what's your story? introduction to social media strategy for artists & arts organisations
DESCRIPTION
Originally presented at Underbelly Arts Festival, Cockatoo Island, Sydney, July 2011Introduction: "Getting into Facebook, Twitter and blogging is only half the story – what do you do once you’re there? How do you, as an artist, make good use of these tools to tell the full story? Stuart Buchanan has worked with a multitude of key arts organisations, both here and overseas, helping them to make the most of the web and social media. In this highly practical session, he introduces various ways to help you along the path towards social media enlightenment."TRANSCRIPT
SOCIAL MEDIA WHAT’S YOUR STORY?
Stuart Buchanan, The Nest.www.wearethenest.com.au
(WHAT IS SOCIAL MEDIA?)
flickr img by sharynmorrow
SOCIAL
flickr img by sharynmorrow flickr img by steve rhodes
SOCIAL MEDIA
flickr img by sharynmorrow flickr img by steve rhodes
SOCIAL MEDIA
WHICH ADVERTISING CAN BE TRUSTED?
Personal Recommendations
Consumer reviews posted online
Brand websites
Editorial Content
Brand Sponsorships
TV
Newspaper
Magazine
Outdoor
Radio
E-Newsletters
Ads Before Movies
0 15 30 45 60 75
Nielsen, July 2009
AUSTRALIA COUNCIL FOR THE ARTSCONNECTING THE ARTS RESEARCH, JUNE 2011
Internet plays a key role in event awareness for 40% of arts attenders, more than TV, Radio or Outdoor.
Most used online awareness tools:Email newsletter (53%) highest skew for 55+
Ticket Outlet Website (35%) highest skew for 18-24+ for theatre & live music
Referral Email from Friend (28%) highest skew for 25-34+
Search Engine (27%) highest skew for 18-24+
Facebook (26%) highest skew for 18-24+ & highest skew for live music
Venue Web Site (20%)Arts Organisation Web Site (17%)
Online most used in the attendance journey for:Research (75%)Planning (71%)Post-event Sharing / Discussion (66%)
SPOT THE DIFFERENCE:
SPOT THE DIFFERENCE:
SPOT THE DIFFERENCE:
SPOT THE DIFFERENCE:
SPOT THE DIFFERENCE:
SPOT THE DIFFERENCE:
SPOT THE DIFFERENCE:
SPOT THE DIFFERENCE:
The daughter of a dancer mother, Dannii found the spotlight early and discovered a passion for entertaining that has never faded.
After early soap opera appearances, including Home and Away, a string of chart hits in the early 90s (Love And Kisses, Success, Jump To The Beat, Baby Love, This Is It . . .) launched Dannii as an established pop singer before she then re-invented herself as one of the world's most popular female dance acts.
Most recently, she has found a new army of loving fans as a judge on The X Factor, where she has charmed audiences with her sincerity, compassion and warmth. Her recent emotional Piers Morgan interview was watched by a record-breaking six million viewers.
In this very personal and uplifting autobiography, Dannii talks openly for the first time about the highs and lows of her 30 year career; her marriage and subsequent divorce to Julian McMahon; the trials and tribulations of her role as an X Factor judge; her relationship with sister Kylie and, of course, becoming a mother.
Explosively revealing, Dannii Minogue: My Story is set to be the autobiography of the year.
The daughter of a dancer mother, Dannii found the spotlight early and discovered a passion for entertaining that has never faded.
After early soap opera appearances, including Home and Away, a string of chart hits in the early 90s (Love And Kisses, Success, Jump To The Beat, Baby Love, This Is It . . .) launched Dannii as an established pop singer before she then re-invented herself as one of the world's most popular female dance acts.
Most recently, she has found a new army of loving fans as a judge on The X Factor, where she has charmed audiences with her sincerity, compassion and warmth. Her recent emotional Piers Morgan interview was watched by a record-breaking six million viewers.
In this very personal and uplifting autobiography, Dannii talks openly for the first time about the highs and lows of her 30 year career; her marriage and subsequent divorce to Julian McMahon; the trials and tribulations of her role as an X Factor judge; her relationship with sister Kylie and, of course, becoming a mother.
Explosively revealing, Dannii Minogue: My Story is set to be the autobiography of the year.
YOUR STORY IS MUCHMORE INTERESTING
The daughter of a dancer mother, Dannii found the spotlight early and discovered a passion for entertaining that has never faded.
After early soap opera appearances, including Home and Away, a string of chart hits in the early 90s (Love And Kisses, Success, Jump To The Beat, Baby Love, This Is It . . .) launched Dannii as an established pop singer before she then re-invented herself as one of the world's most popular female dance acts.
