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Chorus america social media step by step
The document outlines a comprehensive workshop on social media strategy led by Devon Smith, focusing on the use of various platforms beyond Facebook and Twitter, such as YouTube and Yelp. It emphasizes building relationships with audiences, measuring social media engagement, and integrating traditional media with social efforts while addressing challenges organizations face with social media. Attendees are encouraged to develop a social media strategy, understand target audiences, and utilize tools to effectively manage their online presence.
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Chorus america social media step by step
- 1. Interkultur.Germany Social Media Step by Step with @devonvsmith #choam11 1
- 2.
- 3. the plan Strategy Tac*cs Tools Bonus Why social media? Facebook What to measure Foursquare How to plan for social TwiFer Measuring tools Yelp How to spend your =me YouTube Listening tools Flickr Working with volunteers Resources on the web Blogs Integra=ng w/ tradi=onal Future of social media Adver=sing Overcoming challenges Fundraising Social Plugins Q&A 3
- 4. My Goals for You 1.A rough draft of a social media strategy 2.The knowledge of what other social networks exist beyond Facebook & Twitter 3.A list of tools you can use to help you manage your social media
- 5. What do YOU want to get out of this workshop? 5
- 6.
- 7. social media doesn’t sell Eckets 7
- 8. social media doesn’t raise money
- 9. what sells Eckets & raises money? artistic content your direct your website mail campaigns customer service by your box office 9
- 10. so why bother? If your social media fans will • Recommend you to their friends • Like your brand more • Be more influenced by (cheap!) social media than tradi=onal media • Spend/donate more • Stay with you longer • Cost less to reach new audiences PS: these are all goals you can measure 10
- 11. build rela=onships, not one night stands* *but it’s okay to be a li/le promiscuous 11
- 12. more than marke+ng • Customer service • Crowdsourcing • Planning tours • Making art • Professional networking • RecruiEng new members 12
- 13. Maturity of Prac=ce empower community create relationships Technique start conversations respond to comments syndicate your own content listen awareness gain fans customer service sell fundraise mission-centric Intent
- 14.
- 15. PLAN now we need a Discover Plan Test Refine 15
- 16. Discover Dis5nguishing features of your org Industry Scan Challenges your org is facing Digital Media Audit 16
- 17. How do you compare to your peers? 17
- 18. plan 1. Address a real problem 2. Have a meaningful goal 3. Test several op=ons 4. Track what you do, and what the results are 5. Make decisions with your data 18
- 19. What’s your goal? Learn what people are saying about you online (and who they are) Increase the number of people talking about you online Get new ideas for future performances Get feedback about your past performances Engage audiences between performances Recruit new audience members to performances Recruit new chorus members/guest ar5sts Increase awareness about your chorus with other choruses Start a partnership with a local business Stay in touch with alumni of your chorus Give “outsiders” a peek into your process Develop a rela5onship with a key ins5tu5onal funder Introduce your chorus to a new community (geographically or otherwise) Provide another channel for customer service Decrease your marke5ng/fundraising budget Increase communica5on between chorus members Encourage chorus members to have fun during rehearsals Stay abreast of the news in your industry/neighborhood Change the brand percep5on of your chorus 19
- 20. What’s your What’s your problem? goal? 20
- 21. TargeEng Your Audience Audience PlaLorm Message 21
- 22. Who are you trying to reach? Why are they interested in what you have to say? What do you want to learn about them? 22
- 23. if your reputa=on is at stake, should you trust an intern? Consider •Offering clear guidelines on do’s & don’ts •CollaboraEng with the intern/volunteer to develop social media goals •InviEng someone who uses their personal social media accounts with a professional manner •CreaEng a social media policy for your chorus 23
