1. Creating a
Social Media
Strategy Plan 1

2. Who
am
I?
devonvsmith
2
24
Usable
Hours:
a
lot
of
powerpoint
&
analy=cs
Blogs:
technology,
web
design,
marke=ng
Facebook:
born
in
Texas,
2
bachelors
from
University
of
Washington;
2
masters
from
Yale
YouTube:
funny
videos
for
friends’
birthdays
TwiKer:
social
media,
arts,
social
entrepreneurship,
innova=on
Flickr:
travel
the
world

3. the
plan
let’s
talk
strategy
the
big
3
smaller
players
digital
adver=sing
social
media
fundraising
staffing
for
social
media
what
the
future
holds
Q&A!
3

4. 120
minutes
4

5. social
media
doesn’t
sell
=ckets
5
I
hate
to
break
it
to
you

6. these
sell
=ckets
artistic content
your direct
your website mail campaigns
customer service by
your box office
6
Art
sells.
How
you
convert
interest
to
a
=cket
sale
is
via
your
website,
box
office,
and
direct
mail

7. 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
7

8. and
outside
the
marke=ng
office
• Customer
Service
• Crowdsourcing
Solu=ons
• Fundraising
• Making
Art
• Professional
Networking
• Thought
Leadership
8
Important
to
recognize
social
media’s
use
outside
Answering
ques=ons
Asking
ques=ons
mobile
dona=ons-­‐Allie?
Brand
Fic=on
Instant
access
to
every
other
theatre
Impact
on
your
brand
a`er
being
viewed
as
“social
media
savvy”

9. strategy
1. Address
a
real
problem
2. Have
a
meaningful
goal
3. Test
several
op>ons
4. Track
what
you
do,
and
what
the
results
are
5. Be
yourself,
not
your
brand
6. Adapt
your
content
for
different
plaPorms
7. It’s
okay
to
repeat
8. Simplify
your
metrics
to
a
single
dashboard
9
If
you
get
nothing
else
out
of
this,
know
these
8
things

10. also
spend
more
=me
listening
than
talking
10

11. ROI
11
ROI
doesn’t
make
sense
Investment-­‐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?

12. 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
*but
it’s
okay
to
be
a
liKle
promiscuous
•Curious
onlookers 12
There’s
a
lot
of
people
to
build
rela=onships
with

13. 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.
13
Measurement.
This
is
the
hardest
to
cover
in
a
1
minute
ppt
slide.
You
have
to
learn
what
works
for
you.

14. PLAN
so
now
we
need
a
Watch
Decide
Plan
Execute
14

15. Watch
Dis=nguishing
features
of
your
org
Industry
Scan
Challenges
your
org
is
facing Digital
Media
Audit
15
•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?

16. Decide
Goal Tac=c
Tool Metric
16
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

17. Plan
People Tasks
Timeline Budget Staffing Risks
17

18. Report
Execute
Adapt
18
Report
regularly
on
progress
towards
goal
Give
it
a
bit
of
=me,
but
change
tac=cs
if
they’re
not
working
Check
back
in
with
the
Think
&
Look
stage

19. Whew!
19
are you tired?

20. I
just
wanna
sell
=ckets
20

21. where
do
I
begin?
Give
yourself
a
home
base
Build
a
community
Establish
yourself
as
a
leader
Show
what
you
can
do
21
you donʼt have to do everything at once.
get comfortable with 1 platform before moving on to the next

22. Give
yourself
a
Home
22

23. 1. Landing
page
2. Call
to
ac>on
3. Conversions
4. U>lity
5. Social
6. Aesthe>cs
website
design
23
Landing-­‐not
everyone
will
enter
through
your
homepage
Ac=on-­‐What
do
you
want
people
to
do
Conversion-­‐how
many
of
them
take
ac=on
U=lity:
Search/Architecture:
top
4-­‐buy
=ckets,
donate,
about
us,
contact
Social
(icons,
newsleKer)
Aesthe=cs-­‐ar=sts
have
high
expecta=ons

24. What
do
you
see
first?
Call to action--choose 1
24

25. Search
Engine
Op=miza=on
scary
phrase,
simple
concept
Titles
Key
words
Links
Fresh
content
Meta
tags
25
Remember
to
google
yourself.
Know
organic
keyword
referrals
and
links
SEOMoz
is
a
good
resource

26. Widgets
&
Plugins
Feedburner
Wordpress.com
Stats
Disqus
Comment
System
Askismet
All
in
One
SEO
Pack
Broken
Link
Checker
SexyBookmarks
Social
Web
Links
Yet
Another
Related
Posts
Plugin
26
these
are
what
I
use

