Tips, advice and tools for artists looking to grow audiences and increase bookings/sales/outreach.

1. Social Marketing & Media Relations
Presented by Aaron Bisman
Director of Audience Development
Jazz at Lincoln Center
@bizmonides
#asylum15
1Social Marketing & Media Relations. @bizmonides #asylum15

2. AGENDA
Intro
Your Marketing Questions
How to Market Things & People
Q&A
Break
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5. JDub’s 5th
Anniversary Celebration at Celebrate Brooklyn in Prospect Park.
JDub’s 5th Anniversary Celebration at Celebrate Brooklyn in Prospect Park, July 2008.5

6. QUESTIONS?
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7. More people want to experience your art
– and related content –
than can or will ever experience it in person.
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Will you deny them opportunities to engage?
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8. YOU CAN DO THIS
(ALSO, YOU HAVE TO)
– If you learn to market yourself, you can manage
others in the process later on
– You will be a more successful _________________
if you can master the marketing of your own work
– Content / Marketing is a 50/50 split
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9. HOW TO MARKET PEOPLE & THINGS
1. Set Goals
2. Try new things
3. Know your audience
4. Embrace your niche
5. Share your process
6. Utilize tools at your disposal
7. Frame the story
8. Empower Superfans
9. Trust the data
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10. Try new things
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11. KNOW YOUR AUDIENCE
Think like your audience
Who are they?
What is going to inspire them to show up?
Conduct market research.
o Make and test assumptions.
o Social Media can help. Facebook Insights
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13. Embrace your niche
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14. Your content should be niche
Your community should be inclusive
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15. SHARE YOUR PROCESS
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16. UTILIZE TOOLS AT YOUR DISPOSAL
• Social Media
– Facebook / Twitter
– Instagram
– Youtube/DailyMotion
– Pinterest
– Tumblr
– Vine
– Snapchat
– Periscope/Meerkat
– Wikipedia
• Digital Marketing
- Email
- Event listings
- Facebook Ads
- Your site
- Microsite
- livestream
• Curate Content
– Netvibes / Pulse
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19. 19@bizmonides @jazzdotorg @tessnetwork #TNinnovator
Don’t limit yourself to any
one platform.
Be channel agnostic.

20. FRAME YOUR STORY
Putting your work into context for others.
Media ALWAYS needs context:
– Trends
• Identifying – or defining - a trend and placing your work at the
center of it
– Current Events
• In what ways does your project relate to/comment on/connect to
a current event in your local, national, or global community?
– Calendar
• Why is your project important RIGHT NOW?
• Holiday, season
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22. Making the particular universal and the
universal particular
– What about the Jewish component will interest
more general audiences?
– What about the work generally will interest
specifically Jewish audiences?
MOST IMPORTANT WITH PRESS:
- Do your research
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FRAME YOUR STORY
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25. EMPOWER SUPERFANS
How can you engender buy in?
What will send them running to tell
their friends about your work?
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26. BE AN ENABLER
• Provide tools
– Postcards
– Posters
– Digital Flyers
– Gifs
– Temporary Tattoos
– Sandwich boards
• Hired guns
- Publicist
- Social Media
Manager
- Street Team
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27. DATA IS YOUR FRIEND
– A/B Test when possible
• Email subject lines & body layout, Facebook ad text
• Taglines/Design
– Facebook Page Insights
– Google Alerts
– Constant Contact/Mailchimp
– Tweetdeck
– Addictomatic
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30. HOW TO MARKET PEOPLE & THINGS
1. Set Goals
2. Try new things
3. Know your audience
4. Embrace your niche
5. Share your process
6. Utilize tools at your disposal
7. Frame the story
8. Empower Superfans
9. Trust the data
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31. COLLABORATE
ASK FOR HELP
BUDGET
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ONLY 3 MORE TO GO
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32. REMEMBER…
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YOU ARE AWESOME
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34. READING/VIEWING MATERIAL
• The single best explanation of virality and the emotional
drive of the social web by Jonah Peretti, founder of
Buzzfeed:
– Video:
http://www.theguardian.com/media-network/video/2013/apr/
03/buzzfeed-social-web-video?INTCMP=SRCH
– Slides:
http://www.businessinsider.com/jonah-perettis-awesome-viral-
media-presentation-explained-2010-8#-1
• Creative Abrasion:
– http://haykin.net/innovationsparks/2009/10/02/creative-
abrasion-vs-creative-collaboration/
• Social Media & Social Times Email newsletter
– http://www.adweek.com/blognetwork/newsletters
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35. THIS PRESENTATION
WILL BE AVAILABLE AT
bit.ly/asylum15marketing
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