Regional Arts & Culture Council Social Media Presentation

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Putting the Pieces Together How to use Social Media to Promote your Art or Event

Transcript of Regional Arts & Culture Council Social Media Presentation

Page 1: Regional Arts & Culture Council Social Media Presentation

Putting the Pieces TogetherHow to use Social Media

to Promote your Art or Event

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Who is Colleen Wright?

• Digital Marketing Instructor for Five Years through Search Engine Academy Northwest

• Online Marketer Since 1997

• Graduate of Portland State University

– Marketing

– Advertising Management

• Digital Marketing Consultant that has increased revenue for many businesses small and large over the years

• Business Advisor for the Small Business Development Center at PCC

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Who are you?

• Name

• Medium in which you work

• What you hope to get out of today's presentation

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Questions to be Answered

• What exactly am I trying to do?

• Enough about me. What else am I going to talk about?

• What will my online persona be?

• What will I share?

• What’s off limits?

• What social networks should I use?

• What promotional tactics should I use?

• How will I know they’re working?

• How do I coordinate my online and offline marketing to maximize results?

• This stuff is evolving at the speed of light. Where do I go for help?

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What’s on the Agenda Today…

1. What is Social Media Marketing?

2. Why should businesses engage?

3. Types of Social Media Sites

4. Creating a Social Media Plan

5. What to share on Social Media

6. Tips to help you with Social

Media

7. Social Media Optimization

8. A Quick review of:

a. Facebook

b. Pinterest

7. Q&A

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What is Social Media Marketing?

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What Is Social Media Marketing?

From Wikipedia:

Social media marketing refers to the process of

gaining website traffic or attention through

social media sites.[1][2]

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What Is Social Media Marketing?

From Wikipedia:

Social media marketing programs

usually center on efforts to create

content that attracts attention and

encourages readers to share it with their

social networks.

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What Is Social Media Marketing?

From Wikipedia:

A message spreads from user to user and

presumably resonates because it appears to

come from a trusted, third-party source, as

opposed to the brand or company itself.

Hence, this form of marketing is driven by

word-of-mouth, meaning it results in earned

media rather than paid media.

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What Is Social Media Marketing?

From Wikipedia:

Social media has become a platform that is easily

accessible to anyone with internet access.

Increased communication for organizations fosters brand awareness and often, improved customer service.

Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.

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Why Do Social Media Marketing?

• Elevate your business as an industry expert

• Generate traffic

• Create conversations

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Stats on Social MediaEvery MINUTE of every day:

• 100,000 tweets are sent

• 684,478 pieces of content are shared on Facebook

• 2 million search queries are made on Google

• 48 hours of video are uploaded to YouTube

• 47,000 apps are downloaded from the App Store

• 3,600 photos are shared on Instagram

• 571 websites are created

• $272,000 is spent by consumers online (source: AllTwitter, http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/)

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Why Engage in Social Media?

Social media enables you to:•Share your expertise and knowledge

http://marketing.about.com/od/internetmarketingstrategy/a/b2bsocialmedia.htm

• Tap into the wisdom of your consumers

• Enables customers to help customers

• Engages prospects through customer evangelism

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Why You Should NOT Do Social Media• Generate sales

• Generate a list of prospects

• Generate phone calls or contact inquiries

• Measure ROI– David Meerman Scott’s “rant” on ROI:

http://www.ribeeziemedia.com/wp-content/uploads/2010/01/DMScott_Interview4.mp3

• You want to create a “viral” campaign– It probably won’t work

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Types of Social Media Sites

Social “bookmarking” sites such as:

These sites have their own communities and governments” and basically run themselves.

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Identity-based sites are based on who you are and the type of business you’re in and are based on connecting with networks of friends, associates and contacts you know.

Types of Social Media Sites

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Your own personal Blog is an identity-based social media site if you open up comments.

