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Social Media
Marketing for Winners
Erica McGillivray
Sr. Community Manager at Moz
@emcgillivray
Jo Jo Stiletto
Professor o...
We <3
Community
building

Social media
geekery

Performs as
Vicious
Wishes

Producing &
performing
nerdlesque
What is 
Social Media?
@emcgillivray #burlycon @jojostiletto
Owned vs
squatting
You own your own
domain & email
lists.

You squat on social
media.
Live events &
social media
Different rules
everywhere!

Don’t be that guy
Business follower averages
14,709 followers

13,157 likes

229 followers

208 followers
@emcgillivray #burlycon @jojostile...
Attention spans
18 minutes

2-3 hours

3 hours

3-4 hours
@emcgillivray #burlycon @jojostiletto
Your goals
Promote your work

Sell tickets

Build your brand

Network with other
performers
Strategy
Why are you on
social media?
Strategy
Why are you on
social media?

Branding: voice,
tone, and looks
Strategy
Why are you on
social media?

Branding: voice,
tone, and looks

How much time do
you have?
Major Networks
@emcgillivray #burlycon @jojostiletto
Let’s dive into:
Facebook
@emcgillivray #burlycon @jojostiletto
Page vs. profile
Analytics

Audience
segmentation

Updates seen less

Only comment/tag
other pages


“Better” networking

U...
Page vs. profile
Analytics

Audience
segmentation

Updates seen less

Only comment/tag
other pages


“Better” networking

U...
Facial recognition
Good news:
makeup & wigs
can fool it.

Bad news:
getting smarter
@emcgillivray #burlycon @jojostiletto
Content ideas on graph search
Event RSVPing
Smackdown on clickbait
Let’s dive into:
Twitter
@emcgillivray #burlycon @jojostiletto
Why?
Networking with
people you don’t
know.
Why?
Networking with
people you don’t
know.

Growing your
audience.
Why?
Networking with
people you don’t
know.

Growing your
audience.

Being a thought
leader.
Bought
1,759,098
followers

Has 0
friends
How-to have
conversations
Twitter’s all about
gabbing in 140
characters.
Management tools
To hashtag or not to hashtag
Egobait
Images work
37.5x average
engagement
Resonate
Is it working?
Twitter analytics
Is anyone
seeing this?
Twitter analytics
Do people
care?
Twitter analytics
Are they
clicking?
Twitter analytics
What do 
they like?
Twitter analytics
Geo-
targeting?
Twitter analytics
Who else do
they like?
All about timing
Use Followerwonk to set times in Buffer
Let’s dive into:
Instagram
@emcgillivray #burlycon @jojostiletto
Behind the scenes
The performance
Hashtags
Crossposting
Save all the photos!
Minor Networks
@emcgillivray #burlycon @jojostiletto
Quick View:
Tumblr
@emcgillivray #burlycon @jojostiletto
Embed in your domain 
@emcgillivray #burlycon @jojostiletto
90% reblogging
Automatically backup your content
Quick View:
YouTube vs.
Vine vs. 
Self-hosted
@emcgillivray #burlycon @jojostiletto
Brand awareness
6 ½ second expressions
Keep it to yourself
Quick View:
Pinterest
@emcgillivray #burlycon @jojostiletto
Lots of opportunity
Board ideas
Board ideas
Quick View:
Google Plus
@emcgillivray #burlycon @jojostiletto
Posting
Tag
Posting
Tag


Hashtag
Posting
Tag


Hashtag


Share
Not a ton of activity
@emcgillivray #burlycon @jojostiletto
An active community
Graveyard &
N00b Networks
@emcgillivray #burlycon @jojostiletto
MySpace
Ello
Snapchat
Privacy & Safety
@emcgillivray #burlycon @jojostiletto
Tough Talk
There’s no way to
guarantee it. Or
completely hide
your Muggle self.
Some
Realities
@emcgillivray #burlycon @jojostiletto
Creepers
Grab this information
Any user profiles &
usernames

Email addresses
Grab this information
Any user profiles &
usernames

Email addresses

IP addresses

Websites they own/run
Grab this information
Any user profiles &
usernames

Email addresses

IP addresses

Websites they own/run

Their photos & ...
Reporting harassment
Change the conversation
Let’s Revisit 
a Social Media
Marketing Plan
@emcgillivray #burlycon @jojostiletto
Number of
follows by
influencers
Tickets
sold
Increased
mentions of
you
Number of
clicks on links
to your site
Increased
en...
Number of
follows by
influencers
Tickets
sold
Increased
mentions of
you
Number of
clicks on links
to your site
Increased
en...
Set your
clock
Check-in at regular
time periods and
then adjust.
You can do it!
@emcgillivray #burlycon @jojostiletto
Contact Us
Erica McGillivray
@emcgillivray
emcgillivray@gmail.com


