Presented by Carnegie Mellon’s Center for Arts Management and Technology October 6, 2009 The Arts and Social Media From Ex...
Executive Director Blogger Tweeter Communicator Arts Advocate Strategic Marketer NOT  AN  EXPERT Just an arts administrato...
Social Media Strategy Framework
Levels of User Engagement
Who Should Maintain Your Organization’s Digital Identity? <ul><li>One individual or split duties among individuals? </li><...
Social Media and Social Networks are Tools <ul><li>Tools are only as good as their users </li></ul><ul><li>Learn how to us...
 
RSS Feeds: A Must-Have Tool for Your Toolbox The presence of this icon in the address bar of your Internet browser indicat...
A  web page may also use the RSS symbol to indicate that you may subscribe to one or more content feeds.
 
RSS readers aggregate feed subscriptions into a centralized area to help users stay updated on the latest news and content...
 
Best Practices - RSS <ul><li>Make sure your regularly updated content has an RSS feed </li></ul><ul><li>Share your RSS fee...
Tips for Social Media Monitoring <ul><li>Set up comprehensive  Google Alerts </li></ul><ul><li>Use  Twitter Search  to fol...
Best Practices - Sharing <ul><li>Add “Share This” widgets to your website </li></ul>
Best Practices - Sharing <ul><li>Consider creating your own widgets that your constituents or visitors can share on their ...
Best Practices - Sharing <ul><li>Share the content of others </li></ul><ul><li>Share your own content across multiple plat...
Best Practices:  Blogging <ul><li>Pick an interesting voice </li></ul><ul><li>Use the <!--more--> code when you go over 25...
Best Practices: YouTube <ul><li>Get a nonprofit channel </li></ul><ul><li>Tag your videos with keywords </li></ul><ul><li>...
 
Best Practices:  Facebook <ul><li>The World of  Facebook </li></ul><ul><ul><li>Profiles are for People </li></ul></ul><ul>...
Facebook – Profiles are for People
Facebook – Pages are for Organizations
Use Page Insights to learn about your fans. Add a badge to your web site or blog.
Facebook – Use Groups to Control Membership
Facebook – Use Events to Increase Attendance
Facebook – Causes Raise Visibility and $
Facebook Advertising Allows you to target your ads by various criteria.  You can either pay for impressions or pay for cli...
 
 
 
Best Practices: Twitter <ul><li>70 – 20 – 10 Engagement Model </li></ul><ul><ul><li>70% - Sharing others voices, opinions,...
Best Practices: Twitter <ul><li>Help yourself with tools </li></ul><ul><ul><li>Tools for managing the voices Tweetdeck ,  ...
Should You Build Your Own Social Network? <ul><li>2009 Nonprofit Social Network Survey Report  – 30.6% of responding nonpr...
 
Questions
NOVEMBER 5 – 2:00-3:30pm EST Mobile Applications for the Arts: Where Are We?  Presenter: Ron Evans, Groupofminds.com Upcom...
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The Arts and Social Media: From Experiment to Strategy

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Webinar presented on October 6, 2009 by David Dombrosky, executive director of the Center for Arts Management and Technology at Carnegie Mellon University

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The Arts and Social Media: From Experiment to Strategy

