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Social Media 2011
Get Up To Speed!Shane D. Hudson
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AGENDA
Part One: Review and OverviewTrends and Numbers
Part Two: New and ImprovedFacebook & Twitter
Updates
Part Three: Best PracticesIdeas and Cool Stuff
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Part One: Review and OverviewTrends and Numbers
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What Sells a Ticket?
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Youngins
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Review and Overview• 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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Why Social Media
• Patrons Engaged Through Social Media– Like you more– Pay more attention to you– Spend more on you– Talk about you more– Recommend you to others– Cost less to acquire– Stick with you longer
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And It’s Not All Marketing
• Creation of Art• Networking• Feedback• Crowd Sourcing• Customer Service• Fundraising• Friendraising• Issues and Advocacy• Human Resources
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Most Media is Social
• Social sites are frequent destination for nearly three-quarters of Internet users
• Watching television #1
• Facebook next most common media destination
• Social media games as popular as reading print newspapers.
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Digital Word-of-Mouth Social destinations important for information about a
potential purchase.
92% use Internet Searches
52% use blogs
46% use “User Generated” Information
34% use Message Boards
26% use Social Networks
20% use Magazines
12% use TV
10% use Print Newspapers
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Listen, Engage and Respond
Blogs, review sites, Facebook & Twitter are vital to making purchasing decisions
Set up listening posts
Communicate with bloggers and “influencers”
Create opportunities for fans to engage
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Older Than You Think
• 64% of Twitter’s users are aged 35 or older
• 61% of Facebooks’s users are aged 35 or older
• But 18-35 are on more often
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So We Use Social Media to Attract Young People… Right?
“Don’t waste your time trying to figure out how to get a young audience to see The
Music Man. If you want a young audience, don’t f*#@ing do The Music Man.”
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Arts Participation Audience 2.0
Technology is not going to be the downfall of the arts
Technology provides a new outlet for people to experience the arts
Participation in the arts through electronic & digital media spurs participation
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Part Two: New and ImprovedFacebook and Twitter
Updates
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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 600 million users – doubled from one year ago• More than 700,000 local businesses have active Pages• Tops Google in referring traffic• Fastest-growing demographic: women over 55 (increase
over 900% between 2009 and 2010)
WHAT?!
• “In 17 countries around the world, more than 30% of all citizens – not Internet users but citizens – are on Facebook.”– Norway, 46%– Canada, 42%– UK, 40%– Israel, 32.5%– Iceland, 53%
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More Posts = More Engagement
– Post at least once a day, but not necessarily more
– Ask Questions– Share News/Trends– Don’t Just Sell– Also, more posts =
more fans!
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Open Graph
"We're building toward a web where the default is social”
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Open GraphA platform that allows sites to share information about users.
Tailors offers, features and services to individual interests and tastes — even if that individual has never visited the site before.
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Facebook “Likey-Likey”
• No more “Fans”
• “Like” is the new “Fan”
• Use the “Like” button across the web (See Open Graph)
• 50% increase in referral traffic
Like Is The New Share
Wait!!
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Like This Post Please! (Old)
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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Groups, Official Pages, Community Pages? What the…?
• Community Pages: Built around topics, causes or experiences
• Official Pages: Maintained by authorized representatives of a business, brand, celebrity, or organization
• Groups: • Allow direct communication
about a specific subject – not “official pages” *** UPDATE!!!
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Community Pages
GROUPS UPDATE!!!
• New Groups• Simple way to stay up to date with small
groups of your friends and to share things with only them in a private space.
• The default setting is Closed• GROUP CHAT!!!• Shared Docs• All posts are shared• Posts via email• Collaboration not branding
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Groups VS. Pages
Get an Official Page… and dump the group (except for special needs) or profile.
Why? – More than one identity is confusing
– Pages have tools for businesses (ads, data, admins, newsfeed)
– Your organization is an organization… not a person
– Groups and Profiles are limited by numbers
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Add a Tab or Two
• Review Tabs• Welcome Tabs• Email Tabs • Static Images• Polls and Vote Tabs• Applications for
Anything Else You Can Think Of
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Make a Good First Impression• Where do you really want someone meeting you for the
first time to land?
– Your wall?– Your basic info tab?– A special offer or
welcome?
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Landing Page
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Shop!
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Static Images
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Club La Cage
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Tickets
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Review Tab
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Welcome
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Welcome
Places
• Geolocation (Like ForuSquare)
• Tag Friends
• Push Notifications
• Easy to “Like” on the go
• Not just “places” – Events too!
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Twitter Trends
• Twitter now has 75m user accounts
• Only around 15m are “active users”
• Average tweets per day is over 27.3 million
• Twitter will process almost 10bn tweets this year
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Twitter Is (Kinda) Everywhere
• 87% have heard of Twitter• Only 7% use Twitter• Twitter users are 3 times more likely to follow
brands than Facebook users• Brand Interaction is a major part of life on
Twitter – 42% learn about products and services – 41% provide opinions about products/services– 19% seek customer support
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Twitter is Disproportionately Popular with African-Americans
• 25% of Twitter
users are African-Americans (approximately double the U.S. population).
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Yeah, I Still Don’t Get It…• What can Twitter help you do?
– Connect to your current audience– Deepen experiences by giving “insider
information”– Get instant feedback– Provide customer service– Show some personality– Make friends!
It’s viral word-of-mouth!
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Thanks Devon Smith!
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Lists Are In• Lists as a way of organizing your followers• Lists as a form of recommendation• Lists as a way of measuring influence• You can also follow other people’s lists
without following each person on that list.
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There are Tweets In My Google!
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Social Circle
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Part Three: Best PracticesIdeas and Cool Stuff
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Best Practices and Cool Stuff
Devon Smith has several great Social Media in Theatre Presentations
www.devonvsmith.com
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Create A Scene
http://nctc.typepad.com/blog/2010/06/flash-mob-for-theatre.html
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Share Your Story
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Twitter Performance
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Royal Shakespeare Company
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Ovation TV Broadway Plot
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• Christine hears voice; Angel of Music? No, just ugly Erik. He snatches her; relents after kissyskissy. They cry. He dies.
• The Sound of Music: There are nuns. And Nazis. And some mountains.
• TITANIC: The unsinkable happens.
• Wrongly accused ex-convict seeks both revenge and his long-lost family. Step off, you love-starved pie mistress.
• Tony knows something’s coming. Riff plays it cool. Maria feels pretty. Anita lies. Tony dies
• Poor Argentinean girl uses her wit, guile, and sex appeal to ascend through the class systems eventually becoming the First Lady.
#BWAYPLOT
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RememberThese are just tools
Use a multi-platform approach
Pay attention to what others are doing
Set Goals
Engage
Next Time… QR Codes!
