Web Marketing for Independent Artists: TYEE Master Class Presentation


Published on

This presentation focuses on providing independent artists - writers, visual artists, musicians, designers, etc... - with a foundation for building their own web marketing strategy. This includes developing a platform or website via WordPress and integrating social media channels. This Master Class encourages artists to build and maintain their web presence independently and to

Published in: Technology, Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Web Marketing for Independent Artists: TYEE Master Class Presentation

  1. 1. Date: Saturday May 25, 2013. TYEE Master Class, Vancouver, British Columbia.Web Marketing for Independent Artists:Platforms and ConnectionsSean Cranbury |w: seancranbury.com | t: @seancranbury | c: 778-987-8774Thursday, 30 May, 13
  2. 2. Road Map forToday Part One✤ Introductions and Personal Context.✤ What is it about the Internet?✤ What does a strategy look like?✤ The Authentic Voice, or Being Present.✤ The Art of Control by Sharing.✤ Boots on the Ground.✤ BREAK!Thursday, 30 May, 13
  3. 3. Road Map forToday PartTwo✤ Group Work Emphasizing Collaboration.✤ Build a Site from Scratch Using WordPress.✤ Develop a Post Containing Rich Media and Context.✤ Create a Simple Strategy: Who/What/Where/Why.✤ Execute Strategy.✤ Present Site & Strategy to Class for Brainstorming & Feedback.Thursday, 30 May, 13
  4. 4. Road Map forToday PartThree✤ Words of Advice From the Experts.✤ Sharing Crazy Ideas.✤ Brainstorming About What is Possible, How to Connect, BuildEnthusiasm, Get People to Fall in Love With Your Content & Vision.✤ How Do You Pay the Rent?✤ What is ecommerce and how does it work?✤ How does value-added content work?Thursday, 30 May, 13
  5. 5. WhatThis is All About✤ The purpose of this Tyee Master Class is to help you understand thefundamentals of online communications including social media sothat you can control your presence, your content, and your voice inthis space.✤ Commitment to and constant refinement of your vision (and voice)online will grow your audience and reputation locally, nationally,globally.✤ Leveraging this increased reputation creates new opportunities.✤ Time + Talent + Curiosity+ Hustle = Recipe for Online Success.Thursday, 30 May, 13
  6. 6. Some Examples of MyWork:✤ Each of the following websites were built by me using WordPress.✤ Each serves a different community with some overlap.✤ Each uses a simple base strategy of: Website, Facebook, Twitter, andGoogle Analytics.✤ Each of these sites has been built, torn down, and rebuilt severaltimes. With each iteration hopefully improving on the last.✤ Each will be rebuilt again and again.Thursday, 30 May, 13
  7. 7. Sean Cranbury dot comThursday, 30 May, 13
  8. 8. Books on the RadioThursday, 30 May, 13
  9. 9. RealVancouverWriters’ SeriesThursday, 30 May, 13
  10. 10. Something toThink About:✤ The key to a good web marketing strategy is to recognize early thatchange and adaptation are your constant companions and thatcuriosity, enthusiasm and a sense of humor are essential to yoursuccess.Thursday, 30 May, 13
  11. 11. A Map of theInternet 01✤ A global visualization ofworldwide networks.✤ An immense, ever-expandingseries of connections. Fluid,bursting with opportunity.✤ An abundance of creativityshared globally in real time.✤ In this context you determinewhat local means.Thursday, 30 May, 13
  12. 12. Map of theInternet 02✤ Communication hubs: largestat the top to the least connectedand smallest at the bottom.✤ Our favorite websites arelocated somewhere within thisvisualization.✤ Your content will live here, too.✤ Your audience, fans, andcustomers already do.Thursday, 30 May, 13
  13. 13. Now is the time for experimentation,exploration, openness, and thecultivation of a radical optimism (andaction) toward building awareness ofyour creative work locally, nationally,and around the world.Your contributions are valuable.Your audience is waiting.Thursday, 30 May, 13
  14. 14. But how?Focus on what you can control and have ahealthy curiosity for what you can learnto do next.Photo by jaded one.Thursday, 30 May, 13
  15. 15. UNDERSTANDTHE MODELThree Essential Components to a Good Social Media Strategyor what Chris Brogan (author of Trust Agents) calls it, “a simplepresence framework.”Borrowed from Michael Hyatt’s book, Platform.Thursday, 30 May, 13
  16. 16. 01:A Home Base✤ Digital property that you own and control. ie: yourname.com✤ All digital traffic is directed here.✤ This is where you show the world what you want them to see in thebest way possible.✤ You control the borders and the message.Thursday, 30 May, 13