- 24. social media guidelines OrganizaEonal goals Personal versus professional use Full disclosure Content approval process Author approval process Transparency versus privacy Community management Shared usernames & passwords Copyright issues Style guide EEqueVe Professional development opportuniEes h/p://socialmediagovernance.com 24
- 25. How much =me should you spend? 4.4 Facebook 17 hours 14 hours 25 theatres, $1m-‐$3m, December 2009 25
- 26. How should you spend your =me? Let’s assume you have a Facebook Page updated daily & YouTube channel updated monthly Learn Post & Listen Measure about Create Report Total Respond social 5 min. 10 min. post FB update, Daily scan Google respond to 15 min. alerts & social public men=on men=ons 20 min. 15 min. Pick 3 metrics, Scan your Weekly save them in Google Reader 2 hrs. excel doc feed 2 hrs. 10 hrs. Summarize Monthly Edit YouTube measurement 20 hrs. findings, decide video & upload what to change, report 26
- 27. How much Eme can you spend? 27
- 28. Challenges Overwhelmed Expecta5ons Exhaus5on Making 5me Bored 28
- 29. integraEng w/ tradiEonal media 29
- 30. but what if? People say bad things about us They already are. Be more in control of the conversa+on around your brand Social Media is just a fad Pla;orms may come and go. The best way to be prepared is to (though;ully) experiment on the current one. It won’t sell Eckets Build rela+onships with your fans. Unlike tradi+onal marke+ng, there is value in social media beyond the message. It takes too much Eme Once you get the hang of it, it doesn’t. Cheaper than most other marke+ng efforts. 30
- 31. Whew! 31
- 32. I just want a million followers 32
- 33. What % of your community do you reach?
- 34. Social Media Demographics Pew Internet & American Life, November 2010 34
- 35. Social Media Demographics Pew Internet & American Life, November 2010 35
- 36. Social Network Prevalence 207 arts organiza5ons April 2011 36
- 37. Average arts org ac5ve on 3 networks 207 arts organiza5ons April 2011 37
- 38. Monthly OrganizaEonal AcEvity 207 arts organiza5ons April 2011 38
- 39. Median Network Size 207 arts organiza5ons April 2011 39
- 40. User AcEvity 207 arts organiza5ons April 2011 40
- 41. 500 million “active”users 1/2 log in daily Spend 25 minutes/day 1/2 of activity is mobile Upload 90 pieces of content/month Like 7 pages/month Have 130 friends each 41
- 42. Facebook Demographics from Facebookpresentation June 2011 42
- 43. Median Page Updated Daily 207 arts organiza5ons April 2011 43
- 44. More Posts More Engagement 207 arts organiza5ons April 2011 44
- 45. Post 2x/day for 1 Month 60 Facebook posts 360 commenters 130 friends each 4,000 Page “likes”
- 46. Post 1x/Month 130 friends each 500
- 47. Pages w/ custom URLs tend to be larger Median Likes Median Comments/Post Any page with > 30 users can set their custom URL at facebook.com/username
- 48. consider the switch Profilescan be converted to pages at facebook.com/pages/create.php?migrate 48
- 49. 4% have awelcome Tab, 6% don’t land on wall Median Likes 207 arts organiza5ons April 2011
- 50. Logo image istailored to Facebook specs Clear call to action Tells me benefits of liking Each image links to a different section of the page Animated image draws my attention Highlighting user content demonstrates they value user engagement Welcome tab has branded logo “About” section makes clear org mission & why they use Facebook
- 51. 37% of theatres don’t link to Facebook from their homepage 476 TCG theatres, May 2010 51
- 52. Size MaVers 208 off-‐Broadway theatres, October 2010 52
- 53. What one thing are you going to stop or start doing on Facebook? 53
- 54. 60 million US users I’m probably less knowledgeable 13% of online adults have used TwiVer about “this whole Average user TwiIer thing” than •5 followers you might think •Has tweeted < 10 Emes •Is in their 30s •Has a college degree 54
- 55. TwiVer Vocabulary is a New Language 55
- 56. Stream Bio Retweet (RT) Hashtag (#) Shortlink (bit.ly) @men5on (@) Tweet (140 characters) 56
- 57.
