>> My name is Mike Carnes and I'm a Broadway producer and a social media manager.
Yeah, so, I consider what I do digital story telling.
I like to take the story that's happening on the stage and the story happening
around the show itself and find ways to tell that story online.
So, we create content, we come up with campaign ideas, we shoot video, edit video,
we do cast activations, we oversee all of the content that rolls out on all
of the social media channels associated with a Broadway show.
The first and most important thing is to analyze
and decide what the tools are that we're working with.
So, for example, we look at see, okay, who are the people involved with the show
that might have large social followings that we can rely
on who are big supporters and champions of the show.
What are brands that might be affiliated with different aspects of the show?
Things that we can tie back to and work with in order to amplify the message
and the story that we're trying to tell.
So, we do everything from Facebook lives and different new technologies that are rolling
out to we go and we shoot video of press things that are happening
or interviews that are taking place.
I have a fulltime graphic designer that's just building content and editing video
and putting things out that are aesthetically consistent
with the overall aesthetic of the brand.
It's something that's important to us in the social strategy.
Hamilton is without question the best comparison to make of the use of social media
as far as the amplification of a brand.
We have found that only 1300 people a night when the show is on Broadway were going to be able
to actually sit in that theater and see that show, whereas we have 1.5 million fans
on the social media fans that we have.
So, we recognized that social media was going to be the way that we were going to be able
to connect with those fans and to give them an experience that would be invaluable whether
or not they were able to see the show.
So we are always looking for these initiatives and trying to find ways that make people feel
as though they are in the action, that they're in, to use a line from the show,
the room where it happens, with us, whether or not they're able to buy a ticket.