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ArtsLab SF
This document provides an overview of a workshop on leveraging social media. It includes discussion of: - Developing effective social media strategies that support communication objectives. - Designing focused experiments to implement strategies at low risk. - Using social media for individual and social learning. The workshop covers topics like generating buzz, engaging audiences, listening strategies, and movement building across multiple social media channels. Attendees participate in exercises to develop sample social media strategies for different arts organizations.
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ArtsLab SF
- 1. Leveraging Social Media:UnderstandingStrategy and Putting it into PracticeBeth Kanter, Beth’s BlogThis project is being generously supported by the William and Flora Hewlett Foundation, The Wallace Foundation via The San Francisco Foundation and Grants for the Arts, and the Koret Foundation.
- 2. Beth Kanter, CEO, Zoetica
- 4. My passion isteaching and learning social mediaPhoto by Steve Goodman
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- 6. I have degreein classical music performance, flute
- 7. Rapid Introductions: Name, Title, Organization
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- 9. OverviewGoals:-Create effective socialmedia strategy that supports and enhances communications objectives-Design and implement low risk, focused experiment-Method for individual learning and improving-Social Learning with social media#artslab
- 10. Social Learning WithSocial MediaIf two minds are better than one, what about a hundred?
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- 14. Icebreaker: TwoLines
- 15. Social Media EffectiveUse Check ListFlickr Photo by toby_maloy
- 16. Share PairsSomething youheard that was completely new to youSomething you thought aboutSomething that resonatedPhoto by Franie
- 17. Generate BuzzSocial ContentEngageListenSocialMedia Strategy BlocksMovement Building with Multi-ChannelsSupport Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome
- 18. Social ContentacticachesSocial Media:Tactics and ToolsMovement Building and Multi-ChannelGenerateBuzzListenEngage 10hr 15hr 20hrCrawl ………..……Walk …….…….. Run ……..…………….FlylLess Time
- 19. Share PairsAre youin the crawl, walk, run, or fly stage with your social media?What does that look like?What’s needed to get you to the next stage?Photo by Franie
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- 22. Engaging people inthe art form
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- 29. Source: Communications NetworkListening Presentation OSI Foundation
- 30. Influencer complaining …Customerservice issueRelationship buildingListening and Responding
- 31. Share PairsWho islistening on social media channels? What are some key words you use to listen?Share a listening storyPhoto by Franie
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- 34. “It is importantto connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”Danielle Brigida
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- 40. “Pittsburgh arts organizationshave begun inviting local bloggers to events who thenblog the Invitation and spread it via Twitter or Facebook” – Liz Perry
- 44. Share PairsSomething youheard that was completely new to youSomething you thought aboutSomething that resonatedPhoto by Franie
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- 46. The Social Lifeof ContentCrawlFlyWalk Run
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- 57. Don’t Forget MobileContent ….
- 60. Share PairsSomething youheard that was completely new to youSomething you thought aboutSomething that resonatedPhoto by Franie
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- 68. How much timedoes it take to do social media?
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- 71. Perceptions Loss ofcontrol over their branding and marketing messagesDealing with negative commentsAddressing personality versus organizational voice (trusting employees)Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more
- 72. Social Media PolicyTemplate Encouragement and support
- 73. Why policyis needed
- 74. Cases whenit will be used, distributed
- 75. Oversight, notifications,and legal implications
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- 77. Identity andtransparency
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- 80. Judgment andcommon sense
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- 90. Policy examplesavailable at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group
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- 93. Well, maybe notdeadPick the right metrics to understand what is and what isn’t working
- 94. Creating A SafePlace To FailIdentify worst case scenariosDevelop contingency plansPrepare for the failures
- 95. Pick a socialmedia project that won’t take much timeWrite down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.
- 96. Share PairsBreakWhat wasthe most valuable idea or concept that you may apply to your social media strategy?Photo by Franie
- 97. Spectra Gram:How comfortableare you with social media tools?NOT AT ALLVERYSomewhere in between?
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- 104. Rules … Value of the exercise is the discussion and how you navigate through choices
- 105. Don’t gethung up! Make it more context if you need it.
