Going Social - Introduction to social media - Arts Marketing Association
Going socialAn introduction to social mediaAmy Rushbyamy.firstname.lastname@example.org@amy_rushby
∗ Introduce yourself (name and organisation)∗ Do you use social media (for pleasure or work)?∗ What would you like to get out of today?Welcome
SESSION 1 – Introduction to different platforms andhow to decide the best platforms for youSESSION 2 – Using social media in your widercommunications, building and managing a communityand tips for Facebook and Twitter best practiceLUNCH!What we will cover today
SESSION 3 – Evaluating your social media; and crisismanagementSESSION 4 – Social media surgery and thinking aboutyour next steps, creating a social media plan / socialmedia campaign for your organisationWhat we will cover today…
∗ All things discussed and shared about ourorganisations throughout the day are to remainconfidential∗ Feel free to write down specific questions for theSocial Media Surgery session this afternoonA request
Session 1: Social Media Platforms(10.30-11.30am)
∗ Why do you (or your organisation) want to use social media?∗ What benefits do you think it will bring to your organisation?∗ Is your organisation using social media already? Is it working foryou?∗ Remember to write down your questionsDiscussion – in groups and reportback5 mins!
∗ Facebook∗ TwitterPlus a little bit of:∗ YouTube∗ Pinterest∗ Storify∗ Google+Today we are going to focus on
∗ Be responsive∗ Be active∗ Offer a glimpse into life of the company∗ Be innovative∗ Be fun∗ Not “sell, sell, sell”∗ Be prepared for the unexpected!The RSC approach to social media
∗ Founded in 2004, Facebook’s mission is to make theworld more open and connected. People useFacebook to stay connected with friends and family,to discover what’s going on in the world, and to shareand express what matters to them.∗ As of December 2013 Facebook had more than onebillion monthly active usersA little bit about Facebook (fromtheir website)
∗ Status updates∗ Photo albums∗ Video∗ Polls / questions∗ Check in to places∗ Send messages∗ Chat∗ Organise events∗ Promote special offers∗ Makes suggestions∗ An advertising platformWhat does Facebook do?
∗ Facebook Profile – an individual’s page on Facebook,shared with friends and family∗ Facebook Pages – a business or charity’s page onFacebook. Facebook users can choose to “like”brands, products or organisations and receive regularinformation from them in their News Feed – let’s takea look at the RSCProfiles and Pages
Birmingham Royal BalletPromocover imageKey info & Pinterest“Highlighted”photo album
BirminghamContemporary MusicGroup (BCMG)Promoting futureconcertFeature video andEnews sign upConnecting with similarFacebook pages
The National TrustPromoting acompetitionCustomer service info &custom built appLots of posts from NTFacebook community
∗ 140 characters! (it’s the perfect copywriting skill!)∗ Conversational∗ A customer service channel∗ Opportunity to be creative! (and if it doesn’t work, noone will notice!)∗ People will say what they really think∗ Get to know your customers and audiencesTwitter
BirminghamRoyal BalletSpeaking directly tothe audienceConversational tone of voice with addedsense of humour
The National TrustPaid for “promoted tweet”, part of a widercampaignUses hashtags and invites tweeters to take part –starts a conversation
∗ Think about how you represent your organisation onsocial media∗ Txt spk∗ Emoticons <3 ;-)∗ Shortening URLs – bit.ly (useful for measuring clicks)∗ Will you use hashtags? #RSCTitus∗ Will you respond over the weekend?Set clear guidelines
YouTube – video sharing and hostingPinterest – sharing images and video from across the webStorify – creating a “story” through aggregating onlinecontentGoogle+ - Google’s social platform, incorporating GoogleHangoutsAlso for your consideration
Drag and drop contentfrom other channels, e.gTwitter. Can embed inwebsites
∗ There is a lot of social media platforms to choose from∗ Easy to set up, but easy to maintain?∗ Facebook and Twitter are great for reaching the masses,but more niche platforms may also be worth investigating∗ What will be your priorities?Conclusions
∗ Think about what you want to achieve? Set SMART objectives∗ Who is your potential online audience?- What do they use regularly?- Are they creators or passive observers?- What do your audiences / visitors expect?∗ What do you (realistically) have time and resource to achieve?∗ Do you have any budget to invest?∗ Who in your organisation will be involved and how can youconvince the people in your organisation that social media isrelevant?Where to start?
