3. these
sell
3ckets
artistic content
your direct
your website mail campaigns
customer service by
your box office
3
3
Art
sells.
How
you
convert
interest
to
a
3cket
sale
is
via
your
website,
box
office,
and
direct
mail
4. ROI
4
4
ROI
doesn’t
make
sense
Investment-‐social
media
is
cheap
(though
can
feel
3me
consuming
in
the
beginning)
Return-‐you’re
a
nonprofit,
beNer
to
think
of
audience
(cons3tuent)
development.
On-‐compared
to
what
other
marke3ng?
5. why
do
you
spend
money?
Social
media
s
ram ts ls g
p rog s ven ria 3sin
e g nt
ram e on
e
c 3 ate ver
m i
m d
ch
pro erv l3va ine dia
a
ri
en 3on
s
er
r
cu ail
Onl e
c
tomono t
m & m
s3 duca
3 E s ec rint
ass
r P
Ar Cu D Di M
Long
term
Short
term
rela3onships sales
5
5
6. build
rela3onships,
not
one
night
stands*
•Ticket
buyers
•Local
businesses
•Other
theatres
•Current
employees
•Poten3al
employees
•Ar3sts
•Alumni
•Vendors
•Funders
•Local
residents
*but
it’s
okay
to
be
promiscuous
•Curious
onlookers 6
6
There’s
a
lot
of
people
to
build
rela3onships
with
8. Customer
Life3me
Value
Customer 1 Customer 2
Spends $200 per year Spends $100 per year
Acquisition cost: $50 Acquisition cost: $25
Maintenance costs: $15/yr Maintenance costs: $50/yr
Loyalty: 5 years Loyalty: 3 years
CLV: $890 CLV: $175
Social Media Fan
8
9. so
where’s
the
value?
If
your
social
media
fans
will
• Recommend
you
to
their
friends
• Like
your
brand
more
• Be
more
influenced
by
(cheap!)
social
media
than
tradi3onal
media
• Spend
more
• Stay
with
you
longer
PS:
these
are
all
goals
you
can
measure
9
9
10. and
outside
the
marke3ng
office
• Customer
Service
• Crowdsourcing
Solu3ons
• Fundraising
• Making
Art
• Professional
Networking
• Thought
Leadership
10
10
Important
to
recognize
social
media’s
use
outside
Answering
ques3ons
Asking
ques3ons
mobile
dona3ons-‐Allie?
Brand
Fic3on
Instant
access
to
every
other
theatre
Impact
on
your
brand
aher
being
viewed
as
“social
media
savvy”
11. strategy
1. Address
a
real
problem
2. Have
a
meaningful
goal
3. Test
several
op3ons
4. Track
what
you
do,
and
what
the
results
are
5. Be
yourself,
not
your
brand
6. Adapt
your
content
for
different
plalorms
7. Simplify
your
metrics
to
a
single
dashboard
11
11
If
you
get
nothing
else
out
of
this,
know
these
8
things
13. 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.
tac@c.
metric.
13
13
Measurement.
This
is
the
hardest
to
cover
in
a
1
minute
ppt
slide.
You
have
to
learn
what
works
for
you.
16. have
you
heard?
Open
Graph
Community
Pages
Places
Ques3ons
Credits
Groups
16
16
2
million
websites
integrate
with
Facebook.
Shows
strong
results.
Community
Pages
are
like
wikipedia—public
3meline
Places
kind
of
like
Foursquare.
Lots
of
poten3al.
Merging
Pages
&
Places
is
debatable
Q&A-‐next
hot
app
in
FB.
$1
billion
virtual
currency
market.
FB
will
do
$2B
total
this
year.
Big
player
in
growing
market.
Could
make
buying
3ckets
in
app
easier.
FBML
changes
how
you
arrange
your
page
Yesterday
$500
million
invested
in
FB,
now
valued
at
$50B,
IPO
in
2012
17. 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
per
day
•Has
130
friends
•Creates
3
pieces
of
content
each
day
•Fans
4
pages
per
month
17
17
25%
nonwhite
(US
internet
users:
15%)
Facebook
users
are
more
demographically
diverse
than
the
US
internet
popula3on
45%
of
users
are
over
35
(10%
over
55)
18. so
how
do
you
reach
them?
18
18
News
Feed
is
your
goal.
EdgeRank
is
how
you
get
there.
Affinity-‐checking
page,
previous
comments,
how
many
other
friends,
etc.
