The	
  Science	
  of	
  Social	
  Media


                             Personal	
  Branding	
  for	
  Ar6sts




         ...
Who	
  am	
  I?
devonvsmith




                  2
the	
  plan

let’s	
  talk	
  strategy
4	
  pla>orms
secrets	
  of	
  social	
  media
overcoming	
  challenges
Q&A!




  ...
90	
  minutes




                4
strategy

1. Have	
  a	
  meaningful	
  goal
2. If	
  something	
  doesn’t	
  work,	
  change	
  it
3. Track	
  what	
  yo...
also




spend	
  more	
  Ime	
  
    listening	
  
  than	
  talking
                           6
ROI
      7
build	
  relaIonships,	
  not	
  one	
  night	
  stands




                           •Ticket	
  buyers
                 ...
what	
  you	
  measure	
  ma:ers
     But	
  there’s	
  no	
  secret	
  formula

           h:p://bit.ly/100ways

    thin...
PLAN
                                 PLAN
  so	
  now	
  we	
  need	
  a	
  

Watch

           Decide
                  ...
Watch
 What	
  makes	
  
you	
  different?



                                               What	
  are	
  other	
  
     ...
Decide

Goal            TacIc


Tool            Metric

                         12
Do
Execute

          Adapt
                  13
Whew!




        14
where	
  do	
  I	
  begin?
Give	
  yourself	
  a	
  home	
  base



Build	
  a	
  community



Establish	
  yourself	
  as...
Give	
  yourself	
  a	
  Home




                                16
it’s	
  a	
  process

Blogging	
  pla>orm	
  Self	
  hosted?	
  Hosted?	
  Micro?
HosIng	
  service	
  	
  	
  Blue	
  H...
the	
  secret	
  to	
  learning	
  HTML




                                          18
1. Landing	
  page
2. Call	
  to	
  acIon
3. Conversions
4. UIlity	
  
5. Social	
  
6. AestheIcs




                    ...
What	
  
  do	
  
 you	
  	
  	
  
 see	
  
first?              20
Search	
  Engine	
  OpImizaIon
               scary	
  phrase,	
  simple	
  concept


               Titles
              ...
Widgets	
  &	
  Plugins

Feedburner
Social	
  Badges
Wordpress.com	
  Stats
Disqus	
  Comment	
  System
Askismet
All	
  in...
Google	
  AnalyIcs




                     23
Build	
  a	
  Community




                          24
150	
  million	
  US	
  users	
  on	
  Facebook
                                        I’m	
  more	
  ethnically	
  and	
...
am	
  I	
  a	
  page?




                        26
how	
  do	
  I	
  reach	
  them?




                                   27
correlaIon	
  
 does	
  not	
  
   imply	
  
 causaIon

                   28
more	
  posts	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  more	
  fans




                                        ...
more	
  posts	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  more	
  engagement




                                          ...
but	
  the	
  real	
  story	
  is




ROE=	
  (Likes	
  +	
  Comments	
  +	
  Fan	
  Posts)	
  /	
  Theatre’s	
  posts	
  ...
37%	
  of	
  theatres	
  don’t	
  link	
  to	
  Facebook	
  
              from	
  their	
  homepage




                 ...
case	
  study	
  of	
  Kansas	
  City	
  Rep


 Asking	
  quesIons	
  
                                   Fans	
  comment	...
so?


 •Update	
  content	
  daily
 •Link	
  to	
  your	
  facebook	
  page
 •Get	
  a	
  custom	
  URL
 •Ask	
  quesIons	...
facebook	
  drives	
  traffic	
  to	
  your	
  website




      that’s	
  where	
  you	
  sell	
  Ickets

                 ...
so	
  use	
  
Facebook	
  Insights




                       36
and	
  Facebook	
  Ads	
  
  to	
  gather	
  data




                             37
know	
  how	
  Facebook	
  referrals	
  differ	
  from	
  
           other	
  traffic	
  sources




                       ...
measure	
  it
	
  	
  	
  You	
  have	
  the	
  tools	
  (if	
  not	
  the	
  Ime)	
  to	
  
            know	
  if	
  you...
Establish	
  yourself	
  as	
  Leader




                                        40
60	
  million	
  US	
  users	
  
                                            I’m	
  probably	
  less	
  
                 ...
geung	
  started
Learn	
  the	
  lingo
Choose	
  a	
  username	
  that’s	
  short	
  but	
  recognizable
Find	
  people	
 ...
1/3	
  theatres	
  tweet	
  daily




                                    43
only	
  updaIng	
  Twiber	
  via	
  Facebook?




