Leveraging Social Media:Understanding Strategy and Putting it into Practice<br />Beth Kanter, Beth’s Blog<br />This projec...
Beth Kanter, CEO,  Zoetica<br />
My passion is teaching and learning social media<br />Photo by Steve Goodman<br />
Engaging<br />Content in<br />many places<br />network<br />Sharing<br />Conversations<br />Crowdsourcing<br />Fundraising...
I have degree in classical music performance, flute<br />
Rapid Introductions:  Name, Title, Organization<br />
Inspiration <br />
Overview<br />Goals:<br />-Create effective social media strategy that supports and enhances communications objectives<br ...
Social Learning With Social Media<br />If two minds are better than one,  what about a hundred?  <br />
http://artssocialmedia.wikispaces.com<br />
#artslabsf<br />
Expectations<br />
Icebreaker:  Two Lines<br />
Social Media Effective Use Check List<br />Flickr Photo by toby_maloy<br />
Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that r...
Generate Buzz<br />Social Content<br />Engage<br />Listen<br />Social Media Strategy Blocks<br />Movement Building with Mu...
Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Movement Building  and Multi-Channel<br />Generat...
Share Pairs<br />Are you in the crawl, walk, run, or fly stage with your social media?<br />What does that look like?<br /...
Strategy<br />
Engaging people in the art form<br />
Strategy<br />
Source: Communications Network Listening Presentation OSI Foundation<br />
Influencer complaining …<br />Customer service issue<br />Relationship building<br />Listening and Responding <br />
Share Pairs<br />Who is listening on social media channels? <br />What are some key words you use to listen?<br />Share a ...
Strategy<br />
Conversation Starters<br />
“It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and t...
Strategy<br />
“Pittsburgh arts organizations have begun <br />inviting local bloggers to events who then<br />blog the Invitation and sp...
Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that r...
Strategy<br />
The Social Life of Content<br />Crawl<br />Fly<br />Walk             Run<br />
Social Media Outposts<br />
Curated Social Content<br />
Don’t Forget Mobile Content ….<br />
Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that r...
Strategy<br />
Platform for Self-Organizing<br />
Capacity<br />
Staffing<br />
How much time does it take to do social media?<br />
Culture<br />
Perceptions <br />Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addr...
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
 Quality
 Additional resources
 Training
 Press referrals
 Escalation
 Policy examples available at wiki.altimetergroup.com</li></ul>Source:  Charlene Li, Altimeter Group<br />
Scale<br />
Learning<br />
Well, maybe not dead<br />Pick the right metrics to understand what is and what isn’t working<br />
Creating A Safe Place To Fail<br />Identify worst case scenarios<br />Develop  contingency plans<br />Prepare for the fail...
Pick a social media project that won’t take much time<br />Write down successes <br />Write down challenges <br />Ask or l...
Share Pairs<br />Break<br />What was the most valuable idea or concept that you may apply to your social media strategy?<b...
Spectra Gram:<br />How comfortable are you with social media tools?<br />NOT AT ALL<br />VERY<br />Somewhere in between? <...
http://social-media-game.wikispaces.com<br />
Photo by Preetam Rai<br />
Network Effe<br />
Rules …<br /><ul><li>  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</li></li></ul><li>Table Check<br />Leader<br />Commun...
Each table will have one scenario!<br />Scenario A:  Theatre Company – American Musical Fans Around The World Unite! Table...
Clarify objective and target audience<br /><ul><li> 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
 DON’T GET HUNG UP! </li></li></ul><li>Movement Building with Multi-Channels<br />GenerateBuzz<br />Social Content<br />En...
Pick Your Tools:  You Only Get 10 Points!<br />
Report Out<br /><ul><li>  Three Minute Summary from 3 volunteers
  Discussion Questions
  What’s brilliant?
  What’s missing?
  What will you apply to your strategy?</li></li></ul><li>Lunch: Find someone new to talk to<br />What questions do you ha...
