Social Media for the Artist

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Workshop led by social media strategist Andy Welfle at Artlink in Fort Wayne. One in a series of workshops about the business of being an artist and managing yourself and your art. We focused on five elements of social media: blogging, Twitter, Facebook, Pinterest and Instagram and how artists can use that to promote their work.

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Social Media for the Artist

  1. 1. Social Mediafor theARTISTMonday, June 3, 13
  2. 2. Andy Welfle(well-FLEE)Social Media and Content StrategistReusser Design, LLCawelfle@reusserdesign.com@awelfleINTRODUCTIONSMonday, June 3, 13
  3. 3. INTRODUCTIONS•Your Name•Your Art•Your experience with social media,personally and professionally•The biggest question on your mind todayMonday, June 3, 13
  4. 4. WHAT ISSOCIAL MEDIA?Monday, June 3, 13
  5. 5. “Social media ishaving conversationswith people online.”—Marta KaganWHAT IS SOCIAL MEDIA?Monday, June 3, 13
  6. 6. 3 KINDS OF“SOCIAL”Social MediaSocial NetworkingSocial MarketingMonday, June 3, 13
  7. 7. Blogging PlatformsMicrobloggingContent SharingSocial NetworkProfessionalNetworksDemocraticContentPreferenceSharingCommunicationToolsLocation-BasedMonday, June 3, 13
  8. 8. Social NetworkingThe act of using social media.Monday, June 3, 13
  9. 9. Social MarketingThe act of using using social networking, via varioussocial media channels, to attract attention for a brand/product/service, and to convert that attention to brandloyalty, which leads directly or indirectly to sales.Monday, June 3, 13
  10. 10. Social MarketingconvertConversion RateThe rate of visitors who convert casual contentviews or websites into desired actions based onrequests from marketers.• SALES• AWARENESS• VISITS• RESPONSEMonday, June 3, 13
  11. 11. Why should I care?Monday, June 3, 13
  12. 12. 67% of online USadults use socialmedia.01020304050607080901002005 2006 2007 2008 2009 2010 2011 20128162029466165 67Internet-using US Adults who use Social Networking SitesSource: Pew Research Center, The Internet and American Life Project.Monday, June 3, 13
  13. 13. “Every company will have to besocial eventually. Our customerswill demand that they be able tointeract in this way — the sameway they demanded we connectvia websites and email.”— Jay BaerConvinceandConvert.comMonday, June 3, 13
  14. 14. Likes to interact with companieson Twitter. FB is for friends andfamily.Interacting with brands on SM iseasy, but so is going to theirwebsite.Local businesses have better, moreuseful, relevant content than largeorganizations and businesses.Wants businesses to engage, notjust have a presence.(YES.)Monday, June 3, 13
  15. 15. SOCIAL MEDIASTRATEGYMonday, June 3, 13
  16. 16. SOCIAL MEDIA STRATEGY4 Basic Questions:WHO?Who is youraudience?WHY?What do you hopeto gain?WHAT?What do you want todiscuss with them?HOW?What are yourresources?(Time? Staff? Money?)Monday, June 3, 13
  17. 17. Monday, June 3, 13
  18. 18. Think like a journalist.A little communication and writingskill goes a long way.Read a lot. Steal. Adapt. Link.Find related blogs. Subscribe tothem in Google Reader an RSSReader.Use Google Alerts.Ask your audience.Solicit guest posts.Conduct brainstorming sessions.Keep an editorial calendar.Monday, June 3, 13
  19. 19. WEBSITE/BLOG FACEBOOK TWITTERINSTAGRAM PINTERESTMonday, June 3, 13
  20. 20. HOME BASEYOUR WEBSITE:Monday, June 3, 13
  21. 21. DOMAINNAMEYOUR WEBSITEWEBHOSTSOFTWARE(ContentManagementSystem)Monday, June 3, 13
  22. 22. DOMAIN NAME• andywelfle.com• welfle.com• welfle.org• welfleart.com• andywelfleart.coMonday, June 3, 13
  23. 23. DOMAIN NAME• Keep it as short as possible• Keep it easy to remember• Be as mainstream with the TLD aspossible (ex. .com and .org over .biz or .co.us)• Buy it for as long as you can afford(Somewhere between $10-$20 per year)Monday, June 3, 13
