Science of Social Media Building Organizational Capacity Keynote

The Science of Social Media Building Organiza5onal Capacity #sosm @devonvsmith

Who am I? devonvsmith 2

the plan let’s talk strategy the big 3 smaller players staﬃng for social media what the future holds Q&A! 3

90 minutes 4

social media doesn’t sell 5ckets 5

these sell 5ckets artistic content your direct your website mail campaigns customer service by your box office 6

so why bother? If your social media fans will • Recommend you to their friends • Like your brand more • Be more inﬂuenced by (cheap!) social media than tradi>onal media • Spend more • Stay with you longer • Cost less to acquire new >cket buyers PS: these are all goals you can measure 7

and outside the marke5ng oﬃce • Customer Service • Crowdsourcing Solu5ons • Fundraising • Making Art • Professional Networking • Thought Leadership 8

strategy 1. Address a real problem 2. Have a meaningful goal 3. Test several op>ons 4. Track what you do, and what the results are 5. Be yourself, not your brand 6. Adapt your content for diﬀerent plaPorms 7. It’s okay to repeat 8. Simplify your metrics to a single dashboard 9

also spend more 5me listening than talking 10

ROI 11

build rela5onships, not one night stands •Ticket buyers •Local businesses •Other theatres •Current employees •Poten5al employees •Ar5sts •Alumni •Vendors •Funders •Local residents •Curious onlookers 12

what you measure ma3ers But there’s no secret formula h3p://bit.ly/100ways think about micro conversions li3le steps along a path to a big goal problem. goal. tacBc. metric. 13

PLAN so now we need a Watch Decide Plan Execute 14

Watch Dis5nguishing features of your org Industry Scan Challenges your org is facing Digital Media Audit 15

Decide Goal Tac5c Tool Metric 16

Plan People Tasks Timeline Budget Staﬃng Risks 17

Report Execute Adapt 18

Whew! 19

I just wanna sell 5ckets 20

Facebook 21

150 million US users on Facebook I’m more ethnically and geographically diverse, older, and engaged online than you might think. Average user •Logs in daily •Spends 55 minutes •Has 130 friends •Creates 70 pieces of content each month •Like 7 pages per month 22

have you heard? Open Graph Community Pages Places Ques5ons Credits No more FBML 23

so how do you reach them? 24

correla5on does not imply causa5on 25

more posts more engagement 27

but the real story is ROE= (Likes + Comments + Fan Posts) / Theatre’s posts 28

37% of theatres don’t link to Facebook from their homepage 29

have you made the switch from a Group to a Page? 30

if not, it’s worth it… 31

case study of Kansas City Rep Asking ques5ons Fans comment more on Fans “like” twice as genera5ons highest administra5ve-‐related ooen as commen5ng levels of user posts than ar5s5c posts on a wall post engagement 24% of engaged fans 70% of engaged fans are students; they are women, but men engage less frequently comment more than non-‐students frequently 32

so? •Update content daily •Link to your facebook page •Get a custom URL •Ask ques5ons (authen5cally) 33

facebook drives traﬃc to your website that’s where you sell 5ckets 34

so use Facebook Insights 35

and Facebook Ads to gather data 36

know how Facebook referrals diﬀer from other traﬃc sources 37

test a landing page 38

measure it You have the tools (if not the 5me) to know if your Facebook fans spend more money at your theatre. Export! Compare! Analyze! 39

want to know what people think about your brand? search the public 5meline 40

keep an eye on Facebook Causes 41

Twiser 42

60 million US users I’m probably less knowledgeable Average user about “this whole •5 followers Twiser thing” than •Has tweeted < 10 5mes you might think •Is in their 30s •Has a college degree 43

have you heard? •#NewTwiser •Promoted Tweets •hsp://t.co •Analy5cs coming “this year” •Expect con5nued down5me 44

1/3 theatres tweet daily 45

only upda5ng Twiser via Facebook? 46

most theatres primarily use the web 47

on average, about 8% of your followers will add you to a list. What they name that list can tell you how they think of you 48

case study of American Rep Asking ques5ons Number of followers is A theatre’s followers generates highest level best predictor of high are ooen geographically of user engagement engagement diverse Users will casually You can use Twiser for men5on your theatre more than just as ooen as they speak marke5ng directly to you 49

an example 50

so? • Search for men5ons of your brand name, shows you’re producing, local compe5tors, topics you’re interested in • Make friends with others in your area twee5ng (cri5cs, organiza5ons, local arts agency, local poli5cians, etc). • Consider: Twiser contests, tweet seats, twiser ﬁc5on, seeking out new followers, responding to everyone, linking to your other content, custom backgrounds. • Twiser as CRM: make (private) lists of users. Segment followers by type. • Track your data in real 5me. 51

measure it! • Reach: followers (not just how many, but who) • Engagement: @men5on and link click thru • Inﬂuence: #ﬀ and listed • Sen5ment: content of the tweets about/to you 52

tools 53

YouTube 54

2 billion views/day 24 hours of video uploaded per minute Average user watches 15 minutes per day Evenly split M/F Most popular video played 200 million x 55

have you heard? •Nonproﬁt channel •No more star ra5ngs •YouTube rentals •HTML5 56

