Hey there! Dramatic Dissemination is back with more big Idea Blogs. Today's topic covers ways to use three social networking sites to market your theater. Off we go!
Facebook
- You have to create a page for your theater on facebook. With over 500 million users, the website’s population is larger than every country except for India and China. If you want to be seen, you have to be there.
- However, when you make your page, keep in mind that the number one reason (at 40%) facebook users “like” pages is for the purpose of obtaining exclusive promotions and discounts. You have to give away a little on your facebook page to earn loyalty from your fans. See the graph below for more reasons people will “like” you.
- Work to create true fans. This means building a relationship with your fan base that allows them to identify with your brand. Do not use your page for the sole purpose of impersonal updates like “come to our next show!” or “great job everybody!” Use your status updates to engage in a conversation with your fans, respectfully discuss their feedback and build a sense of identity between your fans and the culture of your theater.
- Set up a store on your facebook page. True fans want every chance they can get to show that they are a part of your theater. Use that loyalty to promote your brand and bring more like minds into the fold. Facebook stores typically secure 1-10% of a business’ fan base. For a little perspective: in the 4th quarter of 2010, online sales were a record breaking $43.4 billion, +11% versus one year ago, according to comScore.
Twitter
- Over 40% of the time that people are on Twitter, they are learning about products and services or providing opinions about brands. If you aren’t on Twitter, they won’t be tweeting about you.
- Shocker: People actually spend a little over 20% of their time on Twitter BUYING products or services. Again, if you aren’t on Twitter, the tweeters aren’t spending that purchasing power on you. You’re missing out on ticket sales. For other interesting ways that people are spending their time on Twitter, check the graph below.
- YouTube is the second largest search engine in the world. Do you have a product or service that can be featured in front of a camera? If you’re a theater, I have a feeling you do. Get a YouTube channel for your theater, but read the Terms of Service agreement so that you understand what can happen to your content.
- Content ownership technically belongs to the users, but YouTube's Terms of Service allows YouTube the licensing rights to use your content as they please until you delete it from the site. So rather than uploading complete performance recordings that you are trying to sell, give samples and trailers. Use Youtube for informational webcasts, behind-the-scenes bonuses, interviews with the artists and teasers for upcoming events. Feature highlights from VIP parties for those valuable loyal fans and allow fans to upload their own footage from these events.
- Always link these videos back to your main website, where you can feature/sell/rent your exclusive content.
- BONUS: A great idea that has yet to be used by a theater (at least to my knowledge) is a play, scene or passage done in the style of Virtual Choir. I’ve certainly toyed with the idea of using this technique to produce an online version of Hamlet… or use it for an original play!
There are certainly more social networks to cover, but I’ve decided to keep my posts briefer in order to get them posted more frequently. Speaking of social networks, why not connect with me on LinkedIn if you’d like to continue the conversation? http://www.linkedin.com/in/danielleloebs
(Graph of “What has motivated you to “like” a company, brand or association on facebook?” courtesy of ExactTarget. Chart of “Percent of Monthly Twitter Users Using Twitter To…” courtesy of Silicon Alley Insider from data collected by Edison Research.)
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