ACSO 2010 conference - Social Media For Orchestras Preso Final

Contemporary Connectivity:
The Networked Orchestra
Beth Kanter, CEO ZoeticaMarc van Bree, author, social media consultant
Oliver Theil, Dir. of Public Relations, SF Symphony
Association of California Symphony OrchestrasJuly 23, 2010

Beth Kanter
Marc van Bree
http://www.bethkanter.org
http://www.mcmvanbree.com

What we’re going to cover to day ….
Part 1: Networked Orchestras: The Big Picture
Part 2: Being A Networked Orchestra
Part 3: Return on Insight, Return on Investment

Part 1:
Networked Orchestras: The Big Picture

@afine @kanter
http://bit.ly/networkednp

What is a Networked Nonprofit?

Why become a Networked Nonprofit?

Networks reduce the burden and leverage resources

The Networked Nonprofit

In a networked world, nonprofits need to work less like this
Source: David Armano The Micro-Sociology of Networks

And more like this ….
Some nonprofits are born this way, others have to make the transition … slowly ..
With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks

Orchestras and Social Media Study 2009
Key findings
Social media activities, familiarity and usage seem to be widespread among orchestras. Managers find social media important and organizations are generally enthusiastic. However, the efforts are far from organized and strategic. It seems many orchestras are dipping their feet in the social media pool, but do not have the policies, budgets, and metrics in place to effectively use the tools at their disposal, even if they do recognize the need for checks and balances.
This presentation will look at key findings in:
Budgets and responsibilities
Social media mind-set
Social media activities
Social media goals and objectives
Social media monitoring and measuring

Nearly three-quarters of the orchestras indicated that they are currently planning and writing social media into the communications or marketing strategy.
Activities

Social media mind-set

Goals and objectives
But why do you want to increase Web traffic?

Responsibilities
Marketing departments are involved, either jointly or solely, with managing social media efforts at a large majority (87%) of the orchestras.
musicians
artistic (content)
Web and IT (technology)
marketing (ticket sales, commerce and branding)
communications (branding, media and public relations)
ticketing (customer service)
development (fund raising)
volunteer (recruiting)

Budget
* human resources
* staff development
* technological needs
* marketing and promotion efforts
* analysis and measurement

Monitoring and measuring
None of the orchestras indicated they have implemented or established metrics for measuring social media activities.
However, the majority of the orchestras (73%) recognize the need to measure social media activities and the remaining 27% are currently planning metrics for measuring social media.

Part 2:
Being A Networked Orchestra

Social Culture

Loss of control over their branding and marketing messages
Dealing with negative comments
Addressing personality versus organizational voice (trusting employees)
Make mistakes
Make senior staff too accessible
Perception of wasted of time and resources
Suffering from information overload already, this will cause more

How do senior staff of symphony orchestras get comfortable with social media?

Leaders Experience Personal Use

Codifying A Social Culture: Policy
Encouragement and support
Why policy is needed
Cases when it will be used, distributed
Oversight, notifications, and legal implications
Guidelines
Identity and transparency
Responsibility
Confidentiality
Judgment and common sense
Best practices
Tone
Expertise
Respect
Quality
Additional resources
Training
Operational Guidelines
Escalation
Policy examples available at wiki.altimetergroup.com
Source: Charlene Li, Altimeter Group

Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”

Testing the policies: Refining, Educating

Operational guidelines need to be specific and include examples

You want me to start Tweeting too?
From scarcity to abundance …

Simplicity: Leverage your networks ..

Are your tweets about your organization or asking for something?Do you just stream your web site content on Facebook?

Exploring the Relationship
Are you even listening to me?
How well do I really know you?
Do we have anything in common?
Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)

Who is going to do the work?

Don’t do this to your intern ….

The Intern will be taken seriously, given real work to do, be respected for their opinion, and will be patiently taught the things they don’t yet know.

