Published on July 19, 2009
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 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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