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SocialMediaStrategySessionfor
CreatedandPresentedby:
JoyceSullivanFounderandCEO,SocMediaFin,Inc.
AdjunctLecturerBaruchCollege,SchoolofPublicAdministraBon
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollegeMay13,2016
Social Media Strategy Session
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
1. Introductions: Name, Org, Types of Social Media Use? Beginner <> Advanced
2. Class Participation Using #NYCTLF Tag
3. Social Media Strategy – Answer The Five Questions
4. Steppenwolf Theatre – Wallace Foundation Case Study
5. Crowdsourcing – Definition and Examples
6. Crowdfunding - Platforms and Examples
7. Social Media Community and Hashtags – Twitter
– Storify – collect social media shares into a story
8. Infographics
9. Recap
10. Contact Info
Introductions Name
Organization
Social Media Used? Y / N
Platforms Used Facebook, Twitter, Instagram, YouTube, Pinterest, Snapchat,
Other?
Private Social Media Group Use? (example: Facebook or Yahoo private or secret groups) Beginner / Moderate / Expert
Main Question about Social Media
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Online and In Person Participation Highly Encouraged!
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Please capture the moment in photos, tweets, using our class hashtag:
#NYCTLF Add this tag to: Photos Tweets Instagram (IG) Snapchat
@JoyceMSullivan on Twitter and IG
Joycemsull on Snapchat
By following the #NYCTLF tag, you’ll be able to “read each others’ shares”
I will e-collect all the shares and ‘storify’ them and email to the NYCTLF program.
Answer these Five Questions before you begin your social media program:
① Brand
② Message
③ Audience
④ Tool
⑤ Journey
① Whoareyou?
② Whatdoyouhavetosay?
③ Whoareyoutryingtoreach
④ Howdotheywanttobereached?
⑤ Onceyouconnect,what’syourplan?
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
The5ques'ons℠-withyouranswers
1.Whoareyou?
2.Whatdoyouhavetosay?
3.Whoareyoutryingtoreach?
4.HowdotheyWANTtobereached?
5.Onceyouarereadytoconnect,thenwhat?
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
hXp://www.wallacefoundaBon.org/knowledge-center/audience-development-for-the-arts/strategies-for-expanding-audiences/Documents/Building-Deeper-RelaBonships.pdf
BUILDING DEEPER RELATIONSHIPS How Steppenwolf Theatre Company is turning Single-Ticket
Buyers into Repeat Visitors
- The Subscriber Model Loses Steam
- Tapping into Single-Ticket Buyers
- Deepening the Audience Relationship - The Engagement Strategy
- Listening to the Audience Every Night
- Extending the Conversation beyond the Theater Space
- Online Content
- Extending the Relationship through Events
- Cultivating a Sophisticated Audience
- Treating Non-Subscribers and Subscribers Equally Well
hXp://www.wallacefoundaBon.org/knowledge-center/audience-development-for-the-arts/strategies-for-expanding-audiences/Documents/Building-Deeper-RelaBonships.pdf
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
HaveaconversaBonontwiXerwith@SteppenwolfThtrusingclasstag#NYCTLF
Questions to Explore:
• What program and organizational factors produce success?
• What are the costs, benefits, and trade-offs associated with building participation?
• What is the broader impact on arts organizations that undertake it?
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
General Principles Discerned: Arts Organizations Can Learn From and Adopt
1. Market research can sharpen engagement-strategy development and execution
2. Audiences are open to engaging the arts in new and different ways
3. Participation-building is ongoing, not a one-time initiative
4. Audience-building efforts should be fully integrated into every element of an organization, not a separate initiative or program
5. Mission is critical
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
BUILDING DEEPER RELATIONSHIPS How Steppenwolf Theatre Company is turning Single-Ticket
Buyers into Repeat Visitors
- Results - Ticket Sales: Single-Ticket Buyers Become Repeat Visitors
- Post-Show Discussions Attended by a Minority of the Audience
- Online Content Access Grows Steadily
- The Artistic Mission Is Strengthened
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
BUILDING DEEPER RELATIONSHIPS How Steppenwolf Theatre Company is turning Single-Ticket
Buyers into Repeat Visitors
- Results Drivers - Using Audience Research as a Decision-Making Tool
- Understanding What Audiences Are Seeking
- Creating a Broader Experience to Build Stronger Relationships
- Aligning the Organization around the “Public Square” Vision and Strategy
- Encouraging Cross-Functional Collaboration
- Going Forward: Will a Sustainable Relationship Lead to Contributions?
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Crowdsourcing
- Crowdsourcing is the practice of getting work or funding, usually online, from a crowd of people
- The word is a combination of the words “crowd” and “outsourcing” coined in 2005
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Crowdsourcing – Why Do It?
