Yen-sight on the Stratford Shakespeare Festival being "social"

My goal is to see 10 on the 60th season playbill - halfway there!

After a few weeks away from my blog (let's blame the summer weather!) I am back. Back with more delightful marketing insights and discoveries as I've been busy planning my calendar to take in some plays and musicals at the Shakespeare Festival (SSF) and films at the upcoming Toronto International Film Festival (TIFF)!

Lately I've discovered the magic of the SSF after attending half a dozen plays this season (got to take advantage of student deals while I still can!) - and I've become OBSESSED with learning everything and anything pertaining to the festival, this seasons' playbill, and its history. I'm not a writer so I won't be writing my reviews, but I wanted to commend and acknowledge their social media strategies. I have been subscribing to every one of these mediums (Facebook, Twitter, Youtube, Wordpress) to keep myself informed, learn what other patrons recommend, and be part of the conversation - something that has greatly enhanced my experience with the SSF. It extends beyond the in-person theater experience, partly because of the excitement and buzz generated online both by the festival and by fellow patrons, as well as the extra perks they provide to their online community.



I'll be honest, when everyone hopped on the Facebook and Twitter trains in what seems like ages ago, I was reluctant. It didn't make sense why people wanted to publicize their personal information for the world to see on Facebook or how we could have meaningful conversations in 140 characters or less on Twitter. Fast forward four or five years and my mindset has shifted 180 degrees. I now check on my profiles daily - Facebook for personal interest and academic purposes, Twitter for local and international news in my industry/field/community, LinkedIn to remain connected professionally, and Pinterest to keep up with the latest cupcake and cake designs!

Sometimes certain organizations (whether they are for profit or non profit) create an imbalance in their social media formula. One side of the equation just does not work in their favour - either they do not post regularly, they cannot connect or engage with their audience in a meaningful way or their audience isn't even aware they are part of an active online community. One quick look at any of these official platforms for the SSF and you will notice that they are up to date and a model for success for other organizations.

How is it a recipe for success? In my opinion, they hit the major objectives for any social media strategy ("with the times" as other 20-somethings would say):
- Real time up to date posts and interactions: Social media is all about timeliness. Real-time information and updates that run parallel with the playbill and special events as well as responding to fans in a timely manner. I've noticed that more patrons have left their reviews after viewing a play on the Facebook page and it immediately is acknowledged by the administrators with a simply "Thanks, glad you enjoyed the show" or a "Like".
- Variety of posts: I cannot compliment how much I enjoy the variety of updates that are posted. From behind the scenes photos and videos (and equal coverage of all plays), bios and interviews with the company, reviews from critics/patrons from around the world, special promotions (my favourite!) - SSF has a well thought out plan to post updates on all platforms. I find some organizations simply post for the sake of posting. SSF provides equal coverage for all its plays and renowned cast members, pulling in content internally and externally to avoid posting the same content. I particularly enjoy Facebook since all the updates solicit many replies from fans (which always sparks an interest to take in another play!)
- Quality of interaction with fans: I noticed that the admins try to acknowledge all of the posts on their sites. From thanking users for their positive reviews on uploaded Youtube videos to re-tweeting upbeat tweets to "liking" Facebook posts, their efforts to recognize posts is evident. It makes their patrons and fans feel like they are welcome to share their opinions (and that their opinions are being heard) - and it's a great way to receive unsolicited feedback!
- Consistency between platforms: By weaving their platforms together, they are increasing their audience and views on their digital profiles. Facebook may be a great spot for Q&A with fans, but commentary on plays are given more room on Wordpress. The administrators play on the strengths of each platform, fully understanding which content is appropriate for the audience and style of that particular medium.

Shakespeare outside the Festival Theatre

There are other aspects of their social media strategy that I particularly enjoy too - this is just a snippet. I did find myself backtracking when I realized how integrated and involved SSF is with its digital community. Originally I thought the age of their primary audience didn't warrant such active involvement online, but now I have found myself enjoying the various ways they are using social media to their advantage. The way they have created and promoted hashtags for all plays this season, the ability to connect Facebook to your account to purchase tickets, provide previews and commentary on the plays on Youtube (I admit that I increased the views of "Lullaby on Broadway" by 1000), contests and "fans of the week" to allow more fans to enjoy the SSF experience - these are all methods that have allowed them to differentiate themselves from other cultural attractions in my opinion.

Is there a "corporate" social media strategy that you found to have hit the mark?