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
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
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
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
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 ….
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