An updated version of "Social Marketing and Media Relations" including new examples and links to additional content and best practice explorations

1. Social Marketing & Media Relations
Presented by Aaron Bisman
Director of Audience Development
Jazz at Lincoln Center
@bizmonides
#platforma14

2. AGENDA
Intro
Your Marketing Questions
How to Market Things & People
Q&A
Break
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

5. JDubΥs 5th
Anniversary Celebration at Celebrate Brooklyn in Prospect Park.
JDub’s 5th Anniversary Celebration at Celebrate Brooklyn in Prospect Park, July 2008.

6. QUESTIONS?
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

7. 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
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

8. 1. Set Goals
2. Know your audience
3. Find your niche
4. Utilize tools at your disposal
5. Frame the story
6. Create evangelists
7. Trust the data
8. Plus…
HOW TO MARKET PEOPLE & THINGS
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

9. 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
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

11. FIND YOUR NICHE
How do you break through the clutter?
What do you do better than anyone else?
Identify similar artists/projects
Find the bloggers, journalists, tastemakers that influence
your ideal place of impact
Find the most obvious potential targets and reach out
directly to them.
Connect with related Facebook groups
Follow them all on Twitter
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

12. Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

13. WHAT IS THE SINGLE MOST
POWERFUL MARKETING TOOL
AT YOUR DISPOSAL?
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

14. CONTENT, CONTENT, CONTENT
WHAT
– Videos / Podcasts
– Photos / Sketches
– Blog posts
– Workshops
– Contests
WHY
– Allow participants into your process
– Gives them more to connect to, and gives you
more to share with others
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

15. CONTENT, CONTENT, CONTENT
How comes last:
- The platform is simply a distribution
mechanism
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14
PLATFORM PRO CON
FACEBOOK
TWITTER
INSTAGRAM
YOUTUBE
TUMBLR

16. UTILIZE TOOLS AT YOUR DISPOSAL
• Social Media
– Facebook
– Twitter
– Instagram
– Youtube/DailyMotion
– Pinterest
– Tumblr
– Vine
– Wikipedia
• Digital Marketing
- Email
- Event listings
- Facebook Ads
- Your site
- Microsite
• Curate Content
–Netvibes / Pulse
–Flipbook
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

17. Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

18. Facebook Today
• Facebook limits the percentage of fans of YOUR page that
see content you post, in order to charge you to show your
fans your content. (the “Boost Post” feature).
– Ridiculous and nothing you can do about it. You have to pay to
reach your own fans on Facebook.
• Maybe it doesn’t matter because users are getting sick of
Facebook?
• Additionally, Facebook’s algorithm determines if the
content you post will really be of interest to your fans or
not. It is more likely to show fans content it thinks they
want.
– Typically they want fun, happy, intriguing, interesting pictures
and videos. Of cats.
• Either way, Facebook shouldn’t be the only component of
your social media strategy. Diversify.
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

19. 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
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

21. 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
FRAME YOUR STORY
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

24. CREATE EVANGELISTS
How can you engender buy in?
What will send them running to tell
their friends about your work?
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

25. BE AN ENABLER
• Provide tools
– Postcards
– Posters
– Digital Flyers
– Gifs
– Temporary Tattoos
– Sandwich boards
• Hired guns
- Publicist
- Social Media
Manager
- Street Team
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

26. 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
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

27. Social Marketing & Media Relations.
Presented by Aaron Bisman @bizmonides
#platforma14

28. Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

29. Social Marketing & Media Relations.
Presented by Aaron Bisman @bizmonides
#platforma14

30. 1. Set Goals
2. Know your audience
3. Find your niche
4. Utilize tools at your disposal
5. Frame the story
6. Create evangelists
7. Trust the data. Data is your friend
8. Plus…
HOW TO MARKET PEOPLE & THINGS
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

31. COLLABORATE
ASK FOR HELP
BUDGET
ONLY 3 MORE TO GO
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

32. REMEMBER…
YOU ARE AWESOME
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14

33. READING/VIEWING MATERIAL
• Jonah Perretti on Virality and Social Web:
– Read about it
– Watch it
• MediaBistro.com/social-media
Social Marketing & Media Relations.
Presented by Aaron Bisman @bizmonides
#platforma14

34. THIS PRESENTATION
WILL BE AVAILABLE AT
bit.ly/platforma14marketing
Social Marketing & Media Relations. Presented by Aaron Bisman @bizmonides #platforma14