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  • and Flora Hewlett Foundation, The Wallace Foundation via The San Francisco Foundation and Grants for the Arts, and the Koret Foundation. They are organized by Theatre Bay Area.
  • becoming known as “The Lab”, this space was envisioned by Garland Wright (the Guthrie’s artistic director) as a home for experimental work, a place to try out new ideas.
  • Understand the basics of designing an effective social media strategy that supports and enhances their communication objectives. Have designed and implemented a low risk experiment that provides an opportunity for learning best practices for using Listening/Twitter/Facebook that supports their strategic objectives. Have a methodology for learning and improving a social media strategy through thoughtful experiments and analyzing its effectiveness. Document and share learning with social media.
  • social learning in a networked world
  •’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 The story starts like this:
  • This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..
  • don't look for numbersWhen looking for influencers, you must not forget that these people will help you generating a lead: it could be a subscription, a purchase, a dialogue or a thousand more actions but the influencer should push influenced to act.So let's rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you're looking for is a person that can make an impact on the followers and inspire them, move them to act and push them to spread the message he is carrying. Real influence is not measured (only) with numbers. It's fundamental to understand what kind of affinity an influencer has with the audience.Communicate the signal and wipe out the noise by choosing the right people.
  • Content has a social life!
  • The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
  • Scenario A: Groups:   1-2You are a theatre company that celebrates and preserves the art and spirit of  American Musical Theatre that has a home season.   You want to use social media to create a network of American Musical Theatre enthusiasts around the world who might purchase tickets when they visit your city, purchase recordings or other items online.    Scenario B: Groups:   3-4Your arts organization presents Children’s Theatre and Music Concerts.  You are moving to a new location in downtown Berkley.   You want to use social media as part of your communications plan to promote the new location.   One audience segment you want to reach includes moms between the ages of 30 and 45 with children between the ages 4 and 10.Scenario C:  Groups:  5-6You are a Jewish Community Center that has an arts program as part of its offerings.   You want to reach a younger audience (age 20-30)  and use social media as part of your strategy.  Your arts program includes performances, lectures, and a contemporary arts program.   You also offer youth arts classes in dance, theatre, and other art forms.   You have a robust marketing program through traditional channels, but have not started using any social strategies.Scenario D: Groups 7-8You are a contemporary dance company that produces an edgy dance installation performance event inside a well known San Francisco historic building.  The performances are repeated during the month of July.  You want to use social media to generate buzz before, during, and after the event  and sell tickets.  
  • Why – Information/Insight, Marketing, Data Mining, Social Circles
  •’s growth flattened last year. More people are using apps BUT also some people have come and gone. Twitter has limited utility and is best used for finding influentials and dialoguing with the types of supporters who can lead others.90/10 rule = 10% of Tweeters tweet 90% of tweetsTwitter will stay important for those who want the news first – that includes journalists, bloggers, activists and politicos!Soon, there will be a “twitter for normal people” so best to understand now how information spreads and power wields influence in this type of environment.
  • But what is different about Twitter and social media tools is the networked effect –
  • Notes:
  • Notes:

ArtsLab SF ArtsLab SF Presentation Transcript

  • Leveraging Social Media:Understanding Strategy and Putting it into Practice
    Beth Kanter, Beth’s Blog
    This project is being generously supported by the William and Flora Hewlett Foundation, The Wallace Foundation via The San Francisco Foundation and Grants for the Arts, and the Koret Foundation.
  • Beth Kanter, CEO, Zoetica
  • My passion is teaching and learning social media
    Photo by Steve Goodman
  • Engaging
    Content in
    many places
    Learning and content creation
  • I have degree in classical music performance, flute
  • Rapid Introductions: Name, Title, Organization
  • Inspiration
  • Overview
    -Create effective social media strategy that supports and enhances communications objectives
    -Design and implement low risk, focused experiment
    -Method for individual learning and improving
    -Social Learning with social media
  • Social Learning With Social Media
    If two minds are better than one, what about a hundred?
  • #artslabsf
  • Expectations
  • Icebreaker: Two Lines
  • Social Media Effective Use Check List
    Flickr Photo by toby_maloy
  • Share Pairs
    Something you heard that was completely new to you
    Something you thought about
    Something that resonated
    Photo by Franie
  • Generate Buzz
    Social Content
    Social Media Strategy Blocks
    Movement Building with Multi-Channels
    Support Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome
  • Social Content
    Social Media: Tactics and Tools
    Movement Building and Multi-Channel
    Crawl ………..……Walk …….…….. Run ……..…………….Flyl
    Less Time
  • Share Pairs
    Are you in the crawl, walk, run, or fly stage with your social media?
