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Taking Facebook to the Next Level Steven Dawson Woolly Mammoth Theatre Company Anthony Jones Ducks Unlimited #DigitalDay14 Old Rules vs. New Rules Old Rules: • Advertising to the masses • One-way: company-to-customer • Interrupting people to get them to pay attention • Advertising and PR were separate disciplines with separate goals. New Rules: • More than masses, must reach underserved audiences • People want authenticity, not spin…participation, not propaganda • Delivering at the right moment , not interruption • Lines between advertising and PR have blurred Image courtesy of Montgomeryq, Deviantart Traditional vs. Social Media Traditional Marketing Social Media Marketing Dominate the market Create a community within the market Groups/ Segments Individuals Organization Customer Promotional Educational, Entertaining, Informative Broadcast Interactive Dialogue Control Allow A few thoughts • Social media wasn't created for marketers! ▫ If org. tries to “sell,” it will damage the relationships. ▫ Ads are different, we’re talking about the company page • Treat Facebook like a networking reception. Inage courtesy of bhautikjoshi, Flickr • Identify and engage key market influencers. • Nurture brand loyalists and empower them to advocate. • Create a written social media policy: ▫ Who has the responsibility. ▫ The rules of engagement. ▫ Monitoring system. Separation theory Paired with Social Media Real Engagement / = Marketing FREE ADVERTISING!!! • In 2014, median post reach is 6.5% • Engagement (likes, clicks, comments, shares) adds to algorithm • Woolly’s average post reach in 2014: 10% Examples • Photo Confessions Examples • Secret Playbook Examples Our Little Secret Examples • Show us your hair Engagement… before After 2x + 2.5x + Total Reach Viral Reach Effect on Ticket Sales • Compared with same variables from previous year Attendance by Week Show 1 897 468 Show 2 975 846 663 852 Week 1 Week 2 Week 3 Show 1 Show 2 2718 1983 Show 1 Show 2 $32,976 $26,196 Attendance (37% increase) Revenue (26% increase) Promising Practices Do’s: • Create a documented social media policy. • Plan out the posts. Also, plan how to collect patron info. • Be conversational. Post content other than your own. • Post quality content and keep it brief. “Headlines” • Find your allies, advocates, and evangelists. Image courtesy of Wikimedia commons Promising Practices Don’ts: • Do not go dark outside of business hours. • Do not delegate social media management to an intern. • Do not over-post. (spam) • Do not automatically copy content between platforms. • Do not sell or think like a marketer. You don’t control it. Image courtesy of Wikimedia commons Closing Thoughts • It’s about them • A/B Test • Separate social media from selling tickets. • Treat it like a networking reception. Taking the Next Step From Engagement to Conversion Anthony Jones Ducks Unlimited What is a Conversion? • Online membership or donation • Sign up for e-newsletter • Download a mobile app • Buy tickets to an event • Participate in a contest When are we going to start making money from Facebook??? A Social Media Story… Philip Anderson Hurricane, West Virginia DU Status: Facebook Fan Case Study Philip Anderson Hurricane, West Virginia DU Status • Facebook fan • Newsletter subscriber • Member of Ducks Unlimited Facebook Activation Ducks Unlimited Facebook Memberships: FY 12 - FY 14 10,000 9,047 9,000 8,000 7,000 6,000 5,000 4,000 2,904 3,000 2,000 1,000 346 0 FY 12 Total FY 13 Total FY 14 Total Message Position & Visibility Photo: Mashable.com Study by Social@Ogilvy 3 Tips to Maximize ORGANIC Reach 1. Post quality content. 2. Short videos are HOT right now. 3. Get as targeted as possible. Pay to Play. Monitor & Adapt Custom Audiences Rock Custom Audience Examples • Who are your best customers? • Who are your lapsed customers? • Members vs. non-members • Newsletter subscribers vs. non-subscribers • Past attendees to a particular event • Create offers tailored for each Create a Custom Audience Ducks Unlimited Examples Email Acquisition Campaign Results: • 15,000 + new email addresses • Cost per email acquired: $0.44 • Min. value of an email: $2.25+ last year CAMPAIGN RESULTS 1,341 memberships $48,325 gross revenue $18,338 ad spend $29,987 net revenue ~60% of members who join DU from Facebook are new to file. Two weeks: 630 memberships totaling $22,000 Total Spend: $86 24,400 people reached 414 clicks Think Mobile First! MOBILE: It’s NOW For Ducks Unlimited… • 50% of all web traffic comes from mobile (mostly phones) • 80% of all traffic from Facebook comes from mobile • 60% of donations from Facebook come from mobile 5 Key Takeaways… 1. Engagement & community first. Conversions second. 2. Invest the time and money to at TEST, then TEST again 3. Facebook’s rules will change tomorrow 4. Be realistic in terms of revenue expectations 5. MOBILE MOBILE MOBILE! Contact Info [email protected] facebook.com/JohnAnthonyJones linkedin.com/in/JohnAnthonyJones Anthony Jones Digital Media Director Ducks Unlimited