Social Media & Communications Surgery: A Practical Guide To Ethical Brand Building Know your #hashtags from your @mentions? The difference between Replying and Retweeting? If you want to learn all about the potential and pitfalls of social media from the comfort of your desk, come and join this free and practical Webinar where Julie's Bicycle will help you develop your online presence and effectively communicate your brand and ethics. Learn about different social media platforms (the rules and jargon!) and social media strategic planning, with lots of creative and colourful examples of how arts organisations and practitioners have utilised social media to communicate their environmental actions, campaigns, and good practice. Communicating your business values demonstrates transparency, builds trust and opens new contacts and conversations. As an outcome of the Webinar, Julie's Bicycle will also help you to create your very own environmental policy and action plan, so that you can document, share and communicate your good practice and aspirations.

1. Environmental Action Planning

2. Housekeeping
• MUTED
• Orange Arrow – don’t need to use this, it minimises the
control panel. Clicking it a second time will bring it back if you
do it by mistake
• Don’t close the dialogue box as this will exit you from the
webinar.
• Hand – this is a way to raise attention if there is an issue
• Question box – finally you can use the question box to
message us during the webinar.

3. Social Media &
Communications Surgery
23rd January 2015
Lucy Latham
Environmental Sustainability Coordinator

4. UNTIL MARCH 2015
PARTNERS:

5. Who is it for?
• SMEs & micro businesses
• Creative industries
• East of England
What’s on offer?
• One to one expert support
• Events, workshops and webinars
• Tools and resources
• Networking opportunities
Support with:
• Developing your business case for
environmental action
• Implementing action plans and achieving
carbon reductions
• Access to finance
• Employment law and apprenticeships
Conference 18th February at the Royal Opera House: register for free!

6. Julie’s Bicycle
We make environmental sustainability intrinsic to the business, art
and ethics of the creative industries.
Research
Practical tools & resources
Collaborative projects
Networks & events
www.juliesbicycle.com

7. How we work
Research
Practical Tools and
Resources
Bespoke Support
and Projects
Data Gathering
Sharing knowledge
Networks and Events
Together we can be bigger than the sum of our parts.
Artists
Audiences
Leaders
Businesses
Creatives
Freelancers
Suppliers

8. NEW JB website!
• Case studies
page

9. Why it’s worth it
• Arts and Culture:
• Have an impact far
beyond their own
footprint
• Enable us to understand
complex issues
• Have a role to play in
social change

10. Business case
• Demonstrates your values as a business
• Trust
• Relationship building / networks / communities
• Plugged into wider environmental/social/economic issues
• Value as an employer – staff care
• Business acumen
• Efficiency (funders!)
• Long-termism
• Resilience
• Leadership
• Self-promotion

11. Why engage?
• Build your brand
• Transparency builds trust and understanding
• Celebrate and gain recognition for your
achievements
• Share best practice
• Major opportunity for leadership
• Encourage participation and new ideas
• Influence change
• Avoid missing out on opportunities

12. Core principles
• 1. Listen (to what your audience and peers are saying and get
involved in the conversation)
• 2. Inform (always give people interesting content – no one wants
to hear mindless selling)
• 3. Engage (ask questions, invite feedback - respond! Getting
people to tweet for you or on your behalf is the holy grail!)

13. Does it work?
• 41% of festival goers in 2012 said they actively changed behaviour
from encountering sustainability messages at festivals.
• Isle of Wight Festival reduced audience travel emissions by 26%
between 2009 and 2010 by promoting travel alternatives like
carshare, increased car occupancy and cyclist facilities.
• Manchester Art Gallery reduced energy emissions by 15% by
displaying “live” energy use in the building, enabling visitors to
make informed choices.

14. Social Media Wheel

15. The world is changing…

16. Social Media for Dummies
It might seem daunting, but everyone can do it. The internet
is full of free resources and people sharing their ideas and
experiences. Social Media is a very sociable topic!
• http://blog.a-m-a.co.uk/becoming-a-social-arts-
organisation/
• http://culturehive.co.uk/resources/becoming-a-social-arts-
organisation
• http://blog.a-m-a.co.uk/category/social-networks/

17. Twitter: Getting started
• Go to Twitter.com, and create a free account.
• Learn Twitter terminology.
• When you post something, it’s a tweet.
• When you repost something from another user, it’s a retweet or RT.
• Trending topics, or TT, are topics discussed by many users at a given time.
• You can Favourite a tweet by clicking on the star. That is a great way to
recognize someone for sharing your content.
• Explore. See who is on Twitter and what people are tweeting.
• Engage. Follow the guidelines in this article and become an active user.
http://www.forbes.com/sites/kenkrogue/2013/08/30/31-twitter-tips-how-to-use-twitter-tools-and-twitter-best-practices-for-
business/

18. Twitter
https://support.twitter.com/articles/166337-the-twitter-glossary
@ sign is used to call out usernames in Tweets: "Hello @twitter!" People
will use your @username to mention you in Tweets, send you a message
or link to your profile.
Favouriting a Tweet indicates that you liked a specific Tweet. You can find
all of your favourite Tweets by clicking on the favourites link on your
profile page.
A hashtag is any word or phrase immediately preceded by the # symbol.
When you click on a hashtag, you'll see other Tweets containing the
same keyword or topic.

