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NYSARTS presentation for Bootstraps. PR Best Practices for artists

NYSARTS presentation for Bootstraps. PR Best Practices for artists

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  • AudioSetup-jochenWolters.jpg
  • Flickr - Dan Fulano
  • Flickr - NIOSH
  • Flickr attribution Amit Gupta
  • Some of the aspects of friendships… its about trusting others, and they trusting you.
  • Flickr attribution Andy Woo Its about sharing. There is give and take.
  • Flickr attribution ClickFlashPhotos It’s about being responsive.
  • Flickr attribution avriette It’s about valuing the other person. Who they are and what they bring to the table. How does what I do create value for the other person. And how do I be sensitive to the value that they bring.
  • Flickr attribution avriette
  • Flickr - bradipo
  • On Blogs - this is one about retirement
  • .
  • Blogs are like many many little online printing presses.
  • This is the conversation Prism, created by Brian Solis and Jess3
  • Flickr - westpark

Transcript

  • 1. PR Best Practices 'Who did you say you were?‘ Build relationships using best practices of social networking. Rebecca Krause-Hardie Blog: Arts.typepad.com January 19, 2010 Funding for the Bootstrap Music Series comes from The New York State Music Fund, established by the New York State Attorney General at Rockefeller Philanthropy Advisors.
  • 2. Introductions & Housekeeping Welcome … and Welcome Back! Rebecca Krause-Hardie
  • 3. Today’s plan
    • Questions or ideas from last week
    • Intentionality & Branding
    • Understanding the playing field
    • Listening
    • Building Relationships
    • Specific stuff you can do
    • Homework (talk’s cheap)
    • Q & A (don’t wait until the end!)
  • 4. Intentionality & Branding
    • Who are we?
    • How do want others see us?
    • What is our unique persona?
    • What value do we bring?
    • How do we present ourselves?
      • In our pr releases
      • In our videos and podcasts
      • In our blogs & online conversations
  • 5. Understanding the playing field - becoming a social media scientist
  • 6. Listening is the next step
    • Lots of conversations out there …
    • Assess these conversations
      • Volume
      • Frequency
      • Tonality
      • Value
      • Etiquette
  • 7. Joining the conversation & build personal relationships
    • What is the value of those relationships?
    • close rate on referrals 75%
    • close rate on direct mail 2%
    • The power is both positive and negative - good buzz and bad buzz. (be thoughtful)
  • 8. trusting Flickr attribution opxphile
  • 9. sharing
  • 10. responsive Flickr attribution ClickFlashPhotos
  • 11. valuing Flickr attribution avriette
  • 12. giving away control Flickr attribution kitchenkam
  • 13. The Currency of Social Capital
    • Add value BEFORE asking for stuff
    • Participate in the conversations
    • Let go of: “What am I going to get out of this for me”
    • Help your colleagues
    • Give away stuff for free
    By investing in authentic trusting relationships in your social networks, you build waves of social capital.
  • 14. Where do conversations happen?
  • 15. Where do conversations happen?
  • 16. Where do conversations happen?
  • 17. Where do conversations happen?
  • 18. Bloggers
    • Online printing press
  • 19. Last week’s homework
    • In one sentence tell us why we should write about you and why our readers will care.
    • Define who are you trying to reach
    • Discover your keywords
      • Using Google adwords, searches, blog search, listening, etc.
  • 20. Appealing to writers / bloggers
    • Research (Listen & Read)
      • Keywords
      • What do they write about
      • Find out how you fit in
    • Read their blog
    • Listen … before you leap in
    • Join their conversation
    • Comment
    • Adapt your story to them
  • 21. Who are you trying to reach?
    • Where do THEY go for information?
    • Think of it as a little town…
      • Posters at the school, library, storefronts, C of C, etc.
      • Postcards mailed and flyers hanging on the bulletin boards at the coffee shop and gym.
      • Ads, Interviews or articles
      • Word of mouth.
  • 22. Let’s take an example - Find gigs for my band
    • What kinds of events do we do?
      • Weddings, Bar & Bat mitzvahs,parties, funeral services, church gigs
    • How do those people find bands?
      • They ask friends & hear them at events
      • They research & talk to people
        • The organist at the church
        • The cantor at the Synagogue
        • The lady at the wedding store
        • The caterers
        • The local college
  • 23. Explore & identify the online equivalents
    • Google searches
    • Include location in your search
    • Blog searches
    • Who are potential partners
    • What kind of win win arrangements can you make?
  • 24. Explore & identify the online equivalents
  • 25. Explore & identify the online equivalents
  • 26. How do you add value & make it easy for people to find you?
    • Let’s explore that together
      • What have you tried?
      • What works?
      • What doesn’t?
      • How are you at risk taking?
  • 27. Conversation Prism
  • 28. What do we do with keywords?
    • Tweak our own website
      • Headers
      • Content Text
  • 29. What do we do with keywords?
    • Monitor your ‘marketplace:’ Pay Attention!
      • your name & brand
      • Your competitors
      • Related products
      • and services
    • How?….
  • 30. What do we do with keywords?
    • Basic Monitoring Tools:
      • Google Reader
      • Google Alerts
  • 31. Google Reader
  • 32. http://www.google.com/alerts
  • 33.  
  • 34. Find others to learn from
    • Are there people out there like you who are already doing what you want to do?
    • Learn from them (we don’t have to be first) We can learn a lot!
    • Find out about them
    • Track on FB, Twitter, YouTube, Google search, read what others say about them,
    • Look at their style and tone
  • 35. Being a sleuth - part 1
    • Search google for keyword
  • 36. Check out top blogs for fit or connections
  • 37. Click on some ‘competitors’ or ‘mentors’ - study them
  • 38. Click on some ‘competitors’ or ‘mentors’ - study them
  • 39. Click on some ‘competitors’ or ‘mentors’ - study them
  • 40. How does this DJ create value?
  • 41. Summing it Up
  • 42. Social Media Best Practices
    • Listen
    • Join the conversation
    • Be courageous
    • Take small steps
    • People are forgiving if your intentions are good
    • Wash, rinse, repeat
  • 43. Homework
    • Setup google alerts for your name
    • Setup google reader and add alerts to it for your keywords
    • Find someone to follow
  • 44. Q & A
    • THANK YOU!
    • The NYSArts Blog:
    • http://nysarts.typepad.com
    • Post your stuff, your questions, your insights, your feedback….
  • 45. Upcoming Sessions
    • Session 3: Successful Promotion on the web
    • Tuesday Jan 26, 4:30 PM
    • February: Multimedia Skills
    • March: Music, Money & Sustainability
  • 46. Resources
    • The NYSA Blog: http://nysarts.typepad.com
    • Adwords : https:// adwords .google.com
    • Musicians tools:
      • http://www. topspinmedia .com/
      • http://www. reverbnation .com/
      • http://tinyurl.com/prweb1
    • Case Study: http://tinyurl.com/fistfulayen1
    • PR template http://tinyurl.com/smPR1
    • Glossary of web terms:
    • http://www. seobook .com/glossary/#
    • Rebecca’s blog: arts.typepad.com w/lots of stuff
    • Cell & PDA 978-407-6002