Uploaded byBeth Kanter
Digital Strategies for Orchestras - Seminar
The document summarizes a seminar on effective social media practices for orchestras. It provides an agenda for presentations on crawling, walking, running, and flying with social media. It discusses measuring engagement and building capacity for social media use. Presenters provided case studies on how social media has brought value to orchestras through audience engagement and relationship building. The document emphasizes starting with a strategy and SMART objectives, benchmarking peer organizations, encouraging audiences to connect through social moments, and integrating social media practices organization-wide.
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Digital Strategies for Orchestras - Seminar
- 1. Digital Strategies forOrchestrasCrawl, Walk, Fly, Run:Principles of Effective Social Media Practice Beth Kanter, ZoeticaPhoto by gwf
- 4. Digital Strategiesfor Orchestras SeminarAGENDA10:15-11:10Crawl, Walk, Run, FlyLiving Case Studies11:10-11:20Sticky Note Break11:15-12:20Principles of Social Media Practice: Time To Apply to Your OrchestraStrategyMeasurementEngagementCapacityLearningOUTCOMESLeave the room with a basic understanding of effective social media practice and one small step to put into practiceFRAMINGWide range of experience in the room!
- 5. Learning from adjacentpractices
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- 7. It’s on theWiki: http://bit.ly/digital-orchPhoto by sveetaBe warned: Don’t just sit back and passively listen - #digorch
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- 9. I’ve been watchingyou …Flickr Photo: profzucker
- 10. What is yourorchestra’s experience using social media?
- 11. If you can’tfly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”Inspiration
- 12. Always moving forward….Marketingor Audience DevelopmentStrategyCulture ChangeSocial Media StrategySMART ObjectiveAudienceListeningExperiments/PilotsIntegrated Social Media StrategyEngagementContentBest Practices TacticsCapacityIntegrated and Multiple ChannelsInstitutionalizedReflection/ImprovementNetwork Building
- 13. BuildNetworkParticipateListenPromotePublishLow EngagementContent IntensiveNoEngagementBroadcast/ShareHigh EngagementOriginal concept by Beth Kanter – remix by Aliza Sherman
- 14. Share Pair: Where is your orchestra? What do you need to move forward? StrategyMeasureImproveListenParticipatePromotePublishNetwork
- 15. Crawl, Walk, Run,Fly: ValueLiving Case Studies
- 16. What were theresults? What’s the value?How much time?Photo by edyson
- 17. The Continuum ofValue: Crawl, Walk, Run, FlyResultsImpact$InvestmentInteractionInsightNumber of Months Strategy, Measure, Improve
- 18. Goals:1. To promoteIndependent Sector with “non-attending audiences” through attendees’ social media mentions2. To capture summaries of the 2010 conference to show the richness of the content as a means to promote the event for 20113. To test pilot social media at the conference and to capture lessons learned and ideas for future social media effortsMetrics for Success1. Seven bloggers and seven Tweeters are identified and recruited to cover the event2. Content from seven sessions is posted to the IS blog or other blogs3. The number of retweets using the hashtag #ISconf increases from 20094. The team gains social media experience and insights about social media practice WALK
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- 21. “Facebook is ourthird biggest referrer of online income. We use Google Analytics (hooked into our online basket) and FB Insights. Many people buy tickets on the phone or in person at the venue and say they heard about on Facebook!”"Facebook is just a small piece of my job. I fit in the sort of engagement you see on our page by having set a strategy of treating social media as we would other channel - We would not ignore phone calls, emails or someone talking to us face to face."
- 22. Social Media strategyis part of integrated communications strategy.Track Awareness: Share of Conversion About HungerConversions for advocacy (Child Nutrition Bill) and donationsCross Department DashboardKPI: Linked to Job PerformanceFLY
- 24. Living Case Studies: How has social media has brought value to your orchestra?
- 27. “As one ofthe oldest counties (ie. age of residents) in the country, this is helping build our introduction to younger audiences, who have shied away from our performances in the past. “
- 28. “Audience members havebeen responsive to posting comments after concerts, and promoting special events on partner sites as also worked well. Our staff participated in a live twitter stream during a special event with two local choirs. We're not sure how many people we actually reached, but it helped us to connect with the other orgs.”
