Post on 07-May-2015
description
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Yale Rep & Social Media
A 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, 2008
Visiting social sites is now the 4th most popular online activity—ahead of personal email. Nielsen, Global Faces & Networked Places, 2009
85% 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
Flickr
Blogs
MySpace
YouTube
- 20 40 60 80 100 120 140
November Unique US Visitors (MM)LORT
+YRT’s Social Media Goals: 2010
1. Listening to what audiences are saying about YRT• Success: YRT’s responsiveness to audience research; # of fan’s
positive and constructive interactions
2. Empowering audiences to promote YRT• Success: # reached in second order impact, increased awareness
3. Deepening YRT’s relationship with current audience• Success: increased loyalty, increased positive perception of YRT
4. Attracting new audience members to YRT• Success: increased acquisitions, increased ticket sales
5. Leading theatres in the social media field• Success: conferences, awareness among TCG & prospective students
+96% of LORT theatres are on Facebook. On average they have:
+Strategies for engaging fans on Facebook Goal: Empower & Deepen
Create a fan page for YRT
Acquire friends by Linking YRT fan page to YSD and Yale Cabaret’s fan pages Promoting fan page on print & online marketing materials Friending YSD students, staff and faculty Advertising on Facebook
Post new content at least once per day (wall comments, links, photos, video) about artistic & administrative life at YRT + respond to fan’s comments
Use Facebook Insights to measure results
Look 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 Twitter Goal: Listen & Empower
Consider using Hootsuite Twitter desktop client
Create a Twitter username that’s easy to search for (@yalerep)
Find followers by Searching for who’s already talking about YRT Promoting YRT’s Twitter username on print & online marketing materials Following other Yale & theatre organizations
Use an authentic voice Respond to and retweet every @mention Comment on other user’s tweets Ask questions to followers
Post new content every day
Use Twitalyzer and Hootsuite to measure results
Look 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 YouTube Goal: Empower & Attract
Upload a new video to YRT’s YouTube channel every month LORT average = every 10 weeks, but 34 theatres average 1+/month
Don’t assume that only a certain “type” of video will attract high viewership.
Understand current demographics of YouTube
Make videos easy to find Embed videos on Facebook and yalerep.org Link to videos on Twitter Use keyword tags Put videos into playlists
Use YouTube Statistics to measure results
Look to ART, Center Theatre Group, and Portland Center Stage as examples
+Success Metrics onYouTube
+Don’t Waste Time On
Except maybe for YSD
+How much time will it take?
0
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4.8Facebook
4.4Twitter
2.9Blog
2.9 YouTube
1.2, Flickr
1.3, Other
9.5CreatingMaterial
2.7Learning
1.7Measuring
Social Media Weekly Staffing Hours
~10 more hours/wk
+But what if…
+In the future Professional networking
Mobile apps
Geo-aware games
Blogs
+
Questions?
+Appendix: More Reports on 24 Usable Hours Facebook
YouTube
Flickr
MySpace
Blogs
Staffing for Social Media
+Created by Devon Smith, Director of Research & AnalysisYale Repertory Theatre
Email: devon.smith@yale.eduFollow: @devonvsmithRead: http://devonvsmith.tumblr.com/