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LEVERAGING SOCIAL MEDIA: <br />BECOMING A NETWORKED ARTS NONPROFIT<br />Social Media PlanningWebinar 1:  May 13, 2011<br /...
Social Media Planning<br />Steps 1-4: Theater Bay Area<br />
Agenda<br />Objectives<br />Audience<br />Internal<br />Content Integration<br />
Kami HuysePartner, Zoeticawww.KamiHuyse.com@kamichat<br />
Objectives<br />
Process for Planning<br />GOALS<br />People<br />Objectives<br />Strategies<br />Tactics<br />EVALUATION<br />
Social Environment<br />Relational Objectives<br />Context<br />Based on Communication Process Model, Wilbur Schramm<br />...
SMART Objectives<br /><ul><li>Specific
Measurable
Attainable
Results-Oriented
Time Bound</li></li></ul><li>SMART Examples<br />Tactical: Build Facebook following to 3,000 by December 31, 2011<br />Bus...
What to Measure With Objectives<br />
Attention<br />Number of fans in social networks<br />Traffic on your website<br />Time spent on your blog<br />
Attitudes<br />Positive or Negative Sentiment<br />Survey before and after<br />Number of RTs or LIKES<br />
Actions<br />Percentage gain in memberships<br />Number of tickets sold<br />Capacity of organization grows: volunteers, k...
How SMART Are You? <br />
Develop a broader base of individual donors and build a larger membership base:<br />Initiate a “micro-donation” social me...
Audience<br />
Segmentation<br />Members<br />Donors<br />Patrons<br />Students<br />Detractors<br />Competitors<br />
Beth Kanter: http://www.flickr.com/photos/cambodia4kidsorg/2296887265/<br />
Segmentation Example<br />Segment<br />Description<br />Objective<br />
Conversation Map<br />Inactives<br />18%<br />Taken From: Forrester Technographics Ladder<br />
“Ask not what your [community] can do for you, but what you can do for your [community]”<br />
Internal<br />
Senior Management<br />
Do your HOMEWORK<br />Build a viable<br />BUSINESS CASE <br />
Manage Risk<br />From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4<br />
Social Media Guidelines<br />Online Identity and Aliases<br />Contact Information<br />Code of Conduct for Outreach<br />C...
10 Principles forOnline Spokespeople<br />Be Certified in the Social Media Certification Program.<br />Follow our Code of ...
London Symphony Orchestra<br />We set down a few ground rules for ourselves and the players who we were going to ask to ta...
Adoption Curve<br />
Building Expertise<br />
Content Integration<br />
Communication Audit<br />What are your current tools and processes?<br />Where can social improve?<br />Where can social s...
Integrating Channels<br />
Content Idea Starters<br />
http://www.flickr.com/photos/wwworks/5292150656/sizes/m/<br />
Editorial Calendar<br />Google Doc Template: http://ow.ly/4TxX5<br />
Questions/Thoughts?<br />@TheaterBayArea<br />#artsED<br />
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Becoming a Networked Nonprofit: Social Media Planning

Strategy for arts organizations looking to build a social media strategy.

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Becoming a Networked Nonprofit: Social Media Planning

