Regional Arts & Culture Council Social Media Presentation
Upcoming SlideShare
Loading in...5
×
 

Regional Arts & Culture Council Social Media Presentation

on

  • 601 views

 

Statistics

Views

Total Views
601
Views on SlideShare
601
Embed Views
0

Actions

Likes
0
Downloads
3
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • An interview is one of the easiest articles to write. Start with a list of around 10-15 questions, and let the expert answer the questions. Case studies are also an excellent type of content to provide on your site. “ How to” tutorials can be one of the more popular types of content, because people are always wanting to know how to do something, from tying a tie to learning how to write a speech. What about check lists that your potential customers could print out and use offline? Professional SEOs could provide check lists, or insurance agents, real estate agents, and so on. An advice column from an expert in your industry can be very popular on a Web site, with a searchable archives. Your readers can send in questions to be answered by the expert.

Regional Arts & Culture Council Social Media Presentation Regional Arts & Culture Council Social Media Presentation Presentation Transcript

  • Putting the Pieces Together How to use Social Media to Promote your Art or Event
  • Who is Colleen Wright?• Digital Marketing Instructor for Five Years through Search Engine Academy Northwest• Online Marketer Since 1997• Graduate of Portland State University– Marketing– Advertising Management• Digital Marketing Consultant that has increased revenue for many businesses small and large over the years• Business Advisor for the Small Business Development Center at PCC 2
  • Who are you?• Name• Medium in which you work• What you hope to get out of todays presentation 3 View slide
  • Questions to be Answered• What exactly am I trying to do?• Enough about me. What else am I going to talk about?• What will my online persona be?• What will I share?• What’s off limits?• What social networks should I use?• What promotional tactics should I use?• How will I know they’re working?• How do I coordinate my online and offline marketing to maximize results?• This stuff is evolving at the speed of light. Where do I go for help? Response Interactive LLC © 2013 04/02/13 4 View slide
  • What’s on the Agenda Today…1. What is Social Media Marketing? 6. Tips to help you with Social Media2. Why should businesses engage? 7. Social Media Optimization3. Types of Social Media Sites 8. A Quick review of:4. Creating a Social Media Plan a. Facebook5. What to share on Social Media b. Pinterest 7. Q&A Response Interactive LLC © 2013 04/02/13 5
  • What is Social Media Marketing? 6
  • What Is Social Media Marketing?From Wikipedia:Social media marketing refers to the process ofgaining website traffic or attention throughsocial media sites.[1][2] Response Interactive LLC © 2013 04/02/13
  • What Is Social Media Marketing?From Wikipedia:Social media marketing programsusually center on efforts to createcontent that attracts attention andencourages readers to share it with theirsocial networks. Response Interactive LLC © 2013 04/02/13
  • What Is Social Media Marketing?From Wikipedia:A message spreads from user to user andpresumably resonates because it appears tocome from a trusted, third-party source, asopposed to the brand or company itself.Hence, this form of marketing is driven byword-of-mouth, meaning it results in earnedmedia rather than paid media. Response Interactive LLC © 2013 04/02/13
  • What Is Social Media Marketing?From Wikipedia:Social media has become a platform that is easilyaccessible to anyone with internet access.Increased communication for organizations fostersbrand awareness and often, improved customerservice.Additionally, social media serves as a relativelyinexpensive platform for organizations to implementmarketing campaigns. Response Interactive LLC © 2013 04/02/13
  • Why Do Social Media Marketing?• Elevate your business as an industry expert• Generate traffic• Create conversations Response Interactive LLC © 2013 04/02/13
