Social media for beginners presentation moreton bay council


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Delivered 19th March 2013

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  • 1. An Observation: Tweet about what you‘re doing or what you think about something, for example an exhibition you may have been to recently.  2. What’s on: Post a link to an interesting blog post, article or video.  3. What you’re doing: Share a link to an event or exhibition you plan to attend.  4. Your Content: Post a link to your most recent blog article or a new image of your work.  5. Interact: Send a message to another Twitter user using their Twitter handle (username).  6. Retweet What Someone Else Has Tweeted: Retweet (using ‗RT‘ or ‗Retweet‘ at the beginning of the message or clicking Twitter‘s retweet button) to repeat to your followers what another user has tweeted. This is a good way to make other users aware of you and you could receive a retweet in return. This is great news if the person retweeting has a large number of followers as it means more people are finding out about you. Remember to keep your retweets relevant to the type of Tweets you would normally post. If you modify someone’s tweet before sending use _MT instead of RT to indicate you’ve made a change to the original text.
  • Social media for beginners presentation moreton bay council

    1. 1. Social Media for the arts Image c/- Kim Goodwin Projects Manager
    2. 2. Agenda• Why use social media to promote your art practice• Before you start• Social media etiquette• What social media site to use? – Blogs – Facebook – Twitter – LinkedIn – Google+ – Flickr – Pinterest – Instagram – Video sites• Tips for social media writing• Measuring success• Managing your brand online• Intellectual Property and social media
    3. 3. Why use social media?UNIQUE ACTIVE USERS as at Feb 2013• Facebook 11.7 million• YouTube 11 million• LinkedIn 2.4 million• Twitter 2.2 million• Instagram 1.1 million• Pinterest 630,000• Blogspot 3.2 million• Tumblr 2.8 million• Free promotion• Already receptive audience• But use wisely
    4. 4. Social media isn’t just about promotion• But, each post you make on social media helps increase your search engine optimisation.• The ‘social’ in social media means you can help build relationships with current and potential customers.• If isn’t just about informing, it is about engaging, web.2.0 is about interacting with others, not just broadcasting to them.
    5. 5. Before you start• Define your goals and objectives – How do you want social media to support you art practice? – What social media platforms will reach your desired audience (link your social media strategy back to your broader marketing strategy) – Define measures of success • Website traffic referral • Sales • Online mentions • Ensure your goals are SMART
    6. 6. Before you start• Research – Familiarise yourself with various platforms – Search for topics, people and organisations that interest you • What platforms do they use? • How do they ‘speak’ on social media? – This not only helps understand what will be successful, but also helps generate content that you can use later. Remember to think of social media as a conversation. You wouldn‟t join a conversation without listening to what is being said first.
    7. 7. Your website• Everything you do should relate to your website.• You website needs to be up to date, user friendly and be a source for all your activity.• Mortgage versus rental.
    8. 8. Social Media Etiquette• Respond quickly to any comments or messages you receive,• Retain your brand at all time, any interaction you have on social media is a representation of your brand,• Respect ownership of digital content,• Don’t try and sell things all the time, you are building a brand, not pushing product,• Pay attention to negative comments, but don’t pick fights,• Engage in meaningful conversations,• Promote others with along with yourself,
    9. 9. Social Media Etiquette• Don’t overuse the same responses, keep your responses personal,• Disclose. If you are promoting yourself and your brand (or others) make sure you disclose it,• Keep things concise,• Stay active, don’t just post once a week,• Participate and cooperate, share and contribute to conversations,• Keep things visually appealing,• Don’t over emphasize your praise; sharing all the compliments you get can come off poorly.
    10. 10. Content Development• What type of content will support the achievement of your goals? – Align your content with your areas of expertise and/or your interests – Mix things up so not to seem staid• Create a good first impression when people visit your page/profile. This is when they’ll decide whether to follow you or not.• Dip your toes in the water. Start by commenting on other people’s posts, posting comments on blogs and forums and answering questions on LinkedIn.
