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Leveraging Social Media:Understanding Strategy and Putting it into Practice,[object Object],Beth Kanter, Beth’s Blog,[object Object],This project is being generously supported by the William and Flora Hewlett Foundation, The Wallace Foundation via The San Francisco Foundation and Grants for the Arts, and the Koret Foundation.  ,[object Object]
Beth Kanter, CEO,  Zoetica,[object Object]
ArtsLab SF
My passion is teaching and learning social media,[object Object],Photo by Steve Goodman,[object Object]
Engaging,[object Object],Content in,[object Object],many places,[object Object],network,[object Object],Sharing,[object Object],Conversations,[object Object],Crowdsourcing,[object Object],Fundraising,[object Object],Online,[object Object],Learning and content creation,[object Object]
I have degree in classical music performance, flute,[object Object]
Rapid Introductions:  Name, Title, Organization,[object Object]
Inspiration ,[object Object]
Overview,[object Object],Goals:,[object Object],-Create effective social media strategy that supports and enhances communications objectives,[object Object],-Design and implement low risk, focused experiment,[object Object],-Method for individual learning and improving,[object Object],-Social Learning with social media,[object Object],#artslab,[object Object]
Social Learning With Social Media,[object Object],If two minds are better than one,  what about a hundred?  ,[object Object]
http://artssocialmedia.wikispaces.com,[object Object]
#artslabsf,[object Object]
Expectations,[object Object]
Icebreaker:  Two Lines,[object Object]
Social Media Effective Use Check List,[object Object],Flickr Photo by toby_maloy,[object Object]
Share Pairs,[object Object],Something you heard that was completely new to you,[object Object],Something you thought about,[object Object],Something that resonated,[object Object],Photo by Franie,[object Object]
Generate Buzz,[object Object],Social Content,[object Object],Engage,[object Object],Listen,[object Object],Social Media Strategy Blocks,[object Object],Movement Building with Multi-Channels,[object Object],Support Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome,[object Object]
Social Content,[object Object],acticaches,[object Object],Social Media: Tactics and Tools,[object Object],Movement Building  and Multi-Channel,[object Object],GenerateBuzz,[object Object],Listen,[object Object],Engage,[object Object], 10hr,[object Object], 15hr,[object Object], 20hr,[object Object],Crawl ………..……Walk …….…….. Run ……..…………….Flyl,[object Object],Less Time,[object Object]
Share Pairs,[object Object],Are you in the crawl, walk, run, or fly stage with your social media?,[object Object],What does that look like?,[object Object],What’s needed to get you to the next stage?,[object Object],Photo by Franie,[object Object]
Strategy,[object Object]
ArtsLab SF
Engaging people in the art form,[object Object]
ArtsLab SF
ArtsLab SF
ArtsLab SF
ArtsLab SF
ArtsLab SF
Strategy,[object Object]
Source: Communications Network Listening Presentation OSI Foundation,[object Object]
Influencer complaining …,[object Object],Customer service issue,[object Object],Relationship building,[object Object],Listening and Responding ,[object Object]
Share Pairs,[object Object],Who is listening on social media channels? ,[object Object],What are some key words you use to listen?,[object Object],Share a listening story,[object Object],Photo by Franie,[object Object]
Strategy,[object Object]
Conversation Starters,[object Object]
“It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”,[object Object],Danielle Brigida,[object Object]
ArtsLab SF
ArtsLab SF
Strategy,[object Object]
ArtsLab SF
ArtsLab SF
“Pittsburgh arts organizations have begun ,[object Object],inviting local bloggers to events who then,[object Object],blog the Invitation and spread it via Twitter ,[object Object],or Facebook” – Liz Perry,[object Object]
ArtsLab SF
ArtsLab SF
ArtsLab SF
Share Pairs,[object Object],Something you heard that was completely new to you,[object Object],Something you thought about,[object Object],Something that resonated,[object Object],Photo by Franie,[object Object]
Strategy,[object Object]
