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AMA Digital Day Presentation - 30 November 2010.
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The RSC's social media journey. Part of AMA Digital Day panel discussion.

The RSC's social media journey. Part of AMA Digital Day panel discussion.

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AMA Digital Day Presentation - 30 November 2010. Presentation Transcript

  • 1. RSC and Social Media Amy Clarke Marketing Officer (Corporate) Amy Clarke, Marketing
  • 2. Our Profile
    • 82% of the UK population are aware of the RSC. This awareness rises to 87% amongst those of AB social grade.
    • Those of AB social grade and aged 16-24 are amongst those most likely to have seen advertising from the RSC.
    • 44% of the general population recognise the RSC logo. placing the RSC ahead of other theatre organisations
    • 16% of the population have seen a production by the RSC This figure rises to 1 in 5 of those in social grade ABC1.
    Amy Clarke
  • 3. Our Brand
    • The majority of the UK population perceive the RSC as: High Quality, Successful, Entertaining, For Everyone, Admired, Creative.
    • Amongst 16-24 year olds the strongest perceptions of the RSC are: High Quality, Successful and Creative .
    • 40% see the RSC as Upmarket .
    • More favourable and broader perceptions are to be found amongst ABC1s.
    Amy Clarke
  • 4. New Audience Target Market Summary
    • Age equality
      • 16 – 25 years
      • 26 – 34 years
      • 35 – 44 years
    • Social equality
      • social grade C2
    • Race equality
      • black and minority ethnic groups
    Amy Clarke
  • 5. Our social media journey
    • Scoped out all social media channels available
    • Identified the most relevant to reach our target audiences
    • Established an RSC Facebook Page, Twitter feed, Flickr Group and YouTube Channel
    • Worked to promote internally and gain buy in from across the organisation
    Amy Clarke, Marketing
  • 6. The RSC approach...
    • Be responsive
    • Be active
    • Offer a glimpse into life at the RSC – not just about productions
    • Be innovative – e.g. Such Tweet Sorrow
    • Be fun
    Amy Clarke, Marketing
  • 7. Amy Clarke Where is Matilda?
  • 8. Working together – RSC and Tim Minchin Amy Clarke, Marketing
  • 9. Hashtags and reviews
    • Encourage Twitter followers to use RSC hashtags – #RSCMatilda and #RSCreopens
    • Plus #RSCYoungtweeter
    • Easy way to gather online feedback
    • Audience comments have been fed back on to the artistic team
    • Pull audience comments into a Wordle – an instant review!
    Amy Clarke, Marketing
  • 10. Amy Clarke, Marketing
  • 11. Such Tweet Sorrow
    • Romeo and Juliet played out over 5 weeks on Twitter
    • Carried out audience research, as we would with on stage productions
    • Audience profile was different than from a regular RSC production – mainly young adults, less of an upmarket skew, and a more diverse ethnic make up
    • 4 out of 10 followers were from outside of the UK, 1 in 4 of these had not previously heard of the RSC
    • In the UK only a minority were new to the RSC
    Amy Clarke, Marketing
  • 12. Our social media audience
    • Use Facebook Insights to track the profile and interactions of our Facebook Fans
    • 82% of our Facebook Fans are aged under 44
    • On average over 100 fans will interact with us per week
    • Each post receives approximately 20,000 page impressions
    • Invest time in keeping the Page active, interesting and up to date – visits and interaction is driven by the content
    • Find now that fans post and discuss on their own accord
    Amy Clarke, Marketing
  • 13. Measuring success of our social media
    • Use Google Analytics and Ecommerce to track visits to website and resulting transactions from social media sites
    • For 10/11 Facebook is the website’s 4 th referrer, generating 18,000 visits and generated £4,500 sales
    • Twitter has generated 6,500 visits and generated £2,500 sales
    • Not bad for an initial investment of £300 to set up the Facebook Page
    Amy Clarke, Marketing
  • 14. Thank you! [email_address] @amyclarke_uk Amy Clarke, Marketing
  • 15.