involving and inspiring the public using social media

Involving and inspiring the public using Social Media

Hans de KretserHans@dekretser.com

This session

Why Social Media?What are others arts organisations doing?How can we make it work for us?

• 16+ Million UK households on broadband (65%)

• People spending more time online since Broadband

• People are socialising online

• Younger people grow up with new technology

Digital Landscape

“Young people don’t want to rely on a Godlike figure from above to tell them what’s important. They want control over their media, instead of being controlled by it.”

Rupert Murdoch(when he bought MySpace.com)

Digital Landscape

“Innovation and creativity have been elite activities… Now innovation and creativity are becoming mass activities”

Charles Leadbeater(WeThinkTheBook.net)

Digital Landscape

“If the 20th century marked the rise of mass consumerism, one feature of the 21st century will be the rise of the mass participation economy”

Charles Leadbeater(WeThinkTheBook.net)

Digital Landscape

What is Social Media?

Online media with a participatory or interactive component

What is Social Media?

• Communications– Blogs– Micro Blogging– Social Networking– Events– Forums

• Collaboration– Wikis– Social bookmarking– Social News

• Multimedia– Photo sharing– Video Sharing– Audio and Music Sharing

• Reviews and Opinions– Product reviews– Q&A sites

• Entertainment– Virtual Worlds– Game sharing

Activity

• Face someone you don’t know

• Introduce yourselves

• Find out if you know someone in common

• Then sit down

Social Networking

• Put your hand up if...

Social Networking

“Online social networking focuses on building online communities who share interests and/or activities or who are interested in exploring the interests and activities of others.”

UK social networking highest in Europe.

24.9m unique visitors (78% of the UK’s web users).

Social Networks

Social Networking

• 66.8% of Internet users across the globe accessed “member communities”last year, compared to 65.1% for email.

Social Networking

• Use online social networks to:– Allow users to interact, participate, feedback– Share Multimedia and rich content– Provide an experience– Deliver relevant marketing campaigns– Learn from/about your users

Facebook

Focus on Facebook

• Easy to set up a profile & customise• Easy to befriend others and track down

old friends• Share things – videos, blogs, news• Contact system• Fun applications – open platform• Free

Focus on Facebook

DanceCity Facebook

Focus on Facebook

Focus on Facebook

BFI Facebook ads

Social Networking

Blogging

• Put your hand up if...

Blogging

• 14.5million visited blogs – August 08• BBC and Guardian - biggest market

share

Blogging

• Main elements include– Postings in chronological order– Viewer responses to posts – Text, pictures, video, sound clips

Blogging

• Improves web presence on search/feeds• Establishing Thought Leadership• Channel to new audiences• Customer interaction• Generating leads• Visibility to Journalists

Blogging

Blogging

• Keep it genuine – find a passion• Make it regular• Focus• Promote it

Blogging

Blogging

Blogging

Blogging

Micro-blogging

• Similar to blogging but...– 140 character posts– Reader responses are handled differently– Convenience helps it go mobile

Twitter

• Put your hand up if...

Twitter Tips

• Twitter Profile• Twitter client• Follow• Tweet & Re Tweet• Link• Search• #Hashtags

Twitter Tips

Twitter Tips

Twitter Tips

Twitter Tips

• Tools for analyzing trends:– TweetStats (tweetstats.com)– Twist (twist.flaptor.com)– TweepDiff (tweepdiff.com)– CoTweet (cotweet.com)

Audience Reviews

• Put your hand up if...

Audience Reviews

Audience Reviews

Audience Reviews

Audience Reviews

Multimedia

• Photos/images• Video• Audio/podcasting/music sharing

You Tube

• Put your hand up if...

YouTube

YouTube

YouTube

YouTube

Multimedia Sharing

Flickr

Mobile Internet

Resources

• Resourcing– Make it part of the mix/routine

• Ask questions, update status, link back to website/online reviews, make a checklist

– Enlist users outside of the organisation– Enlist colleagues across the organisation– Look for shortcuts

Resources

Resources

Resources

Integrate campaigns

Integrate campaigns

Integrating campaigns

Integrate campaigns

Integrate campaigns

Integrate campaigns

Integrate campaigns

Integrated campaigns

Evaluation

• Traffic, reputation and engagement– Click-throughs are limited– Followers/subscribers– SEO Ranking– Savings made versus other channels

• No industry standard – more research required

Evaluation

• http://measurementcamp.wikidot.com• Twitter and Google alerts/trends• Online Reputation and Buzz Monitoring

services

My 10 tips

1. Have a strategy2. Resource3. Target4. Be transparent5. Observe the

rules

6. Commit to it7. Be open8. Measure9. Reward10.Keep it fun