nctc social media 2012

Shane D. HudsonJuly, 2012 – NCTC Producing Gathering

The Future of Engagement: Social Media and

Your Audience

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AGENDA

Part One: What is Social Media

Part Two: Facts and Figures

Part Three: Always Something New

Facebook and Pinterest

Part Four: Best (Mostly Facebook) Practices

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What Sells a Ticket?

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Try The 4 E’s

Experience

Everyplace

Exchange

Evangelism

Who Do You Trust?

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Peer Recommendations

How Do You Measure Success?

• Measurement isn’t easy

• Try, try, try and fail… then learn and try again

• Not everything can be measured– How do you measure word of mouth?– How do you measure flyers in coffee shops?– How do you measure outreach

efforts?

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So What Are We Doing Wrong?• Focus on one platform at a time• Build long-term, meaningful relationships• Be Personable• Listen and respond, don’t be a bullhorn• Use the analytic tools available• Track your progress• Know that even the big brands have difficulty

with actual engagement • Understand social algorithms

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Edge Rank

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Show In News Feed

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Part 2: Facts and Figures

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Measuring Up

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Resources

Strategy

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How Much Staff Time?

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The Numbers

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What’s The Value

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Part Three: Always Something New

Why Facebook Still Matters

• Size Matters: – 1 Billion Users (Growing internationally)– Will Double in a Few Years

• King Data:– Most Powerful Repository of Data… Ever

• Social Animals:– People Gather in Groups of Several

Hundred– Social Connectivity Sets Us Apart

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Timeline

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• Cover Images• Receive Messages• Most Recent Activity• Pin Stories to the Top of Page for 7 Days• Milestones

Cover Images

• Soft Sell

• Tell a Story

• Rotate Images

• Coordinate Images

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Timeline for Mobile!

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Messaging

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Messaging

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Pin Posts

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Highlight Posts

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Voice

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Insights

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Activity Log

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New Admin Roles

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New Tools

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Timeline• Landing tabs are gone…

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Timeline• But new tabs/apps are being built…

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Featured Likes

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Featured Likes

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Featured Likes

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Reposition Pictures

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Reposition Pictures

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Ads - Reach Generator

• New type of advertising

• Fixed fee based on number of fans

• Guarantee to reach 75% of fans

• Most posts only reach 16%

• Currently rolling out

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Ads – Promote Posts

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So What’s The Bottom Line?

• Run Several Campaigns

• Mix Your Messaging

• Target The Right People

• Know What You Are Selling

• Use Peer Pressure - FOF

• Beware of ROI

• New Fans Are Going to Cost $1 Each

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Pinterest

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How To Use Pinterest?

• Promote Your Blog

• Tell a story

• Cross engage

• Be useful and interesting

• Repin!

• Let others repin for you

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Peter and the Starcatcher

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Peter and the Starcatcher

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Peter and the Starcatcher

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Peter and the Starcatcher

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Peter and the Starcatcher

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Bonobos – Easter Eggs

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Theatre Charlotte Pinterest

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Mash-Up

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Part Four: Best (Mostly Facebook) Practices

Best Practices For Brands• Timeline Loves Images

• Use That Cover Image

• Look At Insights

• Pin Your Posts

• Arrange Your Apps

• Try Some Ads

• Run Contests

• Use Milestones

• Embrace Your Fans 56

Reach More Fans!

• Know Your Audience

• Be Brief, Be Topical

• Keep Up The Content

• Engage

• Turn Friends of Friends into Fans

• Now a few examples…

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Spread the Likes

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Use All Your Tools

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Abe Lincoln Vampire Hunter

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Art Contest

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Artist Of The Week

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Tim Burton – Guest Judge

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Yale School of Drama

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Tennessee Rep

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Roundabout

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Roundabout

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Roundabout

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Roundabout

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Roundabout

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Roundabout

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Offerpop

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Bella’s

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Bella’s

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Bella’s

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Bella’s

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Woobox

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Oreo

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Oreo

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NCTC

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NCTC

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NCTC

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NCTC

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NCTC

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Sit With Your Friends

“Live events are inherently social, says (TicketMaster) CEO Nathan Hubbard.

Buying tickets should be, too.”

BANANAS!

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Google Glasses

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Shane D. Hudson@shanedhudson (Twitter)

shanederrickhudson@gmail.com

facebook.com/sdhudson