Social Media Strategy


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Social Media strategy presentation for non profit theatre, including industry benchmarks, goals, success metrics, and future growth opportunities.

Published in: Technology, Education
  • Thanks Peter! I'd love to hear how it goes. It's been great to see how well you guys have been doing on Twitter and YouTube.
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  • Hey Devon! Really great work! This is going to be really helpful for me in my job as about at least 30% of my work is running South Coast Repertory’s Social Media profiles. This is great stuff. Thanks!
    - Peter J. Kuo
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  • 30 tweets about Pop! in opening week = 30 lost opportunities
  • Social Media Strategy

    1. 1. Yale Rep & Social Media<br />A recommended strategy for 2010<br />
    2. 2. Why is Social Media Important?<br />Because 3 out of 4 Americans use social technology. <br />Forrester, The Growth Of Social Technology Adoption, 2008<br />Visiting social sites is now the 4th most popular online activity—ahead of personal email.<br />Nielsen, Global Faces & Networked Places, 2009<br />85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers.<br />Cone, Business in Social Media Study, September 2008<br />*Thanks to Brand Infiltration for statistics on Social Media<br />
    3. 3. Social Media Adoption among Theatres<br />
    4. 4. YRT’s Social Media Goals: 2010<br />Listening to what audiences are saying about YRT<br /><ul><li>Success: YRT’s responsiveness to audience research; # of fan’s positive and constructive interactions</li></ul>Empowering audiences to promote YRT<br /><ul><li>Success: # reached in second order impact, increased awareness</li></ul>Deepening YRT’s relationship with current audience<br /><ul><li>Success: increased loyalty, increased positive perception of YRT</li></ul>Attracting new audience members to YRT<br /><ul><li>Success: increased acquisitions, increased ticket sales</li></ul>Leading theatres in the social media field<br /><ul><li>Success: conferences, awareness among TCG & prospective students</li></li></ul><li>96% of LORT theatres are on Facebook. On average they have:<br />
    5. 5. Strategies for engaging fans on Facebook<br />Goal: Empower & Deepen<br />Create a fan page for YRT<br />Acquire friends by<br />Linking YRT fan page to YSD and Yale Cabaret’s fan pages<br />Promoting fan page on print & online marketing materials<br />Friending YSD students, staff and faculty<br />Advertising on Facebook<br />Post new content at least once per day (wall comments, links, photos, video) about artistic & administrative life at YRT<br />+ respond to fan’s comments<br />Use Facebook Insights to measure results<br />Look to Kansas City Rep, Actors Theatre Louisville, and Denver Center as examples<br />
    6. 6. Success Metrics onFacebook<br />
    7. 7. 82% of LORT theatres are on Twitter. On average they:<br />
    8. 8. Strategies for engaging followers on Twitter<br />Goal: Listen & Empower<br />Consider using Hootsuite Twitter desktop client<br />Create a Twitter username that’s easy to search for (@yalerep)<br />Find followers by<br />Searching for who’s already talking about YRT<br />Promoting YRT’s Twitter username on print & online marketing materials<br />Following other Yale & theatre organizations<br />Use an authentic voice<br />Respond to and retweet every @mention<br />Comment on other user’s tweets<br />Ask questions to followers<br />Post new content every day<br />UseTwitalyzer and Hootsuite to measure results<br />Look to ACT Theatre, Portland Center Stage, and ART as examples<br />
    9. 9. Success Metrics onTwitter<br />
    10. 10. 88% of LORT theatres are on YouTube. On average they:<br />
    11. 11. Strategies for engaging viewers on YouTube<br />Goal: Empower & Attract<br />Upload a new video to YRT’s YouTube channel every month <br />LORT average = every 10 weeks, but 34 theatres average 1+/month<br />Don’t assume that only a certain “type” of video will attract high viewership. <br />Understand current demographics of YouTube<br />Make videos easy to find<br />Embed videos on Facebook and<br />Link to videos on Twitter<br />Use keyword tags<br />Put videos into playlists<br />Use YouTube Statistics to measure results<br />Look to ART, Center Theatre Group, and Portland Center Stage as examples<br />
    12. 12. Success Metrics onYouTube<br />
    13. 13. Don’t Waste Time On<br />Except maybe for YSD<br />
    14. 14. How much time will it take?<br />~10 more hours/wk<br />
    15. 15. But what if…<br />
    16. 16. In the future<br />Professional networking<br />Blogs<br />Geo-aware games<br />Mobile apps<br />
    17. 17. Questions?<br />
    18. 18. Appendix: More Reports on 24 Usable Hours<br />Facebook<br />Twitter<br />YouTube<br />Flickr<br />MySpace<br />Blogs<br />Staffing for Social Media<br />
    19. 19. Created by Devon Smith, Director of Research & AnalysisYale Repertory Theatre<br />Email:<br />Follow: @devonvsmith<br />Read:<br />