Promoting work, promoting self: building your professional network in a digital age
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Presented for an audience of artists as part of the L'Air Arts Interdisciplinary Residency in Paris on January 29, 2020.
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Promoting work, promoting self: building your professional network in a digital age
- 1. Promoting work, promoting self: building your professional network in a digital age January 29, 2020 L’Air Arts, Paris
- 2. 1. About me Manager, cultural marketing, City of Kingston. Reside on the traditional territories of the Anishnaabe and Haudenshonee. @juliefossitt A copy of today’s slides can be found at slideshare.net/jfossitt A blog post summarizing today’s presentation will be posted at JulieFossitt.ca for your reference.
- 3. Agenda 1. About me 2. Warm-up exercise courtesy of Edward de Bono 3. 5 minute Marketing 101 4. Can you be the answer? 5. Five questions to consider for your work 6. Personal branding exercise and sharing 7. Your turn: comments / questions?
- 4. 2. Warm-up exercise Courtesy of Edward de Bono’s How to have Creative Ideas 1. Get into groups of 3 people. 2. The instructions for the exercise are printed for you. 3. Write down your answers and get ready to share the links among the five words. 4. Don’t forget - there are no wrong answers!
- 6. 3. Marketing 101 The classic role of marketing includes the following: Distribution - Deciding how you'll get the goods or services you want to sell to the people who want to buy them.
- 7. 3. Marketing 101 Financing - Generating enough revenue for product development and marketing. You need money to make a living and continue producing.
- 8. 3. Marketing 101 Market Research - Market research is about gathering information concerning your target customers. Who are the people you want to sell to? Why should they buy from you?
- 9. 3. Marketing 101 Pricing - If your price is too high, you might lose customers -- but if you price it too low you might be undervaluing the perception of quality. The "right" price normally comes through trial and error and doing some market research.
- 10. 3. Marketing 101 Product and Service Management - listening to customers, responding to their wants and needs, and keeping your products and services fresh and up to date. Does the work you do have an audience?
- 11. 3. Marketing 101 Promotion - Advertising your products and services is essential to attracting new customers and keeping existing customers coming back.
- 12. 3. Marketing 101 Selling - Selling can happen only after you've determined the wants and needs of your customer base and are able to respond with the right products at the right price point and time frame.
- 15. 4. Can you be the answer?
- 16. Five questions to consider for your work
- 17. “ Question 1: What does your personal brand say about you?
- 19. Personal brand How you show up in an online search is an important part of being ‘found’. ◉ How are you represented online? ◉ How can you differentiate yourself from others? ◉ What story are you telling about yourself on different channels? ◉ Who are you talking to online? ◉ Is your art and your personal life at odds online?
- 20. Personal brand Often people think that a personal brand is how you promote yourself. It is the unique combination of skills, experience, and personality that you want the world to see in you. But, what your personal brand really is: how others see you and the sum of all of their touchpoints. How they feel about you from in-person interactions, digital interactions, experiencing your work, word of mouth from others and any other ways that they understand who you are.
- 21. Personal brand You cannot fully control how other people see you, but you can be aware that all of your actions - particularly in the digital world - influence how people see you and understand who you are. Every comment, post and image online is a reflection of you who are as an artist and as a person. How does that make you feel?
- 22. “ Question 2: Who are you trying to reach and where are they?
- 23. Social media demographics https://sproutsocial.com/insights/new-social-media-demographics/# Social media is great, but you often have to pay to play. Who are you trying to reach? Where is the best place to reach them?
- 24. Build personas for your target audiences ◉ Who is the persona? What personality traits characterize him/her? ◉ What roles does s/he play? What does his/her typical day look like? ◉ Where is the gap in his/her needs/wants beyond what we’re offering? ◉ When does s/he close this gap? ◉ Why should s/he care about us as an organization?
- 26. “ Question 3: Where is your work found?
- 27. Own your media! Earned media is gained through promotional efforts. Paid media is well, paid for. Shared media is content that is shared across social media or shared between multiple owners. Owned media is any type of content that you create and own yourself — that’s on your website and any sort of assets or locations that you own as a company Use channels like social media to get people engaged in your work, but drive them to your own platforms!
- 28. Own your media!
- 29. Own your media! Website must-haves: ● Mobile responsive - phone friendly ● Customer friendly - accessible, easy to use ● Domain name easy to spell and remember ● Have Google Analytics installed ● Content - earned media ● Updated regularly - Google likes fresh content ● Call to action - what do you want people to do when they are there?
- 30. “ Question 4: Are you creating or consuming?
- 31. Digital consumption #1: Facebook Approximately 75% of Facebook users visit the site every day. 69% of adults use Facebook. #2: Instagram 75% of 18-24 year olds use Instagram, and 57% of 25-30 year olds use it. #3: Snapchat Snapchat’s penetration among the teen demographic is at 41%. #4: Twitter In the US, 22% of adults use Twitter. Twitter’s format is ideal for timely content, meaning the platform continues to be popular for news and customer service. #5: YouTube In the US, 73% of adults use the video streaming platform. For those who do use the network, 38% of them reported logging in several times a day. #6. Tiktok Has 500 million users worldwide. It allows users to create short videos with music, filters, and some other features.
- 32. Don’t consume - create! #1: Time spent Americans spend an average of 3 hours per day on their phone - mostly messaging and social media. Are you swiping or sharing? #2: Document The creative process is fascinating to watch and discover. Can you share your process using digital tools to build interest in your work? #3: Your face! Content that features the person behind the work gets a lot more engagement. Are you highlighting the people? #4: Simple High production content are not necessary for most creation to promote your work. A simple cell phone is all that’s needed to share photos, videos or quotes. #5: Sneak peek Can you share exclusive content online to drive people to your call to action? It doesn’t have to cost money to be entice people. #6. You’re fucking artists! You are the coolest people on the planet. Why not share your story with those willing to pay for your work!
