Social Media Attitude Adjustment - NEW Arts Council

Social Media Attitude Adjustment The MarketingSavant Group www.marketingsavant.com Social Media Channels + 888.989.7771 dana@marketingsavant.com 26 Concepts to Engage Your Audience with Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771

After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/newarts www.marketingsavant.comThe MarketingSavant Group 888.989.7771

3 Agenda • Inbound & Email Marketing • Social Media Tools – Facebook – Twitter – Blogs – YouTube – LinkedIn – Pinterest • 26 Tips for Social Media Success (ABCs of Social) www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Don’t Commit Random Acts of Social Media Marketing! www.marketingsavant.comThe MarketingSavant Group 888.989.7771

News/Media/PR SEO Email Blogs + Blogging Research/White Papers Infographics Comment Marketing Social Networks Online Video INBOUND MARKETING! Forums (AKA “free” traffic sources) Webinars Social Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Build Your Email List • Ensure opt-in opportunities at the website • Conduct a touch point review – Online touch points – Offline touch points Source: http://www.intersectionconsulting.com/tag/touch-points/ www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Construct winning e-mails 7 • Attention • Interest • Desire • Action www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Using the Right Tools • Create Your Fan Page • Share Great Links on • Publish Great Content on Your • Use to Tell Your Story with Video • Boost Your Profile • Amplify Your Art with www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Acquire the Skills • The 2 pillars of social media – Content - Content - Content – Building Relationships • The habit of using Social Media daily • How to engage with your followers • How to build your personal brand • How to measure results from Social Media communications www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Facebook Pages• Publish content that naturally encourages click-throughs or creates discussion.• Powerful way of engaging customers, community, etc.• Many options for sharing content and media• Connect it to your blog for a constant flow of content• Directly message & connect with supporters around important issues www.marketingsavant.comThe MarketingSavant Group 888.989.7771

12 Basic Facebook Navigation  Personal profiles are for people  Business pages are for celebrity, band, business or organization  Groups are sponsored by an individual for specific topics Personal Profile Business Page Group o You can friend others o Visible to unregistered o Must have a personal users profile o You can “Like” a page • Can be indexed for • Invitations can be o Cannot use profile for SEO value open to the public or • Reputation business management value closed o Allows for “vanity” o Allows you to send URL bulk invite to friends o Can create events • Opportunity for o Post messages that o Can tailor to specific message to go viral will be read by your needs o Does not support “friends” • Over 500,000 applications Facebook and 3rd party o Create events applications o Can create related o Share content, o Can promote with event and invitation photos and video social ads o Cannot promote with o Send private email o Offers Visitor statistics social ads o Allows multiple o No visitor statistics administrators not available (at this attached to a profile time) o Discussions o Discussions www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Facebook Communication Strategy• Build an active wall • Use calls to action – Encourage people to Like your page – Well designed, clear calls to action – Monitor and participate in the – Market Facebook outside Facebook comments on your Wall • Use photos• Re-purpose content – Show off unique items at each gallery – Post useful, interesting content from – Show the “behind the scences” various sources, regularly – Show events, awards, etc.• Encourage experiential marketing – Post pictures of you at work – Use welcome tabs • Use video – Deliver a unique experience! – Post recording of shows, inter – Experiment – Interview your customers• Use ads to drive traffic • Integrate off-line marketing – Upcoming shows, new pieces, – Other media ads and content exhibits, etc. www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Do the Facebook Combo Page + Events + Ads + Fans = Success www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Create a Proper Landing Page Create Microsite Tabs www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Run Facebook Photo Contests RETURN ON Imagery www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Twitter for artists • Establish a pattern of consistency in your tweeting strategy • Keep your “it is all about them” hat on when tweeting – RT other people’s stuff • Follow social media best practices – Follow those that follow you but maintain balanced follower to following ratios – recommend 1.25 to 1 or less – Engage: Proactively and in response to RTs (retweets) and SOs (Shout Outs) • Tweet consistently and set up a good maintenance schedule • Measure which content resonates best with your audience www.marketingsavant.comThe MarketingSavant Group 888.989.7771

