The document discusses strategic use of social media for organizations. It provides examples of how organizations like Brooklyn Museum and Zappos have successfully engaged audiences through social media. It emphasizes the importance of having clear objectives, understanding the audience, integrating social media with other campaigns, building internal support, allocating adequate resources, and measuring results. The webinar encourages participants to start small with social media pilots, learn through experimentation, and refine strategies over time.

1. Session 2 | July 30, 2009 Rebecca Krause-Hardie AudienceWorks.Com This program is made possible with support from National Endowment for the Arts, American Express Foundation and the New York State Council on the Arts, a State Agency NYS ARTS presents ArtsForward Leadership Training Webinar & Blog Series THINKING STRATEGICALLY ABOUT THE SHINY NEW TOYS

2. Rebecca Krause-Hardie - Today’s Moderator

3. This session is about the Shiny New Toys - of Social Media

4. Here are some ways to engage: Listen/Engagement Share Your Story Spread Buzz Social Networking The toys are exciting… but execution is everything

5. We need to be thoughtful about this We have limited resources Time Staff Money Capacity

7. But where to start? With all these shiny new toys, the temptation is to get on your horse and ride off in all directions.

8. We’re already started with listening in our last session Let’s review!

9. join the conversation - by listening Who are we listening to? What are we listening for? What creates value for the people you are listening to? Who is talking about you already Who is talking about related topics

10. So what comes next?

11. Let’s look at Zappos Shoes The Best possible customer service regardless of cost How does this manifest?

12. Leadership

13. Training

14. Transparency

15. What we are talking about here, is core institutional alignment & intentionality . It is played out, every day, with trust and transparency, authentic passion, and contagious enthusiasm . Which creates & sustains real value for both the institution ,,, and its customers

16. Corporate Culture

17. Seth Godin’s take on Amazon’s purchase of Zappos Zappos has a corporate culture that's not the same (where great people choose to work) Zappos has a tight relationship with customers that give you permission to talk with them Zappos has a business model that's remarkable and worth talking about Zappos has a story that spreads Zappos has Leadership to offer Amazon So, don’t be discouraged, this vision & these tools are open to any size organization - including yours

18. A Zappos story - Todd’s Blog You are now chatting with Jonathan Jonathan: Hello Timmy. How can I help you? Timmy: do you know how wide the G-Shock Atomic Solar AWG101 SKU #7403774 is? Timmy: i mean, how big a wrist it would fit? Timmy: Timmy has a big fat wrist Timmy: Timmy need watch grande Jonathan: I ll see what I can find out for Timmy. Timmy: awesome. and can we please continue to talk about Timmy in the 3rd person? Timmy likes to boost Timmy s ego by talking about Timmy that way

19. Jonathan: Jonathan would be happy to neglect the use of pronouns for the duration of this conversation. Timmy: Jonathan and Timmy shall get along just fine Jonathan: Will Timmy be able to measure Timmy s wrist? Timmy: Timmy s wrist is big, but not Biggie-Smalls big. Timmy doesn’t have the required measurement instruments. Timmy: Timmy is 6’ 4’ 220lbs if that helps Jonathan Jonathan: Luckily, that is roughly the size of Jonathan’s brother, so that does help. Jonathan: Jonathan thinks that this watch will work out well for Timmy. The watch’s circumference is 9 inches, so it will probably fit around Timmy s wrist. Timmy: Ok cool

20. Timmy: Do your watches and stuff have free return shipping like your Zapatos? Timmy: in case Timmy wants another one or something Jonathan: And if it does’ t work out, as long as the watch is in its original condition and in the original packaging, Timmy has 365 days to return Timmy’s order. We will even pay for the return shipping! As always, our shipping to Timmy will be free. Timmy: Timmy thanks Jonathan for good help Jonathan: Jonathan welcomes Timmy. Jonathan: It’s Jonathan s pleasure! Jonathan: Can Jonathan do anything more for Timmy? Timmy: no that is all timmy needs

21. Timmy: timmy happy Jonathan: Good. Does Timmy have an account set up with Zappos yet? Jonathan: Jonathan will upgrade Timmy’s account. Timmy: yes timmy is repeat shopper Timmy: but Timmy is my alter ego and not my actual name Jonathan: Well, what is Timmy’s email address? I’ll hook you up. Timmy: Timmy has placed orders using txxxxxx@gmail.com in the past Jonathan: Alright TODD! Jonathan: :)

22. Jonathan: I m going to upgrade your account to VIP status! This will ensure that all future orders go out with 1-business day shipping free of charge! Just place your future orders at http://vip.zappos.com. Timmy: Timmy Likey! Jonathan: Good. Good… Jonathan: Let Jonathan know if there is anything else that Jonathan can do for Timmy. Timmy: Ok, Timmy ok now. Timmy time to go shopping! Jonathan: Have fun!

23. Here are several social media examples of being very responsive … and very successful, in very unexpected ways…

24. BSO: Education -> Podcasts

25. Brooklyn Museum Community -> Sharing

26. Graffiti online and offline

27. Graffiti making tool online and offline

28. Twitter campaign

29. Integrated with Viral support

30. Let’s Think Strategically Acting strategically means taking planned actions, in response to, or anticipating a series of events, so as to successfully achieve specific long term outcomes, goals and objectives.

31. How do your activities relate to your mission? What is your shared vision and mission What actions do you take to achieve it What are the results or benefits and why are they of value to you and your customers

32. Your social media strategic plan Develop shared objectives Identify target audience(s) Integrate institution wide Expect culture change Build capacity Select tools and tactics Measure Evaluate Adapt & Adjust Wash Rinse and Repeat

33. Express one of your activities in three parts: We do X … So that Y happens … Resulting in Z outcome . Education: X We do pre-concert lectures to educate our audience Y so that their appreciation and understanding of music is enhanced Z resulting in a lifelong connection with classical music. X We create curriculum for teachers for our book Y so that they will have a teaching resource for their classrooms Z resulting in children being excited about reading and writing.

34. Let’s restate this - in terms of social media Education: X We do podcasts to educate our audience Y so that their appreciation and understanding of music is enhanced Z resulting in a lifelong connection with classical music. Education: X We post curriculum online for teachers for our book Y so that they will have a teaching resource for their classrooms Z resulting in children being excited about reading and writing.

35. Turn the megaphone around Really listen to your audience/customers Ask open-ended questions What do they really want What do they really need What do they value - what’s important to them How does what you do, or how you do it, provide value to your audience?

37. Integration How do your social media activities support your website, your email campaigns, box office development, PR, etc.? How can you integrate all of your online with off-line components?

38. Culture change Once you have an initial strategy, how do you get your organization to own it? How will you address any fears or concerns? What is the real rate of change your organization can tolerate?

39. Capacity Who will implement your social media strategy? How much time will it take? How will you integrate social media into your work flow? Outside expertise might be helpful

40. Measurement What is your original, measurable objective? What hard data points or metrics will you use to track your objectives? How often will you track? Do you have the systems and tools set up to track efficiently? How will you harvest insights from hard data and qualitative data as the project unfolds? What questions will you ask to generate insights?

41. How to Deliver results Define success up front Experiment Learn & use web analytics Review, refine & jump back in Wash rinse and repeat

42. Tools and tactics What tactics and which tools best support your objectives and match your targeted audience? What tactics and which tools do you have the capacity to implement now or in the future?

43. Just Do It (Its Okay to Take Risks) Flickr attribution b d solis

44. Social media best practice: Start small Try one thing What small piece can you implement first as a pilot? How will you learn from the pilot for your next experiment?

45. Here are some bite size pieces Lurk on twitter Sign up for a twitter account Follow people you respect and see what they do What do they do well What could be improved on What do you value about their tweets?

46. more bite size pieces Share your stuff on the web Post to Flickr, YouTube, Facebook, or your blog Update regularly Get a flip video camera and share it with people.

47. This is our chance to do some brainstorming together…. 1.

48. Homework Listening Subscribe to 5 blogs or feeds Include www.nysarts.typepad.com as one of those Set up Google alert for your Organization Write up your mission / action statement: We do X to achieve Y for Z outcome. Write up 5 things that you do that create value for your audience Write up 5 ways you could do that online

49. THANK YOU! Continue the conversation with Rebecca on the NYS ARTS Blog Playback today’s session or review the slides on the blog and then post your comments about this course or ask questions. Rebecca is available to answer your questions! www.nysarts.typepad.com Next session August 13 | Inside Facebook If you want to learn more from Rebecca and Social Media come to the NYS ARTS Summit 2009 Innovation & Technology: Building social Capital Schenectady, NY September 22 & 23 2009