Ncac social media 2010

Social MediaGet Up To Speed!

TrendsTools

Best Practices

Shane D. Hudson&

Ed Camp

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AGENDA

Part One: Review and Overview

New and Improved With Shane D. Hudson

Part Two: Case Study With Ed Camp

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What Sells a Ticket?

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Youngins

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Part One: Review and Overview

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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!

• And the web is getting more personalized all the time…

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Who Cares?

• 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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Think Outside the Marketing Box

Think in terms of audience development and relationship building

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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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Digital Word-of-Mouth

Blogs, review sites (Yelp), Facebook & Twitter are vital to making purchasing decisions

Listen, Engage and Respond

– 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.”

- Jordan Roth

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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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New and Improved

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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 500 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)

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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

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Like This Post Please!

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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!!!

GROUPS UPDATE!!!

• JUST ANNOUNCED! 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

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Get a PageHave you made the change?

– Having both (or more) is confusing– Your organization isn’t a person and I don’t want to

friend it– Groups see much, MUCH less engagement– You are limited to the number of Groups you can join

Groups are good for sub-committees, ad-hoc groups and planning teams, not for engaging inclined participants…and the can be private.

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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

• But be careful of recent changes!

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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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Welcome

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Tickets

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Review Tab

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Twitter Trends

• Twitter now has 75 million user accounts

• Only around 15 million are “active users”

• Average tweets per day is over 27.3 million

• Twitter will process almost 10 billion 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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Foursquare My newest obsession!

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Share Knowledge, Play a Game, Receive Promotions & Rewards from

Businesses

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Putting it Together1stfans at Brooklyn Museum

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What is 1stfans?

• 1stfans membership is an interactive relationship with the Brooklyn Museum in person and online

• It’s a “socially networked” museum membership

• Developing face-to-face relationship with Museum staff and other Museum Members (literal social networking)

• Creating a strong, exclusive online relationship through social networking sites (Facebook, Foursquare, Flickr, and Twitter).

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FourSquare

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Twitter

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Facebook

Shane D. Hudson@shanedhudson (Twitter)

[email protected]

facebook.com/sdhudson

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An actual case study:

The ArtsCenter goes social!

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August 2009

• My first month!

• Came from a 30-year career in marketing.

• Event planning, copy writing, strategic planning

• Branding!

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What I found

• No consistent branding

• Lack of unified messaging

• Disjointed and distorted looks

• No budget

• A mess

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No social media!

• Disjointed databases

• Lack of compatibility

• Inconsistent use

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Actions

• Started finding experts . . . Shane!

• Developed content management plan

• Found a young whipper snapper

• Stepped back

• Created social media strategy

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Today

• Twitter

• Facebook

• YouTube

• Blog

• I Contact system

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Coming

• Foursquare

• LivingSocial

• Groupon

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Cost

• FREE