Conceiving the Production

Social Media Strategy

Am Sagarwala
Manager of Industry Relations, MDM

sagarwala@ryerson.ca • @amsagarwala

Throwback

What's happening here...

1. Tactics vs. Strategy
2. Determine where to focus online marketing efforts
3. Setup some standards and considerations
4. Growth hacking (building an audience)
5. Map out a campaign
6. Defining and measuring success
7. Tools of the trade

Have you...

Lots of tactics
One strategy

Keep 'em Smart

• Specific
• Measurable
• Attainable
• Relevant
• Time-bound

Strategy

What & Why

• Increase number of repeat visits from patrons
• Position your venue as Toronto's cross-media hub
• Build an audience
• Pack the theatre

Tactics

How & Who
 

• Sending emails to
past attendees
• Creating an advert
• Make a Facebook page
• Sell seats using online ticketing
• Send out press releases

Tactics support your strategic goal

Source: Kimron Corion

Focus

Consider your audience
relative to the social network

• Geographic reach
• Usage trends (time & frequency)
• Intent on platform
• Education
• Income
• Relational reach (degrees of separation)

Defaulting to Facebook is like using Helvetica for designs

S.O.P.

Standard Operating Procedures

s

Quality control FTW

• Precompose your content
• Review it
• Who has the keys?
• Universal & inclusive messaging
• What's your line in the sand?
• Drunken masters... you are not.

Growth

Being consistent and responsive are major 🔑s

crunch time

1. Choose a venue, event, or personality
2. Define your objective

crunch time

1. Choose a venue, event, or personality
2. Define your objective
3. What are your tactics? (come up with 6+)

crunch time

1. Choose a venue, event, or personality
2. Define your objective
3. What are top 3 your tactics?

crunch time

1. Choose a venue, event, or personality
2. Define your objective
3. What are top 3 your tactics?
4. Which medium has the reach?
5. Create 3 sample messages

crunch time

1. Choose a venue, event, or personality
2. Define your objective
3. What are top 3 your tactics?
4. Which medium has the reach?
5. Create 3 sample messages
6. Determine when to dispatch messages

sharing is...

Measuring Success

Key Performance Indicators

• Detailed statistics are easy to get at online
• Determine what's important to you to gauge success
• Shares, views, clicks, likes, viewing time, location, etc.
• Comments may be a good measure of engagement
• Ratios are also great!
  Views per click // Purchases per visit // Comments per post

Tools