Social Media Strategy


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This is a presentation on social media strategy given as part of Carnegie Mellon's Center for Arts Management and Technology program.

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  • Flickr - Dan Fulano
  • Arkh -
  • Marfis75- flickr
  • concertticket-JoeMadonna.jpg
  • megaphoneman-edrabbit.jpg
  • What do they value?
  • Flcikr Alexander Somma
  • Arkh - photo And how do they communicate with others. Where do they go for information?
  • The Brooklyn Museum is another organization that is constantly exploring how they can better connect with the community through social media. This ties directly with their mission which is about the visitor experience and community. A couple years ago they had an exhibit on Graffiti. So their team brainstormed about how they might tie this in with the web and other online and offline activities.
  • As part of the exhibit they installed a graffit wall in the exhibit. They encouraged people to go at it. They took pictures overtime and posted them to their Flickr - group. Flickr is an online network where people can share photos.
  • They also created a simple flash based activity both in the museum and online where people could create their own grafitti. Here’s one by someone named Nicholas. Just to summarize some of the key learnings here. Its about doing what you already do, but through new channels. Both online and offline.
  • A good example is the San Francisco Symphony. They launched a social networking site a last year. But a word about these. If you do nothing, nothing will happen.(Beth Story) They need nurturing, constant attention, feeding, seeding conversations, and monitoring. It’s a significant time commitment!
  • Rich content
  • Viral tools like these badges
  • Now I’d like to take a look at a few pages. This is the fan page for the New York Philharmonic. What’s a fan page as opposed to any other page? They are very active and have over 10,000 fans. They’ve done some nice things that we should take note of. They encourage people to comment. They are making updates to the page quite regularly. They have calls to action - They link out to and integrate with their presences elsewhere on the web Notice that the updates in the stream say they are from “new York Philharmonic”. In the top news stream 10 people have given this a “like” and 9 have left comments. Each one of those comments or likes, appears not only on the philharmonic’s fan page stream, but on the news stream of everyone who liked or commented on it - so that all their friends can see it. This is what we mean by going viral.
  • Here is a close up of the news post from the prior screen. This is a nice example of integrating online and offline activities. Here the philharmonic had a parks concert, and encouraged people to upload photos to - a site where people can share photos. In this news stream post, they linked to the winning photos, included a link to see other submissions, and included text thanking people. People get into this… This comment is from someone named Shari, whose husband won the Best Performance Shot. Now I should point out, that this is a huge transformation from just a few years ago, when there was great concern about taking photos and uploading them to Flickr. At a certain point,execs came to realize that people will take photos at outdoor concerts and you have no control over this. They will upload them to Flickr, and have. Culture change So by listening and watching what their audience is and has been doing, then they can start to find interesting ways to join the conversation, and encourage participation which brings value to everyone.
  • There is an app on facebook called YouTube Box.. It allows you to post youtube videos onto your fan page or personal page. It also has functionality to automatically sync with youtube, so that whenever you post a new video to youtube it will appear on your fan page.
  • The notes tab can be used for a variety of things. Here the philharmonic has posted notes about a contest to win downloads of their Mahler Sym historic recordings. In this case, they are asking people to write a short note about their experiences with Mahler…. Storytelling, - It’s a very powerful medium.
  • The notes tab also allows you to subscribe to these notes via RSS? RSS - its like subscribing to a news service bureau so that you can get updates whenever they happen, delivered directly to your email, or to your google reader.
  • Another promotion for their Mahler downloads was this contest. What instruction did Mahler hand write in measure 9 of the score to Mahler Sym #1.
  • The note links out to this page which is a magnificent tool to look at a scanned in version of Mahler’s score. You can click on it to go to measure 9 and see what the answer to the contest was.
  • Let’s look at Zappos. This is really important. For those of you who don’t know about Zappos, they are one of the leading retail stores on the web today. They started out selling shoes, and over time have expanded what they have to offer. There motto is “Customer Service is EVERYTHING” this tag line is the first thing you see when you click on About Zappos. And it permeates everything that they do. They are also an example of one of the very best implementations of social media. They were also just acquired by Amazon for almost a billion dollars Why? What do they do well?
