Your SlideShare is downloading. ×
0
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Social Media for Presenting and Touring: From Experiment to Strategy
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social Media for Presenting and Touring: From Experiment to Strategy

1,555

Published on

Slide deck from workshop for the Kentucky Presenters Network delivered on August 24, 2011

Slide deck from workshop for the Kentucky Presenters Network delivered on August 24, 2011

Published in: Technology, Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,555
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Set objectives based on a clear understanding of how social media changes the feedback loop between your organization and stakeholders. The key thing that is different with setting a social media objective is that it is not about reaching a mass audience and blasting your message out, it is more about reaching the influencers, developing relationships, having a conversation, and getting insights.
  • To be successful, social media requires a mix of authenticity, openness, transparency and to a certain extent giving up control.
  • A Google Alert is an aggregate of the latest results from multiple sources (news, Web and blogs) into a single e-mail or RSS feed. A Web-based version of a clipping service.
  • Transcript

    • 1. Social Media for Performing Arts Presenting & Touring
      From Experiment to Strategy
      Presented by David Dombrosky
      Dombrosky Arts Consulting
      August 23, 2011
    • 2. AUDIENCE MEMBER
      Arts Manager
      Blogger
      Accidental Techie
      Communicator
      Tweeter
      Short-sighted Futurist
      Listener
      Arts Advocate
      Educator
      Strategic Marketer
      Smartphone User
      NOT AN EXPERT
      Just an arts administrator who pays attention to the constantly changing world of technology
    • 3. Why are you (or your arts organization) using social media?
    • 4. Strategy Framework for Social Media
      Objective
      Target Audience
      Integration
      Culture Change
      Capacity
      Tools & Tactics
      Measurement
      Experiment
      Framework provided by WeAreMedia
    • 5. Objective
      What do you want to accomplish with social media?
      State your objective so it is “SMART” – specific, measurable, attainable, realistic, and time-based
      Describe how your social media objective supports or links to a goal in your communications plan
    • 6. Target Audience
      Who must you reach with your social media efforts to meet your objective? Why this target group?
      What do they need to know about you or your organization? What will resonate with them?
      What social media tools are they currently using?
    • 7. Integration
      How does your social media support other components of your Internet communications plan?
      Website
      Outbound Communications
      Customer service
      Is there an “offline” component that you need to support/connect?
    • 8. Culture Change
      Once you have a strategy, how do you get members of your team to own it?
      How will you address any fears or concerns?
      Loss of control
      Dealing with negative comments
      Addressing personality versus organizational voice
      Not being successful, fear of failure
      Perception of wasted time and resources
      Suffering from information overload already, this will cause more
    • 9. Capacity
      Who will implement your organization’s social media strategy?
      One individual or split duties among individuals?
      Team approach – multiple people sharing duties?
      Executive staff? Marketing staff? Younger staff or interns? Artists? Volunteers?
      Can you allocate a minimum of five hours per week to your strategy once you've passed the learning curve?
    • 10. Tools & Tactics
      What tools and tactics best support your objectives and match your targeted audience?
      What tools and tactics do you have the capacity to implement?
    • 11.
    • 12. Tools
      Tools are only as good as their users
      Learn how to use them effectively
      Watch how others use them
      Practice before going pro
      Envision success so you can achieve it
      Maximize your use of each tool
    • 13. Less Time
      More Time
    • 14. Tactics - Listening
      What decisions will you link your listening to?
      What key words will you use?
      How will you share or summarize what you learn from listening with others in your organization?
    • 15. Tips for Social Media Listening
      Set up comprehensive Google Alerts
      Use Twitter Search to follow hashtags and keywords in Twitter streams
      Set up an RSS feed reader with relevant blogs and new feeds
    • 16. RSS Feeds: A Must-Have Tool for Your Toolbox
      RSS (Really Simple Syndication) is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it.
      RSS solves a problem for people who regularly use the web. It allows you to easily stay informed by retrieving the latest content from the sites you are interested in. You save time by not needing to visit each site individually.
      * Description from What Is RSS?
      The presence of this icon in the address bar of your Internet browser indicates that the content on the web page is syndicated with an RSS feed.
      To create RSS feeds:
      To aggregate RSS feeds:
    • 17. A web page may also use the RSS symbol to indicate that you may subscribe to one or more content feeds.
    • 18.
    • 19. RSS readers aggregate feed subscriptions into a centralized area to help users stay updated on the latest news and content from their favorite web sites.
    • 20.
    • 21. Tactics - Engagement
      Who is empowered to respond and under what circumstances?
      How will you address negative comments or perceptions?
    • 22. Tactics – Sharing Content
      What content or information will be used to update or feed the social media sites?
      Are you using good storytelling techniques to engage audiences?
    • 23. Tactics – Generating Buzz
      How will you “brand” your presence on sites?
      Who will implement and build relationships with influencers?
      How will you get fans to talk about you to their friends?
      What actions do you want people to take when they come in contact with your buzz?
    • 24. Tactics – Community Building & Social Networking
      How will you or your organization represent itself on social networks?
      Who will develop or repurpose content?
      Who will be the “community manager?
    • 25. Measurement
      What is your original, measurable objective?
      What hard data points or metrics will you use to track your objectives? How often will you track? Do you have the systems and tools set up to track efficiently?
      How will you harvest insights from hard data and qualitative data as the project unfolds? What questions will you ask to generate insights? Who will participate?
    • 26. Experiment
      What small piece can you implement first as a pilot?
      How will you learn from the pilot for your next experiment?
    • 27. David Dombrosky
      Email – david@dombrosky.org
      Blog – www.dombrosky.org
      Twitter – www.twitter.com/ddombrosky

    ×