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Online Branding For State Arts Council

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

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

Published in: Technology, News & Politics

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  • Duanekeiser. com The artist’s website links to his blog (and vice versa).
  • Duanekeiser.blogspot.com
  • By halvorsonnewmedia.com
  • Transcript

    • 1. Shoestring Personal Branding Online—for Artists December 8, 2009 (R.I.P: John Lennon—1980)
    • 2.  
    • 3. Why me ?
    • 4. Who are you?
      • Writers
      • Painters
      • Photographers
      • Story tellers
      • Fiber artists
      • Other
    • 5. What is branding ?
      • A) A term I hate, but..
      • B) one marketing specialist called it: the means by which you
      • propel your business into the public consciousness
    • 6. Best way to propel yourself?
      • On-line marketing of yourself using Social Media
    • 7. Much better than this
    • 8. Three purposes of social media
      • Social networking
      • Professional networking
      • Information sharing
      • Your purpose, as an artist:
      • Do all three at once artfully and strategically
    • 9. How many of you have…
      • Used Facebook?
      • Twitter?
      • YouTube?
      • LinkedIn?
      • MySpace?
      • Flickr?
      • Video?
      • Podcasting?
      Been totally mystified by it all? Would like all this to just go away?
    • 10. Show of hands…
      • Have your own website?
      • You built or someone built for you?
      • Problems keeping it up to date?
      • How do people currently know about you and your art?
    • 11. What is Social Media?
      • Online tools and sites to share content and have conversations . Characterized by:
          • Connectedness
          • Openness
          • Conversation
          • Community
      Christine Halvorson Halvorson New Media halvorsonnewmedia.com
    • 12. 4 good reasons artists should be in this space
      • # 4) More than 1.5 million pieces of content are shared DAILY on Facebook
      • (Web pages, photos, new stories, blog posts, notes, videos)
    • 13. # 3 Nearly everyone on the planet has watched a YouTube video Social because you comment, rate, share
    • 14. http://www.youtube.com/watch?v=9lp0IWv8QZY 75 million views
    • 15. #2 Everyone is broadcasting on all channels NPR has video and photo galleries Television stations have website CNN has a Twitter feed
    • 16. Most importantly…
    • 17. #1: You own the media
      • l
      Your Art Here And that’s why this is a revolution
    • 18. http://www. youtube .com/watch?v= NhPgUcjGQAw
    • 19. Anatomy of Facebook
      • Your own web-based community
      • Users find friends & family, share photos & video, join & create Groups & Causes , become “fans” of celebrities and businesses
      • KEY WORDS
      • You become a “Friend” or a “Fan” or you “Join” a group.
      • In this world, “friend” and “fan” are verbs
      Christine Halvorson Halvorson New Media halvorsonnewmedia.com                                  
    • 20. Not just for friends and family
      • Create a “Page” for you as an artist and you can attract fans…separate from your personal “Profile”
      This is “word-of-mouth” at Warp Speed—and word-of-mouth has always been one’s best advertising
    • 21.  
    • 22. How this works virally
    • 23.
      • 332,240 Facebook users in New Hampshire--July 2009
      • (26 percent of entire population)
          • Source: http://www.nickburcher.com/2009/07/usa-facebook-usage-statistics-by-state.html
    • 24. Twitter -(micro-blogging)
      • Broadcast a message ( “tweets”)— in 140 characters to a community you build intentionally or unintentionally
      KEY WORDS: A “follower” is someone who signs up to read what you post Christine Halvorson Halvorson New Media halvorsonnewmedia.com                                  
    • 25. 17 million users in the U.S. as of April 2009; Largest age group? 35 -49 Sources: TechCrunch & MariSmith
    • 26. Anatomy of a Twitter account…
    • 27. I would write something in here I follow. Leads reader elsewhere
    • 28. 114 followers March 2009 406 followers July 2009 542 now
    • 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.
    • 30. The “social” part is viral
      • I followed Mayo Clinic I got followers
      • Certain key words more followers
      • Each Tweet more followers
      • I follow someone they follow back
      • All this leads to…
      • Slow but very steady buildup of community
    • 31. Why use Twitter?
      • Create a “community” to whom you can listen and vice versa
      • Brand Building – Reach a niche audience
      • Focus Group/Research/ “Crowd-sourcing”
      • Networking
      • Monitoring your profession
      • Drive traffic to web site or other content
    • 32. NH-based artist Jeremy McHugh
    • 33.