The Social Life of Content,[object Object],Crawl,[object Object],Fly,[object Object],Walk             Run,[object Object]
ArtsLab SF
ArtsLab SF
ArtsLab SF
ArtsLab SF
ArtsLab SF
ArtsLab SF
ArtsLab SF
ArtsLab SF
Social Media Outposts,[object Object]
Curated Social Content,[object Object]
Don’t Forget Mobile Content ….,[object Object]
ArtsLab SF
ArtsLab SF
Share Pairs,[object Object],Something you heard that was completely new to you,[object Object],Something you thought about,[object Object],Something that resonated,[object Object],Photo by Franie,[object Object]
Strategy,[object Object]
Platform for Self-Organizing,[object Object]
ArtsLab SF
ArtsLab SF
Capacity,[object Object]
Staffing,[object Object]
ArtsLab SF
How much time does it take to do social media?,[object Object]
ArtsLab SF
Culture,[object Object]
Perceptions ,[object Object],Loss of control over their branding and marketing messages,[object Object],Dealing with negative comments,[object Object],Addressing personality versus organizational voice  (trusting employees),[object Object],Fear of failure ,[object Object],Perception of wasted of time and resources ,[object Object],Suffering from information overload already, this will cause more ,[object Object]
Social Media Policy Template,[object Object],[object Object]
 Why policy is needed
 Cases when it will be used, distributed
 Oversight, notifications, and legal implications
 Guidelines
 Identity and transparency
 Responsibility
 Confidentiality
 Judgment and common sense
 Best practices
 Tone
 Expertise
 Respect
 Quality
 Additional resources
 Training
 Press referrals
 Escalation
 Policy examples available at wiki.altimetergroup.comSource:  Charlene Li, Altimeter Group,[object Object]
Scale,[object Object]
Learning,[object Object]
Well, maybe not dead,[object Object],Pick the right metrics to understand what is and what isn’t working,[object Object]
Creating A Safe Place To Fail,[object Object],Identify worst case scenarios,[object Object],Develop  contingency plans,[object Object],Prepare for the failures,[object Object]
Pick a social media project that won’t take much time,[object Object],Write down successes ,[object Object],Write down challenges ,[object Object],Ask or listen to the people you connect with about what worked and what didn't ,[object Object],Watch other nonprofits and copy and remix for your next project. ,[object Object],Rinse, repeat.,[object Object]
Share Pairs,[object Object],Break,[object Object],What was the most valuable idea or concept that you may apply to your social media strategy?,[object Object],Photo by Franie,[object Object]
Spectra Gram:,[object Object],How comfortable are you with social media tools?,[object Object],NOT AT ALL,[object Object],VERY,[object Object],Somewhere in between? ,[object Object]
http://social-media-game.wikispaces.com,[object Object]
ArtsLab SF
Photo by Preetam Rai,[object Object]
Network Effe,[object Object]
ArtsLab SF
ArtsLab SF
Rules …,[object Object],[object Object]
 Don’t get hung up! Make it more context if you need it.
 There are no right or wrong answers
Instructions on paper and knowledge in the cards and other people at table
 You won’t have a completed, perfect strategy – only have 60 minutes,[object Object]
Each table will have one scenario!,[object Object],Scenario A:  Theatre Company – American Musical Fans Around The World Unite! Tables 1, 2,[object Object],Scenario B:  Children’s Theatre and Music Concerts – Reaching Out To Moms,[object Object],Tables: 3,4,[object Object],Scenario C:  Jewish Community Center Arts Program wants a younger audienceTables: 5,6,[object Object],Scenario D:  Contemporary Dance wants to generate buzz before, during, and after event Tables: 7, 8,[object Object]
Clarify objective and target audience,[object Object],[object Object]
 Describe precise audience target group
 Pass out the people cards and brainstorm audience’s online social behavior
 Pass out the secondary research facts about social media users
 Identify whether or not you need to do any listening or research as part of your strategy
 DON’T GET HUNG UP! ,[object Object]
Pick Your Tools:  You Only Get 10 Points!,[object Object]
Report Out,[object Object],[object Object]
  Discussion Questions
  What’s brilliant?
  What’s missing?
