ArtsWestchester Managing Social Media

ARTSWESTCHESTER
May 9, 2011
Manage Your Social Media
Before … It Manages You
Janet Langsam,
Panel Moderator – CEO ArtsWestchester
Rebecca Krause-Hardie
AudienceWorks
Diana P. Olano,
Digital Media Coordinator, ArtsWestchester

Strategy Step by Step
Objectives
Audience
Integration
Tools and Tactics
Measurement

Start with “the End” in Mind
What Do You Want For Outcomes
Define Success Up Front
What Are Your Time-based and Measurable Objectives

What do they want? (ask them)

The Currency of Social Capital
“connections within and between social networks”
“social networks have value”
Investing in relationships by being transparent, authentic and passionate and delivering value
Over time - builds trust, passionate loyalty and earned social capital (take it to the bank)
Note: It’s never about price. It’s about delivering sustained value … over time

24%
37%
21%
51%
73%
18%
2010

Ladder of engagement
Take Action
Advocate
Share
Like
Click
Look
It takes 3 -18 months

Tactical Approaches to Social Media
Community Building & Social Networking
Generate
Buzz
Social
Content
Engagement
Listen
backtype
5hr
10hr
15hr
20hr
Less Time
More time

More is not Better!
Go Deeper, not broader!

A Few Listening Tools
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Listening Leads to Participation

Join the Conversations
Who is talking about you already?
Who is talking about related topics?

Generate
Buzz
Social
Content
Engagement
Listen
backtype
5hr
10hr
15hr
20hr
Less Time
More time

Brooklyn Museum - Engagement

Generate
Buzz
Social
Content
Engagement
Listen
backtype
5hr
10hr
15hr
20hr
Less Time
More time

A Few Buzz Tools

Buzz is a Cocktail Party
Make others feel important
Be smart, witty and funny!
Be relevant
Put your best foot forward
Being awesome is the best way to SEEM awesome

Generate
Buzz
Social
Content
Engagement
Listen
backtype
5hr
10hr
15hr
20hr
Less Time
More time

A Few Community Tools

Community engagement is connecting your patrons, volunteers, donors and supporters to each other through your mission.

Create Art with Your Community

Building buzz is about giving your supporters the excitement and content they need to spread you message like bees do for pollen.

Strategy Step by Step
Objectives
Audience
Integration
Tools and Tactics
Measurement

Fail Informatively – Clay Shirky
Failing informatively means setting up experiments that we can measure, evaluate and iterate over time, until we get to success.

To Fail Informatively, We Must…
Set SMART goals
Set ourselves up for success by researching first
Document hard data
Also document qualitative data
REFLECT
Wash, rinse and repeat

Twitter: News and Knowledge Sharing

Twitter: Fundraising and Events

Twitter: Engagement

Here are some bite size twitter pieces
Lurk on twitter & check it out
Sign up for a twitter account
Follow people you respect, see what they do and say
What do they do well?
What could be improved?
What do you value about their tweets?
Just try it…

More Twitter Stuff
Use and monitor #hastags
Build relationships by joining conversations & replying, retweeting
Make your tweets retweetable
Use Twitpic to share photos
Use Twitter search
Empower your followers with actionable information in support of your mission.
Chad Norman

Questions?and thank you!
Rebecca Krause-Hardie
arts.typepad.com
@arkrausehardie

ArtsWestchester Managing Social Media

by Rebecca Krause-Hardie

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