27. Google
Analy=cs
27
Visitors/Visits/Views
Referral
sources
Organic
keywords
Top
content

28. Build
a
Community
28

29. 150
million
US
users
on
Facebook
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
29
25%
nonwhite
(US
internet
users:
15%)
Facebook
users
are
more
demographically
diverse
than
the
US
internet
popula=on
45%
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
#

30. have
you
heard?
Open
Graph
Community
Pages
Places
Ques=ons
Credits
Groups
30
No
more
facebook
connect.
Community
Pages
are
like
wikipedia—public
=meline
Places
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

31. so
how
do
you
reach
them?
31
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`en
Time
decay-­‐why
you
want
to
update
frequently

32. 80%
of
A.R.T./New
York
members
are
on
Facebook
32

33. 5
theatres
have
>
5,000
fans
36
have
<
100
Median
=
387
33

34. Size
MaKers
34

35. Have
you
made
the
switch
from
a
group
to
a
page?
35

36. correla=on
does
not
imply
causa=on
36
Study
of
475
theatres
in
June,
2010
2
variables-­‐size
of
fans
&
how
frequently
I
post.
Could
go
in
either
direc=on.
Could
be
a
third
factor-­‐size
of
theatre

37. if
not,
it’s
worth
it…
TCG
theatres,
May
2010
37
Custom
URL
Page
admins
are
probably
more
savvy

38. more
posts
more
fans
TCG
theatres,
May
2010
38
Clear
rela=onship

39. more
posts
more
engagement
TCG
theatres,
May
2010
39
Weekly
&
monthly
see
very
liKle
engagement

40. but
the
real
story
is
ROE=
(Likes
+
Comments
+
Fan
Posts)
/
Theatre’s
posts
TCG
theatres,
May
2010
40
Turns
out
might
be
more
=me
effec=ve
to
only
post
daily.
That
said,
=me
decay.

41. 37%
of
theatres
don’t
link
to
Facebook
from
their
homepage
TCG
theatres,
May
2010
41
This
is
just
silly.
Fix
it.

42. case
study
of
Kansas
City
Rep
Asking
ques=ons
Fans
comment
more
on
Fans
“like”
twice
as
genera=ons
highest
administra=ve-­‐related
o`en
as
commen=ng
levels
of
user
posts
than
ar=s=c
posts on
a
wall
post
engagement
24%
of
engaged
fans
70%
of
engaged
fans
are
students;
they
are
women,
but
men
engage
less
frequently
comment
more
than
non-­‐students frequently
42
December
of
2009.
Deep
dive
into
1
month
of
their
data.
Took
me
less
than
1
day
to
complete
the
research.

43. so?
•Update
content
daily
•Link
to
your
facebook
page
•Get
a
custom
URL
•Ask
ques=ons
(authen=cally)
43
Build
a
community
of
people
on
facebook.
Help
your
fans
meet
each
other
online
&
offline.

44. facebook
drives
traffic
to
your
website
that’s
where
you
sell
.ckets
44
FB
surpassed
google
in
Jan
2010.
Top
3
referrers
to
most
websites.

45. so
use
Facebook
Insights
45

46. and
Facebook
Ads
to
gather
data
46
If
you’re
skep=cal,
check
out
who/how
many
in
your
area
are
interested
in
theatre.
Or
in
your
age
demographic.

47. know
how
Facebook
referrals
differ
from
other
traffic
sources
47
FB
fans
spend
more
=me
on
our
website
than
any
other
referrer.

48. test
a
landing
page
48
Very
impressed.

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

50. 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!
50
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.

51. want
to
know
what
people
think
about
your
brand?
search
the
public
=meline
51
Access
to
people
who
aren’t
your
fans.

52. keep
an
eye
on
Facebook
Causes
52
The
Public
3rd
highest
arts
&
culture.
$15
average
similar
to
obama
campaign.
Micro-­‐dona=ons
increase
engagement.

53. Establish
Yourself
as
a
Leader
53

54. 60
million
US
users
I’m
probably
less
knowledgeable
Average
user
about
“this
whole
•5
followers TwiKer
thing”
than
•Has
tweeted
<
10
=mes you
might
think
•Is
in
their
30s
•Has
a
college
degree
54
Less
than
½
the
size
of
facebook.
S=ll
huge.
Female

55. have
you
heard?
•#NewTwiKer
•Promoted
Tweets
•hKp://t.co
•Analy=cs
coming
“this
year”
•Expect
con=nued
down=me
55
TwiKer
declares
themselves
a
media
pla~orm
Promoted
tweets-­‐ads
in
side
bar
t.Co
is
a
URL
shortener.
TwiKer
bought
it
&
twee=e
to
integrate
analy=cs
Unstable
pla~orm

56. 26%
of
A.R.T./New
York
theatres
tweet
56
57%
are
‘ac=ve’

57. 0
theatres
have
>
5,000
followers
64
have
<
100
Median
=
110
57

58. Size
MaKers
58

59. most
primarily
use
the
web
59
198
“real”
tweeters
Power
users
TweetDeck
and
HootSuite.

