ArtsWestchester Managing Social Media

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Managing Social Media before it Manages You - Presentation at United Way Leadership Summit in Westchester NY. Lots of credit to Beth Kanter, NTEN and Idealware for slide content!

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  • http://www.care2.com/click-to-donate/
  • http://www.crunchgear.com/2010/01/15/text-to-donate-total-exceeds-10m-i-think-were-onto-something/
  • Idealware and NTEN presentation slide
  • Idealware and NTEN credit
  • Idealware and NTEN credit
  • Idealware and NTEN credit
  • Idealware and NTEN credit
  • Wendy Harman - RED CROSS
  • ArtsWestchester Managing Social Media

    1. 1. ARTSWESTCHESTER<br />May 9, 2011<br />Manage Your Social Media <br />Before … It Manages You<br />Janet Langsam, <br />Panel Moderator – CEO ArtsWestchester<br />Rebecca Krause-Hardie<br />AudienceWorks<br />Diana P. Olano, <br />Digital Media Coordinator, ArtsWestchester<br />
    2. 2. Strategy Step by Step<br /><ul><li>Objectives
    3. 3. Audience
    4. 4. Integration
    5. 5. Tools and Tactics
    6. 6. Measurement</li></li></ul><li>Start with “the End” in Mind<br />What Do You Want For Outcomes<br />Define Success Up Front <br />What Are Your Time-based and Measurable Objectives <br />
    7. 7. What do they want? (ask them)<br />
    8. 8. The Currency of Social Capital<br />“connections within and between social networks”<br />“social networks have value”<br />Investing in relationships by being transparent, authentic and passionate and delivering value<br />Over time - builds trust, passionate loyalty and earned social capital (take it to the bank)<br />Note: It’s never about price. It’s about delivering sustained value … over time<br />
    9. 9. 24%<br />37%<br />21%<br />51%<br />73%<br />18%<br />2010<br />
    10. 10. Ladder of engagement<br />Take Action<br />Advocate<br />Share<br />Like<br />Click<br />Look<br /> It takes 3 -18 months<br />
    11. 11.
    12. 12.
    13. 13. Tactical Approaches to Social Media<br />Community Building & Social Networking<br />Generate<br />Buzz<br />Social<br />Content<br />Engagement<br />Listen<br />backtype<br /> 5hr<br /> 10hr<br /> 15hr<br /> 20hr<br />Less Time<br />More time<br />
    14. 14. More is not Better!<br />Go Deeper, not broader!<br />
    15. 15. A Few Listening Tools<br />These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.<br />
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20. Listening Leads to Participation<br />These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.<br />
    21. 21. Join the Conversations<br /><ul><li>Who is talking about you already?
    22. 22. Who is talking about related topics?</li></li></ul><li>
    23. 23.
    24. 24. Tactical Approaches to Social Media<br />Community Building & Social Networking<br />Generate<br />Buzz<br />Social<br />Content<br />Engagement<br />Listen<br />backtype<br /> 5hr<br /> 10hr<br /> 15hr<br /> 20hr<br />Less Time<br />More time<br />
    25. 25.
    26. 26.
    27. 27.
    28. 28. Tactical Approaches to Social Media<br />Community Building & Social Networking<br />Generate<br />Buzz<br />Social<br />Content<br />Engagement<br />Listen<br />backtype<br /> 5hr<br /> 10hr<br /> 15hr<br /> 20hr<br />Less Time<br />More time<br />
    29. 29. Brooklyn Museum - Engagement<br />
    30. 30. Tactical Approaches to Social Media<br />Community Building & Social Networking<br />Generate<br />Buzz<br />Social<br />Content<br />Engagement<br />Listen<br />backtype<br /> 5hr<br /> 10hr<br /> 15hr<br /> 20hr<br />Less Time<br />More time<br />
    31. 31. A Few Buzz Tools<br />These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.<br />
    32. 32. Buzz is a Cocktail Party<br /><ul><li>Make others feel important
    33. 33. Be smart, witty and funny!
    34. 34. Be relevant
    35. 35. Put your best foot forward</li></ul>Being awesome is the best way to SEEM awesome<br />These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.<br />
    36. 36. Tactical Approaches to Social Media<br />Community Building & Social Networking<br />Generate<br />Buzz<br />Social<br />Content<br />Engagement<br />Listen<br />backtype<br /> 5hr<br /> 10hr<br /> 15hr<br /> 20hr<br />Less Time<br />More time<br />
    37. 37. A Few Community Tools<br />These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.<br />
    38. 38. Community engagement is connecting your patrons, volunteers, donors and supporters to each other through your mission.<br />These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.<br />
    39. 39.
    40. 40. Create Art with Your Community<br />
    41. 41. Building buzz is about giving your supporters the excitement and content they need to spread you message like bees do for pollen.<br />These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.<br />
    42. 42. Strategy Step by Step<br /><ul><li>Objectives
    43. 43. Audience
    44. 44. Integration
    45. 45. Tools and Tactics
    46. 46. Measurement</li></li></ul><li>Fail Informatively – Clay Shirky<br />Failing informatively means setting up experiments that we can measure, evaluate and iterate over time, until we get to success.<br />These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.<br />
    47. 47. To Fail Informatively, We Must… <br /><ul><li>Set SMART goals
    48. 48. Set ourselves up for success by researching first
    49. 49. Document hard data
    50. 50. Also document qualitative data
    51. 51. REFLECT
    52. 52. Wash, rinse and repeat</li></ul>These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.<br />
    53. 53.
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    57. 57.
    58. 58. Twitter: News and Knowledge Sharing<br />
    59. 59. Twitter: Fundraising and Events<br />
    60. 60. Twitter: Engagement<br />
    61. 61. Here are some bite size twitter pieces<br /> Lurk on twitter & check it out<br /><ul><li>Sign up for a twitter account
    62. 62. Follow people you respect, see what they do and say
    63. 63. What do they do well?
    64. 64. What could be improved?
    65. 65. What do you value about their tweets?
    66. 66. Just try it…</li></li></ul><li>More Twitter Stuff<br />Use and monitor #hastags<br />Build relationships by joining conversations & replying, retweeting<br />Make your tweets retweetable<br />Use Twitpic to share photos<br />Use Twitter search<br />Empower your followers with actionable information in support of your mission.<br />Chad Norman<br />
    67. 67.
    68. 68. Questions?and thank you!<br />Rebecca Krause-Hardie<br />arts.typepad.com<br />@arkrausehardie<br />

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