∗ What do you feel confident using?∗ What are your competitors doing?∗ What platforms suit the media you have access to?∗ Do you need to present a business case for social media?∗ Better to do one thing brilliantly, than have your fingers in a lot ofpies! SOCIAL MEDIA BURNOUT!∗ Where do you think you will start?And other things to consider
∗ Using social media in your wider communications∗ Building and managing a community∗ Tips for Facebook and Twitter best practiceSession 2 (12 – 1pm)
∗ Social media is not FREE (although it can be cost effective)∗ Social media is not a broadcast medium – THINKCONVERSATION∗ Social media is no longer just for “young people”∗ Good social media practice takes time and experience∗ Not everyone is as interested in social media (so don’tneglect other comms channels)∗ Integrate social media in to wider campaign planning∗ An organisation cannot be active on all available platforms34Things to remember
∗ You don’t need to do it all!∗ Do one thing well, rather than many things badly!∗ THINK! And use the right channels for your organisation and audiences∗ Not everything is going to work∗ Expect the unexpected∗ The best social media, is well-thought out, creative and integrated intowider campaign plansAnd before we delve further…
Build your communityYour quandarySocial media campaign
∗ Launch your channels populated with content∗ Promote your channels on your website and othermarketing materials, e.g. emailHow to build your community?Example: Accessorizeemarketing
∗ Invest in Facebook advertising and promoted posts–more later∗ Post regular, share-able content to generate viraleffect∗ Test, test, test – the more “sharing” the more peopleare seeing your brandBuilding your community
∗ Try to engage your community, figure out what floatstheir boat∗ Mix up your media – use photos, video,questions/polls and status updates∗ Top tip – people find photos and video moreengaging than text!∗ Keep it relevant – is the weather really that engaging?∗ Don’t be desperate! Pls RT∗ Monitor! Evaluate!What works (and what doesn’t)?
Organic vs paid forhttp://www.creatingaladdin.com/2013/03/the-top-shots-from-facebook/Birmingham Royal Ballet•Post photos in ‘batches’ togather more interest•Encourage people to Like theirfavourite•Most “liked” featured again inblog post•“From the wings” photos haveproved popular
∗ BCMG – January 2012. Targeting “friends of friends”to build following. Targeted countries in Europe∗ Key interest “contemporary classical music”∗ During campaign (one month), doubled the numberof Likes∗ Cost - £100∗ RESULT – reach a wider music audience with BCMGbrand – and they are engaged∗ More people on Facebook than enews listFacebook Ads
∗ A small budget to spend on Facebook can always behelpful – boosts your posts and extends your reach∗ However, a mini-strategy to boost your posts organicallycan work almost as well∗ Use a range of different media∗ Monitor what works for youConclusions
Motionhouse Dance Theatre – The VoyageWhat works on Twitter?Motionhouse Dance Theatre – TheVoyage
∗ Over 65 pages Twitter comments (from dressrehearsal day –final performance)∗ Increase in audience engagement through sharingimages, films, comments, likes, shares and generalinteraction across all channels∗ A number of the findings from the social mediacampaign for The Voyage were useful for developinga strategy for online communicationThe results for Motionhouse
∗ Build a relationship with your audience∗ Customer service∗ Learn to listen and respond∗ An opportunity to be creative∗ Think about how you can make your tweets gofurther – example coming up!On Twitter
- Good examples- Bad examples- Arts and non-artsDiscussion in groups, and report back – 10 minutes!VIDEO: PHOTO: COMPETITIONS:QUIZES:FUNNY:SERIOUSWhat campaigns have you seen latelyon social media?
