Introduction to social media and marketing for the Australian Institute of Professional Photography and BlueTree studios by Phillip Kingston, author of the War for Eyeballs.

1. Social Media for Photographers Phillip Kingston Kingston Development

2. “I never try to teach my students anything, I only try to create an environment in which they can learn.” --- Albert Einstein

3. Agenda for this evening: © Kingston Development 2011

4. nice to meet you :)

5. Why are you here? What kind of photographer are you? What do you seek? Who isn’t a sole trader? Do you consider your offering a product or service?

6. If you wish to take notes, that’s cool, but be advised that these slides and any referenced material will be available from tomorrow at: www.phillipkingston.com/aipp2011

7. Marketing principles Sale = intersection of perceived realities Marketing communications / encoding The real reason and the stated reason True nature of competition The cost of sale Marketing mix - 4Ps Sources of growth New markets More penetration in existing markets Adapting to change in evolving markets © Kingston Development 2011

8. Social media defined Value is delivered by fellow consumers: Supplier = customer, customer = supplier Web 2.0 User generated Two-way communication Changing notions of publishers, authority, mutability and immediacy © Kingston Development 2011

9. Transmedia Portfolio approach to marketing Diversified across traditional and social media Individual channels have contextual strengths The next ‘big thing’? © Kingston Development 2011

10. The new ‘marketing mix’ Complex Dynamic Convergent Elements are increasingly covariant © Kingston Development 2011

11. Social technology ecosystem Almost nothing is siloed Understanding interrelationships, strengths and weaknesses of each piece of social media is as important as the underlying media itself Many light / low-engagement touch points Nothing is constant © Kingston Development 2011

12. Social media channels Facebook Twitter LinkedIn / Xing Google+ / Google Local Listing / community – Urbanspoon / Digg / etc. © Kingston Development 2011

13. Advice from Twitter Inc. Share. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them! Listen. Regularly monitor the comments about your company, brand, and products. Ask. Ask questions of your followers to glean valuable insights and show that you are listening. Respond. Respond to compliments and feedback in real time Reward. Tweet updates about special offers, discounts and time-sensitive deals. Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your business. Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers. Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your business, but think about your voice as you Tweet. How do you want your business to appear to the Twitter community? Source http://business.twitter.com/basics/best-practices Last accessed 13/07/2011© Twitter 2011

14. 3 DIY approaches Curated social participation a.k.a strategic networking Measurement Themes – clutter, tone & fit DIY - SEM - Facebook & Google Ads DIY - SEO - Link building, community participation, commenting © Kingston Development 2011

15. Summary of vendors SEO / SEM companies Web design / development Ad agencies / full service marketing agencies Social media consultants / gurus © Kingston Development 2011

16. Common pitfalls and advice No free lunches Ask for performance based agreements There be dragons Speak to an existing customer © Kingston Development 2011

17. Resources A guide from PhotoShelter “Social Media for Photographers” A guide from Twitter “Twitter for Business” “The War for Eyeballs: An Introduction to Internet Marketing”