Online Branding For State Arts Council


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Presented December 8, 2009 to workshop attendees at the Red River Theater, Concord, NH

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  • Duanekeiser. com The artist’s website links to his blog (and vice versa).
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  • Online Branding For State Arts Council

    1. 1. Shoestring Personal Branding Online—for Artists December 8, 2009 (R.I.P: John Lennon—1980)
    2. 3. Why me ?
    3. 4. Who are you? <ul><li>Writers </li></ul><ul><li>Painters </li></ul><ul><li>Photographers </li></ul><ul><li>Story tellers </li></ul><ul><li>Fiber artists </li></ul><ul><li>Other </li></ul>
    4. 5. What is branding ? <ul><li>A) A term I hate, but.. </li></ul><ul><li>B) one marketing specialist called it: the means by which you </li></ul><ul><li>propel your business into the public consciousness </li></ul>
    5. 6. Best way to propel yourself? <ul><li>On-line marketing of yourself using Social Media </li></ul>
    6. 7. Much better than this
    7. 8. Three purposes of social media <ul><li>Social networking </li></ul><ul><li>Professional networking </li></ul><ul><li>Information sharing </li></ul><ul><li>Your purpose, as an artist: </li></ul><ul><li>Do all three at once artfully and strategically </li></ul>
    8. 9. How many of you have… <ul><li>Used Facebook? </li></ul><ul><li>Twitter? </li></ul><ul><li>YouTube? </li></ul><ul><li>LinkedIn? </li></ul><ul><li>MySpace? </li></ul><ul><li>Flickr? </li></ul><ul><li>Video? </li></ul><ul><li>Podcasting? </li></ul>Been totally mystified by it all? Would like all this to just go away?
    9. 10. Show of hands… <ul><li>Have your own website? </li></ul><ul><li>You built or someone built for you? </li></ul><ul><li>Problems keeping it up to date? </li></ul><ul><li>How do people currently know about you and your art? </li></ul>
    10. 11. What is Social Media? <ul><li>Online tools and sites to share content and have conversations . Characterized by: </li></ul><ul><ul><ul><li>Connectedness </li></ul></ul></ul><ul><ul><ul><li>Openness </li></ul></ul></ul><ul><ul><ul><li>Conversation </li></ul></ul></ul><ul><ul><ul><li>Community </li></ul></ul></ul>Christine Halvorson Halvorson New Media
    11. 12. 4 good reasons artists should be in this space <ul><li># 4) More than 1.5 million pieces of content are shared DAILY on Facebook </li></ul><ul><li>(Web pages, photos, new stories, blog posts, notes, videos) </li></ul>
    12. 13. # 3 Nearly everyone on the planet has watched a YouTube video Social because you comment, rate, share
    13. 14. 75 million views
    14. 15. #2 Everyone is broadcasting on all channels NPR has video and photo galleries Television stations have website CNN has a Twitter feed
    15. 16. Most importantly…
    16. 17. #1: You own the media <ul><li>l </li></ul>Your Art Here And that’s why this is a revolution
    17. 18. http://www. youtube .com/watch?v= NhPgUcjGQAw
    18. 19. Anatomy of Facebook <ul><li>Your own web-based community </li></ul><ul><li>Users find friends & family, share photos & video, join & create Groups & Causes , become “fans” of celebrities and businesses </li></ul><ul><li>KEY WORDS </li></ul><ul><li>You become a “Friend” or a “Fan” or you “Join” a group. </li></ul><ul><li>In this world, “friend” and “fan” are verbs </li></ul>Christine Halvorson Halvorson New Media                                  
    19. 20. Not just for friends and family <ul><li>Create a “Page” for you as an artist and you can attract fans…separate from your personal “Profile” </li></ul>This is “word-of-mouth” at Warp Speed—and word-of-mouth has always been one’s best advertising
    20. 22. How this works virally
    21. 23. <ul><li>332,240 Facebook users in New Hampshire--July 2009 </li></ul><ul><li>(26 percent of entire population) </li></ul><ul><ul><ul><li>Source: </li></ul></ul></ul>
    22. 24. Twitter -(micro-blogging) <ul><li>Broadcast a message ( “tweets”)— in 140 characters to a community you build intentionally or unintentionally </li></ul>KEY WORDS: A “follower” is someone who signs up to read what you post Christine Halvorson Halvorson New Media                                  
    23. 25. 17 million users in the U.S. as of April 2009; Largest age group? 35 -49 Sources: TechCrunch & MariSmith
    24. 26. Anatomy of a Twitter account…
    25. 27. I would write something in here I follow. Leads reader elsewhere
    26. 28. 114 followers March 2009 406 followers July 2009 542 now
    27. 29. That’s theoretically, 542 persons who could instantly read ( watch; link to ) what I have to say/show and, if they like what I have to say/show, they might share it with their 542 followers…and so on, and so on, and so on.
    28. 30. The “social” part is viral <ul><li>I followed Mayo Clinic I got followers </li></ul><ul><li>Certain key words more followers </li></ul><ul><li>Each Tweet more followers </li></ul><ul><li>I follow someone they follow back </li></ul><ul><li>All this leads to… </li></ul><ul><li>Slow but very steady buildup of community </li></ul>
    29. 31. Why use Twitter? <ul><li>Create a “community” to whom you can listen and vice versa </li></ul><ul><li>Brand Building – Reach a niche audience </li></ul><ul><li>Focus Group/Research/ “Crowd-sourcing” </li></ul><ul><li>Networking </li></ul><ul><li>Monitoring your profession </li></ul><ul><li>Drive traffic to web site or other content </li></ul>
