Science of Social Media Personal Branding Keynote

The Science of Social Media Personal Branding for Ar6sts #sosm @devonvsmith

Who am I? devonvsmith 2

the plan let’s talk strategy 4 pla>orms secrets of social media overcoming challenges Q&A! 3

90 minutes 4

strategy 1. Have a meaningful goal 2. If something doesn’t work, change it 3. Track what you do, and what the results are 4. Be yourself -‐ you are now a brand 5. It’s not a sprint 6. PrioriGze 5

also spend more Ime listening than talking 6

build relaIonships, not one night stands •Ticket buyers •Other arIsts •Arts organizaIons •Funders •Local businesses •Curious onlookers 8

what you measure ma:ers But there’s no secret formula h:p://bit.ly/100ways think about micro conversions li:le steps along a path to a big goal problem. goal. tac6c. metric. 9

PLAN PLAN so now we need a Watch Decide Plan Execute 10

Watch What makes you diﬀerent? What are other arIsts doing? What are you trying to What are you accomplish? doing that’s already working? 11

Decide Goal TacIc Tool Metric 12

Do Execute Adapt 13

Whew! 14

where do I begin? Give yourself a home base Build a community Establish yourself as a leader Show what you can do 15

Give yourself a Home 16

it’s a process Blogging pla>orm Self hosted? Hosted? Micro? HosIng service  Blue Host ($7/month) Domain name  hbp://www.internic.net/whois.html ($10/yr) Choose a theme  Free? Premium? Start building! Widgets/Plug ins 17

the secret to learning HTML 18

1. Landing page 2. Call to acIon 3. Conversions 4. UIlity 5. Social 6. AestheIcs website design 19

What do you see ﬁrst? 20

Search Engine OpImizaIon scary phrase, simple concept Titles Key words Links Fresh content Meta tags 21

Widgets & Plugins Feedburner Social Badges Wordpress.com Stats Disqus Comment System Askismet All in One SEO Pack Broken Link Checker SexyBookmarks Social Web Links Yet Another Related Posts Plugin 22

Google AnalyIcs 23

Build a Community 24

150 million US users on Facebook I’m more ethnically and geographically diverse, older, and engaged online than you might think. Average user •Logs in daily •Spends 55 minutes •Has 130 friends •Creates 70 pieces of content each month •Like 7 pages per month 25

am I a page? 26

how do I reach them? 27

correlaIon does not imply causaIon 28

more posts more engagement 30

but the real story is ROE= (Likes + Comments + Fan Posts) / Theatre’s posts 31

37% of theatres don’t link to Facebook from their homepage 32

case study of Kansas City Rep Asking quesIons Fans comment more on Fans “like” twice as generaIons highest administraIve-‐related open as commenIng levels of user posts than arIsIc posts on a wall post engagement 24% of engaged fans 70% of engaged fans are students; they are women, but men engage less frequently comment more than non-‐students frequently 33

so? •Update content daily •Link to your facebook page •Get a custom URL •Ask quesIons (authenIcally) 34

facebook drives traﬃc to your website that’s where you sell Ickets 35

so use Facebook Insights 36

and Facebook Ads to gather data 37

know how Facebook referrals diﬀer from other traﬃc sources 38

measure it You have the tools (if not the Ime) to know if your Facebook fans spend more money on you. 39

Establish yourself as Leader 40

60 million US users I’m probably less knowledgeable Average user about “this whole •5 followers Twiber thing” than •Has tweeted < 10 Imes you might think •Is in their 30s •Has a college degree •Lives outside the US 41

geung started Learn the lingo Choose a username that’s short but recognizable Find people to follow Complete your bio Tweet! Share media beyond just text Use a 3rd party pla>orm Measure 42

1/3 theatres tweet daily 43

only updaIng Twiber via Facebook? 44

most theatres primarily use the web 45

on average, about 8% of your followers will add you to a list. What they name that list can tell you how they think of you 46

case study of American Rep Asking quesIons Number of followers is A theatre’s followers generates highest level best predictor of high are open geographically of user engagement engagement diverse Users will casually You can use Twiber for menIon your theatre more than just as open as they speak markeIng directly to you 47

an example 48

so? • Search for menIons of your brand name, shows you’re producing, local compeItors, topics you’re interested in • Make friends with others in your area tweeIng (criIcs, organizaIons, local arts agency, local poliIcians, etc). • Consider: Twiber contests, tweet seats, twiber ﬁcIon, seeking out new followers, responding to everyone, linking to your other content, custom backgrounds. • Twiber as CRM: make (private) lists of users. Segment followers by type. 49

measure it! • Reach: followers (not just how many, but who) • Engagement: @menIon and link click thru • Inﬂuence: #ﬀ and listed • SenIment: content of the tweets about/to you 50