Message boards, forums, and newsgroups (such as Yahoo! Groups and Google Groups – think about how long newsgroups have been around)

Types of Social Media Sites

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Micro-Blogging sites, such as:

Types of Social Media Sites

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Pinning Sites, such as:

Video Sites, such as:

Types of Social Media Sites

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Creating a Social Media Marketing Plan

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Creating a Social Media Plan

If you enter into social media marketing without a plan,

You Will Fail.

Period.

http://outspokenmedia.com/social-media/social-media-planning/

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Creating a Social Media Plan

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Creating a Social Media Plan

Understand your audience:1.Who is your audience?

• What does your audience need? (Describe their needs NOT what you offer)

• What are your customer’s pain points? (List all of your customer’s pain points)

1.What emotions are evoked by their big pain?

• What do you do? (How do you solve your customer’s problems?)

1.Who are your competitors?

2.What differentiates your work from the competition?

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Once you have researched your audience and the competition, the next step is to:

Create your online brand!

then

Secure your online brand!

Creating a Social Media Plan

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Secure your online brand

http://knowem.com/

Creating a Social Media Plan

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Social Media Marketing

Some common ways of sharing:

Authoritative informationEntertainmentHumor Controversy

(Wikipedia)http://en.wikipedia.org/wiki/Social_media_marketing

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Social Media Marketing

Authoritative Information

http://www.youtube.com/watch?v=v5K5H7SM4cw

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Social Media Marketing

Entertainment

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Social Media Marketing Humor

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Social Media Marketing

Controversy

http://agmetalminer.com/2011/08/01/why-steel-producers-need-pay-attention-downstream-imports/

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Interesting articles

Detailed FAQs

How to “tutorials”

Solve a problem

Historical data

Pictures of your

artwork

Write an interview

Case studies

Check lists

Advice column© 2013 Search Engine Academy. May not be reproduced or copied without permission.

Post content to a blog and then share through social media.

Social Media Marketing

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Understand your customers;hang out where they hang out.

Are they on:

Why follow your customers?

You want to know what your customers want and place yourself ahead of the competition

Social Media Marketing

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Determine how you will measure your success

Blog comments ?

Conversations ?

Links ?

Twitter talk ?

Better brand recognition ?

Measuring Success

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Measuring Success

Facebook InsightsMeasures:

1. Likes

2. Reach

3. Talking About This

4. Check-ins

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Measuring Success

SocialMention.comMeasures:

1. Strength

2. Sentiment

3. Passion

4. Reach

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Measuring Success

Klout.comMeasures:

1. Engagement

2. Influence

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Rules RegardingSocial Media Marketing

Must be 100% free: No strings attached

Sales is NOT the goal:Consumers of content are not in “buy” mode

Make it easy to spread the word:You want others to disseminate your information free and freely

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Deliver what you promise:Don’t try to fake people out – you’ll be buried very quickly

Don’t expect an ROI:It’s nearly impossible to tie social media back to sales or other dollar measurements

Rules RegardingSocial Media Marketing

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Be committed: Research and solicit a relevant

audience.

Design a plan: Schedule start dates, goals

and benchmark the plan’s progress. Create an

editorial calendar.

Tips for Social Media Marketing

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Plan a “friending” strategy:

•Publish a badge—or an icon—that allows customers

to share your website on their LinkedIn, Facebook,

Pinterest and Twitter pages.

•Place links to your social media

pages in your email signature.

Tips for Social Media Marketing

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Have a “crisis” communication plan: Be prepared for negative comments and know in advance how you will respond.

Monitor with:

Google Alerts and socialmention.com

Tips for Social Media Marketing

http://www.google.com/alertshttp://socialmention.com/

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Be proactive:

Monitor daily

and produce

daily updates

that give

followers a

unique insight

of your

business.

Tips for Social Media Marketing

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Be proactive:

Encourage

interactivity and

discussion.

Tips for Social Media Marketing

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Personalize:

Social media

pages should

not be overtly

commercial.

Tips for Social Media Marketing

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Personalize: Consider consumers’ interests and provide entertainment value to keep them coming back.

