61 slides from my presentation to Janet Bailey's class for "New Technologies for Marketing the Arts," on Thursday, November 17th, 2011 in Boston, Massachusetts. Updated from earlier presentations. It's good...and good for you!
Digital Marketing presentation for Boston University 11.17.11
Digital Marketing v. 2011New Technologies in Marketing the Arts from Charles McEnerneyJanet Bailey, Boston University twitter.com/wellroundedradiNovember 17, 2011 twitter.com/layersmarketing linkedin.com/in/charlesmcenerney facebook.com/charlesmcenerney email@example.com 1
Charles McEnerneyMy background includes marketing and editorial positionsat ArtsBoston, Fast Company magazine, HBO, MovieMakermagazine, Seattle International Film Festival, WGBH, andin TV, ﬁlm, and audio production.Principal at Layers Marketing: clients include The EliotSchool of Fine & Applied Arts, Emerson College, Future ofMusic Coalition, The Haven restaurant, JP Centre/SouthMain Street, JP Music Festival, Marion Seymour Weddings,Moontoast, OurStage, Song Sparrow Research, Yoko MiwaTrio, and Zebigo.
Charles McEnerneySince 2002, I have hosted and produced Well-RoundedRadio, an online music interview show that featuresmusicians from every genre and music industry thoughtleaders.With more than 70 interviews featured to date, the site andpodcast currently receives about 20,000 visits per monthfrom around the world.
How much do you already use social media? Have you ever written a review of a product online? Do you have accounts on LinkedIn, Facebook, or Do you read blogs? Myspace? Are you subscribed to any Ever edited a wiki? podcasts? Do you use social Do you watch videos on bookmarking? YouTube? Do you use Google Have you watched your analytics? favorite TV show online? Do you Twitter? Do you have a Flickr page?
What is the Long Tail? The concept (attributed to Wired magazine’s editor and the book’s author, Chris Anderson) that there is a larger audience in all the niche interests in the world vs. the subjects and content that have a much wider, mainstream appeal. The concept truly comes to life with Web 2.0 or social media, where there is an audience for every interest, no matter how big or small. 4
Web 1.0While the consumer-friendly Internet of 1994 to 2003was about companies and organizations using theplatform to publish information about themselves, socialmedia has put true social interactivity into the equation.In the last seven years, using the Web to marketproducts and services has changed dramatically...and it’slikely to continue.
Web 2.0 or Social MediaSocial media is about active and dynamic conversationsbetween companies and customers, between groups,and between individuals.It’s also about using the tools and technologies thatarrived with high-speed broadband access.Now the Web is delivering audio, video, multi-media,and realtime communications and the proverbialplaying ﬁeld has been ﬂattened for companies andcitizens. It may cost less cash, but it does require humancapital.
Using online tools, what do your customers want to get out of interacting with you? information education to provide feedback to be a part of the conversation to be a part of your community to be a part of the creative process
The lines between editorial,marketing, and engagement have blurredwe are using the internet to ﬁnd out informationwe are using the internet to educate ourselves beforemaking purchaseswe are using the internet to feel more connected
Social media worksbest when used to...educate consumersoffer exclusive or advance access/dealslisten and converseprovide a sampling opportunitygive the audience a chance to contribute
Social media enables you to... humanize your brand “tell your story” directly to consumers, without relying on traditional media outlets ﬁnd your speciﬁc audience for programming, products, or services vs. using broad channels like print, television, and radio use each activity to promote the other
Social media enables you to... let your customers help you do your marketing (e.g., TripAdvisor’s Cities I’ve Visited) build community be more transparent and open
How do you track success?Site analytics (such as Google Analytics) from entry tosales conversionPromo codes online and at box ofﬁce/admission deskUsing bit.ly to track clicksGrowth of the number of your fans, friends, or followers(and your inﬂuence)Frequency/volume of people “talking” about yourorganization
But ﬁrst, what areyour strategic goals? Customer acquisition and retention Increased ticket sales and revenue Deeper engagement between customers and organization Web site trafﬁc Increased posts in the blogosphere Collect email addresses/RSS subscriptions Get people talking/buzzing about your organization/venue Increased content contributions from customers Create new ways to touch customers
What are the “hottest”social media channels?Blogs (as your own platform and pitching others)TwitterFacebookYouTubeFlickr
It may cost less cash, but it does require human capitalThere are dozens of options of ways to use the Web topromote your organization, but social media can be timeconsuming.Be strategic: think about what your goals are ﬁrst andthen prioritize which of these activities will be the bestuse of your time to achieve them.
