League of American OrchestrasPresentation Transcript
Crawl, Walk, Fly, Run:Using Social Media for Good Beth Kanter, Zoetica MaKala Johnson, Mayo Clinic Photo by gwf
AGENDA 1:45-2:15Introduction Crawl Walk Run Fly 2:15-2:35Social Media Policy 2:35-2:50Doing the Work 2:50-3:10Learning 3:10-3:15 Reflection and Book Raffle 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
Quick Poll: 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
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
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
Share Pairs: What’s your organization’s SMART social media objective?
What were the results? What’s the value? How much time? Photo by edyson
The Continuum of Value: Crawl, Walk, Run, Fly Tangible Impact $ Investment Interaction Insight Intangible 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
Social Media Policy
Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Make mistakes Make senior staff too accessible Perception of wasted of time and resources Suffering from information overload already, this will cause more
“The loss of control you fear is already in the past . . . You do not actually control the message, and if you believe you control the message, it merely means you no longer understand what’s going on.”—Clay Shirky, 2010
Detroit Symphony Strike: October, 2010 Musicians 22% cut Management 33% cut Social media provided a twist to the ongoing negotiations between musicians and the DSO
A louder mouthpiece inserted itself into the debate
“Television news and newspapers write what they want, mostly one-sided,” says Allen. “Now we were able to get our message out to so many people.” – Ethan Allen, Orchestra Librarian
The people formerly known as the audience: “ The rise of social media has completely changed the way an organization like the DSO interacts with its stakeholders.”
With a strategy and social media policy, social media can avoid being ….
Queen of the Night From The Magic Flute Flickr photo by sugarhiccuphiccup
Black Swan Queen in Swan Lake Flickr photo: shuri
A well-crafted social media strategy and good practice of networked nonprofits is more like ….
Direct impact on ticket sales
“We created a flashmob and engaged our networks on Facebook, Youtube, and Twitter effectively. This directly increased our ticket sales.”
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
Share Pairs: What does your orchestra need to do to create a social culture and social media policy? If you have a social media policy, what is a best practice?
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
Mayo Clinic: How is social media implemented?
One Minute of Silence: What does your orchestra need to do to increase capacity? Flickr Photo by John K
Handling Mistakes x “MisTweet” – A tweet intended to come from a personal account but sent out on an organizational account by mistake.
Steve Norris, ex-Tory Mayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”
Two guiding principles in social media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they might have done themselves a service.
Has the Mayo Clinic ever made a social media mistake?
To be successful, use social media like Kanye West What can we learned about a try and fix approach to social media from Kanye West?
Reflection and Book Raffle: What is one small step you can take tomorrow? Write it on index card with your name and email address
Thank you Beth’s Blog: http://www.bethkanter.org Networked Nonprofit: http://bit.ly/networkednp Twitter: @kanter Facebook: http://www.facebook.com/beth.kanter.blog Slides and Resources: http://bit.ly/digital-orch