Chorus America 2011pre- conference seminar. Social Media Step by Step (for beginners). Creating a social media strategic plan, Facebook, Twitter, YouTube, Tools to monitor & measure social media.

1. Interkultur.Germany
Social
Media
Step
by
Step
with
@devonvsmith
#choam11 1

2. Who
am
I?
devonvsmith
2

3. the
plan
Strategy Tac*cs Tools Bonus
Why
social
media? Facebook What
to
measure Foursquare
How
to
plan
for
social TwiFer Measuring
tools Yelp
How
to
spend
your
=me YouTube Listening
tools Flickr
Working
with
volunteers Resources
on
the
web Blogs
Integra=ng
w/
tradi=onal Future
of
social
media Adver=sing
Overcoming
challenges Fundraising
Social
Plugins
Q&A
3

4. My
Goals
for
You
1.A rough draft of a social media strategy
2.The knowledge of what other social networks exist beyond
Facebook & Twitter
3.A list of tools you can use to help you manage your social media

5. What
do
YOU
want
to
get
out
of
this
workshop?
5

6. 180
minutes
6

7. social
media
doesn’t
sell
Eckets
7

8. social
media
doesn’t
raise
money

9. what
sells
Eckets
&
raises
money?
artistic content
your direct
your website mail campaigns
customer service by
your box office
9

10. so
why
bother?
If
your
social
media
fans
will
• Recommend
you
to
their
friends
• Like
your
brand
more
• Be
more
influenced
by
(cheap!)
social
media
than
tradi=onal
media
• Spend/donate
more
• Stay
with
you
longer
• Cost
less
to
reach
new
audiences
PS:
these
are
all
goals
you
can
measure
10

11. build
rela=onships,
not
one
night
stands*
*but
it’s
okay
to
be
a
li/le
promiscuous
11

12. more
than
marke+ng
• Customer
service
• Crowdsourcing
• Planning
tours
• Making
art
• Professional
networking
• RecruiEng
new
members
12

13. Maturity
of
Prac=ce
empower
community
create
relationships
Technique
start
conversations
respond to
comments
syndicate your
own content
listen
awareness gain fans customer service sell fundraise mission-centric
Intent

14. Social
media
has

15. PLAN
now
we
need
a
Discover
Plan
Test
Refine
15

16. Discover
Dis5nguishing
features
of
your
org
Industry
Scan
Challenges
your
org
is
facing Digital
Media
Audit
16

17. How
do
you
compare
to
your
peers?
17

18. plan
1. Address
a
real
problem
2. Have
a
meaningful
goal
3. Test
several
op=ons
4. Track
what
you
do,
and
what
the
results
are
5. Make
decisions
with
your
data
18

19. What’s
your
goal?
Learn
what
people
are
saying
about
you
online
(and
who
they
are)
Increase
the
number
of
people
talking
about
you
online
Get
new
ideas
for
future
performances
Get
feedback
about
your
past
performances
Engage
audiences
between
performances
Recruit
new
audience
members
to
performances
Recruit
new
chorus
members/guest
ar5sts
Increase
awareness
about
your
chorus
with
other
choruses
Start
a
partnership
with
a
local
business
Stay
in
touch
with
alumni
of
your
chorus
Give
“outsiders”
a
peek
into
your
process
Develop
a
rela5onship
with
a
key
ins5tu5onal
funder
Introduce
your
chorus
to
a
new
community
(geographically
or
otherwise)
Provide
another
channel
for
customer
service
Decrease
your
marke5ng/fundraising
budget
Increase
communica5on
between
chorus
members
Encourage
chorus
members
to
have
fun
during
rehearsals
Stay
abreast
of
the
news
in
your
industry/neighborhood
Change
the
brand
percep5on
of
your
chorus 19

20. What’s
your
What’s
your
problem? goal?
20

21. TargeEng
Your
Audience
Audience PlaLorm Message
21

22. Who
are
you
trying
to
reach?
Why
are
they
interested
in
what
you
have
to
say?
What
do
you
want
to
learn
about
them? 22

