for the arts and have a limited number of discounted places available. We are looking for diversity in the organisations involved. If your venue or organisation would like to take part please contact Andy@the-data-mine.co.uk or Caroline@CarolineGriffin.com

Stay in touch on Twitter: @AndyPryke & @CarolineGriffin  - we'd love to hear your thoughts and comments!




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andy pryke,
16 Jul 2012, 16:33
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andy pryke,
16 Jul 2012, 16:29
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andy pryke,
16 Jul 2012, 16:28
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andy pryke,
16 Jul 2012, 16:29