nctc social media 2011
TRANSCRIPT
Social Media 2011
Shane D. Hudson
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AGENDA
Part One: Review and Overview
Part Two: Facebook Updates
Part Three: New and Fun!
Reminder:
www.theatrenorthcarolina.com
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Part One: Review and Overview
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What Sells a Ticket?
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Try The 4 E’s
Experience
Everyplace
Exchange
Evangelism
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Reminder• Social media isn’t a fad
• The tools may change, but the concept is here to stay
• The number of people utilizing social media is growing incredibly fast
• Social media is about engaging patrons– Listening, responding, communicating, and building relationships
• Word of Mouth!
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The New Normal
Social Media should be a regular part of your work day.
– Connect• Get Advice• Listen to What People Are Saying• Network• Make Friends
– Create• Research• Browse Content• Learn Something New• Explore New Ideas
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Email is Dying• Signs you’re an old fogey:
– You still watch movies on a VCR– Listen to vinyl records– Shoot photos on film– And you enjoy using e-mail…
Instant Conversation
How do we prepare?
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The Tangled Web: Social Media in the Arts
The Most Comprehensive Look at Social Media Use by Nonprofit Arts Organizations
Ever Conducted!
Read it!
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Study Findings• Most Orgs Use 3 Social Networks
– Facebook– Twitter– YouTube
• Facebook Most Popular (Surprised?)– (But Twitter is growing – really!)
• 20 Other Social Networks Were Mentioned!– Though none by more than 12%
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Sound Familiar?
• Facebook Pages – More Fans and Engagement– Custom URL– Multiple, Daily Updates– Landing Page– WHAT ARE YOU WAITING FOR!?
• Twitter – More Followers and Engagement– Tweet 4+ Times Per Day– Don’t Sync to Facebook
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Others • YouTube – More Subscribers and Views
– New Video More Than Once Per Week
• Yelp and Foursquare– More Engagement– Venues Claimed by Their Owner– (Hint: CLAIM YOUR SPACE!!!)
• Flicker– Mostly Used as an Archival Tool
• Blogging – More Subscribers and Comments– Posting at Least Twice Per Week– Branded URL– Overall Little Engagement
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Peer Pressure (everyone’s doing it…)
• 50% of US Residents
• People of Color Have Equal (or slightly greater usage) of Social Networks
• 40% of Internet Users Age 50+ Use Social Media Best Pic Ever!!!
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Really – BEST PIC EVER
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FACT
“If arts organizations want to reach their traditional audiences, they can find a
substantial portion of them on social networks.
If they want to build audience, it’s nearly certain they must connect with them online.”
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% of Organizations Active
• Facebook – 91%
• Twitter – 64%
• YouTube – 59%
• Yelp – 33% (Have I Lost You Yet?)
• Flickr – 30%
• Blog – 28% (Interesting)• FourSquare – 17% (Facebook Ate My FourSquare)
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Activity Per Month
Tweets – 24 (almost daily)
Flicker Photos – 20 (uneven)
Facebook Posts – 17 (about every other day)
Blog Posts – 4 (once a week)
YouTube Videos – 1 (once a month, or did you figure that out already?)
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Time to Compare Sizes
• Facebook “Likes”– How many do you have?– Median – 1,609
• Twitter Followers– How many do you have?– Median – 726
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Landing Pages!
• You can lead your inclined participants to any tab on your Page
• Create a landing page for first time visitors
• Pages that lead first time visitors to a landing page have twice the number of fans
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Landing PageYerba Buena Center for the Arts
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Landing PageYerba Buena Center for the Arts
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Yerba Buena Center for the Arts
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Twitter• 20 – 200 Million Users
– Maybe around 100M “active accounts”– Or maybe 10M…
• “I (still) don’t get it”– Ah-Ha!
• Follow 30 and 1/3 follow you back
• Lots to Learn– Terms (hashtag, retweet…)– Protocols (when to retweet, what’s a list)
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Twitter• Surprise! More Tweets = More Engagement
– Little difference between posting once a day and once per week
– Major change when up to 5 tweets per day• Why?
– Participating in industry wide conversations– Responding to tweets– Sharing links and information (about things other than your
own organization)– Little self-promotion
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Blogging• Only 152M blogs
– Is the New York Times a blog?
• Don’t stress out!!– 1 in 4 have an active blog– Average post 1 time per week– 7 “Subscribers”– 0 Comments
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Blogging• Do we keep our blog?