                                                44
most	
  theatres	
  primarily	
  use	
  the	
  web




                                                     45
on	
  average,	
  about	
  8%	
  of	
  your	
  followers	
  
            will	
  add	
  you	
  to	
  a	
  list.	
  




Wh...
case	
  study	
  of	
  American	
  Rep


   Asking	
  quesIons	
                  Number	
  of	
  followers	
  is	
       ...
an	
  example




48
so?

• Search	
  for	
  menIons	
  of	
  your	
  brand	
  name,	
  shows	
  you’re	
  
  producing,	
  local	
  compeItors...
measure	
  it!




• Reach:	
  followers	
  (not	
  just	
  how	
  many,	
  but	
  who)
• Engagement:	
  @menIon	
  and	
 ...
Show	
  what	
  you	
  can	
  DO




                                   51
2	
  billion	
  views/day

24	
  hours	
  of	
  video	
  
uploaded	
  per	
  minute

Average	
  user	
  watches	
  
15	
  ...
Viewers	
  engage	
  on	
         Findings	
  from	
  2	
  Case	
  Studies
a	
  “per	
  video”	
  basis


   Men	
  45-­‐5...
Length	
  of	
  video	
  doesn’t	
  seem	
  to	
  maber




                                                          54
Diverse	
  types	
  of	
  videos	
  are	
  popular




                                                     55
No	
  performance	
  type	
  dominates




                                         56
Viewers	
  tend	
  to	
  be	
  older	
  males




                                                57
Most	
  (but	
  not	
  all)	
  views	
  occur	
  on	
  YouTube




                                                       ...
so?

•Embed	
  videos	
  on	
  your	
  website
•Understand	
  viewer	
  demographics
•Use	
  keyword	
  tags
•Add	
  video...
measure	
  it!




                 60
but	
  I	
  just	
  wanna	
  sell	
  Ickets




                                              61
12	
  Dirty	
  Lible	
  Secrets




62
1.	
  A	
  strategic	
  plan	
  isn’t	
  required




                                                    63
2.	
  Read	
  more	
  than	
  you	
  write,	
  
listen	
  more	
  than	
  you	
  measure           64
3.	
  Give	
  away	
  everything	
  you	
  can	
  for	
  free	
     65
4.	
  Talking	
  about	
  social	
  media	
  abracts	
  
 abenIon	
  on	
  social	
  media	
  pla>orms




               ...
5.	
  WriIng	
  about	
  topics	
  outside	
  your	
  
  niche	
  will	
  drive	
  traffic	
  short	
  term




            ...
6.	
  Link	
  link	
  link.	
  It’s	
  hard	
  to	
  predict	
  exactly	
  
        where	
  your	
  traffic	
  will	
  come...
7.	
  Link	
  to	
  people	
  you	
  want	
  to	
  meet




                                                          69
8.	
  Your	
  opinions	
  
 aren’t	
  enough


 unless	
  they	
  are




                             70
9.	
  SEO	
  is	
  no	
  joke.	
  Figure	
  it	
  out




                                                        71
10.	
  Steal	
  
 ruthlessly	
  
but	
  abribute	
  
 everything




                      72
11.	
  Learn	
  to	
  think	
  in	
  140	
  characters




                                                         73
12.	
  ConnecIons	
  maber




                             74
Challenges

                        Overwhelmed




                                      ExpectaIons
ExhausIon




      ...
Tools                                    HubSpot	
  
                                         Website	
  
                ...
but	
  what	
  if?
                   People	
  say	
  bad	
  things	
  about	
  me
                                      ...
Not	
  
all	
  
pla>orms	
  
are	
  
created	
  
equal          78
Not	
  
all	
  
metrics
are	
  
created	
  
equal         79
quesIons?




Follow:	
  @devonvsmith
Read:	
  www.24usablehours.com
Email:	
  devonvsmith@gmail.com



THANKS!
          ...
Q&A	
  notes

APPENDIX


               81
twiber	
  tools




                  82
3	
  million	
  users
                                                                                   1.5	
  years	
  o...
flickr
4	
  billion	
  photos	
  uploaded.	
  
Facebook	
  uploads	
  2.5	
  billion	
  every	
  month.	
  

 LORT	
  study...
MySpace
8%	
  of	
  theatres	
  logged	
  in	
  February.	
  
4%	
  had	
  fan	
  comments.	
  
They	
  had	
  fewer	
  co...
blogs
               25%	
  of	
  TCG	
  theatre	
  websites	
  link	
  to	
  a	
  blog
               2009	
  renewed	
  ...
how	
  much	
  Ime	
  do	
  you	
  have?