  • Their Ceo Tony Hsieh provides outstanding leadership. He leads by example. Focusing on customer service, on becoming a better company, running more efficiently, sharing what he learns with others This is a screen shot from his twitter page. His posts range from useful to inspiring to informational to ridiculously silly. In other words he acts like a human being. How can you project this kind of dynamic leadership out to your community?
  • Zappos deeply believes in training. They provide regular and ongoing training to the staff on customer service. They have a blog which includes a number of writers. One, the Coach, regular posts short thoughts that are relevant to the staff but also to anyone who reads their blog. How Can you train trainers to multiply this dynamic social media enthusiasm and value?
  • I mentioned Tony’s twitter feed. Here are some of those…. This is about transparency. They are open about what they do, how they do it, and why. And also open about the hot jalapeno’s he just ate. How can you sustain its dynamic cheerleading adding daily value with twitter?
  • This is all about institutional alignment. Everyone within the organization having the same common understanding and agreement about what is important, what their values are, and then being given the tools to do those things. Zappos has a wildly enthusiastic staff who have passion and enthusiasm for what they do. This creates real value for the organization and also for its customers… What can we learn from this?? Institutional vision and mission plus institutional behavior equals social media brand value Your social media networks then multiply your brand value for you for free if you do it right
  • Kevinthoule flickr
  • You may do many things to achieve your mission. Lets just get a few examples.
  • Can we now try this with a web activity? Anyone want to have a go at this?
  • We need to have a plan. Here are some of the important elements of a plan. We begin with our objectives, who we want to reach Start thinking about how you can integrate what you do across the entire organization Think about how Zappos focuses on customer service - everyone in the org thinking about this. It often requires a change in culture You may need to build capacity Then you have to decide on which tools and tactics you’ll be trying By having clearly defined goals and objects, then you can measure how well you are doing. See what works well and where you need to rework things. Then start over….
  • To begin with, Let’s step back and think about what our mission is. Let’s do a little activity. Can each of you take a couple moments and think about what your mission is What actions you currently take to achieve your mission and What are the results or benefits of your actions to your membership. What do they value?
  • From Beth Kanter Listen 5 hours a week, once you know what you are doing Participaing 10 hours aweek (including listening part) Sharing content another 5+ hours a week Community Building - this is heavy lifting and can easily be 20 hours a week just for that…
  • Having a common language - understanding - Listen before you leap… Be sensitive to the culture and context, and feeling of the community you are engaging with.
  • Adding Value - Geo-caching “ Read someone's blog post and start a conversation: Before you leave a comment, ask yourself What did they say well? What did they miss? Answer questions What are other people saying? How does it apply to you? Imagine what could be done in the future Reflect on your personal experience Ask what if?”
  • Classic Example of social media Buzz. Distribute a truck load of Red Bull -
  • Mapping it out……
  • Think about ways you can use each tool in a way that aligns with your goals.
  • Chad Norman 50 things slideshare preso
  • Publisher & Wall: Use the Publisher on the Wall tab to update your Status, upload new photos or videos, post Notes or Links to interesting content. Be sure to highlight recent news and information and remember that bringing your real voice to the content makes it that much more engaging. Favorite Pages: Use Favorite Pages to highlight any other public profiles on Facebook you are affiliated with, other brands, products or people your support or just other entities you respect or care about Share, Like and Commenting: Remind people connected to your public profile to participate on your page. The more people share, like or comment on your content the wider distribution you will receive through News Feed. Be sure to post engaging, relevant content at a pace that is steady without being overwhelming to your fan base. Targeted Updates Targeted Updates: In addition to News Feed distribution, you can send targeted updates to the people connected to you about about special promotions, appearances or other exciting news within specific geographical areas.
  • Pictures, Videos, Discussions, Events, Announcements, Calendar, Interesting news from elsewhere Each of these updates goes into the updates stream. When someone becomes a fan or favorites It, or comments, that builds and sends it out to their network.
