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.

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

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