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

Presented by Carnegie Mellon’s Center for Arts Management and Technology

October 6, 2009

The Arts and Social MediaFrom 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

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

Social Media Strategy Framework

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

Levels of User Engagement

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

Who Should Maintain Your Organization’s Digital Identity?• One individual or split duties among

individuals?

• Team approach – multiple people sharing duties?

• Executive staff?

• Marketing staff?

• Younger staff or interns?

• Artists?

• Volunteers?

© copyright 2007, nicemonkey | NewDarkRoom.com, LLC

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.

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

Social Media and Social Networks are 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

• Why use 5 tools if 1 will suffice?

• Will combining tools = progress or split-focus?

• Respect your capacity!

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 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

Best Practices - RSS

• Make sure your regularly updated content has an RSS feed

• Share your RSS feed with your site visitors, social network friends, etc.

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

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

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

Tips for Social Media Monitoring

• Set up comprehensive Google Alerts

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

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

• Get addicted to Google Analytics

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

Best Practices - Sharing

Add “Share This” widgets to your website

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

Best Practices - SharingConsider creating your own widgets that your constituents or visitors can share on their Web sites and pages

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

Best Practices - Sharing

•Share the content of others

•Share your own content across multiple platforms

Video Interview with Guest

Artist

Post on org’s YouTube channel

Embed video in blog post

Share YouTube link via Twitter

Post link in org’s online press room

Share YouTube link via Facebook

Page

Share video link via e-newsletter

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

Best Practices: Blogging

• Pick an interesting voice

• Use the <!--more--> code when you go over 250 – 300 words

• Maximize outbound links

• Set outbound links to be opened in a new window

• Invite and encourage conversation

By placing this code in the HTML version of your blog, you create a link on your page labeled “Read the rest of this entry”.

This connects your reader to further information without requiring them to search for it on the Web.

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

Best Practices: YouTube

•Get a nonprofit channel

•Tag your videos with keywords

•Embed videos in your blog and website

•Engage commenters

•Think about Kick-ing it

•Behind-the-scenes interviews

Benefits of a Nonprofit Channel:

• Ability to change the look and feel of your YouTube page to more closely resemble your branding.

• Ability to drive fundraising through a Google Checkout “Donate” button.

• Ability to add a Call-to-Action overlay on your videos to drive campaigns.KickLight is an online service that allows video producers to add synchronized visual elements (“Kicks”) to their online videos. Wherever that video is ultimately sent or embedded, the Kicks go with it.

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

Best Practices: Facebook

•The World of Facebook

•Profiles are for People

•Get a Page, Get Some Fans

•Use Groups for Controlled Membership

•Use Events to Generate Attendance

•Causes: Donations or Visibility?

•The Growing Power of Ads

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

Facebook – Profiles are for People

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

Facebook – Pages are for Organizations

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

Use Page Insights to learn about your fans.

Add a badge to your web site or blog.

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

Facebook – Use Groups to Control Membership

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

Facebook – Use Events to Increase Attendance

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

Facebook – Causes Raise Visibility and $

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

Facebook Advertising

Allows you to target your ads by various criteria.

You can either pay for impressions or pay for clicks.

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

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

Best Practices: Twitter

•70 – 20 – 10 Engagement Model

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

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

•10% - Promoting and/or chit-chatting

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

Best Practices: Twitter

•Help yourself with tools

•Tools for managing the voicesTweetdeck, Tweetie, etc.

•Tools for productivitySocialOoomph

•Tools for recommending you and othersMrTweet

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

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

Should You Build Your Own Social Network?

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

•Why would you want to create your own?

•Ning, GroupSite, SocialGo

•White Label Social Network Platforms Chart from TechCrunch

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

Questions

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

NOVEMBER 5 – 2:00-3:30pm ESTMobile Applications for the Arts: Where Are We?

Presenter: Ron Evans, Groupofminds.com

Upcoming Technology in the Arts Webinar