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Designated EditorSpeaking Series     Nurturing Your                    Network With New                    Media England &...
suzanne’s experience              Social Media              Strategies professor  6 years                            Page ...
www.designatededitor.com   3
Paid media vs. owned media                   www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor                     ...
www.designatededitor.com   5
Challenges we’ll addressDeveloping contacts: nurture your networkDetermining who the influencers areWhich tools & platform...
http-//socialtimes.com/user-generated-content-infographic_b68911
@Sue_DesigEditor   www.designatededitor.com   8
Who is your audience?  Who might be your best advocates?  What are their defining characteristics?  What are they looking ...
@Sue_DesigEditor   www.designatededitor.com   10
Where does content live?@Sue_DesigEditor           www.designatededitor.com   11
4 stages to effectivenessStage 1 Your websiteStage 2 Your blog & emailStage 3 Platforms & tools integrationStage 4 Optimiz...
How to fully maximize your content @Sue_DesigEditor                    www.designatededitor.com   13
WordPress is free & versatile@Sue_DesigEditor                www.designatededitor.com   14
who is your audience?@Sue_DesigEditor        www.designatededitor.com   15
4 steps to content planningStep 1 Your audience & keywordsStep 2 Find & leverage the right toolsStep 3 Integrate social me...
Keywords: Your prospects’ vocabulary @Sue_DesigEditor           www.designatededitor.com   17
Keywords: Google Trends@Sue_DesigEditor          www.designatededitor.com   18
Keywords: Include in Titles and Descriptions  @Sue_DesigEditor                  www.designatededitor.com   19
@Sue_DesigEditor   www.designatededitor.com   20
Stage 2 Blog & emailGoogle & search engines <3 fresh contentActivate keywords & make multimediaOffers a glimpse inside you...
Blogs cited as least expensive                           www.designatededitor.com   22
Multimedia blog @Sue_DesigEditor   www.designatededitor.com   23
Tools to drive blogs & content@Sue_DesigEditor                 www.designatededitor.com   24
email          http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor         ...
Influencer-finder toolswho is your audience?@Sue_DesigEditor          www.designatededitor.com   26
who is your audience?@Sue_DesigEditor        www.designatededitor.com   27
Other influencer tools@Sue_DesigEditor         www.designatededitor.com   28
Stage 3 Integrate social mediaClaim social profilesDetermine most relevant social channelsMonitor, engage & integrate@Sue_...
Integrate appropriate social media channels                                 Bruno Maia, IconTexto                         ...
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 signa...
Targeting Facebook ads• Towns & cities• Gender & age• Level of education• Marital status• Interests & Likes @Sue_DesigEdit...
www.designatededitor.com   33
Events@Sue_DesigEditor   www.designatededitor.com   34
www.designatededitor.com   35
@Sue_DesigEditor   www.designatededitor.com   36
@Sue_DesigEditor   www.designatededitor.com   37
@Sue_DesigEditor   www.designatededitor.com   38
Show your brand or curate others’ @Sue_DesigEditor          www.designatededitor.com   39
Instagram            www.designatededitor.com   40
who is your audience?@Sue_DesigEditor        www.designatededitor.com   41
who is your audience?@Sue_DesigEditor        www.designatededitor.com   42
who is your audience?@Sue_DesigEditor        www.designatededitor.com   43
Retail, gallery or events?@Sue_DesigEditor        www.designatededitor.com   44
Stage 4 Social media optimization & metricsBe more efficientBe more effectiveOptimize for performanceCalculate your ROI @S...
Tips to boost ROI•   Plan•   Content first – let branding 2nd•   Use pictures & video•   Use Facebook Questions•   Be time...
Maximize Your ROIStep 1 Business development       Identify your best growth areasStep 2 Keyword research       What vocab...
@Sue_DesigEditor   www.designatededitor.com   48
who is your audience?@Sue_DesigEditor        www.designatededitor.com   49
Stage 4 How are we doing?@Sue_DesigEditor        www.designatededitor.com   50
Facebook InsightsEngagement & Relevance                         www.designatededitor.com   51
Google Analytics: now + social@Sue_DesigEditor          www.designatededitor.com   52
Benefits of a thriving network Boost awareness, loyalty & sales Longer-lasting vs. paid media Understand & relate to cu...
In-person engagement                       www.designatededitor.com   54
Designated Editor                    Nurturing YourSpeaking Series                    Network With New                    ...
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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.

