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Social Media Doesn't Sell Tickets - NARPACA Conference
 

Social Media Doesn't Sell Tickets - NARPACA Conference

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Ticketing Professionals Conference 2012 in Melbourne, Australia.

Ticketing Professionals Conference 2012 in Melbourne, Australia.

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    Social Media Doesn't Sell Tickets - NARPACA Conference Social Media Doesn't Sell Tickets - NARPACA Conference Presentation Transcript

    • Social MediaDoesn’t Sell Tickets 2012 Ticketing Professionals Conference Melbourne, Australia #TixProf
    • @threespot www.24UsableHours.com @devonvsmith
    • social  media  isn’t  adver0sing
    • social  media   isn’t  the   home   shopping   network  
    • social   media   isn’t  a  coupon
    • so  what  is  social  media?
    • why  does  Virgin  Australia  like  social  media?
    • why  does  Coca  Cola  like  social  media?
    • why  does   network  television  like  social  media?
    • why  does  Starbucks  like  social  media? 10
    • so  what  about  the  arts?
    • We  have  crea0ve  content
    • We’ve  built  personal  rela0onships
    • We  are  natural  storytellers
    • Great!  So  we’re  done   here,  right?
    • Everything  will  be  interac0ve
    • Everything will be just a click (touch) away
    • Everyone   will  be  a   content   creator
    • There  are  no  rules  in  social  media
    • But  you  should  be  providing   unique  value   to  a  unique  audience   on  each  plaDorm
    • Ok,  fine...but  we  really  need  to  sell  0ckets
    • Then  let’s  talk  ROI
    • What  do  we  measure?
    • Why  do  we  measure? 1. Motivate 2. Learn 3. Decide
    • When  you  see  this Do  you  stop  in  your  tracks  to  buy  a  0cket?
    • what  drives  traffic  to  your  website?
    • Do  you  measure  the  ROI  of... docents greeting staying open for 1 your post show additional hour! visitors! discussions! co-productions newspaper (including staff advertising! posters displayed time)! in different in-kind neighborhoods! sponsorships!number of staff at your box press release! office! concessions or merchandise by email (by word item! count)! subscription annual gala campaigns (by a customer’s lifetime value! benefits offered (including staff hour)! to your staff! time)!
    • • Increase  demand  (people  or  frequency)• Increase  loyalty• Increase  willingness  to  pay• Move  along  purchasing  funnel• Decrease  acquisi0on  or  maintenance  costs What’s  your  sales  goal?
    • Customer  Life9me  ValueCustomer 1 Customer 2Spends $200 per year Spends $100 per yearAcquisition cost: $50 Acquisition cost: $25Maintenance costs: $15/yr Maintenance costs: $50/yrLoyalty: 5 years Loyalty: 3 years CLV: $890 CLV: $175 Social Media Fan
    • Why  is  social  media  valuable?If  your  social  media  fans  will•Recommend  you  to  their  friends•Like  your  brand  more•Be  more  influenced  by  (cheap!)  social  media  than   tradi=onal  media•Spend  more•Stay  with  you  longer PS:  these  are  all  goals  you  can  measure
    • what  you  measure  ma/ers But  there’s  no  secret  formula h/p://bit.ly/100ways think  about  micro  conversionsli/le  steps  along  a  path  to  a  big  goal
    • Measurement  Strategy1.Address  a  real  problem2.Have  a  meaningful  goal3.Test  several  op=ons4.Track  what  you  do,  and  what  the  results  are5.Simplify  your  metrics  to  a  single  dashboard 32
    • the  MYTH   of  the   perfect  measurement   tool 33
    • What  are  you  looking  for  in  Facebook  Insights?
    • How  can  you  measure  TwiLer? Look for outliersLook for spikes Look for influencers Look for engagement
    • How  to  measure  a  TwiLer  campaign?raw data people timing content
    • coming  soon  from  TwiLer.com?  
    • Gives you some measure of impressions How similar are these demographics to your audience?
    • What  to  measure  in  YouTube  AnalyNcs
    • How  to  measure  Tumblr
    • 10  Tips  for  Social  Media
    • In the beginning, focus on just 1 networkFacebook, 950 YouTube, 880 Twitter, 400 Tumblr, 120 Google+, 100 LinkedIn, 90 Instagram, 15 Pinterest, 10
    • Build  rela0onships,  not  one  night  stands 43
    • Ask  ques0ons
    • Post  signage
    • But  Make  It   Easy
    • Follow  the  eyeballs
    • Get  to  know  the  science  behind  social  algorithms
    • Post  as  oWen  as  your  audience  reads Facebook TwiLer!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
    • On  YouTube,  frequency  competes  with  quality!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
    • Don’t  duplicate  content  across  channels!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
    • Spend  your  0me  wiselyLet’s  assume  you  have  a  Facebook  Page  updated  daily  &  YouTube  channel  updated  monthly Learn   Post  &   Listen Measure about   Create Report Total Respond social 20  min.     10  min.   post  FB   scan  Google   update,   Daily 30  min. alerts  &  social   respond  to   menNon public   menNons 30  min.       30  min. Pick  3  metrics,   Scan  your   Weekly save  them  in   Google  Reader   3.5  hrs. excel  doc feed 3  hrs. 10  hrs. Summarize   Monthly Edit  YouTube   findings,   27  hrs. video  &  upload decide  what  to   change,  report
    • My  most  important  secret 53
    • Listen  more  than  you  Talk
    • 1  Minute  Case  Studies
    • Tweet Seats
    • User  Generated  Content 57
    • Empower  Your  Audience 58
    • Social  Media   as  Social  Proof 59
    • Social  Proof
    • Social  Sharing  Bu_ons 61
    • Social  Commerce
    • Open  Graph  Facebook  Apps
    • Social  Buying 64
    • Social  Media  Fundraising 65
    • Social  Broadcas0ng 66
    • Social  Recommenda0ons
    • Social  Recommenda0ons  via  Collaborators +
    • Social  Add  Ons  to  the  Ticke0ng  Experience
    • Social  Rela0onship  Management
    • Social  Adver9sing 71
    • Social  Media as  a  listening  tool 72
    • Social  Media  as  Performance  Art 73
    • The  Power  of  Social  Data 74
    • Ques0ons?@threespot www.24UsableHours.com @devonvsmith
    • Appendix:  More  Digital  Case  Studies
    • Arts  Start  Ups  Inspired  by  Social  Media 77
    • Rethinking  the  Ticket
    • Post-­‐purchase   social  sharing  is  more  effecNve   than  pre-­‐purchase   sharing
    • Empower  Guest  Ar9sts 80
    • Websites  as  Content 81
    • Art  as  iPad  app