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Introduction
 It is collection of four major art galleries in the UK.
 Tate has grown to network of Tate Britain, Tate modern, Tate St Ives, Tate Liverpool
housed over 70,000 artworks
 The Tate’s 105000 members represented the largest art membership in Europe and
retained at an 86% annual renewal rate.
 Tate received significant portion of its annual funding from the British department of
culture, media & support.
 Damien First Exhibition attracted 46300 Visitors and set a record for most popular solo
artist exhibition
 Tate has launched in 1998 with its first website and has huge online presence.

Problem Statement

Objective

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Communication of 3 I’s
Identity- what differentiates you from your competitors?

Competitive Advantage: Clear Communication, Use of digital Technology, Historic art, gallery
ambience, special gesture to loyal customers,

Information- The information that you put out should line up with your customer’s intent and
view of your identity.

Ways to create better information: building online communities and developmental audience,
Distribute ownership of social media platforms across teams and departments within Tate
with clear boundaries, Content generation, Blogger, Discussion forums, apps, digital
community

Intent-Brand congruence (The personality of brand should resemble with the personality of our
customers)

How to do? Ad innovations, campaigns, Artist influence, Ambience creation of art gallery,
newsletters.

7-P model

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Strategic Linkage model (To facilitate the dispersion of digital thinking

& execution across organization)

Steps to follow in strategic linkage model

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Communication of 5 C’s and ways to improve

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Ways to capitalize from digitization:

Broadening the presence in digital world across globe

Research Analysis

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Planning & Implementation

1. Increase levels of interaction and debate between fans and with Tate voices
2. Communicate through many voices from across the organisation.
3. Distribute its content where audiences are active online
4. Company should prepare an online PR strategy
5. Try to build relationships with online communities and bloggers to match the strength
of Tate’s relationships with the print media.
6. Directing traffic to the Tate website in order to provoke them to take some action.
7. Increasing Direct footfall to the four Tate galleries.
8. Redeem ‘fan-only offers’ in the galleries
9. Prize incentives that can only be redeemed in the galleries or after visiting exhibitions
10. Communicate internal briefings and provide media training to employees of the
organization
11. Ensure that content stays relevant and of a high quality into a more robust system
12. Cultivate partnerships to increase Tate’s online following and collaborate with brands
and institutions

Metrics used

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Facebook Analysis and Recommendations

There are five main Tate Facebook pages: London, Tate Liverpool, Tate St Ives, Tate
Shop and Tate Members.

They have diversified themselves across more than 3- Facebook pages along with
likes and followers more than 10k on all the pages. The main page has likes more than
1 million.

Recommendations

 Advertising their exhibitions and events on other Facebook pages using behavioural
targeting.
 All the content should be interaction based
 To increase the number followers and level of fan engagement

 Provoking Facebook traffic to Tate Online to have some actions and activities.
 Monetising on its Facebook pages with ‘fan-only’ offers, incentives and gallery events
 to harness the pages as destinations for Tate visitor reviews
 Involving the Visitor Experience team in deciding how to moderate and respond to
public queries on the Facebook pages
 Engage with fans, monitor discussions and value and respond to comments.

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Twitter Analysis & Recommendations

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  There are more than one pages on twitter as well. The snapshot of the followers, likes
and tweets has been shared above. We observed that few pages don’t have high
reach where as other pages have high reach.
 The total number of followers grew from 24,000 in January 2010 to 200,000 by July
2010, an increase of 733% over six months as a result of consistent tweeting.

Recommendations:

 There should not be high segregation of pages, it can have lost its core page content.
 ’Tweets’ should be more relevant, conclusively maximising audience interaction.
 They should train their employees on how to write post which can be more engaging
and interactive
 Involving the options to visitors where they can answer their experience in form o Yes
and No
 To improve partnerships with other cultural institutions

YouTube Analysis & Recommendations

They have huge presence at you-tube as well. The channels are more than one like Tate kids,
Tate talks etc.

Recommendations

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Conclusion
After analysing the statistics of social media presence, we can conclude that Tate has wide
presence over digital but they still need to work on some aspects. They need to incorporate
the culture inside the organization to diversify the content from all across the teams. By
incorporating the strategic linkage model, they will be able to diversify themselves. Moreover,
they should focus on retaining the old clients rather than acquiring new clients. Acquiring new
client will incur more cost with less loyalty.

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