Digital Strategies for Orchestras - SeminarPresentation Transcript
Digital Strategies for Orchestras Crawl, Walk, Fly, Run:Principles of Effective Social Media Practice Beth Kanter, Zoetica Photo by gwf
Digital Strategies for Orchestras Seminar AGENDA 10:15-11:10 Crawl, Walk, Run, Fly Living Case Studies 11:10-11:20Sticky Note Break 11:15-12:20 Principles of Social Media Practice: Time To Apply to Your Orchestra Strategy MeasurementEngagementCapacityLearning OUTCOMES Leave the room with a basic understanding of effective social media practice and one small step to put into practice FRAMING
Wide range of experience in the room!
Learning from adjacent practices
It’s on the Wiki: http://bit.ly/digital-orch
Photo by sveeta Be warned: Don’t just sit back and passively listen - #digorch
I’ve been watching you … Flickr Photo: profzucker
What is your orchestra’s experience using social media?
If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Inspiration
Always moving forward …. Marketingor Audience Development Strategy Culture Change Social Media Strategy SMART Objective Audience Listening Experiments/Pilots Integrated Social Media Strategy EngagementContent Best Practices Tactics Capacity Integrated and Multiple Channels Institutionalized Reflection/Improvement Network Building
BuildNetwork Participate Listen Promote Publish Low Engagement Content Intensive No Engagement Broadcast/Share High Engagement Original concept by Beth Kanter – remix by Aliza Sherman
Share Pair: Where is your orchestra? What do you need to move forward? Strategy Measure Improve Listen Participate Promote Publish Network
Crawl, Walk, Run, Fly: ValueLiving Case Studies
What were the results? What’s the value? How much time? Photo by edyson
The Continuum of Value: Crawl, Walk, Run, Fly Results Impact $ Investment Interaction Insight Number of Months Strategy, Measure, Improve
Goals:1. To promote Independent Sector with “non-attending audiences” through attendees’ social media mentions2. To capture summaries of the 2010 conference to show the richness of the content as a means to promote the event for 20113. To test pilot social media at the conference and to capture lessons learned and ideas for future social media efforts Metrics for Success1. Seven bloggers and seven Tweeters are identified and recruited to cover the event2. Content from seven sessions is posted to the IS blog or other blogs3. The number of retweets using the hashtag #ISconf increases from 20094. The team gains social media experience and insights about social media practice WALK
“Facebook is our third biggest referrer of online income. We use Google Analytics (hooked into our online basket) and FB Insights. Many people buy tickets on the phone or in person at the venue and say they heard about on Facebook!” "Facebook is just a small piece of my job. I fit in the sort of engagement you see on our page by having set a strategy of treating social media as we would other channel - We would not ignore phone calls, emails or someone talking to us face to face."
Social Media strategy is part of integrated communications strategy. Track Awareness: Share of Conversion About Hunger Conversions for advocacy (Child Nutrition Bill) and donations Cross Department Dashboard KPI: Linked to Job Performance FLY
Living Case Studies: How has social media has brought value to your orchestra?
“As one of the oldest counties (ie. age of residents) in the country, this is helping build our introduction to younger audiences, who have shied away from our performances in the past. “
“Audience members have been responsive to posting comments after concerts, and promoting special events on partner sites as also worked well. Our staff participated in a live twitter stream during a special event with two local choirs. We're not sure how many people we actually reached, but it helped us to connect with the other orgs.”
“We have ongoing dialogues with patrons through the use of social media. We have "Blogger's Evening" events, in which local Ottawa bloggers are invited to attend performances at the National Arts Centre and blog about their experience. It has been an invaluable tool for engaging in an open dialogue with our audience. “
“Social Media has undeniably helped increase SSO's audience engagement with the brand. Creating the right content, posting at the right time (inc. outside business hours) and having the right offers to get engagement was the key to establish a great flow of conversation.“
Share Pair: What resonated? What insights did you gain that you can apply to your organization? What have you thought about before?
What is your biggest challenge using social media effectively?
Sticky Note Break: 10 minutes What is your burning social media question?
Start with a SMART Social Media Objective
SMART Social Media Objectives 1. How many? 2.By when?
IQ TEST: What objective is SMART? Recruit 40 organizations to join our LinkedIn organization page by June 30, 2012 Set up LinkedIn organization page
Results Acquire 100 new donors through social media channels by June 30, 2012 Tactical Increase likes and comments with fans on Facebook to 3 comments per post by June 30, 2012 Capacity Create one video per month to tell stories about the impact of our organization by January, 2012. Integrate social media across organization staff and board to use it reach goals by September 30, 2012 Examples: SMART Social Media Objectives
It isn’t about getting all A’s or FAIL
Cut the Salami into Smaller Pieces
Use industry studies
DYI Benchmark Study of Peers
Intent: Inspire conversations related to audience development goals Objective: By June, 2012, we will post content daily that increases the number of comments per post by X By June, 2012, we will post content daily that engages people in concert programs and scores x% feedback percentage. Compare to your current baseline: What is your average comment per post ratio? What is your current feedback percentage per post on average? What is the benchmark?
Benchmark Study of Peer Organizations
Posts By Admin (37) Divided by Total Number of Comments (206) = 5.5 comments per post
Compare to yourself
Share Pairs: What’s your organization’s SMART social media objective?
The right metrics ….
More than collecting data
How are you encouraging your audiences to connect with you? Flickr photo by antydiluvian
Engage audiences before, during, and after arts experience …
Social Media Moments
Crowdsource ideas from the audience ….
Become an expert at starting conversations Play Video
Think and Write: A question or visual that will spark conversation about your orchestra’s programs?
Who is going to do the work?! It’s worth our time, but social media takes time …
Build Community Participate Listen Promote Publish Low Engagement Content Intensive No Engagement Broadcast/Share High Engagement + + + + 15 min/day 20 min/day 30 min/day 3-5 hrs/wk 5-10 hrs/wk Original concept by Beth Kanter – remix by Aliza Sherman
Three Models How does your organization implement social media?
Make them part of your team Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data Don’t do this to them ….
Integrate into job description
Wendy Harman American Red Cross Create ROI MeasurementsDevelop Internal Education and Training Apply Social Insights to the Strategic Plan Get Buy-In from Stakeholders Develops Listening and Monitoring Strategy Gets Tools and Technologies in place Facilitate policy and procedures Community manager Two Full-Time Staff Members
Strategy for Scale: Internal/External
The Rule Book: Social Media PolicyTrust is Cheaper than Control
Encouragement and support
Why policy is needed
Cases when it will be used, distributed
Oversight, notifications, and legal implications
Identity and transparency
Judgment and common sense
Policy examples available at wiki.altimetergroup.com