going social - introduction to social media - arts marketing association
DESCRIPTION
Slides from Going Social - An Introduction to social media. Arts Marketing Association training course - May 2013 Manchester-London-CardiffTRANSCRIPT
Introduce yourself (name and organisation)
Do you use social media (for pleasure or work)?
What would you like to get out of today?
Welcome
SESSION 1 – Introduction to different platforms and how to decide the best platforms for you
SESSION 2 – Using social media in your wider communications, building and managing a community and tips for Facebook and Twitter best practice
LUNCH!
What we will cover today
SESSION 3 – Evaluating your social media; and crisis management
SESSION 4 – Social media surgery and thinking about your next steps, creating a social media plan / social media campaign for your organisation
What we will cover today…
All things discussed and shared about our organisations throughout the day are to remain confidential
Feel free to write down specific questions for the Social Media Surgery session this afternoon
A request
Session 1: Social Media Platforms
(10.30-11.30am)
Why do you (or your organisation) want to use social media?
What benefits do you think it will bring to your organisation?
Is your organisation using social media already? Is it working for you?
Remember to write down your questions
Discussion – in groups and report back
5 mins!
The social media landscape
Facebook Twitter
Plus a little bit of: YouTube Pinterest Storify Google+
Today we are going to focus on
Be responsive
Be active
Offer a glimpse into life of the company
Be innovative
Be fun
Not “sell, sell, sell”
Be prepared for the unexpected!
The RSC approach to social media
Founded in 2004, Facebook’s mission is to make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.
As of December 2013 Facebook had more than one billion monthly active users
A little bit about Facebook (from their website)
Status updates Photo albums Video Polls / questions Check in to places Send messages Chat Organise events Promote special offers Makes suggestions An advertising platform
What does Facebook do?
Facebook Profile – an individual’s page on Facebook, shared with friends and family
Facebook Pages – a business or charity’s page on Facebook. Facebook users can choose to “like” brands, products or organisations and receive regular information from them in their News Feed – let’s take a look at the RSC
Profiles and Pages
Birmingham Royal Ballet
Promo cover image
Key info & Pinterest
“Highlighted” photo album
Birmingham Contemporary Music Group (BCMG)
Promoting future concert
Feature video and Enews sign up
Connecting with similar Facebook pages
The National Trust
Promoting a competition
Customer service info & custom built app
Lots of posts from NT Facebook community
140 characters! (it’s the perfect copywriting skill!)
Conversational A customer service channel Opportunity to be creative! (and if it doesn’t
work, no one will notice!) People will say what they really think Get to know your customers and audiences
Uploaded photo
Mentioned Stan’s Cafe
Used concert hashtag
Birmingham Contemporary Music Group
Birmingham Royal Ballet
Speaking directly to the audience
Conversational tone of voice with added sense of humour
The National Trust
Paid for “promoted tweet”, part of a wider campaign
Uses hashtags and invites tweeters to take part – starts a conversation
Think about how you represent your organisation on social media
Txt spk Emoticons <3 ;-) Shortening URLs – bit.ly (useful for
measuring clicks) Will you use hashtags? #RSCTitus Will you respond over the weekend?
Set clear guidelines
YouTube – video sharing and hosting
Pinterest – sharing images and video from across the web
Storify – creating a “story” through aggregating online content
Google+ - Google’s social platform, incorporating Google Hangouts
Also for your consideration
Drag and drop content from other channels, e.g Twitter. Can embed in websites
Google +
There is a lot of social media platforms to choose from
Easy to set up, but easy to maintain?
Facebook and Twitter are great for reaching the masses, but more niche platforms may also be worth investigating
What will be your priorities?
Conclusions
Think about what you want to achieve? Set SMART objectives
Who is your potential online audience?- What do they use regularly?- Are they creators or passive observers?- What do your audiences / visitors expect?
What do you (realistically) have time and resource to achieve?
Do you have any budget to invest?
Who in your organisation will be involved and how can you convince the people in your organisation that social media is relevant?
Where to start?
What do you feel confident using?
What are your competitors doing?
What platforms suit the media you have access to?
