Session 2 | July 30, 2009 Rebecca Krause-Hardie AudienceWorks.Com This program is made possible with support from National Endowment for the Arts, American Express Foundation and the New York State Council on the Arts, a State Agency NYS ARTS presents ArtsForward Leadership Training Webinar & Blog Series THINKING STRATEGICALLY ABOUT THE SHINY NEW TOYS
Rebecca Krause-Hardie - Today’s Moderator
This session is about the Shiny New Toys - of Social Media
Here are some ways to engage:
Share Your Story
The toys are exciting… but execution is everything
We need to be thoughtful about this
We have limited resources
But where to start?
With all these shiny new toys, the temptation is to get on your horse and ride off in all directions.
We’re already started with listening in our last session
join the conversation - by listening
Who are we listening to?
What are we listening for?
What creates value for the people you are listening to?
Who is talking about you already
Who is talking about related topics
So what comes next?
Let’s look at Zappos Shoes
The Best possible customer service regardless of cost
How does this manifest?
What we are talking about here, is core institutional alignment & intentionality . It is played out, every day, with trust and transparency, authentic passion, and contagious enthusiasm . Which creates & sustains real value for both the institution ,,, and its customers
Seth Godin’s take on Amazon’s purchase of Zappos
Zappos has a corporate culture that's not the same (where great people choose to work)
Zappos has a tight relationship with customers that give you permission to talk with them
Zappos has a business model that's remarkable and worth talking about
Zappos has a story that spreads
Zappos has Leadership to offer Amazon
So, don’t be discouraged, this vision & these tools are open to any size organization - including yours
A Zappos story - Todd’s Blog You are now chatting with Jonathan Jonathan: Hello Timmy. How can I help you? Timmy: do you know how wide the G-Shock Atomic Solar AWG101 SKU #7403774 is? Timmy: i mean, how big a wrist it would fit? Timmy: Timmy has a big fat wrist Timmy: Timmy need watch grande Jonathan: I ll see what I can find out for Timmy. Timmy: awesome. and can we please continue to talk about Timmy in the 3rd person? Timmy likes to boost Timmy s ego by talking about Timmy that way
Jonathan: Jonathan would be happy to neglect the use of pronouns for the duration of this conversation.
Timmy: Jonathan and Timmy shall get along just fine
Jonathan: Will Timmy be able to measure Timmy s wrist?
Timmy: Timmy s wrist is big, but not Biggie-Smalls big. Timmy doesn’t have the required measurement instruments.
Timmy: Timmy is 6’ 4’ 220lbs if that helps Jonathan
Jonathan: Luckily, that is roughly the size of Jonathan’s brother, so that does help.
Jonathan: Jonathan thinks that this watch will work out well for Timmy. The watch’s circumference is 9 inches, so it will probably fit around Timmy s wrist.
Timmy: Ok cool
Timmy: Do your watches and stuff have free return shipping like your Zapatos?
Timmy: in case Timmy wants another one or something
Jonathan: And if it does’ t work out, as long as the watch is in its original condition and in the original packaging, Timmy has 365 days to return Timmy’s order. We will even pay for the return shipping! As always, our shipping to Timmy will be free.
Timmy: Timmy thanks Jonathan for good help
Jonathan: Jonathan welcomes Timmy.
Jonathan: It’s Jonathan s pleasure!
Jonathan: Can Jonathan do anything more for Timmy?
Timmy: no that is all timmy needs
Timmy: timmy happy
Jonathan: Good. Does Timmy have an account set up with Zappos yet?
Jonathan: Jonathan will upgrade Timmy’s account.
Timmy: yes timmy is repeat shopper
Timmy: but Timmy is my alter ego and not my actual name
Jonathan: Well, what is Timmy’s email address? I’ll hook you up.
Timmy: Timmy has placed orders using firstname.lastname@example.org in the past
Jonathan: Alright TODD!
Jonathan: I m going to upgrade your account to VIP status! This will ensure that all future orders go out with 1-business day shipping free of charge!
Just place your future orders at http://vip.zappos.com.
