Ariel Estrada Manager of Communications – The Tank ariel@thetanknyc.org | @thetanknyc www.thetanknyc.org Producing Artistic Director – Leviathan Lab ariel@leviathanlab.com | @leviathanlab www.leviathanlab.org /ariel.estrada1
/arielestrada
/arielestrada1
/arielestrada
OTHER AFFILIATIONS New York Innovative Theater Awards and the Consortium of Asian American Theatres & Artists
www.arielestrada.com
Digital Marketing Overview MOBILE ADS
SOCIAL MEDIA Facebook Twitter Instagram YouTube/Vimeo LinkedIn
MARKETING COLLATERAL Ad Copy Media Design Photos/Video Content Artifacts
SOCIAL PR CAMPAIGN
BANNER ADS
EMAIL CAMPAIGNS
Source: Pink Banana Media
The Landscape
Mobile vs Desktop • Up to 70% of web traffic happens on a mobile device (CIODive, 2018) • 57% of all U.S. online traffic now comes from smartphones and tablets (BrightEdge, 2017) • There has been an 88% growth year over year in time spent watching videos on a smartphone (AdWeek) • In 2017, 95.1 percent of active Facebook user accounts accessed the social network via a mobile device (Statista, 2018) • 85% of the time users spend on Twitter is on a mobile device (WSJ) • 94% of respondents in a Facebook survey (of one million people) have a smartphone on hand while watching TV, and viewers focus on the TV screen just 53% of the time (Facebook, 2018)
Email Marketing vs. SM Marketing • Overall, Email Marketing is still more effective than social media marketing and reaches more people (Optinmonster) • Email open rate for Arts & Entertainment Industry is 18%. Click through and conversion is 3% (Mailchimp). • Social media conversion rate is 3.5% (Atlas) • Overall, social media is better for engagement, primarily on Facebook, which accounts for 57% of global sharing. (Optinmonster) • ROI on Email is 21% vs Social Media at 15% (Optinmoster)
Integrating Email and Social Media • Use both (for now)! • Social media should be used for driving traffic to your website and/or your ticketing platform • Email marketing should be used for generating leads, driving sales, and increasing customer retention
Why Social Media?
Top 10 Benefits of Social Media Marketing 1. (More) Eyes on the Prize! (Increased brand engagement) 2. Meet People and Influence Them! (Increased brand loyalty) 3. Always Be Closing! (Increased opportunities to sell) 4. Money, Money, Money! (Increased sales) 5. People Who Need People! (Increased audience insight) 6. How to Succeed in Business! (Increased SEO) 7. Be the Change! (Increased networking opportunities) 8. How Deep is Your Love? (Richer audience experiences) 9. More Bang for Your Buck! (Decreased cost/Increased efficacy) 10. Who’s Going to Drive You Home? (Increased website traffic)
Zoom In: Social Media Audiences and Your Potential Audiences
Social Media Channels
Your Production
Social Media does the heavy lifting for communicating your show and/or company’s image and information in a more short-form, 280 character format.
The ABCs of Social Media • Always be
Charging • Always be
Collecting • Always be
Connecting! H/T: Sree Sreenivasan | @SreeTips
Social Media Channel Comparison Top 20 U.S. (October 2018) Source: Statista
Top 20 World (January 2019) Excluding China. Source: GlobalWebIndex
More Social Media Keys • There IS such a thing as a free lunch! Social media primetime is from 12N to 3PM • The online experience should be seamless and consistent. • Use hashtags! • Business objective: get butts in seats! • Facebook and YouTube dominate worldwide (Global Web Index), Facebook and Instagram dominate the United States (Statista) • Use Keywords to your advantage. Leverage your logline. • Targeting is about balance. • Use social media to take people behind the scenes. • Trends: 18-24 years old uses social media for entertainment. 25+ uses social for both news and networking (GWI) • Targeted Facebook Ads are the most economical and effective.
Social Media’s Dirty Little Secret Almost everyone will miss everything you do on social media‌
Social Media’s Dirty Little Secret Almost everyone will miss everything you do on social media‌
...until you make a mistake.
Why Do We Use Twitter? • Follow news and current events • Follow discussions • Follow influencers/ celebrities • Learn about topics of interest • Share views/opinions
Zoom In: Twitter • Company/Production can communicate directly with audiences, work with cast and crew to tap into their networks, and use Twitter’s ad targeting to help share your story and reach potential audiences. Your Company/ Production
• Your brand profile • Your team • Paid Targeted Ads
Your audiences/ potential audiences
Twitter Marketing Tools • Ads Mode. Choose your spend per tweet. The more you spend, the more impressions you get (though not necessarily engagements). • Twitter Analytics. Track your performance. • Link your Facebook and Instagram accounts to your Twitter account so that you auto tweet your Facebook posts to Twitter. • Promote Mode. In Beta. Not particularly robust and costs $99/month. Avoid for now.
