NAMP Branding Social Media


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Presentation to the National Arts Marketing Project about Arts and Cultural organizations using social media to brand and market themselves.

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NAMP Branding Social Media

  1. 1. Start a Conversation. Using Social Media to Create ViBE. David Jacobson Nobox Marketing Group
  2. 2. What is all this hype?
  3. 3. Marketing dollars are shifting dramatically.
  4. 4. Social Networks Are Achieving Critical Mass… Source: The Pew Internet & American Life Project 338% 8% 35%
  5. 5. Social Media is the next paradigm shift regarding how we communicate with one another and meet new people. Sitting on the sidelines is simply not an option.
  6. 6. Getting Social Media <ul><li>You have lots of people to meet and not a lot of time to meet them. </li></ul><ul><li>Having something interesting to say is the key to having conversations with people that will want to continue to talk to you. </li></ul><ul><li>Just standing there and hoping someone is going to talk to you won’t work. </li></ul>
  7. 7. Social Media is an extension of your brand. <ul><li>Build “Fans” by reciprocal linking to your site and social media. </li></ul><ul><li>Have ongoing conversations with groups and fans of the brand. </li></ul><ul><li>Post/share news, events, promotions, photos, videos. </li></ul>
  8. 8. Your Toolbox <ul><li>Search Engine Marketing (SEM) </li></ul><ul><ul><li>Natural/Organic Results </li></ul></ul><ul><ul><li>Paid Results </li></ul></ul><ul><ul><li>Directory Results </li></ul></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Online Advertising </li></ul><ul><ul><li>Display </li></ul></ul><ul><ul><li>Video/Rich Media Advertising </li></ul></ul><ul><ul><li>Contextual Advertising </li></ul></ul><ul><li>Email Marketing </li></ul><ul><li>Mobile Marketing </li></ul><ul><li>Social Media Marketing </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><li>Affiliate Marketing </li></ul><ul><li>Branded Content </li></ul><ul><li>Branded Applications </li></ul><ul><ul><li>Games </li></ul></ul><ul><li>Micro-Sites </li></ul>
  9. 9. Now What? <ul><li>“ As I've heard it described, </li></ul><ul><li>Facebook is for the friends you currently have or have had in the past, </li></ul><ul><li>LinkedIn is primarily for furthering professional relationships you enjoy and </li></ul><ul><li>Twitter is for the friends you do not know yet.” </li></ul>
  10. 10. Facebook <ul><li>Build “Fans” </li></ul><ul><li>Monitor groups and fans of the brand = Free market research </li></ul><ul><li>Create Business Pages and/or Groups to attract fans and keep in touch with “friends” of the brand. </li></ul><ul><li>Guerrilla Market: Post/share news, events, promotions, photos, videos. </li></ul>
  11. 11. Facebook: The Mega Network <ul><li>Create pages that attract “fans” in a number of different categories. </li></ul><ul><li>Find out what people respond to </li></ul>
  12. 12. LinkedIn <ul><li>Business social networking based on the concept of “six degrees of separation.” </li></ul>
  13. 13. LinkedIn <ul><li>Join Groups to: network, share information, pose & answer questions and discuss relevant topics with professionals who share similar interests. </li></ul>
  14. 14. Plaxo and Naymz <ul><li>Connect with friends, family and business contacts. </li></ul><ul><li>Share and receive content from your network. </li></ul>
  15. 15. MySpace <ul><li>Create a branded page to connect with friends. </li></ul><ul><li>Great for sharing of “creative content” - music, videos, photos, etc. </li></ul>
  16. 16. YouTube <ul><li>Create a distribution channel for video content. </li></ul><ul><li>Can be used as video host to embed video links to other sites such as Facebook. </li></ul>
  17. 17. Blogs <ul><li>Stay connected to insider information, content, articles and happenings in highly targeted, vertical categories. </li></ul><ul><li>Follow the people/bloggers that provide valuable information. </li></ul><ul><li>Blogosphere is becoming more “professional” allowing for better content for readers/listeners but harder to differentiate for writers/posters. </li></ul>
  18. 18. Blogs <ul><li>Easily create a site and publish content from web or mobile. </li></ul><ul><li>News, info, photos, video </li></ul>
  19. 19. RSS Feeds <ul><li>Subscribe to content (blogs, web sites, twitter) that you like that will update you with new news, info and content in one place. </li></ul>
  20. 20. Blogs, Podcasts and RSS Feeds <ul><li>The technology or site of the moment can switch quickly. </li></ul><ul><li>The vast amount of content, especially professional content in the blogosphere is making it harder to stand out now. </li></ul><ul><li>Results in shorter prose, video and photos becoming more appealing. </li></ul>
  21. 21. Twitter <ul><li>“ Tweet” up to 140 words about anything answering the questions: </li></ul><ul><li>“ What are you doing” </li></ul>
  22. 22. Twitter <ul><li>Companies can set up shop on Twitter, where it is using the service's search tools to monitor what people are saying about the product. </li></ul><ul><li>Can also post timely and relevant news, promotions, offers, customer feedback, customer service. </li></ul>
  23. 23. Twitter <ul><li>Follow people or businesses and be followed to be a part of and monitor ongoing conversations. </li></ul><ul><li>Companies can set up shop on Twitter, where it is using the service's search tools to monitor what people are saying about the product. </li></ul><ul><li>Can also post timely and relevant news, promotions, offers, customer feedback, customer service. </li></ul>
  24. 24. Ning <ul><li>Create your own social community with complete “social network” functionality. </li></ul><ul><li>Connect with, share info and network with people in affinity or special interest groups. </li></ul><ul><li>Requires more proactiveness and group leader. </li></ul>
  25. 25. Sharing Info and Starting a Conversation <ul><li>Send articles to friends or post on social network sites to begin a conversation or provide value to contacts. </li></ul>
  26. 26. <ul><li>Aggregate the sending of messages and alerts to multiple social sites. </li></ul>
  27. 27. Delicious <ul><li>Aggregate your bookmarks on the web. </li></ul><ul><li>See the most popular sites by category. </li></ul>
  28. 28. Tailoring Tools to Meet Your Needs <ul><li>Step #1: This is still all about branding. Branding is about creating building brand evangelists. </li></ul><ul><li>Step #2: It's Not Marketing, It's Building Relationships and Having Conversations. Start with the people that know you best. </li></ul><ul><li>Step #3: Get Involved! Join the Conversation. </li></ul><ul><li>Step #4: Test the tools – use what's most comfortable and feels right for you and your brand/business. </li></ul>
  29. 29. Thank you! David Jacobson Nobox Marketing Group