Roxy Theatre Case Study


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MarKyr Media's famous Roxy Case Study.

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Roxy Theatre Case Study

  1. 1. 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
  2. 2. 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
  3. 3. The Roxy Theatre Circa 2007 <ul><ul><li>Relied on traditional PR for relevance </li></ul></ul><ul><ul><li>Few physical changes in past 10 years </li></ul></ul><ul><ul><li>Little to no outreach to audiences or bands </li></ul></ul><ul><ul><li>Outside media coverage prohibited </li></ul></ul>
  4. 4. Antiquated Website <ul><ul><li>Static content </li></ul></ul><ul><ul><li>No room for feedback from fans </li></ul></ul><ul><ul><li>Limited access to backend </li></ul></ul><ul><ul><li>8 months in between updates </li></ul></ul>Antiquated Website
  5. 5. Dwindling ROI <ul><ul><li>Loss of market share to other clubs </li></ul></ul><ul><ul><li>Bands perceive club as “un-hip” </li></ul></ul><ul><ul><li>Ticket sales down </li></ul></ul><ul><ul><li>Financial change was imperative </li></ul></ul>Website and Closed Attitude Yield Dwindling ROI
  6. 6. MarKyr Steps In <ul><ul><li>Education </li></ul></ul><ul><ul><li>Insight </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Web 2.0 Technology </li></ul></ul>MarKyr Steps In
  7. 7. New Site, New Results <ul><ul><li>Offers a cohesive brand identity </li></ul></ul><ul><li>(Official voice of the Roxy) </li></ul><ul><ul><li>Becomes a filter for new music and an info hub for LA Music Scene </li></ul></ul><ul><ul><li>Offers a means to communicate with fans and bands directly </li></ul></ul><ul><ul><li>Able to address and dispel negative comments and criticism quickly </li></ul></ul>New Blog, New Attitude, Fast Results
  8. 8. Roxy Social Outreach The Roxy Theatre on Facebook Taking Advantage of New Social Media Tools <ul><ul><li>Amped up MySpace presence </li></ul></ul><ul><ul><li>Facebook fan page and profile </li></ul></ul><ul><ul><li>Flickr stream and Roxy Flickr fan group </li></ul></ul><ul><ul><li>Twitter contests and fan outreach </li></ul></ul>
  9. 9. Club Changes Club Adopts Social Media Online and Offline <ul><ul><li>Club policy is friendly and transparent </li></ul></ul><ul><ul><li>Staff is actively involved in social media efforts </li></ul></ul><ul><ul><li>UGC photos and videos from inside the club are encouraged, shared, and featured on website </li></ul></ul>
  10. 10. Media Takes Notice &quot;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. ” - &quot;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     &quot;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
  11. 11. 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
  12. 12. Twitter Milestones The Roxy Theatre on Facebook <ul><ul><li>#1 Twitter account in West Hollywood </li></ul></ul><ul><ul><li>#1 Club/venue Twitter account in the world </li></ul></ul><ul><ul><li>29K+ Followers </li></ul></ul><ul><ul><li>14K+ Updates </li></ul></ul><ul><ul><li>3 Year Twitter Membership </li></ul></ul><ul><ul><li>100s of Ticket Giveaways </li></ul></ul>Twitter Milestones
  13. 13. Open Attitude, Increased ROI <ul><ul><li>Club finds a cohesive brand identity </li></ul></ul><ul><ul><li>Perception of club is hip and current </li></ul></ul><ul><ul><li>Club policy is friendly and transparent </li></ul></ul><ul><ul><li>Bands interact within the Roxy community </li></ul></ul><ul><ul><li>The Roxy is now stable financially and is moving forward </li></ul></ul>Open Attitude Yields Increased ROI
  14. 14. Follow Roxy Follow the Contact:
  15. 15. 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] About MarKyr Media