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ArtsLab SF

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ArtsLab SF

  1. Leveraging Social Media:Understanding Strategy and Putting it into Practice<br />Beth Kanter, Beth’s Blog<br />This project is being generously supported by the William and Flora Hewlett Foundation, The Wallace Foundation via The San Francisco Foundation and Grants for the Arts, and the Koret Foundation. <br />
  2. Beth Kanter, CEO, Zoetica<br />
  3. My passion is teaching and learning social media<br />Photo by Steve Goodman<br />
  4. Engaging<br />Content in<br />many places<br />network<br />Sharing<br />Conversations<br />Crowdsourcing<br />Fundraising<br />Online<br />Learning and content creation<br />
  5. I have degree in classical music performance, flute<br />
  6. Rapid Introductions: Name, Title, Organization<br />
  7. Inspiration <br />
  8. Overview<br />Goals:<br />-Create effective social media strategy that supports and enhances communications objectives<br />-Design and implement low risk, focused experiment<br />-Method for individual learning and improving<br />-Social Learning with social media<br />#artslab<br />
  9. Social Learning With Social Media<br />If two minds are better than one, what about a hundred? <br />
  10. http://artssocialmedia.wikispaces.com<br />
  11. #artslabsf<br />
  12. Expectations<br />
  13. Icebreaker: Two Lines<br />
  14. Social Media Effective Use Check List<br />Flickr Photo by toby_maloy<br />
  15. Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that resonated<br />Photo by Franie<br />
  16. Generate Buzz<br />Social Content<br />Engage<br />Listen<br />Social Media Strategy Blocks<br />Movement Building with Multi-Channels<br />Support Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome<br />
  17. Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Movement Building and Multi-Channel<br />GenerateBuzz<br />Listen<br />Engage<br /> 10hr<br /> 15hr<br /> 20hr<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />Less Time<br />
  18. Share Pairs<br />Are you in the crawl, walk, run, or fly stage with your social media?<br />What does that look like?<br />What’s needed to get you to the next stage?<br />Photo by Franie<br />
  19. Strategy<br />
  20. Engaging people in the art form<br />
  21. Strategy<br />
  22. Source: Communications Network Listening Presentation OSI Foundation<br />
  23. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Listening and Responding <br />
  24. Share Pairs<br />Who is listening on social media channels? <br />What are some key words you use to listen?<br />Share a listening story<br />Photo by Franie<br />
  25. Strategy<br />
  26. Conversation Starters<br />
  27. “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”<br />Danielle Brigida<br />
  28. Strategy<br />
  29. “Pittsburgh arts organizations have begun <br />inviting local bloggers to events who then<br />blog the Invitation and spread it via Twitter <br />or Facebook” – Liz Perry<br />
  30. Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that resonated<br />Photo by Franie<br />
  31. Strategy<br />
  32. The Social Life of Content<br />Crawl<br />Fly<br />Walk Run<br />
  33. Social Media Outposts<br />
  34. Curated Social Content<br />
  35. Don’t Forget Mobile Content ….<br />
  36. Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that resonated<br />Photo by Franie<br />
  37. Strategy<br />
  38. Platform for Self-Organizing<br />
  39. Capacity<br />
  40. Staffing<br />
  41. How much time does it take to do social media?<br />
  42. Culture<br />
  43. Perceptions <br />Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Fear of failure <br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more <br />
  44. Social Media Policy Template<br /><ul><li> Encouragement and support
  45. Why policy is needed
  46. Cases when it will be used, distributed
  47. Oversight, notifications, and legal implications
  48. Guidelines
  49. Identity and transparency
  50. Responsibility
  51. Confidentiality
  52. Judgment and common sense
  53. Best practices
  54. Tone
  55. Expertise
  56. Respect
  57. Quality
  58. Additional resources
  59. Training
  60. Press referrals
  61. Escalation
  62. Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
  63. Scale<br />
  64. Learning<br />
  65. Well, maybe not dead<br />Pick the right metrics to understand what is and what isn’t working<br />
  66. Creating A Safe Place To Fail<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
  67. Pick a social media project that won’t take much time<br />Write down successes <br />Write down challenges <br />Ask or listen to the people you connect with about what worked and what didn't <br />Watch other nonprofits and copy and remix for your next project. <br />Rinse, repeat.<br />
  68. Share Pairs<br />Break<br />What was the most valuable idea or concept that you may apply to your social media strategy?<br />Photo by Franie<br />
  69. Spectra Gram:<br />How comfortable are you with social media tools?<br />NOT AT ALL<br />VERY<br />Somewhere in between? <br />
