artswestchester managing social media

Janet Langsam, Panel Moderator – CEO ArtsWestchester

Rebecca Krause-Hardie AudienceWorks

Diana P. Olano,

Digital Media Coordinator, ArtsWestchester

Manage Your Social Media Before … It Manages You

ARTSWESTCHESTER

May 9, 2011

Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

Start with “the End” in Mind

What Do You Want For Outcomes

Define Success Up Front

What Are Your Time-based and Measurable Objectives

What do they want? (ask them)

The Currency of Social Capital

Investing in relationships by being transparent, authentic and passionate and delivering value

Over time - builds trust, passionate loyalty and earned social capital (take it to the bank)

Note: It’s never about price. It’s about delivering sustained value … over time

“social networks have value”

“connections within and between social networks”

24%

37%

21%

51%

73%

18%

2010

Ladder of engagement

Like

Look

Click

Share

Advocate

Take Action

It takes 3 -18 months

Tactical Approaches to Social Media

ListenEngagement

Community Building &

Social NetworkingSocial

Content

Less Time More time

5hr 10hr 15hr 20hr

GenerateBuzz

backtype

More is not Better!

Go Deeper, not broader!

A Few Listening Tools

Google Alerts: Delivered to your email inbox on specific key words searches.alerts.google.com

RSS: Reader software that will pull in articles, posts and other electronic media that you specify. netvibes.com, reader.google.com and bloglines.com.

Twitter: Use keywords at search.twitter.com to find out what people are saying about certain topics right this very minute.

Paid Social Tracking Services: Will track keywords across multiple social sites and give you robust reporting and management tools. Radian6.com and scoutlabs.com

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Listening Leads to Participation

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Join the Conversations

• Who is talking about you already?

• Who is talking about related topics?

Tactical Approaches to Social Media

ListenEngagement

Community Building &

Social NetworkingSocial

Content

Less Time More time

5hr 10hr 15hr 20hr

GenerateBuzz

backtype

Tactical Approaches to Social Media

ListenEngagement

Community Building &

Social NetworkingSocial

Content

Less Time More time

5hr 10hr 15hr 20hr

GenerateBuzz

backtype

Brooklyn Museum - Engagement

Tactical Approaches to Social Media

ListenEngagement

Community Building &

Social NetworkingSocial

Content

Less Time More time

5hr 10hr 15hr 20hr

GenerateBuzz

backtype

A Few Buzz Tools

Twitter: Twitter is like the status update part of Facebook. Users share links, photos and the answer to the question, “What are you doing now?”Twitter.com

Facebook: Now the largest social networking site in the world. Facebook fans got Betty White a spot on Saturday Night Live.Facebook.com

Keywords/Tags: No matter what social networking site you or your patrons are using, a good set of keywords will make your content findable and shareable

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Buzz is a Cocktail Party• Make others feel important• Be smart, witty and funny!• Be relevant• Put your best foot forward

Being awesome is the best way to SEEM awesome

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Tactical Approaches to Social Media

ListenEngagement

Community Building &

Social NetworkingSocial

Content

Less Time More time

5hr 10hr 15hr 20hr

GenerateBuzz

backtype

A Few Community ToolsFacebook: The most popular social network in the world provides ample opportunities to find friends and engage them in your mission.Facebook.com

LinkedIn: While LinkedIn skews towards more professional conversations and uses, it may be a great place to cultivate conversation for your organization.LinkedIn.com

Open Source Private Networks: There are lots of open source tools available to create and manage a private social network for your audience.Ning.com and Drupal.com

White Label Social Networks: You can also hire providers to create a private social network for your audience.ThePort.com, Golightly.com, and SocialGo.com

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Community engagement is connecting your patrons, volunteers, donors and supporters to each other through your mission.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Create Art with Your Community

Building buzz is about giving your supporters the excitement and content they need to spread you message like bees do for pollen.

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Strategy Step by Step

• Objectives• Audience• Integration• Tools and Tactics• Measurement

Fail Informatively – Clay Shirky

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Failing informatively means setting up experiments that we can measure, evaluate and iterate over time, until we get to success.

To Fail Informatively, We Must…

• Set SMART goals• Set ourselves up for success by researching

first• Document hard data• Also document qualitative data• REFLECT• Wash, rinse and repeat

These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.

Twitter: News and Knowledge Sharing

Twitter: Fundraising and Events

Twitter: Engagement

Here are some bite size twitter pieces

Lurk on twitter & check it outo Sign up for a twitter accounto Follow people you respect,

see what they do and sayo What do they do well?o What could be improved?o What do you value about

their tweets?o Just try it…

More Twitter Stuff

Use and monitor #hastags

Build relationships by joining conversations & replying, retweeting

Make your tweets retweetable

Use Twitpic to share photos

Use Twitter search

Empower your followers with actionable information in support of your mission.

Chad Norman

Questions?

and thank you!

Rebecca Krause-Hardiearts.typepad.com@arkrausehardie