What's Your Story? Introduction to Social Media Strategy for Artists & Arts Organisations

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Originally presented at Underbelly Arts Festival, Cockatoo Island, Sydney, July 2011 …

Originally presented at Underbelly Arts Festival, Cockatoo Island, Sydney, July 2011

Introduction: "Getting into Facebook, Twitter and blogging is only half the story – what do you do once you’re there? How do you, as an artist, make good use of these tools to tell the full story? Stuart Buchanan has worked with a multitude of key arts organisations, both here and overseas, helping them to make the most of the web and social media. In this highly practical session, he introduces various ways to help you along the path towards social media enlightenment."

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  • 1. SOCIAL MEDIAWHAT’S YOUR STORY?Stuart Buchanan, The Nest.www.wearethenest.com.au
  • 2. (WHAT IS SOCIAL MEDIA?)
  • 3. SOCIALflickr img by sharynmorrow
  • 4. SOCIAL MEDIAflickr img by sharynmorrow flickr img by steve rhodes
  • 5. SOCIAL MEDIAflickr img by sharynmorrow flickr img by steve rhodes
  • 6. WHICH ADVERTISING CAN BE TRUSTED? Personal RecommendationsConsumer reviews posted online Brand websites Editorial Content Brand Sponsorships TV Newspaper Magazine Outdoor Radio E-Newsletters Ads Before Movies 0 15 30 45 60 75 Nielsen, July 2009
  • 7. AUSTRALIA COUNCIL FOR THE ARTSCONNECTING THE ARTS RESEARCH, JUNE 2011Internet plays a key role in event awareness for 40% of arts attenders,more than TV, Radio or Outdoor.Most used online awareness tools:Email newsletter (53%) highest skew for 55+Ticket Outlet Website (35%) highest skew for 18-24+ for theatre & live musicReferral Email from Friend (28%) highest skew for 25-34+Search Engine (27%) highest skew for 18-24+Facebook (26%) highest skew for 18-24+ & highest skew for live musicVenue Web Site (20%)Arts Organisation Web Site (17%)Online most used in the attendance journey for:Research (75%)Planning (71%)Post-event Sharing / Discussion (66%)
  • 8. SPOT THE DIFFERENCE:
  • 9. SPOT THE DIFFERENCE:
  • 10. SPOT THE DIFFERENCE:
  • 11. SPOT THE DIFFERENCE:
  • 12. SPOT THE DIFFERENCE:
  • 13. SPOT THE DIFFERENCE:
  • 14. SPOT THE DIFFERENCE:
  • 15. SPOT THE DIFFERENCE:
  • 16. The daughter of a dancer mother, Dannii found the spotlight early anddiscovered a passion for entertaining that has never faded.After early soap opera appearances, including Home and Away, astring of chart hits in the early 90s (Love And Kisses, Success, Jump ToThe Beat, Baby Love, This Is It . . .) launched Dannii as an establishedpop singer before she then re-invented herself as one of the worldsmost popular female dance acts.Most recently, she has found a new army of loving fans as a judge onThe X Factor, where she has charmed audiences with her sincerity,compassion and warmth. Her recent emotional Piers Morganinterview was watched by a record-breaking six million viewers.In this very personal and uplifting autobiography, Dannii talks openlyfor the first time about the highs and lows of her 30 year career; hermarriage and subsequent divorce to Julian McMahon; the trials andtribulations of her role as an X Factor judge; her relationship withsister Kylie and, of course, becoming a mother.Explosively revealing, Dannii Minogue: My Story is setto be the autobiography of the year.
  • 17. The daughter of a dancer mother, Dannii found the spotlight early and discovered a passion for entertaining that has never faded. After early soap opera appearances, including Home and Away, a string of chart hits in the early 90s (Love And Kisses, Success, Jump To The Beat, Baby Love, This Is It . . .) launched Dannii as an established pop singer before she then re-invented herself as one of the worlds most popular female dance acts.YOUR STORY IS MUCH as a judge on Most recently, she has found a new army of loving fans MORE INTERESTING Morgan The X Factor, where she has charmed audiences with her sincerity, compassion and warmth. Her recent emotional Piers interview was watched by a record-breaking six million viewers. In this very personal and uplifting autobiography, Dannii talks openly for the first time about the highs and lows of her 30 year career; her marriage and subsequent divorce to Julian McMahon; the trials and tribulations of her role as an X Factor judge; her relationship with sister Kylie and, of course, becoming a mother. Explosively revealing, Dannii Minogue: My Story is set to be the autobiography of the year.