- 58. • Make (public) lists of following • Make (private) lists of followers 58
- 59. Geeng Started Who to follow: Those talking to you, about you, about your peers, about your art, about other topics you’re interested in, cri5cs, funders, local arts agencies, local poli5cians, local businesses How to follow: Twi/er will recommend people to follow on the right side of your stream Search www.wefollow.com, www.listorious.com Watch who the pros follow *What to tweet about: Talk to people about their interests Point out interes5ng topics being discussed in your industry Share links to neat things Promote chorus members’ outside-‐of-‐chorus stories Answer the ques5on, “What has your a/en5on today” Ask a ques5on Follow interes5ng people and RT them Provide useful advice or 5ps Tell us what you’re working on today Comment on what someone else just tweeted about *inspired by Chris Brogan’s ’50 things to tweet about” 59
- 60.
- 61. Median org tweetsdaily 207 arts organiza5ons April 2011
- 62. More Tweets More Engagement 207 arts organiza5ons April 2011
- 63. ~7% of followerswill add you to a list 207 arts organiza5ons April 2011
- 64. Linking Facebook toTwitter decreases engagement 207 arts organiza5ons April 2011
- 65. Size MaVers 208 off-‐Broadway theatres 65
- 66. What one thing are you going to stop or start doing on TwiVer? 66
- 67. 6 years old 3 billion views/day 48 hours of video uploaded per minute Average user watches 25 minutes per day Evenly split M/F Most popular video played 500 million x 67
- 68. Google for Nonprofits Upload longer videos “Donate Now” buVon on your channel Embed links in your videos Get featured on Nonprofit Channel (also free adwords!) 68
- 69.
- 70. Median org uploads1 video / month 207 arts organiza5ons April 2011
- 71. More uploads More views 207 arts organiza5ons April 2011
- 72. Viewers engage on Findings from 2 Case Studies a “per video” basis Men 45-‐54 are largest demographic Related videos are top referral source 80% of views occur more than 2 months aSer pos+ng date 72
- 73. Size doesn’t maVer 208 off-‐Broadway theatres 73
- 74. Length of video doesn’t maIer 208 off-‐Broadway theatres 74
- 75. Diverse types of videos are popular 208 off-‐Broadway theatres 75
- 76. No performance type dominates 208 off-‐Broadway theatres 76
- 77. Viewers tend to be older males 208 off-‐Broadway theatres 77
- 78. Most (but not all) views occur on YouTube 208 off-‐Broadway theatres 78
- 79. What one thing are you going to stop or start doing on YouTube? 79
- 80. Measuring social mediais hard & a little messy benrobertsabq
- 81. What do youmeasure? I begin with: Next I think about: 1. Who are these people? Do I have a problem to solve? 2. How did they get here? Is there an opportunity? 3. What do they want? Can I test a hypothesis? 4. Did they get it? Can I compare x to y 5. If not, why not? Then I decide on format: Small experiments A/B testing Competitor benchmarks Customer survey Watch what others do
- 82. Return on Investment post show length of your discussions performance newspaper advertising joint-productions posters (including staff time) displayed in different neighborhoods in-kind sponsorships Do you number of staff at press your box office measure the release ROI of... concessions email (by or merchandise by word count) item subscription a customer’s campaigns (by hour) lifetime value event-based fundraisers salary & benefits offered to your staff
- 83. what you measure ma-ers what you measure ma-ers but there’s no secret formula h-p://bit.ly/100ways think about micro conversions li-le steps along a path to a big goal problem. goal. tac4c. metric.
- 84. Web Reporting vWeb Analysis Yes it has pretty pictures, but what do I do? image via Avinash Kaushik
- 85. Web Reporting vWeb Analysis Specific problem you’re trying to address Explain the Big picture data in words trend over time ROI Tell me what to do now that I know this image via Avinash Kaushik
- 86. Less Useful Data dump Aggregate data One time data Old data More Useful Asking a question of your data Making decisions with your data Trends over time Comparative data add1sun
- 87.
- 88. How do youget your post into the Facebook Newsfeed? 1. Few friends? You won’t show up. 2. Status updates without likes? You won’t show up. 3. Photos & Videos > Links > Text 4. Even the Most Recent News feed has an algorithm 5. Stalking your friends won’t get you noticed 6. Having friends who stalk you will get you noticed 7. More to the algorithm than just this
- 89. Who are thesepeople? How closely does this match my audience? How could I use this to tailor advertising? Would it be useful to translate? How likely is it they are ticket buyers?
