Roxy Theatre Case Study

The Roxy Theatre cvgcfg Regaining Relevance Through Social Media cvgcfg MarKyr Media Case Study: THE ROXY THEATRE c © MarKyr Media 2009 "We've increased by at least a third by creating an environment out there where you can speak to The Roxy. It's helped bring in business, which wasn't the goal. Initially I thought the goal was to have advertising online, but then it turned into the conversation, which has changed people's perceptions.” - Roxy Theatre Owner, Nic Adler

Quote MarKyr has provided The Roxy Theatre with a wealth of information and a simplistic, organized approach to the Internet and Social Media as a whole as well as more narrowed look at how it affects individual businesses. Their expertise and insight have helped me to re-shape the public image of the club and become a leading edge venue in a shaky music world. Since working with them I have gone from a useless website to one year later winning the VH-1 Rock Honors award for Best Venue Website and being recognized on the cover of our industry magazine, Nightclub and Bar, as returning to relevance through Social Media. MarKyr is a leader in Social Media and following their advice has done wonders for the club. - Nic Adler, Owner of the Roxy Theatre

The Roxy Theatre Circa 2007
Relied on traditional PR for relevance
Few physical changes in past 10 years
Little to no outreach to audiences or bands
Outside media coverage prohibited

Antiquated Website
Static content
No room for feedback from fans
Limited access to backend
8 months in between updates
Antiquated Website

Dwindling ROI
Loss of market share to other clubs
Bands perceive club as “un-hip”
Ticket sales down
Financial change was imperative
Website and Closed Attitude Yield Dwindling ROI

MarKyr Steps In
Education
Insight
Strategy
Web 2.0 Technology
MarKyr Steps In

New Site, New Results
Offers a cohesive brand identity
(Official voice of the Roxy)
Becomes a filter for new music and an info hub for LA Music Scene
Offers a means to communicate with fans and bands directly
Able to address and dispel negative comments and criticism quickly
New Blog, New Attitude, Fast Results

Roxy Social Outreach The Roxy Theatre on Facebook Taking Advantage of New Social Media Tools
Amped up MySpace presence
Facebook fan page and profile
Flickr stream and Roxy Flickr fan group
Twitter contests and fan outreach

Club Changes Club Adopts Social Media Online and Offline
Club policy is friendly and transparent
Staff is actively involved in social media efforts
UGC photos and videos from inside the club are encouraged, shared, and featured on website

Media Takes Notice "By taking the time to learn and embrace the tools of social media and Web 2.0, Nic and his club went from zero to VH1 in 12 months flat. ” - FastCompany.com "He broke his father’s rules and allowed fans to photograph shows. He started monitoring customer complaints on Twitter and leaving free drinks for people under their Twitter handles...'We all make the Sunset Strip,' he said. 'None of us alone would be able to be here.'” - New York Times "The Roxy's website traffic has gone from 500 visits per day to over 3,000, all without a proper advertising or marketing campaign. And by listening to the audience and responding, the Roxy is seeing more and more sellouts…The club is now filled with bloggers, promoters and media that had turned their noses up at The Roxy just months ago.” - The LAist The Media Take Notice

Roxy Wins VH1 The Roxy Theatre wins 60% of the vote out of five bands thanks to the Club and MarKyr ’ s aggressive Social Media campaign VH1 Rock Honors Award: Best Rock Venue Website

Twitter Milestones The Roxy Theatre on Facebook
#1 Twitter account in West Hollywood
#1 Club/venue Twitter account in the world
29K+ Followers
14K+ Updates
3 Year Twitter Membership
100s of Ticket Giveaways
Twitter Milestones

Open Attitude, Increased ROI
Club finds a cohesive brand identity
Perception of club is hip and current
Club policy is friendly and transparent
Bands interact within the Roxy community
The Roxy is now stable financially and is moving forward
Open Attitude Yields Increased ROI

Follow Roxy Follow the Contact: nicrox@mac.com http://www.theroxyonsunset.com/

About Markyr Media Los Angeles, MarKyr Media is a Social Media consulting firm that provides leading-edge Social Media services for the Tech, Entertainment, and Consumer Product industries. MarKyr’s services include Reputation Management, Blogger Outreach, Community Development, Blog Coaching and Consulting, and Social Media Boot Camp. Our extensive experience in Social Media and core values of community, radical transparency, innovation, and education are what drives the firm’s unique ability to deliver customized solutions that are authentic and results-driven. Contact: [email_address] http://www.markyr.com About MarKyr Media

Roxy Theatre Case Study

by Marjorie Kase on May 10, 2010

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Roxy Theatre Case Study — Presentation Transcript