  • 18. The daughter of a dancer mother, Dannii found the spotlight early and discovered a passion for entertaining that has never faded. After early soap opera appearances, including Home and Away, a string of chart hits in the early 90s (Love And Kisses, Success, Jump To The Beat, Baby Love, This Is It . . .) launched Dannii as an established pop singer before she then re-invented herself as one of the worlds most popular female dance acts. USErecently, she has found aMEDIA fans as a judge on Most SOCIAL new army of lovingTOcompassion andYOUR STORY Morgan TELL warmth. Her recent emotional Piers The X Factor, where she has charmed audiences with her sincerity, interview was watched by a record-breaking six million viewers. In this very personal and uplifting autobiography, Dannii talks openly for the first time about the highs and lows of her 30 year career; her marriage and subsequent divorce to Julian McMahon; the trials and tribulations of her role as an X Factor judge; her relationship with sister Kylie and, of course, becoming a mother. Explosively revealing, Dannii Minogue: My Story is set to be the autobiography of the year.
  • 19. WHY STORYTELLING?
  • 20. WHY STORYTELLING? You want to create a personalconnection through your work.
  • 21. WHY STORYTELLING? You want to create a personalconnection through your work. Your story never ends.
  • 22. WHY STORYTELLING? You want to create a personal connection through your work. Your story never ends.You want people to keep reading.
  • 23. WHY STORYTELLING? You want to create a personal connection through your work. Your story never ends.You want people to keep reading. One project = one chapter.
  • 24. WHY STORYTELLING? You want to create a personal connection through your work. Your story never ends. You want people to keep reading. One project = one chapter.The whole story is more interesting than a single chapter.
  • 25. WHAT’S YOUR STORY?
  • 26. WHAT’S YOUR STORY? NARRATIVE: WHERE DID YOU COME FROM? HOW DID YOU GET HERE?WHY DID YOU TAKE THIS PATH? WHERE ARE YOU GOING? flickr img by silvertrace
  • 27. WHAT’S YOUR STORY? CHARACTER: WHO ARE THE PERSONALITIES? WHAT DO THEY LIKE? WHAT DO THEY NOT LIKE? WHAT SORT OF PERSON ARE THEY?flickr img by sharynmorrow
  • 28. WHAT’S YOUR STORY? VOICE: WHO’S TALKING? WHAT DO DOES THEIR VOICE SOUND LIKE?flickr img by yume photo
  • 29. WHAT’S YOUR STORY? READERS: WHO’S READING? WHAT DO THEY WANT TO KNOW? HOW MIGHT THEY INTERACT?
  • 30. A story has many chapters.
  • 31. A story has many chapters.CHAPTER CHAPTER CHAPTER
  • 32. A story has many chapters. A chapter has many scenes.CHAPTER CHAPTER CHAPTER
  • 33. A story has many chapters. A chapter has many scenes.CHAPTER CHAPTER CHAPTER SCENE SCENE SCENE SCENE SCENE SCENE SCENE SCENE SCENE SCENE SCENE SCENE SCENE SCENE SCENE
  • 34. What’s in a scene?
  • 35. What’s in a scene?FIVE WAYS TO USE SOCIAL MEDIA.
  • 36. What’s in a scene?FIVE WAYS TO USE SOCIAL MEDIA. Groundswell by Charlene Li and Josh Bernoff (Harvard Business School Press / Forrester, 2008)
  • 37. What’s in a scene?FIVE WAYS TO USE SOCIAL MEDIA.
  • 38. What’s in a scene? FIVE WAYS TO USE SOCIAL MEDIA.LISTENING gaining insight into the context & expectations.
  • 39. What’s in a scene? FIVE WAYS TO USE SOCIAL MEDIA.LISTENING gaining insight into the context & expectations.TALKING generating awareness and visibility of the basics
  • 40. What’s in a scene? FIVE WAYS TO USE SOCIAL MEDIA.LISTENING gaining insight into the context & expectations.TALKING generating awareness and visibility of the basicsSUPPORTING practical help & assistance for audience
  • 41. What’s in a scene? FIVE WAYS TO USE SOCIAL MEDIA.LISTENING gaining insight into the context & expectations.TALKING generating awareness and visibility of the basicsSUPPORTING practical help & assistance for audienceEMBRACING feedback, suggestions, help via crowd-sourcing
  • 42. What’s in a scene? FIVE WAYS TO USE SOCIAL MEDIA.LISTENING gaining insight into the context & expectations.TALKING generating awareness and visibility of the basicsSUPPORTING practical help & assistance for audienceEMBRACING feedback, suggestions, help via crowd-sourcingENTHUSING inspire & entertain + critical insights & ideas
  • 43. A chapter has many scenes.FIVE WAYS TO USE All the interesting SOCIAL MEDIA CHAPTER things you’re doing at Underbelly. Background to UB / LISTENING SCENE what are people talking about? The project, TALKING SCENE the participants, the rationale. SUPPORTING SCENE Where, when, how? EMBRACING SCENE Get help, solicit feedback and thoughts. ENTHUSING SCENE (1) Inspiration & Genesis (2) Documentation & outcomes.
