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This session
Why Social Media?What are others arts organisations doing?How can we make it work for us?
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• 16+ Million UK households on broadband (65%)
• People spending more time online since Broadband
• People are socialising online
• Younger people grow up with new technology
Digital Landscape
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“Young people don’t want to rely on a Godlike figure from above to tell them what’s important. They want control over their media, instead of being controlled by it.”
Rupert Murdoch(when he bought MySpace.com)
Digital Landscape
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“Innovation and creativity have been elite activities… Now innovation and creativity are becoming mass activities”
Charles Leadbeater(WeThinkTheBook.net)
Digital Landscape
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“If the 20th century marked the rise of mass consumerism, one feature of the 21st century will be the rise of the mass participation economy”
Charles Leadbeater(WeThinkTheBook.net)
Digital Landscape
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What is Social Media?
Online media with a participatory or interactive component
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What is Social Media?
• Communications– Blogs– Micro Blogging– Social Networking– Events– Forums
• Collaboration– Wikis– Social bookmarking– Social News
• Multimedia– Photo sharing– Video Sharing– Audio and Music Sharing
• Reviews and Opinions– Product reviews– Q&A sites
• Entertainment– Virtual Worlds– Game sharing
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Activity
• Face someone you don’t know
• Introduce yourselves
• Find out if you know someone in common
• Then sit down
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Social Networking
• Put your hand up if...
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Social Networking
“Online social networking focuses on building online communities who share interests and/or activities or who are interested in exploring the interests and activities of others.”
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UK social networking highest in Europe.
24.9m unique visitors (78% of the UK’s web users).
Social Networks
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Social Networking
• 66.8% of Internet users across the globe accessed “member communities”last year, compared to 65.1% for email.
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Social Networking
• Use online social networks to:– Allow users to interact, participate, feedback– Share Multimedia and rich content– Provide an experience– Deliver relevant marketing campaigns– Learn from/about your users
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Focus on Facebook
• Easy to set up a profile & customise• Easy to befriend others and track down
old friends• Share things – videos, blogs, news• Contact system• Fun applications – open platform• Free
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Focus on Facebook
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DanceCity Facebook
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Focus on Facebook
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Focus on Facebook
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BFI Facebook ads
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Social Networking
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Blogging
• Put your hand up if...
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Blogging
• 14.5million visited blogs – August 08• BBC and Guardian - biggest market
share
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Blogging
• Main elements include– Postings in chronological order– Viewer responses to posts – Text, pictures, video, sound clips
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Blogging
• Improves web presence on search/feeds• Establishing Thought Leadership• Channel to new audiences• Customer interaction• Generating leads• Visibility to Journalists
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Blogging
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Blogging
• Keep it genuine – find a passion• Make it regular• Focus• Promote it
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Blogging
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Blogging
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Blogging
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Blogging
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Micro-blogging
• Similar to blogging but...– 140 character posts– Reader responses are handled differently– Convenience helps it go mobile
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• Put your hand up if...
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Twitter Tips
• Twitter Profile• Twitter client• Follow• Tweet & Re Tweet• Link• Search• #Hashtags
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Twitter Tips
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Twitter Tips
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Twitter Tips
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Twitter Tips
• Tools for analyzing trends:– TweetStats (tweetstats.com)– Twist (twist.flaptor.com)– TweepDiff (tweepdiff.com)– CoTweet (cotweet.com)
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Audience Reviews
• Put your hand up if...
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Audience Reviews
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Audience Reviews
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Audience Reviews
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Audience Reviews
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Multimedia
• Photos/images• Video• Audio/podcasting/music sharing
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You Tube
• Put your hand up if...
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YouTube
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YouTube
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YouTube
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YouTube
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Multimedia Sharing
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Flickr
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Mobile Internet
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Resources
• Resourcing– Make it part of the mix/routine
• Ask questions, update status, link back to website/online reviews, make a checklist
– Enlist users outside of the organisation– Enlist colleagues across the organisation– Look for shortcuts
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Resources
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Resources
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Resources
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Integrate campaigns
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Integrate campaigns
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Integrating campaigns
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Integrate campaigns
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Integrate campaigns
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Integrate campaigns
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Integrate campaigns
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Integrated campaigns
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Evaluation
• Traffic, reputation and engagement– Click-throughs are limited– Followers/subscribers– SEO Ranking– Savings made versus other channels
• No industry standard – more research required
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Evaluation
• http://measurementcamp.wikidot.com• Twitter and Google alerts/trends• Online Reputation and Buzz Monitoring
services
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My 10 tips
1. Have a strategy2. Resource3. Target4. Be transparent5. Observe the
rules
6. Commit to it7. Be open8. Measure9. Reward10.Keep it fun
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