Download - 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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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”
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
Imagine you are at a party
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Impact, characteristics, potential usage
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
Key features of social media communication
Participation Authenticity
Transparency
Loss of control
DialogueActivation
Inclusion
Cross linkage
Speed
Regularity
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
Usage of social media
collaborationcommunitybuilding
self-representation
fundraising/sponsoringproject management
PR, marketingcrowd funding
sales service
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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?
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
There are a plenty of social media platforms
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
Which social media platform is the right one?
Depends on
goals
time
legal framework
manpower
corporateculture
audience
budget
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
Social media tools
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
„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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
“Share & bookmark” 2/2
Suitable for websites, blogs to increase visibility on the web.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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.
How to edit the content?
How to spread the content?
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
How to edit the content?
How to spread the content?
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
How to edit the content?
How to spread the content?
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
How to edit the content?
How to spread the content?
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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.
How to edit the content?
How to spread the content?
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
How to edit the content?
How to spread the content?
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
Before starting …
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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.
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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
www.kulturzweinull.eu . 19. November 2011, Copyright u.s.k.
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