Slides from Going Social - An Introduction to social media. Arts Marketing Association training course - May 2013 Manchester-London-Cardiff

1. Going social
An introduction to social media
Amy Rushby
amy.rushby@rsc.org.uk
@amy_rushby

2. ∗ Introduce yourself (name and organisation)
∗ Do you use social media (for pleasure or work)?
∗ What would you like to get out of today?
Welcome

3. SESSION 1 – Introduction to different platforms and
how to decide the best platforms for you
SESSION 2 – Using social media in your wider
communications, building and managing a community
and tips for Facebook and Twitter best practice
LUNCH!
What we will cover today

4. SESSION 3 – Evaluating your social media; and crisis
management
SESSION 4 – Social media surgery and thinking about
your next steps, creating a social media plan / social
media campaign for your organisation
What we will cover today…

5. ∗ All things discussed and shared about our
organisations throughout the day are to remain
confidential
∗ Feel free to write down specific questions for the
Social Media Surgery session this afternoon
A request

6. Session 1: Social Media Platforms
(10.30-11.30am)

7. ∗ Why do you (or your organisation) want to use social media?
∗ What benefits do you think it will bring to your organisation?
∗ Is your organisation using social media already? Is it working for
you?
∗ Remember to write down your questions
Discussion – in groups and report
back
5 mins!

8. The social media landscape

9. ∗ Facebook
∗ Twitter
Plus a little bit of:
∗ YouTube
∗ Pinterest
∗ Storify
∗ Google+
Today we are going to focus on

10. ∗ Be responsive
∗ Be active
∗ Offer a glimpse into life of the company
∗ Be innovative
∗ Be fun
∗ Not “sell, sell, sell”
∗ Be prepared for the unexpected!
The RSC approach to social media

12. ∗ Founded in 2004, Facebook’s mission is to make the
world more open and connected. People use
Facebook to stay connected with friends and family,
to discover what’s going on in the world, and to share
and express what matters to them.
∗ As of December 2013 Facebook had more than one
billion monthly active users
A little bit about Facebook (from
their website)

13. ∗ Status updates
∗ Photo albums
∗ Video
∗ Polls / questions
∗ Check in to places
∗ Send messages
∗ Chat
∗ Organise events
∗ Promote special offers
∗ Makes suggestions
∗ An advertising platform
What does Facebook do?

14. ∗ Facebook Profile – an individual’s page on Facebook,
shared with friends and family
∗ Facebook Pages – a business or charity’s page on
Facebook. Facebook users can choose to “like”
brands, products or organisations and receive regular
information from them in their News Feed – let’s take
a look at the RSC
Profiles and Pages

15. Birmingham Royal Ballet
Promo
cover image
Key info & Pinterest
“Highlighted”
photo album

16. Birmingham
Contemporary Music
Group (BCMG)
Promoting future
concert
Feature video and
Enews sign up
Connecting with similar
Facebook pages

17. The National Trust
Promoting a
competition
Customer service info &
custom built app
Lots of posts from NT
Facebook community

19. ∗ 140 characters! (it’s the perfect copywriting skill!)
∗ Conversational
∗ A customer service channel
∗ Opportunity to be creative! (and if it doesn’t work, no
one will notice!)
∗ People will say what they really think
∗ Get to know your customers and audiences
Twitter

20. Uploaded photo
Mentioned Stan’s
Cafe
Used concert
hashtag
Birmingham
Contemporary Music
Group

21. Birmingham
Royal Ballet
Speaking directly to
the audience
Conversational tone of voice with added
sense of humour

22. The National Trust
Paid for “promoted tweet”, part of a wider
campaign
Uses hashtags and invites tweeters to take part –
starts a conversation

23. ∗ Think about how you represent your organisation on
social media
∗ Txt spk
∗ Emoticons  <3 ;-)
∗ Shortening URLs – bit.ly (useful for measuring clicks)
∗ Will you use hashtags? #RSCTitus
∗ Will you respond over the weekend?
Set clear guidelines

24. YouTube – video sharing and hosting
Pinterest – sharing images and video from across the web
Storify – creating a “story” through aggregating online
content
Google+ - Google’s social platform, incorporating Google
Hangouts
Also for your consideration

27. Drag and drop content
from other channels, e.g
Twitter. Can embed in
websites

28. Google +

29. ∗ There is a lot of social media platforms to choose from
∗ Easy to set up, but easy to maintain?
∗ Facebook and Twitter are great for reaching the masses,
but more niche platforms may also be worth investigating
∗ What will be your priorities?
Conclusions

30. ∗ Think about what you want to achieve? Set SMART objectives
∗ Who is your potential online audience?
- What do they use regularly?
- Are they creators or passive observers?
- What do your audiences / visitors expect?
∗ What do you (realistically) have time and resource to achieve?
∗ Do you have any budget to invest?
∗ Who in your organisation will be involved and how can you
convince the people in your organisation that social media is
relevant?
Where to start?

