social media attitude adjustment - new arts council

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

The MarketingSavant Group

Social Media Attitude Adjustment

Social Media Channels + 26 Concepts to Engage Your Audience with Social Media


www.marketingsavant.com

888.989.7771

[email protected]


After-Event Slides & Resources

• The slides and resource links are available electronically after the event:

www.marketingsavant.com/newarts



Agenda

• Inbound & Email Marketing

• Social Media Tools – Facebook

– Twitter

– Blogs

– YouTube

– LinkedIn

– Pinterest

• 26 Tips for Social Media Success (ABCs of Social)

3



Don’t Commit Random Acts of Social Media Marketing!


http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing

Blogs + Blogging

Comment Marketing

News/Media/PR SEO

Social Networks

Word of Mouth

Q+A Sites

Forums

Online Video

Podcasting

Webinars

Research/White Papers

Infographics

Social Bookmarking

INBOUND MARKETING! (AKA “free” traffic sources)

Direct/Referring Links

Type-In Traffic

Email
























Build Your Email List

• Ensure opt-in opportunities at the website

• Conduct a touch point review

– Online touch points

– Offline touch points

Source: http://www.intersectionconsulting.com/tag/touch-points/



Construct winning e-mails

• Attention

• Interest

• Desire

• Action

7



• Create Your Fan Page

• Share Great Links on

• Publish Great Content on Your

• Use to Tell Your Story with Video

• Boost Your Profile

• Amplify Your Art with

Using the Right Tools



Acquire the Skills

• The 2 pillars of social media

– Content - Content - Content

– Building Relationships

• The habit of using Social Media daily

• How to engage with your followers

• How to build your personal brand

• How to measure results from Social Media communications



Facebook Pages

• Publish content that naturally encourages click-throughs or creates discussion.

• Powerful way of engaging customers, community, etc.

• Many options for sharing content and media

• Connect it to your blog for a constant flow of content

• Directly message & connect with supporters around important issues


12

Basic Facebook Navigation

Personal Profile o You can friend others o You can “Like” a page o Cannot use profile for

business

o Post messages that

will be read by your “friends”

o Create events o Share content,

photos and video o Send private email

Business Page o Visible to unregistered

users • Can be indexed for

SEO value • Reputation

management value

o Allows for “vanity” URL

o Can create events o Can tailor to specific

needs • Over 500,000

Facebook and 3rd party applications

o Can promote with social ads

o Offers Visitor statistics o Allows multiple

administrators not attached to a profile

o Discussions

Personal profiles are for people

Business pages are for celebrity, band, business or organization

Groups are sponsored by an individual for specific topics

Group o Must have a personal

profile • Invitations can be

open to the public or closed

o Allows you to send bulk invite to friends

• Opportunity for message to go viral

o Does not support applications

o Can create related event and invitation

o Cannot promote with social ads

o No visitor statistics available (at this time)

o Discussions



Facebook Communication Strategy

• Use calls to action

– Well designed, clear calls to action

– Market Facebook outside Facebook

• Use photos

– Show off unique items at each gallery

– Show the “behind the scences”

– Show events, awards, etc.

– Post pictures of you at work

• Use video

– Post recording of shows, inter

– Interview your customers

• Integrate off-line marketing

– Other media ads and content

• Build an active wall

– Encourage people to Like your page

– Monitor and participate in the comments on your Wall

• Re-purpose content

– Post useful, interesting content from various sources, regularly

• Encourage experiential marketing

– Use welcome tabs

– Deliver a unique experience!

– Experiment

• Use ads to drive traffic – Upcoming shows, new pieces,

exhibits, etc.



Do the Facebook Combo

Page + Events + Ads + Fans = Success



Create a Proper Landing Page Create Microsite Tabs



Run Facebook Photo Contests

RETURN ON Imagery



Twitter for artists

• Establish a pattern of consistency in your tweeting strategy

• Keep your “it is all about them” hat on when tweeting – RT other people’s stuff

• Follow social media best practices – Follow those that follow you but maintain

balanced follower to following ratios – recommend 1.25 to 1 or less

– Engage: Proactively and in response to RTs (retweets) and SOs (Shout Outs)

• Tweet consistently and set up a good maintenance schedule

• Measure which content resonates best with your audience



What Is Twitter Good For ?

• Building Community- creating a strong community of followers that ultimately help raise awareness, visibility and affinity for your business

• Media Relations – share updates, initiatives, ideas and relevant stories with your local media on twitter

• Customer Relations - using Twitter to successfully engage with customers who need regular updates

• Events - driving attendance to exhibits locally or out of town

• Early Alert – alert customers to new pieces, shows, exhibits, other new items added, changes in schedule or other hot topics

• Branding & Awareness - employing Twitter in creative ways to increase awareness around a specific event and for your business in general

• Fundraising - using Twitter to spread the word about important causes and benefits that you’re participating in



Build Your “Blog Hub”

• One place where your content is housed

• Contains real substance, not just links

• “Connectable platform” (Wordpress, Typepad)

• You online home base



Create Useful Content

• Instructional - Instructional posts tell people how to do something. I find that Tips posts are generally the ones that are among my most popular both in the short term

• Informational - This is one of the more common blog post types where you simply give information on a topic. It could be a definition post or a longer explanation of some aspect of the niche that you’re writing on. This is the crux of successful sites like Wikipedia.

