The workshop agenda provided an overview of becoming a networked arts organization through the use of social media. The morning session provided inspiration on social media strategies for arts organizations. The afternoon included mini-workshops on tools like Facebook, Twitter, and measurement. Attendees would leave with basic social media best practices and next steps. Effective social media use requires moving from low engagement to high engagement over time by learning, participating, publishing content, and building networks. Measuring social media impact requires focusing on a few key metrics rather than collecting all available data.

1. Becoming A Networked Arts Organization Crawl, Walk, Fly, Run:Principles of Social Media in Practice Beth Kanter

3. Learning from adjacent practices

4. Interactive

5. It’s on the Z-Wiki! http://bit.ly/z-wiki

7. What we’re going to talk about ….. “If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Inspiration

8. Photo by sveeta Be warned: Don’t just sit back and passively listen - #lsmarts

9. Share Pairs

10. I’ve been watching you …

12. The Nonprofit Fortress The Nonprofit Fortress

13. Use social media tools to organize, mobilize, raise funds, and communicate with audiences but outside of institutional walls

14. Nonprofit Fortress Free Agent

15. Shawn AhmedFree Agent

16. “The problem is that YOU are the fortress.Social media is not my problem.“

19. Shawn is working with Red Cross on several projects ...

21. I’ve Found My Free Agent, Now What?

22. Ecosystem of Free Agents Grace raised $1,400 for wildlife. They met her mom on Twitter.

24. Networked NGOs in other parts of the World

35. “When the technology becomes boring, it becomes socially interesting …” Clay Shirky The connectedness of living in a networked, mobile world has become a part our daily lives. These disruptive technologies are having a profound impact on the way arts organizations do their work, communicate with audiences, and deliver artistic programs. Remember: Disruption is our friend …..

36. Stand if you have one of these with you … (phone, not cat) Raise your hand if you use it to connect on social networks …

37. Find someone near you, introduce yourselves, and share one thing you already know about social media

38. Take a photo and share it with social media Share on Twitter w/ #lsmarts or post photo here http://www.facebook.com/beth.kanter.blog

39. How are you encouraging your audiences to connect and engage with your organization and artistic programs? Flickr photo by antydiluvian

40. Crawl, Walk, Run, FlyLiving Case Studies

41. How many are using social media and mobile? # of tools? 31% 37% 17% 15% NONE TWO OR THREE FOUR OR MORE ONE

42. Always moving forward …. Marketingor Audience Development Plan Culture Change Social Media Strategy SMART Objectives Audience Listening Experiments/Pilots Integrated Social Media Strategy EngagementIntegrated Content Best Practices Tactics Build Capacity Multiple Channels Institutionalized Network Building Measurement/KPI Reflection/Improvement

43. BuildNetwork Participate Listen Promote Publish Low Engagement Content Intensive No Engagement Broadcast/Share High Engagement Original concept by Beth Kanter – remix by Aliza Sherman

44. Participate: Encourages the audiences to engage with them before, during, and after arts experience …

45. Why and how they do it …

46. Think and Write (or Tweet - #lsmarts): A question or visual that will spark conversation about your organization’s art?

47. Play Video Networked Arts Organizations inspire audiences to create and share content about the art …..

48. Network Building: Participate “networked events” with other organizations ….

49. Experts at repurpose, recycle, and reusing content across channels …

50. Think and Write: Where is your arts organization? What do you need to move forward? Listen Participate Promote Publish Network

51. What were the results? What’s the value? How much time? Did it put butts in seats? Is your leadership asking? Photo by edyson

52. ROI: Crawl, Walk, Run, Fly Results Impact $ Investment Interaction Insight Number of Months Strategy, Measure, Improve

53. Run: YouTube

54. YouTube “We created a flashmob and promoted it with Facebook, Youtube, and Twitter effectively. This directly increased our ticket sales. We got the idea because we use social media to learn what our colleagues in other cities are doing.”

