Social Media Doesn’t Sell Tickets
2012 Ticketing Professionals ConferenceMelbourne, Australia
#TixProf
@threespot www.24UsableHours.com @devonvsmith
social media isn’t adver0sing
social media isn’t the home
shopping network
social media isn’t
a coupon
so what is social media?
why does Virgin Australia like social media?
why does Coca Cola like social media?
why does network
television like social media?
10
why does Starbucks like social media?
so what about the arts?
We have crea0ve content
We’ve built personal rela0onships
We are natural storytellers
Great!
So we’re done here, right?
Everything will be interac0ve
Everything will be just a click (touch) away
Everyone will be a
content creator
There are no rules in social media
But you should be providing
unique value to a
unique audience on each plaDorm
Ok, fine...but we really need to sell 0ckets
Then let’s talk ROI
What do we measure?
1. Motivate2. Learn3. Decide
Why do we measure?
When you see this
Do you stop in your tracks to buy a 0cket?
what drives traffic to your website?
posters displayed in different
neighborhoods!
a customer’s lifetime value!
newspaper advertising!
in-kind sponsorships!
concessions or merchandise by
item!
subscription campaigns (by
hour)!
press release!
email (by word count)!
number of staff at your box
office!
docents greeting
your visitors!
annual gala (including staff
time)!
post show discussions!
staying open for 1 additional hour!
benefits offered to your staff!
co-productions (including staff
time)!
Do you measure the ROI of...
What’s your sales goal?
• Increase demand (people or frequency)
• Increase loyalty• Increase willingness to pay• Move along purchasing funnel
• Decrease acquisi0on or maintenance costs
Customer 1 Customer 2Spends $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: $175
Customer Life9me Value
Social Media Fan
Why is social media valuable?
If your social media fans will
•Recommend you to their friends
•Like your brand more
•Be more influenced by (cheap!) social media than tradi=onal media
•Spend more
•Stay with you longer
PS: these are all goals you can measure
what you measure ma/ers
But there’s no secret formula
h/p://bit.ly/100ways
think about micro conversions
li/le steps along a path to a big goal
Measurement Strategy
32
1.Address a real problem2.Have a meaningful goal3.Test several op=ons4.Track what you do, and what the results are5.Simplify your metrics to a single dashboard
33
the
MYTH of the perfect
measurement tool
What are you looking for in Facebook Insights?
Look for spikes
Look for outliers
Look for engagement
Look for influencers
How can you measure TwiLer?
raw data people contenttiming
How to measure a TwiLer campaign?
coming soon from TwiLer.com?
Gives you some measure of impressions
How similar are these demographics to your audience?
What to measure in YouTube AnalyNcs
How to measure Tumblr
10 Tips for Social Media
In the beginning, focus on just 1 network
Facebook, 950
YouTube, 880
Twitter, 400
Tumblr, 120
Google+, 100LinkedIn, 90
Instagram, 15
Pinterest, 10
43
Build rela0onships, not one night stands
Ask ques0ons
Post signage
But Make It
Easy
Follow the eyeballs
Get to know the science behind social algorithms
!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
Post as oWen as your audience reads
Facebook TwiLer
!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
On YouTube, frequency competes with quality
!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
Don’t duplicate content across channels
Spend your 0me wisely
ListenPost & Respond
MeasureLearn about social
Create Report Total
Daily
Weekly
Monthly
10 min. scan Google alerts & social menNon
20 min. post FB update, respond to public menNons
30 min.
30 min. Pick 3 metrics, save them in excel doc
30 min.Scan your Google Reader feed
3.5 hrs.
10 hrs.Edit YouTube video & upload
3 hrs.Summarize findings, decide what to change, report
27 hrs.
Let’s assume you have a Facebook Page updated daily & YouTube channel updated monthly
53
My most important secret
Listen more than you Talk
1 Minute Case Studies
Tweet Seats
57
User Generated Content
58
Empower Your Audience
59
Social Media as
Social Proof
Social Proof
61
Social Sharing Bu_ons
Social Commerce
Open Graph Facebook Apps
64
Social Buying
65
Social Media Fundraising
66
Social Broadcas0ng
Social Recommenda0ons
+
Social Recommenda0ons via Collaborators
Social Add Ons to the Ticke0ng Experience
Social Rela0onship Management
Social Adver9sing
71
72
Social Mediaas a
listening tool
73
Social Media as Performance Art
74
The Power of Social Data
Ques0ons?
@threespot www.24UsableHours.com @devonvsmith
Appendix: More Digital Case Studies
77
Arts Start Ups Inspired by Social Media
Rethinking the Ticket
Post-‐purchase social sharing is
more effecNve than
pre-‐purchase sharing
80
Empower Guest Ar9sts
81
Websites as Content
Art as iPad app