ArtsLab SF

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

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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

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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




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

Social Outposts

Branded Content

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




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

• Twitter

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

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

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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

They think the people who work at the Smithsonian are cool


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


Basic Searching

• Key words relevant to your cause or organization


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


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

ArtsLab SF

Technology

Transcript of ArtsLab SF