- Money
- Altruism
- Fun - Reputation
- Attention
- Learning
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Crowdsourcing Examples
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Crowdsourcing Examples
- Ushahidi , which translate to “testimony” in Swahili, was developed to map reports of violence in Kenya after the post-election violence in 2008. Since then, thousands have used Ushahidi’s crowdsourcing tools to raise their voice.
Collectmeaningfuldataonanydevicefromthefieldorattheofficewithcrowdsourcingtools
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Crowdsourcing Examples
- Ushahidi helped thousands of Peoples’ Votes Count in the 2012 USA Election to monitor issues and voter suppression on the the day of the election. The use of Ushahidi that day allowed issues and problems at polls in four states to be fixed and to stay open longer.
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Crowdfunding Platforms - Examples
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Crowdfunding Platforms
• Funding platform for creative projects. Films, games, music, art, design, technology
• Project needs to be a finite work with a clear goal; album, book, film
• Funding goal is the amount of money needed to complete the project
• Funding must meet or exceed goal to collect funds; It’s all or nothing
• Backers pledge money to join creator in bringing projects to life
• Rewards are a creator’s chance to share a piece of their project with the backer community
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Crowdfunding Platforms
• Funding platform for innovative ideas. Not for profit, creative entrepreneurship
• Funding goal is the amount of money needed to complete the project
• Funding is awarded even if goal is not met
• Socially minded fundraising for causes big and small
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Social Media Community and Hashtags
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
#NYCTLFDrivingtheconversaBonwith#hashtags
hXps://twiXer.com/hashtag/NYCTLF #NYCTLFNewYorkCommunityTrustLeadershipFellows
CreaBngauniquetagforyourorganizaBonoreventintroducesyouraudience/consBtuents/supporterstoeachother
Hashtagscanbeusedonanumberofsocialmediasitesincluding:
1)TwiXer 140charactertextwithphotos(upto4photosinonetweet)
2)Instagram PhotoorVideo(15seconds)withunlimitedtext/hashtags(Facebook)
3)Vine 6secondvideoswithshorttext(TwiXerownsVine)
4)Facebook Hashtagcanbefoundifpersonalsefngallowgeneralsearch
5)Google Searchesforpubliclinksincludinghashtags
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
What is Twitter?
• Onlinesocialnetworkingservice–onepersontotalktooneormany
• Userscansendandreadshort140charactermessages
• Registereduserscanreadandpost‘tweets’
• Unregistereduserscanonlyreadthem(Listening)
• QUESTION:Doyouwantto‘tweet’or‘listen’orboth
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
The story of a tweet
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Twitter terms
• @NAME=You!Me>@JoyceMSullivan
• TWEET=ashorttextmessageyousendtoothers
• REPLY=commentonatweetandjoinaconversaBon
• RETWEET=shareatweetyoulikewithyourfollowers.Youcanaddyourownthoughtstoo
• FAVORITE=tolettheauthorknowyoulikeit.Digital‘thankyou’/shouldertap
• HASHTAGS=topicsfortweets.Youcanmaketheseup!ClickonahashtagtoseeconversaBonsrelatedtoatweet
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
The story of a tweet ATweetisanexpressionofamomentoridea.
Itcancontain:
o Texto Photoso Videoso Linkstowebsiteso Hashtags(ahashtagisawordoracronymwith‘#’atthefront)
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
YourTwiXerbio:
Photo=“Avi”
@Name=
=ActualName
Describeyourself,yourart,yourinterestin<140characters!
AllofthiscanbechangedatanyBme!
Includeyourwebsitessootherscanlearnmoreaboutyou.TwiXerallows2urls
YourlocaBon,canbemulBpleciBes,countries
Createandaddyourown#hashtage.g.#NYCTLF
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
What is Instagram? • Onlinemobilesocialnetworkingservice
• Allowsuserstotakepicturesandvideos
• YoucanshareyourInstagramphotos/videosonothersocialplarormssuchasFacebook,TwiXer,Tumblr(blogsite)Flickr(photosite)
• DisBncBvefeature:PhotosareallSquareshape
• Digitalfilterscanbeaddedtoyourimage
• Instagramvideoscanbeupto60seconds(asofMarch2016)
• Nolimitfortextmessages
• #Hashtagsareusedextensivelyinmessages
• Formoreinfo:hXps://help.instagram.com/
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
hXps://instagram.com/joycemsullivan/
INSTAGRAMMOBILEDEVICEVIEW
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
YourInstagrambio:
Photo=“Avi”
@Name=
ActualName=
Describeyourself,yourart,yourinterestin<140characters!
AllofthiscanbechangedatanyBme!