60. about
6%
of
followers
will
add
you
to
a
list
What
they
name
that
list
can
tell
you
how
they
think
of
you
60

61. only
upda=ng
TwiKer
via
Facebook?
TCG
theatres,
May
2010
61
73%
of
real
tweeters
had
someone
say
something
about
them
40%
of
AutoSync
accounts

62. case
study
of
American
Rep
Asking
ques=ons
Number
of
followers
is
A
theatre’s
followers
generates
highest
level
best
predictor
of
high
are
o`en
geographically
of
user
engagement engagement diverse
Users
will
casually
You
can
use
TwiKer
for
men=on
your
theatre
more
than
just
as
o`en
as
they
speak
marke=ng
directly
to
you
62
December
LORT
study.

63. Reaching
out
to
a
fan
self
promo=on
an
example
random
promo=ng
others
administra=ve
promo=ng
others
Reaching
out
to
a
fan
63

64. so?
• 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.
64
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.

65. measure
it!
• 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
65
Really
high
level
op=ons.

66. Show
What
You
Can
Do
66

67. 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
67
Double
the
prime
=me
audience
of
all
3
networks
combined
Music
videos
drive
viewership.

68. have
you
heard?
•Nonprofit
channel
•No
more
star
ra=ngs
•YouTube
rentals
•HTML5
68
Youtube.com/nonprofits
Stars:
all
1s
or
5s
Rentals
don’t
work
now.
Maybe
future?
HTML
will
change
how
viewers
interact
with
video

69. 44%
of
A.R.T./New
York
members
on
YouTube
69

70. Viewers
engage
on
Findings
from
2
Case
Studies
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
70
17%
of
TCG
members
link
to
YouTube
from
their
homepage
December
LORT
study
+
september
ART
study.
Much
more
in
depth
online.

71. Size
doesn’t
maKer
71

72. Length
of
video
doesn’t
maTer
72

73. Diverse
types
of
videos
are
popular
73

74. No
performance
type
dominates
74
plays outnumbered musicals in the LORT study

75. Viewers
tend
to
be
older
males
75
true across every study Iʼve done.
Some demoʼs make lots of sense: 13yo girls = john stamos

76. Most
(but
not
all)
views
occur
on
YouTube
76
Think about these potential audience members--may be first time they see your theatre
Importance of annotations

77. so?
•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
77
Random
fans?

78. measure
it!
78
Very
rough
metrics.
Views
don’t
usually
add
up.
Hopefully
this
will
get
beKer.

79. 3
million
users
1.5
years
old
Foursquare
tripled
Evidence
of
high
Tips,
tags,
and
in
size
in
past
6
engagement
categories
don’t
months among
users
&
seem
to
maTer
Having
a
special
isn’t
enough
to
Longevity
maTers
drive
check
ins
Data
from
September,
2010;
76
LORT
theatres
79
Location based sharing--others are larger, but this has momentum
Game mechanics
Potential to engage people IRL

80. Significant
growth
in
check
ins
80
1/3 in first 3 months. Another 1/3 in following 6 months

81. Check
ins
increasing
faster
than
unique
users
81
Users are engaged

82. 97%
of
venues
have
at
least
1
check
in
82
and 90% have a mayor
Tips & Tags seem to matter less

83. Levels
of
engagement
are
increasing
(slowly)
83
Check ins per person is good. Could be influenced by staff.

84. But
some
theatres
have
huge
growth
curves
Guthrie
History
Channel
Fords
Theatre
Center
Theatre
Group
Lincoln
Center
Old
Globe
Mayor
special
84
Conflicting evidence

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

86. 86
5%
of
theatres
linked.
But
I’m
not
sure
about
this
one.
Never
occurred
to
me.

87. MySpace
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.
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
87
10%
of
tcg
links

88. flickr
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
88
TwitPic
+
TwiKer
7%
of
TCG

89. blogs
25%
of
TCG
theatre
websites
link
to
a
blog
2009
renewed
interest
(LORT)
On
average
post
3
=mes
each
month
Most
popular:
different
author
for
every
post
Bad
news:
•Very
liKle
engagement
•Lots
of
effort
•Unclear
readership
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
89

90. Digital
&
Social
Adver=sing
90

91. NYTN
Adver=sing
Budget
91

92. Traffic
to
NYTN
92

93. Value
of
Exposure
93

94. Value
of
Ac=on
Note:
NYMag
and
Flavorpill
not
shown
bc
too
few
data
points
94

95. 1/4
of
Facebook
clicks
age
45+
95

96. Digital
&
Social
Fundraising
96

97. Small
dona=ons
dominate
97

98. Middle
of
the
campaign
struggles
98

99. Shorter
campaigns
provide
urgency
99

100. Staffing
for
Social
Media
100

101. how
much
=me
do
you
have?
4.4
Facebook
25
theatres,
December
2009
101
*note:
25
theatres
(22
lort
+
3)
Spending
very
liKle
=me
measuring.
This
is
bad.

