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NYSARTS presentation for Bootstraps. PR Best Practices for artists

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  • AudioSetup-jochenWolters.jpg
  • Flickr - Dan Fulano
  • Flickr - NIOSH
  • Flickr attribution Amit Gupta
  • Some of the aspects of friendships… its about trusting others, and they trusting you.
  • Flickr attribution Andy Woo Its about sharing. There is give and take.
  • Flickr attribution ClickFlashPhotos It’s about being responsive.
  • Flickr attribution avriette It’s about valuing the other person. Who they are and what they bring to the table. How does what I do create value for the other person. And how do I be sensitive to the value that they bring.
  • Flickr attribution avriette
  • Flickr - bradipo
  • On Blogs - this is one about retirement
  • .
  • Blogs are like many many little online printing presses.
  • This is the conversation Prism, created by Brian Solis and Jess3
  • Flickr - westpark
  • PR2

    1. 1. PR Best Practices 'Who did you say you were?‘ Build relationships using best practices of social networking. Rebecca Krause-Hardie Blog: January 19, 2010 Funding for the Bootstrap Music Series comes from The New York State Music Fund, established by the New York State Attorney General at Rockefeller Philanthropy Advisors.
    2. 2. Introductions & Housekeeping Welcome … and Welcome Back! Rebecca Krause-Hardie
    3. 3. Today’s plan <ul><li>Questions or ideas from last week </li></ul><ul><li>Intentionality & Branding </li></ul><ul><li>Understanding the playing field </li></ul><ul><li>Listening </li></ul><ul><li>Building Relationships </li></ul><ul><li>Specific stuff you can do </li></ul><ul><li>Homework (talk’s cheap) </li></ul><ul><li>Q & A (don’t wait until the end!) </li></ul>
    4. 4. Intentionality & Branding <ul><li>Who are we? </li></ul><ul><li>How do want others see us? </li></ul><ul><li>What is our unique persona? </li></ul><ul><li>What value do we bring? </li></ul><ul><li>How do we present ourselves? </li></ul><ul><ul><li>In our pr releases </li></ul></ul><ul><ul><li>In our videos and podcasts </li></ul></ul><ul><ul><li>In our blogs & online conversations </li></ul></ul>
    5. 5. Understanding the playing field - becoming a social media scientist
    6. 6. Listening is the next step <ul><li>Lots of conversations out there … </li></ul><ul><li>Assess these conversations </li></ul><ul><ul><li>Volume </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Tonality </li></ul></ul><ul><ul><li>Value </li></ul></ul><ul><ul><li>Etiquette </li></ul></ul>
    7. 7. Joining the conversation & build personal relationships <ul><li>What is the value of those relationships? </li></ul><ul><li>close rate on referrals 75% </li></ul><ul><li>close rate on direct mail 2% </li></ul><ul><li>The power is both positive and negative - good buzz and bad buzz. (be thoughtful) </li></ul>
    8. 8. trusting Flickr attribution opxphile
    9. 9. sharing
    10. 10. responsive Flickr attribution ClickFlashPhotos
    11. 11. valuing Flickr attribution avriette
    12. 12. giving away control Flickr attribution kitchenkam
    13. 13. The Currency of Social Capital <ul><li>Add value BEFORE asking for stuff </li></ul><ul><li>Participate in the conversations </li></ul><ul><li>Let go of: “What am I going to get out of this for me” </li></ul><ul><li>Help your colleagues </li></ul><ul><li>Give away stuff for free </li></ul>By investing in authentic trusting relationships in your social networks, you build waves of social capital.
    14. 14. Where do conversations happen?
    15. 15. Where do conversations happen?
    16. 16. Where do conversations happen?
    17. 17. Where do conversations happen?
