Presentation for the stART.10 Conference in Duisburg, Germany. A strategic framework for social media for cultural institutions.

1. A Strategic Framework
for Social Media
Presentation for
stART.10 Conference
Duisburg, Germany

2. Road Map
The changing environment of culture,
media and marketing
Flipping the marketing funnel and
total customer experience
Social media as a tactical effort in
integrated marketing communications
Formalizing and evaluating your social
media efforts
Questions?
Photo: http://www.flickr.com/photos/viriyincy/

3. “Golden Age”
vs.
“Declinism”
Photo: http://www.flickr.com/photos/reway2007/

4. 1960 Now
Radio
4,400 13,500
stations
Magazines 8,400 17,300
Television
channels per 5.4 82
home
Web pages n/a Billions
Source: Forrester Research, Inc. | Left Brian Marketing by Eric Schmitt | Photo: http://www.flickr.com/photos/videocrab/

5. 1) Buy attention (advertising)
2) Beg for attention (public relations)
3) Bug for attention (sales)
Source: http://www.davidmeermanscott.com/leadership-speaker.html
and Forrester Research, Inc. | Left Brain Marketing by Eric Schmitt
Image: http://koyuki-shirai.deviantart.com/art/Puss-n-Boots-11215423

6. The Marketing Funnel
Old model: persuasion
Awareness
Interest
Desire
Action

7. Orchestra “Churn” Study
9/10
Photo: http://www.flickr.com/photos/essjay/

8. $199 vs. $4,896
Photo: http://www.flickr.com/photos/amagill/

9. “Don’t ask me to
marry you after
the first date.”
Photo: http://www.flickr.com/photos/10279741@N00/

10. Flipping the Funnel
Joseph Jaffe’s model: interaction
Acknowledgement
Dialogue
Incentivization
Activation

11. Fourth way to generate attention
Earn attention (social media)
Source: http://www.davidmeermanscott.com/leadership-speaker.html | Photo: http://www.flickr.com/photos/brandoncwarren/

12. What is social media?
• Participation (encourage contributions)
• Openness (no barriers to content and feedback)
• Conversation (listening, not just broadcasting)
• Community (gather around a common interest)
• Connectedness (content sharing)
Source: iCrossing “What is Social Media? “ Image: http://www.flickr.com/photos/matthamm/

13. Source: http://www.slideshare.net/darmano/the-microsociology-of-networks | David Armano

14. Source: http://www.slideshare.net/darmano/the-microsociology-of-networks | David Armano

15. The Networked Cultural Institution
• Simple and transparent
organizations
• Easy for outsiders to get in
and insiders to get out
• Networked Nonprofits
activate “free agents”

16. #operaplot
Engaging with a “free agent”
“The right idea, the right time, the right place, the right audience”
“I didn’t really think I had the
influence to organize the “…the chance to explore the
press or the houses. ” possibilities of Twitter in a
no-risk way was appealing.”
http://mcmvanbree.com/dutchperspective/an-interview-with-miss-mussel-of-operaplot-fame | Image: http://www.smashingmagazine.com/

17. “…the type of people that are looking for a
new kind of relationship with performing arts
institutions…”
“…one that is more transparent and honest
rather than the traditional cursive script, lush
images and WE ARE AWESOME AT
EVERYTHING attitude…”
Image: http://www.smashingmagazine.com/

18. LSO: Real
Conversations
“Moderate your tone of voice for these
media. Marketing speak does not work.
Speak to the audience in the same way
as you would a friend.”
- Jo Johnson, marketing manager

19. “Reply to any direct
questions you get. To
not do so is to miss
the point of the media
altogether.”
– Jo Johnson, marketing
manager

20. Eso que se conoce
como la opera [This is known as the opera]
Photo: http://www.flickr.com/photos/esoqueseconocecomolaopera/

21. ≥ 4 million views!
Exceeded 2 million views
in just two months…
http://www.youtube.com/user/atenordelaopera

22. esoqueseconocecomolaopera.com
purpose-built micro site | 30,000 visitors in two months