Most recently, she has found a new army of loving fans as a judge on The X Factor, where she has charmed audiences with her sincerity, compassion and warmth. Her recent emotional Piers Morgan interview was watched by a record-breaking six million viewers.
In this very personal and uplifting autobiography, Dannii talks openly for the first time about the highs and lows of her 30 year career; her marriage and subsequent divorce to Julian McMahon; the trials and tribulations of her role as an X Factor judge; her relationship with sister Kylie and, of course, becoming a mother.
Explosively revealing, Dannii Minogue: My Story is set to be the autobiography of the year.
USE SOCIAL MEDIA TO TELL YOUR STORY
WHY STORYTELLING?
WHY STORYTELLING?
You want to create a personal connection through your work.
WHY STORYTELLING?
Your story never ends.
You want to create a personal connection through your work.
WHY STORYTELLING?
Your story never ends.
You want people to keep reading.
You want to create a personal connection through your work.
WHY STORYTELLING?
Your story never ends.
One project = one chapter.
You want people to keep reading.
You want to create a personal connection through your work.
WHY STORYTELLING?
Your story never ends.
One project = one chapter.
You want people to keep reading.
The whole story is more interestingthan a single chapter.
You want to create a personal connection through your work.
WHAT’S YOUR STORY?
WHAT’S YOUR STORY?
flickr img by silvertrace
NARRATIVE:WHERE DID YOU COME FROM?
HOW DID YOU GET HERE? WHY DID YOU TAKE THIS PATH?
WHERE ARE YOU GOING?
WHAT’S YOUR STORY?
flickr img by sharynmorrow
CHARACTER:WHO ARE THE PERSONALITIES?
WHAT DO THEY LIKE? WHAT DO THEY NOT LIKE?
WHAT SORT OF PERSON ARE THEY?
WHAT’S YOUR STORY?
flickr img by yume photo
VOICE:WHO’S TALKING?
WHAT DO DOES THEIR VOICE SOUND LIKE?
WHAT’S YOUR STORY?
READERS:WHO’S READING?
WHAT DO THEY WANT TO KNOW? HOW MIGHT THEY INTERACT?
A story has many chapters.
A story has many chapters.
CHAPTER CHAPTERCHAPTER
A story has many chapters.
A chapter has many scenes.
CHAPTER CHAPTERCHAPTER
CHAPTER
SCENE
SCENE
SCENE
SCENE
SCENE
A story has many chapters.
A chapter has many scenes.
CHAPTER
SCENE
SCENE
SCENE
SCENE
SCENE
CHAPTER
SCENE
SCENE
SCENE
SCENE
SCENE
What’s in a scene?
FIVE WAYS TO USE SOCIAL MEDIA.
What’s in a scene?
FIVE WAYS TO USE SOCIAL MEDIA.
What’s in a scene?
Groundswell by Charlene Li and Josh Bernoff
(Harvard Business School Press / Forrester, 2008)
FIVE WAYS TO USE SOCIAL MEDIA.
What’s in a scene?
FIVE WAYS TO USE SOCIAL MEDIA.
LISTENING gaining insight into the context & expectations.
What’s in a scene?
FIVE WAYS TO USE SOCIAL MEDIA.
TALKING generating awareness and visibility of the basics
LISTENING gaining insight into the context & expectations.
What’s in a scene?
FIVE WAYS TO USE SOCIAL MEDIA.
TALKING generating awareness and visibility of the basics
LISTENING gaining insight into the context & expectations.
SUPPORTING practical help & assistance for audience
What’s in a scene?
FIVE WAYS TO USE SOCIAL MEDIA.
TALKING generating awareness and visibility of the basics
LISTENING gaining insight into the context & expectations.
SUPPORTING practical help & assistance for audience
EMBRACING feedback, suggestions, help via crowd-sourcing
What’s in a scene?
FIVE WAYS TO USE SOCIAL MEDIA.
TALKING generating awareness and visibility of the basics
LISTENING gaining insight into the context & expectations.
SUPPORTING practical help & assistance for audience
EMBRACING feedback, suggestions, help via crowd-sourcing
ENTHUSING inspire & entertain + critical insights & ideas
What’s in a scene?
A chapter has many scenes.
All the interesting things you’re doing at
Underbelly.
Background to UB / what are people talking
about?
The project, the participants, the rationale.
Where, when, how?
Get help, solicit feedback and thoughts.
(1) Inspiration & Genesis
(2) Documentation & outcomes.
CHAPTER
SCENE
SCENE
SCENE
SCENE
SCENE
LISTENING
TALKING
SUPPORTING
EMBRACING
ENTHUSING
FIVE WAYS TO USE SOCIAL MEDIA
The whole story is more interestingthan a single chapter.
