Social media for youth orchestras

www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.

Social Media for Youth Orchestras

From u.s.k., Ulrike Schmid, 19th November 2011


Ulrike Schmid

10 Years of Experience as PR consultant inInternational PR agencies amongst others EdelmanOwner of u.s.k.:PR consulting (including Social Media) focussed oncultural institutionsAuthor:“Das Social-Media-Engagement deutscher Museen und Orchester”Speaker:National conferences about “Social media and cultural institutions”“Arts outreach via PR”


Imagine you are at a party


Impact, characteristics, potential usage


Key features of social media communication

Participation Authenticity

Transparency

Loss of control

DialogueActivation

Inclusion

Cross linkage

Speed

Regularity


New ways of communication 1/1

Dialogue

Authenticity

Transparency

Listen! Be present in different networks, be active in discussions and give your dialogue partners the impression that you are interested in what they are saying.

Be open-minded and honest. Act like a “human being”.

All information is only a few clicks away, mistakes will come tolight soon.

Activation Be active and show your dialogue partners that you’re interested inposting content from “behind the scenes”.

Inclusion Include different people from your orchestra


New ways of communication 2/2

Participation

Speed

Loss of control

Include your audience/your dialogue partners, ask for feedbackand give feedback on other platforms.

Real time! A permanent observation of the social web is thepremise for reacting in an adequate time.

Be aware and accept that you cannot control the contentwhich comes up in the social web (even if you are not communicating, s. o. will talk about you, if you like it or not).

Cross linkage Processes have to be established so that all activities link with each other, also with offline-measures.

Regularity Single measures blow out. Acting once in a while will not have anyimpact.


Usage of social media

collaborationcommunitybuilding

self-representation

fundraising/sponsoringproject management

PR, marketingcrowd funding

sales service


Self-representation

Create an unique identity on the web Take a personal role on the network Elements of identity

Profile picture Short bio Topics and contentPerson(s) behindLanguage and tonalityVanity-URLTags (you’d like to be found)Cross link the different platforms


Community building

Establish, maintain and extend relationshipsBelong to a network of people with similar interestsAlso be also visible as a person/several people who belong to the orchestraRefer to texts on other’s people or companies platformsExchange and share experiences, ideas and opinionsPost comments


Collaboration

Share knowledge, make it accesible to the communityOrganize information, collect knowledge by using public bookmarks and asking peopleAllow universal access to all platforms to develop ideas in common (crowd sourcing, crowd innovation)Common implementation with simple tools (functional group on Facebook, Doodle)No duplication through shared storage (e. g. Google docs, Dropbox, projectplace)

Google docs

Projectplace is also usefulWhich platform

is best for us?


There are a plenty of social media platforms


Which social media platform is the right one?

Depends on

goals

time

legal framework

manpower

corporateculture

audience

budget


Social media tools


Social media tool: “share & bookmark”

Dialoguepartners

In general, all interested parties who are looking for news and wouldcollaborate with other by sharing their content

Link to texts, websites, photos, blog posts etc., which can be recommended and spread to the public

Integrate appropriate icons on blog and website

How to edit the content?

How to spread the content?

Characteristics of “share and bookmark” are public sharing, tagging and recommending sites. By tagging other users may also find these pages.


„Share & bookmark“ 1/2

Why offer “share and bookmark”?To increase the awareness

As events, website, blog posts occur in social bookmarking services By tagging each link

Easier to be found in search enginesPublic sharing is like a recommendation

Why use “share and bookmark”?To become a part of the community by sharing contentTo become known because you’re always sharing interesting content (not only yours)Open source


“Share & bookmark” 2/2

Suitable for websites, blogs to increase visibility on the web.


Social media tool: weblog

Dialoguepartner

In general all those, who are interested in the orchestra(potential visitors, journalists, sponsors, artists/musicians)

Primarily text but also photos and videos about the orchestra

Link from website and newsletter to the blogReference on the latest blog post is tweeted, posted on Facebook as a status message and announced on other networks.



