promoting the arts with social media
DESCRIPTION
Social media presents a great opportunity for promoting the arts, but understanding how the tools work and using them effectively can be complicated. This session will explain why social media can be important for your organization, Facebook and Twitter basics, and common strategies for putting them to work.TRANSCRIPT
Copyright © 2011 Michael Powers
Promoting the Arts with Social Media
Michael PowersJune 6, 2011
Copyright © 2011 Michael Powers
Michael PowersDirector of Web Services
Copyright © 2011 Michael Powers
Facebook 13,755 Fans
Twitter 961 Followers
YouTube 168,641 Views223 Subscribers
IUP on Social Media
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• museyroom.com
• twitter.com/mjpowers
• www.slideshare.net/michaelpowers
• www.linkedin.com/in/mjpowers
On the Web
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What I’ll Cover1. Strategy: Why Social Media?
2. Tactics: How to Do Social Media
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About You0
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Who are you?
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How many of you usesocial media in your
personal life?
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How many of you usesocial media for
professional reasons?
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Strategy: WhySocial Media?
1
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It’s 2011.Do you have to beon social media?
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No, you don’t.
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Yes, Social Media Is Big
Facebook More than 500,000,000 active users
Twitter 175,000,000 accounts
YouTube 390,000,000 visits per day
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But Not Everyone Is Online
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• You don’t have to do it.
• You don’t have to do every social network
• Social media is not free—it takes time. It can take a lot of time.
Since You’ll Probably Do It Anyway...
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If You Do It, Figure Out• What you really want to do
• Who you need to talk to do that
• If those people are on social media
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• Get people to events?
• Find gigs?
• Sell paintings?
• Get feedback/inspiration?
• Reach out to more people?
What Do You ReallyWant to Do?
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You aren’t in the social media business
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• How many?
• How much will each contribute?
• The 1,000 True Fan Theory:1,000 Fans × $100/year = $100,000
Who Do You Need to Talk To?
http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php
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Are They on Social Media?
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Generations Online 2010:Summary of Findings
http://www.pewinternet.org/Infographics/2010/
Generations-2010-Summary.aspx
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• You think your potential fans are on social media
• You think you have the time
• Go for it.
IF...
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Tactics: How to Do Social Media
2
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• You have a computer
• You are online
• You can make or have someone make a website
Some Assumptions
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Preview of Part 2Foundation: Your Website
Blogging
YouTube
Other Services, What’s Next
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Foundation: Your Website
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• Where do people go when they Google you?
• Where do they go when they hear about you on Twitter?
• Where do they go to get your whole story?
Foundation: Your Website
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• Where do people go when they Google you?
• Where do they go when they hear about you on Twitter?
• Where do they go to get your whole story?
Foundation: Your Website
Your Website
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Hub and Spokes
Website
YouTube
Others
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• Build one spoke at a time
• Learn one social network at a time
• Join and join in
Spokes
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Every Network Is Different• Audiences have different goals
• News? Friends? Jobs? Learning? Entertainment?
• Social conventions are different:
• Twitter: share up to 22 times per day
• Facebook: share 0-1 times per day
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For All Networks• Quality of relationships is often more
important than number of followers.
• What’s more valuable:
• 5,000 fans who have blocked your messages
or
• 1,000 who support you?
