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Promoting the Arts with Social Media—Successfully!
 

Promoting the Arts with Social Media—Successfully!

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  • Hi, my name is Mike Powers\n
  • Currently Interim Director of Communications.\nLater this summer I’ll become Director of Electronic Communications\nPlay in a band, which I sometimes promote\n\n
  • Have a very infrequently updated blog at museyroom.com\n\nThe slides from this presentation will be up at my website later today.\n
  • Higher Ed is where I've spent most of my time, but we have a lot in common\n•We've got 23,000+ fans/followers on social media\n•I'll be using what we do here at IUP as an example from time to time\nWe’ve been doing social media actively since 2008. There are a lot of similarities between social media for higher ed and for arts promotion.\n
  • •❑Introduce ourselves\n•❑Social Media strategy: why should you be on social media?\n▼❑Social Media tactics: how to actually use it\n•❑In general\n•❑Some specific services\n\n
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  • Really, I don't know.\n\nArtists? Art promoters? Teachers?\n\n
  • Social media = Facebook, Twitter, LinkedIn, YouTube, many others\n\n
  • If people do it, how effective do they think it is?\n
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  • Your board probably wants you on social media.\n
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  • Social media can eat your lunch. It takes time. Decide what you want to do before diving in deep.\n
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  • http://www.pewinternet.org/Infographics/2010/Generations-2010-Summary.aspx\n
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  • I'm not going to cover that here. Sorry.\n
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  • Your website is usually where you make the sale: get them to an event, get them to buy, or get them to donate\n
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  • Do you have a “blogging personality”?\n
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  • Lets you keep personal and public a bit separate\n
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  • Mention the dot\n
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  • https://twitter.com/#!/tmbg/status/76751336208728064\n
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Promoting the Arts with Social Media—Successfully! Promoting the Arts with Social Media—Successfully! Presentation Transcript

