'Where Friends and Business Meet'

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Slides from Richard Le Cocq and Luke Murphy's talk at TMA's Box Office Conference 2012 #boxoffice2012

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  • Social media. It’s big. It’s happening. Here are a few facts.\n
  • Social media. It’s big. It’s happening. Here are a few facts.\n
  • As industry people we know social media now has a place in how we sell a product like a show. It underpins everything.\n
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  • You may think your inner circle only matters but your friends tastes can influence you in varying degrees\n
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  • Client wanted to be like Innocent. Lets take a look at a typical week of content.\n
  • And compare it to my client’s content.\n
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  • Social doesn’t only exist on Facebook and Twitter. More importantly, your audience aren’t going to interact with you on one channel. Users move between multiple channels, so all of these channels need to be designed as one consistent user experience.\n
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  • This shouldn’t be something new to the arts considering that each and every arts company spends a large amount of time and effort analysing their audiences in an attempt to sell tickets to them better. This is just an extension of that, ensuring that you have the highest levels of customer satisfaction AS WELL as high conversion rates...\nUnfortunately, it’s something that isn’t 100% apparent when looking at arts sites, especially when it comes to the way we integrate social...\n
  • Underlying issue. We need to fix this.\n
  • STORY: Booking a ticket to spain\nJust because theres a technical limitation, doesn’t mean you should compromise the experience.\n
  • STORY: Buying a UV light...\nYou are disrupting what I do. This isn’t the correct part of my journey...\n
  • When you implement social (or anything, in fact), it’s all about the context. Does what your asking your user to do fit within the journey here? Does it make sense?\n\nIt’s about considering the points where people WANT to interact with or talk about you. It’s about what part of the whole audience journey they’re on...\n
  • This is an example of a wasted opportunity. Even putting something about ‘go back to buy more tickets’ is a bit of a fail. ‘I’ve just bought a ticket... why do I want to buy another one?’ What are the obvious calls to action here?\n
  • With microcopy, make it personal and explain what it is... Don’t overestimate the tech savvy-ness of your audience. (Em’s dad and the Matilda site)\n
  • It’s not just about *after* they’ve bought tickets. Think of ways to integrate social to help them with their experience. Why not integrate services Doodle that allow you to schedule with friends to find the best time between a group?\n
  • Just need to be thinking it through. Getting your web agency/web team/mate who makes your website to care about your audience, think about their journey and make their whole experience easier.\n
  • An entire commenting system driven by Facebook.\nAn activity feed that allows users to see what their friends have been doing on your website.\nA recommendation plugin that gives users personalized suggestions for pages on your website that they might like.\nA registration plugin that allows users to easily signup to your website using their Facebook account.\n\n
  • With Twitter, it takes a little more imagination. They don’t automatically make it easy to understand how you could integrate Twitter into your site, but with some thought and some tinkering with the API, it’s easy.\n\nTurn twitter usernames on your website into links automatically.\nTweet directly from your website.\nEmbed tweets into your website the same you would embed a youtube video.\n\nMini-profile ‘intents’\n\n
  • Underlying issue. We need to fix this.\n
  • This is how we traditionally see the user journey...\n
  • but the journey doesn’t end with the ticket purchase. The journey is only half way through.\n
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  • This loyalty can kickstart other audience members onto the first step of the engagement journey. We should be catering our user experiences to this whole journey. \n
