Social Media Strategy


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Social Media Strategy

  1. 1. Yale Rep & Social Media<br />A recommended strategy for 2010<br />
  2. 2. Agenda<br />
  3. 3. 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 Espresso for statistics on Social Media<br />
  4. 4. Social Media Adoption among Theatres<br />
  5. 5. Yale Rep’s Social Media Goals<br />Listening to what audiences are saying about us<br />Empowering audiences to promote us<br />Deepening our relationship with current audience<br />Attracting new audience members to us<br />Leading theatres in the social media field<br />
  6. 6. The Key 3<br />
  7. 7. Facebook Demographics<br />*approximately ¼ of CT’s population<br />
  8. 8. 96% of LORT theatres are on Facebook. On average they have:<br />
  9. 9. Important Research Findings onFacebook<br />Based on a study of Kansas City Repertory Theatre:<br />
  10. 10. Example<br />Reference production, add personal commentary, ask a question<br />10 comments x<br />130 friends each = 1300 reached<br />
  11. 11. YRT Goals for utilizingFacebook<br />Empower fans <br />Every time they post a comment to Yale Rep’s fan page, we get exposure to their friends via News Feed<br />Deepen Yale Rep’s relationship<br />Extend our relationship with the audience outside of the theatre<br />Use Facebook Insights to measure results<br />Look to Kansas City Rep, Actors Theatre Louisville, and Denver Center for the Performing Arts as examples<br />
  12. 12. Tactics for engaging fans on Facebook<br />Acquire more 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 />Long term: <br />Consider if/how to unify fan pages and alumni groups across YRT & YSD<br />Implement Facebook Connect on<br />Expand FB contributors beyond marketing office<br />
  13. 13. Success Metrics onFacebook<br />
  14. 14. Twitter Demographics<br />*based on Facebook’s penetration of area<br />
  15. 15. 82% of LORT theatres are on Twitter. On average they:<br />
  16. 16. Important Research Findings onTwitter<br />Based on a study of American Repertory Theatre:<br />
  17. 17. Connect with other local businesses<br />Update on admin news<br />Reaching out to a fan who has expressed interest<br />Show personality; not a “marketing voice”<br />Notice ratio of direct production reference to all other tweets<br />Reaching out to a potential audience<br />
  18. 18. YRT Goals for utilizingTwitter<br />Listen to our audience<br />They’ve already begun the online conversation—this is an opportunity to gather audience insights and an informal method of customer service<br />Empower them to spread the word<br />In the longer term, consider if/how to adjust the marketing expense budget to reflect this “free” word of mouth buzz<br />Use Twitalyzer and Hootsuite to measure results<br />Look to ACT Theatre, Portland Center Stage, and ART as examples<br />Long term<br />Expand use of twitter to customer service, market research, fundraising, etc.<br />
  19. 19. Tactics for engaging followers on Twitter<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 />Post new content every day<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 />
  20. 20. Success Metrics onTwitter<br />
  21. 21. YouTube Demographics<br />*based on Facebook’s penetration of area<br />
  22. 22. 88% of LORT theatres are on YouTube. On average they:<br />
  23. 23. Important Research Findings onYouTube<br />Based on a study of top 20 viewed LORT theatre videos:<br />
  24. 24. Example<br />
  25. 25. YRT Goals for utilizingYouTube<br />Empower the viral video<br />YouTube has proven to be the most cost effective way to reach tens of thousands of people interested in your product<br />Attract new audiences<br />This is the best opportunity prospective audience members have to preview high quality Yale Rep productions<br />Use YouTube Statistics to measure results<br />Look to ART, Center Theatre Group, and Portland Center Stage as examples<br />
  26. 26. Tactics for engaging viewers on YouTube<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 viewership 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 />Monitor and moderate comments<br />
  27. 27. Success Metrics onYouTube<br />
  28. 28. Don’t Waste Time On<br />Except maybe for YSD<br />
  29. 29. How much time will it take?<br />~10 more hours/wk<br />
  30. 30. 2010 Implementation Timeline<br />
  31. 31. But what if…<br />
  32. 32. In the future<br />Professional networking<br />Blogs<br />Location-based games<br />Mobile apps<br />
  33. 33. Questions?<br />*From Espresso’s “What the F**k is Social Media: One Year Later<br />
  34. 34. Created by Devon Smith, Director of Research & AnalysisYale Repertory TheatreCommissioned by Anne Trites, Director of Marketing and Communications <br />Email:<br />Follow: @devonvsmith<br />Read:<br />