Social Media MarketingSocial Media MarketingBeyond the BasicsBeyond the Basics

By Susan Guneliuswww.KeySplashCreative.com

Featuring concepts from:

What Social Media and Content Marketing Can Do for Your Organization• Increase awareness and recognition• Increase primary website traffic• Drive engagement with a new, younger audience• Increase ticket sales• Earn wider media coverage• Build and strengthen relationships• Deepen brand loyalty• Jumpstart word-of-mouth marketing• Achieve long-term, sustainable, organic growth

Emotional Involvement and Brand Loyalty• Entertainment brands –

inherent emotional involvement

• Social media allows people to experience brands in their own ways and make brands their own.

I love Damrau as Queen of the Night

People Talk about the Brands They Love• Word-of-mouth marketing is

powerful

• Loyal brand advocates are every brand manager’s dream

Social media can deepen emotional involvement,

brand loyalty, and word-of-mouth marketing.

Establish Your Core Branded Online Destination

BlogFacebook LinkedIn

YouTube

TwitterFlickr

SlideShare

ExecTweets

Page

YourGroup

Ads

OtherGroups

YourGroup

OtherGroups

Answers

Twellow

Profile

Sample Business Social Media Presence

Vancouver Opera• Blog• Twitter• Facebook• Flickr• YouTube

Develop Internal Brand Advocates

• Your employees and performers are your most powerful brand advocates.

• Educate them about your brand.

• Give them a reason to want to advocate your brand.

If your employees and performers believe in your brand promise,

they’ll want to advocate your brand.

Social Media Is More than Twitter• Blogs (Blogger, WordPress, TypePad, MoveableType, etc.)

• Microblogging (Twitter, Jaiku, Plurk, Tumblr, etc.)

• Social networks (Facebook, LinkedIn, MySpace, Ning, etc.)

• Social bookmarking (Digg, StumbleUpon, Delicious, etc.)

• Podcasting (iTunes, BlogTalkRadio, etc.)

• Photo sharing (Flickr, Picasa, etc.)

• Video sharing (YouTube, TubeMogul, Viddler, etc.)

• Online chats and telephone (Skype, Google Voice, etc.)

• Mobile (foursquare, apps, etc.)

• And many, many more

Let Employees Get Involved

MarketingCreate Content• Blogs• Twitter• YouTube• Digg• StumbleUpon• Facebook• MySpace• You name it!

Customer ServiceDirect Dialogue• Blogs• Twitter• YouTube

Public RelationsCommenting• Blogs• Twitter• YouTube• Digg• StumbleUpon• Forums• Other social bookmarking sites• Review sites like Yelp and Epinions

ExecutiveThought Leadership• Blogs• Twitter

Human ResourcesNetworking• Facebook• LinkedIn• MySpace• Bebo• Niche networking sites• Blogs• Twitter• YouTube

Social Media Employee Participation Tips• Employees crave involvement and ownership.

• Allow employees to take control.

• Offer flexibility and leniency within specific guidelines.

• Make it easy and non-threatening to participate.

• Create a 360-degree loop of information sharing.

• Be accessible.

• One sentence of corporate rhetoric ruins everything!

Social Media Policy examples: http://bit.ly/AboutBloggingSocialMediaPolicies

If Zappos Can Do It, You Can Do It

Zappos Twitter policy:

“Be real and use your best judgment.”

Build internal brand advocates and give them the freedom to advocate your brand through

their own social media activities.

3 Cs of Social Media Marketing

WRONG (FAILURE) RIGHT (SUCCESS)

CONVERSATION Stop it. Let it flow.

CONTENTCopyright-protect it, or put up a barrier to access it. Share it.

CONTROL Hold it tightly. Give it up.

Example: Harry Potter• The Harry Potter brand was

originally built by consumers not marketers.

• Consumers shared it, experienced it and lived it, particularly on the social web.

• J.K. Rowling and the publisher originally sent cease & desist letters but quickly learned letting fans take control of the brand on the social web was far more powerful.

Dell’s Big Mistake1,730 Diggs,

422,032 views, & 77 pages of

comments

3,672 Diggs, 149,963

views, and 142 pages of comments

• Don’t try to control the conversation.

• Admit your mistakes.

• Be transparent.

But What if They Say Something BAD?

