using social media to raise your visibility

Making Your Media Social to Raise Your Visibility

Making Your Media Social to Raise Your Visibility

Peter J. KuoCommunications Associate

South Coast Repertory

Twitter: @PeterJKuo #SMVisible

Peter J. KuoCommunications Associate

South Coast Repertory

Twitter: @PeterJKuo #SMVisible

July 12, 2012July 12, 2012

Part I: Me, You and the Basics

Part II: Case Studies

Part III: Getting Started, Practical Tips

Part IV: Q & A

Part I: Me, You and the Basics

Part II: Case Studies

Part III: Getting Started, Practical Tips

Part IV: Q & A

My ExperienceMy Experience

Blogging since September 2003

Facebook since February 2005

Twitter since August 2008

YouTube since January 2010

Foursquare since April 2010

Blogging since September 2003

Facebook since February 2005

Twitter since August 2008

YouTube since January 2010

Foursquare since April 2010

Facebook StatsFacebook Stats

Nov. ’09: 550 LikesJul. ’12: 4700 LikesNov. ’09: 550 LikesJul. ’12: 4700 Likes

Twitter StatsTwitter Stats

Nov. ’09: 790 FollowersJul. ’12: 4450 FollowersNov. ’09: 790 FollowersJul. ’12: 4450 Followers

YouTube StatsYouTube Stats

Annual Views2009: 35,000 Views2010: 98,000 Views

2011: 143,000 Views

Annual Views2009: 35,000 Views2010: 98,000 Views

2011: 143,000 Views

Blog StatsBlog Stats

Annual Visits2010: 3,500 Visits

2011: 10,000 Visits2012: 7,200 Visits (to date)

Annual Visits2010: 3,500 Visits

2011: 10,000 Visits2012: 7,200 Visits (to date)

One Social Media Specialist’s OpinionOne Social Media Specialist’s Opinion

YouTuber: KeepOrJot 4,730 Subscribers 132,000 Video Views Comedy & Community

Twitter: PeterJKuo 625 Followers Conversation & Broadcasting

Facebook: Friends Personal and Family

YouTuber: KeepOrJot 4,730 Subscribers 132,000 Video Views Comedy & Community

Twitter: PeterJKuo 625 Followers Conversation & Broadcasting

Facebook: Friends Personal and Family

Getting to Know YouGetting to Know You Types of Non-Profits

Service/Volunteer Organizations Educational Organization Awareness/Advocacy Organization Health Service Organization

Staff Sizes 1 – 5 6 – 10 11 – 25 25+

Who is on Social Media? Highest Social Media Numbers?

Types of Non-Profits Service/Volunteer Organizations Educational Organization Awareness/Advocacy Organization Health Service Organization

Staff Sizes 1 – 5 6 – 10 11 – 25 25+

Who is on Social Media? Highest Social Media Numbers?

Why is Social Media Important for Any Company?

Why is Social Media Important for Any Company?

Statistic Facebook

8 years old 900 million users 20 minutes per visit

Twitter 6 years old 140 million active users 340 million tweets per day

YouTube 7 years old 100 million hours of video watched each day 72 hours of video uploaded every minute

Statistic Facebook

8 years old 900 million users 20 minutes per visit

Twitter 6 years old 140 million active users 340 million tweets per day

YouTube 7 years old 100 million hours of video watched each day 72 hours of video uploaded every minute

Brand Loyalty and TrustBrand Loyalty and Trust

Arts Patrons Survey 89% of arts patrons who say they follow an arts

organization on Facebook log on a few times a week. 69% find it important when an arts organization seems to

know them personally

Arts Patrons Survey 89% of arts patrons who say they follow an arts

organization on Facebook log on a few times a week. 69% find it important when an arts organization seems to

know them personally

Why is Social Media important for any company?

Why is Social Media important for any company?

Customers are becoming “audiences.” Audiences are changing how they get their

information. Marketing “subscriptions” are changing. Audiences are in control and are becoming

selective about how they get information and from who.

Customers are becoming “audiences.” Audiences are changing how they get their

information. Marketing “subscriptions” are changing. Audiences are in control and are becoming

selective about how they get information and from who.

Traditional SubscriptionTraditional Subscription

Why is Social Media important for any company?

Why is Social Media important for any company?

Communication is accessible, transparent and instant.

It is easier to listen to what people are saying about your organization.

People have direct access to you and know when you’re ignoring them.

You can hear peoples needs and respond to them faster.

Communication is accessible, transparent and instant.

It is easier to listen to what people are saying about your organization.

People have direct access to you and know when you’re ignoring them.

You can hear peoples needs and respond to them faster.

People are talking about you.People are talking about you.

People who interact with you want to talk to you!

Why is Social Media important for any company?

Why is Social Media important for any company?

Easy to set up. Easy to update text and

multimedia. Easy mobile access. Interface that audiences

are comfortable and feel trendy interacting on.

Easy to set up. Easy to update text and

multimedia. Easy mobile access. Interface that audiences

are comfortable and feel trendy interacting on.

