Bootstrap your online presence

Thomas Deneuville

@tdnvl

Follow me on Twitter!

Who I am

Born in France, grew up in Papeete (Tahiti), lived in Italy, UAE, and USA.

Dual background: Engineering and Music (theory/composition).

What I do Founder/Editor-in-Chief of I CARE IF YOU LISTEN

Owner of Sustainist Media

Digital Content Manager at Cornell University

What I built

Today

•  Your goals

•  Your audience—thoughts on sharing

•  Your brand

•  Your channels

Your goals

“What keeps me going is goals.” —Muhammad Ali

What are your goals?

•  Sales

•  Awareness / Image

•  Gigs

•  Traffic

•  Engaged community

Are your goals SMART?

FIND THIS ON I CARE IF YOU LISTEN!

SMART stands for:

Specific

Measurable

Attainable

Realistic

Time-bound

Your audience

Who is your audience?

• Demographics

• Geography

•  Traffic source

•  Personas

How to find out?

•  Google Analytics/Quantcast

•  Surveys

•  Registration forms

•  Newsletter signups

•  Twitter/Facebook insights

Why does this matter?

Your time is precious. Make better decisions with data.

“

People want to do things

•  What does a fan do on your website?

•  What does a first-time visitor do on your

website?

•  How do you engage with a potential

supporter ($) on social?

Is sharing a new thing?

•  More content

•  From more sources

•  With more people

•  More often

•  More quickly

We are all publishers. “

Why do we share?

1.  To bring valuable and entertaining content to others

2.  To define ourselves to others

3.  To grow and nourish relationships

4.  Self-fulfillment

5.  To get the word about causes and brands

Source: Psychology of Sharing, The New York Times, Whitepaper.

Sharing not Broadcasting

vs.

How to influence sharing?

•  Your content helps people connect with others

•  Be trusted—respect your audience

•  Keep it simple (i.e. short)

•  A little humor goes a long way

•  Share, thank, and follow up

Your brand

What constitutes your brand?

•  Your story: Bio, statement, blog posts

•  Your image: Press shots, videos

•  Your style sheet: Typeface, color, logo

•  Voice/tone

Be consistent

Twitter cover

Flyers

Email newsletter

Video titles

Press release

Website

Merch

Your channels

The Channels

The Facebook issue

Social Media Guerilla Tips

1.  Target conversations

2.  Schedule

3.  Be human

4.  Be consistent with your brand

5.  Promote ($) wisely

6.  Choose your channels wisely

Choose your channels wisely

• Do channels match your audience?

• More channels > more time

• Do you need to be on… ?

Spot the differences

Things Composers Don’t Need: Facebook Pages By Sam Reising GOOGLE IT!

Facebook Personal profile

Facebook Artist page

Who owns your audience?

What happens if tomorrow

Facebook or Twitter or tumblr

or Instagram or …

shuts down?

The only audience you “own”: Email

•  A truly private space

•  3x more email accounts than Facebook & Twitter accounts

combined

•  Best traffic

•  Segmentation

•  Automation

•  Better control over your brand

Your website

•  Pretty ≠ usable

•  Think content first, form second

•  Stuff that humans see vs. stuff Google sees

•  Test on mobile

Why a blog?

•  to document things

•  to get some writing practice

•  for better SEO

&

See this again

Visit:

thomasdeneuville.com/juilliard

to download this deck and for a list of

recommended tools.

Thank you!