    11. 11. Blogs • A good alternative to building your own website • Generally in first person narrative • Content is short and regularly updated • Frequently uses lots of images • Companies that blog have 55% more visitors to their websiteTIPS• Update regularly (mornings are better)• Link your blog URL on all marketing material and email signature• Put an RSS feed on your blog – this will alert readers to new updates• Become part of the blogging community by commenting and linking to other blogs• Involve people – people will return more often if they can participate, e.g. quizzes and competitions This tool will automatically update your Facebook and Twitter accounts whenever you create a new blog post.
    12. 12. Search Engine Optimisation for blogs• SEO is all about being seen on Google and other search engines,• Key is to use phrases that people are looking for, e.g. ‘contemporary Australian art’ or ‘modernist furniture Brisbane’,• To see what is being searched in your area of expertise, sign up for GoogleAdWords and run a search,• Look for Global Monthly Search Data – the higher the searches the better the phrase is to use.• For the specifics on this search for “SEO for Creative Bloggers” on Google for a free book by Court Tuttle.
    13. 13. Facebook • Good idea to set up a Facebook page for yourself as an artist (those who „like‟ will be updated when you post) • You art practice shouldn‟t have a personal profile as it isn‟t about a person, and Facebook can shut your profile down if you try and sell something, • You can only have 10,000 friends, but a page can have unlimited „likes,Designs custom pages for • Facebook pages are supported by applications which free will allow you to engage users by including galleries, quizzes and competitions. • Write a good biography TIPS • Facebook has rules around what is acceptable on the site, read their Policy page. • If you upload images of your work be aware that the act of uploading content to Facebook, automatically grants Facebook a license to use it. You could watermark them, with your name and perhaps the copyright symbol or All Rights Reserved. This would not necessarily prevent the image from being distributed but you will be identified as the copyright holder.
    14. 14. What a successful Facebook Page looks like
    15. 15. Facebook and audience reachFacebook assumes users have limited time and tries to show you what is mostinteresting. They use a program called EdgeRank.EdgeRank looks at a number of factors to determine a posts place in the news feed: – Likes – Tags – Comments – SharesThe more of these, the higher the ranking. But they aren’t all weighted the same.Comments are more important than likes.• Every time you like or comment on a post your are effectively voting for it to be seen by more people.• But there’s more: – The affinity Score: Not all Facebook users are equal. You are more likely to see content from users with whom you have interacted with recently. – Freshness counts: newer content attracts higher EdgeRank scores, this is known as decay – Type of content matters too, weight: images and video are best, followed by status updates, – Images with superimposed text are most likely to go viral.
    16. 16. Key to Facebook success isENGAGEMENT (not this one )1. You successfully grab the audience’s attention,2. They’re consistently interacting with you,3. And ideally, they’re interacting with each other as well.Source: Dave Awl on Oct 29 2012
    17. 17. Twitter• Twitter is a microblogging service where users post messages (tweets) to their network of followers. Messages are confined to 140 characters.• Through the site’s search facility you can also track what people are saying about you and what they are saying about topics that interest you.• In addition you can use Twitter to promote other content you‘ve created, including Enables you to manage multiple blog posts and interviews. social media outlets on one• The # symbol, called a hashtag, is used to platform. You can schedule Tweets mark keywords or topics in a Tweet. It was to go out at a particular time and created organically by Twitter users as a also create and save customised way to categorize messages. Twitter searches so you see all Tweets relating to that search.
    18. 18. Twitter and audience engagement Unlike Facebook Twitter shows all tweets, how many people see them depends on number of followers watching the stream at that time. Some tips to engaging twitter followers: • Have a call to action, (relevant for all social media tools.) Ask for action from your followers and you’re more likely to get action. • Hash tags increase exposure and response rates, • Say it with pictures, • Increase tweet frequency (engagement improves up to 20 tweets per day, then flattens.) You can tweet more than you think, • Keep tweets under 100 characters as this allows space for RT commentary.Source: Social Media Today
    19. 19. Linked In• Sometimes called „the TIPS professional Facebook‟, has • The way to then build your network and nearly 200 million members profile is to join groups.• Allows you to foster a network • The more „complete‟ your profile, the more of contacts within your chosen likely you will appear in searches field, undertaken by others.• LinkedIn is more about • To maximise the relevancy of your building an individual career LinkedIn profile you can also add other brand, rather than marketing sources of information about you; Twitter your practice or your products. accounts, blogs or slide share presentations.
