Promotingthe Arts withSocial Media  Michael Powers   June 1, 2012      Copyright © 2012 Michael Powers
MichaelPowersInterim Director ofCommunications         Copyright © 2012 Michael Powers
On the Web• museyroom.com• twitter.com/mjpowers• www.slideshare.net/michaelpowers• www.linkedin.com/in/mjpowers           ...
IUP on Social Media  Facebook                              18,802 Fans   Twitter                        2,465 Followers   ...
What I’ll Cover1. Strategy: Why Social Media?2. Tactics: How to Do Social Media3. Measurement: Succeeding with   Social Me...
0   About You    Copyright © 2012 Michael Powers
Who are you?   Copyright © 2012 Michael Powers
How many of you       use social media inyour personal life?       Copyright © 2012 Michael Powers
How many of you       usesocial media for  professional    reasons?     Copyright © 2012 Michael Powers
Strategy:1              Why             Social            Media?    Copyright © 2012 Michael Powers
It’s 2011 2012.Do you have to be on social media?      Copyright © 2012 Michael Powers
No, you don’t.    Copyright © 2012 Michael Powers
(Despite what your board of directors     tells you.)       Copyright © 2012 Michael Powers
Yes, Social Media Is                                   More than  Facebook                       526,000,000              ...
NotEveryone UsesSocialMedia      Copyright © 2012 Michael Powers
Keep in Mind• You don’t have to do it.• You don’t have to do every social network• Social media is not free—it takes time....
If You Do It, Figure1. What you really want to do2. Who you need to talk to do that3. If those people are on social media ...
What Do You ReallyWant to Do?• Get people to events?• Find gigs?• Sell paintings?• Get feedback/inspiration?• Reach out to...
You aren’t in the  social media    business      Copyright © 2012 Michael Powers
Who Do You Need  to Talk To?  • How many?  • How much will each contribute?  • The 1,000 True Fan Theory:    1,000 Fans × ...
Are They on Social     Media?      Copyright © 2012 Michael Powers
Copyright © 2012 Michael Powers
Generations Online 2010:Summary of Findings http://www.pewinternet.org/Infographics/2010/ Generations-2010-Summary.aspx   ...
IF...• You think your potential fans are on social  media• You think you have the time• Go for it.                   Copyr...
Tactics:2   How to Do        Social       Media    Copyright © 2012 Michael Powers
Some Assumptions• You have a computer• You are online• You can make or have someone make a  website                Copyrig...
Preview of Part 2Foundation: Your WebsiteBloggingYouTubeFacebookTwitterOther Services, What’s Next               Copyright...
Foundation: Your    Website     Copyright © 2012 Michael Powers
Foundation: Your• Where do people go when they Google you?• Where do they go when they hear about you  on Twitter?• Where ...
Foundation: Your• Where do people go when they Google you?• Where do they go when they hear about you  on Twitter?• Where ...
Hub and Spokes              Website Others                                     Twitter          Copyright © 2012 Michael P...
Spokes• Build one spoke at a time• Learn one social network at a time• Join and join in                  Copyright © 2012 ...
Every Network Is• Audiences have different goals • News? Friends? Jobs? Learning?    Entertainment?• Social conventions ar...
For All Networks• Quality of relationships is often more  important than number of followers.• What’s more valuable: • 5,0...
Always Remember• You are making real relationships. It takes  time and effort• Dont just sell, sell, sell• Share • Offer s...
Always Remember• Don’t become “spam” for your followers• Post with the right frequency• Converse: Talk and encourage conve...
Blogging Copyright © 2012 Michael Powers
Blogging• A bit old school, but:• Your blog can double as your website• Blog posts give you something to share and  talk a...
But...• To blog effectively, you need to be able to write  things people want to read• And you need to produce them regula...
If You Blog• Start with a free service, like Wordpress.com• Find, follow, and read similar blogs• Link to and interact wit...
Example: Do the• Blog from Ethan Iverson,  pianist for jazz trio The Bad  Plus                   Copyright © 2012 Michael ...
What He Does• Interviews with other musicians• Analysis and criticism of music• Responds to what similar blogs are doing• ...
YouTube Copyright © 2012 Michael Powers
Why YouTube?• It’s free• Makes it easy to get video on the web• You can embed them on your own website• They work on smart...
YouTube Basics• YouTube account is called a “channel”: it  shows all of your uploaded videos                  Copyright © ...
YouTube Basics• Videos are limited to 10 minutes, 59 seconds• Use iMovie or Windows Movie Maker• Technical quality can be ...
