Social Media Strategy: Why ROI Isn't Enough

3,456 views
3,408 views

Published on

#TCG2010 #tcgsocmed

Published in: Technology, Business

Social Media Strategy: Why ROI Isn't Enough

  1. 1. Social
Media
Strategy:
Why
ROI
Isn’t
Enough
 #tcgsocmed
 @devonvsmith

  2. 2. the
plan
 let’s
talk
big
picture
 then
the
big
3
 a
handful
of
smaller
players
 staffing
for
social
media
 what
the
future
holds
 Q&A!
 2

  3. 3. 70
minutes
 3

  4. 4. social
media
doesn’t
sell
Ickets
 4

  5. 5. these
sell
Ickets
 5

  6. 6. so
why
bother?
 If
your
social
media
fans
will
 •  Recommend
you
to
their
friends
 •  Like
your
brand
more
 •  Be
more
influenced
by
(cheap!)
social
media
 than
tradiIonal
media
 •  Spend
more
 •  Stay
with
you
longer
 •  Cost
less
to
acquire
new
Icket
buyers
 6

  7. 7. and
outside
the
markeIng
office
 •  Customer
Service
 •  Fundraising
 •  Making
Art
 •  Crowdsourcing
SoluIons
 •  Professional
Networking
 •  Thought
Leadership
 7

  8. 8. big
picture
 1.  Address
a
real
problem
 2.  Have
a
meaningful
goal
 3.  Test
several
opIons
 4.  Track
what
you
do,
and
what
the
results
are
 5.  Be
yourself,
not
your
brand
 6.  Adapt
your
content
for
different
pla`orms
 7.  It’s
okay
to
repeat
 8.  Simplify
your
metrics
to
a
single
dashboard
 8

  9. 9. also
 spend
more
Ime
 listening

 than
talking
 9

  10. 10. ROI
 10

  11. 11. build
relaIonships,
not
one
night
stands
 • Ticket
buyers
 • Local
businesses
 • Other
theatres
 • Current
and
potenIal
employees
 • ArIsts
 • Alumni
 • Vendors
 • Funders
 • Local
residents
 • Curious
onlookers
 11

  12. 12. what
you
measure
ma5ers
 sadly,
there’s
no
secret
formula
 h5p://bit.ly/100ways
 think
about
micro
conversions
 li5le
steps
along
a
path
to
a
big
goal
 problem.
goal.
tacBc.
metric.
 12

  13. 13. yeah
yeah
yeah,
but
I
wanna
sell
Ickets
 13

  14. 14. Facebook
 14

  15. 15. 150
million
US
users
on
Facebook
 I’m
more
ethnically
and
 geographically
diverse,
 older,
and
engaged
online
 than
you
might
think.

 Average
user
 • Logs
in
daily
 • Spends
55
minutes

 • Has
130
friends
 • Creates
70
pieces
of
 content
each
month
 • Like
7
pages
per
month
 15

  16. 16. have
you
heard?
 Privacy

 Open
Graph
 Community
Pages
 Facebook
Credits
 Q&A
 16

  17. 17. so
how
do
you
reach
them?
 17

  18. 18. are
you
one
of
the
42
TCG
theatres

 not
using
Facebook?
 Profile
 5%
 Group
 Abandoned
 6%
 7%
 None
 2%
 Page
 80%
 June
2010
 18

  19. 19. how
ohen
do
you
update?
 MulIple
Daily
 10%
 Monthly
 19%
 The
Public
Theater
updated
 facebook
23
Imes
last
week.

 Daily
 29%
 So
did
Jobsite
Theater.
 Weekly
 42%
 19

  20. 20. 4
TCG
members
have
>
10,000
fans
 only
6
have
<
100
 
16,000

 
14,000

 
12,000

 
10,000

 
8,000

 Median
theatre
=
1,238
 
6,000

 
4,000

 
2,000

 
‐



 20

  21. 21. on
average
last
week
 16
 14
 12
 10
 Post
 8
 Comment
 6
 Like
 4
 Status
Update
 2
 0
 Theatre
 Fans
 Return
on
Engagement
=
4
 (10
Likes
+
5
Comments
+
1
Post)
/
4
Status
Updates
 21

  22. 22. correlaIon
 does
not
 imply
 causaIon
 22

  23. 23. more
posts

 
 
 
more
fans
 Number
of
Fans
 
2,500

 
2,000

 
1,500

 
1,000

 
500

 
‐



 MulIple
 Daily
 Weekly
 Monthly
 Daily
 23

  24. 24. more
posts 
 
 

