Do you work for an arts or cultural organisation and are looking to develop your digital skills? Google Arts & Culture are teaming up with Arts Council England for this training day exploring the basics of social media, digital advertising, data analytics and giving you a chance to chat to the Digital Culture Network’s Tech Champions.

What will I learn?

• The essentials of digital marketing, delivered by a Google Digital Garage expert; find out what social media platforms are right for your organisation and how to create compelling content for them; get started with social, search and display advertising; plus discover how data insights can help you know your audience, make better decisions and develop a wider audience reach.
• How to access free support from the Digital Culture Network, which includes 1-2-1 support from a team of Tech Champions and find out how other cultural organisations have already taken the plunge and developed their work by creating new websites, fine-tuning their digital strategies and with successful e-commerce campaigns.
• Inspirational highlights from Google Arts & Culture programmes around the world; and details on free resources such as Google Ad Grants.

Agenda

10 - 10.10am: Welcome and introductions

10.10 -10.55am: Introduction to Google Arts & Culture and Google for Nonprofits

10.55 - 11.55am: Tech Champion led session

11.55am -12.10pm: Break

12.10 - 1.10pm: Writing for Social Media

1.10 - 1.55pm: Lunch

1.55 – 2.25pm: Platforms, systems and how you use them

2.25 – 3.25pm: Get started with digital advertising

3.25 - 3.40pm: Break

3.40 - 4.40pm: Get started with analytics

4.40 - 4.45pm: Closing notes & additional questions

Sessions

Introduction to Google Arts & Culture and Google for Nonprofits

Google Arts & Culture builds free tools and technologies for cultural organisations to showcase their cultural treasures and stories with a global audience online. Learn about these technologies, from digitisation to storytelling, and hear about Google Arts & Culture's latest collaborations. This section will also give a short introduction to Google for Nonprofits, including their offers around G Suite, YouTube, Ad Grants & Google Maps.

Writing for social media

1. Define your organisation’s brand on social media

2. Write for social media

3. Use tools for content marketing

Learn how to develop a tone of voice that suits your organisation on social media. Discover writing techniques for when space is limited online, and how to respond to customer comments and complaints on social media.

Platforms, systems and how you use them

With your help, we will be exploring the different platforms, systems and processes that you are using and discuss what works well. This is an opportunity to share what you are doing in your organisation and whether your platforms are being used to their potential.

Get started with digital advertising

1. Understand search advertising

2. Utilise display advertising

3. Grasp social advertising

Learn how to use digital advertising on social, search and display. You will be taken through a practical approach to using digital advertising, including developing an advertising plan for a channel and measuring its success.

Get started with Analytics

1. Learn the role of web analytics in online marketing and what 'data-driven’ decisions mean for your organisation

2. Understand the different insights available through online analytics platforms

3. Learn how to interpret and use data to help your organisation grow

Understand the role of web analytics and what 'data driven' decision making means for your organisation. Discover the possible insights available from different platforms, how to interpret them and how you can use this knowledge to benefit your organisation.

Can I book a place?

This is a funded programme for arts and cultural organisations. Free places are available for those currently funded or usually eligible for Arts Council funding. Please get in touch if you have any questions about your eligibility.

To ensure as many organisations can join us as possible, we ask that a maximum of two people per organisation join us. Sold out? Please add yourself to the waiting list.

What level is it?

The event covers the essentials of digital marketing and is suitable for anyone responsible for their organisation’s strategic digital planning or delivery, or those responsible for marketing and communications. It is designed to be an introduction to digital marketing for those with basic marketing experience, but also acts as a refresher for those with more experience.

Too far to travel, date not convenient or you didn’t get a ticket?

Don’t worry! We will be running 10 sessions between now and Spring 2021 and will be visiting a town or city near you soon. Sign up to the Digital Culture Network newsletter to be the first to hear where we are going next.

Questions?

Please email us on digitalnetwork@artscouncil.org.uk or for more information about the Digital Culture Network and to request free one-to-one support from a Tech Champion visit artscouncil.org.uk/digitalnetwork or find us on Twitter @ace_dcn.

Privacy

When you register for an event, please refer to our privacy notice to see how we use your personal data.

IMAGE CREDIT: © Jakob Owens on Unsplash