Social Media for Arts Service OrganizationsNo strategy? No time? No staff? No problem!<br />APASO 2011<br />Come Gather Ro...
About Me<br />
About Me<br />GEEK ALERT!!<br />
Today We’ll Cover …<br />Social media review<br />Strategy development<br />Measuring social media<br />Discussion<br />Ti...
Social Media Review<br />
It’s Not Just for Little Susie<br />The ROI of Social Media<br />
General Benefits of Social Media<br />It’s FREE!<br />Builds deeper relationships<br />Increases brand awareness <br />Bro...
Social Media User Statistics<br />Sources: http://www.facebook.com/press/info.php?statistics;<br />http://www.observer.com...
Optimal Times for Posting on Facebook<br />Time of day<br />Mornings<br />Weekends<br />How often?<br />Every other day<br...
Social Media Strategy<br />
First, Some Questions<br />What are your goals?<br />Build relationships<br />Improve awareness/reputation<br />Generate s...
First, Some Questions<br />Who will be your community managers?<br />What social media platforms will you use? (Hint: Wher...
Do You Need a Social Media Policy?<br />Maybe.  Just keep these basics in mind:<br />Be polite<br />Be honest<br />Be open...
Social Media Measurement<br />
The Measurment Hierarchy<br />Goal >>> Objectives >>> Strategies >>> Tactics<br />Goal: To increase the brand footprint of...
So What Can You Measure?<br />Financial return<br />Conversions via unique links<br />Sales via social media promo codes<b...
So What Can You Measure?<br />Value, Awareness, Customer Satisfaction<br />Increase positive sentiment over time<br />Over...
Um … okay. How?<br />Google Analytics: http://www.google.com/analytics<br />Campaign codes<br />URL shorteners<br />Bit.ly...
Time-Saving ToolsandHelpful Utilities<br />
RSS Feeds – Feedburner.google.com<br />
RSS Feeds – TwitterFeed.com<br />
RSS Feeds – TwitterFeed.com<br />
RSS Feeds – TwitterFeed.com<br />
RSS Feeds – TwitterFeed.com<br />
HootSuite – Schedule Posts<br />
HootSuite – Schedule Posts<br />
HootSuite – Schedule Posts<br />
HootSuite – Monitoring<br />
Ping.fm<br />
Ping.fm<br />
Facebook to Twitter<br />
Hyper Alerts<br />
Hyper Alerts<br />
Hyper Alerts<br />
Nutshell Mail<br />
Nutshell Mail<br />
Nutshell Mail<br />
Twitter Chats with TweetChat<br />
URL Shorteners – Bit.ly<br />
URL Shorteners – Bit.ly<br />
Facebook Groups = Crowdsourcing<br />
Clever ContestsandPromotions<br />
Facebook Contests<br />
Facebook Contests<br />
Gowalla Contests<br />
Gowalla Contests<br />
Foursquare Scavenger Hunt<br />
Foursquare Scavenger Hunt<br />
Social Scavenger Hunts with SCVNGR<br />
QR Code Tours<br />
QR Code Tours<br />
New Things To Try<br />
Social Couponing<br />
Social Couponing<br />
Social Couponing<br />
Social Couponing<br />
Location-based Apps<br />
Location-based Apps<br />
Location-based Apps<br />
Location-based Apps<br />
Location-based Apps<br />
Location-based Apps<br />
Location-based Apps<br />
Location-based Apps<br />
Foursquare Setup<br />
QR Codes<br />
QR Codes<br />
QR Codes<br />Grace photo courtesy of Steve Butman Photography<br />
QR Codes<br />
QR Codes<br />
QR Codes<br />
QR Codes<br />
QR Codes<br />
QR Codes<br />
Build a QR Code<br />
Where To Find Me<br />Old School:<br /><ul><li>  Phone – 512.473.3513
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Social Media for Arts Service Organizations: No Strategy? No Time? No Staff? No Problem!

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Presentation delivered to the Assn. of Performing Arts Service Organizations' 2011 annual conference in Austin, TX.

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Social Media for Arts Service Organizations: No Strategy? No Time? No Staff? No Problem!

