Shakespeare & Social Media (w/ notes)

#STAA11 Whirling Words of Shakespeare What’s the Value in Being Social? 1 1

social media doesn’t sell 3ckets 2 2 I hate to break it to you

these sell 3ckets artistic content your direct your website mail campaigns customer service by your box office 3 3 Art sells. How you convert interest to a 3cket sale is via your website, box oﬃce, and direct mail

ROI 4 4 ROI doesn’t make sense Investment-‐social media is cheap (though can feel 3me consuming in the beginning) Return-‐you’re a nonproﬁt, beNer to think of audience (cons3tuent) development. On-‐compared to what other marke3ng?

why do you spend money? Social media s ram ts ls g p rog s ven ria 3sin e g nt ram e on e c 3 ate ver m i m d ch pro erv l3va ine dia a ri en 3on s er r cu ail Onl e c tomono t m & m s3 duca 3 E s ec rint ass r P Ar Cu D Di M Long term Short term rela3onships sales 5 5

build rela3onships, not one night stands* •Ticket buyers •Local businesses •Other theatres •Current employees •Poten3al employees •Ar3sts •Alumni •Vendors •Funders •Local residents *but it’s okay to be promiscuous •Curious onlookers 6 6 There’s a lot of people to build rela3onships with

• Increase demand (#, freq, total) • Increase loyalty • Increase willingness to pay • Move along purchasing funnel • Decrease acquisi3on/maintenance costs Marke3ng Goals 7 7

Customer Life3me Value Customer 1 Customer 2 Spends $200 per year Spends $100 per year Acquisition cost: $50 Acquisition cost: $25 Maintenance costs: $15/yr Maintenance costs: $50/yr Loyalty: 5 years Loyalty: 3 years CLV: $890 CLV: $175 Social Media Fan 8

so where’s the value? If your social media fans will • Recommend you to their friends • Like your brand more • Be more inﬂuenced by (cheap!) social media than tradi3onal media • Spend more • Stay with you longer PS: these are all goals you can measure 9 9

and outside the marke3ng oﬃce • Customer Service • Crowdsourcing Solu3ons • Fundraising • Making Art • Professional Networking • Thought Leadership 10 10 Important to recognize social media’s use outside Answering ques3ons Asking ques3ons mobile dona3ons-‐Allie? Brand Fic3on Instant access to every other theatre Impact on your brand aher being viewed as “social media savvy”

strategy 1. Address a real problem 2. Have a meaningful goal 3. Test several op3ons 4. Track what you do, and what the results are 5. Be yourself, not your brand 6. Adapt your content for diﬀerent plalorms 7. Simplify your metrics to a single dashboard 11 11 If you get nothing else out of this, know these 8 things

also spend more 3me listening than talking 12 12

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. tac@c. metric. 13 13 Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.

Whew! 14 14 are you tired?

I just wanna sell 3ckets 15 15

have you heard? Open Graph Community Pages Places Ques3ons Credits Groups 16 16 2 million websites integrate with Facebook. Shows strong results. Community Pages are like wikipedia—public 3meline Places kind of like Foursquare. Lots of poten3al. Merging Pages & Places is debatable Q&A-‐next hot app in FB. $1 billion virtual currency market. FB will do $2B total this year. Big player in growing market. Could make buying 3ckets in app easier. FBML changes how you arrange your page Yesterday $500 million invested in FB, now valued at $50B, IPO in 2012

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 per day •Has 130 friends •Creates 3 pieces of content each day •Fans 4 pages per month 17 17 25% nonwhite (US internet users: 15%) Facebook users are more demographically diverse than the US internet popula3on 45% of users are over 35 (10% over 55)

so how do you reach them? 18 18 News Feed is your goal. EdgeRank is how you get there. Aﬃnity-‐checking page, previous comments, how many other friends, etc. Weight-‐more 3me intensive shows up more ohen Time decay-‐why you want to update frequently

86% of STA members* are ac3ve on Facebook *8 members have no digital footprint and have been excluded from study 19 19

