Nctc social media 2011

Social Media 2011 Shane D. Hudson

AGENDA
Part One: Review and Overview
Part Two: Facebook Updates
Part Three: New and Fun!
Reminder:
www.theatrenorthcarolina.com
[email_address]

Part One: Review and Overview

What Sells a Ticket?

Try The 4 E’s Experience Everyplace Exchange Evangelism

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!

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

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?

The Tangled Web: Social Media in the Arts
The Most Comprehensive Look at Social Media Use by Nonprofit Arts Organizations Ever Conducted!
Read it!

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%

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

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

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!!!

Really – BEST PIC EVER

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.”

% 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)

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?)

Time to Compare Sizes
Facebook “Likes”
How many do you have?
Median – 1,609
Twitter Followers
How many do you have?
Median – 726

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

Landing Page Yerba Buena Center for the Arts

Yerba Buena Center for the Arts

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)

Twitter

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

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

Blogging
Do we keep our blog?
Search Engine Optimization
Historical Archive
Permanent Links
Living Newsletter
Editorial Space

Part Two: Facebook Updates
What’s New?!

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)

Facebook Rules
Most Shared Content

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

Community Pages

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

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…

Groups
Groups are changing
Groups are small
Pages are for branding
Groups and Pages have much more defined roles…

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

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

Who Wants A Group?

Why Would You Want A Group?
Volunteer Group
Fundraising Group
Board of Directors Group
Special Committees
“Friends of the Theatre Group”

Groups
All groups created before 2010 will be archived and will lose all of their current members.
Take action now and upgrade your group!

Like Is The New Share

Like This Post Please! (Old)

Like This Post Please! (New)

Like = Share

Send Button Get one for your events!

Places
Geolocation (Like FourSquare)
Tag Friends
Push Notifications
Easy to “Like” on the go
Track Check-Ins
Not just “places” – Events too!

Questions
Market Research
Crowdsource
Engage
Transparency

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!

“ 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

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

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

Part Three: Best Practices
Ideas and Cool Stuff

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

QR Your Theatre…

Google Goggles
QR Code is Embedded
Scan the Image for Information
Marketing Scavenger Hunts!

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….

Kickstarter = Crowdsourcing
The Colonel Mustard Amateur Attic Theatre Company in Lincoln, Nebraska
X-Files: The Musical
Asked - $1500
Raised - $4,108
Total backers - 135

Shane D. Hudson
@shanedhudson (Twitter)
[email_address]
facebook.com/sdhudson

Nctc social media 2011

by NCTC on Jul 23, 2011

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