• Reviews - Another highly searched for term on the web is ‘review’ - I know every time I’m considering buying a new product that I head to Google and search for a review on it first. Reviews come in all shapes and sizes and on virtually every product or service you can think of.

• Lists - One of the easiest ways to write a post is to make a list. Posts with content like ‘The Top Ten ways to….’, ‘7 Reasons why….’ ‘ 5 Favorite ….’, are not only easy to write but are usually very popular with readers and with getting links from other bloggers.

• Interviews - Sometimes when you’ve run out of insightful things to say it might be a good idea to let someone else do the talking in an interview (or a guest post). This is a great way to not only give your readers a relevant expert’s opinion but to perhaps even learn something about the topic you’re writing yourself.

• Case Studies - Another popular type of post is the case study where you profile a client, a peer, an organization or person that you admire either through direct contact or an interview with them or by doing some of your own benchmarking activity.



Podcasts & Vodcasts

• More human & emotional than blogging

• Low investment

• Easy distribution

• Differentiator

• Share more than text


Types of Video

• Photo Montage: This is a set of photos and transitions, which will most often be accompanied by music or a voice over. Generally the cheapest option. Think: real estate videos.

• Q&A: A sort of mini-interview so you can highlight important points about your art. Easy to produce.

• Documentary Style: A video that covers several areas of your style or background. Scenes from exhibits, your studio, maybe even customers.

• Testimonials: Video taken of actual shows and buyers. Very powerful and inexpensive



Go Daddy VLOG


First, A Bit About Profiles

• Your profile, on any network, is not a resume

• Your profile maps to your goals

– Network, job hunt, sell, attract, influence

• Thou shalt have a complete profile

– 40x more likely to succeed when complete

• Public profiles are productive profiles

– “But what about those creepy Internet people?”



6 Steps to LinkedIn Success

1. Complete your profile!

2. Join groups & discussion

3. Connect with professionals

4. Connect with customers

5. Ask/answer questions

6. Approach prospects


WHAT IS PINTEREST?

Pinterest is simply a pin-board style photo sharing network.


What is Pinterest?

To Your Business:

• A fast-growing and powerful platform for storing and sharing your brand’s images which helps drive traffic to your company website or even help sell products.

• A visual self-expression engine based on the most viral and shareable content – images.

Adapted from: pinterest.com/bulentkeles

Adapted from: pinterest.com/bulentkeles



What Do We Find on Pinterest?

The most popular categories found on Pinterest, according to RJ Metrics, are:

• Home (17.2%);

• Arts and Crafts (12.4%);

• Style/Fashion (11.7%);

• Food (10.5%); and

• Inspiration/Education (9.0%).

Pinterest data Source: RJ Metrics


Pinterest is Aspirational

What I’m doing now… What I WISH I was doing!


From Realtors to Retailers

How Can Pinterest Help?

• Realtors should be pinning the most beautiful images of their listings with notes about the design or unique nature of the architecture.

• Retailers should be pinning photos of their products and telling the back story. Share the details!

• Animal services (vets, groomers, sitters) should be posting fun pictures of their animal clients without referencing their people clients.

• Bloggers and writers use Pinterest as inspiration for content!



Best Practices on Pinterest

1. Pin from various sources, including re-pins from within the site.

2. Create a few boards that cover a broad range of interests.

3. Show off different facets of your brand personality or values.

4. Share content that’s relevant, valuable & not overly promotional.

5. Include eye catching visuals in your digital assets.

6. Boards should contain enough content to make them worth following.

7. Be responsive.

8. Add new pins as much as possible.

9. Promote your presence.

10. Monitor. Search for pins about your brand and check what people are pinning from your site using pinterest.com/source/[URL].

Source: Pinterest: A Quickstart Guide For Brands, January 2012 © Leo Burnett/Arc Worldwide



Social Art Sites

• deviantArt - With over 13 million registered members and over 35 million unique visitors per month, deviantART is one of the largest online communities for artists and art enthusiasts to promote and sell art.

• Behance - The site provides a networking platform for creative professionals across all industries. Members can create multi-media portfolios to showcase their work within the network, as well as on partner sites and organizations.