23. if
your
reputa=on
is
at
stake,
should
you
trust
an
intern?
Consider
•Offering
clear
guidelines
on
do’s
&
don’ts
•CollaboraEng
with
the
intern/volunteer
to
develop
social
media
goals
•InviEng
someone
who
uses
their
personal
social
media
accounts
with
a
professional
manner
•CreaEng
a
social
media
policy
for
your
chorus
23

24. social
media
guidelines
OrganizaEonal
goals
Personal
versus
professional
use
Full
disclosure
Content
approval
process
Author
approval
process
Transparency
versus
privacy
Community
management
Shared
usernames
&
passwords
Copyright
issues
Style
guide
EEqueVe
Professional
development
opportuniEes
h/p://socialmediagovernance.com
24

25. How
much
=me
should
you
spend?
4.4
Facebook
17
hours 14
hours
25
theatres,
$1m-­‐$3m,
December
2009
25

26. How
should
you
spend
your
=me?
Let’s
assume
you
have
a
Facebook
Page
updated
daily
&
YouTube
channel
updated
monthly
Learn
Post
&
Listen Measure about
Create Report Total
Respond
social
5
min.
10
min.
post
FB
update,
Daily scan
Google
respond
to
15
min.
alerts
&
social
public
men=on
men=ons
20
min.
15
min.
Pick
3
metrics,
Scan
your
Weekly save
them
in
Google
Reader
2
hrs.
excel
doc feed
2
hrs.
10
hrs. Summarize
Monthly Edit
YouTube
measurement
20
hrs.
findings,
decide
video
&
upload
what
to
change,
report
26

27. How
much
Eme
can
you
spend?
27

28. Challenges
Overwhelmed
Expecta5ons
Exhaus5on
Making
5me Bored
28

29. integraEng
w/
tradiEonal
media
29

30. but
what
if?
People
say
bad
things
about
us
They
already
are.
Be
more
in
control
of
the
conversa+on
around
your
brand
Social
Media
is
just
a
fad
Pla;orms
may
come
and
go.
The
best
way
to
be
prepared
is
to
(though;ully)
experiment
on
the
current
one.
It
won’t
sell
Eckets
Build
rela+onships
with
your
fans.
Unlike
tradi+onal
marke+ng,
there
is
value
in
social
media
beyond
the
message.
It
takes
too
much
Eme
Once
you
get
the
hang
of
it,
it
doesn’t.
Cheaper
than
most
other
marke+ng
efforts.
30

31. Whew!
31

32. I
just
want
a
million
followers
32

33. What
%
of
your
community
do
you
reach?

34. Social
Media
Demographics
Pew
Internet
&
American
Life,
November
2010 34

35. Social
Media
Demographics
Pew
Internet
&
American
Life,
November
2010 35

36. Social
Network
Prevalence
207
arts
organiza5ons
April
2011
36

37. Average
arts
org
ac5ve
on
3
networks
207
arts
organiza5ons
April
2011
37

38. Monthly
OrganizaEonal
AcEvity
207
arts
organiza5ons
April
2011
38

39. Median
Network
Size
207
arts
organiza5ons
April
2011
39

40. User
AcEvity
207
arts
organiza5ons
April
2011
40

41. 500 million “active” users
1/2 log in daily
Spend 25 minutes/day
1/2 of activity is mobile
Upload 90 pieces of content/month
Like 7 pages/month
Have 130 friends each
41

42. Facebook
Demographics
from Facebook presentation June 2011
42

43. Median
Page
Updated
Daily
207
arts
organiza5ons
April
2011
43

44. More
Posts
More
Engagement
207
arts
organiza5ons
April
2011
44

45. Post
2x/day
for
1
Month
60 Facebook posts 360 commenters
130 friends each
4,000
Page “likes”

46. Post
1x/Month
130 friends each
500

47. Pages
w/
custom
URLs
tend
to
be
larger
Median Likes Median Comments/Post
Any page with > 30 users can set their custom URL at facebook.com/username