  • Promotingthe Arts withSocial Media Michael Powers June 1, 2012 Copyright © 2012 Michael Powers
  • MichaelPowersInterim Director ofCommunications Copyright © 2012 Michael Powers
  • On the Web• museyroom.com• twitter.com/mjpowers• www.slideshare.net/michaelpowers• www.linkedin.com/in/mjpowers Copyright © 2012 Michael Powers
  • IUP on Social Media Facebook 18,802 Fans Twitter 2,465 Followers 344,383 Views YouTube 344 Subscribers LinkedIn 1,599 Followers Copyright © 2012 Michael Powers
  • What I’ll Cover1. Strategy: Why Social Media?2. Tactics: How to Do Social Media3. Measurement: Succeeding with Social Media Copyright © 2012 Michael Powers
  • 0 About You Copyright © 2012 Michael Powers
  • Who are you? Copyright © 2012 Michael Powers
  • How many of you use social media inyour personal life? Copyright © 2012 Michael Powers
  • How many of you usesocial media for professional reasons? Copyright © 2012 Michael Powers
  • Strategy:1 Why Social Media? Copyright © 2012 Michael Powers
  • It’s 2011 2012.Do you have to be on social media? Copyright © 2012 Michael Powers
  • No, you don’t. Copyright © 2012 Michael Powers
  • (Despite what your board of directors tells you.) Copyright © 2012 Michael Powers
  • Yes, Social Media Is More than Facebook 526,000,000 active users More than Twitter 140,000,000 active users More than YouTube 800,000,000 visitors per month Copyright © 2012 Michael Powers
  • NotEveryone UsesSocialMedia Copyright © 2012 Michael Powers
  • Keep in Mind• 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 © 2012 Michael Powers
  • If You Do It, Figure1. What you really want to do2. Who you need to talk to do that3. If those people are on social media Copyright © 2012 Michael Powers
  • What Do You ReallyWant to Do?• Get people to events?• Find gigs?• Sell paintings?• Get feedback/inspiration?• Reach out to more people? Copyright © 2012 Michael Powers
  • You aren’t in the social media business Copyright © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • Are They on Social Media? Copyright © 2012 Michael Powers
  • Copyright © 2012 Michael Powers
  • Generations Online 2010:Summary of Findings http://www.pewinternet.org/Infographics/2010/ Generations-2010-Summary.aspx Copyright © 2012 Michael Powers
  • IF...• You think your potential fans are on social media• You think you have the time• Go for it. Copyright © 2012 Michael Powers
  • Tactics:2 How to Do Social Media Copyright © 2012 Michael Powers
  • Some Assumptions• You have a computer• You are online• You can make or have someone make a website Copyright © 2012 Michael Powers
  • Preview of Part 2Foundation: Your WebsiteBloggingYouTubeFacebookTwitterOther Services, What’s Next Copyright © 2012 Michael Powers
  • Foundation: Your Website Copyright © 2012 Michael Powers
  • Foundation: Your• 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 © 2012 Michael Powers
  • Foundation: Your• 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 © 2012 Michael Powers
  • Hub and Spokes Website Others Twitter Copyright © 2012 Michael Powers
  • Spokes• Build one spoke at a time• Learn one social network at a time• Join and join in Copyright © 2012 Michael Powers
  • Every Network Is• 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 © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • Blogging Copyright © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • But...• To blog effectively, you need to be able to write things people want to read• And you need to produce them regularly Copyright © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • Example: Do the• Blog from Ethan Iverson, pianist for jazz trio The Bad Plus Copyright © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • YouTube Copyright © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • YouTube Basics• YouTube account is called a “channel”: it shows all of your uploaded videos Copyright © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • What Videos Do• How to do things• Previews• Performances• Events (you can create a slideshow of pictures) Copyright © 2012 Michael Powers
  • Examples• United Breaks Guitars• Baltimore Print Studio (on Vimeo) Copyright © 2012 Michael Powers
  • Once you havethem, use those videos in other social media venues Copyright © 2012 Michael Powers
  • Facebook Copyright © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • Setting Up Your• 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 © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • What to Post:• 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 © 2012 Michael Powers
  • How Often to Post?• 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 © 2012 Michael Powers
  • How Often to Post?• 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 © 2012 Michael Powers
  • Copyright © 2012 Michael Powers
  • Copyright © 2012 Michael Powers
  • Copyright © 2012 Michael Powers
  • See what works for you Copyright © 2012 Michael Powers
  • Copyright © 2012 Michael Powers
  • Copyright © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • Ex. Keweenaw• Posts about music, teaching, upcoming events Copyright © 2012 Michael Powers
  • Copyright © 2012 Michael Powers
  • Copyright © 2012 Michael Powers
  • Copyright © 2012 Michael Powers
  • Copyright © 2012 Michael Powers
  • Twitter Copyright © 2012 Michael Powers
  • Twitter: Social• The 140 character limitation is somehow compelling• It’s a bit of a secret language• Currently growing among younger people Copyright © 2012 Michael Powers
  • Set up your profile• Twitter name (shorter is better)• Location• Website• Bio: 160 chars Copyright © 2012 Michael Powers
  • Start w/ Twitter on• Follow people• Getting followed• Mentioning/replying• Retweeting• Hashtags Copyright © 2012 Michael Powers
  • 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 © 2012 Michael Powers
  • Ex: They Might Be Copyright © 2012 Michael Powers
  • What They Do• Converse with fans (a lot)• Post videos• Make announcements Copyright © 2012 Michael Powers
  • Get a Good Twitter• Twitter has good ones• Tweet deck is popular• Hootsuite is great for orgs Copyright © 2012 Michael Powers
  • HootSuite• Have lots of accounts• Share social media duties• Preschedule things• But—costs money Copyright © 2012 Michael Powers
  • Other Social Media Copyright © 2012 Michael Powers
  • Similar to What• MySpace• Flickr• Vimeo• Tumblr Copyright © 2012 Michael Powers
  • What’s Next?• Who knows? But these might be interesting • Foursquare • Kickstarter Copyright © 2012 Michael Powers
  • Measurem3 ent: Succeeding with Copyright © 2012 Michael Powers
  • What to Measure?•Fans? •Posts?•Likes? •Reach? Copyright © 2012 Michael Powers
  • All thosenumberscan Copyright © 2012 Michael Powers
  • Focus on just a few numbers Copyright © 2012 Michael Powers
  • These are “Key PerformanceIndicators” or KPIs Copyright © 2012 Michael Powers
  • http://danzarrella.com/zarrellas-hierarchy-of-contagiousness.html Copyright © 2012 Michael Powers
  • Measure Exposure # of Followers/ Raw number 18,355 Fans +0.78%% Change in This Week’s Fans ÷ since last Fans Last Weeks Fans - 1 week People who’ve seen Reach 38,234 your post Copyright © 2012 Michael Powers
  • Measure Awareness Number of clicks on aEngaged Users 129 post (Engaged Users + Virality Talking About This) ÷ 4.01% ReachClick Response Clicks ÷ Posts ÷ Fans 0.56% Rate Copyright © 2012 Michael Powers
  • Measure Motivation Visits to website Visits to driven by social 234 Website media Sales Made, PledgesConversions 32 Made, Tickets BoughtConversion Conversions ÷ 13.7% Rate Visits to Website Copyright © 2012 Michael Powers
  • Questions? Copyright © 2012 Michael Powers