1. Putting the Pieces Together
How to use Social Media
to Promote your Art or Event

2. Who is Colleen Wright?
• Digital Marketing Instructor for Five Years through Search Engine
Academy Northwest
• Online Marketer Since 1997
• Graduate of Portland State University
– Marketing
– Advertising Management
• Digital Marketing Consultant that has increased revenue for many
businesses small and large over the years
• Business Advisor for the Small Business Development Center at PCC
2

3. Who are you?
• Name
• Medium in which you work
• What you hope to get out of today's presentation
3

4. Questions to be Answered
• What exactly am I trying to do?
• Enough about me. What else am I going to talk about?
• What will my online persona be?
• What will I share?
• What’s off limits?
• What social networks should I use?
• What promotional tactics should I use?
• How will I know they’re working?
• How do I coordinate my online and offline marketing to maximize results?
• This stuff is evolving at the speed of light. Where do I go for help?
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5. What’s on the Agenda Today…
1. What is Social Media Marketing? 6. Tips to help you with Social Media
2. Why should businesses engage? 7. Social Media Optimization
3. Types of Social Media Sites 8. A Quick review of:
4. Creating a Social Media Plan a. Facebook
5. What to share on Social Media b. Pinterest
7. Q&A
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6. What is Social Media Marketing?
6

7. What Is Social Media Marketing?
From Wikipedia:
Social media marketing refers to the process of
gaining website traffic or attention through
social media sites.[1][2]
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8. What Is Social Media Marketing?
From Wikipedia:
Social media marketing programs
usually center on efforts to create
content that attracts attention and
encourages readers to share it with their
social networks.
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9. What Is Social Media Marketing?
From Wikipedia:
A message spreads from user to user and
presumably resonates because it appears to
come from a trusted, third-party source, as
opposed to the brand or company itself.
Hence, this form of marketing is driven by
word-of-mouth, meaning it results in earned
media rather than paid media.
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10. What Is Social Media Marketing?
From Wikipedia:
Social media has become a platform that is easily
accessible to anyone with internet access.
Increased communication for organizations fosters
brand awareness and often, improved customer
service.
Additionally, social media serves as a relatively
inexpensive platform for organizations to implement
marketing campaigns.
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11. Why Do Social Media Marketing?
• Elevate your business as an industry expert
• Generate traffic
• Create conversations
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12. Stats on Social Media
Every MINUTE of every day:
• 100,000 tweets are sent
• 684,478 pieces of content are shared on Facebook
• 2 million search queries are made on Google
• 48 hours of video are uploaded to YouTube
• 47,000 apps are downloaded from the App Store
• 3,600 photos are shared on Instagram
• 571 websites are created
• $272,000 is spent by consumers online
(source:
AllTwitter, http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/)
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13. Why Engage in Social Media?
Social media enables you to:
•Share your expertise and
knowledge
• Tap into the wisdom of your consumers
• Enables customers to help customers
• Engages prospects through customer evangelism
http://marketing.about.com/od/internetmarketingstrategy/a/b2bsocialmedia.htm
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14. Why You Should NOT Do Social Media
• Generate sales
• Generate a list of prospects
• Generate phone calls or contact inquiries
• Measure ROI
– David Meerman Scott’s “rant” on ROI:
http://www.ribeeziemedia.com/wp-
content/uploads/2010/01/DMScott_Interview4.
mp3
• You want to create a “viral” campaign
– It probably won’t work
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15. Types of Social Media Sites
Social “bookmarking” sites such as:
These sites have their own communities and
governments” and basically run themselves.
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16. Types of Social Media Sites
Identity-based sites are based on who you are
and the type of business you’re in and are based
on connecting with networks of friends,
associates and contacts you know.
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17. Types of Social Media Sites
Your own personal Blog is an identity-based social
media site if you open up comments.
Message boards, forums, and newsgroups (such
as Yahoo! Groups and Google Groups – think
about how long newsgroups have been around)
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18. Types of Social Media Sites
Micro-Blogging sites,
such as:
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19. Types of Social Media Sites
Pinning Sites, such as:
Video Sites, such as:
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20. Creating a
Social
Media
Marketing
Plan

21. Creating a Social Media Plan
If you enter into
social media marketing without a plan,
You Will Fail.
Period.
http://outspokenmedia.com/social-media/social-media-planning/

22. Creating a Social Media Plan

23. Creating a Social Media Plan
Understand your audience:
1.Who is your audience?
• What does your audience need?
(Describe their needs NOT what you offer)
• What are your customer’s pain points?
(List all of your customer’s pain points)
1.What emotions are evoked by their big pain?
• What do you do?
(How do you solve your customer’s problems?)
1.Who are your competitors?
2.What differentiates your work from the competition?

