This document summarizes a social media masterclass for arts administrators held on February 28th, 2017 in London. The masterclass covered practical skills for using social media platforms like Facebook, Twitter, Instagram, YouTube, LinkedIn and Snapchat to understand audiences, create engaging content, and manage online campaigns. Tips included using tools like Followerwonk to analyze followers, focusing on visual content for Instagram, and amplifying organically popular posts through paid promotions. The document stresses creating a consistent online presence and narrative through curating content like a festival across different social networks.

1. Social Media Masterclass for MA Arts Admin
28th of February 2017
London

2. What do you remember from last
time?

3. Remember this?

4. How many of you investigated an audience
using Followerwonk?
Your logo here

5. Remember this?
Your logo here
Social media
gives
momentum
HERE

6. Practical Skills
 How to use Followerwonk to really
understand and audience.
 How to find the 25 people that could change
your business forever.

7. Conversations that failed. -
Starbucks #Fail
Your logo here

9. Timeline Attention Spans

10. We have little choice but to learn
about social media if we want our
artistic institutions be more internet
famous.

11.  Understand how stories work in a social
media timeline.
 How to create a customers avatar
 How to create good original content.
 What to do if things go wrong.
By the end of today you will have
new skills..

12.  Content
 Authenticity, Originality, Humour, info into knowledge
 Context
 Trends, Hashtags, Demographics, Time of day, Native, Personality
 Connection
 Conversation. Serving others.
The big questions of the day.
Which is most Important?

13. The Big Six
Social Networks

14. • Letting people find you when the search the Internet
• Giving you more control over what happens to you in
Google Results
• A good profile encourages people to contact you
• Address book - Stay in touch with people as they change
jobs
• Go direct to the boss! – Getting past the gatekeepers.
Direct contact
• Galvanising Social Capital - Getting your connections to
request introductions for you
• Managing your online job hunting by having your C.V
online
• Becoming an influencer – By joining groups you can
grow your social capital by solving industry problems
• Link it to Twitter to simplify business updates.
WHAT IS LINKED IN GOOD FOR?

15. WHAT MAKES INSTAGRAM GREAT?
• Immediacy & Instant Feedback
• Smartphone Only so keeps in the moment
• Beauty - Amazing pictures every day.
• Basic Photoshop – Good use of mobile tech
• Community - strong sense of connection
Little Negativity or tired Memes
People taking time out of their day to be creative
• Continuity - Watching peoples lives unfold.

16. WHAT MAKES YOUTUBE GREAT
• Works in 56 Countries and 61 Languages
• 2nd Largest Search Engine in the world.
• 17% of all internet traffic runs through Youtube
• 6 Billion Hours watched a month.
• 25% of all views are from a mobile.
• Great for SEO & New Traffic
• Video Sharing is so easy – How to
• Hosting content to be used elsewhere
• Making Money

17. WHAT TWITTER GREAT
• Amazing Data – Most in depth targeting.
• Totally Open – Jump into any conversation
• Micro Blogging – simplicity. A link, a comment, a picture
• Relationship with Live TV
• Works amazing well on phones
• Great for SEO & New Traffic
• Direct bypass Gatekeepers
• Works like a newspaper curated by you
• Influence is measurable.

18. WHAT MAKES SNAPCHAT GREAT
• Content Deletes – Freedom from Digital Vapour Trail.
• Sense of urgency to watch content
• Great use of Filters
• Loved by Teens
• Great for SEO & New Traffic
• Direct bypass Gatekeepers
• Works like a newspaper curated by you
• Influence is measurable.

19. WHAT FACEBOOK GREAT
•
Scale – but makes it difficult.
• An amazing advertising suite.
• Great on Mobile experience
• Chat is used by 900m
• Edgerank Algorythm.
• A scrapbook of our social lives
• An event Hub

20. Digital Stories

21. Facebook Friends Day

22. Your logo here
We tend to live in the
distracted present, where the
forces of the periphery are
magnified and those of in front
of us ignored. Our ability to
create, plan, much less follow
through on, is undermined by
our need to be able to
improvise our way through any
number of infernal impacts
that stand to derail us at any
moment.
Douglas Rushkoff
Present Shock

23. Narrative Collapse
There is no society doesn’t tell
stories.
Storytelling is how we transmit
value, it has a cultural use.
It creates context. It is
comforting and orienting. It
helps smooth out obstacles
and impediments by recasting
them as bumps along the road
to some better place.
But
How do we tell stories and
convey values without the time
required to tell a linear story?

