facebook tips, tricks, & hacks for tech start-ups
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Art Professionals of Texas
@giovanni
July 14, 2012
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Social MediaTo Tweet Or Not To Tweet
To TweetOr NotTo Tweet
Art Professionals of Texas
@giovanni
Thank You!
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Art Professionals of Texas
@giovanni
About @giovanni
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On one hand Giovanni is a recovering Microsoft .NET programmer turned internet journeyman who develops online audience growth & engagement strategies for clients in music, media, missions, faith, film, tv, tech & causes.
On the other hand he is a professional photographer and filmmaker who focuses on the same topics. Giovanni produces content for GeekBeat.TV and serves as a faculty member at Five2Media, xTrain, and Adobe TV.
And, if you’re not careful you might catch him or his work on Troubadour, TX, a syndicated TV series airing in over 40 million households in 140 U.S. markets each week.
Art Professionals of Texas
@giovanni
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Starting With The End In Mind
Art Professionals of Texas
@giovanni
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What are we dealing with here?
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Art Professionals of Texas
@giovanni
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Do you have a plan?
Art Professionals of Texas
@giovanni
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Do you have a plan?
•Differentiate•Be Relevant•Have a Budget•Define Your ROI & Your ROE•MAKE A PLAN - GOALS ARE GOOD
Art Professionals of Texas
@giovanni
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Do you have a plan?
•Give it legs - Give ‘em something to talk about•Lead them to a destination or a point of conversion•What’s a Point of Conversion?•Provide a way to engage•Stay engaged•Provide the means and the incentive to share
Art Professionals of Texas
@giovanni
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Do you have a plan?
INBOUND MARKETING
News
Media Coverage
PRSEO
Research
White Papers
Infographics
Social Networks
WebinarsWord of Mouth
Podcasting
Q&A Sites
Direct Access Traffic
Direct LinksReferring Links
Social Bookmarking
Forums
Bulletin Boards
Online VideoComment Marketing
Photo Sharing
Blogs
Art Professionals of Texas
@giovanni
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Do you have a plan?
Art Professionals of Texas
@giovanni
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Do you have a plan?
•Define target audience•Determine goals and objectives•Develop and implement tactics to achieve goals•Monitoring, measuring, & reporting•Wash, rinse, & repeat
Art Professionals of Texas
@giovanni
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What *really* drives traf!c?
Art Professionals of Texas
@giovanni
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How Will They Find Your Art?
3%4%
25%
68%
1%3%
3%
9%
84%
YouTubeFlickrLast.fmVimeoOthers
FacebookTwitterLinkedInAll Others
Art Professionals of Texas
@giovanni
EmailFacebookFlickrFoursquareGoogle+TumblrTwitterWordpressYouTube
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Tools Of The Trade
Art Professionals of Texas
@giovanni
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Touch Points
Newsletters
Public Speaking
Tradeshows
Seminars
In-Store Experiences
Training
Client Services
Forms & Documents
On-Site Support Team
Delivery Drivers
Social Networks
Blog
Industry GroupsPromotions
Advertising
Press Releases
Website
Meetups
Comments
Build Your Email List!