  • Stats on Social MediaEvery MINUTE of every day:• 100,000 tweets are sent• 684,478 pieces of content are shared on Facebook• 2 million search queries are made on Google• 48 hours of video are uploaded to YouTube• 47,000 apps are downloaded from the App Store• 3,600 photos are shared on Instagram• 571 websites are created• $272,000 is spent by consumers online(source:AllTwitter, http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/) Response Interactive LLC © 2013 04/02/13
  • Why Engage in Social Media?Social media enables you to:•Share your expertise andknowledge• Tap into the wisdom of your consumers• Enables customers to help customers• Engages prospects through customer evangelism http://marketing.about.com/od/internetmarketingstrategy/a/b2bsocialmedia.htm Response Interactive LLC © 2013 04/02/13
  • Why You Should NOT Do Social Media• Generate sales• Generate a list of prospects• Generate phone calls or contact inquiries• Measure ROI– David Meerman Scott’s “rant” on ROI: http://www.ribeeziemedia.com/wp- content/uploads/2010/01/DMScott_Interview4. mp3• You want to create a “viral” campaign– It probably won’t work Response Interactive LLC © 2013 04/02/13
  • Types of Social Media Sites Social “bookmarking” sites such as:These sites have their own communities andgovernments” and basically run themselves. Response Interactive LLC © 2013 04/02/13 21
  • Types of Social Media SitesIdentity-based sites are based on who you areand the type of business you’re in and are basedon connecting with networks of friends,associates and contacts you know. Response Interactive LLC © 2013 04/02/13 22
  • Types of Social Media SitesYour own personal Blog is an identity-based socialmedia site if you open up comments.Message boards, forums, and newsgroups (suchas Yahoo! Groups and Google Groups – thinkabout how long newsgroups have been around) Response Interactive LLC © 2013 04/02/13 23
  • Types of Social Media SitesMicro-Blogging sites, such as: Response Interactive LLC © 2013 04/02/13 24
  • Types of Social Media SitesPinning Sites, such as:Video Sites, such as: Response Interactive LLC © 2013 04/02/13
  • Creating aSocialMediaMarketingPlan
  • Creating a Social Media Plan If you enter intosocial media marketing without a plan, You Will Fail. Period.http://outspokenmedia.com/social-media/social-media-planning/
  • Creating a Social Media Plan
  • Creating a Social Media PlanUnderstand your audience:1.Who is your audience?• What does your audience need? (Describe their needs NOT what you offer)• What are your customer’s pain points? (List all of your customer’s pain points)1.What emotions are evoked by their big pain?• What do you do? (How do you solve your customer’s problems?)1.Who are your competitors?2.What differentiates your work from the competition?
  • Creating a Social Media PlanOnce you have researched your audience and the competition, the next step is to: Create your online brand! then Secure your online brand!
  • Creating a Social Media Plan Secure your online brand http://knowem.com/
  • Social Media MarketingSome common ways of sharing:Authoritative informationEntertainmentHumorControversy (Wikipedia)http://en.wikipedia.org/wiki/Social_media_marketing Response Interactive LLC © 2013 04/02/13
  • Social Media MarketingAuthoritative Information http://www.youtube.com/watch?v=v5K5H7SM4cw Response Interactive LLC © 2013 04/02/13
  • Social Media Marketing EntertainmentResponse Interactive LLC © 2013 04/02/13
  • Social Media Marketing HumorResponse Interactive LLC © 2013 04/02/13
  • Social Media Marketing Controversyhttp://agmetalminer.com/2011/08/01/why-steel-producers-need-pay-attention-downstream-imports/ Response Interactive LLC © 2013 04/02/13
  • Social Media MarketingPost content to a blog and then share throughsocial media. Interesting articles Pictures of your artwork Detailed FAQs Write an interview How to “tutorials” Case studies Solve a problem Check lists Historical data Advice column © 2013 Search Engine Academy. May not be reproduced or copied without permission.
