Science of Social Media Personal Branding Keynote
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Science of Social Media Personal Branding Keynote

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Join presenter Devon Smith to learn how artists can take concrete steps to build more meaningful relationships with their audience, donors, colleagues and other important constituents. What does it......

Join presenter Devon Smith to learn how artists can take concrete steps to build more meaningful relationships with their audience, donors, colleagues and other important constituents. What does it mean to frame a robust media strategy? Once you've started experimenting, how do you know when you've hit upon something that works? If you’ve only got 10 minutes a day, how do you prioritize? How can you measure success?

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  • Devon Smith, Director of Research and Analysis at Yale Rep <br /> <br />
  • 24 Usable Hours: a lot of powerpoint & analytics <br /> Blogs: technology, web design, marketing, arts, <br /> Facebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale <br /> YouTube: work in theatre <br /> Twitter: social media, arts, social entrepreneurship, innovation <br /> Flickr: travel the world <br /> <br /> <br /> <br />
  • 24 Usable Hours: a lot of powerpoint & analytics <br /> Blogs: technology, web design, marketing, arts, <br /> Facebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale <br /> YouTube: work in theatre <br /> Twitter: social media, arts, social entrepreneurship, innovation <br /> Flickr: travel the world <br /> <br /> <br /> <br />
  • 24 Usable Hours: a lot of powerpoint & analytics <br /> Blogs: technology, web design, marketing, arts, <br /> Facebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale <br /> YouTube: work in theatre <br /> Twitter: social media, arts, social entrepreneurship, innovation <br /> Flickr: travel the world <br /> <br /> <br /> <br />
  • 24 Usable Hours: a lot of powerpoint & analytics <br /> Blogs: technology, web design, marketing, arts, <br /> Facebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale <br /> YouTube: work in theatre <br /> Twitter: social media, arts, social entrepreneurship, innovation <br /> Flickr: travel the world <br /> <br /> <br /> <br />
  • 24 Usable Hours: a lot of powerpoint & analytics <br /> Blogs: technology, web design, marketing, arts, <br /> Facebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale <br /> YouTube: work in theatre <br /> Twitter: social media, arts, social entrepreneurship, innovation <br /> Flickr: travel the world <br /> <br /> <br /> <br />
  • 24 Usable Hours: a lot of powerpoint & analytics <br /> Blogs: technology, web design, marketing, arts, <br /> Facebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale <br /> YouTube: work in theatre <br /> Twitter: social media, arts, social entrepreneurship, innovation <br /> Flickr: travel the world <br /> <br /> <br /> <br />
  • Introduction (5) <br /> Strategy (10) <br /> Websites (15), Facebook (15), Twitter (10), YouTube (10) <br /> Secrets (10) <br /> Challenges (15) <br /> Q&A (30) <br />
  • Introduction (5) <br /> Strategy (10) <br /> Websites (15), Facebook (15), Twitter (10), YouTube (10) <br /> Secrets (10) <br /> Challenges (15) <br /> Q&A (30) <br />
  • Introduction (5) <br /> Strategy (10) <br /> Websites (15), Facebook (15), Twitter (10), YouTube (10) <br /> Secrets (10) <br /> Challenges (15) <br /> Q&A (30) <br />
  • Introduction (5) <br /> Strategy (10) <br /> Websites (15), Facebook (15), Twitter (10), YouTube (10) <br /> Secrets (10) <br /> Challenges (15) <br /> Q&A (30) <br />
  • Introduction (5) <br /> Strategy (10) <br /> Websites (15), Facebook (15), Twitter (10), YouTube (10) <br /> Secrets (10) <br /> Challenges (15) <br /> Q&A (30) <br />
  • Introduction (5) <br /> Strategy (10) <br /> Websites (15), Facebook (15), Twitter (10), YouTube (10) <br /> Secrets (10) <br /> Challenges (15) <br /> Q&A (30) <br />
  • 30 minutes for Q&A <br />
  • If you get nothing else out of this, know these 6 things <br />
