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1
Whirling Words of Shakespeare What’s the
Value in Being Social?
#STAA11
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social media doesn’t sell 3ckets
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2I hate to break it to you
these sell 3ckets
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your website
customer service by your box office
artistic content
your direct mail campaigns
3Art sells. How you convert interest to a 3cket sale is via your website, box office, and direct mail
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ROI
4ROI doesn’t make senseInvestment-‐social media is cheap (though can feel 3me consuming in the beginning)Return-‐you’re a nonprofit, beNer to think of audience (cons3tuent) development. On-‐compared to what other marke3ng?
why do you spend money?
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Mass m
edia adve
r3sing
Print & O
nline m
aterials
Direct
Educa3
on progr
ams
Ar3s3c
enrich
ment pro
grams
Custo
mer se
rvice
Donor cu
l3va3o
n even
ts
Long term rela3onships
Short term sales
Social media
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build rela3onships, not one night stands*
•Ticket buyers•Local businesses•Other theatres•Current employees•Poten3al employees•Ar3sts•Alumni•Vendors•Funders•Local residents•Curious onlookers*but it’s okay to be promiscuous
6There’s a lot of people to build rela3onships with
Marke3ng Goals
• Increase demand (#, freq, total)
• Increase loyalty
• Increase willingness to pay
• Move along purchasing funnel
• Decrease acquisi3on/maintenance costs
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Customer 1 Customer 2Spends $200 per year Spends $100 per year
Acquisition cost: $50 Acquisition cost: $25
Maintenance costs: $15/yr Maintenance costs: $50/yr
Loyalty: 5 years Loyalty: 3 years
CLV: $890 CLV: $175
Customer Life3me Value
Social Media Fan
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so where’s the value?
If your social media fans will
•Recommend you to their friends
•Like your brand more
•Be more influenced by (cheap!) social media than tradi3onal media
•Spend more
•Stay with you longer
PS: these are all goals you can measure
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and outside the marke3ng office•Customer Service•Crowdsourcing Solu3ons• Fundraising•Making Art•Professional Networking• Thought Leadership
10Important to recognize social media’s use outsideAnswering ques3onsAsking ques3onsmobile dona3ons-‐Allie?Brand Fic3onInstant access to every other theatreImpact on your brand aher being viewed as “social media savvy”
strategy
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1. Address a real problem2. Have a meaningful goal3. Test several op3ons4. Track what you do, and what the results are5. Be yourself, not your brand6. Adapt your content for different plalorms7. Simplify your metrics to a single dashboard
11If you get nothing else out of this, know these 8 things
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also
spend more 3me listening
than talking12
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what you measure ma/ers
But there’s no secret formula
h/p://bit.ly/100ways
think about micro conversions
li/le steps along a path to a big goal
problem. goal. tac@c. metric.13
Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.
Whew!
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14are you tired?
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I just wanna sell 3ckets
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have you heard?
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Open GraphCommunity Pages
PlacesQues3ons
CreditsGroups
162 million websites integrate with Facebook. Shows strong results. Community Pages are like wikipedia—public 3melinePlaces kind of like Foursquare. Lots of poten3al. Merging Pages & Places is debatable Q&A-‐next hot app in FB. $1 billion virtual currency market. FB will do $2B total this year. Big player in growing market. Could make buying 3ckets in app easier. FBML changes how you arrange your pageYesterday $500 million invested in FB, now valued at $50B, IPO in 2012
150 million US users on Facebook
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I’m more ethnically and geographically diverse, older, and engaged online than you
might think. Average user•Logs in daily•Spends 55 minutes per day •Has 130 friends•Creates 3 pieces of content each day•Fans 4 pages per month
1725% nonwhite (US internet users: 15%)Facebook users are more demographically diverse than the US internet popula3on45% of users are over 35 (10% over 55)
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so how do you reach them?
18News Feed is your goal. EdgeRank is how you get there.Affinity-‐checking page, previous comments, how many other friends, etc.Weight-‐more 3me intensive shows up more ohenTime decay-‐why you want to update frequently
86% of STA members* are ac3ve on Facebook
19*8 members have no digital footprint and have been excluded from study
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9 theatres have > 4,000 fans14 have < 100
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Median = 611
as of December 18, 2010
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correla3on does not imply
causa3on
21Study of 475 theatres in June, 20102 variables-‐size of fans & how frequently I post.Could go in either direc3on.Could be a third factor-‐size of theatre
Have you made the switch from a group to a page?