19. Writing Tweets
• Twitter is an online social networking service that enables users to
send and read short 140-character messages called "tweets".
• Be concise with your language
• Keep tone professional yet engaging – find your own voice
• Personal/professional accounts – all views my own
• Twitter has link shorterners, but can use bitly (with monitoring)
• If you are making a hashtag, keep it representative, memorable,
and short as possible #createsharesustain
• Use images

20. Free tools: social media management and
metrics
1. Hootsuite - you can schedule posts to multiple accounts, monitor activity
across platforms and its all free. Ideal if you have limited time or if more than one
person manages the account
2. Tweetreach - you can monitor how far your tweets travel, the actual impact
and implications of social media discussions.
3. Klout - some people love and some hate but its a great tool for measuring
influence through engagement on Twitter. It gives you a rating out of 100 and
you can see how other people do too.
(more info here: http://www.brandwatch.com/2013/08/top-10-free-social-media-
monitoring-tools/)

21. Facebook
‘With 829 million people
actively using Facebook
every day, it's become a
go-to component of
almost any inbound
marketing strategy’.
http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-Create-a-Facebook-Business-Page-in-5-Simple-Steps-With-Video.aspx

22. Facebook V Twitter
• Twitter fosters communities of interest – great search tool
• Much longer “posts” on FB
• Facebook is more of a organisational digital face, Twitter is 2-way
• Easier to chart discussion on FB, but often less of it
• You can repeat message on Twitter, much faster format
• More company information on Facebook
• Link the two profiles (and your website) – always loop back, no dead ends
• Twitter is all about interaction and making relationships, don’t make
“empty” likes.

23. Blogging
Why blog?
• Advance your writing skills and analytical/reflective thinking
• Advertise your event/organisation/campaign
• Make money (advertising)
• Learn from others and be part of a wider conversation
• Inspire others
• Voice of authority
• Maps your investigative journey
• FREE
• Blog can be website substitute
• It’s not difficult to use and you can personalise

24. Blog tips
Blog options:
• Tumblr - Similar actions as Twitter i.e. ‘like’, ‘re-blog’, messaging, scheduling
• WordPress
Content:
• Don’t need to be really long – think commuter reading
• Content should be original – OK to reference (properly)
• Think about your target audience
• Look at comments, engage with debate

25. Online: BAC

26. Other Social Media Outlets
• Instagram - photo
• LinkedIn – digital CV
• Youtube / Vimeo – videos
If you intend on utilising multiple social media platforms, create a
strategy to unify the digital “voice” and create complimentary
communications.

27. Creating campaigns with a
sustainability focus

28. Linking in with existing campaigns

29. Key Principles
1. Know your audience and find what’s in it for them.
2. Keep sustainability in line with your brand and
organisational culture.
3. Don’t be boring – tell stories and lead with a vision.
4. Be clear about purpose and calls to action.
5. Make it participatory.
6. Stick to your strengths.
7. Pick the right messengers.

30. Strategy
• Objectives
• What do you want to achieve?
• How does this align with overall company objectives?
• Target Audiences
• Who are you talking to?
• Competition
• What are others doing?
• Key success factors/critical issues
• What must be done well in order to succeed?
• Messaging and Channels
• Budget and Resources
• Timeline

31. ♯1: Storytelling
What’s your story?
• What are your key messages?
• How can you create a sense of shared value between all
of your stakeholders?
• Sustainability stories should be in line with your identity,
tone and existing communication channels.
• Developing a brand/identity to represent and highlight
your efforts can be effective.
• Alternatives to “green” - it’s a useful shortcut but how
else can we talk about this issue without people
switching off?

32. ♯2: Make It Fit
• Wembley Stadium “Switched On to Switching Off” energy
reduction campaign – Energy Referee issued “offenders”
with yellow and red cards for equipment left on
overnight.
• Town Hall Symphony
Hall Birmingham

33. ♯3. Intention vs. Achievement
• Tell the whole story.
• Failure stories matter too!
• Balance honesty about the process with genuine success
stories.
• Invite participation.

