Juilliard School Presentation: Bootstrap your online presence
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Transcript of Juilliard School Presentation: Bootstrap your online presence
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!