Twitter for Arts Organizations<br />
These slides are mash up!<br />
Twitter:  What<br />140 Characters of Bon Mots<br />
Why – Information/Insight, Marketing, Data Mining, Social Circles, Connections, and Spreading<br />
Twitter:  Who<br />Average tweet = 1x in 72 days<br />Most tweeters have 25 or fewer followers<br />90/10 rule – Influence...
Twitter: How<br />
Listen First: Twitter As Focus Group<br />
Source: Nina Simonhttp://museumtwo.blogspot.com<br />
Source: Nina Simonhttp://museumtwo.blogspot.com<br />
Source: Nina Simonhttp://museumtwo.blogspot.com<br />
They think the people who work at the Smithsonian are cool<br />Source: Nina Simonhttp://museumtwo.blogspot.com<br />
Source: Nina Simonhttp://museumtwo.blogspot.com<br />
Source: Nina Simonhttp://museumtwo.blogspot.com<br />
Audience Appreciation<br />
Customer Support<br />
#2amt<br />Creative and Peer Support<br />
Twitter for Buzz<br />
Networked Effect<br />
Getting Started: The 7 Steps<br />Sign Up<br />Set Up Your Profile<br />Listen First<br />Find & Follow People<br />Add De...
What’s Your Twitter Brand?<br />
The Nonprofit Brand<br />
Staffer with Nonprofit Affiliation<br />
CEO or Artistic Director Brand<br />
The Hybrid <br />
Basic Listening First<br />Twitter Home Page – List of tweets<br />People you are following<br />121<br />Twitter for Us -...
Use Lists To Manage Followers<br />122<br />
Basic Searching<br />123<br />Twitter for Us - Part II<br /><ul><li>Key words relevant to your cause or organization</li><...
7 Ways to Turbocharge Twitter<br />Be Informative<br />Use #hashtags# and keywords<br />Talk to people<br />Share & Shouto...
The Science of Re-tweeting<br />@DanZarrella<br />Ask for Retweet<br />Use Nouns<br />Colons  Rule!<br />
Ask for the ReTweet<br />
ReTweets are Noun Heavy<br />
ReTweets have More Punctuation: Colons Rule<br />
Twitter Tools<br />Desktop Tweeting<br />Mobile Tweeting<br />Tracking<br />
Desktop Tweeting<br />
TweetDeck.com<br />132<br />Twitter for Us - Part II<br />
SEED<br />Track the<br />Whole Funnel<br />Identify Influencers<br />ATTENTION<br />Tweet Impressions<br />ENGAGEMENT<br /...
Seed:  Twitalyzer to identify Influencers <br />  # followers   # unique references   Frequency RT you  Frequency RT other...
Reach:  What the Hashtag  Tweets<br />
Engagement: Bit.ly for  Click Thrus<br />
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  • http://www.flickr.com/photos/wwworks/3058182308/William 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.
  • http://www.flickr.com/photos/bobcatnorth/1199505016/
  • http://www.flickr.com/photos/wwworks/3058182308/Quickly 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 worldhttp://www.flickr.com/photos/ecstaticist/2918198742/
  • http://wthashtag.com/Artslabsf
  • http://www.flickr.com/photos/soonerpa/4102545593/
  • http://www.flickr.com/photos/clarkzip/2396942666/
  • http://www.flickr.com/photos/dramagirl/400738316/
  • http://www.flickr.com/photos/mkuram/3610488258/
  • 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:
  • 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 ..
  • http://www.flickr.com/photos/mkuram/3610488258/
  • http://www.flickr.com/photos/stefanomaggi/3564156120/Affinity: don&apos;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&apos;s rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you&apos;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&apos;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.
  • http://www.dailyseoblog.com/2009/06/9-tools-to-measure-your-twitter-influence-reach/
  • http://www.flickr.com/photos/dramagirl/400738316/
  • Content has a social life!
