Are you overwhelmed by Twitter, YouTube, Facebook, Instagram, Snapchat, and more? There are a million networks to broadcast yourself on and very few hours in a day. Social media manager and burlesque performer Erica McGillivray (Vicious Wishes) walks you through how to get your social media channels under control. Learn how to: - Choose the right management software for your life. - Pick the right networks for your audience. - Prove your audience is coming to your shows. - Set realistic goals around your social media. Created for BurlyCon 2015

1. How
to
Manage
Your
Social
Media
Like
a
Boss
by Vicious Wishes (Erica McGillivray)
@emcgillivray

2. My
professional
background:
• 300+ events from 20-3,000
attendees
• 9 years of online marketing
experience
• Specializing in community, social
media, content, branding, and SEO
• Speaker, teacher, and author
@emcgillivray #BurlyCon

3. Expectations
for
today:
Tools
Goal tracking
Finding audience
@emcgillivray #BurlyCon

4. Social
media
management
tools

5. Find a tool
you *like*

6. Nothing’s
perfect for
all your
needs

7. @emcgillivray #BurlyCon

8. • Tweetdeck
• Plume
• Tweetcaster
• Meshfire
• Buffer
• Hootsuite
• Manageflitter $
• Sprout Social $
• Viral Tag $
@emcgillivray #BurlyCon

9. • Facebook
• Buffer
• Hootsuite
• Sprout Social $
• Viral Tag $
@emcgillivray #BurlyCon

10. • Iconosquare
• Latergramme
• Hootsuite
• Sprout Social $
• Viral Tag $
@emcgillivray #BurlyCon

11. • Buffer
• Viral Tag $
@emcgillivray #BurlyCon

12. • Snapchat
@emcgillivray #BurlyCon

13. Content
creation
tools

14. @emcgillivray #BurlyCon

15. • Canva
• Pablo
• InstaQuote
• Repost
• Fancy Frame
@emcgillivray #BurlyCon

16. Analytics
tools

17. @emcgillivray #BurlyCon

18. • TrueSocialMetrics
• Ticketing services $
• Followerwonk
• Manageflitter $
• Iconosquare
@emcgillivray #BurlyCon

19. What’s
the
“right”
social
network
for
me?

20. A three
rule guide
to choosing

21. 1. Pick a network(s) you enjoy being on
@emcgillivray #BurlyCon

22. 2. “Don’t half-ass two things;
whole-ass one thing.” – Ron Swanson
@emcgillivray #BurlyCon

23. 3. Match your goals to your networks
@emcgillivray #BurlyCon

24. Goal
tracking

25. #1: Selling
those tickets

26. General
metric:
Ticket sales

27. A
better
question:
“Where
are
my
sales
coming
from?”

28. @emcgillivray #BurlyCon
Bought via
Facebook

29. @emcgillivray #BurlyCon

30. @emcgillivray #BurlyCon
Can you use your ticketing service?
• Eventbrite
• Brown Paper Tickets
• Showclix
• Vendini
• Prekindle
• Ticketfly
• Yaphsody
• Venue specific

31. @emcgillivray #BurlyCon
UTM tracking codes
http://www.yourwebsite.com/?
utm_source=facebook&utm_mediu
m=social&utm_campaign=burlycon
https://support.google.com/analytics/answer/1033867?hl=en

32. @emcgillivray #BurlyCon
Event tracking
https://developers.google.com/analytics/devguides/collection/
analyticsjs/events
Is anyone
actually clicking
this button?

33. @emcgillivray #BurlyCon
Use Google Analytics!
• Stranger Tickets/Bold Type Tickets traffic only
• PayPal (kind of)
• Your own website

34. @emcgillivray #BurlyCon

35. @emcgillivray #BurlyCon

36. Put them
here too!

37. @emcgillivray #BurlyCon
Your email signature!

38. @emcgillivray #BurlyCon
Content on your site

39. @emcgillivray #BurlyCon
Content in other relevant sites

40. @emcgillivray #BurlyCon
Partners, Performers, Press, Playhouses

41. @emcgillivray #BurlyCon
Even on your posters!
Add a tracking
URL & use a
shortener

42. @emcgillivray #BurlyCon
Don’t forget to tally door sales

43. Which
of
my
efforts
are
most
effective?

44. Do
I
need
to
expand
my
network?

45. Sample
spreadsheet:
bit.ly/burlycon-­‐15-­‐spreadsheet

46. #2: Velocity
of sales

47. Sales
prediction
math is
hard. Let’s
shortcut.

48. @emcgillivray #BurlyCon
Benchmark against yourself (or regionally)

49. @emcgillivray #BurlyCon
Example: Seattle, you never RSVP!

50. @emcgillivray #BurlyCon
Example: Los Angeles buys at the door!

51. Sample
spreadsheet:
bit.ly/burlycon-­‐15-­‐spreadsheet

52. #3: In-scene
Networking

53. 78% of
people share
to connect
with others

54. @emcgillivray #BurlyCon
Track socialization

55. @emcgillivray #BurlyCon
Test: everything on Instagram

56. @emcgillivray #BurlyCon
Conclusion: invited to more parties

57. @emcgillivray #BurlyCon
Target influencers: Twitter lists

58. @emcgillivray #BurlyCon
Target influencers: Facebook lists

59. What
connections
are
you
looking
to
make
and
why?

60. @emcgillivray #BurlyCon
Make sincere connections

61. What
are
you
tracking?
What
are
your
goals?

62. @emcgillivray #BurlyCon
Resources
Tracking spreadsheet - bit.ly/burlycon-15-spreadsheet
The Psychology of Social Media by Courtney Seiter
https://blog.bufferapp.com/psychology-of-social-media
How to predict ticket sales
http://repository.upenn.edu/cgi/viewcontent.cgi?
article=1048&context=wharton_research_scholars
What Social Media Sites Should Your Company Be On?
https://www.salesforce.com/ca/blog/2015/11/your-company-on-social-
media.html

63. @emcgillivray #BurlyCon
Erica McGillivray
aka Vicious Wishes
emcgillivray@gmail.com
@emcgillivray
Presentation:
bit.ly/social-boss