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38% of theatres don’t link to Facebook from their homepage
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23This is just silly. Fix it.
more posts more fans
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24Clear rela3onship
more posts more engagement
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TCG theatres, May 2010
25Weekly & monthly see very liNle engagement
but the real story is
ROE= (Likes + Comments + Fan Posts) / Theatre’s posts
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TCG theatres, May 2010
26Turns out might be more 3me effec3ve to only post daily. That said, 3me decay.
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Asking ques3ons genera3ons highest
levels of user engagement
Fans comment more on administra3ve-‐related posts than ar3s3c posts
Fans “like” twice as ohen as commen3ng
on a wall post
70% of engaged fans are women, but men
comment more frequently
24% of engaged fans are students; they
engage less frequently than non-‐students
case study of Kansas City Rep
27December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research.
so?
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•Update content daily•Link to your facebook page•Get a custom URL•Ask ques3ons (authen3cally)
28Build a community of people on facebook. Help your fans meet each other online & offline.
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facebook drives traffic to your website
that’s where you sell 3ckets
29FB surpassed google in Jan 2010. Top 3 referrers to most websites.
560,000 Shakespeare fans on Facebook
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Only 15% are over age 40
30300K In the USAnother 75K in Canada, UK, AustraliaExample: In Chicago, 6k+ list Shakes, but Chicago Shakes only 4k fans
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know how Facebook referrals differ from other traffic sources
31FB fans spend more 3me on our website than any other referrer.
consider the switch
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*Technically violates Facebook’s Terms of Service
32Doesnʼt make sense if youʼre a group.Depends on profile versus pageProfiles donʼt have access to analytics, canʼt do ads for friends, limited friends
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measure it
You have the tools (if not the 3me) to know if your Facebook fans spend more money at your theatre.
33Export applica3ons of names.Compare to your subscriber/3cket buyer list. Chroma Tix coming out with integra3on w/ FB/TwiNer for small theatres. Very cool.
Digital v Social Adver3sing
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NYTN Adver3sing Budget
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Traffic to NYTN
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Value of Exposure
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Value of Ac3on
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1/4 of Facebook clicks age 45+
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the future (of Facebook)
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Social Search
Open Graph
Push Recommenda3ons
More Data
Social Currency
40Social Search-‐influence of GoogleOpen Graph-‐everything becomes socialPush-‐serendipity
Breakout Session (2:40pm Movement Room)
• TwiNer
• YouTube
• Foursquare
• Kickstarter
• Flickr, Blogs, MySpace
• Yelp, GroupOn
• Staffing for Social Media
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Social Media Step by Step
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TwiNer has 90 million US users
Average user•10 followers•Has tweeted < 10 3mes•Is in their 30s•Has a college degree
I’m probably less knowledgeable
about “this whole TwiNer thing” than you might think
43Less than ½ the size of facebook. S3ll huge. Female
have you heard?
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•#NewTwiNer•Promoted Tweets•hNp://t.co•Analy3cs coming “this year”•Expect con3nued down3me
44TwiNer declares themselves a media plalormPromoted tweets-‐ads in side bar t.Co is a URL shortener. TwiNer bought it & twee3e to integrate analy3csUnstable plalorm
1/3 TCG theatres tweet daily
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4537% of STA members link to frontpage (only 58% FB)
only upda3ng TwiNer via Facebook?
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4673% of real tweeters had someone say something about them40% of AutoSync accounts
most theatres primarily use the web
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47198 “real” tweetersPower users TweetDeck and HootSuite.
on average, about 8% of your followers will add you to a list.
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What they name that list can tell you how they think of you
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In New York City, Size MaNers
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Asking ques3ons generates highest level of user engagement
Number of followers is best predictor of high
engagement
A theatre’s followers are ohen geographically
diverse
Users will casually men3on your theatre as ohen as they speak
directly to you
You can use TwiNer for more than just marke3ng
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case study of ART
50December LORT study.