• The Holy Grail – go viral! Fiat campaign• Remember that social is part of your wider campaign plan, how can itsupport or AMPLIFY your message• Example: Innocent Drinks – BEAT JANUARY• Online games - quirky, funny and “share-able” BUT relevant, tuned intotheir audiences – like the Innocent brand• Backed up by a social media campaign to drive traffic• Does this campaign drive sales, or is it brand focused?Digital Campaigns, incorporating social
Cool ideas – think creatively!The Book of MormonLondon Undergroundposter
You are marketing a performing arts festivalHow could you creatively use Facebook and Twitteracross the duration of the festival?Your aims are:Encourage local people to visit the festivalCreate a buzz around the festival – before and duringGive the festival an international profileBefore (or during) lunch…activity
∗ Love social media because it is measurable – FacebookInsights, Klout, Sprout Social, Google Analytics and more!∗ Monitor what works and what doesn’t∗ Who engages with you? Who are you reaching?∗ Try to instigate regular reporting, in a way that works foryou65Analysis and metrics
∗ How many people are visiting your site from social sites?∗ How many of these are new visitors?∗ How long do they typically spend on the site?∗ What other pages do they visit?∗ Why not create “tracking links” for individual campaigns –Google URL Builder (Google it!)∗ Want to know more? Watch Mary Butlin’s AMA ScreenCastGoogle Analytics (or web stats)
Because sometimes bad stuff happensCrisis Management
∗ What would you do if….∗ Imagine you manage social media for an organisationand the following situations arise∗ Discuss in your groups and develop a plan of action –15 minutes75Crisis Management: Case Studies
Whilst on tour in USA, a national paper publishes a storyabout how your production includes the skinning of a deadrabbit.Within 2 hours, animal protestors hijack your FacebookPage, posting comments about the story. Within 4 hours,more than 100 comments have been posted.It’s the weekend, the Comms Director (with no access toFacebook page) is in New York and you are enjoying aweekend away when your line manager calls in a panic.76Protest groups hijack Facebook Page
At 10am, when tickets go on sale for an eagerlyanticipated exhibition, your website immediatelycrashes. Unable to get through on phones, ticketbuyers jump on Facebook and Twitter to loudlycomplain about the lack of service & ask a range ofquestions about booking. With the website down foran hour, how would you handle this?77Website crash!
A new photography exhibition opens at your smalltown gallery, with some images deemed to be sexuallyexplicit. Locals have jumped on social media tocomplain about the exhibition. The curator wants youto remove some of the overly negative comments(some being very disparaging towards the artist).How would you respond to this?How would you deal with the negative comments?78Controversy!
As a high end supermarket your Marketing Directorwishes to launch a Twitter campaign asking people totweet about why they love shopping with you using ahashtag.Upon launching the campaign, Twitter users hijack thehashtag, posting sarcastic tweets about your high endimage and the people who shop there. Within 1 houryour hashtag is trending but for the wrong reasons!How would you handle this?79Hashtag disaster
∗ Social media vigilance∗ Tolerance∗ Clarity about what is and what is not acceptable∗ Familiarity with terms and conditions andcommunity guidelines∗ Internal communications and have an action plan∗ Expect the unexpected – there’s not one rule forevery Twitter Storm80What organisations have learnt
∗ Social Media Surgery∗ Creating your Social Media Action PlanSession 4 – 3.30 – 5pm
Social Media SurgeryIt’s time for your questions:-Is there anything particular we’ve covered you would like more detailabout?-Is there something we haven’t covered you would like to ask?-Is there something specific to your organisation you would like todiscuss
What is your social media action planWhat are your key objectives? Who will be involved? What channels will you focus on?Think about what you want to achieve:-Next week-Next month-Next 3 monthsPlan out a social media campaign for a forthcoming event, show, concert or exhibition? What are yourideas to take back to the office?How will you report and measure success?What potential threats could you encounter when implementing your social media plan?Social Media Plans
∗ Covered basics of Facebook and Twitter∗ Integrating social media into wider campaignplanning∗ Social media as a communication tool∗ Building your community∗ Crisis management∗ Evaluation and monitoring∗ Social media plansSummary
∗ AMA webcasts and CultureHive – a-m-a.co.uk andculturehive.co.uk∗ Chris Unitt’s blog – chrisunitt.co.uk∗ HubSpot – blog.hubspot.com∗ A Younger Theatre – ayoungertheatre.com∗ E-Consultancy – econsultancy.com/uk∗ Lets Get Real –weareculture24.org.uk/projects/action-research/Resources