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• You are making real relationships. It takes time and effort
• Don't just sell, sell, sell
• Share
• Offer something of value: create it or share what others do
Always Remember
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Always Remember• Don’t become “spam” for your followers
• Post with the right frequency
• Converse: Talk and encourage conversation
• For second and later spokes: Use the same icon and username
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Blogging
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Blogging• A bit old school, but:
• Your blog can double as your website
• Blog posts give you something to share and talk about in other social media
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But...• To blog effectively, you need to be able to write
things people want to read
• And you need to produce them regularly
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If You Blog• Start with a free service, like Wordpress.com
• Find, follow, and read similar blogs
• Link to and interact with those blogs
• Allow and respond to comments
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Example: Do the Math• Blog from Ethan Iverson,
pianist for jazz trio The Bad Plus
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What He Does• Interviews with other musicians
• Analysis and criticism of music
• Responds to what similar blogs are doing
• Responds to comments from readers (monthly)
• No regular schedule, but 8-12 posts per month
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YouTube
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Why YouTube?• It’s free
• Makes it easy to get video on the web
• You can embed them on your own website
• They work on smart phones
• Give current fans something to share about you
• New fans can find you through your videos
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• YouTube account is called a “channel”: it shows all of your uploaded videos
YouTube Basics
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• Videos are limited to 10 minutes, 59 seconds
• Use iMovie or Windows Movie Maker
• Technical quality can be less than pro (but have good content)
• Don't violate copyright (YouTube notices copyrighted music)
• Fill out all the fields when you upload
YouTube Basics
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• How to do things
• Previews
• Performances
• Events (you can create a slideshow of pictures)
What Videos Do You Make?
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• United Breaks Guitars
• Summit of Awesome (on Vimeo)
Examples
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Once you have them, use those videos in othersocial media venues
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Make a Page• Don’t use your own profile
• Don’t make a group
• Pages are meant for promotion:
• www.facebook.com/pages/create.php
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• Profile• Limited to 5,000
friends
• Does not provide in depth stats
• Groups• Meant for sharing
amongst a group.
• Members get tons of (annoying) notifications
Why a Page?
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• Fill out all the slots
• Your page name is permanent after you reach 100 fans
• You can choose a URL after 25 fans
• Add some pictures
Setting Up Your Page
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• Your own content
• Performances
• Photographs (people can tag friends)
• Videos (including YouTube)
• Ask questions, answer questions
• Content people can use (how-tos can work great)
• What do people read? Check your stats
What to Post
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• Event invites can be very insistent, so use with care
• If you would send a paper invite, go for it
• Use in addition to other means
• You can create events with your Facebook page, but invites come from you personally
What to Post: Events
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• According to DanZarrella.com
• Post every other day
• Saturday is a good day to post
• So are mornings
• www.slideshare.net/HubSpot/the-science-of-timing
How Often to Post? When?
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• According to DanZarrella.com
• Post every other day
• Saturday is a good day to post
• So are mornings
• www.slideshare.net/HubSpot/the-science-of-timing
How Often to Post? When?
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See what works for you
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• Mention it everywhere
• Website
• Print materials
• E-mails
• Could use paid ads, but I haven’t seen them to be very effective yet
Promote your page
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• Posts about music, teaching, upcoming events
Ex. Keweenaw Family Music
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Twitter: Social Media Darling• The 140 character
limitation is somehow compelling
• It’s a bit of a secret language
• But—of 175,000,000 accounts, how many are active?
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Set up your profile first• Twitter name (shorter is better)
• Location
• Website
• Bio: 160 chars
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Start w/ Twitter on the Web• Follow people
• Getting followed
• Mentioning/replying
• Retweeting
• Hashtags
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• Your own content
• Performances
• Photographs
• Videos (YouTube links)
• Ask questions, answer questions
• Content people can use
• Pictures
• Send out news & links
• OH: overheard
• #FollowFriday
• Repost things (on Twitter, things are gone in 5 minutes)
• Up to 22× per day
What to tweet
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Ex: They Might Be Giants
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What They Do• Converse with fans (a lot)
• Post videos
• Make announcements
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• Twitter has good ones
• Tweet deck is popular
• Hootsuite is great for orgs
Get a Good Twitter App
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• Have lots of accounts
• Share social media duties
• Preschedule things
• But—costs money
Hootsuite
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Other Social Media
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• MySpace
• Flickr
• Vimeo
• Tumblr
Similar to What We’ve Seen
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• Who knows? But these might be interesting
• Foursquare
• Kickstarter
What’s Next?
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Questions?