Chorus america social media step by step

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

Who am I?devonvsmith 2

the planStrategy Tac*cs Tools BonusWhy social media? Facebook What to measure Foursquare How to plan for social TwiFer Measuring tools YelpHow to spend your =me YouTube Listening tools FlickrWorking with volunteers Resources on the web BlogsIntegra=ng w/ tradi=onal Future of social media Adver=singOvercoming challenges Fundraising Social Plugins Q&A 3

My Goals for You1.A rough draft of a social media strategy2.The knowledge of what other social networks exist beyond Facebook & Twitter3.A list of tools you can use to help you manage your social media

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

180 minutes 6

social media doesn’t sell Eckets 7

social media doesn’t raise money

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

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

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

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

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

Social media has

PLAN now we need a Discover Plan Test Refine 15

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

How do you compare to your peers? 17

plan1. Address a real problem2. Have a meaningful goal3. Test several op=ons4. Track what you do, and what the results are5. Make decisions with your data 18

What’s your goal?Learn what people are saying about you online (and who they are)Increase the number of people talking about you onlineGet new ideas for future performancesGet feedback about your past performancesEngage audiences between performancesRecruit new audience members to performancesRecruit new chorus members/guest ar5stsIncrease awareness about your chorus with other chorusesStart a partnership with a local businessStay in touch with alumni of your chorusGive “outsiders” a peek into your processDevelop a rela5onship with a key ins5tu5onal funderIntroduce your chorus to a new community (geographically or otherwise)Provide another channel for customer serviceDecrease your marke5ng/fundraising budgetIncrease communica5on between chorus membersEncourage chorus members to have fun during rehearsalsStay abreast of the news in your industry/neighborhoodChange the brand percep5on of your chorus 19

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

TargeEng Your Audience Audience PlaLorm Message 21

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

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

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 opportuniEesh/p://socialmediagovernance.com 24

How much =me should you spend? 4.4 Facebook 17 hours 14 hours25 theatres, $1m-‐$3m, December 2009 25

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

How much Eme can you spend? 27

Challenges Overwhelmed Expecta5onsExhaus5on Making 5me Bored 28

integraEng w/ tradiEonal media 29

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

Whew! 31

I just want a million followers 32

What % of your community do you reach?

Social Media DemographicsPew Internet & American Life, November 2010 34

Social Media DemographicsPew Internet & American Life, November 2010 35

Social Network Prevalence207 arts organiza5ons April 2011 36

Average arts org ac5ve on 3 networks207 arts organiza5ons April 2011 37

Monthly OrganizaEonal AcEvity207 arts organiza5ons April 2011 38

Median Network Size207 arts organiza5ons April 2011 39

User AcEvity207 arts organiza5ons April 2011 40

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

Facebook Demographicsfrom Facebook presentation June 2011 42

Median Page Updated Daily207 arts organiza5ons April 2011 43

More Posts More Engagement207 arts organiza5ons April 2011 44

Post 2x/day for 1 Month60 Facebook posts 360 commenters 130 friends each 4,000 Page “likes”

Post 1x/Month 130 friends each 500

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

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

4% have a welcome Tab, 6% don’t land on wall Median Likes207 arts organiza5ons April 2011

Logo image is tailored toFacebook specsClear call to actionTells me beneﬁtsof likingEach image links toa different sectionof the pageAnimated imagedraws my attentionHighlighting user contentdemonstrates they value userengagementWelcome tab hasbranded logo“About” section makesclear org mission & whythey use Facebook

37% of theatres don’t link to Facebook from their homepage476 TCG theatres, May 2010 51

Size MaVers208 oﬀ-‐Broadway theatres, October 2010 52

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

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

TwiVer Vocabulary is a New Language 55

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

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

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 interestsPoint out interes5ng topics being discussed in your industryShare links to neat thingsPromote chorus members’ outside-‐of-‐chorus storiesAnswer the ques5on, “What has your a/en5on today”Ask a ques5onFollow interes5ng people and RT themProvide useful advice or 5psTell us what you’re working on todayComment on what someone else just tweeted about*inspired by Chris Brogan’s ’50 things to tweet about” 59

