Social media for youth orchestras

Social Media for Youth OrchestrasFrom u.s.k., Ulrike Schmid, 19th November 2011 www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Ulrike Schmid10 Years of Experience as PR consultant inInternational PR agencies amongst others EdelmanOwner of u.s.k.:PR consulting (including Social Media) focussed oncultural institutionsAuthor:“Das Social-Media-Engagementdeutscher Museen und Orchester”Speaker:National conferences about“Social media and cultural institutions”“Arts outreach via PR” www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Imagine you are at a party www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Impact, characteristics, potential usage www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Key features of social media communication Dialogue Activation Speed Regularity Participation Authenticity Inclusion Loss of control Cross linkage Transparency www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

New ways of communication 1/1 Listen! Be present in different networks, be active in discussions Dialogue and give your dialogue partners the impression that you are interested in what they are saying. Authenticity Be open-minded and honest. Act like a “human being”. All information is only a few clicks away, mistakes will come to Transparency light soon. Be active and show your dialogue partners that you’re interested in Activation posting content from “behind the scenes”. Inclusion Include different people from your orchestra www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

New ways of communication 2/2 Include your audience/your dialogue partners, ask for feedback Participation and give feedback on other platforms. Real time! A permanent observation of the social web is the Speed premise for reacting in an adequate time. Be aware and accept that you cannot control the content Loss of control which comes up in the social web (even if you are not communicating, s. o. will talk about you, if you like it or not). Processes have to be established Cross linkage so that all activities link with each other, also with offline-measures. Single measures blow out. Acting once in a while will not have any Regularity impact. www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Usage of social media self-representation fundraising/sponsoring project management PR, marketing crowd funding community sales building service collaboration www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Self-representation Create an unique identity on the web Take a personal role on the network Elements of identity Profile picture Short bio Topics and content Person(s) behind Language and tonality Vanity-URL Tags (you’d like to be found) Cross link the different platforms www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Community building Establish, maintain and extend relationships Belong to a network of people with similar interests Also be also visible as a person/several people who belong to the orchestra Refer to texts on other’s people or companies platforms Exchange and share experiences, ideas and opinions Post comments www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Collaboration Share knowledge, make it accesible to the community Organize information, collect knowledge by using public bookmarks and asking people Allow universal access to all platforms to develop ideas in common (crowd sourcing, crowd innovation) Common implementation with simple tools (functional group on Facebook, Doodle) No duplication through shared storage (e. g. Google docs, Dropbox, projectplace) Projectplace is Which platform also useful is best for us? Google docs www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

There are a plenty of social media platforms www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Which social media platform is the right one? goals audience time Depends budget on legal framework corporate culture manpower www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tools www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tool: “share & bookmark”Characteristics of “share and bookmark” are public sharing, tagging andrecommending sites. By tagging other users may also find these pages. Dialogue In general, all interested parties who are looking for news and would partners collaborate with other by sharing their content How to edit Link to texts, websites, photos, blog posts etc., which can be the content? recommended and spread to the public How to spread Integrate appropriate icons on blog and website the content? www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

„Share & bookmark“ 1/2Why offer “share and bookmark”? To increase the awareness As events, website, blog posts occur in social bookmarking services By tagging each link Easier to be found in search engines Public sharing is like a recommendationWhy use “share and bookmark”? To become a part of the community by sharing content To become known because you’re always sharing interesting content (not only yours) Open source www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