Art Professionals of Texas
@giovanni
Facebook InsightGoogle AnalyticsGraderHAROHootSuiteKloutMap My FollowersPeerIndexYouTube Insight
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Tools Of The Trade
Art Professionals of Texas
@giovanni
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Tools Of The Trade
Facebook InsightGoogle AnalyticsGraderHAROHootSuiteKloutMap My FollowersPeerIndexYouTube Insight
Art Professionals of Texas
@giovanni
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Tools Of The Trade
Facebook InsightGoogle AnalyticsGraderHAROHootSuiteKloutMap My FollowersPeerIndexYouTube Insight
Art Professionals of Texas
@giovanni
Section 1
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SEO 101: The Very Basics
Art Professionals of Texas
@giovanni
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click thrus | humans
keywords & phrases | humans
back links | search engines
anchor text | search engines
Art Professionals of Texas
@giovanni
Keywords
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How Google Works
(Simpli!ed)
Art Professionals of Texas
@giovanni
Keyword Research
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https://adwords.google.com/select/KeywordToolExternal
Art Professionals of Texas
@giovanni
Keyword Research
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Art Professionals of Texas
@giovanni
Keyword Research
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Art Professionals of Texas
@giovanni
Keyword Research
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Art Professionals of Texas
@giovanni
Using Your Keywords
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The Secret Formula
Title TagTitle of ArticleH1 Tags300 - 500 Words Per Page3% - 5% Keyword DensityKeyword-Rich links to your page/article
Art Professionals of Texas
@giovanni
Using Your Keywords
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How To Write For The Web
Write for people, not machinesFocus your messageUse the language of your audienceUse - but don’t overuse - anchor text linksAdd a photo & add your key phrase at the beginning of the photo caption
Art Professionals of Texas
@giovanni
Section 2
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Facebook & Google+
Art Professionals of Texas
@giovanni
PR > WOM > Marketing > Advertising
Social Media > SEO > Email Marketing > PPC
Social Currency
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PR & Social Media Deal In The Same Currency
Art Professionals of Texas
@giovanni
social capital = reputation = access to resources/access to more connections = reciprocity (favors added up) = public accomplishments = increased levels of trust = reputation = more social capital:
wash, rinse, repeat
Social Currency
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PR & Social Media Deal In The Same Currency
Art Professionals of Texas
@giovanni
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What Did Facebook Do Right?
Art Professionals of Texas
@giovanni
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What Did Facebook NOT Do Right?
Art Professionals of Texas
@giovanni
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So what? What are you going to do about it?
Art Professionals of Texas
@giovanni
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So what? What are you going to do about it?
Art Professionals of Texas
@giovanni
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And the crowd went wild.
Art Professionals of Texas
@giovanni
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Google+ Launches Public Beta 6/2011
Art Professionals of Texas
@giovanni
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Google+ Invites Start Pouring In
Art Professionals of Texas
@giovanni
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16 days
Art Professionals of Texas
@giovanni
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120 days
53 Million +
Art Professionals of Texas
@giovanni
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And then lots of them left.
Art Professionals of Texas
@giovanni
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one
Art Professionals of Texas
@giovanni
Audience Size
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April, 2012
Facebook 901 MillionGoogle+ 240 MillionTwitter 210 Million
Art Professionals of Texas
@giovanni
Networks Compared
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Facebook Friends Lists - Closed
Art Professionals of Texas
@giovanni
Networks Compared
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Facebook Friends Lists - Cannot Be Optimized
Art Professionals of Texas
@giovanni
Networks Compared
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Twitter Lists Are A Vote For People
Art Professionals of Texas
@giovanni
Networks Compared
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Google+ Circles
Art Professionals of Texas
@giovanni
Networks Compared
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Circles are a vote for peopleGoogle is looking at in!uence.
Art Professionals of Texas
@giovanni
Networks Compared
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Circles are a vote for peopleGoogle is looking at authority.
Art Professionals of Texas
@giovanni
Networks Compared
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Circles are a vote for peopleGoogle is looking at connections.
Art Professionals of Texas
@giovanni
Networks Compared
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Circles are a vote for peopleGoogle is looking at memes.
Art Professionals of Texas
@giovanni
Networks Compared
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Circles are a vote for peopleGoogle is looking at threads.
Art Professionals of Texas
@giovanni
Networks Compared
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Circles are a vote for peopleGoogle is looking at __________.
Art Professionals of Texas
@giovanni
Social Media Optimization
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Optimizing Your Google+ Pro!le Page
Art Professionals of Texas
@giovanni
Social Media Optimization
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Introduction/About You and Your Gallery
Art Professionals of Texas
@giovanni
Social Media Optimization
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Occupation/Employment
Art Professionals of Texas
@giovanni
Social Media Optimization
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Location, Location, Location!
Art Professionals of Texas
@giovanni
Social Media Optimization
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Get Seen!
Art Professionals of Texas
@giovanni
Social Media Optimization
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Google+ Style
You can write in bold or italic, but you just have to make some small “additions”. To write in bold, write the word in asterisks: *example*. If you want to write in italic, put it in underscores: _example_. If you want the words you write to appear cut, use a hyphen: -example-.
