Social Media Principles for Performing Arts<br />Beth Kanter, Beth’s Blog<br />
Workshop Leader<br />Beth Kanter, Beth’s Blog<br />
http://artssocialmedia.wikispaces.com/<br />
What’s your burning question about social media ?  <br />Find someone in the room<br />Share it Twitter style!  (140 chara...
Key Finding: There is clearly a correlation and connection between deep social media engagement and financial performance....
Social Media Engagement Strategy Best Practices<br />Emphasize quality, not just quantity<br />To scale, make social media...
8 Principles<br />Online/Offline<br />Listen first, leads to engaging, real time tracking<br />Working with Influencers<br...
Principles<br />Flickr Photo by toby_maloy<br />
Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engagement<br />Listen<br />Social Media...
Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Community Building & Social Networking<br />Gener...
1.  A Bridge to Offline<br />
Tweeting an opera line by line<br />
2. Listening First, Real Time Tracking, Engaging<br />
Listening Comes First: The Red Cross<br />First project was a listening project over three years ago<br />People were talk...
Listen:  Monitor, Compile, Distribute<br />I took an American Red Cross class I thought was less than satisfactory. […] Th...
Influencer complaining …<br />Customer service issue<br />Relationship building<br />Listening leads to engagement …<br />
Listening Tool Box<br />
Engaging in the Conversation Strategically<br />
“It is important to connect with people based on their interests (I will sometimes search twitter for &quot;kids outside&q...
Cultivating Influencers<br />
“Pittsburgh arts organizations have begun <br />inviting local bloggers to events who then<br />blog the Invitation and sp...
Empowering supporters without loosing control …<br />
The Social Life of Content<br />
Make it easy to spread your content<br />
Social Content and Stories<br />
Allocate staff time,  have expertise to implement strategy<br />
Common Concerns<br />Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />A...
The Tower and The Cloud<br />Flickr photos by jamesjordan<br />
Social media policy template<br /><ul><li> 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
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Arts and Social Media

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  • 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
  • Arts and Social Media

    1. 1. Social Media Principles for Performing Arts<br />Beth Kanter, Beth’s Blog<br />
    2. 2. Workshop Leader<br />Beth Kanter, Beth’s Blog<br />
    3. 3.
    4. 4. http://artssocialmedia.wikispaces.com/<br />
    5. 5. What’s your burning question about social media ? <br />Find someone in the room<br />Share it Twitter style! (140 characters is the length of a headline)<br />“ReTweet”<br />Report out<br />
    6. 6.
    7. 7. Key Finding: There is clearly a correlation and connection between deep social media engagement and financial performance. <br />Report Available: http://www.engagementdb.com/<br />
    8. 8. Social Media Engagement Strategy Best Practices<br />Emphasize quality, not just quantity<br />To scale, make social media part of everyone’s job<br />Doing it all may not be for you, but you must do something<br />Find your sweet spot<br />
    9. 9. 8 Principles<br />Online/Offline<br />Listen first, leads to engaging, real time tracking<br />Working with Influencers<br />The Social Life of Content <br />Staff time and expertise<br />Assessing Organizational Culture<br />The right metrics<br />Small pilots, fail fast, reiterate<br />a<br />
    10. 10. Principles<br />Flickr Photo by toby_maloy<br />
    11. 11. Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engagement<br />Listen<br />Social Media Strategy Blocks<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />
    12. 12. Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Community Building & Social Networking<br />GenerateBuzz<br />Listen<br />Engagement<br /> 10hr<br /> 15hr<br /> 20hr<br />Support Overall Communications and Internet StrategyLink to offline actions or behavior change<br />Less Time<br />More time<br />
    13. 13. 1. A Bridge to Offline<br />
    14. 14.
    15. 15. Tweeting an opera line by line<br />
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20. 2. Listening First, Real Time Tracking, Engaging<br />
    21. 21. Listening Comes First: The Red Cross<br />First project was a listening project over three years ago<br />People were talking and they needed to listen<br />At first, felt like going to war, but changed internal perception of social media<br />
    22. 22. Listen: Monitor, Compile, Distribute<br />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<br />
    23. 23. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Listening leads to engagement …<br />
    24. 24. Listening Tool Box<br />
    25. 25.
    26. 26. Engaging in the Conversation Strategically<br />
    27. 27.
    28. 28.
    29. 29.
    30. 30. “It is important to connect with people based on their interests (I will sometimes search twitter for &quot;kids outside&quot; and then compliment them on giving their kids a green hour!) ”<br />Danielle Brigida<br />
    31. 31.
    32. 32. Cultivating Influencers<br />
    33. 33.
    34. 34.
    35. 35. “Pittsburgh arts organizations have begun <br />inviting local bloggers to events who then<br />blog the Invitation and spread it via Twitter <br />or Facebook” – Liz Perry<br />
    36. 36. Empowering supporters without loosing control …<br />
    37. 37. The Social Life of Content<br />
    38. 38. Make it easy to spread your content<br />
    39. 39. Social Content and Stories<br />
    40. 40. Allocate staff time, have expertise to implement strategy<br />
    41. 41. Common Concerns<br />Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Fear of failure <br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more <br />
    42. 42. The Tower and The Cloud<br />Flickr photos by jamesjordan<br />
    43. 43.
    44. 44.
    45. 45. Social media policy template<br /><ul><li> Encouragement and support
    46. 46. Why policy is needed
    47. 47. Cases when it will be used, distributed
    48. 48. Oversight, notifications, and legal implications
    49. 49. Guidelines
    50. 50. Identity and transparency
    51. 51. Responsibility
    52. 52. Confidentiality
    53. 53. Judgment and common sense
    54. 54. Best practices
    55. 55. Tone
    56. 56. Expertise
    57. 57. Respect
    58. 58. Quality
    59. 59. Additional resources
    60. 60. Training
    61. 61. Press referrals
    62. 62. Escalation
    63. 63. Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
    64. 64.
    65. 65. Creating A Safe Place<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
    66. 66. Well, maybe not dead<br />Pick the right metrics to understand what is and what isn’t working<br />
    67. 67. The Right Metrics<br />KD Paine<br />
    68. 68.
    69. 69.
    70. 70.
    71. 71. Increased and more efficient inquiries for service<br />
    72. 72.
    73. 73.
    74. 74. Pick a social media project that won’t take much time<br />Write down successes <br />Write down challenges <br />Ask or listen to the people you connect with about what worked and what didn&apos;t <br />Watch other nonprofits and copy and remix for your next project. <br />Rinse, repeat.<br />
    75. 75. Thank You! <br />Beth’s Bloghttp://beth.typepad.com<br />Have a blog post topic idea?beth@bethkanter.org<br />

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