Science of Social Media Building Organizational Capacity Keynote

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Join presenter Devon Smith to learn how arts administrators can take concrete steps to build more meaningful relationships with their audience, donors, colleagues and other important constituents. What does it mean to frame a robust media strategy? Once you've started experimenting, how do you know when you've hit upon something that works? If you’ve only got 10 minutes a day, how do you prioritize? How can you measure success?

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Science of Social Media Building Organizational Capacity Keynote

  1. The  Science  of  Social  Media Building  Organiza5onal  Capacity #sosm @devonvsmith
  2. Who  am  I? devonvsmith 2
  3. the  plan let’s  talk  strategy the  big  3 smaller  players staffing  for  social  media what  the  future  holds Q&A! 3
  4. 90  minutes 4
  5. social  media  doesn’t  sell  5ckets 5
  6. these  sell  5ckets artistic content your direct your website mail campaigns customer service by your box office 6
  7. so  why  bother? If  your  social  media  fans  will • Recommend  you  to  their  friends • Like  your  brand  more • Be  more  influenced  by  (cheap!)  social  media   than  tradi>onal  media • Spend  more • Stay  with  you  longer • Cost  less  to  acquire  new  >cket  buyers PS:  these  are  all  goals  you  can  measure 7
  8. and  outside  the  marke5ng  office • Customer  Service • Crowdsourcing  Solu5ons • Fundraising • Making  Art • Professional  Networking • Thought  Leadership 8
  9. strategy 1. Address  a  real  problem 2. Have  a  meaningful  goal 3. Test  several  op>ons 4. Track  what  you  do,  and  what  the  results  are 5. Be  yourself,  not  your  brand 6. Adapt  your  content  for  different  plaPorms 7. It’s  okay  to  repeat 8. Simplify  your  metrics  to  a  single  dashboard 9
  10. also spend  more  5me   listening   than  talking 10
  11. ROI 11
  12. build  rela5onships,  not  one  night  stands •Ticket  buyers •Local  businesses •Other  theatres •Current  employees •Poten5al  employees •Ar5sts •Alumni •Vendors •Funders •Local  residents •Curious  onlookers 12
  13. what  you  measure  ma3ers But  there’s  no  secret  formula h3p://bit.ly/100ways think  about  micro  conversions li3le  steps  along  a  path  to  a  big  goal problem.  goal.  tacBc.  metric. 13
  14. PLAN so  now  we  need  a   Watch Decide Plan Execute 14
  15. Watch Dis5nguishing   features  of  your   org Industry  Scan Challenges  your   org  is  facing Digital  Media   Audit 15
  16. Decide Goal Tac5c Tool Metric 16
  17. Plan People Tasks Timeline Budget Staffing Risks 17
  18. Report Execute Adapt 18
  19. Whew! 19
  20. I  just  wanna  sell  5ckets 20
  21. Facebook 21
  22. 150  million  US  users  on  Facebook I’m  more  ethnically  and   geographically  diverse,  older,   and  engaged  online  than  you   might  think.   Average  user •Logs  in  daily •Spends  55  minutes   •Has  130  friends •Creates  70  pieces  of   content  each  month •Like  7  pages  per  month 22
  23. have  you  heard?  Open  Graph Community  Pages Places Ques5ons Credits No  more  FBML 23
  24. so  how  do  you  reach  them? 24
  25. correla5on   does  not   imply   causa5on 25
  26. more  posts                          more  fans 26
  27. more  posts                      more  engagement 27
  28. but  the  real  story  is ROE=  (Likes  +  Comments  +  Fan  Posts)  /  Theatre’s  posts   28
  29. 37%  of  theatres  don’t  link  to  Facebook   from  their  homepage 29
  30. have  you  made  the  switch   from  a  Group  to  a  Page? 30
  31. if  not,  it’s  worth  it… 31
  32. case  study  of  Kansas  City  Rep Asking  ques5ons   Fans  comment  more  on   Fans  “like”  twice  as   genera5ons  highest   administra5ve-­‐related   ooen  as  commen5ng   levels  of  user   posts  than  ar5s5c  posts on  a  wall  post engagement 24%  of  engaged  fans   70%  of  engaged  fans   are  students;  they   are  women,  but  men   engage  less  frequently   comment  more   than  non-­‐students frequently 32
  33. so? •Update  content  daily •Link  to  your  facebook  page •Get  a  custom  URL •Ask  ques5ons  (authen5cally) 33
  34. facebook  drives  traffic  to  your  website that’s  where  you  sell  5ckets 34
