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Nctc social media 2011

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  • Lots to cover Quick overviews Time for q&a at the end Sign up for consulting sessions later, or catch me during a break. Also, don’t forget about www.theatrenorthcarolina.com! Send us your job announcements, auditions, etc.
  • Who has a personal Facebook profile? Who is an administrator for a Facebook Page? Who is on Twitter? Who knows what a QR code is? Anyone a complete newbie?
  • Funny Pic!
  • Quick Review!! I won’t tell you how Social media sell tickets – It doesn’t. A combination of production, price, place and promotion (the four p’s of marketing) sell tickets. Social media is one part of your marketing and communications mix. It’s an important part, but it’s really about engaging audiences rather then “selling tickets”.
  • The new world order! Think in terms of social networking Product - Experience Place - Everyplace Price - Exchange Promotion - Evangelism
  • Basic review… You’ve heard all this before! Social media isn’t a fad. The tools may change, but the concept is here to stay. The number of people utilizing social media is growing incredibly fast, as we will see. Social media is about engaging patrons – listening, responding, communicating, and building relationships. Word of Mouth!
  • Social Media should be part of your daily routine to connect and create!
  • Great article from the NYT Signs you’re an old fogey: You still watch movies on a VCR Listen to vinyl records Shoot photos on film… And you enjoy using e-mail Facebook is rolling out a revamped messaging service that is intended to feel less like e-mail and more like texting. The company decided to eliminate the subject line on messages after its research showed that it was most commonly left blank or used for an uninformative “hi” or “yo.” Facebook also killed the “cc” and “bcc” lines. And hitting the enter key can immediately fire off the message, à la instant messaging, instead of creating a new paragraph. The changes, company executives say, leave behind time-consuming formalities that separate users from what they crave: instant conversation. “ The future of messaging is more real time, more conversational and more casual,” said Andrew Bosworth, director of engineering at Facebook, where he oversees communications tools. “The medium isn’t the message. The message is the message.” Times Yahoo and Hotmail are seeing a steady decline. Gmail is gaining, but they offer a lot (Google+) and are experimenting.
  • Amazing report Quick overview Read the whole thing Devon V. Smith Examining social media practices of 207 US nonprofit arts orgs Smith Says: “the vast majority of arts organizations around the country are using at least one social network to connect with their audience…but most continue to struggles with how to do so authentically.” - Sound familiar?
  • Majority of those org use 3 social networks. Facebook most popular 20 other social networks mentioned, but none by more than 12%
  • Those With more Fans and Engagement
  • 50% of US Residents (150 Million) are active on social media – Pew Study People of Color Have Equal (or slightly greater usage) of Social Networks 40% of Internet Users Age 50+ Use Social Media Today’s digital natives are your patrons of tomorrow.
  • Quote from study: You audience is online New audiences certainly are
  • % of organizations in the study are active….
  • Average activity per month.
  • Ask for volunteers – How many Facebook “Likes”? How many Twitter followers?
  • You can lead your inclined participants to any tab on your Page. (You’ve heard this before too! Create a landing page for first time visitors. Pages that lead first time visitors to a landing page have twice the number of fans. No real difference between different events, Photos, Info and Wall… but – Landing Pages!!
  • Static Image Why like? Images
  • Twitter Feed
  • After “liking”
  • 20-200 million users Ah ha! Lots to learn
  • Hispanic and African-American Internet users are twice as likely to use Twitter. Remember this isn’t texting. This isn’t teenagers. These are adults.
  • More Tweets More engagement Why? Conversations Responding Sharing Little Self-promo Most arts orgs use twitter to make connections with local businesses, journalists, peers, foundations and grant-makers…
  • Blogs less popular But what about the New York Times or Huffington Post? 1-4 orgs have active blogs Post once per week 7 subscribers 0 comments
  • To blog or not to blog Why do it? SEO Archive Links Newsletter Editorial Space
  • Gabe alert. Time to switch gears
  • Now moving on to some major updates from Facebook and Twitter
  • Average user: Logs in daily Spends 55 minutes Has 130 friends “ Likes” 7 Pages per month Stats: More than 3.5bn pieces of content shared each week Has 700 million users – doubled from one year ago Almost 1 million local businesses have active Pages Tops Google in referring traffic Users who access Facebook through mobile devices are almost 50% more active than those who don’t. Also, in general, people who come to your website through Facebook spend more time on your website than visitors from other referrers.
  • More than half of all content shared on the web occurs via Facebook. Facebook clearly dominates in the sharing category, accounting for 38 percent of all click through sharing referral traffic (the next closest are email and Twitter.) Actually 58% when you account for all shared content
  • A good deal of confusion about the different types of pages… still.