Some Key Social Media InnovationsPodcasting Photo SharingBlogging Video SharingSocial Networking Video Search EnginesMicroblogging WebcastingUser/Consumer/Citizen Virtual WorldsGenerated ContentSocial Bookmarking Social News 7
A Few Geek DeﬁnitionsMetadata are terms or words assigned and embedded bycontent creators to help content be found or crawled bysearch engines and rank higher.Tags are words assigned by Web visitors to pages and mediathat are they tracked by disparate Web applications to helpothers discover it.Feeds are URLs that you can subscribe to and receive data ormedia and receive updates in text, video, or audio.Flash is an animation application (now owned by Adobe)that has become the leading standard for encoding video. 12
Really SimpleSyndication (RSS)RSS (Really Simple Syndication) or XML (ExtensibleMarkup Language) feeds give people a way to subscribeto content (text, audio, or video) without having to giveaway their email address.RSS/XML feeds help users subscribe to blogs andpodcasts. The technology is increasingly beingintegrated into email applications, is a part of suchapplications as iTunes, or can be used with desktop andweb-based RSS aggregators such as Sage, NewsGator,Google Reader, or NetNewsWire. 13
BloggingText-based entries much like a diary documenting yourpersonal or professional life and passions. Subscribed tothrough RSS (Real Simple Syndication) or XML(Extensible Markup Language) feeds.Main blogging software services for citizen bloggersinclude Blogger (Google), Tumblr, Typepad, andWordPress. Blogs from companies often live on theirown sites. Sites that track subjects and content on blogsinclude Technorati, Blogpulse, and Bloglines. 14
MicrobloggingShort text messages (140 characters or less) that go out tothose subscribed to your microblog so they can see whatyou’re doing, what you’re thinking, or links to text,video, or audio.Twitter has won the war. There are also review sites likeBlippr.To see what people are “tweeting” about around theworld, visit Twittervision, or just track people you’refollowing via desktop apps like Tweetdeck, Nambu,Seesmic, Hootsuite, etc. 15
TagsTags are metadata or words that citizens assign to webpages, text, images, audio, or video on the web so thatothers can ﬁnd things that are relevant and useful tothem. The better they get tagged, the higher they returnin searches. As these accumulate, you have a tag cloud.With Twitter, citizens can assign a hashtag to their tweet,so the Boston University might be a hashtag of #bu soothers could search on it and see what others are alsowriting about it. 22
Location-based toolsBuilding upon the Twitter ecosystem, location-basedtools like Foursquare, Gowalla, and SCVNGR, and letusers check-in when they are out at events, restaurants,stores, parks, etc. and serve as discovery services.The idea is for friends to let each other know what theyare doing, where they are, but brands are also using it asa way to connect users and fans or incorporate into theirweb site or broadcast programming, such as Bravo orZagat to “unlock” unique experiences. 15
PodcastingDownloadable (and often streamable) audio and videoﬁles that users can subscribe to an RSS/XML feed andupdate automatically in your podcast player.Files can be played on a computer or transfered to anmp3 player (such as an iPod) for playback.Main portals for subscribing to shows are iTunes, NPR,Podcast Alley, Podcast Pickle, Mediaﬂy, Podshow, PBS,APM, and PRI. 16
mp3 BlogsGiven the “everyone is a critic” nature of the Web, mp3blogs (or music blogs or audio blogs) are a way formusic fans to help spread the word about artists theylike in short, mp3, downloadable form, usually featuringone song.Some of these sites include Music (for Robots), Fluxblog,and Stereogum. Sites such as Hype Machine andElbo.ws also aggregate disparate mp3 blogs.
