Social Media and Social Networks:From Experiment to Strategy<br />August 29, 2009Boston, Massachusetts <br />David Dombros...
Who Is This Guy?<br />Short-sighted Futurist<br />Executive Director<br />Q U E E R<br />Listener<br />Accidental Techie<b...
EXPERT<br />
Opening Questions<br />
Social Media and Social Networks Are Tools<br />Tools are only as good as their users<br />Learn how to use them effective...
Social Media Landscape<br />
Levels of User Engagement<br />Curators<br />Moderate a forum<br />Edit a wiki<br />
Social Media Strategy Framework<br />
The Question of Who?<br />Who should maintain your organization’s digital identity?<br />Executive staff?<br />Marketing d...
Tips for Monitoring<br />Set up comprehensive Google Alerts<br />Set up a feed reader with relevant blogs and new feeds<br...
Tips for Measuring<br />Use URL shorteners like http://bit.ly<br />These services track the number of clicks.<br />If you ...
Tips for Measuring<br />Get addicted to Google Analytics<br />Tracks top referral sites – including social media<br />Numb...
Best Practices:  Sharing<br />Add “Share This” widgets to your website<br />
Best Practices:  Sharing<br />Consider creating your own widgets that your constituents or visitors can share on their own...
Best Practices:  Sharing<br />Share the content of others<br />Share your own content across platforms<br />
Best Practices: RSS<br />Make sure your content has an RSS feed<br />Share your RSS feed with your site visitors, social n...
Best Practices:  Blogging<br />Pick an interesting voice<br />Use the &lt;!--more--&gt; code when you go over 250 – 300 wo...
Best Practices: YouTube<br />Get a nonprofit channel<br />Tag your videos with keywords<br />Embed videos in your blog and...
Best Practices:  Facebook<br />The World of Facebook<br />Profiles are for People<br />Get a Page, Get Some Fans<br />Use ...
Best Practices: Twitter<br />70 – 20 – 10 Engagement Model<br />70% - Sharing others voices, opinions, and tools<br />20% ...
Best Practices: Twitter<br />Help yourself with tools<br />Tools for managing the voicesTweetdeck, Tweetie, etc.<br />Tool...
Should You Build Your Own Social Network?<br />2009 Nonprofit Social Network Survey Report – 30.6% of responding nonprofit...
RESOURCES<br />Nonprofit Technology Network<br />Idealware.org<br />Mashable<br />Center for Arts Management and Technolog...
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Social Media And Social Networks From Experiment To Strategy Aug09

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A look at a possible framework for building a social media strategy. Best practices and tips are shared on particular social media types and platforms.

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  • Executive Director, Center for Arts Management and Technology at Carnegie Mellon University QUEER – I’m here – I’m used to it – Sometimes I’m angry; sometimes I’m gay I listen to the Web – more on that later I blog I tweet I advocate I’m a short-sighted futurist I’m a communicator I’m an accidental techie – self-taught by necessity I’m a strategic marketer I am NOT AN EXPERT
  • How many of your organizations use Twitter? Why?Raise your hand if your organization has a Facebook page. Why?How many of you blog? What do you hope to achieve by blogging?
  • A Google Alert is an aggregate of the latest results from multiple sources (news, Web and blogs) into a single e-mail or RSS feed. A Web-based version of a clipping service. Web or RSS feeds are the standard method of distributing dynamic content to subscribers. Dynamic content can include blog posts, newspaper or magazine articles, news releases, audio files and videos. Whenever you see the icon on the right you know you can click to subscribe to the content.
  • Consider creating your own widgets that your constituents or visitors can share on their own sites and pages.
  • Social Media And Social Networks From Experiment To Strategy Aug09

