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Presentation for the stART.10 Conference in Duisburg, Germany. A strategic framework for social media for cultural institutions.
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A Strategic Framework for Social Media
Presentation for stART.10 Conference Duisburg, Germany
The changing environment of culture, media and marketing
Social media as a tactical effort in integrated marketing communications
Questions?
Formalizing and evaluating your social media efforts
Flipping the marketing funnel and total customer experience
Photo: http://www.flickr.com/photos/viriyincy/
Road Map
Golden Age
vs.
DeclinismPhoto: http://www.flickr.com/photos/reway2007/
Source: Forrester Research, Inc. | Left Brian Marketing by Eric Schmitt | Photo: http://www.flickr.com/photos/videocrab/
1960 Now
Radio stations
4,400 13,500
Magazines 8,400 17,300
Television channels per home
5.4 82
Web pages n/a Billions
1) Buy attention (advertising)
2) Beg for attention (public relations)
3) Bug for attention (sales)
Source: http://www.davidmeermanscott.com/leadership-speaker.htmland Forrester Research, Inc. | Left Brain Marketing by Eric Schmitt Image: http://koyuki-shirai.deviantart.com/art/Puss-n-Boots-11215423
Awareness
Interest
Desire
Action
The Marketing FunnelOld model: persuasion
Orchestra Churn Study
9/10Photo: http://www.flickr.com/photos/essjay/
$199 vs. $4,896
Photo: http://www.flickr.com/photos/amagill/
Dont ask me to marry you after the first date.
Photo: http://www.flickr.com/photos/10279741@N00/
Dialogue
Incentivization
Activation
Acknowledgement
Flipping the FunnelJoseph Jaffes model: interaction
Fourth way to generate attentionEarn attention (social media)
Source: http://www.davidmeermanscott.com/leadership-speaker.html | Photo: http://www.flickr.com/photos/brandoncwarren/
What is social media?
Participation (encourage contributions) Openness (no barriers to content and feedback) Conversation (listening, not just broadcasting) Community (gather around a common interest) Connectedness (content sharing)
Source: iCrossing What is Social Media? Image: http://www.flickr.com/photos/matthamm/
Source: http://www.slideshare.net/darmano/the-microsociology-of-networks | David Armano
Source: http://www.slideshare.net/darmano/the-microsociology-of-networks | David Armano
The Networked Cultural Institution
Simple and transparent organizations
Easy for outsiders to get in and insiders to get out
Networked Nonprofits activate free agents
#operaplotEngaging with a free agentThe right idea, the right time, the right place, the right audience
I didnt 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/
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 conocecomo 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
Facebook(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
without cultural buy-in, organizational resource allocation, system integration, and best practices are like a transplanted organ rejected by its host body
Joseph Jaffe: Flip the Funnel | Photo: http://www.flickr.com/photos/anvancy/
93%
80%
60%
47%
40% 40% 40%
33%
20%
Facebook Fan Page
Twitter YouTube Podcasting Facebook Group
Myspace Flickr Blogging Other
Percentage of orchestras active by platform
Nearly three-quarters of the orchestras indicated that they are currently planning and writing social media into the communications or marketing strategy.
Orchestras and Social Media Survey
First steps: tactical coordination
Achieve consistency and synergy between functional efforts
Development of overall communication policies and practices
Interpersonal and cross-functional communication acrossdepartments
One sight, one sound
Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz
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 dont forget Blackberry and Android!)
Mobileintegration
Employer
Legal issues Openness Trust Understanding
Employee
Legal issues Transparency Accuracy Responsibility
Formalize your policy* 87% does not have an internal policy * 40% does not find a need for one
http://sites.google.com/site/wharman/social-media-strategy-handbook | http://www.ibm.com/blogs/zz/en/guidelines.html
Formalize your team
Photo: http://www.flickr.com/photos/dunechaser
Shatter the silo and integrate social across all marketing efforts now.
Market Research Institutional Web site Intranet E-mail marketing SEM / SEO eCommerce Mobile marketing
Advertising Print Television Radio
Sponsorships Point-of-Sale Group sales
Source: http://www.web-strategist.com/blog/2010/08/30/cmo-matrix-how-social-technology-must-integrate-with-traditional-marketing-a-horizontal-approach/
Next steps: redefining scope of marketing communication
Look beyond communication efforts: incorporate customer insight at all points of contact [total customer experience]
Scope of marcom activities broadens to encompass internal marketing [cultural buy-in]
Gather patron behavioral data
Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz
Next steps: financial and strategic integration
Skills and data to drive strategic planning Strategy rooted in audience knowledge Googles Database of Intentions
Return-on-customer investment measures Formalize your performance measures Communications: behavior change Marketing: financial value of that behavior
Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz
What are you evaluating?
Social media is a tactical effort
within a strategy for behaviorchange
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.
Summary
Adapt to changing environments Total customer experience Social media a tactical effort in an integrated
marketing communications strategy
Formalize your efforts Evaluate your efforts Mission statement-inspired goals
Questions?
A Strategic Framework for Social MediaSlide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Orchestra Churn StudySlide Number 8Slide Number 9Slide Number 10Fourth way to generate attentionSlide Number 12Slide Number 13Slide Number 14The Networked Cultural InstitutionSlide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Orchestras and Social Media SurveyFirst steps: tactical coordinationSlide Number 30Slide Number 31Slide Number 32Formalize your policyFormalize your teamShatter the silo and integrate social across all marketing efforts now.Next steps: redefining scope of marketing communicationSlide Number 37Next steps: financial and strategic integrationWhat are you evaluating?Define your goalSlide Number 41SummarySlide Number 43
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