Actionable Listening and Participation TechniquesFor Arts Organizations

Beth Kanter, Beth’s Blog and Co-Author Networked NonprofitLeveraging Social Media, April 18, 2011

Agenda

1.Icebreaker2.A couple of nonprofit listening and engaging

stories3. Three Steps

http://bit.ly/ztrain-listen

Just two words: What comes to mind when you think about social media listening and engaging?

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

Relationship building

Customer service issue

Influencer complaining …

Not Just A Spectator Sport

What’s in Wendy’s Tool Box?

Meet Apollo

Toyota supported the Hill-Terry bill that called for substantially less aggressive fuel economy standards

::the three steps

ReadyListenParticipate

Step 1: Get Ready

How can you integrate listening into your routine?

You Don’t Have To Be Joey Chestnut

Get your organization ready

• Response policy?• How will you share insights?

Photo by Franie

Share Pairs

What do you need to do be ready for listening ?

Step 2: Set Up A Listening Post

Key word searchesIdentifying influencersAdding Feeds and People To Follow

• 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.

Brainstorm Keywords

42nd Street Moon42 st moon42 Street Moonforty-second street moonforty second street moon42nd St Moon42ndstmoonGreg MacKellanAll show titles per seasonEureka TheatreEureka Theater

counterpulseperforming diasporaartist in residence namescounterpulse blogwords firstshaping san franciscodance discourse project

California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan MosconeSusie FalkAs the season approaches -- the names of that season's directors and productions.

“I search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”

Danielle Brigida

Photo by Franie

Share Pairs

What are your organization’s keywords and phrases?

Where

Search and add to your reader

Many, Many Tools …..

Find and Add Feeds – Start Listening!

Ego Searches Basics

Persistent Searches Key words/phrases

Influencers Blog Feeds

Other Where else does your audience hang out?

Listening to identify and cultivate influencers

Find Well-Connected Followers

Analyze Twitter Hash Tags

http://apps.asterisq.com/mentionmap/

Linked In Social Network Analysis

http://blog.linkedin.com/2011/01/24/linkedin-inmaps/

Don’t Panic!!

Avoiding Information Overload …..

Mindful Choices

Take Breaks

Time Box

People Filters

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

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

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

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?

Beth Kanterhttp://www.bethkanter.org

@kanterhttp://www.facebook.com/beth.kanter.blog