Work Smarter, Not Harder: Relationship Building 2.0 at the Alliance Theatre, 2009-10
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Work Smarter, Not Harder: Relationship Building 2.0 at the Alliance Theatre, 2009-10

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A brief review of how I applied the concepts from my thesis, Work Smarter, Not Harder: Relationship Building 2.0, at the Alliance Theatre during their 2009-2010 season

A brief review of how I applied the concepts from my thesis, Work Smarter, Not Harder: Relationship Building 2.0, at the Alliance Theatre during their 2009-2010 season

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Work Smarter, Not Harder: Relationship Building 2.0 at the Alliance Theatre, 2009-10 Presentation Transcript

  • 1. Work Smarter, Not Harder: Relationship Building 2.0 at the Alliance Theatre, 2009-10
    Presented by Lindsey E. Hardegree
    Performing Arts Management Thesis Project
  • 2. The Thesis
    My thesis provides direction on where to start planning a strategy that will:
    encourage the next generation of arts supporters and contributors through relationship-building.
    re-examine marketing techniques to embrace the new challenge of social media and more web-based efforts.
    create efficiency in staffing through the use of specialized web-based professionals.
    I explore using new media as a tool for audience development, and creating a forward compatible strategy to support that initiative.
  • 3. Creating the Strategy
    One of the key components to any audience development plan “requires that we talk to our potential audience, hear what they have to say, and incorporate their ideas into the work of our institutions.” – Donna Walker-Kuhne
    Goal: create relationships with a targeted group of people
    First step: determine the target
    For the Alliance Theatre, this was young professionals.
  • 4. Where I Started
    No current staff member managing social media
    Facebook Group (not Page) with roughly 800 members
    Twitter profile with 376 followers
    Unmaintained profiles on MySpace and YouTube
    No reference to any social media sites on the company’s website
  • 5. Facebook
    Moved from Facebook Group to Facebook Page
    Actively connecting staff members
    Posting all reviews, articles, and photos
    Currently at 1,700+ page “likes”
  • 6. Twitter
    Linked Twitter to Facebook Page updates to generate content
    Manually review each new follower
    Monitor strategic searches
    Communicate actively with all members of local community and other industry accounts
    Customer Service
  • 7. Additional Steps
    Created profiles on many social media sites so that we would own our own name on those sites (Flickr, Delicious, SlideShare, etc.)
    Researched local bloggers and social media mavens
    Advocated for social media placement on new website design
  • 8. Media Relations
    Solicited mommy bloggers and treated them like press members – got us some excellent blog reviews and a new channel for selling educational programs
    The press are paying attention to social media and bloggers as well, and some cases this is great. Other times this can have negative effects . . .
  • 9. Come Fly With Me
    Unsuccessful with involving creative team in social media, so efforts were minimal during run
    Show was a HUGE success, and we’ve been able to utilize that to feed our social media after the show closed
  • 10. A Life in the Theatre
    Opening night offer was picked up by bargain blog with large African-American readership, which started a new blogger relationship
    Captured information for each person
    Almost all were first time attendees
    More than half attended a show later in the season
    About four donated, most over $100 dollars
  • 11. Avenue X
    Hosted a YouTube a cappella competition in conjunction with our a cappella musical
    Great opportunity to relate with new groups and give them an opportunity to perform on our stage
    Did not do a press release – almost all communication about contest was done via social media and email
    AJC found out and wrote an article on the competition
  • 12. Lookingglass Alice
    We hosted a Sneak Peek dress rehearsal and invited social media contacts – got us some traction in the mommy blogger world
    “Twitter Tuesday” at our last preview
    Brought in approximately 50 new young professionals to see the show
    Over 500 tweets about the production over a 3 day period
  • 13. For More Information
    LindseyEHardegree@gmail.com
    http://facebook.com/lindsey.hardegree
    http://twitter.com/LindseyatTizzy
    To learn more about utilizing social media in your organization/business, visit http://tizzyconsulting.com