acso 2010 conference - social media for orchestras preso final
DESCRIPTION
Presentation on social media for orchestras and nonprofits, given to the ACSO 2010 conference (Association of California Symphony Orchestras), July 23, 2010, with Beth Kanter (Zoetica), Marc van Bree (Dutch Perspective), moderated by Oliver Theil.TRANSCRIPT
Contemporary Connectivity:The Networked Orchestra
Beth Kanter, CEO ZoeticaMarc van Bree, author, social media consultant
Oliver Theil, Dir. of Public Relations, SF Symphony
Association of California Symphony OrchestrasJuly 23, 2010
Beth Kanterhttp://www.bethkanter.org
Marc van Breehttp://www.mcmvanbree.com
What we’re going to cover to day ….
Part 1: Networked Orchestras: The Big Picture
Part 2: Being A Networked Orchestra
Part 3: Return on Insight, Return on Investment
Part 1:
Networked Orchestras: The Big Picture
@afine @kanter
http://bit.ly/networkednp
What is a Networked Nonprofit?
Why become a Networked Nonprofit?
Networks reduce the burden and leverage resources
The Networked Nonprofit
BE DO
Understand Networks Work with Free Agents
Create Social Culture Work with Crowds
Listen, Engage, and Build Relationships
Learning Loops
Trust Through Transparency
Friending or Funding
Simplicity Govern through Networks
Source: David Armano The Micro-Sociology of Networks
In a networked world, nonprofits need to work less like this
And more like this ….
With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
Some nonprofits are born this way, others have to make the transition … slowly ..
Social media activities, familiarity and usage seem to be widespread among orchestras. Managers find social media important and organizations are generally enthusiastic. However, the efforts are far from organized and strategic. It seems many orchestras are dipping their feet in the social media pool, but do not have the policies, budgets, and metrics in place to effectively use the tools at their disposal, even if they do recognize the need for checks and balances.
This presentation will look at key findings in:
• Budgets and responsibilities• Social media mind-set• Social media activities• Social media goals and objectives• Social media monitoring and measuring
Orchestras and Social Media Study 2009Key findings
Nearly three-quarters of the orchestras indicated that they are currently planning and writing social media into the communications or marketing strategy.
Activities
Social media mind-set
Goals and objectives
But why do you want to increase Web traffic?
ResponsibilitiesMarketing departments are involved, either jointly or solely, with managing social media efforts at a large majority (87%) of the orchestras.
•musicians •artistic (content)•Web and IT (technology)•marketing (ticket sales, commerce and branding)•communications (branding, media and public relations)•ticketing (customer service)•development (fund raising)•volunteer (recruiting)
Budget
* human resources* staff development * technological needs* marketing and promotion efforts * analysis and measurement
None of the orchestras indicated they have implemented or established metrics for measuring social media activities.
However, the majority of the orchestras (73%) recognize the need to measure social media activities and the remaining 27% are currently planning metrics for measuring social media.
Monitoring and measuring
Part 2:
Being A Networked Orchestra
Uses social media to engage people inside and outside the organization to improve programs, services, or reach communications goals.
Social Culture
Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees)
Make mistakes
Make senior staff too accessible
Perception of wasted of time and resources
Suffering from information overload already, this will cause more
How do senior staff of symphony orchestras get comfortable with social media?
Leaders Experience Personal Use
Codifying A Social Culture: Policy
• Encouragement and support
• Why policy is needed• Cases when it will be
used, distributed• Oversight, notifications,
and legal implications
• Guidelines• Identity and transparency• Responsibility• Confidentiality • Judgment and common
sense
• Best practices• Tone• Expertise• Respect• Quality
• Additional resources• Training• Operational Guidelines• Escalation
• Policy examples available at wiki.altimetergroup.com
Source: Charlene Li, Altimeter Group
Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
Testing the policies: Refining, Educating
Operational guidelines need to be specific and include examples
You want me to start
Tweeting too?
From scarcity to abundance …
Simplicity: Leverage your networks ..
Are your tweets about your organization or asking for something?Do you just stream your web site content on Facebook?
Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)
Exploring the Relationship
Are you even listening to me?How well do I really know you?Do we have anything in common?
Who is going to do the work?
Free• Intern• Volunteer• Fans
Integrated• Tasks in Job
Staff• Full-Time• Part-Time
Don’t do this to your intern ….
The Intern will be taken seriously, given real work to do, be respected for their opinion, and will be patiently taught the things they don’t yet know.