  • If you get nothing else out of this, know these 6 things <br />
  • If you get nothing else out of this, know these 6 things <br />
  • If you get nothing else out of this, know these 6 things <br />
  • If you get nothing else out of this, know these 6 things <br />
  • If you get nothing else out of this, know these 6 things <br />
  • If you get nothing else out of this, know these 6 things <br />
  • <br />
  • ROI doesn&#x2019;t make sense <br /> Return on your time. Social media rarely costs money. <br /> But time isn&#x2019;t evenly distributed. <br />
  • There&#x2019;s a lot of people to build relationships with <br /> Be promiscuous <br />
  • There&#x2019;s a lot of people to build relationships with <br /> Be promiscuous <br />
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you. <br />
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you. <br />
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you. <br />
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you. <br />
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you. <br />
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you. <br />
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you. <br />
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you. <br />
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you. <br />
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you. <br />
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you. <br />
  • If you&#x2019;re an individual, sacrifice planning for adapting <br />
  • If you&#x2019;re an individual, sacrifice planning for adapting <br />
  • If you&#x2019;re an individual, sacrifice planning for adapting <br />
  • If you&#x2019;re an individual, sacrifice planning for adapting <br />
  • If you&#x2019;re an individual, sacrifice planning for adapting <br />
  • Don&#x2019;t lose these. Capitalize on them during your campaign. <br /> Simplify, specify, sexy <br /> Scan/benchmark <br /> Analyze yourself <br />
  • Don&#x2019;t lose these. Capitalize on them during your campaign. <br /> Simplify, specify, sexy <br /> Scan/benchmark <br /> Analyze yourself <br />
  • Don&#x2019;t lose these. Capitalize on them during your campaign. <br /> Simplify, specify, sexy <br /> Scan/benchmark <br /> Analyze yourself <br />
  • Don&#x2019;t lose these. Capitalize on them during your campaign. <br /> Simplify, specify, sexy <br /> Scan/benchmark <br /> Analyze yourself <br />
  • Strategy: <br /> Determine 1 goal to address each of the challenges your organization is facing right now <br /> Select 3 ways you&#x2019;re going to reach each of those goals <br /> Choose the social media tool that fits best <br /> Decide which metrics will help you track progress towards your goal <br />
  • Strategy: <br /> Determine 1 goal to address each of the challenges your organization is facing right now <br /> Select 3 ways you&#x2019;re going to reach each of those goals <br /> Choose the social media tool that fits best <br /> Decide which metrics will help you track progress towards your goal <br />
  • Strategy: <br /> Determine 1 goal to address each of the challenges your organization is facing right now <br /> Select 3 ways you&#x2019;re going to reach each of those goals <br /> Choose the social media tool that fits best <br /> Decide which metrics will help you track progress towards your goal <br />
  • Strategy: <br /> Determine 1 goal to address each of the challenges your organization is facing right now <br /> Select 3 ways you&#x2019;re going to reach each of those goals <br /> Choose the social media tool that fits best <br /> Decide which metrics will help you track progress towards your goal <br />
  • Give it a bit of time, but change tactics if they&#x2019;re not working <br /> <br />
  • Give it a bit of time, but change tactics if they&#x2019;re not working <br /> <br />
  • tired yet? <br />
  • you don&#x2019;t have to do everything at once. <br /> get comfortable with 1 platform before moving on to the next <br />