  • Make your site a attractive and visually interesting. One way to do this is with creative ediiting and use Of the white space on the left. As long as your image is 200 pixels wide, it can be up to 600 pixels high. You can even edit the space above to have it match the gray background….
  • Granted you’ll have to wait til the end of the month if you have less than 1000 fans.
  • A little more about integration.
  • Awareness, understanding, agreement, buy-in and ownership are critical parts of a social media strategy. Social media will likely trigger a broad range of concerns issues, about loss of control, etc.
  • Flickr attribution b d solis
  • How will you learn together for your next experiment What do you want for outcomes And remember the short form plan…. List it again here….
  • Social Media Strategy

    1. 1. Tuesday March 23,2010 Rebecca Krause-Hardie Blog Email The Arts & Social Media Strategy Part II: Turning ideas into results
    2. 2. Today’s plan <ul><li>All About You </li></ul><ul><li>Now Turn the Megaphone around </li></ul><ul><li>Case Studies </li></ul><ul><li>Start with the end in mind </li></ul><ul><li>Strategy </li></ul><ul><li>Tools & Tactics </li></ul><ul><li>Q & A (don’t wait until the end!) </li></ul>
    3. 3. All About You! <ul><li>What is your business? - What do you do? </li></ul>
    4. 4. All About You! <ul><li>What is your mission, your vision? </li></ul>
    5. 5. All About You! <ul><li>What activities do you do? </li></ul><ul><ul><li>Perform </li></ul></ul><ul><ul><li>Teach </li></ul></ul><ul><ul><li>Paint </li></ul></ul><ul><ul><li>Dance </li></ul></ul><ul><ul><li>Sing </li></ul></ul><ul><ul><li>Create art </li></ul></ul><ul><ul><li>… </li></ul></ul>
    6. 6. All About You! <ul><li>Who is your audience? </li></ul>
    7. 7. All About You! <ul><li>What do you want your audience to do? </li></ul><ul><ul><li>Buy Tickets </li></ul></ul><ul><ul><li>Give Money </li></ul></ul><ul><ul><li>Buy Art </li></ul></ul><ul><ul><li>Volunteer </li></ul></ul><ul><ul><li>Tell others </li></ul></ul><ul><ul><li>Speak well of you </li></ul></ul>
    8. 8. Now Turn the Megaphone Around! <ul><li>How would your audience define themselves? </li></ul>
    9. 9. Now Turn the Megaphone Around! <ul><li>What do they want? </li></ul>
    10. 10. Now Turn the Megaphone Around! <ul><li>How does what you have to offer benefit them? </li></ul>
    11. 11. Now Turn the Megaphone Around! <ul><li>Where do they hang out? </li></ul>
    12. 12. Now Turn the Megaphone Around! <ul><li>How do you communicate with them? </li></ul>
    13. 13. A few case studies <ul><li>Brooklyn Museum </li></ul><ul><li>San Francisco Symphony </li></ul><ul><li>New York Philharmonic </li></ul><ul><li>Zappos </li></ul>
    14. 14. Brooklyn Museum - 1st Fans
    15. 15. Brooklyn Museum - 1st Fans
    16. 16. Brooklyn Museum - 1st Fans
    17. 17. Brooklyn Museum - Engagement
    18. 18. Brooklyn Museum - Engagement
    19. 19. The Right Tool for the Right Project
    20. 20. Brooklyn Museum - Personal Voice
    21. 21. Brooklyn Museum Community -> Sharing
    22. 22. Graffiti online and offline
    23. 23. Graffiti making tool online and offline
    24. 24. Brooklyn Museum - Sharing Learning
    25. 25. SF Symphony Social Network on Ning
    26. 26. SF Symphony Social Network on Ning
    27. 27. SF Symphony Social Network on Ning
    28. 29. New York Philharmonic - Page
    29. 30. Expand your network by integrating with Flickr
    30. 31. And by integrating with YouTube
    31. 32. Using the “Notes” tab for longer term ‘updates’
    32. 33. You can subscribe RSS to notes (What’s RSS?)
