Using Social Media to Promote the Arts


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  • Good morning everyone. I’m excited to be here today to share some ideas and thought starters for you on how you can use social media to promote your art. This presentation is really meant to help you all dig a little deeper and get some new ideas on how to use social media. Some of the information may be basic. Some of the information will likely be new and hopefully helpful. Social media is now so VERY broad that it’s hard to pinpoint just one or two areas without knowing everyone’s knowledge base. Ok…so let’s get started.
  • READ SLIDE Email started hitting the workforce in the mid 90s. I like using this statement as an analogy because you can and should look at social media today the same way you looked at email in the mid 90s. If you didn’t catch on, you very quickly became outdated and irrelevant. Most social media platforms have only been around for 6-8 years so they are really still in their infancy. As I’m sure many of you know, these social media sites make physical changes, upgrades and policy changes pretty frequently and that’s going to continue rapidly for the next few years. So the point of this slide is to say to you all today, we live in an increasingly digital world, and if you aren’t already getting involved in this social digitisation you’re missing out on a lot of technology that is going to be the basis for the way we communicate in the future.
  • READ SLIDE I’d like to get started with this video that does a good job of showing just how much social media already influences the way we live our lives. CLICK ON VIDEO. TURN UP VOLUME. WATCH. Okay…so did that wake everyone up this morning? Did it scare you a little bit? Good, then we’re going somewhere.
  • READ SLIDE Okay....So the video showcased a lot of different social media and how it influences human life - both personally and professionally. Now…professionally speaking, one thing I want you to take away from this presentation is that all the social media we discuss today and how you utilize social media should - for the most part – be driving people back to your website. For businesses, your website should be your foundation and your core means of how you tell your story. Social media is a great way to complement your website and drive people back to it. So, first and foremost, make sure your website is your solid foundation.
  • Just by a show of hands, how many people have a Facebook account? How many of you are already using Facebook to promote art?
  • Okay, so let’s understand the breadth of Facebook a little bit and why it’s so important today for how we are social with one another. READ SLIDE In only seven years of existence, Facebook already has 600 million users. That’s pretty remarkable for a start-up company that was launched from a Harvard dorm room.
  • READ SLIDE I fall into both of those categories. The last thing I do before I turn off the lamp is check Facebook and Twitter. The first thing I do is check both accounts when I wake up in the morning. If I can’t sleep, I read FB and Twitter or play some of my game applications.
  • READ SLIDE So, basically, if you have internet access in the United States, which I assume that everyone in this room does have internet access, 70 percent of those internet users have a Facebook account. This other statistic is very important - READ SLIDE. This number is going to grow. Facebook is trying very hard to get into China, but there is still a lot of pushback from the Chinese government. If and inevitably WHEN they get into China, Facebook will have tremendous growth. From a cultural and political perspective, Facebook will also play a major role in many of China’s policies.
  • READ SLIDE Some people find this statistic very depressing, but I am able to have relationships through Facebook that I would not have had otherwise. I’m able to talk to my relatives in India on a regular, non-invasive basis and quite honestly, it’s not always easy to just pick up the phone and call those guys. Also, I’m not from Mobile, and I’ve lived in Atlanta, Chapel Hill and Detroit, and I am able to stay in touch with friends and co-workers that I wouldn’t have…those relationships would have fizzled. So I definitely talk to people more online that I do in real life and the reason why is because I’ve been able to expand my social network so much more. And I’m sure that many of you can say the same thing. You may have 300 Facebook friends. Well, that doesn’t mean that you would be talking to these 300 people all the time in real life, you just now have more opportunities to engage them because of social media. Right?
  • So let’s break down a few ideas on how to use Facebook to promote the arts. This slide assumes that you are already using Facbeook to promote your art product or service. If you’re not, you should start a Facebook product page to promote your venture. READ # 1 - GO TO NEXT SLIDE
  • The Facebook profile page changed it’s layout in late 2010 and it allowed for people everywhere to brand their pages in different ways. Alexandre Oudin is actually credited as the first to manipulate his page in this way.