“Share & bookmark” 2/2 Suitable for websites, blogs to increase visibility on the web. www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tool: weblog A weblog is a modern form of a diary, which is run on the Internet. It differs from static websites because the information published on the blog can be discussed publicly. Dialogue In general all those, who are interested in the orchestra partner (potential visitors, journalists, sponsors, artists/musicians) How to edit Primarily text but also photos and videos about the orchestra the content? Link from website and newsletter to the blog How to spread Reference on the latest blog post is tweeted, posted on Facebook as the content? a status message and announced on other networks. www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Weblog 1/3How is a blog set up? Use categories and tag blog entries so that they can found easily. The archive lists all previously published articles. Blog roll refers to other weblogs (kind of recommendation) Posts are in chronological order and can be subscribed to via RSS. Refers to the other social media profile(s). Linklist refers to other websites www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Weblog 2/3Why blog? A direct access to the public, without having the “media as a filter” Stories can be told, which usually don’t find their way into the “classical” media Personal and unfiltered contributions make the institution more transparent and give it an authentic face The level of awareness will increase Potential visitors and multipliers will be aware of the orchestra. Exchanges and contacts with the audience is easily established Networks can be set up and maintained It offers the possibility for feedback www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Weblog 3/3How to blog? Write in a dialogue orientated way, asking questions, allowing comments Embed photos and videos Be entertaining, tell personal (background) stories Build up tension, Write in an authentic manner Be transparent, tell who is writing Don’t use press releases or uncommented content like programmes and image brochures Always remember that you gain public trust Suitable to get in touch with the dialogue partners directly and have an archive of articles and comments on your own platform. www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tool: Twitter Twitter is a micro blogging service. Registered users send their own text messages (tweets) of up to 140 characters and subscribe to other users’ tweets. Each user can decide which messages to subscribe to. Dialogue In general, people from the media, marketing, tech sector who are partners using it for business, but also musicians, orchestra etc. How to edit Provide short text messages about the orchestra the content? Integrate pics and videos First, identify users whose messages you wish to receive, then How to spread become subscribers (followers) of their tweets the content? By recommendation from other twitterers www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Twitter 1/2Why twitter? Relationship building and maintaining contacts with followers (potential visitors, media, engager, influencer) To link to blog posts, photos, videos, news from the orchestra, events To start an “easy going” conversation with bloggers, journalists, the people around www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Twitter 2/2How to twitter? Dialogue and service oriented Respond to tweets from followers, get involved in discussions Allow a look "behind the scenes“ Provide special concerts and events Involve followers, asking them about their opinion and responding to questions Suitable for creating a network that allows quick exchange of information, as well as feedback. www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tool: FlickrFlickr allows to upload images and to add notes and comments to them as well as todistribute to other users. The photos in albums can be sorted and embedded as aslideshow on blogs and websites. Dialogue In general, all those who are interested in the orchestra or people partners looking up for a certain topic. How to edit Photos of orchestra to convey visual impressions the content? Integrate to blog and website How to spread Link to photo albums can be tweeted or posted on Facebook as a the content? status message www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Flickr 1/2Why use an extra photo platform? To show photos of the musicians, rehearsals etc. to the general public To document events To grant a look "behind the scenes“, giving the orchestra "a face" To increase the visibility/the awareness on the web by tagging To allow other users to distribute and embed the photos (awareness) To make your own pictures available for random search Try to involve our dialogue partners www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Flickr 2/2How to integrate and distribute the photos? Embed the HTML code in your and other people’s blog or website Include them in the press portal of the website to make them available for journalists Share the link on networks Suitable to enhance the presence of an orchestra, make it easier to find on theweb, to create the desire to make a visit or support the orchestra. www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tool: YouTubeYouTube is a video platform where video clips can be uploaded and viewed. Registeredusers can rate the videos and/or distribute them. It allows the exchange with visitors. Dialogue In general, all those who are interested in the orchestra or people partners looking for a certain topic How to edit Videos of the orchestra in order to convey visual impressions the content? Embed on blog and website How to spread Link to videos can be tweeted and posted on Facebook the content? By tagging videos will be found easily www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

YouTube 1/2Why set up videos on an external platform? To show a large audience the variety of the repertoire To allow a look "behind the scenes“, to give the orchestra an individual face To present the orchestra in a sort of “image film” To increase the awareness by tagging the videos and let them be spread by other users www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