  • Social Media MarketingUnderstand your customers;hang out where they hang out.Are they on:Why follow your customers?You want to know what your customers want andplace yourself ahead of the competition
  • Measuring SuccessDetermine how you will measure your successBlog comments ?Conversations ?Links ?Twitter talk ?Better brand recognition ?
  • Measuring Success Facebook Insights Measures: 1. Likes 2. Reach 3. Talking About This 4. Check-ins
  • Measuring Success SocialMention.co m Measures: 1. Strength 2. Sentiment 3. Passion 4. Reach
  • Measuring Success Klout.com Measures: 1. Engagement 2. Influence
  • Rules Regarding Social Media MarketingMust be 100% free:No strings attachedSales is NOT the goal:Consumers of content are not in “buy” modeMake it easy to spread the word:You want others to disseminate your informationfree and freely Response Interactive LLC © 2013 04/02/13
  • Rules Regarding Social Media MarketingDeliver what you promise:Don’t try to fake people out – you’ll be buried veryquicklyDon’t expect an ROI:It’s nearly impossible to tie social media back tosales or other dollar measurements Response Interactive LLC © 2013 04/02/13
  • Tips for Social Media MarketingBe committed: Research and solicit a relevantaudience.Design a plan: Schedule start dates, goalsand benchmark the plan’s progress. Create aneditorial calendar. Response Interactive LLC © 2013 04/02/13
  • Tips for Social Media MarketingPlan a “friending” strategy:•Publish a badge—or an icon—that allows customersto share your website on their LinkedIn, Facebook,Pinterest and Twitter pages.•Place links to your social mediapages in your email signature. Response Interactive LLC © 2013 04/02/13
  • Tips for Social Media MarketingHave a “crisis” communication plan:Be prepared for negative comments and know inadvance how you will respond.Monitor with:Google Alerts andsocialmention.com http://www.google.com/alerts http://socialmention.com/ Response Interactive LLC © 2013 04/02/13
  • Tips for Social Media MarketingBe proactive:Monitor dailyand producedaily updatesthat givefollowers aunique insightof yourbusiness. Response Interactive LLC © 2013 04/02/13
  • Tips for Social Media MarketingBe proactive:Encourageinteractivity anddiscussion. Response Interactive LLC © 2013 04/02/13
  • Tips for Social Media MarketingPersonalize:Social mediapages shouldnot be overtlycommercial. Response Interactive LLC © 2013 04/02/13
  • Tips for Social Media MarketingPersonalize:Considerconsumers’interests andprovideentertainmentvalue to keepthem comingback. Response Interactive LLC © 2013 04/02/13
  • Tips for Social Media MarketingIntegrate all marketing efforts:Publish all messages to every marketing vehicle:•Social Media•Newsletters•Web Sites•Public Relations•Advertisingand be certain they are consistent. Response Interactive LLC © 2013 04/02/13
  • Tips for Social Media MarketingIntegrate all marketing efforts:Create external links to post on social mediapages that direct the fan to your publishedpress, advertisements, commercials, etc. Source: Howard Schaffer Media Marketing Response Interactive LLC © 2013 04/02/13
  • SocialMediaOptimization
  • Social Media Optimization (SMO)• Social Media Optimization is defined by Wikipedia as the way to optimize Web sites/pages so they’re more easily connected to social media sites. Response Interactive LLC © 2013 04/02/13
  • Social Media Optimization (SMO)http://portlandmonthlymag.com/arts-and-entertainment/culturephile-portland-arts/articles/spring-arts-guide-february-2013 Response Interactive LLC © 2013 04/02/13
  • Social Media Optimization (SMO) Response Interactive LLC © 2013 04/02/13
  • Social Media Optimization (SMO) Response Interactive LLC © 2013 04/02/13
  • Social Media Optimization (SMO) Widgets and Badges Response Interactive LLC © 2013 04/02/13
  • Social Media Optimization (SMO) Widgets and Badges Response Interactive LLC © 2013 04/02/13