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  • When you say ‘this is how many tickets we sold’ and ‘this is how many walkaways we’ve had’, add in ‘AND THIS IS WHAT I THINK WE SHOULD DO’\nYou know the business of selling tickets better than anyone around you. Use that knowledge to suggest ways of doing things and throw your weight around. A developer once inspired me to do what I wanted to do by asking me ‘would you rather be making someone else’s shit ideas?’. I ask you: ‘Would you rather be stuck making someone else’s shit ideas happen?’\n
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  • If you think you can implement something, then do it. When it works, take it to the powers that be. If this means you need to get in touch with your ticketing company or web guys to make changes, then make the call. You won’t find out if you don’t know.\n
  • Measuring what you do is really important. However, it’s not just about ticket sales. Monitor your reach and engagement and then compare that to website visits, ad-clicks, enquiries AND ticket sales. Social is about influencing people to engage with your brand... it’s a step along the way to buying the ticket, so isn’t the easiest to measure ‘like’ for ‘sale’. However, over time you’ll see the correlations in the data if you’re doing it right. \n
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  • 'Where Friends and Business Meet'

    1. 1. richardlecocq lurkmoophyThursday, 18 October 12
    2. 2. 31 1BILLION ALMOST 60% 600 MILLION USERS IN THE UK USERS WORLDWIDE MILLION MOBILE USERS WORLDWIDE OF THE POPULATION THEFASTEST Average GROWING user has AGE GROUP 160 over IS THE OVER Friends 50 s An average 53% user ‘Likes’ of internet visits in over 60 Fan Pages the UK are to Facebook aloneThursday, 18 October 12
    3. 3. 500MILLION ACTIVE 10 MILLION USERS WORLDWIDE 340 USERS IN THE UK ALMOST OF THE 16% POPULATION MILLION TWEETS A DAY 88% 10,000 TWEETS PER MINUTE OF THE UK TWEET VIA MOBILE COMPARED 55% IN OTHER COUNTRIESThursday, 18 October 12
    4. 4. BRANDING PUBLICITY PROMOTIONS ADVERTISING MARKETINGThursday, 18 October 12 SOCIAL MEDIA
    5. 5. 4 Countries 10 Schools PLEASE BE MY FRIEND!Thursday, 18 October 12
    6. 6. know Someone I hardly Everyday Now , Facebook be Twitt er, YouTu ! ImmediatelyThursday, 18 October 12
    7. 7. Thursday, 18 October 12
    8. 8. Traditional forms of marketing and advertising are designed to disrupt you from what you’re doingThursday, 18 October 12
    9. 9. SOCIAL MEDIAThursday, 18 October 12
    10. 10. SOCIAL MEDIAThursday, 18 October 12
    11. 11. BUT WHAT DOES THAT MEAN EXACTLY?Thursday, 18 October 12
    12. 12. Thursday, 18 October 12
    13. 13. Old Web New Web Friends Your Interests Friend’s InterestsThursday, 18 October 12
    14. 14. Thursday, 18 October 12
    15. 15. Thursday, 18 October 12
    16. 16. Thursday, 18 October 12
    17. 17. ?Thursday, 18 October 12
    18. 18. HOW MANY ?!Thursday, 18 October 12
    19. 19. Thursday, 18 October 12
    20. 20. Charlie Jem StephenThursday, 18 October 12
    21. 21. StephenThursday, 18 October 12
    22. 22. The average person has 160 Friends on Facebook yet spend 80% of their time interacting with only 5 to 10 of themThursday, 18 October 12
    23. 23. STRONG TIES WEAK TIES YOU Best Friends Confidants Comforters Fun Friends Favour Friends AssociatesThursday, 18 October 12
    24. 24. You have to go see this show! YOU I LOVE One Direction!Thursday, 18 October 12
    25. 25. Our STRONG ties connect with us emotionally and enable us to make decisions Our WEAK ties are a valuable source of information and feed us subconsciouslyThursday, 18 October 12
    26. 26. SOCIAL MEDIA IS THE MOST ADVANCED FORM OF PERMISSION MARKETING You 130 10,000 1,000,000 Friends Friends of Friends of Friends Friends of FriendsThursday, 18 October 12
    27. 27. Most marketers target the wrong group of people You 130 10,000 1,000,000 Friends Friends of Friends of Friends Friends of Friends When they should be targeting these peopleThursday, 18 October 12
    28. 28. Information online needs to be tailored to my interests and attract me and my friendsThursday, 18 October 12
    29. 29. Like real friendships you have to earn loyalty and trust before you can influence themThursday, 18 October 12
    30. 30. Thursday, 18 October 12
    31. 31. Connecting to a brand is just the first step for a brand to earn genuine loyalty Becoming aware of the brand Evaluating and considering the brand Preferring the brand over others Taking action (buying) the brand Becoming loyal to the brandThursday, 18 October 12
    32. 32. How online relationships develop Time to get Time to get heavy heavy When brands mistakenly begin hard selling e r tim ove tio ns rac inte ig ht twe ligh M anyThursday, 18 October 12
