building an online presence queens arts council
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Building an Online Presence Queens Arts CouncilTRANSCRIPT
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Man Bartlett (as himself)
Meg Cotner We Heart Astoria
Nora Gomez Queens Museum
Rebecca Krause-Hardie AudienceWorks
March 24, 2011
Building an Online Presence
Queens Art Express Boot Camp
Hashtag #xxxxxx
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Today’s plan• All About You• Now Turn the Megaphone
around• The Five Canonical Rules
of Online Content• Seven Simple Blog
Strategies• Case Studies • Q & A (don’t wait until the
end!)
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What’s your thing? What is your business? Wha da ya do?
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All About You!What is your mission, your vision?
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All About You!What activities do you do?PerformTeachPaintDanceSingCreate art…
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Who is your audience?
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What do you want your audience to do?
Buy TicketsGive MoneyBuy ArtVolunteerTell othersSpeak well of you
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Now Turn the Megaphone Around!
How would your audience define themselves?
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What do they want?
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How does what you have to offer benefit them?
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Where do they hang out?
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How do you communicate with them?
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Social Media is all about building and sustaining relationships
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Why should you invest in these networked personal relationships?
o Personal Referrals close at 75%o Direct Mail Push Marketing 2-4%o What’s the value of those relationships?o The power is both positive and negative
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trusting
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sharing
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being responsive
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valuing each other
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even, OMG … giving away control!
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The Currency of Social Capital
Resources that we mutually invest in our human relationships, accumulate over time … becoming the basis of friendship
• Sharing• Trusting• Valuing• Supporting• Responding Note: It’s never about price. It’s about
delivering sustained value … over time
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The Five Canonical Rules of Online Content
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1. Tell a Story
What’s the point?
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Make an emotional connection!
Fear of emotions!
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Have the right Protagonist!
Who is the hero of your story? Hint: not you!
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More is not Better!
One message per story
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Draw people In
Use humor or suspense
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How do you want people to feel?
Use humor or suspense
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Include Call to action?
WWF campaign
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2. Collaborate!
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Jordan Matter + Ballet Hispanico = Awesome!
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Jordan Matter + Ballet Hispanico = Awesome!
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Ballet Hispanico on facebook
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Jordan Matter on facebook
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3. Have a roll-out plan
Schedule
All stakeholders coordinated and engaged
Online and offline coordination
Central management – one point person
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4. Be Personal
Psychic numbing
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5. Short!
Really!
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Seven Simple Blog Strategies
1. Short! 250-500 words max!
2. Personal Voice
3. Avoid long paragraphs (people don’t read!)
4. Use titles to convey key points (think key words)
5. Don’t bury your best stuff – put it up front!
6. Invite questions and further discussion
7. Link to content that you reference
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Qualities of successful messages
They are unique
They have utility to the recipient
Fair exchange (between sender and recipient)
Trust – (trust that you will be thoughtful in what you send us)
They are entertaining or inspired
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A few case studies
Queens Museum
We Heart Astoria
Man Bartlett
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Links to contemporary society
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Links to contemporary society
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Pair Share Time
Brainstorm ideas about links to contemporary culture for you or your organization
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Social Media Learning is Iterative
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Social Media Best Practice: Social Media Best Practice: (hint: start with small bite-sizes pieces)(hint: start with small bite-sizes pieces)
o Try one thingo What small piece can
you implement first … as a pilot?
o How will you learn from the pilot for your next experiment?
Our passive solar post & beam. First we built a scale model, then
we cut each one of the150 red oak pieces. Then we had a community raising & everyone brought a peg
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Just Do It (Its Okay to Take Risks)Just Do It (Its Okay to Take Risks)
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And remember…
It’s all about investing in relationships!
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Questions?
Thank you!