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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 &amp; effective, Now you’ll know what’s working, Reduced customer service costs, Understand &amp; 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 -&gt; people want to interact with other humans, blogs &amp; 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 -&gt; people want to interact with other humans, blogs &amp; social make it possible, changing the way businesses interact forever
  • Your website and blog Email newsletter Social media Blogger relations &amp; PR In-person interactions Additional outreach platforms Tying it all together
  • Demonstrate thought-leadership, brand personality (example) B2B = P2P -&gt; people want to interact with other humans, blogs &amp; 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 &amp; 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 &amp; adjust &amp; respond (to complainers &amp; yourself)
  • What works &amp; 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 &amp; 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 of "Nurturing Your Network with New Media | American Society of Picture Professionals Seminar Presentation"

    1. 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. 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. 3. www.designatededitor.com 3
    4. 4. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 4
    5. 5. www.designatededitor.com 5
    6. 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. 7. http-//socialtimes.com/user-generated-content-infographic_b68911
    8. 8. @Sue_DesigEditor www.designatededitor.com 8
    9. 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. 10. @Sue_DesigEditor www.designatededitor.com 10
    11. 11. Where does content live?@Sue_DesigEditor www.designatededitor.com 11
    12. 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. 13. How to fully maximize your content @Sue_DesigEditor www.designatededitor.com 13
    14. 14. WordPress is free & versatile@Sue_DesigEditor www.designatededitor.com 14
    15. 15. who is your audience?@Sue_DesigEditor www.designatededitor.com 15
    16. 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. 17. Keywords: Your prospects’ vocabulary @Sue_DesigEditor www.designatededitor.com 17
    18. 18. Keywords: Google Trends@Sue_DesigEditor www.designatededitor.com 18
    19. 19. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 19
    20. 20. @Sue_DesigEditor www.designatededitor.com 20
    21. 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. 22. Blogs cited as least expensive www.designatededitor.com 22
    23. 23. Multimedia blog @Sue_DesigEditor www.designatededitor.com 23
    24. 24. Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 24
    25. 25. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor www.designatededitor.com 25
    26. 26. Influencer-finder toolswho is your audience?@Sue_DesigEditor www.designatededitor.com 26
    27. 27. who is your audience?@Sue_DesigEditor www.designatededitor.com 27
    28. 28. Other influencer tools@Sue_DesigEditor www.designatededitor.com 28
    29. 29. Stage 3 Integrate social mediaClaim social profilesDetermine most relevant social channelsMonitor, engage & integrate@Sue_DesigEditor www.designatededitor.com 29
    30. 30. Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 30
    31. 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. 32. Targeting Facebook ads• Towns & cities• Gender & age• Level of education• Marital status• Interests & Likes @Sue_DesigEditor www.designatededitor.com 32
    33. 33. www.designatededitor.com 33
    34. 34. Events@Sue_DesigEditor www.designatededitor.com 34
    35. 35. www.designatededitor.com 35
    36. 36. @Sue_DesigEditor www.designatededitor.com 36
    37. 37. @Sue_DesigEditor www.designatededitor.com 37
    38. 38. @Sue_DesigEditor www.designatededitor.com 38
    39. 39. Show your brand or curate others’ @Sue_DesigEditor www.designatededitor.com 39
    40. 40. Instagram www.designatededitor.com 40
    41. 41. who is your audience?@Sue_DesigEditor www.designatededitor.com 41
    42. 42. who is your audience?@Sue_DesigEditor www.designatededitor.com 42
    43. 43. who is your audience?@Sue_DesigEditor www.designatededitor.com 43
    44. 44. Retail, gallery or events?@Sue_DesigEditor www.designatededitor.com 44
    45. 45. Stage 4 Social media optimization & metricsBe more efficientBe more effectiveOptimize for performanceCalculate your ROI @Sue_DesigEditor www.designatededitor.com 45
    46. 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. 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. 48. @Sue_DesigEditor www.designatededitor.com 48
    49. 49. who is your audience?@Sue_DesigEditor www.designatededitor.com 49
    50. 50. Stage 4 How are we doing?@Sue_DesigEditor www.designatededitor.com 50
    51. 51. Facebook InsightsEngagement & Relevance www.designatededitor.com 51
    52. 52. Google Analytics: now + social@Sue_DesigEditor www.designatededitor.com 52
    53. 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. 54. In-person engagement www.designatededitor.com 54
    55. 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
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