Tips for Social Media Marketing

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Integrate all marketing efforts: Publish all messages to every marketing vehicle:

•Social Media

•Newsletters

•Web Sites

•Public Relations

•Advertising

and be certain they are consistent.

Tips for Social Media Marketing

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Integrate all marketing efforts:

Create external links to post on social media

pages that direct the fan to your published

press, advertisements, commercials, etc.

Source: Howard Schaffer Media Marketing

Tips for Social Media Marketing

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Social

Media

Optimization

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Social Media Optimization (SMO)

• Social Media Optimization is defined by

Wikipedia as the way to optimize Web

sites/pages so they’re more easily connected

to social media sites.

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Social Media Optimization (SMO)

http://portlandmonthlymag.com/arts-and-entertainment/culturephile-portland-arts/articles/spring-arts-guide-february-2013

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Social Media Optimization (SMO)

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Social Media Optimization (SMO)

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Widgets and Badges

Social Media Optimization (SMO)

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Social Media Optimization (SMO) Widgets and Badges

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Links to Widgets and Badges

FaceBookhttp://www.facebook.com/badges/

Twitterhttp://twitter.com/goodies/widgets

LinkedInhttp://www.linkedin.com/profile?promoteProfile=&trk=mypro_badges

Pinterest http://pinterest.com/about/goodies/

Social Media Optimization (SMO)

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Working in

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Maximizing a Business PageGo to: http://www.facebook.com/pages/create.php

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Maximizing a Business Page

Click the “Edit Button” to edit your page

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Maximizing a Business Page

Set up email notifications so you can be super responsive to fans of your page

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Maximizing a Business Page

Set up your mobile device to respond quickly

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Maximizing a Business Page

Add the Facebook App to your phone and iPad

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Maximizing a Business Page

Set permissions for your page.

DO NOT publish page until complete.

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Local Artist Examples

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Local Artist Examples

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Local Artist Examples

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Local Artist Examples

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Local Artist Examples

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Local Artist Examples

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Social Media Marketing

Ways to market a business on FaceBook

•Create a Cause

•Develop a Group

•Post Videos, Photos and Links

•Design a quiz

•Post your Events

•Create a Business Page

•Run a Facebook Ad

•Promote a Post

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Working in

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Social Media Marketing

What is Pinterest?

Pinterest is a social media site that helps people collect and organize the things they love. 

•http://business.pinterest.com/whats-pinterest/

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Social Media Marketing-Boards

Ways to market a business on Pinterest

•Set up a Business account

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Social Media Marketing-Pins

Ways to market a business on Pinterest

•Set up a Business account

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Social Media Marketing

First Click-through on a pin

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Social Media Marketing

Second Click-through on a pin

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Social Media Marketing

Get credit for this link from the search engines which helps with popularity

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Social Media Marketing

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Social Media Marketing

Pinning Principles

Consider what pinners really care about

The very best boards are inspiring, with beautiful images that draw people in

Each Board has a specific topic

Instead of just showing off your art, show what inspires it

Show your values, personality and taste•http://business.pinterest.com/pinning-principles/

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Final Words

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Social Media Takeaways

Integrate your efforts to reduce time spent on Social Media

Have a plan and follow it

Incorporate Widgets for LinkedIn, FaceBook, Pinterest and Twitter to your Website, blog and even your email signature.

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Social Media Takeaways

Limit your self promotion

Give generously to your community

and Have Fun!

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Social Media Resources

http://mashable.com/social-media/

http://www.socialmediaexaminer.com/getting-started/

http://www.brandignity.com/2011/03/450-social-media-resources/

http://www.constantcontact.com/social-campaigns/social-media-marketing-strategy-resources.jsp

http://mashable.com/2012/11/10/social-media-marketing-tips-artists-galleries/

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Contact Information

Colleen Wright

[email protected]

Trainingwww.seotrainingnw.com

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Thank you!

Get a copy of the presentation at:http://www.slideshare.net/sheenalena/presentations