Timmy: Timmy Likey!
Jonathan: Good. Good…
Jonathan: Let Jonathan know if there is anything else that Jonathan can do for Timmy.
Timmy: Ok, Timmy ok now. Timmy time to go shopping!
Jonathan: Have fun!
Here are several social media examples of being very responsive … and very successful, in very unexpected ways…
BSO: Education -> Podcasts
Brooklyn Museum Community -> Sharing
Graffiti online and offline
Graffiti making tool online and offline
Integrated with Viral support
Let’s Think Strategically
Acting strategically means taking planned actions, in response to, or anticipating a series of events, so as to successfully achieve specific long term outcomes, goals and objectives.
How do your activities relate to your mission?
What is your shared vision and mission
What actions do you take to achieve it
What are the results or benefits and why are they of value to you and your customers
Your social media strategic plan
Develop shared objectives
Identify target audience(s)
Integrate institution wide
Expect culture change
Select tools and tactics
Measure Evaluate Adapt & Adjust
Wash Rinse and Repeat
Express one of your activities in three parts:
We do X …
So that Y happens …
Resulting in Z outcome .
Education: X We do pre-concert lectures to educate our audience Y so that their appreciation and understanding of music is enhanced Z resulting in a lifelong connection with classical music.
X We create curriculum for teachers for our book
Y so that they will have a teaching resource for their classrooms
Z resulting in children being excited about reading and writing.
Let’s restate this - in terms of social media Education: X We do podcasts to educate our audience Y so that their appreciation and understanding of music is enhanced Z resulting in a lifelong connection with classical music. Education: X We post curriculum online for teachers for our book Y so that they will have a teaching resource for their classrooms Z resulting in children being excited about reading and writing.
Turn the megaphone around
Really listen to your audience/customers
Ask open-ended questions
What do they really want
What do they really need
What do they value - what’s important to them
How does what you do, or how you do it, provide value to your audience?
How do your social media activities support your website, your email campaigns, box office development, PR, etc.?
How can you integrate all of your online with off-line components?
Once you have an initial strategy, how do you get your organization to own it?
How will you address any fears or concerns?
What is the real rate of change your organization can tolerate?
Who will implement your social media strategy?
How much time will it take?
How will you integrate social media into your work flow?
Outside expertise might be helpful
What is your original, measurable objective?
What hard data points or metrics will you use to track your objectives?
How often will you track?
Do you have the systems and tools set up to track efficiently?
How will you harvest insights from hard data and qualitative data as the project unfolds?
What questions will you ask to generate insights?
How to Deliver results
Define success up front
Learn & use web analytics
Review, refine & jump back in
Wash rinse and repeat
Tools and tactics
What tactics and which tools best support your objectives and match your targeted audience?
What tactics and which tools do you have the capacity to implement now or in the future?
Just Do It (Its Okay to Take Risks) Flickr attribution b d solis
Social media best practice: Start small
Try one thing
What small piece can you implement first as a pilot?
How will you learn from the pilot for your next experiment?
Here are some bite size pieces
Lurk on twitter
Sign up for a twitter account
Follow people you respect and see what they do
What do they do well
What could be improved on
What do you value about their tweets?
more bite size pieces
Share your stuff on the web
Post to Flickr, YouTube, Facebook, or your blog
Get a flip video camera and share it with people.
This is our chance to do some brainstorming together….
Subscribe to 5 blogs or feeds
Include www.nysarts.typepad.com as one of those
Set up Google alert for your Organization
Write up your mission / action statement: We do X to achieve Y for Z outcome.
Write up 5 things that you do that create value for your audience
Write up 5 ways you could do that online
THANK YOU! Continue the conversation with Rebecca on the NYS ARTS Blog Playback today’s session or review the slides on the blog and then post your comments about this course or ask questions. Rebecca is available to answer your questions! www.nysarts.typepad.com Next session August 13 | Inside Facebook If you want to learn more from Rebecca and Social Media come to the NYS ARTS Summit 2009 Innovation & Technology: Building social Capital Schenectady, NY September 22 & 23 2009