Social Media Doesn't Sell Tickets - NARPACA Conference
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Social Media Doesn't Sell Tickets - NARPACA Conference

  • 1,433 views
Uploaded on

Ticketing Professionals Conference 2012 in Melbourne, Australia.

Ticketing Professionals Conference 2012 in Melbourne, Australia.

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Lots of good stuff here! Thanks Devon!
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
1,433
On Slideshare
1,404
From Embeds
29
Number of Embeds
2

Actions

Shares
Downloads
7
Comments
1
Likes
5

Embeds 29

http://www.devonvsmith.com 28
http://www.linkedin.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Social MediaDoesn’t Sell Tickets 2012 Ticketing Professionals Conference Melbourne, Australia #TixProf
  • 2. @threespot www.24UsableHours.com @devonvsmith
  • 3. social  media  isn’t  adver0sing
  • 4. social  media   isn’t  the   home   shopping   network  
  • 5. social   media   isn’t  a  coupon
  • 6. so  what  is  social  media?
  • 7. why  does  Virgin  Australia  like  social  media?
  • 8. why  does  Coca  Cola  like  social  media?
  • 9. why  does   network  television  like  social  media?
  • 10. why  does  Starbucks  like  social  media? 10
  • 11. so  what  about  the  arts?
  • 12. We  have  crea0ve  content
  • 13. We’ve  built  personal  rela0onships
  • 14. We  are  natural  storytellers
  • 15. Great!  So  we’re  done   here,  right?
  • 16. Everything  will  be  interac0ve
  • 17. Everything will be just a click (touch) away
  • 18. Everyone   will  be  a   content   creator
  • 19. There  are  no  rules  in  social  media
  • 20. But  you  should  be  providing   unique  value   to  a  unique  audience   on  each  plaDorm
  • 21. Ok,  fine...but  we  really  need  to  sell  0ckets
  • 22. Then  let’s  talk  ROI
  • 23. What  do  we  measure?
  • 24. Why  do  we  measure? 1. Motivate 2. Learn 3. Decide
  • 25. When  you  see  this Do  you  stop  in  your  tracks  to  buy  a  0cket?
  • 26. what  drives  traffic  to  your  website?
  • 27. 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)!
  • 28. • 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?
  • 29. 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: $175 Social Media Fan
  • 30. Why  is  social  media  valuable?If  your  social  media  fans  will•Recommend  you  to  their  friends•Like  your  brand  more•Be  more  influenced  by  (cheap!)  social  media  than   tradi=onal  media•Spend  more•Stay  with  you  longer PS:  these  are  all  goals  you  can  measure
  • 31. what  you  measure  ma/ers But  there’s  no  secret  formula h/p://bit.ly/100ways think  about  micro  conversionsli/le  steps  along  a  path  to  a  big  goal
  • 32. Measurement  Strategy1.Address  a  real  problem2.Have  a  meaningful  goal3.Test  several  op=ons4.Track  what  you  do,  and  what  the  results  are5.Simplify  your  metrics  to  a  single  dashboard 32
  • 33. the  MYTH   of  the   perfect  measurement   tool 33
  • 34. What  are  you  looking  for  in  Facebook  Insights?
  • 35. How  can  you  measure  TwiLer? Look for outliersLook for spikes Look for influencers Look for engagement
  • 36. How  to  measure  a  TwiLer  campaign?raw data people timing content
  • 37. coming  soon  from  TwiLer.com?  
  • 38. Gives you some measure of impressions How similar are these demographics to your audience?
  • 39. What  to  measure  in  YouTube  AnalyNcs
  • 40. How  to  measure  Tumblr
  • 41. 10  Tips  for  Social  Media
  • 42. In the beginning, focus on just 1 networkFacebook, 950 YouTube, 880 Twitter, 400 Tumblr, 120 Google+, 100 LinkedIn, 90 Instagram, 15 Pinterest, 10
  • 43. Build  rela0onships,  not  one  night  stands 43
  • 44. Ask  ques0ons
  • 45. Post  signage
  • 46. But  Make  It   Easy
  • 47. Follow  the  eyeballs
  • 48. Get  to  know  the  science  behind  social  algorithms
  • 49. Post  as  oWen  as  your  audience  reads Facebook TwiLer!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
  • 50. On  YouTube,  frequency  competes  with  quality!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
  • 51. Don’t  duplicate  content  across  channels!"#$%&($)&*%+,-%.)+($/0&,1$!"22$
  • 52. 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
  • 53. My  most  important  secret 53
  • 54. Listen  more  than  you  Talk
  • 55. 1  Minute  Case  Studies
  • 56. Tweet Seats
  • 57. User  Generated  Content 57
  • 58. Empower  Your  Audience 58
  • 59. Social  Media   as  Social  Proof 59
  • 60. Social  Proof
  • 61. Social  Sharing  Bu_ons 61
  • 62. Social  Commerce
  • 63. Open  Graph  Facebook  Apps
  • 64. Social  Buying 64
  • 65. Social  Media  Fundraising 65
  • 66. Social  Broadcas0ng 66
  • 67. Social  Recommenda0ons
  • 68. Social  Recommenda0ons  via  Collaborators +
  • 69. Social  Add  Ons  to  the  Ticke0ng  Experience
  • 70. Social  Rela0onship  Management
  • 71. Social  Adver9sing 71
  • 72. Social  Media as  a  listening  tool 72
  • 73. Social  Media  as  Performance  Art 73
  • 74. The  Power  of  Social  Data 74
  • 75. Ques0ons?@threespot www.24UsableHours.com @devonvsmith
  • 76. Appendix:  More  Digital  Case  Studies
  • 77. Arts  Start  Ups  Inspired  by  Social  Media 77
  • 78. Rethinking  the  Ticket
  • 79. Post-­‐purchase   social  sharing  is  more  effecNve   than  pre-­‐purchase   sharing
  • 80. Empower  Guest  Ar9sts 80
  • 81. Websites  as  Content 81
  • 82. Art  as  iPad  app