AMA Digital Day Presentation - 30 November 2010.


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The RSC's social media journey. Part of AMA Digital Day panel discussion.

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AMA Digital Day Presentation - 30 November 2010.

  1. 1. RSC and Social Media Amy Clarke Marketing Officer (Corporate) Amy Clarke, Marketing
  2. 2. Our Profile <ul><li>82% of the UK population are aware of the RSC. This awareness rises to 87% amongst those of AB social grade. </li></ul><ul><li>Those of AB social grade and aged 16-24 are amongst those most likely to have seen advertising from the RSC. </li></ul><ul><li>44% of the general population recognise the RSC logo. placing the RSC ahead of other theatre organisations </li></ul><ul><li>16% of the population have seen a production by the RSC This figure rises to 1 in 5 of those in social grade ABC1. </li></ul>Amy Clarke
  3. 3. Our Brand <ul><li>The majority of the UK population perceive the RSC as: High Quality, Successful, Entertaining, For Everyone, Admired, Creative. </li></ul><ul><li>Amongst 16-24 year olds the strongest perceptions of the RSC are: High Quality, Successful and Creative . </li></ul><ul><li>40% see the RSC as Upmarket . </li></ul><ul><li>More favourable and broader perceptions are to be found amongst ABC1s. </li></ul>Amy Clarke
  4. 4. New Audience Target Market Summary <ul><li>Age equality </li></ul><ul><ul><li>16 – 25 years </li></ul></ul><ul><ul><li>26 – 34 years </li></ul></ul><ul><ul><li>35 – 44 years </li></ul></ul><ul><li>Social equality </li></ul><ul><ul><li>social grade C2 </li></ul></ul><ul><li>Race equality </li></ul><ul><ul><li>black and minority ethnic groups </li></ul></ul>Amy Clarke
  5. 5. Our social media journey <ul><li>Scoped out all social media channels available </li></ul><ul><li>Identified the most relevant to reach our target audiences </li></ul><ul><li>Established an RSC Facebook Page, Twitter feed, Flickr Group and YouTube Channel </li></ul><ul><li>Worked to promote internally and gain buy in from across the organisation </li></ul>Amy Clarke, Marketing
  6. 6. The RSC approach... <ul><li>Be responsive </li></ul><ul><li>Be active </li></ul><ul><li>Offer a glimpse into life at the RSC – not just about productions </li></ul><ul><li>Be innovative – e.g. Such Tweet Sorrow </li></ul><ul><li>Be fun </li></ul>Amy Clarke, Marketing
  7. 7. Amy Clarke Where is Matilda?
  8. 8. Working together – RSC and Tim Minchin Amy Clarke, Marketing
  9. 9. Hashtags and reviews <ul><li>Encourage Twitter followers to use RSC hashtags – #RSCMatilda and #RSCreopens </li></ul><ul><li>Plus #RSCYoungtweeter </li></ul><ul><li>Easy way to gather online feedback </li></ul><ul><li>Audience comments have been fed back on to the artistic team </li></ul><ul><li>Pull audience comments into a Wordle – an instant review! </li></ul>Amy Clarke, Marketing
  10. 10. Amy Clarke, Marketing
  11. 11. Such Tweet Sorrow <ul><li>Romeo and Juliet played out over 5 weeks on Twitter </li></ul><ul><li>Carried out audience research, as we would with on stage productions </li></ul><ul><li>Audience profile was different than from a regular RSC production – mainly young adults, less of an upmarket skew, and a more diverse ethnic make up </li></ul><ul><li>4 out of 10 followers were from outside of the UK, 1 in 4 of these had not previously heard of the RSC </li></ul><ul><li>In the UK only a minority were new to the RSC </li></ul>Amy Clarke, Marketing
  12. 12. Our social media audience <ul><li>Use Facebook Insights to track the profile and interactions of our Facebook Fans </li></ul><ul><li>82% of our Facebook Fans are aged under 44 </li></ul><ul><li>On average over 100 fans will interact with us per week </li></ul><ul><li>Each post receives approximately 20,000 page impressions </li></ul><ul><li>Invest time in keeping the Page active, interesting and up to date – visits and interaction is driven by the content </li></ul><ul><li>Find now that fans post and discuss on their own accord </li></ul>Amy Clarke, Marketing
  13. 13. Measuring success of our social media <ul><li>Use Google Analytics and Ecommerce to track visits to website and resulting transactions from social media sites </li></ul><ul><li>For 10/11 Facebook is the website’s 4 th referrer, generating 18,000 visits and generated £4,500 sales </li></ul><ul><li>Twitter has generated 6,500 visits and generated £2,500 sales </li></ul><ul><li>Not bad for an initial investment of £300 to set up the Facebook Page </li></ul>Amy Clarke, Marketing
  14. 14. Thank you! [email_address] @amyclarke_uk Amy Clarke, Marketing