nctc social media 2012
TRANSCRIPT
Shane D. HudsonJuly, 2012 – NCTC Producing Gathering
The Future of Engagement: Social Media and
Your Audience
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AGENDA
Part One: What is Social Media
Part Two: Facts and Figures
Part Three: Always Something New
Facebook and Pinterest
Part Four: Best (Mostly Facebook) Practices
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What Sells a Ticket?
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Try The 4 E’s
Experience
Everyplace
Exchange
Evangelism
Who Do You Trust?
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Peer Recommendations
How Do You Measure Success?
• Measurement isn’t easy
• Try, try, try and fail… then learn and try again
• Not everything can be measured– How do you measure word of mouth?– How do you measure flyers in coffee shops?– How do you measure outreach
efforts?
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So What Are We Doing Wrong?• Focus on one platform at a time• Build long-term, meaningful relationships• Be Personable• Listen and respond, don’t be a bullhorn• Use the analytic tools available• Track your progress• Know that even the big brands have difficulty
with actual engagement • Understand social algorithms
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Edge Rank
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Show In News Feed
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Part 2: Facts and Figures
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Measuring Up
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Resources
Strategy
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How Much Staff Time?
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The Numbers
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What’s The Value
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Part Three: Always Something New
Why Facebook Still Matters
• Size Matters: – 1 Billion Users (Growing internationally)– Will Double in a Few Years
• King Data:– Most Powerful Repository of Data… Ever
• Social Animals:– People Gather in Groups of Several
Hundred– Social Connectivity Sets Us Apart
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Timeline
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• Cover Images• Receive Messages• Most Recent Activity• Pin Stories to the Top of Page for 7 Days• Milestones
Cover Images
• Soft Sell
• Tell a Story
• Rotate Images
• Coordinate Images
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Timeline for Mobile!
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Messaging
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Messaging
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Pin Posts
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Highlight Posts
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Voice
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Insights
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Activity Log
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New Admin Roles
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New Tools
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Timeline• Landing tabs are gone…
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Timeline• But new tabs/apps are being built…
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Featured Likes
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Featured Likes
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Featured Likes
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Reposition Pictures
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Reposition Pictures
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Ads - Reach Generator
• New type of advertising
• Fixed fee based on number of fans
• Guarantee to reach 75% of fans
• Most posts only reach 16%
• Currently rolling out
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Ads – Promote Posts
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So What’s The Bottom Line?
• Run Several Campaigns
• Mix Your Messaging
• Target The Right People
• Know What You Are Selling
• Use Peer Pressure - FOF
• Beware of ROI
• New Fans Are Going to Cost $1 Each
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How To Use Pinterest?
• Promote Your Blog
• Tell a story
• Cross engage
• Be useful and interesting
• Repin!
• Let others repin for you
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Peter and the Starcatcher
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Peter and the Starcatcher
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Peter and the Starcatcher
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Peter and the Starcatcher
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Peter and the Starcatcher
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Bonobos – Easter Eggs
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Theatre Charlotte Pinterest
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Mash-Up
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Part Four: Best (Mostly Facebook) Practices
Best Practices For Brands• Timeline Loves Images
• Use That Cover Image
• Look At Insights
• Pin Your Posts
• Arrange Your Apps
• Try Some Ads
• Run Contests
• Use Milestones
• Embrace Your Fans 56
Reach More Fans!
• Know Your Audience
• Be Brief, Be Topical
• Keep Up The Content
• Engage
• Turn Friends of Friends into Fans
• Now a few examples…
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Spread the Likes
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Use All Your Tools
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Abe Lincoln Vampire Hunter
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Art Contest
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Artist Of The Week
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Tim Burton – Guest Judge
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Yale School of Drama
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Tennessee Rep
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Roundabout
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Roundabout
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Roundabout
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Roundabout
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Roundabout
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Roundabout
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Offerpop
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Bella’s
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Bella’s
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Bella’s
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Bella’s
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Woobox
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Oreo
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Oreo
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NCTC
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NCTC
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NCTC
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NCTC
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NCTC
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Sit With Your Friends
“Live events are inherently social, says (TicketMaster) CEO Nathan Hubbard.
Buying tickets should be, too.”
BANANAS!
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Google Glasses
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