Viewers engage on Findings from 2 Case Studies a “per video” basis Men 45-‐54 are largest demographic Related videos are top referral source 80% of views occur more than 2 months aoer 57

Length of video doesn’t seem to maser 58

Diverse types of videos are popular 59

No performance type dominates 60

Viewers tend to be older males 61

Most (but not all) views occur on YouTube 62

so? •Embed videos on your website •Understand viewer demographics •Use keyword tags •Add videos to playlists •Monitor & moderate comments •Keep in mind most views will occur a"er closing 63

measure it! 64

3 million users 1.5 years old Foursquare tripled Evidence of high Tips, tags, and in size in past 6 engagement categories don’t months among users & seem to maser Having a special isn’t enough to Longevity masers drive check ins Data from September, 2010; 76 LORT theatres 65

Signiﬁcant growth in check ins 66

Check ins increasing faster than unique users 67

97% of venues have at least 1 check in 68

Levels of engagement are increasing (slowly) 69

But some theatres have huge growth curves Guthrie History Channel Fords Theatre Center Theatre Group Lincoln Center Old Globe Mayor special 70

Early venues have more check ins 71

MySpace 8% of theatres logged in February. 4% had fan comments. They had fewer comments over the life of MySpace than their Facebook page gets in a week. An exit strategy •Check to see if your fan base overlaps with another playorm •Poll your audience to see if they want you on the playorm •Give fans 5me to transi5on •Leave a ﬁnal post that you’re no longer checking the account •Consider dele5ng the account 73

flickr 4 billion photos uploaded. Facebook uploads 2.5 billion every month. LORT study: •23% have more than 10 contacts •1/3 don’t tag photos Theatres have used Flickr to: •Ask fans to contribute photos of themselves •Send fans on a photo scavenger hunt •Sell or rent costume/set pieces •Promote gala auc5on items to donors •Ask fans to provide insight on design images •Staff to share lives outside the theatre •Give fans tour of the theatre & offices 74

blogs 25% of TCG theatre websites link to a blog 2009 renewed interest (LORT) On average post 3 5mes each month Most popular: different author for every post Bad news: •Very lisle engagement •Lots of effort •Unclear readership Good News: •Archive of your history •Permanent link to send informa5on •Thought leadership in the field •Schools/universi5es—student/intern life •Value of SEO/recency to your website 75

how much 5me do you have? 76

if your reputa5on is at stake, should you trust an intern? Think about •Fit between who’s speaking & the playorm •How to educate the staﬀ about how to use it •Staﬀ engagement as a measure of success •Social media policy for personal use 77

so what are your choices? MarkeBng/CommunicaBons ArBsBc •Marke5ng Associate (3) Mostly by Literary Manager •Communica5ons Manager (2) Some5mes by Execu5ve Director •Marke5ng Manager (2) Co-‐Ar5s5c Director •Marke5ng Director (2) Associate Ar5s5c Director and Producer •Marke5ng Coordinator (2) Ar5s5c Fellow •Associate Marke5ng Director Ar5s5c Associate typically tweets •Communica5ons Associate Ar5s5c Director •Director of Communica5ons and Marke5ng Producing Ar5s5c Director •Marke5ng dude Associate Director •Marke5ng mavens •Director of Community Engagement •Marke5ng Intern •New Media Manager •Marke5ng Assistant •Audience Development Associate Other •Public Rela5ons Manager Managing Director (2) •Marke5ng and Development Associate Educa5on Administrator •Interac5ve Media Manager and Marke5ng Assistant Resident Produc5on Stage Manager •Director of Marke5ng and Internet Services Manager and Assistant Director of Development •Marke5ng department 78

social media guidelines Organiza5onal goals Personal versus professional use Full disclosure Content approval process Author approval process Transparency versus privacy Community management Shared usernames & passwords Copyright issues Style guide E5quese Professional development opportuni5es hsp://socialmediagovernance.com 79

Challenges Overwhelmed Expecta5ons Exhaus5on Making 5me Bored 80

Tools HubSpot Website Flowtown grader Hootsuite Mashable Google Alerts Del.icio.us RSS Bit.ly 81

but what if? People say bad things about us They already are. Be more in control of the conversa5on around your brand Social Media is just a fad Playorms may come and go. The best way to be prepared is to (thoughyully) experiment on the current one. It won’t sell 5ckets Build rela5onships with your fans. Unlike tradi5onal marke5ng, there is value in social media beyond the message. It takes too much 5me Once you get the hang of it, it doesn’t. Cheaper than most other marke5ng eﬀorts. 82

the future Push Recommenda5ons Social Search Open Graph QR Codes Q&A Playorms 83

Not all playorms are created equal 84

Not all metrics are created equal 85

Not all plans are created equal 86

ques5ons? Follow: @devonvsmith Read: www.24usablehours.com Email: devonvsmith@gmail.com THANKS! 87

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Science of Social Media Building Organizational Capacity Keynote

by Devon Smith on Oct 03, 2010

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Science of Social Media Building Organizational Capacity Keynote — Presentation Transcript