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Social Media Strategy: Why ROI Isn't Enough
- 3. 70 minutes 3
- 5. these sell Ickets 5
- 6. so why bother? If your social media fans will • Recommend you to their friends • Like your brand more • Be more influenced by (cheap!) social media than tradiIonal media • Spend more • Stay with you longer • Cost less to acquire new Icket buyers 6
- 7. and outside the markeIng office • Customer Service • Fundraising • Making Art • Crowdsourcing SoluIons • Professional Networking • Thought Leadership 7
- 8. big picture 1. Address a real problem 2. Have a meaningful goal 3. Test several opIons 4. Track what you do, and what the results are 5. Be yourself, not your brand 6. Adapt your content for different pla`orms 7. It’s okay to repeat 8. Simplify your metrics to a single dashboard 8
- 9. also spend more Ime listening than talking 9
- 10. ROI 10
- 11. build relaIonships, not one night stands • Ticket buyers • Local businesses • Other theatres • Current and potenIal employees • ArIsts • Alumni • Vendors • Funders • Local residents • Curious onlookers 11
- 12. what you measure ma5ers sadly, there’s no secret formula h5p://bit.ly/100ways think about micro conversions li5le steps along a path to a big goal problem. goal. tacBc. metric. 12
- 14. Facebook 14
- 15. 150 million US users on Facebook I’m more ethnically and geographically diverse, older, and engaged online than you might think. Average user • Logs in daily • Spends 55 minutes • Has 130 friends • Creates 70 pieces of content each month • Like 7 pages per month 15
- 16. have you heard? Privacy Open Graph Community Pages Facebook Credits Q&A 16
- 17. so how do you reach them? 17
- 18. are you one of the 42 TCG theatres not using Facebook? Profile 5% Group Abandoned 6% 7% None 2% Page 80% June 2010 18
- 19. how ohen do you update? MulIple Daily 10% Monthly 19% The Public Theater updated facebook 23 Imes last week. Daily 29% So did Jobsite Theater. Weekly 42% 19
- 20. 4 TCG members have > 10,000 fans only 6 have < 100 16,000 14,000 12,000 10,000 8,000 Median theatre = 1,238 6,000 4,000 2,000 ‐ 20
- 21. on average last week 16 14 12 10 Post 8 Comment 6 Like 4 Status Update 2 0 Theatre Fans Return on Engagement = 4 (10 Likes + 5 Comments + 1 Post) / 4 Status Updates 21
- 22. correlaIon does not imply causaIon 22
- 23. more posts more fans Number of Fans 2,500 2,000 1,500 1,000 500 ‐ MulIple Daily Weekly Monthly Daily 23
- 24. more posts more engagement Fan Response per Week 40 30 20 10 0 Likes Comments Posts MulIple Daily Daily Weekly Monthly 24
- 25. but the real story is ROE 5 4 3 2 1 0 MulIple Daily Weekly Monthly Daily ROE= (Likes + Comments + Fan Posts) / Theatre’s posts 25
- 26. 37% of theatres don’t link to Facebook from their homepage Fans 2,000 1,500 1,000 500 ‐ Front page Other page Not linked PS: ReVision, Teatro del Pueblo, Gable Stage, Act II Playhouse, PURE Theatre, Chance Theater, Next Theatre Co, Lost NaIon, Summer Play FesIval, Waterfront Playhouse—your links are wrong! 26
- 27. have you made the switch from a Group to a Page? Fans 1,400 1,200 1,000 800 600 400 200 ‐ Custom URL Page Profile Group Page 27
- 28. if not, it’s worth it… Average Fan Response per Week 16 12 8 4 ‐ Likes Comments Posts Custom URL Page Page Profile Group 28
- 29. case study of Kansas City Rep Asking quesIons Fans comment more Fans “like” twice as generaIons highest on administraIve‐ ohen as commenIng levels of user related posts than on a wall post engagement arIsIc posts 70% of engaged fans 24% of engaged fans are women, but men are students; they comment more engage less frequently frequently than non‐students 29
- 30. so? • Update content daily • Link to your facebook page • Get a custom URL • Ask quesIons (authenIcally) 30
- 31. facebook drives traffic to your website that’s where you sell Ickets 31
- 32. so use Facebook Insights 32
- 34. know how Facebook referrals differ from other traffic sources 34
- 35. test a landing page 35
- 36. measure it You have the tools (if not the Ime) to know if your Facebook fans spend more money at your theatre. Export! Compare! Analyze! 36
- 37. want to know what people think about your brand? search the public Imeline 37
- 39. Twiyer 39
- 40. 60 million US users I’m probably less knowledgeable Average user about “this whole • 5 followers Twiyer thing” than • Has tweeted < 10 Imes you might think • Is in their 30s • Has a college degree • Lives outside the US 40
- 42. 73% of TCG theatres tweet 2007 2% 2008 Not on 11% Twiyer 27% 2010 4% 2009 56% @calshakes joined the day Twiyer went public at SXSW 2007 42
- 43. 1/3 tweet daily never tweeted protected 3% 1% daily autosync 31% 25% abandoned 14% weekly 17% monthly 9% @EW Players tweeted 72 Imes the first week of June 43
- 44. only updaIng Twiyer via Facebook? @menBons June 1‐6 12 10 8 6 Real 4 AutoSync 2 0 Daily Weekly Monthly Abandoned 44