Social NetworkingSocial networking sites enable individuals or companiesto create proﬁles, make friends or contacts, and sharetheir passions, likes, dislikes, career history, etc.Sites with most members or trafﬁc include Facebook,Linkedin, Google+, Myspace, Orkut, Gather, Plaxo, 43Things, and Eons. Niche interest sites such as Dilettanteare popping up every month.Services where you can create your own social networks(either open or closed) include Ning, KickApps, YourMembership, and OneSite. Brands are also creating theirown online networks, such as No Depression magazine. 17
Social NetworkingIn addition to individuals belonging to socialnetworking sites, organizations can create Pages onFacebook where users can “like” a brand ororganization.Organizations or brands can also have Groups, thoughthese are being phased out by Facebook to some degree.Given that more than 800 millions people are now onFacebook, it is hard to ignore it as a marketing vehicle,but you can test how much of your audience is alreadyusing it and how much you can convert them into moreregular customers using Pages, Events, or Groups. 18
Contests and SweepstakesIt used to be to get people to enter a contest, they wouldhave to mail a postcard, call a number, or ﬁll out a paperform.Now, entering a contest or sweepstakes is as easy asﬁlling out and submitting a web form. Social networksturn it into viral marketing, allowing you to post thatyou entered it on Twitter, Facebook, et al.Services like Wildﬁre are inexpensive to use and easy toimplement, helping increase your “likes” or followerswhile giving people a chance to win something. 18
CrowdfundingWhile sites like Wikipedia have long relied oncrowdsourcing for contributing and editing content, amore recent form of crowdsourcing is crowdfunding,where businesses or individuals ask for friends, family,and strangers to donate toward a project to help fundand complete it.The best known sites for crowdfunding includeKickstarter, IndieGoGo, and there are others. 18
Knowledge MarketsSeveral sites have made it easy for web users to askquestions and get answers from friends, acquaintances,or complete strangers.People who answer questions can increase their value inthe knowledge marketplace and many use for clientacquisition, to show others how much they know aboutspeciﬁc topics.LinkedIn led the way in this for several years, but thereis also Quora and the mobile Aardvark app (Google),which have gotten a lot of attention this year. 18
InfographicsInfographics are visual representations of information,using graphics, illustrations, and/or photographs tohelp tell the story in a more dynamic or fun way thanplain text could.Any company, organization or individual can create anddistribute an infographic. In addition to posting on yourown site and promoting, they can sometimes be pickedup by news sites, furthering its reach.Some good examples at Good, Visual.ly, andCoolinfographics, but there are many others. 18
Personal BrandingAs the number of platforms where each of us can have apresence have grown at an exponential rate, the need tohave one page where someone can ﬁnd out about youhas increased, so several platforms have launched whereyou can host a free site that lets you explain yourselfbrieﬂy and link off to other online platforms.These include about.me (AOL) and ﬂavors.me. 18
Event Listings and Socializing SitesA number of sites are taking people’s online connectionsand bringing them back to real world with sharing newsabout activities, plans, ticket sales, and shared intereststo connect with existing friends and/or make new ones.Sites include Upcoming, Going, Meetup, BeeThere,Tourﬁlter, Planypus, etc. You can also post eventinformation on Facebook, Last.fm, Myspace, etc.
Group BuyingGroup buying sites allow retailers to discount or makespecial offers if a large enough group purchases theirgoods or services, usually within a short time frame.The biggest of these are Groupon and Living Social, butthere are hundreds of these services available around theUS, sometimes run by local newspapers or communitysites or specializing in speciﬁc retailers.
