Thanks so much for joining us today. We have a lot to cover so I’d like to run through the agenda quickly. First, a quick overview on the state of social media so we are all on the same page. Second, some facts and figures that I hope you will find interesting. Third, since Facebook is the most ubiquitous, and since it seems to change completely every six months, we will cover some updates. Finally, we will look at some cool stuff that is happening out there in the field, but mostly with Facebook. I’ve brought a ton of really cool examples that I hope will inspire you.
So first, What sells a ticket – A combination of product, 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”. You’ll hear me talk a lot about engagement. What I mean by engagement is the real connection between your organization and your inclined participants. Engagement happens at the box office, at special events, at talk-backs, and of course, in the actual theatre. But social media allows you to expand that reach to people who aren’t physically present. That’s the beauty of social media engagement. You can keep connected with inclined participants every day.
Now consider the 4 p in terms of this new social media world we live in. Product - Experience – We are theatre professionals, our product is the experience. Place - Everyplace – Social media allows our experience to be anywhere and everywhere. Price - Exchange – Rather that thinking about how much the tickets are, we need to think about the total exchange. The time, effort, and cash that the experience costs. Promotion - Evangelism - Forget promotion, think evangelism This is the magic bullet of social media because it’s the same magic bullet of we’ve always looked for when trying to sell tickets – WORD of mouth. So where does that lead us in terms of selling tickets and the use of social media?
92% of people rely on recommendations from others to make purchases. So, how do you use this information. Leverage influencers. Identify the source of influence – Different products bring about different influencer groups. Start with the brand, not with the influencer – Leverage your current fans or existing consumers. Don’t be too selective at the start – This is not an exclusive club. Let all who want to join in on the action. Let influencers actually influence your brand – Ask for their opinions. Advocacy is ongoing, not a campaign – This is a marathon, not a sprint.
So, what influences people to purchase new products? A recent study says that 70% did so because of an online recommendation. The point is that word of mouth is still the best way to sell tickets for little to know financial investment, now we have the opportunity to leverage word of mouth in a whole new way. I hope that some of the examples at the end of this presentation will inspire your creativity!
I’d also like to talk for about how to measure success. It isn’t easy quite frankly. And not everything can be measured. How exactly do you measure word of mouth or flyers that you left at your hair salon. We know that it takes multiple hits before someone buys a ticket so they need to see the flyer, see the Facebook ad, get the email. But if social media can assist in getting that low hanging fruit or serve as yet another communication method then we should spend a bit of energy trying to make it work. What works? That’s for you to figure out. Don’t be afraid. Try, try, try and fail and then try again.
Some tips to help avoid some failures though. Focus on one platform at a time. Build relationships online Be a person! Listen and respond Use the tools that are available like Facebook insights Track what you are doing and take special not of success as well as failure. Know that even the big brands have difficulty and that every organization and audience is different… And understand social algorithms. Wait, what’s that?
Social algorithms determine what you see and don’t see on Facebook. Ever wonder why some pages and people appear in your newsfeed more than others. IT’s called Edge Rack and it works like this. Affinity – Who you send time with and who you engage with Weight – The type of content you like, share, view Time Decay – Post’s relevance decays over time Facebook takes this data into account and feeds you content it thinks you are interested in. This is why engagement is so vital! The more you actively engage the more you will show up in inclined participants news feeds. However, Facebook is always mixing things up and recently I’ve heard a lot of chatter about friends and pages not showing up in newsfeeds. FB is probably playing around with getting brands to understand better about how engagement works and how advertising helps. They need to make money and we will talk more about Facebook ads in a few. However, you should pay attention to some of the details we will discuss in a bit about Facebook insights. In the meantime….
If you aren’t seeing a favorite page in your newsfeed anymore go to the page, hover over the “liked” button and select “show in News Feed”. That won’t help your page’s likers, but you can always pass that information along in a few Facebook posts. But FB will probably have changed it by the time this presentation is done.
Smaller non-profit organizations, even with smaller staffs and budgets, are keeping up with larger non-profits. It helps that most social networking sites are free to use. http://www.nten.org/blog/2012/05/17/social-media-bechmarks-for-smaller-organizations?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+nten+%28NTEN+Blog%29
It also appears that smaller organizations will keep up the same type of investments as larger non-profits.
