google+ as a promotional tool for nonprofit arts organizations
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Using Google+ to promote and connect with nonprofit arts patrons.TRANSCRIPT
Google+ as a Promotional Tool for Nonprofit Arts Organizations
Catherine StarekTechnology & Marketing in the Arts
August 08, 2012
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/.
Welcome to
What is Google+?
(digital content + social networking) + SEO = Google+
“The ultimate content-sharing platform”
Google Plus
Why is this important?
“Google+ represents a revolution in the integration of
digital activity and the way we interact with the world
around us.”
Implications for marketing in nonprofit arts
Personal/Org Profile
Basic Info:
Name
Profile photo/logo
Brief Description
Headers:
Posts
About
Photos
Videos
+1’s
What might that look like?
Distinctive Features
The +1 button
Circles
Hangouts
Nonprofit Organizations
The web is fueled by people
Empower & excite
Connect & Share
Bring people closer to your organization
Google for Nonprofits, #CauseILoveEm
The Magic of +1
Personal recommendations (more powerful)
Google search results (more targeted reach)
Conversation starters
Timely endorsement
Google+ Circles
Create your own categories Group people based on interests, role, etc. Share the right info with the right people
Highly customized…
Hangouts
Get closer to key constituents
Face-to-face interaction
Connect with people near and far
Relationship building
Google Hangout: #AudNGage
Fellow musicians, composers, and arts managers gather on Google+ Hangout to discuss the topic: Engaging a Younger Audience in the Concert Hall.
Arts Orgs
Dance Salsamania Dance Company
Orchestras London Symphony Orchestra Dallas Symphony Orchestra Detroit Symphony Orchestra
Presenting Strathmore
Theatre Denver Center for the Performing Arts Portland Center for the Performing Arts (PCPA)
Google Tips: 10 Ways to Build Community
Make your Google+ Page COMPELLING
Start with your profile Profile photo Scrapbook photos “About” section Links
Consistent TONE
SEGMENT people and info shared with G+ Circles
Building Your Community (cont.)
Provide an ENGAGING experience Posts
Schedule Content Timing (best times: 10am - 1pm)
Exclusive media Engaging photos and videos
Involve your online community Questions Feedback Actively respond & recognize contribution
Host frequent Hangouts
Community Building (cont.)
PROMOTE your G+ page
Spread the word Share with G+ contacts Email link Post links on relevant sites
Google+ Badge Include on website (integrated with G+) More +1’s & fans Improved Google search
Author tag Attributed content (visually identifiable)
Key Considerations for the Arts
Emphasis on content and people
“Producing art that resonates with our audiences is vital.”
“People are our most valuable asset.”
Digital presence & content sharing
What others say about us
What we say about ourselves
Key Considerations (cont.)
Impact on search rankings
“Getting people to talk about art online is more
important than ever.”
Ask, encourage, reward, make content connections
New layer of social interaction online
Distinguish brand among the masses
Give people something to talk about
Convince Your Leadership
Enhanced security features
Customization of Circles and content sharing
Potential for mobile-based retail (Google Offers/Wallet)
Search engine optimization
Direct traffic to your website
Increase awareness & build relationships
Grow and diversify constituency
Word of mouth!
Credit: Dominic Lipinski/PA. The Guardian. April 23, 2012
References and Suggested Resources
Google for nonprofits http://www.google.com/nonprofits/
Google for nonprofits blog http://googlefornonprofits.blogspot.com/
10 ways to build your community on Google+ http://tinyurl.com/9t7v96m
Getting started guides http://www.google.com/nonprofits/learning/getting-started.html
TITA Google+ http://www.technologyinthearts.org/2011/08/google/
Mashable Google Plus Guide http://mashable.com/2011/07/16/google-plus-guide/
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/.