  • Community Pages are a new type of Page that enable you to see what people are saying about the things that matter to you, and discover the friends and people who share these connections with you. They are similar to any other Page to which you can connect Won’t generate stories in your News Feed Won’t be maintained by a single author. Where available they show content that Facebook has licensed from Wikipedia. Will show related posts from friends and others. In essence your profile becomes a living map of all the connections that matter to you, instead of a static list of your interests. Community Pages pick up information and images from Wikipedia. Here’s the Theatre Community Page
  • If you have an old group, you can let it die, or upgrade it and use it.
  • Or let your group die. Take a look at your groups list. I was a member of several hundred groups. Now, most of those groups have disappeared from my list. You won’t even notice your group is being archived until it’s already happened, unless you go the that group’s page. This is a page I made years ago. I never check it out, but when I went looking I saw this message…
  • Here’s Triad Stage. Very soon this group will be archived. What exactly does that mean? Probably still exist, but without any members.
  • Groups Name (open or closed) Description Request Sent Active Groups
  • Creating a group Open, closed, Secret
  • Type of Group?
  • Welcome
  • Chat
  • More Chat
  • Edit your settings Really cool! Groups show up in your notifications!
  • Settings
  • Share docs
  • Share button is going away. Now when you like something it will appear in your newsfeed as a shared item. Just rolling out now.
  • If I like a blog post on NCTC’s blog, that information is instantly sent to my profile and into my friends newsfeed. Example above
  • Send button is new and starting to appear everywhere. It allows you to send a link privately. Great for groups. Facebook said, “The Send button drives traffic by letting users send a link and a short message to the people that would be most interested. They don’t need to leave the web page they’re on or fill out a long, annoying form. Compared to the alternatives, the Send button has fewer required steps, and it removes the need to look up email addresses by auto-suggesting friends and Groups.” Basically replaces email a friend.
  • recommendations from friends and family and the opinions of online strangers are the top two most trusted forms of advertising Ice cream parlors can find out what the flavor of the week should be. A gym can find out what time is best for its new hip-hop yoga class. Radio stations can determine the hottest concerts for the summer. Manufacturers can do a pulse check on fans’ holiday shopping plans. “ The best part about this is that it’s in a trusting, social and real-time setting. The opportunity to gain instant feedback from a brand’s biggest fans is amazing.” The other great thing about Questions is it comes with a setting that allows users to add more answers to the multiple-choice answers. This bit of flexibility will really and truly allow businesses to learn from their consumers — they just have to know the right questions to ask.
  • What makes some posts show up in your newsfeed and others not? Edge Rank!!
  • Commuter Trains Korea Tesco
  • Hipster with a cell phone sees one of your beautiful flyers on a wall, Uses the QR code to see a video of the performance. Special discount…
  • Subscribers gets a special message from the artistic director with a QR code on their tickets. The message could be personalized.
  • Patrons use the QR code in the program to watch a video about the making of the production, or special discounts for participating vendors, or a donation request….
  • Have you ever had a pair of pants follow you? Let’s say you are looking for a car. You go to the Toyota website and look around. You don’t buy. Then you go to CNN.com and you see an ad for a Toyota. So now no matter where I go a pair of $80 slacks follows me… I haven’t bought them yet.
  • “ Kickstarter is a funding platform for artists, designers, filmmakers, musicians, journalists, inventors, explorers...” Many small donations Put up a non-profit project Set a deadline Spread the word Offer goodies and incentives Backers are only charged if funding is successful
  • Transcript

    • 1. Social Media 2011 Shane D. Hudson
    • 2. AGENDA
      • Part One: Review and Overview
      • Part Two: Facebook Updates
      • Part Three: New and Fun!
      • Reminder:
      • www.theatrenorthcarolina.com
      • [email_address]
    • 3.
      • Part One: Review and Overview
    • 4.
    • 5. What Sells a Ticket?
    • 6. Try The 4 E’s Experience Everyplace Exchange Evangelism
    • 7. Reminder
      • Social media isn’t a fad
      • The tools may change, but the concept is here to stay
      • The number of people utilizing social media is growing incredibly fast
      • Social media is about engaging patrons
        • Listening, responding, communicating, and building relationships
      • Word of Mouth!
    • 8. The New Normal
      • Social Media should be a regular part of your work day.
        • Connect
          • Get Advice
          • Listen to What People Are Saying
          • Network
          • Make Friends
        • Create
          • Research
          • Browse Content
          • Learn Something New
          • Explore New Ideas
    • 9. Email is Dying
      • Signs you’re an old fogey:
        • You still watch movies on a VCR
        • Listen to vinyl records
        • Shoot photos on film
        • And you enjoy using e-mail…
        • Instant Conversation
        • How do we prepare?
    • 10. The Tangled Web: Social Media in the Arts
      • The Most Comprehensive Look at Social Media Use by Nonprofit Arts Organizations Ever Conducted!
