Social Media Strategy: Why ROI Isn't Enough

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

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 

70 minutes  3 

social media doesn’t sell Ickets  4 

these sell Ickets  5 

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 

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

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 

also  spend more Ime  listening   than talking  9 

ROI  10 

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 

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 

yeah yeah yeah, but I wanna sell Ickets  13 

Facebook  14 

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 

have you heard?  Privacy   Open Graph  Community Pages  Facebook Credits  Q&A  16 

so how do you reach them?  17 

are you one of the 42 TCG theatres   not using Facebook?  Proﬁle  5%  Group  Abandoned  6%  7%  None  2%  Page  80%  June 2010  18 

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 

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 

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 

correlaIon  does not  imply  causaIon  22 

more posts        more fans  Number of Fans   2,500    2,000    1,500    1,000    500    ‐     MulIple  Daily  Weekly  Monthly  Daily  23 

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

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 

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 

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 

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 

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 

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

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

so use   Facebook Insights  32 

and Facebook Ads  to gather data  33 

know how Facebook referrals diﬀer  from other traﬃc sources  34 

test a landing page  35 

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 

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

keep an eye on Facebook Causes  38 

Twiyer  39 

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 

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

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 

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 

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

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

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

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 

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 

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 

an example  50 

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 

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 

tools  53 

YouTube  54 

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 

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

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 

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

measure it!  59 

what else?  60 

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 

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 plaòrm  • Poll your audience to see if they want you on  the plaòrm  • Give fans Ime to transiIon  • Leave a final post that you’re no longer  checking the account  • Consider deleIng the account  63 

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 

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 

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 

if your reputaIon is at stake,   should you trust an intern?  Think about  • Fit between who’s speaking & the plaòrm  • How to educate the staff about how to use it  • Staff engagement as a measure of success  • Social media policy for personal use  67 

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 

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  Plaòrms may come and go. The best way to be prepared is to (thoughùlly)  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 

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

wanna know more?  71 

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

http://www.devonvsmith.com	538
http://actorsgreenroom.net	41
http://static.slidesharecdn.com	1
http://webcache.googleusercontent.com	1
http://paper.li	1

Social Media Strategy: Why ROI Isn't Enough

by Devon Smith on Jun 18, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 582

Statistics

Social Media Strategy: Why ROI Isn’t Enough — Presentation Transcript