Nurturing Your Network with New Media | American Society of Picture Professionals Seminar Presentation
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Nurturing Your Network with New Media | American Society of Picture Professionals Seminar Presentation

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This presentation teaches the audience how to use new media to grow business and cultivate a relevant, influential network, with a specific focus in the art community.

This presentation teaches the audience how to use new media to grow business and cultivate a relevant, influential network, with a specific focus in the art community.

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  • American Society of Picture Professionals Photography as storytelling, expert storytellers. Which platforms using now? Which feel doing well at?
  • Mad Men clip to follow
  • www.emarketer.com/Article.aspx?R=1008948
  • Invest first in what you can control, keep your site and blog as a hub for content that’s expensive to produce and won’t go away on a Facebok policy change
  • Longer-lasting vs. paid media More efficient & effective, Now you’ll know what’s working, Reduced customer service costs, Understand & relate to clients
  • But here we see UGC is very profitable. The trick is curating it. http-//socialtimes.com/user-generated-content-infographic_b68911
  • Be sure to have a conversion, such as a newsletter signup
  • Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem. URI students parents of young children=middle-aged
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Demonstrate thought-leadership, brand personality (example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
  • Various channels that get leads: 52% of marketing pros said leads via blog had lower cost of acquisition.
  • Search marketing best practices: no duplicate content, enable social sharing with share buttons
  • http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
  • Demonstrate thought-leadership, brand personality (example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
  • Your website and blog Email newsletter Social media Blogger relations & PR In-person interactions Additional outreach platforms Tying it all together
  • Demonstrate thought-leadership, brand personality (example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
  • Be sure to have a conversion, such as a newsletter signup
  • Challenge: It’s not working the way we’d thought! Takes too much time! People are complaining. Benefit: Cheaper than paid media & longer-lasting. Take time to focus on what works. Respond and treat complaints on social media as any good customer service pro would Solution: Analyze & adjust & respond (to complainers & yourself)
  • What works & Your consumers vs. fans
  • The more content you create, the feedback you get, the more data to crunch and better understand your audience. Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emerges Google Analytics: Map overlay, keywords, where they’re coming from
  • Developing contacts: nurture your network Determining who the influencers are Which tools & platforms are optimal Measuring your efforts to boost ROI Integrating platforms and efficiencies
  • Something about regularly seeing someone, in person, that truly builds a relationship. Social media simply augments this, not necessarily supplants it. Next gathering a week from today at 41 North