What Videos Do• How to do things• Previews• Performances• Events (you can create a slideshow of pictures)                 ...
Examples• United Breaks Guitars• Baltimore Print Studio (on Vimeo)                 Copyright © 2012 Michael Powers
Once you havethem, use those videos in other  social media     venues     Copyright © 2012 Michael Powers
Facebook  Copyright © 2012 Michael Powers
Make a Page• Don’t use your own profile• Don’t make a group• Pages are meant for  promotion: • www.facebook.com/pages/    ...
Why a Page?• Profile                             • Groups • Limited to 5,000                    • Meant for sharing   frie...
Setting Up Your• Fill out all the slots• Your page name is permanent after you reach  100 fans• You can choose a URL after...
What to Post• Your own content                  • Ask questions,                                           answer question...
What to Post:• Event invites can be • You can create  very insistent, so use                     events with your  with ca...
How Often to Post?• According to DanZarrella.com • Post every other day • Saturday is a good day to post • So are mornings...
How Often to Post?• According to DanZarrella.com • Post every other day • Saturday is a good day to post • So are mornings...
Copyright © 2012 Michael Powers
Copyright © 2012 Michael Powers
Copyright © 2012 Michael Powers
See what works for       you      Copyright © 2012 Michael Powers
Copyright © 2012 Michael Powers
Copyright © 2012 Michael Powers
Promote your page• Mention it everywhere • Website • Print materials • E-mails• Could use paid ads, but I haven’t seen the...
Ex. Keweenaw• Posts about music, teaching,  upcoming events                  Copyright © 2012 Michael Powers
Copyright © 2012 Michael Powers
Copyright © 2012 Michael Powers
Copyright © 2012 Michael Powers
Copyright © 2012 Michael Powers
Twitter Copyright © 2012 Michael Powers
Twitter: Social• The 140 character  limitation is somehow  compelling• It’s a bit of a secret  language• Currently growing...
Set up your profile• Twitter name (shorter is better)• Location• Website• Bio: 160 chars                  Copyright © 2012 ...
Start w/ Twitter on• Follow people• Getting followed• Mentioning/replying• Retweeting• Hashtags                Copyright ©...
What to tweet•   Your own content                     •      Pictures    •   Performances                     •      Send ...
Ex: They Might Be       Copyright © 2012 Michael Powers
What They Do• Converse with fans (a lot)• Post videos• Make announcements                  Copyright © 2012 Michael Powers
Get a Good Twitter• Twitter has good ones• Tweet deck is popular• Hootsuite is great for orgs                   Copyright ...
HootSuite• Have lots of accounts• Share social media duties• Preschedule things• But—costs money                  Copyrigh...
Other Social Media      Copyright © 2012 Michael Powers
Similar to What• MySpace• Flickr• Vimeo• Tumblr            Copyright © 2012 Michael Powers
What’s Next?• Who knows? But these  might be interesting • Foursquare • Kickstarter                  Copyright © 2012 Mich...
Measurem3         ent:    Succeeding          with     Copyright © 2012 Michael Powers
What to Measure?•Fans?   •Posts?•Likes? •Reach?      Copyright © 2012 Michael Powers
All thosenumberscan    Copyright © 2012 Michael Powers
Focus on just a few    numbers       Copyright © 2012 Michael Powers
These are “Key PerformanceIndicators” or KPIs       Copyright © 2012 Michael Powers
http://danzarrella.com/zarrellas-hierarchy-of-contagiousness.html            Copyright © 2012 Michael Powers
Measure Exposure    # of Followers/       Raw number                       18,355    Fans                                 ...
Measure Awareness              Number of clicks on aEngaged Users                                         129             ...
Measure Motivation                Visits to website Visits to                driven by social                   234 Websit...
Questions?      Copyright © 2012 Michael Powers
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Promoting the Arts with Social Media—Successfully!