Weight-‐more
3me
intensive
shows
up
more
ohen
Time
decay-‐why
you
want
to
update
frequently
19. 86%
of
STA
members*
are
ac3ve
on
Facebook
*8
members
have
no
digital
footprint
and
have
been
excluded
from
study
19
19
20. 9
theatres
have
>
4,000
fans
14
have
<
100
Median
=
611
as
of
December
18,
2010
20
20
21. correla3on
does
not
imply
causa3on
21
21
Study
of
475
theatres
in
June,
2010
2
variables-‐size
of
fans
&
how
frequently
I
post.
Could
go
in
either
direc3on.
Could
be
a
third
factor-‐size
of
theatre
22. Have
you
made
the
switch
from
a
group
to
a
page?
22
22
23. 38%
of
theatres
don’t
link
to
Facebook
from
their
homepage
23
23
This
is
just
silly.
Fix
it.
25. more
posts
more
engagement
TCG
theatres,
May
2010
25
25
Weekly
&
monthly
see
very
liNle
engagement
26. but
the
real
story
is
ROE=
(Likes
+
Comments
+
Fan
Posts)
/
Theatre’s
posts
TCG
theatres,
May
2010
26
26
Turns
out
might
be
more
3me
effec3ve
to
only
post
daily.
That
said,
3me
decay.
27. case
study
of
Kansas
City
Rep
Asking
ques3ons
Fans
comment
more
on
Fans
“like”
twice
as
genera3ons
highest
administra3ve-‐related
ohen
as
commen3ng
levels
of
user
posts
than
ar3s3c
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
27
27
December
of
2009.
Deep
dive
into
1
month
of
their
data.
Took
me
less
than
1
day
to
complete
the
research.
28. so?
•Update
content
daily
•Link
to
your
facebook
page
•Get
a
custom
URL
•Ask
ques3ons
(authen3cally)
28
28
Build
a
community
of
people
on
facebook.
Help
your
fans
meet
each
other
online
&
offline.
29. facebook
drives
traffic
to
your
website
that’s
where
you
sell
3ckets
29
29
FB
surpassed
google
in
Jan
2010.
Top
3
referrers
to
most
websites.
30. 560,000
Shakespeare
fans
on
Facebook
Only
15%
are
over
age
40
30
30
300K
In
the
US
Another
75K
in
Canada,
UK,
Australia
Example:
In
Chicago,
6k+
list
Shakes,
but
Chicago
Shakes
only
4k
fans
31. know
how
Facebook
referrals
differ
from
other
traffic
sources
31
31
FB
fans
spend
more
3me
on
our
website
than
any
other
referrer.
32. consider
the
switch
*Technically
violates
Facebook’s
Terms
of
Service
32
32
Doesnʼt make sense if youʼre a group.
Depends on profile versus page
Profiles donʼt have access to analytics, canʼt do ads for friends, limited friends
33. measure
it
You
have
the
tools
(if
not
the
3me)
to
know
if
your
Facebook
fans
spend
more
money
at
your
theatre.
33
33
Export
applica3ons
of
names.
Compare
to
your
subscriber/3cket
buyer
list.
Chroma
Tix
coming
out
with
integra3on
w/
FB/TwiNer
for
small
theatres.
Very
cool.
40. the
future
(of
Facebook)
Push
Recommenda3ons
Social
Search
Open
Graph
More
Data
Social
Currency
40
40
Social
Search-‐influence
of
Google
Open
Graph-‐everything
becomes
social
Push-‐serendipity
41. Breakout
Session
(2:40pm
Movement
Room)
• TwiNer
• YouTube
• Foursquare
• Kickstarter
• Flickr,
Blogs,
MySpace
• Yelp,
GroupOn
• Staffing
for
Social
Media
41
41
43. TwiNer
has
90
million
US
users
I’m
probably
less
knowledgeable
Average
user
about
“this
whole
•10
followers TwiNer
thing”
than
•Has
tweeted
<
10
3mes you
might
think
•Is
in
their
30s
•Has
a
college
degree
43
43
Less
than
½
the
size
of
facebook.
S3ll
huge.
Female
44. have
you
heard?
•#NewTwiNer
•Promoted
Tweets
•hNp://t.co
•Analy3cs
coming
“this
year”
•Expect
con3nued
down3me
44
44
TwiNer
declares
themselves
a
media
plalorm
Promoted
tweets-‐ads
in
side
bar
t.Co
is
a
URL
shortener.
TwiNer
bought
it
&
twee3e
to
integrate
analy3cs
Unstable
plalorm
45. 1/3
TCG
theatres
tweet
daily
45
45
37%
of
STA
members
link
to
frontpage
(only
58%
FB)
46. only
upda3ng
TwiNer
via
Facebook?
46
46
73%
of
real
tweeters
had
someone
say
something
about
them
40%
of
AutoSync
accounts
47. most
theatres
primarily
use
the
web
47
47
198
“real”
tweeters
Power
users
TweetDeck
and
HootSuite.