      • A social network that lets you connect with other professionals in your field.
      • “ Facebook for Grownups”
      • KEY WORDS: Contact —You agree to let someone join your contact list
      • You “build your network” and join groups
      Christine Halvorson Halvorson New Media halvorsonnewmedia.com                                                                                         
    • 34. LinkedIn is…
      • Your rolodex linked to other people’s rolodexes
      • I get to see yours without asking you
    • 35. LinkedIn is…
      • It’s an on-line Chamber of Commerce event or trade show
    • 36.  
    • 37.  
    • 38.  
    • 39. Tips for getting noticed
      • Find existing contacts
      • Troll their contacts
      • Create a customized URL
      • Join Groups
      • Ask/Answer questions
      • CREATE EVENTS
    • 40. In profile summary, tell your story
      • Don’t duplicate resume
      • How did you get to Manchester, New Hampshire from Papua, New Guinea? Why are you a painter when you have a degree in physics?
      • Hint: key words matter here too
    • 41. Grow your network
      • Know how to invite people and when to invite them
      • Met them at a conference or at showing of your work? Yes .
      • Met them in the grocery store? No .
    • 42. Grow your network by inviting others
      • Explain: I met you …
      • We went to school…
      • I noticed you were..
      • Not just a blanket invite to your email list and hoping they respond
    • 43. Grow your network--Recommend others
      • With honesty and when you mean it!
      • Fosters goodwill
      • You show up on that person’s page
    • 44.  
    • 45. Remind folks of you
      • Include your LinkedIn connection in your official email correspondence as part of your signature
      • Put customized URL on your business cards
      • Tell people in person to find you on LinkedIn
      • Use the program early and often for best results
    • 46.  
    • 47.  
    • 48.  
    • 49.  
    • 50. Blog (web log)
      • An online “diary” or journal of commentary that usually invites readers to comment or otherwise participate
      KEY WORD: “ Posts ”— an entry onto the blog                                  
    • 51. A blog is a website
    • 52. Citizens League
    • 53. You might not know it’s a blog
    • 54. Categories—Your “Departments” You might not know it’s a blog
    • 55. Blogs are becoming “hubs” of one’s social media presence
      • Use it as television station, radio station, editorial column, newspaper
      • Search engines love blogs
      • Most corporate Facebook, Twitter accounts lead to a blog
    • 56.  
    • 57.  
    • 58.  
    • 59.  
    • 60.  
    • 61.  
    • 62.  
    • 63. NH-based Tony Luongo His art captures timely topics and his blog captures his art
    • 64. Social Media Super Star Jeremy McHugh
    • 65.  
    • 66. So, how does all this amount to the branding of you?
    • 67.
      • Google
      • Ego-Search gets to
      • My website (a blog)
      • 2) My Twitter
      • 3) LinkedIn
    • 68. What is your breaking news? Leverage the broadcast capabilities of Twitter
    • 69.  
    • 70. Leverage the social aspects of Facebook
    • 71.  
    • 72. Leverage the profession aspects of LinkedIN… And then….
    • 73. Have fun with these other tools & tricks
      • YouTube : Video Channel becomes your tv station
      • Podcasts —an audio file produced as a “radio show”; downloadable from website, blog or iTunes
      • Flikr— popular photo album sharing site
      • MySpace —very much like Facebook but leans heavily toward music and fan pages
    • 74. How to begin?
      • Create your own personal accounts
      • Play
      • Don’t be afraid
      • Try things
      • Read up!
      • Social Media Breakfast NH
    • 75. Rules of Engagement within all Social Media sites you’ll use
      • Always tell the truth about yourself.
      • Show yourself. We are beginning NOT to trust those who won’t show profile photo
      • Don’t use them always to SELL. But to share, thank, praise, seek opinions.
      • Be as generous and positive and as supportive and nice as you can be.
    • 76. Find your community’s blogs, Facebook accounts, Tweeps & read them; use them; “friend” them; “follow” them; build alliances How to begin…Listen in
    • 77. Scared of technology?
      • Dear Artists:
      • Even English Majors can do it.
      • Signed,
      • An English Major
      Christine Halvorson Halvorson New Media halvorsonnewmedia.com
    • 78. Set aside time
      • To listen to others
      • To prepare your own content
      • Plan as if you own a magazine or newspaper
    • 79.  
    • 80. Who knows of others?
      • Examples you know of?
    • 81. Discuss!
    • 82. Leave your business card for…
      • “The Social Media Six” e-news tips
      • Bi-weekly email blast of six tips
      Leave your business card for the bi-weekly e-news “ Social Media Six”