YouTube 2/2How to integrate and distribute the videos? Embed the HTML code in your and others people’s blog or website Include it in the press portal of the website to provide journalists Include it on facebook as a permanent application Share the link on other networks Suitable to enhance the presence of the orchestra, make it easier to find on theweb and to create the desire to make a visit or support the orchestra. www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tool: FacebookFacebook enables individuals, companies or institutions to create their own profile page oran official group in order to get connected and interchange with other registered users. Dialogue In general, all 13 to 44 year aged people, who are interested in partners the orchestra (potential visitors, journalists, sponsors, musicians) How to edit Texts, photos, videos as wall posts but also competitions the content? How to spread Embed the icon or widget on the website and in newsletters the content? Display the icon on printed material, advertisements, etc. www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Facebook 1/2Why set up a Facebook page? A large proportion of (private) users can be addressed and incorporated A community can be established that interacts with the orchestra Sharing and distributing the content - no matter what form - is extremely easy Feeds from other social media tools can be incorporated automatically www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Facebook 2/2How to use Facebook?As an orchestra with an official site: Be aware that you have set up a “page” and not a “personal profile” When having at least 25 fans you can get your own URL e. g. http://www.facebook.com/SANYOF Build up an online circle of friends, by talking to potentially interested people so that a viral communication about your site takes place Regularly post interesting links, videos and photos Ask fans for feedback and take them as dialogue partners Take them seriously, be service orientated, offer them added value Create offline events for the community Suitable to build up a community to close interaction with your dialogue partners. www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tool: issuuIssuu is a document sharing platform where flyers, magazines and presentations can beuploaded and viewed. Registered users can comment on the documents and/or distributethem. Dialogue In general, all those who are interested in the orchestra partners (potential visitors, also journalists, sponsors, musicians) How to edit Provide text documents from the orchestra the content? How to spread Embed on blog, website the content? New documents can be tweeted and/or posted on Facebook www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

issuu 1/2Why upload documents on issuu? To provide documents (flyers, presentations, programmes) for free To read documents online, share them, embed them or put them for discussion To increase the awareness and to get new dialogue partners www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

issuu 2/2How to spread and integrate the documents? Embed the HTML code in your and other people’s blog or website Include in the press portal of the website to provide journalists Share the link on networks Suitable for a cost-effective delivery of online documents to increase theawareness and to engage new dialogue partners. www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

The 90-9-1 Rule 90 of 100 listen, but are silent ... One of 100 … and create their own image speak hmm grumble aha good to sigh know 9 of 100 react, criticize, interact www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

In a nutshell 1 Social media starts with listening. 2 Set goals, but be realistic. Not all people speak with you, most of them listen. 3 Communicate regularly and at eye level: You have to know your audience. 4 Be patient: Communication in the social web needs careful construction work. www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Back to the party … Social media tools are (media) islands, the next tool is only one click away. Used in combination they create the social web.Usually it takes several contacts until an action is triggered.An organization must also create multiple touch points. People use media depending on the day, time of day and their role (as private or business person). Connect the different social media People don’t want to be patronized. They talk about whatever and whenever they want.Connecting social media is the logical continuation of theintegrated and cross-media communication. (offline and online) www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Thank you for your attention!u.s.k.Internet: www.us-k.euWeblog: www.kulturzweinull.euEmail: ulrike.schmid@us-k.euTwitter: @UlrikeSchmidLinkedIn: http://linkedin.com/UlrikeSchmidFacebook Page: http://facebook.com/Kulturkommunikation www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Appendix: photo creditsSlide 2: Cover of study. Das Social-Media-Engagement deutscher Museen und Orchesterhttp://www.kulturzweinull.euSlide 3, 41: Photo Sascha Rheker for Schirn Kunsthallehttp://www.flickr.com/photos/schirn/6213811652Slide 9, 11, 12: Copyright Ioannis Kounadeas, Fotolia.comSlide 13: Conversation in social mediahttp://www.ethority.de/weblog/social-media-prismaSlide 38: Städel Museumhttp://www.flickr.com/photos/staedelmuseum/3940813342 www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

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Social media for youth orchestras

by u.s.k., Dialogische Kulturvermittlung durch PR on Nov 21, 2011

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Social media for youth orchestras — Presentation Transcript