  17. 17. 02: Embassies✤ Places that you don’t own but you do have a registered profile. ie:Facebook, Twitter, Linkedin, etc...✤ You engage in conversations and sharing in these spaces.✤ All Embassy profiles point people to your Home Base.✤ In many instances the voice that you use here is your most natural.Don’t be afraid to use it.Thursday, 30 May, 13
  18. 18. 03: Outposts✤ Also called listening posts.✤ Places where you listen in on conversations about you, your work,your competition, and/or topics that interest you.✤ Google Alerts, Social Mention, search columns in HootSuite, Twitter,RSS feeds, etc...Thursday, 30 May, 13
  19. 19. Practice the FundamentalsThursday, 30 May, 13
  20. 20. Your Strategy: Defining the Core✤ Clearly state some goals, write a mission statement.✤ What do you want to achieve with your website?✤ What do you want to learn?✤ Who do you want to connect with?✤ Where do you want to lead people?✤ How much time are you willing to commit to the project?✤ Remember, this is a long game.Thursday, 30 May, 13
  21. 21. Your Strategy: Platform & Channels✤ What platform best suits your needs (today we will focus onWordPress).✤ Identify the channels that put you in the best position to connect withyour desired audience. ie: Facebook, Twitter, Instagram, YouTube,Pinterest, G+, Tumblr, etc...✤ Which channels are you already using? Which would you like tolearn more about? How many can you reasonably use effectively?✤ How will these channels inform each other?✤ Use fewer channels better.Thursday, 30 May, 13
  22. 22. Your Strategy: Measuring Success✤ All platforms and channels offer you ways of measuring your successin those channels over time.✤ Not everything is about numbers but interpreting the numbers canhelp you to more effectively engage your audience and even generatenew ideas and strategies.✤ Tools such as Google Analytics, Facebook Insights, Google Alerts,Social Mention, HootSuite, and many others provide you with dataabout your content online.✤ Are your goals flexible? Are you learning as you create and engage?Thursday, 30 May, 13
  23. 23. Looking at Google AnalyticsThursday, 30 May, 13
  24. 24. Viewing Data Globally in GAThursday, 30 May, 13
  25. 25. Facebook Fan Page InsightsThursday, 30 May, 13
  26. 26. Your Strategy:The Mantra✤ ITERATE✤ SHARE✤ [MEASURE]✤ LEARN✤ CONNECT✤ [REPEAT]Thursday, 30 May, 13
  27. 27. On Authenticity and the Internet 01:✤ Authenticity... is doing what you promise not “being whoyou are.” - Seth GodinThursday, 30 May, 13
  28. 28. On Authenticity and the Internet 02:✤ The problem with pulling quotes from the internet for use in slideshow presentations is that they’re very difficult to verify.” - FrankSinatra.Thursday, 30 May, 13
  29. 29. On Authenticity and the Internet 03:✤ Your website is your space, you define it, you set the boundaries, youdetermine the content that you share and the aesthetic you display.✤ Authenticity comes from your vision, the language that you use, theways that you interact, your mistakes, your successes, but most of allthe authenticity that your audience recognizes and responds to comesfrom what you do next.✤ You’re a creator, you’re an artist, give your site the authentic sensethat supports your vision as best you can. Develop it over time.✤ Market your work in a way that feels genuine to you. Your voice willcome through.Thursday, 30 May, 13
  30. 30. On Authenticity and the Internet 04:✤ “The Internet is a Playground.”- David Thornehttp://www.27bslash6.com/overdue.htmlThursday, 30 May, 13
  31. 31. Controlling ContentThrough Sharing:✤ Owning your content means creating it yourself, hosting it on yourown site, and sharing it through your channels.✤ The content that you share that you have not created yourself - viaretweets, shared YouTube videos, links from other sources, all speakto your vision, your sensibilities. Share the best stuff.✤ Sharing the content of others at a greater frequency than you shareyour own content is recommended. Hold others up for youraudience. This increases your reputation and increases the likelihoodthat others will notice you and respect your contributions to thecommunity.Thursday, 30 May, 13
  32. 32. Boots on the Ground✤ Web marketing and using social media works best when you’remeeting people, creating and attending events, and working withpeople in your communities.✤ Be present online and in real life (IRL).✤ Connect with people.✤ Social events, readings, concerts, exhibitions, launches, etc... are thebest places to make the most meaningful connections that your webpresence will support.Thursday, 30 May, 13