building an online presence queens arts council
DESCRIPTION
Building an Online Presence Queens Arts CouncilTRANSCRIPT
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!