Leveraging Social Media masterclass digital media assessment for Bay Area Children's Theatre

1. Digital Media Assessment
April 2011
Leveraging Social Media
@devonvsmith

2. Quick Stats
0 photos 0 subscribers
0 contacts 0 posts/month
0 high views/photo 0 comment/post
81 likes 7 followers 0 uploads 3 people
.3 post/day 14 % listed 0 views/upload 21 check-ins
2 comments/post 0 tweets/day 0 subscribers 0 tips
0 mentions/tweet
Arrows indicate if you are performing above, below, or similar to the average of your 20 peers
In the following slides, you’ll notice black text that calls out specific recommendations for things you should change

3. Consider a search box
somewhere on your front
page. This may give you
insights into what users
look for on your site
Website
Consider adding specific
months to the remaining
shows
Consider
Of your 4 calls to action here, changing this link by deleting
“Follow Us” draws the most everything after “#...”
attention because of the images.
You may not want this

4. Consider checking Open Facebook Search for the
conversations happening about BACTheatre, off of your page.
85% of your 20 peer organizations were You can also encourage fans to use the “@BACTheatre”
active on Facebook last month. They have feature to tag you in their posts.
an average of 1,312 likes (max 3,568), post
every other day (max 1.5/day), and get 4
likes or comments per post (max 10).
Seattle Children’s Theatre and Children’s
Theatre Co (minneapolis) are ones to
watch.
Facebook
Consider
registering for a
custom URL
Consider adding more
information to your About
section Consider seeding your
discussion section with topics

5. You won’t start
showing up in twitter’s people search until
Consider you start tweeting
adding an image, description, and
location to your bio
Twitter
Consider
monitoring the conversations going on
about BACT on twitter
60% of your 20 peer organizations were active on
Twitter in the past 10 days. On average they have
555 followers (max 1,532), tweeted 1x/day (max
2x/day), were mentioned by another user .5x/day
(max 2x/day), and were added to a list by 9% of
their followers (max 23%). Seattle Children’s
Theatre and Children’s Theatre of Charlotte are
ones to watch.

6. 65% of your 20 peer organizations were active
on YouTube last year. On average they uploaded 1
video/month (max 2.5), get 1,237 views/video
(max 3,044), and have 20 subscribers (max 45).
Imagination Stage is one to watch. Nice
YouTube
job curating other people’s
videos until you start uploading
your own
Most referrals come
from related videos of
the exact same topic

7. There are several
photos on Flickr mentioning
BACT. Consider reaching out to
thank these photographers
Flickr
20% of your 20 peer organizations were active
on Flickr in the past year. On average they
uploaded 68 photos (max 560), had 0 contacts
(max 1), and joined 0 groups (max 1). They’re
most viewed photo was about 35 views (max
75). Imagination Stage is one to watch.

8. 75% of your peer organizations has an
active Foursquare venue, but only 1 has
Consider claimed their venue. On average at their
Yelp and Foursquare
claiming your venues, 21 people (max 208) have
venue so you have checked in 99 times (max 369) and left 0
access to venue tips (max 4).
analytics
Consider adding
a category and tags
to your venue
Consider
keeping an eye on
75% of your 20 peer organizations has an active the Foursquare venues
Yelp page. 8 organizations have claimed their you perform at; some
page. On average they have 2 reviews (max 8), are quite active, and
of 5 stars (max 5). may include tips
Consider claiming about BACT
your venue on Yelp, adding the
appropriate content, and
correcting your Category tag

9. 35% of your 20 peers blogged in the past 3
Blog
months. They posted on average 2x/month (max
10x), have 2 subscribers (max 25), and get 0
comments/post (max 1.5). Barrel of Monkeys is
one to watch.

10. Other Social Media
This is the only delicious user
who has tagged anything by BACT,
but they seem highly involved with
family activities in SF. Consider
reaching out to them.
Consider reaching out to
some of the bloggers talking
about BACTheatre
Great job claiming your
Google Place and adding so much
appealing content
Consider adding a
LinkedIn company profile for
BACT so other children’s theatre
professionals can find you
The only other social network linked to by one of your peer
organizations is Barrel of Monkey’s with a podcast.

11. Great job using
AdWords to drive traffic.
Try adding dates & price
to your ad
You have great anchor text
diversity, now you just need more
Search Engine Optimization
links. Consider reaching out to
bloggers, using keyword rich
anchor text in internal links, and
creating keyword rich content on
your website
Consider adding alt Watch who else
text to your images, is bidding on your brand name
meta tags to all your and consider bidding on their
pages, and extending keywords/stealing ideas from
your domain name their ads
contract for better SEO

12. Glossary
301 redirect: shows Google that “site.org” and “www.site.org” are the same website (5 minute fix your webmaster can do)
A/B Testing: a way to test 2 slightly different webpages to see which one users take action on more often
Aggregator: a website that collects and displays lots of different blogs (examples: Digg, Reddit, StumbleUpon, Delicious)
Alt-tag: keyword tags that describe an image so Google bots know how to index the image and allow others to find it
Anchor text: the underlined phrase that links to a new page. Google uses this phrase to decide where your site shows up in search
Blog subscribers: I’ve shown you Google Reader subscribers, which on average accounts for about 50% of all your blog subscribers
Call to action: the 1 action you want a user to take on this page (click a donate button, buy tickets link, submit email for newsletter)
Category v tag: both help users find content; categories tend to be pre-defined, tags tend to be user generated
Design elements: ensuring your digital branding (style) matches your social branding matches your off line branding
Facebook custom URL: facebook.com/yourname instead of facebook.com/pages/city/yourname/123456
Generic v branded search: generic search example is “dance company san francisco” branded search example “AXIS Dance”
Hashtag: a phrase prefixed with # symbol, which makes searching for that particular topic
Integrated blog: a blog hosted on your own website (yoursite.org/blog or blog.yoursite.org) provides you valuable SEO
Keyword rich content: using the generic (see above) phrases you want to rank for in Google searches
Link architecture: where internal page links appear on your website, and how sections of your site are linked together
Meta-description: text appearing under link in a Google search that describes the page. <meta name =”description” content=”...”>
New twitter: in Oct 2010, Twitter added a new windowpane on the right side of the feed, which interfered with some profile designs
RSS: method by which you can subscribe to a blog via email or an RSS reader (stands for Real Simple Syndication)
Referral source: how users arrive arrive at your video; could be through embedded players, related videos, searches, links
Permalinks: a unique URL for every blog post so they can be linked to forever
SEO: stands for Search Engine Optimization; process of
Tag cloud: a visual depiction of keywords where the most used words are displayed larger, tags are linked to relevant site content

13. Free Resources