  1. 1. LEVERAGING SOCIAL MEDIA: <br />BECOMING A NETWORKED ARTS NONPROFIT<br />Social Media PlanningWebinar 1: May 13, 2011<br />Track 2: Intermediate<br />Kami Huyse, Beth Kanter and Julie Pippert, Zoetica<br />
  2. 2. Social Media Planning<br />Steps 1-4: Theater Bay Area<br />
  3. 3. Agenda<br />Objectives<br />Audience<br />Internal<br />Content Integration<br />
  4. 4. Kami HuysePartner, Zoeticawww.KamiHuyse.com@kamichat<br />
  5. 5. Objectives<br />
  6. 6. Process for Planning<br />GOALS<br />People<br />Objectives<br />Strategies<br />Tactics<br />EVALUATION<br />
  7. 7. Social Environment<br />Relational Objectives<br />Context<br />Based on Communication Process Model, Wilbur Schramm<br />From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r<br />
  8. 8. SMART Objectives<br /><ul><li>Specific
  9. 9. Measurable
  10. 10. Attainable
  11. 11. Results-Oriented
  12. 12. Time Bound</li></li></ul><li>SMART Examples<br />Tactical: Build Facebook following to 3,000 by December 31, 2011<br />Business: Drive increase in ticket sales of 10% through social media channels by December 2011<br />Capacity: Build the number of volunteers spreading the word via social channels by 30 people by December 31, 2011<br />
  13. 13. What to Measure With Objectives<br />
  14. 14. Attention<br />Number of fans in social networks<br />Traffic on your website<br />Time spent on your blog<br />
  15. 15. Attitudes<br />Positive or Negative Sentiment<br />Survey before and after<br />Number of RTs or LIKES<br />
  16. 16. Actions<br />Percentage gain in memberships<br />Number of tickets sold<br />Capacity of organization grows: volunteers, knowledge sharing and efficiency<br />
  17. 17. How SMART Are You? <br />
  18. 18. Develop a broader base of individual donors and build a larger membership base:<br />Initiate a “micro-donation” social media and mobile technology fundraising campaign<br />Increase number of online donations received on SGF website by 25% in 2012<br />Develop an incentive-based fundraising campaign for the 75th Season through Facebook to leverage the social networks of our “fans” (offering exclusive benefits/deals to influencers who generate donations from their friends/family).<br />Integrate donor acknowledgement and fundraising with mobile app and social media (automatically post donation acknowledgements to SGF’s Facebook page; users can directly send appeals through their address books?)<br />Increase $50-$100 membership base by xx% in 2012<br />
  19. 19. Audience<br />
  20. 20. Segmentation<br />Members<br />Donors<br />Patrons<br />Students<br />Detractors<br />Competitors<br />
  21. 21. Beth Kanter: http://www.flickr.com/photos/cambodia4kidsorg/2296887265/<br />
  22. 22. Segmentation Example<br />Segment<br />Description<br />Objective<br />
  23. 23. Conversation Map<br />Inactives<br />18%<br />Taken From: Forrester Technographics Ladder<br />
  24. 24. “Ask not what your [community] can do for you, but what you can do for your [community]”<br />
  25. 25. Internal<br />
  26. 26. Senior Management<br />
  27. 27. Do your HOMEWORK<br />Build a viable<br />BUSINESS CASE <br />
  28. 28. Manage Risk<br />From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4<br />
  29. 29. Social Media Guidelines<br />Online Identity and Aliases<br />Contact Information<br />Code of Conduct for Outreach<br />Commenting Guidelines<br />Linking Policies<br />Video and Photos<br />Legal and Union Considerations<br />Common Sense<br />
  30. 30. 10 Principles forOnline Spokespeople<br />Be Certified in the Social Media Certification Program.<br />Follow our Code of Business Conduct and all other Company policies.<br />Be mindful that you are representing the Company.<br />Fully disclose your affiliation with the Company.<br />Keep records.<br />When in doubt, do not post.<br />Give credit where credit is due and don’t violate others’ rights.<br />Be responsible to your work.<br />Remember that your local posts can have global significance.<br />Know that the Internet is permanent.<br />
  31. 31. London Symphony Orchestra<br />We set down a few ground rules for ourselves and the players who we were going to ask to take part - like 'remember that you are the LSO and everything you say will be viewed as official', 'no swearing or nudity', 'don't drink and tweet' and 'NO MARKETING!!'."<br />- Jo Johnson, Digital Marketing Manager, London Symphony Orchestra<br />Source: http://arts.typepad.com/audienceworks/2009/11/london-symphony-secrets-from-jo-johnson.html<br />
  32. 32. Adoption Curve<br />
  33. 33. Building Expertise<br />
  34. 34. Content Integration<br />
  35. 35. Communication Audit<br />What are your current tools and processes?<br />Where can social improve?<br />Where can social supplement?<br />Where can social borrow?<br />
  36. 36. Integrating Channels<br />
  37. 37.
  38. 38. Content Idea Starters<br />
  39. 39. http://www.flickr.com/photos/wwworks/5292150656/sizes/m/<br />
  40. 40. Editorial Calendar<br />Google Doc Template: http://ow.ly/4TxX5<br />
  41. 41. Questions/Thoughts?<br />@TheaterBayArea<br />#artsED<br />
  42. 42. Next Steps<br />Julie will contact you with a link to set up your coaching session.<br />Fill out sections 1-4 in your Social Media Plan in Google Docs.<br />Add your Google Doc Link to the wiki<br />Where you are stuck, write in questions<br />Complete your coaching session by June 9th<br />
  43. 43. Upcoming Webinars<br />June 10, 1p.m. - Webinar #2: Listening, Scanning, and Measurement Tools and TechniquesDevon Smith<br />July 8 =, 1p.m. - Webinar #3: Strategy, Part 1 (Engagement, Participation, and Content Strategy), Geoff Livingston<br />August 12, 1p.m. - Webinar #4: Strategy, Part 2 (Influencer Relations and Crowdsourcing), Geoff Livingston<br />September 14, 1p.m. - Webinar #5: Finalizing and Presenting Your Plan, Beth Kanter<br />
  44. 44. Kami HuysePartner, Zoeticawww.KamiHuyse.com@kamichat<br />

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Strategy for arts organizations looking to build a social media strategy.

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