A presentation delivered to the JCDC Eastern Regional Executives outlining approaches and insights for using social media as a tool for cultural promotion. Kemal Brown, Digital Consultant.

1. #ToDiWorl’
Kemal Brown
Digital Media Consultant
Social Media &
Cultural Promotion

2. What We Will Be Discussing Today
 What Social Media Actually Is
 How It Is Changing Our World
 Social Strategy & Goal Setting
 How Jamaicans Are Using Social
 Tips & Tricks To Optimize Its Use
 Its Benefits For Promoting Culture (Which JCDC Knows Best)

3. What is Social Media?

4. Social Media is…
 All the means of interactions among people where they
create, share and exchange information and idea’s in virtual
communicates and networks.
 Not just Facebook, Twitter etc. These are social media
services.
 In a very real sense, social is the new media – because of one
key word – share. We share our experiences, current events,
among other bits of information.
 Not Just A Marketing Tool.

5. Types of Social Media
1. Collaborative projects (Wikipedia)
2. Blogs and Micro-Blogs (Tumblr, Wordpress)
3. Content Communities (Youtube, Vimeo)
4. Social Networking Sites (Facebook, Twitter)
5. Virtual Game Worlds (World of Warcraft)
6. Virtual Social Worlds (Second Life)

6. Social Media Is Changing Our World
 It is what the printing press was in 15th century.
 The relative unrestricted circulation of information
transcended borders, breaking the monopoly on
knowledge.
 The same is happening now. It is creating a new
generation of publishers. But will they use their power
for good or evil? The point is. It is a powerful tool!

7. Just How Powerful is Social Media
 The power to win elections (Barack Obama in 2008)
 The power to topple oppressive regimes (Egypt, Tusnia)
 The power to form solidarity (Mario Dean – Michael Brown)
 The power to shape your own narrative (Smile Jamaica
Talkback, TVJ Feedback)
 Completely changed how we consume media (No longer a
need to watch the news, information pushed to us, when and
where we want it)

8. Then Vs. Now
 The world is now flat – “Thomas L. Friedman” 2005 - There
has been a shift in power. So what has changed?
 We are all on level playing fields. No longer does the west
have the monopoly on media creation and promotion (they
only control the tools – for now).
 The entire world is listening – It raises awareness to issues
and events.
 Every individual has the ability to promote their own brand,
how much more so, a national brand.

9. So then in what ways can this powerful
tool be used to promote culture,
specifically the Jamaican Culture?
A more important question though is why
do we want to promote it, what are our
goals?

10. How Are Jamaicans ‘Social’izing
 Voicing their opinions about varied topics affecting their lives.
 Sharing comedic videos to entertain and showcase their
“jamaicanness”
 Engaging with the wider world, to form business linkages,
freelancing.
 Commercial entities are using social to boost brand
awareness.

11. We Use It To Entertain

12. We Use It To Entertain

13. Brand Jamaica Includes…
 Our Culture.
 Our Athletes & Icons.
 Our Music, Musicians & Dancers.
 Our National Symbols.
 Our history.
 Our geography (Tourism Product)

14. What does media aim to do?
 Inform
 Entertain
 Educate
 Social takes it to another level because its
collaborative. This has implications for how the enter
world now functions. Who creates truth? Who creates
news? Who markets and promotes culture?

15. The Promotion can be
 The reality is we see examples of this promotion all the
time.
 Internal
 External

16. Benefits of Social Media To Culture
 Build and shape the narrative around Jamaican culture.
 Shed light and reinvigorate certain aspects of the culture.
 Build global relationships with benefactors of our culture –
yielding increases to our tourism product.
 Expand the awareness of the role of JCDC in Jamaican
society.
 Build a community of cultural advocates.

17. The Key Themes of Social
 The Social Media Audit.
 Social Media Strategy.
 Vision, Goals & Tasks.
 Companies with a clear strategy see 60% faster growth.
 You need to ask yourself if you are prepared to input the
time.