    30. 32. NH-based artist Jeremy McHugh
    31. 33. <ul><li>A social network that lets you connect with other professionals in your field. </li></ul><ul><li>“ Facebook for Grownups” </li></ul><ul><li>KEY WORDS: Contact —You agree to let someone join your contact list </li></ul><ul><li>You “build your network” and join groups </li></ul>Christine Halvorson Halvorson New Media                                                                                         
    32. 34. LinkedIn is… <ul><li>Your rolodex linked to other people’s rolodexes </li></ul><ul><li>I get to see yours without asking you </li></ul>
    33. 35. LinkedIn is… <ul><li>It’s an on-line Chamber of Commerce event or trade show </li></ul>
    34. 39. Tips for getting noticed <ul><li>Find existing contacts </li></ul><ul><li>Troll their contacts </li></ul><ul><li>Create a customized URL </li></ul><ul><li>Join Groups </li></ul><ul><li>Ask/Answer questions </li></ul><ul><li>CREATE EVENTS </li></ul>
    35. 40. In profile summary, tell your story <ul><li>Don’t duplicate resume </li></ul><ul><li>How did you get to Manchester, New Hampshire from Papua, New Guinea? Why are you a painter when you have a degree in physics? </li></ul><ul><li>Hint: key words matter here too </li></ul>
    36. 41. Grow your network <ul><li>Know how to invite people and when to invite them </li></ul><ul><li>Met them at a conference or at showing of your work? Yes . </li></ul><ul><li>Met them in the grocery store? No . </li></ul>
    37. 42. Grow your network by inviting others <ul><li>Explain: I met you … </li></ul><ul><li>We went to school… </li></ul><ul><li>I noticed you were.. </li></ul><ul><li>Not just a blanket invite to your email list and hoping they respond </li></ul>
    38. 43. Grow your network--Recommend others <ul><li>With honesty and when you mean it! </li></ul><ul><li>Fosters goodwill </li></ul><ul><li>You show up on that person’s page </li></ul>
    39. 45. Remind folks of you <ul><li>Include your LinkedIn connection in your official email correspondence as part of your signature </li></ul><ul><li>Put customized URL on your business cards </li></ul><ul><li>Tell people in person to find you on LinkedIn </li></ul><ul><li>Use the program early and often for best results </li></ul>
    40. 50. Blog (web log) <ul><li>An online “diary” or journal of commentary that usually invites readers to comment or otherwise participate </li></ul>KEY WORD: “ Posts ”— an entry onto the blog                                  
    41. 51. A blog is a website
    42. 52. Citizens League
    43. 53. You might not know it’s a blog
    44. 54. Categories—Your “Departments” You might not know it’s a blog
    45. 55. Blogs are becoming “hubs” of one’s social media presence <ul><li>Use it as television station, radio station, editorial column, newspaper </li></ul><ul><li>Search engines love blogs </li></ul><ul><li>Most corporate Facebook, Twitter accounts lead to a blog </li></ul>
    46. 63. NH-based Tony Luongo His art captures timely topics and his blog captures his art
    47. 64. Social Media Super Star Jeremy McHugh
    48. 66. So, how does all this amount to the branding of you?
    49. 67. <ul><li>Google </li></ul><ul><li>Ego-Search gets to </li></ul><ul><li>My website (a blog) </li></ul><ul><li>2) My Twitter </li></ul><ul><li>3) LinkedIn </li></ul>
    50. 68. What is your breaking news? Leverage the broadcast capabilities of Twitter
    51. 70. Leverage the social aspects of Facebook
    52. 72. Leverage the profession aspects of LinkedIN… And then….
    53. 73. Have fun with these other tools & tricks <ul><li>YouTube : Video Channel becomes your tv station </li></ul><ul><li>Podcasts —an audio file produced as a “radio show”; downloadable from website, blog or iTunes </li></ul><ul><li>Flikr— popular photo album sharing site </li></ul><ul><li>MySpace —very much like Facebook but leans heavily toward music and fan pages </li></ul>
    54. 74. How to begin? <ul><li>Create your own personal accounts </li></ul><ul><li>Play </li></ul><ul><li>Don’t be afraid </li></ul><ul><li>Try things </li></ul><ul><li>Read up! </li></ul><ul><li>Social Media Breakfast NH </li></ul>
    55. 75. Rules of Engagement within all Social Media sites you’ll use <ul><li>Always tell the truth about yourself. </li></ul><ul><li>Show yourself. We are beginning NOT to trust those who won’t show profile photo </li></ul><ul><li>Don’t use them always to SELL. But to share, thank, praise, seek opinions. </li></ul><ul><li>Be as generous and positive and as supportive and nice as you can be. </li></ul>
    56. 76. Find your community’s blogs, Facebook accounts, Tweeps & read them; use them; “friend” them; “follow” them; build alliances How to begin…Listen in
    57. 77. Scared of technology? <ul><li>Dear Artists: </li></ul><ul><li>Even English Majors can do it. </li></ul><ul><li>Signed, </li></ul><ul><li>An English Major </li></ul>Christine Halvorson Halvorson New Media
    58. 78. Set aside time <ul><li>To listen to others </li></ul><ul><li>To prepare your own content </li></ul><ul><li>Plan as if you own a magazine or newspaper </li></ul>
    59. 80. Who knows of others? <ul><li>Examples you know of? </li></ul>
    60. 81. Discuss!
    61. 82. Leave your business card for… <ul><li>“The Social Media Six” e-news tips </li></ul><ul><li>Bi-weekly email blast of six tips </li></ul>Leave your business card for the bi-weekly e-news “ Social Media Six”