Social Media Strategy

Tuesday March 23,2010 Rebecca Krause-Hardie AudienceWorks.com Blog arts.typepad.com Email krause@moonroad.com The Arts & Social Media Strategy Part II: Turning ideas into results

Today’s plan
All About You
Now Turn the Megaphone around
Case Studies
Start with the end in mind
Strategy
Tools & Tactics
Q & A (don’t wait until the end!)

All About You!
What is your business? - What do you do?

All About You!
What is your mission, your vision?

All About You!
What activities do you do?
Perform
Teach
Paint
Dance
Sing
Create art
…

All About You!
Who is your audience?

All About You!
What do you want your audience to do?
Buy Tickets
Give Money
Buy Art
Volunteer
Tell others
Speak well of you

Now Turn the Megaphone Around!
How would your audience define themselves?

What do they want?

How does what you have to offer benefit them?

Where do they hang out?

How do you communicate with them?

A few case studies
Brooklyn Museum
San Francisco Symphony
New York Philharmonic
Zappos

Brooklyn Museum - 1st Fans

Brooklyn Museum - Engagement

The Right Tool for the Right Project

Brooklyn Museum - Personal Voice

Brooklyn Museum Community -> Sharing

Graffiti online and offline

Graffiti making tool online and offline

Brooklyn Museum - Sharing Learning

SF Symphony Social Network on Ning

New York Philharmonic - Page

Expand your network by integrating with Flickr

And by integrating with YouTube

Using the “Notes” tab for longer term ‘updates’

You can subscribe RSS to notes (What’s RSS?)

Mahler Contest - driving traffic to website

Mahler Website - Providing Exceptional Content

Zappos with its customer base is now worth $780+ Million (says Amazon)
Driven by daily passionate customer service
Totally audience centered
Customer valued
Hint: it’s institutional alignment & intentionality Everyone in the same boat - rowing together

It’s About Leadership

It’s About Training

And …Transparency

What we are talking about here, is core institutional alignment & intentionality, with everyone in the same boat, rowing together, in the same responsive direction. And, this is played out, every day at Zappos, with trust, transparency, authentic passion … and very contagious enthusiasm. Bottom Line: creating & sustaining real value for both the institution … and its customers Zappos is in a totally customer-centered dance with its audience

Start with the End in Mind
What does success look like?
What is your goal?

Lets Begin to put it all Together
We do X …
So that Y happens …
Resulting in Z outcome .
X We offer pre-performance chats to educate our audience Y so that their appreciation and understanding of dance is enhanced Z resulting in a lifelong connection with dance.
X We create residency resource guides for artists and students
Y so that they will have a leg up on getting started
Z resulting in limited resources being allocated more effectively.

Let’s restate this - in terms of social media X We do regular video-casting to educate our dance audiences Y So their appreciation and understanding of dance is enhanced Z Resulting in a lifelong connection with dance. X We create an online database of resources Y So that artists and students can easily get the latest info Z Resulting in limited resources being allocated more effectively.

So what comes next?
Let’s think strategically about this stuff
Begin with your outcomes in mind
Your strategy is the critical path you all take together, to get to your goals, and achieve your SMART objectives.
Your tactics are what & how you do it

A Best Practice - Social Media Strategic Plan
Develop shared objectives
Identify your target audience(s)
Listen and Learn - Together
Integrate & own institution-wide
Anticipate & plan for culture change
Build capacity
Select and try tools & tactics
Measure, evaluate, adapt, & adjust
Wash, Rinse, and Repeat

Social Media is not a bumper sticker, social media plan & activities must seamlessly integrate with your mission!
What is your shared vision and mission
What do you need to do achieve a shared vision
How is this shaped by listening to constituents
What are the desired outcomes, results, or benefits and why are they of value to you and your customers
How can you make this process ongoing & dynamic, rather than an anchor is your bottom left fire drawer
Is your contagious passion for the arts, your authenticity, enthusiasm & responsiveness, reflected in your plan?

Tactics, Tools, Time Listen Engagement Community Building & Social Networking Social Content Less Time More time 5hr 10hr 15hr 20hr Generate Buzz back type

Which tool and strategy
Listening -

Engagement -

Social Content -

Generate Buzz -

Community Building & Social Networking

Let’s take do a case study on the fly
What is the goal - outcome we have in mind
Do we want to:
Create Buzz
Build Content
Listen to Conversations
Build Community
…..

Sample Schedule

Practical Steps you can take
Define your goals or at least one to start
Become clear about your audience
Start Listening - google reader & alerts
Join the Conversation
Experiment
And…..

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

Get a FB “Page”

Update it Regularly

Reflect your brand on your Facebook page

Ask questions & participate in the conversation

Post & Tag Users in Photos & Videos

more bite size pieces
Share stuff on the web
Post to Flickr, YouTube Facebook, or your blog
Update regularly
Get a flip video camera and share it with people.

Some Review Steps: 1 st internal integration
Everyone in the same boat, rowing in the same direction - together
How do each of your social media activities support your website, your email campaigns, fundraising, PR, conference, etc.?
What do you need to do to seamlessly integrate all of your online with off-line components?

Then, Anticipate Culture Change
As you begin an initial social media strategic plan process; how can you help every one of your stakeholders to own it?
You can address any fears or concerns about change - by being broadly inclusive from the get go – building awareness, understanding and agreement
What is the real rate of change your organization can tolerate?

Then Incrementally Build Capacity
Who will implement your social media strategy?
How much time can you commit?
How to integrate social media into your work flow?
Outside expertise might be helpful

Just Do It (Its Okay to Take Risks)

Social Media Best Practice: (hint: start with small bite-sizes pieces)
Try one thing
What small piece can you implement first … as a pilot?
How will you learn from the pilot for your next experiment?
Our passive solar post & beam. First we built a scale model, then we cut each one of the150 red oak pieces. Then we had a community raising & everyone brought a peg

Rebecca Krause-Hardie AudienceWorks.com Blog arts.typepad.com Email krause@moonroad.com Twitter @arkrausehardie Facebook facebook.com/krausehardie Flickr flickr.com audienceworks Delicious Delicious.com/audienceworks YouTube audienceworks Skype krausehardie Thank You!

Social Media Strategy

by Rebecca Krause-Hardie

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