24. Creating a Social Media Plan
Once you have researched your audience and the
competition, the next step is to:
Create your online brand!
then
Secure your online brand!

25. Creating a Social Media Plan
Secure your online brand
http://knowem.com/

26. Social Media Marketing
Some common ways of sharing:
Authoritative information
Entertainment
Humor
Controversy
(Wikipedia)http://en.wikipedia.org/wiki/Social_media_marketing
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27. Social Media Marketing
Authoritative
Information
http://www.youtube.com/watch?v=v5K5H7SM4cw
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28. Social Media Marketing
Entertainment
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29. Social Media Marketing
Humor
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30. Social Media Marketing
Controversy
http://agmetalminer.com/2011/08/01/why-steel-producers-need-pay-attention-downstream-imports/
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31. Social Media Marketing
Post content to a blog and then share through
social media.
Interesting articles Pictures of your artwork
Detailed FAQs Write an interview
How to “tutorials” Case studies
Solve a problem Check lists
Historical data Advice column
© 2013 Search Engine Academy. May not be
reproduced or copied without permission.

32. Social Media Marketing
Understand your customers;
hang out where they hang out.
Are they on:
Why follow your customers?
You want to know what your customers want and
place yourself ahead of the competition

33. Measuring Success
Determine how you will measure your success
Blog comments ?
Conversations ?
Links ?
Twitter talk ?
Better brand recognition ?

34. Measuring Success
Facebook
Insights
Measures:
1. Likes
2. Reach
3. Talking About This
4. Check-ins

35. Measuring Success
SocialMention.co
m
Measures:
1. Strength
2. Sentiment
3. Passion
4. Reach

36. Measuring Success
Klout.com
Measures:
1. Engagement
2. Influence

37. Rules Regarding
Social Media Marketing
Must be 100% free:
No strings attached
Sales is NOT the goal:
Consumers of content are not in “buy” mode
Make it easy to spread the word:
You want others to disseminate your information
free and freely
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38. Rules Regarding
Social Media Marketing
Deliver what you promise:
Don’t try to fake people out – you’ll be buried very
quickly
Don’t expect an ROI:
It’s nearly impossible to tie social media back to
sales or other dollar measurements
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39. Tips for Social Media Marketing
Be committed: Research and solicit a relevant
audience.
Design a plan: Schedule start dates, goals
and benchmark the plan’s progress. Create an
editorial calendar.
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40. Tips for Social Media Marketing
Plan a “friending” strategy:
•Publish a badge—or an icon—that allows customers
to share your website on their LinkedIn, Facebook,
Pinterest and Twitter pages.
•Place links to your social media
pages in your email signature.
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41. Tips for Social Media Marketing
Have a “crisis” communication plan:
Be prepared for negative comments and know in
advance how you will respond.
Monitor with:
Google Alerts and
socialmention.com
http://www.google.com/alerts
http://socialmention.com/
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42. Tips for Social Media Marketing
Be proactive:
Monitor daily
and produce
daily updates
that give
followers a
unique insight
of your
business.
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43. Tips for Social Media Marketing
Be proactive:
Encourage
interactivity and
discussion.
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44. Tips for Social Media Marketing
Personalize:
Social media
pages should
not be overtly
commercial.
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45. Tips for Social Media Marketing
Personalize:
Consider
consumers’
interests and
provide
entertainment
value to keep
them coming
back.
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46. Tips for Social Media Marketing
Integrate all marketing efforts:
Publish all messages to every marketing vehicle:
•Social Media
•Newsletters
•Web Sites
•Public Relations
•Advertising
and be certain they are consistent.
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47. Tips for Social Media Marketing
Integrate all marketing efforts:
Create external links to post on social media
pages that direct the fan to your published
press, advertisements, commercials, etc.
Source: Howard Schaffer Media Marketing
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48. Social
Media
Optimization

