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Dance USA Intro

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Rebecca Krause-Hardie
Rebecca Krause-Hardie

The document discusses best practices for using social media strategically. It emphasizes the importance of authenticity, relationships, transparency and alignment across an organization. It provides tips for developing a social media plan including defining goals, listening to audiences, integrating tactics, anticipating change and measuring success. Bite-sized pilots are recommended to start implementing the plan.

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Wednesday August 26, 2009 Rebecca Krause-Hardie AudienceWorks.com Blog arts.typepad.com Email krause@moonroad.com Twitter @arkrausehardie Facebook facebook.com/krausehardie Flickr flickr.com audienceworks Delicious Delicious.com/audienceworks YouTube audienceworks Skype krausehardie
What is it about social media that works so well? It’s the passion & authenticity It’s about your relationships It’s about being real… It’s about transparency It’s about … “just doing it!” for example …
Like This Dance Video with 20 million views!
Another Dance Video with passion & authenticity What aerials - what air time
SO YOU THINK YOU CAN DANCE
Zappos Dance with its customer base is now worth $780+ Million (says Amazon) (that’s not just for taps, pointes or slippers) Driven by daily passionate customer service Totally audience centered Customer valued Hint: it’s institutional alignment & intentionality Everyone in the same boat - rowing together
It’s About Leadership
It’s About Training
And …Transparency
What we are talking about here, is core institutional alignment & intentionality, with everyone in the same boat, rowing together, in the same responsive direction. And, this is played out, every day at Zappos, with trust, transparency, authentic passion … and very contagious enthusiasm. Bottom Line: creating & sustaining real value for both the institution … and its customers Zappos is in a totally customer-centered dance with its audience
That’s pretty exciting. So, how do we get there from here? Let’s step back a moment, and reflect a bit about the soul of social media & communication.
The Old Model of Communication Dance/USA ONE A One to One Push-Marketed Monologue
Old Model of Communication One to Many Monologues Dance/USA The same message to many recipients
Here’s the New Model of Communication
When we do, here’s what happens … Many to Many … Networked Conversations Dance/USA
Social Media is all about building and sustaining relationships Personal Relationships that are informed by mutual awareness, trust, transparency, understanding, value and responsiveness
Why should you invest in these networked personal relationships? Personal Referrals close at 75% Direct Mail Push Marketing 2-4% What’s the value of those relationships? The power is both positive and negative
What are the core attributes of relationships? Flickr attribution Amit Gupta
trusting Flickr attribution opxphile
sharing Flickr attribution Andy Woo
being responsive Flickr attribution ClickFlashPhotos
valuing each other Flickr attribution avriette
even, OMG … giving away control! Flickr attribution kitchenkam The reason most organizations persist in their push marketing monologues with their patrons; they want to stay in control . All they give up … is turning their passionate patrons into powerful viral marketing machines … who will happily do it for free
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
Conversations about Dance are happening everywhere! Your job is to listen, join them … and add value Dance/USA
Conversations happen everywhere twitter Dance/USA facebook blogs twitter
Dance Conversations online… These conversations are already happening in the blogosphere!
Who is online?
The Shiny New Toys of Social Media
Social Networking Sites - Commoncraft Show
SF Symphony Social Network on Ning
SF Symphony Social Network on Ning
SF Symphony Social Network on Ning
SF Symphony Social Network on Ning
On Blogs
On Twitter
On Flickr
On YouTube
On Podcasts
Here are some ways to engage: Listen/Engagement Share Your Story Spread Buzz Social Networking The toys are exciting but how we integrate them effectively… is everything
And, we need to be thoughtful about this We have limited resources Time Staff Money Capacity
Tactics, Tools, Time Listen Participate Community Building & Social Networking GenerateBuzz Less Time More time 5hr 10hr 15hr 20hr Share Content
So what comes next? Let’s think strategically about this stuff Begin with your outcomes in mind Your strategy is the critical path you all take together, to get to your goals, and achieve your SMART objectives. Your tactics are what & how you do it
A Best Practice - Social Media Strategic Plan Develop shared objectives Identify your target audience(s) Listen and Learn - Together Integrate & own institution-wide Anticipate: plan for culture change Build capacity, then train trainers Select and try tools & tactics Measure evaluate adapt & adjust Wash, Rinse, and Repeat
Social Media is not a bumper sticker. Your social media plan & activities must seamlessly integrate with your mission! What is your shared vision and mission What do you need to do achieve a shared vision How is this shaped by listening to your constituents What are the desired outcomes, results, or benefits and why are they of value to you and your customers How can you make this process ongoing & dynamic, rather than an anchor is your bottom left fire drawer Is your contagious passion for dance, authenticity, enthusiasm & responsiveness, reflected in your plan?
Express one of your activities in three parts: We do X … So that Y happens … Resulting in Z outcome . X We offer pre-performance chats to educate our audience Y so that their appreciation and understanding of dance is enhanced Z resulting in a lifelong connection with dance. X We create residency resource guides for artists and students Y so that they will have a leg up on getting started Z resulting in limited resources being allocated more effectively.
Let’s restate this - in terms of social media X We do regular video-casting to educate our dance audiences Y So their appreciation and understanding of dance is enhanced Z Resulting in a lifelong connection with dance. X We create an online database of resources Y So that artists and students can easily get the latest info Z Resulting in limited resources being allocated more effectively.
Learn to Turn the Megaphone Around Really listen to your audience/customers Ask open-ended questions & really listen What do they tell you they really want? What do they tell you they really need? What do they value? How do you measure what’s important to them How does what you say & do - every day - provide value to your audiences? How do you make that happen – every day? Think about how you would act if this was a personal relationship
Here are the steps: First Integration Everyone in the same boat, rowing in the same direction - together How do each of your social media activities support your website, your email campaigns, fundraising, PR, conference, etc.? What do you need to do to seamlessly integrate all of your online with off-line components?
Then, Anticipate Culture Change As you begin an initial social media strategic plan process; how can you help every one of your stakeholders to own it? You can address any fears or concerns about change - by being broadly inclusive from the get go – building awareness, understanding and agreement What is the real rate of change your organization can tolerate?
Then Incrementally Build Capacity Who will implement your social media strategy? How much time can you commit? How to integrate social media into your work flow? Outside expertise might be helpful
Define Measurable Success - Up Front Define successful outcomes - together Make them SMART objectives What incremental hard data points or metrics will you use to track your objectives? How often will you track? Do you have the staff, systems and tools set up to track efficiently? How will you share? How will you harvest insights from hard data and qualitative data as the project unfolds? What questions will you ask each other to generate new insights?
The Social Media Short Form Define success - up front Experiment - together Learn & use web analytics Review, refine & jump back in Wash Rinse and Repeat
Tools and Tactics & Capacity What tactics and which tools will best support your objectives and match your targeted audiences? What tactics and which tools do you have the capacity to implement, now or in the future?
Just Do It (Its Okay to Take Risks) Flickr attribution b d solis
Social Media Best Practice: (hint: start with small bite-sizes pieces) Try one thing What small piece can you implement first … as a pilot? 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
Here are some bite size twitter pieces Lurk on twitter & check it out Sign up for a twitter account Follow people you respect, see what they do and say What do they do well? What could be improved? What do you value about their tweets? Just try it…
more bite size pieces Share stuff on the web Post to Flickr, YouTube Facebook, or your blog Update regularly Get a flip video camera and share it with people.
Finally … its really ok to fail! “ No Try … Just Do”, Yoda Lets take a break