A Little Bird Told Me... • Twitter is for listening to the social media conversation in real time. • The short shelf life makes it a great place to test content or for short, off-the-cuff behind the scenes looks. • Your followers are important. Those who follow your followers are even more so! • Beware of going off-brand, or tweeting something without thought! • Twiangulate, Twieriod
Why Use Instagram? • Share your photos • Talk to friends • Follow influencers/ celebrities • Share about my day • Share videos
Zoom In: Instagram • Company/Production can communicate directly with audiences, work with cast and crew to tap into their networks, and, using its integration with FB, create a robust targeted audience, port to IG, and use paid ads. Your Company/ Production
• Your brand profile • Your team • Paid Targeted Ads
Your audiences/ potential audiences
A ‘Gram is worth 1000 Words • IG has the highest engagement of the three major platforms, i.e. a strong post will have more people engaging with it (50 engagements out of 1K impressions) than an equally strong post in FB/T (5 engagements per 1K impressions) Source: Pink Banana Media • If your company has an IG business account, use its Insights to determine when your followers are most active so your posts have more impact. • Use Regrammer, Repost, or similar apps to repost your team’s photos and videos • Use Instagram Stories to up your engagement • #UseHashtags!
Why Do We Use Facebook? • Talk to my friends • Talk to my family • Share photos and live videos • Have private conversations • Learn about events
Zoom In: Facebook • Facebook is especially strong when posting from a personal profile OR when creating a hyper-targeted audience and paying to advertise. Ideally, there should be a combination of both in your marketing plan! Your Company/ Production
• Personal Profile • Paid Targeted Ads
Your audiences/ potential audiences
Facebook Targeted Audiences
Facebook Tips & Tricks • FB has the highest sales rates of the three major platforms. Source: Shopify • In the wake of FB’s various scandals, its algorithm prioiritizes “meaningful interactions among friends”. Therefore, leverage your network and tag as many people and pages as you can. • Use Facebook Publishing Tools to pre-load your posts, and center your marketing plan around it. • Create a Facebook Event for your show, and include your ticket link. Boost it with a paid ad. • Use relevant videos and photos to get people excited about your show!
Managing Your Social Media Channels • Hootsuite • Sprout
Social Media Management Platforms • • • • •
Hootsuite (free and paid) Tweetdeck (free) Sprout (paid) Facebook Publishing Tools only Facebook Publishing Tools for FB/IG and Tweetdeck for T.
Hootsuite
Tweetdeck
Be a S.M.A.R.T.-E. Pants!
H/T: Betsy Capes, Capes Coaching
Other Social Media
LinkedIn • Also has a fairly robust targeted ad system. • Primarily for professional networking and business to business marketing • Can be useful for engaging your non-artist board members and garnering new board members • Establish your company as an industry leader • LinkedIn Pro has training!
Venmo • Use Venmo to encourage instant donations to your project • Use Venmo for your concessions and merchandise.
YouTube • Houses videos and is primarily a source of entertainment. • Sizzle reels and interviews with the creatives are a must for your show! • If your company puts out videos on a regular basis for your shows or work, do put work into a channel and start to garner followers through sharing. • https://www.youtube.com/yt/space/newyork/
Promotion Ideas! • • • •
Hold a contest to garner followers and likes. Hold a contest to garner newsletter signups Real time ticket giveaway contest Discount codes and special prices for page followers • Social Media Channel Takeovers by cast and creatives • Facebook Live Interviews & Behind the Scenes • Remember, the goal is to get butts in seats!
Social Media is Generous! • Be the change! Support others shows, share and like their content, tag artists and shows you’ve seen you love. • Spread the word about shows and get eyes on your friends and colleagues work through the “friends and family” algorithm. • The generosity is often its own reward – but just as often, the good karma comes back to you by others providing support when you need it.
Ariel Estrada Manager of Communications – The Tank ariel@thetanknyc.org | @thetanknyc www.thetanknyc.org Producing Artistic Director – Leviathan Lab ariel@leviathanlab.com | @leviathanlab www.leviathanlab.org /ariel.estrada1
/arielestrada
/arielestrada1
/arielestrada
OTHER AFFILIATIONS New York Innovative Theater Awards and the Consortium of Asian American Theatres & Artists
www.arielestrada.com