Art Professionals of Texas
@giovanni
Let’s talk about SEO for Facebook.
Social Media Optimization
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Optimization
Art Professionals of Texas
@giovanni
That was quick.
Social Media Optimization
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Optimization
Art Professionals of Texas
@giovanni
...but seriously.
Social Media Optimization
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Optimization
Art Professionals of Texas
@giovanni
Social Media Optimization
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Building Engagement
Art Professionals of Texas
@giovanni
Social Media Optimization
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Communication Strategy
Art Professionals of Texas
@giovanni
Social Media Optimization
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Communication Strategy
Art Professionals of Texas
@giovanni
Like Buttons, Share Buttons, & More
Integrating Facebook
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Social Plugins
Art Professionals of Texas
@giovanni
Like Buttons, Share Buttons, & More
Integrating Facebook
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Social Plugins
Art Professionals of Texas
@giovanni
Like Buttons, Share Buttons, & More
Integrating Facebook
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Social Plugins
Art Professionals of Texas
@giovanni
Integrating Facebook
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Get Your Brand!
Art Professionals of Texas
@giovanni
Integrating Facebook
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Pages NOT Pro!les
Art Professionals of Texas
@giovanni
Integrating Facebook
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Promote Your Page Of"ine
Art Professionals of Texas
@giovanni
Integrating Facebook
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Branded Applications
Be Efficient!
Art Professionals of Texas
@giovanni
Integrating Facebook
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Branded Applications
Mind The Performance!
Art Professionals of Texas
@giovanni
Integrating Facebook
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Facebook Ads“Why do you “Like” brands on Facebook?
• Brand Invitation or Ad - 75%•Friend Inviting - 59%•Personal Research - 49%
Art Professionals of Texas
@giovanni
Integrating Facebook
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Facebook AdsDesign > Text & Image
Art Professionals of Texas
@giovanni
Integrating Facebook
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Facebook AdsTargeting
Art Professionals of Texas
@giovanni
Integrating Facebook
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Facebook AdsSet Daily Budget & Pricing
Art Professionals of Texas
@giovanni
Integrating Facebook
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Facebook AdsReview & Pay
Art Professionals of Texas
@giovanni
Section 3
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Art Professionals of Texas
@giovanni
Section 3
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Best Practices For Twitter
Use a photo of yourself that’s interesting
Follow people that YOU think are interesting, not just b/c everyone else is following them.
Mix in SOME personal information
Don’t SPAM - Bring value
Use twitter search to find others
Join the conversation! use the @ sign before another person’s name to get their attention
Most importantly - create and build relationships
Art Professionals of Texas
@giovanni
Section 3
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Best Practices For Twitter
Establish twitter accounts for specific demographicsGrow your twitter follower list firstPopulate twitter streams with relevant content using Twitter Feed or Ping.fm
Use innovative ways to get them to follow and friend you on facebookSweepstakes are terrific
Art Professionals of Texas
@giovanni
Section 3
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Twitter For Artists
Art Professionals of Texas
@giovanni
Section 3
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What Is Twitter Good For?
Art Professionals of Texas
@giovanni
Section 3
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Applications
Art Professionals of Texas
@giovanni
Section 3
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Applications
Art Professionals of Texas
@giovanni
Section 3
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Applications
Art Professionals of Texas
@giovanni
Section 4
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YouTube & Flickr
Art Professionals of Texas
@giovanni
My Weapons Of Choice
Section 4
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Photos/Video
Art Professionals of Texas
@giovanni
Canon 5DCanon 7DCanon T2i (T3i)Canon G12GoPro HDiPhone
Section 4
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Equipment
Art Professionals of Texas
@giovanni
Section 4
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Before
Art Professionals of Texas
@giovanni
Section 4
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Before
Passion: “I have never had a job I was not passionate about.” - Kurt Podeszwa (Camp For All), SchipulCon in the speaker room.
If you are not passionate about what you’re doing, stop.
I’m serious.
Just stop.