  • you don&#x2019;t have to do everything at once. <br /> get comfortable with 1 platform before moving on to the next <br />
  • you don&#x2019;t have to do everything at once. <br /> get comfortable with 1 platform before moving on to the next <br />
  • you don&#x2019;t have to do everything at once. <br /> get comfortable with 1 platform before moving on to the next <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • it&#x2019;s like learning a new language--there&#x2019;s vocabulary, grammar. Just as simple, just as hard. <br />
  • Landing-not everyone will enter through your homepage <br /> Action-What do you want people to do <br /> Conversion-how many of them take action <br /> Utility: Search/Architecture: top 4-buy tickets, donate, about us, contact <br /> Social (icons, newsletter) <br /> Aesthetics-artists have high expectations <br />
  • Landing-not everyone will enter through your homepage <br /> Action-What do you want people to do <br /> Conversion-how many of them take action <br /> Utility: Search/Architecture: top 4-buy tickets, donate, about us, contact <br /> Social (icons, newsletter) <br /> Aesthetics-artists have high expectations <br />
  • Landing-not everyone will enter through your homepage <br /> Action-What do you want people to do <br /> Conversion-how many of them take action <br /> Utility: Search/Architecture: top 4-buy tickets, donate, about us, contact <br /> Social (icons, newsletter) <br /> Aesthetics-artists have high expectations <br />
  • Landing-not everyone will enter through your homepage <br /> Action-What do you want people to do <br /> Conversion-how many of them take action <br /> Utility: Search/Architecture: top 4-buy tickets, donate, about us, contact <br /> Social (icons, newsletter) <br /> Aesthetics-artists have high expectations <br />
  • Landing-not everyone will enter through your homepage <br /> Action-What do you want people to do <br /> Conversion-how many of them take action <br /> Utility: Search/Architecture: top 4-buy tickets, donate, about us, contact <br /> Social (icons, newsletter) <br /> Aesthetics-artists have high expectations <br />
  • Landing-not everyone will enter through your homepage <br /> Action-What do you want people to do <br /> Conversion-how many of them take action <br /> Utility: Search/Architecture: top 4-buy tickets, donate, about us, contact <br /> Social (icons, newsletter) <br /> Aesthetics-artists have high expectations <br />
  • <br />
  • Remember to google yourself. Know organic keyword referrals and links <br /> SEOMoz is a good resource <br />
  • Remember to google yourself. Know organic keyword referrals and links <br /> SEOMoz is a good resource <br />
  • Remember to google yourself. Know organic keyword referrals and links <br /> SEOMoz is a good resource <br />
  • Remember to google yourself. Know organic keyword referrals and links <br /> SEOMoz is a good resource <br />
  • Remember to google yourself. Know organic keyword referrals and links <br /> SEOMoz is a good resource <br />
  • these are what I use <br />
  • these are what I use <br />
  • these are what I use <br />
  • these are what I use <br />
  • these are what I use <br />
  • these are what I use <br />
  • these are what I use <br />
  • these are what I use <br />
  • these are what I use <br />
  • these are what I use <br />
  • Visitors/Visits/Views <br /> Referral sources <br /> Organic keywords <br /> Top content <br />
  • <br />
  • 25% nonwhite (US internet users: 15%) <br /> Facebook users are more demographically diverse than the US internet population <br /> 45% of users are over 35 (10% over 55) <br /> Average user logs in daily, spends 55 minutes, uploads x pieces of content, fans 7 pages per month, likes #, comments # <br />
  • Doesn&#x2019;t make sense if you&#x2019;re a group. <br /> Depends on profile versus page <br /> Profiles don&#x2019;t have access to analytics, can&#x2019;t do ads for friends, limited friends <br />
  • News Feed is your goal. EdgeRank is how you get there. <br /> Affinity-checking page, previous comments, how many other friends, etc. <br /> Weight-more time intensive shows up more often <br /> Time decay-why you want to update frequently <br />