- 90. How did theyget here? 0 User profile What’s missing can be as 0 Stream important as what’s here 0 Like Box 0 Suggestions 0 Like Button Like website referral sources, 0 Ads diversity is good
- 91. What do theywant? Seems like people are interested in discussing Try varying this, and keeping track of differences
- 92. Did they getit? What happened What happened last month? this month? Look for systematic or one time spikes & dips Think of this ratio as an engagement metric
- 93. (Free) Facebook Research this is where the magic happens having a larger page can increase advertising effectiveness
- 94. know how Facebook referrals differ from other traffic sources to your website 94
- 95. measuring on twiVer •Reach: followers (not just how many, but who) • Engagement: @menEon and link click thru • Influence: #ff and listed • SenEment: content of the tweets about/to you 95
- 96. Track click thrurates on Twitter
- 97. Look for outliers Lookfor spikes Look for influencers Look for engagement
- 98. this video ispopular 1/2 viewers are browsing off of YouTube 1/2 viewers are searching
- 99. What 3 metrics are you going to start tracking?
- 100. Adding more tools to your tool belt
- 102. Track social mentions of your name across all platforms
- 103. any public Facebookor Twitter account search term date range report type
- 104. raw data people timing content
- 105. View multiple Twitterstreams at once
- 107. How do Iknow when someone unfollows me?
- 108. How many blogsubscribers do they have?
- 109. Tagxedo: when shape(and font! and color! matter) Wordle (for when it doesn’t)
- 110. What tools are you going to use?
- 111. If you remembernothing else...
- 112. spend more 5me listening than talking 112
- 113.
- 114. adapt your content to each plaLorm 114
- 115.
- 116. toss the plan learn by doing 116
- 117. what’s your vision for how your chorus will benefit from using social media? what 1 thing will you do next week?
- 118. Resources on the Web www.24UsableHours.com www.BethKanter.com www.Mashable.com 118
- 119. What else is out there? -/#*&23-$ &331-3$ #"44&7$ 1".&2#-$ #1(0(0$ )'1)"0-$ 3&.(23$ 8"19$ 1&2!".$ !"#$ 1-,(-8$ 1#.2!+2$ +-/+$ &'!("$ -"/%0',& 6&.(4:$ -!'$ 0*&1(23$.-#*&2(0.$ 61(-2!0$ .'*$%/&& !"#$%& )*"+"$ 3-%24& '()"*+& #*&+$ 0-1-2!()(+:$ %%$ ,(!-"$ 0"#(&4$3""!$ .-!(#&4$ .&)$ 0!"12/%*"& 6""!$ $,+"-".+& -2+-1+&(2$ -/#*&23-$ -/)-1(-2#-$ +1&,-4$ 52&2#-$ !(0#"'2+$ 1-+&(4$ A$ ;-09+")$!$<"7(4-$!$=#1--20$>$?*(230@$
- 120. That’s it! what else can we chat about today? social Blogs adverEsing other social networks Flickr your quesEons! Yelp social fundraising Foursquare Follow: @devonvsmith Read: www.24UsableHours.com Email: devon.smith@threespot.com 120
- 121. Social Plugins 121
- 123. + = Packrati.us
- 124. 30% of orgsactive on other social networks
- 125.
- 126. core experience is you & users can the user add photos review make announcements, offer coupons, check-in specials unlock your venue you can run ads add the story you might of your org consider these venues “competitors” you can publicly respond to comments
- 127. Open up the Browse nearby venues Browse within Browse info Yelp app by category the category about the venue # & stars are indicative Check-in to Filter venues Browse by the venue by type distance social sharing
- 128. What else doyou need to know about Yelp? users can earn users compete with users can yelp deals = 20 badges their entire city redeem discounts Groupon yelp events promoted in yelp will send you window cling if yelp rewards their community w/ weekly e-newsletter 3.5+ & “enough” reviews ‘elite squad’ events
- 129. Is there anopportunity to have a conversation with amateur reviewers about norms in critiquing art? Or do we give up that “right” in this newly social world?