- 33. “ Question 5: How can you continue to learn?
- 34. Free resources ◉ Personal branding workbook ◉ Personal branding worksheet ◉ Personal branding blog post ◉ Free website from Wix ◉ Free website from Squarespace ◉ Google Analytics courses for beginners ◉ Facebook and Instagram courses ◉ Free online design program - Canva ◉ Me! You can always reach out to me and I will try and help.
- 35. Your five takeaways Personal brand - showing who you are Choose your tactics - what is best for you Own your story Create - don’t consume Always be learning
- 36. Group exercise ◉ Get into groups of 3 people. Use your phone or laptop to search one another. Spend a few minutes looking at the following: - Quality of images on social media - First four to 6 listings on Google - Content of images on social media - Topics covered on social media Present one of the profiles to the group and answer these questions: - Did you find anything surprising? Upsetting? - What do you want to change?
- 37. The five points
- 38. Your five takeaways Personal brand - showing who you are Choose your tactics - what is best for you Own your story Create - don’t consume Always be learning
- 39. “ You are the only you. How is your work unique? Only use the tools to help you reach your goals and leave the rest.
- 40. Be lazy, but brilliant!
- 41. Be lazy, but brilliant!
Notas do Editor
- Music degree and pursued arts administration right after graduation and have worked as an arts marketer ever since. I also teach market research and digital campaign evaluation at a local college in Kingston, so if you have questions about how to write a survey, let me know!
- Today’s format is quite informal and I would be pleased if you want to ask questions throughout. This workshop is a session to help you know what questions to ask and hopefully give you some focus after you leave here with what your next steps should be. Also, I am a resource for you so you can contact anytime and I will be happy to offer you advice and feedback, or connect you with a professional if you need help with marketing.
- Artists already know that there are many paths and many solutions to one problem. You should try doing this exercise with a group of public servants! This exercise if to show you that, like any creative work, there is no one solution to arts marketing. There is not one thing that you MUST be doing to reach your goals. Your goals are unique and your approach to marketing and communications should be as well. I hope by the end of today you will have some resources to figure out what your next steps are.
- How do people purchase tickets to your show? How to please hire you to do a commission? Etc.
- If you are a professional artist, you have expenses. How will you pay for food, housing and life in general? You need to generate enough revenue to make a living.
- This is my favourite part of marketing. Who comes to your shows? Who buys your paintings? Why?
- Valuing your work at the right price is not easy. What is your time and expertise worth as a teacher, facilitator or performer? Researching best practice and not overpricing - or underpricing - your work is really important.
- Are you responding to your community - however you define that - and presenting work that has an audience?
- How do people know about the work that you are doing? You need to promote that product or service so they know you exist and want to buy from you over and over.
- Now you must sell! The right product at the right price at the right time.
- This wheel is a diagram of what Integrated Marketing and Communications is. In some bigger arts organizations these two functions are split up, but I like to see them work together. They are all about setting you up so you can sell your product or service to the right person, at the right price for the right time.
- This is your top selling tool- the mobile phone. It doesn’t matter who your market is because almost every demographic and psychographic will be interacting with your product or service through an online search, opening an email newsletter, reading an online review, seeing your content on Instagram, watching a video on You Tube, buying a ticket on your website, etc. Every day there are 3.5 billion Google searches worldwide. These searches are looking for answers.
- Yes! Your work is brilliant and you ARE the answer. The big problem is you need to be found - you need to be the answer. Hopefully these five steps can help get you closer to being the answer more often.
- Does anyone know what a brand is? How would you define a personal brand? A personal brand is defined on WIkipedia as “how you promote yourself. It is the unique combination of skills, experience, and personality that you want the world to see you.” As you will see in an exercise that we will do later, you are not the only one who defines your personal brand. All of your data on the internet combined creates a personal brand that anyone can access.
- Again, we will talk about this more in a little bit, but this is something that is incredibly important for artists to consider. This is not a warning to not be political, or to not share what you care about, but a warning to be thoughtful about your “audience”. Every post, photo and all media about you online is a reflection of who you are and your work. Be sure that it’s who you want to be.
- Can you think of any example of what earned media might be?
- Number one priority is owned media. That means having a great website and using the other tools here to drive people to that website!
- Google insists on mobile-friendly websites. Take out your phone right now and look up your website on your phone. Does it work well? Do you have to pinch and zoom?
- Let’s talk a bit about each channel of social media.
- Going back to question number 2, choose the channels that are right for your audience. Don’t swipe or scroll - share!
- Story about Carl at La Coupole the other night
- P.S. about networks
- Dr. Julian Norris - a wonderful teacher from Calgary - shared this concept with me and it really resonated with me. This chart was created by a military commander in the late 1800s and is regarded as the creator of a new, more modern method of directing armies in the field. In essence, he broke down four types of officers into this chart.
- Another military officer, Von Hammerstein-Equord who supposedly adapted this classification system. Lazy but brilliant is an excellent way to approach marketing. Challenge ways of working - do I really need to be on insert latest social media channel here? Simplify - communicate with the right people in the right way and forget the rest. Delegate - having trouble? Ask an arts marketer for help! Work smart not hard. Only do what counts. Choose the best bets. Bigger picture -that’s you! Document your work and get people excited about the work you do every day to build anticipation for the final product.