More Related Content

Dance USA Intro

  • 1. Wednesday August 26, 2009 Rebecca Krause-Hardie AudienceWorks.com Blog arts.typepad.com Email krause@moonroad.com Twitter @arkrausehardie Facebook facebook.com/krausehardie Flickr flickr.com audienceworks Delicious Delicious.com/audienceworks YouTube audienceworks Skype krausehardie
  • 2. What is it about social media that works so well? It’s the passion & authenticity It’s about your relationships It’s about being real… It’s about transparency It’s about … “just doing it!” for example …
  • 3. Like This Dance Video with 20 million views!
  • 4. Another Dance Video with passion & authenticity What aerials - what air time
  • 5. SO YOU THINK YOU CAN DANCE
  • 6. Zappos Dance with its customer base is now worth $780+ Million (says Amazon) (that’s not just for taps, pointes or slippers) Driven by daily passionate customer service Totally audience centered Customer valued Hint: it’s institutional alignment & intentionality Everyone in the same boat - rowing together
  • 10. What we are talking about here, is core institutional alignment & intentionality, with everyone in the same boat, rowing together, in the same responsive direction. And, this is played out, every day at Zappos, with trust, transparency, authentic passion … and very contagious enthusiasm. Bottom Line: creating & sustaining real value for both the institution … and its customers Zappos is in a totally customer-centered dance with its audience
  • 11. That’s pretty exciting. So, how do we get there from here? Let’s step back a moment, and reflect a bit about the soul of social media & communication.
  • 12. The Old Model of Communication Dance/USA ONE A One to One Push-Marketed Monologue
  • 13. Old Model of Communication One to Many Monologues Dance/USA The same message to many recipients
  • 14. Here’s the New Model of Communication
  • 15. When we do, here’s what happens … Many to Many … Networked Conversations Dance/USA
  • 16. Social Media is all about building and sustaining relationships Personal Relationships that are informed by mutual awareness, trust, transparency, understanding, value and responsiveness
  • 17. Why should you invest in these networked personal relationships? Personal Referrals close at 75% Direct Mail Push Marketing 2-4% What’s the value of those relationships? The power is both positive and negative
  • 18. What are the core attributes of relationships? Flickr attribution Amit Gupta
  • 21. being responsive Flickr attribution ClickFlashPhotos
  • 22. valuing each other Flickr attribution avriette
  • 23. even, OMG … giving away control! Flickr attribution kitchenkam The reason most organizations persist in their push marketing monologues with their patrons; they want to stay in control . All they give up … is turning their passionate patrons into powerful viral marketing machines … who will happily do it for free
  • 24. 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
  • 25. Conversations about Dance are happening everywhere! Your job is to listen, join them … and add value Dance/USA
  • 26. Conversations happen everywhere twitter Dance/USA facebook blogs twitter
  • 27.
  • 28.
  • 29. Dance Conversations online… These conversations are already happening in the blogosphere!
  • 31. The Shiny New Toys of Social Media
  • 32. Social Networking Sites - Commoncraft Show
  • 33. SF Symphony Social Network on Ning
  • 34. SF Symphony Social Network on Ning
  • 35. SF Symphony Social Network on Ning
  • 36. SF Symphony Social Network on Ning
  • 42. Here are some ways to engage: Listen/Engagement Share Your Story Spread Buzz Social Networking The toys are exciting but how we integrate them effectively… is everything
  • 43. And, we need to be thoughtful about this We have limited resources Time Staff Money Capacity
  • 44. Tactics, Tools, Time Listen Participate Community Building & Social Networking GenerateBuzz Less Time More time 5hr 10hr 15hr 20hr Share Content
  • 45. So what comes next? Let’s think strategically about this stuff Begin with your outcomes in mind Your strategy is the critical path you all take together, to get to your goals, and achieve your SMART objectives. Your tactics are what & how you do it
  • 46. A Best Practice - Social Media Strategic Plan Develop shared objectives Identify your target audience(s) Listen and Learn - Together Integrate & own institution-wide Anticipate: plan for culture change Build capacity, then train trainers Select and try tools & tactics Measure evaluate adapt & adjust Wash, Rinse, and Repeat
