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BoomtownFilm & Music Festival               Social Media: The Indy Musician                & Filmmaker’s Game Changer
Giovanni GallucciI’m a hack.I have no business teaching anyone anything aboutsocial media, SEO, or marketing for that matt...
Yea! It’s a theme!Since we’re at a film &       music festival...we’re going to use music     as our meme today.
Troubadour, TX
We’re gonna get busy!        Blackhat? No.     Aggressive? Very.
What *Really* Drives Traffic?
What *Really* Drives Traffic?
What *Really* Drives Traffic?
What *Really* Drives Traffic?
Some Very Basic Basics     click thrus | humanskeywords & phrases | humans  backlinks | search engines anchor text | searc...
Keywords    How   Search  Works(Simplified)
Some Very Basic Basics  Make sure the searchengines can crawl your site
Some Very Basic BasicsFind the right keywords
Keyword Research@giovanni            http://LiveLoudTexas.com
Keyword Research@giovanni            http://LiveLoudTexas.com
Some Not So BasicsGoogle Love from Google+
What are you gonna do?
Some pudding to go with that proof please.
It can hurt - but your work will be better in the end...
What are you gonna do?
And the crowd went wild.
Google+ LaunchesPublic Beta 6/27/2011
Google+ Invites StartPouring In 6/29/2011
16 days
120 days53 Million +
And then lots of them left.
one
OptimizationLet’s talk about SEO for Facebook
OptimizationLet’s talk about SEO for Facebook
Optimization That was quick.
Optimization But Seriously
Let’s get to those“Effective Strategies”that were mentioned  in the title of this    presentation.
Social PluginsLike & Share Buttons & More
Social PluginsLike & Share Buttons
Social PluginsLike & Share Buttons
Pages NOT Profiles
Promote Your Page    Offiline
Promote Your Page    Offiline
Get Your Brand
Facebook Ads“Why do you ‘Like’ brands on facebook? Brand Invitation or Ad - 75%     Friend Inviting - 59%   Personal Resea...
Branded Applications  Mind The Performance!
Branded Applications      Be Efficient!
Facebook AdsDesign > Text & Image
Facebook Ads   Targeting
Facebook AdsSet Daily Budget & Pricing
Facebook Ads  Review & Pay
EngagementLet Them Play Along
Create A Landing TabTake Fans Where They Need To Go
Create A Landing TabTake Fans Where They Need To Go
Create A Landing TabTake Fans Where They Need To Go
Create A Landing Tab  There’s Help Out There
Offers, discounts, deals
Bring Value
Contests/Sweepstakes     Tie In Partners
Contests/Sweepstakes  There’s Help Out There
Contests/Sweepstakes   It Makes A Difference
Profile Image Billboard    Toot your own horn.
I’ve always told clients not to worry   about the flavor of the month...
Worry about theflavor of the month.
How can we use g+?
Circles
Circles are a vote for peopleGoogle is looking at influence.
Circles are a vote for peopleGoogle is looking at authority.
Circles are a vote for peopleGoogle is looking at connections.
Circles are a vote for peopleGoogle is looking at memes.
Circles are a vote for peopleGoogle is looking at categorizations.
Google+ Profile Page
Introduction/About You
Occupation/Employment
Location
Make sure you’re visible to        Google
Photos/VideoMy Weapons Of Choice
EQUIPMENTLet’s get right down to        business.   Let’s stick to the  cameras for now.
EQUIPMENTCanon 5D
EQUIPMENTCanon 5D
EQUIPMENTCanon 5DCanon 7D
EQUIPMENTCanon 5DCanon 7D
EQUIPMENTCanon 5DCanon 7DCanon T2i (T3i)Canon G12GoPro HDiPhone
EQUIPMENTFor most campaigns, this job is not what you think. The most important piece of   equipment in your arsenal is you.
BEFORE
BEFOREPassion: “I have never had a job I was not passionateabout.” - Kurt Podeszwa (Camp For All).If you are not passionat...
BEFOREBuild RelationshipsAnd give fans access!