9 theatres have > 4,000 fans 14 have < 100 Median = 611 as of December 18, 2010 20 20

correla3on does not imply causa3on 21 21 Study of 475 theatres in June, 2010 2 variables-‐size of fans & how frequently I post. Could go in either direc3on. Could be a third factor-‐size of theatre

Have you made the switch from a group to a page? 22 22

38% of theatres don’t link to Facebook from their homepage 23 23 This is just silly. Fix it.

more posts more fans 24 24 Clear rela3onship

more posts more engagement TCG theatres, May 2010 25 25 Weekly & monthly see very liNle engagement

but the real story is ROE= (Likes + Comments + Fan Posts) / Theatre’s posts TCG theatres, May 2010 26 26 Turns out might be more 3me eﬀec3ve to only post daily. That said, 3me decay.

case study of Kansas City Rep Asking ques3ons Fans comment more on Fans “like” twice as genera3ons highest administra3ve-‐related ohen as commen3ng levels of user posts than ar3s3c 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 27 27 December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research.

so? •Update content daily •Link to your facebook page •Get a custom URL •Ask ques3ons (authen3cally) 28 28 Build a community of people on facebook. Help your fans meet each other online & oﬄine.

facebook drives traﬃc to your website that’s where you sell 3ckets 29 29 FB surpassed google in Jan 2010. Top 3 referrers to most websites.

560,000 Shakespeare fans on Facebook Only 15% are over age 40 30 30 300K In the US Another 75K in Canada, UK, Australia Example: In Chicago, 6k+ list Shakes, but Chicago Shakes only 4k fans

know how Facebook referrals diﬀer from other traﬃc sources 31 31 FB fans spend more 3me on our website than any other referrer.

consider the switch *Technically violates Facebook’s Terms of Service 32 32 Doesnʼt make sense if youʼre a group. Depends on proﬁle versus page Proﬁles donʼt have access to analytics, canʼt do ads for friends, limited friends

measure it You have the tools (if not the 3me) to know if your Facebook fans spend more money at your theatre. 33 33 Export applica3ons of names. Compare to your subscriber/3cket buyer list. Chroma Tix coming out with integra3on w/ FB/TwiNer for small theatres. Very cool.

Digital v Social Adver3sing 34 34

NYTN Adver3sing Budget 35 35

Traﬃc to NYTN 36 36

Value of Exposure 37 37

Value of Ac3on 38 38

1/4 of Facebook clicks age 45+ 39 39

the future (of Facebook) Push Recommenda3ons Social Search Open Graph More Data Social Currency 40 40 Social Search-‐inﬂuence of Google Open Graph-‐everything becomes social Push-‐serendipity

Breakout Session (2:40pm Movement Room) • TwiNer • YouTube • Foursquare • Kickstarter • Flickr, Blogs, MySpace • Yelp, GroupOn • Staﬃng for Social Media 41 41

Social Media Step by Step 42 42

TwiNer has 90 million US users I’m probably less knowledgeable Average user about “this whole •10 followers TwiNer thing” than •Has tweeted < 10 3mes you might think •Is in their 30s •Has a college degree 43 43 Less than ½ the size of facebook. S3ll huge. Female

have you heard? •#NewTwiNer •Promoted Tweets •hNp://t.co •Analy3cs coming “this year” •Expect con3nued down3me 44 44 TwiNer declares themselves a media plalorm Promoted tweets-‐ads in side bar t.Co is a URL shortener. TwiNer bought it & twee3e to integrate analy3cs Unstable plalorm

1/3 TCG theatres tweet daily 45 45 37% of STA members link to frontpage (only 58% FB)

only upda3ng TwiNer via Facebook? 46 46 73% of real tweeters had someone say something about them 40% of AutoSync accounts

most theatres primarily use the web 47 47 198 “real” tweeters Power users TweetDeck and HootSuite.