The perfect intern might be already be in your network
Awareness
Interest
Desire
Action
The Marketing FunnelOld model: persuasion
Orchestra “Churn” Study
9/10Photo: http://www.flickr.com/photos/essjay/
“Don’t ask me to marry you after the first date.”
Photo: http://www.flickr.com/photos/10279741@N00/
Dialogue
Incentivization
Activation
Acknowledgement
Flipping the FunnelJoseph Jaffe’s model: interaction
“Moderate your tone of voice for these media. Marketing speak does not work. Speak to the audience in the same way as you would a friend.”
- Jo Johnson, marketing manager
LSO: Real Conversations
“Reply to any direct questions you get. To not do so is to miss the point of the media altogether.”
– Jo Johnson, marketing manager
Eso que se conoce como la opera [This is known as the opera]
Photo: http://www.flickr.com/photos/esoqueseconocecomolaopera/
Exceeded 2 million views in just two months…
http://www.youtube.com/user/atenordelaopera
≥ 4 million views!
esoqueseconocecomolaopera.compurpose-built micro site | 30,000 visitors in two months
(2,512 fans)
Twitter(323 followers)
Myspace(601 friends)
Flickr(500 views)
Comments
≥ 500 comments
Other commentsFacebook
≥ 150YouTube≈2,000
SentimentPositive 95%Negative 2%Neutral 2%
Print brochureIncluded 40% off coupon
“…to bring the Palau to the community, make people feel that the place is theirs and they can enjoy it…"
“…the only requirement that we might consider essential is the ability to feel and have emotions…”
- Xabier Colinas, marketing director
Side note
#operaplot“The right idea, the right time, the right place, the right audience”
“I didn’t really think I had the influence to organize the press or the houses. ”
“…the chance to explore the possibilities of Twitter in a no-risk way was appealing.”
http://mcmvanbree.com/dutchperspective/an-interview-with-miss-mussel-of-operaplot-fame | Image: http://www.smashingmagazine.com/
“…the type of people that are looking for a new kind of relationship with performing arts institutions…”
“…one that is more transparent and honest rather than the traditional cursive script, lush images and WE ARE AWESOME AT EVERYTHING attitude…”
Image: http://www.smashingmagazine.com/
Prominent feature on front page
Highlighting all options
on sub page
St. Louis:cross-platformintegration
Blog featured on front page
Foursquare
iPhone App
Custom Facebook tab with targeted information
Facebookintegration
Foursquare Mayor SpecialsCheck-in SpecialsFrequency-based SpecialsWildcard Special
iPhone appsSource: InstantEncore.com
(But don’t forget Blackberry and Android!)
Mobileintegration
Mobile friendly
sites
QR codes
Mobileoptions
Part 3:
Return on Insight, Return on Investment
Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery
Launch small pilots and reiterates using the right metrics to understand what is and what isn’t working.
KD Paine
Pick the Right Result
Tangible
DonationsLeads
SubscribersMembers
Saved Time Saved Costs
Increased page rankIncreased media attention
Signed petitionsCalls or emails to
government officials
Intangible
Insights about what works
Interaction EngagementReputation
LoyaltySatisfactionSentimentFeedback
Objective, Audience, Strategy, Tactics, Time investment,
Identify the most important metric to measure it!
Spreadsheet Aerobics
Social Media ROI: Insight, Interaction, Investment and Impact
Number of Months Using listen, learn, and adapt
Investment
Return
Impact
$
Interaction
Insight
Integrated Marketing Communications
Social media is part of your IMC strategy:
• Holistic approach: total customer experience• Cross-platform integration• Online complements offline and vice versa
Measurable outcomes:
• Communications: behavior change• Marketing: financial value of that behavior
What are you evaluating?
Social media is a tactical effort…
…within a strategy for behavior change
Photo: http://www.flickr.com/photos/marcwathieu/
Define your goal
• The question is: what is the change your organization is trying to achieve over five to ten years?
• A mission statement-inspired goal…
Photo: http://www.flickr.com/photos/keylosa/
New York Philharmonic | mission statement
To maintain and foster an interest in the enjoyment of music and musical affairs, and to inculcate in its members in the community of New York city and the nation at large, an interest in symphony music and in order to foster such interest and the appreciation of music, among other things to cause the performance of symphonic and other musical performances in the concert and other halls, over the radio, television, by phonographic recordings, and in any other manner now known or hereafter to be.