      • Read it!
    • 11. Study Findings
      • Most Orgs Use 3 Social Networks
        • Facebook
        • Twitter
        • YouTube
      • Facebook Most Popular (Surprised?)
        • (But Twitter is growing – really!)
      • 20 Other Social Networks Were Mentioned!
        • Though none by more than 12%
    • 12. Sound Familiar?
      • Facebook Pages – More Fans and Engagement
        • Custom URL
        • Multiple, Daily Updates
        • Landing Page
        • WHAT ARE YOU WAITING FOR! ?
      • Twitter – More Followers and Engagement
        • Tweet 4+ Times Per Day
        • Don’t Sync to Facebook
    • 13. Others
      • YouTube – More Subscribers and Views
        • New Video More Than Once Per Week
      • Yelp and Foursquare – More Engagement
        • Venues Claimed by Their Owner
        • (Hint: CLAIM YOUR SPACE!!!)
      • Flicker
        • Mostly Used as an Archival Tool
      • Blogging – More Subscribers and Comments
        • Posting at Least Twice Per Week
        • Branded URL
        • Overall Little Engagement
    • 14. Peer Pressure (everyone’s doing it…)
      • 50% of US Residents
      • People of Color Have Equal (or slightly greater usage) of Social Networks
      • 40% of Internet Users Age 50+ Use Social Media
      Best Pic Ever!!!
    • 15. Really – BEST PIC EVER
    • 16. FACT
      • “ If arts organizations want to reach their traditional audiences, they can find a substantial portion of them on social networks.
      • If they want to build audience, it’s nearly certain they must connect with them online.”
    • 17. % of Organizations Active
      • Facebook – 91%
      • Twitter – 64%
      • YouTube – 59%
      • Yelp – 33% (Have I Lost You Yet?)
      • Flickr – 30%
      • Blog – 28% (Interesting)
      • FourSquare – 17% (Facebook Ate My FourSquare)
    • 18. Activity Per Month
      • Tweets – 24 (almost daily)
      • Flicker Photos – 20 (uneven)
      • Facebook Posts – 17 (about every other day)
      • Blog Posts – 4 (once a week)
      • YouTube Videos – 1 (once a month, or did you figure that out already?)
    • 19. Time to Compare Sizes
      • Facebook “Likes”
        • How many do you have?
        • Median – 1,609
      • Twitter Followers
        • How many do you have?
        • Median – 726
    • 20. Landing Pages!
      • You can lead your inclined participants to any tab on your Page
      • Create a landing page for first time visitors
      • Pages that lead first time visitors to a landing page have twice the number of fans
    • 21. Landing Page Yerba Buena Center for the Arts
    • 22. Landing Page Yerba Buena Center for the Arts
    • 23. Yerba Buena Center for the Arts
    • 24. Twitter
      • 20 – 200 Million Users
        • Maybe around 100M “active accounts”
        • Or maybe 10M…
      • “ I (still) don’t get it”
        • Ah-Ha!
          • Follow 30 and 1/3 follow you back
      • Lots to Learn
        • Terms (hashtag, retweet…)
        • Protocols (when to retweet, what’s a list)
    • 25. Twitter
    • 26. Twitter
      • Surprise! More Tweets = More Engagement
        • Little difference between posting once a day and once per week
        • Major change when up to 5 tweets per day
          • Why?
            • Participating in industry wide conversations
            • Responding to tweets
            • Sharing links and information (about things other than your own organization)
            • Little self-promotion
    • 27. Blogging
      • Only 152M blogs
        • Is the New York Times a blog?
      • Don’t stress out!!
        • 1 in 4 have an active blog
        • Average post 1 time per week
        • 7 “Subscribers”
        • 0 Comments
    • 28. Blogging
      • Do we keep our blog?
        • Search Engine Optimization
        • Historical Archive
        • Permanent Links
        • Living Newsletter
        • Editorial Space
    • 29.
    • 30.
      • Part Two: Facebook Updates
      • What’s New?!
    • 31. Facebook Stats
      • Average user:
      • Logs in daily
      • Spends 55 minutes
      • Has 130 friends
      • “ Likes” 7 Pages per month
      • Stats:
      • More than 3.5 billion pieces of content shared each week
      • Has 700 million users – doubled from one year ago
      • Almost 1 million businesses have active Pages
      • Tops Google in referring traffic
      • Fastest-growing demographic: women over 55 (increase over 900% between 2009 and 2010)
    • 32. Facebook Rules
      • Most Shared Content
    • 33. Pages, Groups, Profiles, Community Pages?
