Creating a Social Media Strategy Plan
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The document provides guidance on creating an effective social media strategy plan. It begins with conducting research to understand an organization's distinguishing features, challenges, competitors' strategies, and current social media presence. Goals are then determined to address challenges and tactics/metrics are chosen. A plan is created detailing people responsible, tasks, timeline, budget, and risks. The strategy is then executed, progress is reported on, and tactics are adapted if not working. The focus is on building relationships rather than short term gains.
Creating a Social Media Strategy Plan
- 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