juilliard school presentation: bootstrap your online presence
TRANSCRIPT
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Bootstrap your online presence
Thomas Deneuville
@tdnvl
Follow me on Twitter!
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Who I am
Born in France, grew up in Papeete (Tahiti), lived in Italy, UAE, and USA.
Dual background: Engineering and Music (theory/composition).
What I do Founder/Editor-in-Chief of I CARE IF YOU LISTEN
Owner of Sustainist Media
Digital Content Manager at Cornell University
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What I built
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Today
• Your goals
• Your audience—thoughts on sharing
• Your brand
• Your channels
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Your goals
“What keeps me going is goals.” —Muhammad Ali
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What are your goals?
• Sales
• Awareness / Image
• Gigs
• Traffic
• Engaged community
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Are your goals SMART?
FIND THIS ON I CARE IF YOU LISTEN!
SMART stands for:
Specific
Measurable
Attainable
Realistic
Time-bound
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Your audience
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Who is your audience?
• Demographics
• Geography
• Traffic source
• Personas
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How to find out?
• Google Analytics/Quantcast
• Surveys
• Registration forms
• Newsletter signups
• Twitter/Facebook insights
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Why does this matter?
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Your time is precious. Make better decisions with data.
“
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People want to do things
• What does a fan do on your website?
• What does a first-time visitor do on your
website?
• How do you engage with a potential
supporter ($) on social?
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Is sharing a new thing?
• More content
• From more sources
• With more people
• More often
• More quickly
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We are all publishers. “
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Why do we share?
1. To bring valuable and entertaining content to others
2. To define ourselves to others
3. To grow and nourish relationships
4. Self-fulfillment
5. To get the word about causes and brands
Source: Psychology of Sharing, The New York Times, Whitepaper.
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Sharing not Broadcasting
vs.
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How to influence sharing?
• Your content helps people connect with others
• Be trusted—respect your audience
• Keep it simple (i.e. short)
• A little humor goes a long way
• Share, thank, and follow up
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Your brand
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What constitutes your brand?
• Your story: Bio, statement, blog posts
• Your image: Press shots, videos
• Your style sheet: Typeface, color, logo
• Voice/tone
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Be consistent
Twitter cover
Flyers
Email newsletter
Video titles
Press release
Website
Merch
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Your channels
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The Channels
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The Facebook issue
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Social Media Guerilla Tips
1. Target conversations
2. Schedule
3. Be human
4. Be consistent with your brand
5. Promote ($) wisely
6. Choose your channels wisely
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Choose your channels wisely
• Do channels match your audience?
• More channels > more time
• Do you need to be on… ?
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Spot the differences
Things Composers Don’t Need: Facebook Pages By Sam Reising GOOGLE IT!
Facebook Personal profile
Facebook Artist page
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Who owns your audience?
What happens if tomorrow
Facebook or Twitter or tumblr
or Instagram or …
shuts down?
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The only audience you “own”: Email
• A truly private space
• 3x more email accounts than Facebook & Twitter accounts
combined
• Best traffic
• Segmentation
• Automation
• Better control over your brand
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Your website
• Pretty ≠ usable
• Think content first, form second
• Stuff that humans see vs. stuff Google sees
• Test on mobile
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Why a blog?
• to document things
• to get some writing practice
• for better SEO
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&
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See this again
Visit:
thomasdeneuville.com/juilliard
to download this deck and for a list of
recommended tools.
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Thank you!