    33. 34. Mahler Contest - driving traffic to website
    34. 35. Mahler Website - Providing Exceptional Content
    35. 36. Zappos with its customer base is now worth $780+ Million (says Amazon) <ul><li>Driven by daily passionate customer service </li></ul><ul><li>Totally audience centered </li></ul><ul><li>Customer valued </li></ul>Hint: it’s institutional alignment & intentionality Everyone in the same boat - rowing together
    36. 37. It’s About Leadership
    37. 38. It’s About Training
    38. 39. And …Transparency
    39. 40. What we are talking about here, is core institutional alignment & intentionality, with everyone in the same boat, rowing together, in the same responsive direction. And, this is played out, every day at Zappos, with trust, transparency, authentic passion … and very contagious enthusiasm. Bottom Line: creating & sustaining real value for both the institution … and its customers Zappos is in a totally customer-centered dance with its audience
    40. 41. Start with the End in Mind <ul><li>What does success look like? </li></ul><ul><li>What is your goal? </li></ul>
    41. 42. Lets Begin to put it all Together <ul><li>We do X … </li></ul><ul><li>So that Y happens … </li></ul><ul><li>Resulting in Z outcome . </li></ul>X We offer pre-performance chats to educate our audience Y so that their appreciation and understanding of dance is enhanced Z resulting in a lifelong connection with dance. <ul><li>X We create residency resource guides for artists and students </li></ul><ul><li>Y so that they will have a leg up on getting started </li></ul><ul><li>Z resulting in limited resources being allocated more effectively. </li></ul>
    42. 43. Let’s restate this - in terms of social media X We do regular video-casting to educate our dance audiences Y So their appreciation and understanding of dance is enhanced Z Resulting in a lifelong connection with dance. X We create an online database of resources Y So that artists and students can easily get the latest info Z Resulting in limited resources being allocated more effectively.
    43. 44. So what comes next? <ul><li>Let’s think strategically about this stuff </li></ul><ul><li>Begin with your outcomes in mind </li></ul><ul><li>Your strategy is the critical path you all take together, to get to your goals, and achieve your SMART objectives. </li></ul><ul><li>Your tactics are what & how you do it </li></ul>
    44. 45. A Best Practice - Social Media Strategic Plan <ul><li>Develop shared objectives </li></ul><ul><li>Identify your target audience(s) </li></ul><ul><li>Listen and Learn - Together </li></ul><ul><li>Integrate & own institution-wide </li></ul><ul><li>Anticipate & plan for culture change </li></ul><ul><li>Build capacity </li></ul><ul><li>Select and try tools & tactics </li></ul><ul><li>Measure, evaluate, adapt, & adjust </li></ul><ul><li>Wash, Rinse, and Repeat </li></ul>
    45. 46. Social Media is not a bumper sticker, social media plan & activities must seamlessly integrate with your mission! <ul><li>What is your shared vision and mission </li></ul><ul><li>What do you need to do achieve a shared vision </li></ul><ul><li>How is this shaped by listening to constituents </li></ul><ul><li>What are the desired outcomes, results, or benefits and why are they of value to you and your customers </li></ul><ul><li>How can you make this process ongoing & dynamic, rather than an anchor is your bottom left fire drawer </li></ul><ul><ul><li>Is your contagious passion for the arts, your authenticity, enthusiasm & responsiveness, reflected in your plan? </li></ul></ul>
    46. 47. Tactics, Tools, Time Listen Engagement Community Building & Social Networking Social Content Less Time More time 5hr 10hr 15hr 20hr Generate Buzz back type
    47. 48. Which tool and strategy <ul><li>Listening - </li></ul>
    48. 49. Which tool and strategy <ul><li>Engagement - </li></ul>
    49. 50. Which tool and strategy <ul><li>Social Content - </li></ul>
    50. 51. Which tool and strategy <ul><li>Generate Buzz - </li></ul>