- 45. most theatres primarily use the web Other App Mobile App 6% 3% HootSuite 12% TweetDeck Web 17% 62% 45
- 46. tweets from around the country hyp://twiyer.com/devonvsmith/tcg‐member‐theatres 46
- 47. 11 TCG members have > 2,000 followers 77 have < 100 5000 4500 4000 3500 3000 Median theatre 2500 has 496 followers 2000 1500 1000 500 0 47
- 48. on average, about 8% of your followers will add you to a list. 450 400 350 300 250 Lists 200 150 100 50 0 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 Followers What they name that list can tell you how they think of you 48
- 49. case study of American Rep Asking quesIons Number of followers A theatre’s followers generates highest is best predictor of are ohen level of user high engagement geographically diverse engagement Users will casually You can use Twiyer menIon your theatre for more than just as ohen as they speak markeIng directly to you 49
- 50. an example 50
- 51. so? • Search for menIons of your brand name, show you’re producing, local compeItors, ‘theatre’ in your area, etc • Make friends with others in your area tweeIng (theatres, criIcs, local arts agency, local poliIcians, etc). • Consider: Twiyer contests, tweet seats, twiyer ficIon, seeking out new folowers, responding to everyone, linking to your other content, custom backgrounds. • Twiyer as CRM: make (private) lists of users. Segment followers by type. • Track your data in real Ime. 51
- 52. measure it! • Reach: followers (not just how many, but who) • Engagement: @menIon • Influence: #ff and listed • SenIment: content of the tweets about/to you 52
- 53. tools 53
- 54. YouTube 54
- 57. LORT top 20 case study Men 45‐54 are Viewers engage on Related videos are largest a “per video” basis top referral source demographic 80% of views occur Plays get higher more than 2 views on average months aher than musicals posIng date 57
- 58. so? • Embed videos on your website • Understand viewer demographics • Use keyword tags • Add videos to playlists • Monitor & moderate comments 58
- 59. measure it! 59
- 60. what else? 60
- 62. 62
- 63. MySpace 8% of theatres logged in February. 4% had fan comments. They had fewer comments over the life of MySpace than their Facebook page gets in a week. An exit strategy • Check to see if your fan base overlaps with another pla`orm • Poll your audience to see if they want you on the pla`orm • Give fans Ime to transiIon • Leave a final post that you’re no longer checking the account • Consider deleIng the account 63
- 65. blogs 25% of TCG theatre websites link to a blog 2009 renewed interest (LORT) On average post 3 Imes each month Most popular: different author for every post Good News: Bad news: • Archive of your history • Very liyle engagement • Permanent link to send informaIon • Lots of effort • Thought leadership in the field • Unclear readership • Schools/universiIes—student/intern life • Value of SEO/recency to your website 65
- 66. how much Ime do you have? 20 18 1.3, Other 16 1.2, Flickr 14 2.9 YouTube 1.7 Measuring 12 2.9 2.7 Blog Learning 10 8 4.4 Twiyer 6 9.5 CreaIng 4 Material 4.8 2 Facebook 0 66
- 67. if your reputaIon is at stake, should you trust an intern? Think about • Fit between who’s speaking & the pla`orm • How to educate the staff about how to use it • Staff engagement as a measure of success • Social media policy for personal use 67
- 68. so what are your choices? MarkeBng/CommunicaBons • MarkeIng Associate (3) ArBsBc • CommunicaIons Manager (2) • Mostly by Literary Manager • MarkeIng Manager (2) • SomeImes by ExecuIve Director • MarkeIng Director (2) • Co‐ArIsIc Director • MarkeIng Coordinator (2) • Associate ArIsIc Director and Producer • Associate MarkeIng Director • ArIsIc Fellow • CommunicaIons Associate • ArIsIc Associate typically tweets • Director of CommunicaIons and MarkeIng • ArIsIc Director • MarkeIng dude • Producing ArIsIc Director • MarkeIng mavens • Associate Director • Director of Community Engagement • MarkeIng Intern Other • New Media Manager • Managing Director (2) • MarkeIng Assistant • EducaIon Administrator • Audience Development Associate • Resident ProducIon Stage Manager • Public RelaIons Manager • MarkeIng and Development Associate • InteracIve Media Manager and MarkeIng Assistant • Director of MarkeIng and Internet Services Manager and Assistant Director of Development • MarkeIng department 68
- 69. but what if? People say bad things about us They already are. Be more in control of the conversaIon around your brand Social Media is just a fad Pla`orms may come and go. The best way to be prepared is to (though`ully) experiment on the current one. It won’t sell Ickets Build a relaIonship with your fans It takes too much Ime Once you get the hang of it, it doesn’t. Cheaper than most other markeIng efforts. 69
- 70. the future Push RecommendaIons Social Search Open Graph QR Codes Q&A Pla`orms 70
- 71. wanna know more? 71