What Is Twitter Good For ? • Building Community- creating a strong community of followers that ultimately help raise awareness, visibility and affinity for your business • Media Relations – share updates, initiatives, ideas and relevant stories with your local media on twitter • Customer Relations - using Twitter to successfully engage with customers who need regular updates • Events - driving attendance to exhibits locally or out of town • Early Alert – alert customers to new pieces, shows, exhibits, other new items added, changes in schedule or other hot topics • Branding & Awareness - employing Twitter in creative ways to increase awareness around a specific event and for your business in general • Fundraising - using Twitter to spread the word about important causes and benefits that you’re participating in www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Build Your “Blog Hub” • One place where your content is housed • Contains real substance, not just links • “Connectable platform” (Wordpress, Typepad) • You online home base www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Create Useful Content • Instructional - Instructional posts tell • Lists - One of the easiest ways to write a post people how to do something. I find that is to make a list. Posts with content like ‘The Tips posts are generally the ones that are Top Ten ways to….’, ‘7 Reasons why….’ ‘ 5 among my most popular both in the short Favorite ….’, are not only easy to write but are term usually very popular with readers and with • Informational - This is one of the more getting links from other bloggers. common blog post types where you • Interviews - Sometimes when you’ve run out simply give information on a topic. It could of insightful things to say it might be a good be a definition post or a longer idea to let someone else do the talking in an explanation of some aspect of the niche interview (or a guest post). This is a great way that you’re writing on. This is the crux of to not only give your readers a relevant successful sites like Wikipedia. expert’s opinion but to perhaps even learn • Reviews - Another highly searched for something about the topic you’re writing term on the web is ‘review’ - I know every yourself. time I’m considering buying a new • Case Studies - Another popular type of post is product that I head to Google and search the case study where you profile a client, a for a review on it first. Reviews come in all peer, an organization or person that you shapes and sizes and on virtually every admire either through direct contact or an product or service you can think of. interview with them or by doing some of your own benchmarking activity. www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Podcasts & Vodcasts • More human & emotional than blogging • Low investment • Easy distribution • Differentiator • Share more than text www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Types of Video • Photo Montage: This is a set of photos and transitions, which will most often be accompanied by music or a voice over. Generally the cheapest option. Think: real estate videos. • Q&A: A sort of mini-interview so you can highlight important points about your art. Easy to produce. • Documentary Style: A video that covers several areas of your style or background. Scenes from exhibits, your studio, maybe even customers. • Testimonials: Video taken of actual shows and buyers. Very powerful and inexpensive www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Go Daddy VLOG www.marketingsavant.comThe MarketingSavant Group 888.989.7771

First, A Bit About Profiles • Your profile, on any network, is not a resume • Your profile maps to your goals – Network, job hunt, sell, attract, influence • Thou shalt have a complete profile – 40x more likely to succeed when complete • Public profiles are productive profiles – “But what about those creepy Internet people?” www.marketingsavant.comThe MarketingSavant Group 888.989.7771

6 Steps to LinkedIn Success 1. Complete your profile! 2. Join groups & discussion 3. Connect with professionals 4. Connect with customers 5. Ask/answer questions 6. Approach prospects www.marketingsavant.comThe MarketingSavant Group 888.989.7771

WHAT IS PINTEREST? Pinterest is simply a pin-board style photo sharing network. www.marketingsavant.comThe MarketingSavant Group 888.989.7771

What is Pinterest? To Your Business: Adapted from: pinterest.com/bulentkeles • A fast-growing and powerful platform for storing and sharing your brand’s images which helps drive traffic to your company website or even help sell products. • A visual self-expression engine based on the most viral and shareable content – images. Adapted from: pinterest.com/bulentkeles www.marketingsavant.comThe MarketingSavant Group 888.989.7771

What Do We Find on Pinterest? The most popular categories found on Pinterest, according to RJ Metrics, are: • Home (17.2%); • Arts and Crafts (12.4%); • Style/Fashion (11.7%); • Food (10.5%); and • Inspiration/Education (9.0%). Pinterest data Source: RJ Metrics www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Pinterest is Aspirational What I’m doing now… What I WISH I was doing! www.marketingsavant.comThe MarketingSavant Group 888.989.7771

From Realtors to Retailers How Can Pinterest Help? • Realtors should be pinning the most beautiful images of their listings with notes about the design or unique nature of the architecture. • Retailers should be pinning photos of their products and telling the back story. Share the details! • Animal services (vets, groomers, sitters) should be posting fun pictures of their animal clients without referencing their people clients. • Bloggers and writers use Pinterest as inspiration for content! www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Best Practices on Pinterest 1. Pin from various sources, including re-pins from within the site. 2. Create a few boards that cover a broad range of interests. 3. Show off different facets of your brand personality or values. 4. Share content that’s relevant, valuable & not overly promotional. 5. Include eye catching visuals in your digital assets. 6. Boards should contain enough content to make them worth following. 7. Be responsive. 8. Add new pins as much as possible. 9. Promote your presence. 10. Monitor. Search for pins about your brand and check what people are pinning from your site using pinterest.com/source/[URL]. Source: Pinterest: A Quickstart Guide For Brands, January 2012 © Leo Burnett/Arc Worldwide www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Social Art Sites • deviantArt - With over 13 million registered members and over 35 million unique visitors per month, deviantART is one of the largest online communities for artists and art enthusiasts to promote and sell art. • Behance - The site provides a networking platform for creative professionals across all industries. Members can create multi-media portfolios to showcase their work within the network, as well as on partner sites and organizations. • More social sites to sell art: http://bit.ly/IVMfd4 www.marketingsavant.comThe MarketingSavant Group 888.989.7771