So how do small nonprofits make the most of their investment? And what returns can they expect? Let's take a look at some of the data and find out. Focus . One of the perceptions of social media is that you have to be in a thousand places at once. Not true. You have to be in the RIGHT place for your needs. When asked which factors contributed to the success of respondents' social media efforts the researchers learned that developing a strategy is the most important, even for small organizations. One respondent stated - “We’re a very small nonprofit, and in order to get the most value out of social media, we have to think strategically about where potential supporters are likely to be, and how we can interact with them on different platforms.”
In smaller nonprofits, it's tough to find budget for a staff member that's dedicated to any one thing, let alone social media. It's clear however, that most nonprofits aren't funding a full time staffer to social media anyhow, and the vast majority allot only about one-quarter of a Full Time Equivalent (FTE). But being purposeful about staffing - ensuring that someone has social media built into their formal job description - is an important part of success. One communications specialist stated that “Our staff is simply too small to allocate all of one staff member’s time to social media. It’s actually hard to break out exactly how much time I spend only on social media because I try to integrate it into all our communications.”
Smaller is, well, smaller. Though small nonprofits are investing in social media like the big guys, the numbers do look different. The average number of Facebook fans from survey respondents at large organizations was roughly 2.5 times higher than the average for responses from smaller nonprofits. That doesn't mean that smaller nonprofits aren't succeeding. Respondents to the survey indicated that the top two methods for reporting social media channels is "Placement on Our Website" (82%) and "Emailing Our List" (65%). Smaller nonprofits tend to have less web traffic and smaller email lists, leading to smaller social networks.
Good things come in small packages . Just because small nonprofits have smaller social networks doesn't mean that those networks are less valuable than the big guys. Small nonprofits respondents saw just as much value in their social networks as the rest of the respondents, There was no statistical difference between small nonprofits and the average.
Now moving on to some major updates from Facebook and a look at Pinterest
So by now all pages have switched to Timeline. What’s cool about Timeline? You can now have a sweet cover image. You can now receive direct messages from Facebook Fans so an inclined participant can ask a question via Facebook. As an administrator you can see the most recent fan activity when you look at your organizations page. This is great to see who is talking about your organization on Facebook. You can now pin important stories to the top of your pages timeline for up to 7 days as well as highlighting stories. You can go through and add important milestones to your organizations history. Roundabout recently did this and it’s very impressive. They have added pictures from the days of their founding to today. They have noted Tony wins and other important achievements. IT’s a little amazing! We will take a look at a lot of cool examples later, but for now let’s talk about some of the highlights of Timeline
A note on cover images You cannot actively sell anything with your cover images. You must use a soft sell. Use the images to tell a story. Rotate the images on a regular basis and coordinate your images with your website and printed materials.
Yale provides fans with cover images. Ask your fans to use a special cover images for the week before the show opens.
Timeline is also coming to the Facebook mobile application soon. Very soon.
As I mentioned before, you can now message a page directly. I found this to be very useful for possible cross promotions and customer service. Now you can actually connect with the wizard behind the curtain.
Here’s a little example of someone who messaged me at the Yale Cabaret about ticket pricing.
You can also now “Pin” a post to the top of your page’s news feed for up to 7 days. This can be useful if you are running an ad campaign and want a particular message to be the first message people see, especially if you post a lot.
Highlighting a post expands it to take up the entire width of your screen, again this is great for promoting a certain post. Especially great for pics.
You now have a voice option. This option allows you to speak and post as your page or as yourself. Finally.
Also new recently, Insights. These metrics are much more robust and easier to use. You can easily see which posts are engaging likers and which aren’t. There are a number of great tutorials, but it’s so easy to use that you should just spend some time with it. To know - People Talking About This (PTAT) The total number of people that have engaged with your page, whether they “liked” something, commented, shared or answered a question. Friends of Fans –The aggregate number of friends all your fans have, meaning that each post has the potential to reach these fans (since their “Like” or comment will go on friends’ news feed, thus propagating your content). Reach — The total number of people who have seen content associated with your page — this number offers a sense of how far your message has traveled. Virality — The percentage of fans who saw a story from your Page and interacted with it, either by “liking,” commenting or sharing. Pay attention to your virality percentage to assess engagement and tweak your content.