48. consider
the
switch
Profiles can be converted to pages at facebook.com/pages/create.php?migrate 48

49. 4% have a welcome Tab, 6% don’t land on wall
Median Likes
207
arts
organiza5ons
April
2011

50. Logo image is tailored to
Facebook specs
Clear call to action
Tells me benefits
of liking
Each image links to
a different section
of the page
Animated image
draws my attention
Highlighting user content
demonstrates they value user
engagement
Welcome tab has
branded logo
“About” section makes
clear org mission & why
they use Facebook

51. 37%
of
theatres
don’t
link
to
Facebook
from
their
homepage
476
TCG
theatres,
May
2010
51

52. Size
MaVers
208
off-­‐Broadway
theatres,
October
2010 52

53. What
one
thing
are
you
going
to
stop
or
start
doing
on
Facebook?
53

54. 60
million
US
users
I’m
probably
less
knowledgeable
13%
of
online
adults
have
used
TwiVer about
“this
whole
Average
user TwiIer
thing”
than
•5
followers you
might
think
•Has
tweeted
<
10
Emes
•Is
in
their
30s
•Has
a
college
degree
54

55. TwiVer
Vocabulary
is
a
New
Language
55

56. Stream
Bio
Retweet
(RT)
Hashtag
(#)
Shortlink
(bit.ly)
@men5on
(@)
Tweet
(140
characters)
56

57. 57

58. • Make
(public)
lists
of
following
• Make
(private)
lists
of
followers
58

59. Geeng
Started
Who
to
follow:
Those
talking
to
you,
about
you,
about
your
peers,
about
your
art,
about
other
topics
you’re
interested
in,
cri5cs,
funders,
local
arts
agencies,
local
poli5cians,
local
businesses
How
to
follow:
Twi/er
will
recommend
people
to
follow
on
the
right
side
of
your
stream
Search
www.wefollow.com,
www.listorious.com
Watch
who
the
pros
follow
*What
to
tweet
about:
Talk
to
people
about
their
interests
Point
out
interes5ng
topics
being
discussed
in
your
industry
Share
links
to
neat
things
Promote
chorus
members’
outside-­‐of-­‐chorus
stories
Answer
the
ques5on,
“What
has
your
a/en5on
today”
Ask
a
ques5on
Follow
interes5ng
people
and
RT
them
Provide
useful
advice
or
5ps
Tell
us
what
you’re
working
on
today
Comment
on
what
someone
else
just
tweeted
about
*inspired
by
Chris
Brogan’s
’50
things
to
tweet
about”
59

60. 60

61. Median org tweets daily
207
arts
organiza5ons
April
2011

62. More Tweets More Engagement
207
arts
organiza5ons
April
2011

63. ~7% of followers will add you to a list
207
arts
organiza5ons
April
2011

64. Linking Facebook to Twitter decreases engagement
207
arts
organiza5ons
April
2011

65. Size
MaVers
208
off-­‐Broadway
theatres 65

66. What
one
thing
are
you
going
to
stop
or
start
doing
on
TwiVer? 66

67. 6
years
old
3
billion
views/day
48
hours
of
video
uploaded
per
minute
Average
user
watches
25
minutes
per
day
Evenly
split
M/F
Most
popular
video
played
500
million
x
67

68. Google
for
Nonprofits
Upload
longer
videos
“Donate
Now”
buVon
on
your
channel
Embed
links
in
your
videos
Get
featured
on
Nonprofit
Channel
(also
free
adwords!)
68

69. 69

70. Median org uploads 1 video / month
207
arts
organiza5ons
April
2011

71. More uploads More views
207
arts
organiza5ons
April
2011

72. Viewers
engage
on
Findings
from
2
Case
Studies
a
“per
video”
basis
Men
45-­‐54
are
largest
demographic
Related
videos
are
top
referral
source
80%
of
views
occur
more
than
2
months
aSer
pos+ng
date
72