24. If selling turns us off, then content is King.
Douglas Rushkoff
- 'You don't click the remote to
change channels because you
are bored, but because you
are mad. Someone you don't
trust is attempting to make you
anxious.'
What makes you change TV
channels?

25. Small Fragments

26. Tiny Fragments

27. Teeny Weenie Fragments

28. Best Practice – Content Length

29.  Fragments are often de-
contextualised. You
don’t know what came
before of after
 Your personality/ take is
the glue
 You consistent voice
creates the narrative
You provide the context
Does this mean that context is King?

31. The aesthetics of social media form is
the fragment and you are the glue that
holds it all together.

33. Authenticity Deficits
Does this mean that connection t is King?

34. How to sharing Algorythms work

36.  Only around 4-5% will see your posts.
 Profile data is old. Are you the same as 10 years ago.
 Your whole success on FB is dependent on what is called the Edge Rank
Algorythm. (Not a waterfall)
 Every interaction is an edge.
 Facebook constantly trying to find most shareable content as this makes
people come back to Facebook.
 How much your content travels is dependent on Likes, Comments and
above all SHARES.
 Is your content FUN. Is it RELEVENT. Is it USEFUL?
 Will it work on Mobile?
 HOW DO YOU FIND WHAT YOUR AUDIENCE LIKES?
Facebook Content

37.  Think of three questions that you could ask
your audience that would tell you more about
them and give your more things to talk
about.
 Zara has 25m followers let’s look at their
Facebook page.
ASK THEM!

38.  0.000128% Engagement rate
 How might we improve it?
ZARA Ouch...

39.  Most of Facebook is now on Mobile. This means no
sidebar ads.
 You have to use Facebook Sponsored Stories
 What makes it great is that you amplify what works
organically. If you see a post working for 4-5% of
your followers - Extend reach and Amplify it.
 You can amplify reactions to content too.
 Because of Edgerank has positive impact on further
posts.
PAID CAMPAIGNS – YES!

40.  If Facebook is about Friendship then Twitter
is about News and Info.
 A place where anyone can make news.
 It is about the moment and reactions to the
moment.
 You can jump into ANY conversation on
Twitter get involved.
 Your Personality or context is more
important than important than content.
Twitter Content

41.  On the next slide is a picture from some
trending content this week.
 When you see it make note of your first
thought or reaction.
 Write down a comment.
Jumping on Trends...

42. @jethro247

44.  Creating boring links to long form content
elsewhere.
 Simply Re-tweeting favourable things said
about you. Thanking people is much better

The difference between love and like.
Worst things to do on Twitter

45.  You can target people who LOOK like your
competitors.
 Most targeted form of B2B niche advertising
there is.
 Follower get very high quality followers.
 Only buy followers from Twitter themselves.
PAID CAMPAIGNS – YES!

46.  Instagram is a closed loop system. Links
only take you to other placed in Instagram.
 (People put the term – Links in Profile with
each photo)
 You can only share your own content
 People do take screengrabs of other peoples
content and re-upload.
 Entertain and Inform – Good pictures vital. –
Would it go in a magazine.
Instagram

47.  67% women 33% men.
 72.5m users
 Collect and research.
 Display of things we love and who we are.
Virtual status signalling.
 79% more likely to make purchase than on a
FB page.
 Posts with price increase engagement by
36%
Pinterest

48.  Do you have a pinterest account?
 How could you improve the titles.
 e.g - Green Teas could become –
Rejuvenating Formulas for every day.
 Once again the context you create is king.
Board Titles...the key to success

49. Periscope – Live Video

50. Video the New Language of the
web.
 Gets 15-20% engagement rates. Massive
Influence on EDGE RANK
 Between 15-30 seconds maximum.
 Social Media Content Distribution tools are
the best. They have the best targeting.

51. Build it and they do not come

52. Video Strategy
 Only 5% of content gets shared or goes viral
in any way?
 You need to get confident building your own
distribution channels using data?
 What is data? And what is it’s relationship
with creativity?

