Facta universitatis. Series: Economics and organization 16(3) 2019 Key words: online community; crawl, walk, run methodology; arts; digital marketing http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode Update of the crawl, walk, run methodology framework application/pdf 367921 bytes info:eu-repo/semantics/article https://phaidrabg.bg.ac.rs/o:28629 doi:10.22190/FUEO1903229F ISSN: 0354-4699 Abstract: This study updated the Crawl, Walk, Run methodology framework (CWRM) for the current digital marketing circumstances, observed in the context of the artistic community in virtual space. Four main premises of CRWM have been considered in order to address the effectiveness of online campaigns based on the laddering support through tiers of engagement (personal, social, advocating); empowering super users; providing source materials for user-generated content; and using tools people are familiar with. The analysis was performed on the data collected from the online community which operated for 43 days. Data on the number of registered users, their interactions with web site content and showcased artworks were gathered. The specific online platform was created for the purpose of this research and the campaign for its promotion was conducted both in Serbia and globally. The materials for direct communications (email, instant messaging), social media promotion (social networks, blogs) and public relations (articles in online and traditional media) were created. CRWM was proved to be efficient framework for the establishment of online presence of the artistic community. However, we propose that social networks should be introduced in the stage three instead of in the stage four, due to the increase of their applications compared to the time when the CRWM was formulated. All activities once they start should be maintained and performed throughout the campaign lifetime. This study represents one of the first efforts aimed at updating the CRWM theoretical framework and provides business community with hands-on solutions in modern digital marketing. eng Filipović, Jelena