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  • Hi, my name is Mike Powers\n
  • Currently Interim Director of Communications.\nLater this summer I’ll become Director of Electronic Communications\nPlay in a band, which I sometimes promote\n\n
  • Have a very infrequently updated blog at museyroom.com\n\nThe slides from this presentation will be up at my website later today.\n
  • Higher Ed is where I've spent most of my time, but we have a lot in common\n•We've got 23,000+ fans/followers on social media\n•I'll be using what we do here at IUP as an example from time to time\nWe’ve been doing social media actively since 2008. There are a lot of similarities between social media for higher ed and for arts promotion.\n
  • •❑Introduce ourselves\n•❑Social Media strategy: why should you be on social media?\n▼❑Social Media tactics: how to actually use it\n•❑In general\n•❑Some specific services\n\n
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  • Really, I don't know.\n\nArtists? Art promoters? Teachers?\n\n
  • Social media = Facebook, Twitter, LinkedIn, YouTube, many others\n\n
  • If people do it, how effective do they think it is?\n
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  • Your board probably wants you on social media.\n
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  • Social media can eat your lunch. It takes time. Decide what you want to do before diving in deep.\n
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  • http://www.pewinternet.org/Infographics/2010/Generations-2010-Summary.aspx\n
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  • I'm not going to cover that here. Sorry.\n
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  • Your website is usually where you make the sale: get them to an event, get them to buy, or get them to donate\n
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  • Do you have a “blogging personality”?\n
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  • Lets you keep personal and public a bit separate\n
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  • Mention the dot\n
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  • https://twitter.com/#!/tmbg/status/76751336208728064\n
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  • Promoting the Arts with Social Media—Successfully!

    1. 1. Promotingthe Arts withSocial Media Michael Powers June 1, 2012 Copyright © 2012 Michael Powers
    2. 2. MichaelPowersInterim Director ofCommunications Copyright © 2012 Michael Powers
    3. 3. On the Web• museyroom.com• twitter.com/mjpowers• www.slideshare.net/michaelpowers• www.linkedin.com/in/mjpowers Copyright © 2012 Michael Powers
    4. 4. IUP on Social Media Facebook 18,802 Fans Twitter 2,465 Followers 344,383 Views YouTube 344 Subscribers LinkedIn 1,599 Followers Copyright © 2012 Michael Powers
    5. 5. What I’ll Cover1. Strategy: Why Social Media?2. Tactics: How to Do Social Media3. Measurement: Succeeding with Social Media Copyright © 2012 Michael Powers
    6. 6. 0 About You Copyright © 2012 Michael Powers
    7. 7. Who are you? Copyright © 2012 Michael Powers
    8. 8. How many of you use social media inyour personal life? Copyright © 2012 Michael Powers
    9. 9. How many of you usesocial media for professional reasons? Copyright © 2012 Michael Powers
    10. 10. Strategy:1 Why Social Media? Copyright © 2012 Michael Powers
    11. 11. It’s 2011 2012.Do you have to be on social media? Copyright © 2012 Michael Powers
    12. 12. No, you don’t. Copyright © 2012 Michael Powers
    13. 13. (Despite what your board of directors tells you.) Copyright © 2012 Michael Powers
    14. 14. Yes, Social Media Is More than Facebook 526,000,000 active users More than Twitter 140,000,000 active users More than YouTube 800,000,000 visitors per month Copyright © 2012 Michael Powers
    15. 15. NotEveryone UsesSocialMedia Copyright © 2012 Michael Powers
    16. 16. Keep in Mind• You don’t have to do it.• You don’t have to do every social network• Social media is not free—it takes time. It can take a lot of time. Copyright © 2012 Michael Powers
    17. 17. If You Do It, Figure1. What you really want to do2. Who you need to talk to do that3. If those people are on social media Copyright © 2012 Michael Powers
    18. 18. What Do You ReallyWant to Do?• Get people to events?• Find gigs?• Sell paintings?• Get feedback/inspiration?• Reach out to more people? Copyright © 2012 Michael Powers
    19. 19. You aren’t in the social media business Copyright © 2012 Michael Powers
    20. 20. Who Do You Need to Talk To? • How many? • How much will each contribute? • The 1,000 True Fan Theory: 1,000 Fans × $100/year = $100,000 http://www.kk.org/thetechnium/ archives/2008/03/1000_true_fans.php Copyright © 2012 Michael Powers
    21. 21. Are They on Social Media? Copyright © 2012 Michael Powers
