Creating a social media strategy as an artisan


Published on

Presented at Design Caribbean 2011

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

  • Be the first to like this

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

No notes for slide
  • I have a 'thing' for ICT, and actually spent 6 months in Uganda just working with micro entrepreneurs on improving their ICT skills - in those days pre-Facebook, my focus was email, online research, MS Word and MS Excel.Today most of my design class is actually delivered online, and my students have to create at least three 'online presences' for themselves by the end of the three-year programme. In this talk I'll be sharing some of what we’ve learnt in our usage of social media at the University of the West Indies, and offer helping artisans to create their own social media strategy
  • So much has happened during the last six years. And we’ve seen the rise of so many other communication tools including twitter, Facebook, more blogs e.g. Tumblr, idea making sites like Pinterest, Networks like Milliande on ning network, Portfolio sharing sites like Dribble. Some of these networks are by invitation only.
  • And here’s a look at out timeline. We’ve gone from email and blogger in the 90s (of course there were some other networks and communication methods around then e.g. ICQ) to web 2.0 more interactive products from around the middle of the last decade – Facebook, Twitter, You Tube, etc.
  • My students are required to create three ‘online presences’ for themselves during the year, so to start my research for this presentation I ‘googled’ a few current and former students of my Department to see what I’d find.
  • Here’s what came up for Gerrel Saunders. I can’t take full credit for Gerrel appearing in all these places, as he was already very media savvy when he entered the programme. Gerrel is an illustrator and has been able to create a huge following for his work through social media. In the google search he appears on Twitter, google, dribble, linkedIn, google+, his own blog, as well as mentions on other people’s blogs. He has gotten quite a bit of media hype and his work has been reviewed by many international blogs, and he’s just started getting some international commissions through his social media campaign – all being done from his bedroom in his parents’ house at little cost.
  • Here are some of the results of the students’ Facebook pages. How many of you have Facebook accounts? How many have Facebook pages? If you’ve never created a Facebook page, I recommend you ‘google’ ‘How to create a FB page’ and you’ll be directed to the link on Facebook, where you can follow the step by step instructions. Facebook has 750 million users, and is a great place to create an online portfolio or build a community around your work. I’m showing pages, but you can create groups and events in Facebook as well.
  • Facebook is great because it allows you to have ‘conversations with your followers. This page is Kirie Ishmael’s, she’s an exhibitor at the show in booth # -- and here you see Kirie’s friend Nicholas is tellling her that her work is impressive and she replies ‘Thanks’. This of course also reminds us that quite a bit of what is posted on Facebook is public.
  • Ann Marie, who is also an exhibitor has included some video on her page, for people to have an idea on what she researched for her book.
  • Now we move onto Twitter. Here’s Gerrel’s twitter page. He has 8325 followers and regularly tweets about his work and retweets interesting articles that he has found. You can see he has tweeted 25,000 + times. He has been ‘listed’ 787 times – which means he’s on people’s list as the authority on something. E.g. Caribbean design, illustration etc. Twitter for those of you who don’t know is a ‘microblogging site, where you can send messages using 140 characters or less. I have a twitter account but don’t really use it that often, because I don’t find the conversations on twitter, as effective as on Facebook. I actually have gotten into hot water over one or two tweets.
  • Here’s Tracey Chan, who I didn’t teach, but who is a past student of the dept. Tracey lives in Grenada now, and again regularly tweets about her work and retweets interesting articles.
  • Google plus is a new network as we saw on the timeline. So here’s Gerrel’sgoogle plus page.
  • And Tracey’s Google plus page.
  • Linked In works like an online CV or business card, but until recently it didn’t serve creative people that well, but it is now possible to create an online portfolio in Behance network and show it on Linked In.
  • Gerrel (of course) was the only one using the Behance Network – a creative professional platform – which as I said can now tie back to LinkedIn.
  • Flickr is a great place to store your photos and to show your work. Arnaldo was the only one of the students who I found easily on flickr, but I think there may be some other ones there. He has his contact information and a link to his website. And people can comment on his photos.
  • The students continued to surprise in my google search for them, as they tried to out do themselves. Chsristianne de Pass started using slideshare, which is a website that allows you to share your presentations. This presentation is already on slideshare for those of you who may be interested in getting a copy.
  • Christianne is using slideshare to show her portfolio of work. Here is her final year project, which was an app for a mobile phone.
  • Since none of the students were really using text blogs, I’ve included a screenshot of my own blog, which I myself hardly use – this is from the days when I used to write more. Probably because we’re such visual people, my students have migrated from blogger to tumblr, which has a focus on images not text.
  • Tracey has built up a tremendous following for herself with 52,000 plus followers, and possibly a few more by the end of this presentation. I have to warn you Pinterest is addictive.
  • My new favourite place is Pinterest. I only just started using it, and you can see I have a mere 3 followers :-o I was introduced to it by a ‘buyer friend of mine, who uses it to develop themes for her new collections. I love Pinterest because I use it as an online scrapbook. Its called ‘Pinterest’ because of the idea that you are ‘pinning’ something to a board. So I have boards according to themes or projects I’m working on e.g. ‘stuff I like’, ‘bags, ‘quilts’, ‘ceramics’, even décor for my dream home. Etc. I occasionally use ‘pinterest to ‘plug’ my own products as I can ‘pin’ a link from any blog or website NOT FROM FACEBOOK. If people repin my object, it builds my brand by driving more traffic to my website or brand.
  • Finally there’s You Tube. None of my students are on You Tube. I have a few videos there – including one from the last CGCS, but I’m including a video here from someone who did a craft fair in 2009. This is a very simple video – less than two minutes, and it may have been shot on a digital camera or even a camera phone and this video has been seen a whopping 20,000+ times. So many of us in this room have unusual skills, and could create ‘how-to’ videos, or even just shoot videos of ourselves at events etc. These videos can be embedded into our blogs, websites or Facebook pages.
  • So why are we doing all of this? What’s the point? The key reasons to have a social media strategy are 1) to strengthen your brand by giving you , your product or your company an identity and a voice 2) to ‘engage’ your audience by developing conversations with them 3) To learn – social media and networks can keep us ‘in the know’ they’re great for doing research on just about anything.
  • Here are some other reasons to have a social media strategy
  • Obviously there are some risks to social networks
  • One of the key questions to be asked when creating a social media strategy is: Why am I doing this? Some examples of your answers might be: I’d like to position myself, my brand or my company as a leader in a specific field or as an expert. Another answer might be “I’d like to build a fan base for my brand”. A final answer could be “I’d like to drive more traffic to my blog, website, Facebook page or my store.
  • You can’t manage it if you can’t measure it!
  • Creating a social media strategy as an artisan

    1. 1. Creating a social media strategy as an artisan or designer<br />Lesley-Ann Noel<br />designer; design educator; design entrepreneur<br /><br />
    2. 2. How to create and online presence as an artisan? <br />I have a 'thing' for ICT, and actually spent 6 months in Uganda just working with micro entrepreneurs on improving their ICT skills - in those days pre-Facebook, my focus was email, online research, MS Word and MS Excel.<br />Kabale, Uganda, 2005<br />
    3. 3. What is social media<br />The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. <br />Social media can take on many different forms, including internet forums, weblogs, social blogs, microblogging, wikis, podcasts, photographs or pictures, video, rating and social bookmarking. <br /><br />
    4. 4. Networks<br />Linked In<br />Professional Network<br />120 million users <br />Facebook<br />Social and Business platform<br />750 million active users<br />50% of users log on daily<br />Twitter<br />Microblogging site. Tweets must be delivered in 140 characters or less.<br />200 million users <br />4<br />
    5. 5. 5<br />Timeline<br />Behance Network – collaboration with LinkedIn<br />July 2010<br />Tumblr<br />2007<br />Facebook <br />2004 <br />LinkedIn<br />May 2003<br />Blogger<br />1999<br />You Tube<br />February 2005<br />Blogger<br />Acquired by Google<br />2003<br />Google +<br />June 2011<br />Email<br />1992<br />Pinterest<br />March 2010<br />Twitter<br />July 2006<br />
    6. 6. Gerrel Saunders<br />Arnaldo James <br />Christianne de Pass<br />Kirie Ishmael <br />Ann Marie Samsoondar<br />Stefan Couri<br />Tracey Chan<br />
    7. 7.
    8. 8.
    9. 9.
    10. 10.
    11. 11.
    12. 12.
    13. 13.
    14. 14.
    15. 15.
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20.
    21. 21.
    22. 22.
    23. 23.
    24. 24.
    25. 25.
    26. 26.
    27. 27.
    28. 28.
    29. 29.
    30. 30.
    31. 31.
    32. 32.
    33. 33. Why have a social media strategy?<br />Branding <br />Engagement<br />Learning <br />
    34. 34. Why have a social media strategy? <br />They give you an opportunity to learn from instant information and unvarnished (sometimes even brutal) feedback. <br />Allow you to engage rapidly and simultaneously with peers, employees, customers and the broader public, especially younger generations in the same transparent and direct way they expect from everyone in their lives. <br />Low-cost platform on which to build your brand, communicating who you are both within and outside your company<br />Use social media to learn – test ideas, get feedback, crowd source ideas, study emerging trends, create a fan base<br />
    35. 35. Risks of Social Networking<br />Lack of boundary between personal and professional spaces<br />Private becomes public<br />Can you trust YOURSELF to NOT hurt your own reputation<br />Can you trust your online community to NOT embarrass you? <br />Can you handle negative feedback? <br />
    36. 36. How to create your Social Media strategy? <br />
    37. 37. Why are you creating your social media strategy?<br />E.g. I’d like to position myself, my brand and company as a leader or expert<br />I’d like to build a fan base for my brand<br />I’d live to drive more traffic to my blog, website or Facebook page or my store. <br />
    38. 38. Who is your desired audience? <br />E.g. <br />Women 25 – 40 with a University degree living in Kingston Jamaica<br />
    39. 39. What resources do you need/ have / have access to? <br />Time,<br />Money, <br />Expertise, <br />Technology<br />
    40. 40.
    41. 41. How will I measure the success of my social media campaign<br />How much new traffic is coming to my blog or page? <br />Do people comment or ‘like’ my posts? <br />Do people ‘share’ my posts? <br />Am I learning more about my clients and potential clients? <br />Am I learning more about new trends. <br />Am I getting more sales as a result of my social media campaign? <br />Some useful tools: Google Analytics<br />Facebook analytics<br />You can’t manage it, if you can’t measure it!<br />
    42. 42.
    43. 43.
    44. 44. 10 <br />Do make your blog or page findable by using an easily identifiable name<br />Do ‘google’ yourself / your company periodically<br />Do establish some guidelines about what information you should and should not disclose. <br />Do establish some guidelines for your yourself on the frequency of your message<br />Do schedule a time to update your social media platforms<br />Social Media Must-DOs<br />
    45. 45. Be authentic and consistent across spheres, online and in other media. <br />DO be informative<br />Do call for action<br />Do listen to your audience’s feedback <br />Do create ‘conversations’ with your audience<br />
    46. 46. 5 <br />Don’ts<br />Don’t post it on social media if it’s meant to be private<br />Don’t spam your audience, don’t be too repetitive or send too much<br />Don’t forget to interact / reply<br />Don’t rely on text alone. <br />Don’t be impolite. <br />