Art Professionals of Texas
@giovanni
Section 4
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Before
Build Relationships
Art Professionals of Texas
@giovanni
Section 4
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We need to reset our expectations
Anyone who says social media is free doesn’t know squat about running an effective social media campaign.
Art Professionals of Texas
@giovanni
Section 4
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FOR EXAMPLE: Building a portfolio (translated: work, write, create, or shoot for free sometimes.)
But, DO NOT establish the value for your product/services at $0.00. NEVER be available for anyone for free when THEY request your time. NEVER.
We need to reset our expectations
Art Professionals of Texas
@giovanni
Section 4
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Easy enough (kind of) if you are doing this for your own brand. But if you have employees or a vendor doing this for you, it just stopped being “free”.
We need to reset our expectations
Art Professionals of Texas
@giovanni
Section 4
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Photography as a Social Tool
Art Professionals of Texas
@giovanni
Section 4
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Photos on Google+
Art Professionals of Texas
@giovanni
Section 4
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Photos on Facebook
Art Professionals of Texas
@giovanni
Section 4
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Photos on Pinterest
Art Professionals of Texas
@giovanni
Section 4
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Photos on Instagram
Art Professionals of Texas
@giovanni
Section 4
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iPhoto Metadata
Art Professionals of Texas
@giovanni
Section 4
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Aperture Metadata
Art Professionals of Texas
@giovanni
Section 4
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What the user sees on Google+
Art Professionals of Texas
@giovanni
Section 4
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What the user sees on Facebook
Art Professionals of Texas
@giovanni
Video SEO
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How About Video?
Art Professionals of Texas
@giovanni
Video SEO
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How About Video?
Art Professionals of Texas
@giovanni
Video SEO
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How About Video?
Art Professionals of Texas
@giovanni
Video SEO
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How About Video?Video SEO Ranking Factors
-Title-Description-Tags-Views-Ratings-Playlist Additions-Inbound Links-Relevance of content-Flagging/Favorites-Shares/Embeds-Onsite Links-Comments-Age of VIdeo-Channel Views-Subscribers
Art Professionals of Texas
@giovanni
This is where I have to prove that stuff works.
Almost Over
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Put Your Money Where Your Mouth Is
Art Professionals of Texas
@giovanni
This is where I have to prove that stuff works.
Almost Over
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Put Your Money Where Your Mouth Is
Art Professionals of Texas
@giovanni
This is where I have to prove that stuff works.
Almost Over
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Put Your Money Where Your Mouth Is
Art Professionals of Texas
@giovanni
This is where I have to prove that stuff works.
Almost Over
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Put Your Money Where Your Mouth Is
Art Professionals of Texas
@giovanni
This is where I have to prove that stuff works.
Almost Over
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Put Your Money Where Your Mouth Is
Art Professionals of Texas
@giovanni
But can you repeat it?
Almost Over
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Put Your Money Where Your Mouth Is
Art Professionals of Texas
@giovanni
But can you repeat it?
Almost Over
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Put Your Money Where Your Mouth Is
Art Professionals of Texas
@giovanni
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Questions?
Questions?
Thank You
Art Professionals of Texas
@giovanni
07.18 Integrating Social Media with Email Marketing (ROSMB) Dallas, TX
07.22 Social Media Bootcamp (Training Connections) Nairobi, Kenya
07.25 Kickstart Your Event With Social Media (Fort Worth Initiative) Fort Worth, TX
08.14 Integrating Social Media with Email Marketing (Gravity Center) Plano, TX
08.15 YouTube Basics for Business (ROSMB) Dallas, TX
more dates at http://LiveLoudTX.tumblr.com
Upcoming Talks
116
Art Professionals of Texas
@giovanni
Thank You
117
Giovanni Galluccigiovanni@LiveLoudTexas.com469.682.6978http://LiveLoudTexas.com
google+: http://LiveLoudTexas.com/plusfacebook: http://www.facebook.com/LiveLoudTexaslinkedin: http://linkedin.com/in/LiveLoudTXtumblr: http://LiveLoudTX.tumblr.com twitter: http://twitter.com/giovanniyoutube: http://youtube.com/LiveLoudTX
http://LiveLoudTexas.com/preso
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