  70. http://social-media-game.wikispaces.com<br />
  71. Photo by Preetam Rai<br />
  72. Network Effe<br />
  73. Rules …<br /><ul><li> Value of the exercise is the discussion and how you navigate through choices
  74. Don’t get hung up! Make it more context if you need it.
  75. There are no right or wrong answers
  76. Instructions on paper and knowledge in the cards and other people at table
  77. You won’t have a completed, perfect strategy – only have 60 minutes</li></li></ul><li>Table Check<br />Leader<br />Communications<br />Technology<br />
  78. Each table will have one scenario!<br />Scenario A: Theatre Company – American Musical Fans Around The World Unite! Tables 1, 2<br />Scenario B: Children’s Theatre and Music Concerts – Reaching Out To Moms<br />Tables: 3,4<br />Scenario C: Jewish Community Center Arts Program wants a younger audienceTables: 5,6<br />Scenario D: Contemporary Dance wants to generate buzz before, during, and after event Tables: 7, 8<br />
  79. Clarify objective and target audience<br /><ul><li> Review the objective/scenario for your group
  80. Describe precise audience target group
  81. Pass out the people cards and brainstorm audience’s online social behavior
  82. Pass out the secondary research facts about social media users
  83. Identify whether or not you need to do any listening or research as part of your strategy
  84. DON’T GET HUNG UP! </li></li></ul><li>Movement Building with Multi-Channels<br />GenerateBuzz<br />Social Content<br />Engage<br />Listen<br />Review Principles<br />
  85. Pick Your Tools: You Only Get 10 Points!<br />
  86. Report Out<br /><ul><li> Three Minute Summary from 3 volunteers
  87. Discussion Questions
  88. What’s brilliant?
  89. What’s missing?
  90. What will you apply to your strategy?</li></li></ul><li>Lunch: Find someone new to talk to<br />What questions do you have about the tools?<br />Hashtag #artslab<br />
  91. Twitter for Arts Organizations<br />
  92. These slides are mash up!<br />
  93. Twitter: What<br />140 Characters of Bon Mots<br />
  94. Why – Information/Insight, Marketing, Data Mining, Social Circles, Connections, and Spreading<br />
  95. Twitter: Who<br />Average tweet = 1x in 72 days<br />Most tweeters have 25 or fewer followers<br />90/10 rule – Influencers - offline influence<br />
  96. Twitter: How<br />
  97. Listen First: Twitter As Focus Group<br />
  98. Source: Nina Simonhttp://museumtwo.blogspot.com<br />
  99. Source: Nina Simonhttp://museumtwo.blogspot.com<br />
  100. Source: Nina Simonhttp://museumtwo.blogspot.com<br />
  101. They think the people who work at the Smithsonian are cool<br />Source: Nina Simonhttp://museumtwo.blogspot.com<br />
  102. Source: Nina Simonhttp://museumtwo.blogspot.com<br />
  103. Source: Nina Simonhttp://museumtwo.blogspot.com<br />
  104. Audience Appreciation<br />
  105. Customer Support<br />
  106. #2amt<br />Creative and Peer Support<br />
  107. Twitter for Buzz<br />
  108. Networked Effect<br />
  109. Getting Started: The 7 Steps<br />Sign Up<br />Set Up Your Profile<br />Listen First<br />Find & Follow People<br />Add Desktop & Mobile Clients<br />Engage & Converse<br />Measure, Reflect & Improve<br />
  110. What’s Your Twitter Brand?<br />
  111. The Nonprofit Brand<br />
  112. Staffer with Nonprofit Affiliation<br />
  113. CEO or Artistic Director Brand<br />
  114. The Hybrid <br />
  115. Basic Listening First<br />Twitter Home Page – List of tweets<br />People you are following<br />121<br />Twitter for Us - Part II<br />
  116. Use Lists To Manage Followers<br />122<br />
  117. Basic Searching<br />123<br />Twitter for Us - Part II<br /><ul><li>Key words relevant to your cause or organization</li></li></ul><li>Search a “hashtag”<br />124<br />Twitter for Us - Part II<br />
  118. 7 Ways to Turbocharge Twitter<br />Be Informative<br />Use #hashtags# and keywords<br />Talk to people<br />Share & Shoutout AKA Re-tweet<br />Thank people<br />Use Twitter tools<br />
  119. The Science of Re-tweeting<br />@DanZarrella<br />Ask for Retweet<br />Use Nouns<br />Colons Rule!<br />
  120. Ask for the ReTweet<br />
  121. ReTweets are Noun Heavy<br />
  122. ReTweets have More Punctuation: Colons Rule<br />
  123. Twitter Tools<br />Desktop Tweeting<br />Mobile Tweeting<br />Tracking<br />
  124. Desktop Tweeting<br />
