1. Trends in social media Amy Rushby Digital Marketing Officer Royal Shakespeare CompanyAuthors name, Department1

2. Everyone uses social media Are we reaching saturation point? How can our messages stand out over the noise? Is Facebook really social now, or just an advertising platform? When social media turns bad Digital marketing or community management and other discussion topicsAmy Rushby 2 3. Are we reaching saturation point?Amy Rushby 3 4. The RSC (like most arts organisations) likes to use social media... RSC Facebook Page@theRSC@matildamusical RSC Teachers @theRSCKey RSC Open Stages@RSCRooftop The RSC Key@HiretheRSC@matildamusical World Shakespeare@wsf2012 Festival @RSCPress Matilda The MusicalAND: YouTube, Pinterest, Google Plus, Storify, Instagram,FlickrAmy Rushby4 5. And why not? Social media helps the RSC to: Engage our audiences in the life of the company and the development of a show (and hopefully sell a ticket!) Reach out to a younger, global audiences Safe user friendly platforms for conversation and discussion Gather informal audience feedback Share our growing bank of online content Build the RSC as a well-known and trusted cultural brand Surprise people wow the RSC is on Twitter, the RSC just RTed my photo! You replied to my question thanksAmy Rushby5 6. But social media is busy and noisy are we heard? A tweet is lost in a Twitter minute 340 million tweets per day Are RTs the new spam email? More and more advertising promoted posts and tweets And Facebook has changed its algorithm - EDGERANKAmy Rushby6 7. Tweet, Tweet...Twitter 517 million Twitter accounts Second biggest social networking site, after FacebookTop three tweeting cities: Jakarta, Tokyo and London For the RSC Twitter has overtaken Facebook in termsof number of followers: 50,700 compared to 34,700 (lastweek we gained 1,600 new Twitter followers)Amy Rushby7 8. Promoted Tweets Using promoted hash tags to get your campaign noticed a form of subliminal advertising?Amy Rushby 8 9. A stumblingblock for UKorganisationsAmy Rushby9 10. Understanding Edgerankhttp://www.whatisedgerank.com/Amy Rushby 10 11. Sponsored Stories /Promoted Status My friends like Bacardi, therefore I must like Bacardi...I dont like Bacardi is this the new spam?Amy Rushby 11 12. Where are our friends?If you want to speak to the other80 to 85 percent of people whosigned up to hear from you,sponsoring posts is important.Do we need to find newsocial media platforms?Source: http://dangerousminds.netAuthors name, Department 12 13. If we cant beat them, should we join them?The RSC couldpotentially spendapprox 1,500 perweek on promotingits Facebookupdates, in order toincrease reach andengagement.Annual spend =78,000!Amy Rushby 13 14. When social media turns bad... 2011 As You Like It Rabbit Gate 2012 The Orphan of Zhao Zhao Gate What can you do when your Facebook Page gets hijacked by groups with strong views?Amy Rushby14 15. What did we learn?Amy Rushby15 16. Social media vigilance Tolerance and thick skin Clarity about what is and what is not acceptable Familiarity with terms and conditions and community guidelines Internal communications Expect the unexpected theres not one rule for every Twitter StormAmy Rushby 16 17. Is social media digital marketing or community management?Amy Rushby 17 18. Discussion What is the future of social media? Thoughts on Edgerank and promoted posts? How will this impact upon arts organisations? Do new platforms potentially offer us a better deal? What are your social media experiences good, bad and ugly? Are marketers now community managers?Amy Rushby18 19. Thanks! amy.rushby@rsc.org.uk @amy_rushby www.culturaltweeters.blogspot.comAmy Rushby 19