Social Media: The Indy Musician & Filmmaker’s Game Changer

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Most music, TV & film today is produced by semi-pros and enthusiasts on a tight budget. Since social media tools like Facebook, YouTube, and Twitter are free, it makes sense for musicians and …

Most music, TV & film today is produced by semi-pros and enthusiasts on a tight budget. Since social media tools like Facebook, YouTube, and Twitter are free, it makes sense for musicians and filmmakers of all stripes to take advantage of them to develop an audience for their work. But that doesn’t mean that just anyone should be doing the outreach. You cannot be effective in social media by randomly blasting out random content to the internet. Social media tools work best when the people behind them have a genuine passion for what they’re sharing. During this presentation Giovanni will teach videographers and musicians alike how to effectively use social media to promote their work and advance their careers.

Presented to the Boomtown Film & Music Festival on 02.25.2012 in Houston, Texas

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Transcript

  • 1. BoomtownFilm & Music Festival Social Media: The Indy Musician & Filmmaker’s Game Changer
  • 2. Giovanni GallucciI’m a hack.I have no business teaching anyone anything aboutsocial media, SEO, or marketing for that matter.So, I’ll not teach. I’ll just show you what works for me.
  • 3. Yea! It’s a theme!Since we’re at a film & music festival...we’re going to use music as our meme today.
  • 4. Troubadour, TX
  • 5. We’re gonna get busy! Blackhat? No. Aggressive? Very.
  • 6. What *Really* Drives Traffic?
  • 7. What *Really* Drives Traffic?
  • 8. What *Really* Drives Traffic?
  • 9. What *Really* Drives Traffic?
  • 10. Some Very Basic Basics click thrus | humanskeywords & phrases | humans backlinks | search engines anchor text | search engines
  • 11. Keywords How Search Works(Simplified)
  • 12. Some Very Basic Basics Make sure the searchengines can crawl your site
  • 13. Some Very Basic BasicsFind the right keywords
  • 14. Keyword Research@giovanni http://LiveLoudTexas.com
  • 15. Keyword Research@giovanni http://LiveLoudTexas.com
  • 16. Some Not So BasicsGoogle Love from Google+
  • 17. What are you gonna do?
  • 18. Some pudding to go with that proof please.
  • 19. It can hurt - but your work will be better in the end...
  • 20. What are you gonna do?
  • 21. And the crowd went wild.
  • 22. Google+ LaunchesPublic Beta 6/27/2011
  • 23. Google+ Invites StartPouring In 6/29/2011
  • 24. 16 days
  • 25. 120 days53 Million +
  • 26. And then lots of them left.
  • 27. one
  • 28. OptimizationLet’s talk about SEO for Facebook
  • 29. OptimizationLet’s talk about SEO for Facebook
  • 30. Optimization That was quick.
  • 31. Optimization But Seriously
  • 32. Let’s get to those“Effective Strategies”that were mentioned in the title of this presentation.
  • 33. Social PluginsLike & Share Buttons & More
  • 34. Social PluginsLike & Share Buttons
  • 35. Social PluginsLike & Share Buttons
  • 36. Pages NOT Profiles
  • 37. Promote Your Page Offiline
  • 38. Promote Your Page Offiline
  • 39. Get Your Brand
  • 40. Facebook Ads“Why do you ‘Like’ brands on facebook? Brand Invitation or Ad - 75% Friend Inviting - 59% Personal Research - 49% *eMarketer
  • 41. Branded Applications Mind The Performance!
  • 42. Branded Applications Be Efficient!
  • 43. Facebook AdsDesign > Text & Image
  • 44. Facebook Ads Targeting
  • 45. Facebook AdsSet Daily Budget & Pricing
  • 46. Facebook Ads Review & Pay
  • 47. EngagementLet Them Play Along
  • 48. Create A Landing TabTake Fans Where They Need To Go
  • 49. Create A Landing TabTake Fans Where They Need To Go
  • 50. Create A Landing TabTake Fans Where They Need To Go
  • 51. Create A Landing Tab There’s Help Out There
  • 52. Offers, discounts, deals
  • 53. Bring Value
  • 54. Contests/Sweepstakes Tie In Partners
  • 55. Contests/Sweepstakes There’s Help Out There
  • 56. Contests/Sweepstakes It Makes A Difference
  • 57. Profile Image Billboard Toot your own horn.
  • 58. I’ve always told clients not to worry about the flavor of the month...
  • 59. Worry about theflavor of the month.