- 130. Ask: Are reviewsimportant to your audience? respond consider (as necessary) discounts to reviews monitor activity link to your reviews and/or add a Facebook app weekly email sent to you yelp user demographics
- 131. Only 5% ofvenues have less than 4 stars Venues with more reviews have fewer stars Venues that have been claimed have 4x more reviews
- 132. Flickr tibchris
- 133. Median org uploads20 photos / month* *but not evenly distributed
- 134. More uploads More views
- 135. Theatres have used Flickr to: •Ask fans to contribute photos of themselves •Send fans on a photo scavenger hunt •Sell or rent costume/set pieces •Promote gala auc5on items to donors •Ask fans to provide insight on design images •Staff to share lives outside the theatre •Give fans tour of the theatre & offices 135
- 137.
- 138. Median org has7 subscribers *Google Reader accounts for ~50% of all RSS subscribers
- 139. More Posts More Engagement On average 1 comment per post
- 140. yourwebsite.org/blog tends tohave more subscribers & engagement
- 141. Why else might you blog? •Archive of your history •Permanent link to send informa5on •Thought leadership in the field •Schools/universi5es—student/intern life •Value of SEO/recency to your website 141
- 143. Digital & Social AdverEsing 143
- 144.
- 145. Traffic to Website 145
- 146.
- 147. Value of AcEon Note: NYMag and Flavorpill not shown bc too few data points 147
- 148. 1/4 of Facebook clicks age 45+ 148
- 149. Digital & Social Fundraising 149
- 150.
- 151. Middle of the campaign struggles 151
- 152. Shorter campaigns provide urgency 152
- 153. Foursquare Foursquare tripled Evidence of high Tips, tags, and in size in past 6 engagement among categories don’t months users & theatre seem to maIer Having a special isn’t enough to Longevity maIers drive check ins Data from April, 2011; 76 LORT theatres 153
- 154. “makes the worldeasier to use” enables serendipitous motivates records interactions behavior history discovers encourages new loyalty places image from http://mashable.com/2011/01/03/art-of-checkin/
- 155. checking in enablesall the good stuff to start happening Be rewarded for Look for the venue I Get information about a Check in checking in want to check-in to specific venue any user can create a Businesses can offer 20% of check-ins are check-ins count towards new venue, so special discounts for shared socially mayorships (temporary) & sometimes you’ll see check-ins badges (permanent), “fake” venues like “in points count towards line for tickets” leaderboard w/ friends (rolling 7 day count)
- 156. the more peoplewho use foursquare, the better it gets If I don’t know what I’m Recommendations based When I check-in near If friends check-in nearby, looking for, I can on friends activity, venue a venue with a tip, 4sq will notify me explore venues popularity, and my history 4sq will inform me brands can leave tips or this is why categories, to-dos tags, and tips matter at any venue
- 157. most “social networking”is between users, not with venue 1. Monitor venue analytics & tips 2. Consider offering a special 3. Link to your Foursquare www.getsatisfaction.com/foursquare still confused? www.aboutfoursquare.com
- 158. Median venue has21 check-ins Venues that have been claimed have 3x more check-ins
- 159. 16% of claimedvenues offered a special Median check-ins per person = 1.7
- 160. 76 nonprofit theatres,budgets $1M - $50M+ tracked since Jan 2010 http://bit.ly/theatresonfoursquare *with apologies to the non-theatres in the crowd
- 161. 97% of venueshave a mayor, 36% have been claimed by staff Average venue has 4 tips, last updated 3 months ago 55% of mayors are male
- 162. An average venue’slevel of activity Venues w/ specials have 15% more unique visitors Claimed venues have 3x more activity *but correlation does not imply causation
- 163. Just because youoffer a special, History doesn’t mean the crowds will come a’ runnin Channel Specials Oct Average venue has 424 check-ins from 155 people
- 164. Early Venues haveMore Check Ins Foursquare rolled out in 5 stages across the US. Some cities didn’t get access until Jan 2010
- 165. Gives you some measure of impressions How similar are these demographics to your audience?