- 29. “We have ongoingdialogues with patrons through the use of social media. We have "Blogger's Evening" events, in which local Ottawa bloggers are invited to attend performances at the National Arts Centre and blog about their experience. It has been an invaluable tool for engaging in an open dialogue with our audience. “
- 30. “Social Media hasundeniably helped increase SSO's audience engagement with the brand. Creating the right content, posting at the right time (inc. outside business hours) and having the right offers to get engagement was the key to establish a great flow of conversation.“
- 31. Share Pair: Whatresonated? What insights did you gain that you can apply to your organization? What have you thought about before?
- 32. What is yourbiggest challenge using social media effectively?
- 33. Sticky Note Break: 10 minutesWhat is your burning social media question?
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- 36. Start with aSMART Social Media Objective
- 37. SMART Social MediaObjectives1. How many?2.By when?
- 38. IQ TEST: What objective is SMART?Recruit 40 organizations to join our LinkedIn organization page by June 30, 2012Set up LinkedIn organization page
- 39. ResultsAcquire 100 newdonors through social media channels by June 30, 2012Tactical Increase likes and comments with fans on Facebook to 3 comments per post by June 30, 2012CapacityCreate one video per month to tell stories about the impact of our organization by January, 2012.Integrate social media across organization staff and board to use it reach goals by September 30, 2012Examples: SMART Social Media Objectives
- 40. It isn’t aboutgetting all A’s or FAIL
- 41. Cut the Salamiinto Smaller Pieces
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- 43. DYI Benchmark Studyof Peers
- 44. Intent: Inspire conversationsrelated to audience development goalsObjective: By June, 2012, we will post content daily that increases the number of comments per post by XBy June, 2012, we will post content daily that engages people in concert programs and scores x% feedback percentage.Compare to your current baseline: What is your average comment per post ratio? What is your current feedback percentage per post on average? What is the benchmark?
- 45. Benchmark Study ofPeer Organizations
- 46. Posts By Admin(37) Divided by Total Number of Comments (206) = 5.5 comments per post
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- 48. Share Pairs: What’s your organization’s SMART social media objective?
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- 54. How are youencouraging your audiences to connect with you?Flickr photo by antydiluvian
- 55. Engage audiences before,during, and after arts experience …
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- 57. Crowdsource ideas fromthe audience ….
- 58. Become an expertat starting conversationsPlay Video
- 60. Think and Write:A question or visual that will spark conversation about your orchestra’s programs?
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- 65. Who is goingto do the work?!It’s worth our time, but social media takes time …
- 66. Build CommunityParticipateListenPromotePublishLow EngagementContentIntensiveNo EngagementBroadcast/ShareHigh Engagement++++15 min/day20 min/day30 min/day3-5 hrs/wk5-10 hrs/wkOriginal concept by Beth Kanter – remix by Aliza Sherman
- 67. Three ModelsHow doesyour organization implement social media?
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- 69. Make them partof your teamTasksSocial Media OverviewAccount Creation/CustomizationSocial Media ResearchTemplate CreationBlog MonitoringBlog DraftsVideoPost Facebook ContentAnswer comments on FacebookCollect measurement dataDon’t do this to them ….
- 70. Integrate into jobdescription
- 71. Wendy HarmanAmerican RedCrossCreate ROI MeasurementsDevelop Internal Education and TrainingApply Social Insights to the Strategic PlanGet Buy-In from StakeholdersDevelops Listening and Monitoring StrategyGets Tools and Technologies in placeFacilitate policy and proceduresCommunity managerTwo Full-Time Staff Members
- 72. Strategy for Scale: Internal/External
- 73. The Rule Book:Social Media PolicyTrust is Cheaper than Control Encouragement and support
- 74. Why policyis needed
- 75. Cases whenit will be used, distributed
- 76. Oversight, notifications,and legal implications
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- 78. Identity andtransparency
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- 81. Judgment andcommon sense
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- 91. Policy examplesavailable at wiki.altimetergroup.comExamples: http://www.bethkanter.org/trust-control/
- 92. One Minute ofSilence: What does your orchestra need to do to increase capacity?Flickr Photo by John K
- 93. Handling Mistakesx“MisTweet” –A tweet intended to come from a personal account but sent out on an organizational account by mistake.
