regional arts & culture council social media presentation
TRANSCRIPT
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
Creating a Social Media Marketing Plan
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/
Creating a Social Media Plan
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?
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
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/
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
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
Determine how you will measure your success
Blog comments ?
Conversations ?
Links ?
Twitter talk ?
Better brand recognition ?
Measuring Success
Measuring Success
Facebook InsightsMeasures:
1. Likes
2. Reach
3. Talking About This
4. Check-ins
Measuring Success
SocialMention.comMeasures:
1. Strength
2. Sentiment
3. Passion
4. Reach
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
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)
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
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/
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
Trainingwww.seotrainingnw.com
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Thank you!
Get a copy of the presentation at:http://www.slideshare.net/sheenalena/presentations