  35. so  use   Facebook  Insights 35
  36. and  Facebook  Ads   to  gather  data 36
  37. know  how  Facebook  referrals  differ  from   other  traffic  sources 37
  38. test  a  landing  page 38
  39. measure  it      You  have  the  tools  (if  not  the  5me)  to   know  if  your  Facebook  fans  spend   more  money  at  your  theatre.     Export!     Compare!   Analyze! 39
  40. want  to  know  what  people  think   about  your  brand? search  the  public  5meline 40
  41. keep  an  eye  on  Facebook  Causes 41
  42. Twiser 42
  43. 60  million  US  users   I’m  probably  less   knowledgeable   Average  user about  “this  whole   •5  followers Twiser  thing”  than   •Has  tweeted  <  10  5mes you  might  think •Is  in  their  30s •Has  a  college  degree 43
  44. have  you  heard? •#NewTwiser •Promoted  Tweets •hsp://t.co •Analy5cs  coming  “this  year” •Expect  con5nued  down5me 44
  45. 1/3  theatres  tweet  daily 45
  46. only  upda5ng  Twiser  via  Facebook? 46
  47. most  theatres  primarily  use  the  web 47
  48. on  average,  about  8%  of  your  followers   will  add  you  to  a  list.   What  they  name  that  list  can  tell  you  how  they  think  of  you 48
  49. case  study  of  American  Rep Asking  ques5ons   Number  of  followers  is   A  theatre’s  followers   generates  highest  level   best  predictor  of  high   are  ooen  geographically   of  user  engagement engagement diverse Users  will  casually   You  can  use  Twiser  for   men5on  your  theatre   more  than  just   as  ooen  as  they  speak   marke5ng directly  to  you 49
  50. an  example 50
  51. so? • Search  for  men5ons  of  your  brand  name,  shows  you’re   producing,  local  compe5tors,  topics  you’re  interested  in • Make  friends  with  others  in  your  area  twee5ng  (cri5cs,   organiza5ons,  local  arts  agency,  local  poli5cians,  etc). • Consider:  Twiser  contests,  tweet  seats,  twiser  fic5on,   seeking  out  new  followers,  responding  to  everyone,  linking  to   your  other  content,  custom  backgrounds. • Twiser  as  CRM:  make  (private)  lists  of  users.  Segment   followers  by  type.   • Track  your  data  in  real  5me. 51
  52. measure  it! • Reach:  followers  (not  just  how  many,  but  who) • Engagement:  @men5on  and  link  click  thru • Influence:  #ff  and  listed • Sen5ment:  content  of  the  tweets  about/to  you 52
  53. tools 53
  54. YouTube 54
  55. 2  billion  views/day 24  hours  of  video   uploaded  per  minute Average  user  watches   15  minutes  per  day Evenly  split  M/F Most  popular  video   played  200  million  x 55
  56. have  you  heard? •Nonprofit  channel •No  more  star  ra5ngs •YouTube  rentals •HTML5 56
  57. Viewers  engage  on   Findings  from  2  Case  Studies a  “per  video”  basis Men  45-­‐54  are   largest   demographic Related  videos  are   top  referral  source 80%  of  views  occur   more  than  2   months  aoer   57
  58. Length  of  video  doesn’t  seem  to  maser 58
  59. Diverse  types  of  videos  are  popular 59
  60. No  performance  type  dominates 60
  61. Viewers  tend  to  be  older  males 61
  62. Most  (but  not  all)  views  occur  on  YouTube 62
  63. so? •Embed  videos  on  your  website •Understand  viewer  demographics •Use  keyword  tags •Add  videos  to  playlists •Monitor  &  moderate  comments •Keep  in  mind  most  views  will  occur   a"er  closing 63
  64. measure  it! 64
  65. 3  million  users 1.5  years  old Foursquare  tripled   Evidence  of  high   Tips,  tags,  and   in  size  in  past  6   engagement   categories  don’t   months among  users  &   seem  to  maser Having  a  special   isn’t  enough  to   Longevity  masers drive  check  ins Data  from  September,  2010;  76  LORT  theatres 65
  66. Significant  growth  in  check  ins 66
  67. Check  ins  increasing  faster  than  unique  users 67
  68. 97%  of  venues  have  at  least  1  check  in 68
  69. Levels  of  engagement  are  increasing  (slowly) 69
  70. But  some  theatres  have  huge  growth  curves Guthrie History   Channel Fords  Theatre Center  Theatre  Group Lincoln  Center Old  Globe Mayor   special 70
  71. Early  venues  have  more  check  ins 71
  72. 72