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 48

In New York City, Size MaNers 49 49

case study of ART Asking ques3ons Number of followers is A theatre’s followers generates highest level best predictor of high are ohen geographically of user engagement engagement diverse Users will casually You can use TwiNer for men3on your theatre more than just as ohen as they speak marke3ng directly to you 50 50 December LORT study.

so? • Search for men3ons of your brand name, shows you’re producing, local compe3tors, topics you’re interested in • Make friends with others in your area twee3ng (cri3cs, organiza3ons, local arts agency, local poli3cians, etc). • Consider: TwiNer contests, tweet seats, twiNer ﬁc3on, seeking out new followers, responding to everyone, linking to your other content, custom backgrounds. • TwiNer as CRM: make (private) lists of users. Segment followers by type. • Track your data in real 3me. 51 51 There’s a lot of op3ons on twiNer, but don’t be scared. It’s ﬂee3ng. If you make a mistake, it’ll be gone in a week.

measure it! • Reach: followers (not just how many, but who) • Engagement: @men3on and link click thru • Inﬂuence: #ﬀ and listed • Sen3ment: content of the tweets about/to you 52 52 Really high level op3ons.

You Tube 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 53 53 Double the prime 3me audience of all 3 networks combined Music videos drive viewership.

have you heard? •Nonproﬁt channel •No more star ra3ngs •YouTube rentals •HTML5 54 54 Youtube.com/nonproﬁts Stars: all 1s or 5s Rentals don’t work now. Maybe future? HTML will change how viewers interact with video

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 aher 55 55 17% of TCG members link to YouTube from their homepage December LORT study + september ART study. Much more in depth online.

44% of A.R.T./New York members on YouTube 56 56 Only 14% of STA members link to YouTube from homepage

Size doesn’t maNer 57 57

Length of video doesn’t maNer 58 58

Diverse types of videos are popular 59 59

No performance type dominates 60 60 plays outnumbered musicals in the LORT study

Viewers tend to be older males 61 61 true across every study Iʼve done. Some demoʼs make lots of sense: 13yo girls = john stamos

Most (but not all) views occur on YouTube 62 62 Think about these potential audience members--may be ﬁrst time they see your theatre Importance of annotations

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 63 Random fans?

measure it! 64 64 Very rough metrics. Views don’t usually add up. Hopefully this will get beNer.

Foursquare has 6 million users is 2 years old Foursquare tripled High engagement Tips, tags, and in size in past 6 among users & categories don’t months theatre staﬀ seem to maNer Having a special isn’t enough to Longevity maNers drive check ins Data from September, 2010; 76 LORT theatres 65 65 Location based sharing--others are larger, but this has momentum Game mechanics Potential to engage people IRL

Signiﬁcant growth in check ins in 2010 66 66 1/3 in ﬁrst 3 months. Another 1/3 in following 6 months

Check ins increasing faster than unique users 67 67 Users are engaged

97% of venues have at least 1 check in 68 68 and 90% have a mayor Tips & Tags seem to matter less

Levels of engagement are increasing (slowly) 69 69 Check ins per person is good. Could be inﬂuenced by staff.

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

Early venues have more check ins 71 71 Good sign things will pick up. Remember--some cities have only had access to Foursquare for 9 months

Kickstarter 72 72 $20 million raised to date Highest yet: $1M for 3ktok from 13,000 donors Keeps 5% of dona3ons (+Amazon’s 2%) 2yrs old Only 4 have raised more than $100K

Small dona3ons dominate 73 73

Middle of the campaign struggles 74 74

Shorter campaigns provide urgency 75 75

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 plalorm •Poll your audience to see if they want you on the plalorm •Give fans 3me to transi3on •Leave a ﬁnal post that you’re no longer checking the account •Consider dele3ng the account 76 76 10% of tcg links

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 auc3on 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 77 77 TwitPic + TwiNer 7% of TCG

blogs 25% of TCG theatre websites link to a blog 2009 renewed interest (LORT) On average post 3 3mes each month Most popular: different author for every post Bad news: •Very liNle engagement •Lots of effort •Unclear readership Good News: •Archive of your history •Permanent link to send informa3on •Thought leadership in the field •Schools/universi3es—student/intern life •Value of SEO/recency to your website 78 78

