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 Presentation 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