The whole story is more interestingthan a single chapter.
CHAPTER
The whole story is more interestingthan a single chapter.
CHAPTER
CHAPTER
CHAPTER
CHAPTER
CHAPTER
CHAPTER
CHAPTER
CHAPTER
CHAPTER
CHAPTER
The whole story is more interestingthan a single chapter.
MY STORYby YourName
CHAPTER
CHAPTER
CHAPTER
CHAPTER
CHAPTER
CHAPTER
CHAPTER
CHAPTER
CHAPTER
CHAPTER
TELLING YOUR STORY
THE NARRATIVE:Use a blog to house your main narrative - all the chapters can be collected as categories or tags.
TELLING YOUR STORY
THE NARRATIVE
TELLING YOUR STORY
CHAPTERS & SCENES:Embellish the story with photos, videos & audio using free services.
THE NARRATIVE
TELLING YOUR STORY
CHAPTERS & SCENES
PROMOTE THE STORY:Create a Facebook Page linked to your blog. Start engaging on Twitter.
THE NARRATIVE
TELLING YOUR STORY
CHAPTERS & SCENES
PROMOTE THE STORY
LOCATE THE STORY:Ground yourself with Foursquare & Instagram
THE NARRATIVE
TELLING YOUR STORY
CHAPTERS & SCENES
PROMOTE THE STORY
LOCATE THE STORY
WHAT WILL IT ALL COST?
WHAT WILL IT ALL COST?
flickr img by OldOnliner
HOSTING $0 - $400 per year
DOMAIN NAMES $20 per year
flickr img by heartfelthandmade
FLICKR $0 for Standard$25 for ‘Pro’ account
VIMEO $0 for Standard$50 for ‘Pro’ account
SOUNDCLOUD $0 for Standardfrom $25 for ‘Pro’ account
WHAT WILL IT ALL COST?
WHAT WILL IT ALL COST?
FLIP HD VIDEO$200
ZOOM AUDIO $250
CANON 550D $1200 YOUR PHONE
$?
flickr img by matthew masin
WHAT WILL IT ALL COST?
HOW DO I KNOW IF IT WORKED?
HOW DO I KNOW IF IT WORKED?
HOW DO I KNOW IF IT WORKED?
BRINGING IT ALL TOGETHER
WHAT IS IT YOU WANT TO SAY?
BRINGING IT ALL TOGETHER
WHAT IS IT YOU WANT TO SAY?THINK ABOUT YOUR STORY & YOUR MESSAGES
BRINGING IT ALL TOGETHER
WHAT IS IT YOU WANT TO SAY?
WHO WILL YOU SAY IT TO?
THINK ABOUT YOUR STORY & YOUR MESSAGES
BRINGING IT ALL TOGETHER
WHAT IS IT YOU WANT TO SAY?
WHO WILL YOU SAY IT TO?
THINK ABOUT YOUR STORY & YOUR MESSAGES
KNOW YOUR AUDIENCE
BRINGING IT ALL TOGETHER
WHAT IS IT YOU WANT TO SAY?
HOW WILL YOU SAY IT?
WHO WILL YOU SAY IT TO?
THINK ABOUT YOUR STORY & YOUR MESSAGES
KNOW YOUR AUDIENCE
BRINGING IT ALL TOGETHER
WHAT IS IT YOU WANT TO SAY?
HOW WILL YOU SAY IT?
WHO WILL YOU SAY IT TO?
THINK ABOUT YOUR STORY & YOUR MESSAGES
CONTENT THROUGH WORDS, PICTURES, VIDEOS, SOUND
KNOW YOUR AUDIENCE
BRINGING IT ALL TOGETHER
WHAT IS IT YOU WANT TO SAY?
HOW WILL YOU SAY IT?
WHERE WILL YOU SAY IT?
WHO WILL YOU SAY IT TO?
THINK ABOUT YOUR STORY & YOUR MESSAGES
CONTENT THROUGH WORDS, PICTURES, VIDEOS, SOUND
KNOW YOUR AUDIENCE
BRINGING IT ALL TOGETHER
WHAT IS IT YOU WANT TO SAY?
HOW WILL YOU SAY IT?
WHERE WILL YOU SAY IT?
WHO WILL YOU SAY IT TO?
THINK ABOUT YOUR STORY & YOUR MESSAGES
CONTENT THROUGH WORDS, PICTURES, VIDEOS, SOUND
BLOG, FACEBOOK, TWITTER, YOUTUBE etc
KNOW YOUR AUDIENCE
BRINGING IT ALL TOGETHER
FOR MORE INFO & IDEAS, VISIT www.wearethenest.comEMAIL [email protected]