You can take a look at your activity log in an easy to use, revers chronological order display. Likers can’t se this.
You have the option for different admins with different roles such as content creators, moderators, and advertisers.
Check out these new widget boxes too. You have the ability to check the images and positioning of the apps and you can add some really fun ones. We will look at some examples later. Here’s NCTC’s page and there’s a link to our website.
Click on the link and you are now viewing our website. Fully integrated into Facebook. Sweet
A quick note, for those of you who like or were thinking about a Facebook landing tab, they are gone. If you don’t know what I’m talking about, no worries. However, some companies like Tiffany have created new apps that allow for some fun.
Take a look at Tiffany's page if you get a chance and you can see how advanced they are.
You can also manage the pages that your pages likes and feature the pages you want.
Here’s an example of NCTC featuring the NC Arts Council.
An you can see our four featured likes. The 5 th rotates.
Finally, there is a new ad plan called reach generator that allows you to advertise directly to your fans and Facebook guarantees that your ad will reach 75% of your fans. The prices are based on the number of fans you have.
You can also promote individual posts. This is probably one of the reasons that posts aren’t showing up as much in newsfeeds.
Remember, as Mark Zucckerberg says. Everything you do on Facebook starts with your page.
I want to very quickly mention Pinterest which is a Virtual Pinboard It’s pretty new and it’s awesome. It easily display and categorize images 10 million US monthly unique visitors, more than any independent site in history. 9 million monthly Facebook connected users 97% of Pinterests’s Facebook fans are women Heavy presence of women ages 25-44
Now for some new and fun things.
Timeline Loves Images – Timeline and Facebook mobile are much more image friendly, so make sure to post pictures frequently. Just use your smart phone and take pics of anything of interest. Give fans a backstage view. Use That Cover Image – It’s the first and most important thing people see, so use it wisely. Pin Your Posts – Keep important posts at the top of the page Arrange Your Apps – Use a variety of apps and make sure to arrange them so that the most important apps appear first. Directions, Season info, buying tickets, menus, videos can all become apps for your page. Try Some Ads – Why not give some ads a try. Reach generator may be the way to go, or try promoting a story. Spend a few marketing dollars to see what works best for you. Run Contests – Contests are fun and people like to win. There are companies that can help you create and manage these contests too, jut be careful not to violate Facebook’s Terms of Service. Use Milestones – Track your history with milestones. Facebook timeline is like a digital scrapbook. Spend some time on your history. Embrace Your Fans – Give fans a shout out. People like to see their pics on your page.
Even TicketMaster is getting in on the act. You can now see where your friends are sitting and get seat with or near them using facebook. Pretty cool tool.
And that it’s ladies and gentleman. I hope I’ve given some useful information, but if not, here’s a really cure picture of my do Gabraham Lincoln. We will do questions now, but feel free to connect with me outside of this session.
Transcript of "Nctc social media 2012"
The Future of Engagement: Social Media and Your AudienceShane D. HudsonJuly, 2012 – NCTC Producing Gathering
AGENDAPart One: What is Social MediaPart Two: Facts and FiguresPart Three: Always Something New Facebook and PinterestPart Four: Best (Mostly Facebook) Practices 2
How Do You Measure Success?• Measurement isn’t easy• Try, try, try and fail… then learn and try again• Not everything can be measured – How do you measure word of mouth? – How do you measure flyers in coffee shops? – How do you measure outreach efforts? 7
So What Are We Doing Wrong?• Focus on one platform at a time• Build long-term, meaningful relationships• Be Personable• Listen and respond, don’t be a bullhorn• Use the analytic tools available• Track your progress• Know that even the big brands have difficulty with actual engagement• Understand social algorithms 8
Why Facebook Still Matters• Size Matters: – 1 Billion Users (Growing internationally) – Will Double in a Few Years• King Data: – Most Powerful Repository of Data… Ever• Social Animals: – People Gather in Groups of Several Hundred – Social Connectivity Sets Us Apart 19
Timeline• Cover Images• Receive Messages• Most Recent Activity• Pin Stories to the Top of Page for 7 Days• Milestones 20
So What’s The Bottom Line?• Run Several Campaigns• Mix Your Messaging• Target The Right People• Know What You Are Selling• Use Peer Pressure - FOF• Beware of ROI• New Fans Are Going to Cost $1 Each 43