- 96. Steve Norris, ex-ToryMayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”
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- 101. Two guiding principlesin social media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they might have done themselves a service.
- 102. To be successful, use social media like Kanye WestWhat can we learned about a try and fix approach to social media from Kanye West?
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- 107. Reflection and BookRaffle:What is one small step you can take tomorrow? Write it on index card with your name and email address
- 108. Thank youBeth’s Blog: http://www.bethkanter.orgNetworked Nonprofit: http://bit.ly/networkednpTwitter: @kanterFacebook: http://www.facebook.com/beth.kanter.blogSlides and Resources: http://bit.ly/digital-orch
Editor's Notes
- #7 http://www.flickr.com/photos/rg-b/3243840206/
- #8 http://www.flickr.com/photos/profzucker/3296089649/in/photostream/
- #9 Number of Toolshttp://www.flickr.com/photos/ebarney/3348965637/sizes/l/Stay standing, listening to what saying about your brandStay standing, promoting your message Twitter, Share this buttonStay standing, participating - deep audience engagement – online/offline, conversation startersStay standing, content strategy for your social channels that is integrated, encouraging user generated content – using mobile, etcStay standing, if you havemeasurement and reflection strategyChallengesStrategyWe don’tNot linked to organizational mission orLack a plan on what to use it for.Content Strategy: Updating and putting only whats relevant on the web.Not having a strategy. We have dabbled but are not focused and do not have a good strategy around how and when we should use it.CapacityStaff and volunteer capacity is currently limited.Time to set-up and maintain the page.Our biggest challenge around using social media is learning how to create more visibility for our agency and programs using existing and new tools, while having limited financial and human resources.Choosing where to focus my energy on. Since small non-profits use a lot of student intern help, how do we chunk out the work so that we can assign tasks to these interns (and not lose control of it)Staff investment in carving out time for social media content.CultureUnderstanding how it can benefit the mission of the organizationDisagreement within the organization on the goals and purpose of adopting social media. Some people are eager to immediately adopt the latest technology, others are cautious.Resistance from executive leadership to use social media based on the risks involved.Lack of Measurement StrategyNo Measurement StrategyFiguring out where to invest timeLearning how to manage it effectively, involving/interesting our elderly clientsHaving time to effectively maximize the use of social media & knowing what are the best tools to utilize.What to post and how often to post.Figuring out whether it really makes a differenceMeasuring results from social media efforts.Updating content often enough - knowing how much is too much or not enough.Prioritization and/or ruling out non-critical stuffStaying relevant - making sure that what we post is valuable, posting frequently, and paying attention to "insights" - do they really matter? I have no idea!
- #10 If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
- #11 These are different levels of nonprofit social media practice –They go from beginner to advanceAs you move up and through different levels, you need to invest more time, but you get more returns
- #12 Let’s look at the model in terms of tools that you might use at each level …..Ask how many using what tools for each ..
- #13 IF you’re crawling, raise your handAsk people to share what that looks like and whyIf you’re walking, raise your handAsk people to share what that looks like and whyWho is running?What does that look likeWho is flying?
- #14 You may remember thathttp://www.flickr.com/photos/nep/2284817865/
- #21 Our social media strategy focuses on brand awareness and engagement and is part of an integrated communications strategy. We spend time identifying and building relationships with super-advocates online and engage them — similar to the way you engage major donors or champion advocacy constituents. “but we are seeing social media become very important in helping with public policy efforts – like the recent Child Nutrition Bill. We saw a lot of interest and click thrus from Twitter particularly.” They used Google Analytics to see where traffic is coming from specifically to their advocacy pages surrounding the bill and looked at Twitter retweets.
