Download PDF 626 KB - Creative New Zealand

More documents

Recommendations

Info

• Would you need to get permission? Would you need to advocate internally to get buy-in? • Who would manage social media in your organisation? Would oversight dull the effects of social media? • Do you have the time and proper resources? • Do communities like yours already exist? How can you reach out to these? • How would listening help your organisation? What would you ask the audience? Optimise your online audience engagement – Vicki Allpress-Hill, The Audience Connection By engaging audiences online, arts companies gain the means to build closer and stronger relationships with their audiences and stakeholders. By following a few simple guiding principles, organisations can optimise their effectiveness online. There are four key ways to engage an audience online: 1. Facilitate an initial connection 2. Encourage and enable a conversation to start 3. Enhance their understanding and enjoyment 4. Encourage the leap to becoming a customer Vicki had 17 tips for arts organisations to optimise their online presence. She noted that trying to do everything might be too much, so choosing the things that could be accomplished or would have the single biggest effect would make adopting world best practices more achievable. 17 tips for optimising the presence of your organisation online: 1. Which questions are you the answer to? Think about how people would search for your organisation online and make sure you’re the answer to their search – your answers/content needs to be relevant to your users’ questions, not simply what you want to tell the world about yourself. 2. Increase the chances of people finding you via searches by ensuring the most commonly searched for terms connected with your website’s header. 3. Proactively target very specific segments. Facebook allows you to determine very specific demographic profiles and things that people link to or talk about in their news feeds. By targeting those people you ensure your advert increases in relevance. 4. Create clear pathways on your website. Ensure the navigation on your website is simple and relates to what people would want and expect to find when they reach your site. Remember fewer than than 50% of people come to your site via your homepage, so ensure that no matter where people are on your site, they can find their way around without getting confused. 5. Clearly articulate your sign-up benefits. If you want people to sign up to emails, make sure people know why they would and what they can expect to get from you via email in the future.
6. Invite people to sign up for email communications at every entry point. Keeping your signup button in a consistent and highly visible place is really important. 7. Remove any barriers to sign-up. Unless you really, really, need something more than a name, surname and email address, avoid asking for more details than that at the initial signup. 8. When people talk to you via social media platforms, respond personally. And promptly. 9. Anticipate what they need to know and make sure your website provides the information people are after, quickly and easily. 10. Invite people to participate in the life of your organisation. Make your organisation approachable and accessible. 11. Provide personal and interesting insights into your work. 12. Facilitate connections between your organisation and your audiences, and between your audiences. 13. Show them what their peers think – use lots of personal endorsements and testimonials from real people. 14. Give people the tools to invite others to attend your organsiation’s work. This can be as simple as open Facebook event pages. 15. Share ownership. Getting others involved immediately means they will sell the idea for you to their friends and networks. 16. Create buzz and calls to action. Interesting and humorous You Tube videos created by you or your users will help to break down barriers to you and show another side of your organisation which could appeal to people and encourage them to spread the word. 17. Encourage peer review – invite people to Tweet about their experiences. Tweeting for the fabulous Vaughn Davis, The Goat Farm Vaughn Davis’ presentation was not just about Twitter; it was a critical and practical guide to using social media effectively. He started by dispelling some common social media myths: • Facebook is NOT the biggest social media network in New Zealand though it does have 2 million users. • TradeMe has MORE members than Facebook (2.5 million) in New Zealand and the forum pages on TradeMe receive more than 750,000 posts per day. • Google is not the ONLY search engine – but organisations spend disproportionate amounts of time/resource on optimising their Google search profile. • YouTube is the second most widely used search engine after Google... But very few organisations spend any time or resources optimising their searches on YouTube. • Twitter does NOT represent the views of the public, just the views of 300,000 or so Twits in New Zealand (and considerably more worldwide).
Page 1 and 2: Conference report 21 st Century Art
Page 3 and 4: Wainwright, “there was no encoura
Page 5 and 6: eturn, TPM makes a commitment to th
Page 7 and 8: Plenary Session and workshop Remix
Page 9 and 10: commit to a one-off community proje
Page 11 and 12: • When you get big changes (e.g.
Page 13 and 14: • Information (inroads to underst
Page 15: coverage closely, segmenting it in
Page 19 and 20: Some Social Media facts • Faceboo
Page 21 and 22: • Encourage consortia for giving.
Page 23 and 24: elonging and ownership in the work.
Page 25 and 26: Name Job Title Organisation Jude Ch

Download PDF 626 KB - Creative New Zealand

Create successful ePaper yourself

Delete template?

Save as template?