 

more
engagement
 Fan
Response
per
Week
 40
 30
 20
 10
 0
 Likes
 Comments
 Posts
 MulIple
Daily
 Daily
 Weekly
 Monthly
 24

  25. 25. but
the
real
story
is
 ROE
 5
 4
 3
 2
 1
 0
 MulIple
 Daily
 Weekly
 Monthly
 Daily
 ROE=
(Likes
+
Comments
+
Fan
Posts)
/
Theatre’s
posts

 25

  26. 26. 37%
of
theatres
don’t
link
to
Facebook
 from
their
homepage
 Fans
 
2,000

 
1,500

 
1,000

 
500

 
‐



 Front
page
 Other
page
 Not
linked
 PS:
ReVision,
Teatro
del
Pueblo,
Gable
Stage,
Act
II
Playhouse,
PURE
Theatre,
Chance
Theater,
 Next
Theatre
Co,
Lost
NaIon,
Summer
Play
FesIval,
Waterfront
Playhouse—your
links
are
wrong!

 26

  27. 27. have
you
made
the
switch

 from
a
Group
to
a
Page?
 Fans
 
1,400

 
1,200

 
1,000

 
800

 
600

 
400

 
200

 
‐



 Custom
URL
 Page
 Profile
 Group
 Page
 27

  28. 28. if
not,
it’s
worth
it…
 Average
Fan
Response
per
Week
 
16

 
12

 
8

 
4

 
‐

 Likes
 Comments
 Posts
 Custom
URL
Page
 Page
 Profile
 Group
 28

  29. 29. case
study
of
Kansas
City
Rep
 Asking
quesIons
 Fans
comment
more
 Fans
“like”
twice
as
 generaIons
highest
 on
administraIve‐ ohen
as
commenIng
 levels
of
user
 related
posts
than
 on
a
wall
post
 engagement
 arIsIc
posts
 70%
of
engaged
fans
 24%
of
engaged
fans
 are
women,
but
men
 are
students;
they
 comment
more
 engage
less
frequently
 frequently
 than
non‐students
 29

  30. 30. so?
 • Update
content
daily
 • Link
to
your
facebook
page
 • Get
a
custom
URL
 • Ask
quesIons
(authenIcally)
 30

  31. 31. facebook
drives
traffic
to
your
website
 that’s
where
you
sell
Ickets
 31

  32. 32. so
use

 Facebook
Insights
 32

  33. 33. and
Facebook
Ads
 to
gather
data
 33

  34. 34. know
how
Facebook
referrals
differ
 from
other
traffic
sources
 34

  35. 35. test
a
landing
page
 35

  36. 36. measure
it
 


You
have
the
tools
(if
not
the
Ime)
 to
know
if
your
Facebook
fans
spend
 more
money
at
your
theatre.

 
Export!

 
Compare!
 
Analyze!
 36

  37. 37. want
to
know
what
people
think
 about
your
brand?
 search
the
public
Imeline
 37

  38. 38. keep
an
eye
on
Facebook
Causes
 38

  39. 39. Twiyer
 39

  40. 40. 60
million
US
users

 I’m
probably
less
 knowledgeable
 Average
user
 about
“this
whole
 • 5
followers
 Twiyer
thing”
than
 • Has
tweeted
<
10
Imes
 you
might
think
 • Is
in
their
30s
 • Has
a
college
degree
 • Lives
outside
the
US
 40

  41. 41. did
you
hear?
 • Promoted
Tweets
 • @anywhere
 • hyp://t.co
 • Twiyer
buys
TweeIe
 • Expect
conInued
downIme
 41

  42. 42. 73%
of
TCG
theatres
tweet
 2007
 2%
 2008
 Not
on
 11%
 Twiyer
 27%
 2010
 4%
 2009
 56%
 @calshakes
joined
the
day
Twiyer
went
public
at
SXSW
2007
 42

  43. 43. 1/3
tweet
daily
 never
 tweeted
 protected
 3%
 1%
 daily
 autosync
 31%
 25%
 abandoned
 14%
 weekly
 17%
 monthly
 9%
 @EW
Players
tweeted
72
Imes
the
first
week
of
June
 43

  44. 44. only
updaIng
Twiyer
via
Facebook?
 @menBons
June
1‐6
 12
 10
 8
 6
 Real
 4
 AutoSync
 2
 0
 Daily
 Weekly
 Monthly
 Abandoned
 44