31. ∗ What do you feel confident using?
∗ What are your competitors doing?
∗ What platforms suit the media you have access to?
∗ Do you need to present a business case for social media?
∗ Better to do one thing brilliantly, than have your fingers in a lot of
pies! SOCIAL MEDIA BURNOUT!
∗ Where do you think you will start?
And other things to consider

32. Break

33. ∗ Using social media in your wider communications
∗ Building and managing a community
∗ Tips for Facebook and Twitter best practice
Session 2 (12 – 1pm)

34. ∗ Social media is not FREE (although it can be cost effective)
∗ Social media is not a broadcast medium – THINK
CONVERSATION
∗ Social media is no longer just for “young people”
∗ Good social media practice takes time and experience
∗ Not everyone is as interested in social media (so don’t
neglect other comms channels)
∗ Integrate social media in to wider campaign planning
∗ An organisation cannot be active on all available platforms
34
Things to remember

35. ∗ You don’t need to do it all!
∗ Do one thing well, rather than many things badly!
∗ THINK! And use the right channels for your organisation and audiences
∗ Not everything is going to work
∗ Expect the unexpected
∗ The best social media, is well-thought out, creative and integrated into
wider campaign plans
And before we delve further…

36. Building your community

37. Build your community
Your quandary
Social media campaign

38. ∗ Launch your channels populated with content
∗ Promote your channels on your website and other
marketing materials, e.g. email
How to build your community?
Example: Accessorize
emarketing

39. ∗ Invest in Facebook advertising and promoted posts–
more later
∗ Post regular, share-able content to generate viral
effect
∗ Test, test, test – the more “sharing” the more people
are seeing your brand
Building your community

40. ∗ Try to engage your community, figure out what floats
their boat
∗ Mix up your media – use photos, video,
questions/polls and status updates
∗ Top tip – people find photos and video more
engaging than text!
∗ Keep it relevant – is the weather really that engaging?
∗ Don’t be desperate! Pls RT
∗ Monitor! Evaluate!
What works (and what doesn’t)?

41. Understanding Edgerank
http://www.whatisedgerank.com/

42. Organic vs paid for
http://www.creatingaladdin.com/2013/03/the-
top-shots-from-facebook/
Birmingham Royal Ballet
•Post photos in ‘batches’ to
gather more interest
•Encourage people to Like their
favourite
•Most “liked” featured again in
blog post
•“From the wings” photos have
proved popular

43. Sponsored Stories / Promoted Posts

45. ∗ BCMG – January 2012. Targeting “friends of friends”
to build following. Targeted countries in Europe
∗ Key interest “contemporary classical music”
∗ During campaign (one month), doubled the number
of Likes
∗ Cost - £100
∗ RESULT – reach a wider music audience with BCMG
brand – and they are engaged
∗ More people on Facebook than enews list
Facebook Ads

46. ∗ A small budget to spend on Facebook can always be
helpful – boosts your posts and extends your reach
∗ However, a mini-strategy to boost your posts organically
can work almost as well
∗ Use a range of different media
∗ Monitor what works for you
Conclusions

47. Motionhouse Dance Theatre – The Voyage
What works on Twitter?
Motionhouse Dance Theatre – The
Voyage

51. ∗ Over 65 pages Twitter comments (from dress
rehearsal day –final performance)
∗ Increase in audience engagement through sharing
images, films, comments, likes, shares and general
interaction across all channels
∗ A number of the findings from the social media
campaign for The Voyage were useful for developing
a strategy for online communication
The results for Motionhouse

52. ∗ Build a relationship with your audience
∗ Customer service
∗ Learn to listen and respond
∗ An opportunity to be creative
∗ Think about how you can make your tweets go
further – example coming up!
On Twitter

53. Social Media Campaigns

54. - Good examples
- Bad examples
- Arts and non-arts
Discussion in groups, and report back – 10 minutes!
VIDEO: PHOTO: COMPETITIONS:QUIZES:FUNNY:SERIOUS
What campaigns have you seen lately
on social media?

