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Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
Social Media & Photographers
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Social Media & Photographers
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Social Media & Photographers

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A presentation given to Professional Photographers highlighting that Social Media is necessary to their business. Outlining how to advertise on Facebook and highlighting photographers who are 'doing' …

A presentation given to Professional Photographers highlighting that Social Media is necessary to their business. Outlining how to advertise on Facebook and highlighting photographers who are 'doing' social media really well.

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Transcript

  • 1. The Secrets of Social Media “As an industry, photography hasn’t become better or worse. All that’s changed are the rules of engagement.” Dane Sanders
  • 2. From an Irish Perspective ...
  • 3. Trending Ireland
  • 4. Trending Ireland
  • 5. Trending Ireland
  • 6. Trending Ireland Source: DDFH&B
  • 7. “It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin
  • 8. What is Social Media? “Social Media is media designed to bedisseminated through social interaction, created using highly accessible and scalable publishing techniques.” Social Media is people coming together online to engage in dialogue
  • 9. Two Primary Types of Marketing Outbound InboundEmail Opposite to OutboundPromo Cards/Direct Mail being ‘found’Tradeshows not interruptivePrint Advertising usually a favourable reaction
  • 10. 7 Steps of a Social Media Campaign1. Set Goals2. Decide3. Time4. Target5. Plan It6. Do it ....content,converse, connect7. Measure it
  • 11. Brand Building• Sharing relevant content •DP Review / Strobist •Content that engages people• Establish credibility on a topic• Establish what / who you are! • Martha Stewart or Jamie Oliver - ‘Both chefs, right?’ • Michelin Star or McDonalds - ‘All restaurants, right?’ • Lidl or Marks & Spencers - ‘Just Supermarkets, right?’
  • 12. Strobist Photographer with Baltimore Sun Newspaper. 2007 1 year leave of absence. Sacked from the newspaper 2008. In June 2009 - Voted one of the top 5 photographers on the internet by PDN. And in 2010 was voted one of the top 25 blogs of 2010 by Time Magazine. Has an online monthly readership of 300,000 from 175 countries. Zack Arias says that David Hobby ‘changed photography with 4 double AA batteries.
  • 13. Brand Building• Interact with Fans•Vary the type of content e.g. Polls, Coupons, Links to articles.•Post relevant photographs or video • New Products • Your Team • Your Backstory• Post links to content that your fans will find valuable/funny/interesting
  • 14. Managing Relationships• You need to be where the conversation is happening!• Provide multiple ‘Touch Points’ (convenient ways) tointeract with you but on their terms.• Ideal channels for updates on latest shoot,achievements, awards, successes
  • 15. Direct Sales Generation• Tread carefully !!! Be tactful !!!• Some level of promotion is acceptable• First build trust and credibility• Build affinity for your brandCommon ‘Rule of Thumb’ - only 10% of your messages canbe self-promotion ...
  • 16. Why use Social Media for your photography business? Brand Building Managing Relationships Direct Sales Generation Search Engine Ranking
  • 17. So where should we start.....
  • 18. 2010 - 21.4 million new websites created - 107 trillion emails were sent source:www.niemanlab.orgBy the end of 2011, there were 800 million people on Facebook. 200 million of those joined in 2010! Social networking now accounts for nearly a quarter (23%) of all time spent online, nearly 60 minutes a day . There are more than 60 million status updates on Facebook everyday61% of small business owners in the UK use social media to identify and attract new customers 3.5 billion content pieces shared weekly on Facebook Average User has 130 ‘friends’ Average User becomes a fan or ‘likes’ 2 pages each month
  • 19. “Obstacles are thoseWhat you should be doing on frightful things you see when you take your eyes off the goals” - FB Personal Profile Henry Ford FB Business Page Advertising Tagging Customise your Page with FBML Feed your Twitter from your Facebook Feed your Blog directly to Facebook Work to grow your fans Engage your fans, post updates frequently
  • 20. What you should be doing on “No one ever went broke saving money!” FB Personal Profile FB Business Page Advertising Tagging Customise your Page with FBML Feed your Twitter from FB Feed your Blog directly to FB Work hard to grow your fans Engage your fans, post updates frequently
  • 21. More childrenaged between 2 and 5 can use a smartphone (19%) than can tie their own shoelaces(9%)! Source: TechEye
  • 22. “Hell, there are no rules here, we are trying to accomplish something” - Thomas EdisonSo how do you set one up! FOUR STEPS.
  • 23. FB Business Page - How? / “Google is your friend”
  • 24. How to set up your FB Business Page A new FB‘easy to use’click system
  • 25. How to set up your FB Business Page A new FB‘easy to use’click systemClick here.
  • 26. How to set up your FB Business Page A new FB‘easy to use’click system...and you get this.
  • 27. How to set up your FB Business Page
