Post on 18-Sep-2014
description
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.
Beth Kanter, Beth’s Blog
Leveraging Social Media:Understanding Strategy and Putting it into Practice
Beth Kanter, CEO, Zoetica
Photo by Steve Goodman
My passion is teaching and learning social media
Engaging
Content inmany
places
Sharing
Conversations
networkCrowdsourcing
Learning and content creation
Fundraising
Online
I have degree in classical music performance, flute
Rapid Introductions: Name, Title, Organization
Inspiration
• Strategy• Tactics• Experiment
April
• Check-In• Advice• Support
May • Share Learning
June:
OverviewGoals: -Create effective social media strategy that supports and enhances communications objectives-Design and implement low risk, focused experiment-Method for individual learning and improving-Social Learning with social media
#artslab
If two minds are better than one, what about a hundred?
Social Learning With Social Media
http://artssocialmedia.wikispaces.com
#artslabsf
Expectations
Icebreaker: Two Lines
Strategy
Capacity
Learning
Culture
Social Media Effective Use Check List
Flickr Photo by toby_maloy
Photo by Franie
Share Pairs
Something you heard that was completely new to you
Something you thought about
Something that resonated
Generate BuzzSocial
Content
ListenEngage
Movement Building with
Multi-Channels
Social Media Strategy Blocks
Support Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome
acticaches
Listen Engage
Movement Building and
Multi-Channel
GenerateBuzz
Less Time
10hr 15hr 20hr
Social Content
Social Media: Tactics and Tools
Crawl ………..……Walk …….…….. Run ……..…………….Flyl
Photo by Franie
Share Pairs
Are you in the crawl, walk, run, or fly stage with your social media?
What does that look like?
What’s needed to get you to the next stage?
Social media strategy connects, supports, and enhances an marketing or audience development objectives.
Strategy
Engaging people in the art form
Uses listening and engaging techniques to develop a deep understanding of the audience
Strategy
Source: Communications Network Listening Presentation OSI Foundation
Relationship building
Customer service issue
Influencer complaining …
Listening and Responding
Photo by Franie
Share Pairs
Who is listening on social media channels?
What are some key words you use to listen?
Share a listening story
Engages in two-way conversation with audience versus blasting out content and messages
Strategy
Conversation Starters
AudienceTwitter
OBJECTIVE
AudienceFacebook
What are they saying that is relevant to/engages?
What are they saying that is relevant
to/engages?
How can you rework your message as a response or conversation starter?
How can you rework your message as response or conversation starter?
Follow up points
Content Follow up points
Content
“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!) ”
Danielle Brigida
Builds relationships with influencers on social media spaces
Strategy
“Pittsburgh arts organizations have begun inviting local bloggers to events who thenblog the Invitation and spread it via Twitter or Facebook” – Liz Perry
Photo by Franie
Share Pairs
Something you heard that was completely new to you
Something you thought about
Something that resonated
Easy to remix and share content or repurpose through other channels
Strategy
Branded Content
Social Outposts
Co-CreateSocial
Content
The Social Life of Content
Engage Spread Remix
Branded Content
Social Outposts
Crawl
Walk Run
Fly
Branded Content
Social Outposts
Branded Content
Social Outposts
Social Outposts
Branded Content
Engage Spread Remix
Engage Spread Remix
BrandedContent
Social Outposts
Co-CreatedSocial
Content
Social Media Outposts
Branded Content
Social Outposts
Co-CreatedSocial
Content
Curated Social Content
Branded ContentWeb Site
Social Outposts
Co-CreatedSocial
Content
Branded Content
Social Outposts
Co-CreatedSocial
Content
Don’t Forget Mobile Content ….
Photo by Franie
Share Pairs
Something you heard that was completely new to you
Something you thought about
Something that resonated
Leverages a networked effect by encouraging supporters to self-organize
Strategy
Platform for Self-Organizing
Allocates enough staff time and has the expertise to implement strategy
Capacity
Staffing
Free• Intern• Fans• Volunteer
Integrated• Tasks in Job
Staff• Full-Time• Part-Time
How much time does it take to do social media?
