Presented to the Gravity Center on 7/10/2012

1. Art Professionals of Texas
To Tweet
Social Not To Tweet
To Tweet Or Media
July 14, 2012
OrTweet
To
Not
@giovanni
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2. Thank You! Art Professionals of Texas
@giovanni
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3. About @giovanni Art Professionals of Texas
On one hand Giovanni is a recovering Microsoft .NET
programmer turned internet journeyman who develops online
audience growth & engagement strategies for clients in music,
media, missions, faith, film, tv, tech & causes.
On the other hand he is a professional photographer and
filmmaker who focuses on the same topics. Giovanni produces
content for GeekBeat.TV and serves as a faculty member at
Five2Media, xTrain, and Adobe TV.
And, if you’re not careful you might catch him or his work on
Troubadour, TX, a syndicated TV series airing in over 40 million
households in 140 U.S. markets each week.
@giovanni
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4. Art Professionals of Texas
Starting With The End In Mind
@giovanni
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5. Art Professionals of Texas
What are we dealing with here?
1
5
2 @giovanni

6. Art Professionals of Texas
Do you have a plan?
@giovanni
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7. Art Professionals of Texas
Do you have a plan?
•Differentiate
•Be Relevant
•Have a Budget
•Define Your ROI & Your ROE
•MAKE A PLAN - GOALS ARE GOOD
@giovanni
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8. Art Professionals of Texas
Do you have a plan?
•Give it legs - Give ‘em something to talk about
•Lead them to a destination or a point of conversion
•What’s a Point of Conversion?
•Provide a way to engage
•Stay engaged
•Provide the means and the incentive to share
@giovanni
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9. Art Professionals of Texas
Do you have a plan?
Word of Mouth
Webinars
Direct Links
Referring Links
Podcasting Research
Forums
Comment Marketing
Online Video
Social Networks
Email
INBOUND MARKETING Media Coverage
White Papers
Q&A Sites
Bulletin Boards
Blogs
Social Bookmarking
PR Infographics
SEO
News Photo Sharing
Direct Access Traffic
@giovanni
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10. Art Professionals of Texas
Do you have a plan?
@giovanni
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11. Art Professionals of Texas
Do you have a plan?
•Define target audience
•Determine goals and objectives
•Develop and implement tactics to achieve goals
•Monitoring, measuring, & reporting
•Wash, rinse, & repeat
@giovanni
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12. Art Professionals of Texas
What *really* drives traffic?
@giovanni
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13. Art Professionals of Texas
How Will They Find Your Art?
1% YouTube
Facebook 3% 3%
4% Flickr
Twitter 3%
Last.fm
LinkedIn
All Others
9% Vimeo
Others
25%
68%
84%
@giovanni
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14. Art Professionals of Texas
Tools Of The Trade
Email
Facebook
Flickr
Foursquare
Google+
Tumblr
Twitter
Wordpress
YouTube
@giovanni
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15. Art Professionals of Texas
Meetups
Build Your Public Seminars
Speaking
Email List!
