Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Presented by David DombroskyCarnegie Mellon’s Center for Arts Management and

Technology

September 29, 2010

Social Media for Presenting & Touring

From Experiment to Strategy

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Executive

Director

Blogger

Accident

al Tech

ie

Short-

sighted

Futurist

Liste

ner

Tweeter Communica

tor

Arts

Advocate

Strategic Marketer

NOT AN EXPERT

Just an arts administrator who pays attention to the constantly changing world of technology

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Why are you (or your arts organization) using social media?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Strategy Framework for Social Media

•Objective

•Target Audience

• Integration

•Culture Change

•Capacity

•Tools & Tactics

•Measurement

•Experiment

Framework provided by WeAreMedia

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Objective

• What do you want to accomplish with social media?

• Restate your objective so it is “SMART” – specific, measurable, attainable, realistic, and time-based

• Describe how your social media objective supports or links to a goal in your communications plan

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Target Audience

• Who must you reach with your social media efforts to meet your objective? Why this target group?

• What do they need to know about you or your organization? What will resonate with them?

• What social media tools are they currently using?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Integration

• How does your social media support other components of your Internet communications plan?

• Website

• Outbound Communications

• Social

• Is there an “offline” component that you need to support/connect?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Culture Change• Once you have an initial

strategy, how do you get your organization to own it?

• How will you address any fears or concerns?

• Loss of control

• Dealing with negative comments

• Addressing personality versus organizational voice

• Not being successful, fear of failure

• Perception of wasted time and resources

• Suffering from information overload already, this will cause more

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Capacity

• Who will implement your organization’s social media strategy?

• One individual or split duties among individuals?

• Team approach – multiple people sharing duties?

• Executive staff? Marketing staff? Younger staff or interns? Artists? Volunteers?

• Can you allocate a minimum of five hours per week to your strategy once you've passed the learning curve?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Tools & Tactics

• What tactics and tools best support your objectives and match your targeted audience?

• What tactics and tools do you have the capacity to implement?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Tools

• Tools are only as good as their users

• Learn how to use them effectively

• Watch how others use them

• Practice before going pro

• Envision success so you can achieve it

• Maximize your use of each tool

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Less Time More Time

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Tactics - Listening

• What decisions will you link your listening to?

• What key words will you use?

• How will share or summarize what you learn from listening with others in your organization?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

RSS Feeds: A Must-Have Tool for Your Toolbox

The presence of this icon in the address bar of your Internet browser indicates that the content on the web page is syndicated with an RSS feed.

To create RSS feeds:

To aggregate RSS feeds:

RSS (Really Simple Syndication) is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it.

RSS solves a problem for people who regularly use the web. It allows you to easily stay informed by retrieving the latest content from the sites you are interested in. You save time by not needing to visit each site individually.

* Description from What Is RSS?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

A web page may also use the RSS symbol to indicate that you may subscribe to one or more content feeds.

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

RSS readers aggregate feed subscriptions into a centralized area to help users stay updated on the latest news and content from their favorite web

sites.

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Tips for Social Media Listening

• Set up comprehensive Google Alerts

• Use Twitter Search to follow hashtags and keywords in Twitter streams

• Set up an RSS feed reader with relevant blogs and new feeds

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Tactics - Engagement

• Who is empowered to respond and what circumstances?

• How will you address negative comments or perceptions?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Tactics – Sharing Content

• What content or information will be used to update or feed the social media sites?

• Are you using good story telling techniques to engage audiences?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Tactics – Generating Buzz

• How will you “brand” your presence on sites? (Personal/Organizational)

• Who will implement and build relationships with influencers?

• How will you get fans to talk about you to their friends?

• What actions do you want people take when they come in contact with your buzz?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Tactics – Community Building & Social Networking

• How will you or your organization represent itself on social networks?

• Who will develop or repurpose content?

• Who will be the “community manager?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Measurement

• What is your original, measurable objective?

• What hard data points or metrics will you use to track your objectives? How often will you track? Do you have the systems and tools set up to track efficiently?

• How will you harvest insights from hard data and qualitative data as the project unfolds? What questions will you ask to generate insights? Who will participate?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Experiment

• What small piece can you implement first as a pilot?

• How will you learn from the pilot for your next experiment?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

daviddom@cmu.edu

www.twitter.com/DDombrosky

David Dombrosky

Technology in the Artswww.technologyinthearts.org

info@technologyinthearts.org

www.twitter.com/TechInTheArts

Center for Arts Management & Technology

http://camt.artsnet.org