- #23 Photo by Lab2112http://www.flickr.com/photos/lab2112/387401503/For the past five years, I’ve been asking nonprofits on surveys to tell me stories about how social media provides value to their organization. It has always been the most disappointing part of the survey results – because people don’t answer or not enough stories.I’m pleased to report that here in Seattle – it wasn’t the case. There were so many wonderful stories that it was hard for me to pick just a few … and if I call out your organization – I hope you will come to the mic and answer a few questions …
- #24 The Florida OrchestraThrough social media, TFO is able to connect personally with our audience. It is a great outlet for patrons to voice concerns, discuss concerts, and chat with musicians and staff. In addition, we have run several online/social media offers that have done quite well. Overall, social media is a way TFO can interact with patrons on a one-to-one basis.
- #25 The Florida OrchestraThrough social media, TFO is able to connect personally with our audience. It is a great outlet for patrons to voice concerns, discuss concerts, and chat with musicians and staff. In addition, we have run several online/social media offers that have done quite well. Overall, social media is a way TFO can interact with patrons on a one-to-one basis.
- #26 During the last season, we were able to expand our orchestra's FB site's "likes" from about 300 to 1,123 (as of May 18.) We've done this primarily by expending the content to include videos and little news items / factoids, along with the "what's coming up" with the orchestra type posts. As one of the oldest counties (ie. age of residents) in the country, this is helping build our introduction to younger audiences, who have shied away from our performances in the past. It has been particularly helpful in promoting our multimedia and other more innovative or broader interest concerts such as Pops.
- #27 Audience members have been responsive to posting comments after concerts, and promoting special events on partner sites as also worked well. Our staff participated in a live twitter stream during a special event with two local choirs. We're not sure how many people we actually reached, but it was a fun attempt and helped us to connect with the other orgs.
- #28 We have created continual and ongoing dialogues with patrons through the use of social media such as Facebook and Twitter. We have also engaged in "Blogger's Evening" events, in which local Ottawa bloggers are invited to attend performances at the National Arts Centre and blog about their experience. It has been an invaluable tool for engaging in an open dialogue with our audience.
- #29 Sydney SymphonySocialMedia has undeniably helped increase SSO's audience engagement with the brand. Creating the right content, posting at the right time (inc. outside business hours) and having the right offers to get engagement was the key to establish a great flow of conversation.
- #30 http://www.flickr.com/photos/7438870@N04/1709710149/
- #38 http://www.flickr.com/photos/17657816@N05/1971826491/sizes/l/in/photostream/ResultsIncrease website traffic by 25% by adding social media content starting posting by November 1, 2012. Acquire 100 new donors through Facebook Causes by June 30, 2012Increase email list sign ups through social media channels by 500 names by June 30, 2012Increase the number of gallery visitors who purchase (in person or online) by 20% by June 30, 2012Increase online and print mentions by 25% by June 30, 2012Increase enrollment in classes and workshops by 50% by June 30, 2012Increase exhibition visitors by 15% by June 30, 2012TacticalIncrease audience connections through Facebook to 1000 by June 1, 2012.Increase our month to month Post Feedback on Facebook by 25% on average.Increase mentions by 20% on Twitter before, during, and after performances for 2011Increase views on YouTube Channel by 50% by January, 2012Increase number of retweets and @replies on Twitter by 20% by September, 30, 2011Recruit 40 organizations to join our LinkedIn organization page by June 30, 2012Increase web site traffic from Facebook by 20% by September 30, 2012Utilize Facebook to increase Festival attendance and online program views by 5% by September 2011Identify top 25 influencers on Twitter to build relationships to help blog, repost, and spread the word about online program by September, 30, 2012Increase the age/ethincity/gender/income/geographic of Facebook fans by 20% by June 30, 2012CapacityCreate video trailers for all productions garnering an average of 100 views per trailer for the 2011-2012 programs.Integrate social media across organization staff and departments to use it reach goals by 2012Conduct an audience survey to determine where to expand, grow, and diversify social media presence for 2012Create one video per month to tell stories about the impact of our organization by January, 2012.Recruit 40 organizationStaff members in membership, fundraising, communications, and marketing departments will use social media tools to engage audiences on Facebook page 3 times per week.Conduct surveys at the end of every class and workshop to gather important audience social media usage data and experience with program by June 2012Enhance visual storytelling capacity and diversify type of content shared with a goal increasing videos by 10%, photos by 20% photographic and text that stimulates comments by 20% by August 1, 2012 Create a presence and support active fans on social fundraisings Jumo, Crowdrise, and Change.org by September 30, 2012Create a system to collect, aggregate, and share user generated content on social media by audiences by September 30, 2012
- #40 http://www.flickr.com/photos/sifu_renka/4285251635/sizes/l/in/photostream/
- #47 http://www.flickr.com/photos/rg-b/3243840206/
- #50 http://www.flickr.com/photos/metrolibraryarchive/4078416459/in/faves-cambodia4kidsorg/
- #51 Rewards learning and reflectionTry it and fix it approach – fail fastAppreciates individuality and that does not indicate a lack of professionalism or caringTrusts staff to make decisions and respond rapidlyIt is more important to try something new, and work on the problems as they arise, than to figure out a way to do something new without having any problems.”