  45. 45. most
theatres
primarily
use
the
web
 Other
App
 Mobile
App
 6%
 3%
 HootSuite
 12%
 TweetDeck
 Web
 17%
 62%
 45

  46. 46. tweets
from
around
the
country
 hyp://twiyer.com/devonvsmith/tcg‐member‐theatres
 46

  47. 47. 11
TCG
members
have
>
2,000
followers
 77
have
<
100
 5000
 4500
 4000
 3500
 3000
 Median
theatre
 2500
 has
496
followers
 2000
 1500
 1000
 500
 0
 47

  48. 48. on
average,
about
8%
of
your
followers
 will
add
you
to
a
list.

 450
 400
 350
 300
 250
 Lists
 200
 150
 100
 50
 0
 0
 500
 1000
 1500
 2000
 2500
 3000
 3500
 4000
 4500
 5000
 Followers
 What
they
name
that
list
can
tell
you
how
they
think
of
you
 48

  49. 49. case
study
of
American
Rep
 Asking
quesIons
 Number
of
followers
 A
theatre’s
followers
 generates
highest
 is
best
predictor
of
 are
ohen
 level
of
user
 high
engagement
 geographically
diverse
 engagement
 Users
will
casually
 You
can
use
Twiyer
 menIon
your
theatre
 for
more
than
just
 as
ohen
as
they
speak
 markeIng
 directly
to
you
 49

  50. 50. an
example
 50

  51. 51. so?
 •  Search
for
menIons
of
your
brand
name,
show
you’re
 producing,
local
compeItors,
‘theatre’
in
your
area,
etc
 •  Make
friends
with
others
in
your
area
tweeIng
(theatres,
 criIcs,
local
arts
agency,
local
poliIcians,
etc).
 •  Consider:
Twiyer
contests,
tweet
seats,
twiyer
ficIon,
 seeking
out
new
folowers,
responding
to
everyone,
linking
 to
your
other
content,
custom
backgrounds.
 •  Twiyer
as
CRM:
make
(private)
lists
of
users.
Segment
 followers
by
type.

 •  Track
your
data
in
real
Ime.
 51

  52. 52. measure
it!
 •  Reach:
followers
(not
just
how
many,
but
who)
 •  Engagement:
@menIon
 •  Influence:
#ff
and
listed
 •  SenIment:
content
of
the
tweets
about/to
you
 52

  53. 53. tools
 53

  54. 54. YouTube
 54

  55. 55. 2
billion
views/day
 24
hours
of
video
 uploaded
per
minute
 Average
user
watches
 15
minutes
per
day
 Evenly
split
M/F
 Most
popular
video
 played
200
million
x
 55

  56. 56. have
you
heard?
 • Dedicated
channels
 • No
more
star
raIngs
 • YouTube
rentals
 56

  57. 57. LORT
top
20
case
study
 Men
45‐54
are
 Viewers
engage
on
 Related
videos
are
 largest
 a
“per
video”
basis
 top
referral
source
 demographic
 80%
of
views
occur
 Plays
get
higher
 more
than
2
 views
on
average
 months
aher
 than
musicals
 posIng
date
 57

  58. 58. so?
 • Embed
videos
on
your
website
 • Understand
viewer
demographics
 • Use
keyword
tags
 • Add
videos
to
playlists
 • Monitor
&
moderate
comments
 58

  59. 59. measure
it!
 59

  60. 60. what
else?
 60

  61. 61. foursquare
 1
million
users
and
1
million
check
ins
per
day
 LORT
Study
January
–
April
2010
 • check
ins
have
more
than
tripled
 • unique
users
checking
in
have
almost
tripled
 • the
number
of
theatres
with
any
checkins
has
grown
30%
 • average
check
ins
per
person
has
grown
41%
 61

  62. 62. 62

  63. 63. MySpace
 8%
of
theatres
logged
in
February.

 4%
had
fan
comments.

 They
had
fewer
comments
over
the
life
of
MySpace
 than
their
Facebook
page
gets
in
a
week.
 An
exit
strategy
 • Check
to
see
if
your
fan
base
overlaps
with
 another
pla`orm
 • Poll
your
audience
to
see
if
they
want
you
on
 the
pla`orm
 • Give
fans
Ime
to
transiIon
 • Leave
a
final
post
that
you’re
no
longer
 checking
the
account
 • Consider
deleIng
the
account
 63

  64. 64. flickr
 4
billion
photos
uploaded.