      • Pages:
      • Maintained by authorized representatives of a business, brand, celebrity, or organization
      • Groups:
      • Allow direct communication about a specific subject – not “official pages”
      • Profiles:
      • Are for people…
      • Community Pages:
      • Built around topics, causes or
      • experiences
    • 34. Community Pages
    • 35. Get an Official Page
      • …and dump the group or profile
      • Why?
        • More than one identity is confusing
        • Pages have tools for businesses (ads, data, admins, news feed, urls)
        • Your organization is not a person
        • Groups and Profiles are limited by numbers
    • 36. Profiles
      • Any business using a Profile is in violation of Facebook’s terms and that account can be deleted without warning.
      • Lose it now or lose it later…
    • 37. Groups
      • Groups are changing
      • Groups are small
      • Pages are for branding
      • Groups and Pages have much more defined roles…
    • 38. Pages vs. Groups
      • Pages…
        • your organization’s official Facebook presence
        • hidden administrators
        • data (Insights)
        • ads
        • open (can’t be closed or secret)
        • messaging on newsfeed
        • vanity urls
    • 39. Groups vs. Pages
      • Groups
        • share things with a group of people in a private space
        • default setting is closed
        • group chat
        • shared docs
        • all posts are shared (by email and Facebook notification)
        • posts via email
        • collaboration not branding
    • 40. Who Wants A Group?
    • 41. Why Would You Want A Group?
      • Volunteer Group
      • Fundraising Group
      • Board of Directors Group
      • Special Committees
      • “Friends of the Theatre Group”
    • 42. Groups
      • All groups created before 2010 will be archived and will lose all of their current members.
      • Take action now and upgrade your group!
    • 43.
    • 44.
    • 45.
    • 46.
    • 47.
    • 48.
    • 49.
    • 50.
    • 51.
    • 52.
    • 53.
    • 54. Like Is The New Share
    • 55. Like This Post Please! (Old)
    • 56. Like This Post Please! (New)
    • 57. Like = Share
    • 58. Send Button Get one for your events!
    • 59. Places
      • Geolocation (Like FourSquare)
      • Tag Friends
      • Push Notifications
      • Easy to “Like” on the go
      • Track Check-Ins
      • Not just “places” – Events too!
    • 60.
    • 61. Questions
      • Market Research
      • Crowdsource
      • Engage
      • Transparency
    • 62. Facial Recognition
      • Semi-automating the photo-tagging
      • Just being rolled out
      • Easier to tag people
      • But…
        • 700M Members
        • 200M Photos x Day
        • 90B On FB now!
    • 63.
      • “ Imagine, a world in which someone can simply take a photo of you on the street, in a crowd, or with a telephoto lens, and discover everything about you on the internet.” – PC World
    • 64. Opt Out?
      • Account in the upper right corner of your profile
      • Choose Account Settings
      • Click on Manage in the Privacy field
      • Bottom of page, Customize Settings
      • Suggest photos of me to friends
      • Edit Settings and turn the feature to Disabled
    • 65. Edge Rank
      • Affinity
        • Interaction and relationship
        • How often a someone interacts or view a Page or Posts
      • Weight
        • Photos
        • Videos
        • Links
        • Status Updates
        • Manual posts > Apps
      • Time
        • New is good
        • Popular content stays fresh longer
    • 66.
      • Part Three: Best Practices
      • Ideas and Cool Stuff
    • 67. QR Codes
      • Quick Response Code
        • Matrix Barcode
        • Readable by Smart Phones
        • High-Speed Decode
        • Common in Japan
        • Become Conspicuous In US
        • Use
          • Two-Dimensional – Posters, Billboards, Print Advertisements, Business Cards, Tickets, Programs…
          • High-Speed Information Retrieval
          • Interactive Marketing
    • 68.
    • 69.
    • 70.
    • 71.
    • 72.
    • 73.
    • 74. QR Your Theatre…
    • 75. QR Your Theatre…
    • 76. QR Your Theatre…
    • 77.
    • 78. Google Goggles
      • QR Code is Embedded
      • Scan the Image for Information
      • Marketing Scavenger Hunts!
    • 79. Targeted Online Advertising
      • Online Advertising More Effective
        • More People Online
        • More Content Online
        • Smart Cookies
          • Tracking device
          • That’s how websites know who you are…
          • Google, Yahoo, Hotmail, Facebook know your name, sex, birth date, interests, hobbies, what you read, where you live, what you eat, where you bank, if you have Netflix, if you have pets, if you live alone….
    • 80. Kickstarter = Crowdsourcing
          • The Colonel Mustard Amateur Attic Theatre Company in Lincoln, Nebraska
          • X-Files: The Musical
            • Asked - $1500
            • Raised - $4,108
            • Total backers - 135
    • 81.
    • 82.
    • 83.
    • 84. Shane D. Hudson
        • @shanedhudson (Twitter)
        • [email_address]
        • facebook.com/sdhudson