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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