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• Search for men3ons of your brand name, shows you’re producing, local compe3tors, topics you’re interested in•Make friends with others in your area twee3ng (cri3cs, organiza3ons, local arts agency, local poli3cians, etc).• Consider: TwiNer contests, tweet seats, twiNer fic3on, seeking out new followers, responding to everyone, linking to your other content, custom backgrounds.• TwiNer as CRM: make (private) lists of users. Segment followers by type. • Track your data in real 3me.
so?
51There’s a lot of op3ons on twiNer, but don’t be scared. It’s flee3ng. If you make a mistake, it’ll be gone in a week.
measure it!
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•Reach: followers (not just how many, but who)• Engagement: @men3on and link click thru• Influence: #ff and listed• Sen3ment: content of the tweets about/to you
52Really high level op3ons.
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You Tube2 billion views/day
24 hours of video uploaded per minute
Average user watches 15 minutes per day
Evenly split M/F
Most popular video played 200 million x
53Double the prime 3me audience of all 3 networks combinedMusic videos drive viewership.
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have you heard?•Nonprofit channel•No more star ra3ngs•YouTube rentals•HTML5
54Youtube.com/nonprofitsStars: all 1s or 5sRentals don’t work now. Maybe future?HTML will change how viewers interact with video
Findings from 2 Case StudiesViewers engage on a “per video” basis
Men 45-‐54 are largest
demographic
Related videos are top referral source
80% of views occur more than 2 months aher
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5517% of TCG members link to YouTube from their homepageDecember LORT study + september ART study. Much more in depth online.
44% of A.R.T./New York members on YouTube
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56Only 14% of STA members link to YouTube from homepage
Size doesn’t maNer
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Length of video doesn’t maNer
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Diverse types of videos are popular
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No performance type dominates
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60plays outnumbered musicals in the LORT study
Viewers tend to be older males
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61true across every study Iʼve done. Some demoʼs make lots of sense: 13yo girls = john stamos
Most (but not all) views occur on YouTube
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62Think about these potential audience members--may be first time they see your theatreImportance of annotations
so?
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•Embed videos on your website•Understand viewer demographics•Use keyword tags•Add videos to playlists•Monitor & moderate comments•Keep in mind most views will occur a"er closing
63Random fans?
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measure it!
64Very rough metrics. Views don’t usually add up. Hopefully this will get beNer.
Foursquare tripled in size in past 6
months
High engagement among users & theatre staff
Tips, tags, and categories don’t seem to maNer
Longevity maNersHaving a special isn’t enough to drive check ins
Data from September, 2010; 76 LORT theatres
Foursquare has 6 million usersis 2 years old
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65Location based sharing--others are larger, but this has momentumGame mechanicsPotential to engage people IRL
Significant growth in check ins in 2010
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661/3 in first 3 months. Another 1/3 in following 6 months
Check ins increasing faster than unique users
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67Users are engaged
97% of venues have at least 1 check in
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68and 90% have a mayorTips & Tags seem to matter less
Levels of engagement are increasing (slowly)
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69Check ins per person is good. Could be influenced by staff.
But some theatres have huge growth curves
Guthrie
Fords Theatre
Center Theatre Group
Lincoln CenterOld Globe
History Channel
Mayor special
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70Conflicting evidence
Early venues have more check ins
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71Good sign things will pick up. Remember--some cities have only had access to Foursquare for 9 months
Kickstarter72
72$20 million raised to dateHighest yet: $1M for 3ktok from 13,000 donorsKeeps 5% of dona3ons (+Amazon’s 2%)2yrs oldOnly 4 have raised more than $100K
Small dona3ons dominate
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Middle of the campaign struggles
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Shorter campaigns provide urgency
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MySpace
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An exit strategy•Check to see if your fan base overlaps with another plalorm•Poll your audience to see if they want you on the plalorm•Give fans 3me to transi3on•Leave a final post that you’re no longer checking the account•Consider dele3ng the account
8% of theatres logged in February. 4% had fan comments. They had fewer comments over the life of MySpace than their Facebook page gets in a week.
7610% of tcg links
flickr
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4 billion photos uploaded. Facebook uploads 2.5 billion every month.
