Creating a Social Media Strategy Plan

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Creating a Social Media

Strategy Plan

Who am I?

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devonvsmith

24 Usable Hours: a lot of powerpoint & analy=cs Blogs: technology, web design, marke=ngFacebook: born in Texas, 2 bachelors from University of Washington; 2 masters from Yale YouTube: funny videos for friends’ birthdaysTwiKer: social media, arts, social entrepreneurship, innova=on Flickr: travel the world

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the plan

let’s talk strategythe big 3smaller playersdigital adver=singsocial media fundraisingstaffing for social mediawhat the future holdsQ&A!

120 minutes

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social media doesn’t sell =ckets

5I hate to break it to you

these sell =ckets

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your website

customer service by your box office

artistic content

your direct mail campaigns

Art sells. How you convert interest to a =cket sale is via your website, box office, and direct mail

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so why bother?

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•Cost less to acquire

PS: these are all goals you can measure

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and outside the marke=ng office

•Customer Service•Crowdsourcing Solu=ons• Fundraising•Making Art•Professional Networking• Thought Leadership

Important to recognize social media’s use outsideAnswering ques=onsAsking ques=onsmobile dona=ons-‐Allie?Brand Fic=onInstant access to every other theatreImpact on your brand a`er being viewed as “social media savvy”

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. Be yourself, not your brand6. Adapt your content for different plaPorms7. It’s okay to repeat8. Simplify your metrics to a single dashboard

If you get nothing else out of this, know these 8 things

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also

spend more =me listening

than talking

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ROI

ROI doesn’t make senseInvestment-‐social media is cheap (though can feel =me consuming in the beginning)Return-‐you’re a nonprofit, beKer to think of audience (cons=tuent) development. On-‐compared to what other marke=ng?

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build rela=onships, not one night stands*

•Ticket buyers•Local businesses•Other theatres•Current employees•Poten=al employees•Ar=sts•Alumni•Vendors•Funders•Local residents•Curious onlookers*but it’s okay to be a liKle promiscuous

There’s a lot of people to build rela=onships with

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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

problem. goal. tac?c. metric.Measurement. This is the hardest to cover in a 1 minute ppt slide. You have to learn what works for you.

so now we need a PLAN

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Watch

DecidePlan

Execute

Watch

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Dis=nguishing features of your

org

Challenges your org is facing Digital Media

Audit

Industry Scan

•What are 5 key features that dis=nguish your organiza=on from others? Don’t lose these. Capitalize on them during your campaign.•What are 3 challenges your organiza=on is facing right now? Simplify, specify, sexy•Do an industry scan: what are your compe=tors doing (and accomplishing!) online? •Give yourself a digital media audit: what are you doing (and accomplishing!) online?

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Decide

Goal Tac=c

Tool Metric

Strategy:•Determine 1 goal to address each of the challenges your organiza=on is facing right now•Select 3 ways you’re going to reach each of those goals•Choose the social media tool that fits best•Decide which metrics will help you track progress towards your goal

Plan

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Timeline Budget Staffing Risks

People Tasks

Execute

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Report

Adapt

Report regularly on progress towards goalGive it a bit of =me, but change tac=cs if they’re not workingCheck back in with the Think & Look stage

Whew!

19are you tired?

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I just wanna sell =ckets

where do I begin?

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Build a community

Give yourself a home base

Establish yourself as a leader

Show what you can do

you donʼt have to do everything at once.get comfortable with 1 platform before moving on to the next

Give yourself a Home

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1. Landing page2. Call to ac>on3. Conversions4. U>lity 5. Social 6. Aesthe>cs

website designLanding-‐not everyone will enter through your homepageAc=on-‐What do you want people to doConversion-‐how many of them take ac=onU=lity: Search/Architecture: top 4-‐buy =ckets, donate, about us, contactSocial (icons, newsleKer)Aesthe=cs-‐ar=sts have high expecta=ons

What do you see first?

24Call to action--choose 1

Search Engine Op=miza=on

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scary phrase, simple concept

TitlesKey wordsLinksFresh contentMeta tags

Remember to google yourself. Know organic keyword referrals and linksSEOMoz is a good resource

Widgets & Plugins

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FeedburnerWordpress.com StatsDisqus Comment SystemAskismetAll in One SEO PackBroken Link CheckerSexyBookmarksSocial Web LinksYet Another Related Posts Pluginthese are what I use

Google Analy=cs

27Visitors/Visits/ViewsReferral sourcesOrganic keywordsTop content

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Build a Community

150 million US users on Facebook

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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

25% nonwhite (US internet users: 15%)Facebook users are more demographically diverse than the US internet popula=on45% of users are over 35 (10% over 55)Average user logs in daily, spends 55 minutes, uploads x pieces of content, fans 7 pages per month, likes #, comments #

have you heard?