53. Your logo here
Video allows Story-Doing

54.  Goldsmiths Video Fragment
A small video advertising Case
Study

55. Building Custom Audiences

56. Top Level Results

57. Levels of Engagement

58. Social Media as a festival which you curate. Each
stage is a different social network. Have as much
fun as Glastonbury has planning it.

59. Content Strategies: What have you
got that is exclusive? Get Closer.

60. You don’t have to be always on. Pick your moments
and do it intensely for that time.
activity: what events do you have for the year ahead

61.  COME UP WITH A FESTIVAL IDEA.
 IT MUST BE A CELEBRATION OF
SOMETHING THAT YOU ARE CHAMPIONING
 IT MUST COINCIDE WITH IMPORTANTS
DATES FOR YOUR INDUSTRY
 MUST INCLUDE A VIDEO
 MUST INCLUDE TWO HASHTAGS
 THE FESTIVAL IS FOR 3 DAYS OF
SUSTAINED POSTING. ONE ITEM FOR EACH
SOCIAL NETWORK
 MUST INCLUDE 4 OF THE BIG SIX
Now it is your turn...

62. Do people still blog?

63. Benefits of blogging...
 Increases search engine traffic
 Can humanise your brand
 Supports your social media initiatives
 Can build authority in your industry
 Improves conversion rates
 Helps generate inbound links
 Help you rank for long-tail search queries
 Increases leads

66. A poor example of a
customer avatar…
Our ideal customer uses our product to
gain control of their finances. They want
to be better freelancers, so our tool is
useful for helping them gain control of
their income and expenses.

67. A poor example of a
customer avatar…
Our ideal customer uses our product to
gain control of their finances. They want
to be better freelancers, so our tool is
useful for helping them gain control of
their income and expenses.

68. A good example of a
customer avatar…
Adam is a 28 year old freelance graphic designer from Michigan. He spends about 4 hours a
week reading blog posts and following links on Twitter, and that is where he discovered a link that
pointed to Harpoon.
Adam makes between $60,000 and $80,000 a year as a designer, yet feels like he doesn’t
really have a good grasp on how much he is going to make in the next year, so he’s not sure
if he should hustle for more work, or tell his wife: “Yes, we can easily take that vacation this
summer”.
Adam spent 4 years working for a large agency in town, when he realized that he could do better
on his own. He has been freelancing for 2 years now, and is interested in learning about honing
his business skills as well as his design skills.
He’s been married for 4 years, and is starting to think seriously about having kids. One of his
concerns about having kids is having a good grip on his family’s finances, and feeling a sense
of control over how things are going with his freelancing income.
As he learns about Harpoon, he is thinking that this could be the tool that helps him to gain the
needed control over his finances, giving him the confidence to embrace fatherhood without
financial fears.
His wife is excited that they can take that vacation without Adam worrying about how much it all
costs and his lost work income.

70.  Read the Article on the MailOnline.
 https://etherpad.net/p/ICCE
 What would you have done?
 How did Benefit make the situation worse?
What if it all goes Wrong?

71.  Is it a troll? If so don’t feed it. Find out who they
are? Are they real or not?
 If you have built a community, they will also protect
you.
 If real don’t delete.
 If troll – delete comments, ban the user, don’t
engage.
 Explain to others why they were banned.
A complaint is posted.

72.  Most People just want to be heard.
WE HEAR WHAT YOU ARE SAYING. IF YOU
WOULDN’T MIND SENDING IS YOUR EMAIL
ADDRESS OR PHONE NUMBER, WE’RE
HAPPY TO TALK TO YOU ABOUT THIS.
This works 99% of the time.
A complaint is posted...

73. Create an internal policy.
Make sure everyone knows the policy
Who will reply
How long will it take to reply
What they will say.
5 Steps for dealing with online
criticism

74. You don’t know if this could blow up
Rule of Thumb - get it out of writing as
soon as possible.
Hear the tone of voice. See the body language.
The last thing you want is to get defensive in
some back and forth debate.
Step 2 – Be Cautious

75.  Be polite and patient with even if people are
asking obvious and annoying things.
Step 3 - Assume the best

76. People will note that and take you to task for it.
This can get UGLY.
If you are transparent, your community will
come to your defence.
Step 4 – Don’t Delete

77.  Use Common Sense.
 Think like a Human
 Take the Corporate hat off.
Step 5 – Be Human