Download - 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.
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