Median org tweets daily207 arts organiza5ons April 2011

More Tweets More Engagement207 arts organiza5ons April 2011

~7% of followers will add you to a list207 arts organiza5ons April 2011

Linking Facebook to Twitter decreases engagement207 arts organiza5ons April 2011

Size MaVers208 oﬀ-‐Broadway theatres 65

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

6 years old3 billion views/day48 hours of video uploaded per minuteAverage user watches 25 minutes per dayEvenly split M/FMost popular video played 500 million x 67

Google for NonproﬁtsUpload longer videos“Donate Now” buVon on your channelEmbed links in your videosGet featured on Nonproﬁt Channel(also free adwords!) 68

Median org uploads 1 video / month207 arts organiza5ons April 2011

More uploads More views207 arts organiza5ons April 2011

Viewers engage on Findings from 2 Case Studiesa “per video” basis Men 45-‐54 are largest demographicRelated videos are top referral source80% of views occur more than 2 months aSer pos+ng date 72

Size doesn’t maVer208 oﬀ-‐Broadway theatres 73

Length of video doesn’t maIer208 oﬀ-‐Broadway theatres 74

Diverse types of videos are popular208 oﬀ-‐Broadway theatres 75

No performance type dominates208 oﬀ-‐Broadway theatres 76

Viewers tend to be older males208 oﬀ-‐Broadway theatres 77

Most (but not all) views occur on YouTube208 oﬀ-‐Broadway theatres 78

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

Measuring social media is hard & a little messybenrobertsabq

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 y5. If not, why not? Then I decide on format: Small experiments A/B testing Competitor benchmarks Customer survey Watch what others do

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 younumber 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

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.

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

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

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 dataadd1sun

Monitoring & Measuring Tools

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 > Text4. Even the Most Recent News feed has an algorithm5. Stalking your friends won’t get you noticed6. Having friends who stalk you will get you noticed7. More to the algorithm than just this

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

How did they get here? 0 User proﬁleWhat’s missing can be as 0 Streamimportant as what’s here 0 Like Box 0 Suggestions 0 Like Button Like website referral sources, 0 Ads diversity is good

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

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

(Free) Facebook Research this is where the magic happenshaving a larger page can increase advertising effectiveness

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

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

Track click thru rates on Twitter

Look for outliersLook for spikes Look for inﬂuencers Look for engagement

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

What 3 metrics are you going to start tracking?

Adding more tools to your tool belt

Track social mentions of your name across all platforms

any public Facebook or Twitter account search termdate rangereport type

raw data people timing content

View multiple Twitter streams at once

How do I know whensomeone unfollows me?

How many blog subscribers do they have?

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

What tools are you going to use?

If you remember nothing else...

spend more 5me listening than talking 112

be yourself,not your brand

adapt your content to each plaLorm 114

Act strategically 115

toss the planlearn by doing 116

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

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

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@$

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

Social Plugins 121

+ = Packrati.us

30% of orgs active on other social networks

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

Open up the Browse nearby venues Browse within Browse info Yelp app by category the category about the venue # & stars are indicativeCheck-in to Filter venues Browse by the venue by type distancesocial sharing

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 Grouponyelp 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

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?

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 appweekly email sent to you yelp user demographics

Only 5% of venues have less than 4 starsVenues with more reviews have fewer starsVenues that have been claimed have 4x more reviews

Flickr tibchris

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

More uploads More views

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

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

More Posts More EngagementOn average 1 comment per post

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

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

Digital & Social AdverEsing 143

AdverEsing Budget 144

Traﬃc to Website 145

Value of Exposure 146

Value of AcEonNote: NYMag and Flavorpill not shown bc too few data points 147

1/4 of Facebook clicks age 45+ 148

Digital & Social Fundraising 149

Small donaEons dominate 150

Middle of the campaign struggles 151

Shorter campaigns provide urgency 152

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 insData from April, 2011; 76 LORT theatres 153

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

checking in enables all the good stuff to start happening Be rewarded forLook for the venue I Get information about a Check in checking inwant to check-in to speciﬁc venueany 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)

the more people who use foursquare, the better it getsIf 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

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/foursquarestill confused? www.aboutfoursquare.com

Median venue has 21 check-insVenues that have been claimed have 3x more check-ins

16% of claimed venues offered a specialMedian check-ins per person = 1.7

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

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

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

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

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

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

Chorus america social media step by step

by Devon Smith on Jun 08, 2011

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Chorus america social media step by step — Presentation Transcript