                                           87
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Science of Social Media Personal Branding Keynote

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Join presenter Devon Smith to learn how artists 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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  • Devon Smith, Director of Research and Analysis at Yale Rep

  • 24 Usable Hours: a lot of powerpoint & analytics
    Blogs: technology, web design, marketing, arts,
    Facebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale
    YouTube: work in theatre
    Twitter: social media, arts, social entrepreneurship, innovation
    Flickr: travel the world



  • 24 Usable Hours: a lot of powerpoint & analytics
    Blogs: technology, web design, marketing, arts,
    Facebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale
    YouTube: work in theatre
    Twitter: social media, arts, social entrepreneurship, innovation
    Flickr: travel the world



  • 24 Usable Hours: a lot of powerpoint & analytics
    Blogs: technology, web design, marketing, arts,
    Facebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale
    YouTube: work in theatre
    Twitter: social media, arts, social entrepreneurship, innovation
    Flickr: travel the world



  • 24 Usable Hours: a lot of powerpoint & analytics
    Blogs: technology, web design, marketing, arts,
    Facebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale
    YouTube: work in theatre
    Twitter: social media, arts, social entrepreneurship, innovation
    Flickr: travel the world



  • 24 Usable Hours: a lot of powerpoint & analytics
    Blogs: technology, web design, marketing, arts,
    Facebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale
    YouTube: work in theatre
    Twitter: social media, arts, social entrepreneurship, innovation
    Flickr: travel the world



  • 24 Usable Hours: a lot of powerpoint & analytics
    Blogs: technology, web design, marketing, arts,
    Facebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale
    YouTube: work in theatre
    Twitter: social media, arts, social entrepreneurship, innovation
    Flickr: travel the world



  • Introduction (5)
    Strategy (10)
    Websites (15), Facebook (15), Twitter (10), YouTube (10)
    Secrets (10)
    Challenges (15)
    Q&A (30)
  • Introduction (5)
    Strategy (10)
    Websites (15), Facebook (15), Twitter (10), YouTube (10)
    Secrets (10)
    Challenges (15)
    Q&A (30)
  • Introduction (5)
    Strategy (10)
    Websites (15), Facebook (15), Twitter (10), YouTube (10)
    Secrets (10)
    Challenges (15)
    Q&A (30)
  • Introduction (5)
    Strategy (10)
    Websites (15), Facebook (15), Twitter (10), YouTube (10)
    Secrets (10)
    Challenges (15)
    Q&A (30)
  • Introduction (5)
    Strategy (10)
    Websites (15), Facebook (15), Twitter (10), YouTube (10)
    Secrets (10)
    Challenges (15)
    Q&A (30)
  • Introduction (5)
    Strategy (10)
    Websites (15), Facebook (15), Twitter (10), YouTube (10)
    Secrets (10)
    Challenges (15)
    Q&A (30)
  • 30 minutes for Q&A
  • If you get nothing else out of this, know these 6 things
  • If you get nothing else out of this, know these 6 things
  • If you get nothing else out of this, know these 6 things
  • If you get nothing else out of this, know these 6 things
  • If you get nothing else out of this, know these 6 things
  • If you get nothing else out of this, know these 6 things
  • If you get nothing else out of this, know these 6 things

  • ROI doesn’t make sense
    Return on your time. Social media rarely costs money.
    But time isn’t evenly distributed.
  • There’s a lot of people to build relationships with
    Be promiscuous
  • There’s a lot of people to build relationships with
    Be promiscuous
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.
  • Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.
  • If you’re an individual, sacrifice planning for adapting
  • If you’re an individual, sacrifice planning for adapting
  • If you’re an individual, sacrifice planning for adapting
  • If you’re an individual, sacrifice planning for adapting
  • If you’re an individual, sacrifice planning for adapting
  • Don’t lose these. Capitalize on them during your campaign.
    Simplify, specify, sexy
    Scan/benchmark
    Analyze yourself
  • Don’t lose these. Capitalize on them during your campaign.
    Simplify, specify, sexy
    Scan/benchmark
    Analyze yourself
  • Don’t lose these. Capitalize on them during your campaign.
    Simplify, specify, sexy
    Scan/benchmark
    Analyze yourself
  • Don’t lose these. Capitalize on them during your campaign.
    Simplify, specify, sexy
    Scan/benchmark
    Analyze yourself
  • Strategy:
    Determine 1 goal to address each of the challenges your organization is facing right now
    Select 3 ways you’re going to reach each of those goals
    Choose the social media tool that fits best
    Decide which metrics will help you track progress towards your goal
  • Strategy:
    Determine 1 goal to address each of the challenges your organization is facing right now
    Select 3 ways you’re going to reach each of those goals
    Choose the social media tool that fits best
    Decide which metrics will help you track progress towards your goal
  • Strategy:
    Determine 1 goal to address each of the challenges your organization is facing right now
    Select 3 ways you’re going to reach each of those goals
    Choose the social media tool that fits best
    Decide which metrics will help you track progress towards your goal
  • Strategy:
    Determine 1 goal to address each of the challenges your organization is facing right now
    Select 3 ways you’re going to reach each of those goals
    Choose the social media tool that fits best
    Decide which metrics will help you track progress towards your goal
  • Give it a bit of time, but change tactics if they’re not working

