Social Mediafor the

ARTIST

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Andy Welfle(well-FLEE)

Social Media and Content StrategistReusser Design, LLC

awelfle@reusserdesign.com@awelfle

INTRODUCTIONS

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INTRODUCTIONS

•Your Name

•Your Art

•Your experience with social media, personally and professionally

•The biggest question on your mind today

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WHAT ISSOCIAL MEDIA?

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“Social media is having conversations with people online.”

—Marta Kagan

WHAT IS SOCIAL MEDIA?

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3 KINDS OF “SOCIAL”

Social MediaSocial NetworkingSocial Marketing

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Blogging Platforms

Microblogging

Content Sharing

Social Network

Professional Networks

Democratic Content

Preference Sharing

Communication Tools

Location-Based

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Social NetworkingThe act of using social media.

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Social MarketingThe act of using using social networking, via various social media channels, to attract attention for a brand/product/service, and to convert that attention to brand loyalty, which leads directly or indirectly to sales.

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Social Marketing

convertConversion Rate

The rate of visitors who convert casual content views or websites into desired actions based on requests from marketers.

• SALES•AWARENESS•VISITS• RESPONSE

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Why should I care?

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67% of online US adults use social

media.

0

10

20

30

40

50

60

70

80

90

100

2005 2006 2007 2008 2009 2010 2011 2012

8

1620

29

46

6165 67

Internet-using US Adults who use Social Networking Sites

Source: Pew Research Center, The Internet and American Life Project.

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“Every company will have to be social eventually. Our customers will demand that they be able to interact in this way — the same way they demanded we connect via websites and email.”

— Jay Baer ConvinceandConvert.com

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Likes to interact with companies on Twitter. FB is for friends and family.

Interacting with brands on SM is easy, but so is going to their website.

Local businesses have better, more useful, relevant content than large organizations and businesses.

Wants businesses to engage, not just have a presence.

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SOCIAL MEDIA STRATEGY

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SOCIAL MEDIA STRATEGY4 Basic Questions:

WHO?Who is your audience?

WHY?What do you hope

to gain?

WHAT?What do you want to discuss with them?

HOW?What are your

resources? (Time? Staff? Money?)

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Think like a journalist.A little communication and writing skill goes a long way.

Read a lot. Steal. Adapt. Link.

Find related blogs. Subscribe to them in Google Reader an RSS Reader.

Use Google Alerts.

Ask your audience.

Solicit guest posts.

Conduct brainstorming sessions.

Keep an editorial calendar.

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WEBSITE/BLOG FACEBOOK TWITTER

INSTAGRAM PINTEREST

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HOME BASE

YOUR WEBSITE:

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DOMAIN NAME

YOUR WEBSITE

WEB HOST

SOFTWARE(Content

ManagementSystem)

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DOMAIN NAME

• andywelfle.com

• welfle.com

• welfle.org

• welfleart.com

• andywelfleart.co

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DOMAIN NAME

• Keep it as short as possible

• Keep it easy to remember

• Be as mainstream with the TLD as possible (ex. .com and .org over .biz or .co.us)

• Buy it for as long as you can afford (Somewhere between $10-$20 per year)

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WEB HOST• The physical

location of your website

• Could cost anywhere from $5/month to $50/month

• Could offer email: @your-domain.com

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SOFTWARE

• Programming used to build your website

• Examples: Wordpress, Joomla, Drupal, Squarespace, etc.

• Self-hosted or system-hosted

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SELF-HOSTED OR SERVICE-HOSTED?

Self-hosted blogSelf-hosted blog

Pro ConYou own your content Hosting is expensive

More flexibility over design

Some programming/coding knowledge required

More third-party plugins available

Harder to get tech support

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SELF-HOSTED OR SERVICE-HOSTED?

Service-hosted blogService-hosted blog

Pro Con

Access to newest services and features

You may not ultimately own your content (see TOS)

Better tech support/knowledge base

Third-party plugins often not permitted

Often plugged into an internal user community

Sometimes there are bandwidth/upload limits

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What is a blog?

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• Contraction of “web log”

• A series of updating entries (or posts) appearing linearly in reverse chronological order, and/or in multiple streams

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Online publication for people or companies to write, post media, and to impart information or tell their story.

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• Frequency doesn’t matter as long as you update consistently.

• Be collaborative: link to friends

• Media-rich posts are read more often

• Want to protect your posts? Use a watermark.

• Fill out metadata

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USE THE BLOG TO TELL YOUR STORY IN THE WAY

YOU WANT TO.

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• 1.06 BILLION monthly active users

• 680 million mobile users

• 50 million pages for brands or businesses

• Closed system — you bring people to your page

• Advanced analytics available

Source: http://investor.!.com

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ADVANTAGES

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Easy media posting.

In-line commenting.

Easy sharing.

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The “LIKE” button.

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DISADVANTAGES

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Facebook’s Terms of Service: They can use your content without

permission.

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Example:

The Art Farm

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• 500 million users

•(200 million active users)

• 59 million tweets per day

• Started life as a cross-platform mass texting service

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Example:@pencilscom

(Pencils.com)

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HASHTAGS

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Example:

@SmallAndRound

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• 49 million users

• 80% of users are women

• >80% of content is repinning

• Prices can be attached to pins

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•100 million users

•4 BILLION photos

•Similar to Twitter, but for photos

•Mobile-centric

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See the

BIG Picture!

•Don’t automate• It takes time to build your network. Give

it 6 months to a year to see results•Be consistent — don’t start something

you can’t sustain

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Thank you!

Questions?

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