  • News Feed is your goal. EdgeRank is how you get there. <br /> Affinity-checking page, previous comments, how many other friends, etc. <br /> Weight-more time intensive shows up more often <br /> Time decay-why you want to update frequently <br />
  • Study of 475 theatres in June, 2010 <br /> 2 variables-size of fans & how frequently I post. <br /> Could go in either direction.Could be a third factor-size of theatre <br />
  • Clear relationship <br />
  • Weekly & monthly see very little engagement <br />
  • Turns out might be more time effective to only post daily. That said, time decay. <br />
  • This is just silly. Fix it. <br />
  • December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research. <br />
  • December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research. <br />
  • December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research. <br />
  • December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research. <br />
  • December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research. <br />
  • Build a community of people on facebook. Help your fans meet each other online & offline. <br />
  • FB surpassed google in Jan 2010. Top 3 referrers to most websites. <br />
  • FB surpassed google in Jan 2010. Top 3 referrers to most websites. <br />
  • <br />
  • If you&#x2019;re skeptical, check out who/how many in your area are interested in theatre. Or in your age demographic. <br />
  • FB fans spend more time on our website than any other referrer. <br />
  • Export applications of names. <br /> Compare to your subscriber/ticket buyer list. <br /> Chroma Tix coming out with integration w/ FB/Twitter for small theatres. Very cool. <br />
  • Twitter can be used for other things--just don&#x2019;t duplicate your Facebook content <br />
  • Less than &#xBD; the size of facebook. Still huge. <br /> Female <br />
  • Lingo-handout <br /> Username-matches your website <br /> Find people-search <br /> Bio-keywords <br /> Tweet <br /> Media-bit.ly, twitpic, song.ly <br /> 3rd party-HootSuite/TweetDeck <br /> Measure-talk at the end <br />
  • Lingo-handout <br /> Username-matches your website <br /> Find people-search <br /> Bio-keywords <br /> Tweet <br /> Media-bit.ly, twitpic, song.ly <br /> 3rd party-HootSuite/TweetDeck <br /> Measure-talk at the end <br />
  • Lingo-handout <br /> Username-matches your website <br /> Find people-search <br /> Bio-keywords <br /> Tweet <br /> Media-bit.ly, twitpic, song.ly <br /> 3rd party-HootSuite/TweetDeck <br /> Measure-talk at the end <br />
  • Lingo-handout <br /> Username-matches your website <br /> Find people-search <br /> Bio-keywords <br /> Tweet <br /> Media-bit.ly, twitpic, song.ly <br /> 3rd party-HootSuite/TweetDeck <br /> Measure-talk at the end <br />
  • Lingo-handout <br /> Username-matches your website <br /> Find people-search <br /> Bio-keywords <br /> Tweet <br /> Media-bit.ly, twitpic, song.ly <br /> 3rd party-HootSuite/TweetDeck <br /> Measure-talk at the end <br />
  • Lingo-handout <br /> Username-matches your website <br /> Find people-search <br /> Bio-keywords <br /> Tweet <br /> Media-bit.ly, twitpic, song.ly <br /> 3rd party-HootSuite/TweetDeck <br /> Measure-talk at the end <br />
  • Lingo-handout <br /> Username-matches your website <br /> Find people-search <br /> Bio-keywords <br /> Tweet <br /> Media-bit.ly, twitpic, song.ly <br /> 3rd party-HootSuite/TweetDeck <br /> Measure-talk at the end <br />
  • Lingo-handout <br /> Username-matches your website <br /> Find people-search <br /> Bio-keywords <br /> Tweet <br /> Media-bit.ly, twitpic, song.ly <br /> 3rd party-HootSuite/TweetDeck <br /> Measure-talk at the end <br />
  • 57% are &#x2018;active&#x2019; <br />
  • 73% of real tweeters had someone say something about them <br /> 40% of AutoSync accounts <br />
  • Power users TweetDeck and HootSuite. <br /> Most new users begin twitter on mobile <br />
  • <br />
  • December LORT study. <br />