  • http://www.flickr.com/photos/dramagirl/400738316/
  • The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
  • http://www.flickr.com/photos/adjourned/481925758/
  • http://www.flickr.com/photos/jrparis/66581120/
  • 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
  • Twitter.com’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.
  • http://www.youtube.com/watch?v=9YSSziv9zEchttp://keepvid.com/?url=http%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3D9YSSziv9zEc
  • But what is different about Twitter and social media tools is the networked effect –
  • Notes:
  • Notes:
  • http://www.flickr.com/photos/peterjlambert/97671748/
  • http://www.flickr.com/photos/niclindh/1389750548/
  • http://www.flickr.com/photos/peterjlambert/97671748/
  • ArtsLab SF

    1. 1. Leveraging Social Media:Understanding Strategy and Putting it into Practice<br />Beth Kanter, Beth’s Blog<br />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. <br />
    2. 2. Beth Kanter, CEO, Zoetica<br />
    3. 3.
    4. 4. My passion is teaching and learning social media<br />Photo by Steve Goodman<br />
    5. 5. Engaging<br />Content in<br />many places<br />network<br />Sharing<br />Conversations<br />Crowdsourcing<br />Fundraising<br />Online<br />Learning and content creation<br />
    6. 6. I have degree in classical music performance, flute<br />
    7. 7. Rapid Introductions: Name, Title, Organization<br />
    8. 8. Inspiration <br />
    9. 9. Overview<br />Goals:<br />-Create effective social media strategy that supports and enhances communications objectives<br />-Design and implement low risk, focused experiment<br />-Method for individual learning and improving<br />-Social Learning with social media<br />#artslab<br />
    10. 10. Social Learning With Social Media<br />If two minds are better than one, what about a hundred? <br />
    11. 11. http://artssocialmedia.wikispaces.com<br />
    12. 12. #artslabsf<br />
    13. 13. Expectations<br />
    14. 14. Icebreaker: Two Lines<br />
    15. 15. Social Media Effective Use Check List<br />Flickr Photo by toby_maloy<br />
    16. 16. Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that resonated<br />Photo by Franie<br />
    17. 17. Generate Buzz<br />Social Content<br />Engage<br />Listen<br />Social Media Strategy Blocks<br />Movement Building with Multi-Channels<br />Support Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome<br />
    18. 18. Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Movement Building and Multi-Channel<br />GenerateBuzz<br />Listen<br />Engage<br /> 10hr<br /> 15hr<br /> 20hr<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />Less Time<br />
    19. 19. Share Pairs<br />Are you in the crawl, walk, run, or fly stage with your social media?<br />What does that look like?<br />What’s needed to get you to the next stage?<br />Photo by Franie<br />
    20. 20. Strategy<br />
    21. 21.
    22. 22. Engaging people in the art form<br />
    23. 23.
    24. 24.
    25. 25.
    26. 26.
    27. 27.
    28. 28. Strategy<br />
    29. 29. Source: Communications Network Listening Presentation OSI Foundation<br />
    30. 30. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Listening and Responding <br />
    31. 31. Share Pairs<br />Who is listening on social media channels? <br />What are some key words you use to listen?<br />Share a listening story<br />Photo by Franie<br />
    32. 32. Strategy<br />
    33. 33. Conversation Starters<br />
    34. 34. “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!) ”<br />Danielle Brigida<br />
    35. 35.
    36. 36.
    37. 37. Strategy<br />
    38. 38.
    39. 39.
    40. 40. “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 />
    41. 41.
    42. 42.
    43. 43.
    44. 44. Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that resonated<br />Photo by Franie<br />
    45. 45. Strategy<br />
    46. 46. The Social Life of Content<br />Crawl<br />Fly<br />Walk Run<br />
    47. 47.
    48. 48.
    49. 49.
    50. 50.
    51. 51.
    52. 52.
    53. 53.
    54. 54.
