social media for arts service organizations: no strategy? no time? no staff? no problem!
DESCRIPTION
Presentation delivered to the Assn. of Performing Arts Service Organizations' 2011 annual conference in Austin, TX.TRANSCRIPT
Social Media for Arts Service OrganizationsNo strategy? No time? No staff? No problem!
APASO 2011Come Gather Round, People!
March 10, 2011
About Me
GEEK ALE
RT!!
About Me
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 StatisticsFacebook Twitter Foursquare
# of Total Users 500 million 106 million 7 million
# of New Users Daily
300,000 22,000 (3400% growth in 2010)
# of Mobile Users 200 million (2x as active)
38 million
Daily Use 50% use daily 28 million ~ 14,000-18,000
Geography 70% from outside the U.S.
60% from outside the U.S.
40% from outside the U.S.
Connections Average user has 130 friends & likes 80 pages
26 million users follow a brand (67% will buy)
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 Questions1. What are your goals?
a. Build relationshipsb. Improve awareness/reputationc. Generate sales (butts in seats), raise fundsd. Increase website rankings in search engines
2. What are your objectives?3. Who is your target audience? What is your
relationship like with them?4. Who are your key influencers?
First, Some Questions5. Who will be your community managers?6. What social media platforms will you use?
(Hint: Where is your audience?)7. What will you say?8. How will you be human (what is your
“voice”)?9. 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
feedbackSource: The Potluck Guide To Social Media Strategy
Social Media Measurement
The Measurment HierarchyGoal >>> 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 Toolsand
Helpful 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 Contestsand
Promotions
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:• Phone – 512.473.3513• E-mail – [email protected]
New School:• Twitter - @ColoradoRiverTr (work), @pagetx (personal)• Facebook – http://www.facebook.com/ColoradoRiverTrail• Flickr – http://www.flickr.com/groups/ColoradoRiverTrail • Foursquare – http://foursquare.com/pagetx• Gowalla – http://gowalla.com/users/pagetx (personal), http://gowalla.com/users/ColoradoRiverTrail (work)• Delicious – http://delicious.com/pagetx