  • Social Media Optimization (SMO)Links to Widgets and BadgesFaceBookhttp://www.facebook.com/badges/Twitterhttp://twitter.com/goodies/widgetsLinkedInhttp://www.linkedin.com/profile?promoteProfile=&trk=mypro_badgesPinteresthttp://pinterest.com/about/goodies/ Response Interactive LLC © 2013 04/02/13
  • Working in
  • Maximizing a Business Page Go to: http://www.facebook.com/pages/create.php Response Interactive LLC © 2013 04/02/13
  • Maximizing a Business PageClick the“EditButton” toedit yourpage Response Interactive LLC © 2013 04/02/13
  • Maximizing a Business PageSet up email notifications so you can besuper responsive to fans of your page Response Interactive LLC © 2013 04/02/13
  • Maximizing a Business PageSet up your mobile device to respond quickly Response Interactive LLC © 2013 04/02/13
  • Maximizing a Business PageAdd theFacebookApp to yourphone andiPad Response Interactive LLC © 2013 04/02/13
  • Maximizing a Business PageSetpermissionsfor your page.DO NOTpublish pageuntilcomplete. Response Interactive LLC © 2013 04/02/13
  • Local ArtistExamples Response Interactive LLC © 2013 04/02/13
  • Local ArtistExamples Response Interactive LLC © 2013 04/02/13
  • Local ArtistExamples Response Interactive LLC © 2013 04/02/13
  • Local ArtistExamples Response Interactive LLC © 2013 04/02/13
  • Local ArtistExamples Response Interactive LLC © 2013 04/02/13
  • Local ArtistExamples Response Interactive LLC © 2013 04/02/13
  • Social Media MarketingWays to market a business on FaceBook•Create a Cause•Develop a Group•Post Videos, Photos and Links•Design a quiz•Post your Events•Create a Business Page•Run a Facebook Ad•Promote a Post Response Interactive LLC © 2013 04/02/13
  • Working in
  • Social Media MarketingWhat is Pinterest?Pinterest is a social media site that helps peoplecollect and organize the things they love. •http://business.pinterest.com/whats-pinterest/ Response Interactive LLC © 2013 04/02/13
  • Social Media Marketing-BoardsWays to market a business on Pinterest•Set up a Business account Response Interactive LLC © 2013 04/02/13
  • Social Media Marketing-PinsWays to market a business on Pinterest•Set up a Business account Response Interactive LLC © 2013 04/02/13
  • Social Media Marketing First Click- through on a pin Response Interactive LLC © 2013 04/02/13
  • Social Media Marketing Second Click- through on a pin Response Interactive LLC © 2013 04/02/13
  • Social Media Marketing Get credit for this link from the search engines which helps with popularity Response Interactive LLC © 2013 04/02/13
  • Social Media Marketing Response Interactive LLC © 2013 04/02/13
  • Social Media MarketingPinning PrinciplesConsider what pinners really care aboutThe very best boards are inspiring, with beautiful imagesthat draw people inEach Board has a specific topicInstead of just showing off your art, show what inspires itShow your values, personality and taste•http://business.pinterest.com/pinning-principles/ Response Interactive LLC © 2013 04/02/13
  • Final Words
  • Social Media TakeawaysIntegrate your efforts to reduce time spent onSocial MediaHave a plan and follow itIncorporate Widgets for LinkedIn, FaceBook,Pinterest and Twitter to your Website, blog andeven your email signature. Response Interactive LLC © 2013 04/02/13
  • Social Media TakeawaysLimit your self promotionGive generously to your communityand Have Fun! Response Interactive LLC © 2013 04/02/13
  • Social Media Resourceshttp://mashable.com/social-media/http://www.socialmediaexaminer.com/getting-started/http://www.brandignity.com/2011/03/450-social-media-resources/http://www.constantcontact.com/social-campaigns/social-media-marketing-strategy-resources.jsphttp://mashable.com/2012/11/10/social-media-marketing-tips-artists-galleries/ Response Interactive LLC © 2013 04/02/13
  • Contact Information Colleen Wright Consulting info@responseim.com www.responseim.com Training www.seotrainingnw.comResponse Interactive LLC © 2013 04/02/13
  • Thank you!Get a copy of the presentation at:http://www.slideshare.net/sheenalena/presentations Response Interactive LLC © 2013 04/02/13