TCG 2010 Social Media Presenter Notes

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  • 1. Devon
Smith,
Director
of
Research
and
Analysis
at
Yale
Rep
 Commissioned
by
the
marke<ng
department
to
benchmark
peers
 Grew
into
LORT
then
TCG,
will
finish
publishing
end
of
summer
 1

  • 2. Strategy
 TCG
&
Facebook,
TwiHer,
YouTube
 Foursquare,
Flickr,
MySpace,
Blogs
 Leave
you
with
a
few
resources
 2

  • 3. 20
minutes
for
Q&A
 3

  • 4. I
hate
to
break
it
to
you
 4

  • 5. Art
sells.
How
you
convert
interest
to
a
<cket
sale
is
via
your
website,
box
office,
and
 direct
mail
 5

  • 6. Several
studies
show
that
fans…
 6

  • 7. Important
to
recognize
social
media’s
use
outside
 Answering
ques<ons
 Asking
ques<ons
 mobile
dona<ons
 Brand
Fic<on
 Instant
access
to
every
other
theatre
 Impact
on
your
brand
a[er
being
viewed
as
“social
media
savvy”
 7

  • 8. If
you
get
nothing
else
out
of
this,
know
these
9
things
 8

  • 9. 9

  • 10. ROI
doesn’t
make
sense
 Investment‐social
media
is
cheap
(though
can
feel
<me
consuming
in
the
beginning)
 Return‐you’re
a
nonprofit,
beHer
to
think
of
audience
(cons<tuent)
development.

 On‐compared
to
what
other
marke<ng?
 10

  • 11. There’s
a
lot
of
people
to
build
rela<onships
with
 Be
promiscuous

 11

  • 12. Measurement.
This
is
the
hardest
to
cover
in
a
1
minute
ppt
slide.
You
have
to
learn
 what
works
for
you.

 12

  • 13. Ok.
Then
let’s
talk
about
facebook
 13

  • 14. 14

  • 15. 25%
nonwhite
(US
internet
users:
15%)
 Facebook
users
are
more
demographically
diverse
than
the
US
internet
popula<on
 45%
of
users
are
over
35
(10%
over
55)
 Average
user
logs
in
daily,
spends
55
minutes,
uploads
x
pieces
of
content,
fans
7
 pages
per
month,
likes
#,
comments
#
 15

  • 16. Younger‐don’t
care.
Older‐don’t
know.

 No
more
facebook
connect.
 Community
Pages
are
like
wikipedia—public
<meline
 $1
billion
virtual
currency
market.
FB
will
do
$1B
total
this
year.
Big
player
in
growing
 market.
Could
make
buying
<ckets
in
app
easier.

 Q&A‐next
hot
app
in
FB.
Formspring
later.

 16

  • 17. News
Feed
is
your
goal.
EdgeRank
is
how
you
get
there.
 Affinity‐checking
page,
previous
comments,
how
many
other
friends,
etc.
 Weight‐more
<me
intensive
shows
up
more
o[en
 Time
decay‐why
you
want
to
update
frequently
 17

  • 18. Abandoned
=
more
than
2
months
since
you
last
checked
in
 18

  • 19. Most
theatres
update
around
3
<mes/week
 19

  • 20. Each
of
those
friends
has
130
friends.
So
mul<ple
your
reach.
 20

  • 21. When
you
get
more
than
4,
figure
out
why.
Keep
doing
that
(but
know
that
it
may
not
 work
every
<me)
 21

  • 22. 2
variables‐size
of
fans
&
how
frequently
I
post.
 Could
go
in
either
direc<on.
 Could
be
a
third
factor‐size
of
theatre
 22

  • 23. Clear
rela<onship
 23

  • 24. Weekly
&
monthly
see
very
liHle
engagement
 24

  • 25. Turns
out
might
be
more
<me
effec<ve
to
only
post
daily.
That
said,
<me
decay.

 25

  • 26. This
is
just
silly.
Fix
it.

 26

  • 27. Anyone
with
>25
fans
can
get
the
custom
URL
 Profiles
are
probably
older
accounts
 27

  • 28. Custom
URL
Page
admins
are
probably
more
savvy

 28

  • 29. December
of
2009.
Deep
dive
into
1
month
of
their
data.
Took
me
less
than
1
day
to
 complete
the
research.

 29

  • 30. Build
a
community
of
people
on
facebook.
Help
your
fans
meet
each
other
online
&
 offline.