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Open GraphCommunity Pages

PlacesQues=ons

CreditsGroups

No more facebook connect.Community Pages are like wikipedia—public =melinePlaces kind of like Foursquare. Lots of poten=al.Q&A-‐next hot app in FB. Quora later. $1 billion virtual currency market. FB will do $1B total this year. Big player in growing market. Could make buying =ckets in app easier. FBML changes how you arrange your page

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so how do you reach them?

News Feed is your goal. EdgeRank is how you get there.Affinity-‐checking page, previous comments, how many other friends, etc.Weight-‐more =me intensive shows up more o`enTime decay-‐why you want to update frequently

80% of A.R.T./New York members are on Facebook

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5 theatres have > 5,000 fans36 have < 100

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Median = 387

Size MaKers

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Have you made the switch from a group to a page?

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correla=on does not imply

causa=on

Study of 475 theatres in June, 20102 variables-‐size of fans & how frequently I post.Could go in either direc=on.Could be a third factor-‐size of theatre

if not, it’s worth it…

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TCG theatres, May 2010

Custom URL Page admins are probably more savvy

more posts more fans

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Clear rela=onship

more posts more engagement

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Weekly & monthly see very liKle engagement

but the real story is

ROE= (Likes + Comments + Fan Posts) / Theatre’s posts

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Turns out might be more =me effec=ve to only post daily. That said, =me decay.

37% of theatres don’t link to Facebook from their homepage

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This is just silly. Fix it.

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Asking ques=ons genera=ons highest

levels of user engagement

Fans comment more on administra=ve-‐related posts than ar=s=c posts

Fans “like” twice as o`en as commen=ng

on a wall post

70% of engaged fans are women, but men

comment more frequently

24% of engaged fans are students; they

engage less frequently than non-‐students

case study of Kansas City Rep

December of 2009. Deep dive into 1 month of their data. Took me less than 1 day to complete the research.

so?

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•Update content daily•Link to your facebook page•Get a custom URL•Ask ques=ons (authen=cally)

Build a community of people on facebook. Help your fans meet each other online & offline.

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facebook drives traffic to your website

that’s where you sell .ckets

FB surpassed google in Jan 2010. Top 3 referrers to most websites.

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so use Facebook Insights

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and Facebook Ads to gather data

If you’re skep=cal, check out who/how many in your area are interested in theatre. Or in your age demographic.

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know how Facebook referrals differ from other traffic sources

FB fans spend more =me on our website than any other referrer.

test a landing page

48Very impressed.

consider the switch

49Doesnʼt make sense if youʼre a group.Depends on profile versus pageProfiles donʼt have access to analytics, canʼt do ads for friends, limited friends

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measure it

You have the tools (if not the =me) to know if your Facebook fans spend more money at your theatre.

Export!

Compare!

Analyze!

Export applica=ons of names.Compare to your subscriber/=cket buyer list. Chroma Tix coming out with integra=on w/ FB/TwiKer for small theatres. Very cool.

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search the public =meline

want to know what people think about your brand?

Access to people who aren’t your fans.

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keep an eye on Facebook Causes

The Public 3rd highest arts & culture. $15 average similar to obama campaign. Micro-‐dona=ons increase engagement.

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Establish Yourself as a Leader

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60 million US users

Average user•5 followers•Has tweeted < 10 =mes•Is in their 30s•Has a college degree

I’m probably less knowledgeable

about “this whole TwiKer thing” than you might think

Less than ½ the size of facebook. S=ll huge. Female

have you heard?

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•#NewTwiKer•Promoted Tweets•hKp://t.co•Analy=cs coming “this year”•Expect con=nued down=me

TwiKer declares themselves a media pla~ormPromoted tweets-‐ads in side bar t.Co is a URL shortener. TwiKer bought it & twee=e to integrate analy=csUnstable pla~orm

26% of A.R.T./New York theatres tweet

5657% are ‘ac=ve’

0 theatres have > 5,000 followers64 have < 100

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Median = 110

Size MaKers

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most primarily use the web

59198 “real” tweetersPower users TweetDeck and HootSuite.

about 6% of followers will add you to a list

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What they name that list can tell you how they think of you

only upda=ng TwiKer via Facebook?