    What does that look like?
    What’s needed to get you to the next stage?
    Photo by Franie
  • Strategy
  • Engaging people in the art form
  • Strategy
  • Source: Communications Network Listening Presentation OSI Foundation
  • Influencer complaining …
    Customer service issue
    Relationship building
    Listening and Responding
  • Share Pairs
    Who is listening on social media channels?
    What are some key words you use to listen?
    Share a listening story
    Photo by Franie
  • Strategy
  • Conversation Starters
  • “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
  • Strategy
  • “Pittsburgh arts organizations have begun
    inviting local bloggers to events who then
    blog the Invitation and spread it via Twitter
    or Facebook” – Liz Perry
  • Share Pairs
    Something you heard that was completely new to you
    Something you thought about
    Something that resonated
    Photo by Franie
  • Strategy
  • The Social Life of Content
    Walk Run
  • Social Media Outposts
  • Curated Social Content
  • Don’t Forget Mobile Content ….
  • Share Pairs
    Something you heard that was completely new to you
    Something you thought about
    Something that resonated
    Photo by Franie
  • Strategy
  • Platform for Self-Organizing
  • Capacity
  • Staffing
  • How much time does it take to do social media?
  • Culture
  • Perceptions
    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
  • 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
    Source: Charlene Li, Altimeter Group
  • Scale
  • Learning
  • Well, maybe not dead
    Pick the right metrics to understand what is and what isn’t working
  • Creating A Safe Place To Fail
    Identify worst case scenarios
    Develop contingency plans
    Prepare for the failures
  • 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.
  • Share Pairs
    What was the most valuable idea or concept that you may apply to your social media strategy?
    Photo by Franie
  • Spectra Gram:
    How comfortable are you with social media tools?
    Somewhere in between?
  • Photo by Preetam Rai
  • Network Effe
  • Rules …
    • Value of the exercise is the discussion and how you navigate through choices
    • Don’t get hung up! Make it more context if you need it.
    • There are no right or wrong answers
    • Instructions on paper and knowledge in the cards and other people at table
    • You won’t have a completed, perfect strategy – only have 60 minutes
  • Table Check
  • Each table will have one scenario!
    Scenario A: Theatre Company – American Musical Fans Around The World Unite! Tables 1, 2
    Scenario B: Children’s Theatre and Music Concerts – Reaching Out To Moms
    Tables: 3,4
    Scenario C: Jewish Community Center Arts Program wants a younger audienceTables: 5,6
    Scenario D: Contemporary Dance wants to generate buzz before, during, and after event Tables: 7, 8
  • Clarify objective and target audience
    • Review the objective/scenario for your group
    • Describe precise audience target group
    • Pass out the people cards and brainstorm audience’s online social behavior
    • Pass out the secondary research facts about social media users
    • Identify whether or not you need to do any listening or research as part of your strategy
  • Movement Building with Multi-Channels
    Social Content
    Review Principles
  • Pick Your Tools: You Only Get 10 Points!
  • Report Out
    • Three Minute Summary from 3 volunteers
    • Discussion Questions
    • What’s brilliant?
    • What’s missing?
    • What will you apply to your strategy?
  • Lunch: Find someone new to talk to
    What questions do you have about the tools?
    Hashtag #artslab
  • Twitter for Arts Organizations
  • These slides are mash up!
  • Twitter: What
    140 Characters of Bon Mots
  • Why – Information/Insight, Marketing, Data Mining, Social Circles, Connections, and Spreading
  • Twitter: Who
    Average tweet = 1x in 72 days
    Most tweeters have 25 or fewer followers
    90/10 rule – Influencers - offline influence
  • Twitter: How
  • Listen First: Twitter As Focus Group
  • Source: Nina Simon
  • Source: Nina Simon
  • Source: Nina Simon
  • They think the people who work at the Smithsonian are cool
    Source: Nina Simon
  • Source: Nina Simon
  • Source: Nina Simon
  • Audience Appreciation
  • Customer Support
  • #2amt
    Creative and Peer Support
  • Twitter for Buzz
  • Networked Effect
  • Getting Started: The 7 Steps
    Sign Up
    Set Up Your Profile
    Listen First
    Find & Follow People
    Add Desktop & Mobile Clients
    Engage & Converse
    Measure, Reflect & Improve
  • What’s Your Twitter Brand?