LORT study:•23% have more than 10 contacts•1/3 don’t tag photos
Theatres have used Flickr to:•Ask fans to contribute photos of themselves•Send fans on a photo scavenger hunt•Sell or rent costume/set pieces•Promote gala auc3on items to donors•Ask fans to provide insight on design images•Staff to share lives outside the theatre•Give fans tour of the theatre & offices
77TwitPic + TwiNer7% of TCG
blogs
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25% of TCG theatre websites link to a blog2009 renewed interest (LORT)On average post 3 3mes each monthMost popular: different author for every post
Good News:•Archive of your history•Permanent link to send informa3on•Thought leadership in the field•Schools/universi3es—student/intern life•Value of SEO/recency to your website
Bad news:•Very liNle engagement•Lots of effort•Unclear readership
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41 million users per month in 50 ci@es
5% of TCG theatres link to Yelp from their homepage
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23 million subscribers in 150 ci3es
68% age 18-‐34; 77% female
Ask Shakespeare Theatre Co
80how it works: daily emailTakes 50%, unclear if rela3onships are sustainableShakespeare Theatre Co example:109 3ckets bought, $20 each (Nov 2009)Average deal price: $45, customers: 1,500
Staffing for Social Media
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how much 3me do you have?
8225 theatres, December 2009
4.4Facebook
82*note: 25 theatres (22 lort + 3)Spending very liNle 3me measuring. This is bad.
if your reputa3on is at stake, should you trust an intern?
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Think about•Fit between who’s speaking & the plalorm•How to educate the staff about how to use it•Staff engagement as a measure of success•Social media policy for personal use
83Interns can be okay
so what are your choices?
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Marke@ng/Communica@ons•Marke3ng Associate (3) •Communica3ons Manager (2) •Marke3ng Manager (2) •Marke3ng Director (2) •Marke3ng Coordinator (2) •Associate Marke3ng Director •Communica3ons Associate •Director of Communica3ons and Marke3ng •Marke3ng dude •Marke3ng mavens •Director of Community Engagement •Marke3ng Intern •New Media Manager •Marke3ng Assistant •Audience Development Associate •Public Rela3ons Manager •Marke3ng and Development Associate •Interac3ve Media Manager and Marke3ng Assistant •Director of Marke3ng and Internet Services Manager and Assistant Director of Development •Marke3ng department
Ar@s@cMostly by Literary Manager
Some3mes by Execu3ve Director Co-‐Ar3s3c Director
Associate Ar3s3c Director and Producer Ar3s3c Fellow
Ar3s3c Associate typically tweetsAr3s3c Director
Producing Ar3s3c Director Associate Director
OtherManaging Director (2)
Educa3on Administrator Resident Produc3on Stage Manager
84It’s up to you.
social media guidelines
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hNp://socialmediagovernance.com
Organiza3onal goalsPersonal versus professional use
Full disclosureContent approval processAuthor approval process
Transparency versus privacyCommunity management
Shared usernames & passwordsCopyright issues
Style guideE3queNe
Professional development opportuni3es
85Lots of examples online. Do what makes sense for ou.
Challenges
Exhaus3on
Expecta3ons
Making 3me
Overwhelmed
Bored
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Tools
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Flowtown
Hootsuite Mashable
Bit.lyRSS
Del.icio.usGoogle Alerts
HubSpot Website grader
87Flowtown-the social side of your email listHootsuite-analytics built in, workstream managementGoogle Alerts-keep an eye on your brandRSS-keep abreast of info in your fieldBit.ly-track analytics of links (anywhere)Delicious-keep track of good webpages, a smaller webMashable-resourcesWebsite Grader-SEO
the (social) future
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QR Codes
Video Group Buying Loca3on
Mobile
Q&A Plalorms
88Social Search-‐influence of GoogleOpen Graph-‐everything becomes socialPush-‐serendipity Q&A-‐Poten3al. No one’s figured out where this is goingQR-‐densely packed informa3on. Lion King!
but what if?
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People say bad things about usThey already are.
Be more in control of the conversa3on around your brand
Social Media is just a fadPlalorms may come and go.
The best way to be prepared is to (thoughlully) experiment on the current one.
It won’t sell 3cketsBuild rela3onships with your fans.
Unlike tradi3onal marke3ng, there is value in social media beyond the message.
It takes too much 3meOnce you get the hang of it, it doesn’t.
Cheaper than most other marke3ng efforts.
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