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Arts Master Class

Beth Kanter presented on using social media effectively for arts nonprofits. She discussed assessing an organization's maturity across culture, capacity, strategy and measurement using a "crawl, walk, run, fly" framework. Key areas included developing a networked mindset among leadership, creating social media policies, dedicating staff time, establishing SMART objectives, understanding audiences, and using an editorial calendar to consistently share aligned content across channels. The goal is to thoughtfully integrate social media using best practices and data to improve engagement, awareness and support.

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Capacity-Building Insights•
Becoming A Networked Arts Nonprofit Using Social Media Effectively Beth Kanter, Master Trainer Theatre Bay Area – Master Class May 3, 2013
Beth Kanter: Master Trainer, Author, and Blogger
AGENDA OUTCOMES Interactive Fun Transdisciplinary #netnon FRAMING Identify one takeaway to tweak your social media strategy to get better results Introduction Crawl, Walk, Run, Fly Networked Mindset Institutional Support Break Strategy and Measurement Content Strategy Closing The Morning Agenda: 10-1 PM
Stand if you have one of these with you … (phone, not cat) Raise your hand if you use it to connect on social networks …
Find someone near you, introduce yourselves, and share your burning question
Take a photo of the other person and share on Twitter, Instagram, or Facebook using #netnon hashtag along with your burning question
Raise Your Hand If Your Digital Strategy Goal Is ….  Improve relationships  Increase awareness  Increase traffic referral  Increase engagement  Increase dollars  Increase action
Stand Up, Sit Down Is your arts organization using these tools? Photo by net_efekt
Are you getting results?
CRAWL WALK RUN FLY Maturity of Practice: Where is Your Organization? Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Ladder of Engagement Content Strategy Best Practices Measurement and learning in all above Marketing Strategy Development Culture Change Network Building Many champions and free agents work for you Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
Share Pair: Where is your organization? Where is your organization now? What does that look like? What do you need to get to the next level?
Maturity of Practice: Crawl-Walk-Run-Fly Categories Practices Average CULTURE Networked Mindset 2.0 Institutional Support 1.8 CAPACITY Staffing 1.3 Strategy 1.4 MEASUREMENT Analysis 1.0 Tools 1.5 Adjustment 1.7 LISTENING Brand Monitoring 1.3 Influencer Research 1.8 ENGAGEMENT Ladder of Engagement 1.6 CONTENT Integration/Optimization 1.1 NETWORK Influencer Engagement 1.8 Relationship Mapping 1.2 1 2 3 4 0% 20% 40% 60% 80% Crawl Walk Run Fly Master Class Survey: Average All Indicators
Culture and Capacity
A Network Mindset: A Leadership Style • Openness, transparency, decentralized decision-making, and collective action. • Listening and cultivating organizational and professional networks to achieve the impact • Leadership through active participation. • Social Media Policy living document • Sharing control of decision-making • Communicating through a network model, rather than a broadcast model • Data-Informed
Maturity of Practice: Networked Mindset CRAWL WALK RUN FLY Understanding of networks that are connected to organization Listening to and cultivating relationships with networks based on mapping networks. Comfort level with greater organizational openness and transparency. Leadership is using social networks and comfortable with showing personality. Leadership is comfortable using decentralized decision- making and collective action with networks. Considers people inside and outside of the organizations as assets in strategy. 0% 10% 20% 30% 40% 50% CRAWL WALK RUN FLYCULTURE: Networked Mindset 2.0 “Our senior leaders use blogs, but more to share interesting vignettes rather than as an attempt at transparency..”
One Tweet by Artistic Director = 1,000 by Staff Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity
One Tweet by Artistic Director = 1,000 by Staff
One Tweet by Artistic Director = 1,000 by Staff
The Networked CEO or Artistic Leader What do they spend time doing that they could do better via social ? Whose work do they respect or feel inspired by? How will social improve things they know already and value? http://www.bethkanter.org/nonprofit-ceo-leaders/
Maturity of Practice: CWRF – Institutional Support CRAWL WALK RUN FLY Social media policy is drafted and gaining support through “road shows” with departments Social media policy has been discussed and approved by leadership. Social media staff position includes facilitating training other staff to use social networks. All staff use social media effectively to support organization objectives. 1.8 0% 10% 20% 30% 40% 50% 60% CRAWL WALK RUN FLYCULTURE: Social Media Policy “Social media is somewhat overlooked as an effective channel for engagement. Although our office has policies in place, there are many who don't implement them.”