24. Live Blogging – Social Campaigns
 Speech
 Drama
 Music
 Dance (includes the Deaf Dance
Competition)
 Traditional Folk Forms
 In addition to the Performing Arts
Programme, JCDC stages the following
events:
 National Creative Writing Competition &
Exhibition
 Culinary Arts Competition
 National Visual Arts Competition and
Exhibition
 Children Jonkunnu and Mento Band
Competitions
 There are a number of other Competitions
organized by the JCDC annually under the
Entertainment Arts, including:
 Miss Jamaica Festival Queen Competition
 Festival Song Competition (formerly
Popular Song Competition)
 World Reggae Dance Championship
 Jamaica Children Gospel Song
Competition
 Jamaica Gospel Song Competition

25. Step 1
 Step 1: Decide on what you expect from Social Media set
goals. Do you want awareness of the culture? To drive sales
for a particular cultural item? What is it you want?
 JCDC’s Mission: To influence national development positively
by creating opportunities that unearth, develop, preserve and
promote the creative talents and cultural expressions of the
Jamaican people, through a professional and dynamic team,
thereby advancing brand Jamaica worldwide.

26. Step 2
 Step 2: Choose networks that support your brand image and
can help you achieve your goals.
 Facebook, Twitter, Instagram Youtube etc.
 JCDC’s focus is festival competitions, in music, speech or
attendance at civic ceremonies and parish and national
celebrations.

27. Step 3
 Step 3: Allocate a budget and ensure you have the time
or can employ a team to commit the time to true social
media management.

28. Step 4
 Step 4: Provide valuable and shareable content – What
aspects of the Jamaican culture are appealing to the Masses?
 Every single piece of content you share should support your
brand image. Remember, humor can be difficult to pull off. If
you can use memes effectively, they can be powerful brand-
building tools.
 Leverage the audiences existing influencers in your industry
have already built.
 Content should be visual and engaging.

29. Step 5
 Step 5: Use social campaigns to promote events and
content to both local and international participants.
 A growing number of brands use strategies such as
contests and other social media campaigns to
successfully gain visibility and generate leads.

30. The Utility of Social For Culture
 Businesses use Social to build brand awareness.
 The Jamaican brand is HUGE globally, but much of this
has been outsiders setting the narrative.
 Social allows us to put our customs, symbols and other
cultural artifacts on display.

31. Facebook – The Basics
 Facebook allows for direct targeting to interest groups anywhere
in the world. It is by far the largest community and has several
useful functions.
 Facebook groups can be used to organise groups of interested
parties for events and promotions.
 With Ads you can put your content directly in the front of those
who would benefit the most.
 And you can choose to promote within your own parish, or by
other demographic labels.
 Analytics allow detailed tracking of your progress.

32. Twitter – The Basics
 Follow/retweets.
 Build a following interested in your offereings.
 Twitter is built on hashtags. These tags can be used as a
tremendous rallying tool to bring awareness and
provoke change.
 #BlackLivesMatter
 #TBT
 ##Egypt - #1 On Twitter 2011

34. Instagram
 Our vibrant culture, captivating music, animated people and
stunning scenery easily translate into powerful visual stories.
 Use Hashtags to be found globally. #Jamaica #Nature #Culture
#Ackee #Dancehall etc.
 Instagram is based on the function of the hashtag. Engage
with engaging pictures.
Use inspiring and fun videos and images to highlight our
Jamaicanness.

41. WhatsApp
 Can be used to organize large groups quickly. Share
images for posting to other communities, share news
quickly.
 Broadcast feature can get news out even quicker and
remind persons of cultural events taking place.

42. Reaching Out To Our Social Leaders
 Bob Marley - 74,149,922 followers on Facebook.
 Usain Bolt - 16,688,231 followers on Facebook
 Promote Cultural Sites, Products, Dance, Food etc.

43. Your Job Is Easy
 Jamaican culture is revered worldwide.
 Popularity of our public figures and musicians.
 But there is more that we have to share with the world.
 Campaigns must be well thought out and well executed,
tying in to key demographic groups.

44. Tips & Tricks
 Scheduling Posts (Using A Service Like HootSuite) & other
tools.
 Targeting & Segmenting Populations
 Best Times To Post
 Types of content (Video is King)
 Seek help from a consultant to help you frame your
comprehensive strategy – Social is a complex ground.

54. Questions Or Comments?