DevonSmith,DirectorofResearchandAnalysisatYaleRepCommissionedbythemarke<ngdepartmenttobenchmarkpeersGrewintoLORTthenTCG,willfinishpublishingendofsummer

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StrategyTCG&Facebook,TwiHer,YouTubeFoursquare,Flickr,MySpace,BlogsLeaveyouwithafewresources

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20minutesforQ&A

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Ihatetobreakittoyou

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Artsells.Howyouconvertinteresttoa<cketsaleisviayourwebsite,boxoffice,anddirectmail

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Severalstudiesshowthatfans…

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Importanttorecognizesocialmedia’suseoutsideAnsweringques<onsAskingques<onsmobiledona<onsBrandFic<onInstantaccesstoeveryothertheatreImpactonyourbranda[erbeingviewedas“socialmediasavvy”

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Ifyougetnothingelseoutofthis,knowthese9things

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ROIdoesn’tmakesenseInvestment‐socialmediaischeap(thoughcanfeel<meconsuminginthebeginning)Return‐you’reanonprofit,beHertothinkofaudience(cons<tuent)development.On‐comparedtowhatothermarke<ng?

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There’salotofpeopletobuildrela<onshipswithBepromiscuous

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Measurement.Thisisthehardesttocoverina1minutepptslide.Youhavetolearnwhatworksforyou.

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Ok.Thenlet’stalkaboutfacebook

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25%nonwhite(USinternetusers:15%)FacebookusersaremoredemographicallydiversethantheUSinternetpopula<on45%ofusersareover35(10%over55)Averageuserlogsindaily,spends55minutes,uploadsxpiecesofcontent,fans7pagespermonth,likes#,comments#

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Younger‐don’tcare.Older‐don’tknow.Nomorefacebookconnect.CommunityPagesarelikewikipedia—public<meline$1billionvirtualcurrencymarket.FBwilldo$1Btotalthisyear.Bigplayeringrowingmarket.Couldmakebuying<cketsinappeasier.Q&A‐nexthotappinFB.Formspringlater.

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NewsFeedisyourgoal.EdgeRankishowyougetthere.Affinity‐checkingpage,previouscomments,howmanyotherfriends,etc.Weight‐more<meintensiveshowsupmoreo[enTimedecay‐whyyouwanttoupdatefrequently

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Abandoned=morethan2monthssinceyoulastcheckedin

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Mosttheatresupdatearound3<mes/week

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Eachofthosefriendshas130friends.Somul<pleyourreach.

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Whenyougetmorethan4,figureoutwhy.Keepdoingthat(butknowthatitmaynotworkevery<me)

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2variables‐sizeoffans&howfrequentlyIpost.Couldgoineitherdirec<on.Couldbeathirdfactor‐sizeoftheatre

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Clearrela<onship

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Weekly&monthlyseeveryliHleengagement

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Turnsoutmightbemore<meeffec<vetoonlypostdaily.Thatsaid,<medecay.

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Thisisjustsilly.Fixit.

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Anyonewith>25fanscangetthecustomURLProfilesareprobablyolderaccounts

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CustomURLPageadminsareprobablymoresavvy

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Decemberof2009.Deepdiveinto1monthoftheirdata.Tookmelessthan1daytocompletetheresearch.

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Buildacommunityofpeopleonfacebook.Helpyourfansmeeteachotheronline&offline.

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FBsurpassedgoogleinJan2010.Top3referrerstomostwebsites.

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Ifyou’reskep<cal,checkoutwho/howmanyinyourareaareinterestedintheatre.Orinyouragedemographic.

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FBfansspendmore<meonourwebsitethananyotherreferrer.

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Veryimpressed.

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Exportapplica<onsofnames.Comparetoyoursubscriber/<cketbuyerlist.ChromaTixcomingoutwithintegra<onw/FB/TwiHerforsmalltheatres.Verycool.

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Accesstopeoplewhoaren’tyourfans.

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ThePublic3rdhighestarts&culture.$15averagesimilartoobamacampaign.Micro‐dona<onsincreaseengagement.

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Lessthan½thesizeoffacebook.S<llhuge.Female

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Promotedtweets‐adsinsidebar@anywheresomewhatsimilartofacebookconnect.t.CoisaURLshortener.TwiHerboughtit&twee<etointegrateanaly<csUnstableplazorm

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MediantheatrejoinedinApril,2009Oldest:@calshakes(March16,2007)Youngest:@PCPATheaterfest(April29,2010)

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57%are‘ac<ve’

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73%ofrealtweetershadsomeonesaysomethingaboutthem40%ofAutoSyncaccounts

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198“real”tweetersPowerusersTweetDeckandHootSuite.

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I’lllinktothisonlineTheatre,twiHername,followercount

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1/3thesizeofthefacebookfanbase.

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DecemberLORTstudy.

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Didseveraloftheseformymarke<ngstaff.VERYHELPFUL.

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There’salotofop<onsontwiHer,butdon’tbescared.It’sflee<ng.Ifyoumakeamistake,it’llbegoneinaweek.

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Reallyhighlevelop<ons.

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Abovetheline:pre‐digested.Beware.Belowtheline:simple#s.butyouhavetocheckthemall.We’res<llintheveryearlydays.

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Doubletheprime<meaudienceofall3networkscombinedMusicvideosdriveviewership.

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Youtube.com/nonprofitsStars:all1sor5sRentalsdon’tworknow.Maybefuture?ImpactofVevo&Vimeo

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17%ofTCGmemberslinktoYouTubefromtheirhomepageDecemberLORTstudy.Muchmoreindepthonline.WilldoTCGstudynext.

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Randomfans?

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Veryroughmetrics.Viewsdon’tusuallyaddup.HopefullythiswillgetbeHer.

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1stismostimportant.Theremaining4I’mcoveringbcmostlinkedto.Also,development(networkforgood)?

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Theatresw/highestnumberofcheck‐inshadfoursquareintheircityfirst.Takes<me.

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5%oftheatreslinked.ButI’mnotsureaboutthisone.Neveroccurredtome.

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10%oftcglinks

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TwitPic+TwiHer7%ofTCG

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*note:25theatres(22lort+3)SpendingveryliHle<memeasuring.Thisisbad.

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It’suptoyou.

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Cutthisslide?

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SocialSearchOpenGraphPushQ&AQR

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Images?

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