- 106. There areno right or wrong answers
- 107. Instructions on paperand knowledge in the cards and other people at table
- 108. You won’thave a completed, perfect strategy – only have 60 minutesTable CheckLeaderCommunicationsTechnology
- 109. Each table willhave one scenario!Scenario A: Theatre Company – American Musical Fans Around The World Unite! Tables 1, 2Scenario B: Children’s Theatre and Music Concerts – Reaching Out To MomsTables: 3,4Scenario C: Jewish Community Center Arts Program wants a younger audienceTables: 5,6Scenario D: Contemporary Dance wants to generate buzz before, during, and after event Tables: 7, 8
- 110. Clarify objective andtarget audience Review the objective/scenario for your group
- 111. Describe preciseaudience target group
- 112. Pass outthe people cards and brainstorm audience’s online social behavior
- 113. Pass outthe secondary research facts about social media users
- 114. Identify whetheror not you need to do any listening or research as part of your strategy
- 115. DON’T GETHUNG UP! Movement Building with Multi-ChannelsGenerateBuzzSocial ContentEngageListenReview Principles
- 116. Pick Your Tools: You Only Get 10 Points!
- 117. Report Out Three Minute Summary from 3 volunteers
- 118. DiscussionQuestions
- 119. What’sbrilliant?
- 120. What’smissing?
- 121. Whatwill you apply to your strategy?Lunch: Find someone new to talk toWhat questions do you have about the tools?Hashtag #artslab
- 122. Twitter for ArtsOrganizations
- 123. These slides aremash up!
- 124. Twitter: What140Characters of Bon Mots
- 125. Why – Information/Insight,Marketing, Data Mining, Social Circles, Connections, and Spreading
- 126. Twitter: WhoAveragetweet = 1x in 72 daysMost tweeters have 25 or fewer followers90/10 rule – Influencers - offline influence
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- 128. Listen First: TwitterAs Focus Group
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- 132. They think thepeople who work at the Smithsonian are coolSource: Nina Simonhttp://museumtwo.blogspot.com
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- 137. #2amtCreative and PeerSupport
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- 141. Getting Started: The7 StepsSign UpSet Up Your ProfileListen FirstFind & Follow PeopleAdd Desktop & Mobile ClientsEngage & ConverseMeasure, Reflect & Improve
- 142. What’s Your TwitterBrand?
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- 144. Staffer with NonprofitAffiliation
- 145. CEO or ArtisticDirector Brand
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- 149. Basic Listening FirstTwitterHome Page – List of tweetsPeople you are following121Twitter for Us - Part II
- 150. Use Lists ToManage Followers122
- 151. Basic Searching123Twitter forUs - Part IIKey words relevant to your cause or organizationSearch a “hashtag”124Twitter for Us - Part II
- 152. 7 Ways toTurbocharge TwitterBe InformativeUse #hashtags# and keywordsTalk to peopleShare & Shoutout AKA Re-tweetThank peopleUse Twitter tools
- 153. The Science ofRe-tweeting@DanZarrellaAsk for RetweetUse NounsColons Rule!
- 154. Ask for theReTweet
- 155. ReTweets are NounHeavy
- 156. ReTweets have MorePunctuation: Colons Rule
- 157. Twitter ToolsDesktop TweetingMobileTweetingTracking
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- 159. TweetDeck.com132Twitter for Us- Part II
- 160. SEEDTrack theWhole FunnelIdentifyInfluencersATTENTIONTweet ImpressionsENGAGEMENTClick ThrusRetweetsCONVERSIONSign upsDonations
- 162. Seed: Twitalyzerto identify Influencers # followers # unique references Frequency RT you Frequency RT others Relative frequency updates
- 163. Reach: Whatthe Hashtag Tweets
- 164. Engagement: Bit.ly for Click Thrus
Editor's Notes
- #2 http://www.flickr.com/photos/wwworks/3058182308/William and Flora Hewlett Foundation, The Wallace Foundation via The San Francisco Foundation and Grants for the Arts, and the Koret Foundation. They are organized by Theatre Bay Area.
- #8 http://www.flickr.com/photos/bobcatnorth/1199505016/
- #9 http://www.flickr.com/photos/wwworks/3058182308/Quickly becoming known as “The Lab”, this space was envisioned by Garland Wright (the Guthrie’s artistic director) as a home for experimental work, a place to try out new ideas.
- #10 Understand the basics of designing an effective social media strategy that supports and enhances their communication objectives. Have designed and implemented a low risk experiment that provides an opportunity for learning best practices for using Listening/Twitter/Facebook that supports their strategic objectives. Have a methodology for learning and improving a social media strategy through thoughtful experiments and analyzing its effectiveness. Document and share learning with social media.