49. Social Media Optimization (SMO)
• Social Media Optimization is defined by
Wikipedia as the way to optimize Web
sites/pages so they’re more easily connected
to social media sites.
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50. Social Media Optimization (SMO)
http://portlandmonthlymag.com/arts-and-entertainment/culturephile-portland-arts/articles/spring-arts-guide-february-2013
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51. Social Media Optimization (SMO)
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52. Social Media Optimization (SMO)
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53. Social Media Optimization (SMO)
Widgets and Badges
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54. Social Media Optimization (SMO)
Widgets and Badges
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55. Social Media Optimization (SMO)
Links to Widgets and Badges
FaceBook
http://www.facebook.com/badges/
Twitter
http://twitter.com/goodies/widgets
LinkedIn
http://www.linkedin.com/profile?promoteProfile=&trk=mypro_badges
Pinterest
http://pinterest.com/about/goodies/
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56. Working in

57. Maximizing a Business Page
Go to: http://www.facebook.com/pages/create.php
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58. Maximizing a Business Page
Click the
“Edit
Button” to
edit your
page
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59. Maximizing a Business Page
Set up email notifications so you can be
super responsive to fans of your page
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60. Maximizing a Business Page
Set up your mobile device to respond quickly
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61. Maximizing a Business Page
Add the
Facebook
App to your
phone and
iPad
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62. Maximizing a Business Page
Set
permissions
for your page.
DO NOT
publish page
until
complete.
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63. Local Artist
Examples
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64. Local Artist
Examples
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65. Local Artist
Examples
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66. Local Artist
Examples
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67. Local Artist
Examples
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68. Local Artist
Examples
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69. Social Media Marketing
Ways to market a business on FaceBook
•Create a Cause
•Develop a Group
•Post Videos, Photos and Links
•Design a quiz
•Post your Events
•Create a Business Page
•Run a Facebook Ad
•Promote a Post
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70. Working in

71. Social Media Marketing
What is Pinterest?
Pinterest is a social media site that helps people
collect and organize the things they love.
•http://business.pinterest.com/whats-pinterest/
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72. Social Media Marketing-Boards
Ways to market a business on Pinterest
•Set up a Business account
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73. Social Media Marketing-Pins
Ways to market a business on Pinterest
•Set up a Business account
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74. Social Media Marketing
First
Click-
through
on a pin
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75. Social Media Marketing
Second
Click-
through
on a pin
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76. Social Media Marketing
Get credit
for this link
from the
search
engines
which helps
with
popularity
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77. Social Media Marketing
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78. Social Media Marketing
Pinning Principles
Consider what pinners really care about
The very best boards are inspiring, with beautiful images
that draw people in
Each Board has a specific topic
Instead of just showing off your art, show what inspires it
Show your values, personality and taste
•http://business.pinterest.com/pinning-principles/
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79. Final Words

80. Social Media Takeaways
Integrate your efforts to reduce time spent on
Social Media
Have a plan and follow it
Incorporate Widgets for LinkedIn, FaceBook,
Pinterest and Twitter to your Website, blog and
even your email signature.
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81. Social Media Takeaways
Limit your self promotion
Give generously to your community
and Have Fun!
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82. Social Media Resources
http://mashable.com/social-media/
http://www.socialmediaexaminer.com/getting-started/
http://www.brandignity.com/2011/03/450-social-media-
resources/
http://www.constantco
ntact.com/social-campaigns/social-media-marketing-strategy-res
ources.jsp
http://mashable.com/2012/11/10/social-media-marketin
g-tips-artists-galleries/
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83. Contact Information
Colleen Wright
Consulting
info@responseim.com
www.responseim.com
Training
www.seotrainingnw.com
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84. Thank you!
Get a copy of the presentation at:
http://www.slideshare.net/sheenalena/presentations
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