34. ♯4: Engage People
• Set your objective.
• Share the vision - be specific about what do you want to change.
• Make a clear ask/provide clear messaging.
• Support your ask/messages with relevant/robust information.
• Think about the medium and multiple touch points
• Make it a collaborative effort.
• “Join us in reducing emissions by…”
• Make it fun!
• Measure success.
• Reward and celebrate action.

35. ♯5: Choose the right channel
Internal
• Emails
• Staff meetings and
socials
• Project management
software
• Newsletters
• Physical notice-board
• Signage
• IG report and
External
• IG report
and
certificate
• Newsletter
• Website
• Social media
• Blogs
• Press
• Multimedia
content
• Marketing
emails
• Ticketing
• Programme
s
• Events
• Signage

36. Example: Social Media Campaigns
• Timberland’s Nature Needs Heroes Camp campaign
• Advertising new Earthkeepers environmentally conscious range
• Artist Robert Bradford sculpture
• Visitors submit environmental pledges
• After pledging get 20% off the range

37. Art Everywhere
Art Everywhere’s annual campaign
• Every summer
• Buy up billboard space and use it to display prints of artwork around
cities
• Before the campaign you vote for which artworks you want to see on
billboards
• Once they are posted on billboards they invite people to tweet pics
of the art being displayed and they award prizes for the best images
• Great engagement and follow through -http://arteverywhere.org.uk/

38. Hashtag campaigns #
1) Guardian ran this #lovetheatre day - an online celebration of British, European and global
theatre.
• One main hashtag (#LoveTheatre) to guide conversation throughout the day, with three
smaller, sub-hashtags to highlight specific themes:
• #BackStage (10am-12pm) will offer audiences and other arts professionals a glimpse into
how a production comes together in the weeks and months leading up to the big night.
• #AskATheatre (3-5pm) will offer a unique opportunity for theatre aficionados and aspiring
actors to hear first-hand from the individuals and groups that make the magic happen.
• #Showtime (7-10pm) will give those who can’t make it to a theatre the chance to sit in the
“virtual stalls” to experience the a performance, or several, via Twitter.
http://www.theguardian.com/culture-professionals-network/2014/nov/05/love-theatre-day-
twitter-uk
2) #AskACurator - https://twitter.com/askacurator

39. Learn from other sectors
Retailer campaign but could be adapted for an arts venue
or venue cafe - tweet a selfie and get a 10% discount.
Ideas? Tweet a show review and get a discount?
http://memeburn.com/2013/11/pay-with-a-selfie-the-best-social-campaign-by-a-fashion-retailer/

40. Seeing is engaging: Manchester Art
Gallery
• Aim: 42% emissions reduction
by 2020.
• Piloting an energy display
system in public areas since
2011.
• iPad screens installed at
strategic positions in the
building:
• energy consumption of the day
so far
• whether it's gone above the
target
• Tips for people to help reduce
consumption
http://vimeo.com/25087040

41. ATG Earth Hour – picture tells a thousand
words
41

42. Infographics
• Norwich Theatre Royal
42

43. New ways of
communicating
messages:
Free infographic
software to share
messages, aims
and objectives,
and successes

44. Arcola: website
44

45. Polka Theatre: creative content

46. Cool communications/campaigns: ID&T Choose Tap Water

47. Engaging People
• Set your objective
• Share the vision - be specific about what do you want to change
• Make a clear ask/provide clear messaging
• Support your ask/messages with relevant/robust information
• Think about the medium and multiple touch points
• Make it a collaborative effort
• “Join us in reducing emissions by…”
• Make it fun!
• Measure success
• Reward and celebrate action

48. Resources
• Environmental Action Plan Guidelines: www.juliesbicycle.com/resources/environmental-policy-and-action-
plan-guidelines
• Julie’s Bicycle Sustainable Production Guide: http://www.juliesbicycle.com/resources/sustainable-production-
guide
• Sustainability for outdoor arts Toolkit: http://www.juliesbicycle.com/resources/the-isan-environmental-
sustainability-toolkit-for-outdoor-arts
• Power Behind Festivals Guide: www.powerfulthinking.org.uk
• IG Tool for Production: www.ig-tools.com
• Better Batteries Practical Guide: http://www.juliesbicycle.com/resources/better-batteries-guide
• Case studies: http://www.juliesbicycle.com/latest?section=caseStudies&sector=&impact=&topic=
• Resources: http://www.juliesbicycle.com/resources
• Green Choices Toolkit (Materials): www.moolelo.net/green
• White Light Green Lighting Guide: www.whitelight.ltd.com/greenguide
• BBC Sustainable Lighting Guide:

49. Ends
Thanks for listening, any further questions email:
culture-change@juliesbicycle.com / lucyl@juliesbicycle.com
Julie’s Bicycle
Bush Theatre, Shepherds Bush, London W12 8LJ
+44 (0)20 8746 0400 | www.juliesbicycle.com
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