Social Media for Youth Orchestras
From u.s.k., Ulrike Schmid, 19th November 2011
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Ulrike Schmid
10 Years of Experience as PR consultant in
International PR agencies amongst others Edelman
Owner of u.s.k.:
PR consulting (including Social Media) focussed on
cultural institutions
Author:
“Das Social-Media-Engagement
deutscher Museen und Orchester”
Speaker:
National conferences about
“Social media and cultural institutions”
“Arts outreach via PR”
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Imagine you are at a party
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Impact, characteristics, potential usage
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Key features of social media communication
Dialogue
Activation
Speed
Regularity
Participation Authenticity
Inclusion
Loss of control
Cross linkage Transparency
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

New ways of communication 1/1
Listen! Be present in different networks, be active in discussions
Dialogue and give your dialogue partners the impression that you are
interested in what they are saying.
Authenticity Be open-minded and honest. Act like a “human being”.
All information is only a few clicks away, mistakes will come to
Transparency
light soon.
Be active and show your dialogue partners that you’re interested in
Activation
posting content from “behind the scenes”.
Inclusion Include different people from your orchestra
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

New ways of communication 2/2
Include your audience/your dialogue partners, ask for feedback
Participation
and give feedback on other platforms.
Real time! A permanent observation of the social web is the
Speed
premise for reacting in an adequate time.
Be aware and accept that you cannot control the content
Loss of control which comes up in the social web (even if you are not
communicating, s. o. will talk about you, if you like it or not).
Processes have to be established
Cross linkage
so that all activities link with each other, also with offline-measures.
Single measures blow out. Acting once in a while will not have any
Regularity
impact.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Usage of social media
self-representation
fundraising/sponsoring
project management
PR, marketing
crowd funding
community sales
building service collaboration
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Self-representation
Create an unique identity on the web
Take a personal role on the network
Elements of identity
Profile picture
Short bio
Topics and content
Person(s) behind
Language and tonality
Vanity-URL
Tags (you’d like to be found)
Cross link the different platforms
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Community building
Establish, maintain and extend relationships
Belong to a network of people with similar interests
Also be also visible as a person/several people who belong to the orchestra
Refer to texts on other’s people or companies platforms
Exchange and share experiences, ideas and opinions
Post comments
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Collaboration
Share knowledge, make it accesible to the community
Organize information, collect knowledge by using public bookmarks and asking people
Allow universal access to all platforms to develop ideas in common (crowd sourcing,
crowd innovation)
Common implementation with simple tools (functional group on Facebook, Doodle)
No duplication through shared storage (e. g. Google docs, Dropbox, projectplace)
Projectplace is
Which platform also useful
is best for us?
Google docs
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There are a plenty of social media platforms
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Which social media platform is the right one?
goals
audience
time
Depends
budget on
legal
framework
corporate
culture
manpower
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Social media tools
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Social media tool: “share & bookmark”
Characteristics of “share and bookmark” are public sharing, tagging and
recommending sites. By tagging other users may also find these pages.
Dialogue In general, all interested parties who are looking for news and would
partners collaborate with other by sharing their content
How to edit Link to texts, websites, photos, blog posts etc., which can be
the content? recommended and spread to the public
How to spread Integrate appropriate icons on blog and website
the content?
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

„Share & bookmark“ 1/2
Why offer “share and bookmark”?
To increase the awareness
As events, website, blog posts occur in social bookmarking services
By tagging each link
Easier to be found in search engines
Public sharing is like a recommendation
Why use “share and bookmark”?
To become a part of the community by sharing content
To become known because you’re always sharing interesting content (not only yours)
Open source
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