Best Practice: Write Down the Rules – Social Media Policy  http://www.bethkanter.org/category/organizational-culture/
Social Media Policy – All Staff Participate http://www.bethkanter.org/staff-guidelines/
@rdearborn works for UpWell and she LOVES sharks. Leverage Staff Personal Passion In Service of Mission
Share Pair: What are some institutional culture issues you need to address? How will you address them?
Maturity of Practice: CWRF -Capacity CRAWL WALK RUN FLY 5 hours or less per week of staff time is invested 5-19 hours per week of staff time is invested in one position. Other staff or intentions implement social media. 20-29 hours per week of staff time in a dedicated social media position. Other staff or interns or influencers implement social media strategy. 30-40 hours of staff time is invested in a dedicated social media position with support staff. Other staff or interns or influencers implement social media. 1.3 0% 20% 40% 60% 80% CRAWL WALK RUN FLYCAPACITY: Staffing “It's really only me (from three regular staff members).”
We don’t have time to do social media!
Free • Intern • Volunteer • Board Members Integrated • Spread tasks across staff jobs Staff • Part-Time Staff • Full-Time How Can You Make The Time? • What can you stop doing to make room for social media? • How can you increase the amount of organizational time allocated to social media?
Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data Using Interns Strategically
Small Nonprofits: Recruit Skills-Based Volunteers
• 3 person staff • Social media responsibilities in all three job descriptions • Each person 2-4 hours per week • Weekly 20 minute meeting to coordinate • Three initiatives to support SMART objectives • Weekly video w/Flip • Blogger outreach • Facebook Hybrid Model Adapted to Small Theatre
Share Pair: How can you make more time for social media and digital? How to increase capacity? What other tasks can you stop doing?
Strategy and Measurement
CWRF - STRATEGY CRAWL WALK RUN FLY Consideration of communications strategy with SMART objectives and audiences and strategies for branding and web presence. Social Media is not fully aligned. Strategic plan with SMART objectives and audiences for branding and web presence, include strategy points to align social media for one or two social media channels. Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than two social media channels. Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions/influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels. 1.4 0% 20% 40% 60% CRAWL WALK RUN FLYCAPACITY: Strategy “Social media aligns with our branding.” .
People Objectives Strategies Tools POST FRAMEWORK Exercise
• What keeps them up at night? • What are they currently seeking? • Where do they go for information? • What influences their decisions? • What’s important to them? • What makes them act? POST: KNOW YOUR AUDIENCE
POST: ASK YOUR AUDIENCE Demographics of Social Media Users: http://www.pewinternet.org/Reports/2013/Social-media-users.aspx Arts Organization Study http://pewinternet.org/~/media/Files/Reports/2013/PIP_ArtsandTechnology_PDF.pdf Live Analytics Report – Ticket Master http://www.musicalamerica.com/specialreports/SOCIAL-MEDIA.pdf
• Reach/Research, Engagement, Action, Dollars Results 1. How many? 2. By when? 3. Measure POST: SMART OBJECTIVES - RESULTS
PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2013 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2013 10% students /attenders say they heard about us through Facebook STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site. POST APPLIED: SMALL ARTS NONPROFIT
SMARTER SOCIAL MEDIA: CREATE A POSTER Create A Poster SMART OBJECTIVE TARGET AUDIENCES
BREAK! 10 minutes
SMARTER SOCIAL MEDIA: GALLERY WALK Hang Your Poster on Wall Look at other posters Leave Notes
Walking Speed Debrief: 60 Seconds
Maturity of Practice: CWRF – Content CRAWL WALK RUN FLY Shares content that may be relevant to audience, but not consistently and not measuring Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently – aligns with program and advocacy calendars Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently and measures performance Uses an editorial calendar to align content with objectives and audiences to publish across channels consistently, measures performance, and uses data to plan content 1.6 0% 20% 40% 60% CRAWL WALK RUN FLYCONTENT STRATEGY “An editorial calendar is created each year to identify events, programs and institutional priorities and ensure that they are reflected on social media in a timely manner.”
