Using Google+ to promote and connect with nonprofit arts patrons.

1. Google+ as a Promotional Tool
for Nonprofit Arts
Organizations
Catherine Starek
Technology & Marketing in the Arts
August 08, 2012
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/.

2. Welcome to
 What is Google+?
 (digital content + social networking) + SEO = Google+
 “The ultimate content-sharing platform”

3. Google Plus
 Why is this important?
 “Google+ represents a revolution in the integration of
digital activity and the way we interact with the world
around us.”
 Implications for marketing in nonprofit arts

4. Personal/Org Profile
 Basic Info:  Headers:
 Name  Posts
 Profile photo/logo  About
 Brief Description  Photos
 Videos
 +1’s

5. What might that look like?

6. Distinctive Features
 The +1 button
 Circles
 Hangouts

7. A Quick Look at Google+

8. Nonprofit Organizations
 The web is fueled by people
 Empower & excite
 Connect & Share
 Bring people closer to your organization
 Google for Nonprofits, #CauseILoveEm

9. The Magic of +1
 Personal recommendations (more powerful)
 Google search results (more targeted reach)
 Conversation starters
 Timely endorsement

10. Google+ Circles
 Create your own categories
 Group people based on interests, role, etc.
 Share the right info with the right people

11. Highly customized…

12. Hangouts
Get closer to key constituents
 Face-to-face interaction
 Connect with people near and far
 Relationship building

13. Google Hangout: #AudNGage
Fellow musicians, composers, and arts managers gather on Google+ Hangout to
discuss the topic: Engaging a Younger Audience in the Concert Hall.

14. Arts Orgs
 Dance
 Salsamania Dance Company
 Orchestras
 London Symphony Orchestra
 Dallas Symphony Orchestra
 Detroit Symphony Orchestra
 Presenting
 Strathmore
 Theatre
 Denver Center for the Performing Arts
 Portland Center for the Performing Arts (PCPA)

15. Google Tips: 10 Ways to Build Community
Make your Google+ Page COMPELLING
 Start with your profile
 Profile photo
 Scrapbook photos
 “About” section
 Links
 Consistent TONE
 SEGMENT people and info shared with G+ Circles

16. Building Your Community (cont.)
Provide an ENGAGING experience
 Posts
 Schedule
 Content
 Timing (best times: 10am - 1pm)
 Exclusive media
 Engaging photos and videos
 Involve your online community
 Questions
 Feedback
 Actively respond & recognize contribution
 Host frequent Hangouts

17. Community Building (cont.)
PROMOTE your G+ page
 Spread the word
 Share with G+ contacts
 Email link
 Post links on relevant sites
 Google+ Badge
 Include on website (integrated with G+)
 More +1’s & fans
 Improved Google search
 Author tag
 Attributed content (visually identifiable)

18. Key Considerations for the Arts
 Emphasis on content and people
 “Producing art that resonates with our audiences is vital.”
 “People are our most valuable asset.”
 Digital presence & content sharing
 What others say about us
 What we say about ourselves

19. Key Considerations (cont.)
 Impact on search rankings
 “Getting people to talk about art online is more
important than ever.”
 Ask, encourage, reward, make content connections
 New layer of social interaction online
 Distinguish brand among the masses
 Give people something to talk about

20. Convince Your Leadership
 Enhanced security features
 Customization of Circles and content sharing
 Potential for mobile-based retail (Google Offers/Wallet)
 Search engine optimization
 Direct traffic to your website
 Increase awareness & build relationships
Credit: Dominic Lipinski/PA. The Guardian. April
23, 2012
 Grow and diversify constituency
 Word of mouth!

21. References and Suggested Resources
 Google for nonprofits http://www.google.com/nonprofits/
 Google for nonprofits blog
http://googlefornonprofits.blogspot.com/
 10 ways to build your community on Google+
http://tinyurl.com/9t7v96m
 Getting started guides
http://www.google.com/nonprofits/learning/getting-started.html
 TITA Google+
http://www.technologyinthearts.org/2011/08/google/
 Mashable Google Plus Guide
http://mashable.com/2011/07/16/google-plus-guide/

22. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. To view a copy of this license,
visit http://creativecommons.org/licenses/by-nc-nd/3.0/.