  1. 1. Social Media for Arts Service OrganizationsNo strategy? No time? No staff? No problem!<br />APASO 2011<br />Come Gather Round, People!<br />March 10, 2011<br />
  2. 2. About Me<br />
  3. 3. About Me<br />GEEK ALERT!!<br />
  4. 4. Today We’ll Cover …<br />Social media review<br />Strategy development<br />Measuring social media<br />Discussion<br />Time-saving tools and helpful utilities<br />Clever contests & promotions<br />New things to try<br />Foursquare sign up<br />Build a QR Code<br />Q&A<br />
  5. 5.
  6. 6. Social Media Review<br />
  7. 7. It’s Not Just for Little Susie<br />The ROI of Social Media<br />
  8. 8. General Benefits of Social Media<br />It’s FREE!<br />Builds deeper relationships<br />Increases brand awareness <br />Broadens your network<br />Helps SEO<br />Increases website traffic (or traffic to your business or organization)<br />Can help reach journalists/media<br />Empowers fans to be viral ambassadors for your brand<br />Source: Social Media for Tourism Pros<br />
  9. 9. Social Media User Statistics<br />Sources: http://www.facebook.com/press/info.php?statistics;<br />http://www.observer.com/2011/media/foursquare-user-no-6000000-signs;<br />http://blog.hubspot.com; <br />http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/<br />
  10. 10. Optimal Times for Posting on Facebook<br />Time of day<br />Mornings<br />Weekends<br />How often?<br />Every other day<br />Source: Dan Zarrella with HubSpot<br />
  11. 11. Social Media Strategy<br />
  12. 12. First, Some Questions<br />What are your goals?<br />Build relationships<br />Improve awareness/reputation<br />Generate sales (butts in seats), raise funds<br />Increase website rankings in search engines<br />What are your objectives?<br />Who is your target audience? What is your relationship like with them?<br />Who are your key influencers?<br />
  13. 13. First, Some Questions<br />Who will be your community managers?<br />What social media platforms will you use? (Hint: Where is your audience?)<br />What will you say?<br />How will you be human (what is your “voice”)?<br />How will you know when/if you’re successful?<br />
  14. 14. Do You Need a Social Media Policy?<br />Maybe. Just keep these basics in mind:<br />Be polite<br />Be honest<br />Be open<br />Be inclusive<br />Be forthright<br />Be legal<br />Be helpful<br />Don’t try to control the conversation<br />Accept, respond, and be gracious to negative feedback<br />Source: The Potluck Guide To Social Media Strategy<br />
  15. 15. Social Media Measurement<br />
  16. 16. The Measurment Hierarchy<br />Goal >>> Objectives >>> Strategies >>> Tactics<br />Goal: To increase the brand footprint of the Austin Creative Alliance through participation in social media.<br />Objectives: <br />Increase newsletter subscribers by 15% in 6 months.<br />Establish a Facebook fan page with 500 fans by the end of the year.<br />Strategies:<br />Designate a newsletter team to contribute articles.<br />Develop an editorial calendar.<br />Improve subscription tool on our website.<br />Tactics:<br />Email the organization asking for writers.<br />Hold a training session for contributors.<br />Source: Brass Tack Thinking (http://www.brasstackthinking.com/2009/12/how-to-create-measurable-objectives/)<br />
  17. 17.