“Share & bookmark” 2/2
Suitable for websites, blogs to increase visibility on the web.
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Social media tool: weblog
A weblog is a modern form of a diary, which is run on the Internet. It differs from static
websites because the information published on the blog can be discussed publicly.
Dialogue In general all those, who are interested in the orchestra
partner (potential visitors, journalists, sponsors, artists/musicians)
How to edit Primarily text but also photos and videos about the orchestra
the content?
Link from website and newsletter to the blog
How to spread Reference on the latest blog post is tweeted, posted on Facebook as
the content? a status message and announced on other networks.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Weblog 1/3
How is a blog set up?
Use categories and tag blog
entries so that they can found
easily.
The archive lists all previously
published articles.
Blog roll refers to other weblogs
(kind of recommendation)
Posts are in chronological order and
can be subscribed to via RSS.
Refers to the other social
media profile(s).
Linklist refers to other websites
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Weblog 2/3
Why blog?
A direct access to the public, without having the “media as a filter”
Stories can be told, which usually don’t find their way into the “classical” media
Personal and unfiltered contributions make the institution more transparent and
give it an authentic face
The level of awareness will increase
Potential visitors and multipliers
will be aware of the orchestra.
Exchanges and contacts with
the audience is easily established
Networks can be set up
and maintained
It offers the possibility for
feedback
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Weblog 3/3
How to blog?
Write in a dialogue orientated way, asking
questions, allowing comments
Embed photos and videos
Be entertaining, tell personal (background) stories
Build up tension,
Write in an authentic manner
Be transparent, tell who is writing
Don’t use press releases or uncommented
content like programmes and image brochures
Always remember that you gain
public trust
Suitable to get in touch with the dialogue partners directly and have an archive
of articles and comments on your own platform.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tool: Twitter
Twitter is a micro blogging service. Registered users send their own text messages
(tweets) of up to 140 characters and subscribe to other users’ tweets. Each user can
decide which messages to subscribe to.
Dialogue In general, people from the media, marketing, tech sector who are
partners using it for business, but also musicians, orchestra etc.
How to edit Provide short text messages about the orchestra
the content? Integrate pics and videos
First, identify users whose messages you wish to receive, then
How to spread become subscribers (followers) of their tweets
the content? By recommendation from other twitterers
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Twitter 1/2
Why twitter?
Relationship building and maintaining contacts with followers (potential visitors, media,
engager, influencer)
To link to blog posts, photos, videos, news from the orchestra, events
To start an “easy going” conversation with bloggers, journalists, the people around
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Twitter 2/2
How to twitter?
Dialogue and service oriented
Respond to tweets from followers, get involved in discussions
Allow a look "behind the scenes“
Provide special concerts and events
Involve followers, asking them about their opinion and responding to questions
Suitable for creating a network that allows quick exchange of information, as well
as feedback.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tool: Flickr
Flickr allows to upload images and to add notes and comments to them as well as to
distribute to other users. The photos in albums can be sorted and embedded as a
slideshow on blogs and websites.
Dialogue In general, all those who are interested in the orchestra or people
partners looking up for a certain topic.
How to edit Photos of orchestra to convey visual impressions
the content?
Integrate to blog and website
How to spread Link to photo albums can be tweeted or posted on Facebook as a
the content? status message
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Flickr 1/2
Why use an extra photo platform?
To show photos of the musicians, rehearsals etc. to the general public
To document events
To grant a look "behind the scenes“, giving the orchestra "a face"
To increase the visibility/the awareness on the web by tagging
To allow other users to distribute and embed the photos (awareness)
To make your own pictures available for random search
Try to involve our dialogue partners
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Flickr 2/2
How to integrate and distribute the photos?
Embed the HTML code in your and other people’s blog or website
Include them in the press portal of the website to make them available for journalists
Share the link on networks
Suitable to enhance the presence of an orchestra, make it easier to find on the
web, to create the desire to make a visit or support the orchestra.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tool: YouTube
YouTube is a video platform where video clips can be uploaded and viewed. Registered
users can rate the videos and/or distribute them. It allows the exchange with visitors.
Dialogue In general, all those who are interested in the orchestra or people
partners looking for a certain topic
How to edit Videos of the orchestra in order to convey visual impressions
the content?
Embed on blog and website
How to spread
Link to videos can be tweeted and posted on Facebook
the content?
By tagging videos will be found easily
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

YouTube 1/2
Why set up videos on an external platform?
To show a large audience the variety of the repertoire
To allow a look "behind the scenes“, to give the orchestra an individual face
To present the orchestra in a sort of “image film”
To increase the awareness by tagging the videos and let them be spread by other users
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