  • Here’s another creative use of a Facebook page - this is actually a personal page, not a product page, but you could do the same thing. If you are a visual artist or graphic designer, is this something you could do with your page? It makes a statement.
  • And here’s another one. If Jackson Pollack were to have a Facebook profile, I think we can all be sure it would look something like this. So idea #1 with your page is that you can be creative and think outside of the box with something even as simple as the basic layout.
  • Idea #2 is to consider creating a unique landing page for your Facebook page. In the past, you could do this using FBML, but as of March, Facebook is phasing out FBML. CLICK ON LINK TO SHOW FBML landing page. Labour of Love Gallery used FBML - which is basically HTML - to create this landing page. So when people visit their Facebook page for the first time, they can learn a little bit more about them before going to usual Facebook wall page. Instead of FBML, products can use iFrame apps to help them create website like tabs that are embedded within their Facebook pages. Third party developers love this because it means that they can get more business often for a fee. CLICK ON IWIPA LINK - some of the features are free, but require a cost upgrade. CLICK ON CUSTOM PAGE LINK TO SHOW HOW SOMEONE USED IWIPA TO BUILD A MICROSITE WITHIN THEIR LANDING PAGE.
  • Here is another page that uses either FBML or an iFrame app to have a distinctive landing page.
  • READ #3 CLICK ON CONVERSATION STARTERS LINK TO GO TO NASCO ARTS & CRAFTS wall page. This page is in real-time so we’ll see what they’ve been doing lately. They do a good job on carrying on the dialogue. Interaction is good. I recommend having your FB page open on your computer at all times at the office so you can see when people post and respond to them quickly. READ #4 - CLICK ON LINK TO GO TO SONYA’S CREATIONS PAGE. Sonya doesn’t do a lot of fancy stuff with her FB page, but she does a really good job of utilizing albums to promote her products. She posts each picture and labels it with the item name and price so that when you hover over the picture, the title of the image tells us more about it. It’s clean, simple and efficient. This is something that all of you could do today with your products. READ #5 READ #6 - CLICK ON LINK AND SEE THE DEAL ON THE UPPER RIGHT HAND CORNER - KEEP THIS PAGE OPEN TO TALK ABOUT ETSY
  • My Etsy - SHOW in DOLMAN GEIMAN PAGE HOW THEY USE TO SELL ITEMS - can purchase the items right from the FB page YouTube - SHOW ON DOLMAN GEIMAN PAGE - setting up an iFrame can be more time consuming, so another way to add videos to your page is to add the YouTube app. It allows you to embed YouTube videos directly onto your page. And the last but not least, another way you can promote your business is by adding the blog link to your page. CLICK ON THE BLOG LINK and it allows you to showcase your blogs and those who are interested can click for more information.
  • So hopefully that was a lot of food for thought about Facebook. We’re going to move on to the third most visited website out there and the second most popular social media platform - YouTube.
  • So let’s set the scene with YouTube. READ SLIDE. YouTube was founded by three executives that worked for PayPal. The idea came from two different issues. One of the founders became frustrated when he couldn’t find the video of Janet Jackson’s wardrobe malfunction and the other was that the founders were frustrated that they couldn’t email a video due to size restrictions. Thus YouTube was born….
  • READ SLIDE - grew very quickly…just like Facebook.
  • READ SLIDE In a 60 day period on YouTube, more video content is uploaded than all three of the major U.S. television networks have produced in the past 60 years, combined.
  • READ SLIDE…. Does anyone have a guess???
  • Yep. Tina Fey’s impersonation of then vice-presidential candidate on Saturday Night Live dramatically increased YouTube usage for the older demographic. The funny thing is that the highest quality video was on But YouTube had already branded itself so well, that most searchers just went to YouTube to find, watch and then email the video.
