The document discusses principles for developing an effective social media strategy for an opera company, including aligning social media with program objectives, listening to audiences, engaging in conversations, building relationships, integrating across channels, bridging online and offline experiences, allocating capacity, and learning through pilots. It provides tips on communications assessments, engagement, building relationships, integration, closing loops, staffing, and testing strategies. The goal is for opera companies to connect with passionate audiences through social networks.

1. Becoming A Networked Opera Company:Principles of Social Media StrategyBeth Kanter, CEO ZoeticaOpera America August 2010photo by Abestos Bill

2. Beth Kanterhttp://www.bethkanter.org

3. http://artssocialmedia.wikispaces.com/opera

4. http://bit.ly/networkednpThe Networked Nonprofit

5. We’re going to talk about …The Networked Nonprofit: The Big PictureEffective Social Media Strategy: On The Ground Practice

6. What is a Networked Nonprofit?

7. Why become a Networked Nonprofit?

8. Networks reduce the burden and leverage resources

9. The Networked Nonprofit

10. In a networked world, nonprofits need to work less like thisSource: David Armano The Micro-Sociology of Networks

11. And more like this ….Some nonprofits are born this way, others have to make the transition … slowly ..With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks

12. Social Culture

13. How To Get Past Social Media Skepticism …

14. Loss of control over their branding and marketing messagesDealing with negative commentsAddressing personality versus organizational voice (trusting employees)Make mistakesMake senior staff too accessiblePerception of wasted of time and resources Suffering from information overload already, this will cause more

15. The Black Smoke Monster on LOST

18. Leaders Experience Personal Use

19. How do you get everyone in the opera company comfortable with social media?

21. Making Social A Cultural Norm ….

24. Codifying A Social Culture: Policy Encouragement and support

25. Why policy is needed

26. Cases when it will be used, distributed

27. Oversight, notifications, and legal implications

28. Guidelines

29. Identity and transparency

30. Responsibility

31. Confidentiality

32. Judgment and common sense

33. Best practices

34. Tone

35. Expertise

36. Respect

37. Quality

38. Additional resources

39. Training

40. Operational Guidelines

41. Escalation

42. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group

43. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”

44. Testing the policies: Refining, Educating

45. Operational guidelines need to be specific and include examples

46. How To Get Started: Social Media PolicySeek InspirationGet FeedbackBe organic and flexibleWrite in plain EnglishBeta test themSummarize

47. Simplicity

48. You want me to start Tweeting too? From scarcity to abundance …

49. You have too much to do because you do too much

50. Simplicity: Leverage your networks ..

54. The Networked Nonprofit

55. Effective Social Media StrategyNetworked Nonprofits know how to use social media to connect, engage, and build a network of passionate people who care about their work.

56. PrinciplesAlignment: Social media strategy supports program or communications objectives

57. Listen: Uses listening and responding techniques to develop a deep understanding of the audience

58. Engage: Uses conversation starters to engage audience

59. Relationships: Builds relationships with influencers on social media spaces

60. Integrated: Integrate and cross distribute content across social media channels

61. Bridge:Uses social media to close the gap between online/offline

62. Capacity: Allocates time and has the capacity to implement

63. Learn: Launches small pilots and revises using the right metrics to understand what is and what isn’t workingAlignment: Supports program of communications objective.

64. Communications and Program AssessmentWho do you want to reach?

65. What do you want to accomplish?

66. Where can social improve or supplement programs, services, or communications?

67. What’s our available budget/time?

68. What opportunities to pilot?

70. Engaging people in the art form

74. Charting: What are your planned events, content, and opportunities for the year? What to socialize?

75. Listen

76. Source: Communications Network Listening Presentation OSI Foundation

77. Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)NetNewsWire

78. TweetDeckOpera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)TweetDeck helped us connect with followers & learn about *their* interests (and Play #operaplot!).

79. Engage: Conversation Starters

81. “Reply to any direct questions you get. To not do so is to miss the point of the media altogether.” – Jo Johnson, marketing managerSource: Marc Van Bree

84. Relationships

85. Exploring the RelationshipAre you even listening to me?How well do I really know you?Do we have anything in common?Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)

90. Integrate: Give yourself some link love!

91. Share Across Channels

92. iPhone appsSource: InstantEncore.com(But don’t forget Blackberry and Android!)Foursquare Mayor SpecialsCheck-in SpecialsFrequency-based SpecialsWildcard SpecialMobileintegration

93. Takes some planning, organization, and structure

94. Some Automation, Some Manual