  • 44. The whole story is more interesting than a single chapter.
  • 45. The whole story is more interesting than a single chapter.CHAPTER
  • 46. The whole story is more interesting than a single chapter.CHAPTER CHAPTERCHAPTER CHAPTERCHAPTER CHAPTERCHAPTER CHAPTERCHAPTER CHAPTER
  • 47. The whole story is more interesting than a single chapter.CHAPTER CHAPTERCHAPTER CHAPTERCHAPTER CHAPTER MY STORYCHAPTER CHAPTER by Your NameCHAPTER CHAPTER
  • 48. TELLING YOUR STORY
  • 49. TELLING YOUR STORY THE NARRATIVE: Use a blog to house your main narrative - all the chapters can be collected as categories or tags.
  • 50. TELLING YOUR STORY THE NARRATIVE CHAPTERS & SCENES: Embellish the story with photos, videos & audio using free services.
  • 51. TELLING YOUR STORY THE NARRATIVE CHAPTERS & SCENES PROMOTE THE STORY: Create a Facebook Page linked to your blog. Start engaging on Twitter.
  • 52. TELLING YOUR STORY THE NARRATIVE CHAPTERS & SCENES PROMOTE THE STORY LOCATE THE STORY: Ground yourself with Foursquare & Instagram
  • 53. TELLING YOUR STORY THE NARRATIVE CHAPTERS & SCENES PROMOTE THE STORY LOCATE THE STORY
  • 54. WHAT WILL IT ALL COST?
  • 55. WHAT WILL IT ALL COST? DOMAIN NAMES HOSTING $20 per year $0 - $400 per yearflickr img by heartfelthandmade flickr img by OldOnliner
  • 56. WHAT WILL IT ALL COST? FLICKR $0 for Standard $25 for ‘Pro’ account VIMEO $0 for Standard $50 for ‘Pro’ account SOUNDCLOUD $0 for Standard from $25 for ‘Pro’ account
  • 57. WHAT WILL IT ALL COST? ZOOM AUDIO FLIP HD VIDEO $250 $200CANON 550D $1200 YOUR PHONE $?
  • 58. WHAT WILL IT ALL COST? flickr img by matthew masin
  • 59. HOW DO I KNOW IF IT WORKED?
  • 60. HOW DO I KNOW IF IT WORKED?
  • 61. HOW DO I KNOW IF IT WORKED?
  • 62. BRINGING IT ALL TOGETHER
  • 63. BRINGING IT ALL TOGETHERWHAT IS IT YOU WANT TO SAY?
  • 64. BRINGING IT ALL TOGETHERWHAT IS IT YOU WANT TO SAY?THINK ABOUT YOUR STORY & YOUR MESSAGES
  • 65. BRINGING IT ALL TOGETHERWHAT IS IT YOU WANT TO SAY?THINK ABOUT YOUR STORY & YOUR MESSAGESWHO WILL YOU SAY IT TO?
  • 66. BRINGING IT ALL TOGETHERWHAT IS IT YOU WANT TO SAY?THINK ABOUT YOUR STORY & YOUR MESSAGESWHO WILL YOU SAY IT TO?KNOW YOUR AUDIENCE
  • 67. BRINGING IT ALL TOGETHERWHAT IS IT YOU WANT TO SAY?THINK ABOUT YOUR STORY & YOUR MESSAGESWHO WILL YOU SAY IT TO?KNOW YOUR AUDIENCEHOW WILL YOU SAY IT?
  • 68. BRINGING IT ALL TOGETHERWHAT IS IT YOU WANT TO SAY?THINK ABOUT YOUR STORY & YOUR MESSAGESWHO WILL YOU SAY IT TO?KNOW YOUR AUDIENCEHOW WILL YOU SAY IT?CONTENT THROUGH WORDS, PICTURES, VIDEOS, SOUND
  • 69. BRINGING IT ALL TOGETHERWHAT IS IT YOU WANT TO SAY?THINK ABOUT YOUR STORY & YOUR MESSAGESWHO WILL YOU SAY IT TO?KNOW YOUR AUDIENCEHOW WILL YOU SAY IT?CONTENT THROUGH WORDS, PICTURES, VIDEOS, SOUNDWHERE WILL YOU SAY IT?
  • 70. BRINGING IT ALL TOGETHERWHAT IS IT YOU WANT TO SAY?THINK ABOUT YOUR STORY & YOUR MESSAGESWHO WILL YOU SAY IT TO?KNOW YOUR AUDIENCEHOW WILL YOU SAY IT?CONTENT THROUGH WORDS, PICTURES, VIDEOS, SOUNDWHERE WILL YOU SAY IT?BLOG, FACEBOOK, TWITTER, YOUTUBE etc
  • 71. FOR MORE INFO & IDEAS,VISIT www.wearethenest.comEMAIL stuart@wearethenest.com