1. Becoming A Networked Opera Company:Principles of Social Media Strategy Beth Kanter, CEO ZoeticaOpera America August 2010photo by Abestos Bill

2. Beth Kanter http://www.bethkanter.org

3. http://artssocialmedia.wikispaces.com/opera

4. http://bit.ly/networkednp The Networked Nonprofit

5. We’re going to talk about … The Networked Nonprofit: The Big Picture Effective Social Media Strategy: On The Ground Practice

6. What is a Networked Nonprofit?

7. Why become a Networked Nonprofit?

8. Networks reduce the burden and leverage resources

9. The Networked Nonprofit

10. In a networked world, nonprofits need to work less like this Source: David Armano The Micro-Sociology of Networks

11. And more like this …. Some nonprofits are born this way, others have to make the transition … slowly .. With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks

12. Social Culture

13. How To Get Past Social Media Skepticism …

14. Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Make mistakes Make senior staff too accessible Perception of wasted of time and resources Suffering from information overload already, this will cause more

15. The Black Smoke Monster on LOST

18. Leaders Experience Personal Use

19. How do you get everyone in the opera company comfortable with social media?

21. Making Social A Cultural Norm ….

25. Why policy is needed

26. Cases when it will be used, distributed

27. Oversight, notifications, and legal implications

28. Guidelines

29. Identity and transparency

30. Responsibility

31. Confidentiality

32. Judgment and common sense

33. Best practices

34. Tone

35. Expertise

36. Respect

37. Quality

38. Additional resources

39. Training

40. Operational Guidelines

41. Escalation

42. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group

43. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”

44. Testing the policies: Refining, Educating

45. Operational guidelines need to be specific and include examples

46. How To Get Started: Social Media Policy Seek InspirationGet FeedbackBe organic and flexible Write in plain English Beta test them Summarize

47. Simplicity

48. You want me to start Tweeting too? From scarcity to abundance …

49. You have too much to do because you do too much

50. Simplicity: Leverage your networks ..

54. The Networked Nonprofit

55. Effective Social Media Strategy Networked Nonprofits know how to use social media to connect, engage, and build a network of passionate people who care about their work.

57. Listen: Uses listening and responding techniques to develop a deep understanding of the audience

58. Engage: Uses conversation starters to engage audience

59. Relationships: Builds relationships with influencers on social media spaces

60. Integrated: Integrate and cross distribute content across social media channels

61. Bridge:Uses social media to close the gap between online/offline

62. Capacity: Allocates time and has the capacity to implement

65. What do you want to accomplish?

66. Where can social improve or supplement programs, services, or communications?

67. What’s our available budget/time?

70. Engaging people in the art form

74. Charting: What are your planned events, content, and opportunities for the year? What to socialize?

75. Listen

76. Source: Communications Network Listening Presentation OSI Foundation

77. Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike) NetNewsWire

78. TweetDeck Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike) TweetDeck helped us connect with followers & learn about *their* interests (and Play #operaplot!).

79. Engage: Conversation Starters

81. “Reply to any direct questions you get. To not do so is to miss the point of the media altogether.” – Jo Johnson, marketing manager Source: Marc Van Bree

84. Relationships

85. Exploring the Relationship Are you even listening to me? How well do I really know you? Do we have anything in common? Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)

90. Integrate: Give yourself some link love!

91. Share Across Channels

92. iPhone apps Source: InstantEncore.com (But don’t forget Blackberry and Android!) Foursquare Mayor Specials Check-in Specials Frequency-based Specials Wildcard Special Mobile integration

93. Takes some planning, organization, and structure

94. Some Automation, Some Manual

95. Closing the Loop with Social Media

96. Tweet Ups

99. Who is going to do the work?

101. We assert the unalienable rights of The Intern. We understand that The Intern might be a high school student, an MBA, a retiree, or anyone in between. The Intern will be taken seriously, given real work to do, be respected for their opinion, and will be patiently taught the things they don’t yet know.

102. Don’t do this to your intern ….

104. The perfect intern might be already be in your network

105. How many are hands-on with social media? ADOLAS

106. Oh Look, A Squirrel!

109. How To Waste Your Time With Social Media

110. How To Waste Your Time With Social Media Subscribe to too many blogsRead every tweet, Facebook Post and Status UpdateSetting up profiles on very social network known to mankindChecking your social media every 5 minutes Following or Friending too many people who are not part of your community Posting repeat messages

111. Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery

112. Pick the Right Result

113. Identify the most important metric to measure it!

114. Spreadsheet Aerobics

116. Testing, Testing, Testing

117. Open-Ended Question

118. Open-Ended Question w/Link

120. Social Media ROI: Insight, Interaction, Investment and Impact Impact Investment $ Return Interaction Insight Number of Months Using listen, learn, and adapt

122. Listen: Uses listening and responding techniques to develop a deep understanding of the audience

123. Engage: Uses conversation starters to engage audience

124. Relationships: Builds relationships with influencers on social media spaces

125. Integrated: Integrate and cross distribute content across social media channels

126. Bridge:Uses social media to close the gap between online/offline

127. Capacity: Allocates time and has the capacity to implement

128. Learn: Launches small pilots and revises using the right metrics to understand what is and what isn’t working