How do we get accessto journalists on Twitter?
How do we get accessto journalists on Twitter?
Build An Ecosystem
Build An Ecosystem
Build An Ecosystem
Build An Ecosystem
Build An Ecosystem
BEFOREKnow your target audience and know their platforms.
BEFOREBuild a portfolio/reel(translated: work/play for free sometimes)But, DO NOT establish the value for your product at ...
Plan, plan,and plan somemore.                         BEFORESite review,scheduling, shot list,backup equipment,batteries, ...
Plan, plan,                          BEFOREand plan somemore.Business strategy,goals, resources,budget, expectations...
BEFORESmall footprintThis isn’t aboutyou, it’s about1) the fans and2) the brand.
BEFOREDon’t describe yourself as anything other than aprofessional filmmaker if you want to be taken seriously.
DURING
DURINGKnow your rights.Don’t be unnecessarily confrontational, but don’t be adoormat either. Private security are NOT the ...
BEFOREKnow your Terms of Service.Know the law/know the TOS on sites you’re workingon.
DURING Be patient. Be nice. Be respectful. Be invisible.
DURINGFirst order of business: get the shots you need.Translated: social media & seo 101.
DURINGNext - Be creative. Duh, really? Really.Find the angles that no-one else would.If you want your video campaign to st...
Harvesting The Right Relationships
Harvesting The Right Relationships
Harvesting The Right Relationships
Harvesting The Right Relationships
Harvesting The Right Relationships
Branded Applications        Integrate, but mind the performance@giovanni                           http://LiveLoudTexas.com
Your Channel            You Must Self-Promote!@giovanni                        http://LiveLoudTexas.com
Blogger Relations     Awareness
Blogger Relations     Awareness
Blogger Relations   Identify The Threat
Blogger Relations Tame The Beast In Public
DURINGShoot everything. -Try everything!Shoot until you get kicked out or until there’s nothingleft to shoot.
DURINGRemember I said the get the shots you NEED first?Once you have gotten those AND backed up thosephotos?Sneak around.Sh...
AFTERMETA Data - Optimization.
Flickr Pictures
iPhoto Metadata
ApertureMetadata
Google+ Pictures
AFTERShare.flickr, facebook, instagram, google+/picasa, smugmug,slideshare, youtube.
AFTERMeasure response.Views, favorites, shares, comments, embeds, links, et al.
Where Do You Find Press/Bloggers?
Where Do You Find Press/Bloggers?
Where Do You Find Press/Bloggers?Teach them to fish - friends for life.
Sell Yourself“I’m a blogger!” :-)
Sell Yourself“I’m a photojournalist!” :-|
Sell Yourself“I’m a photojournalist for a local online news outlet with a billion readers” :-[
Sell YourselfThen shut up and enjoy the ride.
Film/Video
Why Online Video?  183.3 Million unique US internet users per  month  32.6 BILLION videos watched across the web  Average ...
Who’s Watching Where? Facebook - 260 Billion Page Views Per Month Hulu.com - 903.1 Mil Video Views/Month Microsoft-owned s...
Case Studies             Several slides with videos            were here in the presentation@giovanni                     ...
What is Video SEO?@giovanni                   http://LiveLoudTexas.com
What is Video SEO?@giovanni                   http://LiveLoudTexas.com
Video SEO Tips@giovanni                    http://LiveLoudTexas.com
Video SEO Tips@giovanni                    http://LiveLoudTexas.com
Video SEO Tips       Video SEO Ranking Factors                                   -Title                         -Descripti...
Video SEO Tools@giovanni                 http://LiveLoudTexas.com
Video SEO Tools@giovanni                 http://LiveLoudTexas.com
Video SEO Tools      tube toolbox - don’t use tools to cheat!     use technology to work more efficiently                  ...
Video SEO Tools@giovanni                 http://LiveLoudTexas.com
Video SEO Tools@giovanni                 http://LiveLoudTexas.com
Video on Facebook@giovanni                   http://LiveLoudTexas.com
Bringing It All Together
Tie Ins?             Blog/Tumblr            YouTube/Flickr     Platform Specific Content     Effective Blogger Outreach    ...