  • December LORT study. <br />
  • December LORT study. <br />
  • December LORT study. <br />
  • December LORT study. <br />
  • you can do this. find a theatre you like with a large following <br />
  • There&#x2019;s a lot of options on twitter, but don&#x2019;t be scared. It&#x2019;s fleeting. If you make a mistake, it&#x2019;ll be gone in a week. <br />
  • There&#x2019;s a lot of options on twitter, but don&#x2019;t be scared. It&#x2019;s fleeting. If you make a mistake, it&#x2019;ll be gone in a week. <br />
  • There&#x2019;s a lot of options on twitter, but don&#x2019;t be scared. It&#x2019;s fleeting. If you make a mistake, it&#x2019;ll be gone in a week. <br />
  • There&#x2019;s a lot of options on twitter, but don&#x2019;t be scared. It&#x2019;s fleeting. If you make a mistake, it&#x2019;ll be gone in a week. <br />
  • There&#x2019;s a lot of options on twitter, but don&#x2019;t be scared. It&#x2019;s fleeting. If you make a mistake, it&#x2019;ll be gone in a week. <br />
  • Really high level options. <br />
  • Really high level options. <br />
  • Really high level options. <br />
  • Really high level options. <br />
  • Really high level options. <br />
  • <br />
  • Double the prime time audience of all 3 networks combined <br /> Music videos drive viewership. <br />
  • 17% of TCG members link to YouTube from their homepage <br /> December LORT study. Much more in depth online. <br /> <br />
  • 17% of TCG members link to YouTube from their homepage <br /> December LORT study. Much more in depth online. <br /> <br />
  • 17% of TCG members link to YouTube from their homepage <br /> December LORT study. Much more in depth online. <br /> <br />
  • 17% of TCG members link to YouTube from their homepage <br /> December LORT study. Much more in depth online. <br /> <br />
  • <br />
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  • plays outnumbered musicals in the LORT study <br />
  • true across every study I&#x2019;ve done. <br /> Some demo&#x2019;s make lots of sense: 13yo girls = john stamos <br />
  • Think about these potential audience members--may be first time they see your theatre <br /> Importance of annotations <br />
  • Random fans? <br />
  • Very rough metrics. Views don&#x2019;t usually add up. Hopefully this will get better. <br />
  • Ok. Then let&#x2019;s talk about facebook <br />
  • <br />
  • move faster. it&#x2019;s not brain surgery <br />
  • Copy what works <br />
  • People want to get to know you <br />
  • Most popular people talk about SM <br />
  • Keep it consistent but mix it up <br />
  • and especially <br />
  • Organizations, etc. <br />
  • have an expertise in something <br /> make it meaningful <br />
  • Google! <br /> Helps on every other platform too <br />
  • Steal ideas from everywhere--much like your art <br />
  • good discipline for writing headlines <br /> Clear, sexy <br />
  • Leverage real world connections <br />
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  • Flowtown-the social side of your email list <br /> Hootsuite-analytics built in, workstream management <br /> Google Alerts-keep an eye on your brand <br /> RSS-keep abreast of info in your field <br /> Bit.ly-track analytics of links (anywhere) <br /> Delicious-keep track of good webpages, a smaller web <br /> Mashable-resources <br /> Website Grader-SEO <br />
  • Flowtown-the social side of your email list <br /> Hootsuite-analytics built in, workstream management <br /> Google Alerts-keep an eye on your brand <br /> RSS-keep abreast of info in your field <br /> Bit.ly-track analytics of links (anywhere) <br /> Delicious-keep track of good webpages, a smaller web <br /> Mashable-resources <br /> Website Grader-SEO <br />
  • Flowtown-the social side of your email list <br /> Hootsuite-analytics built in, workstream management <br /> Google Alerts-keep an eye on your brand <br /> RSS-keep abreast of info in your field <br /> Bit.ly-track analytics of links (anywhere) <br /> Delicious-keep track of good webpages, a smaller web <br /> Mashable-resources <br /> Website Grader-SEO <br />