  • Give it a bit of time, but change tactics if they’re not working

  • tired yet?
  • you don’t have to do everything at once.
    get comfortable with 1 platform before moving on to the next
  • you don’t have to do everything at once.
    get comfortable with 1 platform before moving on to the next
  • you don’t have to do everything at once.
    get comfortable with 1 platform before moving on to the next
  • you don’t have to do everything at once.
    get comfortable with 1 platform before moving on to the next








  • it’s like learning a new language--there’s vocabulary, grammar. Just as simple, just as hard.
  • Landing-not everyone will enter through your homepage
    Action-What do you want people to do
    Conversion-how many of them take action
    Utility: Search/Architecture: top 4-buy tickets, donate, about us, contact
    Social (icons, newsletter)
    Aesthetics-artists have high expectations
  • Landing-not everyone will enter through your homepage
    Action-What do you want people to do
    Conversion-how many of them take action
    Utility: Search/Architecture: top 4-buy tickets, donate, about us, contact
    Social (icons, newsletter)
    Aesthetics-artists have high expectations
  • Landing-not everyone will enter through your homepage
    Action-What do you want people to do
    Conversion-how many of them take action
    Utility: Search/Architecture: top 4-buy tickets, donate, about us, contact
    Social (icons, newsletter)
    Aesthetics-artists have high expectations
  • Landing-not everyone will enter through your homepage
    Action-What do you want people to do
    Conversion-how many of them take action
    Utility: Search/Architecture: top 4-buy tickets, donate, about us, contact
    Social (icons, newsletter)
    Aesthetics-artists have high expectations
  • Landing-not everyone will enter through your homepage
    Action-What do you want people to do
    Conversion-how many of them take action
    Utility: Search/Architecture: top 4-buy tickets, donate, about us, contact
    Social (icons, newsletter)
    Aesthetics-artists have high expectations
  • Landing-not everyone will enter through your homepage
    Action-What do you want people to do
    Conversion-how many of them take action
    Utility: Search/Architecture: top 4-buy tickets, donate, about us, contact
    Social (icons, newsletter)
    Aesthetics-artists have high expectations

  • Remember to google yourself. Know organic keyword referrals and links
    SEOMoz is a good resource
  • Remember to google yourself. Know organic keyword referrals and links
    SEOMoz is a good resource
  • Remember to google yourself. Know organic keyword referrals and links
    SEOMoz is a good resource
  • Remember to google yourself. Know organic keyword referrals and links
    SEOMoz is a good resource
  • Remember to google yourself. Know organic keyword referrals and links
    SEOMoz is a good resource
  • these are what I use
  • these are what I use
  • these are what I use
  • these are what I use
  • these are what I use
  • these are what I use
  • these are what I use
  • these are what I use
  • these are what I use
  • these are what I use
  • Visitors/Visits/Views
    Referral sources
    Organic keywords
    Top content

  • 25% nonwhite (US internet users: 15%)
    Facebook users are more demographically diverse than the US internet population
    45% of users are over 35 (10% over 55)
    Average user logs in daily, spends 55 minutes, uploads x pieces of content, fans 7 pages per month, likes #, comments #
  • Doesn’t make sense if you’re a group.
    Depends on profile versus page
    Profiles don’t have access to analytics, can’t do ads for friends, limited friends
  • News Feed is your goal. EdgeRank is how you get there.
    Affinity-checking page, previous comments, how many other friends, etc.
    Weight-more time intensive shows up more often
    Time decay-why you want to update frequently
  • News Feed is your goal. EdgeRank is how you get there.
    Affinity-checking page, previous comments, how many other friends, etc.
    Weight-more time intensive shows up more often
    Time decay-why you want to update frequently
  • Study of 475 theatres in June, 2010
    2 variables-size of fans & how frequently I post.
    Could go in either direction.Could be a third factor-size of theatre
  • Clear relationship
  • Weekly & monthly see very little engagement
  • Turns out might be more time effective to only post daily. That said, time decay.
  • This is just silly. Fix it.
  • December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research.
  • December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research.
  • December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research.
  • December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research.
  • December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research.
  • Build a community of people on facebook. Help your fans meet each other online & offline.
  • FB surpassed google in Jan 2010. Top 3 referrers to most websites.
  • FB surpassed google in Jan 2010. Top 3 referrers to most websites.

