The Royal Shakespeare Company & Social

Media
A proposed strategy for 2010
The RSC & Social Media
 Professional background in social media and theatre
 A social media approach
 Social media objectives 2010
 The RSC’s commercial objectives
 Target audience profiles and comments
 Analysis and recommendations
 Ideas to consider
 Questions
Professional background in social media and
theatre
Well
Well established
established
theatre
theatre contacts
contacts

Passion
Commercially
Commercially
Successful
and Journalistic
Journalistic
Successful
social
social media
media
campaign
campaign for
for
knowledg experience
experience
writing
writing theatre
theatre
online
online features
Frank’s
Frank’s Closet
Closet e of features

theatre

In
In depth
depth
knowledge of
knowledge of
managing
managing social
social
media
media
campaigns
campaigns for
for aa
charity
charity
A social media approach
Research

Recognise
Evaluate strengths
and and
measure weaknesse
s

Implement.
Experimen Clarify
t. objectives
Listen.
Social media objectives for 2010

The RSC is an organisation that engages with the world by the work performed by
contemporary actors, writers and theatre workers.
 Listening to what audiences are saying about The RSC
 Empowering audiences to promote The RSC
 Deeping the RSC’s relationships with its current audience
 Attracting new audience members to the RSC
 Building relationships with sponsors and stakeholders (The Roundhouse,
Theatres, Production Companies, actors, writers, educators, designers,
Shakespeare companies, charities)
 Raising awareness of productions with press
Social media objectives need to meet the RSC’s commercial
objectives to...

 Increase tickets sales

 Sustain and expand membership
 Increase donations
 Increase sales of merchandise
Jennifer Casey, Artistic Director of Shakespeare Santa Barbara
said – in reference to the RSC Facebook page said:

“I look for relevancy to my interests before I like a page. [The

RSC] should have a discusssions section for fan feedback,
threads, etc, but not allow others to post on their wall, or it
loses it's offical"ness". Also, maybe a blog type part of the
page, from the point of view of an actor or a designer or
director currently in rehearsal or production, to give it a
behind the scenes feel. I don't seek out facebook pages to
"like" if I am a serious ticket buyer as much as I tend to go to
their website, which are visually more appealing and have
easier navigation to all the different pages of info. I like the
websites of The Centre Theatre Group Oregon Shakespeare
Festival, and of course Shakespeare Santa Barbara’s site!”

Centre Theatre Group (Los Angeles)

http://www.centertheatregroup.org/
Oregon Shakespeare Festival http://www.osfashland.org/
Keith Fowler, Professor and Head of Directing, Claire Trevor
School of the Arts, University of California, Irvine

“I was living in Stratford back in '60/61 ("present at the creation," so to speak). The
RSC's own website is good, with bigger pictures and currently showing shots from AS
YOU LIKE IT and CAESAR--a nice contrast between images of light comedy and
tragedy. The combo is smart because it offers right off something appealing for
young viewers (the screwball comedy picture from AYLI) while at the same time
reminding us (through the CAESAR pic) of their dignified side. Also I like that they
give links at the bottom of the first page to the current individual shows, and each of
these offers a quick snap to the show plus a good range of photos from each show. “

“It's hard to imagine a better set-up. But I'd suggest going one more step into history
(keeping in mind that Shakespeare is the link for tourists and connoisseurs alike to
England's art and history) and offering at least one historic photo on the welcoming
page, such as Olivier as Coriolanus or Laughton as Bottom, with links to a gallery of
historic shots. Also shots of some of the great designers' scenery (I recall the old
Stratford programmes would have pages of original art by the scenic and costume
designers.) Another possible feature is audio. Why not include audio tracks of
Gielgud or Peggy Ashcroft or other great Sirs and Dames offering excerpts of their
great Stratford roles?”
Analysis

Strengths?

Well established organisation with worldwide recognition and respect

The organisation has embraced social media!
Vibrant, beautifully designed website with strong, shareable content
Huge social media growth potential
Established social media channels with active community

Weaknesses?

Inconsistent content and branding social media channels

Lack of tagging, linking with external stakeholders
One Facebook page for all productions and projects
Recommendations
 Integrate social media communications with RSC’s overall
communication/marketing/PR plans
 Social media training for communications staff, production, cast, crews
 Create Facebook/Twitter lists actors, performers, writers, designers, theatre
companies, theatre press, etc
 Re-emphasise the quality of professional productions, the history of Stratford
 Consistently maintain integrity of the organisation
 Ideas to consider...
Tag/link to external stakeholders
Contests?
Review Facebook events
Organise Flickr photostream by
production
Make social media channels more prominent
on homepage
Matilda should have its own targeting social
campaign
Questions?