41 million users per month in 50 ci@es 5% of TCG theatres link to Yelp from their homepage 79 79

23 million subscribers in 150 ci3es 68% age 18-‐34; 77% female Ask Shakespeare Theatre Co 80 80 how it works: daily email Takes 50%, unclear if rela3onships are sustainable Shakespeare Theatre Co example: 109 3ckets bought, $20 each (Nov 2009) Average deal price: $45, customers: 1,500

Staﬃng for Social Media 81 81

how much 3me do you have? 4.4 Facebook 25 theatres, December 2009 82 82 *note: 25 theatres (22 lort + 3) Spending very liNle 3me measuring. This is bad.

if your reputa3on is at stake, should you trust an intern? Think about •Fit between who’s speaking & the plalorm •How to educate the staﬀ about how to use it •Staﬀ engagement as a measure of success •Social media policy for personal use 83 83 Interns can be okay

so what are your choices? Marke@ng/Communica@ons Ar@s@c •Marke3ng Associate (3) Mostly by Literary Manager •Communica3ons Manager (2) Some3mes by Execu3ve Director •Marke3ng Manager (2) Co-‐Ar3s3c Director •Marke3ng Director (2) Associate Ar3s3c Director and Producer •Marke3ng Coordinator (2) Ar3s3c Fellow •Associate Marke3ng Director Ar3s3c Associate typically tweets •Communica3ons Associate Ar3s3c Director •Director of Communica3ons and Marke3ng Producing Ar3s3c Director •Marke3ng dude Associate Director •Marke3ng mavens •Director of Community Engagement •Marke3ng Intern •New Media Manager •Marke3ng Assistant •Audience Development Associate Other •Public Rela3ons Manager Managing Director (2) •Marke3ng and Development Associate Educa3on Administrator •Interac3ve Media Manager and Marke3ng Assistant Resident Produc3on Stage Manager •Director of Marke3ng and Internet Services Manager and Assistant Director of Development •Marke3ng department 84 84 It’s up to you.

social media guidelines Organiza3onal 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 E3queNe Professional development opportuni3es hNp://socialmediagovernance.com 85 85 Lots of examples online. Do what makes sense for ou.

Challenges Overwhelmed Expecta3ons Exhaus3on Making 3me Bored 86 86

Tools HubSpot Website Flowtown grader Hootsuite Mashable Google Alerts Del.icio.us RSS Bit.ly 87 87 Flowtown-the social side of your email list Hootsuite-analytics built in, workstream management Google Alerts-keep an eye on your brand RSS-keep abreast of info in your ﬁeld Bit.ly-track analytics of links (anywhere) Delicious-keep track of good webpages, a smaller web Mashable-resources Website Grader-SEO

the (social) future Video Group Buying Loca3on QR Codes Mobile Q&A Plalorms 88 88 Social Search-‐inﬂuence of Google Open Graph-‐everything becomes social Push-‐serendipity Q&A-‐Poten3al. No one’s ﬁgured out where this is going QR-‐densely packed informa3on. Lion King!

but what if? People say bad things about us They already are. Be more in control of the conversa3on around your brand Social Media is just a fad Plalorms may come and go. The best way to be prepared is to (thoughlully) experiment on the current one. It won’t sell 3ckets Build rela3onships with your fans. Unlike tradi3onal marke3ng, there is value in social media beyond the message. It takes too much 3me Once you get the hang of it, it doesn’t. Cheaper than most other marke3ng eﬀorts. 89 89

ques3ons? Follow: @devonvsmith Read: www.24usablehours.com Email: devonvsmith@gmail.com THANKS! 90 90

Shakespeare & Social Media (w/ notes)

by Devon Smith on Jan 10, 2011

Accessibility

Upload Details

Usage Rights

1 Embed 12

Statistics

Shakespeare & Social Media (w/ notes) — Presentation Transcript