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?

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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

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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

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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

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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