Do you need to present a business case for social media?
Better to do one thing brilliantly, than have your fingers in a lot of pies! SOCIAL MEDIA BURNOUT!
Where do you think you will start?
And other things to consider
Break
Using social media in your wider communications
Building and managing a community
Tips for Facebook and Twitter best practice
Session 2 (12 – 1pm)
Social media is not FREE (although it can be cost effective)
Social media is not a broadcast medium – THINK CONVERSATION
Social media is no longer just for “young people” Good social media practice takes time and experience Not everyone is as interested in social media (so don’t
neglect other comms channels) Integrate social media in to wider campaign planning An organisation cannot be active on all available
platforms
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Things to remember
You don’t need to do it all!
Do one thing well, rather than many things badly!
THINK! And use the right channels for your organisation and audiences
Not everything is going to work
Expect the unexpected
The best social media, is well-thought out, creative and integrated into wider campaign plans
And before we delve further…
Building your community
Build your community
Your quandary
Social media campaign
Launch your channels populated with content
Promote your channels on your website and other marketing materials, e.g. email
How to build your community?
Example: Accessorize emarketing
Invest in Facebook advertising and promoted posts– more later
Post regular, share-able content to generate viral effect
Test, test, test – the more “sharing” the more people are seeing your brand
Building your community
Try to engage your community, figure out what floats their boat
Mix up your media – use photos, video, questions/polls and status updates
Top tip – people find photos and video more engaging than text!
Keep it relevant – is the weather really that engaging?
Don’t be desperate! Pls RT Monitor! Evaluate!
What works (and what doesn’t)?
Understanding Edgerank
http://www.whatisedgerank.com/
Organic vs paid for
http://www.creatingaladdin.com/2013/03/the-top-shots-from-facebook/
Birmingham Royal Ballet
•Post photos in ‘batches’ to gather more interest
•Encourage people to Like their favourite
•Most “liked” featured again in blog post
•“From the wings” photos have proved popular
Sponsored Stories / Promoted Posts
BCMG – January 2012. Targeting “friends of friends” to build following. Targeted countries in Europe
Key interest “contemporary classical music” During campaign (one month), doubled the
number of Likes Cost - £100 RESULT – reach a wider music audience with
BCMG brand – and they are engaged More people on Facebook than enews list
Facebook Ads
A small budget to spend on Facebook can always be helpful – boosts your posts and extends your reach
However, a mini-strategy to boost your posts organically can work almost as well
Use a range of different media
Monitor what works for you
Conclusions
Motionhouse Dance Theatre – The Voyage
What works on Twitter?Motionhouse Dance Theatre – The Voyage
Over 65 pages Twitter comments (from dress rehearsal day –final performance)
Increase in audience engagement through sharing images, films, comments, likes, shares and general interaction across all channels
A number of the findings from the social media campaign for The Voyage were useful for developing a strategy for online communication
The results for Motionhouse
Build a relationship with your audience Customer service Learn to listen and respond An opportunity to be creative Think about how you can make your tweets
go further – example coming up!
On Twitter
Social Media Campaigns
- Good examples- Bad examples- Arts and non-arts
Discussion in groups, and report back – 10 minutes!
VIDEO: PHOTO: COMPETITIONS:QUIZES:FUNNY:SERIOUS
What campaigns have you seen lately on social media?
• The Holy Grail – go viral! Fiat campaign
• Remember that social is part of your wider campaign plan, how can it support or AMPLIFY your message
• Example: Innocent Drinks – BEAT JANUARY
• Online games - quirky, funny and “share-able” BUT relevant, tuned into their audiences – like the Innocent brand
• Backed up by a social media campaign to drive traffic
• Does this campaign drive sales, or is it brand focused?
Digital Campaigns, incorporating social
Cool ideas – think creatively!
The Book of Mormon London Underground poster
Facebook – Tag it to Bag It
Belgrade Theatre
B&Q – 62.5K followers!
