Social Media Strategy: Why ROI Isn't Enough
72
#tcgsocmed @devonvsmith Social Media Strategy: Why ROI Isn’t Enough
-
Upload
devon-smith -
Category
Technology
-
view
3.647 -
download
0
Transcript of Social Media Strategy: Why ROI Isn't Enough
#tcgsocmed
@devonvsmith
SocialMediaStrategy:WhyROIIsn’tEnough
2
theplan
let’stalkbigpicturethenthebig3ahandfulofsmallerplayersstaffingforsocialmediawhatthefutureholdsQ&A!
70minutes
3
socialmediadoesn’tsellIckets
4
thesesellIckets
5
6
sowhybother?
Ifyoursocialmediafanswill
• Recommendyoutotheirfriends• Likeyourbrandmore• Bemoreinfluencedby(cheap!)socialmediathantradiIonalmedia
• Spendmore• Staywithyoulonger• CostlesstoacquirenewIcketbuyers
7
andoutsidethemarkeIngoffice
• CustomerService• Fundraising• MakingArt
• CrowdsourcingSoluIons• ProfessionalNetworking• ThoughtLeadership
bigpicture
8
1. Addressarealproblem
2. Haveameaningfulgoal3. TestseveralopIons4. Trackwhatyoudo,andwhattheresultsare5. Beyourself,notyourbrand6. Adaptyourcontentfordifferentpla`orms7. It’sokaytorepeat8. Simplifyyourmetricstoasingledashboard
9
also
spendmoreImelistening
thantalking
10
ROI
11
buildrelaIonships,notonenightstands
• Ticketbuyers• Localbusinesses• Othertheatres• CurrentandpotenIalemployees• ArIsts• Alumni• Vendors• Funders• Localresidents• Curiousonlookers
12
whatyoumeasurema5ers
sadly,there’snosecretformula
h5p://bit.ly/100ways
thinkaboutmicroconversions
li5lestepsalongapathtoabiggoal
problem.goal.tacBc.metric.
13
yeahyeahyeah,butIwannasellIckets
14
150millionUSusersonFacebook
15
I’mmoreethnicallyandgeographicallydiverse,
older,andengagedonlinethanyoumightthink.
Averageuser• Logsindaily• Spends55minutes• Has130friends• Creates70piecesofcontenteachmonth• Like7pagespermonth
haveyouheard?
16
PrivacyOpenGraph
CommunityPagesFacebookCredits
Q&A
17
sohowdoyoureachthem?
areyouoneofthe42TCGtheatresnotusingFacebook?
Page80%
Group6%
Profile5%
Abandoned7%
None2%
June201018
howohendoyouupdate?
MulIpleDaily10%
Daily29%
Weekly42%
Monthly19%
19
ThePublicTheaterupdatedfacebook23Imeslastweek.
SodidJobsiteTheater.
4TCGmembershave>10,000fansonly6have<100
‐
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Mediantheatre=1,238
20
onaveragelastweek
0
2
4
6
8
10
12
14
16
Theatre Fans
Post
Comment
Like
StatusUpdate
ReturnonEngagement=4(10Likes+5Comments+1Post)/4StatusUpdates
21
22
correlaIondoesnotimply
causaIon
moreposts morefans
‐
500
1,000
1,500
2,000
2,500
MulIpleDaily
Daily Weekly Monthly
NumberofFans
23
moreposts moreengagement
0
10
20
30
40
Likes Comments Posts
FanResponseperWeek
MulIpleDaily Daily Weekly Monthly
24
buttherealstoryis
ROE=(Likes+Comments+FanPosts)/Theatre’sposts
0
1
2
3
4
5
MulIpleDaily
Daily Weekly Monthly
ROE
25
37%oftheatresdon’tlinktoFacebookfromtheirhomepage
PS:ReVision,TeatrodelPueblo,GableStage,ActIIPlayhouse,PURETheatre,ChanceTheater,NextTheatreCo,LostNaIon,SummerPlayFesIval,WaterfrontPlayhouse—yourlinksarewrong!
26
‐
500
1,000
1,500
2,000
Frontpage Otherpage Notlinked
Fans
haveyoumadetheswitchfromaGrouptoaPage?