  • 28. How to set up your FB Business Page To edit your Page name: 1.Go to your Page and click Edit Page in the upper-right corner 2.Select Basic Information from the menu at left 3.Change the text in the Name field and save your edits To change the name of a Page with 100 or more likes, you will need to delete your Page and recreate it. The Facebook team isnt able to change Page names for you.
  • 29. What you should be doing on “I dream of painting and then I paint my dream ” - FB Personal Profile Vincent van Gogh FB Business Page Advertising Tagging Customise your Page with FBML Feed your Twitter from FB Feed your Blog directly to FB Work hard to grow your fans Engage your fans, post updates frequently
  • 30. Advertising on
  • 31. Advert Design
  • 32. Targeting of your advert
  • 33. Advert Pricing & Scheduling
  • 34. Advert Review
  • 35. Advert Design
  • 36. A few things on Facebook ads Facebook Ads do not appear on mobile phones (yet!) Review the performance of your ad and adjust as necessary Use compelling headlines / strong call to action Consider where you are taking people too - have acompelling landing page on your site or FB page. Be targeted when establishing your adverts Lastly check out - http://livestre.am/Dk5V
  • 37. Why Facebook Pages get “UNLIKED” The company posted too frequently - 43% Content is repetitive / boring - 38% I only liked them to get an initial offer - 26% Their posts were too promotional -24% The posts were not providing real value - 17%Source: ExactTarget.com
  • 38. What you should be doing on “Its never too late to be what you might have been” - George Eliot FB Personal Profile FB Business Page Advertising Tagging Customise your Page with FBML Feed your Twitter from FB Feed your Blog directly to FB Work hard to grow your fans Engage your fans, post updates frequently
  • 39. What you should be doing on “There is never a wrong time to do the right thing!” - Anon FB Personal Profile FB Business Page Advertising Tagging Customise your Page with FBML Feed your Twitter from FB Feed your Blog directly to FB Work hard to grow your fans Engage your fans, post updates frequently
  • 40. Personalise your landing page!
  • 41. Personalise your landing page!
  • 42. Personalise your landing page!Embed Objects!Sample AlbumsMovies / SlideshowsPDF’s / DocumentsInteresting Links
  • 43. Personalise your landing page! Insert Code for Google Analytics onto your Facebook Page
  • 44. What you should be doing on FB Personal Profile FB Business Page Advertising Tagging Customise your Page with FBML Feed your Twitter from FB Feed your Blog directly to FB Work hard to grow your fans Engage your fans, post updates frequently
  • 45. ...And once you’ve done all that on YOU • Back up your Facebook Page can d o thi s....... • Use Facebook Events application to promote events in your business • Create a Facebook Store • Add Contact Forms for your Page(s) • Put a Help Desk for your clients on your Facebook Page • Add the new ‘Send’ Button to your website • Add Facebook ‘Connect’ so people can log in with their FB account.
  • 46. Feed your Twitter from Facebook
  • 47. Feed yourBlogtoFacebook
  • 48. Work hard to grow your fans Create lively interaction Post content that people want to share (bringingothers to your page. Mention your page everywhere Make it Primary not Secondary and bring it “front of house!” People need a reason to join
  • 49. Work hard to grow your fans What will compel total strangers to become a fan. Keep your content FRESH, THOUGHT-PROVOKINGand ENTERTAININGFrequency and Consistency of updates is the key to any marketinginitiative and Facebook is no different.
  • 50. “The biggest mistakeWhat you should be doing on you can make is to believe you work for someone else” - Anon FB Personal Profile FB Business Page Advertising Tagging Customise your Page with FBML Feed your Twitter from FB Feed your Blog directly to FB Work hard to grow your fans Engage your fans, post updates frequently
  • 51. Facebook has changed and here is how just some people have embraced it
  • 52. ‘THE BIG GUNS’ ON FACEBOOK★ Ben & Jerrys (3.5m)★ Pizza Hut (4.8m)★ Victoria’s Secret (15.8m)★ FML (F**k My Life) (2.7m)★ iTunes (17.7m)★ Starbucks (26.2m)★ Pringles (16.1m)★ Redbull - (23.5m)★ Coca-Cola - (36.2m)★ Facebook (56m)
  • 53. What’s about ?At its heart, Twitter is a ‘micro-blogging’ platform, allowing you to express yourself in short 140-character ‘tweets’. In 2010, 25 billion tweets were sent. There are over 130 million accounts on Twitter.... .... and that number grows by 300,000 every day. There are over 65 million tweets everyday that averages 750 per second
  • 54. So why ‘Tweet’? “When you can’t change the direction of the wind, adjust your sails” Drive new, quality traffic to your blog Driving sign ups for a newsletter Building relationships with potential and existing clients Announcing News, Achievements, Awards, Events, Promos Generating awareness and interest in your service Discussing professional issues with your peers Connecting with local vendors and services for business referrals and partnerships Obtaining feedback on your images Performing Trend research via Twitter search
  • 55. Just Sign Up, its easy.
  • 56. Top TenTweeters