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
48
50. case
study
of
ART
Asking
ques3ons
Number
of
followers
is
A
theatre’s
followers
generates
highest
level
best
predictor
of
high
are
ohen
geographically
of
user
engagement engagement diverse
Users
will
casually
You
can
use
TwiNer
for
men3on
your
theatre
more
than
just
as
ohen
as
they
speak
marke3ng
directly
to
you
50
50
December
LORT
study.
51. so?
• Search
for
men3ons
of
your
brand
name,
shows
you’re
producing,
local
compe3tors,
topics
you’re
interested
in
• Make
friends
with
others
in
your
area
twee3ng
(cri3cs,
organiza3ons,
local
arts
agency,
local
poli3cians,
etc).
• Consider:
TwiNer
contests,
tweet
seats,
twiNer
fic3on,
seeking
out
new
followers,
responding
to
everyone,
linking
to
your
other
content,
custom
backgrounds.
• TwiNer
as
CRM:
make
(private)
lists
of
users.
Segment
followers
by
type.
• Track
your
data
in
real
3me.
51
51
There’s
a
lot
of
op3ons
on
twiNer,
but
don’t
be
scared.
It’s
flee3ng.
If
you
make
a
mistake,
it’ll
be
gone
in
a
week.
52. measure
it!
• Reach:
followers
(not
just
how
many,
but
who)
• Engagement:
@men3on
and
link
click
thru
• Influence:
#ff
and
listed
• Sen3ment:
content
of
the
tweets
about/to
you
52
52
Really
high
level
op3ons.
53. You
Tube
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
53
53
Double
the
prime
3me
audience
of
all
3
networks
combined
Music
videos
drive
viewership.
54. have
you
heard?
•Nonprofit
channel
•No
more
star
ra3ngs
•YouTube
rentals
•HTML5
54
54
Youtube.com/nonprofits
Stars:
all
1s
or
5s
Rentals
don’t
work
now.
Maybe
future?
HTML
will
change
how
viewers
interact
with
video
55. 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
aher
55
55
17%
of
TCG
members
link
to
YouTube
from
their
homepage
December
LORT
study
+
september
ART
study.
Much
more
in
depth
online.
56. 44%
of
A.R.T./New
York
members
on
YouTube
56
56
Only
14%
of
STA
members
link
to
YouTube
from
homepage
60. No
performance
type
dominates
60
60
plays outnumbered musicals in the LORT study
61. Viewers
tend
to
be
older
males
61
61
true across every study Iʼve done.
Some demoʼs make lots of sense: 13yo girls = john stamos
62. Most
(but
not
all)
views
occur
on
YouTube
62
62
Think about these potential audience members--may be first time they see your theatre
Importance of annotations
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
63
Random
fans?
64. measure
it!
64
64
Very
rough
metrics.
Views
don’t
usually
add
up.
Hopefully
this
will
get
beNer.
65. Foursquare
has
6
million
users
is
2
years
old
Foursquare
tripled
High
engagement
Tips,
tags,
and
in
size
in
past
6
among
users
&
categories
don’t
months theatre
staff seem
to
maNer
Having
a
special
isn’t
enough
to
Longevity
maNers
drive
check
ins
Data
from
September,
2010;
76
LORT
theatres
65
65
Location based sharing--others are larger, but this has momentum
Game mechanics
Potential to engage people IRL
66. Significant
growth
in
check
ins
in
2010
66
66
1/3 in first 3 months. Another 1/3 in following 6 months
68. 97%
of
venues
have
at
least
1
check
in
68
68
and 90% have a mayor
Tips & Tags seem to matter less
69. Levels
of
engagement
are
increasing
(slowly)
69
69
Check ins per person is good. Could be influenced by staff.