Some Very Basic Basics   Link to yourself
Some Very Basic Basics   Link to yourself
Some Very Basic BasicsCreate content for readers,  not for search engines
Some Very Basic BasicsReserve your brand name   on social networks
Some Very Basic Basics Tie It All Together
Some Very Basic Basics          Tell The World
Some Very Basic BasicsRock your RSS Off
Some Very Basic BasicsPay AttentionTo What Turns  Them On
Facebook Insight             Audience Analytics@giovanni                         http://LiveLoudTexas.com
Facebook Insight             Audience Analytics@giovanni                         http://LiveLoudTexas.com
External Analytics              Audience Analytics@giovanni                          http://LiveLoudTexas.com
What do the results    look like? Fan Engagement
What do the results    look like?
What do the results    look like?
What do the results    look like?
What do the results    look like?
What do the results    look like?
What do the results    look like?
What do the results    look like?
AFTER   Keep working on campaigns.   Wash, rinse, repeat.   “Find your passion. Use your   talent.” - Kurt Podeszwa   (Cam...
http://LiveLoudTexas.com/preso
Questions?     giovanni galluccigiovanni@LiveLoudTexas.com        469.682.6978 http://facebook.com/LiveLoudTX    http://Li...
Thank You     giovanni galluccigiovanni@LiveLoudTexas.com        469.682.6978 http://facebook.com/LiveLoudTX    http://Liv...
Social Media: The Indy Musician & Filmmaker’s Game Changer
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Social Media: The Indy Musician & Filmmaker’s Game Changer

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Most music, TV & film today is produced by semi-pros and enthusiasts on a tight budget. Since social media tools like Facebook, YouTube, and Twitter are free, it makes sense for musicians and filmmakers of all stripes to take advantage of them to develop an audience for their work. But that doesn’t mean that just anyone should be doing the outreach. You cannot be effective in social media by randomly blasting out random content to the internet. Social media tools work best when the people behind them have a genuine passion for what they’re sharing. During this presentation Giovanni will teach videographers and musicians alike how to effectively use social media to promote their work and advance their careers.

Presented to the Boomtown Film & Music Festival on 02.25.2012 in Houston, Texas

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Social Media: The Indy Musician & Filmmaker’s Game Changer

  1. 1. BoomtownFilm & Music Festival Social Media: The Indy Musician & Filmmaker’s Game Changer
  2. 2. Giovanni GallucciI’m a hack.I have no business teaching anyone anything aboutsocial media, SEO, or marketing for that matter.So, I’ll not teach. I’ll just show you what works for me.
  3. 3. Yea! It’s a theme!Since we’re at a film & music festival...we’re going to use music as our meme today.
  4. 4. Troubadour, TX
  5. 5. We’re gonna get busy! Blackhat? No. Aggressive? Very.
  6. 6. What *Really* Drives Traffic?
  7. 7. What *Really* Drives Traffic?
  8. 8. What *Really* Drives Traffic?
  9. 9. What *Really* Drives Traffic?
  10. 10. Some Very Basic Basics click thrus | humanskeywords & phrases | humans backlinks | search engines anchor text | search engines
  11. 11. Keywords How Search Works(Simplified)
  12. 12. Some Very Basic Basics Make sure the searchengines can crawl your site
  13. 13. Some Very Basic BasicsFind the right keywords
  14. 14. Keyword Research@giovanni http://LiveLoudTexas.com
  15. 15. Keyword Research@giovanni http://LiveLoudTexas.com
  16. 16. Some Not So BasicsGoogle Love from Google+
  17. 17. What are you gonna do?
  18. 18. Some pudding to go with that proof please.
  19. 19. It can hurt - but your work will be better in the end...
  20. 20. What are you gonna do?
  21. 21. And the crowd went wild.