 30

  • 31. FB
surpassed
google
in
Jan
2010.
Top
3
referrers
to
most
websites.

 31

  • 32. 32

  • 33. If
you’re
skep<cal,
check
out
who/how
many
in
your
area
are
interested
in
theatre.
Or
 in
your
age
demographic.

 33

  • 34. FB
fans
spend
more
<me
on
our
website
than
any
other
referrer.

 34

  • 35. Very
impressed.

 35

  • 36. Export
applica<ons
of
names.
 Compare
to
your
subscriber/<cket
buyer
list.

 Chroma
Tix
coming
out
with
integra<on
w/
FB/TwiHer
for
small
theatres.
Very
cool.

 36

  • 37. Access
to
people
who
aren’t
your
fans.

 37

  • 38. The
Public
3rd
highest
arts
&
culture.
$15
average
similar
to
obama
campaign.
Micro‐ dona<ons
increase
engagement.

 38

  • 39. 39

  • 40. Less
than
½
the
size
of
facebook.
S<ll
huge.

 Female
 40

  • 41. Promoted
tweets‐ads
in
side
bar
 @anywhere
somewhat
similar
to
facebook
connect.

 t.Co
is
a
URL
shortener.
TwiHer
bought
it
&
twee<e
to
integrate
analy<cs
 Unstable
plazorm
 41

  • 42. Median
theatre
joined
in
April,
2009
 Oldest:
@calshakes
(March
16,
2007)
 Youngest:
@PCPATheaterfest
(April
29,
2010)
 42

  • 43. 57%
are
‘ac<ve’
 43

  • 44. 73%
of
real
tweeters
had
someone
say
something
about
them
 40%
of
AutoSync
accounts
 44

  • 45. 198
“real”
tweeters
 Power
users
TweetDeck
and
HootSuite.

 45

  • 46. I’ll
link
to
this
online
 Theatre,
twiHer
name,
follower
count
 46

  • 47. 1/3
the
size
of
the
facebook
fanbase.

 47

  • 48. 48

  • 49. December
LORT
study.

 49

  • 50. Did
several
of
these
for
my
marke<ng
staff.
VERY
HELPFUL.

 50

  • 51. There’s
a
lot
of
op<ons
on
twiHer,
but
don’t
be
scared.
It’s
flee<ng.
If
you
make
a
 mistake,
it’ll
be
gone
in
a
week.

 51

  • 52. Really
high
level
op<ons.

 52

  • 53. Above
the
line:
pre‐digested.
Be
ware.
 Below
the
line:
simple
#s.
but
you
have
to
check
them
all.
We’re
s<ll
in
the
very
early
 days.

 53

  • 54. 54

  • 55. Double
the
prime
<me
audience
of
all
3
networks
combined
 Music
videos
drive
viewership.

 55

  • 56. Youtube.com/nonprofits
 Stars:
all
1s
or
5s
 Rentals
don’t
work
now.
Maybe
future?
 Impact
of
Vevo
&
Vimeo
 56

  • 57. 17%
of
TCG
members
link
to
YouTube
from
their
homepage
 December
LORT
study.
Much
more
in
depth
online.

 Will
do
TCG
study
next.

 57

  • 58. Random
fans?
 58

  • 59. Very
rough
metrics.
Views
don’t
usually
add
up.
Hopefully
this
will
get
beHer.

 59

  • 60. 1st
is
most
important.
The
remaining
4
I’m
covering
bc
most
linked
to.

 Also,
development
(network
for
good)?
 60

  • 61. Theatres
w/
highest
number
of
check‐ins
had
foursquare
in
their
city
first.
Takes
<me.

 61

  • 62. 5%
of
theatres
linked.
But
I’m
not
sure
about
this
one.
Never
occurred
to
me.

 62

  • 63. 10%
of
tcg
links
 63

  • 64. TwitPic
+
TwiHer
 7%
of
TCG
 64

  • 65. 65

  • 66. *note:
25
theatres
(22
lort
+
3)
 Spending
very
liHle
<me
measuring.
This
is
bad.

 66

  • 67. 67

  • 68. It’s
up
to
you.
 68

  • 69. Cut
this
slide?
 69

  • 70. Social
Search
 Open
Graph
 Push
 Q&A
 QR
 70

  • 71. 71

  • 72. Images?
 72