A weblog is a modern form of a diary, which is run on the Internet. It differs from static websites because the information published on the blog can be discussed publicly.


Weblog 1/3

How is a blog set up?

Use categories and tag blog entries so that they can found easily.

The archive lists all previously published articles.

Blog roll refers to other weblogs (kind of recommendation)

Refers to the other social media profile(s).

Posts are in chronological order and can be subscribed to via RSS.

Linklist refers to other websites


Weblog 2/3

Why blog?A direct access to the public, without having the “media as a filter”Stories can be told, which usually don’t find their way into the “classical” media Personal and unfiltered contributions make the institution more transparent andgive it an authentic face The level of awareness will increasePotential visitors and multipliers will be aware of the orchestra. Exchanges and contacts with the audience is easily established Networks can be set upand maintained It offers the possibility for feedback


Weblog 3/3

How to blog?Write in a dialogue orientated way, asking questions, allowing comments Embed photos and videosBe entertaining, tell personal (background) stories Build up tension, Write in an authentic mannerBe transparent, tell who is writing Don’t use press releases or uncommented content like programmes and image brochures Always remember that you gain public trust

Suitable to get in touch with the dialogue partners directly and have an archive of articles and comments on your own platform.


Social media tool: Twitter

Dialoguepartners

In general, people from the media, marketing, tech sector who areusing it for business, but also musicians, orchestra etc.

Provide short text messages about the orchestraIntegrate pics and videos

First, identify users whose messages you wish to receive, then become subscribers (followers) of their tweets By recommendation from other twitterers



Twitter is a micro blogging service. Registered users send their own text messages (tweets) of up to 140 characters and subscribe to other users’ tweets. Each user can decide which messages to subscribe to.


Twitter 1/2

Why twitter?Relationship building and maintaining contacts with followers (potential visitors, media, engager, influencer)To link to blog posts, photos, videos, news from the orchestra, eventsTo start an “easy going” conversation with bloggers, journalists, the people around


Twitter 2/2

How to twitter?Dialogue and service oriented

Respond to tweets from followers, get involved in discussionsAllow a look "behind the scenes“Provide special concerts and events Involve followers, asking them about their opinion and responding to questions

Suitable for creating a network that allows quick exchange of information, as wellas feedback.


Social media tool: Flickr

Dialoguepartners

In general, all those who are interested in the orchestra or people looking up for a certain topic.

Photos of orchestra to convey visual impressions

Integrate to blog and websiteLink to photo albums can be tweeted or posted on Facebook as a status message



Flickr allows to upload images and to add notes and comments to them as well as to distribute to other users. The photos in albums can be sorted and embedded as aslideshow on blogs and websites.


Flickr 1/2

Why use an extra photo platform?To show photos of the musicians, rehearsals etc. to the general public To document events To grant a look "behind the scenes“, giving the orchestra "a face"To increase the visibility/the awareness on the web by tagging To allow other users to distribute and embed the photos (awareness)To make your own pictures available for random searchTry to involve our dialogue partners


Flickr 2/2

How to integrate and distribute the photos?Embed the HTML code in your and other people’s blog or website Include them in the press portal of the website to make them available for journalistsShare the link on networks

Suitable to enhance the presence of an orchestra, make it easier to find on the web, to create the desire to make a visit or support the orchestra.


Social media tool: YouTube

Dialoguepartners

In general, all those who are interested in the orchestra or people looking for a certain topic

Videos of the orchestra in order to convey visual impressions

Embed on blog and website Link to videos can be tweeted and posted on FacebookBy tagging videos will be found easily



YouTube is a video platform where video clips can be uploaded and viewed. Registered users can rate the videos and/or distribute them. It allows the exchange with visitors.


YouTube 1/2

Why set up videos on an external platform?To show a large audience the variety of the repertoireTo allow a look "behind the scenes“, to give the orchestra an individual faceTo present the orchestra in a sort of “image film”To increase the awareness by tagging the videos and let them be spread by other users


YouTube 2/2

How to integrate and distribute the videos?Embed the HTML code in your and others people’s blog or websiteInclude it in the press portal of the website to provide journalistsInclude it on facebook as a permanent applicationShare the link on other networks

Suitable to enhance the presence of the orchestra, make it easier to find on the web and to create the desire to make a visit or support the orchestra.