  • So, let’s go over a few basics on how to utilize YouTube… The same way that you have a personal page on Facebook, you can have a personal “channel” on YouTube that allows you to post videos, showcase the videos you like, make comments, etc. CLICK ON LINK - Nowadays, it’s easiest just to use your smart phone to take and upload video. My YouTube channel is nothing to write home about, but I use it to post videos of my mom making Indian recipes. UPLOAD THE VIDEO, and if you make it public, see what happens…SHOW CHARLIE BIT MY FINGER. Tags are important - way to categorize your video for searching. Most videos are under two minutes in length. Another way you can really benefit is to search YouTube the same way you do Google.
  • You can and also should use YouTube to promote your art. If a picture is worth a thousand words, then a video is worth a thousand pictures. Artists are using YouTube all over the world to tell their story and tell what inspires them. CLICK ON VAL’S ART DIARY LINK. Another way you can utilize YouTube is by using it as in informative or instructional process on how you created a piece of art or if you’re a gallery owner, by inviting artists to your gallery to make an instructional piece. Bob Davies has been making instructional videos for years and posting them to YouTube. He uses it as way to position himself as an expert, direct people back to his website and build relationships with current & future patrons. YouTube also allows you to be transparent and really show who you are. Not all of your videos have to be about art, but they can also be about who you are and what you do or what your business does and why you do what you do. READ #4. The next time you have someone that buys a piece of jewelry from you, snap out your iphone and ask them what inspired them to buy it. You can post these on your channel to make connections with other patrons. I mentioned it once before and I’ll mention it again – Search YouTube. There are so many artists already using this tool effectively.
  • So moving on to Twitter….
  • Twitter came onto the scene after Facebook and YouTube… READ SLIDE… Twitter became important and popular thanks to growth of smartphones and texting…
  • That’s what the daylong brainstorming session came up with and if you recall the original Twitter, you remember that this is pretty much what it looked like. Twitter wanted to be simple, short and sweet.
  • Read slide…
  • Read slide So Twitter has a far smaller userbase than either Facebook or YouTube, but it plays some very, very important cultural roles.
  • The information on this slide is very important for businesses and advertisers. When compared to Facebook, READ SLIDE…
  • READ SLIDE This is also very important for businesses and advertisers who are trying to communicate with the college demographic.
  • Here are some basic tips for utilizing Twitter. Each Tweet is limited to 140 characters or less. Because characters are limited, url shorteners become all the more important in the Twittosphere. Twitter as a platform allows more developer-access than Facebook. So you can use Twitter from a variety of different applications whereas to really use Facebook, you have to login through Facebook.
  • Twitter is a great, non-invasive way to get quick bits of information and to interact with friends, families and products. CLICK ON LINK TO GO TO CHEAP JOES ART STUFF PAGE. Like YouTube, it also allows you to show your personality – it’s much less formal that Facebook in that regard. As an artist, you can have a voice in the Twittosphere for a particular medium and you’ll have random people following you just because they’re interested. Twitter is also a great way to get up to the second, real-time information on things that interest you. Find people that share your passion and share ideas. CLICK ON LINK TO GO TO LISTORIOUS WEBSITE. Listorious organizes Twits by category, so you can find a host of art-related twitter accounts. Another good site to find people who share your passion is Followerwonk - can search people’s profile listing.
  • Most url shortener sites - like will allow you to make a QR code now. Simply go to the site, shorten your url and then take your shortened url and enter.qr at the end.
  • READ SLIDE Okay, let’s say your website is already a strong foundation and you have or plan to get involved in social media. Is that enough to promote the arts? Is that enough - right then and there - to do the arts justice? No, it’s not. We need to remember to use new technology, digitisation, social media and like to complement the story telling that the art does on its own. Here’s a good video and really an amazing idea that takes digitization and delivers when it comes to promoting the arts. Take a look. CLICK ON VIDEO.