The perfect intern might be already be in your network

The Marketing Funnel
Old model: persuasion

Orchestra “Churn” Study
9/10
Photo: http://www.flickr.com/photos/essjay/

“Don’t ask me to marry you after the first date.”
Photo: http://www.flickr.com/photos/10279741@N00/

Flipping the Funnel
Joseph Jaffe’s model: interaction
Acknowledgement

LSO: Real Conversations
“Moderate your tone of voice for these media. Marketing speak does not work. Speak to the audience in the same way as you would a friend.”
- Jo Johnson, marketing manager

“Reply to any direct questions you get. To not do so is to miss the point of the media altogether.”
– Jo Johnson, marketing manager

Eso que se conoce
como la opera [This is known as the opera]
Photo: http://www.flickr.com/photos/esoqueseconocecomolaopera/

≥ 4 million views!
Exceeded 2 million views
in just two months…
http://www.youtube.com/user/atenordelaopera

esoqueseconocecomolaopera.com
purpose-built micro site | 30,000 visitors in two months

Facebook
(2,512 fans)
Twitter
(323 followers)
Myspace
(601 friends)
Flickr
(500 views)

Comments
≥ 500 comments
Other comments
Facebook ≥ 150
YouTube ≈2,000
Sentiment
Positive 95%
Negative 2%
Neutral 2%

Print brochure
Included 40% off coupon

“…to bring the Palau to the community, make people feel that the place is theirs and they can enjoy it…"
“…the only requirement that we might consider essential is the ability to feel and have emotions…”
- Xabier Colinas, marketing director
Side note

#operaplot
“The right idea, the right time, the right place, the right audience”
“I didn’t really think I had the influence to organize the press or the houses. ”
“…the chance to explore the possibilities of Twitter in a
no-risk way was appealing.”
http://mcmvanbree.com/dutchperspective/an-interview-with-miss-mussel-of-operaplot-fame | Image: http://www.smashingmagazine.com/

“…the type of people that are looking for a new kind of relationship with performing arts institutions…”
“…one that is more transparent and honest rather than the traditional cursive script, lush images and WE ARE AWESOME AT EVERYTHING attitude…”
Image: http://www.smashingmagazine.com/

St. Louis:
cross-platform
integration
Prominent feature on front page
Highlighting all options on sub page
Blog featured on front page

Foursquare
Twitter
iPhone App
Custom Facebook tab with targeted information
Facebook
integration

iPhone apps
Source: InstantEncore.com
(But don’t forget Blackberry and Android!)
Foursquare
Mayor Specials
Check-in Specials
Frequency-based Specials
Wildcard Special
Mobile
integration

Mobile
options
Mobile friendly sites
QR codes

Part 3:
Return on Insight, Return on Investment

Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery

Pick the Right Result
Objective, Audience, Strategy, Tactics, Time investment,
KD Paine

Identify the most important metric to measure it!

Spreadsheet Aerobics

Social Media ROI: Insight, Interaction, Investment and Impact
Impact
Investment
$
Return
Interaction
Insight
Number of Months Using listen, learn, and adapt

Integrated Marketing Communications
Social media is part of your IMC strategy:
Holistic approach: total customer experience
Cross-platform integration
Online complements offline and vice versa
Measurable outcomes:
Communications: behavior change
Marketing: financial value of that behavior

What are you evaluating?
Social media is a tactical effort…
…within a strategy for behaviorchange
Photo: http://www.flickr.com/photos/marcwathieu/

Define your goal
The question is: what is the change your organization is trying to achieve over five to ten years?
A mission statement-inspired goal…
Photo: http://www.flickr.com/photos/keylosa/

New York Philharmonic | mission statement
To maintain and foster an interest in the enjoyment of music and musical affairs, and to inculcate in its members in the community of New York city and the nation at large, an interest in symphony music and in order to foster such interest and the appreciation of music, among other things to cause the performance of symphonic and other musical performances in the concert and other halls, over the radio, television, by phonographic recordings, and in any other manner now known or hereafter to be.

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http://artssocialmedia.wikispaces.com	14
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