Social media tool: Facebook

Dialoguepartners

In general, all 13 to 44 year aged people, who are interested inthe orchestra (potential visitors, journalists, sponsors, musicians)

Texts, photos, videos as wall posts but also competitions

Embed the icon or widget on the website and in newslettersDisplay the icon on printed material, advertisements, etc.



Facebook enables individuals, companies or institutions to create their own profile page or an official group in order to get connected and interchange with other registered users.


Facebook 1/2

Why set up a Facebook page?A large proportion of (private) users can be addressed and incorporatedA community can be established that interacts with the orchestraSharing and distributing the content - no matter what form - is extremely easyFeeds from other social media tools can be incorporated automatically


Facebook 2/2

How to use Facebook? As an orchestra with an official site:

Be aware that you have set up a “page” and not a “personal profile”When having at least 25 fans you can get your own URL e. g.http://www.facebook.com/SANYOFBuild up an online circle of friends, by talking to potentially interested people so that a viral communicationabout your site takes placeRegularly post interesting links, videos and photosAsk fans for feedback and take them as dialogue partnersTake them seriously, be service orientated, offer them added value Create offline events for the community

Suitable to build up a community to close interaction with your dialogue partners.


Social media tool: issuu

Dialoguepartners

In general, all those who are interested in the orchestra (potential visitors, also journalists, sponsors, musicians)

Provide text documents from the orchestra

Embed on blog, websiteNew documents can be tweeted and/or posted on Facebook



Issuu is a document sharing platform where flyers, magazines and presentations can be uploaded and viewed. Registered users can comment on the documents and/or distribute them.


issuu 1/2

Why upload documents on issuu? To provide documents (flyers, presentations, programmes) for free To read documents online, share them, embed them or put them for discussionTo increase the awareness and to get new dialogue partners


issuu 2/2

How to spread and integrate the documents?Embed the HTML code in your and other people’s blog or websiteInclude in the press portal of the website to provide journalistsShare the link on networks

Suitable for a cost-effective delivery of online documents to increase the awareness and to engage new dialogue partners.


Before starting …


The 90-9-1 Rule

90 of 100 listen, but are silent ...

… and create their own imageOne of 100

speak

9 of 100 react, criticize, interact

hmm

aha

grumble

sighgood to know


In a nutshell

Social media starts with listening.

Set goals, but be realistic. Not all people speak with you, most of them listen.

Communicate regularly and at eye level: You have to know your audience.

1

2

3

Be patient: Communication in the social web needs careful construction work.

4


Back to the party …

Connect the differentsocial media

Social media tools are (media) islands, the next tool is only one click away. Used in combination they create the social web.

Usually it takes several contacts until an action is triggered. An organization must also create multiple touch points.

People use media depending on the day, time ofday and their role (as private or business person).

Connecting social media is the logical continuation of theintegrated and cross-media communication. (offline and online)

People don’t want to be patronized. They talkabout whatever and whenever they want.


Thank you for your attention!u.s.k.Internet: www.us-k.euWeblog: www.kulturzweinull.eu

Email: [email protected]: @UlrikeSchmidLinkedIn: http://linkedin.com/UlrikeSchmidFacebook Page: http://facebook.com/Kulturkommunikation


Appendix: photo credits

Slide 2: Cover of study. Das Social-Media-Engagement deutscher Museen und Orchesterhttp://www.kulturzweinull.eu Slide 3, 41: Photo Sascha Rheker for Schirn Kunsthallehttp://www.flickr.com/photos/schirn/6213811652Slide 9, 11, 12: Copyright Ioannis Kounadeas, Fotolia.comSlide 13: Conversation in social mediahttp://www.ethority.de/weblog/social-media-prismaSlide 38: Städel Museumhttp://www.flickr.com/photos/staedelmuseum/3940813342

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Social media for youth orchestras