social media strategy session for the new york community trust leadership fellows, may 2016

SocialMediaStrategySessionfor

CreatedandPresentedby:

JoyceSullivanFounderandCEO,SocMediaFin,Inc.

AdjunctLecturerBaruchCollege,SchoolofPublicAdministraBon

@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollegeMay13,2016

Social Media Strategy Session

@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege

1.  Introductions: Name, Org, Types of Social Media Use? Beginner <> Advanced

2.  Class Participation Using #NYCTLF Tag

3.  Social Media Strategy – Answer The Five Questions

4.  Steppenwolf Theatre – Wallace Foundation Case Study

5.  Crowdsourcing – Definition and Examples

6.  Crowdfunding - Platforms and Examples

7.  Social Media Community and Hashtags –  Twitter

–  Instagram

–  Storify – collect social media shares into a story

8.  Infographics

9.  Recap

10.  Contact Info

Introductions Name

Organization

Social Media Used? Y / N

Platforms Used Facebook, Twitter, Instagram, YouTube, Pinterest, Snapchat,

Other?

Private Social Media Group Use? (example: Facebook or Yahoo private or secret groups) Beginner / Moderate / Expert

Main Question about Social Media


Online and In Person Participation Highly Encouraged!


Please capture the moment in photos, tweets, using our class hashtag:

#NYCTLF Add this tag to: Photos Tweets Instagram (IG) Snapchat

@JoyceMSullivan on Twitter and IG

Joycemsull on Snapchat

By following the #NYCTLF tag, you’ll be able to “read each others’ shares”

I will e-collect all the shares and ‘storify’ them and email to the NYCTLF program.

Answer these Five Questions before you begin your social media program:

①  Brand

②  Message

③  Audience

④  Tool

⑤  Journey

① Whoareyou?

② Whatdoyouhavetosay?

③ Whoareyoutryingtoreach

④  Howdotheywanttobereached?

⑤  Onceyouconnect,what’syourplan?


The5ques'ons℠-withyouranswers

1.Whoareyou?

2.Whatdoyouhavetosay?

3.Whoareyoutryingtoreach?

4.HowdotheyWANTtobereached?

5.Onceyouarereadytoconnect,thenwhat?


hXp://www.wallacefoundaBon.org/knowledge-center/audience-development-for-the-arts/strategies-for-expanding-audiences/Documents/Building-Deeper-RelaBonships.pdf

BUILDING DEEPER RELATIONSHIPS How Steppenwolf Theatre Company is turning Single-Ticket

Buyers into Repeat Visitors

-  The Subscriber Model Loses Steam

-  Tapping into Single-Ticket Buyers

-  Deepening the Audience Relationship -  The Engagement Strategy

-  Listening to the Audience Every Night

-  Extending the Conversation beyond the Theater Space

-  Online Content

-  Extending the Relationship through Events

-  Cultivating a Sophisticated Audience

-  Treating Non-Subscribers and Subscribers Equally Well

hXp://www.wallacefoundaBon.org/knowledge-center/audience-development-for-the-arts/strategies-for-expanding-audiences/Documents/Building-Deeper-RelaBonships.pdf


HaveaconversaBonontwiXerwith@SteppenwolfThtrusingclasstag#NYCTLF

Questions to Explore:

•  What program and organizational factors produce success?

•  What are the costs, benefits, and trade-offs associated with building participation?

•  What is the broader impact on arts organizations that undertake it?


General Principles Discerned: Arts Organizations Can Learn From and Adopt

1.  Market research can sharpen engagement-strategy development and execution

2.  Audiences are open to engaging the arts in new and different ways

3.  Participation-building is ongoing, not a one-time initiative

4.  Audience-building efforts should be fully integrated into every element of an organization, not a separate initiative or program

5.  Mission is critical




-  Results -  Ticket Sales: Single-Ticket Buyers Become Repeat Visitors

-  Post-Show Discussions Attended by a Minority of the Audience

-  Online Content Access Grows Steadily

-  The Artistic Mission Is Strengthened




-  Results Drivers -  Using Audience Research as a Decision-Making Tool

-  Understanding What Audiences Are Seeking

-  Creating a Broader Experience to Build Stronger Relationships

-  Aligning the Organization around the “Public Square” Vision and Strategy

-  Encouraging Cross-Functional Collaboration

-  Going Forward: Will a Sustainable Relationship Lead to Contributions?


Crowdsourcing

-  Crowdsourcing is the practice of getting work or funding, usually online, from a crowd of people

-  The word is a combination of the words “crowd” and “outsourcing” coined in 2005


Crowdsourcing – Why Do It?