Social BookmarkingWeb sites/services where users can publicly bookmarktheir favorite sites and add tags (or keywords) to thesites so that others can discover new Web sites thatmight be of interest to them.Dozens of sites exist in this space, but the main playersare Del.icio.us, Digg, Furl, Google, Newsvine, Reddit,Stumbleupon, Technorati, and Yahoo. Some of these sitesalso perform hybrid services, such as Technorati andStumbleupon. 20
Social NewsWeb sites/services where users can vote or “digg” a storyto show their interest in a story as well as comment onthe link to the piece, which usually resides on a third-party site, often a news site. The rank of stories will riseand fall throughout the day.Top sites include Digg, Fark, Reddit, Stumbleupon, andSlashdot. 21
User/Consumer/Citizen Generated Content Content created by citizens and posted on the web, ranging from text reviews to audio, video, and multi- media. These include blogs, podcasts, digital arts, writing (news, gossip, political analysis, diaries, ﬁction) etc. Most sites do not approve this content, though this is or can be an added function. Examples of sites that rely on citizen generated content for their success include Flickr, Wikipedia, Tripadvisor, Epinions, ebay, YouTube, DailyMotion, Plum, Lulu, eHow, etc. 24
PhotosharingPhotosharing sites allow users to create accounts, postphotos, tag them (and allow others to tag them), andorganize and create albums to share with anyone or justa select list of users.Leadings sites include Flickr, Fotolog, Photobucket,Picasa, Slide, Fotki, Snapﬁsh, etc.
Video SharingWeb sites where commercial + non-commercialbroadcasters along with citizens post short video(usually in a Flash-encoded format) that can be sharedwith friends, commented on, tagged, and searched forbased on speciﬁc topics of interest.Top and developing sites include: YouTube, GoogleVideo, Yahoo! Video, Myspace, Howcast, Vimeo,Viddler, Bing Video, Veoh, Our Media, Miro, Crackle,Metacafe, Daily Motion, and One World. 27
Video Search Engines Given the growing volume of video on the net, the need for search engines that can speciﬁcally search and categorize the metadata associated with these ﬁles has evolved to help users ﬁnd more relevant content. Video posted on the net must be properly tagged in order to be crawled by these search engines. Top and developing sites include: AOL Video, Google, Live Search, Blinkx, Yahoo!, Truveo, Fooooo , Peekvid, Digitalsmiths, and Clipblast.
WebcastingIn addition to broadcast television stations bringing video tothe Web and experimenting with business models, othercompanies are creating online spaces where brands cancurrate their own channels and also attract new fans throughcross pollination of interests and tagged content.Joost, Brightcove, Next New Network, and Open MediaNetwork. 26
Music + Video DiscoveryAudio and video sites that let users stream content (notdownload it) and preview or discover it in a free setting.Most services also offer premium or paid level withoutcommercial messages or a higher level of access.Music discovery sites include Last.fm, Pandora, FineTune, iLike, and Soundpedia.Increasingly these overlap into the social networkingspace as well. 29
MashupsContent where citizens take two or more different media(audio, video, data, maps, ideas) and combine them tocreate something new.Examples include a myriad of Google Map variations,famous audio examples like The Grey Album (mixingThe Beatles White Album with Jay Z’s Black album).Visit Wikipedia for latest examples. 31
WikisCollaborative Web sites where contributors from aroundthe world can edit and work with each other on projectsand utilize the “wisdom of crowds.”Made most famous by Wikipedia and services such asPB Wiki, Basecamp, JotSpot, and many others exist forindividuals or companies to set up their owncollaborative spaces online for either open or closedcontributions. 32
Virtual LivesWeb-based universes or multi-player games wherehumans (through their digital incarnation or avatars)interact with each other, play games, spend real money,buy virtual property/products, build businesses,consume media, travel, make new friends, etc.Some major sites include Second Life, EntropiaUniverse, There, A Tale in the Desert, Everquest, Worldof Warcraft, Webkinz, and Club Penquin. 33
Keeping on top of itThere are a handful of sites that can help you stay on topof news and developments in the social media world,including Mashable, Allfacebook, HubSpot, and SocialMedia Jungle.For the arts, there are several well-followed peopleworth following, including Beth Kanter and JohnHaydon (for the non-proﬁt world) and Katie Paine (forreturn on investment from public relations and socialmedia). 33
