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Social Media for Performing Arts Presenting & Touring,[object Object],From Experiment to Strategy,[object Object],Presented by David Dombrosky,[object Object],Dombrosky Arts Consulting,[object Object],August 23, 2011,[object Object]
AUDIENCE MEMBER,[object Object],Arts Manager,[object Object],Blogger,[object Object],Accidental Techie,[object Object],Communicator,[object Object],Tweeter,[object Object],Short-sighted Futurist,[object Object],Listener,[object Object],Arts Advocate,[object Object],Educator,[object Object],Strategic Marketer,[object Object],Smartphone User,[object Object],NOT   AN   EXPERT,[object Object],Just an arts administrator who pays attention to the constantly changing world of technology ,[object Object]
Why are you (or your arts organization) using social media?,[object Object]
Strategy Framework for Social Media,[object Object],Objective,[object Object],Target Audience,[object Object],Integration,[object Object],Culture Change,[object Object],Capacity,[object Object],Tools & Tactics,[object Object],Measurement,[object Object],Experiment,[object Object],Framework provided by WeAreMedia,[object Object]
Objective,[object Object],What do you want to accomplish with social media?,[object Object],State your objective so it is “SMART” – specific, measurable, attainable, realistic, and time-based,[object Object],Describe how your social media objective supports or links to a goal in your communications plan,[object Object]
Target Audience,[object Object],Who must you reach with your social media efforts to meet your objective? Why this target group?,[object Object],What do they need to know about you or your organization? What will resonate with them?,[object Object],What social media tools are they currently using?,[object Object]
Integration,[object Object],How does your social media support other components of your Internet communications plan?,[object Object],Website,[object Object],Outbound Communications,[object Object],Customer service,[object Object],Is there an “offline” component that you need to support/connect?,[object Object]
Culture Change,[object Object],Once you have a strategy, how do you get members of your team to own it?,[object Object],How will you address any fears or concerns?,[object Object],Loss of control,[object Object],Dealing with negative comments,[object Object],Addressing personality versus organizational voice,[object Object],Not being successful, fear of failure,[object Object],Perception of wasted time and resources,[object Object],Suffering from information overload already, this will cause more,[object Object]
Capacity,[object Object],Who will implement your organization’s social media strategy?,[object Object],One individual or split duties among individuals?,[object Object],Team approach – multiple people sharing duties?,[object Object],Executive staff?  Marketing staff?  Younger staff or interns?  Artists?  Volunteers?,[object Object],Can you allocate a minimum of five hours per week to your strategy once you've passed the learning curve?,[object Object]
Tools & Tactics,[object Object],What tools and tactics best support your objectives and match your targeted audience?,[object Object],What tools and tactics do you have the capacity to implement?,[object Object]
Social Media for Presenting and Touring: From Experiment to Strategy
Tools,[object Object],Tools are only as good as their users,[object Object],Learn how to use them effectively,[object Object],Watch how others use them,[object Object],Practice before going pro,[object Object],Envision success so you can achieve it,[object Object],Maximize your use of each tool,[object Object]
Less Time,[object Object],More Time,[object Object]
Tactics - Listening,[object Object],What decisions will you link your listening to?,[object Object],What key words will you use?,[object Object],How will you share or summarize what you learn from listening with others in your organization?,[object Object]
Tips for Social Media Listening,[object Object],Set up comprehensive Google Alerts,[object Object],Use Twitter Search to follow hashtags and keywords in Twitter streams,[object Object],Set up an RSS feed reader with relevant blogs and new feeds,[object Object]
RSS Feeds: A Must-Have Tool for Your Toolbox,[object Object],RSS (Really Simple Syndication) is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it. ,[object Object],RSS solves a problem for people who regularly use the web. It allows you to easily stay informed by retrieving the latest content from the sites you are interested in. You save time by not needing to visit each site individually.,[object Object],* Description from What Is RSS?,[object Object],The presence of this icon in the address bar of your Internet browser indicates that the content on the web page is syndicated with an RSS feed.,[object Object],To create RSS feeds:,[object Object],To aggregate RSS feeds:,[object Object]
A  web page may also use the RSS symbol to indicate that you may subscribe to one or more content feeds.,[object Object]
Social Media for Presenting and Touring: From Experiment to Strategy
RSS readers aggregate feed subscriptions into a centralized area to help users stay updated on the latest news and content from their favorite web sites.,[object Object]
Social Media for Presenting and Touring: From Experiment to Strategy
Tactics - Engagement,[object Object],Who is empowered to respond and under what circumstances?,[object Object],How will you address negative comments or perceptions?,[object Object]
Tactics – Sharing Content,[object Object],What content or information will be used to update or feed the social media sites?,[object Object],Are you using good storytelling techniques to engage audiences?,[object Object]
Tactics – Generating Buzz,[object Object],How will you “brand” your presence on sites?,[object Object],Who will implement and build relationships with influencers?,[object Object],How will you get fans to talk about you to their friends?,[object Object],What actions do you want people to take when they come in contact with your buzz? ,[object Object]
Tactics – Community Building & Social Networking ,[object Object],How will you or your organization represent itself on social networks?,[object Object],Who will develop or repurpose content?,[object Object],Who will be the “community manager?,[object Object]
Measurement,[object Object],What is your original, measurable objective?,[object Object],What hard data points or metrics will you use to track your objectives? How often will you track? Do you have the systems and tools set up to track efficiently?,[object Object],How will you harvest insights from hard data and qualitative data as the project unfolds? What questions will you ask to generate insights? Who will participate?,[object Object]
Experiment,[object Object],What small piece can you implement first as a pilot?,[object Object],How will you learn from the pilot for your next experiment?,[object Object]
David Dombrosky,[object Object],Email – david@dombrosky.org,[object Object],Blog – www.dombrosky.org,[object Object],Twitter – www.twitter.com/ddombrosky,[object Object]

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Social Media for Presenting and Touring: From Experiment to Strategy

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Hinweis der Redaktion

  1. Set objectives based on a clear understanding of how social media changes the feedback loop between your organization and stakeholders. The key thing that is different with setting a social media objective is that it is not about reaching a mass audience and blasting your message out, it is more about reaching the influencers, developing relationships, having a conversation, and getting insights.
  2. To be successful, social media requires a mix of authenticity, openness, transparency and to a certain extent giving up control.
  3. A Google Alert is an aggregate of the latest results from multiple sources (news, Web and blogs) into a single e-mail or RSS feed. A Web-based version of a clipping service.