Jo Jo Stiletto
@jojostiletto
jojostiletto@gmail.com
Resources
•  Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting
FTW by Jen Lopez http://bit.ly/1BG...
BurlyCon 2014 - Social Media for Winners
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BurlyCon 2014 - Social Media for Winners

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Everyone groans at the word "marketing," but in order to fully round out your performance and your brand, reach out to burlesque fans, and have fans come to your show, you need to build an audience. Social media's an easy way to send your message and gather your people. In this workshop, the Professor of Nerdlesque Jo Jo Stilletto and social media expert Erica McGillivray (moz.com) will cover Twitter, Facebook, Pinterest, Tumblr, Vine, and Instagram and teach you: How to present consistent branding across platforms that matches your character; connecting with burlesque fans and how reach an audience beyond your friends, family, and fellow performers; what tools to use to streamline finding, creating, and sharing your content; tips and tricks on how to get the most amplification of your message from timing and formatting to sharing across networks; setting realistic goals based on your needs; and how to get the metrics that matter.

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BurlyCon 2014 - Social Media for Winners

  1. 1. Social Media Marketing for Winners Erica McGillivray Sr. Community Manager at Moz @emcgillivray Jo Jo Stiletto Professor of Nerdlesque @JoJoStiletto
  2. 2. We <3 Community building Social media geekery Performs as Vicious Wishes Producing & performing nerdlesque
  3. 3. What is Social Media? @emcgillivray #burlycon @jojostiletto
  4. 4. Owned vs squatting You own your own domain & email lists. You squat on social media.
  5. 5. Live events & social media Different rules everywhere! Don’t be that guy
  6. 6. Business follower averages 14,709 followers 13,157 likes 229 followers 208 followers @emcgillivray #burlycon @jojostiletto
  7. 7. Attention spans 18 minutes 2-3 hours 3 hours 3-4 hours @emcgillivray #burlycon @jojostiletto
  8. 8. Your goals Promote your work Sell tickets Build your brand Network with other performers
  9. 9. Strategy Why are you on social media?
  10. 10. Strategy Why are you on social media? Branding: voice, tone, and looks
  11. 11. Strategy Why are you on social media? Branding: voice, tone, and looks How much time do you have?
  12. 12. Major Networks @emcgillivray #burlycon @jojostiletto
  13. 13. Let’s dive into: Facebook @emcgillivray #burlycon @jojostiletto
  14. 14. Page vs. profile Analytics Audience segmentation Updates seen less Only comment/tag other pages “Better” networking Updates seen more often No analytics May shut down extra profiles, re: “real name” drama @emcgillivray #burlycon @jojostiletto
  15. 15. Page vs. profile Analytics Audience segmentation Updates seen less Only comment/tag other pages “Better” networking Updates seen more often No analytics May shut down extra profiles, re: “real name” drama @emcgillivray #burlycon @jojostiletto
  16. 16. Facial recognition Good news: makeup & wigs can fool it. Bad news: getting smarter @emcgillivray #burlycon @jojostiletto
  17. 17. Content ideas on graph search
  18. 18. Event RSVPing
  19. 19. Smackdown on clickbait
  20. 20. Let’s dive into: Twitter @emcgillivray #burlycon @jojostiletto
  21. 21. Why? Networking with people you don’t know.
  22. 22. Why? Networking with people you don’t know. Growing your audience.
  23. 23. Why? Networking with people you don’t know. Growing your audience. Being a thought leader.
  24. 24. Bought 1,759,098 followers Has 0 friends
  25. 25. How-to have conversations Twitter’s all about gabbing in 140 characters.
  26. 26. Management tools
  27. 27. To hashtag or not to hashtag
  28. 28. Egobait
  29. 29. Images work 37.5x average engagement
  30. 30. Resonate Is it working?
  31. 31. Twitter analytics Is anyone seeing this?
  32. 32. Twitter analytics Do people care?
  33. 33. Twitter analytics Are they clicking?
  34. 34. Twitter analytics What do they like?
  35. 35. Twitter analytics Geo- targeting?
  36. 36. Twitter analytics Who else do they like?
  37. 37. All about timing Use Followerwonk to set times in Buffer
  38. 38. Let’s dive into: Instagram @emcgillivray #burlycon @jojostiletto
  39. 39. Behind the scenes
  40. 40. The performance
