A strategy framework for utilizing social media in the performing arts

1. Social Media for Presenting & Touring From Experiment to Strategy Presented by David Dombrosky Carnegie Mellon’s Center for Arts Management and Technology September 29, 2010

2. Blogger Executive Director Accidental Techie Short-sighted Futurist Communicator Tweeter Listener Arts Advocate Strategic Marketer NOT AN EXPERT Just an arts administrator who pays attention to the constantly changing world of technology

3. Why are you (or your arts organization) using social media?

4. Strategy Framework for Social Media Objective Target Audience Integration Culture Change Capacity Tools & Tactics Measurement Experiment Framework provided by WeAreMedia

5. Objective What do you want to accomplish with social media? Restate your objective so it is “SMART” – specific, measurable, attainable, realistic, and time-based Describe how your social media objective supports or links to a goal in your communications plan

6. Target Audience Who must you reach with your social media efforts to meet your objective? Why this target group? What do they need to know about you or your organization? What will resonate with them? What social media tools are they currently using?

7. Integration How does your social media support other components of your Internet communications plan? Website Outbound Communications Social Is there an “offline” component that you need to support/connect?

8. Culture Change Once you have an initial strategy, how do you get your organization to own it? How will you address any fears or concerns? Loss of control Dealing with negative comments Addressing personality versus organizational voice Not being successful, fear of failure Perception of wasted time and resources Suffering from information overload already, this will cause more

9. Capacity Who will implement your organization’s social media strategy? One individual or split duties among individuals? Team approach – multiple people sharing duties? Executive staff? Marketing staff? Younger staff or interns? Artists? Volunteers? Can you allocate a minimum of five hours per week to your strategy once you've passed the learning curve?

10. Tools & Tactics What tactics and tools best support your objectives and match your targeted audience? What tactics and tools do you have the capacity to implement?

12. Tools Tools are only as good as their users Learn how to use them effectively Watch how others use them Practice before going pro Envision success so you can achieve it Maximize your use of each tool

13. Less Time More Time

14. Tactics - Listening What decisions will you link your listening to? What key words will you use? How will share or summarize what you learn from listening with others in your organization?

15. RSS Feeds: A Must-Have Tool for Your Toolbox RSS (Really Simple Syndication) is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it. RSS solves a problem for people who regularly use the web. It allows you to easily stay informed by retrieving the latest content from the sites you are interested in. You save time by not needing to visit each site individually. * Description from What Is RSS? The presence of this icon in the address bar of your Internet browser indicates that the content on the web page is syndicated with an RSS feed. To create RSS feeds: To aggregate RSS feeds:

16. A web page may also use the RSS symbol to indicate that you may subscribe to one or more content feeds.

18. RSS readers aggregate feed subscriptions into a centralized area to help users stay updated on the latest news and content from their favorite web sites.

20. Tips for Social Media Listening Set up comprehensive Google Alerts Use Twitter Search to follow hashtags and keywords in Twitter streams Set up an RSS feed reader with relevant blogs and new feeds

21. Tactics - Engagement Who is empowered to respond and what circumstances? How will you address negative comments or perceptions?

22. Tactics – Sharing Content What content or information will be used to update or feed the social media sites? Are you using good story telling techniques to engage audiences?

23. Tactics – Generating Buzz How will you “brand” your presence on sites? (Personal/Organizational) Who will implement and build relationships with influencers? How will you get fans to talk about you to their friends? What actions do you want people take when they come in contact with your buzz?

24. Tactics – Community Building & Social Networking How will you or your organization represent itself on social networks? Who will develop or repurpose content? Who will be the “community manager?

25. Measurement What is your original, measurable objective? What hard data points or metrics will you use to track your objectives? How often will you track? Do you have the systems and tools set up to track efficiently? How will you harvest insights from hard data and qualitative data as the project unfolds? What questions will you ask to generate insights? Who will participate?

26. Experiment What small piece can you implement first as a pilot? How will you learn from the pilot for your next experiment?

27. David Dombrosky daviddom@cmu.edu www.twitter.com/DDombrosky Technology in the Arts www.technologyinthearts.org info@technologyinthearts.org www.twitter.com/TechInTheArts Center for Arts Management & Technology http://camt.artsnet.org