DC Capital Fringe as Social Media Mini-Case Pushing Boundaries, a solo storytelling performance by Ellouise Schoettler currently at the DC Capital Fringe Festival, is the story of a 1950s “I Love Lucy” housewife who morphed into a national ERA Activitist.Four reviewers attended opening night; each wrote glowing reviews.Ellouise, a nationally known storyteller, is my mother. I’m serving as Ellouise’s public relations and social media manager for the Fringe performances, and learning mini case study lessons along the way.
This post is one of a series that talk about ways we’ve been blending social media with traditional marketing. We welcome your comments, observations — and any lessons you’re learning from using social media at the DC Fringe. Together, this information will help all of us better understand using social media as a performer for such an event-specific purpose.
DC Capital Fringe: The Social Media Fun Begins
We planned. We prepared. So we were ready.
But since the DC Fringe opened earlier this month, managing social media and public relations for Ellouise Schoettler’s show at the DC Capital Fringe feels more like juggling — listening, reacting and sharing. And that’s making it even more fun for me, even as I’m learning new things that will translate to other social media, marketing, and public relations work that I do.
Know, though, that my Pushing Boundaries marketing role is easier because I’m working with a performer who embraced blogging, social networking and social media long before Opening Night at the Fringe. That helps the two of us work well as a marketing team.In essence, the DC Capital Fringe offers a mini case study of event-specific use of a blend of traditional and cutting edge communication tools. This post is the first of several that will talk about some of those lessons. I hope you’ll jump in and share what you’ve been learning, too.
Let’s start, though, with the tools we’ve been using.
Social Media Tools: Free & Useful
Monitoring social media and efficiently trying to measure its reach requires tools, but you have to pick ones that match your budget.
Everyone has their favorites. What are your’s?
I use mostly free social media tools. Here’s some of what I’m currently using for the Pushing Boundaries effort, all of which are free:
- Hootsuite.com — A popular content aggregator, Hootsuite is increasingly my favorite time-efficiency tool, particularly for ongoing twitter keyword searches and easy tweeting (real time and scheduled), as well as Facebook Page monitoring (I prefer to post directly on a page because it’s easier to add pictures, links and more.) I set up early Hootsuite streams based on various keyword and search criteria, but have had to add several new streams since Opening Night as new keywords and stakeholders surface. Good news: Hootsuite makes it easy. (NOTE: Some people prefer Tweetdeck to do some of this. I’m just not one of them.)
- Search Twitter – If you’re not familiar with search.twitter.com, it’s essentially like a “google” search specific for Twitter. It’s a great way to do a one-off search or double check that you’re using the right keywords and hashtags in Hootsuite. Plus it can catch things like, in one case, the misspelling of Ellouise’s name.
- Bit.ly – While Hootsuite.com has a URL shortener (ow.ly), I perfer bit.ly statistics, and the way it’ll lay out who else is retweeting the destination link.
- Facebook Page Insights (Second Wave Album and Pushing Boundaries)
Schmaps - Creates maps with event details & pics, and offers a visible RSVP option. (Essentially a landing page for your event). Easy to share through Twitter & Facebook.- Google Alerts
- Google Analytics
- Google Searches (Advanced)
What free tools are you using to manage and monitor your online brand, event-specific or otherwise?
Read Related Capital Fringe Posts:
- Social Media @ 2010 DC Capital Fringe: Leveraging Free Tools
- Social Media @ 2010 DC Capital Fringe: Twitter Lessons
- Social Media @2010 DC Capital Fringe: Working with Schmaps, Twitter & iPhones
- Pushing Boundaries at the DC Capital Fringe - 1970s Networking in a Social Media World
A former Corporate 750 client manager and journalist, Certified Social Media Coach and Inbound Marketing Specialist Robin S. Fox helps clients achieve their business goals.
As an out-of-town performer at the 2010 DC Capital Fringe travelling sans computer, I relied on early prep work, mainly using Facebook to alert my network, with some work via Livejournal and Myspace (although no longer the “in” networks, they do have loyal adherents and niche audiences). On the ground, I relied mainly on Twitter. I used Google alerts to keep me up to date with reviews. Without a computer, I planned to use my cell phone to update Twitter, but I was in luck: a FedEx Office with Web access was just two blocks from the Festival headquarters.
Also an out-of-town group without a strong base in DC. The Capital Fringe is our first “real” venture to producing our show outside of the NYC area. (We’ve done a few little performances as part of other things outside but nothing really major) The Fringe has done quite a wonderful job at marketing, and I have to give them kudos for that. I’ve been using Facebook, Twitter, my project blog, regular emails, sent out physical flyers to dance studios in DC, posted in DanceMetro DC website, and various other free event listing websites out there.
@Tim — I’m a firm believer in being where you need to be, and that would include MySpace when it comes to theater and music. We didn’t really do anything there. Did you notice any interest in the Fringe on MySpace? I can see your profile on Facebook, but did you create a Page as well?
@Alaine — What’s your project blog’s URL – I’d really like to see it! Unlike your NYC home base, Ellouise is a long-time resident of the DC area.
The Fringe did a nice job marketing the Fringe and I think that helped us gain Reviewer attention, To fill seats, though, Pushing Boundaries required focused marketing beyond the usual Fringe marketing because it is not typical Fringe Fare. We expected that so we did a lot of on the ground marketing with people we felt the program would resonate with, the same way you focused on Dance enthusiasts. Our work included emails, postcards, posters, and more. And, of course, Ellouise was on scene at Fringe.
@Tim — I’m guessing you’re planning to take Chart Toppers to other venues; Ellouise said it was great!
@Alaine — Will your group repeat your program at other venues?
The Fringe was really the Public Launch of Pushing Boundaries, and it’s part of a larger effort to inspire people to share their own stories. That impacted all our decisions to build awareness not just in the DC Area but nationally. In addition to the Program’s Facebook Page ( http://www.facebook.com/PushingBoundaries ), we’ve been running the Second Wave Album (http://www.facebook.com/SecondWaveAlbum) since March. Both Facebook efforts continue because Pushing Boundaries continues, and is already garnering University Women’s Program interest. Second Wave also has its own @2ndWaveAlbum Twitter Channel.
– Robin