Type & ClickType & Click

Where to start in Social Media

Where to start in Social Media

Quick Set-ups Yelp FourSquare Wikipedia

Regular Maintenance Facebook Twitter

Advance PR Social Media YouTube Blogging Pinterest

Quick Set-ups Yelp FourSquare Wikipedia

Regular Maintenance Facebook Twitter

Advance PR Social Media YouTube Blogging Pinterest

Where to start in Social Media

Where to start in Social Media

Time Management 10% of your marketing & PR departments time.

Social Media Goal Setting Friends & Follower, Interactions, Google Goal

Conversions, Increased Communication Social Media Tools

Google Analytics Facebook Insights bit.ly Tweet Deck HootSuite

Time Management 10% of your marketing & PR departments time.

Social Media Goal Setting Friends & Follower, Interactions, Google Goal

Conversions, Increased Communication Social Media Tools

Google Analytics Facebook Insights bit.ly Tweet Deck HootSuite

Plan Now or Suffer LaterPlan Now or Suffer Later

Plan Topics Plan Loosly But PLAN!

Plan Topics Plan Loosly But PLAN!

Track Your StatsTrack Your StatsFacebook Insights TwitterCounter.com

YouTube Insights TweetStats.com

Give your Social Media voice a personality

Give your Social Media voice a personality Find your company’s voice

Brand your Social Media with a promise Declare who’s behind Twitter & Facebook Based off your organization add humor,

compassion and/or intellect. LISTEN and respond

to everything. (almost) Social networking is not

just to reach out to patrons but to network with other related organizations.

Find your company’s voice Brand your Social Media with a promise Declare who’s behind Twitter & Facebook Based off your organization add humor,

compassion and/or intellect. LISTEN and respond

to everything. (almost) Social networking is not

just to reach out to patrons but to network with other related organizations.

Content GuideContent Guide

Types of Post Sales/News Humor Questions Relatable Opinions

Tag other organizations or people Look for content to share, or reasons to post

on other pages.

Types of Post Sales/News Humor Questions Relatable Opinions

Tag other organizations or people Look for content to share, or reasons to post

on other pages.

Break!Break! Next up: Case Studies

Facebook & Twitter: South Coast Repertory

YouTube: Anaheim Ballet

Blogging: 2amtheatre

Pinterest: PETA

Next up: Case Studies Facebook & Twitter:

South Coast Repertory YouTube:

Anaheim Ballet Blogging:

2amtheatre Pinterest:

PETA

Customize! FBML/iFramesCustomize! FBML/iFrames

Facebook TimelineFacebook Timeline

Facebook Ads & ContestFacebook Ads & Contest•Use ads to introduce new people to your page, not your website.

•Use contest to make your awareness go viral.

Talk Around Your MissionTalk Around Your Mission

Social Media TopicsSocial Media Topics

Talk History

Hot Topics

Talk History

Hot Topics

Twitter: Learn The LingoTwitter: Learn The Lingo

•#HashTag

•@Reply

•Retweets

•Meme

•#YOLO

•Check in

Listen With TweetDeck Listen With TweetDeck

Twitter: Stalk Your AudienceTwitter: Stalk Your Audience

Just Unfollow: Evaluate Your Current Audience

Friend or Follow: Find Your Audience

Qwitter: Chip Your Audience

Just Unfollow: Evaluate Your Current Audience

Friend or Follow: Find Your Audience

Qwitter: Chip Your Audience

YouTube: Anaheim BalletYouTube: Anaheim Ballet

Subscribers: 53k Views: 43M

Subscribers: 53k Views: 43M

YouTube Non-profit ProgramYouTube Non-profit Program

Customize

Raise Funds

Blogging: 2amtheatreBlogging: 2amtheatre

Community & Network Builder

Multiple Writers Article on and

Around Topics

Community & Network Builder

Multiple Writers Article on and

Around Topics

Pinterest: PETAPinterest: PETA

Vegetarian & Vegan

Cute Animals Celebrities & Pets Animal-Friendly Fashion

Vegetarian & Vegan

Cute Animals Celebrities & Pets Animal-Friendly Fashion

Tricks of the TradeTricks of the Trade

Link & Tag everything! Facebook: Events create a page of info

YouTube: Annotations connect videos. Twitter: .@replies expands readership Want something? Just ask!

Link & Tag everything! Facebook: Events create a page of info

YouTube: Annotations connect videos. Twitter: .@replies expands readership Want something? Just ask!

High School Musical or Glee?High School Musical or Glee?

Q&A and Contact InfoQ&A and Contact Info

QUESTIONS?

Peter J. KuoCommunications AssociateSouth Coast Repertory

Twitter:@PeterJKuo

E-mail: peter.j.kuo@gmail.com

QUESTIONS?

Peter J. KuoCommunications AssociateSouth Coast Repertory

Twitter:@PeterJKuo

E-mail: peter.j.kuo@gmail.com