-  Money

-  Altruism

-  Fun -  Reputation

-  Attention

-  Learning


Crowdsourcing Examples



-  Ushahidi , which translate to “testimony” in Swahili, was developed to map reports of violence in Kenya after the post-election violence in 2008. Since then, thousands have used Ushahidi’s crowdsourcing tools to raise their voice.

Collectmeaningfuldataonanydevicefromthefieldorattheofficewithcrowdsourcingtools



-  Ushahidi helped thousands of Peoples’ Votes Count in the 2012 USA Election to monitor issues and voter suppression on the the day of the election. The use of Ushahidi that day allowed issues and problems at polls in four states to be fixed and to stay open longer.


Crowdfunding Platforms - Examples


Crowdfunding Platforms

•  Funding platform for creative projects. Films, games, music, art, design, technology

•  Project needs to be a finite work with a clear goal; album, book, film

•  Funding goal is the amount of money needed to complete the project

•  Funding must meet or exceed goal to collect funds; It’s all or nothing

•  Backers pledge money to join creator in bringing projects to life

•  Rewards are a creator’s chance to share a piece of their project with the backer community


Crowdfunding Platforms

•  Funding platform for innovative ideas. Not for profit, creative entrepreneurship

•  Funding goal is the amount of money needed to complete the project

•  Funding is awarded even if goal is not met

•  Socially minded fundraising for causes big and small


Social Media Community and Hashtags


#NYCTLFDrivingtheconversaBonwith#hashtags

hXps://twiXer.com/hashtag/NYCTLF #NYCTLFNewYorkCommunityTrustLeadershipFellows

CreaBngauniquetagforyourorganizaBonoreventintroducesyouraudience/consBtuents/supporterstoeachother

Hashtagscanbeusedonanumberofsocialmediasitesincluding:

1)TwiXer 140charactertextwithphotos(upto4photosinonetweet)

2)Instagram PhotoorVideo(15seconds)withunlimitedtext/hashtags(Facebook)

3)Vine 6secondvideoswithshorttext(TwiXerownsVine)

4)Facebook Hashtagcanbefoundifpersonalsefngallowgeneralsearch

5)Google Searchesforpubliclinksincludinghashtags


What is Twitter?

•  Onlinesocialnetworkingservice–onepersontotalktooneormany

•  Userscansendandreadshort140charactermessages

•  Registereduserscanreadandpost‘tweets’

•  Unregistereduserscanonlyreadthem(Listening)

•  QUESTION:Doyouwantto‘tweet’or‘listen’orboth


The story of a tweet


Twitter terms

•  @NAME=You!Me>@JoyceMSullivan

•  TWEET=ashorttextmessageyousendtoothers

•  REPLY=commentonatweetandjoinaconversaBon

•  RETWEET=shareatweetyoulikewithyourfollowers.Youcanaddyourownthoughtstoo

•  FAVORITE=tolettheauthorknowyoulikeit.Digital‘thankyou’/shouldertap

•  HASHTAGS=topicsfortweets.Youcanmaketheseup!ClickonahashtagtoseeconversaBonsrelatedtoatweet


The story of a tweet ATweetisanexpressionofamomentoridea.

Itcancontain:

o Texto Photoso Videoso Linkstowebsiteso Hashtags(ahashtagisawordoracronymwith‘#’atthefront)


YourTwiXerbio:

Photo=“Avi”

@Name=

=ActualName

Describeyourself,yourart,yourinterestin<140characters!

AllofthiscanbechangedatanyBme!

Includeyourwebsitessootherscanlearnmoreaboutyou.TwiXerallows2urls

YourlocaBon,canbemulBpleciBes,countries

Createandaddyourown#hashtage.g.#NYCTLF


What is Instagram? •  Onlinemobilesocialnetworkingservice

•  Allowsuserstotakepicturesandvideos

•  YoucanshareyourInstagramphotos/videosonothersocialplarormssuchasFacebook,TwiXer,Tumblr(blogsite)Flickr(photosite)

•  DisBncBvefeature:PhotosareallSquareshape

•  Digitalfilterscanbeaddedtoyourimage

•  Instagramvideoscanbeupto60seconds(asofMarch2016)

•  Nolimitfortextmessages

•  #Hashtagsareusedextensivelyinmessages

•  Formoreinfo:hXps://help.instagram.com/


hXps://instagram.com/joycemsullivan/

INSTAGRAMMOBILEDEVICEVIEW


YourInstagrambio:

Photo=“Avi”

@Name=

ActualName=

Describeyourself,yourart,yourinterestin<140characters!

AllofthiscanbechangedatanyBme!