  18. 18. So What Can You Measure?<br />Financial return<br />Conversions via unique links<br />Sales via social media promo codes<br />Social media-specific coupon redemption (e.g. Groupon, Living Social, etc.)<br />Total coupon downloads (signals interest/intent to buy)<br />Reduced per-call customer service costs<br />Decreased customer attrition rate<br />Cost per dollar raised<br />Source: Brass Tack Thinking (http://www.brasstackthinking.com/2010/06/5-objectives-for-social-media-measurement/ ; http://www.brasstackthinking.com/2010/01/practical-social-media-measurement-cost-savings/)<br />
  19. 19. So What Can You Measure?<br />Value, Awareness, Customer Satisfaction<br />Increase positive sentiment over time<br />Overall brand awareness across social media channels (via mentions)<br />Number of referrals or recommendations <br />Positive trends on key website stats (e.g. unique visitors, time on site, downloads, etc.)<br />Increased lead generation through social media<br />Clicks on shortened, unique links<br />Source: Brass Tack Thinking (http://www.brasstackthinking.com/2010/06/5-objectives-for-social-media-measurement/)<br />
  20. 20. Um … okay. How?<br />Google Analytics: http://www.google.com/analytics<br />Campaign codes<br />URL shorteners<br />Bit.ly<br />Owl.ly<br />Is.gd<br />BudURL<br />Incoming links<br />http://backtweets.com<br />Facebook & Twitter<br />Facebook Insights<br />http://klout.com<br />http://twittergrader.com<br />http://addictomatic.com<br />http://socialmention.com<br />What do you do?<br />
  21. 21. Time-Saving ToolsandHelpful Utilities<br />
  22. 22. RSS Feeds – Feedburner.google.com<br />
  23. 23. RSS Feeds – TwitterFeed.com<br />
  24. 24. RSS Feeds – TwitterFeed.com<br />
  25. 25. RSS Feeds – TwitterFeed.com<br />
  26. 26. RSS Feeds – TwitterFeed.com<br />
  27. 27. HootSuite – Schedule Posts<br />
  28. 28. HootSuite – Schedule Posts<br />
  29. 29. HootSuite – Schedule Posts<br />
  30. 30. HootSuite – Monitoring<br />
  31. 31. Ping.fm<br />
  32. 32. Ping.fm<br />
  33. 33. Facebook to Twitter<br />
  34. 34. Hyper Alerts<br />
  35. 35. Hyper Alerts<br />
  36. 36. Hyper Alerts<br />
  37. 37. Nutshell Mail<br />
  38. 38. Nutshell Mail<br />
  39. 39. Nutshell Mail<br />
  40. 40. Twitter Chats with TweetChat<br />
  41. 41. URL Shorteners – Bit.ly<br />
  42. 42. URL Shorteners – Bit.ly<br />
  43. 43. Facebook Groups = Crowdsourcing<br />
  44. 44. Clever ContestsandPromotions<br />
  45. 45. Facebook Contests<br />
  46. 46. Facebook Contests<br />
  47. 47. Gowalla Contests<br />
  48. 48. Gowalla Contests<br />
  49. 49. Foursquare Scavenger Hunt<br />
  50. 50. Foursquare Scavenger Hunt<br />
  51. 51. Social Scavenger Hunts with SCVNGR<br />
  52. 52. QR Code Tours<br />
  53. 53. QR Code Tours<br />
  54. 54. New Things To Try<br />
  55. 55. Social Couponing<br />
  56. 56. Social Couponing<br />
  57. 57. Social Couponing<br />
  58. 58. Social Couponing<br />
  59. 59. Location-based Apps<br />
  60. 60. Location-based Apps<br />
  61. 61. Location-based Apps<br />
  62. 62. Location-based Apps<br />
  63. 63. Location-based Apps<br />
  64. 64. Location-based Apps<br />
  65. 65. Location-based Apps<br />
  66. 66. Location-based Apps<br />
  67. 67. Foursquare Setup<br />
  68. 68. QR Codes<br />
  69. 69. QR Codes<br />
  70. 70. QR Codes<br />Grace photo courtesy of Steve Butman Photography<br />
  71. 71. QR Codes<br />
  72. 72. QR Codes<br />
  73. 73. QR Codes<br />
  74. 74. QR Codes<br />
  75. 75. QR Codes<br />
  76. 76. QR Codes<br />
  77. 77. Build a QR Code<br />
  78. 78. Where To Find Me<br />Old School:<br /><ul><li> Phone – 512.473.3513
  79. 79. E-mail – sarah.page@lcra.org</li></ul>New School:<br /><ul><li> Twitter - @ColoradoRiverTr (work), @pagetx (personal)
  80. 80. Facebook – http://www.facebook.com/ColoradoRiverTrail
  81. 81. Flickr – http://www.flickr.com/groups/ColoradoRiverTrail
  82. 82. Foursquare – http://foursquare.com/pagetx
  83. 83. Gowalla – http://gowalla.com/users/pagetx (personal), http://gowalla.com/users/ColoradoRiverTrail (work)
  84. 84. Delicious – http://delicious.com/pagetx</li>
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