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