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Social Media for Arts Service Organizations: No Strategy? No Time? No Staff? No Problem!

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Sarah Page
Sarah Page

Presentation delivered to the Assn. of Performing Arts Service Organizations' 2011 annual conference in Austin, TX.

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Social Media for Arts Service OrganizationsNo strategy? No time? No staff? No problem! APASO 2011 Come Gather Round, People! March 10, 2011
About Me
About Me GEEK ALERT!!
Today We’ll Cover … Social media review Strategy development Measuring social media Discussion Time-saving tools and helpful utilities Clever contests & promotions New things to try Foursquare sign up Build a QR Code Q&A
Social Media Review
It’s Not Just for Little Susie The ROI of Social Media
General Benefits of Social Media It’s FREE! Builds deeper relationships Increases brand awareness Broadens your network Helps SEO Increases website traffic (or traffic to your business or organization) Can help reach journalists/media Empowers fans to be viral ambassadors for your brand Source: Social Media for Tourism Pros
Social Media User Statistics Sources: http://www.facebook.com/press/info.php?statistics; http://www.observer.com/2011/media/foursquare-user-no-6000000-signs; http://blog.hubspot.com; http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/
Optimal Times for Posting on Facebook Time of day Mornings Weekends How often? Every other day Source: Dan Zarrella with HubSpot
Social Media Strategy
First, Some Questions What are your goals? Build relationships Improve awareness/reputation Generate sales (butts in seats), raise funds Increase website rankings in search engines What are your objectives? Who is your target audience? What is your relationship like with them? Who are your key influencers?
First, Some Questions Who will be your community managers? What social media platforms will you use? (Hint: Where is your audience?) What will you say? How will you be human (what is your “voice”)? How will you know when/if you’re successful?
Do You Need a Social Media Policy? Maybe. Just keep these basics in mind: Be polite Be honest Be open Be inclusive Be forthright Be legal Be helpful Don’t try to control the conversation Accept, respond, and be gracious to negative feedback Source: The Potluck Guide To Social Media Strategy
Social Media Measurement
The Measurment Hierarchy Goal >>> Objectives >>> Strategies >>> Tactics Goal: To increase the brand footprint of the Austin Creative Alliance through participation in social media. Objectives: Increase newsletter subscribers by 15% in 6 months. Establish a Facebook fan page with 500 fans by the end of the year. Strategies: Designate a newsletter team to contribute articles. Develop an editorial calendar. Improve subscription tool on our website. Tactics: Email the organization asking for writers. Hold a training session for contributors. Source: Brass Tack Thinking (http://www.brasstackthinking.com/2009/12/how-to-create-measurable-objectives/)
So What Can You Measure? Financial return Conversions via unique links Sales via social media promo codes Social media-specific coupon redemption (e.g. Groupon, Living Social, etc.) Total coupon downloads (signals interest/intent to buy) Reduced per-call customer service costs Decreased customer attrition rate Cost per dollar raised Source: Brass Tack Thinking (http://www.brasstackthinking.com/2010/06/5-objectives-for-social-media-measurement/ ; http://www.brasstackthinking.com/2010/01/practical-social-media-measurement-cost-savings/)
So What Can You Measure? Value, Awareness, Customer Satisfaction Increase positive sentiment over time Overall brand awareness across social media channels (via mentions) Number of referrals or recommendations Positive trends on key website stats (e.g. unique visitors, time on site, downloads, etc.) Increased lead generation through social media Clicks on shortened, unique links Source: Brass Tack Thinking (http://www.brasstackthinking.com/2010/06/5-objectives-for-social-media-measurement/)
Um … okay. How? Google Analytics: http://www.google.com/analytics Campaign codes URL shorteners Bit.ly Owl.ly Is.gd BudURL Incoming links http://backtweets.com Facebook & Twitter Facebook Insights http://klout.com http://twittergrader.com http://addictomatic.com http://socialmention.com What do you do?
Time-Saving ToolsandHelpful Utilities
RSS Feeds – Feedburner.google.com
RSS Feeds – TwitterFeed.com
RSS Feeds – TwitterFeed.com
RSS Feeds – TwitterFeed.com
RSS Feeds – TwitterFeed.com
HootSuite – Schedule Posts
HootSuite – Schedule Posts
HootSuite – Schedule Posts
HootSuite – Monitoring
Ping.fm
Ping.fm
Facebook to Twitter
Hyper Alerts
Hyper Alerts
Hyper Alerts
Nutshell Mail
Nutshell Mail
Nutshell Mail
Twitter Chats with TweetChat
URL Shorteners – Bit.ly
URL Shorteners – Bit.ly
Facebook Groups = Crowdsourcing
Clever ContestsandPromotions
Facebook Contests
Facebook Contests
Gowalla Contests
Gowalla Contests
Foursquare Scavenger Hunt
Foursquare Scavenger Hunt
Social Scavenger Hunts with SCVNGR
QR Code Tours
QR Code Tours
New Things To Try
Social Couponing
Social Couponing
Social Couponing
Social Couponing
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Foursquare Setup
QR Codes
QR Codes
QR Codes Grace photo courtesy of Steve Butman Photography
QR Codes
QR Codes
QR Codes
QR Codes
QR Codes
QR Codes
Build a QR Code
Where To Find Me Old School: ,[object Object]

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Social Media for Arts Service Organizations: No Strategy? No Time? No Staff? No Problem!