  • If you’re skeptical, check out who/how many in your area are interested in theatre. Or in your age demographic.
  • FB fans spend more time on our website than any other referrer.
  • Export applications of names.
    Compare to your subscriber/ticket buyer list.
    Chroma Tix coming out with integration w/ FB/Twitter for small theatres. Very cool.
  • Twitter can be used for other things--just don’t duplicate your Facebook content
  • Less than ½ the size of facebook. Still huge.
    Female
  • Lingo-handout
    Username-matches your website
    Find people-search
    Bio-keywords
    Tweet
    Media-bit.ly, twitpic, song.ly
    3rd party-HootSuite/TweetDeck
    Measure-talk at the end
  • Lingo-handout
    Username-matches your website
    Find people-search
    Bio-keywords
    Tweet
    Media-bit.ly, twitpic, song.ly
    3rd party-HootSuite/TweetDeck
    Measure-talk at the end
  • Lingo-handout
    Username-matches your website
    Find people-search
    Bio-keywords
    Tweet
    Media-bit.ly, twitpic, song.ly
    3rd party-HootSuite/TweetDeck
    Measure-talk at the end
  • Lingo-handout
    Username-matches your website
    Find people-search
    Bio-keywords
    Tweet
    Media-bit.ly, twitpic, song.ly
    3rd party-HootSuite/TweetDeck
    Measure-talk at the end
  • Lingo-handout
    Username-matches your website
    Find people-search
    Bio-keywords
    Tweet
    Media-bit.ly, twitpic, song.ly
    3rd party-HootSuite/TweetDeck
    Measure-talk at the end
  • Lingo-handout
    Username-matches your website
    Find people-search
    Bio-keywords
    Tweet
    Media-bit.ly, twitpic, song.ly
    3rd party-HootSuite/TweetDeck
    Measure-talk at the end
  • Lingo-handout
    Username-matches your website
    Find people-search
    Bio-keywords
    Tweet
    Media-bit.ly, twitpic, song.ly
    3rd party-HootSuite/TweetDeck
    Measure-talk at the end
  • Lingo-handout
    Username-matches your website
    Find people-search
    Bio-keywords
    Tweet
    Media-bit.ly, twitpic, song.ly
    3rd party-HootSuite/TweetDeck
    Measure-talk at the end
  • 57% are ‘active’
  • 73% of real tweeters had someone say something about them
    40% of AutoSync accounts
  • Power users TweetDeck and HootSuite.
    Most new users begin twitter on mobile

  • December LORT study.
  • December LORT study.
  • December LORT study.
  • December LORT study.
  • December LORT study.
  • you can do this. find a theatre you like with a large following
  • There’s a lot of options on twitter, but don’t be scared. It’s fleeting. If you make a mistake, it’ll be gone in a week.
  • There’s a lot of options on twitter, but don’t be scared. It’s fleeting. If you make a mistake, it’ll be gone in a week.
  • There’s a lot of options on twitter, but don’t be scared. It’s fleeting. If you make a mistake, it’ll be gone in a week.
  • There’s a lot of options on twitter, but don’t be scared. It’s fleeting. If you make a mistake, it’ll be gone in a week.
  • There’s a lot of options on twitter, but don’t be scared. It’s fleeting. If you make a mistake, it’ll be gone in a week.
  • Really high level options.
  • Really high level options.
  • Really high level options.
  • Really high level options.
  • Really high level options.

  • Double the prime time audience of all 3 networks combined
    Music videos drive viewership.
  • 17% of TCG members link to YouTube from their homepage
    December LORT study. Much more in depth online.

  • 17% of TCG members link to YouTube from their homepage
    December LORT study. Much more in depth online.

  • 17% of TCG members link to YouTube from their homepage
    December LORT study. Much more in depth online.

  • 17% of TCG members link to YouTube from their homepage
    December LORT study. Much more in depth online.



