Social Media Strategy Session for The New York Community Trust Leadership Fellows, May 2016
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On May 13, 2016, Joyce Sullivan led the social media seminar with New York Community Trust Leadership Fellows, Baruch College, School of Public Affairs.
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Social Media Strategy Session for The New York Community Trust Leadership Fellows, May 2016
- 2. Social Media Strategy Session @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege 1. Introductions: Name, Org, Types of Social Media Use? Beginner <> Advanced 2. Class Participation Using #NYCTLF Tag 3. Social Media Strategy – Answer The Five Questions 4. Steppenwolf Theatre – Wallace Foundation Case Study 5. Crowdsourcing – Definition and Examples 6. Crowdfunding - Platforms and Examples 7. Social Media Community and Hashtags – Twitter – Instagram – Storify – collect social media shares into a story 8. Infographics 9. Recap 10. Contact Info
- 3. Introductions Name Organization Social Media Used? Y / N Platforms Used Facebook, Twitter, Instagram, YouTube, Pinterest, Snapchat, Other? Private Social Media Group Use? (example: Facebook or Yahoo private or secret groups) Beginner / Moderate / Expert Main Question about Social Media @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 4. Online and In Person Participation Highly Encouraged! @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege Please capture the moment in photos, tweets, using our class hashtag: #NYCTLF Add this tag to: Photos Tweets Instagram (IG) Snapchat @JoyceMSullivan on Twitter and IG Joycemsull on Snapchat By following the #NYCTLF tag, you’ll be able to “read each others’ shares” I will e-collect all the shares and ‘storify’ them and email to the NYCTLF program.
- 5. Answer these Five Questions before you begin your social media program: ① Brand ② Message ③ Audience ④ Tool ⑤ Journey ① Who are you? ② What do you have to say? ③ Who are you trying to reach ④ How do they want to be reached? ⑤ Once you connect, what’s your plan? @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 8. BUILDING DEEPER RELATIONSHIPS How Steppenwolf Theatre Company is turning Single-Ticket Buyers into Repeat Visitors - The Subscriber Model Loses Steam - Tapping into Single-Ticket Buyers - Deepening the Audience Relationship - The Engagement Strategy - Listening to the Audience Every Night - Extending the Conversation beyond the Theater Space - Online Content - Extending the Relationship through Events - Cultivating a Sophisticated Audience - Treating Non-Subscribers and Subscribers Equally Well hXp://www.wallacefoundaBon.org/knowledge-center/audience-development-for-the-arts/strategies-for- expanding-audiences/Documents/Building-Deeper-RelaBonships.pdf @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 10. Questions to Explore: • What program and organizational factors produce success? • What are the costs, benefits, and trade-offs associated with building participation? • What is the broader impact on arts organizations that undertake it? @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 11. General Principles Discerned: Arts Organizations Can Learn From and Adopt 1. Market research can sharpen engagement-strategy development and execution 2. Audiences are open to engaging the arts in new and different ways 3. Participation-building is ongoing, not a one-time initiative 4. Audience-building efforts should be fully integrated into every element of an organization, not a separate initiative or program 5. Mission is critical @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 12. BUILDING DEEPER RELATIONSHIPS How Steppenwolf Theatre Company is turning Single-Ticket Buyers into Repeat Visitors - Results - Ticket Sales: Single-Ticket Buyers Become Repeat Visitors - Post-Show Discussions Attended by a Minority of the Audience - Online Content Access Grows Steadily - The Artistic Mission Is Strengthened @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 13. BUILDING DEEPER RELATIONSHIPS How Steppenwolf Theatre Company is turning Single-Ticket Buyers into Repeat Visitors - Results Drivers - Using Audience Research as a Decision-Making Tool - Understanding What Audiences Are Seeking - Creating a Broader Experience to Build Stronger Relationships - Aligning the Organization around the “Public Square” Vision and Strategy - Encouraging Cross-Functional Collaboration - Going Forward: Will a Sustainable Relationship Lead to Contributions? @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 14. Crowdsourcing - Crowdsourcing is the practice of getting work or funding, usually online, from a crowd of people - The word is a combination of the words “crowd” and “outsourcing” coined in 2005 @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 15. Crowdsourcing – Why Do It? - Money - Altruism - Fun - Reputation - Attention - Learning @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 17. Crowdsourcing Examples - Ushahidi , which translate to “testimony” in Swahili, was developed to map reports of violence in Kenya after the post-election violence in 2008. Since then, thousands have used Ushahidi’s crowdsourcing tools to raise their voice. Collect meaningful data on any device from the field or at the office with crowdsourcing tools @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 18. Crowdsourcing Examples - Ushahidi helped thousands of Peoples’ Votes Count in the 2012 USA Election to monitor issues and voter suppression on the the day of the election. The use of Ushahidi that day allowed issues and problems at polls in four states to be fixed and to stay open longer. @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 19. Crowdfunding Platforms - Examples @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 20. Crowdfunding Platforms • Funding platform for creative projects. Films, games, music, art, design, technology • Project needs to be a finite work with a clear goal; album, book, film • Funding goal is the amount of money needed to complete the project • Funding must meet or exceed goal to collect funds; It’s all or nothing • Backers pledge money to join creator in bringing projects to life • Rewards are a creator’s chance to share a piece of their project with the backer community @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 21. Crowdfunding Platforms • Funding platform for innovative ideas. Not for