Email MarketingConsumer e-mail, which can be sent out daily, weekly, ormonthly to keep your customers informed (MailChimp,Constant Contact, Blue Sky Factory, Convio, VerticalResponse, etc.) 34
Online ResearchOnline consumer surveys so you can ﬁnd out moreabout your customers, ask them about what they seekfrom you, engage them more deeply. (SurveyGizmo,Constant Contact, Survey Monkey, Vertical Response,etc.) 34
Mobile/HandheldWith the rise of cell and smart phones, citizens can alsointeract with each other via text messages and mobileapps.Apps allow users to interface with a brand’s web siteand a subset of its content to access via an iPhone.Advertising on mobile devices is also booming, withGoogle’s AdMob making it easy to do geo and keywordtargeted advertising campaigns with either text ordisplay ads. 35
QR CodesQR Codes are small, square pieces of art (generated foryour site alone) that, when scanned with QR Codesoftware on a smartphone, will take the user to a website where they can learn more, enter a contest orsweepstakes.It looks like... 35
SMS Text MessagesSMS (Short Message Service) or “text” messages are aprotocol to send and deliver messages to mobile phonesand devices. Consumers can also subscribe to suchdelivery systems, asking for updates, educationalsnippets, or reminders.Services for acquiring and delivering SMS messagesinclude g8wave, Mobilestorm, Clickatell, MessageMedia, EZ Texting, etc.
Tracking mentions on the webGoogle Alerts provides a free service to monitor theInternet and send you an email update whenever thatword or phrase appears. While helpful, Google Alerts tend to miss a signiﬁcantnumber of mentions and should be used as a secondarytool for monitoring all web mentions. Services likeRadian6 or Collective Intellect do a better job. 37
AnalyticsAnalytics programs help tell you where your Web sitetrafﬁc is coming from, how much time they are spendingon your site, what pages or links they are traveling to,and if they are converting to paid customers.Google’s Analytics is free to implement and use; otherpaid services with more in-depth features exist withWebTrends, Omniture, NetIQ, HubSpot, and Compete. 37
Search EngineOptimization (SEO)Search Engine Optimization relies on assigning that thecorrect keywords are found by search engines that crawlthe site and help your site’s ranking by search enginesGoogle or Bing (also now managing Yahoo! searchresults) via their organic or natural search results.These results help consumers ﬁnd the information theyare seeking, resulting in qualiﬁed in-bound trafﬁc andsales, which is becoming a cornerstone of success. 38
Pay Per Click (PPC)Pay Per Click is for advertisers who purchase keywordsthrough Google Adwords or Bing for paid search resultsor sponsored results.These can range from pennies for words that are notpopular to many dollars for those words that arepopular. These clicks from consumers are then trackableand help tell you which PPC campaigns are mostsuccessful. 39
Facebook Advertising Facebook and other sites offer low-cost advertising that can be targeted to users by city, state, gender, education level, age, marital status, and interest areas. Facebook’s ads start at a minimum of $5/day, but you don’t have to commit to a long-run of ads. 40
Display AdvertisingOnline advertising has come into its own in the last ﬁveyears as analytics have enabled advertisers to knowwhere, who, and when consumers are clicking throughon their ads, greatly increasing their value in the paidmedia world.Hundreds of agencies now exist to help advertisersplace ads on sites, including Boston companies such asBurst or MRW and national companies Google,DoubleClick, and Clickable. 41
Some results from social media• Greater Web site trafﬁc• Increased customer acquisition and retention• Deeper brand engagement• Increased sales/revenue• Increased posts in the blogosphere• Collect email addresses/RSS subscriptions• Get people talking/buzzing about your product or service• Increased content contributions from citizens• Create new ways to touch customers 43
And speaking of viral marketing...• If you know anyone who might need some help with social media and web marketing strategy and execution, please ask them to contact me at:• firstname.lastname@example.org• 617.233.6613• Thank you! 44
I welcome your recommendations!• • As I continue to grow my business, I would love a recommendation from you on LinkedIn:• • http://www.linkedin.com/in/charlesmcenerney 44