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73% of real tweeters had someone say something about them40% of AutoSync accounts

Asking ques=ons generates highest level of user engagement

Number of followers is best predictor of high

engagement

A theatre’s followers are o`en geographically

diverse

Users will casually men=on your theatre as o`en as they speak

directly to you

You can use TwiKer for more than just marke=ng

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case study of American Rep

December LORT study.

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an example

Reaching out to a fan

self promo=on

random

promo=ng others

administra=ve

promo=ng others

Reaching out to a fan

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• Search for men=ons of your brand name, shows you’re producing, local compe=tors, topics you’re interested in•Make friends with others in your area twee=ng (cri=cs, organiza=ons, local arts agency, local poli=cians, etc).• Consider: TwiKer contests, tweet seats, twiKer fic=on, seeking out new followers, responding to everyone, linking to your other content, custom backgrounds.• TwiKer as CRM: make (private) lists of users. Segment followers by type. • Track your data in real =me.

so?

There’s a lot of op=ons on twiKer, but don’t be scared. It’s flee=ng. If you make a mistake, it’ll be gone in a week.

measure it!

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•Reach: followers (not just how many, but who)• Engagement: @men=on and link click thru• Influence: #ff and listed• Sen=ment: content of the tweets about/to you

Really high level op=ons.

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Show What You Can Do

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2 billion views/day

24 hours of video uploaded per minute

Average user watches 15 minutes per day

Evenly split M/F

Most popular video played 200 million x

Double the prime =me audience of all 3 networks combinedMusic videos drive viewership.

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have you heard?•Nonprofit channel•No more star ra=ngs•YouTube rentals•HTML5

Youtube.com/nonprofitsStars: all 1s or 5sRentals don’t work now. Maybe future?HTML will change how viewers interact with video

44% of A.R.T./New York members on YouTube

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Findings from 2 Case StudiesViewers engage on a “per video” basis

Men 45-‐54 are largest

demographic

Related videos are top referral source

80% of views occur more than 2 months aOer

7017% of TCG members link to YouTube from their homepageDecember LORT study + september ART study. Much more in depth online.

Size doesn’t maKer

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Length of video doesn’t maTer

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Diverse types of videos are popular

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No performance type dominates

74plays outnumbered musicals in the LORT study

Viewers tend to be older males

75true across every study Iʼve done. Some demoʼs make lots of sense: 13yo girls = john stamos

Most (but not all) views occur on YouTube

76Think about these potential audience members--may be first time they see your theatreImportance of annotations

so?

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•Embed videos on your website•Understand viewer demographics•Use keyword tags•Add videos to playlists•Monitor & moderate comments•Keep in mind most views will occur a"er closing

Random fans?

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measure it!

Very rough metrics. Views don’t usually add up. Hopefully this will get beKer.

Foursquare tripled in size in past 6

months

Evidence of high engagement among users &

Tips, tags, and categories don’t seem to maTer

Longevity maTersHaving a special isn’t enough to drive check ins

Data from September, 2010; 76 LORT theatres

3 million users1.5 years old

79Location based sharing--others are larger, but this has momentumGame mechanicsPotential to engage people IRL

Significant growth in check ins

801/3 in first 3 months. Another 1/3 in following 6 months

Check ins increasing faster than unique users

81Users are engaged

97% of venues have at least 1 check in

82and 90% have a mayorTips & Tags seem to matter less

Levels of engagement are increasing (slowly)

83Check ins per person is good. Could be influenced by staff.

But some theatres have huge growth curves

Guthrie

Fords Theatre

Center Theatre Group

Lincoln CenterOld Globe

History Channel

Mayor special

84Conflicting evidence

Early venues have more check ins

85Good sign things will pick up. Remember--some cities have only had access to Foursquare for 9 months

865% of theatres linked. But I’m not sure about this one. Never occurred to me.

MySpace

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An exit strategy•Check to see if your fan base overlaps with another pla~orm•Poll your audience to see if they want you on the pla~orm•Give fans =me to transi=on•Leave a final post that you’re no longer checking the account•Consider dele=ng the account

8% of theatres logged in February. 4% had fan comments. They had fewer comments over the life of MySpace than their Facebook page gets in a week.

10% of tcg links

flickr

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4 billion photos uploaded. Facebook uploads 2.5 billion every month.

