Post on 24-May-2015
description
Join the Party! Social Media for Orchestras
Nancy Roberts, MBASustainable Communication Strategiesnancy@leapingotter.com
ACSO Conference August 1, 2014Session sponsored by Bruce Kiesling
Who Are You?
Social Media comfort level, 1 to 51. Novice2. Got the basics3. Use regularly (for work)4. Comfortable, constantly looking to do more5. Power user
Today: Social Media
What is it?
Why do it?
How to make it work for you?
Channels
Strategy & Measurement
Checklists & Resources
Social Media Defined
Technology + Interaction = VALUE
• “The use of technology combined with social interaction to create or co-create value.”
• “Forms of electronic communication (such as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content.”
What Social Media is Not:
It’s not just the youngsters…
You’re invited...
To be part of the Hive mind
Daily, 24/7
RSVP
Try to be a “good guest”
You are host of your channel, but a guest in the supersystem.
Don’t hide in a corner.
Be amusing.
Introduce others.
Don’t be a bore.
Why do it?
It’s not going away.
Well suited to community-based organizations.
All ages participating.
Flexible, inexpensive and rewarding.
Why do it?
“Over the next five years, every industry will have to redesign itself around social.”
Mark Zuckerberg in 2011
Why do it?
Deepen relationship with fans/donors/community
Drive traffic to your website
Raise awareness of your product and org
SEO (Search Engine Optimization, i.e. findability)
Monitor attitudes
Top 3 Barriers
Paralysis:
Resources:
Control Issues:
Incremental steps.
Get over it.
Replace other expenses.
Prioritize
High Impact,Hard to Do
High Impact,Easy to Do
Low Impact,Hard to Do
Low Impact,Easy to Do
Ease (Resources)
Impa
ct
Societal Trends
Shorter attention spans
Emphasis on visuals
Expectation of transparency and interaction
Changing relationship to authority; importance of peer to peer
And…
Don’t forget mobile!
Don’t forget mobile!
A majority of Americans – 56% now own smart phones
Who Does What?
Social Media ChannelsFacebook: Deepen the fan experience, Promote referrals and testimonials;Gain feedback.
Twitter: Put your organization in context; Send timely or urgent messages; Conduct impromptu “meetings”
YouTube: Showcase your product; Find new audiences.
LinkedIn: Find staff and volunteers;Post to interest groups.
Blogging: Personalize your organization’s voice. Provide background. Maintain contact during non-performance times.
Turn a concert into a party
More app options
Beginning of the End, or End of the Beginning?
Younger users are looking beyond Facebook…
Facebook’s profile
1.2 billion users, of which 757 million log on daily
Over 10% of American’s online time is spent on Facebook.
53% of Facebook’s revenue comes from mobile ads (q4 2013)
Coming up: rapid messaging, wearables, VR…
Ideas for Posts
Pop culture comparisons
Behind the scenes glimpses
Milestone recognitions
Human interest stories
Community connections
Facebook – Who Sees What
Edgerank score determined by: Affinity – closeness of relationship Weight – 1. visuals 2. link 3. text Recency - the newer the better
Boost posts
Facebook ads -
YouTube
It’s the #2 search engine
YouTube
YouTube Can Be an Outpost of Your Orchestra’s Brand
16% of U.S. adults online (doubled since 2010)
135,000 new accounts each day
40% are “lurkers”
9,100 tweets per second
Only 24% of tweets use #hashtags
208 followers for average account
How to tweet?
How to tweet?
Others?
Google+
Authentic Engagement
Ask questions
Encourage sharing w/ content
Share partners’ content
Create excitement
Express gratitude
Ask for what you need
Listen and respond
Engaging content
Quotes are always popular; attach an image for greater impact.
Social Media Strategy
It’s a conversation…
Establish goals and benchmarks
Cross-promote
Leverage all organization members
Monitor activity
Use to research and engage
What Should I Say?
Social Media – Integrated Strategy: Pepsi & 1 Direction
Sept. 2 - Pepsi tweets that 1D is filming a TV commercial for them – Tweets explode
Sept 6 - 1D performs at MTV Music Awards – Social media goes crazy
Oct 10 - Pepsi posts the ad to YouTube, before airing it on TV (The X Factor) at a cost of $250,000
Oct 11-17 - Ad airs only 20 times, but Pepsi is most-discussed brand on Twitter for weeks
Elements of Social Media Guidelines
Target market
Tone & Content
Channels (e.g, Blog, FB, Twitter…. and strategy for each)
Frequency, timing, length of posts
Team (who posts, approval process)
Editorial Calendar
METRICS
Social Media Management
Social Media Goals
Customer communication: “top of mind”
New audience acquisition
Drive traffic to website
Brand exposure
SEO
When to Post?
Mid-week, middle of the day
Avoid evenings, weekends (except Pinterest)
Check your website visit stats to confirm.
And….how often?
How Often to Post?
Do you have something to say?
Measuring Social
Engagement
Amplification
Attitude
Influence
Metrics for Digital Marketing
Consumption
Sharing
Lead Generation (e.g., email/blog subscriptions)
Sales (and retention)
Attitude (positive vs. negative)
Measuring Social Media’s Impact
# of likes/followers/views – easy to measure, not very significant
Click-throughs
Spreading your message – how often do your followers let their followers know about you?
Engagement – How many of your followers “talk back” to you?
Measure and monitor your “brand” – any negative mentions?
Website Metrics
Look at Seasonality
Trends over time
Content Consumption
Resources
SocialMediaExaminer.com
ConvinceandConvert.com
Mashable.com
NTEN
Beth Kanter’s blog
Imagine…
It’s 2015
You’re at the ACSO conference
Someone asks you what your orchestra has been getting out of social media lately.
You say….
Thank you!
Spot check - Website and Social
Do you have a set of online marketing/social media metrics that you update regularly? (monthly, e.g.)?
What percentage of your website traffic comes from social media? Via mobile?
Access your website via smart phone: How easy is it to find the next concert date? Figure out where you perform? Buy a ticket? Follow you on Facebook?
Spot check - FB
Access your organization’s Facebook page.
How many people saw your last 3 posts?
How many people engaged with the posts?
Of the last six posts, How many were announcements or promotions? How many had an image attached? How many were shared? Any unanswered questions from users?
Spot check - LinkedIn
Does your orchestra have a LinkedIn page?
Are your artists, staff and board members linked to it?
Is the info current?
Do you post occasional updates?
Spot check - YouTube
Go to your orchestra’s YouTube channel
Is your profile complete (Avatar, About)?
How many subscribers/views do you have? How has that number grown in the past year?
Do you include keywords and a full description with each video when you upload?
Spot check - Twitter
Open Twitter
Search for a variation of your orchestra’s name (or that of a “competitor”) - What comes up?
Go to your profile and look at your last 12 tweets: What percentage are direct sell messages? Are hashtags being used? How many posts are ReTweets? (it’s nice to share) How many RTs and Favorites are your posts getting?