Social MediaDoesn’t Sell Tickets 2012 Ticketing Professionals Conference          Melbourne, Australia               #TixP...
@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	  audie...
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                ...
• Increase	  demand	  (people	  or	  frequency)• Increase	  loyalty• Increase	  willingness	  to	  pay• Move	  along	  pur...
Customer	  Life9me	  ValueCustomer 1                                     Customer 2Spends $200 per year                   ...
Why	  is	  social	  media	  valuable?If	  your	  social	  media	  fans	  will•Recommend	  you	  to	  their	  friends•Like	...
what	  you	  measure	  ma/ers     But	  there’s	  no	  secret	  formula           h/p://bit.ly/100ways    think	  about	  ...
Measurement	  Strategy1.Address	  a	  real	  problem2.Have	  a	  meaningful	  goal3.Test	  several	  op=ons4.Track	  what	...
the	  MYTH	   of	  the	   perfect	  measurement	      tool                  33
What	  are	  you	  looking	  for	  in	  Facebook	  Insights?
How	  can	  you	  measure	  TwiLer?                                          Look for outliersLook for spikes             ...
How	  to	  measure	  a	  TwiLer	  campaign?raw data      people                timing           content
coming	  soon	  from	  TwiLer.com?	  
Gives you some     measure of    impressions                  How similar are                  these                  demo...
What	  to	  measure	  in	  YouTube	  AnalyNcs
How	  to	  measure	  Tumblr
10	  Tips	  for	  Social	  Media
In the beginning, focus on just 1 networkFacebook, 950                YouTube, 880                               Twitter, ...
Build	  rela0onships,	  not	  one	  night	  stands                                                          43
Ask	  ques0ons
Post	  signage
But	  Make	  It	      Easy
Follow	  the	  eyeballs
Get	  to	  know	  the	  science	  behind	  social	  algorithms
Post	  as	  oWen	  as	  your	  audience	  reads                  Facebook                                      TwiLer!"#$%...
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	  u...
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
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Social Media Doesn't Sell Tickets - NARPACA Conference

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Ticketing Professionals Conference 2012 in Melbourne, Australia.

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Transcript of "Social Media Doesn't Sell Tickets - NARPACA Conference"

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