Tradeshows
Website Email In-Store Training
Experiences
Forms &
Advertising
Touch Delivery Client
Drivers
Documents
Points Services
Industry
Newsletters Promotions Groups On-Site
Support
Team
Blog
Press Social
Releases Networks
Comments
@giovanni
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16. Art Professionals of Texas
Tools Of The Trade
Facebook Insight
Google Analytics
Grader
HARO
HootSuite
Klout
Map My Followers
PeerIndex
YouTube Insight
@giovanni
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17. Art Professionals of Texas
Tools Of The Trade
Facebook Insight
Google Analytics
Grader
HARO
HootSuite
Klout
Map My Followers
PeerIndex
YouTube Insight
@giovanni
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18. Art Professionals of Texas
Tools Of The Trade
Facebook Insight
Google Analytics
Grader
HARO
HootSuite
Klout
Map My Followers
PeerIndex
YouTube Insight
@giovanni
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19. Section 1 Art Professionals of Texas
SEO 101: The Very Basics
@giovanni
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20. Art Professionals of Texas
click thrus | humans
keywords & phrases | humans
back links | search engines
anchor text | search engines
@giovanni
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21. Keywords Art Professionals of Texas
How
Google
Works
(Simplified)
@giovanni
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22. Keyword Research Art Professionals of Texas
https://adwords.google.com/select/KeywordToolExternal
@giovanni
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23. Keyword Research Art Professionals of Texas
@giovanni
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24. Keyword Research Art Professionals of Texas
@giovanni
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25. Keyword Research Art Professionals of Texas
@giovanni
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26. Using Your Keywords Art Professionals of Texas
The Secret Formula
Title Tag
Title of Article
H1 Tags
300 - 500 Words Per Page
3% - 5% Keyword Density
Keyword-Rich links to your page/article
@giovanni
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27. Using Your Keywords Art Professionals of Texas
How To Write For The Web
Write for people, not machines
Focus your message
Use the language of your audience
Use - but don’t overuse - anchor text links
Add a photo & add your key phrase at the beginnin
photo caption
@giovanni
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28. Section 2 Art Professionals of Texas
Facebook & Google+
@giovanni
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29. Social Currency Art Professionals of Texas
PR & Social Media Deal In The Same Currency
PR >WOM > Marketing > Advertising
Social Media > SEO > Email Marketing > PPC
@giovanni
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30. Social Currency Art Professionals of Texas
PR & Social Media Deal In The Same Currency
social capital = reputation = access to resources/
access to more connections = reciprocity (favors
added up) = public accomplishments = increased
levels of trust = reputation = more social capital:
wash, rinse, repeat
@giovanni
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31. Art Professionals of Texas
What Did Facebook Do Right?
@giovanni
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32. Art Professionals of Texas
What Did Facebook NOT Do Right?
@giovanni
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33. Art Professionals of Texas
So what? What are you going to do about it?
@giovanni
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34. Art Professionals of Texas
So what? What are you going to do about it?
@giovanni
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35. Art Professionals of Texas
And the crowd went wild.
@giovanni
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36. Art Professionals of Texas
Google+ Launches Public Beta 6/2011
@giovanni
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37. Art Professionals of Texas
Google+ Invites Start Pouring In
@giovanni
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38. Art Professionals of Texas
16 days
@giovanni
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39. Art Professionals of Texas
120 days
53 Million +
@giovanni
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40. Art Professionals of Texas
And then lots of them left.
@giovanni
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41. Art Professionals of Texas
one
@giovanni
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42. Audience Size Art Professionals of Texas
April, 2012
Facebook 901 Million
Google+ 240 Million
Twitter 210 Million
@giovanni
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43. Networks Compared Art Professionals of Texas
Facebook Friends Lists - Closed
@giovanni
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44. Networks Compared Art Professionals of Texas
Facebook Friends Lists - Cannot Be Optimized
@giovanni
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45. Networks Compared Art Professionals of Texas
Twitter Lists Are A Vote For People
@giovanni
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46. Networks Compared Art Professionals of Texas
Google+ Circles
@giovanni
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47. Networks Compared Art Professionals of Texas
Circles are a vote for people
Google is looking at influence.
@giovanni
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48. Networks Compared Art Professionals of Texas
Circles are a vote for people
Google is looking at authority.
@giovanni
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49. Networks Compared Art Professionals of Texas
Circles are a vote for people
Google is looking at connections.
@giovanni
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50. Networks Compared Art Professionals of Texas
Circles are a vote for people
Google is looking at memes.
@giovanni
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51. Networks Compared Art Professionals of Texas
Circles are a vote for people
Google is looking at threads.
@giovanni
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52. Networks Compared Art Professionals of Texas
Circles are a vote for people
Google is looking at __________.
@giovanni
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53. Social Media Optimization Art Professionals of Texas
Optimizing Your Google+ Profile Page
@giovanni
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54. Social Media Optimization Art Professionals of Texas
Introduction/About You and Your Gallery
@giovanni
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55. Social Media Optimization Art Professionals of Texas
Occupation/Employment
@giovanni
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56. Social Media Optimization Art Professionals of Texas
Location, Location, Location!
@giovanni
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57. Social Media Optimization Art Professionals of Texas
Get Seen!
@giovanni
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58. Social Media Optimization Art Professionals of Texas
Google+ Style
You can write in bold or italic, but you just have to make
some small “additions”. To write in bold, write the word in
asterisks: *example*. If you want to write in italic, put it in
underscores: _example_. If you want the words you write to
appear cut, use a hyphen: -example-.
