Promoting the Arts with Social Media

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Social media presents a great opportunity for promoting the arts, but understanding how the tools work and using them effectively can be complicated. This session will explain why social media can be important for your organization, Facebook and Twitter basics, and common strategies for putting them to work.

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Promoting the Arts with Social Media

  1. 1. Promoting the Arts with Social Media Michael Powers June 6, 2011 Copyright © 2011 Michael Powers
  2. 2. Michael PowersDirector of Web Services Copyright © 2011 Michael Powers
  3. 3. IUP on Social Media Facebook 13,755 Fans Twitter 961 Followers 168,641 Views YouTube 223 Subscribers Copyright © 2011 Michael Powers
  4. 4. On the Web• museyroom.com• twitter.com/mjpowers• www.slideshare.net/michaelpowers• www.linkedin.com/in/mjpowers Copyright © 2011 Michael Powers
  5. 5. What I’ll Cover1. Strategy: Why Social Media?2. Tactics: How to Do Social Media Copyright © 2011 Michael Powers
  6. 6. 0 About You Copyright © 2011 Michael Powers
  7. 7. Who are you? Copyright © 2011 Michael Powers
  8. 8. How many of you usesocial media in your personal life? Copyright © 2011 Michael Powers
  9. 9. How many of you use social media forprofessional reasons? Copyright © 2011 Michael Powers
  10. 10. 1 Strategy: Why Social Media? Copyright © 2011 Michael Powers
  11. 11. It’s 2011.Do you have to beon social media? Copyright © 2011 Michael Powers
  12. 12. No, you don’t. Copyright © 2011 Michael Powers
  13. 13. Yes, Social Media Is Big More than 500,000,000 Facebook active users Twitter 175,000,000 accounts YouTube 390,000,000 visits per day Copyright © 2011 Michael Powers
  14. 14. But Not Everyone Is Online Copyright © 2011 Michael Powers
  15. 15. Since You’ll Probably Do ItAnyway...• You don’t have to do it.• You don’t have to do every social network• Social media is not free—it takes time. It can take a lot of time. Copyright © 2011 Michael Powers
  16. 16. If You Do It, Figure Out• What you really want to do• Who you need to talk to do that• If those people are on social media Copyright © 2011 Michael Powers
  17. 17. What Do You ReallyWant to Do?• Get people to events?• Find gigs?• Sell paintings?• Get feedback/inspiration?• Reach out to more people? Copyright © 2011 Michael Powers
  18. 18. You aren’t in the social media business Copyright © 2011 Michael Powers
  19. 19. Who Do You Need to Talk To?• How many?• How much will each contribute?• The 1,000 True Fan Theory: 1,000 Fans × $100/year = $100,000 http://www.kk.org/thetechnium/archives/ 2008/03/1000_true_fans.php Copyright © 2011 Michael Powers
  20. 20. Are They on Social Media? Copyright © 2011 Michael Powers
  21. 21. Generations Online 2010:Summary of Findings http://www.pewinternet.org/Infographics/2010/ Generations-2010-Summary.aspx Copyright © 2011 Michael Powers
  22. 22. IF...• You think your potential fans are on social media• You think you have the time• Go for it. Copyright © 2011 Michael Powers
  23. 23. 2 Tactics: How to Do Social Media Copyright © 2011 Michael Powers
  24. 24. Some Assumptions• You have a computer• You are online• You can make or have someone make a website Copyright © 2011 Michael Powers
  25. 25. Preview of Part 2 Foundation: Your Website Blogging YouTube Facebook Twitter Other Services, What’s Next Copyright © 2011 Michael Powers
  26. 26. Foundation: Your Website Copyright © 2011 Michael Powers
  27. 27. Foundation: Your Website• Where do people go when they Google you?• Where do they go when they hear about you on Twitter?• Where do they go to get your whole story? Copyright © 2011 Michael Powers
  28. 28. Foundation: Your Website• Where do people go when they Google you?• Where do they go when they hear about you on Twitter?• Where do they go to get your whole story? Your Website Copyright © 2011 Michael Powers
  29. 29. Hub and Spokes YouTube Facebook Website Others Twitter Copyright © 2011 Michael Powers
  30. 30. Spokes• Build one spoke at a time• Learn one social network at a time• Join and join in Copyright © 2011 Michael Powers
  31. 31. Every Network Is Different• Audiences have different goals • News? Friends? Jobs? Learning? Entertainment?• Social conventions are different: • Twitter: share up to 22 times per day • Facebook: share 0-1 times per day Copyright © 2011 Michael Powers
  32. 32. For All Networks• Quality of relationships is often more important than number of followers.• What’s more valuable: • 5,000 fans who have blocked your messages or • 1,000 who support you? Copyright © 2011 Michael Powers
  33. 33. Always Remember• You are making real relationships. It takes time and effort• Dont just sell, sell, sell• Share • Offer something of value: create it or share what others do Copyright © 2011 Michael Powers
  34. 34. Always Remember• Don’t become “spam” for your followers• Post with the right frequency• Converse: Talk and encourage conversation• For second and later spokes: Use the same icon and username Copyright © 2011 Michael Powers
  35. 35. BloggingCopyright © 2011 Michael Powers
  36. 36. Blogging• A bit old school, but:• Your blog can double as your website• Blog posts give you something to share and talk about in other social media Copyright © 2011 Michael Powers
  37. 37. But...• To blog effectively, you need to be able to write things people want to read• And you need to produce them regularly Copyright © 2011 Michael Powers
