Social Media for Arts Service Organizations: No Strategy? No Time? No Staff? No Problem!
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The document provides a comprehensive guide for arts service organizations on leveraging social media effectively. It covers topics such as strategy development, measurement of social media efficacy, and time-saving tools, encouraging organizations to set clear goals and identify their target audience. Additionally, it highlights the benefits of social media, including increased brand awareness, deeper relationships, and measurable outcomes.
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Social Media for Arts Service Organizations: No Strategy? No Time? No Staff? No Problem!
- 1. Social Media forArts Service OrganizationsNo strategy? No time? No staff? No problem!APASO 2011Come Gather Round, People!March 10, 2011
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- 4. Today We’ll Cover…Social media reviewStrategy developmentMeasuring social mediaDiscussionTime-saving tools and helpful utilitiesClever contests & promotionsNew things to tryFoursquare sign upBuild a QR CodeQ&A
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- 7. It’s Not Justfor Little SusieThe ROI of Social Media
- 8. General Benefits ofSocial MediaIt’s FREE!Builds deeper relationshipsIncreases brand awareness Broadens your networkHelps SEOIncreases website traffic (or traffic to your business or organization)Can help reach journalists/mediaEmpowers fans to be viral ambassadors for your brandSource: Social Media for Tourism Pros
- 9. Social Media UserStatisticsSources: http://www.facebook.com/press/info.php?statistics;http://www.observer.com/2011/media/foursquare-user-no-6000000-signs;http://blog.hubspot.com; http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/
- 10. Optimal Times forPosting on FacebookTime of dayMorningsWeekendsHow often?Every other daySource: Dan Zarrella with HubSpot
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- 12. First, Some QuestionsWhatare your goals?Build relationshipsImprove awareness/reputationGenerate sales (butts in seats), raise fundsIncrease website rankings in search enginesWhat are your objectives?Who is your target audience? What is your relationship like with them?Who are your key influencers?
- 13. First, Some QuestionsWhowill be your community managers?What social media platforms will you use? (Hint: Where is your audience?)What will you say?How will you be human (what is your “voice”)?How will you know when/if you’re successful?
- 14. Do You Needa Social Media Policy?Maybe. Just keep these basics in mind:Be politeBe honestBe openBe inclusiveBe forthrightBe legalBe helpfulDon’t try to control the conversationAccept, respond, and be gracious to negative feedbackSource: The Potluck Guide To Social Media Strategy
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- 16. The Measurment HierarchyGoal>>> Objectives >>> Strategies >>> TacticsGoal: To increase the brand footprint of the Austin Creative Alliance through participation in social media.Objectives: Increase newsletter subscribers by 15% in 6 months.Establish a Facebook fan page with 500 fans by the end of the year.Strategies:Designate a newsletter team to contribute articles.Develop an editorial calendar.Improve subscription tool on our website.Tactics:Email the organization asking for writers.Hold a training session for contributors.Source: Brass Tack Thinking (http://www.brasstackthinking.com/2009/12/how-to-create-measurable-objectives/)
- 18. So What CanYou Measure?Financial returnConversions via unique linksSales via social media promo codesSocial media-specific coupon redemption (e.g. Groupon, Living Social, etc.)Total coupon downloads (signals interest/intent to buy)Reduced per-call customer service costsDecreased customer attrition rateCost per dollar raisedSource: Brass Tack Thinking (http://www.brasstackthinking.com/2010/06/5-objectives-for-social-media-measurement/ ; http://www.brasstackthinking.com/2010/01/practical-social-media-measurement-cost-savings/)
- 19. So What CanYou Measure?Value, Awareness, Customer SatisfactionIncrease positive sentiment over timeOverall brand awareness across social media channels (via mentions)Number of referrals or recommendations Positive trends on key website stats (e.g. unique visitors, time on site, downloads, etc.)Increased lead generation through social mediaClicks on shortened, unique linksSource: Brass Tack Thinking (http://www.brasstackthinking.com/2010/06/5-objectives-for-social-media-measurement/)
- 20. Um … okay.How?Google Analytics: http://www.google.com/analyticsCampaign codesURL shortenersBit.lyOwl.lyIs.gdBudURLIncoming linkshttp://backtweets.comFacebook & TwitterFacebook Insightshttp://klout.comhttp://twittergrader.comhttp://addictomatic.comhttp://socialmention.comWhat do you do?
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- 22. RSS Feeds –Feedburner.google.com
- 23. RSS Feeds –TwitterFeed.com
- 24. RSS Feeds –TwitterFeed.com
- 25. RSS Feeds –TwitterFeed.com
- 26. RSS Feeds –TwitterFeed.com
- 27. HootSuite – SchedulePosts
- 28. HootSuite – SchedulePosts
- 29. HootSuite – SchedulePosts
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- 40. Twitter Chats withTweetChat
- 41. URL Shorteners –Bit.ly
- 42. URL Shorteners –Bit.ly
- 43. Facebook Groups =Crowdsourcing
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- 51. Social Scavenger Huntswith SCVNGR
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- 70. QR CodesGrace photocourtesy of Steve Butman Photography
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- 77. Build a QRCode
- 78. Where To FindMeOld School: Phone – 512.473.3513
- 79. E-mail– [email protected] School: Twitter - @ColoradoRiverTr (work), @pagetx (personal)
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- 82. Foursquare– http://foursquare.com/pagetx
- 83. Gowalla – http://gowalla.com/users/pagetx(personal), http://gowalla.com/users/ColoradoRiverTrail (work)
- 84. Delicious– http://delicious.com/pagetx