  • 57. Things you need to know about Twitter•Reply (@): Twitter has a every unique replying feature. Whenever a person’s name is preceded by a @symbol, that means that the sentence (tweet) that follows is directed at them.•DM: A term you are sure to see in people’s tweets is DM. It stands for Direct Message. This is like email for allintents and purposes. It is as if you have a Twitter inbox. Only you can see your DMs. As opposed to replies andregular tweets, DMs are completely private.•Retweet (RT): Retweeting is one of those things that can make or break your Twitter experience. Let me try to explainit to you in simple terms. If someone tweets something that interests you and you feel it would interest your readers,you retweet it for your readers. What it does is basically quotes that person’s tweet and gives them the credit, so peoplecan see the tweet and then choose to follow that person. It is pretty much parallel to forwarding an email.•Hashtag (#): Hashtags are a pretty simple concept that really enhance the Twitter experience. They enable easycategorization of tweets for effective future searching. That means that if for example, you are tweeting about the iPhone, yousimply insert a # before the word iPhone. Anyone who then searches hashtags.org or Twitter search, for the #iPhone term, willcome up with your tweet as well as all tweets on the subject. •Wefollow: is the best and most effective way of finding people to follow. It is a Twitter directory based on tags people give themselves, and is organized in a very user-friendly way to enable you to build yourself a quality Twitter network in a very short period of time.•Tweetdeck: is the most popular, sophisticated, effective, and useful 3rd party Twitter application out there. If you can only installone Twitter application, Tweetdeck should be it. You can reply, DM, retweet, shorten a URL, and share a Twitpic without everleaving Tweetdeck.
  • 58. Controlling the ‘FRENZY’ with
  • 59. Go Mobile with your Social Media too...... “Its not how far you fall but how high you bounce!” Instant Information! Instant Gratification! Like it or not, its the age we live in!
  • 60. Photographers that do SOCIAL MEDIA very well..?
  • 61. Chase Jarvis Website
  • 62. Chase Jarvis Blog
  • 63. LA based - Wedding Photographer - Jasmine StarAlmost 50,000 followers in less than 4 years
  • 64. Jasmine Star’s Website
  • 65. David Beckstead Jim GarnerJamie Delaine Jerry GhionisBambi Cantrell YervantBob & Dawn Davis All of the above have around 5000 followers
  • 66. Other areas you might consider......Launch aCHANNEL
  • 67. Other areas you might consider...... Launch a Channel
  • 68. The Thinking Man’s Facebook✓Officially launched on May 5th 2003 www.linkedin.com✓A new member joins every second✓Worlds largest professional network on the internetwith over 100 million members/200 countries.✓Almost 2 billion people searches in 2010✓Since Jan 2010, LinkedIn counts executives from all 2010Fortune 500 companies as members
  • 69. The Thinking Man’s Facebookwww.linkedin.com
  • 70. Other areas you might consider...... Start an EBAY store
  • 71. Other areas you might consider......Join ‘Etsy’
  • 72. A little bit of Marketing...
  • 73. The only scary thing about the This is your JOB!!!‘RACE TO THE BOTTOM’is that you might win..........
  • 74. To make more profit we have three options:•Charge more for your service or product•Sell more of those services or products•Rethink the way we do business
  • 75. A. OneHow many Hondas? B. Two C. Four D. Six E. Ten can you get into this garage?
  • 76. Lawnmowers Motorcycles Snowblower Generator Tiller Water Pumps Outboards Strimmer Scooters
  • 77. 1983 - Toyota announces secret project to produce the worlds best sellingluxury car1989 - Toyota launches LS400 under the LEXUS brand.1999 - Lexus sells its one-millionth vehicle in the US and was ranked the topselling luxury car brand in U.S.2011 - Lexus remains the top selling luxury car in the USA
  • 78. Innovate (be creative) don’t Imitate (copy others)
  • 79. BRANDING Yourself
  • 80. Do you have a brand or do you have a logo?★ What is a brand?“ A Brand is a promise. It is whatever people think, feel, believe and trust aboutyou, your business or the product you provide will give them if they buy from you.”“ A Brand lives in a persons mind, it’s all about feelings!” -Peter Monoya★ Logos, colours, fonts and words are ways of conveyingyour brand and its promise. Thus a brand is a promise andbranding is all the tangible things used to convey it! CONFUSED?
  • 81. Expensive, Iconic, Quality,Fashionable,Professional, Reliable
  • 82. It is important to thinkthat your brand iscommunication notdecoration! It is important because your brand will become the platform from which you will position yourself and your business in the minds of potential customers.It’s important because people think, feel and believe willinfluence their buying decision
  • 83. So what should your brand be?‣What makes you different? ‣What is your promise to them?‣Why should people buy from you? ‣Can you live up to that promise?Photographers who make there business aboutwhat they produce, rather than who they areuniquely, are becoming mere commodities in the eyes of consumers You must be keenly aware of the skills and assets you lack. Then you must intelligently decide whether to 1/ improve upon them 2/ work around them 3/ delegate or outsource themLeverage what you are great at; minimiseyour attention to the rest
  • 84. Simple, Cheap (Free) Ideas to Market your Business ★ Get a well written website profile ★ Have a ‘Real’ email address ★ Place links in your email signature ★ Have an address on your website! ★ News is important ★ Write a regular blog ★ Show a gallery of about 20 images

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