73. Size
doesn’t
maVer
208
off-­‐Broadway
theatres 73

74. Length
of
video
doesn’t
maIer
208
off-­‐Broadway
theatres 74

75. Diverse
types
of
videos
are
popular
208
off-­‐Broadway
theatres 75

76. No
performance
type
dominates
208
off-­‐Broadway
theatres 76

77. Viewers
tend
to
be
older
males
208
off-­‐Broadway
theatres 77

78. Most
(but
not
all)
views
occur
on
YouTube
208
off-­‐Broadway
theatres 78

79. What
one
thing
are
you
going
to
stop
or
start
doing
on
YouTube?
79

80. Measuring social media is hard
& a little messy
benrobertsabq

81. What do you measure?
I begin with: Next I think about:
1. Who are these people? Do I have a problem to solve?
2. How did they get here? Is there an opportunity?
3. What do they want? Can I test a hypothesis?
4. Did they get it? Can I compare x to y
5. If not, why not?
Then I decide on format:
Small experiments
A/B testing
Competitor benchmarks
Customer survey
Watch what others do

82. Return on Investment
post show
length of your discussions
performance
newspaper
advertising
joint-productions
posters
(including staff time)
displayed in different
neighborhoods
in-kind
sponsorships
Do you
number of staff at press
your box office measure the release
ROI of...
concessions email (by
or merchandise by word count)
item
subscription a customer’s
campaigns (by hour) lifetime value
event-based
fundraisers
salary & benefits
offered to your staff

83. what
you
measure
ma-ers
what
you
measure
ma-ers
but
there’s
no
secret
formula
h-p://bit.ly/100ways
think
about
micro
conversions
li-le
steps
along
a
path
to
a
big
goal
problem.
goal.
tac4c.
metric.

84. Web Reporting v Web Analysis
Yes it has pretty pictures, but what do I do?
image via Avinash Kaushik

85. Web Reporting v Web Analysis
Specific problem
you’re trying to
address
Explain the
Big picture data in words
trend over time
ROI
Tell me what
to do now that
I know this
image via Avinash Kaushik

86. Less Useful
Data dump
Aggregate data
One time data
Old data
More Useful
Asking a question of your data
Making decisions with your data
Trends over time
Comparative data
add1sun

87. Monitoring & Measuring Tools

88. How do you get your post into the Facebook Newsfeed?
1. Few friends? You won’t show up.
2. Status updates without likes? You won’t show up.
3. Photos & Videos > Links > Text
4. Even the Most Recent News feed has an algorithm
5. Stalking your friends won’t get you noticed
6. Having friends who stalk you will get you noticed
7. More to the algorithm than just this

89. Who are these people?
How closely does this
match my audience?
How could I use this
to tailor advertising?
Would it be useful
to translate?
How likely is it they
are ticket buyers?

90. How did they get here?
0 User profile
What’s missing can be as 0 Stream
important as what’s here 0 Like Box
0 Suggestions
0 Like Button Like website referral sources,
0 Ads diversity is good

91. What do they want?
Seems like people
are interested in
discussing
Try varying this, and keeping
track of differences

92. Did they get it?
What happened What happened
last month? this month?
Look for systematic or
one time spikes & dips
Think of this ratio as an
engagement metric

93. (Free) Facebook Research
this is where
the magic
happens
having a larger page can
increase advertising
effectiveness

94. know
how
Facebook
referrals
differ
from
other
traffic
sources
to
your
website
94

95. measuring
on
twiVer
• Reach:
followers
(not
just
how
many,
but
who)
• Engagement:
@menEon
and
link
click
thru
• Influence:
#ff
and
listed
• SenEment:
content
of
the
tweets
about/to
you
95

