ACSO 2010 conference - Social Media For Orchestras Preso Final

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

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

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

Twitter

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.