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Yale Rep & Social MediaA recommended strategy for 2010
Why is Social Media Important?Because 3 out of 4 Americans use social technology. Forrester, The Growth Of Social Technology Adoption, 2008Visiting social  sites is now the 4th most popular online activity—ahead of personal email.Nielsen, Global Faces & Networked Places, 200985% 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.Cone, Business in Social Media Study, September 2008*Thanks to Brand Infiltration for statistics on Social Media
Social Media Adoption among Theatres
YRT’s Social Media Goals: 2010Listening to what audiences are saying about YRTSuccess: YRT’s responsiveness to audience research; # of fan’s positive and constructive interactionsEmpowering audiences to promote YRTSuccess: # reached in second order impact, increased awarenessDeepening YRT’s relationship with current audienceSuccess: increased loyalty, increased positive perception of YRTAttracting new audience members to YRTSuccess: increased acquisitions, increased ticket salesLeading theatres in the social media fieldSuccess: conferences, awareness among TCG & prospective students96% of LORT theatres are on Facebook. On average they have:
Strategies for engaging fans on FacebookGoal: Empower & DeepenCreate a fan page for YRTAcquire friends byLinking YRT fan page to YSD and Yale Cabaret’s fan pagesPromoting fan page on print & online marketing materialsFriending YSD students, staff and facultyAdvertising on FacebookPost new content at least once per day (wall comments, links, photos, video) about artistic & administrative life at YRT+ respond to fan’s commentsUse Facebook Insights to measure resultsLook to Kansas City Rep, Actors Theatre Louisville, and Denver Center as examples
Success Metrics onFacebook
82% of LORT theatres are on Twitter. On average they:
Strategies for engaging followers on TwitterGoal: Listen & EmpowerConsider using Hootsuite Twitter desktop clientCreate a Twitter username that’s easy to search for (@yalerep)Find followers bySearching for who’s already talking about YRTPromoting YRT’s Twitter username on print & online marketing materialsFollowing other Yale & theatre organizationsUse an authentic voiceRespond to and retweet every @mentionComment on other user’s tweetsAsk questions to followersPost new content every dayUseTwitalyzer and Hootsuite to measure resultsLook to ACT Theatre, Portland Center Stage, and ART as examples
Success Metrics onTwitter
88% of LORT theatres are on YouTube. On average they:
Strategies for engaging viewers on YouTubeGoal: Empower & AttractUpload a new video to YRT’s YouTube channel every month LORT average = every 10 weeks, but 34 theatres average 1+/monthDon’t assume that only a certain “type” of video will attract high viewership. Understand current demographics of YouTubeMake videos easy to findEmbed videos on Facebook and yalerep.orgLink to videos on TwitterUse keyword tagsPut videos into playlistsUse YouTube Statistics to measure resultsLook to ART, Center Theatre Group, and Portland Center Stage as examples
Success Metrics onYouTube
Don’t Waste Time OnExcept maybe for YSD
How much time will it take?~10 more hours/wk
But what if…
In the futureProfessional networkingBlogsGeo-aware gamesMobile apps
Questions?
Appendix: More Reports on 24 Usable HoursFacebookTwitterYouTubeFlickrMySpaceBlogsStaffing for Social Media
Created by Devon Smith, Director of Research & AnalysisYale Repertory TheatreEmail: devon.smith@yale.eduFollow: @devonvsmithRead: http://devonvsmith.tumblr.com/
Social Media Strategy

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Social Media Strategy

  • 1. Yale Rep & Social MediaA recommended strategy for 2010
  • 2. Why is Social Media Important?Because 3 out of 4 Americans use social technology. Forrester, The Growth Of Social Technology Adoption, 2008Visiting social sites is now the 4th most popular online activity—ahead of personal email.Nielsen, Global Faces & Networked Places, 200985% 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.Cone, Business in Social Media Study, September 2008*Thanks to Brand Infiltration for statistics on Social Media
  • 3. Social Media Adoption among Theatres
  • 4. YRT’s Social Media Goals: 2010Listening to what audiences are saying about YRTSuccess: YRT’s responsiveness to audience research; # of fan’s positive and constructive interactionsEmpowering audiences to promote YRTSuccess: # reached in second order impact, increased awarenessDeepening YRT’s relationship with current audienceSuccess: increased loyalty, increased positive perception of YRTAttracting new audience members to YRTSuccess: increased acquisitions, increased ticket salesLeading theatres in the social media fieldSuccess: conferences, awareness among TCG & prospective students96% of LORT theatres are on Facebook. On average they have:
  • 5. Strategies for engaging fans on FacebookGoal: Empower & DeepenCreate a fan page for YRTAcquire friends byLinking YRT fan page to YSD and Yale Cabaret’s fan pagesPromoting fan page on print & online marketing materialsFriending YSD students, staff and facultyAdvertising on FacebookPost new content at least once per day (wall comments, links, photos, video) about artistic & administrative life at YRT+ respond to fan’s commentsUse Facebook Insights to measure resultsLook to Kansas City Rep, Actors Theatre Louisville, and Denver Center as examples
  • 7. 82% of LORT theatres are on Twitter. On average they:
  • 8. Strategies for engaging followers on TwitterGoal: Listen & EmpowerConsider using Hootsuite Twitter desktop clientCreate a Twitter username that’s easy to search for (@yalerep)Find followers bySearching for who’s already talking about YRTPromoting YRT’s Twitter username on print & online marketing materialsFollowing other Yale & theatre organizationsUse an authentic voiceRespond to and retweet every @mentionComment on other user’s tweetsAsk questions to followersPost new content every dayUseTwitalyzer and Hootsuite to measure resultsLook to ACT Theatre, Portland Center Stage, and ART as examples
  • 10. 88% of LORT theatres are on YouTube. On average they:
  • 11. Strategies for engaging viewers on YouTubeGoal: Empower & AttractUpload a new video to YRT’s YouTube channel every month LORT average = every 10 weeks, but 34 theatres average 1+/monthDon’t assume that only a certain “type” of video will attract high viewership. Understand current demographics of YouTubeMake videos easy to findEmbed videos on Facebook and yalerep.orgLink to videos on TwitterUse keyword tagsPut videos into playlistsUse YouTube Statistics to measure resultsLook to ART, Center Theatre Group, and Portland Center Stage as examples
  • 13. Don’t Waste Time OnExcept maybe for YSD
  • 14. How much time will it take?~10 more hours/wk
  • 16. In the futureProfessional networkingBlogsGeo-aware gamesMobile apps
  • 18. Appendix: More Reports on 24 Usable HoursFacebookTwitterYouTubeFlickrMySpaceBlogsStaffing for Social Media
  • 19. Created by Devon Smith, Director of Research & AnalysisYale Repertory TheatreEmail: devon.smith@yale.eduFollow: @devonvsmithRead: http://devonvsmith.tumblr.com/

Editor's Notes

  1. 30 tweets about Pop! in opening week = 30 lost opportunities