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How to Succeed at Publicity 
Without Really Trying 
Daniel Zillmann 
Director of Press and Public Relations, Santa Fe Oper...
Print/ 
e-brochures 
Website 
Direct mail 
Web & 
e-mail 
marketing 
Online 
fundraising 
Public & 
media 
relations 
Soci...
Criteria for Websites 
 Easy to navigate 
 Easy to keep updated 
 Easy to add functionality 
 Utilizes dynamic content...
Seth Godin’s Website Questions 
 Who are you trying to reach? 
What outcomes will occur? 
 Are you earning permission t...
Web Content Management 
Systems (CMS) 
 WordPress 
 Joomla 
 InstantEncore.com ($50/month) 
 Wix.com ($16/month) 
 Ku...
Top Web Design Trends 
 Big text/bold messages 
 Big photos (full screen backgrounds) 
 Motion/animation to support sto...
Press Kits 
 Well-written biography (not too long) 
 Consider both full and short versions of your bio 
(be your own edi...
What is social media? 
Online tools that support: 
 Participation 
 Openness (no barriers) 
 Conversation (two-way) 
 ...
Communications Media vs. Social Media 
~What’s Next in Media? by Neil Perkin
Social Media Steps 
 Listen 
 Engage 
 Create Social Content 
 Generate Buzz 
 Build Community 
 Link all of this to...
Social Media Tips 
“Social media is a commitment, 
not a campaign.” 
~Joe Jaffe
Online relationships 
complement offline 
relationships – they 
can’t replace them
Don’t use 
Marketing Speak – 
be authentic, 
honest 
Sharing, not selling
Don’t be the kind of friend who 
only calls when you need a 
couch moved. 
~Tweeted from Project Audience
 You’re a subject matter expert in ________ 
 Share your expertise!
Social Media Tools 
 Facebook – www.facebook.com 
 Twitter – www.twitter.com 
 LinkedIn – www.linkedin.com 
 YouTube –...
Other Tools 
 Instagram 
• The power of pictures – photos are the most liked 
type of content on Facebook 
• 200 million ...
www.pinterest.com/santafeopera 
www.pinterest.com/mnopera
Other Tools 
 E-newsletter 
• Share your website content 
• Keep in touch 
with your circle of influence 
Smartphone/tab...
 Provide easy ways for people to share your information 
so they can post to Facebook, 
retweet, email, embed 
 AddThis/...
 Use search.twitter.com to listen, 
keep your finger on the pulse 
& track trends 
 Use bit.ly to shorten URLs and then ...
Importance of Integration 
“You can have the greatest social web 
presence ever, but if people follow it back 
to your web...
Ways to Save $ 
Online printers: OvernightPrints.com – 
take advantage of special offers 
 MailChimp is free for e-mail ...
Homework 
 Brainstorm an integrated campaign for yourself 
where you would use print/direct mail, website, 
e-mail, YouTu...
When it becomes clear 
that no one else shares 
your level of passion, 
you are where you belong. 
~Placido Domingo 
www.u...
How to Succeed at Publicity Without Really Trying
How to Succeed at Publicity Without Really Trying
How to Succeed at Publicity Without Really Trying
How to Succeed at Publicity Without Really Trying
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How to Succeed at Publicity Without Really Trying

How to Succeed at Publicity Without Really Trying
For Santa Fe Opera Workshop - Aug. 2014

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How to Succeed at Publicity Without Really Trying

