Join presenter Devon Smith to learn how arts administrators can take concrete steps to build more meaningful relationships with their audience, donors, colleagues and other important constituents. What does it mean to frame a robust media strategy? Once you've started experimenting, how do you know when you've hit upon something that works? If you’ve only got 10 minutes a day, how do you prioritize? How can you measure success?
46. strategy
1. Address a real problem
2. Have a meaningful goal
3. Test several op5ons
4. Track what you do, and what the results are
5. Be yourself, not your brand
6. Adapt your content for different plaaorms
7. It’s okay to repeat
8. Simplify your metrics to a single dashboard
9
56. what you measure ma3ers
But there’s no secret formula
h3p://bit.ly/100ways
think about micro conversions
li3le steps along a path to a big goal
13
57. what you measure ma3ers
But there’s no secret formula
h3p://bit.ly/100ways
think about micro conversions
li3le steps along a path to a big goal
problem. goal. tacBc. metric.
13
58. what you measure ma3ers
But there’s no secret formula
h3p://bit.ly/100ways
think about micro conversions
li3le steps along a path to a big goal
problem. goal. tacBc. metric.
13
86. 150 million US users on Facebook
I’m more ethnically and
geographically diverse, older,
and engaged online than you
might think.
Average user
•Logs in daily
•Spends 55 minutes
•Has 130 friends
•Creates 70 pieces of
content each month
•Like 7 pages per month
22
107. case study of Kansas City Rep
Asking ques5ons
Fans comment more on Fans “like” twice as
genera5ons highest
administra5ve‐related oqen as commen5ng
levels of user
posts than ar5s5c posts on a wall post
engagement
32
108. case study of Kansas City Rep
Asking ques5ons
Fans comment more on Fans “like” twice as
genera5ons highest
administra5ve‐related oqen as commen5ng
levels of user
posts than ar5s5c posts on a wall post
engagement
24% of engaged fans
are students; they
engage less frequently
than non‐students
32
109. case study of Kansas City Rep
Asking ques5ons
Fans comment more on Fans “like” twice as
genera5ons highest
administra5ve‐related oqen as commen5ng
levels of user
posts than ar5s5c posts on a wall post
engagement
24% of engaged fans 70% of engaged fans
are students; they are women, but men
engage less frequently comment more
than non‐students frequently
32
122. 60 million US users
I’m probably less
knowledgeable
Average user
about “this whole
•5 followers Twiuer thing” than
•Has tweeted < 10 5mes you might think
•Is in their 30s
•Has a college degree
43
136. case study of American Rep
Asking ques5ons Number of followers is
generates highest level best predictor of high
of user engagement engagement
49
137. case study of American Rep
Asking ques5ons Number of followers is A theatre’s followers
generates highest level best predictor of high are oqen geographically
of user engagement engagement diverse
49
138. case study of American Rep
Asking ques5ons Number of followers is A theatre’s followers
generates highest level best predictor of high are oqen geographically
of user engagement engagement diverse
You can use Twiuer for
more than just
marke5ng
49
139. case study of American Rep
Asking ques5ons Number of followers is A theatre’s followers
generates highest level best predictor of high are oqen geographically
of user engagement engagement diverse
Users will casually
You can use Twiuer for
men5on your theatre
more than just
as oqen as they speak
marke5ng
directly to you
49
143. so?
• Search for men5ons of your brand name, shows you’re
producing, local compe5tors, topics you’re interested in
• Make friends with others in your area twee5ng (cri5cs,
organiza5ons, local arts agency, local poli5cians, etc).
51
144. so?
• Search for men5ons of your brand name, shows you’re
producing, local compe5tors, topics you’re interested in
• Make friends with others in your area twee5ng (cri5cs,
organiza5ons, local arts agency, local poli5cians, etc).
• Consider: Twiuer contests, tweet seats, twiuer fic5on,
seeking out new followers, responding to everyone, linking to
your other content, custom backgrounds.
51
145. so?
• Search for men5ons of your brand name, shows you’re
producing, local compe5tors, topics you’re interested in
• Make friends with others in your area twee5ng (cri5cs,
organiza5ons, local arts agency, local poli5cians, etc).
• Consider: Twiuer contests, tweet seats, twiuer fic5on,
seeking out new followers, responding to everyone, linking to
your other content, custom backgrounds.
• Twiuer as CRM: make (private) lists of users. Segment
followers by type.
51
146. so?
• Search for men5ons of your brand name, shows you’re
producing, local compe5tors, topics you’re interested in
• Make friends with others in your area twee5ng (cri5cs,
organiza5ons, local arts agency, local poli5cians, etc).
• Consider: Twiuer contests, tweet seats, twiuer fic5on,
seeking out new followers, responding to everyone, linking to
your other content, custom backgrounds.
• Twiuer as CRM: make (private) lists of users. Segment
followers by type.
• Track your data in real 5me.
