Digital Marketing & Social Media for LTG Theatres - April 2016

1. LTG
Digital Marketing
Workshop
Jo Phillips

2. Agenda
• Social Media: Best Practices
• Social Advertising: Facebook
• Tracking: Google Analytics
• Case Study: Black Friday

3. Social Media
Best Practice

4. Social Media Today

6. For LTG Theatres
• Marketing channel
• Lets people behind the scenes
• Customer service
• Piggyback on conversations on Twitter e.g. #TheatreThursdays
• Chance to show some personality

7. …but it’s a commitment
• Regular relevant content
• Monitor & listen
• Quality control
• Share the love
• Strain on time and resource
• Tougher for small organisations

8. Hack: Use a tool

9. No.1 Bugbear
• Platform-specific features
• Looks sloppy
• Looks unauthentic
• Antisocial
“Cross-promote don’t cross-post”
Linking Facebook and Twitter

10. Commercial vs. Conversational
Getting the right balance, 50:50

11. Check out the big players

12. Social Advertising

13. Facebook
2004
• Launched in a dorm room in
2004
• Social network for Harvard
University students
2016
• Public company
• Acquired Instagram & WhatsApp
• $17Bn ad revenue in 2015
• Zuckerberg worth $46Bn
• Algorithmic News Feed
• Low organic reach

14. Organic Reach Woes

15. For the cynics….

16. Facebook Ads: Overview
• Range of ad formats available
• Free to set up
• Priced on a cost-per-click basis
• Works on daily budgets
• Drives traffic straight to website
• Boost post option, or through Ad
Manager

17. Targeting Options
Location
• Target by country, region, postcode, or radius
Demographics
• Target by age, gender, spoken language
Interests
• Target fans of similar Pages and by categories
Connections
• Target your fans and their friends

18. For Published Posts

19. Ad Manager

20. Lots of space for information…
Text: 90 characters
• Tip: never let it truncate!
Headline: 30 characters
Call-to-action: ‘Book Now’
Image: 1,200 x 628 px
Link Description: Approx 140 characters

21. …but be aware
• Facebook ads only allow 20% text
• Counts logos and numbers
• <20% text will be approved but
delivery will be restricted
• Best practice - no text
• What picture does a link pull
through? Don’t get caught out!
• Use Facebook grid tool
X

22. Custom Audiences
• Uses your email database
• Find your existing customers on Facebook and serves them an
advert
• Way to support mailers
• Minimum list size of 100
• Potential applications:
• Past audience of show by certain writer
• Past audience of show by genre (e.g. Shakespeare)
• Past audience of Christmas show
Advanced Targeting

24. Tracking:
Google Analytics

25. Google Analytics
• Free platform
• Requires hard coding
• Tracks visits and behaviour
through the website
• Can track e-commerce
• Real time data
• Drill down onto particular pages
• Good way to measure
effectiveness of marketing efforts

27. Remarketing
One visit is typically not enough…
96% leave a website without converting
70% abandon shopping carts
49% typically visit 2-4 sites before purchasing

28. Case Study:
Black Friday

29. Situation
• Join the Black Friday bandwagon and the flash sale hype
• Secure early bookings for shows later in the season
• Discount applied when two adult tickets bought
• Enter code at checkout: CRESBLACKFRI

30. Action
• £40 Facebook spend
• Time!
Cost

31. Results
• 2,300 people sent to the website
• Reached 11,093 people on Facebook
• 544 tickets sold
• £2,720 ticket revenue in one day

32. Thank you, any
questions?
Contact: jo.g.phillips@googlemail.com