    22. 22. Copyright © 2012 Michael Powers
    23. 23. Generations Online 2010:Summary of Findings http://www.pewinternet.org/Infographics/2010/ Generations-2010-Summary.aspx Copyright © 2012 Michael Powers
    24. 24. IF...• You think your potential fans are on social media• You think you have the time• Go for it. Copyright © 2012 Michael Powers
    25. 25. Tactics:2 How to Do Social Media Copyright © 2012 Michael Powers
    26. 26. Some Assumptions• You have a computer• You are online• You can make or have someone make a website Copyright © 2012 Michael Powers
    27. 27. Preview of Part 2Foundation: Your WebsiteBloggingYouTubeFacebookTwitterOther Services, What’s Next Copyright © 2012 Michael Powers
    28. 28. Foundation: Your Website Copyright © 2012 Michael Powers
    29. 29. Foundation: Your• Where do people go when they Google you?• Where do they go when they hear about you on Twitter?• Where do they go to get your whole story? Copyright © 2012 Michael Powers
    30. 30. Foundation: Your• Where do people go when they Google you?• Where do they go when they hear about you on Twitter?• Where do they go to get your whole story? Your Website Copyright © 2012 Michael Powers
    31. 31. Hub and Spokes Website Others Twitter Copyright © 2012 Michael Powers
    32. 32. Spokes• Build one spoke at a time• Learn one social network at a time• Join and join in Copyright © 2012 Michael Powers
    33. 33. Every Network Is• Audiences have different goals • News? Friends? Jobs? Learning? Entertainment?• Social conventions are different: • Twitter: share up to 22 times per day • Facebook: share 0-1 times per day Copyright © 2012 Michael Powers
    34. 34. For All Networks• Quality of relationships is often more important than number of followers.• What’s more valuable: • 5,000 fans who have blocked your messages or • 1,000 who support you? Copyright © 2012 Michael Powers
    35. 35. Always Remember• You are making real relationships. It takes time and effort• Dont just sell, sell, sell• Share • Offer something of value: create it or share what others do Copyright © 2012 Michael Powers
    36. 36. Always Remember• Don’t become “spam” for your followers• Post with the right frequency• Converse: Talk and encourage conversation• For second and later spokes: Use the same icon and username Copyright © 2012 Michael Powers
    37. 37. Blogging Copyright © 2012 Michael Powers
    38. 38. Blogging• A bit old school, but:• Your blog can double as your website• Blog posts give you something to share and talk about in other social media Copyright © 2012 Michael Powers
    39. 39. But...• To blog effectively, you need to be able to write things people want to read• And you need to produce them regularly Copyright © 2012 Michael Powers
    40. 40. If You Blog• Start with a free service, like Wordpress.com• Find, follow, and read similar blogs• Link to and interact with those blogs• Allow and respond to comments Copyright © 2012 Michael Powers
    41. 41. Example: Do the• Blog from Ethan Iverson, pianist for jazz trio The Bad Plus Copyright © 2012 Michael Powers
    42. 42. What He Does• Interviews with other musicians• Analysis and criticism of music• Responds to what similar blogs are doing• Responds to comments from readers (monthly)• No regular schedule, but 8-12 posts per month Copyright © 2012 Michael Powers
    43. 43. YouTube Copyright © 2012 Michael Powers
    44. 44. Why YouTube?• It’s free• Makes it easy to get video on the web• You can embed them on your own website• They work on smart phones• Give current fans something to share about you• New fans can find you through your videos Copyright © 2012 Michael Powers
    45. 45. YouTube Basics• YouTube account is called a “channel”: it shows all of your uploaded videos Copyright © 2012 Michael Powers
    46. 46. YouTube Basics• Videos are limited to 10 minutes, 59 seconds• Use iMovie or Windows Movie Maker• Technical quality can be less than pro (but have good content)• Dont violate copyright (YouTube notices copyrighted music)• Fill out all the fields when you upload Copyright © 2012 Michael Powers
    47. 47. What Videos Do• How to do things• Previews• Performances• Events (you can create a slideshow of pictures) Copyright © 2012 Michael Powers
    48. 48. Examples• United Breaks Guitars• Baltimore Print Studio (on Vimeo) Copyright © 2012 Michael Powers
    49. 49. Once you havethem, use those videos in other social media venues Copyright © 2012 Michael Powers
    50. 50. Facebook Copyright © 2012 Michael Powers
    51. 51. Make a Page• Don’t use your own profile• Don’t make a group• Pages are meant for promotion: • www.facebook.com/pages/ create.php Copyright © 2012 Michael Powers
    52. 52. Why a Page?• Profile • Groups • Limited to 5,000 • Meant for sharing friends amongst a group. • Does not provide • Members get tons in depth stats of (annoying) notifications Copyright © 2012 Michael Powers