  • Great video, right? I hope that gets ideas flowing in your head the way it does mine. I think probably the key statement that Amith stated during his presentation was that this project “wasn’t meant to replicate the experience of going to a museum, but rather to supplement it.” A gigapixel image is composed on 1 billion pixels, so that’s 1000 times the information captured by a 1 megapixel camera. Currently, there are only a few cameras that can create gigapixel images will one sweep of a scene, but the good news is that we’re heading in the direction, where we’ll be able to see more and better images as this continues to become more accessible. Another interesting thought that comes from this project is that fact that so much art is sitting in storage facilities and not on museum walls. This technology is going to allow us to see more artwork and give us much more access to pieces that were otherwise unattainable - the Dead Sea Scrolls for example. So…here’s a question. Could you do something like this with your own work and incorporate it into your website? It’s not going to have quite the same effect, but the answer is YES. There are ways now to create your own virtual tours. Here’s another idea…could Downtown Mobile create virtual town to further enhance its reputation as an art destination? Something to think about, right? Microsoft Photosynth is a new application that allows you to take panoramic pictures. It’s also a social tool where you post your panoramics and comment on them like you would photos on Flickr. It’s very easy to use via a smart phone. You simply take the pictures and it automatically stitches them together.
  • 2011 is going to be the YEAR OF LOCATION BASED SERVICES. Saw huge growth in 2010 and Facebook Places launched in 2010. There is a lot of potential for growth with location based services but many people draw the line here about privacy concerns. So, it will be interesting to see how 2011 plays out with location based services.
  • Facebook has the largest potential for growth. With more than 600 million users worldwide, it has the capability to mainstream location based services. But Facebook Places has actually not caught on as much as expected.
  • There are many businesses that have launched very effective campaigns with Facebook Places. The University of Kentucky put the Facebook Places icon all throughout their campus as a visual reminder for students to check-in on campus. They saw this as a viral recruitment tool as the friends and family of students would see them checking-in on campus. Great way to spread the word to high school students.
  • The statistics are still a little foggy on Facebook Deals. As of this month, Facebook says that quote “millions” of people have used the service, but it’s still not very well integrated on smartphone apps. Again, Facebook has a tremendous amount of potential because of their 600 million users to hurt competitors like Groupon, LivingSocial and Foursquare, but the Facebook Places app needs to catch on more. One major difference is that while Groupon can get up to 50 percent of each deal posted, Facebook’s Deals are free to businesses. So what does Facebook get out of the deals app? Two things that Facebook wants more of all the time - engagement and data.
  • The statistics are still a little foggy on Facebook Deals. As of this month, Facebook says that quote “millions” of people have used the service, but it’s still not very well integrated on smartphone apps. Again, Facebook has a tremendous amount of potential because of their 600 million users to hurt competitors like Groupon, LivingSocial and Foursquare, but the Facebook Places app needs to catch on more. One major difference is that while Groupon can get up to 50 percent of each deal posted, Facebook’s Deals are free to businesses. So what does Facebook get out of the deals app? Two things that Facebook wants more of all the time - engagement and data.
  • FourSquare was launched in March of 2009. Basically, people will check-in to a certain location using their smart phone and points are awarded for checking in at various venues. Users can connect their Foursquare accounts to Twitter and Facebook. By checking in a certain number of times, or in different locations, users can collect virtual badges. In addition, users who have checked in the most times at a certain venue will be crowned “Mayor” until someone surpasses their number. Various venues have embraced Foursquare, and offer special deals to users who are “mayors”.
  • READ SLIDE That 3400 percent is not a typo. And Foursquare is still seeing steady growth - about 25,000 new users per day worldwide. So, all in all, location based services are still very new and will continue to grow, but a lot of businesses have not jumped onto this bandwagon yet. You can expect to see a lot more growth in 2011
  • Using Social Media to Promote the Arts

    1. 1. Utilizing Social Media to Promote the Arts Women’s Business Center June 18, 2011 Hela Sheth
    2. 2. Sometime in 1996… “ I just don’t see the point of this whole e-mail thing. It’s not going to catch on.” - Someone who is now unemployed
    3. 3. Social media is changing the way we communicate and will continue to do so .
    5. 6. Facebook was launched in 2004 as a college-only app. As of 2011, there are 600+ million active Facebook users. That’s approximately 1 in every 13 people on Earth .