LORT study:•23% have more than 10 contacts•1/3 don’t tag photos

Theatres have used Flickr to:•Ask fans to contribute photos of themselves•Send fans on a photo scavenger hunt•Sell or rent costume/set pieces•Promote gala auc=on items to donors•Ask fans to provide insight on design images•Staff to share lives outside the theatre•Give fans tour of the theatre & offices

TwitPic + TwiKer7% of TCG

blogs

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25% of TCG theatre websites link to a blog2009 renewed interest (LORT)On average post 3 =mes each monthMost popular: different author for every post

Good News:•Archive of your history•Permanent link to send informa=on•Thought leadership in the field•Schools/universi=es—student/intern life•Value of SEO/recency to your website

Bad news:•Very liKle engagement•Lots of effort•Unclear readership

Digital & Social Adver=sing

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NYTN Adver=sing Budget

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Traffic to NYTN

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Value of Exposure

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Value of Ac=on

94Note: NYMag and Flavorpill not shown bc too few data points

1/4 of Facebook clicks age 45+

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Digital & Social Fundraising96

Small dona=ons dominate

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Middle of the campaign struggles

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Shorter campaigns provide urgency

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Staffing for Social Media

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how much =me do you have?

10125 theatres, December 2009

4.4Facebook

*note: 25 theatres (22 lort + 3)Spending very liKle =me measuring. This is bad.

if your reputa=on is at stake, should you trust an intern?

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Think about•Fit between who’s speaking & the pla~orm•How to educate the staff about how to use it•Staff engagement as a measure of success•Social media policy for personal use

Interns can be okay

so what are your choices?

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Marke&ng/Communica&ons•Marke.ng Associate (3) •Communica.ons Manager (2) •Marke.ng Manager (2) •Marke.ng Director (2) •Marke.ng Coordinator (2) •Associate Marke.ng Director •Communica.ons Associate •Director of Communica.ons and Marke.ng •Marke.ng dude •Marke.ng mavens •Director of Community Engagement •Marke.ng Intern •New Media Manager •Marke.ng Assistant •Audience Development Associate •Public Rela.ons Manager •Marke.ng and Development Associate •Interac.ve Media Manager and Marke.ng Assistant •Director of Marke.ng and Internet Services Manager and Assistant Director of Development •Marke.ng department

Ar&s&cMostly by Literary Manager

Some.mes by Execu.ve Director Co-‐Ar.s.c Director

Associate Ar.s.c Director and Producer Ar.s.c Fellow

Ar.s.c Associate typically tweetsAr.s.c Director

Producing Ar.s.c Director Associate Director

OtherManaging Director (2)

Educa.on Administrator Resident Produc.on Stage Manager

It’s up to you.

social media guidelines

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hKp://socialmediagovernance.com

Organiza=onal goalsPersonal versus professional use

Full disclosureContent approval processAuthor approval process

Transparency versus privacyCommunity management

Shared usernames & passwordsCopyright issues

Style guideE=queKe

Professional development opportuni=es

Lots of examples online. Do what makes sense for ou.

Challenges

Exhaus=on

Expecta=ons

Making =me

Overwhelmed

Bored

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Tools

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Flowtown

Hootsuite Mashable

Bit.lyRSS

Del.icio.usGoogle Alerts

HubSpot Website grader

Flowtown-the social side of your email listHootsuite-analytics built in, workstream managementGoogle Alerts-keep an eye on your brandRSS-keep abreast of info in your fieldBit.ly-track analytics of links (anywhere)Delicious-keep track of good webpages, a smaller webMashable-resourcesWebsite Grader-SEO

but what if?

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People say bad things about usThey already are.

Be more in control of the conversa.on around your brand

Social Media is just a fadPlagorms may come and go.

The best way to be prepared is to (thoughgully) experiment on the current one.

It won’t sell =cketsBuild rela.onships with your fans.

Unlike tradi.onal marke.ng, there is value in social media beyond the message.

It takes too much =meOnce you get the hang of it, it doesn’t.

Cheaper than most other marke.ng efforts.

the future

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Social Search

Push Recommenda=ons

QR Codes

Q&A Pla~orms

Open Graph

Social Search-‐influence of GoogleOpen Graph-‐everything becomes socialPush-‐serendipity Q&A-‐Poten=al. No one’s figured out where this is goingQR-‐densely packed informa=on. Lion King!

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Not all pla~orms are created equal

Better to be on 1 than 4Donʼt let people tell you that you *have* to be on Facebook

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Not all metricsare created equalSimplifyMake them make senseAdapt if they donʼt lead you in a productive direction

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Not all

plansare

created equal

Throw it out the windowItʼs more about discovery/exploration of possibilities

THANKS!

Follow: @devonvsmithRead: www.24usablehours.comEmail: [email protected]

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ques=ons?

Creating a Social Media Strategy Plan

Technology

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