70. But
some
theatres
have
huge
growth
curves
Guthrie
History
Channel
Fords
Theatre
Center
Theatre
Group
Lincoln
Center
Old
Globe
Mayor
special
70
70
Conflicting evidence
71. Early
venues
have
more
check
ins
71
71
Good sign things will pick up. Remember--some cities have only had access to Foursquare for 9 months
72. Kickstarter
72
72
$20
million
raised
to
date
Highest
yet:
$1M
for
3ktok
from
13,000
donors
Keeps
5%
of
dona3ons
(+Amazon’s
2%)
2yrs
old
Only
4
have
raised
more
than
$100K
76. 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
plalorm
•Poll
your
audience
to
see
if
they
want
you
on
the
plalorm
•Give
fans
3me
to
transi3on
•Leave
a
final
post
that
you’re
no
longer
checking
the
account
•Consider
dele3ng
the
account
76
76
10%
of
tcg
links
77. 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
auc3on
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
77
77
TwitPic
+
TwiNer
7%
of
TCG
78. blogs
25%
of
TCG
theatre
websites
link
to
a
blog
2009
renewed
interest
(LORT)
On
average
post
3
3mes
each
month
Most
popular:
different
author
for
every
post
Bad
news:
•Very
liNle
engagement
•Lots
of
effort
•Unclear
readership
Good
News:
•Archive
of
your
history
•Permanent
link
to
send
informa3on
•Thought
leadership
in
the
field
•Schools/universi3es—student/intern
life
•Value
of
SEO/recency
to
your
website
78
78
79. 41
million
users
per
month
in
50
ci@es
5%
of
TCG
theatres
link
to
Yelp
from
their
homepage
79
79
80. 23
million
subscribers
in
150
ci3es
68%
age
18-‐34;
77%
female
Ask
Shakespeare
Theatre
Co
80
80
how
it
works:
daily
email
Takes
50%,
unclear
if
rela3onships
are
sustainable
Shakespeare
Theatre
Co
example:
109
3ckets
bought,
$20
each
(Nov
2009)
Average
deal
price:
$45,
customers:
1,500
82. how
much
3me
do
you
have?
4.4
Facebook
25
theatres,
December
2009
82
82
*note:
25
theatres
(22
lort
+
3)
Spending
very
liNle
3me
measuring.
This
is
bad.
83. if
your
reputa3on
is
at
stake,
should
you
trust
an
intern?
Think
about
•Fit
between
who’s
speaking
&
the
plalorm
•How
to
educate
the
staff
about
how
to
use
it
•Staff
engagement
as
a
measure
of
success
•Social
media
policy
for
personal
use
83
83
Interns can be okay
84. so
what
are
your
choices?
Marke@ng/Communica@ons Ar@s@c
•Marke3ng
Associate
(3)
Mostly
by
Literary
Manager
•Communica3ons
Manager
(2)
Some3mes
by
Execu3ve
Director
•Marke3ng
Manager
(2)
Co-‐Ar3s3c
Director
•Marke3ng
Director
(2)
Associate
Ar3s3c
Director
and
Producer
•Marke3ng
Coordinator
(2)
Ar3s3c
Fellow
•Associate
Marke3ng
Director
Ar3s3c
Associate
typically
tweets
•Communica3ons
Associate
Ar3s3c
Director
•Director
of
Communica3ons
and
Marke3ng
Producing
Ar3s3c
Director
•Marke3ng
dude
Associate
Director
•Marke3ng
mavens
•Director
of
Community
Engagement
•Marke3ng
Intern
•New
Media
Manager
•Marke3ng
Assistant
•Audience
Development
Associate
Other
•Public
Rela3ons
Manager
Managing
Director
(2)
•Marke3ng
and
Development
Associate
Educa3on
Administrator
•Interac3ve
Media
Manager
and
Marke3ng
Assistant
Resident
Produc3on
Stage
Manager
•Director
of
Marke3ng
and
Internet
Services
Manager
and
Assistant
Director
of
Development
•Marke3ng
department
84
84
It’s
up
to
you.
85. social
media
guidelines
Organiza3onal
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
E3queNe
Professional
development
opportuni3es
hNp://socialmediagovernance.com
85
85
Lots of examples online. Do what makes sense for ou.
86. Challenges
Overwhelmed
Expecta3ons
Exhaus3on
Making
3me Bored
86
86
87. Tools HubSpot
Website
Flowtown grader
Hootsuite Mashable
Google
Alerts Del.icio.us
RSS Bit.ly
87
87
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
88. the
(social)
future
Video Group
Buying Loca3on
QR
Codes
Mobile
Q&A
Plalorms
88
88
Social
Search-‐influence
of
Google
Open
Graph-‐everything
becomes
social
Push-‐serendipity
Q&A-‐Poten3al.
No
one’s
figured
out
where
this
is
going
QR-‐densely
packed
informa3on.
Lion
King!
89. but
what
if?
People
say
bad
things
about
us
They
already
are.
Be
more
in
control
of
the
conversa3on
around
your
brand
Social
Media
is
just
a
fad
Plalorms
may
come
and
go.
The
best
way
to
be
prepared
is
to
(thoughlully)
experiment
on
the
current
one.
It
won’t
sell
3ckets
Build
rela3onships
with
your
fans.
Unlike
tradi3onal
marke3ng,
there
is
value
in
social
media
beyond
the
message.
It
takes
too
much
3me
Once
you
get
the
hang
of
it,
it
doesn’t.
Cheaper
than
most
other
marke3ng
efforts.
89
89