51
161. Viewers engage on Findings from 2 Case Studies
a “per video” basis
57
162. Viewers engage on Findings from 2 Case Studies
a “per video” basis
Men 45‐54 are
largest
demographic
57
163. Viewers engage on Findings from 2 Case Studies
a “per video” basis
Men 45‐54 are
largest
demographic
Related videos are
top referral source
57
164. Viewers engage on Findings from 2 Case Studies
a “per video” basis
Men 45‐54 are
largest
demographic
Related videos are
top referral source
80% of views occur
more than 2
months aqer
57
172. 3 million users
1.5 years old
Data from September, 2010; 76 LORT theatres
65
173. 3 million users
1.5 years old
Foursquare tripled
in size in past 6
months
Data from September, 2010; 76 LORT theatres
65
174. 3 million users
1.5 years old
Foursquare tripled Evidence of high
in size in past 6 engagement
months among users &
Data from September, 2010; 76 LORT theatres
65
175. 3 million users
1.5 years old
Foursquare tripled Evidence of high Tips, tags, and
in size in past 6 engagement categories don’t
months among users & seem to mauer
Data from September, 2010; 76 LORT theatres
65
176. 3 million users
1.5 years old
Foursquare tripled Evidence of high Tips, tags, and
in size in past 6 engagement categories don’t
months among users & seem to mauer
Having a special
isn’t enough to
drive check ins
Data from September, 2010; 76 LORT theatres
65
177. 3 million users
1.5 years old
Foursquare tripled Evidence of high Tips, tags, and
in size in past 6 engagement categories don’t
months among users & seem to mauer
Having a special
isn’t enough to Longevity mauers
drive check ins
Data from September, 2010; 76 LORT theatres
65
193. blogs
25% of TCG theatre websites link to a blog
2009 renewed interest (LORT)
On average post 3 5mes each month
Most popular: different author for every post
Good News:
•Archive of your history
•Permanent link to send informa5on
•Thought leadership in the field
•Schools/universi5es—student/intern life
•Value of SEO/recency to your website
75
194. blogs
25% of TCG theatre websites link to a blog
2009 renewed interest (LORT)
On average post 3 5mes each month
Most popular: different author for every post
Bad news:
•Very liule engagement
•Lots of effort
•Unclear readership
Good News:
•Archive of your history
•Permanent link to send informa5on
•Thought leadership in the field
•Schools/universi5es—student/intern life
•Value of SEO/recency to your website
75
201. if your reputa5on is at stake,
should you trust an intern?
Think about
•Fit between who’s speaking & the plaaorm
•How to educate the staff about how to use it
•Staff engagement as a measure of success
•Social media policy for personal use
77
204. so what are your choices?
MarkeBng/CommunicaBons ArBsBc
•Marke5ng Associate (3) Mostly by Literary Manager
•Communica5ons Manager (2) Some5mes by Execu5ve Director
•Marke5ng Manager (2) Co‐Ar5s5c Director
•Marke5ng Director (2) Associate Ar5s5c Director and Producer
•Marke5ng Coordinator (2) Ar5s5c Fellow
•Associate Marke5ng Director Ar5s5c Associate typically tweets
•Communica5ons Associate Ar5s5c Director
•Director of Communica5ons and Marke5ng Producing Ar5s5c Director
•Marke5ng dude Associate Director
•Marke5ng mavens
•Director of Community Engagement
•Marke5ng Intern
•New Media Manager
•Marke5ng Assistant
•Audience Development Associate
•Public Rela5ons Manager
•Marke5ng and Development Associate
•Interac5ve Media Manager and Marke5ng Assistant
•Director of Marke5ng and Internet Services Manager
and Assistant Director of Development
•Marke5ng department
78
205. so what are your choices?
