building an online presence queens arts council

Man Bartlett (as himself)

Meg Cotner We Heart Astoria

Nora Gomez Queens Museum

Rebecca Krause-Hardie AudienceWorks

March 24, 2011

Building an Online Presence

Queens Art Express Boot Camp

Hashtag #xxxxxx

Today’s plan• All About You• Now Turn the Megaphone

around• The Five Canonical Rules

of Online Content• Seven Simple Blog

Strategies• Case Studies • Q & A (don’t wait until the

end!)

What’s your thing? What is your business? Wha da ya do?

All About You!What is your mission, your vision?

All About You!What activities do you do?PerformTeachPaintDanceSingCreate art…

Who is your audience?

What do you want your audience to do?

Buy TicketsGive MoneyBuy ArtVolunteerTell othersSpeak well of you

Now Turn the Megaphone Around!

How would your audience define themselves?

What do they want?

How does what you have to offer benefit them?

Where do they hang out?

How do you communicate with them?

Social Media is all about building and sustaining relationships

Why should you invest in these networked personal relationships?

o Personal Referrals close at 75%o Direct Mail Push Marketing 2-4%o What’s the value of those relationships?o The power is both positive and negative

trusting

sharing

being responsive

valuing each other

even, OMG … giving away control!

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

The Five Canonical Rules of Online Content

1. Tell a Story

What’s the point?

Make an emotional connection!

Fear of emotions!

Have the right Protagonist!

Who is the hero of your story? Hint: not you!

More is not Better!

One message per story

Draw people In

Use humor or suspense

How do you want people to feel?

Use humor or suspense

Include Call to action?

WWF campaign

2. Collaborate!

Jordan Matter + Ballet Hispanico = Awesome!

Jordan Matter + Ballet Hispanico = Awesome!

Ballet Hispanico on facebook

Jordan Matter on facebook

3. Have a roll-out plan

Schedule

All stakeholders coordinated and engaged

Online and offline coordination

Central management – one point person

4. Be Personal

Psychic numbing

5. Short!

Really!

Seven Simple Blog Strategies

1. Short! 250-500 words max!

2. Personal Voice

3. Avoid long paragraphs (people don’t read!)

4. Use titles to convey key points (think key words)

5. Don’t bury your best stuff – put it up front!

6. Invite questions and further discussion

7. Link to content that you reference

Qualities of successful messages

They are unique

They have utility to the recipient

Fair exchange (between sender and recipient)

Trust – (trust that you will be thoughtful in what you send us)

They are entertaining or inspired

A few case studies

Queens Museum

We Heart Astoria

Man Bartlett

Links to contemporary society

Links to contemporary society

Pair Share Time

Brainstorm ideas about links to contemporary culture for you or your organization

Social Media Learning is Iterative

Social Media Best Practice: Social Media Best Practice: (hint: start with small bite-sizes pieces)(hint: start with small bite-sizes pieces)

o Try one thingo What small piece can

you implement first … as a pilot?

o 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

Just Do It (Its Okay to Take Risks)Just Do It (Its Okay to Take Risks)

And remember…

It’s all about investing in relationships!

Questions?

Thank you!