  22. 22. Google+ LaunchesPublic Beta 6/27/2011
  23. 23. Google+ Invites StartPouring In 6/29/2011
  24. 24. 16 days
  25. 25. 120 days53 Million +
  26. 26. And then lots of them left.
  27. 27. one
  28. 28. OptimizationLet’s talk about SEO for Facebook
  29. 29. OptimizationLet’s talk about SEO for Facebook
  30. 30. Optimization That was quick.
  31. 31. Optimization But Seriously
  32. 32. Let’s get to those“Effective Strategies”that were mentioned in the title of this presentation.
  33. 33. Social PluginsLike & Share Buttons & More
  34. 34. Social PluginsLike & Share Buttons
  35. 35. Social PluginsLike & Share Buttons
  36. 36. Pages NOT Profiles
  37. 37. Promote Your Page Offiline
  38. 38. Promote Your Page Offiline
  39. 39. Get Your Brand
  40. 40. Facebook Ads“Why do you ‘Like’ brands on facebook? Brand Invitation or Ad - 75% Friend Inviting - 59% Personal Research - 49% *eMarketer
  41. 41. Branded Applications Mind The Performance!
  42. 42. Branded Applications Be Efficient!
  43. 43. Facebook AdsDesign > Text & Image
  44. 44. Facebook Ads Targeting
  45. 45. Facebook AdsSet Daily Budget & Pricing
  46. 46. Facebook Ads Review & Pay
  47. 47. EngagementLet Them Play Along
  48. 48. Create A Landing TabTake Fans Where They Need To Go
  49. 49. Create A Landing TabTake Fans Where They Need To Go
  50. 50. Create A Landing TabTake Fans Where They Need To Go
  51. 51. Create A Landing Tab There’s Help Out There
  52. 52. Offers, discounts, deals
  53. 53. Bring Value
  54. 54. Contests/Sweepstakes Tie In Partners
  55. 55. Contests/Sweepstakes There’s Help Out There
  56. 56. Contests/Sweepstakes It Makes A Difference
  57. 57. Profile Image Billboard Toot your own horn.
  58. 58. I’ve always told clients not to worry about the flavor of the month...
  59. 59. Worry about theflavor of the month.
  60. 60. How can we use g+?
  61. 61. Circles
  62. 62. Circles are a vote for peopleGoogle is looking at influence.
  63. 63. Circles are a vote for peopleGoogle is looking at authority.
  64. 64. Circles are a vote for peopleGoogle is looking at connections.
  65. 65. Circles are a vote for peopleGoogle is looking at memes.
  66. 66. Circles are a vote for peopleGoogle is looking at categorizations.
  67. 67. Google+ Profile Page
  68. 68. Introduction/About You
  69. 69. Occupation/Employment
  70. 70. Location
  71. 71. Make sure you’re visible to Google
  72. 72. Photos/VideoMy Weapons Of Choice
  73. 73. EQUIPMENTLet’s get right down to business. Let’s stick to the cameras for now.
  74. 74. EQUIPMENTCanon 5D
  75. 75. EQUIPMENTCanon 5D
  76. 76. EQUIPMENTCanon 5DCanon 7D
  77. 77. EQUIPMENTCanon 5DCanon 7D
  78. 78. EQUIPMENTCanon 5DCanon 7DCanon T2i (T3i)Canon G12GoPro HDiPhone
  79. 79. EQUIPMENTFor most campaigns, this job is not what you think. The most important piece of equipment in your arsenal is you.
  80. 80. BEFORE
  81. 81. BEFOREPassion: “I have never had a job I was not passionateabout.” - Kurt Podeszwa (Camp For All).If you are not passionate about what you’re doing, stop.I’m serious.Just stop.
  82. 82. BEFOREBuild RelationshipsAnd give fans access!
  83. 83. How do we get accessto journalists on Twitter?
  84. 84. How do we get accessto journalists on Twitter?
  85. 85. Build An Ecosystem
  86. 86. Build An Ecosystem
  87. 87. Build An Ecosystem
  88. 88. Build An Ecosystem
  89. 89. Build An Ecosystem
  90. 90. BEFOREKnow your target audience and know their platforms.
