Really Useful Day:Social Media For Councils

Royal Tunbridge Wells

Modernising Marketing and Engagement

Chris O’BrienSales & Marketing Manager

Marketing, PR and Digital Engagement Consultancy for:

Contents•About the Harlequin Theatre•Modernising Marketing and Engagement•Where we were•A need to change•Understanding our audience•Type of content and the Google Algorithm•Who uses social media•Making our money go further•Cross pollination across platforms•Results•Sales•The Future

Theatre and Cinema in Redhill

Live musicComedyCommunity EventsFilmEvent CinemaConferencingPrivate functions

Modernising Marketing and Engagement

Where We Were

Average Sales

Decreasing budgets

Need to increase public engagement

Direct Mail outsFliersMagazine AdvertisingLocal PressUnder utilised websiteMajority of transactions – over the counter

Local Press

Decreasing SalesIncreasing Ad costs

Reality of readership figures

Need To Change

The need to change has been established and the early signs indicate that we should drive traffic towards online sales

Understanding Our Audience

Assumptions based on Data

High Employment

Low number of deprived high households

High level of internet accessibility

Type of Content

What will engage our customers

How do we create Google friendly content

Types of Google Search 2014

% of Social Media Users by Age Group

Creating the Content

Multisite Content

Does it work?

Facebook Likes have increased from 500 to 6000

Our weekly FB reach is over 100k

Our website traffic has risen from 600k hits to 1.6m hits per month

Sales have increased by 10%

Our “free” events have been 100% attended for all of 2015 so far

Marketing costs are down by 20%

The Future…..

Expand social media channels

Social Media queries through live chat!

Questions