  • Flowtown-the social side of your email list <br /> Hootsuite-analytics built in, workstream management <br /> Google Alerts-keep an eye on your brand <br /> RSS-keep abreast of info in your field <br /> Bit.ly-track analytics of links (anywhere) <br /> Delicious-keep track of good webpages, a smaller web <br /> Mashable-resources <br /> Website Grader-SEO <br />
  • Flowtown-the social side of your email list <br /> Hootsuite-analytics built in, workstream management <br /> Google Alerts-keep an eye on your brand <br /> RSS-keep abreast of info in your field <br /> Bit.ly-track analytics of links (anywhere) <br /> Delicious-keep track of good webpages, a smaller web <br /> Mashable-resources <br /> Website Grader-SEO <br />
  • Flowtown-the social side of your email list <br /> Hootsuite-analytics built in, workstream management <br /> Google Alerts-keep an eye on your brand <br /> RSS-keep abreast of info in your field <br /> Bit.ly-track analytics of links (anywhere) <br /> Delicious-keep track of good webpages, a smaller web <br /> Mashable-resources <br /> Website Grader-SEO <br />
  • Flowtown-the social side of your email list <br /> Hootsuite-analytics built in, workstream management <br /> Google Alerts-keep an eye on your brand <br /> RSS-keep abreast of info in your field <br /> Bit.ly-track analytics of links (anywhere) <br /> Delicious-keep track of good webpages, a smaller web <br /> Mashable-resources <br /> Website Grader-SEO <br />
  • Flowtown-the social side of your email list <br /> Hootsuite-analytics built in, workstream management <br /> Google Alerts-keep an eye on your brand <br /> RSS-keep abreast of info in your field <br /> Bit.ly-track analytics of links (anywhere) <br /> Delicious-keep track of good webpages, a smaller web <br /> Mashable-resources <br /> Website Grader-SEO <br />
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  • Better to be on 1 than 4 <br /> Don&#x2019;t let people tell you that you *have* to be on Facebook <br />
  • Simplify <br /> Make them make sense <br /> Adapt if they don&#x2019;t lead you in a productive direction <br />
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  • Above the line: pre-digested. Be ware. <br /> Below the line: simple #s. but you have to check them all. We&#x2019;re still in the very early days. <br />
  • Location based sharing--others are larger, but this has momentum <br /> Game mechanics <br /> Potential to engage people IRL <br />
  • Location based sharing--others are larger, but this has momentum <br /> Game mechanics <br /> Potential to engage people IRL <br />
  • Location based sharing--others are larger, but this has momentum <br /> Game mechanics <br /> Potential to engage people IRL <br />
  • Location based sharing--others are larger, but this has momentum <br /> Game mechanics <br /> Potential to engage people IRL <br />
  • Location based sharing--others are larger, but this has momentum <br /> Game mechanics <br /> Potential to engage people IRL <br />
  • TwitPic + Twitter <br /> 7% of TCG <br />
  • 10% of tcg links <br />
  • 10% of tcg links <br />
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  • *note: 25 theatres (22 lort + 3) <br /> Spending very little time measuring. This is bad. <br />

Transcript

  • 1. The  Science  of  Social  Media Personal  Branding  for  Ar6sts #sosm @devonvsmith
  • 2. Who  am  I? devonvsmith 2
  • 3. the  plan let’s  talk  strategy 4  pla>orms secrets  of  social  media overcoming  challenges Q&A! 3
  • 4. 90  minutes 4
  • 5. strategy 1. Have  a  meaningful  goal 2. If  something  doesn’t  work,  change  it 3. Track  what  you  do,  and  what  the  results  are 4. Be  yourself  -­‐  you  are  now  a  brand 5. It’s  not  a  sprint 6. PrioriGze 5
  • 6. also spend  more  Ime   listening   than  talking 6
  • 7. ROI 7
  • 8. build  relaIonships,  not  one  night  stands •Ticket  buyers •Other  arIsts •Arts  organizaIons •Funders •Local  businesses •Curious  onlookers 8
  • 9. what  you  measure  ma:ers But  there’s  no  secret  formula h:p://bit.ly/100ways think  about  micro  conversions li:le  steps  along  a  path  to  a  big  goal problem.  goal.  tac6c.  metric. 9
