The Arts and Social Media: From Experiment to Strategy

Presented by Carnegie Mellon’s Center for Arts Management and Technology October 6, 2009 The Arts and Social Media From Experiment to Strategy

Executive Director Blogger Tweeter Communicator Arts Advocate Strategic Marketer NOT AN EXPERT Just an arts administrator who pays attention to the constantly changing world of technology

Social Media Strategy Framework

Levels of User Engagement

Who Should Maintain Your Organization’s Digital Identity?
One individual or split duties among individuals?
Team approach – multiple people sharing duties?
Executive staff?
Marketing staff?
Younger staff or interns?
Artists?
Volunteers?
© copyright 2007, nicemonkey | NewDarkRoom.com , LLC Earlier in 2009, the American Red Cross released a Social Media Strategy Handbook for its employees containing a number of sound policies that may be adopted by arts organizations.

Social Media and Social Networks are 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
Why use 5 tools if 1 will suffice?
Will combining tools = progress or split-focus?
Respect your capacity!

RSS Feeds: A Must-Have Tool for Your Toolbox 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: 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?

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

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.

Best Practices - RSS
Make sure your regularly updated content has an RSS feed
Share your RSS feed with your site visitors, social network friends, etc.
Set up an RSS feed reader with relevant blogs and new feeds
Use RSS feeds to help streamline your social media workflow.

Tips for Social Media Monitoring
Set up comprehensive Google Alerts
Use Twitter Search to follow hashtags and keywords in Twitter streams
Use URL shorteners like http://bit.ly
Get addicted to Google Analytics

Best Practices - Sharing
Add “Share This” widgets to your website

Consider creating your own widgets that your constituents or visitors can share on their Web sites and pages

Share the content of others
Share your own content across multiple platforms
Video Interview with Guest Artist Post on org’s YouTube channel Embed video in blog post Share YouTube link via Twitter Post link in org’s online press room Share YouTube link via Facebook Page Share video link via e-newsletter

Best Practices: Blogging
Pick an interesting voice
Use the  code when you go over 250 – 300 words
Maximize outbound links
Set outbound links to be opened in a new window
Invite and encourage conversation
By placing this code in the HTML version of your blog, you create a link on your page labeled “Read the rest of this entry”. This connects your reader to further information without requiring them to search for it on the Web.

Best Practices: YouTube
Get a nonprofit channel
Tag your videos with keywords
Embed videos in your blog and website
Engage commenters
Think about Kick -ing it
Behind-the-scenes interviews
Benefits of a Nonprofit Channel:
Ability to change the look and feel of your YouTube page to more closely resemble your branding.
Ability to drive fundraising through a Google Checkout “Donate” button.
Ability to add a Call-to-Action overlay on your videos to drive campaigns.
KickLight is an online service that allows video producers to add synchronized visual elements (“Kicks”) to their online videos. Wherever that video is ultimately sent or embedded, the Kicks go with it.

Best Practices: Facebook
The World of Facebook
Profiles are for People
Get a Page , Get Some Fans
Use Groups for Controlled Membership
Use Events to Generate Attendance
Causes : Donations or Visibility?
The Growing Power of Ads

Facebook – Profiles are for People

Facebook – Pages are for Organizations

Use Page Insights to learn about your fans. Add a badge to your web site or blog.

Facebook – Use Groups to Control Membership

Facebook – Use Events to Increase Attendance

Facebook – Causes Raise Visibility and $

Facebook Advertising Allows you to target your ads by various criteria. You can either pay for impressions or pay for clicks.

Best Practices: Twitter
70 – 20 – 10 Engagement Model
70% - Sharing others voices, opinions, and tools
20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues
10% - Promoting and/or chit-chatting

Best Practices: Twitter
Help yourself with tools
Tools for managing the voices Tweetdeck , Tweetie , etc.
Tools for productivity SocialOoomph
Tools for recommending you and others MrTweet
Look for tools . Don’t assume their non-existence.

Should You Build Your Own Social Network?
2009 Nonprofit Social Network Survey Report – 30.6% of responding nonprofits had their own social network
Why would you want to create your own?
Ning , GroupSite , SocialGo
White Label Social Network Platforms Chart from TechCrunch

Questions

NOVEMBER 5 – 2:00-3:30pm EST Mobile Applications for the Arts: Where Are We? Presenter: Ron Evans, Groupofminds.com Upcoming Technology in the Arts Webinar

http://camt.artsnet.org	50
http://lucaconti.nova100.ilsole24ore.com	20
http://popopope.blogspot.com	18
http://bcnfreeflow.wordpress.com	11
http://www.linkedin.com	10
http://www.slideshare.net	6
http://dnndev.camttest.org	1
https://blackboard.luc.edu	1
http://axchange.wordpress.com	1

The Arts and Social Media: From Experiment to Strategy

by CAMT on Oct 06, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

9 Embeds 118

Statistics

The Arts and Social Media: From Experiment to Strategy — Presentation Transcript