– Search Engine Optimization– Historical Archive– Permanent Links– Living Newsletter– Editorial Space
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Part Two: Facebook UpdatesWhat’s New?!
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Facebook StatsAverage user:• Logs in daily• Spends 55 minutes• Has 130 friends• “Likes” 7 Pages per month
Stats:• More than 3.5 billion pieces of content shared each week• Has 700 million users – doubled from one year ago• Almost 1 million businesses have active Pages• Tops Google in referring traffic• Fastest-growing demographic: women over 55 (increase
over 900% between 2009 and 2010)
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Facebook Rules
• Most Shared Content
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Pages, Groups, Profiles, Community Pages?
• Pages: Maintained by authorized representatives of a business, brand, celebrity, or organization
• Groups: Allow direct communication about a specific subject – not “official pages”
• Profiles: Are for people…
• Community Pages: Built around topics, causes or experiences
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Community Pages
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Get an Official Page
…and dump the group or profile
Why? – More than one identity is confusing– Pages have tools for businesses (ads, data,
admins, news feed, urls)– Your organization is not a person– Groups and Profiles are limited by numbers
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Profiles
Any business using a Profile is in violation of Facebook’s terms and that account
can be deleted without warning.
Lose it now or lose it later…
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Groups• Groups are changing
• Groups are small
• Pages are for branding
• Groups and Pages have much more defined roles…
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Pages vs. Groups
Pages…– your organization’s official Facebook presence – hidden administrators– data (Insights)– ads– open (can’t be closed or secret)– messaging on newsfeed– vanity urls
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Groups vs. Pages• Groups
– share things with a group of people in a private space
– default setting is closed– group chat– shared docs– all posts are shared (by email and Facebook
notification)– posts via email– collaboration not branding
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Who Wants A Group?
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Why Would You Want A Group?
• Volunteer Group
• Fundraising Group
• Board of Directors Group
• Special Committees
• “Friends of the Theatre Group”
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Groups
All groups created before 2010 will be archived and will lose all of their current
members.
Take action now and upgrade your group!
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Like Is The New Share
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Like This Post Please! (Old)
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Like This Post Please! (New)
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Like = Share
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Send Button
Get one for your events!
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Places
• Geolocation (Like FourSquare)
• Tag Friends
• Push Notifications
• Easy to “Like” on the go
• Track Check-Ins
• Not just “places” – Events too!
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Questions
• Market Research
• Crowdsource
• Engage
• Transparency
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Facial Recognition
• Semi-automating the photo-tagging
• Just being rolled out
• Easier to tag people
• But…– 700M Members– 200M Photos x Day– 90B On FB now!
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“Imagine, a world in which someone can simply take a photo of you on the street, in a crowd, or with a telephoto lens, and discover everything about
you on the internet.” – PC World
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Opt Out?
• Account in the upper right corner of your profile
• Choose Account Settings
• Click on Manage in the Privacy field
• Bottom of page, Customize Settings
• Suggest photos of me to friends
• Edit Settings and turn the feature to Disabled
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Edge Rank• Affinity
– Interaction and relationship– How often a someone interacts or view a Page or Posts
• Weight – Photos – Videos– Links– Status Updates– Manual posts > Apps
• Time– New is good– Popular content stays fresh longer
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Part Three: Best PracticesIdeas and Cool Stuff
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QR Codes• Quick Response Code
– Matrix Barcode– Readable by Smart Phones– High-Speed Decode– Common in Japan– Become Conspicuous In US– Use
• Two-Dimensional – Posters, Billboards, Print Advertisements, Business Cards, Tickets, Programs…
• High-Speed Information Retrieval • Interactive Marketing
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QR Your Theatre…
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QR Your Theatre…
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QR Your Theatre…
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Google Goggles
• QR Code is Embedded
• Scan the Image for Information
• Marketing Scavenger Hunts!
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Targeted Online Advertising• Online Advertising More Effective
– More People Online– More Content Online– Smart Cookies
• Tracking device • That’s how websites know who you are…• Google, Yahoo, Hotmail, Facebook know your
name, sex, birth date, interests, hobbies, what you read, where you live, what you eat, where you bank, if you have Netflix, if you have pets, if you live alone….
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Kickstarter = Crowdsourcing
The Colonel Mustard Amateur Attic Theatre Company in Lincoln, Nebraska
X-Files: The Musical– Asked - $1500
– Raised - $4,108– Total backers - 135
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