Social Media for community performing arts groups
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This document discusses using social media for arts groups. It provides an overview of TechSoup Canada, which helps nonprofits use technology. It then discusses understanding social media and setting goals for social media use. It provides tips on being authentic, engaging audiences, and thinking locally when using social media. Finally, it includes some resources and asks if there are any other questions.
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Social Media for community performing arts groups
- 1. Social Media for Arts Groups September 17, 2014 with
- 2. About TechSoup Canada We help nonprofits use technology to achieve their full potential. Register your organization today, to be eligible to request over 300 products from 25 donor partners! www.TechSoupCanada.ca/getting_started
- 3. Technology Donations Program Is my org eligible? a) Does your business number end in RR0001? b) Do you have a Letters Patent from Industry Canada? c) Are you incorporated as a not-for-profit corporation with your province? d) Are you a library? You may be eligible to get donations of…
- 4. We create and curate tech resources @techsoupcanad a facebook.com/ techsoupcanada feeds.feedburner.co m/ techsoupcanada
- 5. Tierney Smith Program Manager at TechSoup Canada @TierneyS About Me
- 7. What are your goal(s) for social media?
- 8. Why is Social Media important? increased interest to attend an arts event through posts on social media attended an arts or cultural event due to posts on social media Social Media Plays a Major Role in Exposing New Audiences to Canadian Arts Organizations of Canadians (interested in arts & culture) use social media to connect with art organizations http://corporate.askingcanadians.com/social-media-plays-a-major-role-in-exposing-new-audiences-to-canadian-arts-organizations/
- 9. Is it really worth it? Common stages of social media adoption: Peer pressure. “Everyone’s doing it, let’s do it too!” Underestimating work. “Social media is easy. My nephew can do it. Set up a Facebook account and start tweeting!” Overestimating results. “We have some fans and followers, but we haven’t gained new donors, members, volunteers, etc.– what gives?” Disappointment. “This social media thing is a bust. It takes too much time and the return isn’t worth it.” Credit: Fenton http://www.fenton.com/resources/see-say-feel-do/
- 10. Audience development > ticket sales Not a broadcast tool It’s more like a conversation
- 11. Be authentic It’s not all about you – keep your own content and services to a minimum Participate in discussions and dialogues Be timely and authentic with your responses Focus on stories and engaging your supporters Connect with influencers – let others promote you YOUR CAUSE IS NOT YOUR STORY.
- 12. Understand Your Channels & Tools Decide what channels to use and set goals Facebook Twitter LinkedIn, etc. More channels = more time & resources Plan for 2 hours / week / channel
- 13. What would you like to see in your social media feed?
- 14. If you were a fan of your own organization, what would it take to engage you? Something fun? Denny’s Diner Tumblr Something inspiring? charity:water Facebook Something useful? TechSoup Canada, Facebook
- 20. Think local
- 21. What is one way you can improve engagement on social media?
- 22. What questions do you have about using social media?
- 23. Resources Social Media and the Performing Arts: Engagement First, Ticket Sales Second http://beth.typepad.com/beths_blog/2009/10/social-media-and-the-performing-arts-engagement-first-ticket-sales- second-2.html Today’s not-so-quiet social media revolution puts the performing artist center stage http://technorati.com/todays-not-so-quiet-social-media-revolution-puts-the-performing-artist-center-stage/ Vancouver arts groups harness the power of social media http://www.straight.com/arts/593931/vancouver-arts-groups-harness-power-social-media
- 24. Resources Tips for succeeding on Facebook http://blog.bufferapp.com/facebook-reach-strategies Ideas for social media engagement http://www.bethkanter.org/squirrel-kiss Idealware’s Nonprofit Social Media Decision Guide http://idealware.org/reports/nonprofit-social-media-decision-guide Idealware’s Nonprofit Social Media Policy Workbook http://www.idealware.org/reports/nonprofit-social-media-policy-workbook
- 25. Questions? Comments? www.techsoupcanada.ca @techsoupcanada facebook.com/techsoupcanada
Editor's Notes
- *** add speaking notes for this section for Joyce ***
- People who like the arts like it all the time, not just a couple of times a year when they attend a performance! This is a way for them to stay connected to that side of themselves on an ongoing basis.
- Social media complements other channels like your website and email, but doesn’t replace them.
- Not just about promoting your shows! View this as a tool for building relationships. People will be more exposed to you over time and then more likely to buy tickets (though they may not see themselves as having done so *because* of social media)
- Promote others – e.g. Nicole promoting other businesses and festivals in Almonte. Idea of **reciprocity**
- Add more to this bit Each channel is its own culture – it takes time to learn the language/ettiquette, meet the locals, etc. Don’t expect to barge in and find instant success
- Group brainstorm
- As an arts org you have a lot of great content at your fingertips. E.g. behind the scenes.
- Behind the scenes, audience interaction
- Big focus on sharing audience comments. Also have behind the scenes, creative content (eg grilled shakespeare). Highlight artists.
- Connecting with local businesses & organizations. Targeted Facebook ads by geography.
- “Giving people more insight into what’s going on behind the scenes actually makes people more excited [to come to shows],” the elegant Ko explains in conversation with theStraight at a downtown café, her iPod and laptop computer always a finger’s reach away. “When I joined [in July 2013], the first thing I knew I needed to do was get on Instagram. Ballet is visual, dance is visual—this is where people are going to see what Ballet B.C.’s all about. Especially because Facebook is on the decline, and not everyone’s on Twitter.…I’ve actually recruited quite a few people from Instagram to come to our shows.” Just seven months into her position, Ko has single-handedly boosted the company’s combined followers across all social-media platforms from 4,000 to 10,000 (sample tweets: “Chiffon tops & more. First look at the #costumes for #GraceSymmetry #dancefashion”; “So we’re kinda excited for OPENING NIGHT this Thursday… Who’s coming?…#vancouver #yvrarts”). That’s a 150-percent boost in potential audience members actively seeking to engage with the company—one that, only four years ago, was on thebrink of bankruptcy, before it re-emerged with a new artistic director and a fresh mandate to commission and present contemporary ballet alongside visiting productions of classics. Branislav Henselmann, the company’s executive director since July 2012, says he realized the impact the social-media strategy was having when the company performed at the prestigious Jacob’s Pillow Dance Festival in Massachusetts last July. “I remember one of the people who works with the admin said, ‘Oh, my God! Your social media is amazing!’ ” he recalls in a phone call with the Straight. “It made me smile because she was exactly of the age that we would expect social media to hit. She was so excited that we were at the festival, having seen already 20 companies by then, because she was able to get all the information about the company [from our social media].” He credits the increased online visibility with helping to boost audience numbers as well. Subscriptions increased by 13 percent from 2011-12 to 2012-13, he reports, and this year they’ve already seen an additional 24-percent increase for 2013-14. Single-ticket sales also went up 18 percent from 2011-12 to 2012-13.
- Facebook Group – completely online, strong community participation
- Who are local influencers?
- Personal reflection + pair share
- Group brainstorm