A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Josh Futrell, Director of Projects and SupportCenter for Arts Management and Technology

Carnegie Mellon University

November 12, 2009

Social Media:In Theory and In the Field

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Who are you? Who Who? Who Who?

Tweeter

Arts

Advocate

Strategic Marketer

A nerd with an abiding passion for the arts who pays attention.

•Recovering actor

•Accidental techie

•Sometimes blogger

•Listen-focused tweeter

•Social media user

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

What We’ll Be Talkin’ Bout, Willis

ToolsRSSBloggingYouTubeFacebookTwitterCustom Social Networks

OverviewBest Practices

Snapshots

SharingListening

Agenda

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I’ll Close My Eyes and Count to 10

Not really, but….

If you would like to leave now, I won’t hold it against you.

Photo from Flickr, Creative Commons by kloppster

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

If You Haz Question…

ASK IT

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“Social Media” Covers a Heck of a Lot

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The Social Media Food Pyramid

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A Social Media Strategy Framework

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

A Social Media Strategy Framework

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

To Create RSS Feeds

RSS (Really Simple Syndication) is a format for delivering regularly changing web content.

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?

RSS: A Big Win For Frequently Updated Content

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, 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.

RSS Readers and Aggregators

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RSS By Email

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

RSS: Best Practices and Tips

•Create an RSS feed for any regularly updated content

•Share your RSS prominently and in multiple locations

•Personal tip: set up an RSS feed reader with relevant blogs and new feeds…then share it?

•Use RSS feeds to help streamline your social media workflow.

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Snapshot

Pittsburgh Opera

http://pittsburghopera.org

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

• Find your own voice

• Use the break code (i.e. <!--more--> in WordPress) when a post is over 250 words

• Maximize outbound links

• Invite and encourage conversation

Blogging: Best Practices and Tips

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Snapshot

Arkipelagos

Blog of playwright, journalist, and

photographer Robert Isenberg

http://arkipelagos.wordpress.com

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

•Get a nonprofit channel Benefits of a Nonprofit Channel:

Change the look and feel of your YouTube channel to more closely resemble your branding.

Drive fundraising through a Google Checkout “Donate” button.

Add a Call-to-Action overlay on your videos to drive campaigns.

YouTube: Best Practices and Tips

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

•Get a nonprofit channel

•Tag your videos with keywords

•Embed videos elsewhere

•Friend other YouTube users

•Check in regularly

•Go out and find related videos…and favorite them

Benefits of a Nonprofit Channel:

Change the look and feel of your YouTube channel to more closely resemble your branding.

Drive fundraising through a Google Checkout “Donate” button.

Add a Call-to-Action overlay on your videos to drive campaigns.

YouTube: Best Practices and Tips

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Snapshot

Pittsburgh Filmmakers’ YouTube Channel

http://www.youtube.com/user/PittsburghFilmmakers

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Facebook Profiles: People Food

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Facebook Groups: Only for Membership Only

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When a Group is Best

•When a conversation needs to be restricted to certain members and direct communication is preferred

•Rapid promotion around a particular event or occasion (members can send out bulk invites)

Facebook Groups: Only for Membership Only

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Facebook Pages: The Ticket For Organizations

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Facebook Pages: The Ticket For Organizations

• Your posts get into your fan’s news feeds

• Detailed metrics for your page (Page Insights)

• Personalized Friendly URL (http://facebook.com/username/)

• Visible to unregistered visitors

• Ads

• Related event creation

• Can create custom applications

It is possible for your organization to change from a group to a page. It just takes communication.

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Page Insights: Learn More About Your Fans

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Snapshot

Greater Pittsburgh Arts Council

http://www.facebook.com/greater

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A Few Words about Facebook Causes

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

You can 1) target your ads by various criteria. 2) pay for impressions or pay for clicks.

And, A Few Words about Facebook Ads

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Twitter: Who Gives a Tweet?

http://tweeternet.com

Twitter is a social networking and microblogging service that allows you answer the question, "What are you doing?" by sending short text messages 140 characters in length, called "tweets", to your friends, or "followers."

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Twitter: Who Gives a Tweet?

http://tweeternet.com

Twitter is a social networking and microblogging service that allows you answer the question, "What are you doing?" by sending short text messages 140 characters in length, called "tweets", to your friends, or "followers."

What areyou doing?

What are you thinking?

Interested in?Passionate about?

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

•70% - Sharing others voices, opinions, articles, ideas, and tools

•20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues

•10% - Promoting and/or chit-chatting

70 – 20 – 10 Engagement Model

http://www.angelamaiers.com/2008/09/my-twitter-enga.html

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

•Twitter is not a broadcast medium

•Quality over quantity…and limit the quantity

•Help yourself with tools

• Managing the voices: TweetDeck, Tweetie, etc.

• Productivity: SocialOomph

• Finding others: MrTweet, WeFollow

• Look for tools. Don’t assume their non-existence.

Twitter: Best Practices and Tips

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Snapshot

The Mattress Factory

http://www.twitter.com/mattressfactory

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Snapshot

Greater Pittsburgh Arts Council

http://www.twitter.com/PGHArtsCouncil

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

•2009 Nonprofit Social Network Survey Report – 30.6% of responding nonprofits had their own social network

•Ning, GroupSite, SocialGo

•White Label Social Network Platforms Chart from TechCrunch

Should You Build Your Own Social Network?

Why would you want to create your

own?

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Snapshot

Art && Code

http://artandcode.ning.com/

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Snapshot

Bricolage Theatre Company

http://www.webbricolage.org

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Snapshot

Bricolage Theatre Company

http://www.webbricolage.org

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

•Share the content of others

•Share your own content across multiple platforms

Video:Interview with

Artist

Post on your YouTube channel

Embed video in

blog post

Share link via Twitter

Post link in Web site

Press Room section

Share link via

Facebook Page

Share link via e-

newsletter

Work Smarter…Think Sharing!

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Work Smarter…Help Your Visitors Share

http://sharethis.com/ http://addthis.com/

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Creating custom widgets that your constituents or visitors can use to share on their Web sites and pages

Sharing Black Belt: Creating Widgets

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• Set up comprehensive Google Alerts

• Use Twitter Search to follow hash tags and keywords in Twitter streams

• Use URL shorteners like http://bit.ly

• Get addicted toGoogle Analytics

Listen Up: Tips for Social Media Monitoring

Photo from Flickr, Creative Commons by tanakawho

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

• One individual or split duties among individuals?

• Team approach – multiple people sharing duties?

• Executive staff?

• Marketing staff?

• Younger staff or interns?

• Artists?

• Volunteers?

Earlier in 2009, the American Red Cross released a Social Media Strategy Handbook for its employees containing a number of sound policies that may be adopted by arts organizations.

https://sites.google.com/site/wharman/social-media-strategy-handbook (Google login needed?)

Who Should Control the Organization's Identity?

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

• 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

• Why use 5 tools if 1 will suffice?

• Will combining tools = progress or split-focus?

• Respect your capacity!

Social Media and Social Networks are Tools

A service of the Center for Arts Management and Technology (http://CAMT.Artsnet.org), Carnegie Mellon University, H. John Heinz III College

Questions?