    1. 1. Social Media and Social Networks:From Experiment to Strategy<br />August 29, 2009Boston, Massachusetts <br />David Dombrosky<br />Center for Arts Management and Technology<br />
    2. 2. Who Is This Guy?<br />Short-sighted Futurist<br />Executive Director<br />Q U E E R<br />Listener<br />Accidental Techie<br />Blogger<br />Tweeter<br />Advocate<br />Communicator<br />Strategic Marketer<br />NOT AN EXPERT<br />
    3. 3. EXPERT<br />
    4. 4. Opening Questions<br />
    5. 5. Social Media and Social Networks Are Tools<br />Tools are only as good as their users<br />Learn how to use them effectively<br />Watch how others use them<br />Practice before going pro<br />Envision success so you can achieve it<br />Maximize your use of each tool<br />Why use 5 tools if 1 will suffice?<br />Will combining tools = progress or split-focus?<br />Respect your capacity!<br />
    6. 6. Social Media Landscape<br />
    7. 7. Levels of User Engagement<br />Curators<br />Moderate a forum<br />Edit a wiki<br />
    8. 8. Social Media Strategy Framework<br />
    9. 9. The Question of Who?<br />Who should maintain your organization’s digital identity?<br />Executive staff?<br />Marketing department?<br />Younger staff members?<br />Interns?<br />Artists?<br />
    10. 10. Tips for Monitoring<br />Set up comprehensive Google Alerts<br />Set up a feed reader with relevant blogs and new feeds<br />Use Twitter Search to follow hashtags and keywords in Twitterstreams<br />
    11. 11. Tips for Measuring<br />Use URL shorteners like http://bit.ly<br />These services track the number of clicks.<br />If you post a link on multiple social media sites, associate a unique short URL with each site. This can help you to determine variances in your community members across sites.<br />
    12. 12. Tips for Measuring<br />Get addicted to Google Analytics<br />Tracks top referral sites – including social media<br />Number of unique visits<br />Average amount of time per visit<br />Bounce Rate<br />Can help you develop metric benchmarks for envisioning success<br />
    13. 13. Best Practices: Sharing<br />Add “Share This” widgets to your website<br />
    14. 14. Best Practices: Sharing<br />Consider creating your own widgets that your constituents or visitors can share on their own sites and pages<br />
    15. 15. Best Practices: Sharing<br />Share the content of others<br />Share your own content across platforms<br />
    16. 16. Best Practices: RSS<br />Make sure your content has an RSS feed<br />Share your RSS feed with your site visitors, social network friends, etc.<br />Use RSS feeds to help streamline your social media workflow.<br />
    17. 17. Best Practices: Blogging<br />Pick an interesting voice<br />Use the &lt;!--more--&gt; code when you go over 250 – 300 words<br />Maximize outbound links<br />Set outbound links to be opened in a new window<br />Invite and encourage conversation<br />
    18. 18. Best Practices: YouTube<br />Get a nonprofit channel<br />Tag your videos with keywords<br />Embed videos in your blog and website<br />Engage commenters<br />Think about Kick-ing it<br />
    19. 19. Best Practices: Facebook<br />The World of Facebook<br />Profiles are for People<br />Get a Page, Get Some Fans<br />Use Groups for Controlled Membership<br />Use Events to Generate Attendance<br />Causes: Donations or Visibility?<br />The Growing Power of Ads<br />
    20. 20. Best Practices: Twitter<br />70 – 20 – 10 Engagement Model<br />70% - Sharing others voices, opinions, and tools<br />20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues<br />10% - Promoting and/or chit-chatting<br />
    21. 21. Best Practices: Twitter<br />Help yourself with tools<br />Tools for managing the voicesTweetdeck, Tweetie, etc.<br />Tools for productivitySocialOoomph<br />Tools for recommending you and othersMrTweet<br />Look for tools. Don’t assume their non-existence.<br />
    22. 22. Should You Build Your Own Social Network?<br />2009 Nonprofit Social Network Survey Report – 30.6% of responding nonprofits had their own social network<br />Why would you want to create your own?<br />Ning, GroupSite, SocialGo<br />White Label Social Network Platforms Chart from TechCrunch<br />
    23. 23. RESOURCES<br />Nonprofit Technology Network<br />Idealware.org<br />Mashable<br />Center for Arts Management and Technology:<br />camt.artsnet.org - products, services<br />www.TechnologyInTheArts.org – blog, podcast, webinars, professional development, consulting, resource list<br />

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