‐200400600800
1,0001,2001,400
CustomURLPage
Page Profile Group
Fans
27
ifnot,it’sworthit…
‐
4
8
12
16
Likes Comments Posts
AverageFanResponseperWeek
CustomURLPage Page Profile Group
28
29
AskingquesIonsgeneraIonshighest
levelsofuserengagement
FanscommentmoreonadministraIve‐relatedpoststhan
arIsIcposts
Fans“like”twiceasohenascommenIng
onawallpost
70%ofengagedfansarewomen,butmen
commentmorefrequently
24%ofengagedfansarestudents;they
engagelessfrequentlythannon‐students
casestudyofKansasCityRep
so?
30
• Updatecontentdaily• Linktoyourfacebookpage• GetacustomURL• AskquesIons(authenIcally)
31
facebookdrivestraffictoyourwebsite
that’swhereyousellIckets
32
souseFacebookInsights
33
andFacebookAdstogatherdata
34
knowhowFacebookreferralsdifferfromothertrafficsources
testalandingpage
35
36
measureit
Youhavethetools(ifnottheIme)toknowifyourFacebookfansspendmoremoneyatyourtheatre.Export!
Compare!
Analyze!
37
searchthepublicImeline
wanttoknowwhatpeoplethinkaboutyourbrand?
38
keepaneyeonFacebookCauses
39
Twiyer
40
60millionUSusers
Averageuser• 5followers• Hastweeted<10Imes• Isintheir30s• Hasacollegedegree• LivesoutsidetheUS
I’mprobablylessknowledgeable
about“thiswholeTwiyerthing”thanyoumightthink
didyouhear?
41
• PromotedTweets• @anywhere• hyp://t.co• TwiyerbuysTweeIe• ExpectconInueddownIme
73%ofTCGtheatrestweet20072%
200811%
200956%
20104%
NotonTwiyer27%
42
@calshakesjoinedthedayTwiyerwentpublicatSXSW2007
1/3tweetdailynever
tweeted3%
protected1%
autosync25%
abandoned14%
monthly9%
weekly17%
daily31%
43@EWPlayerstweeted72ImesthefirstweekofJune
onlyupdaIngTwiyerviaFacebook?
44
0
2
4
6
8
10
12
Daily Weekly Monthly Abandoned
@menBonsJune1‐6
Real
AutoSync
mosttheatresprimarilyusetheweb
Web62%
TweetDeck17%
HootSuite12%
MobileApp3%
OtherApp6%
45
tweetsfromaroundthecountry
46
hyp://twiyer.com/devonvsmith/tcg‐member‐theatres
11TCGmembershave>2,000followers77have<100
47
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Mediantheatrehas496followers
onaverage,about8%ofyourfollowerswilladdyoutoalist.
48
0
50
100
150
200
250
300
350
400
450
0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000
Lists
Followers
Whattheynamethatlistcantellyouhowtheythinkofyou
AskingquesIonsgenerateshighest
levelofuserengagement
Numberoffollowersisbestpredictorofhighengagement
Atheatre’sfollowersareohen
geographicallydiverse
UserswillcasuallymenIonyourtheatreasohenastheyspeak
directlytoyou
YoucanuseTwiyerformorethanjust
markeIng
49
casestudyofAmericanRep
50
anexample
51
• SearchformenIonsofyourbrandname,showyou’reproducing,localcompeItors,‘theatre’inyourarea,etc
• MakefriendswithothersinyourareatweeIng(theatres,criIcs,localartsagency,localpoliIcians,etc).
• Consider:Twiyercontests,tweetseats,twiyerficIon,seekingoutnewfolowers,respondingtoeveryone,linkingtoyourothercontent,custombackgrounds.
• TwiyerasCRM:make(private)listsofusers.Segmentfollowersbytype.
• TrackyourdatainrealIme.
so?
measureit!
52
• Reach:followers(notjusthowmany,butwho)• Engagement:@menIon
• Influence:#ffandlisted• SenIment:contentofthetweetsabout/toyou
tools
53
54
YouTube
55
2billionviews/day
24hoursofvideouploadedperminute
Averageuserwatches15minutesperday
EvenlysplitM/F
Mostpopularvideoplayed200millionx
56
haveyouheard?
• Dedicatedchannels• NomorestarraIngs• YouTuberentals
LORTtop20casestudy
Viewersengageona“pervideo”basis
Men45‐54arelargest
demographic
Relatedvideosaretopreferralsource
80%ofviewsoccurmorethan2monthsaherposIngdate
Playsgethigherviewsonaveragethanmusicals
57
so?