  1. 1. Presented by Carnegie Mellon’s Center for Arts Management and Technology October 6, 2009 The Arts and Social Media From Experiment to Strategy
  2. 2. Executive Director Blogger Tweeter Communicator Arts Advocate Strategic Marketer NOT AN EXPERT Just an arts administrator who pays attention to the constantly changing world of technology
  3. 3. Social Media Strategy Framework
  4. 4. Levels of User Engagement
  5. 5. Who Should Maintain Your Organization’s Digital Identity? <ul><li>One individual or split duties among individuals? </li></ul><ul><li>Team approach – multiple people sharing duties? </li></ul><ul><li>Executive staff? </li></ul><ul><li>Marketing staff? </li></ul><ul><li>Younger staff or interns? </li></ul><ul><li>Artists? </li></ul><ul><li>Volunteers? </li></ul>© copyright 2007, nicemonkey | NewDarkRoom.com , LLC Earlier in 2009, the American Red Cross released a Social Media Strategy Handbook for its employees containing a number of sound policies that may be adopted by arts organizations.
  6. 6. Social Media and Social Networks are Tools <ul><li>Tools are only as good as their users </li></ul><ul><li>Learn how to use them effectively </li></ul><ul><ul><li>Watch how others use them </li></ul></ul><ul><ul><li>Practice before going pro </li></ul></ul><ul><li>Envision success so you can achieve it </li></ul><ul><li>Maximize your use of each tool </li></ul><ul><ul><li>Why use 5 tools if 1 will suffice? </li></ul></ul><ul><ul><li>Will combining tools = progress or split-focus? </li></ul></ul><ul><li>Respect your capacity! </li></ul>
  7. 8. RSS Feeds: A Must-Have Tool for Your Toolbox The presence of this icon in the address bar of your Internet browser indicates that the content on the web page is syndicated with an RSS feed. To create RSS feeds: To aggregate RSS feeds: RSS (Really Simple Syndication) is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it. RSS solves a problem for people who regularly use the web. It allows you to easily stay informed by retrieving the latest content from the sites you are interested in. You save time by not needing to visit each site individually. * Description from What Is RSS?
  8. 9. A web page may also use the RSS symbol to indicate that you may subscribe to one or more content feeds.
  9. 11. RSS readers aggregate feed subscriptions into a centralized area to help users stay updated on the latest news and content from their favorite web sites.
  10. 13. Best Practices - RSS <ul><li>Make sure your regularly updated content has an RSS feed </li></ul><ul><li>Share your RSS feed with your site visitors, social network friends, etc. </li></ul><ul><li>Set up an RSS feed reader with relevant blogs and new feeds </li></ul><ul><li>Use RSS feeds to help streamline your social media workflow. </li></ul>
  11. 14. Tips for Social Media Monitoring <ul><li>Set up comprehensive Google Alerts </li></ul><ul><li>Use Twitter Search to follow hashtags and keywords in Twitter streams </li></ul><ul><li>Use URL shorteners like http://bit.ly </li></ul><ul><li>Get addicted to Google Analytics </li></ul>
  12. 15. Best Practices - Sharing <ul><li>Add “Share This” widgets to your website </li></ul>
  13. 16. Best Practices - Sharing <ul><li>Consider creating your own widgets that your constituents or visitors can share on their Web sites and pages </li></ul>
  14. 17. Best Practices - Sharing <ul><li>Share the content of others </li></ul><ul><li>Share your own content across multiple platforms </li></ul>Video Interview with Guest Artist Post on org’s YouTube channel Embed video in blog post Share YouTube link via Twitter Post link in org’s online press room Share YouTube link via Facebook Page Share video link via e-newsletter
  15. 18. Best Practices: Blogging <ul><li>Pick an interesting voice </li></ul><ul><li>Use the <!--more--> code when you go over 250 – 300 words </li></ul><ul><li>Maximize outbound links </li></ul><ul><li>Set outbound links to be opened in a new window </li></ul><ul><li>Invite and encourage conversation </li></ul>By placing this code in the HTML version of your blog, you create a link on your page labeled “Read the rest of this entry”. This connects your reader to further information without requiring them to search for it on the Web.
  16. 19. Best Practices: YouTube <ul><li>Get a nonprofit channel </li></ul><ul><li>Tag your videos with keywords </li></ul><ul><li>Embed videos in your blog and website </li></ul><ul><li>Engage commenters </li></ul><ul><li>Think about Kick -ing it </li></ul><ul><li>Behind-the-scenes interviews </li></ul><ul><li>Benefits of a Nonprofit Channel: </li></ul><ul><li>Ability to change the look and feel of your YouTube page to more closely resemble your branding. </li></ul><ul><li>Ability to drive fundraising through a Google Checkout “Donate” button. </li></ul><ul><li>Ability to add a Call-to-Action overlay on your videos to drive campaigns. </li></ul>KickLight is an online service that allows video producers to add synchronized visual elements (“Kicks”) to their online videos. Wherever that video is ultimately sent or embedded, the Kicks go with it.
  17. 21. Best Practices: Facebook <ul><li>The World of Facebook </li></ul><ul><ul><li>Profiles are for People </li></ul></ul><ul><ul><li>Get a Page , Get Some Fans </li></ul></ul><ul><ul><li>Use Groups for Controlled Membership </li></ul></ul><ul><ul><li>Use Events to Generate Attendance </li></ul></ul><ul><ul><li>Causes : Donations or Visibility? </li></ul></ul><ul><ul><li>The Growing Power of Ads </li></ul></ul>
  18. 22. Facebook – Profiles are for People
  19. 23. Facebook – Pages are for Organizations
  20. 24. Use Page Insights to learn about your fans. Add a badge to your web site or blog.
  21. 25. Facebook – Use Groups to Control Membership
  22. 26. Facebook – Use Events to Increase Attendance
  23. 27. Facebook – Causes Raise Visibility and $
  24. 28. Facebook Advertising Allows you to target your ads by various criteria. You can either pay for impressions or pay for clicks.
  25. 32. Best Practices: Twitter <ul><li>70 – 20 – 10 Engagement Model </li></ul><ul><ul><li>70% - Sharing others voices, opinions, and tools </li></ul></ul><ul><ul><li>20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues </li></ul></ul><ul><ul><li>10% - Promoting and/or chit-chatting </li></ul></ul>
  26. 33. Best Practices: Twitter <ul><li>Help yourself with tools </li></ul><ul><ul><li>Tools for managing the voices Tweetdeck , Tweetie , etc. </li></ul></ul><ul><ul><li>Tools for productivity SocialOoomph </li></ul></ul><ul><ul><li>Tools for recommending you and others MrTweet </li></ul></ul><ul><ul><li>Look for tools . Don’t assume their non-existence. </li></ul></ul>
  27. 34. Should You Build Your Own Social Network? <ul><li>2009 Nonprofit Social Network Survey Report – 30.6% of responding nonprofits had their own social network </li></ul><ul><li>Why would you want to create your own? </li></ul><ul><li>Ning , GroupSite , SocialGo </li></ul><ul><li>White Label Social Network Platforms Chart from TechCrunch </li></ul>
  28. 36. Questions
  29. 37. NOVEMBER 5 – 2:00-3:30pm EST Mobile Applications for the Arts: Where Are We? Presenter: Ron Evans, Groupofminds.com Upcoming Technology in the Arts Webinar

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