  125. TweetDeck.com<br />132<br />Twitter for Us - Part II<br />
  126. SEED<br />Track the<br />Whole Funnel<br />Identify Influencers<br />ATTENTION<br />Tweet Impressions<br />ENGAGEMENT<br />Click Thrus<br />Retweets<br />CONVERSION<br />Sign ups<br />Donations<br />
  127. Seed: Twitalyzer to identify Influencers <br />  # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates<br />
  128. Reach: What the Hashtag Tweets<br />
  129. Engagement: Bit.ly for Click Thrus<br />
  130. Getting Started: The 7 Steps<br />Sign Up<br />Set Up Your Profile<br />Listen First<br />Find & Follow People<br />Add Desktop & Mobile Clients<br />Engage & Converse<br />Measure, Reflect & Improve<br />
  131. A Twitter Experiment for you?<br />
  132. Listening for Arts Organizations<br />
  133. The Red Cross Case Study: Listening and Engaging Comes First<br />First foray into social media was a listening project in 2006<br />People were talking and they needed to listen<br />At first, felt like going to war, but changed internal perception of social media<br />
  134. Listen: Monitor, Compile, Distribute, Reflect<br />I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger<br />
  135. What’s in Wendy’s Tool Box?<br />
  136. ::the six steps<br />Get your organization ready<br />Use your RSS Reader like a Rock Star<br />Brainstorm Keywords<br />Set up your listening dashboard<br />Make listening and engaging a practice an ongoing process<br />Build in time for reflection<br />
  137. 1. Get your organization ready<br /><ul><li>Who will do the listening and responding?
  138. Response policy?
  139. How much time will you allocate?
  140. How will you analyze the results and share insights?
  141. How will you know if listening has be useful?</li></li></ul><li>2. Use Your RSS Reader Like A Rock Star!<br />Small block of time for daily reading<br />Clean house, reorganize<br />Don’t feel obligated to read everything<br />
  142. 3. Brainstorm Keywords<br /><ul><li> Nonprofit Name
  143. Other nonprofit names in your space
  144. Program, services, and event names
  145. CEO or well-known personalities associated with your organization
  146. Other nonprofits with similar program names
  147. Your brand or tagline
  148. URLs for your blog, web site, online community
  149. Industry terms or other phrases
  150. Issue area, synonyms, geography
  151. Your known strengths and weaknesses.</li></li></ul><li>
  152. 4. Find and Add Feeds – Start Listening!<br />
  153. Where<br />Search and add to your reader<br />
  154. Don’t Panic!! <br />
  155. Establish Good Habits<br />Start with a small, select number of feeds<br />Review feeds as part of your routine<br />Open interesting links in new tabs<br />Read and follow interesting links in comments<br />Subscribe to new feeds<br />Revise keywords as you go<br />Identify mission critical keywords<br />Share a summary weekly w/others<br />
  156. Lurk for the first 30 days<br />5. Make Listening and Engaging a Habit<br />
  157. Start engaging <br />
  158. If you find people talking about you ….<br />Not Problem<br />Keep track of themesKeep track of positivesEngageLook for stories to repurpose<br />
  159. If you find people talking about you ….<br />Problem<br />Big Problem<br />Little Problem<br />Be prepared to act swiftly <br />Track themesBe prepared to engage<br />
  160. Add value to the conversation<br />Don’t be afraid to disagree<br />Keep to the point of the topic<br />Point to relevant sources if you have more information<br />Watch the conversation develop<br />Humor works<br />Avoid big brother <br />Respond like a queen<br />
  161. 6. Regular Time for Reflection<br />Are the topics of conversation changing?<br />Is the tone, sentiment, or volume changing?<br />Where are the most interesting conversations taking place?<br />What does this mean for your strategy or programs? How can you use the information to improve what your are doing?<br />Is there great content (stories) that you can repurpose elsewhere?<br />
  162. ::the six steps<br />Get your organization ready<br />Use your RSS Reader like a Rock Star<br />Brainstorm Keywords<br />Set up your listening dashboard<br />Make listening and engaging a practice an ongoing process<br />Build in time for reflection<br />
  163. A ListeningExperiment for you?<br />
  164. http://artssocialmedia.wikispaces.com<br />