  • plays outnumbered musicals in the LORT study
  • true across every study I’ve done.
    Some demo’s make lots of sense: 13yo girls = john stamos
  • Think about these potential audience members--may be first time they see your theatre
    Importance of annotations
  • Random fans?
  • Very rough metrics. Views don’t usually add up. Hopefully this will get better.
  • Ok. Then let’s talk about facebook

  • move faster. it’s not brain surgery
  • Copy what works
  • People want to get to know you
  • Most popular people talk about SM
  • Keep it consistent but mix it up
  • and especially
  • Organizations, etc.
  • have an expertise in something
    make it meaningful
  • Google!
    Helps on every other platform too
  • Steal ideas from everywhere--much like your art
  • good discipline for writing headlines
    Clear, sexy
  • Leverage real world connections





  • Flowtown-the social side of your email list
    Hootsuite-analytics built in, workstream management
    Google Alerts-keep an eye on your brand
    RSS-keep abreast of info in your field
    Bit.ly-track analytics of links (anywhere)
    Delicious-keep track of good webpages, a smaller web
    Mashable-resources
    Website Grader-SEO
  • Flowtown-the social side of your email list
    Hootsuite-analytics built in, workstream management
    Google Alerts-keep an eye on your brand
    RSS-keep abreast of info in your field
    Bit.ly-track analytics of links (anywhere)
    Delicious-keep track of good webpages, a smaller web
    Mashable-resources
    Website Grader-SEO
  • Flowtown-the social side of your email list
    Hootsuite-analytics built in, workstream management
    Google Alerts-keep an eye on your brand
    RSS-keep abreast of info in your field
    Bit.ly-track analytics of links (anywhere)
    Delicious-keep track of good webpages, a smaller web
    Mashable-resources
    Website Grader-SEO
  • Flowtown-the social side of your email list
    Hootsuite-analytics built in, workstream management
    Google Alerts-keep an eye on your brand
    RSS-keep abreast of info in your field
    Bit.ly-track analytics of links (anywhere)
    Delicious-keep track of good webpages, a smaller web
    Mashable-resources
    Website Grader-SEO
  • Flowtown-the social side of your email list
    Hootsuite-analytics built in, workstream management
    Google Alerts-keep an eye on your brand
    RSS-keep abreast of info in your field
    Bit.ly-track analytics of links (anywhere)
    Delicious-keep track of good webpages, a smaller web
    Mashable-resources
    Website Grader-SEO
  • Flowtown-the social side of your email list
    Hootsuite-analytics built in, workstream management
    Google Alerts-keep an eye on your brand
    RSS-keep abreast of info in your field
    Bit.ly-track analytics of links (anywhere)
    Delicious-keep track of good webpages, a smaller web
    Mashable-resources
    Website Grader-SEO
  • Flowtown-the social side of your email list
    Hootsuite-analytics built in, workstream management
    Google Alerts-keep an eye on your brand
    RSS-keep abreast of info in your field
    Bit.ly-track analytics of links (anywhere)
    Delicious-keep track of good webpages, a smaller web
    Mashable-resources
    Website Grader-SEO
  • Flowtown-the social side of your email list
    Hootsuite-analytics built in, workstream management
    Google Alerts-keep an eye on your brand
    RSS-keep abreast of info in your field
    Bit.ly-track analytics of links (anywhere)
    Delicious-keep track of good webpages, a smaller web
    Mashable-resources
    Website Grader-SEO















  • Better to be on 1 than 4
    Don’t let people tell you that you *have* to be on Facebook
  • Simplify
    Make them make sense
    Adapt if they don’t lead you in a productive direction


  • Above the line: pre-digested. Be ware.
    Below the line: simple #s. but you have to check them all. We’re still in the very early days.
  • Location based sharing--others are larger, but this has momentum
    Game mechanics
    Potential to engage people IRL
  • Location based sharing--others are larger, but this has momentum
    Game mechanics
    Potential to engage people IRL
  • Location based sharing--others are larger, but this has momentum
    Game mechanics
    Potential to engage people IRL
  • Location based sharing--others are larger, but this has momentum
    Game mechanics
    Potential to engage people IRL
  • Location based sharing--others are larger, but this has momentum
    Game mechanics
    Potential to engage people IRL
  • TwitPic + Twitter
    7% of TCG
  • 10% of tcg links
  • 10% of tcg links






  • *note: 25 theatres (22 lort + 3)
    Spending very little time measuring. This is bad.
  • Science of Social Media Personal Branding Keynote