  What will you apply to your strategy?,[object Object]
Twitter for Arts Organizations,[object Object]
These slides are mash up!,[object Object]
Twitter:  What,[object Object],140 Characters of Bon Mots,[object Object]
Why – Information/Insight, Marketing, Data Mining, Social Circles, Connections, and Spreading,[object Object]
Twitter:  Who,[object Object],Average tweet = 1x in 72 days,[object Object],Most tweeters have 25 or fewer followers,[object Object],90/10 rule – Influencers  - offline influence,[object Object]
Twitter: How,[object Object]
Listen First: Twitter As Focus Group,[object Object]
Source: Nina Simonhttp://museumtwo.blogspot.com,[object Object]
Source: Nina Simonhttp://museumtwo.blogspot.com,[object Object]
Source: Nina Simonhttp://museumtwo.blogspot.com,[object Object]
They think the people who work at the Smithsonian are cool,[object Object],Source: Nina Simonhttp://museumtwo.blogspot.com,[object Object]
Source: Nina Simonhttp://museumtwo.blogspot.com,[object Object]
Source: Nina Simonhttp://museumtwo.blogspot.com,[object Object]
Audience Appreciation,[object Object]
Customer Support,[object Object]
#2amt,[object Object],Creative and Peer Support,[object Object]
ArtsLab SF
Twitter for Buzz,[object Object]
Networked Effect,[object Object]
Getting Started: The 7 Steps,[object Object],Sign Up,[object Object],Set Up Your Profile,[object Object],Listen First,[object Object],Find & Follow People,[object Object],Add Desktop & Mobile Clients,[object Object],Engage & Converse,[object Object],Measure, Reflect & Improve,[object Object]
What’s Your Twitter Brand?,[object Object]
The Nonprofit Brand,[object Object]
Staffer with Nonprofit Affiliation,[object Object]
CEO or Artistic Director Brand,[object Object]
The Hybrid ,[object Object]
ArtsLab SF
ArtsLab SF
Basic Listening First,[object Object],Twitter Home Page – List of tweets,[object Object],People you are following,[object Object],121,[object Object],Twitter for Us - Part II,[object Object]
Use Lists To Manage Followers,[object Object],122,[object Object]
Basic Searching,[object Object],123,[object Object],Twitter for Us - Part II,[object Object],[object Object],[object Object]
7 Ways to Turbocharge Twitter,[object Object],Be Informative,[object Object],Use #hashtags# and keywords,[object Object],Talk to people,[object Object],Share & Shoutout AKA Re-tweet,[object Object],Thank people,[object Object],Use Twitter tools,[object Object]
The Science of Re-tweeting,[object Object],@DanZarrella,[object Object],Ask for Retweet,[object Object],Use Nouns,[object Object],Colons  Rule!,[object Object]
Ask for the ReTweet,[object Object]
ReTweets are Noun Heavy,[object Object]
ReTweets have More Punctuation: Colons Rule,[object Object]
Twitter Tools,[object Object],Desktop Tweeting,[object Object],Mobile Tweeting,[object Object],Tracking,[object Object]
Desktop Tweeting,[object Object]
TweetDeck.com,[object Object],132,[object Object],Twitter for Us - Part II,[object Object]
SEED,[object Object],Track the,[object Object],Whole Funnel,[object Object],Identify Influencers,[object Object],ATTENTION,[object Object],Tweet Impressions,[object Object],ENGAGEMENT,[object Object],Click Thrus,[object Object],Retweets,[object Object],CONVERSION,[object Object],Sign ups,[object Object],Donations,[object Object]
ArtsLab SF
Seed:  Twitalyzer to identify Influencers ,[object Object],  # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates,[object Object]
Reach:  What the Hashtag  Tweets,[object Object]
Engagement: Bit.ly for  Click Thrus,[object Object]

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ArtsLab SF

Notas del editor

  1. http://www.flickr.com/photos/wwworks/3058182308/William and Flora Hewlett Foundation, The Wallace Foundation via The San Francisco Foundation and Grants for the Arts, and the Koret Foundation. They are organized by Theatre Bay Area.
  2. http://www.flickr.com/photos/bobcatnorth/1199505016/
  3. http://www.flickr.com/photos/wwworks/3058182308/Quickly becoming known as “The Lab”, this space was envisioned by Garland Wright (the Guthrie’s artistic director) as a home for experimental work, a place to try out new ideas.
  4. Understand the basics of designing an effective social media strategy that supports and enhances their communication objectives. Have designed and implemented a low risk experiment that provides an opportunity for learning best practices for using Listening/Twitter/Facebook that supports their strategic objectives. Have a methodology for learning and improving a social media strategy through thoughtful experiments and analyzing its effectiveness. Document and share learning with social media.
