1. Social Marketing & Media Relations Presented by Aaron Bisman Director of Audience Development Jazz at Lincoln Center @bizmonides #asylum15 1Social Marketing & Media Relations. @bizmonides #asylum15 2. AGENDA Intro Your Marketing Questions How to Market Things & People Q&A Break Social Marketing & Media Relations. @bizmonides #asylum15 2 3. 3Social Marketing & Media Relations. @bizmonides #asylum15 4. 4Social Marketing & Media Relations. @bizmonides #asylum15 5. JDubs 5th Anniversary Celebration at Celebrate Brooklyn in Prospect Park. JDubs 5th Anniversary Celebration at Celebrate Brooklyn in Prospect Park, July 2008.5 6. QUESTIONS? 6Social Marketing & Media Relations. @bizmonides #asylum15 7. More people want to experience your art and related content than can or will ever experience it in person. 7 Will you deny them opportunities to engage? Social Marketing & Media Relations. @bizmonides #asylum15 8. YOU CAN DO THIS (ALSO, YOU HAVE TO) If you learn to market yourself, you can manage others in the process later on You will be a more successful _________________ if you can master the marketing of your own work Content / Marketing is a 50/50 split Social Marketing & Media Relations. @bizmonides #asylum15 8 9. HOW TO MARKET PEOPLE & THINGS 1. Set Goals 2. Try new things 3. Know your audience 4. Embrace your niche 5. Share your process 6. Utilize tools at your disposal 7. Frame the story 8. Empower Superfans 9. Trust the data Social Marketing & Media Relations. @bizmonides #asylum15 9 10. Try new things 10Social Marketing & Media Relations. @bizmonides #asylum15 11. KNOW YOUR AUDIENCE Think like your audience Who are they? What is going to inspire them to show up? Conduct market research. oMake and test assumptions. oSocial Media can help. Facebook Insights Social Marketing & Media Relations. @bizmonides #asylum15 11 12. 12Social Marketing & Media Relations. @bizmonides #asylum15 13. Embrace your niche Social Marketing & Media Relations. @bizmonides #asylum15 13 14. Your content should be niche Your community should be inclusive Social Marketing & Media Relations. @bizmonides #asylum15 14 15. SHARE YOUR PROCESS Social Marketing & Media Relations. @bizmonides #asylum15 15 16. UTILIZE TOOLS AT YOUR DISPOSAL Social Media Facebook / Twitter Instagram Youtube/DailyMotion Pinterest Tumblr Vine Snapchat Periscope/Meerkat Wikipedia Digital Marketing - Email - Event listings - Facebook Ads - Your site - Microsite - livestream Curate Content Netvibes / Pulse Social Marketing & Media Relations. @bizmonides #asylum15 16 17. Social Marketing & Media Relations. @bizmonides #asylum15 17 18. Social Marketing & Media Relations. @bizmonides #asylum15 18 19. 19@bizmonides @jazzdotorg @tessnetwork #TNinnovator Dont limit yourself to any one platform. Be channel agnostic. 20. FRAME YOUR STORY Putting your work into context for others. Media ALWAYS needs context: Trends Identifying or dening - a trend and placing your work at the center of it Current Events In what ways does your project relate to/comment on/connect to a current event in your local, national, or global community? Calendar Why is your project important RIGHT NOW? Holiday, season Social Marketing & Media Relations. @bizmonides #asylum15 20 21. 21Social Marketing & Media Relations. @bizmonides #asylum15 22. Making the particular universal and the universal particular What about the Jewish component will interest more general audiences? What about the work generally will interest specically Jewish audiences? MOST IMPORTANT WITH PRESS: - Do your research Social Marketing & Media Relations. @bizmonides #asylum15 FRAME YOUR STORY 22 23. 23Social Marketing & Media Relations. @bizmonides #asylum15 24. 24Social Marketing & Media Relations. @bizmonides #asylum15 25. EMPOWER SUPERFANS How can you engender buy in? What will send them running to tell their friends about your work? Social Marketing & Media Relations. @bizmonides #asylum15 25 26. BE AN ENABLER Provide tools Postcards Posters Digital Flyers Gifs Temporary Tattoos Sandwich boards Hired guns - Publicist - Social Media Manager - Street Team Social Marketing & Media Relations. @bizmonides #asylum15 26 27. DATA IS YOUR FRIEND A/B Test when possible Email subject lines & body layout, Facebook ad text Taglines/Design Facebook Page Insights Google Alerts Constant Contact/Mailchimp Tweetdeck Addictomatic Social Marketing & Media Relations. @bizmonides #asylum15 27 28. Social Marketing & Media Relations. @bizmonides #asylum15 28 29. Social Marketing & Media Relations. @bizmonides #asylum15 29 30. HOW TO MARKET PEOPLE & THINGS 1. Set Goals 2. Try new things 3. Know your audience 4. Embrace your niche 5. Share your process 6. Utilize tools at your disposal 7. Frame the story 8. Empower Superfans 9. Trust the data Social Marketing & Media Relations. @bizmonides #asylum15 30 31. COLLABORATE ASK FOR HELP BUDGET Social Marketing & Media Relations. @bizmonides #asylum15 ONLY 3 MORE TO GO 31 32. REMEMBER Social Marketing & Media Relations. @bizmonides #asylum15 YOU ARE AWESOME 32 33. Social Marketing & Media Relations. @bizmonides #asylum15 33 34. READING/VIEWING MATERIAL The single best explanation of virality and the emotional drive of the social web by Jonah Peretti, founder of Buzzfeed: Video: http://www.theguardian.com/media-network/video/2013/apr/ 03/buzzfeed-social-web-video?INTCMP=SRCH Slides: http://www.businessinsider.com/jonah-perettis-awesome-viral- media-presentation-explained-2010-8#-1 Creative Abrasion: http://haykin.net/innovationsparks/2009/10/02/creative- abrasion-vs-creative-collaboration/ Social Media & Social Times Email newsletter http://www.adweek.com/blognetwork/newsletters Social Marketing & Media Relations. @bizmonides #asylum15 34 35. THIS PRESENTATION WILL BE AVAILABLE AT bit.ly/asylum15marketing Social Marketing & Media Relations. @bizmonides #asylum15 35