55. • The Holy Grail – go viral! Fiat campaign
• Remember that social is part of your wider campaign plan, how can it
support or AMPLIFY your message
• Example: Innocent Drinks – BEAT JANUARY
• Online games - quirky, funny and “share-able” BUT relevant, tuned into
their audiences – like the Innocent brand
• Backed up by a social media campaign to drive traffic
• Does this campaign drive sales, or is it brand focused?
Digital Campaigns, incorporating social

58. Cool ideas – think creatively!
The Book of Mormon
London Underground
poster

59. Facebook – Tag it to Bag It
Belgrade Theatre

60. B&Q – 62.5K
followers!
Social media
Q&As

61. You are marketing a performing arts festival
How could you creatively use Facebook and Twitter
across the duration of the festival?
Your aims are:
Encourage local people to visit the festival
Create a buzz around the festival – before and during
Give the festival an international profile
Before (or during) lunch…activity

62. Lunch

63. ∗ Evaluating your social media
∗ Crisis management
Session 3 (2 – 3pm)

64. Evaluating your social media

65. ∗ Love social media because it is measurable – Facebook
Insights, Klout, Sprout Social, Google Analytics and more!
∗ Monitor what works and what doesn’t
∗ Who engages with you? Who are you reaching?
∗ Try to instigate regular reporting, in a way that works for
you
65
Analysis and metrics

66. Facebook Insights (via your Facebook page)

68. http://www.a-m-a.co.uk/page.aspx?id=268
AMA ScreenCast – Facebook Insights

69. Sprout Social
For free trial go to: sproutsocial.com

71. Your Klout Score
To get your score go to: klout.com

72. Is this a worthwhile measure?
So, what is it?

73. ∗ How many people are visiting your site from social sites?
∗ How many of these are new visitors?
∗ How long do they typically spend on the site?
∗ What other pages do they visit?
∗ Why not create “tracking links” for individual campaigns –
Google URL Builder (Google it!)
∗ Want to know more? Watch Mary Butlin’s AMA ScreenCast
Google Analytics (or web stats)

74. Because sometimes bad stuff happens
Crisis Management

75. ∗ What would you do if….
∗ Imagine you manage social media for an organisation
and the following situations arise
∗ Discuss in your groups and develop a plan of action –
15 minutes
75
Crisis Management: Case Studies

76. Whilst on tour in USA, a national paper publishes a story
about how your production includes the skinning of a dead
rabbit.
Within 2 hours, animal protestors hijack your Facebook
Page, posting comments about the story. Within 4 hours,
more than 100 comments have been posted.
It’s the weekend, the Comms Director (with no access to
Facebook page) is in New York and you are enjoying a
weekend away when your line manager calls in a panic.
76
Protest groups hijack Facebook Page

77. At 10am, when tickets go on sale for an eagerly
anticipated exhibition, your website immediately
crashes. Unable to get through on phones, ticket
buyers jump on Facebook and Twitter to loudly
complain about the lack of service & ask a range of
questions about booking. With the website down for
an hour, how would you handle this?
77
Website crash!

78. A new photography exhibition opens at your small
town gallery, with some images deemed to be sexually
explicit. Locals have jumped on social media to
complain about the exhibition. The curator wants you
to remove some of the overly negative comments
(some being very disparaging towards the artist).
How would you respond to this?
How would you deal with the negative comments?
78
Controversy!

79. As a high end supermarket your Marketing Director
wishes to launch a Twitter campaign asking people to
tweet about why they love shopping with you using a
hashtag.
Upon launching the campaign, Twitter users hijack the
hashtag, posting sarcastic tweets about your high end
image and the people who shop there. Within 1 hour
your hashtag is trending but for the wrong reasons!
How would you handle this?
79
Hashtag disaster

80. ∗ Social media vigilance
∗ Tolerance
∗ Clarity about what is and what is not acceptable
∗ Familiarity with terms and conditions and
community guidelines
∗ Internal communications and have an action plan
∗ Expect the unexpected – there’s not one rule for
every Twitter Storm
80
What organisations have learnt

81. Break

82. ∗ Social Media Surgery
∗ Creating your Social Media Action Plan
Session 4 – 3.30 – 5pm

83. Social Media Surgery
It’s time for your questions:
-Is there anything particular we’ve covered you would like more detail
about?
-Is there something we haven’t covered you would like to ask?
-Is there something specific to your organisation you would like to
discuss

84. What is your social media action plan
What are your key objectives? Who will be involved? What channels will you focus on?
Think about what you want to achieve:
-Next week
-Next month
-Next 3 months
Plan out a social media campaign for a forthcoming event, show, concert or exhibition? What are your
ideas to take back to the office?
How will you report and measure success?
What potential threats could you encounter when implementing your social media plan?
Social Media Plans

85. ∗ Covered basics of Facebook and Twitter
∗ Integrating social media into wider campaign
planning
∗ Social media as a communication tool
∗ Building your community
∗ Crisis management
∗ Evaluation and monitoring
∗ Social media plans
Summary

86. ∗ AMA webcasts and CultureHive – a-m-a.co.uk and
culturehive.co.uk
∗ Chris Unitt’s blog – chrisunitt.co.uk
∗ HubSpot – blog.hubspot.com
∗ A Younger Theatre – ayoungertheatre.com
∗ E-Consultancy – econsultancy.com/uk
∗ Lets Get Real –
weareculture24.org.uk/projects/action-research/
Resources