Social Media Doesn't Sell Tickets - NARPACA Conference
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Ticketing Professionals Conference 2012 in Melbourne, Australia.
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Social Media Doesn't Sell Tickets - NARPACA Conference
- 1. Social Media Doesn’t Sell Tickets 2012 Ticketing Professionals Conference Melbourne, Australia #TixProf
- 2. @threespot www.24UsableHours.com @devonvsmith
- 3. social media isn’t adver0sing
- 4. social media isn’t the home shopping network
- 5. social media isn’t a coupon
- 6. so what is social media?
- 7. why does Virgin Australia like social media?
- 8. why does Coca Cola like social media?
- 9. why does network television like social media?
- 10. why does Starbucks like social media? 10
- 11. so what about the arts?
- 12. We have crea0ve content
- 13. We’ve built personal rela0onships
- 14. We are natural storytellers
- 15. Great! So we’re done here, right?
- 16. Everything will be interac0ve
- 17. Everything will be just a click (touch) away
- 18. Everyone will be a content creator
- 19. There are no rules in social media
- 20. But you should be providing unique value to a unique audience on each plaDorm
- 21. Ok, fine...but we really need to sell 0ckets
- 22. Then let’s talk ROI
- 23. What do we measure?
- 24. Why do we measure? 1. Motivate 2. Learn 3. Decide
- 25. When you see this Do you stop in your tracks to buy a 0cket?
- 26. what drives traffic to your website?
- 27. Do you measure the ROI of... docents greeting staying open for 1 your post show additional hour! visitors! discussions! co-productions newspaper (including staff advertising! posters displayed time)! in different in-kind neighborhoods! sponsorships! number of staff at your box press release! office! concessions or merchandise by email (by word item! count)! subscription annual gala campaigns (by a customer’s lifetime value! benefits offered (including staff hour)! to your staff! time)!
- 28. • Increase demand (people or frequency) • Increase loyalty • Increase willingness to pay • Move along purchasing funnel • Decrease acquisi0on or maintenance costs What’s your sales goal?
- 29. Customer Life9me Value Customer 1 Customer 2 Spends $200 per year Spends $100 per year Acquisition cost: $50 Acquisition cost: $25 Maintenance costs: $15/yr Maintenance costs: $50/yr Loyalty: 5 years Loyalty: 3 years CLV: $890 CLV: $175 Social Media Fan
- 30. Why is social media valuable? If your social media fans will •Recommend you to their friends •Like your brand more •Be more influenced by (cheap!) social media than tradi=onal media •Spend more •Stay with you longer PS: these are all goals you can measure
- 31. what you measure ma/ers But there’s no secret formula h/p://bit.ly/100ways think about micro conversions li/le steps along a path to a big goal
- 32. Measurement Strategy 1.Address a real problem 2.Have a meaningful goal 3.Test several op=ons 4.Track what you do, and what the results are 5.Simplify your metrics to a single dashboard 32
- 33. the MYTH of the perfect measurement tool 33
- 34. What are you looking for in Facebook Insights?
- 35. How can you measure TwiLer? Look for outliers Look for spikes Look for influencers Look for engagement
- 36. How to measure a TwiLer campaign? raw data people timing content
- 37. coming soon from TwiLer.com?
- 38. Gives you some measure of impressions How similar are these demographics to your audience?
- 39. What to measure in YouTube AnalyNcs
- 40. How to measure Tumblr
- 41. 10 Tips for Social Media
- 42. In the beginning, focus on just 1 network Facebook, 950 YouTube, 880 Twitter, 400 Tumblr, 120 Google+, 100 LinkedIn, 90 Instagram, 15 Pinterest, 10
- 43. Build rela0onships, not one night stands 43
- 44. Ask ques0ons
- 45. Post signage
- 46. But Make It Easy
- 48. Get to know the science behind social algorithms
- 49. Post as oWen as your audience reads Facebook TwiLer !"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
- 50. On YouTube, frequency competes with quality !"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
- 51. Don’t duplicate content across channels !"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
- 52. Spend your 0me wisely Let’s assume you have a Facebook Page updated daily & YouTube channel updated monthly Learn Post & Listen Measure about Create Report Total Respond social 20 min. 10 min. post FB scan Google update, Daily 30 min. alerts & social respond to menNon public menNons 30 min. 30 min. Pick 3 metrics, Scan your Weekly save them in Google Reader 3.5 hrs. excel doc feed 3 hrs. 10 hrs. Summarize Monthly Edit YouTube findings, 27 hrs. video & upload decide what to change, report
- 53. My most important secret 53
- 54. Listen more than you Talk
- 55. 1 Minute Case Studies
- 56. Tweet Seats
- 57. User Generated Content 57
- 58. Empower Your Audience 58
- 59. Social Media as Social Proof 59
- 60. Social Proof
- 61. Social Sharing Bu_ons 61
- 62. Social Commerce
- 63. Open Graph Facebook Apps
- 64. Social Buying 64
- 65. Social Media Fundraising 65
- 66. Social Broadcas0ng 66
- 68. Social Recommenda0ons via Collaborators +
- 69. Social Add Ons to the Ticke0ng Experience
- 71. Social Adver9sing 71
- 72. Social Media as a listening tool 72
- 73. Social Media as Performance Art 73
- 74. The Power of Social Data 74
- 75. Ques0ons? @threespot www.24UsableHours.com @devonvsmith
- 76. Appendix: More Digital Case Studies
- 77. Arts Start Ups Inspired by Social Media 77
- 79. Post-‐purchase social sharing is more effecNve than pre-‐purchase sharing
- 80. Empower Guest Ar9sts 80
- 81. Websites as Content 81
- 82. Art as iPad app