  • 47. Social Media is not a bumper sticker. Your social media plan & activities must seamlessly integrate with your mission! What is your shared vision and mission What do you need to do achieve a shared vision How is this shaped by listening to your constituents What are the desired outcomes, results, or benefits and why are they of value to you and your customers How can you make this process ongoing & dynamic, rather than an anchor is your bottom left fire drawer Is your contagious passion for dance, authenticity, enthusiasm & responsiveness, reflected in your plan?
  • 48. Express one of your activities in three parts: We do X … So that Y happens … Resulting in Z outcome . X We offer pre-performance chats to educate our audience Y so that their appreciation and understanding of dance is enhanced Z resulting in a lifelong connection with dance. X We create residency resource guides for artists and students Y so that they will have a leg up on getting started Z resulting in limited resources being allocated more effectively.
  • 49. Let’s restate this - in terms of social media X We do regular video-casting to educate our dance audiences Y So their appreciation and understanding of dance is enhanced Z Resulting in a lifelong connection with dance. X We create an online database of resources Y So that artists and students can easily get the latest info Z Resulting in limited resources being allocated more effectively.
  • 50. Learn to Turn the Megaphone Around Really listen to your audience/customers Ask open-ended questions & really listen What do they tell you they really want? What do they tell you they really need? What do they value? How do you measure what’s important to them How does what you say & do - every day - provide value to your audiences? How do you make that happen – every day? Think about how you would act if this was a personal relationship
  • 51.
  • 52. Here are the steps: First Integration Everyone in the same boat, rowing in the same direction - together How do each of your social media activities support your website, your email campaigns, fundraising, PR, conference, etc.? What do you need to do to seamlessly integrate all of your online with off-line components?
  • 53. Then, Anticipate Culture Change As you begin an initial social media strategic plan process; how can you help every one of your stakeholders to own it? You can address any fears or concerns about change - by being broadly inclusive from the get go – building awareness, understanding and agreement What is the real rate of change your organization can tolerate?
  • 54. Then Incrementally Build Capacity Who will implement your social media strategy? How much time can you commit? How to integrate social media into your work flow? Outside expertise might be helpful
  • 55. Define Measurable Success - Up Front Define successful outcomes - together Make them SMART objectives What incremental hard data points or metrics will you use to track your objectives? How often will you track? Do you have the staff, systems and tools set up to track efficiently? How will you share? How will you harvest insights from hard data and qualitative data as the project unfolds? What questions will you ask each other to generate new insights?
  • 56. The Social Media Short Form Define success - up front Experiment - together Learn & use web analytics Review, refine & jump back in Wash Rinse and Repeat
  • 57. Tools and Tactics & Capacity What tactics and which tools will best support your objectives and match your targeted audiences? What tactics and which tools do you have the capacity to implement, now or in the future?
  • 58. Just Do It (Its Okay to Take Risks) Flickr attribution b d solis
  • 59. Social Media Best Practice: (hint: start with small bite-sizes pieces) Try one thing What small piece can you implement first … as a pilot? 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
  • 60. Here are some bite size twitter pieces Lurk on twitter & check it out Sign up for a twitter account Follow people you respect, see what they do and say What do they do well? What could be improved? What do you value about their tweets? Just try it…
  • 61. more bite size pieces Share stuff on the web Post to Flickr, YouTube Facebook, or your blog Update regularly Get a flip video camera and share it with people.
  • 62. Finally … its really ok to fail! “ No Try … Just Do”, Yoda Lets take a break