Social Media Case Study | St. Augustine Amphitheatre
Situation
SJC Venues promotes and manages cultural and music events for the St. Augustine Amphitheatre; the area’s only intimate outdoor venue to hear world-class musicians such as Kid Rock, Kings of Leon, Buddy Guy, Zac Brown Band, Willie Nelson and many more.
The St. Augustine Amphitheatre has a loyal fan base with regularly sold-out events. Ticket sales slowed due to recent economic conditions. There were links to Facebook and Twitter on the Amphitheatre’s website, however, their social media efforts were essentially non-existent. Twitter had eight followers and only two tweets, the most recent announcing the sale of Stone Temple Pilot tickets two months prior. Facebook had two fan pages. While one page had 1,100 fans, it had not been updated in a year and a half and included a fan post, “Are you ever going to update this page?” four months prior without response from the Amphitheatre. The other fan page had a mere 30 fans had not been updated in six months.
Social Media Strategy
Immediately open lines of communication to gain back trust, engage online audiences, both reactively and proactively, while enticing locals to discuss the many events at the St. Augustine Amphitheatre to ultimately drive ticket sales.
Solution
Befriend online community (Twitter, Facebook, LinkedIn, Foursquare), by initiating on-going consistent dialogue in a clear, compelling, yet non-spamy and genuine voice.
Results
In six weeks, organically increased Facebook fans by 30%, 300+ new, local Twitter followers were added and the Amphitheatre was “listed” 18 times.
In 19 months organically increased Twitter followers by 1,000%, Facebook fans by 500% and Foursquare friends by 500%.
The St. Augustine Amphitheatre’s new social media marketing initiative ultimately contributed to sold-out concerts for Lynyrd Skynyrd, Bonnie Raitt, Zac Brown Band, Aretha Franklin and more. In addition, premium sections 101, 102, and 103 of Moody Blues concert sold-out within hours of going on sale.
Read our social media case study for Jane Nation.
SJC Venues promotes and manages cultural and music events for the St. Augustine Amphitheatre; the area’s only intimate outdoor venue to hear world-class musicians such as Kid Rock, Kings of Leon, Buddy Guy, Zac Brown Band, Willie Nelson and many more.
The St. Augustine Amphitheatre has a loyal fan base with regularly sold-out events. Ticket sales slowed due to recent economic conditions. There were links to Facebook and Twitter on the Amphitheatre’s website, however, their social media efforts were essentially non-existent. Twitter had eight followers and only two tweets, the most recent announcing the sale of Stone Temple Pilot tickets two months prior. Facebook had two fan pages. While one page had 1,100 fans, it had not been updated in a year and a half and included a fan post, “Are you ever going to update this page?” four months prior without response from the Amphitheatre. The other fan page had a mere 30 fans had not been updated in six months.
Social Media Strategy
Immediately open lines of communication to gain back trust, engage online audiences, both reactively and proactively, while enticing locals to discuss the many events at the St. Augustine Amphitheatre to ultimately drive ticket sales.
Solution
Befriend online community (Twitter, Facebook, LinkedIn, Foursquare), by initiating on-going consistent dialogue in a clear, compelling, yet non-spamy and genuine voice.
Results
In six weeks, organically increased Facebook fans by 30%, 300+ new, local Twitter followers were added and the Amphitheatre was “listed” 18 times.
In 19 months organically increased Twitter followers by 1,000%, Facebook fans by 500% and Foursquare friends by 500%.
The St. Augustine Amphitheatre’s new social media marketing initiative ultimately contributed to sold-out concerts for Lynyrd Skynyrd, Bonnie Raitt, Zac Brown Band, Aretha Franklin and more. In addition, premium sections 101, 102, and 103 of Moody Blues concert sold-out within hours of going on sale.
Read our social media case study for Jane Nation.
Social Media Marketing
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Web Development
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