Social media Q&As
You are marketing a performing arts festivalHow could you creatively use Facebook and Twitter across the duration of the festival?Your aims are:Encourage local people to visit the festivalCreate a buzz around the festival – before and duringGive the festival an international profile
Before (or during) lunch…activity
Lunch
Evaluating your social media
Crisis management
Session 3 (2 – 3pm)
Evaluating your social media
Love social media because it is measurable – Facebook Insights, Klout, Sprout Social, Google Analytics and more!
Monitor what works and what doesn’t
Who engages with you? Who are you reaching?
Try to instigate regular reporting, in a way that works for you
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Analysis and metrics
Facebook Insights (via your Facebook page)
http://www.a-m-a.co.uk/page.aspx?id=268
AMA ScreenCast – Facebook Insights
Sprout Social
For free trial go to: sproutsocial.com
Your Klout Score
To get your score go to: klout.com
Is this a worthwhile measure?
So, what is it?
How many people are visiting your site from social sites?
How many of these are new visitors? How long do they typically spend on the site? What other pages do they visit? Why not create “tracking links” for individual
campaigns – Google URL Builder (Google it!)
Want to know more? Watch Mary Butlin’s AMA ScreenCast
Google Analytics (or web stats)
Because sometimes bad stuff happens
Crisis Management
What would you do if….
Imagine you manage social media for an organisation and the following situations arise
Discuss in your groups and develop a plan of action – 15 minutes
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Crisis Management: Case Studies
Whilst on tour in USA, a national paper publishes a story about how your production includes the skinning of a dead rabbit. Within 2 hours, animal protestors hijack your Facebook Page, posting comments about the story. Within 4 hours, more than 100 comments have been posted.It’s the weekend, the Comms Director (with no access to Facebook page) is in New York and you are enjoying a weekend away when your line manager calls in a panic.
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Protest groups hijack Facebook Page
At 10am, when tickets go on sale for an eagerly anticipated exhibition, your website immediately crashes. Unable to get through on phones, ticket buyers jump on Facebook and Twitter to loudly complain about the lack of service & ask a range of questions about booking. With the website down for an hour, how would you handle this?
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Website crash!
A new photography exhibition opens at your small town gallery, with some images deemed to be sexually explicit. Locals have jumped on social media to complain about the exhibition. The curator wants you to remove some of the overly negative comments (some being very disparaging towards the artist).How would you respond to this?How would you deal with the negative comments?
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Controversy!
As a high end supermarket your Marketing Director wishes to launch a Twitter campaign asking people to tweet about why they love shopping with you using a hashtag.Upon launching the campaign, Twitter users hijack the hashtag, posting sarcastic tweets about your high end image and the people who shop there. Within 1 hour your hashtag is trending but for the wrong reasons!How would you handle this?
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Hashtag disaster
Social media vigilance Tolerance Clarity about what is and what is not acceptable Familiarity with terms and conditions and
community guidelines Internal communications and have an action plan Expect the unexpected – there’s not one rule for
every Twitter Storm
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What organisations have learnt
Break
Social Media Surgery
Creating your Social Media Action Plan
Session 4 – 3.30 – 5pm
Social Media Surgery
It’s time for your questions:
-Is there anything particular we’ve covered you would like more detail about?
-Is there something we haven’t covered you would like to ask?
-Is there something specific to your organisation you would like to discuss
What is your social media action plan
What are your key objectives? Who will be involved? What channels will you focus on?
Think about what you want to achieve:-Next week-Next month-Next 3 months
Plan out a social media campaign for a forthcoming event, show, concert or exhibition? What are your ideas to take back to the office?
How will you report and measure success?
What potential threats could you encounter when implementing your social media plan?
Social Media Plans
Covered basics of Facebook and Twitter Integrating social media into wider campaign
planning Social media as a communication tool Building your community Crisis management Evaluation and monitoring Social media plans
Summary
AMA webcasts and CultureHive – a-m-a.co.uk and culturehive.co.uk
Chris Unitt’s blog – chrisunitt.co.uk HubSpot – blog.hubspot.com A Younger Theatre – ayoungertheatre.com E-Consultancy – econsultancy.com/uk Lets Get Real –
weareculture24.org.uk/projects/action-research/
Resources