    6. 7. 48 percent of 18 to 34 year olds check Facebook right when they wake up . About 28 percent check accounts on their smart phones before getting out of bed .
    7. 8. There are 206.2 million internet users in the U.S. That means 71.2 percent of the U.S. web demo is on Facebook . About 70 percent of the Facebook userbase resides outside the United States .
    8. 9. A record-breaking 750 million photos were uploaded to Facebook over New Year’s weekend.
    9. 10. 57 percent of people talk to people more online… … than they do in real life .
    10. 11. <ul><li>Using Facebook to Promote the Arts </li></ul><ul><li>Utilize Facebook as extension of brand – BE CREATIVE! </li></ul>
    11. 12.
    12. 13.
    13. 14.
    14. 15. <ul><li>Using Facebook to Promote the Arts </li></ul><ul><li>Utilize Facebook as extension of brand – BE CREATIVE! </li></ul><ul><li>Consider creating a unique landing page using FBML / iFrame app. </li></ul><ul><ul><li>- iwipa – create a multimedia landing page </li></ul></ul><ul><ul><li>- Build custom page with video, images, links, etc. </li></ul></ul>
    15. 16.
    16. 17. <ul><li>Using Facebook to Promote the Arts </li></ul><ul><li>Utilize Facebook as extension of brand – BE CREATIVE! </li></ul><ul><li>Consider creating a unique landing page using FBML / iFrame app. </li></ul><ul><li>Posts should be blend of marketing & conversation starters . </li></ul><ul><ul><li>- The more dialogue, the better </li></ul></ul><ul><li>Post albums and videos and allow Fan Photos. </li></ul><ul><li>Link, Link, Link & use URL shorteners to track like </li></ul><ul><li>Utilize Facebook Places, Deals , Questions and Polls. </li></ul><ul><li>SMALL is the new big. It doesn’t matter how busy you are or how small the staff is at your organization. </li></ul>
    17. 18. <ul><li>Facebook Apps for Promoting the Arts </li></ul><ul><li>Shop application – Etsy, Storefront Social, ShopTab, etc. </li></ul><ul><li>YouTube for pages – integrate YouTube account and videos directly embedded into your page </li></ul><ul><li>Blog application – Networked Blogs, BlogIt, Notes </li></ul>
    18. 20. YouTube was created in 2005 and bought by Google in 2006 for $1.65 billion. The first ever YouTube video was entitled Me at the Zoo .
    19. 21. After only one year of existence, YouTube announced that 65,000 new videos were being updated daily… … and the site was receiving 100 million video views per day .
    20. 22. In 2007, YouTube consumed as much bandwidth as the entire Internet did in 2000 . Today, YouTube has 490 million unique users per month, who spend a total of 2.9 billion hours on the site - that’s more than 325,000 years .
    21. 23. YouTube has always been popular with the teen demographic. In 2008 , it saw tremendous growth in 25-49 demo because of…
    22. 25. Today, YouTube is the third most frequented website behind Google and Facebook. People around the world watch 2 billion videos per day. Every minute, 24 hours of video is uploaded to YouTube.
    23. 26. <ul><li>Using YouTube - The Basics </li></ul><ul><li>Create a channel </li></ul><ul><li>Use your smart phone or simple video device </li></ul><ul><li>Upload videos - Charlie Bit My Finger </li></ul><ul><li>Tags </li></ul><ul><li>Keep it short and sweet </li></ul><ul><li>Search YouTube </li></ul>
    24. 27. <ul><li>Using YouTube to Promote the Arts </li></ul><ul><li>Tell a story – how were you inspired? Val’s Art Diary </li></ul><ul><li>Share tips; show the step by step process Bob Davies </li></ul><ul><li>Showcase who you are and what you do – be yourself </li></ul><ul><li>Encourage testimonials - ask patrons to give opinions on video </li></ul><ul><li>Take video from smart phone and upload immediately </li></ul><ul><ul><li>Doesn’t have to be edited (most of the time) </li></ul></ul><ul><ul><li>Shouldn’t be very time consuming </li></ul></ul><ul><li>Search YouTube – lots of artists already have a channel </li></ul>
    25. 29. The Twitter-sphere first hit the internet in March 2006 to capitalize on the popularity of texting . It was the result of a “ daylong brainstorming session .”