    18. 18. Bloggers <ul><li>Online printing press </li></ul>
    19. 19. Last week’s homework <ul><li>In one sentence tell us why we should write about you and why our readers will care. </li></ul><ul><li>Define who are you trying to reach </li></ul><ul><li>Discover your keywords </li></ul><ul><ul><li>Using Google adwords, searches, blog search, listening, etc. </li></ul></ul>
    20. 20. Appealing to writers / bloggers <ul><li>Research (Listen & Read) </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>What do they write about </li></ul></ul><ul><ul><li>Find out how you fit in </li></ul></ul><ul><li>Read their blog </li></ul><ul><li>Listen … before you leap in </li></ul><ul><li>Join their conversation </li></ul><ul><li>Comment </li></ul><ul><li>Adapt your story to them </li></ul>
    21. 21. Who are you trying to reach? <ul><li>Where do THEY go for information? </li></ul><ul><li>Think of it as a little town… </li></ul><ul><ul><li>Posters at the school, library, storefronts, C of C, etc. </li></ul></ul><ul><ul><li>Postcards mailed and flyers hanging on the bulletin boards at the coffee shop and gym. </li></ul></ul><ul><ul><li>Ads, Interviews or articles </li></ul></ul><ul><ul><li>Word of mouth. </li></ul></ul>
    22. 22. Let’s take an example - Find gigs for my band <ul><li>What kinds of events do we do? </li></ul><ul><ul><li>Weddings, Bar & Bat mitzvahs,parties, funeral services, church gigs </li></ul></ul><ul><li>How do those people find bands? </li></ul><ul><ul><li>They ask friends & hear them at events </li></ul></ul><ul><ul><li>They research & talk to people </li></ul></ul><ul><ul><ul><li>The organist at the church </li></ul></ul></ul><ul><ul><ul><li>The cantor at the Synagogue </li></ul></ul></ul><ul><ul><ul><li>The lady at the wedding store </li></ul></ul></ul><ul><ul><ul><li>The caterers </li></ul></ul></ul><ul><ul><ul><li>The local college </li></ul></ul></ul>
    23. 23. Explore & identify the online equivalents <ul><li>Google searches </li></ul><ul><li>Include location in your search </li></ul><ul><li>Blog searches </li></ul><ul><li>Who are potential partners </li></ul><ul><li>What kind of win win arrangements can you make? </li></ul>
    24. 24. Explore & identify the online equivalents
    25. 25. Explore & identify the online equivalents
    26. 26. How do you add value & make it easy for people to find you? <ul><li>Let’s explore that together </li></ul><ul><ul><li>What have you tried? </li></ul></ul><ul><ul><li>What works? </li></ul></ul><ul><ul><li>What doesn’t? </li></ul></ul><ul><ul><li>How are you at risk taking? </li></ul></ul>
    27. 27. Conversation Prism
    28. 28. What do we do with keywords? <ul><li>Tweak our own website </li></ul><ul><ul><li>Headers </li></ul></ul><ul><ul><li>Content Text </li></ul></ul>
    29. 29. What do we do with keywords? <ul><li>Monitor your ‘marketplace:’ Pay Attention! </li></ul><ul><ul><li>your name & brand </li></ul></ul><ul><ul><li>Your competitors </li></ul></ul><ul><ul><li>Related products </li></ul></ul><ul><ul><li>and services </li></ul></ul><ul><li>How?…. </li></ul>
    30. 30. What do we do with keywords? <ul><li>Basic Monitoring Tools: </li></ul><ul><ul><li>Google Reader </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul>
    31. 31. Google Reader
    32. 32.
    33. 34. Find others to learn from <ul><li>Are there people out there like you who are already doing what you want to do? </li></ul><ul><li>Learn from them (we don’t have to be first) We can learn a lot! </li></ul><ul><li>Find out about them </li></ul><ul><li>Track on FB, Twitter, YouTube, Google search, read what others say about them, </li></ul><ul><li>Look at their style and tone </li></ul>
    34. 35. Being a sleuth - part 1 <ul><li>Search google for keyword </li></ul>
    35. 36. Check out top blogs for fit or connections
    36. 37. Click on some ‘competitors’ or ‘mentors’ - study them
    37. 38. Click on some ‘competitors’ or ‘mentors’ - study them
    38. 39. Click on some ‘competitors’ or ‘mentors’ - study them
    39. 40. How does this DJ create value?
    40. 41. Summing it Up
    41. 42. Social Media Best Practices <ul><li>Listen </li></ul><ul><li>Join the conversation </li></ul><ul><li>Be courageous </li></ul><ul><li>Take small steps </li></ul><ul><li>People are forgiving if your intentions are good </li></ul><ul><li>Wash, rinse, repeat </li></ul>
    42. 43. Homework <ul><li>Setup google alerts for your name </li></ul><ul><li>Setup google reader and add alerts to it for your keywords </li></ul><ul><li>Find someone to follow </li></ul>
    43. 44. Q & A <ul><li>THANK YOU! </li></ul><ul><li>The NYSArts Blog: </li></ul><ul><li> </li></ul><ul><li>Post your stuff, your questions, your insights, your feedback…. </li></ul>
    44. 45. Upcoming Sessions <ul><li>Session 3: Successful Promotion on the web </li></ul><ul><li>Tuesday Jan 26, 4:30 PM </li></ul><ul><li>February: Multimedia Skills </li></ul><ul><li>March: Music, Money & Sustainability </li></ul>
    45. 46. Resources <ul><li>The NYSA Blog: </li></ul><ul><li>Adwords : https:// adwords </li></ul><ul><li>Musicians tools: </li></ul><ul><ul><li>http://www. topspinmedia .com/ </li></ul></ul><ul><ul><li>http://www. reverbnation .com/ </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Case Study: </li></ul><ul><li>PR template </li></ul><ul><li>Glossary of web terms: </li></ul><ul><li>http://www. seobook .com/glossary/# </li></ul><ul><li>Rebecca’s blog: w/lots of stuff </li></ul><ul><li>Cell & PDA 978-407-6002 </li></ul>