- #11 social learning in a networked worldhttp://www.flickr.com/photos/ecstaticist/2918198742/
- #13 http://wthashtag.com/Artslabsf
- #14 http://www.flickr.com/photos/soonerpa/4102545593/
- #15 http://www.flickr.com/photos/clarkzip/2396942666/
- #17 http://www.flickr.com/photos/dramagirl/400738316/
- #20 http://www.flickr.com/photos/mkuram/3610488258/
- #23 http://royaloperahouse.wordpress.com/2009/09/04/the-twitter-opera-taster/We’re working with theTwitterverse to create the storyline for a brand new opera, which will be performed throughout the weekend of Deloitte Ignite (4, 5, 6 September 2009). We’re investigating how short, 140-character contributions can build upon each other to create a non-linear narrative – like a Choose Your Own Adventure story or a game of Consequences. Our mysterious opera director will be regularly blogging here with updates on the story, and as well as offering his thoughts on how the story can combine with some music and acting and marvellous singing to become a finished piece.Our Twitter Opera experiment starts on 3 August 2009. If you would like to contribute, then you can tweet your line of the story to @youropera or visit www.twitter.com/youropera. The story starts like this:
- #30 This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..
- #32 http://www.flickr.com/photos/mkuram/3610488258/
- #39 http://www.flickr.com/photos/stefanomaggi/3564156120/Affinity: don't look for numbersWhen looking for influencers, you must not forget that these people will help you generating a lead: it could be a subscription, a purchase, a dialogue or a thousand more actions but the influencer should push influenced to act.So let's rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you're looking for is a person that can make an impact on the followers and inspire them, move them to act and push them to spread the message he is carrying. Real influence is not measured (only) with numbers. It's fundamental to understand what kind of affinity an influencer has with the audience.Communicate the signal and wipe out the noise by choosing the right people.
- #43 http://www.dailyseoblog.com/2009/06/9-tools-to-measure-your-twitter-influence-reach/
- #45 http://www.flickr.com/photos/dramagirl/400738316/
- #46 Content has a social life!
- #61 http://www.flickr.com/photos/dramagirl/400738316/
- #72 The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
- #79 http://www.flickr.com/photos/adjourned/481925758/
- #88 http://www.flickr.com/photos/jrparis/66581120/
- #89 Scenario A: Groups: 1-2You are a theatre company that celebrates and preserves the art and spirit of American Musical Theatre that has a home season. You want to use social media to create a network of American Musical Theatre enthusiasts around the world who might purchase tickets when they visit your city, purchase recordings or other items online. Scenario B: Groups: 3-4Your arts organization presents Children’s Theatre and Music Concerts. You are moving to a new location in downtown Berkley. You want to use social media as part of your communications plan to promote the new location. One audience segment you want to reach includes moms between the ages of 30 and 45 with children between the ages 4 and 10.Scenario C: Groups: 5-6You are a Jewish Community Center that has an arts program as part of its offerings. You want to reach a younger audience (age 20-30) and use social media as part of your strategy. Your arts program includes performances, lectures, and a contemporary arts program. You also offer youth arts classes in dance, theatre, and other art forms. You have a robust marketing program through traditional channels, but have not started using any social strategies.Scenario D: Groups 7-8You are a contemporary dance company that produces an edgy dance installation performance event inside a well known San Francisco historic building. The performances are repeated during the month of July. You want to use social media to generate buzz before, during, and after the event and sell tickets.
- #97 Why – Information/Insight, Marketing, Data Mining, Social Circles
- #99 Twitter.com’s growth flattened last year. More people are using apps BUT also some people have come and gone. Twitter has limited utility and is best used for finding influentials and dialoguing with the types of supporters who can lead others.90/10 rule = 10% of Tweeters tweet 90% of tweetsTwitter will stay important for those who want the news first – that includes journalists, bloggers, activists and politicos!Soon, there will be a “twitter for normal people” so best to understand now how information spreads and power wields influence in this type of environment.
- #111 http://www.youtube.com/watch?v=9YSSziv9zEchttp://keepvid.com/?url=http%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3D9YSSziv9zEc
- #113 But what is different about Twitter and social media tools is the networked effect –
- #114 Notes:
- #139 Notes:
- #140 http://www.flickr.com/photos/peterjlambert/97671748/
- #141 http://www.flickr.com/photos/niclindh/1389750548/
- #164 http://www.flickr.com/photos/peterjlambert/97671748/