@giovanni
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59. Social Media Optimization Art Professionals of Texas
Optimization
Let’s talk about SEO for Facebook.
@giovanni
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60. Social Media Optimization Art Professionals of Texas
Optimization
That was quick.
@giovanni
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61. Social Media Optimization Art Professionals of Texas
Optimization
...but seriously.
@giovanni
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62. Social Media Optimization Art Professionals of Texas
Building Engagement
@giovanni
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63. Social Media Optimization Art Professionals of Texas
Communication Strategy
@giovanni
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64. Social Media Optimization Art Professionals of Texas
Communication Strategy
@giovanni
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65. Integrating Facebook Art Professionals of Texas
Social Plugins
Like Buttons, Share Buttons, & More
@giovanni
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66. Integrating Facebook Art Professionals of Texas
Social Plugins
Like Buttons, Share Buttons, & More
@giovanni
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67. Integrating Facebook Art Professionals of Texas
Social Plugins
Like Buttons, Share Buttons, & More
@giovanni
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68. Integrating Facebook Art Professionals of Texas
Get Your Brand!
@giovanni
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69. Integrating Facebook Art Professionals of Texas
Pages NOT Profiles
@giovanni
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70. Integrating Facebook Art Professionals of Texas
Promote Your Page Offline
@giovanni
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71. Integrating Facebook Art Professionals of Texas
Branded Applications
Be Efficient!
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72. Integrating Facebook Art Professionals of Texas
Branded Applications
Mind The Performance!
@giovanni
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73. Integrating Facebook Art Professionals of Texas
Facebook Ads
“Why do you “Like” brands on Facebook?
• Brand Invitation or Ad - 75%
•Friend Inviting - 59%
•Personal Research - 49%
@giovanni
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74. Integrating Facebook Art Professionals of Texas
Facebook Ads
Design > Text & Image
@giovanni
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75. Integrating Facebook Art Professionals of Texas
Facebook Ads
Targeting
@giovanni
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76. Integrating Facebook Art Professionals of Texas
Facebook Ads
Set Daily Budget & Pricing
@giovanni
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77. Integrating Facebook Art Professionals of Texas
Facebook Ads
Review & Pay
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78. Section 3 Art Professionals of Texas
Twitter
@giovanni
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79. Section 3 Art Professionals of Texas
Best Practices For Twitter
Use a photo of yourself that’s
interesting
Follow people that YOU think are
interesting, not just b/c everyone
else is following them.
Mix in SOME personal information
Don’t SPAM - Bring value
Use twitter search to find others
Join the conversation! use the @ sign before another person’s name to
get their attention
Most importantly - create and build relationships
@giovanni
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80. Section 3 Art Professionals of Texas
Best Practices For Twitter
Establish twitter accounts for
specific demographics
Grow your twitter follower list
first
Populate twitter streams with
relevant content using Twitter
Feed or Ping.fm
Use innovative ways to get them
to follow and friend you on
facebook
Sweepstakes are terrific
@giovanni
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81. Section 3 Art Professionals of Texas
Twitter For Artists
@giovanni
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82. Section 3 Art Professionals of Texas
What Is Twitter Good For?
@giovanni
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83. Section 3 Art Professionals of Texas
Applications
@giovanni
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84. Section 3 Art Professionals of Texas
Applications
@giovanni
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85. Section 3 Art Professionals of Texas
Applications
@giovanni
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86. Section 4 Art Professionals of Texas
YouTube & Flickr
@giovanni
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87. Section 4 Art Professionals of Texas
Photos/Video
My Weapons Of Choice
@giovanni
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88. Section 4 Art Professionals of Texas
Equipment
Canon 5D
Canon 7D
Canon T2i (T3i)
Canon G12
GoPro HD
iPhone
@giovanni
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89. Section 4 Art Professionals of Texas
Before
@giovanni
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90. Section 4 Art Professionals of Texas
Before
Passion: “I have never had a job I was not passionate
about.” - Kurt Podeszwa (Camp For All), SchipulCon in
the speaker room.
If you are not passionate about what you’re doing, stop.
I’m serious.
Just stop.