• Monitor RSS
9:00
9:30
•Content Creation
10:00
•Social Networking
11:00
Assesses organizational culture and has strategies to address issues that may prevent adoption
Culture
Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees)
Fear of failure
Perception of wasted of time and resources
Suffering from information overload already, this will cause more
Perceptions
Social Media Policy Template• Encouragement and support
• Why policy is needed• Cases when it will be used,
distributed• Oversight, notifications, and
legal implications
• Guidelines• Identity and transparency• Responsibility• Confidentiality • Judgment and common
sense
• Best practices• Tone• Expertise• Respect• Quality
• Additional resources• Training• Press referrals• Escalation
• Policy examples available at wiki.altimetergroup.com
Source: Charlene Li, Altimeter Group
Scale
Launches small pilots and reiterates using the right metrics to understand what is and what isn’t working.
Learning
Pick the right metrics to understand what is and what isn’t working
Well, maybe not
dead
Creating A Safe Place To Fail
Identify worst case scenarios
Develop contingency plans
Prepare for the failures
Pick a social media project that won’t take much time
Write down successes
Write down challenges
Ask or listen to the people you connect with about what worked and what didn't
Watch other nonprofits and copy and remix for your next project.
Rinse, repeat.
Photo by Franie
Share Pairs
What was the most valuable idea
or concept that you may apply to your social media
strategy?
Break
Spectra Gram:
How comfortable are you with social media tools?
Somewhere in between?
VER
YN
OT
AT A
LL
http://social-media-game.wikispaces.com
Photo by Preetam Rai
Network Effe
Rules …
• Value of the exercise is the discussion and how you navigate through choices
• Don’t get hung up! Make it more context if you need it.
• There are no right or wrong answers
• Instructions on paper and knowledge in the cards and other people at table
• You won’t have a completed, perfect strategy – only have 60 minutes
Table CheckLeaderCommunicationsTechnology
Each table will have one scenario!
Scenario A: Theatre Company – American Musical Fans Around The World Unite! Tables 1, 2
Scenario B: Children’s Theatre and Music Concerts – Reaching Out To MomsTables: 3,4
Scenario C: Jewish Community Center Arts Program wants a younger audienceTables: 5,6
Scenario D: Contemporary Dance wants to generate buzz before, during, and after event Tables: 7, 8
Clarify objective and target audience
• Review the objective/scenario for your group• Describe precise audience target group• Pass out the people cards and brainstorm audience’s online social behavior• Pass out the secondary research facts about social media users• Identify whether or not you need to do any listening or research as part of your strategy• DON’T GET HUNG UP!
GenerateBuzzSocial
Content
Listen
Engage
Movement Building with
Multi-Channels
Review Principles
Pick Your Tools: You Only Get 10 Points!
Report Out
• Three Minute Summary from 3 volunteers• Discussion Questions
• What’s brilliant?• What’s missing?• What will you apply to your strategy?
Lunch: Find someone new to talk to
What questions do you have about the tools?
Hashtag #artslab
Twitter for Arts Organizations
These slides are mash up!
140 Characters of Bon Mots
Twitter: What
Why – Information/Insight, Marketing, Data Mining, Social Circles, Connections, and Spreading
• Average tweet = 1x in 72 days• Most tweeters have 25 or fewer followers• 90/10 rule – Influencers - offline influence
Twitter: Who
Twitter: How
Listen First: Twitter As Focus Group
Source: Nina Simonhttp://museumtwo.blogspot.com
Source: Nina Simonhttp://museumtwo.blogspot.com
Source: Nina Simonhttp://museumtwo.blogspot.com
They think the people who work at the Smithsonian are cool
Source: Nina Simonhttp://museumtwo.blogspot.com
Source: Nina Simonhttp://museumtwo.blogspot.com
Source: Nina Simonhttp://museumtwo.blogspot.com
Audience Appreciation
Customer Support
Creative and Peer Support
#2amt
Twitter for Buzz
Networked Effect
Getting Started: The 7 Steps
①Sign Up②Set Up Your Profile③Listen First④Find & Follow People⑤Add Desktop & Mobile Clients⑥Engage & Converse⑦Measure, Reflect & Improve
What’s Your Twitter Brand?
