When was the last time you saw 1/4 million people at the ballet?

Thanks to clever use of social media - that's just what happened to the Royal New Zealand Ballet. They are a great example of an organisation that's doing a lot right in the social media space.  Here's some examples:

1. That Lady Gaga clip. It has everything: it's a fabulous showcase of choreography and dance talents at RNZB; it's a Lady Gaga track; it's humorous and clever; and they videoed it. On it's own, a feel good moment for the (internal) audience who obviously enjoyed it. But then - they put it up on You Tube, referenced it on Facebook and Twitter, and suddenly they had 1/4 million other people enjoying their performance (including the Lady herself - who apparently approved!). 

Here it is (sorry about the sound) - enjoy!

 

2. The next thing they're doing right is Facebook. It feels like they love this space, there's heaps of posts, lovely behind the scenes videos, as well as invitations and news about shows.

 

Evidenced by almost 2,000 "likes" already, it's a testament to a team that understand and love the medium they're using. 

3. And, yes, they're on Twitter too. Perhaps not quite as exciting as the first two examples, but nevertheless Twitter is being used to promote shows and events. (This is where followers and fans could be rewarded with the odd giveaway - even free programmes, cheap seats, special invitations. Followers LOVE to be rewarded!)

So, that's a good case study for you, if this is an area you're dabbling in, or looking to dabble in, I hope it helps. 

We do get a few enquiries about how to succeed in social media. Anyone can see the opportunities, but it can be a bit of a black art to harness them. We've run workshops for several clients, helping them to understand the various channels, learn from relevant case studies, decide which options are best for them, learn how to manage the new channels, etc. Above all social media works best when, once those decisions are made, you leap in and immerse yourself in that channel. That's something, in my view RNZB are getting right.  

There's a magic ingredient too, that shouldn't be overlooked, and that's the people behind the channel(s). These channels are best run by those that are embracing them already. Don't get your receptionist to do the tweets if Twitter isn't the first thing they check in the morning. If they aren't really into the social media channel of choice, it'd be a bit like plonking your introvert accountant onto the pumping nightclub dancefloor and asking them to blend in.  Might work. Might not too.

Authenticity (to the brand AND to the channel), as I've blogged about before, is critical. The right people behind the channel already know when to "like" or LOL; how to @tag or #tag; the etiquette of the RT and #ff; and they already read and refer to blogs. (And, they're probably all over Lady Gaga on You Tube)

Go forth, follow (try following me), friend, and be socially fabulous. 

 

Disclaimer: we did run a social media workshop for RNZB - but that just got them going in the right direction.  They can take full credit for their social wonderfulness from there.