 Facebook
uploads
2.5
billion
every
month.

 LORT
study:
 • 23%
have
more
than
10
contacts
 • 1/3
don’t
tag
photos
 Theatres
have
used
Flickr
to:
 • Ask
fans
to
contribute
photos
of
themselves
 • Send
fans
on
a
photo
scavenger
hunt
 • Sell
or
rent
costume/set
pieces
 • Promote
gala
aucIon
items
to
donors
 • Ask
fans
to
provide
insight
on
design
images
 • Staff
to
share
lives
outside
the
theatre
 • Give
fans
tour
of
the
theatre
&
offices
 64

  65. 65. blogs
 25%
of
TCG
theatre
websites
link
to
a
blog
 2009
renewed
interest
(LORT)
 On
average
post
3
Imes
each
month
 Most
popular:
different
author
for
every
post
 Good
News:
 Bad
news:
 • Archive
of
your
history
 • Very
liyle
engagement
 • Permanent
link
to
send
informaIon
 • Lots
of
effort
 • Thought
leadership
in
the
field
 • Unclear
readership
 • Schools/universiIes—student/intern
life
 • Value
of
SEO/recency
to
your
website
 65

  66. 66. how
much
Ime
do
you
have?
 20
 18
 
1.3,
Other

 16
 
1.2,
Flickr

 14
 
2.9

 YouTube
 
1.7
 Measuring

 12
 
2.9
 
2.7
 Blog

 Learning

 10
 8
 
4.4
 Twiyer

 6
 
9.5
 CreaIng
 4
 Material

 
4.8
 2
 Facebook

 0
 66

  67. 67. if
your
reputaIon
is
at
stake,

 should
you
trust
an
intern?
 Think
about
 • Fit
between
who’s
speaking
&
the
pla`orm
 • How
to
educate
the
staff
about
how
to
use
it
 • Staff
engagement
as
a
measure
of
success
 • Social
media
policy
for
personal
use
 67

  68. 68. so
what
are
your
choices?
 MarkeBng/CommunicaBons
 • MarkeIng
Associate
(3)

 ArBsBc
 • CommunicaIons
Manager
(2)

 • Mostly
by
Literary
Manager

 • MarkeIng
Manager
(2)

 • SomeImes
by
ExecuIve
Director

 • MarkeIng
Director
(2)

 • Co‐ArIsIc
Director

 • MarkeIng
Coordinator
(2)

 • Associate
ArIsIc
Director
and
Producer

 • Associate
MarkeIng
Director

 • ArIsIc
Fellow

 • CommunicaIons
Associate

 • ArIsIc
Associate
typically
tweets
 • Director
of
CommunicaIons
and
MarkeIng

 • ArIsIc
Director

 • MarkeIng
dude

 • Producing
ArIsIc
Director

 • MarkeIng
mavens

 • Associate
Director
 • Director
of
Community
Engagement

 • MarkeIng
Intern

 Other
 • New
Media
Manager

 • Managing
Director
(2)

 • MarkeIng
Assistant

 • EducaIon
Administrator

 • Audience
Development
Associate

 • Resident
ProducIon
Stage
Manager
 • Public
RelaIons
Manager

 • MarkeIng
and
Development
Associate

 • InteracIve
Media
Manager
and
MarkeIng
Assistant

 • Director
of
MarkeIng
and
Internet
Services
 Manager
and
Assistant
Director
of
Development

 • MarkeIng
department
 68

  69. 69. but
what
if?
 People
say
bad
things
about
us
 They
already
are.
Be
more
in
control
of
the
conversaIon
around
your
brand
 Social
Media
is
just
a
fad
 Pla`orms
may
come
and
go.
The
best
way
to
be
prepared
is
to
(though`ully)
 experiment
on
the
current
one.
 It
won’t
sell
Ickets
 Build
a
relaIonship
with
your
fans
 It
takes
too
much
Ime
 Once
you
get
the
hang
of
it,
it
doesn’t.
Cheaper
than
most
other
markeIng
efforts.
 69

  70. 70. the
future
 Push
RecommendaIons
 Social
Search
 Open
Graph
 QR
Codes
 Q&A
Pla`orms
 70

  71. 71. wanna
know
more?
 71

  72. 72. quesIons?
 Follow:
@devonvsmith
 Read:
www.devonvsmith.com
 Email:
devonvsmith@gmail.com
 THANKS!
 72


×