The Nonprofit Brand
Staffer with Nonprofit Affiliation
CEO or Artistic Director Brand
The Hybrid
Twitter for Us - Part II 121
Basic Listening First
• Twitter Home Page – List of tweets
• People you are following
122
Use Lists To Manage Followers
Twitter for Us - Part II 123
Basic Searching
• Key words relevant to your cause or organization
Twitter for Us - Part II 124
Search a “hashtag”
7 Ways to Turbocharge Twitter
①Be Informative②Use #hashtags# and keywords④Talk to people⑤Share & Shoutout AKA Re-tweet⑥Thank people⑦Use Twitter tools
@DanZarrella
Ask for RetweetUse NounsColons Rule!
The Science of Re-tweeting
Ask for the ReTweet
ReTweets are Noun Heavy
ReTweets have More Punctuation: Colons Rule
Twitter Tools
– Desktop Tweeting
– Mobile Tweeting
– Tracking
Desktop Tweeting
Twitter for Us - Part II 132
TweetDeck.com
Track theWhole Funnel
Tweet Impressions
ATTENTION
Click ThrusRetweets
ENGAGEMENT
Sign upsDonations
CONVERSION
Identify Influencers
SEED
Seed: Twitalyzer to identify Influencers # followers # unique references Frequency RT you Frequency RT others Relative frequency updates
Reach: What the Hashtag Tweets
Engagement: Bit.ly for Click Thrus
Getting Started: The 7 Steps
①Sign Up②Set Up Your Profile③Listen First④Find & Follow People⑤Add Desktop & Mobile Clients⑥Engage & Converse⑦Measure, Reflect & Improve
A Twitter Experiment for you?
Listening for Arts Organizations
The Red Cross Case Study: Listening and Engaging Comes First
• First foray into social media was a listening project in 2006
• People were talking and they needed to listen
• At first, felt like going to war, but changed internal perception of social media
Listen: Monitor, Compile, Distribute, Reflect
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
What’s in Wendy’s Tool Box?
::the six steps1.Get your organization ready2.Use your RSS Reader like a Rock
Star3.Brainstorm Keywords4.Set up your listening dashboard5.Make listening and engaging a
practice an ongoing process6.Build in time for reflection
1. Get your organization ready
•Who will do the listening and responding?•Response policy?•How much time will you allocate? •How will you analyze the results and share insights? •How will you know if listening has be useful?
2. Use Your RSS Reader Like A Rock Star!
Small block of time for daily reading
Clean house, reorganize
Don’t feel obligated to read everything
• Nonprofit Name • Other nonprofit names in your space • Program, services, and event names • CEO or well-known personalities associated with your organization • Other nonprofits with similar program names • Your brand or tagline • URLs for your blog, web site, online community • Industry terms or other phrases • Issue area, synonyms, geography• Your known strengths and weaknesses.
3. Brainstorm Keywords
4. Find and Add Feeds – Start Listening!
Ego Searches Basics
Persistent Searches Key words/phrases
Influencer Bloggers Blog Feeds
Other Where else does your audience hang out?
Where
Search and add to your reader
Don’t Panic!!
Start with a small, select number of feeds
Review feeds as part of your routine
Open interesting links in new tabs
Read and follow interesting links in comments
Subscribe to new feeds
Revise keywords as you go
Identify mission critical keywords
Share a summary weekly w/others
Establish Good Habits
5. Make Listening and Engaging a Habit
Lurk for the first 30 days
Start engaging
Not Problem
If you find people talking about you ….
Keep track of themesKeep track of positivesEngageLook for stories to repurpose
Problem
If you find people talking about you ….
Big ProblemLittle Problem
Track themesBe prepared to engage
Be prepared to act swiftly
Respond like a queen
Add value to the conversation
Don’t be afraid to disagree
Keep to the point of the topic
Point to relevant sources if you have more information
Watch the conversation develop
Humor works
Avoid big brother
6. Regular Time for Reflection
Are the topics of conversation changing?
Is the tone, sentiment, or volume changing?
Where are the most interesting conversations taking place?
What does this mean for your strategy or programs? How can you use the information to improve what your are doing?
Is there great content (stories) that you can repurpose elsewhere?
::the six steps1.Get your organization ready2.Use your RSS Reader like a Rock
Star3.Brainstorm Keywords4.Set up your listening dashboard5.Make listening and engaging a
practice an ongoing process6.Build in time for reflection
A Listening Experiment for you?
http://artssocialmedia.wikispaces.com