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

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

    • Work Smarter, Not Harder: Relationship Building 2.0 at the Alliance Theatre, 2009-10
      Presented by Lindsey E. Hardegree
      Performing Arts Management Thesis Project
    • 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.
    • 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.
    • 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
    • Facebook
      Moved from Facebook Group to Facebook Page
      Actively connecting staff members
      Posting all reviews, articles, and photos
      Currently at 1,700+ page “likes”
    • 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
    • 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
    • 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 . . .
    • 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
    • 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
    • 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
    • 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
    • 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