102. if
your
reputa=on
is
at
stake,
should
you
trust
an
intern?
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
102
Interns can be okay

103. so
what
are
your
choices?
Marke&ng/Communica&ons Ar&s&c
•Marke.ng
Associate
(3)
Mostly
by
Literary
Manager
•Communica.ons
Manager
(2)
Some.mes
by
Execu.ve
Director
•Marke.ng
Manager
(2)
Co-­‐Ar.s.c
Director
•Marke.ng
Director
(2)
Associate
Ar.s.c
Director
and
Producer
•Marke.ng
Coordinator
(2)
Ar.s.c
Fellow
•Associate
Marke.ng
Director
Ar.s.c
Associate
typically
tweets
•Communica.ons
Associate
Ar.s.c
Director
•Director
of
Communica.ons
and
Marke.ng
Producing
Ar.s.c
Director
•Marke.ng
dude
Associate
Director
•Marke.ng
mavens
•Director
of
Community
Engagement
•Marke.ng
Intern
•New
Media
Manager
•Marke.ng
Assistant
•Audience
Development
Associate
Other
•Public
Rela.ons
Manager
Managing
Director
(2)
•Marke.ng
and
Development
Associate
Educa.on
Administrator
•Interac.ve
Media
Manager
and
Marke.ng
Assistant
Resident
Produc.on
Stage
Manager
•Director
of
Marke.ng
and
Internet
Services
Manager
and
Assistant
Director
of
Development
•Marke.ng
department
103
It’s
up
to
you.

104. social
media
guidelines
Organiza=onal
goals
Personal
versus
professional
use
Full
disclosure
Content
approval
process
Author
approval
process
Transparency
versus
privacy
Community
management
Shared
usernames
&
passwords
Copyright
issues
Style
guide
E=queKe
Professional
development
opportuni=es
hKp://socialmediagovernance.com
104
Lots of examples online. Do what makes sense for ou.

105. Challenges
Overwhelmed
Expecta=ons
Exhaus=on
Making
=me Bored
105

106. Tools HubSpot
Website
Flowtown grader
Hootsuite Mashable
Google
Alerts Del.icio.us
RSS Bit.ly
106
Flowtown-the social side of your email list
Hootsuite-analytics built in, workstream management
Google Alerts-keep an eye on your brand
RSS-keep abreast of info in your field
Bit.ly-track analytics of links (anywhere)
Delicious-keep track of good webpages, a smaller web
Mashable-resources
Website Grader-SEO

107. but
what
if?
People
say
bad
things
about
us
They
already
are.
Be
more
in
control
of
the
conversa.on
around
your
brand
Social
Media
is
just
a
fad
Plagorms
may
come
and
go.
The
best
way
to
be
prepared
is
to
(thoughgully)
experiment
on
the
current
one.
It
won’t
sell
=ckets
Build
rela.onships
with
your
fans.
Unlike
tradi.onal
marke.ng,
there
is
value
in
social
media
beyond
the
message.
It
takes
too
much
=me
Once
you
get
the
hang
of
it,
it
doesn’t.
Cheaper
than
most
other
marke.ng
efforts.
107

108. the
future
Push
Recommenda=ons
Social
Search
Open
Graph
QR
Codes
Q&A
Pla~orms
108
Social
Search-­‐influence
of
Google
Open
Graph-­‐everything
becomes
social
Push-­‐serendipity
Q&A-­‐Poten=al.
No
one’s
figured
out
where
this
is
going
QR-­‐densely
packed
informa=on.
Lion
King!

109. Not
all
pla~orms
are
created
equal
Better to be on 1 than 4
109
Donʼt let people tell you that you *have* to be on Facebook

110. Not
all
metrics
are
created
equal
Simplify
110
Make them make sense
Adapt if they donʼt lead you in a productive direction

111. Not
all
plans
are
created
Throw it out the window
equal 111
Itʼs more about discovery/exploration of possibilities

112. ques=ons?
Follow:
@devonvsmith
Read:
www.24usablehours.com
Email:
devonvsmith@gmail.com
THANKS!
112