  91. 91. BEFOREBuild a portfolio/reel(translated: work/play for free sometimes)But, DO NOT establish the value for your product at $0.00.NEVER be available for anyone for free when THEY request yourtime. NEVER.
  92. 92. Plan, plan,and plan somemore. BEFORESite review,scheduling, shot list,backup equipment,batteries, know whereyour exits are, knowalternate entrances...
  93. 93. Plan, plan, BEFOREand plan somemore.Business strategy,goals, resources,budget, expectations...
  94. 94. BEFORESmall footprintThis isn’t aboutyou, it’s about1) the fans and2) the brand.
  95. 95. BEFOREDon’t describe yourself as anything other than aprofessional filmmaker if you want to be taken seriously.
  96. 96. DURING
  97. 97. DURINGKnow your rights.Don’t be unnecessarily confrontational, but don’t be adoormat either. Private security are NOT the POPO.Have them call the police if you can’t come toagreement and they attempt to detain you.NEVER give anyone your camera. NEVER give anyoneyour photos. But give the POPO “the disk from yourcamera” if they ask - Use The Cloud
  98. 98. BEFOREKnow your Terms of Service.Know the law/know the TOS on sites you’re workingon.
  99. 99. DURING Be patient. Be nice. Be respectful. Be invisible.
  100. 100. DURINGFirst order of business: get the shots you need.Translated: social media & seo 101.
  101. 101. DURINGNext - Be creative. Duh, really? Really.Find the angles that no-one else would.If you want your video campaign to stand out, you mustget shots no-one else is getting.
  102. 102. Harvesting The Right Relationships
  103. 103. Harvesting The Right Relationships
  104. 104. Harvesting The Right Relationships
  105. 105. Harvesting The Right Relationships
  106. 106. Harvesting The Right Relationships
  107. 107. Branded Applications Integrate, but mind the performance@giovanni http://LiveLoudTexas.com
  108. 108. Your Channel You Must Self-Promote!@giovanni http://LiveLoudTexas.com
  109. 109. Blogger Relations Awareness
  110. 110. Blogger Relations Awareness
  111. 111. Blogger Relations Identify The Threat
  112. 112. Blogger Relations Tame The Beast In Public
  113. 113. DURINGShoot everything. -Try everything!Shoot until you get kicked out or until there’s nothingleft to shoot.
  114. 114. DURINGRemember I said the get the shots you NEED first?Once you have gotten those AND backed up thosephotos?Sneak around.Shoot to get kicked out.
  115. 115. AFTERMETA Data - Optimization.
  116. 116. Flickr Pictures
  117. 117. iPhoto Metadata
  118. 118. ApertureMetadata
  119. 119. Google+ Pictures
  120. 120. AFTERShare.flickr, facebook, instagram, google+/picasa, smugmug,slideshare, youtube.
  121. 121. AFTERMeasure response.Views, favorites, shares, comments, embeds, links, et al.
  122. 122. Where Do You Find Press/Bloggers?
  123. 123. Where Do You Find Press/Bloggers?
  124. 124. Where Do You Find Press/Bloggers?Teach them to fish - friends for life.
  125. 125. Sell Yourself“I’m a blogger!” :-)
  126. 126. Sell Yourself“I’m a photojournalist!” :-|
  127. 127. Sell Yourself“I’m a photojournalist for a local online news outlet with a billion readers” :-[
  128. 128. Sell YourselfThen shut up and enjoy the ride.