  24. 24. WEB HOST• The physicallocation of yourwebsite• Could costanywhere from$5/month to $50/month• Could offer email:@your-domain.comMonday, June 3, 13
  25. 25. SOFTWARE• Programming used to build yourwebsite• Examples: Wordpress, Joomla,Drupal, Squarespace, etc.• Self-hosted or system-hostedMonday, June 3, 13
  26. 26. SELF-HOSTED ORSERVICE-HOSTED?Self-hosted blogSelf-hosted blogPro ConYou own yourcontentHosting is expensiveMore flexibility overdesignSome programming/coding knowledgerequiredMore third-partyplugins availableHarder to get techsupportMonday, June 3, 13
  27. 27. SELF-HOSTED ORSERVICE-HOSTED?Service-hosted blogService-hosted blogPro ConAccess to newest servicesand featuresYou may not ultimatelyown your content (seeTOS)Better tech support/knowledge baseThird-party plugins oftennot permittedOften plugged into aninternal user communitySometimes there arebandwidth/upload limitsMonday, June 3, 13
  28. 28. What is a blog?Monday, June 3, 13
  29. 29. • Contraction of “web log”• A series of updating entries (or posts)appearing linearly in reversechronological order, and/or inmultiple streamsMonday, June 3, 13
  30. 30. Monday, June 3, 13
  31. 31. Monday, June 3, 13
  32. 32. Online publication for people orcompanies to write, post media, andto impart information or tell theirstory.Monday, June 3, 13
  33. 33. Monday, June 3, 13
  34. 34. • Frequency doesn’t matter as long asyou update consistently.• Be collaborative: link to friends• Media-rich posts are read more often• Want to protect your posts? Use awatermark.• Fill out metadataMonday, June 3, 13
  35. 35. Monday, June 3, 13
  36. 36. USE THE BLOG TO TELLYOUR STORY IN THE WAYYOU WANT TO.Monday, June 3, 13
  37. 37. Monday, June 3, 13
  38. 38. • 1.06 BILLION monthly active users• 680 million mobile users• 50 million pages for brands orbusinesses• Closed system — you bring people toyour page• Advanced analytics availableSource: http://investor.fb.comMonday, June 3, 13
  39. 39. ADVANTAGESMonday, June 3, 13
  40. 40. Easy media posting.In-line commenting.Easy sharing.Monday, June 3, 13
  41. 41. Monday, June 3, 13
  42. 42. The “LIKE” button.Monday, June 3, 13
  43. 43. DISADVANTAGESMonday, June 3, 13
  44. 44. Facebook’s Terms ofService: They can useyour content withoutpermission.Monday, June 3, 13
  45. 45. Monday, June 3, 13
  46. 46. Example:The Art FarmMonday, June 3, 13
  47. 47. Monday, June 3, 13
  48. 48. • 500 million users•(200 million active users)• 59 million tweets per day• Started life as a cross-platformmass texting serviceMonday, June 3, 13
  49. 49. Monday, June 3, 13
  50. 50. Monday, June 3, 13
  51. 51. Example:@pencilscom(Pencils.com)Monday, June 3, 13
  52. 52. Monday, June 3, 13
  53. 53. HASHTAGSMonday, June 3, 13
  54. 54. Monday, June 3, 13
  55. 55. Monday, June 3, 13
  56. 56. Monday, June 3, 13
  57. 57. Example:@SmallAndRoundMonday, June 3, 13
  58. 58. Monday, June 3, 13
  59. 59. • 49 million users• 80% of users are women• >80% of content is repinning• Prices can be attached to pinsMonday, June 3, 13
  60. 60. Monday, June 3, 13
  61. 61. Monday, June 3, 13
  62. 62. Monday, June 3, 13
  63. 63. Monday, June 3, 13
  64. 64. Monday, June 3, 13
  65. 65. Monday, June 3, 13
  66. 66. Monday, June 3, 13
  67. 67. Monday, June 3, 13
  68. 68. Monday, June 3, 13
  69. 69. •100 million users•4 BILLION photos•Similar to Twitter, but for photos•Mobile-centricMonday, June 3, 13
  70. 70. Monday, June 3, 13
  71. 71. Monday, June 3, 13
  72. 72. Monday, June 3, 13
  73. 73. Monday, June 3, 13
  74. 74. Monday, June 3, 13
  75. 75. Monday, June 3, 13
  76. 76. Monday, June 3, 13
  77. 77. Monday, June 3, 13
  78. 78. Monday, June 3, 13
  79. 79. See theBIGPicture!•Don’t automate•It takes time to build your network. Giveit 6 months to a year to see results•Be consistent — don’t start somethingyou can’t sustainMonday, June 3, 13
  80. 80. Thank you!Questions?Monday, June 3, 13

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