science of social media personal branding keynote
DESCRIPTION
Join presenter Devon Smith to learn how artists can take concrete steps to build more meaningful relationships with their audience, donors, colleagues and other important constituents. What does it mean to frame a robust media strategy? Once you've started experimenting, how do you know when you've hit upon something that works? If you’ve only got 10 minutes a day, how do you prioritize? How can you measure success?TRANSCRIPT
#sosm
@devonvsmith
The Science of Social Media
Personal Branding for Ar6sts
Who am I?
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devonvsmith
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the plan
let’s talk strategy4 pla>ormssecrets of social mediaovercoming challengesQ&A!
90 minutes
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strategy
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1.Have a meaningful goal2. If something doesn’t work, change it3.Track what you do, and what the results are4.Be yourself -‐ you are now a brand5. It’s not a sprint6.PrioriGze
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also
spend more Ime listening
than talking
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ROI
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build relaIonships, not one night stands
•Ticket buyers•Other arIsts•Arts organizaIons•Funders•Local businesses•Curious onlookers
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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. tac6c. metric.
so now we need a PLAN
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Watch
DecidePlan
Execute
PLAN
Watch
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What makes you different?
What are you trying to
accomplish?What are you doing that’s
already working?
What are other arIsts doing?
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Decide
Goal TacIc
Tool Metric
Execute
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Do
Adapt
Whew!
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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
Give yourself a Home
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it’s a process
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Blogging pla>orm Self hosted? Hosted? Micro?
HosIng service Blue Host ($7/month)
Domain name hbp://www.internic.net/whois.html ($10/yr)
Choose a theme Free? Premium?
Start building!Widgets/Plug ins
the secret to learning HTML
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1. Landing page2. Call to acIon3. Conversions4. UIlity 5. Social 6. AestheIcs
website design
What do you see first?
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Search Engine OpImizaIon
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scary phrase, simple concept
TitlesKey wordsLinksFresh contentMeta tags
Widgets & Plugins
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FeedburnerSocial BadgesWordpress.com StatsDisqus Comment SystemAskismetAll in One SEO PackBroken Link CheckerSexyBookmarksSocial Web LinksYet Another Related Posts Plugin
Google AnalyIcs
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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
am I a page?
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how do I reach them?
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correlaIon does not imply
causaIon
more posts more fans
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more posts more engagement
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but the real story is
ROE= (Likes + Comments + Fan Posts) / Theatre’s posts
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37% of theatres don’t link to Facebook from their homepage
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Asking quesIons generaIons highest
levels of user engagement
Fans comment more on administraIve-‐related posts than arIsIc posts
Fans “like” twice as open as commenIng
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
so?
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•Update content daily•Link to your facebook page•Get a custom URL•Ask quesIons (authenIcally)
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facebook drives traffic to your website
that’s where you sell Ickets
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so use Facebook Insights
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and Facebook Ads to gather data
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know how Facebook referrals differ from other traffic sources
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measure it
You have the tools (if not the Ime) to know if your Facebook fans spend more money on you.
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Establish yourself as Leader
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60 million US users
Average user•5 followers•Has tweeted < 10 Imes•Is in their 30s•Has a college degree•Lives outside the US
I’m probably less knowledgeable
about “this whole Twiber thing” than you might think
geung started
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Learn the lingoChoose a username that’s short but recognizableFind people to followComplete your bioTweet!Share media beyond just textUse a 3rd party pla>ormMeasure
1/3 theatres tweet daily
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only updaIng Twiber via Facebook?
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most theatres primarily use the web
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on average, about 8% of your followers will add you to a list.
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What they name that list can tell you how they think of you
Asking quesIons generates highest level of user engagement
Number of followers is best predictor of high
engagement
A theatre’s followers are open geographically
diverse
Users will casually menIon your theatre as open as they speak
directly to you
You can use Twiber for more than just markeIng
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case study of American Rep
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an example
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• Search for menIons of your brand name, shows you’re producing, local compeItors, topics you’re interested in
•Make friends with others in your area tweeIng (criIcs, organizaIons, local arts agency, local poliIcians, etc).
• Consider: Twiber contests, tweet seats, twiber ficIon, seeking out new followers, responding to everyone, linking to your other content, custom backgrounds.
• Twiber as CRM: make (private) lists of users. Segment followers by type.
so?
measure it!
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•Reach: followers (not just how many, but who)• Engagement: @menIon and link click thru• Influence: #ff and listed• SenIment: content of the tweets about/to you
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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
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 aper
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Length of video doesn’t seem to maber
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Diverse types of videos are popular
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No performance type dominates
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Viewers tend to be older males
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Most (but not all) views occur on YouTube
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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
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measure it!
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but I just wanna sell Ickets
12 Dirty Lible Secrets
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1. A strategic plan isn’t required
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2. Read more than you write, listen more than you measure
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3. Give away everything you can for free 65
4. Talking about social media abracts abenIon on social media pla>orms
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5. WriIng about topics outside your niche will drive traffic short term
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6. Link link link. It’s hard to predict exactly where your traffic will come from
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7. Link to people you want to meet
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8. Your opinions aren’t enough
unless they are
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9. SEO is no joke. Figure it out
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10. Steal ruthlessly
but abribute everything
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11. Learn to think in 140 characters
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12. ConnecIons maber
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Challenges
ExhausIon
ExpectaIons
Making Ime
Overwhelmed
Bored
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Tools
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Flowtown
Hootsuite Mashable
Bit.lyRSS
Del.icio.usGoogle Alerts
HubSpot Website grader
but what if?
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People say bad things about meThey already are.
Be more in control of the conversaIon around your brand
Social Media is just a fadPla>orms may come and go.
The best way to be prepared is to (though>ully) experiment on the current one.
It won’t sell IcketsBuild relaIonships with your fans.
Unlike tradiIonal markeIng, there is value in social media beyond the message.
It takes too much ImeOnce you get the hang of it, it doesn’t.
Cheaper than most other markeIng efforts.
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Not all pla>orms are created equal
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Not all metricsare created equal
APPENDIXQ&A notes
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twiber tools
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Foursquare tripled in size in past 6
months
Evidence of high engagement among users &
Tips, tags, and categories don’t seem to maber
Longevity mabersHaving a special isn’t enough to drive check ins
Data from September, 2010; 76 LORT theatres
3 million users1.5 years old
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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 aucIon 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
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 Ime to transiIon•Leave a final post that you’re no longer checking the account•Consider deleIng 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.
blogs
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25% of TCG theatre websites link to a blog2009 renewed interest (LORT)On average post 3 Imes each monthMost popular: different author for every post
Good News:•Archive of your history•Permanent link to send informaIon•Thought leadership in the field•Schools/universiIes—student/intern life•Value of SEO/recency to your website
Bad news:•Very lible engagement•Lots of effort•Unclear readership
how much Ime do you have?
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