    33. 33. People will care more about what you believe in than your productThursday, 18 October 12
    34. 34. One of the most engaging UK food product on Facebook is InnocentThursday, 18 October 12
    35. 35. Thursday, 18 October 12
    36. 36. Getting content and tone of voice right It’s not about us, it’s about our fans and how Even when we talk about ourselves, we can reach out to them it’s really about our customers and to help our causes what they mean to us We give our spin on topical We share content you share, news and present it in our especially if it’s funny and fits own distinct style our personalityThursday, 18 October 12
    37. 37. 80/20Thursday, 18 October 12
    38. 38. 80% *actually* interesting contentThursday, 18 October 12
    39. 39. 20% marketing bullshitThursday, 18 October 12
    40. 40. Thursday, 18 October 12
    41. 41. Good social media should... Be Relevant Offer Value Listen EntertainThursday, 18 October 12
    42. 42. It’s not just about the content though...Thursday, 18 October 12
    43. 43. USER EXPERIENCE “ a persons perceptions and responses that result from the use or anticipated use of a product, system or service...Thursday, 18 October 12
    44. 44. USER EXPERIENCE User experience design is about understanding the way a user uses your site, and making it as frictionless and intuitive as possible.Thursday, 18 October 12
    45. 45. “Too many of our sites are social by happenstance Not social by design” - @boagworldThursday, 18 October 12
    46. 46. Like buttons Like buttons everywhere...Thursday, 18 October 12
    47. 47. Thursday, 18 October 12
    48. 48. It’s all about contextThursday, 18 October 12
    49. 49. Thanks for purchasing tickets to Medea Some of your friends are already talking about Medea. Why not join the conversation? Let people know on Twitter Let people know on Facebook Why not follow us on Twitter and Facebook so you can let us know what you thought?Thursday, 18 October 12
    50. 50. Thanks for purchasing tickets to Medea Some of your friends are already talking about Medea. Why not join the conversation? Let people know on Twitter Let people know on Facebook Why not follow us on Twitter and Facebook so you can let us know what you thought?Thursday, 18 October 12
    51. 51. Trying to organise a group? Why not schedule your visit with Doodle and share with your friends on Facebook? Create a Doodle pollThursday, 18 October 12
    52. 52. This isn’t aboutThursday, 18 October 12
    53. 53. OPEN GRAPH & SOCIAL PLUGINSThursday, 18 October 12
    54. 54. TWITTER API Excited to announce that @lurkmoophy is joining the cast from tomorrow!Thursday, 18 October 12
    55. 55. “Too many of our sites are social by happenstance Not social by design” - @boagworldThursday, 18 October 12
    56. 56. PPC / SEO Instagram Twitter Blog Website Pinterest Facebook Web App PPC/SEO Brand Awareness E-CommerceThursday, 18 October 12
    57. 57. Audience Feedback PPC / SEO Instagram Twitter Blog Website Pinterest Facebook Web App PPC/SEO Audience FeedbackThursday, 18 October 12
    58. 58. Connecting to a brand is just the first step for a brand to earn genuine loyalty Becoming aware of the brand Evaluating and considering the brand Preferring the brand over others Taking action (buying) the brand Becoming loyal to the brandThursday, 18 October 12
    59. 59. Connecting to a brand is just the first step for a brand to earn genuine loyalty Becoming loyal to the brandThursday, 18 October 12
    60. 60. TWESPIANS User experience and the theatre http://blog.twespians.co.uk/2011/11/20/user- experience-and-the-theatre/Thursday, 18 October 12
    61. 61. WHAT CAN YOU DO AS BOX OFFICE MANAGERS?Thursday, 18 October 12
    62. 62. YOU ARE THE EXPERT IN WHAT YOU DO. ACT LIKE IT.Thursday, 18 October 12
    63. 63. IF YOU DON’T CARE, NOBODY WILLThursday, 18 October 12
    64. 64. BEG FORGIVENESS, DON’T ASK PERMISSIONThursday, 18 October 12
    65. 65. BACK IT UP WITH DATAThursday, 18 October 12
    66. 66. TAKE AWAY TIPS 1. Get your box office to contribute the feedback they receive 2. The job continues after they’ve left the show 3. Have confidence in your audience’s opinion 4. Make it clear what you want from fans but don’t beg for it 5. Don’t be self-obsessed. Tell us and show us you believe in 6. Talk like a human being, question your content and don’t ramble 7. Consider making the audience journey easy and painless your jobThursday, 18 October 12
    67. 67. richardlecocq lurkmoophyThursday, 18 October 12

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