23. Facebook Twitter Myspace Flickr
(2,512 fans) (323 followers) (601 friends) (500 views)

24. Comments
≥ 500 comments
Other comments
Facebook ≥ 150
YouTube ≈2,000
Sentiment
Positive 95%
Negative 2%
Neutral 2%

25. Print brochure
Included 40% off coupon

26. “…to bring the Palau to the
community, make people
feel that the place is theirs
and they can enjoy it…"
“…the only requirement
that we might consider
essential is the ability to
feel and have emotions…”
- Xabier Colinas, marketing director

27. “…without cultural buy-in, organizational
resource allocation, system integration, and
best practices are like a transplanted organ
rejected by its host body…”
Joseph Jaffe: Flip the Funnel | Photo: http://www.flickr.com/photos/anvancy/

28. Orchestras and Social Media Survey
Nearly three-quarters of the orchestras indicated that
they are currently planning and writing social media
into the communications or marketing strategy.
93%
80%
60% Percentage of orchestras active by platform
47%
40% 40% 40%
33%
20%
Facebook Fan Twitter YouTube Podcasting Facebook Myspace Flickr Blogging Other
Page Group

29. First steps: tactical coordination
• Achieve consistency and synergy
between functional efforts
• Development of overall
communication policies and
practices
• Interpersonal and cross-
functional communication across
departments
• “One sight, one sound”
Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz

30. St. Louis:
cross-
platform
integration
Prominent
feature on
front page
Highlighting all
options on sub
page
Blog featured
on front page

31. Foursquare
Twitter
iPhone App
Custom Facebook tab with Facebook
targeted information
integration

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

33. Formalize your policy
* 87% does not have an internal policy
* 40% does not find a need for one
Employer Employee
• Legal issues • Legal issues
• Openness • Transparency
• Trust • Accuracy
• Understanding • Responsibility
http://sites.google.com/site/wharman/social-media-strategy-handbook | http://www.ibm.com/blogs/zz/en/guidelines.html

34. Formalize your team
Photo: http://www.flickr.com/photos/dunechaser

35. “Shatter the silo and integrate social
across all marketing efforts now.”
• Market Research • Advertising
• Institutional Web site – Print
• Intranet – Television
– Radio
• E-mail marketing
• Sponsorships
• SEM / SEO
• Point-of-Sale
• eCommerce
• Group sales
• Mobile marketing
Source: http://www.web-strategist.com/blog/2010/08/30/cmo-matrix-how-social-technology-must-integrate-with-traditional-marketing-a-
horizontal-approach/

36. Next steps: redefining scope of
marketing communication
• Look beyond communication efforts:
incorporate customer insight at all
points of contact [total customer
experience]
• Scope of marcom activities broadens
to encompass internal marketing
[cultural buy-in]
• Gather patron behavioral data
Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz

38. Next steps: financial and
strategic integration
• Skills and data to drive strategic
planning
– Strategy rooted in audience knowledge
– Google’s “Database of Intentions”
• Return-on-customer investment
measures
– Formalize your performance measures
– Communications: behavior change
– Marketing: financial value of that behavior
Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz

39. What are you evaluating?
Social media is a
tactical effort…
…within a strategy
for behavior
change
Photo: http://www.flickr.com/photos/marcwathieu/

40. Define your goal
• The question is: what is
the change your
organization is trying
to achieve over five to
ten years?
• A mission statement-
inspired goal…
Photo: http://www.flickr.com/photos/keylosa/

41. New York Philharmonic | mission statement
To maintain and foster an interest in the enjoyment
of music and musical affairs, and to inculcate in its
members in the community of New York city and the
nation at large, an interest in symphony music and in
order to foster such interest and the appreciation of
music, among other things to cause the performance
of symphonic and other musical performances in the
concert and other halls, over the radio, television, by
phonographic recordings, and in any other manner
now known or hereafter to be.

42. Summary
• Adapt to changing environments
• Total customer experience
• Social media a tactical effort in an integrated
marketing communications strategy
• Formalize your efforts
• Evaluate your efforts
• Mission statement-inspired goals

43. Questions?