58
• Embedvideosonyourwebsite• Understandviewerdemographics• Usekeywordtags• Addvideostoplaylists• Monitor&moderatecomments
59
measureit!
whatelse?
60
61
foursquare
1millionusersand1millioncheckinsperday
LORTStudyJanuary–April2010• checkinshavemorethantripled• uniqueuserscheckinginhavealmosttripled• thenumberoftheatreswithanycheckinshasgrown30%• averagecheckinsperpersonhasgrown41%
62
MySpace
63
Anexitstrategy• Checktoseeifyourfanbaseoverlapswithanotherpla`orm• Pollyouraudiencetoseeiftheywantyouonthepla`orm• GivefansImetotransiIon• Leaveafinalpostthatyou’renolongercheckingtheaccount• ConsiderdeleIngtheaccount
8%oftheatresloggedinFebruary.4%hadfancomments.TheyhadfewercommentsoverthelifeofMySpacethantheirFacebookpagegetsinaweek.
flickr
64
4billionphotosuploaded.Facebookuploads2.5billioneverymonth.
LORTstudy:• 23%havemorethan10contacts• 1/3don’ttagphotos
TheatreshaveusedFlickrto:• Askfanstocontributephotosofthemselves• Sendfansonaphotoscavengerhunt• Sellorrentcostume/setpieces• PromotegalaaucIonitemstodonors• Askfanstoprovideinsightondesignimages• Stafftosharelivesoutsidethetheatre• Givefanstourofthetheatre&offices
blogs
65
25%ofTCGtheatrewebsiteslinktoablog2009renewedinterest(LORT)Onaveragepost3ImeseachmonthMostpopular:differentauthorforeverypost
GoodNews:• Archiveofyourhistory• PermanentlinktosendinformaIon• Thoughtleadershipinthefield• Schools/universiIes—student/internlife• ValueofSEO/recencytoyourwebsite
Badnews:• Veryliyleengagement• Lotsofeffort• Unclearreadership
howmuchImedoyouhave?
66
4.8Facebook
4.4Twiyer
2.9Blog
2.9YouTube
1.2,Flickr
1.3,Other
9.5CreaIngMaterial
2.7Learning
1.7Measuring
0
2
4
6
8
10
12
14
16
18
20
ifyourreputaIonisatstake,shouldyoutrustanintern?
67
Thinkabout• Fitbetweenwho’sspeaking&thepla`orm• Howtoeducatethestaffabouthowtouseit• Staffengagementasameasureofsuccess• Socialmediapolicyforpersonaluse
sowhatareyourchoices?
68
MarkeBng/CommunicaBons• MarkeIngAssociate(3)• CommunicaIonsManager(2)• MarkeIngManager(2)• MarkeIngDirector(2)• MarkeIngCoordinator(2)• AssociateMarkeIngDirector• CommunicaIonsAssociate• DirectorofCommunicaIonsandMarkeIng• MarkeIngdude• MarkeIngmavens• DirectorofCommunityEngagement• MarkeIngIntern• NewMediaManager• MarkeIngAssistant• AudienceDevelopmentAssociate• PublicRelaIonsManager• MarkeIngandDevelopmentAssociate• InteracIveMediaManagerandMarkeIngAssistant• DirectorofMarkeIngandInternetServicesManagerandAssistantDirectorofDevelopment• MarkeIngdepartment
ArBsBc• MostlybyLiteraryManager
• SomeImesbyExecuIveDirector• Co‐ArIsIcDirector
• AssociateArIsIcDirectorandProducer• ArIsIcFellow
• ArIsIcAssociatetypicallytweets• ArIsIcDirector
• ProducingArIsIcDirector• AssociateDirector
Other• ManagingDirector(2)
• EducaIonAdministrator• ResidentProducIonStageManager
butwhatif?
69
IttakestoomuchIme
Onceyougetthehangofit,itdoesn’t.CheaperthanmostothermarkeIngefforts.
Itwon’tsellIckets
BuildarelaIonshipwithyourfans
SocialMediaisjustafadPla`ormsmaycomeandgo.Thebestwaytobepreparedisto(though`ully)
experimentonthecurrentone.
Peoplesaybadthingsaboutus
Theyalreadyare.BemoreincontroloftheconversaIonaroundyourbrand
thefuture
70
SocialSearch
PushRecommendaIons
QRCodes
Q&APla`orms
OpenGraph
wannaknowmore?
71
