Social Media Strategy
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This is a presentation on social media strategy given as part of Carnegie Mellon's Center for Arts Management and Technology program.
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Social Media Strategy
- 1. Tuesday March 23,2010 Rebecca Krause-Hardie AudienceWorks.com Blog arts.typepad.com Email krause@moonroad.com The Arts & Social Media Strategy Part II: Turning ideas into results
- 14. Brooklyn Museum - 1st Fans
- 15. Brooklyn Museum - 1st Fans
- 16. Brooklyn Museum - 1st Fans
- 17. Brooklyn Museum - Engagement
- 18. Brooklyn Museum - Engagement
- 19. The Right Tool for the Right Project
- 20. Brooklyn Museum - Personal Voice
- 21. Brooklyn Museum Community -> Sharing
- 22. Graffiti online and offline
- 23. Graffiti making tool online and offline
- 24. Brooklyn Museum - Sharing Learning
- 25. SF Symphony Social Network on Ning
- 26. SF Symphony Social Network on Ning
- 27. SF Symphony Social Network on Ning
- 29. New York Philharmonic - Page
- 30. Expand your network by integrating with Flickr
- 31. And by integrating with YouTube
- 32. Using the “Notes” tab for longer term ‘updates’
- 33. You can subscribe RSS to notes (What’s RSS?)
- 34. Mahler Contest - driving traffic to website
- 35. Mahler Website - Providing Exceptional Content
- 40. What we are talking about here, is core institutional alignment & intentionality, with everyone in the same boat, rowing together, in the same responsive direction. And, this is played out, every day at Zappos, with trust, transparency, authentic passion … and very contagious enthusiasm. Bottom Line: creating & sustaining real value for both the institution … and its customers Zappos is in a totally customer-centered dance with its audience
- 43. Let’s restate this - in terms of social media X We do regular video-casting to educate our dance audiences Y So their appreciation and understanding of dance is enhanced Z Resulting in a lifelong connection with dance. X We create an online database of resources Y So that artists and students can easily get the latest info Z Resulting in limited resources being allocated more effectively.
- 47. Tactics, Tools, Time Listen Engagement Community Building & Social Networking Social Content Less Time More time 5hr 10hr 15hr 20hr Generate Buzz back type
- 54. Sample Schedule
- 57. Twitter: News and Knowledge Sharing
- 58. Twitter: Fundraising and Events
- 63. Get a FB “Page”
- 65. Reflect your brand on your Facebook page
- 66. Ask questions & participate in the conversation
- 67. Post & Tag Users in Photos & Videos
- 72. Just Do It (Its Okay to Take Risks)
- 74. Rebecca Krause-Hardie AudienceWorks.com Blog arts.typepad.com Email krause@moonroad.com Twitter @arkrausehardie Facebook facebook.com/krausehardie Flickr flickr.com audienceworks Delicious Delicious.com/audienceworks YouTube audienceworks Skype krausehardie Thank You!
Notas del editor
- Flickr - Dan Fulano
- Arkh -
- Marfis75- flickr
- concertticket-JoeMadonna.jpg
- megaphoneman-edrabbit.jpg
- What do they value?
- Flcikr Alexander Somma
- Arkh - photo And how do they communicate with others. Where do they go for information?
- The Brooklyn Museum is another organization that is constantly exploring how they can better connect with the community through social media. This ties directly with their mission which is about the visitor experience and community. A couple years ago they had an exhibit on Graffiti. So their team brainstormed about how they might tie this in with the web and other online and offline activities.
- As part of the exhibit they installed a graffit wall in the exhibit. They encouraged people to go at it. They took pictures overtime and posted them to their Flickr - group. Flickr is an online network where people can share photos.
- They also created a simple flash based activity both in the museum and online where people could create their own grafitti. Here’s one by someone named Nicholas. Just to summarize some of the key learnings here. Its about doing what you already do, but through new channels. Both online and offline.
- A good example is the San Francisco Symphony. They launched a social networking site a last year. But a word about these. If you do nothing, nothing will happen.(Beth Story) They need nurturing, constant attention, feeding, seeding conversations, and monitoring. It’s a significant time commitment!
- Rich content
- Viral tools like these badges
- Now I’d like to take a look at a few pages. This is the fan page for the New York Philharmonic. What’s a fan page as opposed to any other page? They are very active and have over 10,000 fans. They’ve done some nice things that we should take note of. They encourage people to comment. They are making updates to the page quite regularly. They have calls to action - They link out to and integrate with their presences elsewhere on the web Notice that the updates in the stream say they are from “new York Philharmonic”. In the top news stream 10 people have given this a “like” and 9 have left comments. Each one of those comments or likes, appears not only on the philharmonic’s fan page stream, but on the news stream of everyone who liked or commented on it - so that all their friends can see it. This is what we mean by going viral.
- Here is a close up of the news post from the prior screen. This is a nice example of integrating online and offline activities. Here the philharmonic had a parks concert, and encouraged people to upload photos to Flickr.com - a site where people can share photos. In this news stream post, they linked to the winning photos, included a link to see other submissions, and included text thanking people. People get into this… This comment is from someone named Shari, whose husband won the Best Performance Shot. Now I should point out, that this is a huge transformation from just a few years ago, when there was great concern about taking photos and uploading them to Flickr. At a certain point,execs came to realize that people will take photos at outdoor concerts and you have no control over this. They will upload them to Flickr, and have. Culture change So by listening and watching what their audience is and has been doing, then they can start to find interesting ways to join the conversation, and encourage participation which brings value to everyone.
- There is an app on facebook called YouTube Box.. It allows you to post youtube videos onto your fan page or personal page. It also has functionality to automatically sync with youtube, so that whenever you post a new video to youtube it will appear on your fan page.
