Social Media Strategy
34
+ Yale Rep & Social Media A recommended strategy for 2010
-
Upload
devon-smith -
Category
Business
-
view
1.151 -
download
2
description
Updated version 3
Transcript of Social Media Strategy
+
Yale Rep & Social Media
A recommended strategy for 2010
+
Agenda
+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 Espresso 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
+Yale Rep’s Social Media Goals
1. Listening to what audiences are saying about us
2. Empowering audiences to promote us
3. Deepening our relationship with current audience
4. Attracting new audience members to us
5. Leading theatres in the social media field
+ The Key 3
+Facebook Demographics
*approximately ¼ of CT’s population
+96% of LORT theatres are on Facebook. On average they have:
+Important Research Findings onFacebook
Based on a study of Kansas City Repertory Theatre:
+Example
Reference production, add
personal commentary, ask
a question
10 comments x 130 friends each = 1300 reached
+YRT Goals for utilizingFacebook
Empower fans Every time they post a comment to Yale Rep’s fan page, we
get exposure to their friends via News Feed
Deepen Yale Rep’s relationship Extend our relationship with the audience outside of the
theatre
Use Facebook Insights to measure results Look to Kansas City Rep, Actors Theatre Louisville, and
Denver Center for the Performing Arts as examples
+Tactics for engaging fans on Facebook Acquire more 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
Long term: Consider if/how to unify fan pages and alumni groups across YRT & YSD Implement Facebook Connect on yalerep.org Expand FB contributors beyond marketing office
+Success Metrics onFacebook
+Twitter Demographics
*based on Facebook’s penetration of area
+82% of LORT theatres are on Twitter. On average they:
+Important Research Findings onTwitter
Based on a study of American Repertory Theatre:
Connect with other local businesses
Reaching out to a fan who has expressed interest
Notice ratio of direct production reference to all other tweets
Reaching out to a potential audience
Update on admin news
Show personality; not a “marketing voice”
+YRT Goals for utilizingTwitter
Listen to our audience They’ve already begun the online conversation—this is an opportunity to
gather audience insights and an informal method of customer service
Empower them to spread the word In the longer term, consider if/how to adjust the marketing expense
budget to reflect this “free” word of mouth buzz
Use Twitalyzer and Hootsuite to measure results Look to ACT Theatre, Portland Center Stage, and ART as examples
Long term Expand use of twitter to customer service, market research, fundraising,
etc.
+Tactics for engaging followers on Twitter 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
Post new content every day Use an authentic voice Respond to and retweet every @mention Comment on other user’s tweets Ask questions to followers
+Success Metrics onTwitter
+YouTube Demographics
*based on Facebook’s penetration of area
+88% of LORT theatres are on YouTube. On average they:
+Important Research Findings onYouTube
Based on a study of top 20 viewed LORT theatre videos:
+Example
+YRT Goals for utilizingYouTube
Empower the viral video YouTube has proven to be the most cost effective way to reach
tens of thousands of people interested in your product
Attract new audiences This is the best opportunity prospective audience members have to
preview high quality Yale Rep productions
Use YouTube Statistics to measure results Look to ART, Center Theatre Group, and
Portland Center Stage as examples
+Tactics for engaging viewers on YouTube
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 viewership 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
Monitor and moderate comments
+Success Metrics onYouTube
+Don’t Waste Time On
Except maybe for YSD
+How much time will it take?
0
2
4
6
8
10
12
14
16
18
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
+2010 Implementation Timeline
WINTER SPRING SUMMER FALL
Facebook Launch YRT Fan Page
Twitter Launch @yalerep
YouTubeExpand video
production knowledge
Social Media
Review Social Media Report
Begin incorporating
SM into marketing
plans
Review role of SM across YRT & YSD
Follow up report
measuring success in
2010
+But what if…
+In the future Professional networking
Mobile apps
Location-based games
Blogs
+
Questions?
*From Espresso’s “What the F**k is Social Media: One Year Later
+Created by Devon Smith, Director of Research & AnalysisYale Repertory Theatre
Commissioned by Anne Trites, Director of Marketing and Communications
Email: [email protected]: @devonvsmithRead: http://www.devonvsmith.com