    20. 20. Why LinkedIn is good for artistsLinkedIn is all about:• Highlighting the skills your have, as opposed to the products you might sell,• Increasingly artists are using their skills to engage in other forms of paid employment,• Use LinkedIn to show your suitability for creative based jobs, e.g. writing, curating, arts administration, festival development, fund raising, website design.
    21. 21. Google+• Launched June 2011 Make an online gallery of• Allows you greater control of who sees your work via Google+ information through targeted groups (known as http://artistmarketingresou circles,)• Strong focus on the sharing of media and -tip-how-to-create-Google- multimedia, albums-of-your-art-• While it hasn‟t received the take up of some other images/ platforms, Google + can have a strong impact for users through linking to Google search engines and optimising audience reach.TIPS• Adjust your email settings – by default Google + will send you notifications for everything.• Disable resharing – Google + makes it easy for YOU to adjust who sees your material, but places no restrictions on others sharing. If concerned about copyright select „disable resharing‟ when posting an image.
    22. 22. Flickr • A way to store, sort, search and share photos online, • By storing photos in Flickr you have a backup of your images that could be valuable if you computer is damaged or stolen,TIPS• You can also control the licensing of your image. You can associate a Creative Commons license with your content if you wish, to grant people the right to use your work under certain circumstances,• You can set a default level of privacy for every photo or video you upload into Flickr and whether or not users can comment on photos.
    23. 23. Pinterest • Dedicated visual platform – a virtual pinboard, • Fastest growing social media platform in history, • Quickly taken up by those in creative fields, • Generating more revenue for users than any other social An app that lets you instantly add captions and media platform. text to your images.TIPS• Being a visual platform copyright is very important, being a new service terms and conditions have changed fairly regularly,• Pinterest etiquette is that you do not „spam‟ board with your product, but intersperse with other images.
    24. 24. Video sites • Vimeo and YouTube are great ways to share content, • Vimeo only allows original user content, while YouTube accepts third party content,TIPS• There is a difference between YouTube and Vimeo privacy settings. YouTube videos can be private, but those you wish to view it would need to have a YouTube account. In Vimeo, you can password protect your videos and an account is not required to view it, just the password.• An extra benefit of Vimeo is the ability to download the videos. This is optional, but you can allow users to download a copy of your video in MP4 format, which can be played directly on the computer or even on an iPod, iPhone, and other mobile video devices.
    25. 25. Instagram• Instagram is a mobile application TIPS with over 50 million users and • Never use others content without was purchased by Facebook for permission, $1 billion in 2012, • Use relevant tags. If your image is of a mountain use #mountain #nature or other• Great for engaging in dialogue relevant phrases. Irrelevant tags can upset and building relationships, as users, well as building knowledge of • Tone down the desperation. Posting sub-communities, practices and messages like “please follow me” on your popular trends, own or other users work will alienate users. Build a community through a reputation of• Exclusively a mobile platform quality.• Change to T&Cs January 16th • for instragram prints has seen a drop in users • to sell your prints from an online (sources say between 25-50% in gallery daily users.) • for iPhone cases with your images on them • for magnets • for wall art.
    26. 26. Social Media Writing TipsWriting for social media is different from other forms of writing, you need tomake your point quickly and interestingly. – Find out what content social media users want and expect and what content is consistently popular, – Make your headline or opening line compelling, – Remember people tend to scan web content rather than read it so they won’t wade through a lot of text to find the important bits. – Don’t forget the whole point of social media is to be social so make your writing conversational and talk as if your followers are sitting in front of you, – Write posts with useful tips or links to interesting websites and articles but make sure these are relevant to you and what you do, – Don’t forget to tailor your message to each platform. Each social media site has slightly different users and a tone that users of the platform come to expect.
