Engaging Audiences through social media: facebook and youtube in the arts

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Test and Analysis of the use of social media platforms (Facebook and YouTube) for developing younger audiences in the Arts.

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Engaging Audiences through social media: facebook and youtube in the arts

  1. 1. Engaging
Audiences

 through
Social
Media
 By
Sergi
Torres
 Associate
Director
of
Marke;ng
 Los
Angeles,
April
2009

 1

  2. 2. Social
media
is
like
teen
sex.

 Everyone
wants
to
do
it.

 No
one
actually
knows
how.

 When
finally
done,

 there
is
surprise
it’s
not
beLer.
 Avinash
Kaushik
–
Analy;cs
Evangelist,
Google
 2

  3. 3. In
the
next
15
minutes…
 1.  Tes;ng
social
media
 2.  Results
 3.  Impact
on
audiences
 4.  Transfer
of
technology
to
Yale
Repertory
Theatre

  4. 4. 1.
 Tes;ng
social
media
 4

  5. 5. Tes;ng
social
media
 5

  6. 6. Strategy
 TARGET
GROUPS
 GOALS
 •  To
increase
awareness
 1.
Students

 among
new
audiences
 (21%
of
;ckets
in
FY07)
 •  To
strengthen
the
 rela.onship
with

 sporadic
audiences
 2.
Young
adults

 •  To
provide
engagement
 in
and
nearby
New
Haven
 opportuni;es
to
loyal
 audiences
 Extending the theatre experience ENGAGEMENT
 WORD
OF
MOUTH
 EVENT
 6

  7. 7. Plaborms

  8. 8. Plaborms
 2
to
3
videos
 per
produc;on
 Fans
 Produc;on
images

 (rehearsals,
cast,
 costumes…)
 Comments

 Events
 from
fans
 8

  9. 9. Plaborms
 Microsegmenta;on

 •  by
city
 •  by
university/school
 •  by
age
 Social
ac;ons
 9

  10. 10. Plaborms
 YouTube
channel
 Embeddable
videos

 10

  11. 11. Synergies
 Videos
embedded
in:
 • 
Facebook
page
 • 
webpage
 • 
email
marke;ng
 Facebook
link
in
webpage
 and
email
 Facebook
ads
linked
with
 e‐commerce
page
 WEB
PAGE
 E‐COMMERCE
 11

  12. 12. 2.
 What
were
the
results?
 12

  13. 13. Results
 Performance
Indicators
 Facebook
 • Total
days
of
campaign:
165

 Total
page
views
 7,672
 (5
months
and
2
weeks)
 Total
fans
 415
 Total
photos
views
 898
 Total
videos
plays
 2170*
 Average
page
views/day
 47
 The
traffic
achieved
in
Facebook
was
comparable
to
the
 traffic
of
the
produc;on
pages
in
the
ins;tu;onal
 webpage
during
the
same
period
(7,822
unique
visits).

 Facebook
doubled
the
exposure
of
the
Yale
 School
of
Drama
produc.ons.

 *Full
video
analysis
in
YouTube
results.


  14. 14. Results
 Performance
Indicators
 Facebook
Ads
 Total
impressions
 5,826,089
 • Total
days
of
campaign:
109

 Unique
impressions
 455,251

 (3
produc;ons)
 Total
Clicks
 2,592
 OTS
 12,8
 Demographic
profile
 Average
impressions
per
day
 53,450
 44%
 Average
unique
impressions
per
day
 4,176
 total
 55%
 4%
 Average
clicks
per
day
 24
 13‐17
 6%
 18‐24
 26%
 34%
 25‐34
 10%
 12%
 35‐44
 3%
 70%
of
the
people
who
clicked
on

 3%
 1%
 the
Facebook
ad
were
24
and
under.

 45+
 2%
 0%
 10%
 20%
 30%
 40%
 50%
 60%
 MALE
 FEMALE

  15. 15. Results
 Facebook
 Ads
 Total
cost
 $1,468
 Cost
per
1,000
impressions
 $0.25
 Cost
analysis
 Cost
per
1,000
unique
impressions
 $3.2
 Cost
per
click
 $0.57
 Given
the
differences
between
 Average
cost
per
day
 $13.5
 print
and
online
media,
any
 comparison
between
the
two
 Current
print
ad:

 has
to
be
taken
with
cau;on.

 New
Haven
Advocate,
3/10
b/w
 • Cost:
$332
 • Circula;on:
47,500
individuals
 • Cost
per
1000
unique
impressions
equivalent:
$7
 the
Facebook
ad
campaign
was
twice
as
 efficient
as
the
ad
in
New
Haven
Advocate.


  16. 16. Results
 What
message/content

 works
beer?
 Test
3
categories:
 • Experien;al:

 behind
the
scenes
 • Product:
play,
author
 • Offer
‐
Price

  17. 17. Results
 • Total
days
of
campaign:
165

 (5
months
and
2
weeks)
 Performance
Indicators
 Facebook
 Total
video
plays
 7,927
 Facebook
video
plays
 2,170*
 YouTube
video
plays
 5,757
 Average
plays/day
 47
 *Facebook
video
counter
was
s;ll
being
tested
 at
the
;me
of
this
analysis.
Shared
videos
 (personal
profiles,
wall
to
wall,
other
 Facebook
pages…)
were
not
included.
 YouTube
video
plays
included
videos
on
the
 YouTube
Channel,
embedded
in
the
 produc;on
pages
of
the
ins;tu;onal
website,
 redirected
from
email
marke;ng
and
 embedded
in
Facebook
pages.


  18. 18. Results
 What
content

 works
beer?
 Most
effec.ve
 videos
following
the
 crea;ve
process:

 • rehearsals
 • ac;on/talk/ac;on
 • behind
the
scenes
 Least
effec.ve
 • no
ac;on
 • long
interviews

  19. 19. 3.
 Impact
on
audiences
 19

  20. 20. Impact
on
audiences
 student
.ckets
 Total
student
.ckets
 
as
%
of
total
.ckets
 800
 2250
 700
 2000
 +52% 1750
 600
 1500
 500
 1250
 400
 1000
 300
 750
 200
 500
 31%
 100
 250
 24%
 21%
 0
 0
 2007 2008 2009 2007
 2008
 2009
 Demand
surpassed
capacity

 Wai;ng
lists
of
15‐30
people
per
performance

  21. 21. 4.
 Transfer
of
technology
 
to
Yale
Repertory
Theatre
 21

  22. 22. At
the
Yale
Rep
 22


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