- The notes tab can be used for a variety of things. Here the philharmonic has posted notes about a contest to win downloads of their Mahler Sym historic recordings. In this case, they are asking people to write a short note about their experiences with Mahler…. Storytelling, - It’s a very powerful medium.
- The notes tab also allows you to subscribe to these notes via RSS? RSS - its like subscribing to a news service bureau so that you can get updates whenever they happen, delivered directly to your email, or to your google reader.
- Another promotion for their Mahler downloads was this contest. What instruction did Mahler hand write in measure 9 of the score to Mahler Sym #1.
- The note links out to this page which is a magnificent tool to look at a scanned in version of Mahler’s score. You can click on it to go to measure 9 and see what the answer to the contest was.
- Let’s look at Zappos. This is really important. For those of you who don’t know about Zappos, they are one of the leading retail stores on the web today. They started out selling shoes, and over time have expanded what they have to offer. There motto is “Customer Service is EVERYTHING” this tag line is the first thing you see when you click on About Zappos. And it permeates everything that they do. They are also an example of one of the very best implementations of social media. They were also just acquired by Amazon for almost a billion dollars Why? What do they do well?
- Their Ceo Tony Hsieh provides outstanding leadership. He leads by example. Focusing on customer service, on becoming a better company, running more efficiently, sharing what he learns with others This is a screen shot from his twitter page. His posts range from useful to inspiring to informational to ridiculously silly. In other words he acts like a human being. How can you project this kind of dynamic leadership out to your community?
- Zappos deeply believes in training. They provide regular and ongoing training to the staff on customer service. They have a blog which includes a number of writers. One, the Coach, regular posts short thoughts that are relevant to the staff but also to anyone who reads their blog. How Can you train trainers to multiply this dynamic social media enthusiasm and value?
- I mentioned Tony’s twitter feed. Here are some of those…. This is about transparency. They are open about what they do, how they do it, and why. And also open about the hot jalapeno’s he just ate. How can you sustain its dynamic cheerleading adding daily value with twitter?
- This is all about institutional alignment. Everyone within the organization having the same common understanding and agreement about what is important, what their values are, and then being given the tools to do those things. Zappos has a wildly enthusiastic staff who have passion and enthusiasm for what they do. This creates real value for the organization and also for its customers… What can we learn from this?? Institutional vision and mission plus institutional behavior equals social media brand value Your social media networks then multiply your brand value for you for free if you do it right
- Kevinthoule flickr
- You may do many things to achieve your mission. Lets just get a few examples.
- Can we now try this with a web activity? Anyone want to have a go at this?
- We need to have a plan. Here are some of the important elements of a plan. We begin with our objectives, who we want to reach Start thinking about how you can integrate what you do across the entire organization Think about how Zappos focuses on customer service - everyone in the org thinking about this. It often requires a change in culture You may need to build capacity Then you have to decide on which tools and tactics you’ll be trying By having clearly defined goals and objects, then you can measure how well you are doing. See what works well and where you need to rework things. Then start over….
- To begin with, Let’s step back and think about what our mission is. Let’s do a little activity. Can each of you take a couple moments and think about what your mission is What actions you currently take to achieve your mission and What are the results or benefits of your actions to your membership. What do they value?
- From Beth Kanter Listen 5 hours a week, once you know what you are doing Participaing 10 hours aweek (including listening part) Sharing content another 5+ hours a week Community Building - this is heavy lifting and can easily be 20 hours a week just for that…
- http://www.problogger.net/archives/2007/02/22/how-to-add-to-blogging-conversations-and-eliminate-the-echo-chamber/
- Having a common language - understanding - Listen before you leap… Be sensitive to the culture and context, and feeling of the community you are engaging with.
- Adding Value - Geo-caching “ Read someone's blog post and start a conversation: Before you leave a comment, ask yourself What did they say well? What did they miss? Answer questions What are other people saying? How does it apply to you? Imagine what could be done in the future Reflect on your personal experience Ask what if?”
- Classic Example of social media Buzz. Distribute a truck load of Red Bull -
- Mapping it out……
- Think about ways you can use each tool in a way that aligns with your goals.
- Chad Norman 50 things slideshare preso
- Publisher & Wall: Use the Publisher on the Wall tab to update your Status, upload new photos or videos, post Notes or Links to interesting content. Be sure to highlight recent news and information and remember that bringing your real voice to the content makes it that much more engaging. Favorite Pages: Use Favorite Pages to highlight any other public profiles on Facebook you are affiliated with, other brands, products or people your support or just other entities you respect or care about Share, Like and Commenting: Remind people connected to your public profile to participate on your page. The more people share, like or comment on your content the wider distribution you will receive through News Feed. Be sure to post engaging, relevant content at a pace that is steady without being overwhelming to your fan base. Targeted Updates Targeted Updates: In addition to News Feed distribution, you can send targeted updates to the people connected to you about about special promotions, appearances or other exciting news within specific geographical areas.
- Pictures, Videos, Discussions, Events, Announcements, Calendar, Interesting news from elsewhere Each of these updates goes into the updates stream. When someone becomes a fan or favorites It, or comments, that builds and sends it out to their network.
- Make your site a attractive and visually interesting. One way to do this is with creative ediiting and use Of the white space on the left. As long as your image is 200 pixels wide, it can be up to 600 pixels high. You can even edit the space above to have it match the gray background….
- Granted you’ll have to wait til the end of the month if you have less than 1000 fans.
- A little more about integration.
- Awareness, understanding, agreement, buy-in and ownership are critical parts of a social media strategy. Social media will likely trigger a broad range of concerns issues, about loss of control, etc.
- Flickr attribution b d solis
- How will you learn together for your next experiment What do you want for outcomes And remember the short form plan…. List it again here….