    26. 31. “ We came across the word ‘twitter,’ and it was just perfect. The definition was ‘ a short burst of inconsequential information ,’ and ‘chirps from birds.’ And that’s exactly what the product was.” - Jack Dorsey, Founder
    27. 32. By contrast to Facebook’s 600 million users, only 106 million people are in the Twittosphere. 60 percent of those users are located outside the U.S.
    28. 33. Twitter users are more likely to login in via a mobile device (37 percent vs. 30 percent) and are more likely to engage with the products they follow (67 percent vs. 51 percent).
    29. 34. The largest demographic of Twitter users are listed as “in college” with 48 percent . For Facebook, only 28 percent of the demo is “in college.”
    30. 35. Also, 52 percent of “Twits” update their status everyday versus only 12 percent of Facebook users. Basically, active Twitter users engage more than active Facebook users with basic functionalities.
    31. 36. <ul><li>Twitter - The Basics </li></ul><ul><li>140 characters or less </li></ul><ul><li>Link using URL shortener </li></ul><ul><li>More flexibility with 3 rd party applications (TweetDeck, UberTwitter) </li></ul><ul><li>Follow people: @helacool </li></ul><ul><li>Let people follow you </li></ul>
    32. 37. <ul><li>Using Twitter to Promote the Arts </li></ul><ul><li>Interaction with friends, families, products </li></ul><ul><li>Showcase your personality and be transparent as an artist or brand </li></ul><ul><ul><li>- Have a voice in your art medium </li></ul></ul><ul><li>Stay up-to-date (real-time) on information you care about </li></ul><ul><ul><li>Great for pop culture and breaking news </li></ul></ul><ul><ul><li>Follow the latest art news and industry changes </li></ul></ul><ul><li>Meet like-minded people that will inspire you </li></ul><ul><ul><li>- Followerwonk – another great site </li></ul></ul>
    33. 38. Other Social Media: General Ideas
    34. 39. <ul><li>General Ideas </li></ul><ul><li>QR codes – create your QR code and use on business cards, price tags, store fronts, etc. </li></ul><ul><li>Start a blog via Facebook or other application. Tell a story, use emotion and be interesting. See what happens. </li></ul>
    35. 40. From digitization to delivery... ..the Google Art Project .
    36. 41. <ul><li>What does this digitization mean for the art industry? </li></ul><ul><li>Not meant to replicate; meant to supplement </li></ul><ul><li>Gigapixel technology - digital images continue to get better </li></ul><ul><li>Shortage of physical space - see what’s in storage </li></ul><ul><ul><li>Dead Sea Scrolls </li></ul></ul><ul><li>Could you do this with your art creations? </li></ul><ul><li>Could Downtown Mobile to enhance city as “art destination?” </li></ul><ul><li>Microsoft Photosynth </li></ul>
    37. 42. January 5, 2011. “Goldman to clients: Facebook has more than 600 million users,” MSNBC
    38. 43. Geotagging / Location Based Services
    39. 44. Facebook Places just launched in 2010. It developed thanks to location services on smart phones and the growth of Foursquare. Less than 10 percent of U.S. adults use location based services.
    40. 45.
    41. 46. Facebook Deals was launched in November in conjunction with Facebook Places. As a business, you can offer discounts to individuals when they check-in to your location.
    42. 47. <ul><li>Facebook Deal Options </li></ul><ul><li>Individual deals </li></ul><ul><li>Friend deals </li></ul><ul><li>Loyalty deals </li></ul><ul><li>Charity deals </li></ul>
    43. 48. Foursquare just crossed the 7 million user mark. A record 200,000+ people checked in for the Super Bowl.
    44. 49. There are now 2 million check-ins per day using Foursquare, which exhibited a 3400 percent growth rate in 2010 .
    45. 50. There are LOTS of ways to be social online! Go forth and sell _________ !