YouTube 2/2
How to integrate and distribute the videos?
Embed the HTML code in your and others people’s
blog or website
Include it in the press portal of the website to provide
journalists
Include it on facebook as a permanent application
Share the link on other networks
Suitable to enhance the presence of the orchestra, make it easier to find on the
web and to create the desire to make a visit or support the orchestra.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tool: Facebook
Facebook enables individuals, companies or institutions to create their own profile page or
an official group in order to get connected and interchange with other registered users.
Dialogue In general, all 13 to 44 year aged people, who are interested in
partners the orchestra (potential visitors, journalists, sponsors, musicians)
How to edit Texts, photos, videos as wall posts but also competitions
the content?
How to spread Embed the icon or widget on the website and in newsletters
the content? Display the icon on printed material, advertisements, etc.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Facebook 1/2
Why set up a Facebook page?
A large proportion of (private) users can be addressed and incorporated
A community can be established that interacts with the orchestra
Sharing and distributing the content - no matter what form - is extremely easy
Feeds from other social media tools can be incorporated automatically
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Facebook 2/2
How to use Facebook?
As an orchestra with an official site:
Be aware that you have set up a “page” and not a “personal profile”
When having at least 25 fans you can get
your own URL e. g.
http://www.facebook.com/SANYOF
Build up an online circle of friends,
by talking to potentially interested
people so that a viral communication
about your site takes place
Regularly post interesting links, videos
and photos
Ask fans for feedback and take them as
dialogue partners
Take them seriously, be service orientated,
offer them added value
Create offline events for the community
Suitable to build up a community to close interaction with your dialogue partners.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social media tool: issuu
Issuu is a document sharing platform where flyers, magazines and presentations can be
uploaded and viewed. Registered users can comment on the documents and/or distribute
them.
Dialogue In general, all those who are interested in the orchestra
partners (potential visitors, also journalists, sponsors, musicians)
How to edit Provide text documents from the orchestra
the content?
How to spread Embed on blog, website
the content? New documents can be tweeted and/or posted on Facebook
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

issuu 1/2
Why upload documents on issuu?
To provide documents (flyers, presentations, programmes) for free
To read documents online, share them, embed them or put them for discussion
To increase the awareness and to get new dialogue partners
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

issuu 2/2
How to spread and integrate the documents?
Embed the HTML code in your and other people’s
blog or website
Include in the press portal of the website to provide
journalists
Share the link on networks
Suitable for a cost-effective delivery of online documents to increase the
awareness and to engage new dialogue partners.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Before starting …
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

The 90-9-1 Rule
90 of 100 listen,
but are silent ... One of 100
… and create their own image speak
hmm
grumble
aha
good to sigh
know
9 of 100 react,
criticize, interact
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

In a nutshell
1
Social media starts with listening.
2
Set goals, but be realistic. Not all people speak with you, most of them listen.
3
Communicate regularly and at eye level: You have to know your audience.
4
Be patient: Communication in the social web needs careful construction work.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Back to the party …
Social media tools are (media) islands, the next tool is only one
click away. Used in combination they create the social web.
Usually it takes several contacts until an action is triggered.
An organization must also create multiple touch points.
People use media depending on the day, time of
day and their role (as private or business person).
Connect the different
social media
People don’t want to be patronized. They talk
about whatever and whenever they want.
Connecting social media is the logical continuation of the
integrated and cross-media communication. (offline and online)
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Thank you for your attention!
u.s.k.
Internet: www.us-k.eu
Weblog: www.kulturzweinull.eu
Email: ulrike.schmid@us-k.eu
Twitter: @UlrikeSchmid
LinkedIn: http://linkedin.com/UlrikeSchmid
Facebook Page: http://facebook.com/Kulturkommunikation
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Appendix: photo credits
Slide 2: Cover of study. Das Social-Media-Engagement deutscher Museen und Orchester
http://www.kulturzweinull.eu
Slide 3, 41: Photo Sascha Rheker for Schirn Kunsthalle
http://www.flickr.com/photos/schirn/6213811652
Slide 9, 11, 12: Copyright Ioannis Kounadeas, Fotolia.com
Slide 13: Conversation in social media
http://www.ethority.de/weblog/social-media-prisma
Slide 38: Städel Museum
http://www.flickr.com/photos/staedelmuseum/3940813342
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.