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.

One individual or split duties among individuals?

Team approach – multiple people sharing duties?

Executive staff?

Marketing staff?

Younger staff or interns?

Artists?

Volunteers?

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!

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.

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

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

Add “Share This” widgets to your website

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

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

Best Practices - Sharing 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

Share the content of others

Share your own content across multiple platforms

Best Practices: Blogging Pick an interesting voice Use the <!--more--> 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.

Pick an interesting voice

Use the <!--more--> 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

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.

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.

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

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

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.

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

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