Objective Audience Content Strategy Linking Your Content Strategy To SMART Objectives Listening and Engagement
Highlights Reviews Stories Case Studies Breaking News Policy News Data Reports Tips Tutorials Lists Resources Features News How To How To Think About Content Idea Pieces Interviews Opinion Analysis Ideas Real Time Planned Original Curated
Editorial Calendar Example January 2013 United Ways of California www.unitedwaysCA.org 46 Include hashtags (#) and URL resources for staff to do some research on topics
Social Content Optimization • Focus on publishing high- quality, engaging, relevant content • Timing and Frequency • Post questions • Use images/visuals, but vary type of content and test • Clear to call to action • Follow your analytics
Date Hook Web Email Facebook Twitter Blog 1 2 3 4 5 6 7 1. Volunteer? 2. Brainstorm an editorial calendar for one week. 3. Use template, sticky notes, and poster paper Photo Source: Beth Kanter Friending the Finish Line Peer Group
It’s A Process: Ideas, Organize, Create, Measure • Allocate staff meeting time • Regular content brainstorm meetings • Next steps at meeting • Have your metrics in hand
Result Metrics Analysis Question Consumption Views Reach Followers Does your audience care about the topics your content covers? Are they consuming your content? Engagement Re-tweets Shares Comments Does your content mean enough to your audience for them to share it or engage with it? Action Referrals Sign Ups Phone Calls Does your content help you achieve your goals? Revenue Dollars Donors Volunteers Does your content help you raise money, recruit volunteers or save time? Measuring Your Content
You Don’t Have To Measure All Right Away http://bit.ly/npspreadsheet
Use Data To Make Better Decisions Look for patterns
Maturity of Practice: CWRF - Listening CRAWL WALK RUN FLY Observing conversations and receiving Google Alerts, but not doing analysis Tracking keywords, influencers, or conversations using free tools, but does not have a formal organizational process for synthesis and reporting. Tracking keywords, influencers, and conversations using free tools and weekly/monthly reporting and synthesis. Tracking keywords, influencers, and conversations using free and paid tools and weekly/monthly reporting and synthesis. Capacity to use “real-time” information to respond. Uses both to make decisions, avoid social media crisis before escalating. 1.3 0% 20% 40% 60% 80% 100% CRAWL WALK RUN FLY BRAND MONITORING
Key Words Dashboard Respond Analysis Repeat Purpose Brand Monitoring Customer Service Engagement Crowdsourcing Content Curation
California Shakespeare Theater California Shakespeare Theatre California Shakespeare Festival Cal Shakes Jonathan Moscone Susie Falk As the season approaches -- the names of that season's directors and productions.
http://en.mention.net
Authority Visibility Tone Messages Communicated Conversation Type Manual Content Analysis Pages 133-137
Share Pair: How can brand monitoring support your art organization’s strategy? What key words do you need to monitor?
Maturity of Practice: CWRF - Engagement CRAWL WALK RUN FLY Not using Informal description of different levels of engagement on different platforms or across platforms, but doesn’t align with strategy or measurement. Formal description of different levels of engagement based on survey or qualitative research. Aligns with strategy, but does not measurement process for all steps. Formal description of different levels of engagement based on survey or qualitative research. Aligns with strategy and collects data and reports organized by engagement and conversion levels. 1.1 0% 20% 40% 60% 80% 100% CRAWL WALK RUN FLY LADDER OF ENGAGEMENT
Engagement: Ladders, Pyramids, Journeys
What’s Important: Ladder of Engagement • Defined Objective • Clearly designated steps • A way to track process • Many entry points
Think and Write (or Tweet - #netnon): What do you want your audience to do? What are the runs that lead to that action? What digital channels will you use?
Takeaways: Share Pairs • What’s one tip or technique that you can put into practice next week to improve your social strategy? • Remaining questions ?
Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter