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ANR Digital Workshop Notes 28/8/12


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Slides from Digital Workshop delivered by Libby Varcoe, for Arts Northern Rivers.

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ANR Digital Workshop Notes 28/8/12

  1. 1. DIGITAL MARKETING FOR ARTISTSAugust 28: 10am-2pm by Libby Varcoe
  2. 2. Copyright (c) write-minded Pty Ltd. All rights reserved. While this workshop is designed to provide accurate information in regard to the subject matter, the presenter, Libby Varcoe,is not engaged in rendering technical or other legal or professional services. If expert assistance is required, participants are advised to seek the servicesof appropriate professionals. by Libby Varcoe
  3. 3. Leo Cremonese, Abstract Painter I started using social media to promote my creative work because I was convinced to. I’m not a natural self-promoter. I like it that I get to share images of my work and some of my thoughts. I’ve noticed that people I don’t know are now seeing my work. Copyright write-minded
  4. 4. Shona Wilson, SculptorI like it that I can update and control the pace of information and imagesmyself and that I can hopefully reach a wider audience.Managing my Facebook pages keeps a diary of sorts for myself andintegrates a larger audience during the art-making process - so I don’t feelquite so isolated.I’m concerned about the amount of time it uses up in my day and if the payoffwill be worthwhile? I worry that people will think I’m not chatty enough andthink I am unfriendly. Copyright write-minded
  5. 5. Adam Jones, Handmade wallpaper illustrator I started using social media to promote my creative work because if you reach the right people they will promote it. Everyone is looking to like something new. I like it that social media is generally a happy environment - for creative things anyway. The people who like your work do so with enthusiasm. The people who dont can easily ignore it and move on. I’m concerned about finding the right voice and revealing or posting the right stories. Some people are posting inane stories about their creative work and it comes across a bit lame, when maybe its that their voice is wrong - not the work.
  6. 6. Kylie Rose McLean, Textiles ArtistI started using social media to promote my creative work because despite mygeneral dislike for engaging in social media it seemed it was the way to getthe word out there - catch 22 situation.I like it that I can write a blog entry & it can be linked to Facebook.Ive noticed that you have to choose how you set up your social media quitecarefully - research & plan which aspects will work for you. Better to do onething well, then have too much going on.
  7. 7. Ever feel like this? Copyright write-minded
  8. 8. SESSION 1• What is a content strategy?• What’s in your digital tool-kit?• Light lunch (12.30pm-1pm)SESSION 2:• Threading social media together• Create an action plan for your creative practice/business.• Handy tools and links for creatives• Wrap up 2pmWhat’s on the agenda?
  9. 9. What you’re about to learn1. How to create ground-swell that helps you stay on the radar2. To see which tools you can use to work in the system – or around it!3. To help you feel inspired/motivated to make it all happen Copyright write-minded
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  11. 11. NB: This is not a technical session! Copyright write-minded
  12. 12. I’m here to show you….  Not how to do it  But why you might want to try it – or pump up your current efforts. Copyright write-minded
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  15. 15. = YOUR CONTENT STRATEGYCopyright write-minded
  17. 17. Who just heard this? I really can’t be bothered with social media. It’s boring, and I don’t see the point. It’s all a time waster. Facebook/Pinterest will own my content. So, no way Jose. I’m completely across all of those things and I’m seeing the benefits.  Copyright write-minded
  18. 18. = YOUR CONTENT STRATEGYCopyright write-minded
  19. 19. What’s a strategy? A strategy is a plan to move you in the direction of your long-term goal, for example:• To become fully-employed as a creator• To drum up a crowd for my next show• To reach new markets• To get crowd-funding etc A strategic thinker is likely to initiate rather than just react to others’ demands. Why be strategic? Because it saves time and saves you from becoming frustrated. Puts you on the front-foot. Copyright write-minded
  20. 20. What’s a content strategy? A content strategy captures how you or your business can use online content to achieve your own objectives and meet your user/customers/clients’ needs. Your strategy should be composed of different elements (website, social media, blog etc) that match up to where your audiences are, and how they best like to communicate with you. Copyright write-minded
  21. 21. So, what are creative people up to?• The total population of practising professional artists in 2009 was just over 44,000.• There are nearly 40% more artists in Australia than there were 20 years ago.• On average, creative projects earn you around 45% of your total income.• 60% of all artists believe new technologies are likely, or very likely, to improve their income.• 30% of artists use the Internet to promote their work• Most common opportunities cited? • Reach a wider audience • Promote their work • Networking, collaboration and communication with other artistsSource: Australia Council for the Arts Artists Survey. 2009/2010 Copyright write-minded
  22. 22. So, what are online audiences up to? 59 per cent of adult internet users have made an online purchase (good or service) in the six months to April 2011. Those on $150,000 or more per more likely to have shopped online (86%) About 25% of mobile users are shopping online with their mobile (2011) - Mobiles predicted to be main web tool by end of 2013 62% of Australian Internet users use social media (Facebook = 97%!) 1 in 5 use social media for commercial purposes too: research, purchase follow favourite brands, get access to special offers. 27% of small businesses have a social media presence. (79% big business) - up from 14% last year, most on Facebook. Copyright write-minded
  24. 24. Be creative!Copyright write-minded
  25. 25. Be authenticCopyright write-minded
  26. 26. Be quirky!Copyright write-minded
  27. 27. Tell your storyin the mostcompelling wayyou canCopyright write-minded
  28. 28. Let’s talk about your website Copyright write-minded
  29. 29. What’s your website’s role in 2012?  To promote your products or services  To sell – either directly or indirectly  To give you credibility  To display your work  To engage with people and give them an opportunity to develop the relationship by promoting your social media presence.  To be accessible – what’s it look like on a mobile/tablet?  To be easily found (the hard one) Copyright write-minded
  30. 30. So, how do we behave online? Copyright write-minded
  31. 31. Good website experience = satisfied user Copyright write-minded
  32. 32. User pet peeves 84 82 Out of date 80 content 78 Confusing Navigation 76 No contact info 74 72 70Copyright write-minded
  33. 33. Actions based on pet peeves 78% refuse to come back 71% refuse to make a purchase 45% won’t visit real-life store Copyright write-minded
  34. 34. Scanners not readers 79% scan page first 25% longer to read from a computer screen Copyright write-minded
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  36. 36. Most users will read20% of the text on anaverage page
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  38. 38. •Comprehension level down 48% compared to a desktop for complex info. •Why? Users see less at a time and rely more on memory. ‘Reading through a peephole’ •Fat finger syndrome – most sites still don’t have a mobile version. •Less is more – and then some!Copyright write-minded
  39. 39. • Tablets generally websites perform okay: except complicated tasks or high interaction.• Unintended touches still cause problems.• Users avoid typing. Registration processes, surveys etc hard to do. Copyright write-minded
  40. 40. We’re impatient Easily frustrated and time-poor It’s harder to read from a PC screen. We don’t read, Even harder from we SCAN! a mobile!Copyright write-minded
  41. 41. S0 how do youtell your storythrough awebsite?Copyright write-minded
  42. 42. Know your target audience Copyright write-minded
  43. 43. Imagine the reader as one person•How does she like to be spoken to?•What will interest her most?•What are her needs in relation to the info?•What kind of user is she? Copyright write-minded
  44. 44. Create beautiful images• Work with a good camera/photographer• Create the right file size. Stick to a same height or width if you’re using a template.• Use low res versus high res shots. 50kb-100kb (big files slow your site down)• Explore using HTML5 instead of Flash• Don’t forget to include specs & dimensions of your image. Copyright write-minded
  45. 45. Create beautiful images Copyright write-minded
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  50. 50. Create short & powerful words• Capture your own voice.• Break it up: white space, short headlines, bullet points, clear font on an easy to read background.• Hyperlink to relevant info (on your own site)• Avoid Click here for more. Instead, Peruse my latest collection• Be clear about what your writing is going to do. Eg. • I am writing to sell. • I am writing to intrigue • I am writing to inform/invite interest • I am establishing my online identity Copyright write-minded
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  56. 56. Structure the page to meet the user’s need Must have info Helpful but not crucial Nice if they had it
  57. 57. Who is Luke?What’s thispage about?What elseshould I know?
  58. 58. Copyright write-minded
  59. 59. Good intuitive copy naturally captures key-words • We search the way we speak. Handmade quilts versus ‘hand- stitched patchworks’ • Region and locality can be important to include (if your market is local) • Some repetition is good – done in a natural way. • Try to put keywords in headings • TIP: Use the Google Keyword Checker Copyright write-minded
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  62. 62. “GOOGLE ADWORDS KEYWORD CHECKER” Copyright write-minded
  63. 63. SOCIAL MEDIA OPTIMISATION When you do a search now on Google, Google checks your history and your friends’ histories and gives your results based on what you’ve looked at before and what your friends have shared on Twitter, Facebook, LinkedIn, Tumblr, WordPress, and so on. Tip: Optimise your page layout to reinforce social media widgets. Copyright write-minded
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  65. 65. Your story components• Know your audience• Use beautiful images• Capture your own voice• Make it easy to read/scan• Structure information in the right order• Be as Search Engine-friendly as you can. Copyright write-minded
  66. 66. A final word on websites…• Do you need a mobile version of my website? Maybe not! But it depends.• Simpler, clean sites without extra gimmicks do well on most mobile devices.• Is your current site Flash heavy? You have a problem.• Does your site have forms, complicated tasks, shopping cart?• Investigate ‘Responsive Design’ templates. Automatically adapt to the browser/device. Google: ‘WordPress Templates’ or ‘PrestaShop templates’. Copyright write-minded
  67. 67. EXERCISE 1: VOICE CHECK.WHAT’S YOUR ONLINE PERSONALITY? 1. Think of your website as a person. 2. Describe its qualities (good and bad), ie proficient, authoritative, talkative, withdrawn, aloof, friendly, outgoing? 3. What’s working well? 4. How could the voice be further improved? Copyright write-minded
  68. 68. EXERCISE 2: WHO ARE YOUR MAIN TARGET AUDIENCES? 1. How do they like to be spoken to? 2. How don’t they like to be spoken to? 3. In relation to your website, what are their main needs? 4. What do they have in common? Copyright write-minded
  69. 69. So who is doing what, where?Copyright write-minded
  70. 70. Which sites are most popular? Copyright write-minded
  71. 71. How often do we use? Average user spends 6 hours per week on FB. 18 mins per visit. Copyright write-minded
  72. 72. What time of day? Copyright write-minded
  73. 73. How do businesses promote their social media? Copyright write-minded
  74. 74. How do businesses measure success? Copyright write-minded
  75. 75. The next 12 months? Copyright write-minded
  76. 76. The power of Facebook • Nearly 2/3 of Australians have a Facebook profile • 75% of users visit every day • People interact with their favourite brands on Facebook far more than on any other social network • Average user ‘Likes’ 9 brands • Why? Already a customer or because they want to receive discounts and promotions. • 77% of fans are passive and interact mainly by reading posts and updates but over half will recommend the brand to a friend. • 63% of users have “unliked” a brand due to excessive postings. • 38% have “unliked” a brand because they thought the content became repetitive or boring Copyright write-minded
  77. 77. What about ? • What is Pinterest? A social media tool that lets you share and comment images with friends and others who share your aesthetic. • “A virtual mindscape, like digital brainstorming” • Unique Australian Visitors March 2012 – 160,000 per month • Total Visits – 970,000 per month • Average time on site – 14 minutes 20 seconds • Audience – 57% female, 43% male Copyright write-minded
  78. 78. Why would you bother with Pinterest? Great for SEO and driving hits to your website. Very viral. People repin A LOT! If you’re a visual thinker, it’s doesn’t feel like a chore. Visual posts easily shared across FaceBook, Twitter, your blog. Showcase your tastes, inspiration = establish emotional connection. Big viral reach. Your work can be commented on, shared with others. It has a marketplace too. Add dimension to your online persona (creative, authentic, quirky etc) Copyright write-minded
  79. 79. What about Twitter?• Around 1 million Australian users• Great way to get access to latest industry news/opportunities• A favourite platform among early adopters and influencers.• (access to the ‘klout’ crowd (see• Good for here and now reactions, feedback, questions, etc.• Very mobile phone friendly – great for events, launches etc.• 25% of all Tweets include a link - terrific way to generate SEO• Majority of Twitter users don’t follow brands on Twitter (different to FB) Copyright write-minded
  80. 80. Linked In?• 2 million Australian users• 49% of LinkedIn users have a household income over $100k• 39% are managers, directors, owners, chief officers, managing directors• NOT just for those looking for jobs!• Seen as a very professional way to social network.• Great way to network – locally, nationally & internationally• Lots of interesting groups to connect with = opportunities.• Weekly newsletter sends out all your network’s updates Copyright write-minded
  81. 81. Let’s not forgetblogs!
  82. 82. The elephant in the room WILL FACEBOOK/PINTEREST OWN MY CONTENT? Facebook – Yes! (If you are lucky enough?) Pinterest – No. (But copyright issues are very rubbery.) Copyright write-minded
  83. 83. Here’s how Facebook states the ownership of your content in its terms and conditions:You own all of the content and information you post on Facebook, and you can control how it isshared through your privacy and application settings.So, by posting content or information, you grant Facebook the license to use your content inaccordance with your privacy and application settings. That means unless you’ve set the setting for apiece of content for “Custom” > Only Me”, someone can see it.For content that is covered by intellectual property rights, like photos and videos (IP content), youspecifically give us the following permission, subject to your privacy and application settings: yougrant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IPcontent that you post on or in connection with Facebook (IP License). This IP License ends when youdelete your IP content or your account unless your content has been shared with others, and theyhave not deleted it. However, the terms also give Facebook a “non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any (intellectual property) content you post. allows you to pin and post content on the Service, including photos, comments, and othermaterials. Anything that you pin, post, display, or otherwise make available on our Service, includingall Intellectual Property Rights (defined below) in such content, is referred to as “User Content.” Youretain all of your rights in all of the User Content you post to our Service. Copyright write-minded
  84. 84. Food for thought… The Digital Revolution NOT talking about plagiarism/idea theft… BUT…. “Print changed who we were, and now our world is being reshaped again - whether we like it or not.” “We must begin to discuss how we might build new forms that take advantage of the digital world, that tap into the ways in which people work and think now, and how they might do so tomorrow, rather than focusing on what is past.” John Weldon, Lecturer, Victoria University Copyright write-minded
  85. 85. Tips for writing for social media•Foster connection. Keep the voice friendly and open.•Don’t just cut and paste the same thing. Say it in a different more personalway. Think of different angles.•Front load posts with hotwords and keywords•Post open ended comments. Continue the discussion•Indicate that you’re listening/present.•Consider the 80% info, 20% promo rule.•Keep it moving: update fairly regularly but don’t bombard. Once a week isfine. Copyright write-minded
  86. 86. . What about blogs? Blogs can do different things. Be clear about your Blog’s purpose. • Raising awareness about your practice? • Adding depth/raising your profile? • Promoting/selling? • A combination? Try to write about: 1. Something of interest 2. Something of use 3. Something that will target your audience (don’t worry about the rest) Copyright write-minded
  87. 87. What about writing for blogs? •Think visual, creative scrap book (words, imagery, video etc) •Appear human, conversational, strip the ‘formal’ edge. •Keep it short! (300 words). •Include a punchy headline. 3 things that caught my eye today •Wrap things up in a way that encourages discussion. Ask open-ended questions. •Don’t be too disheartened if you don’t get posts. People more likely to look. Copyright write-minded
  88. 88. Blog examples Copyright write-minded
  89. 89. Save time! Cross pollinate! Linked In & Twitter Facebook (Page) and Your Blog (and Instagram) Pinterest & Facebook & Twitter Copyright write-minded
  90. 90. Write down:1. Who are my key social media audiences?EG: People who regularly come to my shows/visit my stalls; peoplevisiting the area; city-based collectors, overseas?2. What is the best way to connect with them?Set up a Facebook Page?Create a blog?Linked In?Pinterest Copyright write-minded
  91. 91. Write down:Write down 3 things I could share about my creativepractice/product to get them to engage with me online?1. X2. X3. XHow can I be creative in my messaging?Take photos of Y. Video Y, document X? Copyright write-minded
  92. 92. USEFUL ARTISTS WEBSITESCrowd/Fund Sourcing See, Copyright write-minded
  93. 93. Thanks for coming! Twitter: libbyvarcoe write-minded
  94. 94. Sources/ Reference LinksWeb, arts and social media resources and references Council for the Arts Artists Survey. 2009/2010 Pages Social Media Report 2012 (AIMIA)Viva la digital revolution! Benefits of a Facebook Page for Business; social media with free tools. to sell on Pinterest: artists can harness Pinterest: blogs:;; Copyright write-minded