    51. 52. Which tool and strategy <ul><li>Community Building & Social Networking </li></ul>
    52. 53. Let’s take do a case study on the fly <ul><li>What is the goal - outcome we have in mind </li></ul><ul><li>Do we want to: </li></ul><ul><ul><li>Create Buzz </li></ul></ul><ul><ul><li>Build Content </li></ul></ul><ul><ul><li>Listen to Conversations </li></ul></ul><ul><ul><li>Build Community </li></ul></ul><ul><ul><li>….. </li></ul></ul>
    53. 54. Sample Schedule
    54. 55. Practical Steps you can take <ul><li>Define your goals or at least one to start </li></ul><ul><li>Become clear about your audience </li></ul><ul><li>Start Listening - google reader & alerts </li></ul><ul><li>Join the Conversation </li></ul><ul><li>Experiment </li></ul><ul><li>And….. </li></ul>
    55. 57. Twitter: News and Knowledge Sharing
    56. 58. Twitter: Fundraising and Events
    57. 59. Twitter: Engagement
    58. 60. Here are some bite size twitter pieces <ul><li>Lurk on twitter & check it out </li></ul><ul><ul><li>Sign up for a twitter account </li></ul></ul><ul><ul><li>Follow people you respect, see what they do and say </li></ul></ul><ul><ul><li>What do they do well? </li></ul></ul><ul><ul><li>What could be improved? </li></ul></ul><ul><ul><li>What do you value about their tweets? </li></ul></ul><ul><ul><li>Just try it… </li></ul></ul>
    59. 61. More Twitter Stuff <ul><li>Use and monitor #hastags </li></ul><ul><li>Build relationships by joining conversations & replying, retweeting </li></ul><ul><li>Make your tweets retweetable </li></ul><ul><li>Use Twitpic to share photos </li></ul><ul><li>Use Twitter search </li></ul><ul><li>Empower your followers with actionable information in support of your mission. </li></ul>Chad Norman
    60. 63. Get a FB “Page”
    61. 64. Update it Regularly
    62. 65. Reflect your brand on your Facebook page
    63. 66. Ask questions & participate in the conversation
    64. 67. Post & Tag Users in Photos & Videos
    65. 68. more bite size pieces <ul><li>Share stuff on the web </li></ul><ul><ul><li>Post to Flickr, YouTube Facebook, or your blog </li></ul></ul><ul><ul><li>Update regularly </li></ul></ul><ul><ul><li>Get a flip video camera and share it with people. </li></ul></ul>
    66. 69. Some Review Steps: 1 st internal integration <ul><li>Everyone in the same boat, rowing in the same direction - together </li></ul><ul><li>How do each of your social media activities support your website, your email campaigns, fundraising, PR, conference, etc.? </li></ul><ul><li>What do you need to do to seamlessly integrate all of your online with off-line components? </li></ul>
    67. 70. Then, Anticipate Culture Change <ul><li>As you begin an initial social media strategic plan process; how can you help every one of your stakeholders to own it? </li></ul><ul><li>You can address any fears or concerns about change - by being broadly inclusive from the get go – building awareness, understanding and agreement </li></ul><ul><li>What is the real rate of change your organization can tolerate? </li></ul>
    68. 71. Then Incrementally Build Capacity <ul><li>Who will implement your social media strategy? </li></ul><ul><li>How much time can you commit? </li></ul><ul><li>How to integrate social media into your work flow? </li></ul><ul><li>Outside expertise might be helpful </li></ul>
    69. 72. Just Do It (Its Okay to Take Risks)
    70. 73. Social Media Best Practice: (hint: start with small bite-sizes pieces) <ul><li>Try one thing </li></ul><ul><li>What small piece can you implement first … as a pilot? </li></ul><ul><li>How will you learn from the pilot for your next experiment? </li></ul>Our passive solar post & beam. First we built a scale model, then we cut each one of the150 red oak pieces. Then we had a community raising & everyone brought a peg
    71. 74. Rebecca Krause-Hardie Blog Email Twitter @arkrausehardie Facebook Flickr audienceworks Delicious YouTube audienceworks Skype krausehardie Thank You!