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    Notes on slide 1

    http://www.flickr.com/photos/adc/228720789/

    Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.

    The study looked at how the 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11 different online social media channels.We critiqued the brands on not only their breadth of engagement across these channels, but also their depth, such as whether they reply to comments made on blog posts. Each brand was given a numerical score. The top 10 ENGAGEMENTdb brands with their scores are:Starbucks (127)Dell (123)eBay (115)Google (105)Microsoft (103)Thomson Reuters (101)Nike (100)Amazon (88)SAP (86)Tie - Yahoo!/Intel (85)The report is available at http://bit.ly/KRGNt and the main site is at engagementdb.com (includes ways for you to do a quick ranking of your engagement). A very neat interactive feature of the site is the ability to see the rankings in different ways, from highest to lowest scores, alphabetical, etc.

    Emphasize quality, not just quantity. Engagement is more than just setting up a blog and letting viewers post comments; it’s more than just having a Facebook profile and having others write on your wall. It’s also about keeping your blog content fresh and replying to comments; it’s building your friends network and updating your profile status. Don’t just check the box; engage with your customer audience. To scale engagement, make social media part of everyone’s job.The best practice interviews have a common theme — social media is no longer the responsibility of a few people in the organization. Instead, it’s important for everyone across the organization to engage with customers in the channels that make sense — a few minutes each day spent by every employee adds up to a wealth of customer touch points. Doing it all may not be for you — but you must do something.The optimal social media marketing strategy will depend on a variety of factors, including your industry. If your most valuable customers do not depend on or trust social media as a communication medium, or if your organization is resistant to engagement in some channels, you will have to start smaller and slower. But start you must, or risk falling far behind other brands, not only in your industry, but across your customers’ general online experience. Find your sweet spot.Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off. True engagement means full engagement in the channels where you choose to invest. Thus, choose carefully and advocate strongly to acquire the resources and support you will need to succeed. If you are resource-constrained, it is better to be consistent and participate in fewer channels than to spread yourself too thin

    Online/OfflineListen first, real time tracking, leads to engagingThe Social Life of Content and MessagingPlatform for Self-OrganizingStaff time and expertiseThe right metricsSmall pilots and ReiterateAssess organizational culture

    http://royaloperahouse.wordpress.com/2009/09/04/the-twitter-opera-taster/We’re working with theTwitterverse to create the storyline for a brand new opera, which will be performed throughout the weekend of Deloitte Ignite (4, 5, 6 September 2009). We’re investigating how short, 140-character contributions can build upon each other to create a non-linear narrative – like a Choose Your Own Adventure story or a game of Consequences. Our mysterious opera director will be regularly blogging here with updates on the story, and as well as offering his thoughts on how the story can combine with some music and acting and marvellous singing to become a finished piece.Our Twitter Opera experiment starts on 3 August 2009. If you would like to contribute, then you can tweet your line of the story to @youropera or visit www.twitter.com/youropera. The story starts like this:

    http://www.flickr.com/photos/garryknight/2828365238/

    The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses

    donations, leads, new subscribers, increased page rank,Interaction ReputationLoyaltySatisfactionSentimentFeedbackInsights about what worksDonationsLeadsSubscribersMembersSaved Time Saved CostsIncreased page rankSigned petitionsCalls or emails to government officials

    6 Favorites

    Arts and Social Media - Presentation Transcript

    1. Social Media Principles for Performing Arts
      Beth Kanter, Beth’s Blog
    2. Workshop Leader
      Beth Kanter, Beth’s Blog
    4. http://artssocialmedia.wikispaces.com/
    5. What’s your burning question about social media ?
      Find someone in the room
      Share it Twitter style! (140 characters is the length of a headline)
      “ReTweet”
      Report out
    7. Key Finding: There is clearly a correlation and connection between deep social media engagement and financial performance.
      Report Available: http://www.engagementdb.com/
    8. Social Media Engagement Strategy Best Practices
      Emphasize quality, not just quantity
      To scale, make social media part of everyone’s job
      Doing it all may not be for you, but you must do something
      Find your sweet spot
    9. 8 Principles
      Online/Offline
      Listen first, leads to engaging, real time tracking
      Working with Influencers
      The Social Life of Content
      Staff time and expertise
      Assessing Organizational Culture
      The right metrics
      Small pilots, fail fast, reiterate
      a
    10. Principles
      Flickr Photo by toby_maloy
    11. Community Building & Social Networking
      GenerateBuzz
      Social Content
      Engagement
      Listen
      Social Media Strategy Blocks
      Crawl ………..……Walk …….…….. Run ……..…………….Flyl
    12. Social Content
      acticaches
      Social Media: Tactics and Tools
      Community Building & Social Networking
      GenerateBuzz
      Listen
      Engagement
      10hr
      15hr
      20hr
      Support Overall Communications and Internet StrategyLink to offline actions or behavior change
      Less Time
      More time
    13. 1. A Bridge to Offline
    15. Tweeting an opera line by line
    20. 2. Listening First, Real Time Tracking, Engaging
    21. Listening Comes First: The Red Cross
      First project was a listening project over three years ago
      People were talking and they needed to listen
      At first, felt like going to war, but changed internal perception of social media
    22. Listen: Monitor, Compile, Distribute
      I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
    23. Influencer complaining …
      Customer service issue
      Relationship building
      Listening leads to engagement …
    24. Listening Tool Box
    26. Engaging in the Conversation Strategically
    30. “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”
      Danielle Brigida
    32. Cultivating Influencers
    35. “Pittsburgh arts organizations have begun
      inviting local bloggers to events who then
      blog the Invitation and spread it via Twitter
      or Facebook” – Liz Perry
    36. Empowering supporters without loosing control …
    37. The Social Life of Content
    38. Make it easy to spread your content
    39. Social Content and Stories
    40. Allocate staff time, have expertise to implement strategy
    41. Common Concerns
      Loss of control over their branding and marketing messages
      Dealing with negative comments
      Addressing personality versus organizational voice (trusting employees)
      Fear of failure
      Perception of wasted of time and resources
      Suffering from information overload already, this will cause more
    42. The Tower and The Cloud
      Flickr photos by jamesjordan
    45. Social media policy template
      • 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
      • Press referrals
      • Escalation
      • Policy examples available at wiki.altimetergroup.com
      Source: Charlene Li, Altimeter Group
    47. Creating A Safe Place
      Identify worst case scenarios
      Develop contingency plans
      Prepare for the failures
    48. Well, maybe not dead
      Pick the right metrics to understand what is and what isn’t working
    49. The Right Metrics
      KD Paine
    53. Increased and more efficient inquiries for service
    56. Pick a social media project that won’t take much time
      Write down successes
      Write down challenges
      Ask or listen to the people you connect with about what worked and what didn't
      Watch other nonprofits and copy and remix for your next project.
      Rinse, repeat.
    57. Thank You!
      Beth’s Bloghttp://beth.typepad.com
      Have a blog post topic idea?beth@bethkanter.org

    + kanterkanter, 1 month ago

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