Social Media for Orchestras

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Presentation on trends and best practices for use of social media by arts organizations, specifically symphony orchestras. Delivered july 2014 to the Association of California Symphony Orchestras conference. See accompanying pdf for additional notes and links.

Text of Social Media for Orchestras

  • 1. Join the Party! Social Media for Orchestras Nancy Roberts, MBA Sustainable Communication Strategies ACSO Conference August 1, 2014 Session sponsored by Bruce Kiesling

2. Who AreYou? Social Media comfort level, 1 to 5 1. Novice 2. Got the basics 3. Use regularly (for work) 4. Comfortable, constantly looking to do more 5. Power user 3. Today: Social Media What is it? Why do it? How to make it work for you? Channels Strategy & Measurement Checklists & Resources 4. 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. 5. What Social Media is Not: 6. A few facts >>> 7. Its not just the youngsters 8. Youre invited... To be part of the Hive mind Daily, 24/7 RSVP 9. Try to be a good guest You are host of your channel, but a guest in the supersystem. Dont hide in a corner. Be amusing. Introduce others. Dont be a bore. 10. Why do it? Its not going away. Well suited to community-based organizations. All ages participating. Flexible, inexpensive and rewarding. 11. Why do it? Over the next five years, every industry will have to redesign itself around social. Mark Zuckerberg in 2011 12. 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 13. Top 3 Barriers Paralysis: Resources: Control Issues: Incremental steps. Get over it. Replace other expenses. 14. Prioritize High Impact, Hard to Do High Impact, Easy to Do Low Impact, Hard to Do Low Impact, Easy to Do Ease (Resources) 15. SocietalTrends Shorter attention spans Emphasis on visuals Expectation of transparency and interaction Changing relationship to authority; importance of peer to peer And 16. Dont forget mobile! Dont forget mobile! A majority of Americans 56% now own smart phones 17. Who DoesWhat? 18. Social Media Channels Facebook: 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 organizations voice. Provide background. Maintain contact during non-performance times. 19. Facebook 20. Turn a concert into a party 21. More app options 22. Beginning of the End, or End of the Beginning? Younger users are looking beyond Facebook 23. Facebooks profile 1.2 billion users, of which 757 million log on daily Over 10% of Americans online time is spent on Facebook. 53% of Facebooks revenue comes from mobile ads (q4 2013) Coming up: rapid messaging, wearables, VR 24. Ideas for Posts Pop culture comparisons Behind the scenes glimpses Milestone recognitions Human interest stories Community connections 25. Facebook Who SeesWhat Edgerank score determined by: Affinity closeness of relationship Weight 1. visuals 2. link 3. text Recency - the newer the better 26. Boost posts 27. Facebook ads - 28. YouTube Its the #2 search engine 29. YouTube 30. YouTube Can Be an Outpost of Your Orchestras Brand 31. Twitter 32. Twitter 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 33. How to tweet? 34. How to tweet? 35. LinkedIn 36. Others? 37. Google+ 38. Authentic Engagement Ask questions Encourage sharing w/ content Share partners content Create excitement Express gratitude Ask for what you need Listen and respond 39. Engaging content 40. Quotes are always popular; attach an image for greater impact. 41. Social Media Strategy Its a conversation Establish goals and benchmarks Cross-promote Leverage all organization members Monitor activity Use to research and engage 42. What Should I Say? 43. 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 44. 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 45. Social Media Management 46. Social Media Goals Customer communication: top of mind New audience acquisition Drive traffic to website Brand exposure SEO 47. When to Post? Mid-week, middle of the day Avoid evenings, weekends (except Pinterest) Check your website visit stats to confirm. often? 48. How Often to Post? Do you have something to say? 49. Measuring Social Engagement Amplification Attitude Influence 50. Metrics for Digital Marketing Consumption Sharing Lead Generation (e.g., email/blog subscriptions) Sales (and retention) Attitude (positive vs. negative) 51. Measuring Social Medias 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? 52. Website Metrics 53. Look at Seasonality 54. Trends over time 55. Content Consumption 56. Resources NTEN Beth Kanters blog 57. Imagine Its 2015 Youre at the ACSO conference Someone asks you what your orchestra has been getting out of social media lately. You say. 58. Thank you! 59. 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? 60. Spot check - FB Access your organizations 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? 61. 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? 62. Spot check -YouTube Go to your orchestras 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? 63. Spot check -Twitter Open Twitter Search for a variation of your orchestras 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? (its nice to share) How many RTs and Favorites are your posts getting?