Session 2 | July 30, 2009Rebecca Krause-Hardie

AudienceWorks.Com

This program is made possible with support from National Endowment for the Arts,

American Express Foundation and the New York State

Council on the Arts, a State Agency

NYS ARTS presents

ArtsForward Leadership Training

Webinar & Blog Series

NYS ARTS presents

ArtsForward Leadership Training

Webinar & Blog Series THINKING STRATEGICALLY THINKING STRATEGICALLY ABOUT THE SHINY ABOUT THE SHINY

NEW TOYSNEW TOYS

Rebecca Krause-Hardie - Today’s Moderator

This session is about the Shiny This session is about the Shiny New Toys - of Social MediaNew Toys - of Social Media

Here are some ways to engage: Listen/Engagement Share Your Story Spread Buzz Social Networking

The toys are exciting… The toys are exciting… but execution is everythingbut execution is everything

We need to be thoughtful about We need to be thoughtful about thisthis We have limited resources

Time Staff Money Capacity

But where to start?But where to start?

With all these shiny new toys, the temptation is to get on your horse and ride off in all directions.

We’re already started with listening We’re already started with listening in our last sessionin our last session

Let’s review!

join the conversation - by listeningjoin the conversation - by listening

Who are we listening to? What are we listening for? What creates value for the people you are

listening to? Who is talking about you already Who is talking about related topics

So what comes next?So what comes next?

Let’s look at Zappos ShoesLet’s look at Zappos Shoes The Best possible customer service

regardless of cost

How does this manifest?

LeadershipLeadership

TrainingTraining

TransparencyTransparency

What we are talking about here, is core What we are talking about here, is core institutional alignment & institutional alignment & intentionality .intentionality .

It is played out, every day, with trust It is played out, every day, with trust and transparency, authentic passion, and transparency, authentic passion, and contagious enthusiasm .and contagious enthusiasm .

Which creates & sustains real value for Which creates & sustains real value for both the institution ,,, and its both the institution ,,, and its customerscustomers

Corporate CultureCorporate Culture

Seth Godin’s take on Amazon’s Seth Godin’s take on Amazon’s purchase of Zappospurchase of Zappos Zappos has a corporate culture that's not the same

(where great people choose to work) Zappos has a tight relationship with customers that

give you permission to talk with them Zappos has a business model that's remarkable and

worth talking about Zappos has a story that spreads Zappos has Leadership to offer Amazon

So, don’t be discouraged, this vision & these tools are open to any size organization - including yours

A Zappos story - Todd’s BlogA Zappos story - Todd’s Blog

You are now chatting with Jonathan

Jonathan: Hello Timmy. How can I help you?

Timmy: do you know how wide the G-Shock Atomic Solar AWG101 SKU #7403774 is?

Timmy: i mean, how big a wrist it would fit?

Timmy: Timmy has a big fat wrist

Timmy: Timmy need watch grande

Jonathan: I ll see what I can find out for Timmy.

Timmy: awesome. and can we please continue to talk about Timmy in the 3rd person? Timmy likes to boost Timmy s ego by talking about Timmy that way

Jonathan: Jonathan would be happy to neglect the use of pronouns for the duration of this conversation.

Timmy: Jonathan and Timmy shall get along just fine

Jonathan: Will Timmy be able to measure Timmy s wrist?

Timmy: Timmy s wrist is big, but not Biggie-Smalls big. Timmy doesn’t have the required measurement instruments.

Timmy: Timmy is 6’ 4’ 220lbs if that helps Jonathan

Jonathan: Luckily, that is roughly the size of Jonathan’s brother, so that does help.

Jonathan: Jonathan thinks that this watch will work out well for Timmy. The watch’s circumference is 9 inches, so it will probably fit around Timmy s wrist.

Timmy: Ok cool

Timmy: Do your watches and stuff have free return shipping like your Zapatos?

Timmy: in case Timmy wants another one or something

Jonathan: And if it does’ t work out, as long as the watch is in its original condition and in the original packaging, Timmy has 365 days to return Timmy’s order. We will even pay for the return shipping! As always, our shipping to Timmy will be free.

Timmy: Timmy thanks Jonathan for good help

Jonathan: Jonathan welcomes Timmy.

Jonathan: It’s Jonathan s pleasure!

Jonathan: Can Jonathan do anything more for Timmy?

Timmy: no that is all timmy needs

Timmy: timmy happy

Jonathan: Good. Does Timmy have an account set up with Zappos yet?

Jonathan: Jonathan will upgrade Timmy’s account.

Timmy: yes timmy is repeat shopper

Timmy: but Timmy is my alter ego and not my actual name

Jonathan: Well, what is Timmy’s email address? I’ll hook you up.

Timmy: Timmy has placed orders using txxxxxx@gmail.com in the past

Jonathan: Alright TODD!