  5. social learning in a networked worldhttp://www.flickr.com/photos/ecstaticist/2918198742/
  6. http://wthashtag.com/Artslabsf
  7. http://www.flickr.com/photos/soonerpa/4102545593/
  8. http://www.flickr.com/photos/clarkzip/2396942666/
  9. http://www.flickr.com/photos/dramagirl/400738316/
  10. http://www.flickr.com/photos/mkuram/3610488258/
  11. http://royaloperahouse.wordpress.com/2009/09/04/the-twitter-opera-taster/We’re working with theTwitterverse to create the storyline for a brand new opera, which will be performed throughout the weekend of Deloitte Ignite (4, 5, 6 September 2009). We’re investigating how short, 140-character contributions can build upon each other to create a non-linear narrative – like a Choose Your Own Adventure story or a game of Consequences. Our mysterious opera director will be regularly blogging here with updates on the story, and as well as offering his thoughts on how the story can combine with some music and acting and marvellous singing to become a finished piece.Our Twitter Opera experiment starts on 3 August 2009. If you would like to contribute, then you can tweet your line of the story to @youropera or visit www.twitter.com/youropera. The story starts like this:
  12. This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..
  13. http://www.flickr.com/photos/mkuram/3610488258/
  14. http://www.flickr.com/photos/stefanomaggi/3564156120/Affinity: don't look for numbersWhen looking for influencers, you must not forget that these people will help you generating a lead: it could be a subscription, a purchase, a dialogue or a thousand more actions but the influencer should push influenced to act.So let's rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you're looking for is a person that can make an impact on the followers and inspire them, move them to act and push them to spread the message he is carrying. Real influence is not measured (only) with numbers. It's fundamental to understand what kind of affinity an influencer has with the audience.Communicate the signal and wipe out the noise by choosing the right people.
  15. http://www.dailyseoblog.com/2009/06/9-tools-to-measure-your-twitter-influence-reach/
  16. http://www.flickr.com/photos/dramagirl/400738316/
  17. Content has a social life!
  18. http://www.flickr.com/photos/dramagirl/400738316/
  19. The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
  20. http://www.flickr.com/photos/adjourned/481925758/
  21. http://www.flickr.com/photos/jrparis/66581120/
  22. Scenario A: Groups:   1-2You are a theatre company that celebrates and preserves the art and spirit of  American Musical Theatre that has a home season.   You want to use social media to create a network of American Musical Theatre enthusiasts around the world who might purchase tickets when they visit your city, purchase recordings or other items online.    Scenario B: Groups:   3-4Your arts organization presents Children’s Theatre and Music Concerts.  You are moving to a new location in downtown Berkley.   You want to use social media as part of your communications plan to promote the new location.   One audience segment you want to reach includes moms between the ages of 30 and 45 with children between the ages 4 and 10.Scenario C:  Groups:  5-6You are a Jewish Community Center that has an arts program as part of its offerings.   You want to reach a younger audience (age 20-30)  and use social media as part of your strategy.  Your arts program includes performances, lectures, and a contemporary arts program.   You also offer youth arts classes in dance, theatre, and other art forms.   You have a robust marketing program through traditional channels, but have not started using any social strategies.Scenario D: Groups 7-8You are a contemporary dance company that produces an edgy dance installation performance event inside a well known San Francisco historic building.  The performances are repeated during the month of July.  You want to use social media to generate buzz before, during, and after the event  and sell tickets.  
  23. Why – Information/Insight, Marketing, Data Mining, Social Circles
  24. Twitter.com’s growth flattened last year. More people are using apps BUT also some people have come and gone. Twitter has limited utility and is best used for finding influentials and dialoguing with the types of supporters who can lead others.90/10 rule = 10% of Tweeters tweet 90% of tweetsTwitter will stay important for those who want the news first – that includes journalists, bloggers, activists and politicos!Soon, there will be a “twitter for normal people” so best to understand now how information spreads and power wields influence in this type of environment.
  25. http://www.youtube.com/watch?v=9YSSziv9zEchttp://keepvid.com/?url=http%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3D9YSSziv9zEc
  26. But what is different about Twitter and social media tools is the networked effect –
  27. Notes:
  28. Notes:
  29. http://www.flickr.com/photos/peterjlambert/97671748/
  30. http://www.flickr.com/photos/niclindh/1389750548/
  31. http://www.flickr.com/photos/peterjlambert/97671748/