profit, creative entrepreneurship • Funding goal is the amount of money needed to complete the project • Funding is awarded even if goal is not met • Socially minded fundraising for causes big and small @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 22. Social Media Community and Hashtags @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 23. #NYCTLF Driving the conversaBon with #hashtags hXps://twiXer.com/hashtag/NYCTLF #NYCTLF New York Community Trust Leadership Fellows CreaBng a unique tag for your organizaBon or event introduces your audience / consBtuents / supporters to each other Hashtags can be used on a number of social media sites including: 1) TwiXer 140 character text with photos (up to 4 photos in one tweet) 2) Instagram Photo or Video (15 seconds) with unlimited text / hashtags (Facebook) 3) Vine 6 second videos with short text (TwiXer owns Vine) 4) Facebook Hashtag can be found if personal sefng allow general search 5) Google Searches for public links including hashtags @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 24. What is Twitter? • Online social networking service – one person to talk to one or many • Users can send and read short 140 character messages • Registered users can read and post ‘tweets’ • Unregistered users can only read them (Listening) • QUESTION: Do you want to ‘tweet’ or ‘listen’ or both @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 25. The story of a tweet @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 26. Twitter terms • @ NAME = You! Me > @JoyceMSullivan • TWEET = a short text message you send to others • REPLY = comment on a tweet and join a conversaBon • RETWEET = share a tweet you like with your followers. You can add your own thoughts too • FAVORITE = to let the author know you like it. Digital ‘thank you’ / shoulder tap • HASHTAGS = topics for tweets. You can make these up! Click on a hashtag to see conversaBons related to a tweet @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 27. The story of a tweet A Tweet is an expression of a moment or idea. It can contain: o Text o Photos o Videos o Links to websites o Hashtags (a hashtag is a word or acronym with ‘#’ at the front) @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 29. What is Instagram? • Online mobile social networking service • Allows users to take pictures and videos • You can share your Instagram photos/videos on other social plarorms such as Facebook, TwiXer, Tumblr (blog site) Flickr (photo site) • DisBncBve feature: Photos are all Square shape • Digital filters can be added to your image • Instagram videos can be up to 60 seconds (as of March 2016) • No limit for text messages • #Hashtags are used extensively in messages • For more info: hXps://help.instagram.com/ @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 32. @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege TwiHer • Your @ Name:_______________ keep as short as possible and distinct; can be your name or other combo of letters / numbers • Your photo / avatar:__________ Full face photo recommended though you may wish to use your company logo / art image • Instagram Bio: your bio must be 150 characters or fewer ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ __________ • Your #hashtag highly recommended ______________________________ ______________________________ Instagram • Your @ Name:____________ highly recommend you have same twitter and Instagram @ names • Your photo / avatar:__________ Full face photo recommended though you may wish to use your company logo / art image • Instagram Bio: your bio must be 150 characters or fewer ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ __________ • Your #hashtags highly recommended ______________________________ ______________________________ Name:________________________ Sefng up your TwiXer and Instagram
- 33. CreaBng a ‘tweet’ and Instagram post TwiHer • Your message: keep to less than 140 characters so there is room for others to ‘retweet’ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ • Image / website link to include: __________________ • Include your #hashtag highly recommended so others can find and follow your conversation topic __________________________ __________________________ ________ Instagram • Your photo / art you are sharing: • Note: the image you post will be square. You will be able to position it before publishing to Instagram • Your message: can be more than 140 characters including hashtags. Upper limit is ? ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ __________ @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege Name:________________________
- 38. What Makes a Good Infographic? Visual Storytelling @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 39. Create Your Own Infographics Free Sites hXps://infogr.am/ hXp://piktochart.com/ hXp://www.venngage.com/ hXp://www.easel.ly/ @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 40. Create Your Own Infographics Piktochart hXps://www.youtube.com/watch?v=SzI9RzvnwZA hXp://piktochart.com/ @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 41. Create Your Own Infographics Easelly hXp://www.easel.ly/ hXps://vimeo.com/37781587 @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 42. Create Your Own Infographics Venngage hXp://www.venngage.com/ @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 43. Create Your Own Infographics Infogr.am hXps://infogr.am/ @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 44. Create Your Own Infographics Free Sites hXps://infogr.am/ hXp://piktochart.com/ hXp://www.venngage.com/ hXp://www.easel.ly/ @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 46. RECAP – Answer these Five Questions before you begin your social media program: ① Brand ② Message ③ Audience ④ Tool ⑤ Journey ① Who are you? ② What do you have to say? ③ Who are you trying to reach ④ How do they want to be reached? ⑤ Once you connect, what’s your plan? @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege
- 51. Thank you! Please keep in touch. Let me know how I can help. ~ Joyce Email: Joyce@SocMediaFin.com LinkedIn: hXp://linkedin.com/in/joycemsullivan TwiXer: @JoyceMSullivan @SocMediaFin @ProfJoyceSull Instagram: @JoyceMSullivan hXp://instagram.com/joycemsullivan Slideshare: hXp://www.slideshare.net/joycemsullivan About.Me hXp://about.me/joycemsullivan Snapchat: joycemsull @JoyceMSullivan @ProfJoyceSull #NYCTLF @TrustFellows @BaruchCollege