    53. 53. Setting Up Your• Fill out all the slots• Your page name is permanent after you reach 100 fans• You can choose a URL after 25 fans• Add some pictures Copyright © 2012 Michael Powers
    54. 54. What to Post• Your own content • Ask questions, answer questions • Performances • Photographs • Content people can use (how-tos can (people can tag work great) friends)• Videos (including • What do people read? Check your YouTube) stats Copyright © 2012 Michael Powers
    55. 55. What to Post:• Event invites can be • You can create very insistent, so use events with your with care Facebook page, but invites come from• If you would send a you personally paper invite, go for it• Use in addition to other means Copyright © 2012 Michael Powers
    56. 56. How Often to Post?• According to DanZarrella.com • Post every other day • Saturday is a good day to post • So are mornings• www.slideshare.net/HubSpot/the-science-of- timing Copyright © 2012 Michael Powers
    57. 57. How Often to Post?• According to DanZarrella.com • Post every other day • Saturday is a good day to post • So are mornings• www.slideshare.net/HubSpot/the-science-of- timing Copyright © 2012 Michael Powers
    58. 58. Copyright © 2012 Michael Powers
    59. 59. Copyright © 2012 Michael Powers
    60. 60. Copyright © 2012 Michael Powers
    61. 61. See what works for you Copyright © 2012 Michael Powers
    62. 62. Copyright © 2012 Michael Powers
    63. 63. Copyright © 2012 Michael Powers
    64. 64. Promote your page• Mention it everywhere • Website • Print materials • E-mails• Could use paid ads, but I haven’t seen them to be very effective yet Copyright © 2012 Michael Powers
    65. 65. Ex. Keweenaw• Posts about music, teaching, upcoming events Copyright © 2012 Michael Powers
    66. 66. Copyright © 2012 Michael Powers
    67. 67. Copyright © 2012 Michael Powers
    68. 68. Copyright © 2012 Michael Powers
    69. 69. Copyright © 2012 Michael Powers
    70. 70. Twitter Copyright © 2012 Michael Powers
    71. 71. Twitter: Social• The 140 character limitation is somehow compelling• It’s a bit of a secret language• Currently growing among younger people Copyright © 2012 Michael Powers
    72. 72. Set up your profile• Twitter name (shorter is better)• Location• Website• Bio: 160 chars Copyright © 2012 Michael Powers
    73. 73. Start w/ Twitter on• Follow people• Getting followed• Mentioning/replying• Retweeting• Hashtags Copyright © 2012 Michael Powers
    74. 74. What to tweet• Your own content • Pictures • Performances • Send out news & links • Photographs • OH: overheard • Videos (YouTube • #FollowFriday links) • Repost things (on• Ask questions, answer Twitter, things are gone questions in 5 minutes)• Content people can use • Up to 22× per day Copyright © 2012 Michael Powers
    75. 75. Ex: They Might Be Copyright © 2012 Michael Powers
    76. 76. What They Do• Converse with fans (a lot)• Post videos• Make announcements Copyright © 2012 Michael Powers
    77. 77. Get a Good Twitter• Twitter has good ones• Tweet deck is popular• Hootsuite is great for orgs Copyright © 2012 Michael Powers
    78. 78. HootSuite• Have lots of accounts• Share social media duties• Preschedule things• But—costs money Copyright © 2012 Michael Powers
    79. 79. Other Social Media Copyright © 2012 Michael Powers
    80. 80. Similar to What• MySpace• Flickr• Vimeo• Tumblr Copyright © 2012 Michael Powers
    81. 81. What’s Next?• Who knows? But these might be interesting • Foursquare • Kickstarter Copyright © 2012 Michael Powers
    82. 82. Measurem3 ent: Succeeding with Copyright © 2012 Michael Powers
    83. 83. What to Measure?•Fans? •Posts?•Likes? •Reach? Copyright © 2012 Michael Powers
    84. 84. All thosenumberscan Copyright © 2012 Michael Powers
    85. 85. Focus on just a few numbers Copyright © 2012 Michael Powers
    86. 86. These are “Key PerformanceIndicators” or KPIs Copyright © 2012 Michael Powers
    87. 87. http://danzarrella.com/zarrellas-hierarchy-of-contagiousness.html Copyright © 2012 Michael Powers
    88. 88. Measure Exposure # of Followers/ Raw number 18,355 Fans +0.78%% Change in This Week’s Fans ÷ since last Fans Last Weeks Fans - 1 week People who’ve seen Reach 38,234 your post Copyright © 2012 Michael Powers
    89. 89. Measure Awareness Number of clicks on aEngaged Users 129 post (Engaged Users + Virality Talking About This) ÷ 4.01% ReachClick Response Clicks ÷ Posts ÷ Fans 0.56% Rate Copyright © 2012 Michael Powers
    90. 90. Measure Motivation Visits to website Visits to driven by social 234 Website media Sales Made, PledgesConversions 32 Made, Tickets BoughtConversion Conversions ÷ 13.7% Rate Visits to Website Copyright © 2012 Michael Powers
    91. 91. Questions? Copyright © 2012 Michael Powers

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