    55. 55. Social Media Outposts<br />
    56. 56. Curated Social Content<br />
    57. 57. Don’t Forget Mobile Content ….<br />
    58. 58.
    59. 59.
    60. 60. Share Pairs<br />Something you heard that was completely new to you<br />Something you thought about<br />Something that resonated<br />Photo by Franie<br />
    61. 61. Strategy<br />
    62. 62. Platform for Self-Organizing<br />
    63. 63.
    64. 64.
    65. 65. Capacity<br />
    66. 66. Staffing<br />
    67. 67.
    68. 68. How much time does it take to do social media?<br />
    69. 69.
    70. 70. Culture<br />
    71. 71. Perceptions <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 />
    72. 72. Social Media Policy Template<br /><ul><li> Encouragement and support
    73. 73. Why policy is needed
    74. 74. Cases when it will be used, distributed
    75. 75. Oversight, notifications, and legal implications
    76. 76. Guidelines
    77. 77. Identity and transparency
    78. 78. Responsibility
    79. 79. Confidentiality
    80. 80. Judgment and common sense
    81. 81. Best practices
    82. 82. Tone
    83. 83. Expertise
    84. 84. Respect
    85. 85. Quality
    86. 86. Additional resources
    87. 87. Training
    88. 88. Press referrals
    89. 89. Escalation
    90. 90. Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
    91. 91. Scale<br />
    92. 92. Learning<br />
    93. 93. Well, maybe not dead<br />Pick the right metrics to understand what is and what isn’t working<br />
    94. 94. Creating A Safe Place To Fail<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
    95. 95. 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't <br />Watch other nonprofits and copy and remix for your next project. <br />Rinse, repeat.<br />
    96. 96. Share Pairs<br />Break<br />What was the most valuable idea or concept that you may apply to your social media strategy?<br />Photo by Franie<br />
    97. 97. Spectra Gram:<br />How comfortable are you with social media tools?<br />NOT AT ALL<br />VERY<br />Somewhere in between? <br />
    98. 98. http://social-media-game.wikispaces.com<br />
    99. 99.
    100. 100. Photo by Preetam Rai<br />
    101. 101. Network Effe<br />
    102. 102.
    103. 103.
    104. 104. Rules …<br /><ul><li> Value of the exercise is the discussion and how you navigate through choices
    105. 105. Don’t get hung up! Make it more context if you need it.
    106. 106. There are no right or wrong answers
    107. 107. Instructions on paper and knowledge in the cards and other people at table
    108. 108. You won’t have a completed, perfect strategy – only have 60 minutes</li></li></ul><li>Table Check<br />Leader<br />Communications<br />Technology<br />
    109. 109. Each table will have one scenario!<br />Scenario A: Theatre Company – American Musical Fans Around The World Unite! Tables 1, 2<br />Scenario B: Children’s Theatre and Music Concerts – Reaching Out To Moms<br />Tables: 3,4<br />Scenario C: Jewish Community Center Arts Program wants a younger audienceTables: 5,6<br />Scenario D: Contemporary Dance wants to generate buzz before, during, and after event Tables: 7, 8<br />
    110. 110. Clarify objective and target audience<br /><ul><li> Review the objective/scenario for your group
    111. 111. Describe precise audience target group
    112. 112. Pass out the people cards and brainstorm audience’s online social behavior
    113. 113. Pass out the secondary research facts about social media users
    114. 114. Identify whether or not you need to do any listening or research as part of your strategy
    115. 115. DON’T GET HUNG UP! </li></li></ul><li>Movement Building with Multi-Channels<br />GenerateBuzz<br />Social Content<br />Engage<br />Listen<br />Review Principles<br />
    116. 116. Pick Your Tools: You Only Get 10 Points!<br />
    117. 117. Report Out<br /><ul><li> Three Minute Summary from 3 volunteers
    118. 118. Discussion Questions
    119. 119. What’s brilliant?
    120. 120. What’s missing?