You have three choices:Use the 3 Fs of Social Media Reputation Management

FLIGHTIgnore it.FLIGHTIgnore it.

FIGHTJoin it.FIGHTJoin it.

FLOODBury it.FLOODBury it.

Think Like a Publisher, Not a Marketer

• Two-way conversation• Pull marketing, not push marketing• Create amazing, shareworthy content• One party won’t get it done

Your Twitter follower list isn’t just a list of people to

try to sell tickets to.

The 80-20 Rule

For every 20% of self-promotional content you produce,

create 80% that is not self-promotional.

Engage 80%

Me, Me, Me!20%

Research and Benchmarking

• Customers and competitors• Look outside opera

Set Your Goals• If you just want to sell more tickets, you’ll fail

Goals• Raise awareness• Customer service• Feedback• Publicity • Marketing• Reach younger

demographic

Social Media• Blog• Facebook• Foursquare• Twitter• Flickr• YouTube• Livestream events• E-newsletter

Define Your Strategy – Part 1• Content (creation, curation, aggregation)

– TheDailyBeast.com, TheWeek.com, SeekingAlpha.com• Conversations

– Google Alerts, advanced Twitter search, Monitter.com, forums (Portland Center Stage: live tweets before shows and during intermission)

• Community– Facebook page, Ning.com (Broadway: Rock of Ages, Shrek)

• Influencer outreach– Twellow.com, Klout.com, WeFollow.com (Nashville Ballet)

Influencer Outreach - Nashville Ballet• Children’s Ballet Performance

– Identified online influencers (mommy bloggers and community leaders)

– Invited to preview ballet - small group, no promotion requirement to get free tickets

– Provided news kit for easy promotion– Ticket sales 6x higher than previous children’s ballet performance

• Director’s Choice Ballet Performance– Identified online influencers (20-30 years of age, young

professionals, local businesses)– Invited to preview ballet – large group, cross-promotion offered

and required to get free tickets– Provided news kit for easy promotion

Define Your Strategy – Part 2

• Tactical – Discounts, promotions (Chicago Symphony: free CD = 1,000

Facebook fans in 1 week)• Local

– Twitter apps like NearbyTweets.com, LocalTweeps.com, ChirpCity.com

• Multimedia and diversification– Livestream, YouTube (NJPAC, Pennsylvania Ballet, Anaheim

Ballet)• Mobile

– Mobile site, foursquare, QR codes (Indianapolis Symphony Orchestra)

Video - Pennsylvania Ballet and Anaheim Ballet

• YouTube channels– Past performances– Interviews with dancers– Interviews with

choreographers– Building stage sets

Over 33 million video views

Mobile - Indianapolis Symphony Orchestra• Boost concert ticket sales - more

than 40% of email subscribers purchased tickets in 2010

• Add 5,000 Facebook fans and 1,500 Twitter followers in less than 1 year

• Facebook, Twitter, Flickr, blog, foursquare, YouTube, email, text messaging, iPhone and Andriod apps– Facebook page hypes blog posts

by orchestra members– Mobile apps stream music,

access program notes, view upcoming concerts, purchase tickets

Implementation

• Getting help– In-house– Automation– Experts and consultants– Freelancers– Crowdsourcing

Integrate, Cross-Promote, and Automate

• Old and new audiences• No silo marketing• Use tools

– Twitterfeed.com– Tweetdeck.com– Google Alerts– Tweetmeme.com and Facebook social tools– Socialoomph.com– Plugins and add-ons

Analysis• Quality not quantity• Focus on trends• Soft metrics vital• Engagement, sentiment, and conversions

Examples of What to Track:• Unique site visitors• Page views• Referrers• Incoming links• How visitors travel through site• Returning visitors• Comments• Followers and connections• Retweets and @mentions• Social shares and likes

Measure Against:• Ticket sales• Subscriptions• Purchases• Click-throughs• Donations• Attendance

Analytics Tools

• One tool isn’t enough• Human analysis essential

Fee-based Tools• Radian6• Sysomos• ScoutLabs from Lithium• SocialRadar from Infegy• Brandwatch• Alterian• Synthesio• PeopleBrowser• ViralHeat

Free Tools• Google Analytics• Google Webmaster Tools• Bitly• Facebook Insights• Twitalyzer (also a paid version)• Grader.com

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