  • 10. PLAN PLAN so  now  we  need  a   Watch Decide Plan Execute 10
  • 11. Watch What  makes   you  different? What  are  other   arIsts  doing? What  are  you   trying  to   What  are  you   accomplish? doing  that’s   already  working? 11
  • 12. Decide Goal TacIc Tool Metric 12
  • 13. Do Execute Adapt 13
  • 14. Whew! 14
  • 15. where  do  I  begin? Give  yourself  a  home  base Build  a  community Establish  yourself  as  a  leader Show  what  you  can  do 15
  • 16. Give  yourself  a  Home 16
  • 17. it’s  a  process Blogging  pla>orm  Self  hosted?  Hosted?  Micro? HosIng  service      Blue  Host  ($7/month) Domain  name      hbp://www.internic.net/whois.html  ($10/yr) Choose  a  theme    Free?  Premium? Start  building! Widgets/Plug  ins 17
  • 18. the  secret  to  learning  HTML 18
  • 19. 1. Landing  page 2. Call  to  acIon 3. Conversions 4. UIlity   5. Social   6. AestheIcs website  design 19
  • 20. What   do   you       see   first? 20
  • 21. Search  Engine  OpImizaIon scary  phrase,  simple  concept Titles Key  words Links Fresh  content Meta  tags 21
  • 22. Widgets  &  Plugins Feedburner Social  Badges Wordpress.com  Stats Disqus  Comment  System Askismet All  in  One  SEO  Pack Broken  Link  Checker SexyBookmarks Social  Web  Links Yet  Another  Related  Posts  Plugin 22
  • 23. Google  AnalyIcs 23
  • 24. Build  a  Community 24
  • 25. 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 25
  • 26. am  I  a  page? 26
  • 27. how  do  I  reach  them? 27
  • 28. correlaIon   does  not   imply   causaIon 28
  • 29. more  posts                          more  fans 29
  • 30. more  posts                      more  engagement 30
  • 31. but  the  real  story  is ROE=  (Likes  +  Comments  +  Fan  Posts)  /  Theatre’s  posts   31
  • 32. 37%  of  theatres  don’t  link  to  Facebook   from  their  homepage 32
  • 33. case  study  of  Kansas  City  Rep Asking  quesIons   Fans  comment  more  on   Fans  “like”  twice  as   generaIons  highest   administraIve-­‐related   open  as  commenIng   levels  of  user   posts  than  arIsIc  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 33
  • 34. so? •Update  content  daily •Link  to  your  facebook  page •Get  a  custom  URL •Ask  quesIons  (authenIcally) 34
  • 35. facebook  drives  traffic  to  your  website that’s  where  you  sell  Ickets 35
  • 36. so  use   Facebook  Insights 36
  • 37. and  Facebook  Ads   to  gather  data 37
  • 38. know  how  Facebook  referrals  differ  from   other  traffic  sources 38
  • 39. measure  it      You  have  the  tools  (if  not  the  Ime)  to   know  if  your  Facebook  fans  spend   more  money  on  you.     39
  • 40. Establish  yourself  as  Leader 40
  • 41. 60  million  US  users   I’m  probably  less   knowledgeable   Average  user about  “this  whole   •5  followers Twiber  thing”  than   •Has  tweeted  <  10  Imes you  might  think •Is  in  their  30s •Has  a  college  degree •Lives  outside  the  US 41
  • 42. geung  started Learn  the  lingo Choose  a  username  that’s  short  but  recognizable Find  people  to  follow Complete  your  bio Tweet! Share  media  beyond  just  text Use  a  3rd  party  pla>orm Measure 42
  • 43. 1/3  theatres  tweet  daily 43
  • 44. only  updaIng  Twiber  via  Facebook? 44
  • 45. most  theatres  primarily  use  the  web 45
  • 46. 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 46
  • 47. case  study  of  American  Rep Asking  quesIons   Number  of  followers  is   A  theatre’s  followers   generates  highest  level   best  predictor  of  high   are  open  geographically   of  user  engagement engagement diverse Users  will  casually   You  can  use  Twiber  for   menIon  your  theatre   more  than  just   as  open  as  they  speak   markeIng directly  to  you 47
  • 48. an  example 48