  • 60. How can we use g+?
  • 61. Circles
  • 62. Circles are a vote for peopleGoogle is looking at influence.
  • 63. Circles are a vote for peopleGoogle is looking at authority.
  • 64. Circles are a vote for peopleGoogle is looking at connections.
  • 65. Circles are a vote for peopleGoogle is looking at memes.
  • 66. Circles are a vote for peopleGoogle is looking at categorizations.
  • 67. Google+ Profile Page
  • 68. Introduction/About You
  • 69. Occupation/Employment
  • 70. Location
  • 71. Make sure you’re visible to Google
  • 72. Photos/VideoMy Weapons Of Choice
  • 73. EQUIPMENTLet’s get right down to business. Let’s stick to the cameras for now.
  • 74. EQUIPMENTCanon 5D
  • 75. EQUIPMENTCanon 5D
  • 76. EQUIPMENTCanon 5DCanon 7D
  • 77. EQUIPMENTCanon 5DCanon 7D
  • 78. EQUIPMENTCanon 5DCanon 7DCanon T2i (T3i)Canon G12GoPro HDiPhone
  • 79. EQUIPMENTFor most campaigns, this job is not what you think. The most important piece of equipment in your arsenal is you.
  • 80. BEFORE
  • 81. BEFOREPassion: “I have never had a job I was not passionateabout.” - Kurt Podeszwa (Camp For All).If you are not passionate about what you’re doing, stop.I’m serious.Just stop.
  • 82. BEFOREBuild RelationshipsAnd give fans access!
  • 83. How do we get accessto journalists on Twitter?
  • 84. How do we get accessto journalists on Twitter?
  • 85. Build An Ecosystem
  • 86. Build An Ecosystem
  • 87. Build An Ecosystem
  • 88. Build An Ecosystem
  • 89. Build An Ecosystem
  • 90. BEFOREKnow your target audience and know their platforms.
  • 91. BEFOREBuild a portfolio/reel(translated: work/play for free sometimes)But, DO NOT establish the value for your product at $0.00.NEVER be available for anyone for free when THEY request yourtime. NEVER.
  • 92. Plan, plan,and plan somemore. BEFORESite review,scheduling, shot list,backup equipment,batteries, know whereyour exits are, knowalternate entrances...
  • 93. Plan, plan, BEFOREand plan somemore.Business strategy,goals, resources,budget, expectations...
  • 94. BEFORESmall footprintThis isn’t aboutyou, it’s about1) the fans and2) the brand.
  • 95. BEFOREDon’t describe yourself as anything other than aprofessional filmmaker if you want to be taken seriously.
  • 96. DURING
  • 97. DURINGKnow your rights.Don’t be unnecessarily confrontational, but don’t be adoormat either. Private security are NOT the POPO.Have them call the police if you can’t come toagreement and they attempt to detain you.NEVER give anyone your camera. NEVER give anyoneyour photos. But give the POPO “the disk from yourcamera” if they ask - Use The Cloud
  • 98. BEFOREKnow your Terms of Service.Know the law/know the TOS on sites you’re workingon.
  • 99. DURING Be patient. Be nice. Be respectful. Be invisible.
  • 100. DURINGFirst order of business: get the shots you need.Translated: social media & seo 101.
  • 101. DURINGNext - Be creative. Duh, really? Really.Find the angles that no-one else would.If you want your video campaign to stand out, you mustget shots no-one else is getting.
  • 102. Harvesting The Right Relationships
  • 103. Harvesting The Right Relationships
  • 104. Harvesting The Right Relationships
  • 105. Harvesting The Right Relationships
  • 106. Harvesting The Right Relationships
  • 107. Branded Applications Integrate, but mind the performance@giovanni http://LiveLoudTexas.com
  • 108. Your Channel You Must Self-Promote!@giovanni http://LiveLoudTexas.com
  • 109. Blogger Relations Awareness
  • 110. Blogger Relations Awareness
  • 111. Blogger Relations Identify The Threat
  • 112. Blogger Relations Tame The Beast In Public
  • 113. DURINGShoot everything. -Try everything!Shoot until you get kicked out or until there’s nothingleft to shoot.
  • 114. DURINGRemember I said the get the shots you NEED first?Once you have gotten those AND backed up thosephotos?Sneak around.Shoot to get kicked out.
  • 115. AFTERMETA Data - Optimization.
  • 116. Flickr Pictures
  • 117. iPhoto Metadata
  • 118. ApertureMetadata
  • 119. Google+ Pictures
  • 120. AFTERShare.flickr, facebook, instagram, google+/picasa, smugmug,slideshare, youtube.
  • 121. AFTERMeasure response.Views, favorites, shares, comments, embeds, links, et al.
  • 122. Where Do You Find Press/Bloggers?