  129. 129. Film/Video
  130. 130. Why Online Video? 183.3 Million unique US internet users per month 32.6 BILLION videos watched across the web Average video duration - 4 minutes Youtube - 135.4 Mil users @ 12.8 Billion Videos Avg YouTube user watches 94 videos per month@giovanni http://LiveLoudTexas.com
  131. 131. Who’s Watching Where? Facebook - 260 Billion Page Views Per Month Hulu.com - 903.1 Mil Video Views/Month Microsoft-owned sites - 491.8 Mil views/month Yahoo!-owned sites - 435.5 Mil views/month@giovanni http://LiveLoudTexas.com
  132. 132. Case Studies Several slides with videos were here in the presentation@giovanni http://LiveLoudTexas.com
  133. 133. What is Video SEO?@giovanni http://LiveLoudTexas.com
  134. 134. What is Video SEO?@giovanni http://LiveLoudTexas.com
  135. 135. Video SEO Tips@giovanni http://LiveLoudTexas.com
  136. 136. Video SEO Tips@giovanni http://LiveLoudTexas.com
  137. 137. Video SEO Tips Video SEO Ranking Factors -Title -Description -Tags -Views -Ratings -Playlist Additions -Inbound Links -Relevance of content -Flagging/Favorites -Shares/Embeds -Onsite Links -Comments -Age of VIdeo -Channel Views -Subscribers@giovanni http://LiveLoudTexas.com
  138. 138. Video SEO Tools@giovanni http://LiveLoudTexas.com
  139. 139. Video SEO Tools@giovanni http://LiveLoudTexas.com
  140. 140. Video SEO Tools tube toolbox - don’t use tools to cheat! use technology to work more efficiently YouTube TOS Section 4.G: "You agree not to use or launch any automated system, including without limitation, "robots," "spiders," or "offline readers," that accesses the Website in a manner that sends more request messages to the YouTube™ servers in a given period of time than a human can reasonably produce in the same period by using a@giovanni http://LiveLoudTexas.com
  141. 141. Video SEO Tools@giovanni http://LiveLoudTexas.com
  142. 142. Video SEO Tools@giovanni http://LiveLoudTexas.com
  143. 143. Video on Facebook@giovanni http://LiveLoudTexas.com
  144. 144. Bringing It All Together
  145. 145. Tie Ins? Blog/Tumblr YouTube/Flickr Platform Specific Content Effective Blogger Outreach Brand Evangelist Ignition Social Media Music Sites Basic SEO On Website Branded Image Optimization Bookmarkinghttp://gallucci.net | giovanni@gallucci.net | 469.682.6978 | blog.gallucci.net
  146. 146. Some Very Basic Basics Link to yourself
  147. 147. Some Very Basic Basics Link to yourself
  148. 148. Some Very Basic BasicsCreate content for readers, not for search engines
  149. 149. Some Very Basic BasicsReserve your brand name on social networks
  150. 150. Some Very Basic Basics Tie It All Together
  151. 151. Some Very Basic Basics Tell The World
  152. 152. Some Very Basic BasicsRock your RSS Off
  153. 153. Some Very Basic BasicsPay AttentionTo What Turns Them On
  154. 154. Facebook Insight Audience Analytics@giovanni http://LiveLoudTexas.com
  155. 155. Facebook Insight Audience Analytics@giovanni http://LiveLoudTexas.com
  156. 156. External Analytics Audience Analytics@giovanni http://LiveLoudTexas.com
  157. 157. What do the results look like? Fan Engagement
  158. 158. What do the results look like?
  159. 159. What do the results look like?
  160. 160. What do the results look like?
  161. 161. What do the results look like?
  162. 162. What do the results look like?
  163. 163. What do the results look like?
  164. 164. What do the results look like?
  165. 165. AFTER Keep working on campaigns. Wash, rinse, repeat. “Find your passion. Use your talent.” - Kurt Podeszwa (Camp For All). Add, hone your talent to feed your passion.
  166. 166. http://LiveLoudTexas.com/preso
  167. 167. Questions? giovanni galluccigiovanni@LiveLoudTexas.com 469.682.6978 http://facebook.com/LiveLoudTX http://LiveLoudTexas.com/plus http://twitter.com/LiveLoudTX
  168. 168. Thank You giovanni galluccigiovanni@LiveLoudTexas.com 469.682.6978 http://facebook.com/LiveLoudTX http://LiveLoudTexas.com/plus http://twitter.com/LiveLoudTX

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