Engaging Audiences through social media: facebook and youtube in the arts

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Information about Engaging Audiences through social media: facebook and youtube in the arts
Entertainment

Published on July 19, 2009

Author: sergitorres

Source: slideshare.net

Description

Test and Analysis of the use of social media platforms (Facebook and YouTube) for developing younger audiences in the Arts.

Engaging
Audiences

 through
Social
Media
 By
Sergi
Torres
 Associate
Director
of
Marke;ng
 Los
Angeles,
April
2009

 1


Social
media
is
like
teen
sex.

 Everyone
wants
to
do
it.

 No
one
actually
knows
how.

 When
finally
done,

 there
is
surprise
it’s
not
beLer.
 Avinash
Kaushik
–
Analy;cs
Evangelist,
Google
 2


In
the
next
15
minutes…
 1.  Tes;ng
social
media
 2.  Results
 3.  Impact
on
audiences
 4.  Transfer
of
technology
to
Yale
Repertory
Theatre


1.
 Tes;ng
social
media
 4


Tes;ng
social
media
 5


Strategy
 TARGET
GROUPS
 GOALS
 •  To
increase
awareness
 1.
Students

 among
new
audiences
 (21%
of
;ckets
in
FY07)
 •  To
strengthen
the
 rela.onship
with

 sporadic
audiences
 2.
Young
adults

 •  To
provide
engagement
 in
and
nearby
New
Haven
 opportuni;es
to
loyal
 audiences
 Extending the theatre experience ENGAGEMENT
 WORD
OF
MOUTH
 EVENT
 6


Plaborms


Plaborms
 2
to
3
videos
 per
produc;on
 Fans
 Produc;on
images

 (rehearsals,
cast,
 costumes…)
 Comments

 Events
 from
fans
 8


Plaborms
 Microsegmenta;on

 •  by
city
 •  by
university/school
 •  by
age
 Social
ac;ons
 9


Plaborms
 YouTube
channel
 Embeddable
videos

 10


Synergies
 Videos
embedded
in:
 • 
Facebook
page
 • 
webpage
 • 
email
marke;ng
 Facebook
link
in
webpage
 and
email
 Facebook
ads
linked
with
 e‐commerce
page
 WEB
PAGE
 E‐COMMERCE
 11


2.
 What
were
the
results?
 12


Results
 Performance
Indicators
 Facebook
 • Total
days
of
campaign:
165

 Total
page
views
 7,672
 (5
months
and
2
weeks)
 Total
fans
 415
 Total
photos
views
 898
 Total
videos
plays
 2170*
 Average
page
views/day
 47
 The
traffic
achieved
in
Facebook
was
comparable
to
the
 traffic
of
the
produc;on
pages
in
the
ins;tu;onal
 webpage
during
the
same
period
(7,822
unique
visits).

 Facebook
doubled
the
exposure
of
the
Yale
 School
of
Drama
produc.ons.

 *Full
video
analysis
in
YouTube
results.



Results
 Performance
Indicators
 Facebook
Ads
 Total
impressions
 5,826,089
 • Total
days
of
campaign:
109

 Unique
impressions
 455,251

 (3
produc;ons)
 Total
Clicks
 2,592
 OTS
 12,8
 Demographic
profile
 Average
impressions
per
day
 53,450
 44%
 Average
unique
impressions
per
day
 4,176
 total
 55%
 4%
 Average
clicks
per
day
 24
 13‐17
 6%
 18‐24
 26%
 34%
 25‐34
 10%
 12%
 35‐44
 3%
 70%
of
the
people
who
clicked
on

 3%
 1%
 the
Facebook
ad
were
24
and
under.

 45+
 2%
 0%
 10%
 20%
 30%
 40%
 50%
 60%
 MALE
 FEMALE


Results
 Facebook
 Ads
 Total
cost
 $1,468
 Cost
per
1,000
impressions
 $0.25
 Cost
analysis
 Cost
per
1,000
unique
impressions
 $3.2
 Cost
per
click
 $0.57
 Given
the
differences
between
 Average
cost
per
day
 $13.5
 print
and
online
media,
any
 comparison
between
the
two
 Current
print
ad:

 has
to
be
taken
with
cau;on.

 New
Haven
Advocate,
3/10
b/w
 • Cost:
$332
 • Circula;on:
47,500
individuals
 • Cost
per
1000
unique
impressions
equivalent:
$7
 the
Facebook
ad
campaign
was
twice
as
 efficient
as
the
ad
in
New
Haven
Advocate.



Results
 What
message/content

 works
beer?
 Test
3
categories:
 • Experien;al:

 behind
the
scenes
 • Product:
play,
author
 • Offer
‐
Price


Results
 • Total
days
of
campaign:
165

 (5
months
and
2
weeks)
 Performance
Indicators
 Facebook
 Total
video
plays
 7,927
 Facebook
video
plays
 2,170*
 YouTube
video
plays
 5,757
 Average
plays/day
 47
 *Facebook
video
counter
was
s;ll
being
tested
 at
the
;me
of
this
analysis.
Shared
videos
 (personal
profiles,
wall
to
wall,
other
 Facebook
pages…)
were
not
included.
 YouTube
video
plays
included
videos
on
the
 YouTube
Channel,
embedded
in
the
 produc;on
pages
of
the
ins;tu;onal
website,
 redirected
from
email
marke;ng
and
 embedded
in
Facebook
pages.



Results
 What
content

 works
beer?
 Most
effec.ve
 videos
following
the
 crea;ve
process:

 • rehearsals
 • ac;on/talk/ac;on
 • behind
the
scenes
 Least
effec.ve
 • no
ac;on
 • long
interviews


3.
 Impact
on
audiences
 19


Impact
on
audiences
 student
.ckets
 Total
student
.ckets
 
as
%
of
total
.ckets
 800
 2250
 700
 2000
 +52% 1750
 600
 1500
 500
 1250
 400
 1000
 300
 750
 200
 500
 31%
 100
 250
 24%
 21%
 0
 0
 2007 2008 2009 2007
 2008
 2009
 Demand
surpassed
capacity

 Wai;ng
lists
of
15‐30
people
per
performance


4.
 Transfer
of
technology
 
to
Yale
Repertory
Theatre
 21


At
the
Yale
Rep
 22


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