- #53 http://www.flickr.com/photos/antydiluvian/320947237/sizes/o/
- #56 Name: Jim NickersonTitle: Social Media ManagerEmail: jamesmnickerson@yahoo.comPhone: (415) 640-5042Organization: San Francisco Gay Men's ChorusWebsite: www.sfgmc.orgBlog: http://www.facebook.com/notes/sfgmc-the-san-francisco-gay-mens-chorus-official-fan-page/footnotes-sfgmc-ad-dr-tim-seeligs-blog-entry-3/207466239268079Facebook URL: http://www.facebook.com/SFGMC?ref=tsTwitter URL: http://twitter.com/#!/SFGMCStory: when we launched our new logo recently we did so on Facebook and used it to tell the story and garner Fan feedback: http://www.facebook.com/notes/sfgmc-the-san-francisco-gay-mens-chorus-official-fan-page/a-bit-of-context-for-the-refreshed-sfgmc-logo/208619395819430Challenges:Dedicated resources/staff time
- #68 http://disruptology.com/10-social-media-tasks-for-summer-interns/
- #71 http://www.flickr.com/photohttp://www.slideshare.net/jeremiah_owyang/career-social-strategist?from=embeds/jeremiah_owyang/5162385707/The culture of acompany directly influences how they develop their organizational formation. Weidentified five models for how companies organize for social media, and asked SocialStrategists how they’re currently formed. Nearly 60% of surveyed Social Strategistsclassified their organizational model as “Hub and Spoke” or “Multiple Hub and Spoke”(also known as “Dandelion”), in which a central hub provides guidance, resources andcoordination to business units (See Figure 5). We found that 82% of those in theseorganizational models had reached sophistication, self-identifying their programs asFormalized, Mature, or Advanced. Expect more companies to model in either “Hub andSpoke” or “Multiple Hub and Spoke,” as these formations are best equipped to scale tomeet demands from both internal and external stakeholders4
- #74 “I made a mistake.” Those are hard words for some people to utter when there has been a screw up and they’re responsible for it. It is especially hard given the blame game culture that exists in most workplaces and work relationships. That’s where people are quick to point a finger at you and make you feel shame. After all, nothing focuses the mind as like a hanging as Samuel Johnson once said.Rewards learning and reflectionTry it and fix it approach – fail fastAppreciates individuality and that does not indicate a lack of professionalism or caringTrusts staff to make decisions and respond rapidlyIt is more important to try something new, and work on the problems as they arise, than to figure out a way to do something new without having any problems.”
- #75 “I made a mistake.” Those are hard words for some people to utter when there has been a screw up and they’re responsible for it. It is especially hard given the blame game culture that exists in most workplaces and work relationships. That’s where people are quick to point a finger at you and make you feel shame. After all, nothing focuses the mind as like a hanging as Samuel Johnson once said.Rewards learning and reflectionTry it and fix it approach – fail fastAppreciates individuality and that does not indicate a lack of professionalism or caringTrusts staff to make decisions and respond rapidlyIt is more important to try something new, and work on the problems as they arise, than to figure out a way to do something new without having any problems.”
- #77 Steve Norris, ex-Tory Mayoral contender and adviser to Boris Johnson, says: “Not only do I not want the Southbank Centre to be listed — I think the National Theatre should have a Compulsory Demolition Order!” The Londoner, however, has a soft spot for Sir Denys Lasdun’s National. So there.