  • 49. so? • Search  for  menIons  of  your  brand  name,  shows  you’re   producing,  local  compeItors,  topics  you’re  interested  in • Make  friends  with  others  in  your  area  tweeIng  (criIcs,   organizaIons,  local  arts  agency,  local  poliIcians,  etc). • Consider:  Twiber  contests,  tweet  seats,  twiber  ficIon,   seeking  out  new  followers,  responding  to  everyone,  linking  to   your  other  content,  custom  backgrounds. • Twiber  as  CRM:  make  (private)  lists  of  users.  Segment   followers  by  type.   49
  • 50. measure  it! • Reach:  followers  (not  just  how  many,  but  who) • Engagement:  @menIon  and  link  click  thru • Influence:  #ff  and  listed • SenIment:  content  of  the  tweets  about/to  you 50
  • 51. Show  what  you  can  DO 51
  • 52. 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 52
  • 53. 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  aper   53
  • 54. Length  of  video  doesn’t  seem  to  maber 54
  • 55. Diverse  types  of  videos  are  popular 55
  • 56. No  performance  type  dominates 56
  • 57. Viewers  tend  to  be  older  males 57
  • 58. Most  (but  not  all)  views  occur  on  YouTube 58
  • 59. 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 59
  • 60. measure  it! 60
  • 61. but  I  just  wanna  sell  Ickets 61
  • 62. 12  Dirty  Lible  Secrets 62
  • 63. 1.  A  strategic  plan  isn’t  required 63
  • 64. 2.  Read  more  than  you  write,   listen  more  than  you  measure 64
  • 65. 3.  Give  away  everything  you  can  for  free   65
  • 66. 4.  Talking  about  social  media  abracts   abenIon  on  social  media  pla>orms 66
  • 67. 5.  WriIng  about  topics  outside  your   niche  will  drive  traffic  short  term 67
  • 68. 6.  Link  link  link.  It’s  hard  to  predict  exactly   where  your  traffic  will  come  from 68
  • 69. 7.  Link  to  people  you  want  to  meet 69
  • 70. 8.  Your  opinions   aren’t  enough unless  they  are 70
  • 71. 9.  SEO  is  no  joke.  Figure  it  out 71
  • 72. 10.  Steal   ruthlessly   but  abribute   everything 72
  • 73. 11.  Learn  to  think  in  140  characters 73
  • 74. 12.  ConnecIons  maber 74
  • 75. Challenges Overwhelmed ExpectaIons ExhausIon Making  Ime Bored 75
  • 76. Tools HubSpot   Website   Flowtown grader Hootsuite Mashable Google   Alerts Del.icio.us RSS Bit.ly 76
  • 77. but  what  if? People  say  bad  things  about  me They  already  are.   Be  more  in  control  of  the  conversaIon  around  your  brand Social  Media  is  just  a  fad Pla>orms  may  come  and  go.   The  best  way  to  be  prepared  is  to  (though>ully)  experiment  on  the  current  one. It  won’t  sell  Ickets Build  relaIonships  with  your  fans. Unlike  tradiIonal  markeIng,  there  is  value  in  social  media  beyond  the  message. It  takes  too  much  Ime Once  you  get  the  hang  of  it,  it  doesn’t.   Cheaper  than  most  other  markeIng  efforts. 77
  • 78. Not   all   pla>orms   are   created   equal 78
  • 79. Not   all   metrics are   created   equal 79
  • 80. quesIons? Follow:  @devonvsmith Read:  www.24usablehours.com Email:  devonvsmith@gmail.com THANKS! 80
  • 81. Q&A  notes APPENDIX 81
  • 82. twiber  tools 82
  • 83. 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  maber Having  a  special   isn’t  enough  to   Longevity  mabers drive  check  ins Data  from  September,  2010;  76  LORT  theatres 83
  • 84. 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  aucIon  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 84
  • 85. 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  pla>orm •Poll  your  audience  to  see  if  they  want  you  on   the  pla>orm •Give  fans  Ime  to  transiIon •Leave  a  final  post  that  you’re  no  longer  checking   the  account •Consider  deleIng  the  account 85
  • 86. blogs 25%  of  TCG  theatre  websites  link  to  a  blog 2009  renewed  interest  (LORT) On  average  post  3  Imes  each  month Most  popular:  different  author  for  every  post Bad  news: •Very  lible  engagement •Lots  of  effort •Unclear  readership Good  News: •Archive  of  your  history •Permanent  link  to  send  informaIon •Thought  leadership  in  the  field •Schools/universiIes—student/intern  life •Value  of  SEO/recency  to  your  website 86
  • 87. how  much  Ime  do  you  have? 87