LEVERAGING SOCIAL MEDIA: BECOMING A

NETWORKED ARTS NONPROFIT

Facebook Cohort GroupConference Call 1: May 4, 2011

Track 1: Beginner

Beth Kanter and Julie Pippert, Zoetica

Photo by Geoff Livingston

Beth Kanter

Julie Pippert

Agenda

Roll Call (5 minutes)Quick Wiki Pointers (5 minutes)Facebook Experiment: First Steps (30 minutes)Peer Assist (10 minutes)Reflection and Next Call (5 minutes)

Type Into Chat

Your organization’s name and why you selected the Facebook experiment …..

Roll Call: Phone/Voice

When I call your name, Unmute by *7, say hello and Mute by *6

http://zoetica-training.wikispaces.com/

Demo: Adding Notes To Your Journal

Your Turn: Add Your Facebook Page URL To Your Experiment Journal

A reminder about where to get “just in time” help ….

http://zoetica-training.wikispaces.com/help

http://www.facebook.com/Beth.Kanter.Blog

Facebook Experiment: First Steps

• SMART Objectives Based on Benchmarking• Work Flow/Capacity• Your Profile• Landing Tabs

Identify the intent of your Facebook Page

Keep current audiences engaged between performancesRaise brand awarenessIdentify and recruit new audiences to your events, programs, concerts. or exhibitsInspire conversation online/offline to support audience development Get new ideas and feedback on programs and servicesResearch what people are saying about your artDrive traffic to web site or blogSocial content generationIdentify and build relationships with influencers, allies & supporters

What is the intent of your Facebook Page?Type into the chat …

S Specific

M Measurable

A Attainable

R Relevant

T Time Bound

Make It Smart In Context

Devon Smith’s Benchmarking Study

http://zoetica-training.wikispaces.com/Social-Media-Arts

Intent: Raise brand awareness

Objective: By the end of Leveraging Social Media experiment, we will increase the number of Fans who "Like" us on Facebook by X% or by x number

What’s your current baseline: How many Fans does you have now?

Compare To: Peer Organization Benchmark Median Number of FB Fans: 1600 per Devon

Intent: Inspire conversations related to audience development goals

Objective: By the end of Leveraging Social Media experiment, we will post content daily that increases the number of comments per post by X

By the end of Leveraging Social Media experiment, we will post content daily that engages people in our art and scores x% feedback percentage.

Compare to your current baseline: What is your average comment per post ratio? What is your current feedback percentage per post on average?Benchmark Median Number of Daily Comments Per Post: 4.5 per Devon

Posts By Admin (37) Divided by Total Number of Comments (206) = 5.5 comments per post

Compare to yourself

Monitor

Respond

ContentEngage

Measure

Who will do the work?

1-4 Hours Per Week

Set Up

Transfer

Team or Solo

SMART Objectives

Page Administrators: You can add an unlimited number of administrators on Facebook Page, so why go it alone? By sharing the workload, you'll be able to do more.

Post or Comment as You or Your Page? Facebook's newly launched design allows you to do this.

Don’t Live on Facebook: Use daily small chunks of time to post content and respond to fans. More efficient to have an editorial calendar for the month (next time we’ll talk about this in detail). Tools like Nutshell Mail can be useful.

Spreadsheet Aerobics: For content planning and measurement. Insights and Export.ly data can be easily put into spreadsheets.

Work Flow Tips

Toggle Back and Forth for commenting on other pages

Toggle Back and Forth for commenting on other pages

3: Look and Feel

Basics

Fill out your profile completely (depends on the category you selected)Look and feel match your brandingCustom URL: http://www.facebook.com/username/

What important field is missing?

3: Look and Feel

Advanced

Custom Content: The default welcome page for your Facebook Page is your wall. But why welcome people with wall when you can have a more inviting welcome mat in the form of a “custom landing page.”

Causes has just announced Facebook Page integration.

Custom Landing

Page

Objective

Value at a glance

Call to Action

http://www.dreamgrow.com/4-free-facebook-landing-page-creation-tools/

Peer Assist

*6 mute*7 unmute

Reflection and Closing

• One minute of silence• Type into Chat: What is one thing you are going to do for your Facebook experiment before we meet again?

Check out the Twitter experiment on the wiki: http://zoetica-training.wikispaces.com/twitterHomework: Objective, Workflow, ProfileReview Step 4/5:Notes on the Wiki, Next June 8th