digital marketing - ltg
TRANSCRIPT
LTGDigital Marketing
WorkshopJo Phillips
Agenda• Social Media: Best Practices
• Social Advertising: Facebook
• Tracking: Google Analytics
• Case Study: Black Friday
Social Media Best Practice
Social Media Today
For LTG Theatres• Marketing channel
• Lets people behind the scenes
• Customer service
• Piggyback on conversations on Twitter e.g. #TheatreThursdays
• Chance to show some personality
…but it’s a commitment• Regular relevant content
• Monitor & listen
• Quality control
• Share the love
• Strain on time and resource
• Tougher for small organisations
Hack: Use a tool
No.1 Bugbear
• Platform-specific features
• Looks sloppy
• Looks unauthentic
• Antisocial“Cross-promote don’t cross-post”
Linking Facebook and Twitter
Commercial vs. Conversational
Getting the right balance, 50:50
Check out the big players
Social Advertising
Facebook2004
• Launched in a dorm room in 2004
• Social network for Harvard University students
2016
• Public company
• Acquired Instagram & WhatsApp
• $17Bn ad revenue in 2015
• Zuckerberg worth $46Bn
• Algorithmic News Feed
• Low organic reach
Organic Reach Woes
For the cynics….
Facebook Ads: Overview
• Range of ad formats available
• Free to set up
• Priced on a cost-per-click basis
• Works on daily budgets
• Drives traffic straight to website
• Boost post option, or through Ad Manager
Targeting OptionsLocation
• Target by country, region, postcode, or radius
Demographics
• Target by age, gender, spoken language
Interests
• Target fans of similar Pages and by categories
Connections
• Target your fans and their friends
For Published Posts
Ad Manager
Lots of space for information…
Text: 90 characters
• Tip: never let it truncate!
Headline: 30 characters
Call-to-action: ‘Book Now’
Image: 1,200 x 628 px
Link Description: Approx 140 characters
…but be aware• Facebook ads only allow 20% text
• Counts logos and numbers
• <20% text will be approved but delivery will be restricted
• Best practice - no text
• What picture does a link pull through? Don’t get caught out!
• Use Facebook grid tool X
Custom Audiences
• Uses your email database
• Find your existing customers on Facebook and serves them an advert
• Way to support mailers
• Minimum list size of 100
• Potential applications:
• Past audience of show by certain writer
• Past audience of show by genre (e.g. Shakespeare)
• Past audience of Christmas show
Advanced Targeting
Tracking: Google Analytics
Google Analytics• Free platform
• Requires hard coding
• Tracks visits and behaviour through the website
• Can track e-commerce
• Real time data
• Drill down onto particular pages
• Good way to measure effectiveness of marketing efforts
Remarketing
One visit is typically not enough…96% leave a website without converting
70% abandon shopping carts
49% typically visit 2-4 sites before purchasing
Case Study: Black Friday
Situation• Join the Black Friday bandwagon and the flash sale hype
• Secure early bookings for shows later in the season
• Discount applied when two adult tickets bought
• Enter code at checkout: CRESBLACKFRI
Action
• £40 Facebook spend
• Time!
Cost
Results• 2,300 people sent to the website
• Reached 11,093 people on Facebook
• 544 tickets sold
• £2,720 ticket revenue in one day