    121. 121. What will you apply to your strategy?</li></li></ul><li>Lunch: Find someone new to talk to<br />What questions do you have about the tools?<br />Hashtag #artslab<br />
    122. 122. Twitter for Arts Organizations<br />
    123. 123. These slides are mash up!<br />
    124. 124. Twitter: What<br />140 Characters of Bon Mots<br />
    125. 125. Why – Information/Insight, Marketing, Data Mining, Social Circles, Connections, and Spreading<br />
    126. 126. Twitter: Who<br />Average tweet = 1x in 72 days<br />Most tweeters have 25 or fewer followers<br />90/10 rule – Influencers - offline influence<br />
    127. 127. Twitter: How<br />
    128. 128. Listen First: Twitter As Focus Group<br />
    129. 129. Source: Nina Simonhttp://museumtwo.blogspot.com<br />
    130. 130. Source: Nina Simonhttp://museumtwo.blogspot.com<br />
    131. 131. Source: Nina Simonhttp://museumtwo.blogspot.com<br />
    132. 132. They think the people who work at the Smithsonian are cool<br />Source: Nina Simonhttp://museumtwo.blogspot.com<br />
    133. 133. Source: Nina Simonhttp://museumtwo.blogspot.com<br />
    134. 134. Source: Nina Simonhttp://museumtwo.blogspot.com<br />
    135. 135. Audience Appreciation<br />
    136. 136. Customer Support<br />
    137. 137. #2amt<br />Creative and Peer Support<br />
    138. 138.
    139. 139. Twitter for Buzz<br />
    140. 140. Networked Effect<br />
    141. 141. Getting Started: The 7 Steps<br />Sign Up<br />Set Up Your Profile<br />Listen First<br />Find & Follow People<br />Add Desktop & Mobile Clients<br />Engage & Converse<br />Measure, Reflect & Improve<br />
    142. 142. What’s Your Twitter Brand?<br />
    143. 143. The Nonprofit Brand<br />
    144. 144. Staffer with Nonprofit Affiliation<br />
    145. 145. CEO or Artistic Director Brand<br />
    146. 146. The Hybrid <br />
    147. 147.
    148. 148.
    149. 149. Basic Listening First<br />Twitter Home Page – List of tweets<br />People you are following<br />121<br />Twitter for Us - Part II<br />
    150. 150. Use Lists To Manage Followers<br />122<br />
    151. 151. Basic Searching<br />123<br />Twitter for Us - Part II<br /><ul><li>Key words relevant to your cause or organization</li></li></ul><li>Search a “hashtag”<br />124<br />Twitter for Us - Part II<br />
    152. 152. 7 Ways to Turbocharge Twitter<br />Be Informative<br />Use #hashtags# and keywords<br />Talk to people<br />Share & Shoutout AKA Re-tweet<br />Thank people<br />Use Twitter tools<br />
    153. 153. The Science of Re-tweeting<br />@DanZarrella<br />Ask for Retweet<br />Use Nouns<br />Colons Rule!<br />
    154. 154. Ask for the ReTweet<br />
    155. 155. ReTweets are Noun Heavy<br />
    156. 156. ReTweets have More Punctuation: Colons Rule<br />
    157. 157. Twitter Tools<br />Desktop Tweeting<br />Mobile Tweeting<br />Tracking<br />
    158. 158. Desktop Tweeting<br />
    159. 159. TweetDeck.com<br />132<br />Twitter for Us - Part II<br />
    160. 160. SEED<br />Track the<br />Whole Funnel<br />Identify Influencers<br />ATTENTION<br />Tweet Impressions<br />ENGAGEMENT<br />Click Thrus<br />Retweets<br />CONVERSION<br />Sign ups<br />Donations<br />
    161. 161.