  73. MySpace 8%  of  theatres  logged  in  February.   4%  had  fan  comments.   They  had  fewer  comments  over  the  life  of  MySpace   than  their  Facebook  page  gets  in  a  week. An  exit  strategy •Check  to  see  if  your  fan  base  overlaps  with   another  playorm •Poll  your  audience  to  see  if  they  want  you  on   the  playorm •Give  fans  5me  to  transi5on •Leave  a  final  post  that  you’re  no  longer  checking   the  account •Consider  dele5ng  the  account 73
  74. flickr 4  billion  photos  uploaded.   Facebook  uploads  2.5  billion  every  month.   LORT  study: •23%  have  more  than  10  contacts •1/3  don’t  tag  photos Theatres  have  used  Flickr  to: •Ask  fans  to  contribute  photos  of  themselves •Send  fans  on  a  photo  scavenger  hunt •Sell  or  rent  costume/set  pieces •Promote  gala  auc5on  items  to  donors •Ask  fans  to  provide  insight  on  design  images •Staff  to  share  lives  outside  the  theatre •Give  fans  tour  of  the  theatre  &  offices 74
  75. blogs 25%  of  TCG  theatre  websites  link  to  a  blog 2009  renewed  interest  (LORT) On  average  post  3  5mes  each  month Most  popular:  different  author  for  every  post Bad  news: •Very  lisle  engagement •Lots  of  effort •Unclear  readership Good  News: •Archive  of  your  history •Permanent  link  to  send  informa5on •Thought  leadership  in  the  field •Schools/universi5es—student/intern  life •Value  of  SEO/recency  to  your  website 75
  76. how  much  5me  do  you  have? 76
  77. if  your  reputa5on  is  at  stake,   should  you  trust  an  intern? Think  about •Fit  between  who’s  speaking  &  the  playorm •How  to  educate  the  staff  about  how  to  use  it •Staff  engagement  as  a  measure  of  success •Social  media  policy  for  personal  use 77
  78. so  what  are  your  choices? MarkeBng/CommunicaBons ArBsBc •Marke5ng  Associate  (3)   Mostly  by  Literary  Manager   •Communica5ons  Manager  (2)   Some5mes  by  Execu5ve  Director   •Marke5ng  Manager  (2)   Co-­‐Ar5s5c  Director   •Marke5ng  Director  (2)   Associate  Ar5s5c  Director  and  Producer   •Marke5ng  Coordinator  (2)   Ar5s5c  Fellow   •Associate  Marke5ng  Director   Ar5s5c  Associate  typically  tweets •Communica5ons  Associate   Ar5s5c  Director   •Director  of  Communica5ons  and  Marke5ng   Producing  Ar5s5c  Director   •Marke5ng  dude   Associate  Director •Marke5ng  mavens   •Director  of  Community  Engagement   •Marke5ng  Intern   •New  Media  Manager   •Marke5ng  Assistant   •Audience  Development  Associate   Other •Public  Rela5ons  Manager   Managing  Director  (2)   •Marke5ng  and  Development  Associate   Educa5on  Administrator   •Interac5ve  Media  Manager  and  Marke5ng  Assistant   Resident  Produc5on  Stage  Manager •Director  of  Marke5ng  and  Internet  Services  Manager   and  Assistant  Director  of  Development   •Marke5ng  department 78
  79. social  media  guidelines Organiza5onal  goals Personal  versus  professional  use Full  disclosure Content  approval  process Author  approval  process Transparency  versus  privacy Community  management Shared  usernames  &  passwords Copyright  issues Style  guide E5quese   Professional  development  opportuni5es hsp://socialmediagovernance.com 79
  80. Challenges Overwhelmed Expecta5ons Exhaus5on Making  5me Bored 80
  81. Tools HubSpot   Website   Flowtown grader Hootsuite Mashable Google   Alerts Del.icio.us RSS Bit.ly 81
  82. but  what  if? People  say  bad  things  about  us They  already  are.   Be  more  in  control  of  the  conversa5on  around  your  brand Social  Media  is  just  a  fad Playorms  may  come  and  go.   The  best  way  to  be  prepared  is  to  (thoughyully)  experiment  on  the  current  one. It  won’t  sell  5ckets Build  rela5onships  with  your  fans. Unlike  tradi5onal  marke5ng,  there  is  value  in  social  media  beyond  the  message. It  takes  too  much  5me Once  you  get  the  hang  of  it,  it  doesn’t.   Cheaper  than  most  other  marke5ng  efforts. 82
  83. the  future Push  Recommenda5ons Social  Search Open  Graph QR  Codes Q&A  Playorms 83
  84. Not   all   playorms   are   created   equal 84
  85. Not   all   metrics are   created   equal 85
  86. Not   all   plans are   created   equal 86
  87. ques5ons? Follow:  @devonvsmith Read:  www.24usablehours.com Email:  devonvsmith@gmail.com THANKS! 87

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