96. Track click thru rates
on Twitter

97. Look for outliers
Look for spikes Look for influencers
Look for engagement

98. this video is popular 1/2 viewers are browsing
off of YouTube 1/2 viewers are searching

99. What
3
metrics
are
you
going
to
start
tracking?

100. Adding
more
tools
to
your
tool
belt

102. Track social mentions
of your name across
all platforms

103. any public Facebook or Twitter account
search term
date range
report type

104. raw data people timing content

105. View multiple Twitter streams at once

107. How do I know when
someone unfollows me?

108. How many blog subscribers do they have?

109. Tagxedo: when shape (and font! and color! matter)
Wordle (for when it doesn’t)

110. What
tools
are
you
going
to
use?

111. If you remember nothing else...

112. spend
more
5me
listening
than
talking
112

113. be yourself,
not your brand

114. adapt
your
content
to
each
plaLorm
114

115. Act
strategically
115

116. toss
the
plan
learn
by
doing
116

117. what’s
your
vision
for
how
your
chorus
will
benefit
from
using
social
media?
what
1
thing
will
you
do
next
week?

118. Resources
on
the
Web
www.24UsableHours.com
www.BethKanter.com
www.Mashable.com
118

119. What
else
is
out
there?
-/#*&23-$
&331-3$ #"44&7$
1".&2#-$ #1(0(0$ )'1)"0-$ 3&.(23$
8"19$ 1&2!".$
!"#$
1-,(-8$ 1#.2!+2$
+-/+$ &'!("$
-"/%0',&
6&.(4:$ -!'$ 0*&1(23$.-#*&2(0.$
61(-2!0$ .'*$%/&& !"#$%& )*"+"$
3-%24& '()"*+&
#*&+$
0-1-2!()(+:$ %%$ ,(!-"$
0"#(&4$3""!$ .-!(#&4$
.&)$
0!"12/%*"&
6""!$ $,+"-".+& -2+-1+&(2$
-/#*&23-$ -/)-1(-2#-$
+1&,-4$ 52&2#-$
!(0#"'2+$
1-+&(4$
A$
;-09+")$!$<"7(4-$!$=#1--20$>$?*(230@$

120. That’s
it!
what
else
can
we
chat
about
today?
social
Blogs
adverEsing other
social
networks
Flickr your
quesEons!
Yelp
social
fundraising
Foursquare
Follow:
@devonvsmith
Read:
www.24UsableHours.com
Email:
devon.smith@threespot.com
120

121. Social Plugins
121

123. + = Packrati.us

124. 30% of orgs active on other social networks

125. 125

126. core
experience is you & users can
the user add photos
review
make
announcements, offer
coupons, check-in
specials
unlock your
venue
you can run ads
add the story you might
of your org consider these
venues
“competitors”
you can
publicly
respond to
comments

127. Open up the Browse nearby venues Browse within Browse info
Yelp app by category the category about the venue
# & stars are
indicative
Check-in to Filter venues Browse by
the venue by type distance
social sharing

128. What else do you need to know about Yelp?
users can earn users compete with users can yelp deals =
20 badges their entire city redeem discounts Groupon
yelp events promoted in yelp will send you window cling if yelp rewards their community w/
weekly e-newsletter 3.5+ & “enough” reviews ‘elite squad’ events

129. Is there an opportunity to
have a conversation with
amateur reviewers about
norms in critiquing art?
Or do we give up that “right”
in this newly social world?

