Developing and Tracking an “Online Voice” · Anatomy of a Tweet “Follow Friday” Hashtag -...
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Developing and Tracking an “Online Voice” Symposium on Audience Engagement November 28, 2012 Copyright 2012 Twin Cities Gay Men’s Chorus - Confidential Information - For Internal Purposes Only
Transcript of Developing and Tracking an “Online Voice” · Anatomy of a Tweet “Follow Friday” Hashtag -...
Developing and Tracking an “Online Voice”Symposium on Audience EngagementNovember 28, 2012
Copyright 2012 Twin Cities Gay Men’s Chorus - Confidential Information - For Internal Purposes Only
Our 32nd Season
Copyright 2012 Twin Cities Gay Men’s Chorus - Confidential Information - For Internal Purposes Only
Conversify: Project Deliverables
• Inventory of Current Social Media Assets
• Social Media “Mood Board”
• Social Media Style Guide: “Brand” Personality & Voice
• Social Media Calendar
• Community Guidelines for Facebook
• Training
• Short-Term Management of Assets
• Final Reports and Recommendations
Copyright 2012 Twin Cities Gay Men’s Chorus - Confidential Information - For Internal Purposes Only
Copyright 2011, Conversify
Copyright 2012 Twin Cities Gay Men’s Chorus - Confidential Information - For Internal Purposes Only
Our “Voice” - Word Map
Our “Voice”
Our “Voice”
Facebook Analytics
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8/1/11" 9/1/11" 10/1/11" 11/1/11" 12/1/11" 1/1/12" 2/1/12" 3/1/12" 4/1/12" 5/1/12" 6/1/12" 7/1/12" 8/1/12" 9/1/12"
Daily"People"Talking"About"This" Daily"Page"Stories" Daily"New"Likes" Daily"Page"Engaged"Users" Daily"Total"Reach"
Daily"Organic"Reach" Daily"Viral"Reach" Daily"Total"Impressions" Daily"Organic"impressions" Daily"Viral"impressions"
“Yule Be Swingin’”Holiday Concert
Weekend
“Re: Generations”Spring Concert
Weekend
New ADAnnouncement
PrideConcertWeekend
GALAFestival
TCGMC Sings at
Target Field
RehearsalAuditions
OutLoud! Sings
Copyright 2012 Twin Cities Gay Men’s Chorus - Confidential Information - For Internal Purposes Only
AuditionsFirst RehearsalNewbie Class
BenNews
Facebook Demographics:Last 90 Days
Copyright 2012 Twin Cities Gay Men’s Chorus - Confidential Information - For Internal Purposes Only
“Grace” “Golden Girls in the City”
“Sven”“Dean & Gary”“Ben”
“Grace” “Golden Girls in the City”
“Dean & Gary”“Sven” “Ben”
Facebook: Real Time Tracking
Copyright 2012 Twin Cities Gay Men’s Chorus - Confidential Information - For Internal Purposes Only
Facebook: Promote Your Posts
Anatomy of a Tweet
“Follow Friday” Hashtag -
people search for tweets on
Fridays with this hashtag
Identify who we want our followers to follow - in this case, the parent company of Lavender Magazine
TCGMC Hashtag - makes it easy for “tweeters” to find Chorus tweets
Lavender hashtag - makes it easy for
“tweeters” to find tweets about
Lavender; Lavender Magazine
“Shortened” URL that takes you to www.lavendermagazine.com
Tweet length: 93 out of 140 available charactersAllows plenty of room for someone else to “retweet”
Copyright 2012 Twin Cities Gay Men’s Chorus - Confidential Information - For Internal Purposes Only
Anatomy of a Retweet: Reaching a new Audience
@Minneapolis_Now has 764 followers who see this concert promotion tweet
Copyright 2012 Twin Cities Gay Men’s Chorus - Confidential Information - For Internal Purposes Only
The Impact of “Retweets”
@SEVENMPLS = 1,477 followers
@MNCITIZEN = 1,033 followers
@thecowlescenter = 431 followers
@TeatroMN = 34 followers
@scottehoerle = 414 followers
@bwaybaby = 441 followers
Copyright 2012 Twin Cities Gay Men’s Chorus - Confidential Information - For Internal Purposes Only
Conclusions
• Find your online “voice”
• Visualize your online “voice”
• Build out a social media calendar that speaks in this “voice”
• The 80% conversation / 20% selling rule works for TCGMC
Copyright 2012 Twin Cities Gay Men’s Chorus - Confidential Information - For Internal Purposes Only
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