The ABCs of Social Media 26 CONCEPTS TO ENGAGE YOUR AUDIENCE WITH SOCIAL MEDIA www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Assets: Bring Everything You Have 39 to Social Media Example: Technology Company’s Assets Example: Technology 14 Brand families Company 12,732 Products and services 6 Broad go-to-market themes 42 Industry solutions 6.1MM Web pages 349 Case studies 1,942 Product data sheets 431 White papers 109 Webcasts 31,000 Press articles 219 Events with presence 13 Major sponsorships 432 Active employee blogs 395 Print ads 17 TV spots 421 Major global partners 227 HR initiatives 28 Languages www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Take People Behind the Scenes Ann Handley suggests in her book Content Rules to use video to show behind the scenes at your company. “Businesses can show what goes on in their day-to-day world that people don’t see but might be interested in. What about showing, for example, how a popular product goes from concept to rolling off the assembly line? Something that seems completely everyday to you could be exciting and fresh to your fans.” www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Compelling Content www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Dialogue With Your Community

Social Media Effort www.marketingsavant.comThe MarketingSavant Group 888.989.7771

F-words in Social Media Friend Follow www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Google Loves Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Hijacked Media – Beware! www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Incent Social Sharing & Interaction • ING Cafe in Chicago offered a free cup of coffee to people who checked in somewhere nearby their venue. • This got customers in their door who may not have known about ING Cafe or simply hadn’t planned to go there. • Kraft’s new MiO product, a water enhancer, gave away free full-sized samples from their Facebook page. • Chipotle gave away a free burrito to people in return for watching a promotional video. • Simply put, offering consumer freebies has been wildly successful in recent social campaigns. www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Facebook is the 2nd Most Popular Vehicle For Consumer Recommendations www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Join the Right Groups www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Knowledge Sharing in Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Listen, Listen, Listen www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Get Notified! • Facebook not the only or the right answer • Hyper Alerts is the “feature that Facebook forgot” • Watch you pages, competitors, pages you like and pages you don’t • Daily digest of updates (vs. immediate emails) • Alerts by URL or by FB User – ASAP, Hourly, Daily, Weekly, Monthly – Select your time – Also alerts on your own content • http://www.hyperalerts.no www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Get Notification all in a NutshellMail • Brings all social alerts into one consolidated email • Track Twitter new followers & un-follows • Mostly for ‘personal’ use • http://nutshellmail.com • Free service www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Mix it up Social Networks Micro Blogs Social Bookmarks  Video/Photo Sharing Content  Blogs www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Network Intelligently www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Offline Social Skills - Host a Tweetup for Your: Company/Customers/Industries/Community/Groupies www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Publish on Schedule – “1-7-30-4-2-1” • 1 = Daily • 7 = Weekly • 30 = Monthly • 4 = Quarterly • 2 = Bi-Annual • 1 = Annual Source: FusionSpark Media www.marketingsavant.comThe MarketingSavant Group http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/ 888.989.7771

Map Out the Publishing Process www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Questions: Ask and Answer Ask Answer www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Relationships are Better with Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Review If They Like You… www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Satisfy Customers Through Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Secure Your Listings • Secure the top business listings on directory sites • “Claim” your business • Use http://getlisted.org/ to asses your position • Focus on the top local listings • Be careful of what you pay for online – Superpages – Yellowpages – Other scammer nonsense www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Selling with Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Turn Your Thinkers Into Thought Leaders www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Understand Your Audience in Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Video Connects Emotionally • More human & emotional than blogging • Be found on Google • Low investment • Easy distribution • Differentiator • Share more than text www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Word of Mouth & Social Media 70 marketer-generated consumer-generated (Think “funnel”) (Think “megaphone”) be aware talk consider form opinion buy use word-of-mouth Social content, networks, and interactions brand awareness keyword relative media spending www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Social Media Excellence • Coordination 5 C’s of Social Media Excellence – Coordination of social media activities creates excellence. Mastery of media flow is achieved though deliberate orchestration. • Commitment – Commitment means engaging with your environment. It means deliberately pursuing social interactions. • Confidence – Contagious confidence creates social media excellence. You are interesting, with interesting ideas, so go tell it on the mountain. • Comprehension – Perpetually develop and deepen performance capacity. Comprehension drives social media mastery and excellence. • Cultivation – Cultivate worthwhile and friendly relationships. Foster interaction to develop overall well-being, social media excellence and prosperity. www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Zero Excuses! Top 10 Social Media Barriers 1. Lack of internal resources/time 2. Lack of knowledge/expertise 3. Not convinced about the value/ROI 4. Lack of clear guidelines/policies 5. Lack of awareness of social media within company 6. Lack of budget 7. Social media not appropriate for company/brand 8. Fear negative reaction from customers 9. Lack of global reach/scale 10. Lack of appropriate agency partner www.marketingsavant.comThe MarketingSavant Group 888.989.7771

After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/newarts www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Smile if you liked it! The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com Thanks You for Attending! www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Social Media Attitude Adjustment The MarketingSavant Group www.marketingsavant.com 888.989.7771 26 Concepts to Engage Your dana@marketingsavant.com Audience with Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771

Social Media Attitude Adjustment - NEW Arts Council

by Dana VanDen Heuvel on Jul 09, 2012

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Social Media Attitude Adjustment - NEW Arts Council Presentation Transcript

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