    27. 27. Measuring ResultsAll this blogging, tweeting and posting is great but if you don’t know what it’sdoing for your business there’s little point.What you choose to measure should relate to the goals you created in yourplan.• How many times you’ve been mentioned on social media. You can use Google Alerts to help measure this or Twitter has tools.• The number of visitors to your website or blog. Google Analytics can help you do this. It’s a good idea to also compare the number of website visits to the number of people who have signed up to your newsletter or who have purchased something through your site.• Use a URL shortener such as to help you measure which links you post are the most popular.• The number of Likes your Facebook posts receive. Use the Facebook Insights functionality to check how many people are engaging with your page.• Check the average number of @replies per Tweet.
    28. 28. Measuring toolskurrently.comFind out what’s being shared on social media with Kurrently, a free,easy-to-use, real-time search engine for results from Twitter andFacebook.socialmention.comSocial Mention allows you to set up social media alerts so you can findout when you are mentioned on social media.Google AlertsFind out when a particular topic or term of your choosing is mentionedon the web.friendorfollow.comFriend or Follow helps you improve your Twitter marketing. It tells youwho’s not following you back on Twitter and who you’re not followingback.
    29. 29. Managing your online brand• Once you have decided to market yourself, and your product, online you have some responsibility to ensure that the way you are represented suits your needs. To Me Inc. important points to note: – Online brand management is exactly the same as offline brand management. – In addition to your work you are also advertising yourself.
    30. 30. A few free marketing ideas • A blog is a great place to start as it is CONTENT and FREE, • Guest post on other blogs. These will then link back to your own website. Art blogs and publications are often looking for writers, • Publish free e-books. What? Free? It’s a great way to get your brand out there, • Participate in online forums.Source:
    31. 31. Personal BrandingEveryone has a personal brand because that’s just a labelwe give the collection of assumptions and expectationspeople have about you – whether they’ve personally metyou or not. Hopefully their preconceptions are original andaccurate, but they always exist.• Personal branding is the just the management of those expectations and assumptions.• Every post, comment, share or like you make on social media, not to mention your profiles on every site you use, are communicating to others your brand.
    32. 32. Intellectual Property and Social MediaWhat should you do if you want to stop othersfrom posting your copyrighted material: – Include a copyright statement on all your images posted to social media and all your web pages, – Use only smaller, low resolution images (72dpi), – There are programs that reduce the ability to download or right-click (e.g. wordpress plug in), – Be vigilant in monitoring social media and contacting those who post or copy your images, – Read all website terms and conditions very carefully as some sites claim copyright of works published on their site.
    33. 33. Watermark or not?• Watermarks can impede the image. Disrupting the image isn’t necessarily supporting your brand,• Watermarking implies you see viewers as potential thieves (as opposed to advocates and customers),• Watermarks discourage sharing. This may be what you want, but if so why are you on social media?• Watermarks can be removed via photoshop.But…A signature style watermark plays an important marketingrole if your viewers share appropriately.Source:
    34. 34. Intellectual Property and Social MediaWhat if you want to use an image you find on theInternet? – To comply with copyright law you should seek permission from the copyright holder. – Many sites, such as Flickr, have provisions to contact the image owner and request permission. Other sites, like Pinterest, will retain links to the original owner’s website if the image has been repined. – If in doubt, always contact the image owner before using an image.
    35. 35. Intellectual Property and Social MediaMoral Rights and Social Media• Moral rights are also a consideration in the world of social media. Simply, moral rights are the right of creators to be identified as the author of their work, regardless of who owns the physical manifestation of the work.• To ensure you comply with moral rights: – Accurately identify the artist if you use, share or post any works on social media, – If you do want to use a work, get the author’s consent.
    36. 36. Keep in touch Level 1 43 – 51 Cowper Wharf Rd, WoolloomoolooPost PO Box 60, Potts Point, NSW 1335Telephone (02) 9368 1900Email,!/NAVA.VisualArt!/NAVAvisualarts