Includeyourwebsitessootherscanlearnmoreaboutyou.Instagramallowsonlyone(1)link
YourlocaBon,canbemulBpleciBes,countries
Createandaddyourown#hashtage.g.#NYCTLF
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
TwiHer• Your @ Name:_______________ keep as short as possible and distinct; can be
your name or other combo of letters / numbers
• Your photo / avatar:__________ Full face photo recommended though you may wish to use your company logo / art image
• Instagram Bio: your bio must be 150 characters or fewer ________________________________________________________________________________________________________________________________________________________________
• Your #hashtag highly recommended ____________________________________________________________
Instagram• Your @ Name:____________ highly
recommend you have same twitter and Instagram @ names
• Your photo / avatar:__________ Full face photo recommended though you may wish to use your company logo / art image
• Instagram Bio: your bio must be 150 characters or fewer ________________________________________________________________________________________________________________________________________________________________
• Your #hashtags highly recommended ____________________________________________________________
Name:________________________SefngupyourTwiXerandInstagram
CreaBnga‘tweet’andInstagrampost
TwiHer• Your message:
keep to less than 140 characters so there is room for others to ‘retweet’ ____________________________________________________________________________________________________________________________________________________________
• Image / website link to include: __________________
• Include your #hashtag highly recommended so others can find and follow your conversation topic ____________________________________________________________
Instagram• Your photo / art you are
sharing:
• Note: the image you post will be square. You will be able to position it before publishing to Instagram
• Your message: can be more than 140 characters including hashtags. Upper limit is ? ________________________________________________________________________________________________________________________________________________________________
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Name:________________________
Storify:collectyourtweets,photos,textshXp://Storify.com
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
ReadabouttheconversaBonfromourMay13,2016classonSocialMediaStrategyhere>hXps://storify.com/joycemsullivan/social-media-seminar-nyctlf-new-york-community-tru
CapturetherealBmesocialmediaconversaBonusingahashtag,forourclass:#NYTCLF
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Infographics
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Infographics
AnInfographicis
->quickwaytointroduceasubject->withgraphicvisualrepresentaBon- >wellorganizeddata,infoorknowledge- >quicklyandclearly
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
What Makes a Good Infographic? Visual Storytelling
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Create Your Own Infographics Free Sites
hXps://infogr.am/ hXp://piktochart.com/
hXp://www.venngage.com/hXp://www.easel.ly/
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Create Your Own Infographics Piktochart
hXps://www.youtube.com/watch?v=SzI9RzvnwZAhXp://piktochart.com/
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Create Your Own Infographics Easelly
hXp://www.easel.ly/ hXps://vimeo.com/37781587
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Create Your Own Infographics Venngage
hXp://www.venngage.com/
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Create Your Own Infographics Infogr.am
hXps://infogr.am/
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Create Your Own Infographics Free Sites
hXps://infogr.am/ hXp://piktochart.com/
hXp://www.venngage.com/hXp://www.easel.ly/
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Recap
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
RECAP – Answer these Five Questions
before you begin your social media program:
① Brand
② Message
③ Audience
④ Tool
⑤ Journey
① Whoareyou?
② Whatdoyouhavetosay?
③ Whoareyoutryingtoreach
④ Howdotheywanttobereached?
⑤ Onceyouconnect,what’syourplan?
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
The5ques'ons℠-withyouranswers
1.Whoareyou?
2.Whatdoyouhavetosay?
3.Whoareyoutryingtoreach?
4.HowdotheyWANTtobereached?
5.Onceyouarereadytoconnect,thenwhat?
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
hXps://www.youtube.com/watch?v=1npHLVuyviE
hXp://bit.ly/1T2xRDQ
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Shareyourmessageandmissionthroughuseofonlinemedia:LiveStreaming,YouTuberecordings,HashtagConversaBonsGowhereyouraudiencealreadyis!
hXps://www.youtube.com/watch?v=1npHLVuyviE
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
UseofhashtagtobringtogetherclasscohortforunifiedconversaBon
SocialMediaStrategyBrandingPrograms
o Branding–personalandprofessional
o ProjectPlanandDigitalProfilesLauncheso Socialmediatrainingandstaffdevelopment
o Keynotespeakerforcompanyeventsandindustryconferences
Visitus>SocMediaFin.comhXps://youtu.be/1npHLVuyviE
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
Thank you! Please keep in touch. Let me know how I can help. ~ Joyce
Email:[email protected]
LinkedIn:hXp://linkedin.com/in/joycemsullivan
TwiXer: @JoyceMSullivan @SocMediaFin @ProfJoyceSull
Instagram:@JoyceMSullivanhXp://instagram.com/joycemsullivan
Slideshare:hXp://www.slideshare.net/joycemsullivan
About.MehXp://about.me/joycemsullivan
Snapchat:joycemsull
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollege
SocialMediaStrategySessionfor
CreatedandPresentedby:
JoyceSullivanFounderandCEO,SocMediaFin,Inc.
AdjunctLecturerBaruchCollege,SchoolofPublicAdministraBon
@JoyceMSullivan@ProfJoyceSull#NYCTLF@TrustFellows@BaruchCollegeMay13,2016