1. 42nd Street Moon Social Media Listening Experiment<br />Setup<br />Two sets of key words: Institutional and Programmatic<br />Institutional includes variations on our name, key personnel names, and the theatre’s name<br />Programmatic includes all show titles, authors, some “stars”, and some creative crew.<br />Used Google Reader with social Mention, Google Alerts, Baktype (which stopped working, Tweetdeck, and Facebook.<br />Objectives<br />Increase online community by 15%-20%.<br />Increase online marketing potential (decrease traditional).<br />Increase online ticket sales.<br />Listening experiment allowed us to identify:<br />Keywords to use in other online and social media marketing objectives<br />Plethora of marketing opportunties through “comments”, discussions with bloggers, etc…<br />* The listening post lead to the discovery that we were being talked about on twitter - leading to increase twitter activity.<br />Outcomes<br />Increase in Facebook fans of 16% since the experiment started.<br />Almost triple-fold followers on Twitter (under 50 to 134)<br />Significant increase on website hits, email sign ups, online ticket sales - feed by social networking sites, especially Facebook<br />Reduction in marketing budget by 11%, yet ticket sales passed projections by as much as 10% in the same time period.<br />Doing the experiment again<br />Try to find some more “influencers”<br />Ah ha moment #1: Realizing how much being part of the online community means to our patrons.<br />Request for online reviewers (4 people) lead to two new donors and a new subscriber.<br />Ah ha moment #2: Bloggers seem much more balancd than “board community members”<br />Post: Very Warm for May on IMDB “And this business of color-blind casting is just sooooo irritating and distracting. The her (Bobby I think his name was) speaks as American as the next person but because he is Indian (Asian Indian) and is brother to May, doesn’t contribute to the make-believe of the evening.”<br />Next Steps: Continue to increase our online community and continue to find new ways to engage them and not just market to them.<br />