ArtsLab SF
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This document provides an overview of a workshop on leveraging social media. It includes discussion of: - Developing effective social media strategies that support communication objectives. - Designing focused experiments to implement strategies at low risk. - Using social media for individual and social learning. The workshop covers topics like generating buzz, engaging audiences, listening strategies, and movement building across multiple social media channels. Attendees participate in exercises to develop sample social media strategies for different arts organizations.
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ArtsLab SF
- 1. 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.
- 2. Beth Kanter, CEO, Zoetica
- 4. My passion is teaching and learning social media Photo by Steve Goodman
- 5. Engaging Content in many places network Sharing Conversations Crowdsourcing Fundraising Online Learning and content creation
- 6. I have degree in classical music performance, flute
- 7. Rapid Introductions: Name, Title, Organization
- 8. Inspiration
- 9. Overview Goals: -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 #artslab
- 10. Social Learning With Social Media If two minds are better than one, what about a hundred?
- 12. #artslabsf
- 13. Expectations
- 14. Icebreaker: Two Lines
- 15. Social Media Effective Use Check List Flickr Photo by toby_maloy
- 16. Share Pairs Something you heard that was completely new to you Something you thought about Something that resonated Photo by Franie
- 17. Generate Buzz Social Content Engage Listen Social Media Strategy Blocks Movement Building with Multi-Channels Support Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome
- 18. Social Content acticaches Social Media: Tactics and Tools Movement Building and Multi-Channel GenerateBuzz Listen Engage 10hr 15hr 20hr Crawl ………..……Walk …….…….. Run ……..…………….Flyl Less Time
- 19. 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
- 20. Strategy
- 22. Engaging people in the art form
- 28. Strategy
- 29. Source: Communications Network Listening Presentation OSI Foundation
- 30. Influencer complaining … Customer service issue Relationship building Listening and Responding
- 31. 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
- 32. Strategy
- 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!) ” Danielle Brigida
- 37. Strategy
- 40. “Pittsburgh arts organizations have begun inviting local bloggers to events who then blog the Invitation and spread it via Twitter or Facebook” – Liz Perry
- 44. Share Pairs Something you heard that was completely new to you Something you thought about Something that resonated Photo by Franie
- 45. Strategy
- 46. The Social Life of Content Crawl Fly Walk Run
- 57. Don’t Forget Mobile Content ….
- 60. Share Pairs Something you heard that was completely new to you Something you thought about Something that resonated Photo by Franie
- 61. Strategy
- 65. Capacity
- 66. Staffing
- 68. How much time does it take to do social media?
- 70. Culture
- 71. 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
- 73. Why policy is needed
- 74. Cases when it will be used, distributed
- 75. Oversight, notifications, and legal implications
- 76. Guidelines
- 77. Identity and transparency
- 78. Responsibility
- 79. Confidentiality
- 80. Judgment and common sense
- 81. Best practices
- 82. Tone
- 83. Expertise
- 84. Respect
- 85. Quality
- 87. Training
- 88. Press referrals
- 89. Escalation
- 90. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group
- 91. Scale
- 92. Learning
- 93. Well, maybe not dead Pick the right metrics to understand what is and what isn’t working
- 94. Creating A Safe Place To Fail Identify worst case scenarios Develop contingency plans Prepare for the failures
- 95. 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.
- 96. Share Pairs Break What was the most valuable idea or concept that you may apply to your social media strategy? Photo by Franie
- 97. Spectra Gram: How comfortable are you with social media tools? NOT AT ALL VERY Somewhere in between?
- 100. Photo by Preetam Rai
- 101. Network Effe
- 105. Don’t get hung up! Make it more context if you need it.
- 106. There are no right or wrong answers
- 107. Instructions on paper and knowledge in the cards and other people at table
- 109. 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
- 111. Describe precise audience target group
- 112. Pass out the people cards and brainstorm audience’s online social behavior
- 113. Pass out the secondary research facts about social media users
- 114. Identify whether or not you need to do any listening or research as part of your strategy
- 116. Pick Your Tools: You Only Get 10 Points!
- 118. Discussion Questions
- 119. What’s brilliant?
- 120. What’s missing?
- 122. Twitter for Arts Organizations
- 123. These slides are mash up!
- 124. Twitter: What 140 Characters of Bon Mots
- 125. Why – Information/Insight, Marketing, Data Mining, Social Circles, Connections, and Spreading
- 126. Twitter: Who Average tweet = 1x in 72 days Most tweeters have 25 or fewer followers 90/10 rule – Influencers - offline influence
- 127. Twitter: How
- 128. Listen First: Twitter As Focus Group
- 132. They think the people who work at the Smithsonian are cool Source: Nina Simonhttp://museumtwo.blogspot.com
- 136. Customer Support
- 137. #2amt Creative and Peer Support
- 139. Twitter for Buzz
- 140. Networked Effect
- 141. 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
- 142. What’s Your Twitter Brand?
- 143. The Nonprofit Brand
- 144. Staffer with Nonprofit Affiliation
- 145. CEO or Artistic Director Brand
- 146. The Hybrid
- 149. Basic Listening First Twitter Home Page – List of tweets People you are following 121 Twitter for Us - Part II
- 150. Use Lists To Manage Followers 122
- 152. 7 Ways to Turbocharge Twitter Be Informative Use #hashtags# and keywords Talk to people Share & Shoutout AKA Re-tweet Thank people Use Twitter tools
- 153. The Science of Re-tweeting @DanZarrella Ask for Retweet Use Nouns Colons Rule!
- 154. Ask for the ReTweet
- 155. ReTweets are Noun Heavy
- 156. ReTweets have More Punctuation: Colons Rule
- 157. Twitter Tools Desktop Tweeting Mobile Tweeting Tracking
- 158. Desktop Tweeting
- 159. TweetDeck.com 132 Twitter for Us - Part II
- 160. SEED Track the Whole Funnel Identify Influencers ATTENTION Tweet Impressions ENGAGEMENT Click Thrus Retweets CONVERSION Sign ups Donations
- 162. Seed: Twitalyzer to identify Influencers # followers # unique references Frequency RT you Frequency RT others Relative frequency updates
- 163. Reach: What the Hashtag Tweets
- 164. Engagement: Bit.ly for Click Thrus
- 165. 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
- 166. A Twitter Experiment for you?
- 167. Listening for Arts Organizations
- 168. 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
- 169. 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
- 170. What’s in Wendy’s Tool Box?
- 172. ::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
- 174. Response policy?
- 175. How much time will you allocate?
- 176. How will you analyze the results and share insights?
- 179. Other nonprofit names in your space
- 180. Program, services, and event names
- 181. CEO or well-known personalities associated with your organization
- 182. Other nonprofits with similar program names
- 183. Your brand or tagline
- 184. URLs for your blog, web site, online community
- 185. Industry terms or other phrases
- 186. Issue area, synonyms, geography
- 189. 4. Find and Add Feeds – Start Listening!
- 190. Where Search and add to your reader
- 191. Don’t Panic!!
- 192. 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
- 193. Lurk for the first 30 days 5. Make Listening and Engaging a Habit
- 194. Start engaging
- 195. If you find people talking about you …. Not Problem Keep track of themesKeep track of positivesEngageLook for stories to repurpose
- 196. If you find people talking about you …. Problem Big Problem Little Problem Be prepared to act swiftly Track themesBe prepared to engage
- 197. 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
- 199. 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?
- 200. ::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
- 201. A ListeningExperiment for you?
Editor's Notes
- 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'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.
- 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/