55. Living Case Studies: How has social media has brought value to arts organizations?

56. Brand Awareness: Listening and engagement with audiences and fans in SF and around the world.

57. Cost Savings: Using QR codes to encourage audiences to download program notes to mobile devices. Cost Savings: Using QR codes to encourage audiences to download program notes to mobile devices.

58. Prioritizing Touring Locations: “Since using social media more regularly, we've been able to engage our national fans more thoroughly than we ever imagined-- who knew we had so many friends in Chicago? Helps us decide how to prioritize touring locations, when applicable.”

59. Efficient: “Social media is a key component to the marketing of all our programs on a budget. We did not buy any advertising space for our latest exhibit. But using social media in addition to postcards and PR, we were able to draw 450 people to the opening, which made for one of our liveliest openings to date.”

60. Leverage a networked effectBrand ambassadorsA channel for program research “Social Media helps turn the audience into marketers for us because they share information with their friends! Retweets helps to understand what types of programming excite our audiences. “

61. What is your biggest challenge using social media effectively?

62. Capacity

63. Who has time to do work?! It’s worth our time, but social media takes time … What can we stop doing to make time for social media?

64. Build Network Participate Listen Promote Publish Low Engagement Content Intensive No Engagement Broadcast/Share High Engagement + + + + 15 min/day 20 min/day 30 min/day 5-15hrs/wk 5-15 hrs/wk Original concept by Beth Kanter – remix by Aliza Sherman

65. Who will do the work?

66. Volunteers and Interns

67. Make them part of your team Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data Don’t do this to your interns ….

68. Integrate into job description

69. Wendy Harman Director, Social Media Create ROI MeasurementsDevelop Internal Education and Training Apply Social Insights to the Strategic Plan Get Buy-In from Stakeholders Develops Listening and Monitoring Strategy Gets Tools and Technologies in place Facilitate policy and procedures Community manager Two Full-Time Staff Members

70. Strategy for Scale: Internal/External

73. Why policy is needed

74. Cases when it will be used, distributed

75. Oversight, notifications, and legal implications

76. Guidelines

77. Identity and transparency

78. Responsibility

79. Confidentiality

80. Judgment and common sense

81. Best practices

82. Tone

83. Expertise

84. Respect

85. Quality

86. Additional resources

87. Training

88. Operational Guidelines

89. Escalation

90. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group

91. Share Pair: How can your arts organization increase its capacity to implement social media?

92. Measurement

93. There is a difference between counting and measurement

94. Not sure what to measure ….

95. Collect a lot data, but not sure what it means

96. Walkers: Spreadsheet Aerobics Focus on testing one channel, variables

98. Saved time in researching for examples used in posts/workshops

99. Number of questions answersA/B Testing Against FB Insights and Export.ly Content format Content topics Outreach TacticsFrequency of PostsTime/Date of week FB Insights Metrics Number of New FansImpressions Per PostFeedback per Post

100. 2 hours per month of analysis to learn what works for engagement, sharing, and content …

101. Start with SMART objective Track Awareness: Share of Conversion About Hunger Track Actions or Conversions for advocacy (Child Nutrition Bill) and donations Cross Department Dashboard KPI: Linked to Job Performance FLYERS

103. Reflection process: Joyful Funerals Understanding Success and Failure

104. Share Pair: What does your arts organization need to make data-driven decisions and a reflection process part of your social media strategy?

105. Handling Mistakes x “MisTweet” – A tweet intended to come from a personal account but sent out on an organizational account by mistake.

107. Steve Norris, ex-Tory Mayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”

108. X

112. Two guiding principles in social media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they might have done themselves a service.

113. To be successful, use social media like Kanye West What can we learned about a try and fix approach to social media from Kanye West?

114. Source: @clairew

115. Source: @clairew

116. Source: @clairew

117. Source: @clairew

118. If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Inspiration

119. Thank you