130. Ask: Are reviews important to your audience?
respond
consider (as necessary)
discounts to reviews
monitor
activity
link to your
reviews and/or
add a Facebook
app
weekly email
sent to you yelp user demographics

131. Only 5% of venues have less than 4 stars
Venues with more reviews have fewer stars
Venues that have been claimed have 4x more reviews

132. Flickr
tibchris

133. Median org uploads 20 photos / month*
*but not evenly distributed

134. More uploads More views

135. Theatres
have
used
Flickr
to:
•Ask
fans
to
contribute
photos
of
themselves
•Send
fans
on
a
photo
scavenger
hunt
•Sell
or
rent
costume/set
pieces
•Promote
gala
auc5on
items
to
donors
•Ask
fans
to
provide
insight
on
design
images
•Staff
to
share
lives
outside
the
theatre
•Give
fans
tour
of
the
theatre
&
offices
135

137. Blogs

138. Median org has 7 subscribers
*Google Reader accounts for ~50% of all RSS subscribers

139. More Posts More Engagement
On average 1 comment per post

140. yourwebsite.org/blog tends to have more
subscribers & engagement

141. Why
else
might
you
blog?
•Archive
of
your
history
•Permanent
link
to
send
informa5on
•Thought
leadership
in
the
field
•Schools/universi5es—student/intern
life
•Value
of
SEO/recency
to
your
website
141

143. Digital
&
Social
AdverEsing
143

144. AdverEsing
Budget
144

145. Traffic
to
Website
145

146. Value
of
Exposure
146

147. Value
of
AcEon
Note:
NYMag
and
Flavorpill
not
shown
bc
too
few
data
points
147

148. 1/4
of
Facebook
clicks
age
45+
148

149. Digital
&
Social
Fundraising
149

150. Small
donaEons
dominate
150

151. Middle
of
the
campaign
struggles
151

152. Shorter
campaigns
provide
urgency
152

153. Foursquare
Foursquare
tripled
Evidence
of
high
Tips,
tags,
and
in
size
in
past
6
engagement
among
categories
don’t
months users
&
theatre
seem
to
maIer
Having
a
special
isn’t
enough
to
Longevity
maIers
drive
check
ins
Data
from
April,
2011;
76
LORT
theatres
153

154. “makes the world easier to use”
enables
serendipitous motivates records
interactions behavior history
discovers encourages
new loyalty
places
image from http://mashable.com/2011/01/03/art-of-checkin/

155. checking in enables all the good stuff to start happening
Be rewarded for
Look for the venue I Get information about a Check in
checking in
want to check-in to specific venue
any user can create a Businesses can offer 20% of check-ins are check-ins count towards
new venue, so special discounts for shared socially mayorships (temporary) &
sometimes you’ll see check-ins badges (permanent),
“fake” venues like “in points count towards
line for tickets” leaderboard w/ friends
(rolling 7 day count)

156. the more people who use foursquare, the better it gets
If I don’t know what I’m Recommendations based When I check-in near
If friends check-in nearby,
looking for, I can on friends activity, venue a venue with a tip,
4sq will notify me
explore venues popularity, and my history 4sq will inform me
brands can leave tips or
this is why categories, to-dos
tags, and tips matter at any venue

157. most “social networking” is between users, not with venue
1. Monitor venue analytics & tips 2. Consider offering a special 3. Link to your Foursquare
www.getsatisfaction.com/foursquare
still confused?
www.aboutfoursquare.com

158. Median venue has 21 check-ins
Venues that have been claimed have 3x more check-ins

159. 16% of claimed venues offered a special
Median check-ins per person = 1.7

160. 76 nonprofit theatres, budgets $1M - $50M+ tracked since Jan 2010
http://bit.ly/theatresonfoursquare
*with apologies to the non-theatres in the crowd

161. 97% of venues have a mayor,
36% have been claimed by staff
Average venue has 4 tips, last updated 3 months ago
55% of mayors are male

162. An average venue’s level of activity
Venues w/ specials have 15%
more unique visitors
Claimed venues have
3x more activity
*but correlation does not imply causation

163. Just because you offer a special,
History
doesn’t mean the crowds will come a’ runnin Channel
Specials
Oct
Average venue has 424 check-ins from 155 people

164. Early Venues have More Check Ins
Foursquare rolled out in 5 stages across the US. Some cities didn’t get access until Jan 2010

165. Gives you some
measure of
impressions
How similar are
these
demographics to
your audience?