Transcript

  • 1. Designated EditorSpeaking Series Nurturing Your Network With New Media England & Photographic ASPP New Resource Center at Boston University Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
  • 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
  • 3. www.designatededitor.com 3
  • 4. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 4
  • 5. www.designatededitor.com 5
  • 6. Challenges we’ll addressDeveloping contacts: nurture your networkDetermining who the influencers areWhich tools & platforms are optimalMeasuring your efforts to boost ROIIntegrating platforms and efficiencies@Sue_DesigEditor www.designatededitor.com 6
  • 7. http-//socialtimes.com/user-generated-content-infographic_b68911
  • 8. @Sue_DesigEditor www.designatededitor.com 8
  • 9. Who is your audience? Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary? www.designatededitor.com 9
  • 10. @Sue_DesigEditor www.designatededitor.com 10
  • 11. Where does content live?@Sue_DesigEditor www.designatededitor.com 11
  • 12. 4 stages to effectivenessStage 1 Your websiteStage 2 Your blog & emailStage 3 Platforms & tools integrationStage 4 Optimizing your platforms & metrics@Sue_DesigEditor www.designatededitor.com 12
  • 13. How to fully maximize your content @Sue_DesigEditor www.designatededitor.com 13
  • 14. WordPress is free & versatile@Sue_DesigEditor www.designatededitor.com 14
  • 15. who is your audience?@Sue_DesigEditor www.designatededitor.com 15
  • 16. 4 steps to content planningStep 1 Your audience & keywordsStep 2 Find & leverage the right toolsStep 3 Integrate social media channelsStep 4 Optimization & metrics@Sue_DesigEditor www.designatededitor.com 16
  • 17. Keywords: Your prospects’ vocabulary @Sue_DesigEditor www.designatededitor.com 17
  • 18. Keywords: Google Trends@Sue_DesigEditor www.designatededitor.com 18
  • 19. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 19
  • 20. @Sue_DesigEditor www.designatededitor.com 20
  • 21. Stage 2 Blog & emailGoogle & search engines <3 fresh contentActivate keywords & make multimediaOffers a glimpse inside your brandEnable and moderate commentsLeverage blog posts to feed email @Sue_DesigEditor www.designatededitor.com 21
  • 22. Blogs cited as least expensive www.designatededitor.com 22
  • 23. Multimedia blog @Sue_DesigEditor www.designatededitor.com 23
  • 24. Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 24
  • 25. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor www.designatededitor.com 25
  • 26. Influencer-finder toolswho is your audience?@Sue_DesigEditor www.designatededitor.com 26
  • 27. who is your audience?@Sue_DesigEditor www.designatededitor.com 27
  • 28. Other influencer tools@Sue_DesigEditor www.designatededitor.com 28
  • 29. Stage 3 Integrate social mediaClaim social profilesDetermine most relevant social channelsMonitor, engage & integrate@Sue_DesigEditor www.designatededitor.com 29
  • 30. Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 30
  • 31. How do I gain more fans?Who do you know?How do they know you’re there?How can you tell them? Email newsletters Email signature Icon and feed on your website@Sue_DesigEditor www.designatededitor.com 31
  • 32. Targeting Facebook ads• Towns & cities• Gender & age• Level of education• Marital status• Interests & Likes @Sue_DesigEditor www.designatededitor.com 32
  • 33. www.designatededitor.com 33
  • 34. Events@Sue_DesigEditor www.designatededitor.com 34
  • 35. www.designatededitor.com 35
  • 36. @Sue_DesigEditor www.designatededitor.com 36
  • 37. @Sue_DesigEditor www.designatededitor.com 37
  • 38. @Sue_DesigEditor www.designatededitor.com 38
  • 39. Show your brand or curate others’ @Sue_DesigEditor www.designatededitor.com 39
  • 40. Instagram www.designatededitor.com 40
  • 41. who is your audience?@Sue_DesigEditor www.designatededitor.com 41
  • 42. who is your audience?@Sue_DesigEditor www.designatededitor.com 42
  • 43. who is your audience?@Sue_DesigEditor www.designatededitor.com 43
  • 44. Retail, gallery or events?@Sue_DesigEditor www.designatededitor.com 44
  • 45. Stage 4 Social media optimization & metricsBe more efficientBe more effectiveOptimize for performanceCalculate your ROI @Sue_DesigEditor www.designatededitor.com 45
  • 46. Tips to boost ROI• Plan• Content first – let branding 2nd• Use pictures & video• Use Facebook Questions• Be timely: Post about popular topics• Be conversational• Direct ads to the fan page www.designatededitor.com 46
  • 47. Maximize Your ROIStep 1 Business development Identify your best growth areasStep 2 Keyword research What vocabulary are people using?Step 3 Build topics Discuss topics that best serve your growth markets & use keywords @Sue_DesigEditor www.designatededitor.com 47
  • 48. @Sue_DesigEditor www.designatededitor.com 48
  • 49. who is your audience?@Sue_DesigEditor www.designatededitor.com 49
  • 50. Stage 4 How are we doing?@Sue_DesigEditor www.designatededitor.com 50
  • 51. Facebook InsightsEngagement & Relevance www.designatededitor.com 51
  • 52. Google Analytics: now + social@Sue_DesigEditor www.designatededitor.com 52
  • 53. Benefits of a thriving network Boost awareness, loyalty & sales Longer-lasting vs. paid media Understand & relate to customers Now you’ll know what’s working Reduced customer service costs Efficient & effectively find influencers@Sue_DesigEditor www.designatededitor.com 53
  • 54. In-person engagement www.designatededitor.com 54
  • 55. Designated Editor Nurturing YourSpeaking Series Network With New Media England & Photographic ASPP New Resource Center at Boston University Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor