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.
Unblocking The Main Thread Solving ANRs and Frozen Frames
Nurturing Your Network with New Media | American Society of Picture Professionals Seminar Presentation
1. Designated Editor
Speaking 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
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6. Challenges we’ll address
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
@Sue_DesigEditor www.designatededitor.com 6
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?
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21. Stage 2 Blog & email
Google & search engines <3 fresh content
Activate keywords & make multimedia
Offers a glimpse inside your brand
Enable and moderate comments
Leverage blog posts to feed email
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22. Blogs cited as least expensive
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29. Stage 3 Integrate social media
Claim social profiles
Determine most relevant social channels
Monitor, engage & integrate
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30. Integrate appropriate social media channels
Bruno Maia, IconTexto
http://www.icontexto.com
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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
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32. Targeting Facebook ads
• Towns & cities
• Gender & age
• Level of education
• Marital status
• Interests & Likes
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45. Stage 4 Social media optimization & metrics
Be more efficient
Be more effective
Optimize for performance
Calculate your ROI
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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
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47. Maximize Your ROI
Step 1 Business development
Identify your best growth areas
Step 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
55. Designated Editor
Nurturing Your
Speaking 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
Editor's Notes
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
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