• More social sites to sell art: http://bit.ly/IVMfd4

http://bit.ly/IVMfd4

http://bit.ly/IVMfd4


26 CONCEPTS TO ENGAGE YOUR AUDIENCE WITH SOCIAL MEDIA

The ABCs of Social Media


39 Assets: Bring Everything You Have

to Social Media

Example: Technology Company

14 Brand families 12,732 Products and services 6 Broad go-to-market themes 42 Industry solutions 6.1MM Web pages 349 Case studies 1,942 Product data sheets 431 White papers 109 Webcasts 31,000 Press articles 219 Events with presence 13 Major sponsorships 432 Active employee blogs 395 Print ads 17 TV spots 421 Major global partners 227 HR initiatives 28 Languages

Example: Technology Company’s Assets



Take People Behind the Scenes Ann Handley suggests in her book Content Rules to use video to show behind the scenes at your company. “Businesses can show what goes on in their day-to-day world that people don’t see but might be interested in. What about showing, for example, how a popular product goes from concept to rolling off the assembly line? Something that seems completely everyday to you could be exciting and fresh to your fans.”

http://www.amazon.com/Content-Rules-Podcasts-Webinars-Customers/dp/0470648287/ref=sr_1_1

http://www.amazon.com/Content-Rules-Podcasts-Webinars-Customers/dp/0470648287/ref=sr_1_1



Compelling Content

Dialogue With Your Community



Social Media Effort


Follow Friend

F-words in Social Media



Google Loves Social Media



Hijacked Media – Beware!



Incent Social Sharing & Interaction

• ING Cafe in Chicago offered a free cup of coffee to people who checked in somewhere nearby their venue.

• This got customers in their door who may not have known about ING Cafe or simply hadn’t planned to go there.

• Kraft’s new MiO product, a water enhancer, gave away free full-sized samples from their Facebook page.

• Chipotle gave away a free burrito to people in return for watching a promotional video.

• Simply put, offering consumer freebies has been wildly successful in recent social campaigns.



Facebook is the 2nd Most Popular Vehicle For Consumer Recommendations



Join the Right Groups



Knowledge Sharing in Social Media


Listen, Listen, Listen



Get Notified!

• Facebook not the only or the right answer

• Hyper Alerts is the “feature that Facebook forgot”

• Watch you pages, competitors, pages you like and pages you don’t

• Daily digest of updates (vs. immediate emails)

• Alerts by URL or by FB User – ASAP, Hourly, Daily, Weekly,

Monthly – Select your time – Also alerts on your own content

• http://www.hyperalerts.no

http://www.hyperalerts.no/

http://www.hyperalerts.no/



Get Notification all in a NutshellMail

• Brings all social alerts into one consolidated email

• Track Twitter new followers & un-follows

• Mostly for ‘personal’ use

• http://nutshellmail.com

• Free service

http://nutshellmail.com/

http://nutshellmail.com/



Micro Blogs

Social Bookmarks

Content

Video/Photo Sharing

Social Networks

Blogs

Mix it up



Network Intelligently



Offline Social Skills - Host a Tweetup for Your: Company/Customers/Industries/Community/Groupies



Publish on Schedule – “1-7-30-4-2-1”

• 1 = Daily

• 7 = Weekly

• 30 = Monthly

• 4 = Quarterly

• 2 = Bi-Annual

• 1 = Annual

Source: FusionSpark Media http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/



Map Out the Publishing Process


Questions: Ask and Answer

Ask Answer



Relationships are Better with

Social Media



Review If They Like You…



Satisfy Customers Through

Social Media

http://www.bpodr.co.uk/blog/virgin-media-twitter-and-improved-customer-service



Secure Your Listings • Secure the top business listings on

directory sites

• “Claim” your business

• Use http://getlisted.org/ to asses your position

• Focus on the top local listings

• Be careful of what you pay for online – Superpages

– Yellowpages

– Other scammer nonsense

http://getlisted.org/

http://getlisted.org/



Selling with Social Media



Turn Your Thinkers Into

Thought Leaders



Understand Your Audience in Social Media



Video Connects Emotionally

• More human & emotional than blogging

• Be found on Google

• Low investment

• Easy distribution

• Differentiator

• Share more than text


70 Word of Mouth & Social Media

consumer-generated

(Think “megaphone”)

marketer-generated

(Think “funnel”)

be aware

consider

buy use

form opinion

talk

Social content, networks, and interactions

word-of-mouth

relative media spending

brand awareness keyword



Social Media Excellence • Coordination

– Coordination of social media activities creates excellence. Mastery of media flow is achieved though deliberate orchestration.

• Commitment – Commitment means engaging with your environment.

It means deliberately pursuing social interactions.

• Confidence – Contagious confidence creates social media

excellence. You are interesting, with interesting ideas, so go tell it on the mountain.

• Comprehension – Perpetually develop and deepen performance

capacity. Comprehension drives social media mastery and excellence.

• Cultivation – Cultivate worthwhile and friendly relationships. Foster

interaction to develop overall well-being, social media excellence and prosperity.

5 C’s of Social Media Excellence



Zero Excuses!

Top 10 Social Media Barriers

1. Lack of internal resources/time

2. Lack of knowledge/expertise

3. Not convinced about the value/ROI

4. Lack of clear guidelines/policies

5. Lack of awareness of social media within company

6. Lack of budget

7. Social media not appropriate for company/brand

8. Fear negative reaction from customers

9. Lack of global reach/scale

10. Lack of appropriate agency partner


After-Event Slides & Resources

• The slides and resource links are available electronically after the event:

www.marketingsavant.com/newarts



Smile if you liked it!



888.989.7771

[email protected]

Thanks You for Attending!



Social Media Attitude Adjustment 26 Concepts to Engage Your Audience with Social Media



888.989.7771

[email protected]