Show what you can DO 51

2 billion views/day 24 hours of video uploaded per minute Average user watches 15 minutes per day Evenly split M/F Most popular video played 200 million x 52

Viewers engage on Findings from 2 Case Studies a “per video” basis Men 45-‐54 are largest demographic Related videos are top referral source 80% of views occur more than 2 months aper 53

Length of video doesn’t seem to maber 54

Diverse types of videos are popular 55

No performance type dominates 56

Viewers tend to be older males 57

Most (but not all) views occur on YouTube 58

so? •Embed videos on your website •Understand viewer demographics •Use keyword tags •Add videos to playlists •Monitor & moderate comments •Keep in mind most views will occur a&er closing 59

measure it! 60

but I just wanna sell Ickets 61

12 Dirty Lible Secrets 62

1. A strategic plan isn’t required 63

2. Read more than you write, listen more than you measure 64

3. Give away everything you can for free 65

4. Talking about social media abracts abenIon on social media pla>orms 66

5. WriIng about topics outside your niche will drive traﬃc short term 67

6. Link link link. It’s hard to predict exactly where your traﬃc will come from 68

7. Link to people you want to meet 69

8. Your opinions aren’t enough unless they are 70

9. SEO is no joke. Figure it out 71

10. Steal ruthlessly but abribute everything 72

11. Learn to think in 140 characters 73

12. ConnecIons maber 74

Challenges Overwhelmed ExpectaIons ExhausIon Making Ime Bored 75

Tools HubSpot Website Flowtown grader Hootsuite Mashable Google Alerts Del.icio.us RSS Bit.ly 76

but what if? People say bad things about me They already are. Be more in control of the conversaIon around your brand Social Media is just a fad Pla>orms may come and go. The best way to be prepared is to (though>ully) experiment on the current one. It won’t sell Ickets Build relaIonships with your fans. Unlike tradiIonal markeIng, there is value in social media beyond the message. It takes too much Ime Once you get the hang of it, it doesn’t. Cheaper than most other markeIng eﬀorts. 77

Not all pla>orms are created equal 78

Not all metrics are created equal 79

quesIons? Follow: @devonvsmith Read: www.24usablehours.com Email: devonvsmith@gmail.com THANKS! 80

Q&A notes APPENDIX 81

twiber tools 82

3 million users 1.5 years old Foursquare tripled Evidence of high Tips, tags, and in size in past 6 engagement categories don’t months among users & seem to maber Having a special isn’t enough to Longevity mabers drive check ins Data from September, 2010; 76 LORT theatres 83

flickr 4 billion photos uploaded. Facebook uploads 2.5 billion every month. LORT study: •23% have more than 10 contacts •1/3 don’t tag photos Theatres have used Flickr to: •Ask fans to contribute photos of themselves •Send fans on a photo scavenger hunt •Sell or rent costume/set pieces •Promote gala aucIon items to donors •Ask fans to provide insight on design images •Staff to share lives outside the theatre •Give fans tour of the theatre & offices 84

MySpace 8% of theatres logged in February. 4% had fan comments. They had fewer comments over the life of MySpace than their Facebook page gets in a week. An exit strategy •Check to see if your fan base overlaps with another pla>orm •Poll your audience to see if they want you on the pla>orm •Give fans Ime to transiIon •Leave a ﬁnal post that you’re no longer checking the account •Consider deleIng the account 85

blogs 25% of TCG theatre websites link to a blog 2009 renewed interest (LORT) On average post 3 Imes each month Most popular: different author for every post Bad news: •Very lible engagement •Lots of effort •Unclear readership Good News: •Archive of your history •Permanent link to send informaIon •Thought leadership in the field •Schools/universiIes—student/intern life •Value of SEO/recency to your website 86

how much Ime do you have? 87

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Science of Social Media Personal Branding Keynote

by Devon Smith

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Science of Social Media Personal Branding Keynote Presentation Transcript