    162. 162. Seed: Twitalyzer to identify Influencers <br />  # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates<br />
    163. 163. Reach: What the Hashtag Tweets<br />
    164. 164. Engagement: Bit.ly for Click Thrus<br />
    165. 165. Getting Started: The 7 Steps<br />Sign Up<br />Set Up Your Profile<br />Listen First<br />Find & Follow People<br />Add Desktop & Mobile Clients<br />Engage & Converse<br />Measure, Reflect & Improve<br />
    166. 166. A Twitter Experiment for you?<br />
    167. 167. Listening for Arts Organizations<br />
    168. 168. The Red Cross Case Study: Listening and Engaging Comes First<br />First foray into social media was a listening project in 2006<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 />
    169. 169. Listen: Monitor, Compile, Distribute, Reflect<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 />
    170. 170. What’s in Wendy’s Tool Box?<br />
    171. 171.
    172. 172. ::the six steps<br />Get your organization ready<br />Use your RSS Reader like a Rock Star<br />Brainstorm Keywords<br />Set up your listening dashboard<br />Make listening and engaging a practice an ongoing process<br />Build in time for reflection<br />
    173. 173. 1. Get your organization ready<br /><ul><li>Who will do the listening and responding?
    174. 174. Response policy?
    175. 175. How much time will you allocate?
    176. 176. How will you analyze the results and share insights?
    177. 177. How will you know if listening has be useful?</li></li></ul><li>2. Use Your RSS Reader Like A Rock Star!<br />Small block of time for daily reading<br />Clean house, reorganize<br />Don’t feel obligated to read everything<br />
    178. 178. 3. Brainstorm Keywords<br /><ul><li> Nonprofit Name
    179. 179. Other nonprofit names in your space
    180. 180. Program, services, and event names
    181. 181. CEO or well-known personalities associated with your organization
    182. 182. Other nonprofits with similar program names
    183. 183. Your brand or tagline
    184. 184. URLs for your blog, web site, online community
    185. 185. Industry terms or other phrases
    186. 186. Issue area, synonyms, geography
    187. 187. Your known strengths and weaknesses.</li></li></ul><li>
    188. 188.
    189. 189. 4. Find and Add Feeds – Start Listening!<br />
    190. 190. Where<br />Search and add to your reader<br />
    191. 191. Don’t Panic!! <br />
    192. 192. Establish Good Habits<br />Start with a small, select number of feeds<br />Review feeds as part of your routine<br />Open interesting links in new tabs<br />Read and follow interesting links in comments<br />Subscribe to new feeds<br />Revise keywords as you go<br />Identify mission critical keywords<br />Share a summary weekly w/others<br />
    193. 193. Lurk for the first 30 days<br />5. Make Listening and Engaging a Habit<br />
    194. 194. Start engaging <br />
    195. 195. If you find people talking about you ….<br />Not Problem<br />Keep track of themesKeep track of positivesEngageLook for stories to repurpose<br />
    196. 196. If you find people talking about you ….<br />Problem<br />Big Problem<br />Little Problem<br />Be prepared to act swiftly <br />Track themesBe prepared to engage<br />
    197. 197. Add value to the conversation<br />Don’t be afraid to disagree<br />Keep to the point of the topic<br />Point to relevant sources if you have more information<br />Watch the conversation develop<br />Humor works<br />Avoid big brother <br />Respond like a queen<br />
    198. 198.
    199. 199. 6. Regular Time for Reflection<br />Are the topics of conversation changing?<br />Is the tone, sentiment, or volume changing?<br />Where are the most interesting conversations taking place?<br />What does this mean for your strategy or programs? How can you use the information to improve what your are doing?<br />Is there great content (stories) that you can repurpose elsewhere?<br />
    200. 200. ::the six steps<br />Get your organization ready<br />Use your RSS Reader like a Rock Star<br />Brainstorm Keywords<br />Set up your listening dashboard<br />Make listening and engaging a practice an ongoing process<br />Build in time for reflection<br />
    201. 201. A ListeningExperiment for you?<br />
    202. 202. http://artssocialmedia.wikispaces.com<br />
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