  41. 41. Hashtags
  42. 42. Crossposting
  43. 43. Save all the photos!
  44. 44. Minor Networks @emcgillivray #burlycon @jojostiletto
  45. 45. Quick View: Tumblr @emcgillivray #burlycon @jojostiletto
  46. 46. Embed in your domain @emcgillivray #burlycon @jojostiletto
  47. 47. 90% reblogging
  48. 48. Automatically backup your content
  49. 49. Quick View: YouTube vs. Vine vs. Self-hosted @emcgillivray #burlycon @jojostiletto
  50. 50. Brand awareness
  51. 51. 6 ½ second expressions
  52. 52. Keep it to yourself
  53. 53. Quick View: Pinterest @emcgillivray #burlycon @jojostiletto
  54. 54. Lots of opportunity
  55. 55. Board ideas
  56. 56. Board ideas
  57. 57. Quick View: Google Plus @emcgillivray #burlycon @jojostiletto
  58. 58. Posting Tag
  59. 59. Posting Tag Hashtag
  60. 60. Posting Tag Hashtag Share
  61. 61. Not a ton of activity @emcgillivray #burlycon @jojostiletto
  62. 62. An active community
  63. 63. Graveyard & N00b Networks @emcgillivray #burlycon @jojostiletto
  64. 64. MySpace
  65. 65. Ello
  66. 66. Snapchat
  67. 67. Privacy & Safety @emcgillivray #burlycon @jojostiletto
  68. 68. Tough Talk There’s no way to guarantee it. Or completely hide your Muggle self.
  69. 69. Some Realities @emcgillivray #burlycon @jojostiletto
  70. 70. Creepers
  71. 71. Grab this information Any user profiles & usernames Email addresses
  72. 72. Grab this information Any user profiles & usernames Email addresses IP addresses Websites they own/run
  73. 73. Grab this information Any user profiles & usernames Email addresses IP addresses Websites they own/run Their photos & unique avatars Phone numbers
  74. 74. Reporting harassment
  75. 75. Change the conversation
  76. 76. Let’s Revisit a Social Media Marketing Plan @emcgillivray #burlycon @jojostiletto
  77. 77. Number of follows by influencers Tickets sold Increased mentions of you Number of clicks on links to your site Increased engagement Number of successful PR outreach Metrics & trackable goals
  78. 78. Number of follows by influencers Tickets sold Increased mentions of you Number of clicks on links to your site Increased engagement Number of successful PR outreach
  79. 79. Set your clock Check-in at regular time periods and then adjust.
  80. 80. You can do it! @emcgillivray #burlycon @jojostiletto
  81. 81. Contact Us Erica McGillivray @emcgillivray emcgillivray@gmail.com Jo Jo Stiletto @jojostiletto jojostiletto@gmail.com
  82. 82. Resources •  Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting FTW by Jen Lopez http://bit.ly/1BG8Gvm •  Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value by Avinash Kaushik http://bit.ly/Z3c5rB •  Beginner’s Guide to Social Media http://bit.ly/1nUXyKp •  The Marketer's Guide to Facebook Graph Search by Simon Penson http://bit.ly/1rYObel •  The Essential Guide to Social Media Etiquette by Jen Lopez http://slidesha.re/1CLfavB •  Surviving Without Snippets: Your New Video SEO Strategy by Casey Henry http://bit.ly/XKN2cR •  Ello: The Complete Guide to the Ad Free Social Network by Mark Traphagen http://bit.ly/1vDffx3 •  G+ Ripples Bookmarklet by AJ Kohn http://bit.ly/1nUXFFP •  Twitter Analytics http://ads.twitter.com/ •  Tweetdeck http://www.tweetdeck.com/ •  Hootsuite http://www.hootsuite.com/ •  True Social Metrics http://www.truesocialmetrics.com/ •  Buffer https://bufferapp.com/ •  Rival IQ https://www.rivaliq.com/ •  Wistia http://www.wistia.com/

Everyone groans at the word "marketing," but in order to fully round out your performance and your brand, reach out to burlesque fans, and have fans come to your show, you need to build an audience. Social media's an easy way to send your message and gather your people. In this workshop, the Professor of Nerdlesque Jo Jo Stilletto and social media expert Erica McGillivray (moz.com) will cover Twitter, Facebook, Pinterest, Tumblr, Vine, and Instagram and teach you: How to present consistent branding across platforms that matches your character; connecting with burlesque fans and how reach an audience beyond your friends, family, and fellow performers; what tools to use to streamline finding, creating, and sharing your content; tips and tricks on how to get the most amplification of your message from timing and formatting to sharing across networks; setting realistic goals based on your needs; and how to get the metrics that matter.

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