social media doesn't sell tickets - narpaca conference
DESCRIPTION
Ticketing Professionals Conference 2012 in Melbourne, Australia.TRANSCRIPT
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Social Media Doesn’t Sell Tickets
2012 Ticketing Professionals ConferenceMelbourne, Australia
#TixProf
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@threespot www.24UsableHours.com @devonvsmith
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social media isn’t adver0sing
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social media isn’t the home
shopping network
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social media isn’t
a coupon
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so what is social media?
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why does Virgin Australia like social media?
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why does Coca Cola like social media?
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why does network
television like social media?
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why does Starbucks like social media?
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so what about the arts?
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We have crea0ve content
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We’ve built personal rela0onships
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We are natural storytellers
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Great!
So we’re done here, right?
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Everything will be interac0ve
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Everything will be just a click (touch) away
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Everyone will be a
content creator
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There are no rules in social media
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But you should be providing
unique value to a
unique audience on each plaDorm
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Ok, fine...but we really need to sell 0ckets
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Then let’s talk ROI
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What do we measure?
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1. Motivate2. Learn3. Decide
Why do we measure?
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When you see this
Do you stop in your tracks to buy a 0cket?
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what drives traffic to your website?
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posters displayed in different
neighborhoods!
a customer’s lifetime value!
newspaper advertising!
in-kind sponsorships!
concessions or merchandise by
item!
subscription campaigns (by
hour)!
press release!
email (by word count)!
number of staff at your box
office!
docents greeting
your visitors!
annual gala (including staff
time)!
post show discussions!
staying open for 1 additional hour!
benefits offered to your staff!
co-productions (including staff
time)!
Do you measure the ROI of...
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What’s your sales goal?
• Increase demand (people or frequency)
• Increase loyalty• Increase willingness to pay• Move along purchasing funnel
• Decrease acquisi0on or maintenance costs
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Customer 1 Customer 2Spends $200 per year Spends $100 per year
Acquisition cost: $50 Acquisition cost: $25
Maintenance costs: $15/yr Maintenance costs: $50/yr
Loyalty: 5 years Loyalty: 3 years
CLV: $890 CLV: $175
Customer Life9me Value
Social Media Fan
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Why is social media valuable?
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
PS: these are all goals you can measure
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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
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Measurement Strategy
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1.Address a real problem2.Have a meaningful goal3.Test several op=ons4.Track what you do, and what the results are5.Simplify your metrics to a single dashboard
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the
MYTH of the perfect
measurement tool
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What are you looking for in Facebook Insights?
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Look for spikes
Look for outliers
Look for engagement
Look for influencers
How can you measure TwiLer?
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raw data people contenttiming
How to measure a TwiLer campaign?
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coming soon from TwiLer.com?
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Gives you some measure of impressions
How similar are these demographics to your audience?
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What to measure in YouTube AnalyNcs
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How to measure Tumblr
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10 Tips for Social Media
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In the beginning, focus on just 1 network
Facebook, 950
YouTube, 880
Twitter, 400
Tumblr, 120
Google+, 100LinkedIn, 90
Instagram, 15
Pinterest, 10
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Build rela0onships, not one night stands
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Ask ques0ons
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Post signage
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But Make It
Easy
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Follow the eyeballs
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Get to know the science behind social algorithms
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!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
Post as oWen as your audience reads
Facebook TwiLer
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!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
On YouTube, frequency competes with quality
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!"#$%&'($)&*%+,-%.)+($/0&,1$!"22$
Don’t duplicate content across channels
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Spend your 0me wisely
ListenPost & Respond
MeasureLearn about social
Create Report Total
Daily
Weekly
Monthly
10 min. scan Google alerts & social menNon
20 min. post FB update, respond to public menNons
30 min.
30 min. Pick 3 metrics, save them in excel doc
30 min.Scan your Google Reader feed
3.5 hrs.
10 hrs.Edit YouTube video & upload
3 hrs.Summarize findings, decide what to change, report
27 hrs.
Let’s assume you have a Facebook Page updated daily & YouTube channel updated monthly
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My most important secret
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Listen more than you Talk
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1 Minute Case Studies
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Tweet Seats
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User Generated Content
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Empower Your Audience
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Social Media as
Social Proof
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Social Proof
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Social Sharing Bu_ons
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Social Commerce
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Open Graph Facebook Apps
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Social Buying
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Social Media Fundraising
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Social Broadcas0ng
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Social Recommenda0ons
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+
Social Recommenda0ons via Collaborators
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Social Add Ons to the Ticke0ng Experience
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Social Rela0onship Management
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Social Adver9sing
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Social Mediaas a
listening tool
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Social Media as Performance Art
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The Power of Social Data
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Ques0ons?
@threespot www.24UsableHours.com @devonvsmith
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Appendix: More Digital Case Studies
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Arts Start Ups Inspired by Social Media
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Rethinking the Ticket
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Post-‐purchase social sharing is
more effecNve than
pre-‐purchase sharing
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Empower Guest Ar9sts
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Websites as Content
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Art as iPad app