@giovanni
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91. Section 4 Art Professionals of Texas
Before
Build Relationships
@giovanni
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92. Section 4 Art Professionals of Texas
We need to reset our expectations
Anyone who says social media is free doesn’t know
squat about running an effective social media campaign.
@giovanni
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93. Section 4 Art Professionals of Texas
We need to reset our expectations
FOR EXAMPLE: Building a portfolio (translated: work,
write, create, or shoot for free sometimes.)
But, DO NOT establish the value for your product/services at
$0.00. NEVER be available for anyone for free when THEY
request your time. NEVER.
@giovanni
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94. Section 4 Art Professionals of Texas
We need to reset our expectations
Easy enough (kind of) if you are doing this for your
own brand. But if you have employees or a vendor
doing this for you, it just stopped being “free”.
@giovanni
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95. Section 4 Art Professionals of Texas
Photography as a Social Tool
@giovanni
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96. Section 4 Art Professionals of Texas
Photos on Google+
@giovanni
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97. Section 4 Art Professionals of Texas
Photos on Facebook
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98. Section 4 Art Professionals of Texas
Photos on Pinterest
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99. Section 4 Art Professionals of Texas
Photos on Instagram
@giovanni
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100. Section 4 Art Professionals of Texas
iPhoto Metadata
@giovanni
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101. Section 4 Art Professionals of Texas
Aperture Metadata
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102. Section 4 Art Professionals of Texas
What the user sees on Google+
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103. Section 4 Art Professionals of Texas
What the user sees on Facebook
@giovanni
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104. Video SEO Art Professionals of Texas
How About Video?
@giovanni
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105. Video SEO Art Professionals of Texas
How About Video?
@giovanni
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106. Video SEO Art Professionals of Texas
How About Video?
@giovanni
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107. Video SEO Art Professionals of Texas
How About Video?
Video SEO Ranking Factors
-Title
-Description
-Tags
-Views
-Ratings
-Playlist Additions
-Inbound Links
-Relevance of content
-Flagging/Favorites
-Shares/Embeds
-Onsite Links
-Comments
-Age of VIdeo
-Channel Views
-Subscribers
@giovanni
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108. Almost Over Art Professionals of Texas
Put Your Money Where Your Mouth Is
This is where I have to prove that stuff works.
@giovanni
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109. Almost Over Art Professionals of Texas
Put Your Money Where Your Mouth Is
This is where I have to prove that stuff works.
@giovanni
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110. Almost Over Art Professionals of Texas
Put Your Money Where Your Mouth Is
This is where I have to prove that stuff works.
@giovanni
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111. Almost Over Art Professionals of Texas
Put Your Money Where Your Mouth Is
This is where I have to prove that stuff works.
@giovanni
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112. Almost Over Art Professionals of Texas
Put Your Money Where Your Mouth Is
This is where I have to prove that stuff works.
@giovanni
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113. Almost Over Art Professionals of Texas
Put Your Money Where Your Mouth Is
But can you repeat it?
@giovanni
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114. Almost Over Art Professionals of Texas
Put Your Money Where Your Mouth Is
But can you repeat it?
@giovanni
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115. Questions? Art Professionals of Texas
Thank You
Questions?
@giovanni
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116. Upcoming Talks Art Professionals of Texas
07.18 Integrating Social Media with Email Marketing (ROSMB)
Dallas, TX
07.22 Social Media Bootcamp (Training Connections) Nairobi,
Kenya
07.25 Kickstart Your Event With Social Media (Fort Worth
Initiative) Fort Worth, TX
08.14 Integrating Social Media with Email Marketing (Gravity
Center) Plano, TX
08.15 YouTube Basics for Business (ROSMB) Dallas, TX
more dates at http://LiveLoudTX.tumblr.com
@giovanni
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117. Thank You Art Professionals of Texas
Download this presentation!
http://LiveLoudTexas.com/preso
Giovanni Gallucci
giovanni@LiveLoudTexas.com
469.682.6978
http://LiveLoudTexas.com
google+: http://LiveLoudTexas.com/plus
facebook: http://www.facebook.com/LiveLoudTexas
linkedin: http://linkedin.com/in/LiveLoudTX
tumblr: http://LiveLoudTX.tumblr.com
twitter: http://twitter.com/giovanni
youtube: http://youtube.com/LiveLoudTX
@giovanni
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