Jonathan: :)

Jonathan: I m going to upgrade your account to VIP status! This will ensure that all future orders go out with 1-business day shipping free of charge!

Just place your future orders at http://vip.zappos.com.

Timmy: Timmy Likey!

Jonathan: Good. Good…

Jonathan: Let Jonathan know if there is anything else that Jonathan can do for Timmy.

Timmy: Ok, Timmy ok now. Timmy time to go shopping!

Jonathan: Have fun!

Here are several social media Here are several social media examples of being very examples of being very responsive … and very responsive … and very successful, in very unexpected successful, in very unexpected ways…ways…

BSO: Education -> PodcastsBSO: Education -> Podcasts

Brooklyn Museum Community -> Brooklyn Museum Community -> SharingSharing

Graffiti online and offlineGraffiti online and offline

Graffiti making tool online and Graffiti making tool online and offlineoffline

Twitter campaignTwitter campaign

Integrated Integrated with Viral with Viral supportsupport

Let’s Think StrategicallyLet’s Think Strategically

Acting strategically means taking planned actions, in response to, or anticipating a series of events, so as to successfully achieve specific long term outcomes, goals and objectives.

How do your activities relate to your How do your activities relate to your mission?mission?

What is your shared vision and mission What actions do you take to achieve it What are the results or benefits and why are they

of value to you and your customers

Your social media strategic planYour social media strategic plan

• Develop shared objectives • Identify target audience(s)• Integrate institution wide• Expect culture change• Build capacity• Select tools and tactics• Measure Evaluate Adapt & Adjust• Wash Rinse and Repeat

Express one of your activities in Express one of your activities in three parts:three parts:

We do X … So that Y happens … Resulting in Z outcome.

Education:

X We do pre-concert lectures to educate our audience

Y so that their appreciation and understanding of music is enhanced

Z resulting in a lifelong connection with classical music.

X We create curriculum for teachers for our book

Y so that they will have a teaching resource for their classrooms

Z resulting in children being excited about reading and writing.

Let’s restate this - in terms of social Let’s restate this - in terms of social mediamedia

Education:

X We do podcasts to educate our audience

Y so that their appreciation and understanding of music is enhanced

Z resulting in a lifelong connection with classical music.

Education:

X We post curriculum online for teachers for our book

Y so that they will have a teaching resource for their classrooms

Z resulting in children being excited about reading and writing.

Turn the megaphone aroundTurn the megaphone around

Really listen to your audience/customers Ask open-ended questions What do they really want What do they really need What do they value - what’s important to them How does what you do, or how you do it, provide

value to your audience?

IntegrationIntegration

How do your social media activities support your website, your email campaigns, box office development, PR, etc.?

How can you integrate all of your online with off-line components?

Culture changeCulture change

Once you have an initial strategy, how do you get your organization to own it?

How will you address any fears or concerns?

What is the real rate of change your organization can tolerate?

CapacityCapacity

Who will implement your social media strategy? How much time will it take? How will you integrate social media into your work

flow? Outside expertise might be helpful

MeasurementMeasurement

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?

How to Deliver resultsHow to Deliver results

• Define success up front• Experiment • Learn & use web analytics• Review, refine & jump back in• Wash rinse and repeat

Tools and tacticsTools and tactics

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

What tactics and which tools do you have the capacity to implement now or in the future?

Just Do It (Its Okay to Take Risks)Just Do It (Its Okay to Take Risks)

Flickr attribution b d solis

Social media best practice: Social media best practice: Start smallStart small Try one thing What small piece can you

implement first as a pilot? How will you learn from

the pilot for your next experiment?

Here are some bite size piecesHere are some bite size pieces Lurk on twitter

Sign up for a twitter account

Follow people you respect and see what they do

What do they do well What could be

improved on What do you value

about their tweets?

more bite size piecesmore bite size pieces Share your stuff on the

web Post to Flickr, YouTube,

Facebook, or your blog Update regularly Get a flip video camera

and share it with people.

This is our chance to do some This is our chance to do some brainstorming together….brainstorming together….

1.

HomeworkHomework Listening

Subscribe to 5 blogs or feeds Include www.nysarts.typepad.com as one of those Set up Google alert for your Organization

Write up your mission / action statement: We do X to achieve Y for Z outcome.

Write up 5 things that you do that create value for your audience

Write up 5 ways you could do that online

Continue the conversation with Rebecca on the

NYS ARTS BlogPlayback today’s session or review the slides on the blog and then post your

comments about this course or ask questions.Rebecca is available to answer your questions!

www.nysarts.typepad.com

Next session August 13 | Inside FacebookTHANK YOU!THANK YOU!

If you want to learn more from Rebecca and Social Media come to the NYS ARTS Summit 2009

Innovation & Technology: Building social Capital Schenectady, NY

September 22 & 23 2009