  • 123. Where Do You Find Press/Bloggers?
  • 124. Where Do You Find Press/Bloggers?Teach them to fish - friends for life.
  • 125. Sell Yourself“I’m a blogger!” :-)
  • 126. Sell Yourself“I’m a photojournalist!” :-|
  • 127. Sell Yourself“I’m a photojournalist for a local online news outlet with a billion readers” :-[
  • 128. Sell YourselfThen shut up and enjoy the ride.
  • 129. Film/Video
  • 130. Why Online Video? 183.3 Million unique US internet users per month 32.6 BILLION videos watched across the web Average video duration - 4 minutes Youtube - 135.4 Mil users @ 12.8 Billion Videos Avg YouTube user watches 94 videos per month@giovanni http://LiveLoudTexas.com
  • 131. Who’s Watching Where? Facebook - 260 Billion Page Views Per Month Hulu.com - 903.1 Mil Video Views/Month Microsoft-owned sites - 491.8 Mil views/month Yahoo!-owned sites - 435.5 Mil views/month@giovanni http://LiveLoudTexas.com
  • 132. Case Studies Several slides with videos were here in the presentation@giovanni http://LiveLoudTexas.com
  • 133. What is Video SEO?@giovanni http://LiveLoudTexas.com
  • 134. What is Video SEO?@giovanni http://LiveLoudTexas.com
  • 135. Video SEO Tips@giovanni http://LiveLoudTexas.com
  • 136. Video SEO Tips@giovanni http://LiveLoudTexas.com
  • 137. Video SEO Tips Video SEO Ranking Factors -Title -Description -Tags -Views -Ratings -Playlist Additions -Inbound Links -Relevance of content -Flagging/Favorites -Shares/Embeds -Onsite Links -Comments -Age of VIdeo -Channel Views -Subscribers@giovanni http://LiveLoudTexas.com
  • 138. Video SEO Tools@giovanni http://LiveLoudTexas.com
  • 139. Video SEO Tools@giovanni http://LiveLoudTexas.com
  • 140. Video SEO Tools tube toolbox - don’t use tools to cheat! use technology to work more efficiently YouTube TOS Section 4.G: "You agree not to use or launch any automated system, including without limitation, "robots," "spiders," or "offline readers," that accesses the Website in a manner that sends more request messages to the YouTube™ servers in a given period of time than a human can reasonably produce in the same period by using a@giovanni http://LiveLoudTexas.com
  • 141. Video SEO Tools@giovanni http://LiveLoudTexas.com
  • 142. Video SEO Tools@giovanni http://LiveLoudTexas.com
  • 143. Video on Facebook@giovanni http://LiveLoudTexas.com
  • 144. Bringing It All Together
  • 145. Tie Ins? Blog/Tumblr YouTube/Flickr Platform Specific Content Effective Blogger Outreach Brand Evangelist Ignition Social Media Music Sites Basic SEO On Website Branded Image Optimization Bookmarkinghttp://gallucci.net | giovanni@gallucci.net | 469.682.6978 | blog.gallucci.net
  • 146. Some Very Basic Basics Link to yourself
  • 147. Some Very Basic Basics Link to yourself
  • 148. Some Very Basic BasicsCreate content for readers, not for search engines
  • 149. Some Very Basic BasicsReserve your brand name on social networks
  • 150. Some Very Basic Basics Tie It All Together
  • 151. Some Very Basic Basics Tell The World
  • 152. Some Very Basic BasicsRock your RSS Off
  • 153. Some Very Basic BasicsPay AttentionTo What Turns Them On
  • 154. Facebook Insight Audience Analytics@giovanni http://LiveLoudTexas.com
  • 155. Facebook Insight Audience Analytics@giovanni http://LiveLoudTexas.com
  • 156. External Analytics Audience Analytics@giovanni http://LiveLoudTexas.com
  • 157. What do the results look like? Fan Engagement
  • 158. What do the results look like?
  • 159. What do the results look like?
  • 160. What do the results look like?
  • 161. What do the results look like?
  • 162. What do the results look like?
  • 163. What do the results look like?
  • 164. What do the results look like?
  • 165. AFTER Keep working on campaigns. Wash, rinse, repeat. “Find your passion. Use your talent.” - Kurt Podeszwa (Camp For All). Add, hone your talent to feed your passion.
  • 166. http://LiveLoudTexas.com/preso
  • 167. Questions? giovanni galluccigiovanni@LiveLoudTexas.com 469.682.6978 http://facebook.com/LiveLoudTX http://LiveLoudTexas.com/plus http://twitter.com/LiveLoudTX
  • 168. Thank You giovanni galluccigiovanni@LiveLoudTexas.com 469.682.6978 http://facebook.com/LiveLoudTX http://LiveLoudTexas.com/plus http://twitter.com/LiveLoudTX