Exploiting IT for your Outreach and Marketing – summary (part 3 – Working Together)

Summary of “Exploiting IT for Your Outreach and Marketing: Part 3 (Working Together)” by Brian Kelly

Brian Kelly’s third talk in his series on leveraging IT for outreach and marketing focused on the power of collective efforts in promoting Morris and traditional dance using digital media. Building on earlier sessions about SEO and creating promotional videos, this talk explored strategies to maximise the impact of shared content through collaboration and network effects.

Key Concepts
Kelly introduced the network effect, where a service becomes more valuable as its user base grows. He highlighted the “1-9-90 rule,” where 1% of users create content, 9% engage with it, and 90% passively consume it. Understanding these dynamics is crucial for planning effective digital campaigns that rely on widespread sharing and visibility.

Strategies for Collective Promotion
To amplify Morris dancing’s reach, Kelly advocated for:

1. Expanding networks: Engage with diverse audiences on platforms beyond the traditional folk community.
2. Increasing content volume: Frequent posts matter more than polished production, as timeliness drives relevance.
3. Utilising appropriate platforms: Facebook is valuable for engaging older audiences but less effective for recruiting younger dancers. Exploring alternative networks, like TikTok or Instagram, might better attract a younger demographic.

Data-Driven Insights
Kelly emphasised basing strategies on evidence. Metrics from Morris Federation’s social media campaigns revealed trends in engagement, such as higher interaction rates with video content and nostalgic posts. However, he noted that these successes often cater to existing dancers rather than attracting new participants.

Creative Campaigns and Collaboration
Kelly highlighted the potential of humorous and creative campaigns, such as April Fool’s jokes, to raise brand awareness. By collaborating with local media and leveraging platforms like community Facebook groups, sides can reach broader audiences. He cited examples of engaging April Fool’s campaigns that increased impressions and demonstrated Morris dancers’ sense of fun.

Leveraging Partnerships
Kelly stressed the value of partnerships with folk festivals, local organisations, and other stakeholders. He shared his experiences creating promotional videos for events, which benefited both festival organisers and individual sides. These partnerships exemplified a “virtuous loop,” where shared content promoted all parties involved.

Practical Tips and Vision
Kelly encouraged participants to focus on achievable contributions, such as providing footage, editing, or sharing posts. He proposed creating short, collaborative videos highlighting different sides, styles, or events, which could be shared widely. By pooling skills and resources, the Morris community can build a library of engaging content.

Looking ahead, Kelly envisioned the Morris Federation playing a leading role in digital marketing. This includes supporting sides in creating and sharing content, fostering collaboration, and ensuring a steady stream of posts to maintain visibility. Initiatives like themed days (e.g., May Day) or regular social media series (e.g., Tribute Tuesday) could further strengthen outreach efforts.

Conclusion
The talk concluded with an invitation for feedback and participation. Kelly encouraged attendees to join an IT-focused Facebook group to exchange ideas, contribute to projects, and develop resources collaboratively. His ultimate aim was to empower the Morris community to harness digital tools effectively, enhancing recruitment and engagement efforts.