  1. 1. How to Succeed at Publicity Without Really Trying Daniel Zillmann Director of Press and Public Relations, Santa Fe Opera Holly Hickman Consultant, Up Tempo Marketing Joyce El-Khoury Soprano and former Santa Fe Opera Apprentice Download at www.slideshare.net/hollychickman
  2. 2. Print/ e-brochures Website Direct mail Web & e-mail marketing Online fundraising Public & media relations Social Media Videos/ podcasts/ mobile/ live streaming Blog Facebook Twitter YouTube Other TV/radio
  3. 3. Criteria for Websites  Easy to navigate  Easy to keep updated  Easy to add functionality  Utilizes dynamic content  Content is easy to share  Reflects your unique brand  Provides a central clearinghouse for all online information about you  Links to social media channels
  4. 4. Seth Godin’s Website Questions  Who are you trying to reach? What outcomes will occur?  Are you earning permission to follow-up?  Do you want people to help spread the word with social media tools? Side note—Seth Godin books to read:  Poke the Box  Linchpin: Are You Indispensable?  Purple Cow: Transform Your Business by Being Remarkable  Tribes: We Need You to Lead Us
  5. 5. Web Content Management Systems (CMS)  WordPress  Joomla  InstantEncore.com ($50/month)  Wix.com ($16/month)  KultureShock.net ($20/month)  Benefits include template designs, browser interface (anyone can update), modules and plug-ins to enhance functionality, either free or inexpensive
  6. 6. Top Web Design Trends  Big text/bold messages  Big photos (full screen backgrounds)  Motion/animation to support storytelling  Responsive design across devices (smartphones, tablets, etc.)  “Flat design” - simple illustrations, quick to load
  7. 7. Press Kits  Well-written biography (not too long)  Consider both full and short versions of your bio (be your own editor)  Professional photos – both headshots and in action, casual and formal. (Must be high-resolution, 300-dpi, and somewhat recent)  Close-ups and photos with a background (think website images)  Reviews and quotes  Audio and video content  Press release(s), résumé, repertoire list  Contact info  Hard copy and electronic versions
  8. 8. What is social media? Online tools that support:  Participation  Openness (no barriers)  Conversation (two-way)  Community (common interest)  Connectedness (sharing) ~from “What is Social Media?” e-book
  9. 9. Communications Media vs. Social Media ~What’s Next in Media? by Neil Perkin
  10. 10. Social Media Steps  Listen  Engage  Create Social Content  Generate Buzz  Build Community  Link all of this to offline activity ~from Beth Kanter, Social Media Principles for Performing Arts
  11. 11. Social Media Tips “Social media is a commitment, not a campaign.” ~Joe Jaffe
  12. 12. Online relationships complement offline relationships – they can’t replace them
  13. 13. Don’t use Marketing Speak – be authentic, honest Sharing, not selling
  14. 14. Don’t be the kind of friend who only calls when you need a couch moved. ~Tweeted from Project Audience
  15. 15.  You’re a subject matter expert in ________  Share your expertise!
  16. 16. Social Media Tools  Facebook – www.facebook.com  Twitter – www.twitter.com  LinkedIn – www.linkedin.com  YouTube – www.youtube.com  Flickr – www.flickr.com  InstantEncore – www.instantencore.com  Pinterest – www.pinterest.com  Instagram – www.instagram.com  AddThis – www.addthis.com  TweetDeck – www.tweetdeck.com  Yelp – www.yelp.com  FourSquare – www.foursquare.com  SoundCloud – www.soundcloud.com  Google+ – plus.google.com  Tumblr – www.tumblr.com  Vine – www.vine.co  Snapchat – www.snapchat.com  Reddit – www.reddit.com  StumbleUpon – www.stumbleupon.com  Pandora – www.pandora.com  Last.fm – www.last.fm  Squidoo – www.squidoo.com  MeetUp.com – www.meetup.com  Digg – www.digg.com  Del.icio.us – www.delicious.com  Twitalyzer – www.twitalyzer.com
  17. 17. Other Tools  Instagram • The power of pictures – photos are the most liked type of content on Facebook • 200 million users • #hashtags  Pinterest • 70 million users; 56 million are women • Online portfolio • Strengthen your brand • “The world of…” — Create a mood with pictures and quotes
  18. 18. www.pinterest.com/santafeopera www.pinterest.com/mnopera
  19. 19. Other Tools  E-newsletter • Share your website content • Keep in touch with your circle of influence Smartphone/tablet apps • Marketing is becoming mobile-based • Mobile-friendly version of your website delivered to people’s pockets Available on iTunes
  20. 20.  Provide easy ways for people to share your information so they can post to Facebook, retweet, email, embed  AddThis/ShareThis
  21. 21.  Use search.twitter.com to listen, keep your finger on the pulse & track trends  Use bit.ly to shorten URLs and then track click-throughs/response  Use Google Analytics (www.google.com/analytics) and Facebook Insights to analyze results  Consider using FB Advertising to grow page likes and boost posts – inexpensive, effective and trackable
  22. 22. Importance of Integration “You can have the greatest social web presence ever, but if people follow it back to your website and can’t find what they need, it’s going to be a failed effort.” ~The Social Media Maze, InsideHigherEd.com
  23. 23. Ways to Save $ Online printers: OvernightPrints.com – take advantage of special offers  MailChimp is free for e-mail marketing, if fewer than 2,000 email addresses Web Hosting: GoDaddy.com (less than $100/year)
  24. 24. Homework  Brainstorm an integrated campaign for yourself where you would use print/direct mail, website, e-mail, YouTube, Facebook, Twitter and other social media channels How could this campaign be interactive, rather than one-way?
  25. 25. When it becomes clear that no one else shares your level of passion, you are where you belong. ~Placido Domingo www.uptempomarketing.com www.twitter.com/HollyCHickman

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