    1. 1. The  Science  of  Social  Media Personal  Branding  for  Ar6sts #sosm @devonvsmith
    2. 2. Who  am  I? devonvsmith 2
    3. 3. the  plan let’s  talk  strategy 4  pla>orms secrets  of  social  media overcoming  challenges Q&A! 3
    4. 4. 90  minutes 4
    5. 5. strategy 1. Have  a  meaningful  goal 2. If  something  doesn’t  work,  change  it 3. Track  what  you  do,  and  what  the  results  are 4. Be  yourself  -­‐  you  are  now  a  brand 5. It’s  not  a  sprint 6. PrioriGze 5
    6. 6. also spend  more  Ime   listening   than  talking 6
    7. 7. ROI 7
    8. 8. build  relaIonships,  not  one  night  stands •Ticket  buyers •Other  arIsts •Arts  organizaIons •Funders •Local  businesses •Curious  onlookers 8
    9. 9. what  you  measure  ma:ers But  there’s  no  secret  formula h:p://bit.ly/100ways think  about  micro  conversions li:le  steps  along  a  path  to  a  big  goal problem.  goal.  tac6c.  metric. 9
    10. 10. PLAN PLAN so  now  we  need  a   Watch Decide Plan Execute 10
    11. 11. Watch What  makes   you  different? What  are  other   arIsts  doing? What  are  you   trying  to   What  are  you   accomplish? doing  that’s   already  working? 11
    12. 12. Decide Goal TacIc Tool Metric 12
    13. 13. Do Execute Adapt 13
    14. 14. Whew! 14
    15. 15. where  do  I  begin? Give  yourself  a  home  base Build  a  community Establish  yourself  as  a  leader Show  what  you  can  do 15
    16. 16. Give  yourself  a  Home 16
    17. 17. it’s  a  process Blogging  pla>orm  Self  hosted?  Hosted?  Micro? HosIng  service      Blue  Host  ($7/month) Domain  name      hbp://www.internic.net/whois.html  ($10/yr) Choose  a  theme    Free?  Premium? Start  building! Widgets/Plug  ins 17
    18. 18. the  secret  to  learning  HTML 18
    19. 19. 1. Landing  page 2. Call  to  acIon 3. Conversions 4. UIlity   5. Social   6. AestheIcs website  design 19
    20. 20. What   do   you       see   first? 20
    21. 21. Search  Engine  OpImizaIon scary  phrase,  simple  concept Titles Key  words Links Fresh  content Meta  tags 21
    22. 22. Widgets  &  Plugins Feedburner Social  Badges Wordpress.com  Stats Disqus  Comment  System Askismet All  in  One  SEO  Pack Broken  Link  Checker SexyBookmarks Social  Web  Links Yet  Another  Related  Posts  Plugin 22
    23. 23. Google  AnalyIcs 23
    24. 24. Build  a  Community 24
    25. 25. 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 25
    26. 26. am  I  a  page? 26
    27. 27. how  do  I  reach  them? 27
    28. 28. correlaIon   does  not   imply   causaIon 28
    29. 29. more  posts                          more  fans 29
    30. 30. more  posts                      more  engagement 30
    31. 31. but  the  real  story  is ROE=  (Likes  +  Comments  +  Fan  Posts)  /  Theatre’s  posts   31
    32. 32. 37%  of  theatres  don’t  link  to  Facebook   from  their  homepage 32
    33. 33. case  study  of  Kansas  City  Rep Asking  quesIons   Fans  comment  more  on   Fans  “like”  twice  as   generaIons  highest   administraIve-­‐related   open  as  commenIng   levels  of  user   posts  than  arIsIc  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 33
    34. 34. so? •Update  content  daily •Link  to  your  facebook  page •Get  a  custom  URL •Ask  quesIons  (authenIcally) 34
    35. 35. facebook  drives  traffic  to  your  website that’s  where  you  sell  Ickets 35
    36. 36. so  use   Facebook  Insights 36
    37. 37. and  Facebook  Ads   to  gather  data 37
    38. 38. know  how  Facebook  referrals  differ  from   other  traffic  sources 38
    39. 39. measure  it      You  have  the  tools  (if  not  the  Ime)  to   know  if  your  Facebook  fans  spend   more  money  on  you.     39
    40. 40. Establish  yourself  as  Leader 40
    41. 41. 60  million  US  users   I’m  probably  less   knowledgeable   Average  user about  “this  whole   •5  followers Twiber  thing”  than   •Has  tweeted  <  10  Imes you  might  think •Is  in  their  30s •Has  a  college  degree •Lives  outside  the  US 41
    42. 42. geung  started Learn  the  lingo Choose  a  username  that’s  short  but  recognizable Find  people  to  follow Complete  your  bio Tweet! Share  media  beyond  just  text Use  a  3rd  party  pla>orm Measure 42
    43. 43. 1/3  theatres  tweet  daily 43
    44. 44. only  updaIng  Twiber  via  Facebook? 44
    45. 45. most  theatres  primarily  use  the  web 45
    46. 46. 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 46
    47. 47. case  study  of  American  Rep Asking  quesIons   Number  of  followers  is   A  theatre’s  followers   generates  highest  level   best  predictor  of  high   are  open  geographically   of  user  engagement engagement diverse Users  will  casually   You  can  use  Twiber  for   menIon  your  theatre   more  than  just   as  open  as  they  speak   markeIng directly  to  you 47
