Trends in social media - Tessitura UK conference


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Presentation given at Tessitura UK conference at the RSC - 9 November 2012

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Trends in social media - Tessitura UK conference

  1. 1. Trends in social media Amy Rushby Digital Marketing Officer Royal Shakespeare CompanyAuthor’s name, Department 1
  2. 2. Everyone uses social media  Are we reaching saturation point?  How can our messages stand out over the noise?  Is Facebook really social now, or just an advertising platform?  When social media turns bad  Digital marketing or community management and other discussion topicsAmy Rushby 2
  3. 3. Are we reaching saturation point?Amy Rushby 3
  4. 4. The RSC (like most arts organisations) likes to use social media... RSC Facebook Page @theRSC @matildamusical RSC Teachers @theRSCKey RSC Open Stages @RSCRooftop The RSC Key @HiretheRSC @matildamusical World Shakespeare @wsf2012 Festival @RSCPress Matilda The Musical AND: YouTube, Pinterest, Google Plus, Storify, Instagram, FlickrAmy Rushby 4
  5. 5. And why not? Social media helps the RSC to:  Engage our audiences in the life of the company and the development of a show (and hopefully sell a ticket!) Reach out to a younger, global audiences Safe user friendly platforms for conversation and discussion Gather informal audience feedback Share our growing bank of online content Build the RSC as a well-known and trusted cultural brand Surprise people “wow – the RSC is on Twitter”, “the RSC just RT’ed my photo!” “You replied to my question – thanks”Amy Rushby 5
  6. 6. But social media is busy and noisy – are we heard? A tweet is lost in a Twitter minute – 340 million tweets per day Are RTs the new spam email? More and more advertising – promoted posts and tweets And Facebook has changed its algorithm - EDGERANKAmy Rushby 6
  7. 7. Tweet, Tweet...Twitter • 517 million Twitter accounts • Second biggest social networking site, after Facebook •Top three tweeting cities: Jakarta, Tokyo and London • For the RSC Twitter has overtaken Facebook in terms of number of followers: 50,700 compared to 34,700 (last week we gained 1,600 new Twitter followers)Amy Rushby 7
  8. 8. Promoted Tweets Using promoted hash tags to get your campaign noticed – a form of subliminal advertising?Amy Rushby 8
  9. 9. A stumblingblock for UKorganisationsAmy Rushby 9
  10. 10. Understanding Edgerank Rushby 10
  11. 11. Sponsored Stories / Promoted Status My friends like Bacardi, therefore I must like Bacardi...I don’t like Bacardi – is this the new spam?Amy Rushby 11
  12. 12. Where are our friends? If you want to speak to the other 80 to 85 percent of people who signed up to hear from you, “sponsoring posts is important.” Do we need to find new social media platforms? Source: http://dangerousminds.netAuthor’s name, Department 12
  13. 13. If we can’t beat them, should we join them? The RSC could potentially spend approx £1,500 per week on promoting its Facebook updates, in order to increase reach and engagement. Annual spend = £78,000!Amy Rushby 13
  14. 14. When social media turns bad... • 2011 – As You Like It “Rabbit Gate” • 2012 – The Orphan of Zhao “Zhao Gate” What can you do when your Facebook Page gets hijacked by groups with strong views?Amy Rushby 14
  15. 15. What did we learn?Amy Rushby 15
  16. 16.  Social media vigilance  Tolerance and thick skin  Clarity about what is and what is not acceptable  Familiarity with terms and conditions and community guidelines  Internal communications  Expect the unexpected – there’s not one rule for every Twitter StormAmy Rushby 16
  17. 17. Is social media digital marketing or community management?Amy Rushby 17
  18. 18. Discussion • What is the future of social media? • Thoughts on Edgerank and promoted posts? • How will this impact upon arts organisations? • Do new platforms potentially offer us a better deal? • What are your social media experiences – good, bad and ugly? • Are marketers now community managers?Amy Rushby 18
  19. 19. Thanks! @amy_rushby www.culturaltweeters.blogspot.comAmy Rushby 19