MarkeBng/CommunicaBons ArBsBc
•Marke5ng Associate (3) Mostly by Literary Manager
•Communica5ons Manager (2) Some5mes by Execu5ve Director
•Marke5ng Manager (2) Co‐Ar5s5c Director
•Marke5ng Director (2) Associate Ar5s5c Director and Producer
•Marke5ng Coordinator (2) Ar5s5c Fellow
•Associate Marke5ng Director Ar5s5c Associate typically tweets
•Communica5ons Associate Ar5s5c Director
•Director of Communica5ons and Marke5ng Producing Ar5s5c Director
•Marke5ng dude Associate Director
•Marke5ng mavens
•Director of Community Engagement
•Marke5ng Intern
•New Media Manager
•Marke5ng Assistant
•Audience Development Associate Other
•Public Rela5ons Manager Managing Director (2)
•Marke5ng and Development Associate Educa5on Administrator
•Interac5ve Media Manager and Marke5ng Assistant Resident Produc5on Stage Manager
•Director of Marke5ng and Internet Services Manager
and Assistant Director of Development
•Marke5ng department
78
208. social media guidelines
Organiza5onal goals
Personal versus professional use
hup://socialmediagovernance.com
79
209. social media guidelines
Organiza5onal goals
Personal versus professional use
Full disclosure
hup://socialmediagovernance.com
79
210. social media guidelines
Organiza5onal goals
Personal versus professional use
Full disclosure
Content approval process
hup://socialmediagovernance.com
79
211. social media guidelines
Organiza5onal goals
Personal versus professional use
Full disclosure
Content approval process
Author approval process
hup://socialmediagovernance.com
79
212. social media guidelines
Organiza5onal goals
Personal versus professional use
Full disclosure
Content approval process
Author approval process
Transparency versus privacy
hup://socialmediagovernance.com
79
213. social media guidelines
Organiza5onal goals
Personal versus professional use
Full disclosure
Content approval process
Author approval process
Transparency versus privacy
Community management
hup://socialmediagovernance.com
79
214. social media guidelines
Organiza5onal goals
Personal versus professional use
Full disclosure
Content approval process
Author approval process
Transparency versus privacy
Community management
Shared usernames & passwords
hup://socialmediagovernance.com
79
215. social media guidelines
Organiza5onal goals
Personal versus professional use
Full disclosure
Content approval process
Author approval process
Transparency versus privacy
Community management
Shared usernames & passwords
Copyright issues
hup://socialmediagovernance.com
79
216. social media guidelines
Organiza5onal goals
Personal versus professional use
Full disclosure
Content approval process
Author approval process
Transparency versus privacy
Community management
Shared usernames & passwords
Copyright issues
Style guide
hup://socialmediagovernance.com
79
217. social media guidelines
Organiza5onal goals
Personal versus professional use
Full disclosure
Content approval process
Author approval process
Transparency versus privacy
Community management
Shared usernames & passwords
Copyright issues
Style guide
E5queue
hup://socialmediagovernance.com
79
218. social media guidelines
Organiza5onal goals
Personal versus professional use
Full disclosure
Content approval process
Author approval process
Transparency versus privacy
Community management
Shared usernames & passwords
Copyright issues
Style guide
E5queue
Professional development opportuni5es
hup://socialmediagovernance.com
79
237. but what if?
People say bad things about us
They already are.
Be more in control of the conversa5on around your brand
82
238. but what if?
People say bad things about us
They already are.
Be more in control of the conversa5on around your brand
Social Media is just a fad
82
239. but what if?
People say bad things about us
They already are.
Be more in control of the conversa5on around your brand
Social Media is just a fad
Plaaorms may come and go.
82
240. but what if?
People say bad things about us
They already are.
Be more in control of the conversa5on around your brand
Social Media is just a fad
Plaaorms may come and go.
The best way to be prepared is to (thoughaully) experiment on the current one.
82
241. but what if?
People say bad things about us
They already are.
Be more in control of the conversa5on around your brand
Social Media is just a fad
Plaaorms may come and go.
The best way to be prepared is to (thoughaully) experiment on the current one.
It won’t sell 5ckets
82
242. but what if?
People say bad things about us
They already are.
Be more in control of the conversa5on around your brand
Social Media is just a fad
Plaaorms may come and go.
The best way to be prepared is to (thoughaully) experiment on the current one.
It won’t sell 5ckets
Build rela5onships with your fans.
82
243. but what if?
People say bad things about us
They already are.
Be more in control of the conversa5on around your brand
Social Media is just a fad
Plaaorms may come and go.
The best way to be prepared is to (thoughaully) experiment on the current one.
It won’t sell 5ckets
Build rela5onships with your fans.
Unlike tradi5onal marke5ng, there is value in social media beyond the message.
82
244. but what if?
People say bad things about us
They already are.
Be more in control of the conversa5on around your brand
Social Media is just a fad
Plaaorms may come and go.
The best way to be prepared is to (thoughaully) experiment on the current one.
It won’t sell 5ckets
Build rela5onships with your fans.
Unlike tradi5onal marke5ng, there is value in social media beyond the message.
It takes too much 5me
82
245. but what if?
People say bad things about us
They already are.
Be more in control of the conversa5on around your brand
Social Media is just a fad
Plaaorms may come and go.
The best way to be prepared is to (thoughaully) experiment on the current one.
It won’t sell 5ckets
Build rela5onships with your fans.
Unlike tradi5onal marke5ng, there is value in social media beyond the message.
It takes too much 5me
Once you get the hang of it, it doesn’t.
82
246. but what if?
People say bad things about us
They already are.
Be more in control of the conversa5on around your brand
Social Media is just a fad
Plaaorms may come and go.
The best way to be prepared is to (thoughaully) experiment on the current one.
It won’t sell 5ckets
Build rela5onships with your fans.
Unlike tradi5onal marke5ng, there is value in social media beyond the message.
It takes too much 5me
Once you get the hang of it, it doesn’t.
Cheaper than most other marke5ng efforts.
82