    48. 48. an  example 48
    49. 49. so? • Search  for  menIons  of  your  brand  name,  shows  you’re   producing,  local  compeItors,  topics  you’re  interested  in • Make  friends  with  others  in  your  area  tweeIng  (criIcs,   organizaIons,  local  arts  agency,  local  poliIcians,  etc). • Consider:  Twiber  contests,  tweet  seats,  twiber  ficIon,   seeking  out  new  followers,  responding  to  everyone,  linking  to   your  other  content,  custom  backgrounds. • Twiber  as  CRM:  make  (private)  lists  of  users.  Segment   followers  by  type.   49
    50. 50. measure  it! • Reach:  followers  (not  just  how  many,  but  who) • Engagement:  @menIon  and  link  click  thru • Influence:  #ff  and  listed • SenIment:  content  of  the  tweets  about/to  you 50
    51. 51. Show  what  you  can  DO 51
    52. 52. 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 52
    53. 53. 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  aper   53
    54. 54. Length  of  video  doesn’t  seem  to  maber 54
    55. 55. Diverse  types  of  videos  are  popular 55
    56. 56. No  performance  type  dominates 56
    57. 57. Viewers  tend  to  be  older  males 57
    58. 58. Most  (but  not  all)  views  occur  on  YouTube 58
    59. 59. 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 59
    60. 60. measure  it! 60
    61. 61. but  I  just  wanna  sell  Ickets 61
    62. 62. 12  Dirty  Lible  Secrets 62
    63. 63. 1.  A  strategic  plan  isn’t  required 63
    64. 64. 2.  Read  more  than  you  write,   listen  more  than  you  measure 64
    65. 65. 3.  Give  away  everything  you  can  for  free   65
    66. 66. 4.  Talking  about  social  media  abracts   abenIon  on  social  media  pla>orms 66
    67. 67. 5.  WriIng  about  topics  outside  your   niche  will  drive  traffic  short  term 67
    68. 68. 6.  Link  link  link.  It’s  hard  to  predict  exactly   where  your  traffic  will  come  from 68
    69. 69. 7.  Link  to  people  you  want  to  meet 69
    70. 70. 8.  Your  opinions   aren’t  enough unless  they  are 70
    71. 71. 9.  SEO  is  no  joke.  Figure  it  out 71
    72. 72. 10.  Steal   ruthlessly   but  abribute   everything 72
    73. 73. 11.  Learn  to  think  in  140  characters 73
    74. 74. 12.  ConnecIons  maber 74
    75. 75. Challenges Overwhelmed ExpectaIons ExhausIon Making  Ime Bored 75
    76. 76. Tools HubSpot   Website   Flowtown grader Hootsuite Mashable Google   Alerts Del.icio.us RSS Bit.ly 76
    77. 77. but  what  if? People  say  bad  things  about  me They  already  are.   Be  more  in  control  of  the  conversaIon  around  your  brand Social  Media  is  just  a  fad Pla>orms  may  come  and  go.   The  best  way  to  be  prepared  is  to  (though>ully)  experiment  on  the  current  one. It  won’t  sell  Ickets Build  relaIonships  with  your  fans. Unlike  tradiIonal  markeIng,  there  is  value  in  social  media  beyond  the  message. It  takes  too  much  Ime Once  you  get  the  hang  of  it,  it  doesn’t.   Cheaper  than  most  other  markeIng  efforts. 77
    78. 78. Not   all   pla>orms   are   created   equal 78
    79. 79. Not   all   metrics are   created   equal 79
    80. 80. quesIons? Follow:  @devonvsmith Read:  www.24usablehours.com Email:  devonvsmith@gmail.com THANKS! 80
    81. 81. Q&A  notes APPENDIX 81
    82. 82. twiber  tools 82
    83. 83. 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  maber Having  a  special   isn’t  enough  to   Longevity  mabers drive  check  ins Data  from  September,  2010;  76  LORT  theatres 83
    84. 84. 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  aucIon  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 84
    85. 85. 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  pla>orm •Poll  your  audience  to  see  if  they  want  you  on   the  pla>orm •Give  fans  Ime  to  transiIon •Leave  a  final  post  that  you’re  no  longer  checking   the  account •Consider  deleIng  the  account 85
    86. 86. blogs 25%  of  TCG  theatre  websites  link  to  a  blog 2009  renewed  interest  (LORT) On  average  post  3  Imes  each  month Most  popular:  different  author  for  every  post Bad  news: •Very  lible  engagement •Lots  of  effort •Unclear  readership Good  News: •Archive  of  your  history •Permanent  link  to  send  informaIon •Thought  leadership  in  the  field •Schools/universiIes—student/intern  life •Value  of  SEO/recency  to  your  website 86
    87. 87. how  much  Ime  do  you  have? 87

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