  38. 38. If You Blog• Start with a free service, like Wordpress.com• Find, follow, and read similar blogs• Link to and interact with those blogs• Allow and respond to comments Copyright © 2011 Michael Powers
  39. 39. Example: Do the Math• Blog from Ethan Iverson, pianist for jazz trio The Bad Plus Copyright © 2011 Michael Powers
  40. 40. What He Does• Interviews with other musicians• Analysis and criticism of music• Responds to what similar blogs are doing• Responds to comments from readers (monthly)• No regular schedule, but 8-12 posts per month Copyright © 2011 Michael Powers
  41. 41. YouTubeCopyright © 2011 Michael Powers
  42. 42. Why YouTube?• It’s free• Makes it easy to get video on the web• You can embed them on your own website• They work on smart phones• Give current fans something to share about you• New fans can find you through your videos Copyright © 2011 Michael Powers
  43. 43. YouTube Basics• YouTube account is called a “channel”: it shows all of your uploaded videos Copyright © 2011 Michael Powers
  44. 44. YouTube Basics• Videos are limited to 10 minutes, 59 seconds• Use iMovie or Windows Movie Maker• Technical quality can be less than pro (but have good content)• Dont violate copyright (YouTube notices copyrighted music)• Fill out all the fields when you upload Copyright © 2011 Michael Powers
  45. 45. What Videos Do You Make?• How to do things• Previews• Performances• Events (you can create a slideshow of pictures) Copyright © 2011 Michael Powers
  46. 46. Examples• United Breaks Guitars• Summit of Awesome (on Vimeo) Copyright © 2011 Michael Powers
  47. 47. Once you have them, use those videos in other social media venues Copyright © 2011 Michael Powers
  48. 48. Facebook Copyright © 2011 Michael Powers
  49. 49. Make a Page• Don’t use your own profile• Don’t make a group• Pages are meant for promotion: • www.facebook.com/pages/ create.php Copyright © 2011 Michael Powers
  50. 50. Why a Page?• Profile • Groups • Limited to 5,000 • Meant for sharing friends amongst a group. • Does not provide • Members get tons in depth stats of (annoying) notifications Copyright © 2011 Michael Powers
  51. 51. Setting Up Your Page• Fill out all the slots• Your page name is permanent after you reach 100 fans• You can choose a URL after 25 fans• Add some pictures Copyright © 2011 Michael Powers
  52. 52. What to Post• Your own content • Ask questions, answer questions • Performances • Photographs • Content people can use (how-tos can (people can tag work great) friends)• Videos (including • What do people read? Check your YouTube) stats Copyright © 2011 Michael Powers
  53. 53. What to Post: Events• Event invites can be • You can create very insistent, so use events with your with care Facebook page, but invites come from• If you would send a you personally paper invite, go for it• Use in addition to other means Copyright © 2011 Michael Powers
  54. 54. How Often to Post? When?• According to DanZarrella.com • Post every other day • Saturday is a good day to post • So are mornings• www.slideshare.net/HubSpot/the-science-of- timing Copyright © 2011 Michael Powers
  55. 55. How Often to Post? When?• According to DanZarrella.com • Post every other day • Saturday is a good day to post • So are mornings• www.slideshare.net/HubSpot/the-science-of- timing Copyright © 2011 Michael Powers
  56. 56. Copyright © 2011 Michael Powers
  57. 57. Copyright © 2011 Michael Powers
  58. 58. Copyright © 2011 Michael Powers
  59. 59. See what works for you Copyright © 2011 Michael Powers
  60. 60. Promote your page• Mention it everywhere • Website • Print materials • E-mails• Could use paid ads, but I haven’t seen them to be very effective yet Copyright © 2011 Michael Powers
  61. 61. Ex. Keweenaw Family Music• Posts about music, teaching, upcoming events Copyright © 2011 Michael Powers
  62. 62. Copyright © 2011 Michael Powers
  63. 63. Copyright © 2011 Michael Powers
  64. 64. Copyright © 2011 Michael Powers
  65. 65. Copyright © 2011 Michael Powers
  66. 66. TwitterCopyright © 2011 Michael Powers
  67. 67. Twitter: Social Media Darling• The 140 character limitation is somehow compelling• It’s a bit of a secret language• But—of 175,000,000 accounts, how many are active? Copyright © 2011 Michael Powers
  68. 68. Set up your profile first• Twitter name (shorter is better)• Location• Website• Bio: 160 chars Copyright © 2011 Michael Powers
  69. 69. Start w/ Twitter on the Web• Follow people• Getting followed• Mentioning/replying• Retweeting• Hashtags Copyright © 2011 Michael Powers
  70. 70. What to tweet• Your own content • Pictures • Performances • Send out news & links • Photographs • OH: overheard • Videos (YouTube • #FollowFriday links) • Repost things (on• Ask questions, answer Twitter, things are gone questions in 5 minutes)• Content people can use • Up to 22× per day Copyright © 2011 Michael Powers
  71. 71. Ex: They Might Be Giants Copyright © 2011 Michael Powers
  72. 72. What They Do• Converse with fans (a lot)• Post videos• Make announcements Copyright © 2011 Michael Powers
  73. 73. Get a Good Twitter App• Twitter has good ones• Tweet deck is popular• Hootsuite is great for orgs Copyright © 2011 Michael Powers
  74. 74. Hootsuite• Have lots of accounts• Share social media duties• Preschedule things• But—costs money Copyright © 2011 Michael Powers
  75. 75. Other Social Media Copyright © 2011 Michael Powers
  76. 76. Similar to What We’ve Seen• MySpace• Flickr• Vimeo• Tumblr Copyright © 2011 Michael Powers
  77. 77. What’s Next?• Who knows? But these might be interesting • Foursquare • Kickstarter Copyright © 2011 Michael Powers
  78. 78. Questions? Copyright © 2011 Michael Powers
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