Includeyourwebsitessootherscanlearnmoreaboutyou.Instagramallowsonlyone(1)link

YourlocaBon,canbemulBpleciBes,countries

Createandaddyourown#hashtage.g.#NYCTLF



TwiHer•  Your @ Name:_______________ keep as short as possible and distinct; can be

your name or other combo of letters / numbers

•  Your photo / avatar:__________ Full face photo recommended though you may wish to use your company logo / art image

•  Instagram Bio: your bio must be 150 characters or fewer ________________________________________________________________________________________________________________________________________________________________

•  Your #hashtag highly recommended ____________________________________________________________

Instagram•  Your @ Name:____________ highly

recommend you have same twitter and Instagram @ names

•  Your photo / avatar:__________ Full face photo recommended though you may wish to use your company logo / art image

•  Instagram Bio: your bio must be 150 characters or fewer ________________________________________________________________________________________________________________________________________________________________

•  Your #hashtags highly recommended ____________________________________________________________

Name:________________________SefngupyourTwiXerandInstagram

CreaBnga‘tweet’andInstagrampost

TwiHer•  Your message:

keep to less than 140 characters so there is room for others to ‘retweet’ ____________________________________________________________________________________________________________________________________________________________

•  Image / website link to include: __________________

•  Include your #hashtag highly recommended so others can find and follow your conversation topic ____________________________________________________________

Instagram•  Your photo / art you are

sharing:

•  Note: the image you post will be square. You will be able to position it before publishing to Instagram

•  Your message: can be more than 140 characters including hashtags. Upper limit is ? ________________________________________________________________________________________________________________________________________________________________


Name:________________________

Storify:collectyourtweets,photos,textshXp://Storify.com


ReadabouttheconversaBonfromourMay13,2016classonSocialMediaStrategyhere>hXps://storify.com/joycemsullivan/social-media-seminar-nyctlf-new-york-community-tru

CapturetherealBmesocialmediaconversaBonusingahashtag,forourclass:#NYTCLF


Infographics


Infographics

AnInfographicis

->quickwaytointroduceasubject->withgraphicvisualrepresentaBon- >wellorganizeddata,infoorknowledge- >quicklyandclearly


What Makes a Good Infographic? Visual Storytelling


Create Your Own Infographics Free Sites

hXps://infogr.am/ hXp://piktochart.com/

hXp://www.venngage.com/hXp://www.easel.ly/


Create Your Own Infographics Piktochart

hXps://www.youtube.com/watch?v=SzI9RzvnwZAhXp://piktochart.com/


Create Your Own Infographics Easelly

hXp://www.easel.ly/ hXps://vimeo.com/37781587


Create Your Own Infographics Venngage

hXp://www.venngage.com/


Create Your Own Infographics Infogr.am

hXps://infogr.am/


Create Your Own Infographics Free Sites

hXps://infogr.am/ hXp://piktochart.com/

hXp://www.venngage.com/hXp://www.easel.ly/


Recap


RECAP – Answer these Five Questions

before you begin your social media program:

①  Brand

②  Message

③  Audience

④  Tool

⑤  Journey

① Whoareyou?

② Whatdoyouhavetosay?

③ Whoareyoutryingtoreach

④  Howdotheywanttobereached?

⑤  Onceyouconnect,what’syourplan?


The5ques'ons℠-withyouranswers

1.Whoareyou?

2.Whatdoyouhavetosay?

3.Whoareyoutryingtoreach?

4.HowdotheyWANTtobereached?

5.Onceyouarereadytoconnect,thenwhat?


hXps://www.youtube.com/watch?v=1npHLVuyviE

hXp://bit.ly/1T2xRDQ


Shareyourmessageandmissionthroughuseofonlinemedia:LiveStreaming,YouTuberecordings,HashtagConversaBonsGowhereyouraudiencealreadyis!

hXps://www.youtube.com/watch?v=1npHLVuyviE


UseofhashtagtobringtogetherclasscohortforunifiedconversaBon

SocialMediaStrategyBrandingPrograms

o Branding–personalandprofessional

o ProjectPlanandDigitalProfilesLauncheso Socialmediatrainingandstaffdevelopment

o Keynotespeakerforcompanyeventsandindustryconferences

Visitus>SocMediaFin.comhXps://youtu.be/1npHLVuyviE


Thank you! Please keep in touch. Let me know how I can help. ~ Joyce

Email:[email protected]

LinkedIn:hXp://linkedin.com/in/joycemsullivan

TwiXer: @JoyceMSullivan @SocMediaFin @ProfJoyceSull

Instagram:@JoyceMSullivanhXp://instagram.com/joycemsullivan

Slideshare:hXp://www.slideshare.net/joycemsullivan

About.MehXp://about.me/joycemsullivan

Snapchat:joycemsull


SocialMediaStrategySessionfor

CreatedandPresentedby:

JoyceSullivanFounderandCEO,SocMediaFin,Inc.

AdjunctLecturerBaruchCollege,SchoolofPublicAdministraBon

@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollegeMay13,2016

social media strategy session for the new york community trust leadership fellows, may 2016

Education