  • The Nonprofit Brand
  • Staffer with Nonprofit Affiliation
  • CEO or Artistic Director Brand
  • The Hybrid
  • Basic Listening First
    Twitter Home Page – List of tweets
    People you are following
    Twitter for Us - Part II
  • Use Lists To Manage Followers
  • Basic Searching
    Twitter for Us - Part II
    • Key words relevant to your cause or organization
  • Search a “hashtag”
    Twitter for Us - Part II
  • 7 Ways to Turbocharge Twitter
    Be Informative
    Use #hashtags# and keywords
    Talk to people
    Share & Shoutout AKA Re-tweet
    Thank people
    Use Twitter tools
  • The Science of Re-tweeting
    Ask for Retweet
    Use Nouns
    Colons Rule!
  • Ask for the ReTweet
  • ReTweets are Noun Heavy
  • ReTweets have More Punctuation: Colons Rule
  • Twitter Tools
    Desktop Tweeting
    Mobile Tweeting
  • Desktop Tweeting
    Twitter for Us - Part II
  • SEED
    Track the
    Whole Funnel
    Identify Influencers
    Tweet Impressions
    Click Thrus
    Sign ups
  • Seed: Twitalyzer to identify Influencers
      # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates
  • Reach: What the Hashtag Tweets
  • Engagement: for Click Thrus
  • Getting Started: The 7 Steps
    Sign Up
    Set Up Your Profile
    Listen First
    Find & Follow People
    Add Desktop & Mobile Clients
    Engage & Converse
    Measure, Reflect & Improve
  • A Twitter Experiment for you?
  • Listening for Arts Organizations
  • The Red Cross Case Study: Listening and Engaging Comes First
    First foray into social media was a listening project in 2006
    People were talking and they needed to listen
    At first, felt like going to war, but changed internal perception of social media
  • Listen: Monitor, Compile, Distribute, Reflect
    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
  • What’s in Wendy’s Tool Box?
  • ::the six steps
    Get your organization ready
    Use your RSS Reader like a Rock Star
    Brainstorm Keywords
    Set up your listening dashboard
    Make listening and engaging a practice an ongoing process
    Build in time for reflection
  • 1. Get your organization ready
    • Who will do the listening and responding?
    • Response policy?
    • How much time will you allocate?
    • How will you analyze the results and share insights?
    • How will you know if listening has be useful?
  • 2. Use Your RSS Reader Like A Rock Star!
    Small block of time for daily reading
    Clean house, reorganize
    Don’t feel obligated to read everything
  • 3. Brainstorm Keywords
    • Nonprofit Name
    • Other nonprofit names in your space
    • Program, services, and event names
    • CEO or well-known personalities associated with your organization
    • Other nonprofits with similar program names
    • Your brand or tagline
    • URLs for your blog, web site, online community
    • Industry terms or other phrases
    • Issue area, synonyms, geography
    • Your known strengths and weaknesses.
  • 4. Find and Add Feeds – Start Listening!
  • Where
    Search and add to your reader
  • Don’t Panic!!
  • Establish Good Habits
    Start with a small, select number of feeds
    Review feeds as part of your routine
    Open interesting links in new tabs
    Read and follow interesting links in comments
    Subscribe to new feeds
    Revise keywords as you go
    Identify mission critical keywords
    Share a summary weekly w/others
  • Lurk for the first 30 days
    5. Make Listening and Engaging a Habit
  • Start engaging
  • If you find people talking about you ….
    Not Problem
    Keep track of themesKeep track of positivesEngageLook for stories to repurpose
  • If you find people talking about you ….
    Big Problem
    Little Problem
    Be prepared to act swiftly
    Track themesBe prepared to engage
  • Add value to the conversation
    Don’t be afraid to disagree
    Keep to the point of the topic
    Point to relevant sources if you have more information
    Watch the conversation develop
    Humor works
    Avoid big brother
    Respond like a queen
  • 6. Regular Time for Reflection
    Are the topics of conversation changing?
    Is the tone, sentiment, or volume changing?
    Where are the most interesting conversations taking place?
    What does this mean for your strategy or programs? How can you use the information to improve what your are doing?
    Is there great content (stories) that you can repurpose elsewhere?
  • ::the six steps
    Get your organization ready
    Use your RSS Reader like a Rock Star
    Brainstorm Keywords
    Set up your listening dashboard
    Make listening and engaging a practice an ongoing process
    Build in time for reflection
  • A ListeningExperiment for you?